The Co-Kinetic Compendium of Marketing & Clinic Growth for Physical Therapists & Manual Therapists

1999 2021

ISSUE 88 APRIL 2021 ISSN 2397-138X

T H E A S S O C I AT I O N F O R SOFT TISSUE THERAPISTS

SOFT TISSUE THERAPIST

PRINT/DOWNLOAD AN INTERACTIVE PDF VERSION AT

co-kinetic.com/compendium

Welcome

to the April 2021 issue of the Co-Kinetic journal

F

irst things first, yes, this issue is very different to our usual journal, but don’t worry, normal publishing duties will resume in July. What I do feel confident about, is that every person who takes the time to read this issue, will benefit greatly from it both professionally, as well as in the capacity of a business owner or self-employed individual.

I’ve written it for three reasons. The first is the shake-up that Covid 19 has caused to many of our businesses over the last 12 months and may yet continue to cause, which means that every one of us really needs to be on top of our marketing game going forward.

The second reason is that nearly 60% of the physical and manual therapists that I’ve surveyed (over 1500 to date), say that the single biggest marketing obstacle holding them back from growing their business, is a lack of knowledge about what they should be doing and a fear of wasting time doing the wrong things (p17).

The third reason is that in typical entrepreneurial style, I speed through my year (and even more so last year), creating more and more new content and building lots of new technology because, well that’s the fun bit for me, and I don’t take enough time to explain what you have available to you through your subscription, and more importantly how you can use it to grow your business. And as you’ll hopefully discover while reading this journal, there’s SO much more than you probably ever realised.

So I’ve worked very hard with this journal, to share lots of ideas on how you can put the content in your subscription to work and get the very best return on your investment from each of the subscriptions (see pages 3035). I’ve also detailed 20 things you probably didn’t realise your Co-Kinetic subscription could do for you (see pages 38-42), which I hope will inspire you to take new steps.

Lastly, I’ve taken a bit more time to explain how you can put to use the large amount of new technology developments that we added last year, as part of our emergency Covid business survival strategy, heavily focused on giving you new ways of generating income.

I hope this journal is going to serve as a marketing treasure trove to you, regardless of whether or not you have one of our subscriptions.

INTERACTIVE VERSION AVAILABLE AT

co-kinetic.com/compendium

In light of all the new things you can now do to help you build your business and generate revenue through your CoKinetic subscription, I have put up some of the subscription prices to better reflect the value of the content as well as the technology that comes with it.

However, I know that we’ve all taken a hit to our businesses over the last 12 months, particularly those of us who have spent much of it in lockdown, which is why I continue to give you my word that my existing customers, who continue to support me on this journey, will never be affected by price increases, and wherever possible I will include these new technology developments within these existing subscriptions (as I have with the Stripe integration, payment pages, the membership management section, and webinar event sign up and delivery pages we added last year).

Occasionally I may build completely new technology or offer a completely new service, for example when I launched the new social media system in late 2017 and then the new voucher sales and management system last year, where I may need to create new subscriptions to contribute towards the cost of providing this new service, but wherever I do, I promise that my existing subscribers will always be offered significant discounts to take advantage of these new opportunities.

In short, the longer you’ve been with me on this journey, the better the deal you will always get and that will never change. It’s a small way I can thank you for your continued support, particularly at such business critical times as those we’ve experienced over the last year .

With my warmest wishes for a healthy and successful year.

Tor and of course the lovely Lupa!

what’s inside PRACTICAL

F A Q 1999

ISSUE 83 JANUARY

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2397-138X 2020 ISSN

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TIME-SAVING

FOR PHYSICAL

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Nope, we don’t believe in tying our customers down. All our subscriptions are billed monthly, so you can upgrade, downgrade or cancel your subscription at any time either by logging into your account on our website or asking us to do it for you using our chat tool.

PRODUCED

contained in this article is intended individual medical as general guidance care or as a substitute and information only and should for specialist medical not be relied advice in each upon as a basis individual case. for planning ©Co-Kinetic 2019

BY:

TIME-SAVING

12

RESOURCES

We use a best-in-class payment processing platform called Stripe, to process our own subscription payments.

Stripe is used by millions of businesses both large and small, including the accounting platform Xero, Deliveroo, Booking.com and Monzo to name just a few. It is also the platform we integrate with, should you wish to take payments through the Co-Kinetic sign-up pages (you can learn more on pages 38–42). It is international and accepts more than 135 currencies and payment methods. So when you sign up to our subscriptions (and when your customers buy from you), you can be 100% confident in the security of the purchasing process.

When you purchase one of our four core subscriptions (or the voucher system), your payment will be processed usually on a recurring monthly schedule until you cancel it or you request us to do it on your behalf. The billing frequency is specified clearly at the time of signing up, but if you have any questions just jump on our chat tool and we’ll happily clarify them.

FOR PHYSICAL AND MANUAL THERAPISTS

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BY:

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What content do I have access to when I sign up?

WAYS to support your local business FOR YOU

Like, comment or share their social media posts - it helps them get seen by other people, who may buy from them

2 3 4 5

Tell your friends and family about them Write a review for them on their Facebook page or Google Business listing

SHOP LOCAL

Sign up to their email newsletter Buy a gift voucher from them

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We have a large number of subscribers in Australia, New Zealand and North America. All our content works just as well wherever you are, and all the platforms we integrate with are international. This includes the payment processing platform we use that allows you

SHARE THE

53

Best Practice Checklist

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by:

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PRODUCED

l On average we publish five new patient leaflets every month (about 60–70 a year) – included in all subscriptions. l Social media posts – approximately 30 – 40 new posts a month (all media types). l One brand new full marketing campaign every 4– 6 weeks (eg. email lead collection pages, lead magnets, blog posts, nurture emails, PowerPoint presentations). l One printed Co-Kinetic journal published every 3 months

containing clinical professional development and business and marketing articles.

Am I tied into a contract?

0

British Journal EXERCISE FOR INTERMITTENT of Sports Medicine

posts

TIME-SAVING

Everything that’s been published before you sign up as well as anything new that’s published while your subscription is active.

Access does lapse, however, if your subscription is cancelled or expires.

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No, we have a very wide range of subscribers, with an equally wide range of backgrounds, and the relevance of our content is more dependent on what you do, and who you do it for, than your profession or qualifications. The consumer content we produce focuses on topics relating to sport, physical activity, health and wellbeing, so if you work in those areas, there’s a good chance it will be relevant to you. Remember, all four of our content subscriptions include a 7-day free trial, so you have plenty of time to explore the content before anything is billed.

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The PDF version of this infographic includes hyperlinks individual pieces of to the research.

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How much new content gets published and how often?

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Co-Kinetic is a structured sales and marketing solution for physical and manual therapists. It combines We’ve gone pre-written patient-facing resources with GREEN! technophobe-friendly technology, designed specifically to help you generate not only new customers but also new revenue opportunities. It forms a complete marketing strategy that you can follow step-by-step, which focuses on consistently adding value to the people in your customer journey (ie. it’s completely ‘unsalesy’). The structure of the content means you stay focused on the activities that result in growing sales, rather than wasting valuable time Hip Happy on ones that don’t. Our mission is to save you time by Total Hip Replacement Fundamentals creating high-quality, peer-reviewed marketing content that helps turn prospects into customers, while at the same time removing technology as a barrier to preventing you from running a successful business.

Is Co-Kinetic only for physical and manual therapists?

S

2019

What is Co-Kinetic and what can it do for me?

Y HERE COMPAN

Y HERE COMPAN

l A lead magnet should enhance your credibility by being: Relevant Topical Accurate Professional Authoritative l Pitch your resources to relevant target audiences l Make sure the lead magnet features your business details (without being too ‘in your face’)

Email Sign-Up Page and Lead Magnet Delivery Checklist

l Make sure the description of your lead magnet on the sign-up page isn’t over-sensationalised/oversold l Does the sign-up page work on a range of platforms and devices? Ie. mobile/cell phones and desktop/laptops l Include a real image of the actual lead magnets where possible to increase credibility and authenticity l Set up an automated email triggered when someone signs up, including a link back to the resources l If you can, include an area on your website where you can link to the sign-up pages offering your free resources l If possible, under-promise and over-deliver with a great lead magnet delivery page so you make a brilliant first impression

Nurture Email Checklist l The email is short and concise

l It includes value-led, informative resources l It’s quick and easy for the viewer to establish relevance l Include a call to action to encourage people to forward it l The information is authoritative and credible l Your sending schedule is regular and consistent (at least monthly, ideally 2–3 times a month)

payments/m

Produced by

here.

20–21 18–19

WHAT S CO K NET C AND HOW CAN T HELP YOU?

56–58

MARKET NG CHECKL STS FOR PHYS CAL THERAP STS

CO K NET C MARKET NG CHEAT SHEETS

29

CO K NET C SUBSCR PT ONS & FEATURES

09–13

46–47 US NG VOUCHERS N PHYS CAL THERAPY TO MAKE SALES

PUTT NG YOUR MARKET NG STRATEGY NTO PRACT CE

Breakdown of the Content We Produce and

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22–28

16–17

Patient Information ea ets ead Magnets

NEW CO K NET C MANAGED SERV CE PLANS

04–08

but also most other threats to their business and livelihood.

