Four easy steps to ensure your digital marketing success

Recently, I had a discussion with a new client during their intake meeting with my marketing agency team. Their medical practice has been in business for eight years and for the first time ever, they had an in-depth, meaningful conversation about how to grow their business, with professionals (my team) who had a process to help them deliver new patients to their practice.

Prior to working with my team, they had never really intentionally developed a marketing plan or strategy. They had been “winging it” for years.

As I outlined the marketing process to them during that meeting, I could see the light bulbs illuminating in their minds. This was an ah-ha moment for their team.

I had a few key take-aways from that business session that I wanted to share with you. The following is based on the presumption that your company has a modern, marketing-driven website.

Here are the 4 easy steps I shared with them that morning. If followed, your organization can ensure your digital marketing efforts are successful:

1. Attract Strangers

2. Convert Visitors

3. Close Leads

4. Delight Customers

So, let’s take a brief look at how this all should work:

Attract Strangers — Today it is vitally important to be publishing content that is relevant, reliable, and recent. If you want to be found online and attract quality customers, your content should answer the questions your potential customer, patient or client might ask. You want to be the go-to subject matter authority in your business category, so that people will come to your website. This will attract your best people-prospects to your website.

Convert Visitors — In digital marketing, the point at which a recipient of a marketing message performs a desired action, is known as a “conversion.” In other words, conversion is simply getting someone to respond to your call-to-action (CTA). Most often, it is a consumer filling out a form on your site, so that they can receive something of value to them.

Close Leads — Once a “Lead” is generated through the conversion event, we begin the “Lead Nurturing Sequence.” This is a term we use to describe the chain of events that usually are automated through software such as HubSpot. This can be emails, retargeted digital and social media advertising, videos, testimonials or blog content on your website.

Delight Customers — You can do this very easily today. Here are a few things to consider as you strive to delight customers: Solve customers’ problems. Be timely. Be helpful. Help them succeed. Listen to their feedback. Be enthusiastic.

Success in business is often determined by what we focus on. So, in your digital marketing, I encourage you to focus on the people you want to serve in your business. Serve your people and focus on how you can help them win in their life, business, family, community.

As I continue on my mission to help people with their marketing and advertising across the Mountain State, I want to thank you for reading. If you have questions on this topic, I’d love to talk with you. Email me:


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