Every content has to serve a purpose. You will not see the marketing results if you post or share content unintentionally without any reason or goal.

You will quit marketing or say it doesn’t work without realizing your error during the whole process.

Marketing is about building visibility and trust. How you go about it needs to be strategic.

A small proportion of people are ready to buy.

We discussed previously how many people aren’t ready to buy hearing aids today. On average, about 3-10% of potential buyers exist in any market for any product when it’s not an everyday essential. The number of potential buyers will be different depending on the industry.

We calculated that about 300K to 700K people buy hearing aids globally at the time. However, the number of people in your neighbourhood will be much lower.

Most marketing strategies that use paid advertising only focus on people ready to buy. This is where you are getting it wrong. Remember, people don’t trust ads. The response rate for ads is typically low at one percent. You need to be thinking about people who are not ready to buy to build more trust.

90% of people have not connected with you at any time during the three to five-year period when they are not ready to buy hearing aids. They have not built any trust with you. When the time comes to decide on what they want to do. Your clinic isn’t filtered as a potential option.

Your potential client could have built relationships and trust with your competitors during that time. When they are ready to start shopping, they will likely go for someone trustworthy.

You want to show up as the top three options in the minds of your clients. When people buy high-priced items, they default to choosing who they like and trust to avoid making an expensive mistake. They will not spend much time researching all the competitors in the area to narrow their choices. That will take time, but the clinics that appear familiar to them on the list will certainly be filtered into the list of options. You want to be on the list.

The Multistage Approach to Marketing to Everyone.

You may not have been marketing to selected groups of people in a way that resonates with them at any particular time.

In marketing, there are three mini-stages a potential client can go to

The first is top-of-the-funnel. This is the stage to generate attention and get the visibility of your brand and clinic.

The second is middle-of-the-funnel. These are your marketing efforts to nurture relationships when people signal that they want to continue to engage with you or you advertise by retargeting them again.

The third is bottom-of-the-funnel. These are your marketing efforts to get people to visit your clinic today or buy something. Google search, paid ads, or referrals through physicians or your existing customer base.

Try using the 75/15/10 split rule.

You need to allocate your budget and time to the three stages differently.

For the top of the funnel, 75% of your budget and time should be spent engaging potential clients who have never heard of you. 15% of your budget should be engaging and nurturing the relationships, and 10% should be closing more sales.

Now remember this will change over time. Once you reach most of the people who did not know you but know you now, you can consider reducing your budget for the top of the funnel and allocate more for the bottom or middle.

Your budget will be reduced too. Once people have heard about you, you can spend money on warming leads, which is much cheaper than meeting someone and building trust for the first time.