A handful of varied revenue streams, combined with a decent-sized, healthy and engaged email audience is your insurance policy against just about anything that the world can throw at your business.

And even if you didn’t have the revenue streams up and running before the incident itself strikes, having a primed, healthy and engaged email list gives you the best opportunity to get those new revenue streams up and running more quickly than anyone else (not to mention you’ll get better take-up or buy-in).

I know that everything seems so clear in hindsight, but if we’ve learnt one thing from this experience, it’s not to get caught unprepared again. Who knows where the next threat is going to come from?

Whatever it is, it looks likely that we’ll be living with the presence of unpredictable Covid outbreaks for the foreseeable future, regardless of the success of a vaccination programme, so please, please, please heed my advice and get working on that email list TODAY! If you’re interested in exploring the different possible revenue streams you could use to future-proof your business, I have a few resources that might be helpful.

What is it Each campaign includes one ‘newsletter’ which offers an overview of the topic in question. It’s a summary of all the patient resources wrapped up into one leaflet.

What does it do for me All the same things that we’ve mentioned for the patient information resources above; however, because it’s one complete overview, it also acts as a focal point to help you to promote other leaflets in the same campaign. It’s also a great way to keep past customers engaged, even if you just send out 3 or 4 newsletters a year. ow do I use it This is the perfect choice for printing out and distributing in your waiting area, for posting to past clients as a way of staying in touch, for sharing

30–36 HOW TO USE YOUR CO K NET C CONTENT

Further Resources FREE WEBINAR

Physical Therapy Business Coronavirus Survival Strategies and How to Build New (and Ongoing) Streams of Revenue Link: http://bit.ly/2NadJqG ENTREPRENEUR

THERAPIST

How to Monetise Your Therapy Skills Online

By Tor Davies,

Co-Kinetic

founder

20-07-COKINETIC WEB MOBILE

future holds

PRINT

ago, none and 4 months this anything like

of us ever believed we are. If Introduction more effectively and yet here look at how could happen, now, I’m going to Covid-19 spreads other viruses our businesses In this article and manual not all, we don’t adapt they won’t the than most, if your physical good chance of, at least outside it’s not there’s a very you can use revenue we’re aware the future brings.

And, while to generate survive what think scientific community.

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I cover the income the following wreaked by In this article, over which of economic destruction a vaccine at the but I tackle practical the let you mull you, and then finding revenue ideas, Covid-19, puts not only of how to generate work best for level possible, how you implementation ideas could for the highest priority webinar. webinar, I’ll explain it so funding available revenue, in my with plenty of through the funnel, prime also an international endeavour, but seen We Learnt? create a marketingof people who need like we’ve never What Have that effort in play, is full few key lessons them, There are a the last your funnel before. me to all learnt over going to offer this still leads hopefully we’ve However, all through the service you’re that as a profession, few months. to move people towards the conclusion on we rely too heavily and designed as our almost exclusively living, 1. As a business, unsalesy way, which relies appointments our on face-to-face contact to make stream it in a completely continuously adding face-to-face only, revenue diversify while of primary, if not choice but to we have no a purchase, didn’t have much sign up to basis. To state 2. We probably prospects. To on a more permanentknows what the value to your this link nobody 45 the obvious, click/or visit the webinar (https://bit.ly/30J3dev).

FORMATS

Co-Kinetic.com

By Tor Davies,

Co-Kinetic

Membership

founder

20-10- COKINETIC WEB MOBILE

FORMATS

Magic

PRINT

recurring on a regular businesses packages, purchased valuable to all Membership by a are extremely payment basis, challenge presented that but with the at all times, can be the lifeline Covid-19, they a business surviving situation like between of creating makes the difference the advantages more article details then goes into or not. This streams and you could create recurring revenue the sorts of packages business. Download detail about or manual therapy link within a physical following article at the the PDF of this not. https://bit.ly/33wJiiE. I really hope happening? own

and run my Having built a 100% 22 years on at business for model, I know subscription-based advantages strengths and first hand the structure. of a of this business some advantages Here are just business model: recurring revenue a customers have 1. Recurring value, in higher lifetime as significantly more than twice fact they spend customer much as a pay-as-you-go to greater opportunity with 2. You get a term relationship build a longer customer which a recurring revenue more makes them builds trust and more likely to loyal and therefore refer to you of to predict ahead 3. It allows you for capacity, time the demand reliably to plan more allowing you exposed. out demand some new and smooth Until we develop our of revenue, 4. Regular subscription/membership alternative streams reliable and effort all the time, income is more businesses and in them to predictable which we’ve invested and money the gallows, need for invoicing hanging from 5. There’s no THERAPIST easier to manage date, will be us hoping fervently ENTREPRENEUR makes cashflow customers who with each of doesn’t ‘stickier’ door below 6. It creates this gives that the trap it worth for longer, and open. But is stay around to upsell suddenly spring you’ve invested you more opportunities not gambling everything to date, on that in your business

webinar on my latest f you’ve been your Therapy How to Monetise Covidand Build New Skills Online Recurring Revenue Resistant Online that will already know Streams you as many encouraging I’m strongly to start building into people as possible memberships recurring revenue soon as feasibly as their businesses,

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I believe Covid-19 Why? Because us for the foreseeable will remain with to have very unlikely future, and we’re us within available to a reliable vaccine very least, months at the the next 6-12 ours, businesses like which leaves on being solely reliant which are almost to earn with our clients face-to-face vulnerable and our living, extremely

Co-Kinetic

Journal 2020;86(October):42-45

42

The Benefits Packages Membership of Offering Business in Your Therapythe benefits of offering a membership business.

20-10-COKINETIC WEB MOBILE

FORMATS

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Vicki explores manual therapy some In this article, a physical or explores option within are so valuable, subscription regarding why memberships some suggestions in which you She discusses models, offers the ways

different membership and then reviews briefly have been emberships include time in all the memberships. what you can around a long and manage settings, sorts of business can take payments an Coach online https://bit.ly/3ilWPzA now slowly making and Business and they’re world, Read this article Clinic Owner in the therapy appearance a Massage Therapist, time, creates thing.

By Vicki Marsh, which is good preferred appointment to your capacity with the concepts are snapshot We’re all familiar but in this WHY memberships much clearer quickly cover to make confident like gym memberships, into what a for any business. is and allows you or expand. to dig so important when to hire article I’m going biggest reason for your decisions about The first, and appointments can look like membership reliable recurring By getting those other therapy practice, that they create PLAN your it also encourages physical or manual and the different can actually in advance, of them, income. You to get their appointments the benefits there is a guaranteed from. regular clients robust can choose finances knowing next month. an increasingly models you the in in too, building to predict can provide payment coming clearer ability Memberships if we look ahead diary with a months. to become a For most clinics, the over the coming option for clients special even just 2 months, your income get VIP services, in the dairy for most importantly, bookings won’t member and And arguably included in their number of committedrunning costs of rates or extras basic loyalty and fee. It builds even cover the no actual it membership and you have business, making the business, will book. stability in your regular anyone else step for your often guarantee that the natural next know that clients In practice, we book, but clients. same day to don’t even leave it to the in the dairy, A lot of therapists membership commitment option of a of your without that THERAPIST consider the by what be 100% certain overwhelmed you can never ENTREPRENEUR package or get simple and with income. how memberships to choose. Starting best plan, and This leads onto is the limited places and places improved diary the offerings can deliver you then build out I ALWAYS recommend management. treated over time. members are are that all your their appointments their are SO like VIPs and This secures Why Memberships any Business booked in advance.

Important for the specifics, let’s into Before we dive

M

…the list goes on, but whatever it was, your business model would have been significantly less impacted.

And guess what, if you’d also had a decent-sized, active and engaged email list (in other words the very thing I’ve been banging on about for the previous 10–15 pages), then you would have been in the top 0.1% of therapists who couldn’t have positioned themselves better to weather not only this storm,

Customer ewsletter

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Future-Proofing Our Physical Therapy Businesses In Light of Covid here’s no doubt that 2020 was a total ‘shocker’ of a year for most physical and manual therapists (and the first part of 2021 hasn’t been much better for many of us). Most of us got caught with our metaphorical pants down, or more politely put, ‘we were caught unawares’ by the onslaught of Covid.

Every therapist I know admits that their businesses were isolated and exposed when Covid hit, and I personally invested a lot of time and money building new features into Co-Kinetic to give you ways to generate new therapy-related revenue streams.

That included adding the ability to sell and manage subscription-based products or content packages, deliver online education sessions and offer paid upsells, and to sell and manage gift vouchers.

Each development was designed to build on the marketing strategy I’ve outlined in the previous pages, which forms the backbone from which you can build strength into your business.

I wrote and presented a webinar for about 9 months on how you could build new and ongoing revenue streams using specifically your physical or manual therapy skills. That webinar is still highly relevant, whatever state of Covid we’re in (or even not as the case may be), and you can still watch it in recorded form (details at the end of this article).

Business diversification is critical to the health and survival of any business and it involves having a range of different revenue streams that would respond differently to a given event, eg.

