Business Marketing Advice
Marketing a Rehabilitation Service
At Gaebler, we've seen what great marketing can do for a small business. But if you own a rehabilitation service, exceptional marketing may well be the determining factor in your long-term survival and success.
As a business owner, it's imperative to understand that your financial metrics are inextricably linked to your marketing capacity.
In a growth-oriented business, marketing has to be seen as a core business activity. On the upside, great marketing is a real possibility for a rehabilitation service owner who is willing to learn what it takes to promote their business.
Company Website
Without the right technological tools, your business is on the fast track to failure. The technological entry point for your rehabilitation service is also the anchor point for your technological strategy: A company website. Although many businesses have a website, a poorly designed and unnavigable website is worse than having no web presence at all. Your site is a representation of your business; it needs to convey the same professional appearance and functionality as you expect from any other sales and marketing asset. When combined with social media marketing, a first-rate website makes it easy for customers to share detailed information about your products with their online communities.
Generating Buzz
Never underestimate the value of good buzz with consumers. Whether you call it viral marketing or word-of-mouth advertising, a lot of ground can be gained by encouraging positive conversations about your company. In a rehabilitation service, buzz is a critical consideration in the marketing mix. Businesses that target brand discussions need to be active partners in dialogue. Social networking and other online strategies can play a foundational role when they are performed in tandem with face-to-face interactions and industry networking.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.
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