How To Effectively Market Your Health Business By Using These 3 Traffic Flows

When marketing your health business, there are 3 main traffic flows.

The first one, and the ultimate goal, is to be able to rely on the traffic that you own. This is the client information that you already have. It consists of your past clients, current clients and leads that never converted into clients.

The second is traffic that you earn. Earned traffic requires you to trade time for peoples' attention.

The third is traffic that you rent. Rented traffic requires you to trade money for peoples' attention.

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Traffic You Own

If you own traffic already then you could be sitting on a gold mine and not even know it. It's the best place to start because the traffic you own is hot traffic. These people already know you and have some sort of trust in you and your business. It also doesn't require much time or money to go digging in your own gold mine. The only costs associated with this is software used for mass email and texting.

There are two main ways to use the traffic that we own. Texting and emailing. It sounds simple but both of these are often overlooked and therefore, underused.

Texting The Traffic You Own

Texting your client list is a powerful tool to get them coming in more often, giving you reviews and referring you their friends and family members.

To get clients coming in more often you need to use what we call reactivation campaigns. Reactivation campaigns are text blasts that are short, sweet and to the point. They have a direct, irresistible offer and a very clear call to action. A reactivation campaign can be sent to your past clients, current clients or even leads who haven't converted yet. The language of the text might differ slightly depending on the audience it is sent to, but for the most part it holds the same framework. Here's an example of what this might look like...

"Hi {{contact first name}}, it's {your name} at {location}. I hope that you are doing well. We wanted to let you know that we are doing a special offer this month that will get you or a loved one a {offer}.

We do only have a few available, so if you are interested, please reply YES to this text message."

We send out messages like this over and over again and get tremendous, consistent results from them. We see around a 10% offer claim rate. So, let's say you have a list of 1000 people. One text blast could lead to 100 people claiming the offer and coming back in for your service.

The other type of text campaign that will lead to success with your own traffic flow is a review campaign. A review campaign is a simple, thank you message asking your clients how their experience was and sending them to your google review page, or wherever you're looking for more reviews.

You can send these campaigns in real time (e.g. 2 hours after someone leaves your office) or as a bulk text message (e.g. all at once to a list of names.) Here's an example of what this might look like...

"Hi, it's {name} from {business name}. We just wanted to thank you for your business! We appreciate you and hope you had a great experience.

If not, please reply to this text and let us know how we can make things better.

If so, would you recommend us to others by giving us a review? This will allow us to help and serve more people.

{link to google review page}"

Emailing The Traffic You Own

You might be surprised that email is in here. But let me answer the thought you're having before you have it. Yes, email still works. Email is not as effective as it used to be, but it's still lethal when used correctly.

With marketing it's more about the driver than the vehicle. It's about the wand, not the wizard. It's about the shooter, not the gun. You get the point...

Now, when using email to go after the traffic you own, it's different than using it for traffic you rent or earn. This is your database. It's your goldmine. Do not take that lightly. So the number one rule when emailing the traffic you own is that it MUST be valuable to the READER. So many people have a list and think that when you're supposed to send value, that it can be valuable to the sender and not the reader. This is an ABSOLUTE NO-NO. Value means value to your clients and leads first... Figure out how it will benefit you after it benefits them. Traffic you own are people that recognize you, and because of that, have some sort of trust for you already. Do not lose that trust.

What should be in the emails you send out to your list?

  • Story testimonials
  • Education
  • Special Offers
  • Newsletter updates

Story testimonials should explain clients you've had and their success stories. They should relate back to the reader and the problem that they're going through. They should inspire them and give them hope that there's something out there that can help them. You can have a clear call to action at the end of these, that give people a next step if they're interested in more information.

Education emails should educate people on your unique health services. They should be written in layman's terms and keep things at 30,000 feet. Keep it simple and remember that the reader doesn't know as much as you do, as the specialist. You can combine education in your story testimonials as well.

