In this insightful episode of the Practice of the Practice Podcast, host Joe Sanok sits down with Peter Lewis, a seasoned fractional Chief Marketing Officer, to discuss effective marketing strategies for private practice owners. Peter shares his expertise on leveraging video content, working with remote marketers, and using strategic content creation to drive growth. Whether you’re new to marketing or looking to optimize your efforts, this episode offers valuable tips to enhance your practice. For more on this, see our article on marketing for professional practices.
Key Takeaways:
(03:22) Peter recommends starting with simple video content by answering common questions in your field. Use tools like Google Trends to identify what people are searching for, and have a friend film you with just your smartphone. The key is to be authentic and embrace vulnerability, which helps build a genuine connection with your audience.
(10:06) Peter discusses the benefits of hiring remote marketers, especially when you’re on a budget. These professionals can streamline your marketing efforts using tools that save time and allow you to focus on what you do best—caring for your clients. Peter emphasizes the importance of clear communication and honesty about your needs.
(18:22) With email marketing becoming increasingly saturated, Peter suggests creating educational content that can be repurposed across multiple platforms. This approach keeps your audience engaged and positions you as a trusted expert in your field. Additionally, Peter highlights the importance of asking for referrals right after delivering a successful service.
RAPID-FIRE Q&A
What inspired your journey into marketing?
My journey began when I transitioned from academia to entrepreneurship. I learned marketing by spending my own money, which taught me the value of every dollar spent on marketing efforts.
What’s your advice for private practitioners struggling with marketing?
You don’t need a massive budget or a complex strategy. Lean into who you are—your personality and expertise are your greatest assets.
How do you manage remote marketers effectively?
Be honest about what you need help with. Let your remote marketer take the lead in areas where they’re already experienced, and focus on clear communication to ensure everything runs smoothly.
Why is video content important for private practices?
Video content allows you to showcase your personality and connect with potential clients on a deeper level. It’s more engaging than text and helps build trust with your audience.
What’s the key to maintaining client engagement post-COVID?
With email inboxes oversaturated, focus on creating valuable content that can be shared across various platforms. This keeps you top of mind and continues to deliver value between sessions.
