Have you ever really thought about why you are creating a piece of content or specific ad? You likely have a desired end result like having someone read an article, share, comment, like or click but do you sit and actually think about what the person on the other end is experiencing? In this week’s episode I talk about the three types of clients there are out there and how to figure out which is the best fit for you and your practice.
If I were to ask what was most important in running a business most people would focus on the product, saying having a perfect product is most important. Product is absolutely important, if you or your veterinary hospital performs badly consistently you will go out of business, but on the other side providing amazing care sometimes isn’t enough. I am sure you know of times where there were veterinary practices that had amazing staff who deeply cared, but for whatever reason the business side didn’t make it. An important factor to have when considering what kind of marketing, whether it be content marketing or direct response ads, is who are you going to target.
There are basically three groups of people that all of your potential clients fall into and they are as follows:
- People who don’t know what they don’t know. They are ignorant of the problem and the solution.
- People who are open to a solution and understand the problem but aren’t actively looking for a solution
- People who are actively looking for a solution.
Obviously each of these groups of people need to be handled and approached differently because they have different lenses through which they see you and your practice. The first group of people are the most difficult to market to, because not only do you have to prove to someone that they have a problem, you then have to show them you are the best solution to the problem they had no idea they had. The second group of people could be anyone from ma current client to a prospective client, and this group of people is far easier to reach because they are not that hard to convince. Maybe these people have simply forgot that they need to bring their pet in again. The third group of people that I talk about in this week’s episode, is by far the most valuable immediately because they want and need what you have and are actively looking for it.
Different types of advertising work better for each group and I talk about what kind of marketing works best for each type. If you consider the perspective of the person who is viewing your content you will be able to create more compelling marketing and be able to help more pets receive care!