Your marketing efforts will falter if you focus too much on one or too many platforms or channels. There is a proper balance of where you should spend your marketing efforts that work for hearing care marketing.
This article provides a breakdown of how each marketing channel or platform works.
Meet your prospective clients where they are.
Inbound – Getting people to come to you.
It is essential to set up the following channels for inbound. You are trying to support your potential clients with whatever is on their minds.
- Google Ads
- Google Search
- Website Optimized
- Social Media Post
Where brand building should occur.
Outbound – Going where people are to promote.
These channels support branding activities in the modern era. They will provide visibility and attract attention to get people to know who you are and what you do with the right copy and ads.
- Radio
- TV
- Billboard
Where you need to be building trust.
Outbound – Reaching out to people to engage.
The goal is to want prospective clients in regular contact with your brand. The relationship isn’t beginning but warming up.
- Retargeting ads to people who’ve interacted with your content on social media or your website in the past.
- SMS
Marketing channels change over time.
The channels, or where you advertise, change over time depending on cultural shifts and new groups of customers. However, their underlying purpose remains the same.
Google Ads and Google SEO are the Yellow Pages of modern times.
Facebook is like the new Direct Mail or Newspaper, depending on how you use it.
You will recognize the following if you are old enough to remember some old marketing channels before social media.
Each channel reinforces each other.
Continuous activities on several channels will help you grow your marketing efforts over time. Things will snowball, and each channel will grow synchronously because they mutually reinforce each other.
Focusing on just one channel but not another will bring slow movements, but working on multiple channels using what it is meant for can attract many potential leads that can help you grow your business.