PRC Marketing
Meet Jessica The Process The First Date
Meet Jessica…
Today…Jessica thinks she is pregnant and this isn’t her plan…
Today, Jessica took 5 pregnancy tests and 3 of them were positive.
Today, Jessica is flooded with emotions.
Her first thought, “I’ll just take care of it, no big deal.”
Her second thought, is “but what if…..”
In questioning what to do next, she turns to her phone and her friends. In an attempt to relieve her “what ifs” and “what’s next”, she spends hours looking at websites and researching. She is looking for someone to educate her, ease her mind, guide her through this situation and likely make it just “go away”.
Her decision will be heavily influenced by what she finds online and secondarily through her friends. She will spend a few minutes searching for information by asking Siri, traditional Google or Bing search engine search, typing in words like ‘pregnancy symptoms’, ‘abortion options’, ‘abortion pill’, other similar words and phrases. She may click on the paid ads, but in general she distrusts them and looks at the organic listings. She gives increased credibility to the top organic listing especially if they are names she is familiar with. Because you have done proper SEO work, you are a solid option for her in the organic section of her search.
Her next step is her peer groups, both real and her online friends she has never met. She will ask them who they know, who have they heard about. She is heavily influenced by what they think she should do and who they thing she should see or talk to about this.
Jessica tries to take a minute to forget about all of this, but she can’t.
She needs you. Your digital marketing begins to politely follow her.
LGM utilizes appropriate digital brand marketing to position you in her world. You may show up next to relevant articles or even as the news article. You may show up in her social media or on her period tracker or other apps she frequents.
Jessica represents her demographic. Jessica is attached to her phone. She checks it during class, at work, at home, frequently while with her friends, all day long. Today, your ad came across her screen multiple times in several places. Jessica realizes she has seen your clinic ads more than a few times and your messages connect with her. She takes it as a sign to click and check you out. She likes what she finds. Your website has great content written in a way she can understand and engage. You begin to educate and answer her. This builds confidence she can come to you. Through the proper use of imagery, adequate content easy to find and well written content, she gains confidence you can help her in an honest and dignified way. Jessica believes you could give her self-assurance.
Her experience of your brand is positive. She would describe your organization as smart, educational and informative. She is relieved that your services are free, including the office visit. She isn’t ready to initiate contact yet, committing to action admits this is really happening. But as you continue to connect with her she can’t say she didn’t know you were an option.
It takes her nearly 10 click views of your website before she actually decides to call. However, because of your ad consistency and clinic website, she finds her way back to you, she calls and you connect.
You have to connect with her if you have any hope of meeting and helping her.
A comprehensive Digital Brand Marketing solution done properly creates the opportunity for you to connect with Jessica.
How many opportunities are you currently creating?
Let’s talk about how to connect you with Jessica.
STEP 1: THE FIRST DATE
Finding the right partner to help you navigate the wild west of marketing, digital marketing and the internet is a process. LGM understands you have a clinic to run, a board to answer to, donors, volunteers, staff and women, all under your direction. LGM is here to do some heavy lifting with you. We believe marketing is a partnership and we see ourselves as an extension of your team. To make sure LGM is the right fit, it all starts with the an initial phone call, we like to call it “The First Date”. We will listen, learn, ask questions and talk about general options. If it feels right for both of us, LGM will create a proposal for your consideration on how we might work together. It’s that simple! To schedule your first date. Message Liliana here.
STEP 2: KNOW YOUR PERSONA
Working with LGM, or any agency, having a clearly identified persona is critical. LGM understands all clinics have the same goal. LGM also understands that no 2 clinics are alike in reaching that goal. The uniqueness of your clinic, your community, and the client you are trying to reach should be reflected in your marketing strategy. The first step is to clearly define this persona. Together, we will do this.
STEP 3: THE SOLUTION
Working together, after we have clarified your clinics unique persona, your growth opportunities and defined budget, LGM will prepared a recommended comprehensive digital solution for your consideration. We look at all points of digital contact and how they impact your brand to “Jessica” and her influencers. We will work with your budget and timelines to work into the comprehensive solution that is right for you.
STEP 3: GO TO MARKET
Your plan is prepared, all are agreed and now we will “go to market”. We will launch your new website, digital campaigns, SEO work, text features, unique software or whatever solutions we have agreed upon. This is where the process begins. There are no magic silver bullets, but a well defined plan with a comprehensive consistent strategy will help position your clinic as a house hold name over time. This is the process of branding and there is no better investment you can make into the long term success of your mission and organization.
Want a “First Date” with Liliana?
Schedule now