Your 2024 Game Plan with Katie Bell
Discussing strategic planning for the upcoming year. Emphasising the importance of reflection on the past year's successes and challenges
Welcome to this week’s episodes of the Treat Your Business podcast where we’re going to be chatting about the magic formula in marketing.
Why is it that some clinic owners and studio owners are much more successful? Are they are they just better clinicians?
Tune in to this week’s episode to find out the magic formula for marketing your clinic or studio.
Key topics include:
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You’re listening to treat your business with Katie Bell, the podcast for health and wellness business owners that want and need to give their business the treatment plan it deserves and needs so that you can create more time back in your lives to give you the income you deserve and work hard for and to create more freedom and flexibility in your lives to enjoy the things you love to do. Whether you are a physiotherapist and osteopath, a sports therapist, or maybe a Pilates studio owner, I’m determined to share with you bite sized episodes full of tried and tested tips from my own real experience of growing a successful physiotherapy and wellness clinic and from working with many businesses to do the same. So if you’re tuning in and feel like you’re on a hamster wheel of patients admin, life constantly juggling working and being with the family, and feel like you’re doing a rubbish job at both not making the income you thought you would by running a business and generally feeling overwhelmed with everything that you have to do, then keep listening. Welcome to this week’s episodes of the treat your business podcast where we’re going to be chatting about the magic formula in marketing. Why is it that some clinic owners and studio owners are much more successful? Are they are they just better physios? Are they better sports therapists? And I absolutely think sometimes you could argue that yes, they are. They might have been around for longer, they might be more established. But you don’t know that at the point of marketing. Okay, because what we see in marketing can could, people can portray themselves in any possible way. So we only know that a sports massage therapist or a physio are amazing once we’ve been see them. But we’ve got to get people in to see us. First of all, maybe it’s that these clinical clinics, all these studios have a massive marketing budget. And I would say of all the people that I’ve worked with, and coached within the health and wellness industry, I don’t think actually anybody has ever come to me with a marketing budget. Most people have never even thought that they needed a marketing budget. Somebody I spoke to me last week, we were looking at their costs and their expenditure in their business, they were spending naught point 2% of their expenses on marketing, and wondered why they weren’t getting your clients through the door. So I would guess that you listen to this podcast, don’t have a huge marketing budget, just start at one side. But all of these things do matter to some degree, but ultimately, talking about this magic formula. It’s a mindset thing. A marketing mindset is all about being creative. It’s about being consistent. It’s about understanding your customer, almost better than they understand themselves. And almost before they know it themselves. It’s not being afraid to be seen. Because if people don’t see you, you can’t help them. So whenever we start talking about marketing, and whenever we are, if we’re running seminars, or webinars or developing these podcasts episodes, people always say to me, just tell me what my marketing strategy needs to be. I just need a marketing plan catered like, that’s all I need, I just need you to tell me exactly what I need to do. That’s problem. So I’m just gonna go and do it. And actually, what we see time and time, again, is that the biggest things that are holding business owners back is the mindset around becoming more visible, putting themselves out there being questioned by other people within our industry as to who we are and why we feel that we can put ourselves out on this platform, bit worried about saying the wrong thing, worried about going against our hate CPC regulations and same making the wrong sort of guarantees or the wrong statements, and somebody’s calling us out for it. There’s all of this worry about fear of failure, fear of trying to be bigger or better than, than, perhaps think that you are. So whenever people say to me, I just need a marketing strategy. I say, well, that’s just 25% of it, because that’s just like a skill that we can teach you. Okay, you probably can read books on it, you can Google it. But 75% of what makes a marketing strategy fly, and allows you to be visible and put yourself out there and be consistent is your sort of marketing mindset. To create and develop a marketing mindset, a strong marketing mindset. I think, first of all, you need to take stock, okay? And what this means is taking stock of your strengths, because your business is a reflection of you. If you want your marketing to be successful, it’s got to come from you from from your heart, okay? Because your brand In your marketing message has to have your your authentic voice. It can’t. It can’t sound like somebody else it can’t. You can’t be one person in the clinic and then somebody else on your marketing, because that will create this kind of I guess it’s mixed message and people won’t really resonate with it. And it’s really tempting to just do what the experts tell us to do, isn’t it? Okay, people tell me all the time reels are the best thing since sliced bread. Well, I can tell you now, I have not got a minute in the day to figure out how to make my reel look really exciting. Okay, the time it would take for me to do that. And I’m just not that bothered means that it’s probably not something that I need to be focusing