Marketing – How it can help your business

1. Marketing – How it can help your business Liza Browne

2. What is Marketing… • Marketing is • the process that gets you more clients. • doing things that makes sure more people know about you or your company and the services your provide. • not about everyone knowing about you, it’s about the right people knowing about you!

3. Why do I need it… • Business doesn’t always grow on it’s own • Because marketing works, • and you can do it for low cost. • Because not doing it means you are fighting a constant battle to keep or grow your client numbers.

4. Where do I start… • Think of yourself and your service as a brand or product. • Describe yourself in 100 words. • Who you are, your qualifications and experience, your expertise. • Describe your services in 100 words. • What are the things you do that make your service attractive? • Local? Reliable? Professional? Success stories? • Have a vision for where you want to get to? • Set business success goals… An extra day of appointments? 20% increase in clients in the next 6 months? • Take the vision and the services you offer and start to create your marketing material.

5. Your basic business tools Business Cards Brochures Website

6. What do I do first • Have a business card and a brochure • It creates a professional impression • Use the internet to get cards and brochures done • Make sure you include your phone number / email address / website • Copy what others have done • no need to reinvent the wheel • Be consistent - deliver on your promise • www.vistaprint.ie can provide samples and templates

7. Know your audience / market • Who are the primary users / purchasers of your service • Moms / parents • Adults with speech or voice concerns • Where do they find out about services like yours? • Who are the key influencers in their world • Doctors • Pre-schools/ schools • ENT teams • Psychologists Credible Referrers

8. Marketing focus = business results Parents Schools Doctors Psychologists New Clients €€€ EENT Specialists Others? Key Influencers Customers Profit

9. What next… • So, now we know who they are and who they trust, how do we reach them? • Two ways • Directly • Indirectly

10. Going directly to potential clients • Using An Post to mailshot • Very simple and effective way to target potential new clients • Costs about €250 to mailshot people in the local area for up to 500 addresses • 3 simple steps – select area, design card with details and then purchase • Make an introductory offer such as discounted first visit • www.admailer.ie

11. Indirect network.. • Approach people or groups in the network of influencers. • Write letters to schools / health professionals. • Let them know: • you are in their area, • what you do, • the conditions you treat , • ask them to display your brochures. • Offer to host a talk with their team

12. Website • Keep it simple and uncrowded • Stick to the 5 simple rules • Who you are • What you do • Where you are located • How you work • How to contact you (and when , if that’s important) • Use examples of cases you have worked on or conditions that benefit from SLT • Plenty of low cost website design / development options

13. How do I get people to view the website • Make sure you are listed on the association website http://www.iasltpp.com/ • Research local group listings locally – and add your name and site details • Many communities have business association listings – find one for your area and get listed under community services. • “Adwords” from Google • For example if you are based in Athlone you would want to buy the words speech / language therapy / athlone / westmeath / language delays / developmental delays/ • When you are creating a website your design team can work with you to include these • You can buy these words as well as a service called PPC which essentially means you only pay if people see your ads and click through to your website

14. Examples of websites • http://speechtherapykent.co.uk/ • http://www.jeanweldonspeechtherapist.co.uk • http://www.spectrumhealth.ie

15. Web design companies • www.thenet.ie • www.myit.ie • www.webdesignireland.biz

16. Networking • Join local business organsiations • Chambers of commerce • Business networks in your area • This is a low cost option. You are networking with others and it’s all about getting your name out there • Good to meet others and understand what's happening in your area

17. A little PR • Local newspapers are always looking for content. • Give them a story, essentially you will have written it for them. • Create a FAQ document or give them a list of surprising facts about SLT e.g. famous people who have benefited or who could benefit from it. • Case studies, children/adults who have had very positive results.

18. What if I don’t do anything? • You will find it harder to build up your practice. • You won’t reach the people you need your services. • Remember… It works… it really does!

19. Final thoughts • Marketing works, its about working hard and working smart. • It’s about making your work pay. • Take it a step at a time. • Monitor what works best for you and do more of it. • Contact me at liza.ogrady@gmail.com or 0858500839 if you would like more help.