Great Client Problem Solving Marketing is much easier to achieve with the massage marketing tools of testing your efforts, and tracking to improve your results.
If you recall in the headlines page I talked about how just a little change in the wording can have a massive impact on your results, without even changing your copy?
That is true for many different aspects of your marketing efforts. Like changing the color, the placement within a newspaper, the price, how you answer the phone, the offer, your U.S.P., etc.
And unfortunately it is very hard to know what will work best without testing. No matter how good you are at marketing, you will always need to use these two massage marketing tools, testing and tracking, and let the results tell you what is best.
What I thought was true in my business about where our clients were coming from was often wrong when I tracked the real results. And being incorrect about where to put most of your money and efforts can be very bad for your business.
Just imagine - instead of sending out one new client letter, you send half your clients one letter, and the other half another letter with a different headline. And you keep track of which letters go to which clients. Amazingly you discover that your return rate of client's with one letter is a huge 200% greater than the other?
That means those clients are coming to see you twice as much as the client's who received the other letter. So you start sending everyone the better letter.
This happens all the time. You should expect it.
But the only way to do this is to develop two powerful massage marketing tools, testing and tracking. Whenever possible try to test two different options, instead of just using one. If you only use one, you are taking away the opportunity to see what works better.
Testing just means trying two different things, and keeping track of what you are doing, and what works best. It is time to start asking this question.
"How did you hear about me?"
You have to know how every single person found you. And you have to keep track of it. This is the only way that you can know what marketing is working.
So how do you do it? Ask! And don't just ask people who schedule, ask every person who contacts you. When someone calls on the phone to find out some information it may happen like this.
"Hi. I was wondering how much you charge."
"My rates are $55 an hour.",
"Great. I will call you back."
"By the way, how did you hear about me?"
"I found you in the yellow pages."
"Thanks."
Now write down where this potential client found you. You could also keep track of the fact that this potential client did not schedule. You could then adjust how you communicate and see if you can improve the number of potential client calls that don't lead to appointments.
At my business we found out how every client found us. And never once did I get the impression that the client felt like I was intruding, or bothered by the question. Most people enjoy answering this question. For them, it feels you are taking a personal interest in them. And you are.
People are not marketing stupid. Then know you are in business and need to know these things. They know you are not Wal-mart.
Also, make sure that you have a place on your client intake form that specifically asks this question, with different options available for them to check depending on what kind of marketing you use.
It may look like this on your form:
What ever type of offer you make to your clients, in your newsletter, or an ad in the newspaper, keep track of your results.
Sometimes it is easier to keep track of different marketing pieces by using some interesting massage marketing tools like a keyed response. Design an ad so that you know by how the client contacts you where they heard about you. It could be that they have to cut out a coupon and bring it in. Or they have to ask for a specific thing, or person. You could also ask them for a special coupon code that is printed on the offer.
When you use these massage marketing tools of tracking and testing you will naturally put more of your marketing effort and money into the areas that are bringing you the most clients. These are the marketing pieces that are serving your client's the best. And when you find something that really works, stick with it, even if you get a little sick of it yourself.
There are also many other things you can track that will help your business. To figure out your client's lifetime value, you will want to track how much each client spends with you, and how often they come. For your referral systems you want to track how often a client refers new people to you, and who they refer. For all physical mailings (like a newsletter), you want to be able to remove people from the mailing list who have not come to see you within a period of time. So you will need to track these numbers.
Are you thinking, what a pain? I don't want to have to do all that paperwork. I agree, this part is not that fun. But when you do it, what is fun is how amazing it is for growing your business. You will have some very powerful massage marketing tools in your hand. Do it, you will see.
Clearly the easiest and most reliable way to keep track of all of these things is with a computer program. You may wish to add some software to your massage marketing tools. But you can do it on paper with a little more much trouble.
Another of the important massage marketing tools is creating and maintaining your own client and lead lists. You will use these for tracking, but more importantly for direct marketing of your newsletter, special holiday programs, and more. Learn more massage marketing ideas about - Your Mailing Lists.
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