Covid. It’s about having your eggs in more than one basket – in fact ideally in three of four different baskets.

If pre-Covid, you’d already, for example: l been offering your services online; l built a clinic membership package that gave you some monthly financial security (even if you had to postpone delivery of some or all of the services); l been delivering a content or advice-based monthly subscription offering to a specific patient group(s); l been running online classes or selling access to online workshops; l been selling therapy products or equipment (think about all the equipment and advice people needed when they suddenly had to start working from home); l been offering mentoring or consultancy; and/or l been running subscription-based peer-to-peer support groups or patient support groups…

ow do I use it Give them to existing customers, print them out for your waiting areas, post them to past customers, share them as links in your nurture emails, on your social networks, in local discussion forums, or on your website and finally, print them out and distribute them locally. You could even pay to promote a social media post, featuring a link to these leaflets, as a way to get your name out and about. You’ll find more ideas on page 22.

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A MARKET NG STRATEGY FOR PTS

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HERE YOUR COMPANY YOUR COMPANY HERE

What is it These are the jewels in the crown of every campaign because they can be used in so many different ways and at so many different points in the customer journey, which is exactly why they are included in all our subscriptions.

They are exactly as the name suggests: leaflets that provide your patients with information about their condition/concern or area of interest in the form of advice leaflets, exercise handouts, infographics and cheat sheets.

Each campaign that we produce includes at least 6 but sometimes up to 20 patient information leaflets on various aspects of the topic in question. They are written by health professionals and go through the same peer-review process as the clinical professional development articles that we publish in the Co-Kinetic journal, which means you can trust and be confident that the content is accurate and reflects on you well.

What does it do for me Patient information leaflets form the cornerstone of your marketing activities and can be used at multiple stages of the marketing funnel. They help you to grow your email list because they are excellent lead magnets, ie. the incentive for people to share their email address with you. They are also very powerful as customer nurture resources. They give you a whole host of ways to promote yourself both online and offline, while at the same time adding value to your readers.

Remember, every piece of patient-facing content we produce can include your logo, brand colours and contact details, effectively turning them into turbo-charged business cards, that also happen to add value to its reader.

Besides helping you to promote your business in a completely unsalesy way, they also help you to build relationships and establish trust with anyone in your customer journey, ranging from a brand new prospect or social media follower, all the way through to existing, as well as past, customers.

THE CO K NET C SUBSCR PT ONS

THE STATE OF PT MARKET NG TODAY

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ach piece of content that we create is part of a bigger picture: it has been designed specifically to help you create a customer journey, with the end result being to generate new business.

The funnel you see on this page is based on our rugby injury campaign. A campaign centres around a theme that’s either topical or occurs frequently in members of the general public. We publish a new campaign, on a different topic, every 4–6 weeks.

These campaigns range from health and wellbeing topics, commonly experienced musculoskeletal issues or conditions, or they could be sport and exercise-related.

The Full Site subscription is the only one to include every piece of content in a campaign and is specifically geared to help you generate new business. However, even if you don’t have that subscription, there’s still plenty you can do with each of the other subscriptions.

The goal of this article is to give you some ideas of ways in which you can use these individual pieces of content to deliver a better customer experience, as well as increase awareness of your business. The icons next to each piece of content shows what’s included in which subscriptions.

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ocial media can be a very useful tool for all sizes of business.

However, it is important to understand what it can and what it can’t achieve and, therefore, how it can be used best.

Unfortunately, I’ve seen too many people waste phenomenal amounts of time, effort and money on their social media networks, without getting anything in return. This is usually because they have no clear strategy of what they’re trying to achieve. The purpose of this article is to try and prevent you from falling into the same trap.

Link: http://bit.ly/33wJiiE

OPEN ACCESS ARTICLE The Power of Gift Vouchers

movement lockdowns and and the associated from massive interruptions

Let’s Review Some Key Points

l Remember that less than 1% of your page followers are likely to see your ‘organic’ (ie. unpaid for) social media posts. l More or less the same 1% of people will be seeing most of your posts. l In other words, don’t expect your organic social media posts to garner much engagement or many responses to your calls to action, eg. sign-ups. l This is also why it’s virtually impossible to bombard most of your page followers with too many posts because, quite simply, they won’t see them. l Why is this? Because it doesn’t serve the social networks to help you grow your business for free. l The social networks are more interested in encouraging personto-person interactions rather than page-to-person interactions. l The only way to get your posts to reach outside this 1% is to pay to boost them or run them as ads. BUT make sure you have a specific strategy for why you want to do this. I’d argue that for small businesses, the only reason to run paid ads is to collect targeted email leads or sign-ups – for which it is very effective. l Don’t expect your posts to go viral, it’s almost as likely to happen as spotting a unicorn!

Link: https://bit.ly/375FXu1

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OPEN ACCESS ARTICLE How to Build Recurring Revenues into Your Physical Therapy Business OPEN ACCESS ARTICLE The Benefits of Offering Membership Packages in Your Physical Therapy Business

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Co-Kinetic.com

Last year, Covid-19 businesses reeling on that it is a brilliant way e learn early many than to for your business circumstances, restrictions left is better to give are taught to Selling gift vouchers business in any receive. We of cashflow. rather than to help and grow your it feels good experiences give and that there a to improve cashflow the trend for gifting creating a need. But is when is a someone in working hard to giving? There particularly now Tor has been to do. This article deeper current that shows the increase. easy for you of evidence goods is on growing body it can be. selling gift vouchers to become more our how simple in we are evolving system to make benefits and shows you and collaborative many compassionate and thrive. explains the quest to survive online https://bit.ly/375FXu1 research provides Today, scientific Read this article notion to support the compelling data a powerful pathway Founder that giving is Co-Kinetic (and getting through of your brand

By Tor Davies, to finding purpose, ambassadors fulfilment more and finding our likely to spend difficult times, will be more is sensitive to in life. the gift recipients The social media and meaning and the pre-written with you) and and an offering people healthcare climate the gift itself fully edited) Which is why benefit from on (which can be to have positive focus sales pages for you to build the opportunity specifically to opportunity such as increased have been written highlighting even experiences, this opportunity; and anxiety and people to take on adding value you relaxation, reduced can incentivise not being over-salesy. your the services benefits, while further benefit to give pain relief, through offer. Not only is actions that this article is or The goal of powerful give reviews you can be provide, is a business, like ways in which gift, it can also media posts; you ideas of gift it a very thoughtful suit your clientele engage in social power of selling your to harness the awareness of On the face uniquely tailored certificates. . help raise you provide. vouchers and and and the services since business; vouchers is simple your will know that of it, selling some easily using Most of you can be sold but there are I’ve been working also straightforward, your social networks; ways Covid-19 struck, ways you can website and the year to find instantly and less widely known to help hard throughout can be purchased in these power of vouchers harness the generate income making to help you conveniently, your business. difficult circumstances. them excellent ways of generating Selling One of the best last-minute gifts which is Reasons Why is Great gift vouchers, cash is to sell (vouchers can Gift Vouchers into the Co-Kinetic why I built this be posted or a few for Your Business launched it just system and sent as an email system the Gift vouchers: As always my – to start with weeks ago. within minutes); (gift sales help grow sales combines technology pre-created can be with most obvious; – generates and management) purchased from boost cashflow as voucher sign-up of delivering and content, such the comfort social media revenue in advance of pages, ready-made (and safety) gift the service; past health-focused to re-engage great looking home; take orders are a great way to help you certificates, customers; your campaigns. to participate and promote to give allow your business special this article is The goal of of things in a whole range of the sorts of – you some ideas events and holidays; a voucher system you can do with but any increase customer Co-Kinetic one, with not just the – gift engagement The difference voucher system. it’s built givers become system is that the Co-Kinetic in mind. with health professionals

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Should I use Social Media For My Business and If So How?

Link: http://bit.ly/3fyieUn

Link: http://bit.ly/3ilWPzA

CAN MEMBERSHIPS OPTION PROVIDE THE TO BECOME FOR CLIENTS AND GET VIP OR A MEMBER RATES SERVICES, SPECIAL IN THEIR EXTRAS INCLUDED FEE MEMBERSHIP

of The Power Vouchers Giving Gift

OPEN ACCESS ARTICLE How to Monetise Your Therapy Skills Online

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process to become a paying customer.

Raise awareness of your business. Networking and participation in local groups allows you to target a local audience.

Establish your brand as a thought-leader. Do this by publishing content, particularly when new research emerges or something topical happens in your industry.

Encourage reviews and testimonials. These are one of the most powerful factors for influencing sales conversions and are a key feature of social media, particularly in Facebook.

Encourage word-of-mouth marketing, which can generate 20% of sales. Do this by partnering with external influencers or other complementary local businesses to promote each other.

Staying top-of-mind. Social media is great for this.

Not losing potential customers. Your competitors will most likely be on social media even if you’re not. On the plus side, it also gives you a way of keeping an eye on your competition.

10 Social media is a great way for customers to research YOU. 11 Improve your search ranking. Search engines are already using ‘social presence’ as a ranking factor and this is likely to grow with time.

