Which media strategy is better suited to your company? What are the pros and cons of paid and earned media? Why does being patient with your marketing earn people’s trust?
In this podcast episode, Sam Carvalho speaks with John Bertino about why you need to be patient with your marketing.
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Meet John Bertino
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In This Podcast
- The keys to success between the best client-agency relationships
- Boutique agency tips
- The difference between paid and earned media
- Why you should be patient with your marketing
- John’s advice to private practitioners
The keys to success between the best client-agency relationships
1 – Look for the relevant experience, to begin with, because it shortens the learning curve and ultimately saves money and time.
2 – Understand who the “boss” is in the relationship. Who is going to be the alpha personality in the room? Is the client leading or is the agency leading?
It can be detrimental if [the client] is looking to hire an agency but they want to be the alpha leader. If I get that personality on the brand side, I’m looking to bring them teams that are more focused on execution … in other words, that agency is more equipped to take orders rather than to guide. (John Bertino)
3 – Be coachable. Nothing is going to sabotage a relationship faster than when there are too many cooks in the kitchen, so be willing to take advice.
Boutique agency tips
Most small businesses work with boutique agencies, and the way that you can check whether they will be a good fit for your practice’s needs is to ask them: what are the roots of your business?
If an agency started with design, then they may not be the best suited to help you elevate your search engine optimization.
If an agency started with digital, then they may not be the best suited to revamp and redesign your practice.
The difference between paid and earned media
So much of an initial marketing strategy and roadmap to what is going to work for your small business comes back to foundational and basic principles about paid, earned, and owned media. (John Bertino)
All marketing can be boiled down into three areas:
- Paid: you are paying for visibility, (billboards, paid ads)
- Earned: you have earned the visibility
- Owned: you own a media asset that engineers the visibility
You need to get your media in front of people and drive traffic towards them, and you can do this through both paid and earned media channels:
- Pros: controlled, measurable, guaranteed, easy to test, relatively inexpensive
- Cons: you are just an advertiser, you do not accumulate trust, “rented” visibility
- Pros: word of mouth builds trust, uniqueness, and a permanent result
- Cons: uncontrolled, not guaranteed, difficult to measure, takes longer, expensive
When you take the time to understand each of these media types, the structure of your business, and the goals you have for your practice, you can figure out which approach is best for you and the company.
Why you should be patient with your marketing
It’s less about, “this is good, this is bad” or, “this is first, this is second” … as much as it is about expectations. So much of it is about expectations. (John Bertino)
You do not earn trust immediately because it takes time.
At the end of the day, you need to be clear on when to use which tool out of the branding-and-media toolbox to get the results you want.
John’s advice to private practitioners
Be patient with your marketing, and think about paid, earned, and owned media but that there is no “silver bullet”. Each approach has pros and cons, and a blended mix that is suited to your practice is the best strategy to take going forward.
Useful links mentioned in this episode:
Check out these additional resources:
- 11 Tips to Improve Your Social Media Design | MP 93
- Email Sam at email@example.com
- Design Services With Sam
- Check out the Practice of the Practice Network
- For more branding advice, click here
- Apply to work with us
Meet Sam Carvalho
Sam 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!
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