1 2 I n today’s digital age, social media has become a dominant force in marketing, (even though most of us have a love-hate relationship with it!) with its vast reach and ability to connect businesses with potential clients. This guide gives you 3 offline marketing strategies from the Thrive Coaching Programmes used by 5 and 6 figure clinic and studio owners across the UK and Ireland. These are often easily overlooked and will show you how you can effectively attract a stream of new clients into your clinic every month. 3 Contents Introduction and the mistake not to make 4 1. The Power 8 2: Hack #1 - You scratch my back... 10 3: Hack #2 - Harnessing the Power of Referrals 17 4. Hack #3 - Pigeon Post 22 5: Results, Rinse, Repeat. 29 6: BONUS 32 Let’s get to know each other! 36 Book a FREE Business & Marketing Audit call NOW! 37 Note: This eBook serves as a guide to help clinic owners and practitioners explore effective offline marketing strategies to attract new clients, complimenting their existing digital marketing efforts. The provided “hacks” are proven techniques that can be tailored to suit various healthcare clinics, including chiropractic clinics, physiotherapy clinics, pilates studios and more. Disclaimer: The strategies outlined in this eBook are based on general marketing principles and examples from real-world scenarios. It’s important to adapt these strategies to your specific clinic’s needs and local regulations. Results may vary, and it’s recommended to consult with marketing professionals or experts for personalised advice. © Copyright Thrive Health & Wellness Business Coaching Ltd 2023 4 Introduction and the mistake not to make Welcome to Fully Booked - 3 proven offline marketing ‘hacks’ for attracting a stream of new clients into your clinic or studio every month. In this guide, we’re going to dive into the world of offline marketing and uncover some powerful strategies that can attract a steady stream of new clients to your clinic or studio. Now, you might be thinking, “Why offline marketing? Isn’t digital marketing the way to go?” While digital marketing is undoubtedly important, offline marketing can offer unique advantages and tap into a different pool of potential clients. By leveraging offline marketing, you can stand out from the online noise and establish a strong presence in your local community. (Remember you are still your business, most people come or have come in the past because of you.... so don’t lose what makes you different!).” “Why offline marketing? Isn’t digital marketing the way to go?” 5 I n today’s fast-paced digital era, it’s easy to overlook the power of face-to-face connections and the impact of tangible marketing materials. Offline marketing allows you to engage with your target audience on a more personal level, creating genuine connections that build trust and credibility. And let’s face it, we need a high level of trust and rapport with every one of our clients. In this guide, we’ll explore 3 of the many offline marketing “hacks” specifically tailored for clinic owners and studio owners. These hacks are proven strategies that have helped countless clinics attract a consistent flow of new clients each month, including my own. But before we dive into the specific hacks, I want to just discuss the limitations of relying solely on social media, because this is one—if not the single biggest—mistake I see clinic and studio owners make on a daily basis. “It’s easy to overlook the power of face-to-face connections.” 6 W hile social media platforms are valuable tools for reaching a wide audience, they come with their own set of challenges, such as algorithm changes, increasing competition, and limited local targeting, and let’s not mention the fact that we are so busy spinning another 67 plates that daily posting, stories, reels, what my day looks like, pictures of my dog are about number 157 on the priority list! AND .... I still believe after 9 years of running my own Physiotherapy & Wellness clinic that 95% of my customers are not searching on Instagram and Facebook to find a solution to their back problem that has been going on for 5 years! For one week , I would like you to monitor some key metrics for me.... • how much total time did you spend creating content, thinking about content, feel uninspired, procrastinating and posting on social media? • how many leads did that create (number of people taking your call to action), and how many of those converted into a paying client? My guess is that you spent ages, and you had minimal or no leads (if the opposite is true, well done! ... but now outsource that... your time is valuable elsewhere in your business!) 7 By exploring offline marketing strategies, you’ll discover how they can complement your digital efforts and provide a more well-rounded marketing approach. Throughout this guide, we’ll provide practical tips, real-life case studies, and actionable steps that you can implement right away. We’ll discuss how to identify potential local partners for collaboration, build relationships with complementary businesses, and run a successful direct mail campaign. You’ll learn how to create a referral program that incentivises your existing clients to refer new clients, and implement tracking mechanisms to measure the success of your campaigns. Remember, offline marketing is not a one-size-fits-all approach. The hacks we’ll explore are meant to be customised and adapted to suit your clinic’s unique needs and goals. So, are you ready to unlock the power of offline marketing and discover new avenues for attracting a stream of new clients into your clinic or studio every month? Let’s do this! 8 Exploring the benefits of offline marketing strategies: Perhaps before we really start, I might need to explain and convince you even further why this guide is worth the read, and then actually implement what you learn. Offline marketing strategies encompass a wide range of techniques that do not rely on digital platforms, and who wouldn’t want to not have to sell their soul on instagram to get more clients?! These strategies have distinct advantages, such as: Targeted local reach Tangible and personalised experience Increased visibility and brand awareness 1. The Power 9 How offline marketing can complement your digital efforts: Offline marketing should not be seen as a replacement for digital marketing, but rather as a complementary strategy that can enhance your overall marketing efforts. When integrated strategically, offline marketing can synergise with your digital campaigns in the following ways: Multi-channel approach Trust and authenticity Amplifying digital efforts 10 Identifying potential local partners for collaboration: When it comes to leveraging local partnerships, it’s crucial to identify businesses or organisations in your community that align with your clinic’s values, target audience, and services. Write down here 5 complementary businesses that cater to a similar clientele, but offer different services or products (for example, if you run a chiropractic clinic, potential partners could include yoga studios, fitness centres, nutritionists, or massage therapists): 1 ........................................................................................................ 2 ....................................................................................................... 3 ....................................................................................................... 4 ....................................................................................................... 5 ....................................................................................................... 