on right now. Or I need to find a who that can do it for me. If I think it’s genuinely going to make the biggest difference in my business in terms of building that audience and that following. So just because someone says that video marketing is trending, and they’re doing these highly produced videos doesn’t mean that you have to, if you like, video, do video, if you don’t, don’t make video, the centre of your marketing plan. So, a marketing mindset is the ability to adopt and embrace your strengths, make your marketing match your strengths. Now, I love content creation, I really enjoy writing blogs, I really enjoy planning my podcasts that I can then turn into a great marketing campaign or use all of that content and repurpose it in many, many ways. So I can spend 2025 minutes recording this podcast that gets turned into a blog via a transcript through otter. So that’s all done for us, we then titillate it and make it look great. And we stick it on our website. And then from that, we will repurpose that content. And we will draw it out into several different posts that we might use across the week. So then we have got this consistent theme, we have a podcast talking about it, we have a blog posts related to it. And now we have educational inspirational posts going out about that such topic or that theme. Now, that is one of my I would say my skills, so I enjoy doing it. For some of you, you need to start honing in on your skills and playing to your strengths. One of my fabulous team members in my physical wellness business is really great at just off the cuff, grab the phone, do some kind of video content, she’s really natural, she’s got a really wonderful way about her. She’s very, very creative. And she can just literally do it with not much planning time. So let’s hone in on that strength. Let’s make her somebody that can really lead with that I’ve got another member of staff who it would literally take a year for them to create a real because and this is all said with love. They know this themselves. They overthink things they over analyse they over critique, they watch the video but 70 million times before they actually can use it. So it would suggest that that isn’t her strengths, and therefore we’re not going to then get her to create wheels around her the service that she provides from marketing strategy. So have a look as a business reflect on what do you do? Well, what do you really like doing? What do you think you’re really good at? Okay, and it has to come from you. It has to be authentic to you and your business. Don’t try and be what everybody else is being if that doesn’t vibe with you, if that doesn’t feel the right thing for you to do. And then build on what works. So determine what’s working for you in your business right now. Just take stock and have a look at what you think you’re doing well, what is driving those leads into your business? What is what is generating that revenue and those sales and those people booking those appointments, and look for all the ways to improve how can you take that from good to great once you’ve pinpointed your business’s strengths? How can you leverage those strengths to take advantage of new bigger opportunities and this links to doing a regular review of your marketing efforts. So take stock it doesn’t matter if you’re doing one thing it doesn’t matter if you’re doing 10 things, but you need to stop thinking about what marketing is out there right now and write them all down and take the time to do a regular review of them you need to be tracking what marketing is working in your business because I am all about rinse and repeating what works and sucking off what doesn’t work. Okay because You are all limited in time, you’re all limited in terms of budget. And we want to make sure that we are getting the best return on our investment. So it’s important to look at some of your metrics, some of your numbers around this. Like, if you’ve got a website, you want to understand where your traffic is coming from, where it’s landing on your website, how long they stay there, what, why, why they’re dropping off what things you could do to improve your website presence, you want to be looking at, perhaps if your social media platform is something that you’re focused on, you want to be making sure that you have targets around how you’re going to grow your audience and your page. You don’t need to be looking at likes and clicks and all of that rubbish. Okay, but you do need to think about, if I’m using social media to generate leads, how many leads Am I actually generating? And if those leads that come through how many convert into actual bookings? And how much do those bookings spend with us, because you can then start to work out what elements of your marketing strategy is working right now, and is not working right now. It’s good idea to look at your, basically your appointments. I like to keep things very simple to start with in our business, we can get really nitty gritty into this. But ultimately, you want to put some marketing out there and you want to see more appointment bookings, you want to put some market out there, and you want to see more people join your classes. So if you’ve got more things coming from one channel than another, it was maybe because of the type of marketing that you did on that on that channel, or the type of advertising that you did in that channel, it’s important to really work out what is working for your business right now and what is not. And if you’re not doing any of it, don’t panic, you’ve got what you’ve got to put, you’ve got a level playing field to start from. These all sound like tasks, but the marketing mindset is that isn’t about what you do. It’s about how you do it, who you are being as you do each of these tasks, okay, and you’ve got to focus on what you can control. And you’ve got to then learn about the things that you currently don’t know so many business owners spend so much time