As we enter a new year, it’s essential to take a step back and assess the effectiveness of your current marketing efforts. A well-crafted marketing plan can help guide your business towards success in the coming year, and it’s always early enough to start planning.
Here are a few key reasons why it’s critical to have a marketing plan for 2023:
Set clear goals.
A marketing plan helps you identify your business goals and the actions needed to achieve them. You can track your progress and adjust by setting clear, measurable goals.
Download our KPI tracking spreadsheet to help you keep on track with your goals.
Tracking your progress
Tracking your goals monthly is essential because it allows you to regularly assess your progress and make any necessary adjustments to your strategy. Reviewing your progress periodically ensures that you are on track to achieve your goals and make any necessary changes to your approach.
Tracking your monthly goals also helps keep you motivated and focused on your long-term objectives. It allows you to celebrate small wins and keep moving towards your ultimate goals.
Allocating Time and Resources
A marketing plan allows you to prioritise your marketing activities and allocate your resources accordingly. This helps ensure that you are using your time and budget efficiently and that your marketing efforts are aligned with your business goals.
Schedule your marketing activities in your calendar
Scheduling marketing tasks in your calendar is an effective way to ensure that you stay on track with your marketing plan for 2023. Setting aside specific times for marketing activities, you can make sure that you are consistently working towards your goals and making progress.
Here are a few ways in which scheduling marketing tasks in your calendar can help you stay on track with your 2023 plan:
- Prioritise tasks: By scheduling your marketing tasks in your calendar, you can prioritise the most critical tasks and ensure they get the attention they need. This can help you stay focused and avoid getting overwhelmed by less essential tasks.
- Keep yourself accountable: Scheduling tasks in your calendar can help you stay accountable to your marketing plan and consistently work towards your goals.
- Avoid distractions: By scheduling your marketing tasks in your calendar, you can minimise distractions and stay focused on the tasks at hand. This can help you be more productive and make the most of your time.
Start with Optimising your website for conversions.
Improving your website conversion rate from 5% to 15% can significantly increase the number of patient enquiries or bookings for your clinic.
A conversion rate is the percentage of website visitors who take the desired action, such as filling out a form or making a booking. Increasing your conversion rate can effectively turn more of your website visitors into paying customers.
Setup your Google Analytics Goals
Google Analytics Goals allow you to track user actions on your website, such as filling out a form or making a purchase. Setting goals can help you understand the effectiveness of your website and marketing efforts and identify areas for improvement.
Here are the steps for setting up Google Analytics Goals:
- Sign in to your Google Analytics account and select the website for setting up Goals.
- Click on the “Admin” tab in the left-hand menu, and then click on “Goals” in the “View” column.
- Click on the “New Goal” button to create a new Goal.
- Give your Goal a name and select a Goal type. There are several different Goal types to choose from, including “Destination,” “Duration,” and “Event.” Choose the Goal type that best aligns with the action you want to track.
- Set up the Goal details. This will vary depending on the Goal type you have selected. For example, if you have chosen the “Destination” Goal type, you need to specify the URL you want to track.
- Set a Goal value. This is optional but can be helpful if you want to assign a monetary value to users’ actions on your website.
- Save your Goal. Once you have completed the setup, click “Save” to create your Goal.
By following these steps, you can set up Google Analytics Goals to track specific actions on your website and understand the effectiveness of your marketing efforts.
How to track bookings if you’re using Cliniko?
To install Google Analytics for Cliniko, you will need a Google Analytics account and access to the Cliniko account where you want to install Analytics. Here are the steps to install Analytics for Cliniko:
- Sign in to your Google Analytics account and click on the “Admin” tab in the left-hand menu.
- Under the “Property” column, click on “Tracking Info” and then select “Tracking Code.”
- Copy the tracking code provided.
- Sign in to your Cliniko account and navigate the “Settings” page.
- Click on “Analytics” in the left-hand menu.
- Paste the tracking code you copied from Google Analytics into the “Google Analytics Tracking Code” field.
- Click “Save” to apply the tracking code to your Cliniko account.
Once this has been completed, go to the above and set your Cliniko completed booking as a goal. Be sure to add the average value for a booking too!
Ideas to optimise your website
In our webinar, we share many ideas to improve your Conversion rate. However, a few ways to improve your website conversion rate can lead to more patient enquiries or bookings for your clinic:
Increased visibility: A higher conversion rate can increase your clinic’s visibility, as more people will take the desired action on your website. This can lead to more patient enquiries or bookings as people become aware of your clinic and its services.
Improved user experience: A higher conversion rate often results from an improved user experience on your website. By making it easy for visitors to navigate your site and find the information they need, you can increase the likelihood that they will take the desired action.
Greater trust: A higher conversion rate can also indicate that visitors to your website trust your clinic and feel confident in your services. This can lead to more patient enquiries or bookings, as people are more likely to engage with your clinic if they feel it is reputable and trustworthy.
Stay competitive: A marketing plan helps you stay ahead by informing you of industry trends and providing a roadmap for success. By staying up-to-date and adapting to changes in your market, you can position your business as a leader in your industry.
SEO in 2023 is here to stay!
Google uses various algorithms to help ensure that users have access to accurate and trustworthy information about health-related topics. These algorithms aim to identify and promote high-quality, authoritative sources of information while also identifying and demoting spam and low-quality content.
One example of an algorithm specifically designed to promote trustworthy information about health-related topics is the Google Health Knowledge Graph.
The Health Knowledge Graph is a database of structured information about health-related topics that provides users with quick and accurate answers to their questions. The Health Knowledge Graph is powered by several algorithms designed to identify and promote trustworthy sources of health information.
There are several ways that you can build trust with Google in the health industry:
Provide accurate and reliable information: Google values high-quality, accurate, and reliable information, particularly regarding health-related topics. By providing accurate and reliable information on your website, you can help to build trust with Google and improve your chances of ranking highly in search results.
Use authoritative sources: Citing and linking to authoritative sources can help demonstrate your website’s credibility and reliability and build trust with Google.
Use structured data: Using structured data, such as schema markup, can help Google understand the content and context of your website and make it more easily discoverable in search results.
Follow Google’s guidelines: It is important to follow Google’s guidelines for webmasters, particularly when it comes to health-related websites. By following these guidelines, you can build trust with Google and improve the chances that your website will rank highly in search results.
Final thoughts on creating a marketing plan for 2023
In conclusion, having a marketing plan for 2023 is critical for businesses in the allied health industry because it helps to guide marketing efforts, allocate resources effectively, and measure the success of marketing campaigns.
A marketing plan is an essential tool for any business, as it helps to ensure that marketing efforts are aligned with the current needs and goals of the business.
By developing a marketing plan for 2023, businesses in the allied health industry can better target and engage their customers through personalised and data-driven marketing efforts. This can help to increase visibility, build trust, and ultimately drive more patient enquiries or bookings.
Suppose you are interested in learning more about developing a marketing plan for your allied health clinic in 2023. In that case, we encourage you to watch our 2023 Digital Marketing Plan for Allied Health Clinics webinar.
This webinar will provide valuable insights and practical guidance on creating a successful marketing plan for your business in the coming year. Don’t miss this opportunity to take your marketing efforts to the next level in 2023!
To your success,