How to Have a “Bare Bones” Online Presence to Market ‘in person’ Appointments

I was contacted a few weeks ago by an individual looking to discuss his online presence. He had a website set up quite awhile back that was eventually discontinued due to lack of results….his main goal being to increase in person appointments.

As is often the case, budget was tight so looking for the most cost effective methods for using the virtual world to grow his in person practice.

Let’s talk “bare bones”…

1. Marketing plan

First, before you do ANYTHING, you need to have a marketing plan. There is no point in putting up anything online if you do not know how you will use it. This is not a “build and they will come” scenario. If you set up a website, you need a plan for driving traffic to that website.

Also, consistency is key online. You can’t just start a virtual presence (let’s say a Facebook page), use it a week or two and then drop off. Building a following online that leads to in person clients takes time. Have a plan!

2. Collect names and emails

Most people will not buy or schedule an appointment the first time they come across you on the web. You need to collect their name and email address so you can follow up with them. You need more than “sign up for my newsletter” to accomplish this. Think….how much email do you get? Do you really want to sign up for more in exchange for nothing? No. You need to provide your potential clients with an enticing offer that they just can’t pass up. This might be a tip sheet, free report, audio exercise/training, video series….anything they get in exchange for giving you their name and email. This “freebie” you offer needs to not only be of value to your target market, but also should highlight your expertise so they start thinking of you as the go to expert when they are ready to purchase.

What do you need to do for this piece:

1. Decide your freebie and create it.
2. Create an landing page where people can opt in for your free gift
3. Create a thank you page where people can access/download your free gift
1. Depending on how new you are online, this may involve registering a domain, purchasing web hosting and a list management system if you do not already have them. (Aweber – My top list management choice. MailChimp – Another choice if you want to keep things free for awhile.)
2. To create a landing page, you need to write the copy and set up the page yourself or enlist the help of a web developer for page set up
3. The list management system you select will use autoresponders to deliver a thank you message to those who opt in and link to where they can access your free gift

3. Drive traffic

Once you have #2 in place you need to lead potential clients to your landing page so your great copy/free gift entices them to give you their name and email. You need a marketing plan!

You have many free options for marketing online with the only investment being your time.

1. Social media (Twitter, Facebook, LinkedIn)
2. Video (YouTube)
3. Articles (EzineArticles)

I offer a content marketing package for those who don’t have the time to do these pieces – https://detailprojectmanagement.com/content-marketing-management/

Now, you don’t have to pay me or someone else to do the marketing. You just need to decide which pieces will be most effective to reach your target market and get started…create a profile and set up a plan for consistent marketing activities.

Keep in mind your goal is to increase ‘in person’ appointments, so have a plan to target your local area.

4. Follow up

Once you are driving traffic to your landing page and collecting names/emails you need to regularly follow up with your “list” of subscribers. This is typically done via a regular newsletter. In the newsletter, common practice is to provide a valid tip/piece of education (again, continue to highlight your expertise in your area of practice) and then invite them to contact you to learn more, promote a particular special you are offering, highlight a certain product….whatever may be appropriate at that time. You don’t want to hide the fact that you are running a business and have space for new clients/appointments. Extend the invitation and provide the instructions for how they can get started working with you.

You do not need a full blown website to accomplish the above. Keep it “bare bones”. Once your landing page and list of subscribers begins to increase your in person appointments, then you may reach a point where a full website is needed….or you may not.

An aside….if you do not know who your target market is, how to best reach them, or what would be enticing to them, it is best to work with a business coach to help you become clear on this piece before you waste any time or dollars marketing online.

All the best,
Lisa Nelson