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Ob ecti e oals of Social Media 1

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So with that in mind, let’s now look at what social media CAN do for your business, because despite my reservations above, it can actually achieve a LOT. I divide the role of social media into two categories: the subjective goals, which are hard to measure (or quantify); and the objective goals, which can be quantified (ie. counted).

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What’s Next?

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Let’s look at how we can future-proof our businesses against unforseen threats like Covid.

Further Reading

OPEN ACCESS

Why Nobody Ever Engages with Your Facebook Posts

ARTICLE

Link: http://spxj.nl/2CQqcc5 ENTREPRENEUR

THERAPIST

For Social Media Should I Use Business?

My Physical Therapy If So Why,

and How?

20-01-COKINETIC PRINT WEB MOBILE FORMATS FOUNDER CO-KINETIC

BY TOR DAVIES,

love it, some Some people Social media. of us tolerate it and the rest people hate However, as a it, mostly begrudgingly. be a little bit owner you’d small business that you’ll it. Yes, it’s unlikely ‘viral’, mad to ‘diss’ that will go ever hit on something and yes, you best efforts despite your you’re very in hot water if you can get yourself more importantly, on social outspoken. Perhaps amount of time can waste a huge of return get any kind media, and never But in reality, that will on that investment. post without having a if you only happen I’ll outline the In this article, solid strategy. active social network what strengths of having importantly review by pages but more for your business you can achieve presence. social media having a good for key objectives explain I will look at the businesses and healthcare-based prioritising and why. be asked what you should some frequently should Lastly, I’ll answer as which platforms a day questions such how many times or not you be using, posting and whetheron more should you be time be spending some you should you We also cover than one platform. for 2020. Hold onto trends online social media Read this article your horses….!

comfort of it all from the l You can do a has become your living room highlyocial media access to a huge, open canvas, l You have vast and wide it of people advantage of targetable group which and taking full A testimonials, strategic planning. l Reviews and requires careful at least on Facebook, not just feature highly, media strategy, sales converters good social positive and are very influential widely used WILL, have a should, but are sales. influence on l Social networks are some demonstrable UK population in and look at - 67% of the Let’s jump right and 72% of Australians, of social networks on Facebook, 77% of of the strengths Zealanders, a social 60% of New achieve with 69% of Americans what you can Canadians and are free media presence. social networks l All the major paid ads) Strengths (until you utilise What Are The on social networks, l People are they of Social Networks? socialise, so for building primarily to valuel They’re great designed more personal, - specifically encourage a approach relationships than a sales engagement add approach, practitioners. for human interaction, which suits healthcare and sharing potential 41 l Great networking

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OPEN ACCESS ARTICLE Should I Use Social Media for My Physical or Manual Therapy Business? If so, Why and How? Link: http://bit.ly/3sLpe7J

https://spxj.nl/2rst0bG Co-Kinetic.com

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Develop/build relationships by interacting with your customers.

For example, ask for opinions and reply to concerns. You could do a free Q+A once a week – use one post and always link back to it and pin it to the top of the page on that Q+A day, which builds engagement and reduces the risk of people asking the same questions.

Humanise you and your business. This is particularly good in healthcare which is intimidating to many. Having a good social media profile can break down barriers of the unknown and make you more approachable.

Establish and build trust and reputation. Our health makes us feel vulnerable; we have to expose pain which can be very personal, and trust is a key element in the decision-making

uantifiable

Generate email leads. Use email lead collection forms or information requests in return for free downloads (as discussed previously).

Build an informed perspective of who’s interested in what, which you can use for future email targeting. Do this by using different campaign topics and analysing the interactions with those posts and sign-ups to your resources.

Gain reviews, testimonials and social proofing.

Target new customers or previous visitors to your website/ social media profile via paid advertising.

Increase traffic to your website. Important if you publish a blog, good if you combine it with email lead collection.

Carry out research. Use polls and ask questions.

Demonstrate a direct return of investment (ROI) for your activities by using your platform’s reporting and analytics.

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HOW TO PROMOTE YOUR MARKET NG ACT V T ES

EDUCATIONAL

20 NEW TH NGS YOU CAN DO W TH YOUR CO K NET C SUBSCR PT ON

IN-DEPTH 3

An Overview of the Marketing and Sales Process M

any people are intimidated by marketing for the following reasons: l It seems confusing because there are a lot of different aspects to it, which makes it hard to know how or where to get started (problem = knowledge). l Because there are seemingly so many possible marketing routes, it’s easy to waste time doing things that don’t get results, and as business owners we can’t afford to do that (problem = time pressure). l Then there’s a concern about marketing requiring technology skills that many people don’t feel they have (problem = technology). l Lastly, many therapists feel very uncomfortable making sales, it’s too salesy (problem = approach).

l Firstly, you make someone aware of your business. l Then you create reasons for them to engage in your business. l Then you take them on a journey of discovery, building trust, establishing authority and clearly demonstrating how you can help them. l Finally, you give them an opportunity to purchase from you by offering them something that you’ve by then already established will interest and help them.

The goal of this issue of Co-Kinetic is to solve these four problems and bring some clarity to help you see the bigger picture of marketing. This in turn will make it clear which activities you need to focus on, and importantly why, while also demonstrating that it’s possible to implement an effective marketing plan with ZERO technology skills and without ever having to feel salesy.

What’s the Difference Between Marketing and Sales?

l Sales refers to all activities that lead to the selling of goods and services. l Marketing is the process of getting people interested in the goods and services being sold.

What Is a Marketing and Sales ‘Funnel’?

This is a version of the same funnel with slightly more detail on the purpose of each funnel layer. As you take people down the funnel, they become warmer and more engaged with you and your business (and naturally people will drop off at each level, hence the funnel shape).

A marketing funnel is essentially a way of breaking down the customer journey starting from the top of the funnel with the ‘awareness’ stage (when someone first learns about your business) through to the bottom of the funnel, the ‘purchase’ stage (when they’re ready to buy your product or service).

For the record, a funnel can also include post-purchase followups which increase retention as well as cross-sells and upsells, but we won’t tackle that here. This is why some people (me included) prefer to refer to the marketing funnel as a customer journey.

Some marketers are moving away from the term ‘marketing funnel’ saying it’s too mechanical or simplistic to describe the lead nurturing sequence, ie. the process by which customers move from awareness to purchase. In my view, however, it’s still a useful way to describe a complex process and also be able to visualise the journey from start to finish.

How Does The Marketing and Sales Funnel Work?

In short, everything you do with your marketing and sales should fit within that funnel structure.

This is what the funnel might look like in its simplest form. (The term ‘lead’ refers to a new prospective customer.) The marketing activities you put into action are designed to take people through that customer journey.

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What’s Next?

One of the problems I promised to solve was that of finding a marketing approach that you could feel comfortable with and that didn’t feel ‘salesy’. That approach is something often referred to as ‘content’ marketing. The focus is on offering education and advice, something health professionals are very good at doing, so it should come very naturally. In fact, if you’re doing it right, it will never feel salesy. So let’s explore that in more detail and see where it fits within the customer journey (marketing funnel).

Content Marketing: What Is It, How Does It Work and How Do I Use It? T

he Oxford English Dictionary definition of content marketing is, ”a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services”.

I would take that a step further by adding that the content should focus on offering genuine education and therefore adding value to people’s lives.

In the wise words of Albert Einstein:

ll Try not to become a person of success, but rather try to become a person of value ll

This is such a fundamental concept to keep in mind throughout your marketing strategy, and all your associated activities, that I produced a whiteboard animation to explain content marketing in the context of physical and manual therapy. You can watch it here.

What all this means is that your marketing activities and the associated material should not explicitly promote your business, but instead stimulate interest in your services while at the same time adding value to your reader/viewer and moving them through your customer journey, ie. down your marketing funnel.

The Bigger Picture Marketing Funnel

As we’ve discussed, a customer journey (or funnel) is divided into 3 core levels: 1. building awareness; 2. developing trust and establishing authority and credibility (engage and nurture); and 3. creating an opportunity for people to purchase something from you (discovery and conversion).

Level 1 – Awareness

The top level is about making people aware of your business.

It’s about getting in front of people. There are many ways to do this, including: l using paid advertising (online and offline); l promoting yourself locally; l website search engine optimisation (SEO) to make sure you’re found on web searches; l having an up-to-date Google Business profile; l a growing number of customer testimonials (social proofing), particularly on Google and Facebook; and l through your social media profiles.

This list is by no means exhaustive (and I have lots more ideas for you as we progress through this journal) but these, in my view, are the OPEN ACCESS ARTICLE: most effective when taking into account 13 Steps to time, effort and cost.

Building a Thriving If you want some more guidance on Physical Therapy Business how to prioritise your marketing activities http://spxj.nl/2sFEiaV I’d recommend the following article.

ENTREPRENEUR THERAPIST

INTRODUCTION

This article discusses 13 steps that are crucial for developing your business.

The tasks are listed in priority order, with task 1 being the most important, but as you get the fundamentals in place, the tasks grow in their ability to have impact. It is important, however, to get the fundamentals in place first.

