How to gain marketing clarity in a noisy environment

Small businesses are inundated with marketing agencies, SaaS companies, vendors, and manufacturers calling, knocking, and emailing to gain a slice of the pie. This can be overwhelming and can sometimes lead to a lot of wasted dollars. Which marketing tactics are right for your business? Understanding what tactic or strategy to explore starts with a clear understanding of your brand and your audience. Your brand and audience intersection is the heart of every successful marketing tactic. 

In most cases, healthcare practitioners become overwhelmed with the number of choices for marketing tactics and are unclear about their brand and audience, which leads to spending money on multiple tactics. This less focused approach can lead to wasted dollars and a bruised ego.

Without a strategic approach to marketing, your healthcare practice will be burning through resources without any sustainable growth activated.

How to build a marketing strategy and keep the team on track

The first and foremost important aspect of your marketing strategy should be focused on your customers' needs. Making sure you’ve researched who your ideal customer is can be the most valuable key to keeping the strategy together.

Another important aspect of your strategy is gaining and keeping alignment. The team may have many ideas on how to market your practice, but keep in mind that you have to be laser-focused to stay on brand and appeal to your target market. At the end of the day, your marketing strategy should be focused on selling to the customers with the most significant business impact.

4 questions you must answer in order to build your strategy and brand

Your marketing tactics will most likely be ever-changing and need a review on a quarterly basis, but there are some fundamental aspects of your strategy that will stay consistent and are critical for your success.

1. What is your business purpose?

Define your purpose. Why did you start your business practice in the first place? Why did you set out to help others when you first started pursuing your craft? Define and document your business purpose.

2. Who are you running your business for?

Who is the ideal customer for your business? Who matters most to your business? Create a set of two or three audiences that your business serves the best. This will help marketers target the audience that will have the biggest impact on your purpose.

3. Why do you matter to your audience?

Why does your audience care about your services? How do you help them achieve their health goals? Focus on helping your audience achieve their goals or solve their problems before you sell them an additional service. Understanding in detail how you help your audience is critical to your marketing success.

4. How do your audience, your purpose, and your services interact?

Lastly, how do your audience, your purpose, and your services interact with each other? How do you perceive the interaction between these elements playing out in a specific channel? This will help you really identify your tactics. If you understand which channels your audience uses to interact with your brand and services, you can figure out the most effective tactics to influence and interact with your audience.

How W&H Marketing supports marketing clarity

Without a clear marketing strategy, you will not be able to serve the community or grow your business. Answering all four of these questions will help you identify the tactics that work for your business and build a long-term strategy. Building a plan that works specifically for you and your audience is critical for success, and it's why we started W&H Marketing. We understand that is hard to gain clarity in a noisy environment. Helping healthcare professionals and healthcare practices identify which tactics to leverage and when is our specialty. Reach out to find out more about how W&H Marketing can help you and your organization build a growth-oriented marketing plan.