While I’ve been recommending a lot of these tactics, especially web optimization and building up content on your site, it was interesting to see the broader picture of how consumers find business. I agreed with our expert Joy Scott, of Scott Public Relations, that people are no longer finding out about new companies through the older methods — just about everything is researched online in some way.
As a business owner, you want to make sure that you’re putting the content out there so that people will find you when they’re looking for a new service provider. Rather than “pushing” information out, you’re building up web content in order to have people discover and “pull” it for themselves, to read and learn about your business before calling for an appointment or visiting your store.
Are you pulling new patients into your clinic, or pushing them away without realizing it?
What worked in marketing five years ago, or even two or three, would most likely not work for most consumers today. What’s the difference?
How people gather information. While old stand-bys like direct mail might still bring new people into your clinic, most people get their information on new businesses by searching online and, increasingly, on their smartphone or tablet. To get the attention of new clients, you’ll have to go where they’ll be looking.