COPY My 14 MINUTE Digital Marketing Strategy

Last updated: Jun 21, 2023

The video is about creating a digital marketing strategy for a fictional chain of bariatric clinics, using competitive research, branding, and customer personas.

The video is about creating a digital marketing strategy for a fictional chain of bariatric clinics. The speaker breaks down the process of researching competitors, building a brand story, and designing customer personas to create a unique and effective marketing strategy. The focus is on standing out from competitors by emphasizing the activities that patients can do after surgery, rather than just weight loss, and using clear and approachable language in branding and content. The video also promotes a free website and marketing review from Exposure Ninja.

  • The video teaches how to create a digital marketing strategy for any business.
  • The strategy will be broken down for each different digital channel.
  • The video will focus on creating a marketing strategy for a fictional chain of bariatric clinics.
  • Bariatric clinics can be difficult to market due to AD restrictions and ranking challenges on Google.
  • The marketing strategy will be designed in an ethical way.
  • Before starting any marketing strategy, it is important to check out what competitors in the space are up to.
  • A great brand can be a great way to differentiate yourself from competitors.
  • Customer personas can be designed based on actual customers.
  • Pre-revenue businesses can identify customer personas through market research on platforms like Reddit and Quora.
  • SEO and PPC are both effective ways to drive traffic, depending on business goals and priorities.
  • Use keyword research to create detailed service pages that target specific phrases.
  • Retargeting and remarketing ads can be effective for bringing customers back to the website.

COPY My 14 MINUTE Digital Marketing Strategy - YouTube

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Marketing Fundamentals

  • The video teaches how to create a digital marketing strategy for any business.
  • The strategy will be broken down for each different digital channel.
  • The video will focus on creating a marketing strategy for a fictional chain of bariatric clinics.
  • Bariatric clinics can be difficult to market due to AD restrictions and ranking challenges on Google.
  • The marketing strategy will be designed in an ethical way.
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Competitive Research

  • Before starting any marketing strategy, it is important to check out what competitors in the space are up to.
  • Competitive research can be done by Googling the main target keyword.
  • The sites that are ranking well have lots of pictures of people after surgery, quotes about how the surgery has changed their lives, and home page headings talking about change.
  • It is important to wear clear in marketing the payment plan option.
  • Phoenix Health focuses on the activities that their patients are able to do after surgery, which is different from most competitors.
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Branding and Storytelling

  • A great brand can be a great way to differentiate yourself from competitors.
  • The video will focus on the story behind why the founders chose to start the fictional chain of bariatric clinics.
  • The tone of voice for the business should be friendly and approachable, but also knowledgeable.
  • High-quality photography of the surgeons who work in the clinic should be included.
  • Images should reflect the point of differentiation, which is not just about weight loss but also about what patients are able to do after surgery.
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COPY My 14 MINUTE Digital Marketing Strategy - YouTube

Customer Personas

  • Customer personas can be designed based on actual customers.
  • Customers can be asked what drew them to the business and what they didn't like so much.
  • The fictional interviews with fictional customers revealed that they found the text a little bit too wordy and technical.
  • The founder story was compelling enough that they went and booked a call anyway.
  • The call to action on the website should be designed based on customer feedback.
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Identifying Customer Personas and Branding

  • Pre-revenue businesses can identify customer personas through market research on platforms like Reddit and Quora.
  • Positioning and branding will evolve over time, so it's important to remain flexible.
  • Use the Exposure Ninja positioning framework to identify unique selling points (USPs).
  • The framework includes problem, solution, and differentiation.
  • Example: The problem is weight loss, the solution is bariatric surgery, and the differentiation is plain language, focus on benefits beyond weight loss, and a compelling founder's story.
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Driving Traffic with SEO and PPC

  • SEO and PPC are both effective ways to drive traffic, depending on business goals and priorities.
  • Keyword research is crucial for both SEO and PPC.
  • Use an SEO tool like SEMrush to identify keywords that customers are searching for.
  • Look at competitors' keywords and ads for inspiration.
  • Be careful with social media ads for niche services like bariatric clinics.
  • Combine paid and organic sources for a comprehensive marketing strategy.
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Creating Useful Content for SEO

  • Use keyword research to create detailed service pages that target specific phrases.
  • Example: Create a page about weight loss surgery options and a detailed page about financing options.
  • Focus on creating high-quality, useful content that provides value to customers.
  • Allow at least six months for SEO efforts to start showing results.
  • Put energy into creating amazing content and getting great links to see faster results.
  • Don't rely on buying links or posting low-quality content.
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Retargeting and Remarketing

  • Retargeting and remarketing ads can be effective for bringing customers back to the website.
  • Encourage customers to take a secondary call to action, like downloading an ebook or getting a free guide.
  • Combine retargeting and remarketing with paid and organic sources for a comprehensive marketing strategy.
  • Be careful with social media ads for niche services like bariatric clinics.
  • Focus on targeting customers who are interested in weight loss.
  • Use competitors' ads for inspiration and to identify profitable keywords.
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Competitive Research and Website Content

  • Competitors are targeting informational terms related to bariatric surgery.
  • The content of competitors' websites is second-rate and short.
  • Create more detailed, useful, and interesting posts to dominate competitors.
  • Use tools like SEMrush or AlsoAsked to identify questions people are asking.
  • Identify topics to write content for on the website to get organic traffic.
  • Ensure the website is solid and ready for more traffic before investing in PPC or SEO.
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Branding and Email Marketing

  • Focus on headlines, calls to action, and the overall look and feel of the website.
  • Use a gentle call to action like "book a free consultation" to convert website traffic into leads.
  • Create a guide on weight loss surgery with patient stories and offer it through a secondary call to action.
  • Use social media to focus on patient success stories and demonstrate how awesome life is after surgery.
  • Use email marketing to inform customers about different options and answer frequently asked questions and concerns.
  • Develop a long email sequence to help customers make a decision and follow up after surgery to tap into referral marketing and collect reviews.

Watch the video on YouTube:
COPY My 14 MINUTE Digital Marketing Strategy - YouTube

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