I recently had the opportunity to interview a fellow digital marketer to talk about a client case study she had document from her work with the client’s business in 2013 and into the start of 2014. The interview was for my podcast and I hosted Amanda Brazel, a social media marketer and coach based in Raleigh, North Carolina. Her client is a licensed psychologist and counselor who was seeking to grow her practice. I’ll outline key points from the interview about what worked and didn’t work that Amanda shared. Ultimately they achieved great success with $414,000 in new business generated. Hopefully this real-world example gives you some ideas and takeaways for your business.
Amanda started working with the business in January of 2013 and after doing some assessment of the current digital marketing efforts and opportunities found through research and evaluation, they decided on a plan of action that was long-term, not attempting a quick-fix, but one that was consistent and focused. One of the keys was in narrowing down the target audience and identifying the ideal customer profile. Where before the business had spent significant time on trying to reach medical professionals as a way of connecting for possible referral business, Amanda changed the focus and had the business work more on reaching consumers directly who needed her professional services.
One of the keys was using YouTube videos. The videos provided a means for the regional community to meet the doctor and be educated on some clues in behavior that that indicated a person may find counseling of value. A simple, low-budget series of short videos were created with no special equipment. Each video helped to demonstrate the expertise and professionalism of the psychologist, while also enabling some trust and comfort level to be established. Each video ended with a specific call-to-action encouraging the viewer to take a next step of action.