investing in CPD and going on to further courses. And yeah, I love that, you know, people want to go and learn more about the pelvis more about the shoulder and more about the knee. But if people can’t find you in the first place, it would be a better use of your time and energy to spend some time and money on learning how to be better at marketing in your business, or use that money and outsource it and get somebody who is really good at what they do. I would say a caveat to that is of all the people that I’ve worked with, from a marketing perspective, I still very much like to drive the direction, I still like very much understand the principles of marketing, I understand what works, what doesn’t work, how our clients work, what conversations our clients have got going on in their head, what problems they’ve got. And I like to know all our numbers from top down. So I will strategically help implement the marketing plan. I won’t be the person pressing the social media buttons to, you can tell, I don’t know I’m doing post the reel or the carousel, or whatever it is. But it’s not because I probably couldn’t, I used to do it all in the business. But then it becomes a point where you need to look at where you’re spending your time. But you as a business owner, I feel can’t just delegate all of your marketing to somebody else, or certainly not when they’re new into your business that has to be your brand. It has to be your message has to be your authentic voice. For most of you, you are the face of your business. You’ve heard me say before, recognise your customer needs, recognise their wants, their desires. It’s a really important part of marketing. Because if you don’t understand what the customer needs, and then you don’t provide it in a way that meets their expectations, then you’ve got an instant disconnect. Focus on improving one thing at a time, the biggest marketing mindset mistakes so many business owners make is trying to blow the roof off every goal all at once. And what we see is they start doing blogs and they start doing social person, they start doing SEO and they start doing paid ads. And they start doing Facebook Lives and they start developing a Facebook group and all of it, it’s just really average. This is a recipe for failure. So we’ve got to choose one goal, one objective that you want to focus on and focus on that. One of the really successful marketing people that I listen to you say just stay in your lane, stay in the lane that you’re in. And it’s the best advice because you need to pick that lane, get it done, get it done right. And then you can move on to another lane. Okay, because when we’re learning about how to be great at marketing and how to end To build a marketing strategy, you need to keep that clarity and keep that focus because then it means you’re gonna get success. And the more success you get, the more confident you feel, and the bigger game that you then want to play. And I would say always learn, always be open to learning. In an ever changing world. Marketing is a really fast paced industry. And what we’re actually seeing, weirdly enough is that lots of trends are coming back round. Okay, lots of we’ve just had a fantastic successful marketing campaign called pucker up your pelvic floor. And it’s been a seven day challenge that we’ve ran on a brand new Facebook group, and we had 250 people during that challenge. And it has allowed us to start building an audience in a completely different way. I thought Facebook groups were like longer years ago, okay, but they’re not in thrive, we have a treat your business Facebook group, that people want to be in a community, they want to be in a cohort where they can learn where they can get value, and that can be nurtured. So always be learning because it is a fast paced industry trends and technologies are changing all the time. So you’ve got to have room to grow. Yes, got to learn about the knee, yes, gonna learn about the ankle, yes, go and learn about how to fit pessaries in your women’s health department, or you wouldn’t sell service, amazing. But we’ve got to get people knowing that you exist first. So that all of that additional learning that you’re doing is worth while. So there’s always something new to learn about, there’s always something new to explore. So never stop doing that bit. And I would just say that there’s no such thing as passive marketing, okay. And if anybody tell you that there is it’s a load of rubbish, you need to be proactive. Okay, you’ve got to be proactive in your marketing. And if you’re only reactive, you’ll only react when opportunities present themselves, if you’re proactive, your business will thrive, because of your anticipation and your action. And also recognise the biggest barriers to your marketing, often, one big barrier is that I just don’t know what a marketing strategy needs to look like, I just don’t know how to do it. Okay, we can teach you that. But often, one of the other barriers is to really dig deep into why it is that you’re not committing to marketing on a bigger level. Why is it that you’re not willing to find the money to invest in marketing to get yourself out there. And it’s often because we’ve got some fear or some belief lurking under the skin, that is stopping us from really pushing ourselves forwards. So if you want to make your marketing strategy, a huge success, if you want to, to become great at marketing, look inwards, first of all, in what’s stopping you, and what those what feelings are coming up, we can address those, we can do things to work through those. But I also say to a lot of my clients, let’s reframe it, rather than fear of failure. Rather than worrying about what we’re going to lose. Let’s look at what we’re doing to gain as a result of being being more visible. I always think, in my well in both physio, my physio and wellness business, and in my coaching business, if I allow my fear of somebody saying that I’m not good enough, or