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What brings Taekwondo and digital marketing together? In Taekwondo, we live by a series of tenets. We have to enact them consistently over almost a decade in order to achieve black belt level. And I’ve learned over the years that a lot of the principles of a black belt apply to the creation of a digital marketing strategy too; at least, certainly if you want real and sustainable results.
It’s about having a focused plan – who exactly are you trying to reach, where are they and for specifically what conditions or treatments?
You need to consistently show up. You can’t get a black belt by turning up to just one Taekwondo class! Digital marketing is also not something you do once: it’s a way of life, just like being a black belt.
It’s also about being flexible in your approach, having the ability to think and act with speed, and having a power to your messaging and your digital platforms that stands you apart from the competition. You need to be able to adapt to the changing landscape of digital – platforms come and go and what worked last year, may not work next year.
And just like a fighter, you’ll want to be efficient. In the dojo, energy is at a premium. In business, it’s time and money which need to be conserved. You’ll want to be efficient with your effort and investment into digital marketing – especially as I have never met an aesthetician who wasn’t time-poor!
And finally, like every fight, it’s a competition. Ultimately, it’s about your digital presence being better than your nearest competitor’s.
In every chapter so far, we’ve looked at ways of marketing your aesthetics practice. And every chapter has also finished with the cautionary tale that, to ensure your marketing efforts align with your practice’s objectives and budgets, it’s essential to measure and monitor your marketing activities. And for most types of marketing activity, we’ve recommended Key Performance Indicators (KPIs) to help you understand that particular mechanism.
The KPIs for each marketing tool do vary a little, but there are some general rules of thumb. If you can measure it, you should. Because if you can measure it, you can understand it, and do something about it if things are looking dicey. So, in this chapter, we’ll take a whistlestop tour of analytics in general.
87% of marketers say data is their company’s most under-utilised asset. https://www.invoca.com/blog/state-of-data-driven-marketing-update-your-strategy
KPIs are measurable values that show how effectively your marketing initiatives are achieving your business goals. By tracking the right KPIs, you can make data-driven decisions to optimize your marketing strategy and improve your practice’s performance.
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