#1 – Build Mini Marketing Campaigns
Simple marketing funnels can help get you more potential leads. Focus on 4 key elements: (1) a well-targeted Facebook ad, (2) a landing page/ opt-in page, (3) a thank-you page, (4) a follow-up email sequence. (Lead Pages is a great way to get people into a mini funnel)
#2 – Showcase Your Work
When you offer your products or services and get a happy satisfied customer showcase their story or testimonial. It is a great way to gain awareness and collect leads for those who are looking for similar services/products in that same area. Simply run ads about the testimonial and target them to an audience within a specific zip code or codes. In doing so, you’re priming people to have you in mind for their birth needs and to contact you when they’re ready for additional information.
#3 – Choose a Niche and Dominated it
Set up a ‘Google My Business Page’ (Google Maps page) for the one niche that is most important to your business. Focus on a set of demographics that could set you apart in the market. For example, you might consider going after a particular niche such as VBAC, natural hospital birth, homebirth, teen mothers, etc. Ensure your Google reviews are from the same type of people that reflect that niche and build your website, or at least a portion of your website, on that premise.
#4 – Be Social
Whether or not you have a website, it’s an excellent idea to set up your Facebook Business Page – not only to start sharing high-value content but also to show your audience a more transparent side of the business (and highlight why they should work with you instead of your competitors).
Try posting video testimonials and reviews whenever possible. Younger generations (particularly millennials) seek social validation, so try to capture video testimonials and reviews of your clients’ experiences to solidify your culture in social media. It’s no secret that people love photos and videos.
#5 – Create Blog Posts with a Hyper-Local Focus
Create strong, evergreen content that is local and beneficial to newcomers. Take pictures when you are ‘out and about’ so you have a library of images to use in these blog post. This will help make the article more unique and engaging.
Try creating a specific page or article that is geared specifically towards people looking to give birth in one the neighborhoods you specialize in. For example, “Your Ultimate Guide to Natural Hospital Birth in Chicago, Illinois.”
#6 – Embrace Video
Once upon a time, creating video was both expensive and time-consuming, but that’s no longer the case. You can easily record high-quality video from your phone, publish, and track views, clicks, and engagement (depending on where you post it). Leverage video content to increase your visibility, position yourself as a thought leader, and capture leads by displaying a more transparent look into your services.
#7 – Add Text Animations to Your Videos on Social Media
Try to make your ads stand out on social media by adding text animations to your social media videos. There are many free apps that allow you to add this extra layer to your content and enable you to animate text over an image and post it to your social media outlets in seconds.
#8 – Create a Free Downloadable Resource (Lead Magnet)
Turn web traffic into leads by creating highly valuable free resources that your target clients would be interested in downloading in exchange for their email address. For example, you might put together a PDF report entitled “The Ultimate Guide To Natural Birth in Chicago,” or “The 5 Most Expensive Newborn Items You Don’t Need.” The bottom line is that this free resource will give massive value to your target clients and address the pain points they are facing.
Use this free resource as a “lead magnet” to get the name and email address of your target clients. From there you can continue to send them more valuable tips to their email via an autoresponder (automated email). Not only does this tactic build trust and credibility, it also positions you as an authority. From there, through your emails, you can get them to schedule an appointment with you where you can then turn them into your clients.
#9 – Follow Up with Your Leads (After They’ve Downloaded Your Free Offer)
After visitors have opted-in to receive that piece of content on your website or on Facebook, step 2 is setting up a video retargeting campaign. “Don’t be intimidated!” Follow up with another piece of information. This could be a class, video, or email series.
Your leads now have downloaded or read a piece of content that you’ve produced, they have seen an additional piece of your content– that’s 2 high-quality impressions and you have their contact information! Now we go in to get them to convert into a phone call or a web lead on your website. Through email marketing campaign and continued retargeting on Facebook, you should run conversion campaigns to get them to giving you a call or filling out a form to discuss their birth needs.
#10 – Get Your Message to Truly POP with Pop Culture Infographics
Television-show-themed infographics are a great way to drive traffic and leads to your landing page. First, identify a hyper-local Facebook group (this will be the audience for your content). Then, researching trending topics (such as popular television shows, artists, musicians, or news events) and create value-add infographics geared towards these audiences, that incorporate a pop culture theme. You then post this content to the group and drive traffic and leads to your landing page.
#11 – Focus on Becoming a Thought Leader in Your Local Market
Establish your credibility and gain awareness by being attentive to the questions potential clients have and taking a proactive approach to answering them. Always try to answer people’s questions as an expert and find ways to turn your answers into valuable content that you can quickly and easily repurpose. For example, if you notice clients have similar inquiries, capture them and turn them into blog articles and take the time to ensure every article is search engine optimized with essential keywords.
Pro tip: Remember to add a call to action at the end of your article or in the right margin so that if the article is of interest to the user, he or she can click and be referred to your landing page or contact form to generate the lead.
#12 – Actively Gather Social Proof & Be Your Own Champion
While it may be difficult, as a birth professional, your success relies on building relationships and showcasing your credibility to prospective clients. That means you need to tell people all the great things you are doing for your clients. Get a message from a client who loved working with you? Make sure you share that on your social media (with their permission, of course). It’s a fine line to not be overly confident, but you need to always make sure you’re promoting yourself and sharing your success stories.
#13 – Find Facebook Groups & Be a Source of Valuable Help & Insight
Facebook groups are filled with people looking to create and exchange information about specific topics. By providing them with quality information and an expert perspective, you’ll have a powerful way to drive traffic to your blog or website. Try joining a few groups related to your niche, then establish a reputation as a thought leader in the space (by providing expert insight and advice). Once you’ve done that and have successfully warmed up the audience, you can post a few links in the group.
Try to actively engage with members who respond to your post. When Facebook’s EdgeRank algorithm sees a high level of engagement, it considers the post “highly relevant” and will show the post to more members of the group.
# 14 – Know Your Audience
Know who your audience is and speak to them. Whether you are creating and running ads, posting on Facebook, or writing blog posts, understanding your audience is the key to reaching them. One of the primary difficulties is trying to be all things to all people, and it tends to be a message that passes by everyone without notice. People want to feel like you are speaking to them specifically. By knowing who your audience is for the particular message you want to send, you can get the leads you want to capture because it will resonate with the right audience.
# 15 – Write an eBook for sale on Amazon
Create a short, high-value eBook with tips for potential clients and publish it for sale on Amazon.com. Even if you’re not a professional writer or publisher, showcasing your eBook via Amazon’s KDP Select platform is free and relatively easy. Focus on identifying a frequent question your audience has and how you can answer that question (and solve their pain point). Include links to your primary website and social media accounts. If your eBook is well written, people will download it, especially if you offer it for free, and it’s a great way to advertise your business.
# 16 – Use Live Streaming & Stories
Facebook and Instagram both offer features that allow you to share live-streaming videos and short form videos (stories), which allow you to speak to followers in real-time and record interesting parts of your day. You could take your followers on an exclusive ‘behind the scenes’ insight of what you do.
This, in turn, will make your business look more authentic, as well as setting you apart from the competition. When it’s time for your followers to get birthy you’re more likely to be at the top of their list!
About the Author
As a seasoned birth worker and business major I wanted to take my two passions and combine them into one. Over the last seven years I continue to push myself to learn more and give more to those around me.