Imagine that you’re browsing through the aisles of your local market. The smell of fresh-baked muffins quickly diverts your attention. You make your way over to the bakery section and see a plate of samples. Naturally, you take one and confirm what you’ve suspected since you first smelled the muffins-they’re delicious!
You might not realize it, but you just had a micro-experience with a brand.
Now that you’ve sampled the muffins, it’s time for the next step. Do you purchase the dozen of delicious muffins or walk away?
Maybe you take a recipe card off the table or, at the very at least, sign up for the bakery’s email list. You thought the muffins were good, but you don’t want one right now….
Maybe you just had lunch, or you don’t want to take home the entire dozen.
You’re not ready to completely walk away from the muffins (remember that you liked them) so you decide to grab the pen and sign up for the email list.
Unfortunately, the muffins aren’t out on display the next time you’re at the store. But, thanks to the email list, you know about a chocolate pound cake the same bakery makes. You remember your amazing micro-experience with the muffins and decide you’ll purchase the cake.
This is how you create a micro-experience in marketing. And, the best way you can give someone a sample of your brand’s quality is by creating your own ‘muffin’ experience online.
In case you haven’t heard, “0 – 60 marketing” is dead! Gone…forget it!
Although there are some impulse buyers still lingering out there in the e-commerce market, the medical marketing field is entirely different. People want to feel good and know that you can help solve their problem(s). The majority of patients likely aren’t ready to book now or, in other words, go from 0-60.
Maybe they really want the muffin, but just not today.
So, what do you do?
Change your mindset and take baby steps. Build relationships and establish authority. Go from 0-5 then again from 5-20, etc. This will allow you to build trust with your audience over time. You want your message and services to really resonate with people.
Content marketing allows you to utilize social media platforms to connect, engage, and drive traffic to your website. Remember it’s an introduction and an extension of your practice so be sure that you mini experiences deliver!
Focus on solving problems, easing fears and warming-up prospective patients. Deliver personalized and useful information to position yourself as both an expert in your field and a caring company.
Micro-experiences are on the cutting edge of marketing and can do wonders for your practice. They will help build trust, connect with your patients at multiple points in the decision-making process, and help facilitate growth.
Let our team create some micro-experiences for your Interventional Psychiatry practice!
This blog was written in Storybrand™ script by Sapele’s Marketing Social Media Director and Certified Story Brand advocate Nicole Bigar Orban. StoryBrand marketing is building content that is simply relatable and emotionally inviting for the audience taking them on a journey with your brand. Our goal in building social media content through postings, visual products, and blogging is not to sell immediately… but to create micro-experiences for the prospect to invite themselves to learn more about you. It’s about the journey, being their guide, and solving their problems for a better life!
You can learn more about StoryBrand™ content approach by visiting www.storybrand.com