I am amazed at the number of health care professionals out there that spend the time and energy getting fans on their social media sites, but then don’t actually to respond to people when they take the time to comment on a post. This is bad business, especially where listening is a major part of your profession. (Hint, mental health professionals!)
As equally bad at not listening to customers and clients is not having an effective communication mechanism for your practice. Fortunately, smaller companies are usually much better at providing means for effective communication. Boris Groysberg and Michael Slind contend that small businesses are more successful at communication because they function like two people having a conversation. In their new book, Talk Inc., the authors discuss their four I’s of successful communication:
Not only are these good ideas for communicating with your staff, no matter how large or small your organization is, but these can also be applied to your marketing efforts.
For example, with Intimacy, you need to think about your prospective clients or patients as people who are in the same room as you and you are having a conversation with them. This will help you better communicate with them because you will “talk” in a way that is more personable than indifferent marketing approaches.
Regarding Interactivity, you need to think of your marketing efforts as the beginning of a two-way conversation between you and your future clients or patients. Social media is a great venue to get feedback from people on how well your messages are being received and whether people agree with them. Listen to what the people are saying and be prepared to adjust what you do or say based on their feedback.
Related to this is Inclusion, which means that you have to allow for them to be treated as an equal partner in the relationship. That means when they talk and express themselves that you are willing to listen and actually will adjust what you bring to the marketplace based on their opinions.
Finally, you need to have Intentionality in your marketing efforts. This is something we discuss in our Free Reports for Mental Health and Eye care professionals; you have to think about what the goal of your communication effort is and not just do something just to do it. Why are you communicating with people right now? Are you trying to get them to become a client or patient? Are you trying to educate?
Whatever the purpose is, you need to make sure you have a purpose.
If you want a copy of our Free Report and information, please visit our site www.9marketingsecretsexposed.com for more information.