1) Each year, 50% of Americans over the age of 18 develop a musculoskeletal injury that lasts longer than 3 months. That’s 108 million people. The physical therapy profession is branding itself as ‘the practitioner of choice for musculoskeletal injuries’. And while physical therapy may not be the best course of action for all of these people, it’s safe to say that a majority of them would benefit from PT. (Source: Boneandjointburden.org) 2) In 2007, an estimated
Right now, I’m writing this blog post for Andy, Bill, and Sandy… and it’s pretty likely that you are one of those people. The above 3 examples are some of our company’s actual customer personas; they are the fictional representations of our ideal customers (and blog readers). We created our personas based on actual data about our customer demographics, behaviors, and beliefs, and then added in educated guesses about personal histories, motivations, and concerns. Our customer personas
You’ll find out why soon. But first, a story: Imagine yourself in this dreadful scenario for a second. You have been invited to a wedding– your wife’s cousin’s wedding to be precise. They live in Northern Minnesota and you’ve never met them before. You’ve flown all the way out there and the wedding is in a few hours. That’s when disaster strikes. Your wife tells you that she forgot to buy them a gift.
You’ve developed your physical therapy clinic’s unique value proposition, you’ve allocated some money toward marketing your physical therapy clinic, and now you’re utilizing some administrative time to organize a marketing campaign. So, what do your customers want to hear? What’s the message that’s going to get them to come in droves to your clinic? How do you know you’re sending the right message? How do you know that you’re marketing to the
We all know how important word-of-mouth referrals are to the growth and sustainability of any business. There’s also no doubt that some companies are better than others when it comes to evangelizing their customer base, and growing through customer referrals (companies like Starbucks, Southwest Airlines, and Apple come to mind). These companies aren’t successful because of luck or some other magical gift. Rather, they all have one thing in common: their core objective is to create customer evangelists.
When someone makes a purchase, they typically progress through a series of discrete steps called the Consumer Decision Making Process or The Buyer’s Journey. Photo Via Juniorbiz One of the Holy Grails of marketing is to have a complete understanding of the buyer’s journey. Knowing every cognitive, psychological, and sociological aspect that led to your target customer’s end decision would mean you’ve ostensibly ‘beaten the game’. You’d be able to recognize the various different touch