2.
āÆļø Your Business Style is Protector of Harmony and Balance āļø
You know how to build a business that achieves your goals while at the same time having a great sense of balance and perspective. It sounds as if you're in the enviable position of not needing to aggressively drive your business forward, but instead need to maintain that status quo while feeling confident that you can ramp things up if and when you need to. The only thing Iād say here is let's learn from Covid-19 and not risk leaving ourselves up a creek without a paddle. As the saying goes, āEverything is fine, until itās not!ā which is why it's always a good idea to be prepared for every eventuality, however unlikely it may seem.Building an audience (ie. an email list) and nurturing that audience are two of the most business-critical marketing activities you can do here. Every business, regardless of its size, profitability or age (maturity), should be investing in doing this, and doing it consistently. It ensures that should the need arise, that itās easy to quickly galvanise that audience into revenue-generating action, particularly if disaster strikes. If youāve let your email list stagnate, it will be very hard to generate any meaningful engagement from them when you actually need it.An engaged email list by the way, is also a great indicator of the health of a business, should you want to sell your business at some point in the future, because it's a great indicator of the leverage a business has to generate revenue.I have worked with several people looking to buy physical therapy businesses, and I always recommend that they look at the size and engagement of a businessā email list because it's a great (but mostly-overlooked) indicator of the potential value of the business. What are the open rates, how engaged are the readers with the content of the emails and how much data does the business have that it can use to segment that audience by interest areas? The better the engagement and segmentation, the stronger the potential to leverage that audience into future revenue-generating activities.As these are arguably the only two marketing activities you need to do on an ongoing basis, the key is finding the quickest and most effective way to do it, possible (tips below).Thought for the day"It's all fine, until it isn't"Strategies for Growing An Engaged Audience Which Can Be Galvanised Into Revenue Generation As NeededAs you'll undoubtedly already know, growing an email list is a matter of creating a lead magnet and providing access to it through an email lead collection page. As you're not necessarily looking to generate revenue through this email audience at this point, your focus very much wants to be on building trust, developing a sense of reciprocity (the desire to give back) and adding value to your readers.It's very easy to accomplish all these goals by simply sending links to helpful resources like patient leaflets, cheat sheets and injury exercise handouts.With the right resources and email marketing platform, it should take you no longer than 10-15 minutes to write a simple, but effective nurture email. You keep the content super-short but add value by including the links to helpful resources. Ideally you want to be sending an email every couple of weeks and certainly at the very least once a month.One of the major benefits of sending regular nurture emails like these, is that you can use the actions your readers take (ie. the opens and clicks) as a way of identifying their interest areas (aka segmenting them). The more you know about who likes what, the better you can target your audience with future offers when you do want to generate some new clients or cash. Itās very super-simple to do, but few people use it well (more tips to come).Running a monthly email lead generation campaign and sending 2-3 regular nurture emails a month should take no more than 2-3 hours a month. If those two things are the only marketing activities you do, youāll be doing more than 88% of therapists (and as you can see below, I have the data to back that up!).But who am I and what qualifies me to tell you all this?Well, packing 30 years of life into 4 paragraphsā¦ I trained as a physio and I also have a sports science degree. Iāve been a medical journalist, and had two jobs in marketing, but more importantly Iāve also run businesses for the last 22 years, so I know EXACTLY what pressures youāre under!I currently produce a peer-reviewed educational journal for physical and manual therapists (something Iāve been doing since 1999) and more recently Iāve been producing marketing content and building a technophobe-friendly sales and marketing web site to the Co-Kinetic offering. This has been specifically designed to help my subscribers market and promote themselves and their businesses using a strategy called content marketing, that is all about adding value, and is totally unsalesy. During the cluster-f**k of 2020 and Covid-19, I turned my focus to creating as many ways as possible for my customers to generate revenue from their physical therapy skills, while utilising the tools and content I provide.I also happen to have a self-confessed obsession with finding the most time and cost-effective ways of doing just about everything, not only for myself but also for my subscribers (hence the 80:20 theme). In fact itās a topic I speak regularly on both nationally and internationally. And thatās what brings me here! A Few Additional ResourcesI donāt usually talk about my subscriptions here, but I have two things that are particularly useful in helping you to achieve the email lead collection and email nurture aspects of your marketing in the quickest way possible.The first is a growing supply of reliable (peer-reviewed and professionally edited), value-added resources that you can include as links in the nurture emails we discussed. As long as you stick to one topic per email, you can use these to gauge different people's interests based on the emails they engage with, and in turn segment them for future use. These resources are available in all 4 of our subscriptions and can include your branding and business details.The second thing worth mentioning is the pre-built Social Media campaigns we produce on different MSK, health and wellbeing topics which are specifically designed to help you build your email list and include ready-to-use email lead collection pages and lead delivery pages. You also get the added bonus of getting the credit for great looking, highly informative social media pages.Whatās Next?You can read more about the two subscriptions that can be of greatest help in saving you time at this link >Keep an eye out on your inbox for the emails where Iāll expand on the strategies we covered above and Iāll send you a couple of checklists you might find handy.I hope you enjoyed the quiz experience too.Warm wishesTor š