Over the last few months, I’ve been working with my Done For You Marketing clients and during this process I’ve been drilling down to find the 20% of marketing activities you can do, that will give you 80% of the marketing rewards.

It turns out that it’s much easier to see the wood for the trees when it’s not your forest, and I get a massive kick out of helping you guys to save time while also building a thriving business, so this article is particularly exciting for me.

If somebody had come along to me when I was starting out as a green inexperienced entrepreneur and totally novice publisher all those 19 years ago, and said, “Hey, you know, if you do these 13 things well your business is going to fly”, I would have bitten their arm off for that list.

And you know the best part of all? Every one of these tasks is totally achievable even for the most technophobic luddite. And if you’re still not convinced you’re up to the challenge, I’ll point you in the direction of people who can help you.

YOUR MARKETING MISSION SHOULD YOU CHOOSE TO ACCEPT IT Work from the top of the list down, they’re listed in priority order, and if you’re really pushed for time, set yourself the task of doing one job each week and keeping on track. If you’re a shit-or-bust kind of person like me, set aside a day and go at it full on. Most of the time I don’t manage to everything I set out to do, mainly because I’m hopelessly over-optimistic, but you know the saying, ‘if you shoot for the moon even if you miss you’ll land among the stars’.

Focus on each task as if your life depends on it, because the success and health of your business literally

Co-Kinetic.com

13 STEPS TO BUILDING A THRIVING THERAPY BUSINESS

If you do these 13 tasks well, I guarantee that you will build a thriving therapy business, with a constant stream of fresh, new, cash-paying clients, as well increasing loyalty among your existing clientele. Sound too good to be true? Well it isn’t – we’ve put it into practice and it works. For each task I will explain the rationale behind why each task appears in the list and, wherever possible, give you links to practical resources to enable you to implement them. Most of the tasks you should be able to do yourself, or with very minimal help.

Read this online http://spxj.nl/2sFEiaV

BY TOR DAVIES, CO-KINETIC FOUNDER

does!

Some of the tasks on this list are one-off set-up jobs which you should be able to clear off quickly and once they’re done, they’re done. Then you have time to concentrate on the ones that need ongoing attention. Don’t be put off by the thought of having to create all the content we talk about in Part 2 of the article because we’ve got that covered, just focus on getting the foundations and infrastructure in place so that it can allow the magic to happen.

17-07-COKINETIC FORMATS WEB MOBILE

PRINT

MEDIA CONTENTS

‘10 Website Home Page Essentials for Winning New Clients’ http://spxj.nl/2seLPuS

‘Optimising Your Physical Therapy Website to Generate New Leads’ http://spxj.nl/2qiQsSM ‘5 Things You Can Do in An Hour to Increase Your Google Search Profile’ http://spxj.nl/2sCSHVy

PDF version of the presentation 13 Mission Critical Steps (see online version of this article) Google Review Handout PDF (see online version of this article) 30 Day Free Trial to Lynda.com http://spxj.nl/2rzcGj6

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Level 2 – Engage and Nurture

Level 2 in your funnel is about building trust, establishing credibility and helping people to understand what you can offer and how it will help them.

There are two top level reasons why someone would engage the majority of physical or manual therapy services: 1. They have hit their clinical ‘tipping point’ and need to manage some sort of health issue.

2. They discover the role you could play in helping to improve some area of their life that they are keen to explore; for example, reducing stress and anxiety, increasing performance in a sport or preventing future injury or illness.

Clinical tipping points might include: l experiencing a specific injury such as a car accident, sports injury, accident; l noticeable or visible physical changes to limbs or soft tissues; l when the pain becomes so bad that other treatments and medications that have worked before, are no longer enough; l it becomes too difficult to do things that are important to someone like working, carrying things, playing with grandchildren, or other activities of daily living; l concern about long-term implications of leaving things without treatment; l pre- or more commonly post-operatively; l a chronic condition or neurological disease; and l during or after pregnancy.

Other people might not even realise or appreciate that you have the skill set to solve a problem for them or to help them to achieve or improve something. They may not even realise they have a need for that ‘solution’ until it’s brought to their attention.

This is exactly why this nurture and engagement level is so fundamentally important to your business. It gives you the opportunity to educate and explain how you can help people and open their minds to the ways in which your skills, and more precisely YOU, are ideally suited to achieve this.

So what does that look like in practical terms? To build trust, you need to offer value (without asking for something in return), but remember we’re still quite high up the funnel at this point.

They may have only recently come across you, for example on social media, so they’re probably still quite ‘cold’ in terms of their lead temperature and need a bit of warming up before they can be encouraged to engage further with your business. Think of it in the same way as getting to know someone and becoming friends; it takes time and unless there’s a specific need for your help, it’s not something that can or should be rushed.

One of the most effective ways of giving value, without asking for anything in return, is to offer education that will benefit the reader. It could be advice about how to reduce pain, build strength, prevent injury, manage stress and anxiety or generally increase quality of life.

The education you choose to offer would ideally match to your perfect ‘prospect’ or customer demographic, if you have defined one.

However, if you already have an existing group of people to pitch your information to, who are probably fairly diverse in demographics, that education should cover a range of different topics, so that it keeps as many people engaged as possible.

Harnessing the Advantages of Email

The most time-effective and cost-effective way of achieving what I’ve outlined above, is by using email. Using the postal system to distribute printed leaflets is expensive (plus you have to collect the addresses if you don’t already have them), telephoning people is labour-intensive and texting is invasive to the caller. Both telephoning and texting come across as being very salesy, whereas email is extremely practical.

Sending emails is cheap, it’s easy to collect email addresses, because it’s one contact detail that people are used to sharing, and are more willing to share. It’s also scalable, meaning it takes you the same amount of time to write an email to send to 10 people, as it does for 1,000 people, or 10,000 for that matter. In other words there is no significant additional ‘cost/effort’ the more people you’re impacting.

It can also be very quick and time-effective to write nurture emails, particularly when you have access to valuable resources such as advice handouts, exercise sheets, infographics and other educational content, which you can use to add value to your emails quickly. Realistically, if you have access to a range of shareable resources that you trust (like the patient leaflets I produce through Co-Kinetic), you can write and send a nurture email in as little as 30 minutes. This makes it perfectly feasible to do 2 or 3 times a month (which is what I would recommend).

In summary, nurture emails: 1 allow you to help and add value to people’s lives 2 generate likeability/let people get to know you 3 build trust and credibility 4 help you to develop, strengthen and deepen a relationship 5 are easy to share and forward 6 generate a sense of reciprocity (the desire to give back) 7 build authority and reputation 8 are non-intrusive – can be read when someone is ready 9 increase brand awareness 10 can be done at scale, ie. there’s no more work if you’re sending 1 email versus 1,000 emails.

Very often your prospective new client might have been living in pain for months, maybe even years, before they hit their clinical tipping point. Equally some people won’t yet have reached the tipping point where they realise that they need, let alone be ready to commit to, a therapeutic intervention.

This is exactly why the gentle, non-invasive approach of sending educational value-added emails is a perfect nurture tool.

It’s supportive and helpful without getting in people’s faces. It’s also easy for your recipient to decide on its relevance and to share with friends and family if it is.

There are a LOT of benefits to using email to warm up and build relationships with your OPEN ACCESS ARTICLE: prospective Turning Email Leads into customers. If you’d Paying Customers Using the like to explore Powerful Hidden Influences of this in more detail Nurture Emails check out the http://spxj.nl/2BU2UO3 article here.

ENTREPRENEUR THERAPIST

TURNING EMAIL LEADS INTO PAYING CUSTOMERS USING THE POWERFUL HIDDEN INFLUENCES OF NURTURE EMAILS

INTRODUCTION

BY TOR DAVIES, CO-KINETIC FOUNDER

If you’re not already collecting leads from your social media efforts, you absolutely should be, because it’s one of the most obvious ways of getting a return on investment from time spent on social media. The article ‘A “Ready-to-go” Marketing Strategy for Therapists’ explains why it’s so important to be doing this, and also shows it can be achieved simply and easily [http://spxj.nl/2haSVyW].

So, you’re publishing some great social media content onto your social networks, some of which (hopefully) are designed specifically to collect email leads in return for the downloading of a value-added piece of content. Everyone reading this article, will probably have a bunch of email leads of past and prospective customers, that aren’t currently being tapped to grow your business. Depending on the size of your list, this is potentially a big opportunity that can be mobilised quickly and easily.

The question is how to convert these email leads into paying customers, a topic that I’ll explore in this article. I’ll explain a quick and easy way of doing this, and reveal why nurture emails have some hidden influences that make them such a powerful tool when you have this objective in mind. Read this article online http://spxj.nl/2BU2UO3

“Lead nurture is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need.”

However, regardless of whether you are collecting leads from your social media efforts or not, everyone probably has at least some email leads of past or prospective customers that you could be warming up to become a newly paying client.

The question is how you can do this quickly and easily, without it taking up unnecessary time or money. The process is called lead nurture and this is defined as follows: “lead nurture is the process of developing relationships with buyers at every stage of the sales

Co-Kinetic.com

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funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need.”

That process sounds complicated, but we’re going to break it down and show that it can be made very simple.