2: Hack #1 - You scratch my back and I’ll scratch yours 11 Next, write below five businesses/clubs your ideal clients use, that would share your ideal client but not compete (eg golf clubs, tennis clubs, WI, Skin Clinic) (if you don’t know, survey them!): 1 ........................................................................................................ 2 ....................................................................................................... 3 ....................................................................................................... 4 ....................................................................................................... 5 ....................................................................................................... Building relationships with complementary businesses: Once you’ve identified potential partners, focus on building meaningful relationships with them. Start by introducing yourself and your clinic, expressing your interest in collaboration, and highlighting the mutual benefits. Remember the 3W s here! W in for you W in for them W in for the client 12 Arrange face-to-face meetings or virtual conversations to discuss how you can support each other’s businesses and create a 3W situation. Building rapport and trust is essential in establishing long-lasting partnerships. But remember these vital things: your time is money, so spend your time wisely, and don’t waste it on businesses that only stand to benefit from working with you (you need to benefit from working with them too!) 13 Cross-promotion strategies to attract new clients: Cross-promotion is a powerful strategy that allows you and your partners to tap into each other’s audiences. Consider various cross-promotion techniques, such as: 1. Co-branded Marketing Collateral: Create brochures, flyers, or discount cards that feature both your clinic and your partner’s business. Distribute them at your respective locations, events, or through direct mail campaigns. 2. Referral Programs: Develop referral programs with your partners, where you incentivize each other’s clients to visit the other business. Offer affiliate rates, exclusive services, or rewards for successful referrals. 3. Content Collaboration: Exchange guest blog posts, articles, or social media takeovers with your partners. This allows you to showcase your expertise to their audience and vice versa, expanding your reach and attracting new clients. PS Don’t forget - always include a call to action (CTA) when collaborating like this! PPS Don’t focus all your efforts on someone with only a small audience - use your time wisely! 14 Hosting joint events and workshops: Organising joint events and workshops with your partners can be an excellent way to attract new clients while providing valuable educational or experiential opportunities. Consider hosting workshops, seminars, or wellness events that cater to your shared target audience. Collaborate on topics, divide responsibilities, and leverage each other’s networks to promote the event. This not only enhances your credibility but also creates a memorable experience for attendees and fosters a sense of community. A real life example of this working in our clinic: We partnered with a local golf club and I ran an event after their Ladies Members’ day. The event was called ‘ How to play golf until you’re 100!’ It was interactive, super informative, and really showcased our knowledge, expertise and professionalism. We gave a call to action and offered on-the-day bookings. That one day resulted in clients that are STILL working with me today – and that was 7 years ago now! 15 Another idea is that we partner with a private scanning clinic for pregnancy scans and all their clients get a referral code for a Mummy MOT with us. And last one... we sponsor a local running series and give out vouchers for the 1st, 2nd, 3rd prize. We attend the events to offer onsite pre- and post-race massage, and everyone attending gets a flyer with a voucher on, or sometimes we may run a promotion called a HVG (high value gift), which means we have a really strong HOOK like a FREE 15 minute running MOT or a FREE Back MOT. This works more on volume, and we have a tried and tested system that converts clients into our programs of treatment. 16 By leveraging Hack #1, you can tap into the power of collaboration to attract a stream of new clients into your clinic every month. Write here 3-5 collaborations you plan to work on: 1 ........................................................................................................ 2 ....................................................................................................... 3 ....................................................................................................... 4 ....................................................................................................... 5 ....................................................................................................... 17 Understanding the importance of word-of-mouth marketing: Word-of-mouth marketing is a powerful and influential tool for attracting new clients but NOT one just to rely on and do nothing else - another big mistake we see in our industry! When individuals receive recommendations or endorsements from trusted sources, such as friends, family, or colleagues, they are more likely to trust and engage with a business. Word-of-mouth marketing is based on the principle that satisfied clients will naturally refer others to your clinic, leading to a steady stream of new clients. Understanding the significance of word-of-mouth marketing sets the foundation for implementing effective referral strategies. 3: Hack #2 - Harnessing the Power of Referrals 18 Creating a referral program to incentivise existing clients: A referral program is a structured system that encourages existing clients to refer their friends, family, or acquaintances to your clinic. By offering incentives or rewards to clients who refer new clients, you can motivate and activate your client base to become advocates for your business. Consider the following elements when creating a referral program: 1. Clear Incentives: Determine what incentives you can offer to clients who refer new clients. These can include discounts, free services, exclusive access to events, or gift cards. Ensure that the incentives are enticing and valuable to your clients. 19 2. Easy-to-Understand Process: Keep the referral process simple and straightforward. Clearly communicate the steps clients need to follow to refer someone, such as providing referral cards or using personalised referral codes. 3. Tracking and Rewarding Referrals: Establish a system for tracking referrals and attributing them to the referring clients. Regularly reward clients who make successful referrals to show appreciation for their support. In our clinic, we will have a referral campaign as part of our marketing strategy in two months across the year. Whilst people are always referring, we make a big thing of ‘asking’ for referrals twice a year, acknowledging it and celebrating it. 20 Encouraging online and offline referrals: Referrals can come from both online and offline sources, so it’s essential to encourage and facilitate referrals through various channels. Consider the following strategies: 1. Online Referrals: Encourage clients to share their positive experiences with you by leaving a Google review. There are many other review platforms, but this will create the biggest difference in terms of visibility, and this is where online and offline come together. Make it as easy as possible for a client to leave you a review - remember, a confused client takes no action. 2. Offline Referrals: Provide physical referral cards or brochures that clients can share with their friends or family. Include a clear call-to-action and contact information, making it easy for potential clients to get in touch with your clinic.