Clients Want More Choices - Adapt Your Marketing Approach| |
If you walk into an ice cream store and they offer only vanilla, what is your gut reaction?
More than likely, you have gotten used to having so many options at your fingertips that ordering vanilla ice is no longer appealing. Even if the ice cream shop owner expands the variety to vanilla, chocolate and strawberry, your gut reaction is still the same. Get with the times... Over the past two decades, you've gotten used to having 20-30 flavor options that the old school options of vanilla, chocolate and strawberry are unacceptable.
Here's a totally different example.
Suppose your child gets injured over the weekend playing soccer at one of these college showcase tournaments. That's right, the D1 college coaches were clamoring over your child on day 1 and then the ACL (anterior cruciate ligament) tears. And now you are wondering if getting that college scholarship for a full ride has suddenly gone bye bye. As you start to look for a surgeon, here are the best options:
Medical Option # 1
"We have 30 years of experience treating patients of all ages and
all types of orthopedic accidents and injuries. We are board certified..."
Medical Option # 2
"We specialize in sports injuries for athletes. We have orthopedic specialists for
athletes who participate in high demand sports like soccer, football, basketball, etc.
Our orthopedic teams on staff support our local NFL, NBA and two major universities.
Regaining the full function of your knee is our expertise. Our treatment system also
includes your rehabilitation process as physical therapy is key to
returning to peak performance."
Which medical option are you more likely to go with? The Jack of all trades? Probably not... Focusing the message to your target audience is very effective for improving lead generation and new client acquisition. The reality is that these two descriptions might even be the same medical group. That's right, option #2 might have three different websites targeting different segments of their target audience. Here is an example:
The Orthopedic medical group has five surgeons on staff along with a physical therapy group in the same office building to provide total care. The medical practice has three separate websites targeting the entire metropolitan area for three types of clients:
a.) High impact athletes that suffer ACL injuries on the field. Website shows pictures of local professional athletes and local college athletes that have recovered from ACL injuries and returned to the field. Associations with the local professional teams and universities are prominent throughout website.
b.) Baby boomers that are weekend warriors and maintain an active lifestyle. Website shows pictures of 40-50 year old's that still work out but need knee replacement to maintain an active, healthy lifestyle.
c.) Active seniors that enjoy outdoor activities like tennis, gardening and hiking. Website shows pictures of 60-70 year olds enjoying life.
Each of the three websites are distinctly separate but branded under the same firm name. Each website has a separate website domain. And each website generates very different types of leads. One medical group with three different websites to maximize lead generation, surgical procedures and physical therapy clientele.
Below is an example of an accounting firm who is using a multiple website approach too. Like you, they have a "generalist" website to attract "jack of all trades" leads. To improve the lead quality, they also have custom niche websites designed to generate higher quality leads for prospects looking for a specialist who can make their "pain" go away.
The generalist website (jack of all trades) is a solid venus fly trap to catch the locals. However, to expand your wings and pull in higher quality clients across multiple states (broader geographic area), then consider adapting your marketing approach and using multiple websites to pull in higher fee paying clients.
Using more than one website is like offering more flavors than vanilla. The expense is modest and the upside is huge.