This article is specifically about ‘nurturing’ leads, as opposed to selling appointments. It’s about strategies and techniques for moving email leads from initially cold contacts who have little or no awareness of you, to the point of becoming a paying client. This process is achieved by building trust, rather than trying to ‘close the deal’ ie. taking a paid booking there and then (we’ll talk more about that aspect in a future article).

18-01-COKINETIC FORMATS

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MEDIA CONTENTS

Video 1: The Science of Persuasion (Courtesy of YouTube user Influence at Work)

http://spxj.nl/2keW2Up

LEAD NURTURING IS ALL ABOUT PROVIDING VALUE, AND DOING IT CONSISTENTLY, IN A WAY THAT BUILDS TRUST AND DEVELOPS THE RELATIONSHIP BETWEEN YOU AND EACH EMAIL LEAD

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Where Does Social Media Fit In?

Social media certainly can play a role in warming up prospects; however, there are two very important things to consider: I Did you know that less than 1% of your social network page followers will see any given social media post on your page (and most of the time it will be the same 1% of people)? I know that’s a bitter pill to swallow if you’ve been investing a lot of time, energy and money into your social network pages, but hopefully it helps to explain the general lack of engagement on your page posts. Why is this? Because bluntly speaking, social networks have no interest in, and make no money from, helping you build your business for free. If they’re going to help you build your business, you’ll need to pay – and that requires a proper strategy (which I cover later in this journal).

2 If your social network had, for example, a major security breach or cyber-attack and was shut down tomorrow – or maybe they just decided to stop showing people your posts (Facebook have been doing this for about 5–6 years as it is) or stopped you from direct messaging people unless you pay – you could lose access to your followers literally overnight.

These two reasons alone make social media a very unreliable means for communicating with your audience.

That doesn’t, however, mean social media or social networks are useless to your business (quite the contrary, as we’ll discuss on page 14), but as a reliable communication channel, it’s very poor.

The key point here is that a business’s biggest marketing asset by a long way (I often go as far as referring to it as your golden goose) is the audience it can motivate to take action when needed (for example think Covid and galvanising people to buy services online). In order to do that, you must be able to reliably communicate with your audience, when you choose (or need) to. This means you need to have contact details that you own, are in control of and don’t have to pay to access. This brings us back to an email list.

ll The marketing jewel in every business’s crown is a growing, engaged and receptive audience who can be quickly galvanised into taking action, and the most cost- and timeeffective way of building that audience is via a consistent email strategy focused on nurturing and building trust on a regular basis ll This is the single most important marketing activity you can do, regardless of the size or stage of your business. In fact, the health of an email list (ie. growing in size and engagement) is likely to be a very good indicator of the health of a business.

ll So, if your email list is sitting neglected, unloved and stagnant, make this your top marketing priority to remedy, today! ll

Level 3 – Discovery and Conversion

This level is about deepening the relationship you have with your prospects and giving them an opportunity to buy from you.

Remember that we’re following a ‘content marketing’ approach which means that everything in your marketing funnel, including this layer, is about adding value. However ultimately you also run a business, and that requires people to book appointments and purchase things from you.

The key here is to do it in a way that is more about offering education and advice, ideally for free or at least very cheaply, but with an associated purchasable opportunity or upgrade.

It’s a ‘try before you buy’ approach that I refer to as a Conversion Event. The better the incentive to buy after you’ve tried, the higher chance of the person doing so. This is one of the most successful, and therefore most commonly used, sales strategies that’s relevant to every business, in any sector, wherever you are the world.

It can take lots of different forms, but the formula is essentially the same and consists of: l Part 1: a free ‘sample’ (eg. food tasting, wine tasting, massage, pet health check, bike fit, gait analysis, education session, running injury presentation, etc.). l Part 2 (the upsell): a follow-up special incentive/offer/discount to convert to an upgraded version of part 1 (ie. the food, wine, first massage booked, pet teeth cleaning, full bike fit, a running injury prevention programme, a package of appointments, etc.).

The idea is that you offer value without asking for anything in return, but you create a desirable and purchasable upsell offer that you know will appeal to the people who have signed up to Part 1, because you’ve already established that they’re interested in the topic in question.

Part 1 gives you an opportunity to demonstrate authority, credibility and knowledge which can powerfully influence the buyin to Part 2. Traditionally, I encouraged practitioners to do this in a face-to-face setting, but Covid threw a spanner in the works and disrupted that particular delivery model. The advantage of being face-to-face with people is that you interact more closely with your audience and you as a therapist have a chance to triage and work out who needs, or could most benefit from, your help.

However, many people very effectively achieve the same outcome using webinars or online presentations. You deliver an education session online and create a compelling offer to purchase the upsell or Part 2. Not only can this generate valuable bookings and sales, but the beauty of a webinar is that you can record yourself doing it, put it online, and then all you have to do is direct a constant flow of people to it. Then it can generate income 24 hours a day without it taking up any of your actual physical time, once it’s set up. I explore this in more detail in the article here.

The Overwhelming RE YOU BUY” Case for “TRY BEFO Conversion Events

BY TOR DAVIES, CO-KINETIC FOUNDER

19-01-COKINETIC FORMATS WEB MOBILE

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WHAT IS A ‘TRY BEFORE YOU BUY’ EVENT? A ‘try before you buy’ conversion event does exactly what it says on the tin!

It gives people a chance to ‘meet’ you and try your services, preferably for free, before they commit to booking a fully-paid appointment.

Some therapists feel that offering free trials, devalues their profession, skills and qualifications and makes them look cheap and desperate for business. And this is an understandable concern. We’ve all seen it, as restaurants, desperate to stay open, make increasingly ridiculous offers – most of which end up failing ultimately.

And I tried really hard to find more to say about the disadvantages but struggled to come up with anything else. If you’re reading this and starting to feel that I haven’t given the cons their due justification, then please jump on the discussion panel below the online version of this article, and share those cons with me and I will happily update this piece of content. But honestly, I couldn’t find any additional legitimate cons.

The pros of ‘try before you buy’ conversion events are overwhelming.

Before we explore them in more detail, let’s look at what I mean by ‘try before you buy’ events.

One of the best ways of bringing in new paying customers, is to offer ‘try before you buy’ or ‘conversion’ events. These could involve anything from a free consultation, assessment, open day, treatment or education event. Your imagination is your only limit. There are so many advantages to these ‘open’ events, it’s hard to imagine why anyone wouldn’t embrace them, but some people are vehemently opposed to them because they don’t feel they should devalue themselves, by offering their services for free. In this article, I’m going to explore the pros and cons, and leave you to decide.

Read this article online https://spxj.nl/2StXxgS That’s just a handful of ideas.

In reality, you can do whatever you want. The key is to pick something you’re good at and that you love doing because you’re likely to be more passionate and that will come across strongly to your attendees.

WHY ARE ‘TRY BEFORE YOU BUY’ CONVERSION EVENTS GREAT? From a prospective client perspective Meeting you/your therapists and becoming familiar with your clinic, parking options, how to get there, etc, will increase familiarity and reduce barriers to booking.

EXAMPLES OF ‘TRY BEFORE YOU BUY’ CONVERSION EVENTS Free consultations – telephone/Skype/in person Education events – evening lectures/presentations/seminars Mini-assessments/injury screening – muscle balance, gait analysis, bike fit Topic-specific events like running injury clinics, ski fit, headache prevention, back pain, etc Open clinic days – range of free events/trials Webinars – online presentation with Q+A Free treatments – free 20-minute massage – great if you’ve got therapists with free appointment slots or students in for work experience Packages and discounts – ‘buy one, get one free’, 50% off your first treatment

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You will get qualified leads so you know who to focus your attention on. For example, if they visit your clinic you know that (a) they are local (not something you can ascertain from your social media followers without using paid ads) and (b) they’re interested in your services.

Potential customers will know exactly what to expect from you/ your team moving forward.

They are a great opportunity to help answer any questions that are holding potential clients back from booking that first appointment with you.

A physical visit gives you a chance to show off facilities and equipment and communicate much more than what’s on your website – let’s be realistic, very few people have the time to pour over a website anyway, however pretty it might look.

A face-to-face meeting, even a telephone call, can help you build a level of rapport and trust that is much more difficult to build through digital methods.

It gives you the opportunity to learn more about your prospective clients, Co-Kinetic Journal 2019;79(January):46-47

OPEN ACCESS ARTICLE: How to Use a ‘Try-BeforeYou-Buy’ Strategy To Convert Prospects into Paying Patients http://bit.ly/371lbLi

What’s Next?

In the next article we’ll look at practical ways in which you can fill your funnel with new people in order to nurture them through the customer journey and explore the ways in which you can start to convert these new prospects into paying customers.

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Further Resources Discover the 20% of Marketing Activities That Will Give You 80% of Your Marketing Results

FREE WEBIN AR

Tired of working all the hours in the day for a physical therapy business that feels like it only just survives? Or fluctuating between ‘feast or famine’ with your clinic bookings? In this webinar we discuss which 20% of marketing activities will bring you 80% of your results and even use a spreadsheet to illustrate why! Not only will you have a clear vision of your marketing priorities but you’ll be able to stop relying on word-of-mouth to generate sales and instead build a controllable supply tap of new customers, which you can turn on (and equally importantly off), as and when YOU need them.

