Most practice owners tell me they feel like they can’t get out of that endless cycle of marketing to get clients and grow the practice.
And when it’s not working, they do what so many try to fix it… more marketing… and then more and even more.
Some try to learn new ways of getting your marketing to work, so you try some new things … and holy crow, by the end of any given week, you are exhausted and discouraged because none of it is working!
I’m exhausted just talking about it.
One of the best ways to get out of this endless cycle is to get a system in place with your marketing.
The worst thing you can do is create more and more marketing content trying to make something – anything stick.
In this episode, we are going to talk about the best path to streamline your marketing with a system so that you are no longer doing random marketing and trying anything and everything to see what sticks.
The system is all about streamlining your marketing in such a way that you’ll see how to create less content, but in a way you can do more with it and actually see results from your marketing – the bonus! You won’t spend nearly as much time ‘doing marketing’ as you were before you learned about this system.
It’s part of the Thrive Marketing Method I teach, and it’s how practice owners can streamline their marketing to have more time to work ON your practice and with your clients, because that is the path to financial freedom with your practice. Not doing more marketing that isn’t working in the first place.
You will learn 5 ways you can repurpose one main piece of content for marketing and turn it into enough for about 1-2 weeks of social media content – or more! PLUS, you will find the content all has a goal and purpose – it is not just random content posted to have content on social media.
Listen to this episode of Marketing your Private Practice with Kathy C where we cover the 5 steps to streamline the marketing for your private practice!
Click the play button above to listen in or access the podcast on your favourite player!
Resources Mentioned in this episode:
Take the FREE Foundations Quiz and get the checklist too!
The two previous podcast episodes on the 10 Marketing Foundations:
EP 3 – Fast track your Practice Growth: More clients, less Social Media
EP 4 – Foundations for Marketing Success with a Private Practice
Learn more about the Thrive Marketing Academy
LESSON RECAP
5 Simple Steps to get out of the Endless Cycle of Marketing
The way I teach clients to streamline their marketing is to start by setting a cycle for consistent new content and use that one article to create almost all of your marketing content for each cycle.
This means determining how often you will send a newsletter or publish a blog.
This may be doing a monthly or biweekly newsletter or blog and then from that article you pull out the content to use for your online marketing and social media.
My #1 Recommendation to do the least amount of marketing possible for your practice?
- Create 2 short articles a month that you put on your website as blogs.
- Send one newsletter a month that has the information from both and include in the newsletter a Call to Action to any new groups, programs, openings for appointments, etc.
Following a system like this means you are not creating all sorts of content for your social media marketing and more content for newsletters and more content for blogs. That is how marketing burnout happens… from creating more content than you need, and this burnout is preventable.
Those 2 short articles can become the base for all that other content – Facebook and Instagram posts, stories, and even reels or videos.
That’s the Thrive Marketing Method I teach and it’s how practice owners like you can streamline your marketing so you have more time to work ON your practice and with your clients. Why is this important? Because that is the path to financial freedom with your practice, not doing more marketing that isn’t working in the first place.
Now to ground you, this lesson is all about the 4th marketing foundation – CREATE ANCHOR CONTENT ON YOUR WEBSITE CONSISTENTLY
There are 10 marketing foundations that help you be more effective with your marketing – and if you want to check if you have them in place, you can take this quiz that comes with a checklist too.
You can read all about the 10 marketing foundations in these two articles:
Marketing foundation #4 is creating consistent anchor content on your website. Anchor Content is the content you publish on your website, typically as a blog post. This content is meant to attract your ideal clients and get you noticed by the search engines.
This anchor content is what we repurpose to use as almost all the new social media content needed for each cycle until you create the next anchor content piece.
The first step in getting a system in place to streamline your marketing starts with setting that schedule for your anchor content – your main article. This also means deciding how much content you want on your social media channels.
Now, there is no set rule on what is right or wrong here. It really boils down to how much do you want to show up on social media? How “active” do you want to be? Knowing this helps you know how much social media content you will pull from that main anchor content.
Stay tuned for a future episode where I cover how you can determine how much social media is enough for you…
Once you’ve determined your content cycle and have that article you will be publishing on your blog as well as sending it to your newsletter list, you are ready to create the marketing content you’ll need for this next cycle.
Here are the 5 pieces of Content you can repurpose from one article:
- Blog or Podcast Promotional Posts. This is content to go on social media that is one or two sentences with the goal of encouraging people to “click the link” which takes them to read your blog on your website. This is so more people can read or listen to the content you created. (Which by the way, should have CTAs in it so people can sign up for your lead magnet or book a free call with you.)
- Brilliance Business Tips. These are business-related pieces of content that shares your expertise – the brilliance in you! Tips and advice to help your community and build credibility. Pull out a one-line tip or piece of advice from the Anchor Content, or more! (I like to make 2-3 posts and 2-3 images per article in order to have a good supply.) Making these is sooo easy: simply scan your article for statements that read like a short piece of advice. That’s a tip! All ready to go. Match it with an image and it’s ready to post on social media.
