Quit handing out 10 cent trinkets at your trade show booth and start having meaningful conversations with future referrers. And please save your money on purchased email lists and grow your list organically.
These are just a few of the differences between traditional marketing and inbound marketing. Inbound marketing is a proven way to help grow your wilderness therapy business and attract the right clients. By attracting ideal clients through relevant content creation, opening the door for meaningful conversations, converting leads, and leaving a lasting impression on every customer, you can grow your wilderness therapy business.
Let’s take a look at how you can attract the perfect clients for your outdoor therapy business with inbound marketing.
Traditional vs. Inbound Marketing
Traditional or outbound marketing is the old school way of finding clients. It usually consists of plastering your message on every medium and hoping your customers will find you. Outbound marketing tactics tend to be interruptive to potential clients leaving a bad taste in their mouth.
Today the customer has all the power. They can research you and 50 of your competitors over a cup of coffee.
According to Hubspot, “Inbound marketing is focused on attracting customers through relevant and helpful content….and does not need to fight for potential customers attention” like outbound marketing. Wilderness therapy companies can use inbound marketing to attract qualified prospects with valuable content on blogs and social media.
Inbound Marketing isn’t some sleazy, sales trick where the customer leaves wondering why they even bought your product. It’s attracting the right customers who are already interested in what you’re selling but might need help understanding your product.
Let’s take a look at the 4 steps to start attracting not only more but the right outdoor therapy clients to your business with inbound marketing…and it all starts with your website.
Attract strangers to your website
Websites are essential for wilderness therapy businesses to have. It is a way for potential customers to contact you with questions, see your services, and learn more about the company. It’s also an opportunity for you to pull in already interested clients to your website. Valuable content creation and a strong social media presence are two ways inbound marketers can attract ideal clients to their websites. Let’s take a look at blogs and social media.
While it seems like everyone and their dog has a blog these days, the amount of companies that post blogs regularly and write content that their future customers want to read is quite small. It’s a missed opportunity for several outdoor therapy businesses but a chance for you to take advantage of! In 2013, Hubspot found that 92% of companies who blogged regularly acquired a customer through their blog.
Making blog posts a weekly or monthly habit is important but also making that content interesting to your future customers is the difference in attracting ideal customers. Remember how I said earlier that inbound marketing is attracting people already interested in outdoor therapy? It’s a lot easier converting those website visitors into customers when the content you write are topics they’re already searching for. Blogs shouldn’t be just about self-promotion. Wilderness therapy companies can write posts about:
- Five Mental Health Benefits Of Being Outside
- Four Tips For Dealing With Difficult Teenagers
- How Does Social Media Impact My Teen?
These are just a few things your potential customers might be searching about. By being found in topics your audience cares about you become a trusted source of information and potential customers begin to value your services.
Just like a website, social media can positively impact your business if done correctly. And just like blogging, posting valuable content regularly can attract the ideal wilderness therapy clients. The blogs you start creating are perfect to include on your social media calendar. Here are some other ideas to include that will attract people to your social media and get them to your website:
- Put a human face on your brand. Social media is a chance for you to leave the sales pitch at the door and start acting like a real person. Post videos of your staff having fun. Have a Q&A with your CEO or therapists. Share images of the outdoors.
- Connect. Ask open-ended questions and get your audience to engage with you. When they do start interacting with your brand, respond! Don’t leave them hanging. Have a two-way conversation with your fans.
Convert Website Visitors Into Leads
Now that your website activity is going up, it’s time to turn those visitors into leads. To do so, you need to create a method that captures your visitor’s information. Call-to-actions (CTAs) on blog posts and landing pages is a simple way for you to guide visitors on your website. You can encourage them to sign up for your newsletters, download success stories, or sign up for a webinar. Whatever it is, you want to be able to get to know your website visitors so you can start addressing their needs and building trust and credibility.
You’re pumping out content and tracking website visitors….now it’s time to close. This is the hard part and possibly most time-consuming. It can take up to 13 interactions with your lead before he or she pulls the trigger so it’s important to stay hopeful and be patient. Managing those “touches” with your lead through a CRM system can help you stay on top of it. Hubspot found that CRM tools can increase revenue by 41% per salesperson.
Email marketing continues to be the most effective marketing channel to close leads as it can be less intrusive than phone calls but more personal than your standard monthly newsletter. In those emails, you want your content to be more sales focused. Include FAQs and admission steps, as well as why your outdoor therapy company is the best for their needs.
While “delight” is the last step in the inbound marketing strategy, it really should be included in each step. Making sure that your potential and current clients feel heard and happy throughout the whole experience is what gets you more referrals. Whether it’s responding to a question on Facebook in a timely manner or resolving ax payment issue, it’s important to provide excellent customer service at every turn. Help improve your customer experience with survey and feedback tools. Nobody is perfect so make sure you’re learning your weaknesses and growing.
Are You Sold On Inbound Marketing?
Have you heard the quote, “I’d rather have four quarters than a hundred pennies?” The quote is about friendship but I think it applies to inbound marketing as well. Would you rather have 100 people calling you that don’t fit your ideal customer? Or four people who will truly benefit from wilderness therapy and can refer similar clientele?
Inbound marketing is a shift from traditional marketing but when done correctly, clients will start calling you instead of the other way around.
Have more questions about inbound marketing or need more tips? Contact us today for a free, 30 minute, non-salesy, call! We’ll review your current marketing strategy and provide at least 3 actionable takeaways to help you improve for free!