Register free at http://co-kinetic.com/8020 ENTRE PRENE

UR THERA PIST

S MORE CLIENT HOW TO GETING SALESY BE WITHOUT 17-01-COKINETIC PRINT WEB MOBILE FORMATS , CO-KINETIC

BY TOR DAVIES FOUNDER

INTRODUCT

ION

we half of 2016 During the second 1,000 physical under surveyed just and this is to be exact) therapists (946 survey: out from that what stood your to increase n 93.2% wanted customers g to number of new with marketin help n 76.4% wanted grow your business nding help understa n 74.5% wanted to grow social media how to use your business ing help develop n 70.6% wanted brand your business to to sell more n 39.2% wanted rs. existing custome

ICAL EVERY PHYSWANTS THERAPIST TS MORE CLIEN

Content Marketing – How to Get Clients Without Being Salesy

e clear that it has becom ssful e in 2016 and to build a succe a lot of peopl r and harder We spoke to and there’s it’s getting harde new clients and as a profession a lot of competition to find it’s getting more ’s already that there sional help. business. There out profes ting noise ively without so much marke te yourself effect lves. In this article promo ourse to lt hate selling you’re more difficu sion we clearly without ever feeling that why this Plus as a profes and it a way of doing in how to do ss. We expla we show you ite, growing elf or your busine sing traffic to your webs selling yours credibility, effective at increa g your authority and it can be so following, buildin customers and , finding new your social media mers. Plus marketing reach existing custo digital expanding your nship with your to have your g your relatio article e the thenin of end streng return receiv tunity at the sional and in there’s an oppor by a marketing profes now that could ed you do presence analys the top 5 digital things amount of effort of least t the repor a custom benefits with the greatest spxj.nl/2m53ViT would give you . Read this online http:// (see Useful Links)

OPEN ACCE SS ARTICLE

In this article I’ll show you a way of marketing and promoting yourself and your business without ever feeling that you’re selling yourself. I’ll explain how to do it and why it can be so effective at increasing traffic to your website, growing your social media following, building your authority and credibility, expanding your marketing reach, finding new patients and strengthening your relationship with your existing customers, all geared towards turning these people into paying customers.

Link: http://spxj.nl/2sRgRvr

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Co-Kinetic.com

Practical Ways to Use Content Marketing to Promote Yourself

WAYS TO PRACTICAL OTE T TO PROM USE CONTEN YOUR BUSINESS businesses. or their AND oting themselves concern. The comes to prom YOURSELF

when it a legitimate offering notoriously shy is a fair call and very comfortable is a sionals can be as salesy, which Healthcare profes we dread coming across we exist. As we’re our businesses, your to tell people se of ourselves and ers, we have Often it’s becau gy to promote l content as part want new custom same this same strate can use helpfu trouble is, if we ers, while at the ver, employing different ways in which you howe help your client numb X. advice and the various ss and grow .nl/2KxOzh article explains of your busine //spxj ness https: aware great fit. This this article online gy, to increase here, marketing strate risk of seeming salesy. Read re, because healthca in any ses, working other busines part of time avoiding ‘content’ as than in most IC 19-07-COKINET PRINT WEB MOBILE FOUNDER FORMATS , CO-KINETIC

BY TOR DAVIES

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Co-Kinetic

(July):44-49

Journal 2019;81

44

ornerstones The Three C and Sales to Marketing

, into specifics efore we launch marketing there are some have you need to foundations starting an ongoing in place, before . marketing strategy

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jobs) Up (one-off Marketing Set s account/

By Tor Davies, Co-Kinetic founder 20-10COKINETIC FORMATS WEB MOBILE PRINT

46

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8

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Co-Kinetic

Content marketing is one of the most powerful marketing strategies that any company can use to promote its products and services which is why it’s used so widely. But never has that been more true for people working in healthcare because here, more than in most businesses, the importance of trust is fundamental. A client needs to feel confident that you are the right person to trust with something that is causing them physical pain – and, as therapists, we know that’s a very vulnerable place for most people to put themselves. Importantly, this is a form of marketing that lets you do what you do best: share your knowledge and enthusiasm of a subject you love with the primary goal being to alleviate pain and suffering. In this article, I’ll show you lots of different forms of content marketing and explain how you can use it to promote your business effectively, quickly and easily.

Link: http://bit.ly/373sGS6

The Three Cornerstones to Marketing and Sales

based thing can be In reality, every l of people cate marketing. form a funne le overcompli d combine to right things Too many peop pal pillars, which shoul focus on the ting mers. If you princi paying custo around three number of marke focus to convert into tunately, the and what to who you intend it’s hard to go wrong. Unfor where to start so you can know time, to why, lt right it difficu at the matters, and be there, can make help you identify what are likely to activities out is to on ones that of this article ing link of wasting time on. The goal at the follow ies, instead article activit this of right focus on the load the PDF e. You can down unproductiv g 3nrGR. us, our marketin For most of https://bit.ly/2E pragmatic,

(October):46-50

Journal 2020;86

OPEN ACC ESS ARTICL E

OPEN ACC ESS ARTICL E

Too many people try and ‘do’ marketing without having an underpinning strategy. Without that strategy, it’s hard to make sense of which activities fit where and it all becomes overwhelming and confusing. In reality, everything can be based around three principal pillars, which should combine to form a funnel of people who you intend to convert into paying customers. If you focus on the right things at the right time, it’s hard to go wrong. Unfortunately, the number of marketing activities out there can make it difficult to know where to start and what to focus on, and it’s easy to get lost or distracted in the process. The goal of this article is to help you identify what matters and why, so you can focus on the right activities instead of wasting time on ones that are likely to be unproductive.

Link: http://bit.ly/3c1olA5

Putting Your Marketing Funnel Into Practice T

o recap, we’ve discussed the structure of a simple marketing funnel/customer journey, which is to make people aware of your business and ultimately lead them through to a purchase.

We’ve also discussed a strategy that will allow you to do that in a way that fits with your professional integrity as a physical or manual therapist and that you can feel comfortable with (ie. it’s unsalsey). That strategy is referred to as ‘content marketing’, which involves distributing content that doesn’t explicitly promote your business, but stimulates interest in what you do and what you can offer, while at the same time adding value to your reader.

The important thing to remember is that you must follow the funnel through and be thorough about doing each level because they interdepend and rely on each other. If you raise awareness of your business but then fail to nurture and engage those people, your leads will go cold and you effectively have to start from scratch again (which wastes the time and money you’ve invested so far).

The good news is that as long as you’re consistently growing the audience you’re nurturing (ie. your email list) and you’re consistently and regularly performing the green nurture level, you can control the timing of your conversion layer.

The Conversion Level

Let’s take a look at the conversion layer in a bit more detail.

Remember this layer is all about giving people an opportunity to purchase from you, and that opportunity can take many different forms, depending on what works best for you.

Here are some ideas to get you started but remember anything goes here – the goal is to play to your strengths, pick things you’re passionate about and make sure your upsell is compelling (and you may need to tweak and test to see what works best): 1 It could be education-based, like an education session, delivered either online as a webinar or offline as a face-to-face event, and during which (or at the end) you give a special incentive for people to sign up to your event upsell. Ideally this would be related to the education session. The goal of the education session is really to make the case for why they need what you’re going to offer as an upsell.

2 It could be an open clinic event which you could run once or twice a year for example – a sort of meet the team, try out some free sample appointments, take a tour around the clinic.

Again if you advertise this through the social networks, you’ll also be growing your email list in the process as you would ask them to sign up to get early-bird access to the free appointments and offers. Vicki Marsh has written a series of articles giving lots of practical advice on running these events, and they would be well worth reading if you’d like to run an event like this. It’s a great opportunity for you to introduce yourself, your team members or introduce equipment or services you can offer in your clinic. It’s particularly useful if you take on a new therapist with a new skill set, or you’ve invested in some new equipment and can offer a new service. You could even do this event virtually if you wanted to, using a short video

3

tour of your clinic and/or interviews (keep them short) with your team members and perhaps the offer of a voucher (half price or free) for those attending the event for a future visit.

It could be a special offer like a discounted or free treatment, eg. a massage, gait analysis, bike fit, etc. This is commonly and often very successfully implemented using a relatively simple paid advertising campaign on a social network. You would advertise an offer, for example to sign up to a free 30-minute massage. They would enter their details (including phone number) and then you would call them to get the appointment booked in. When they attend the appointment (about 30–50% usually do), you would offer an upsell, ie. an incentive for them to purchase further treatments at a specially reduced price. This is a very effective strategy for drumming up new appointments (and cash) quickly, but it shouldn’t be used too often, because there is a risk of it devaluing you and your business and in the process appearing desperate.

In short, as long as you are doing levels 1 and 2 as ‘steady-state’ (ie. ongoing) marketing, you can add in a level 3 event as and when you’re ready for new bookings, instead of worrying about not being able to control the additional patient flow during busy periods.

BUT … this all sounds like a lot of work?

