Spencer Brooks Wants You to Talk to Your Ideal Client About Your Marketing | MP 49

Have you ever heard of the user journey? How can paying closer attention to the wording that your customers use about your marketing support and boost the power of the marketing itself? Is doing less equal to more when it comes to marketing practices?

In this podcast episode, Sam Carvalho speaks with Spencer Brooks talking to your ideal client about your marketing.

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Meet Spencer Brooks

Spencer Brooks is the Founder & Principal of Brooks Digital, an expert digital firm that empowers health nonprofits to improve the lives of patients. He’s helped organizations such as The diaTribe Foundation scale their digital presence from a few thousand annual visitors and subscribers to over 2.5 million visitors and 200,000 subscribers. Spencer’s superpower is helping organizations get their complex, difficult-to-use website under control so they can provide the right information to the right person at the right time.
Spencer’s writing has been featured in publications such as TechSoup and Nonprofit Marketing Guide. He is a sought after speaker on the topics of digital metrics, the patient journey, getting inside the heads of an organization’s website visitors, and converting patients to advocates.
Spencer lives in the Portland, Oregon area with his wife and 2 children.

Visit his website, connect on Twitter and LinkedIn.

In This Podcast


  • Structuring your website around your user journey
  • How do you connect to your user’s journey?
  • Choosing marketing practices that suit your business

Structuring your website around your user journey

Everyone who is connected has a story embedded in their meeting. The story provides a lens through which you can observe your marketing, your business, and your website through the eyes of your ideal client.

The user journey really helps, I find, to give you these little lenses where you can almost put a new set of glasses on and view your website and marketing through these different perspectives, so that you’re not just locked into one sort of assumption about what somebody wants to hear from you or to see from your marketing. (Spencer Brooks)

The user journey is a helpful concept to business owners because it follows the idea that even the same customer will come to your website seeking different information each time, and tracking or considering what they may need from you that differs from before will guide you to make all your necessary information easily accessible.

*Read: The Secret of Highly Effective Health Nonprofit Websites

How do you connect to your user’s journey?

When you are not aware of how your customers use or need to view your website, or you think that you need to explain your entire expertise on a single digital page, a business owner can waste a lot of time trying to put information on their website that is not even necessary.

You can talk to your ideal client, but it is a different sort of conversation where you listen more than speak.

As a private practice owner, you’re probably already good at listening. It’s about listening to different things, it’s going to be about listening to different marketing signals. (Spencer Brooks)

Get together with your ideal clients in a professional setting, ask them questions about your marketing, and listen for the words that they use, particularly the words and terms that relate to when they first come see you. Make note of the triggers or events that prompted them to reach out to you, note those down, and feature them in your marketing materials.

The next person who comes to your website will see themselves in it because you are using their words and they will connect more quickly and deeply with the work you do and provide services for.

Choosing marketing practices that suit your business

First off, I think there’s a principle that is super important to understand: you have to choose a subset of those things to be really good or you’re going to be a jack of all trades and a master of none. (Spencer Brooks)

There is no time to do digital marketing on every possible platform and do them all well while running your business. Spencer recommends choosing a handful that you really give a lot of attention to in order to build traction for your marketing, instead of spreading your time and resources thin across too many different options.

By talking to your ideal client you can listen to how they found you and what they were doing when they did. These are valuable information points you can use in your marketing to connect the dots and narrow down where you can put your time and energy into the platforms that lead your clients to you.

Access the free resources mentioned in this podcast.

Useful Links:

Meet Sam Carvalho

Samantha Carvalho DesignSam Carvalho is a graphic designer living in Cape Town, South Africa, with over five years of experience in both design and marketing, with a special interest and experience in the start-up environment.

She has been working with Practice of the Practice since 2016 and has helped over 70 therapist entrepreneurs take their practices to the next level by enhancing their visual branding. She loves working with a variety of clients on design-intensive tasks and is always up for a challenge!

Follow Sam on Instagram to see some of her work. To work with Sam, head on over to www.practiceofthepractice.com/branding.

Thanks For Listening!

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