Highlights from Episode 44
In this episode we answered the following questions:
Question 1: “How much should I budget for Google Adwords for my therapy website?”
Clinton stated that your Google Adwords budget for your therapy website will depend on your local area as certain keywords from larger, metropolitan areas will cost more because there is more competition for therapy websites in certain areas. He advises Mary Jane to consider the value of a client when budgeting for her Google Adwords campaign – determining the average total income that you will receive from an average client. He also recommends that therapists hire specialists to run their Google Adwords campaigns, rather than doing it themselves.
Juliet suggests that Mary Jane consider the campaign as an investment, not a business expense. She stressed that if you want to hire a specialist to run an advertising campaign for you, it is important that they understand the nature of therapy businesses and the keywords that people use when searching for therapists in Google. She also recommends that therapists run different ads and track the statistics to see which ones are clicked on the most. Then you need to tweak the Google ads to increase their performance and abandon the keywords that are not working.
Question 2: “How do I get more people to sign up for my meditation group?”
Juliet stated that direct mail pieces (e.g. postcards and flyers) have a low conversion rate. She suggested that Susannah post often on Facebook and LinkedIn, and also focus on building an email list. Juliet also said that while you cannot always guarantee how many people will sign-up for your group, it is important to continue to market a group over time to bring in new attendees.
Clinton stated that setting up a workshop or group will require many hours of planning. He said that setting up a therapy group should include content creation as well as effective email marketing. Clinton suggests that healthcare groups like Shushann’s regularly email content to their subscribers to stay in front of their audience.
Question 3: “How can I add an online store to my bricks and mortar business?”
Clinton advises David that he will have to differentiate himself when moving from a retail store to the online market to compete with the larger supplement businesses. He said that marketing the personal services like consultations could be a good way to do this. Clinton thinks that David should also tell current customers in the local area about the site. They may not always be able to get to the store, but still wish to buy from him online. He said that David should ask them if they want to sign up to an email list, perhaps with a special offer or coupon.
Juliet added that for any supplement or health food business, a good professional-looking e-Commerce site is worthwhile. She said that good copy is really important on these websites, especially in the product descriptions. She also advised David to build an email list, to have a blog on the site, and to ensure he has good product photography. Juliet agrees that David should differentiate himself on the site by highlighting services offered in store like the personal consults or something else that distinguishes him from the competition.