somebody if, you know, saying that said the wrong thing, or a fumbled or written a spelling mistake, or whatever it is, if I allow that fear, to consume me, it would stop me from from creating this podcast, it would stop me from being present on Facebook Lives, it would stop me from creating content that people can engage with. And as a result of that, it means that many business owners don’t become visible, many business owners don’t run a business that is fulfilling, and that is in line with their true potential. So am I prepared to let my fear overcome, and stop me from putting myself out there, and therefore helping so many other business owners be more successful in their lives and in their businesses? No, I’m not prepared for that to happen. In my physical wellness business, if we are not visible there are so if we didn’t put this pelvic floor challenge together, okay, around Valentine’s Day, and we’ve helped 250 Ladies address their pelvic floor concerns and give them amazing value and amazing content and a community where they can learn from and be and feel safe. There is 250 people there that we did not impact if we’d allowed the fear of, I don’t know how to do this, or what if I do this and I get it wrong? What if I put something out there and it’s wrong? So I always like to reframe it and look at the bigger picture because actually, the most important person isn’t me in this scenario. It’s about who I can impact on the difference I can make to other people. lives and businesses. If you are somebody that has resonated with this, and are listening to this podcast and thinking what’s great Katie, and I totally get that I need to work on my mindset. But I don’t know how to. And I totally get that I need a marketing strategy, but I just got no idea where to start, then I have a solution for you. We are launching a brand new live one day course called makeover, your marketing and we are going to be doing that exact thing making over your marketing in one day. This is going to mean that you can you well first of all, you need to make the commitment that you are prepared to let a day of clinic or classes go to get your marketing strategy set up for the rest of the year ahead, you’re going to get unbelievable time saving hacks that I get is going to literally save you hours in terms of what you should be, what content you should be creating how you create content. In a really super fast way. This programme is perfect for you if you need more clients, if you need more time back, not only to spend on seeing your clients and nurturing your clients, but actually on the things that are really important to you like your family and your friends and your hobbies. If you want to make more money, if you are sick of feeling stressed and overwhelmed, and like a failure when it comes to marketing, and you actually just want to feel calm, you want to feel planned, you want to feel less stressed about your marketing, then this live one day makeover, your marketing course is perfect for you. It isn’t for you, if you have no clients, or you are a very new business, okay, it’s not there’s no judgement, that it’s just this, the way this has been developed, is reliant on you already already having an existing business, it’s not for you if you have a marketing manager or your marketing team. And it’s definitely not for you, if you’re not prepared to give it one day of your clinical classes to move your business forward for the year ahead. And more. Now, there is a link in the show notes to our waiting list where you can head to, and there’ll be loads more detail in there about what this course is going to involve. It’s the first course of its kind, because we’re going to address both strategy and mindset in one day, we’re going to create your marketing plan for 2023, we’re going to save you hours and hours and hours of time. And if anybody has coached with me before, I am very bold, and very no nonsense and very direct in my approach with a lot of love, of course, but you are going to implement on the day. Okay, my aim for this is that you don’t have to leave the course with a massive to do list of things. Of course, there is going to be things that you want to do over the following weeks, which we are going to also help implement and hold you accountable to with some further live trainings. And over the month following, but I want you to come into that day and implement and do things together in that community together in a safe space. So head to the link in the show notes where you’re going to get loads more details about how you can join the waiting list to make over your marketing in a day. And if you join our waiting list, you get access to all of our bonuses, and you also get access to a pre sale offer. I hope you have enjoyed talking about the magic formula to marketing. And all I want you to take from this if you take nothing else is that you can have the best marketing strategy in the world. But if you don’t have the right mindset behind that, and if you don’t work and commit to working on that mindset, then your marketing strategy will probably fail or it will be inconsistent and it will be short left. Thank you very much for joining me. I hope you’ve enjoyed it. I look forward to speaking again in next week’s episode of the treat your business podcast. Thank you for listening to treat your business with Katie Bell, the podcast that tells you what you really need to hear. And now when it comes to running a successful business in the health and wellness industry that gives you the time, money and freedom you are wanting for access to our free workshops on how to get more clients in your business. How to make more income in the next 30 days. And to get more time back in your business on life. Head to our free Facebook group today. Treat your business or head over to thrive dash business coaching.com All of the links are available in the show notes
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