- Engagement Posts. This content should get people talking and commenting on your social media posts, engaging with you! You can refer to your article and pull out a line or two of advice and ask people a question about it. Add an image to catch people’s attention as they scroll on social media.
- Short Videos (under 60 seconds). These can be Instagram stories, reels, videos or even Facebook videos/reels, stories or more. These are very easy to make because you can just pull out snippets of content from that main article you have and use the words already written to create a video! Pull out content for what you will say in a short video. Make more than one if you can, and then reuse these on all of your social media channels. There is no need to rewrite it all from scratch.
- Long Videos (2min +). With these, you can pull out more content for a slightly longer video, ideally 2-10 minutes. For example, if you wrote a “5 Steps” article, it might be the 5 steps, or if you have 3 critical points to learn in the article, focus on those. Videos that highlight steps are often easier to make because you can expand on the steps in the video. Start with the list in your article and go deeper with the points to have a longer video. Again, you have the script and it’s ready to be used in your video, without creating it from scratch.
PRO TIP — All the videos should follow the Video Success Formula. Start with a Hook, then an Intro as to what they will learn by listening, then the main Message and finish it off with a Call to action. Remember that – Hook – Intro – Message – CTA
Another PRO TIP — Batch your video making!
It is easier to make more than one video at a time. Block some time in your calendar, have the content / scripts / captions all ready and hit record. Make a couple, then change your shirt/top, make a couple more and you have a few videos done and ready to use – most likely in less than one hour. Then they can be posted live or scheduled.
Those are the 5 pieces of consistent new content you can use to fill your calendar for each cycle you produce that new anchor content. It does not mean writing everything from scratch without any cohesion. It’s all connected and can easily be created from that main article!
Now what does this look like in action?
Here’s an example from someone doing a weekly newsletter-blog as the anchor content. (My example.)
Write the Anchor Content, which goes on the website as a Blog on Fridays. It is also sent out on Thursdays as part of my newsletter to the subscribers on my email list.
- Create 3 Blog Promotional posts to use to send people to the blog.
- Create 3 Brilliance tips and 3 Images to be used in the marketing. Simply copy and paste words from the article. One image goes in the newsletter, two on the blog, and then ALL are used with the social media content.
- Write a one-liner Engagement Question to get people talking about the article topic, i.e. if the article is about goal setting, I would write: “What’s one of your top peeves about making goals for your marketing?” It would often get posted with one of those images from #2.
- For each article, I create 2 short videos to use on Instagram Reels, Stories, and TikTok. What I say in these comes straight from the anchor content. I look at the blog post, pull out the highlights I want to use in the video, put those highlights on a post-it note and record the videos.
- For each piece of anchor content, you can create a longer video too. I do not always do this but when I do, this content also comes from the words right on the blog. Often, I will have the blog post up on my monitor and pick out what I need to use for the words I say in the longer videos. These are ideal for weekly lessons and going live in a Facebook group or on a page.
When you follow this process you can end up with enough content for about 1-2 weeks of social media content – or more! And, you will find the content all has a goal and purpose – it is not just random content posted to have content on social media.
For me, I take the 3 Blog promo posts, 1 Brilliance Tip and 1 Engagement post along with 2 reels and 3 images and turn them into over 20 pieces of marketing content!!!
Yes … 5 pieces of content becomes 20+ other pieces of content!
That is called streamlining your marketing.
When you optimize your marketing and follow a system like this to streamline the tasks involved, you will find that 3 things happen:
- You spend less time on your marketing.
- You get more results from the marketing.
- You build a balance in your business and life, so you are not spending more time on marketing than working with clients or other revenue-generating activities.
Following a system like this where you create less new content and repurpose it to use in many ways is the best way to be efficient and effective with your marketing.
YOUR ACTION STEP?
Start today and set a schedule for your consistent new content – your anchor content, and then begin the system of taking that one piece of content and reuse it in these different ways. All without creating everything from scratch.
The key to saving time with your marketing and getting out of that endless cycle of marketing is to:
Repurpose As Much CONTENT As You Can!
This system I’ve shared today is part of what I teach in the Thrive Marketing Academy. It takes a few lessons in the training to get the foundations and basics in place to use this system on a regular basis but once you do, there is no going back!
I do have a free guide on streamlining your marketing content that shares a lot of this system along with a little more information on some other content you can add into your marketing to help get you new leads. You can click here to grab your copy now.
Like I’ve said before, marketing your private practice shouldn’t be complicated or take hours a day – getting a system in place to help you is the best way to make this a reality for you.
Listen in to the podcast episode above to get more details on the 5 steps to streamline the marketing for your private practice!
Connect with Kathy Online:
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!