Why You Need to be Patient with Your Marketing with John Bertino | MP 94

On this marketing podcast, John Bertino talks about why you need to be patient with your marketing.

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.

Podcast Sponsor: Brighter Vision

An image of Brighter Vision Web Solutions is featured as the sponsor on Faith in Practice Podcast, a therapist podcast. Brighter Vision builds all in one websites for therapists.

When you’re in private practice it can be tough to find the time to even review your marketing efforts, let alone to make improvements where needed.

By first understanding your practice and what makes it unique, Brighter Vision’s team of developers are then able to create you a beautiful website that will attract your ideal clients and get them to contact you. Better yet, they also provide unlimited tech support to make sure it’s always up-to-date, and professional search engine optimization to make sure you rank high in online searches – all at no additional cost.

But best of all, we’ve worked with them to create a special offer just for Marketing a Practice listeners. Get your first 3 months of website service completely FREE. To take advantage of this amazing deal, head to brightervision.com/joe. 

Meet John Bertino

An image of John Bertino is captured. He is the founder of The Agency Guide (TAG), a collective of seasoned marketing execs. He is featured on the Marketing a Practice podcast.

John Bertino is the founder of The Agency Guide (TAG), a collective of seasoned marketing execs determined to help your company source the best marketing team possible. As a University professor, SCORE business mentor, and experienced marketing consultant, John has helped brands of all sizes with SEO, content marketing, digital PR, and more.
You can learn more about how John and his team can help your brand hire the right marketing agency by visiting TheAgencyGuide.com.

Connect with John on Twitter and LinkedIn or email him at: john@theagencyguide.com

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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:

Paid media:

  • Pros: controlled, measurable, guaranteed, easy to test, relatively inexpensive
  • Cons: you are just an advertiser, you do not accumulate trust, “rented” visibility

Earned media:

  • 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:

Meet Sam Carvalho

A photo of Samantha Carvalho is captured. She is the Chief Marketing Officer and Designer at Practice of the Practice. She is the host of the Marketing A Practice Podcast and helps therapists successfully market and brand their private practices.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!

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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