How to develop a marketing strategy for canine rehabilitation business ownersJun 26, 2023
In a recent conversation with a canine rehab therapist, we discussed the importance of developing processes before expanding a business. This topic resonated deeply with me, as I've encountered many business owners who find themselves using process improvement as an excuse to avoid taking uncomfortable steps in their entrepreneurial journey. In this blog post, I want to share my thoughts and key takeaways on this mindset, emphasizing the significance of strategy over processes in driving business growth.
Understanding the Fear of the Unknown: Stepping into the unknown can be daunting, whether it's starting a business, marketing it to potential clients, or hiring employees. The fear of rejection and failure often holds us back. It's essential to recognize these fears and choose how we respond to them. We can either work on our mindset, make decisions despite the fear, and move forward, or we can make excuses.
The Process Trap: While processes and systems are undoubtedly important for business optimization, it's crucial to avoid using them as excuses for not taking the next significant step in our businesses. Many business owners convince themselves that they must perfect their processes before progressing. While they may believe they are being thorough, this mindset can hinder growth and perpetuate a cycle of delay.
Strategy Trumps Process: As we evolve as business owners, our focus should shift from the work we must do to who will help us get it done and how. Let's consider marketing as an example. As we set goals for our businesses, such as revenue or the number of sessions, marketing becomes a key aspect. When marketing efforts fail, the temptation is to blame the process. However, in business, strategy is more critical than process.
The Disconnect: Leads vs. Customers: Marketing gurus often promise a specific number of leads in a given time frame. However, the real question is not the quantity of leads but how those leads fit into our customer development and journey. Often, there is a disconnect between marketing professionals who prioritize lead quantity and business owners who prioritize paying customers. This misalignment leads to frustration on both ends, as the marketing guru complains about uncooperative business owners, and the business owners feel let down by unfulfilled promises.
The Importance of Strategy: Strategy lies in nurturing leads, building relationships, and demonstrating value to potential clients. It involves playing the long-term game and showing why our services are worth the investment. Many rehab clinics lack long-term strategies and struggle to convert leads into customers. Understanding the distinction between strategies and processes is crucial.
Differentiating Strategies and Processes: Processes encompass the actions taken to nurture leads, such as calls, texts, and emails, as well as tracking and assigning responsibilities. On the other hand, strategies encompass the customer cycle or journey and understanding how leads fit into this spectrum. Not every lead is the same, and treating them all identically can hinder growth.
Focus on the End Goal: To make marketing, or any other aspect of your business, successful, it's essential to clarify your objectives and end goals. What are you trying to accomplish? What is your strategy? Only then can you determine the processes and systems necessary to achieve those goals. By aligning strategy with action, you can effectively leverage marketing and other elements of your business for growth.
Don't fall into the process trap. While systems and processes are important, they should never be used as excuses to delay growth and progress. Embrace strategy as the driving force behind your business decisions. Understand the distinction between processes and strategies, and focus on nurturing leads, building relationships, and demonstrating value. By prioritizing strategy over process, you can propel your canine rehabilitation business to new heights.
Listen to the podcast episode on this topic: https://www.k9ptacademy.com/podcasts/the-k9pt-academy-podcast-business-lessons-for-canine-rehab-therapists/episodes/2147847604
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