Based on our previous experiences as therapists, we must estimate that we contributed 50% of our clients’ loyalty to our treatments and results.
Nearly half was also allocated to our robust strategy to teaching them new things. Bringing them up to date on new information was often all that would be required, and this allowed us to get feedback on what we do. Showing them statistics, research data, news, or merely having a more in-depth presentation increases their interest and excitement in clinics.
If, on the other hand, we were preparing to introduce a new service or product, we would share interesting information with them and begin educating them about any potential new options.
As competition grew, one of the most common statements we heard was, “why would I go elsewhere when I know I can stay up to date just by coming to you?” While this was once a common comment that we appreciated, times have changed and the ability to access knowledge has increased dramatically not only for us, but also for our clients. With today’s plethora of social media platforms, new information can easily accessed.
When it comes to you and your business, we’re sure you’d agree that it’s critical to stay hungry and open to learning on a regular basis. You are confronted with new technologies, ingredients, products, protocols, and better and more efficient methods of achieving a more successful procedure or treatment outcome.
The main benefit of education is that it provides us with options. It enables us to make more informed decisions and navigate through our options with something credible to base our decisions on.
Education transforms us. It broadens our possibilities and gives us confidence in our decision-making abilities. It expands our possibilities, and it allows us to feel a level of confidence in how we make decisions.
The same applies to your clients.
Your client is also navigating their options and information, often through non-professional platforms designed to entice them to buy based on emotional appeal, marketing hype, or appealing imagery. In today’s social media world, your client may have accessed endless information and options while still in her PJs sipping her morning coffee, possibly before she even gets out of bed.
While gaining your knowledge may have taken you several hours of study or even a full day of education, devoting this amount of time to educating your client is not an option. So, what tools can you use? While you plan to provide them with insight to new information when they visit you, this may not be a regular enough means to help them remain connected to you. So, here is another consideration:
Drip marketing is a communication strategy in which a pre-written set of messages is sent to clients or prospects over time, or “drips.” These messages are frequently delivered via email marketing, but other media can also be used. Drip marketing differs from other types of database marketing in two ways:
- The timing of the messages is intended to follow a predetermined path.
- The messages are delivered in a sequence based on the recipient’s behaviour or status. This is also commonly automated.
Drip marketing can be used to supplement the lead generation and qualification process. Drip marketing, in particular, is an automated follow-up method that can supplement or replace personal lead follow-up. A drip marketing campaign is frequently seasoned with messaging relevant to the call-to-action from which the lead was generated. This is also referred to as lead nurturing.
One of the benefits is that you are releasing information to your client in small bite sizes. These messages are not random; they are designed to increase trust in the information presented and, ultimately, to elicit a positive response from your client.
Drip marketing is an effective method of little by little educating your clients to value and appreciate what you have to offer by providing them with interesting information about the value of a product or treatment that you will eventually present to them for consideration.
You could begin by discussing interesting research findings about probiotics and the gut-brain connection.
You also could discuss how inflammation contributes to ageing and predisposes our bodies to disease. Another “drip” could be about how nutrient absorption in the gut is hampered by excessive toxicity, which can often contribute to leaky gut syndrome. In another, you could teach about prebiotics and how they aid in the growth of friendly bacteria.
After gradually educating your client on the benefits of probiotics for health, introduce them to a probiotic products. This will be a much smoother process in helping them value your offers. Increasing the potential to positively respond to a purchase for an effective solution to a potential problem.
Education is powerful, and when delivered in small doses, it can make achieving conviction and engagement with your client a better experience and move them to make positive descisions and you and what you do.
So, what are the dangers of drip marketing?
The answer to this question is “the nature of the information presented.”
Drip marketing is a powerful strategy for “educating” and shaping your clients’ thinking with credible information, but it can also be used to lead consumers to misinformation by carefully and systematically releasing information in an appealing and convincing manner. This ultimately aims to lead them to make decisions based on false or misleading information, unaware that they have been misled.
The Boiling Frog
We are sure you would be familiar with the story of the boiling frog.
This is a fable describing a frog being slowly boiled alive. The premise is that if a frog is put suddenly into boiling water, it will jump out, but if the frog is put in tepid water which is then brought to a boil slowly, it will not perceive the danger and will eventually be cooked to death. This a prime example of how drip marketing can be used to also mislead clients.
The Weapon of Values
What drives a purchasing decision in today’s market boils down to one key objective – your intentions. Who are you really trying to help?
The company or the client? The ultimate key to your success will be demonstrating to your clients that your intentions are honourable and based on a value proposition that benefits them over any other goal.
The traditional definition of a value proposition is a declarative statement that explains why a customer should purchase your product or service. It expresses clearly what distinguishes you or makes your offering “unique,” as well as why you are the best choice on the market. Value is a word that has nearly lost its meaning however it is once again in vogue!
The difference between our definition and the traditional definition is that the emphasis on value is “client-centric” rather than “business-centric.” The traditional definition focuses on convincing you why you are superior to others (business-centric), whereas our definition focuses on why YOU will benefit the most from my recommendation (client-centric).
Whatever tactics you choose, it is critical to remember that it is your responsibility to identify the most efficient way of consistently presenting valuable education to your clients in a consistent and strategic manner. They are the star, rather than you or your company.