Danny Star, CEO and Founder of Website Depot Digital Marketing Agency, has helped hundreds of small businesses grow and expand.
Have you been looking for new clients for your digital marketing services? Does it feel like sometimes the clients you do have (or the industries they’re in) don’t necessarily match the values of your marketing company?
As marketers, our job is to help our clients succeed. Of course, we all want to have clients who match our corporate values and feel good about them when they succeed. At my company, Website Depot, we’ve been fortunate and grateful to have successfully worked with many clients in the detox and rehab treatment center industry.
That didn’t happen by accident. There are some best practices through which you can put yourself in a better position to be able to work with the detox and rehab treatment centers in your area.
Your internal practices should authentically be in alignment.
As digital marketers, we’re all quite proud of our portfolios. Our successes and the work we’ve done is something that we want to show any and all prospective clients. Indeed, I believe just about all of our detox and rehab treatment companies went through our portfolio before they reached out for an initial consultation.
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But a major part of what got them to sign with us (and certainly helped many to stay with us) is that our company takes mental health very seriously. It’s a genuine priority for us. It’s not just something we mention on our site to look virtuous. We make resources available to staff, encourage mental health breaks and for our employees to work remotely if they so choose, and so forth.
Detox and rehab treatment center professionals really do know who’s trying to sell them something and whose corporate values match theirs. If you’re just all “go go go,” “hard work till we drop,” and so forth, sure, you may be successful, but you may not be a good fit for detox and rehab center companies.
Highlight ethical marketing and how you can do what they can’t.
As you probably know, detox and rehab centers (as well as similar companies) can’t just up and decide to get started with Google Ads. They have to get certified so that Google can vet them. If you want to be able to compete in this space, you have to be able to guide detox and rehab centers through this process.
Then, once you’ve done that, almost all of the clients we’ve worked with want someone who can handle these ads for them. They have detox and rehab centers to run. As you might imagine, that is not a part-time business. As experienced marketers, you need to have the kinds of resources to know where to spend the money and how it should be spent.
Another important part of working with detox and rehab centers is transparency. At my agency, we’re always very open with our clients about what we’re doing. We show clients the analytics, meet with them at least once a month and are upfront about showing what has worked and what could be improved.
This tends to go a long way with detox and rehab treatment center workers because their entire business revolves around integrity. Quite frankly, they deal with people being less than truthful every single day. They know when someone is hiding the truth, exaggerating or being less than fully honest. Honesty is always the best policy, of course. But when working with detox and rehab treatment centers, it’s the only policy.
Your content marketing strategy should be comprehensive and empathetic.
“A treatment to fit your needs” is a phrase that, in one version or another, we use in much of our detox and rehab treatment center content. In blogs, podcasts, infographics, tweets, Instagram pics, Facebook posts, videos and more, so many of our detox and rehab treatment center clients want to let those in need know that they can help in a variety of ways.
Additionally, as this shows, when it comes to rehab and detox treatment centers, you’re going to want to make sure that you have content across as many social media channels and in as many different formats as possible.
Content marketing for detox and rehab treatment centers is different from other industries for many reasons, not the least of which is that so many of your prospects are afraid to use the service. They aren’t sure about reaching out. On top of that, so many of your prospects aren’t the people who will go to the facilities, but rather, those who care about them.
So, you’ll need content marketing that “converts,” yes. However, you’ll also need content that informs, educates and provides real, lasting value. On top of that, you’re going to want content that showcases the warmth and humanity of the staff. People are, for many reasons, nervous about going to detox, to rehab. Instead of saying how human you are, how great the facilities are, show them.
Offer packages to make working with you easier.
Lastly, many of our detox and rehab center clients have chosen one or more of our specific packages. Of course, we scale them as needed, but we have packages in place for those who have an IOP (intensive outpatient program), Sober Living, Residential Treatment, Partial Hospitalization, Detox and others. We’ve found that many of our rehab treatment clients appreciate this. Just as they offer specific treatments for their patients, so too do we offer specific packages for the treatment centers’ needs.
Detox and rehab treatment center marketing is a competitive space. But it’s a rewarding one. When you help a treatment center grow, you’re helping them to help more people. That’s the very definition of “win-win,” and what marketing is really all about.
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Author: Danny Star, Forbes Councils Member