1. Develop a Comprehensive Marketing Plan
DIY marketing often turns into “random acts of marketing” because there isn’t a strategy to keep everything going. Instead of powerful marketing, you end up with inconsistent results that are nearly impossible to replicate or sustain. And, in the end, that also turns into a lot of wasted time and money.
So, the first step in any kind of DIY marketing is to come up with a solid plan. Lay out your main goals, target audiences, and budget. Outline a strategy that includes timelines, milestones, and the main purpose for each channel. Even a “bare bones” outline can go a long way toward keeping you on track and focused on what you want to accomplish.
2. Understand Your Target Audience
You need to know your ideal client or patient better than anyone else, including their preferences, pain points, and online behavior. That’s the real key to DIY marketing in the legal and medical industries. When you truly understand your “perfect client” avatar, you can tailor your marketing efforts to where they are, what they need, and what creates the most valuable connections.
We cannot overstate how important it is to really think about this and understand who you’re trying to reach. The practices that get this part right are the ones that get the highest conversions and best engagement!
3. Leverage Omnichannel Marketing
Single-channel marketing strategies are weak. Omnichannel marketing strategies are powerful, mitigating many of the risks of the constantly shifting trends and best practices online. If you want to try something new, you already have other proven channels working for you. Your potential clients or patients get multiple touchpoints that increase their awareness of your brand and trust in your business. There’s really no downside here!
Of course, every practice is different and will benefit from a different mix of marketing channels. But if you’re just starting out, you might try the foundational trio of content marketing, email outreach, and social media. You can always build on that mix and add additional channels as you go!
4. Monitor and Analyze Your Performance
You have to regularly track your marketing metrics and analyze the data to identify what's working and what needs improvement. You can use tools like Google Analytics, social media analytics, and email marketing reports to measure the effectiveness of your campaigns and make informed decisions about your next moves.
Nothing will drain your budget and time more quickly than trying to “set it and forget it” with your marketing. You have to know how well you’re performing, if you’re getting a decent ROI for your efforts, and if there are opportunities to adjust your strategy and get better results.
5. Leverage Automation and Tools
Lastly, there are all kinds of tools and software out there that will make your life as a DIY marketer so much easier. These tools save you a ton of time, keep you more consistent, and help you maintain a much more complex marketing strategy than you could ever sustain manually.
At the minimum, you’ll want a content management system (CMS) and some kind of customer relationship management (CRM) software. Or, even better, find a full software suite—like the DSS software suite—that contains all the above and more!
Build a Powerful DIY Marketing Machine With a Fractional CMO
DIY marketing can be an effective approach for law firms and healthcare practices, but only when it’s executed strategically and consistently. Love the control and savings you get with DIY marketing? But also feel like you’re spending too much time on it to be getting such weak results?
Our Fractional CMO program may be exactly the boost you’ve been looking for.
A fractional CMO works with you to build a powerful, omnichannel marketing strategy that is tailored to your practice and your perfect clients or patients. You retain ultimate control, but your fractional CMO leads your marketing and shows you how to implement your strategy effectively, without wasting time and money on channels that aren’t working for you.
Learn more about what a fractional CMO does for your practice.
You don’t have to fire a full-time CMO to attract, convert, and retain the clients and patients you want. You can get a certified expert on your side at a fraction of the cost and never worry again about fumbling your marketing when you could be winning.
Ready to get started? Get your Fractional CMO now.
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