Special offers should be used in conjunction with the previous two emails. They can be put into the call to actions at the end. Your offer should be creative and should directly speak to the reader and the situation they're dealing with. Use urgency & scarcity with your special offer, by only offering it to a specific number of people and for a limited time.

Newsletter updates are important announcements to your clients about new services you offer, schedule changes, changes to your processes and more.

Try to send emails like these out to the traffic you own every 3-7 days. Understand that it is important to stay in front of your database and on top of their mind. Doing this consistently will compound over time and get people coming back and talking about your business frequently.

Traffic You Earn

Earning traffic is about trading your time for more eyeballs.

The best way to earn traffic is to create strategic alliances in your area. In order to do this you need to build referral networks with other businesses that complement yours. It's important to get creative with this and really think about where your potential clients are hanging out.

For example, if you're a health professional offering neurofeedback as a service to help kids with ADHD, you can team up with tutors and tutoring centers in your area and offer their clients a special offer. Building relationships with these businesses takes time and that's why it's important to be efficient and do your outreach online. Once you come up with a list of potential businesses, go online and find the contact information or social media profile of the owner. Reach out to them with an WIN-WIN offer that is beneficial to the both of you.

Some other examples of earned traffic is hunting for potential clients in facebook groups and joint venture webinars/events.

Traffic You Rent

Renting traffic is the final piece of the scaling puzzle. If you can figure this part out, then you can predictably and rapidly scale your health business. Traffic you rent is all about trading your money for attention. It's an investment. And the key to making it work is to make sure you measure the right metrics.

Too many people spend money on what we call vanity metrics. They are metrics that sound good, but don't translate into sales. They spend money on followers, likes, comments, shares, reach, impressions, clicks, and more metrics, WITHOUT focusing on the one metric that matters... SALES. Did the marketing campaign give you a direct return on your investment? Not an indirect return, but a DIRECT return. Yes, it's very possible to put $1 into the machine and get back $5. And that is the exact reason why traffic that you rent is the way to scale. Because if you can spend $1 and get back $5, then you can spend $1000 and get back $5000. We've done this very thing, over and over again, hundreds of times for health businesses. I'll explain how...

Our favorite way to rent traffic is to utilize the power of Facebook's paid ad platform. For health businesses, we've found that this is the superior platform when used correctly.

So, here's the step by step... You run a targeted lead generation ad to your local market. When choosing your targeting you need to make sure you target radiuses with the income to afford your higher-value treatments. You also need to make sure you place your ads on the main feed where the best attention is.

Now, the key to making sure that you get leads (name, phone number and email of a prospect) is to have an irresistible offer in your ad (e.g. A first session that's priced 50% off, a free consultation & report of findings, etc.) You don't want to be aiming to make your money on the front-end, but rather on the back-end, when you sell the full health solution to the leads.

When people click the ad, they will be sent to a form where they have to give you their information to get the offer. When you do this, you will be able to track how much it cost you for each lead. By knowing how much it cost you per lead, the only other thing you need to track is how many of the leads convert into paying clients. Doing this will allow you to see exactly how much of a return you get on your investment.

Let's break this down...

You pay facebook $10 to get someone's name, phone number and email.

Let's just say you convert 40% of the leads into a $50 paid first session. That means you spend $100 on 10 leads and convert 4, to get back $200.

Now, the magic happens when you convert 50% of the leads that came in for the first session on your full solution. Let's say your solution is a 40 session hyperbaric oxygen therapy package for $4000. In this scenario, you just made $8200 in revenue on $100 ad spend. If your margins are 50%, you profited $4100 off your $100 investment. Which is a 41x ROI. This is exactly how you can scale a health business by using traffic that you rent.

Proven Results With Many Different Health Services

The health centers we've helped offer services like...

Functional Medicine, Biofeedback/Neurofeedback, IV Therapy, Regenerative Medicine, Hyperbaric Oxygen Therapy, Robotic Laser, Physical Therapy, Naturopathic Medicine, Chiropractic Care, Hormone Therapy, Sensory Deprivation, Cryotherapy, Hypnotherapy and more.