“Hey, welcome back. It’s Scott Theaman here, talking to you about sales, marketing, branding, conversion, direct response, and helping you grow your practice. Today, what I want to share with you is this concept of direct response verse branding and how at least initially, unless you’re Coca-Cola, Amazon, Barnes & Noble, a huge brand, you should never, never, ever, ever spend money on branding. If you’re looking to brand yourself, your office, your staff, that should be done by you on Instagram, on Facebook, you posting that organically, naturally, it being in your own voice, this is so important. Where you should focus your marketing dollars on is direct response marketing. Now what is direct response marketing? Well, branding is all about looking good and feeling good and warm and fuzzy and in fact, we’ve worked with clients before where they were paying an obscene amount of money to have video branding done each month, and the client felt good but the client wasn’t getting an ROI, so it makes no sense.
With direct response, it involves making an offer like, “Hey, get a free consultation.” “Could stem cell therapy be good for you?” “Hey, get a back scan and a massage for $50.” Or “Hey, get X, Y, or Z in exchange for this.” It’s making an offer. That way we can track how many people view it, how many people click on it, how many people become a lead by submitting their information, and then how many people, and we work with your staff on this, come into the office and then actually convert into a patient. So here, the reason you want us focused on direct response is because everything is trackable. You must, must, must track the data. Don’t focus on putting money into branding. You are responsible for branding yourself. Sure, we can help you. But most, if not all of your dollars, need to go here to demonstrate what? Return on investment. So, I hope this makes sense to you and I look forward to speaking with you guys in the next video.”
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