What is a business plan and why do I need one?

A business plan is a road map for the direction of your company. It specifically defines your business and clearly states your goals.

A good business plan is also an important part of any loan package because it provides specific and organized information about your company and how you will repay borrowed money. A basic Business Plan components include:

  • Executive Summary
  • Business Concept
  • Products and Services
  • Market Analysis
  • Marketing Plan
  • Operations
  • Ownership, Management and Organizational Plan
  • Financial Data
  • Critical Risks
  • Appendices/exhibits

Getting a website vs internet marketing

Today there are so many Do-It-Yourself (DIY) tools available, that you can build a basic medical website in a matter of hours.

Real game = generating patient leads

The real skill lies in building and promoting a website in such a way that it generates new leads that convert into new business.

Doing so requires a completely different approach and skillset.

Digital marketing – online marketing – internet marketing – same thing – is about getting your business noticed online and by the right audience.

It involves many inter-related tasks:

  • Thinking: creating a content strategy
  • Writing: Content that engages
  • Publishing: Getting published on your own website, or external websites
  • Sharing: Broadcasting the content
  • Analyzing: Reviewing what works and what doesn’t
  • Tracking: the numbers, statistics

Key is: right content, right audience, right time

Keywords: Marketing Automation

Discussed below are some of the terms often used in context of marketing automation:

Inbound Marketing: Marketing strategy that brings buyers to you through a combination of SEO and marketing content such as white papers, webinars, blog posts, videos; and social media. Today, Inbound marketing is more popular (and relatively less expensive) alternative to the outbound, “push-style” traditional marketing.

Call to Action (CTA): In marketing, a CTA is an instruction to the audience designed to provoke an immediate response. It usually uses an imperative verb such as “call now”, “find out more” or “visit a store today”. The key to a powerful call-to-action is to provide consumers with compelling reasons to purchase promptly rather than defer purchase decisions.

A CTA can be a simple non-demanding request like “choose a color” or “watch this video” or a form to fill. CTA would be a request for the consumer to purchase a product or provide personal details and contact information.

Certain types of calls-to-action might provide consumers with strong reasons for purchasing immediately such an offer that is only available for a limited time (e.g. ‘Offer must expire soon’; ‘Limited stocks available’) or a special deal usually accompanied by a time constraint (e.g. ‘Order before midnight to receive a free gift with your order’; ‘Two for the price of one for first 50 callers only’).

Email marketing: an act of sending a commercial email message, typically to a group of people. Email marketing seeks to inform the prospect and build brand awareness. Marketing emails can be sent to a purchased lead list or a current customer database. The response can be tracked and analyzed.

Visitor vs. Lead vs. Opportunity: A visitor is any individual that comes to your site. When the visitor provides some kind of useful information (such as name, email or a need), they become a lead. A lead becomes an opportunity once contact is made and there is a chance to close the deal.

Landing Pages: A landing page is a specific web page that is typically reached through clicking a link or advertisement. A landing page displays content that is specific to the advertisement, search keyword, or link clicked. It may have a white paper, cheatsheet, form, link to webinar, or other content, and usually has a call to action.

Campaign: A specific, defined series of activities used in online marketing of a new or a changed product or service. A campaign is a short term marketing program created to achieve a short term objective.

Lead (or Demand) Generation: Creating interest in your product or service while priming your buyers for later conversations with sales. It could be a result of both an outbound or an inbound marketing campaign.

Lead Management: Lead management involves identifying, tracking, and managing sales leads from the point of lead generation to actual conversion.

Lead Nurturing (or Drip Marketing): Lead nurturing means corresponding with identified prospects (list of lists) at specific intervals. In other words, nurturing the leads that may not be sales-ready at present.

Lead Grading/Scoring: Assigning a numerical value to leads to indicate how ready or interested they are in your product or service. Those with higher values are ready to be assigned to sales.

A/B Test: A test where developer creates two or more different versions of a web page (let’s call them A and B) and split the traffic evenly between each page. The page that gives a better conversion rate, wins. The goal of A/B testing is to identify changes to web pages that increase or maximize an outcome of interest .

Soft Bounce vs. Hard Bounce: A Soft Bounce is an email that is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable. A Hard Bounce is an email that permanently bounced back to the sender because the address is invalid. A hard bounce might occur because the domain name doesn’t exist or because the recipient is unknown.

Trigger-based Marketing: Actions taken by the marketing automation software (such as sending out an email or a file or adding prospects to a certain list) based on the actions taken by a prospect.

Automation Rules: Automation rules allow you to perform certain marketing and sales actions within your automation system, like sorting leads into different lists, based on criteria that you specify.

IP Address (Internet Protocol Address): A number assigned to each device participating in a computer network that uses the Internet Protocol for communication. Most marketing automation systems recognize the IP addresses of website visitors to potentially identify anonymous visitors.

What is ClickFunnels?

ClickFunnels is a software that lets user design & create sales and landing pages. It lets user manage their entire sales funnel.

User can create seven types of funnels with the help of Clickfunnels:

  • The Optin Lead Capture Funnel
  • The Sales Funnel
  • The Webinar Funnel
  • The AutoWebinar Funnel
  • The Membership Funnel
  • The Launch Funnel
  • The Custom Funnel

ClickFunnels comes with templates of sales pages, landing page, squeeze pages and other marketing pages.

User can choose a template and edit it with the help of element types. One doesn’t need to designers or developers.

Templates are editable which means user has control on things such as background, font size, containers, fields etc.

Brand Attributes

Attributes are more often used when referring to products rather than brands. A product’s attribute might be a function or a feature. These functions and features often lead to consumer benefits.

Brands can have attributes too. Brand attributes are a bundle of features that highlight the physical and personality traits of the brand. They are similar to the attributes that allow us to consistently identify individuals.

Attributes are developed through images, actions, or presumptions. Brand attributes help in creating brand identity.

The top 10 attributes used by consumers when evaluating the value of a brand, product or service are:

1. Product works well/tastes good 81 Quality
2. Can use it fully without waste 69 Consumption
3. Just the right amount I need 67 Consumption
4. Despite the fact I prefer lower prices, quality still matters with regard to value 66 Quality
5. Assurance of hassle-free returns 64 Consumption
6. Getting the absolute lowest price possible 62 Price
7. It makes my life easier and less complicated 58 Experience
8. Provides an enjoyable usage experience 58 Experience
9. Saves me time when using it 57 Experience
10. Improves my quality of life 57 Consumption

Excerpt from A Hartman Group Industry Analysis – April 2010