BLOG: 9 Strategies for Your Back-to-School Marketing Campaign
9 Strategies for Your Back-To-School Campaign
Here are 9 "tried and true" strategies for your Back-to-School Campaign. Build your campaign by using the strategies that match you and your practice. Look at your historical data—what worked in the past in attracting new clients? Don’t forget former clients who can further benefit from your offerings. Be creative. Take a fresh look at how you marketed in the past. Incorporate what worked with new ideas using social media, online and print advertising, coupled with traditional story-telling.
Here you go:
1. Repurpose Your Marketing Materials--This simply means taking a fresh look at your existing marketing materials and using them again in a more creative way. With a little bit of tweaking you may be able to use them again for your Back-to-School Campaign. For example, Facebook, LinkedIn, etc. are great platforms to share your blog posts or combine your blog posts into an E-book. Offer to send your ‘new’ E-book to parents that inquire about your Back-to-School services.
2. e-Newsletter—An e-Newsletter is a valuable strategy to market your Back-to-School services. Maybe this is an optimum time to get your e-Newsletter off the ground. Share high value content about heading back to school and include information about how your services can position their child for a successful school year.
3. Facebook Posts/Facebook Live—According to US News and Report, 75% of internet-using parents use Facebook. This statistic mandates that service businesses that serve parents and their children develop a strong Facebook presence. Set a plan to post to your business Facebook page 2-3 times weekly. Schedule your posts for your Back-to-School marketing campaign and then afterwards keep the momentum going with regular, high value content posts. Video is king so be sure to post a weekly Facebook Live. Don’t forget to post on other parent-related Facebook pages, too. And don't forget about Instagram!
4. Blogging—Did you know that 2/3 of mothers consider blogs to be a reliable source of parenting information. Blogging for business is a marketing strategy, just like social media, email advertising and print advertising. It is a mechanism for creating an online presence. Why blog? Blogging can drive traffic to your website (through Search Engine Optimization), establishes you as the expert in your field, provides high value to your followers and helps establish a relationship with your future and current clients. Establish your own blog and post on blogs that your ‘Ideal Client/Parent’ follow.
5. Complimentary Consultation—Let’s Talk! Offering a complimentary consultation is one of the key strategies for building a relationship with a prospect and will go far to develop the trust needed to begin services. In turn, this will build your practice. This conversation will allow you to determine if this is an ‘Ideal Client’ who is the right fit your you and your practice. Assuring the client is a good match for your practice and vice versa is a win-win that will insure positive outcomes for the client. The client will become a ‘raving fan’—one that raves about the program and refers others to you!
6. Print Advertising—Print ads can be pricey so you want to be careful here. Be sure you are reaching your ‘Right-Fit Client’ to get the greatest return on your investment when using print ads. Many private practitioners have reported success with local parent magazines. You may want to consider a Facebook ad as you can target your client by age, gender, education and interests. Consider using online directories and community websites for ad placement. Change up the ads a bit and repeat over time for the best outcome.
7. Cause Related Marketing—Cause Related Marketing (CRM) is a collaboration between your practice and a non-profit organization to increase awareness of your products/services and the organization’s cause/needs. Developing a Cause Related Marketing Campaign is effective in increasing awareness of your practice and the services you offer. For example, you can plan a Back-to-School school supplies drive for a local school. You will want to create a buzz about the donations you are collecting—post blurbs on online community venues, post on social media, include in your newsletter and other local newsletters, announce by distributing posters…this is limited only by your creativity. Of course, all supplies would be delivered to your office. Part of your thank you note to the donor would include a handout on the services you provide. Take pictures to use post-event to further your reach. The true benefit of a CRM campaign is giving back to your community, but you also will gain name and brand recognition---another win-win.
8. Offer a savings/discount—Offering a strategic discount can increase sales and attract new clients. Be sure to include a timeline, for example, “Save 10% when you sign up for Fast ForWord during the month of September.” Offering a give-away is another strategy. For example, offer an Amazon gift card when a parent signs up for a program you offer.
9. Package Services in a Bundle—Bundling combines two or more products or services to provide your client a savings when purchasing. You can bundle Fast ForWord with one of the other services you offer, for example, one-on-one or small group tutoring or speech-language therapy. Bundling can increase revenue while providing needed services for your client.
Be Proactive! Roll up your sleeves and start working on your Strategic Back-to-School Marketing Plan. Using these key principles and strategies, it’s easier than you think. Define your ideal client, determine how back-to school affects their lives and how your products and services fit in to make the next school year the best one yet!
Are you ready to take the next step to a thriving private practice? Contact Renee Matlock to schedule a complimentary, no-strings-attached, “Talk with Renee” session to discuss your practice, your goals and your dreams. Renee, the owner of The Private Practice Coach shares with clients her knowledge and expertise gained over 30 thirty years of building a profitable, multi-disciplinary private practice.
www.theprivatepracticecoach.com
