Are you struggling to connect with your ideal client through your website content?
Trying to convert those visitors into sales?
That’s what Colleen Sloan, a Registered Dietitian and Pediatric Physician Assistant wanted to know when she booked a free marketing review with me.
Colleen has a business called Exam Room Nutrition, where she is the Clinicians’s Nutrition Coach. She offers resources that simplify nutrition for busy medical professionals, and with this, she also has a podcast. She was looking to attract more sponsors for her Exam Room Nutrition business newsletter.
She knew her message needed a bit of fine-tuning to resonate better with people, and that’s why she booked the marketing review.
When you start to clarify your marketing message, that’s when you’ll begin to see a boost in sales.
By listening in, you’ll learn how to do the same for your business or practice with the key marketing advice I shared with her.
We covered 3 main ways to add clarity to your marketing message to increase sales:
- Refine and Clarify your Marketing Message: Understand the specific problems your clients face and how your service stands as the solution they’ve been searching for.
- Craft a Compelling Story on your Website: Learn how to create your marketing messages to create a journey that hits home with them by leading with the benefits and creating a narrative that paints a picture of success for your clients.
- Strategic Positioning of Website Content and CTAs: Discover the importance of a clear call-to-action that guides potential clients toward making a purchase decision without confusion.
Whether your marketing messages have a goal of acquiring new sponsors or those messages are to gain clients… the underlying foundations are the same for each. All your website visitors need to clearly ’get’ your message in order to take action on it.
Be sure to check out this episode and learn how to increase your own sales (aka new clients) by taking steps to clarify your marketing message. You can apply the lessons to your own business or practice too. The strategies behind marketing and messaging are very similar to most service-based businesses.
Click the image of your fave podcast player app below to listen there.
If you prefer to read rather than listen, scroll down this page, past the resources mentioned, and you can read a little more about those three core lessons and action tips shared.
I’ve listed out ways you can connect with Colleen below as well as how you can book your own free marketing review.
~ Kathy C
Resources mentioned:
How to Connect with Colleen Sloan:
- Website – https://www.examroomnutrition.com
- Follow her on Instagram @examroomnutrition
- Colleen’s podcast, Exam Room Nutrition
Book your own Free Marketing Review to get over your own marketing roadblocks.
3 Ways to Add Clarity to your Marketing Message to Increase Sales
Here are the action steps shared with Colleen to gain more clarity with her messaging so that she can increase requests and signups for sponsorship.
They are all ways every practice or business owner can add that same clarity to your website messaging.
1. Refine and Clarify your Marketing Message:
When your messaging focuses on your ideal client’s problems and clearly articulates what they will gain – in this case from the sponsorship opportunity, it will hit home with more people.
All business owners must understand the specific problems your clients face and how your service or product stands as the solution they’ve been searching for.
For Colleen, the messaging should focus on the problem of reaching these specific types of people and the benefits for the client. Colleen has a community filled with that targeted audience and sponsors can potentially increase their client base when they sponsor with her because of the list and reach of people she has.
2. Craft a Compelling Story on your Website:
Every website should have a flow that takes visitors on a journey to read/consume what you have on those pages.
There are elements to include in this to be as effective as possible such as an attention-getting headline, speaking to their problems, offering solutions and ways to get started with you, because you can help.
One way to start this is by having a one-line headline statement that immediately captures the attention of people because those words feel like you are talking directly to them. That you understand them. Then you can create content and marketing messages that lead with the benefits people will experience, which paints a picture of success for your clients.
Colleen will want to develop a concise one-liner offer statement that instantly showcases the value of the sponsorship opportunity to those potential sponsors.
3. Strategic Positioning of Website Content and CTAs:
Website content must have a flow on your pages – all pages…but that flow needs to include a marketing strategy behind it as well. You cannot just drop ‘sign up” or “buy now” buttons anywhere, you need to plan where they go and what they say.
You will take people on a journey with that story written for them but you also need to use clear calls-to-action that guide potential clients toward making a purchase decision without confusion.
Colleen will want to look at reworking the content on her sponsorship page to tell a more compelling story. Moving some of the words from the headline further down the page and placing more important sections, like the audience targeting, above the fold to immediately capture the visitor’s attention.
Having clear calls-to-action, such as a “get started now” button, which could lead visitors to the section where they can choose between the two sponsorship options.
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When you include these 3 strategies into your website and sales pages, you will find more people clicking those buttons to take action, because they know what you have to offer and how to get access to it.
These action steps were shared specifically to help Colleen improve her marketing strategy, clarify her messaging, and ultimately convert more visitors into sponsors for her podcast and newsletter. But… they also are very fitting for most private practice and service-based businesses.
Be sure to test them out yourself. Review your website content, if you think it is not working, it probably is not. Sorry, but that is often the case. You can look at these strategies, and put them into play on your website – in your business. If you do, you will see changes and more results.
Now, if you are not sure what will work for you, then feel free to book your own marketing review with me too.
Get advice like Colleen did, specific to your business!
You can book that marketing review here.
Stop Struggling and Start Thriving! My passion is helping to guide people just like you, private practice and service-based business owners, who are often frustrated with all their wasted time spent on marketing that gets you nowhere. You can learn strategies to attract a steady flow of clients and build a thriving and profitable practice. Get started with some of the free resources on my Pepper It Marketing website, especially this Guide to Streamline your Marketing. I also offer several self-study training programs to help you attract more clients so you can Build a rewarding and profitable private practice and still have time to LIVE your LIFE!