If you’re doing it all from scratch, yes it does and it is, but that’s exactly why I created the marketing OPEN ACCESS ARTICLE: packages I offer The Overwhelming Case through Co-Kinetic. for ‘Try-Before-You-Buy’ What I’ve done is Conversion Events create both the content http://bit.ly/371lbLi and the dummyfriendly technology to help you put this plan OPEN ACCESS ARTICLES: into action.

The Blueprint for Running a Using our content Successful Open Clinic resources and Event – a series of technology, it should 5 articles written by take you no more than therapist and clinic one hour a month to owner Vicki Marsh implement levels 1 http://bit.ly/3b2dSV2 and 2 – it really is that simple.

The Overwhelming RE YOU BUY” Case for “TRY BEFO Conversion Events

BY TOR DAVIES, CO-KINETIC FOUNDER

19-01-COKINETIC FORMATS WEB MOBILE

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WHAT IS A ‘TRY BEFORE YOU BUY’ EVENT?

A ‘try before you buy’ conversion event does exactly what it says on the tin!

It gives people a chance to ‘meet’ you and try your services, preferably for free, before they commit to booking a fully-paid appointment.

Some therapists feel that offering free trials, devalues their profession, skills and qualifications and makes them look cheap and desperate for business. And this is an understandable concern. We’ve all seen it, as restaurants, desperate to stay open, make increasingly ridiculous offers – most of which end up failing ultimately.

And I tried really hard to find more to say about the disadvantages but struggled to come up with anything else. If you’re reading this and starting to feel that I haven’t given the cons their due justification, then please jump on the discussion panel below the online version of this article, and share those cons with me and I will happily update this piece of content. But honestly, I couldn’t find any additional legitimate cons.

The pros of ‘try before you buy’ conversion events are overwhelming.

Before we explore them in more detail, let’s look at what I mean by ‘try before you buy’ events.

One of the best ways of bringing in new paying customers, is to offer ‘try before you buy’ or ‘conversion’ events. These could involve anything from a free consultation, assessment, open day, treatment or education event. Your imagination is your only limit. There are so many advantages to these ‘open’ events, it’s hard to imagine why anyone wouldn’t embrace them, but some people are vehemently opposed to them because they don’t feel they should devalue themselves, by offering their services for free. In this article, I’m going to explore the pros and cons, and leave you to decide.

Read this article online https://spxj.nl/2StXxgS That’s just a handful of ideas.

In reality, you can do whatever you want. The key is to pick something you’re good at and that you love doing because you’re likely to be more passionate and that will come across strongly to your attendees.

You will get qualified leads so you know who to focus your attention on. For example, if they visit your clinic you know that (a) they are local (not something you can ascertain from your social media followers without using paid ads) and (b) they’re interested in your services.

Potential customers will know exactly what to expect from you/ your team moving forward.

They are a great opportunity to help answer any questions that are holding potential clients back from booking that first appointment with you.

A physical visit gives you a chance to show off facilities and equipment and communicate much more than what’s on your website – let’s be realistic, very few people have the time to pour over a website anyway, however pretty it might look.

A face-to-face meeting, even a telephone call, can help you build a level of rapport and trust that is much more difficult to build through digital methods.

It gives you the opportunity to learn more about your prospective clients,

WHY ARE ‘TRY BEFORE YOU BUY’ CONVERSION EVENTS GREAT?

From a prospective client perspective Meeting you/your therapists and becoming familiar with your clinic, parking options, how to get there, etc, will increase familiarity and reduce barriers to booking.

EXAMPLES OF ‘TRY BEFORE YOU BUY’ CONVERSION EVENTS

Free consultations – telephone/Skype/in person Education events – evening lectures/presentations/seminars Mini-assessments/injury screening – muscle balance, gait analysis, bike fit Topic-specific events like running injury clinics, ski fit, headache prevention, back pain, etc Open clinic days – range of free events/trials Webinars – online presentation with Q+A Free treatments – free 20-minute massage – great if you’ve got therapists with free appointment slots or students in for work experience Packages and discounts – ‘buy one, get one free’, 50% off your first treatment

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Co-Kinetic Journal 2019;79(January):46-47

ENTREPRENEUR THERAPIST

THE BLUEPRINT FOR RUNNING A SUCCESSFUL OPEN CLINIC EVENT: Part 5 ON SCORES THE DOORS LESSONS LEARNT

And Where to Start With Your Event

By Vicki Marsh, Massage Therapist, Owner of the HeadStart Clinic 20-01-COKINETIC FORMATS WEB MOBILE

Overview

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These results are taken from the past two years of the Open Clinic event that I run at my Headstart Sports Injury and Performance Clinic, based in Cambridge, UK. In 2018, we focused on offering only 1-to-1 appointments with the aim of testing a range of follow-up offers to convert these taster appointments into paying clients. We also worked with some fellow therapists to offer a range of additional appointments such as nutrition and gait analysis. This helped all those of us involved to build our email list and expose ourselves to more prospective customers. We had 287 appointments available in total (145 of which were non-massage and 142 of which were specifically massage).

In the results below, we’ve focused on the massage-only appointments so

THE BLUEPRINT FOR RUNNING A SUCCESSFUL OPEN CLINIC EVENT:

If you’ve been following along with this series, then this is the article you’ve probably been waiting for. This is where we give you the numbers behind our Open Clinic event, show you just how effectively events like this can help to build your business, offer you some lessons we continue to learn every time we run these events, and, most importantly, where to start when it comes to organising your own Open Clinic event.

There are four articles that precede this one, which take you through the full planning, organisation and marketing of your event, you can find links to those articles in the Related Content box at the end of the article. Read this article online https://spxj.nl/2RETdyo

OPEN CLINIC

Part 2 Strategies for Marketing Your Event for Free

Running an Open Clinic event can bring in many new clients if you get

The Blueprint for Running a Successful Open Clinic Event:

30-minute trial massage appointments we can compare like with like across 19-07-COKINETIC right. article available, whichThis we sold out. shares with you some of the most effective 2018 and 2019, but it was a your great marketing FORMATS WEB experience to team up with ways fellow of doing this for free. Read this article online https://spxj.nl/2VBzE8V MOBILE PRINT therapists and I’d definitely do this 2018 would 2019be to get on with building an clients out, which means you don’t In Part 1 I shared with you how we build again in future events.

BYbombard VICKI MARSH, people who aren’t available or an Open Clinic event that 3 years on463 is email In 2019, we had one less room 19-04-COKINETIC Email sign-ups 516 list as soon as possible.

MASSAGE interested THERAPIST, in the event with emails they our biggest new customer generator There are a number of simple available to run the event, soFORMATS we had WEB Attendees (for massage appointments) 142 145 OWNER OF THE don’t want. in our calendar. From it we gather ways you can do this. MailChimp is less availability, and I had a 2-monthMOBILE PRINT HEADSTART Immediate salesof new email addresses, have Once youCLINICS have a link to your signhundreds a great free email marketing service old baby – so the aim for 2019 was BY than VICKI up page: over 100new newclients clientssales visit the clinic £300 which to make the week EASY, rather l Pre-event £375integrates directly with a lot This is the third part in a series of articles leading you step-by-step So far I’ve shared with MARSH, 1. Contact the people on your email during the week and deliver around of online booking systems. I’ve been overcomplicate it with additional l New clients sales £1026 £927 you how to plan and use free marketing through how to run your own Open Clinic event and discusses a great list. Let them know the dates, why 400 free appointments. using the Co-Kinetic Marketing System therapists as we did in 2018.MASSAGE to create an awesome Open Clinic l Membership sales it’s × 6very (annual £4320 you’re running the event and how to strategy to use when you are paying for marketing so that you can These days easyvalue) to get£3960 to post social media that is designed In 2019, we had 145 freeTHERAPIST, event to help grow your practice. These OWNER OF THE register. carried away withREVENUE marketing online, £5286 specifically to help you build up your maximise the return on your investment. Read this article online TOTAL INCREASED £5622 days it is VERY easy to get carried away HEADSTART 2. A few days later send another email particularly with the power of audience email list, by offering helpful educational with marketing online, particularly on https://spxj.nl/2XvD9Pm CLINICS to the people who didn’t open the targeting on Facebook. But no matter content in exchange for filling out a Facebook. But no matter what paid previous email. Keep the content what paid advertising you are doing, form. And you can also connect this 2. What is your normal rebooking rate advertising you are doing you should people, you first need to create an audience exactly the same, just tweak the you should always be working to straight to MailChimp too. from promotional clients? The higher always be working to maximise your free in Facebook. This is a group of people with subject line to something different to maximise your free marketing options The following tips will help you get your rebooking rate, the more budget certain characteristics, so in our case as marketing options FIRST – so please get their attention. first. started on building your email list as 19-10-COKINETIC you can afford to invest. make sure you’ve read Part 2 of this therapists we are normally looking for people 3. Repeat step 2.

By taking tried and tested soon as you put this article down.

FORMATS WEB MOBILE PRINT 3. How many clients you want to series before you dive in with your paid in the ages of 25 to 55 years, male and 4. Repeat step 2… We sent out five free methods, you can have 100% bring in? The more clients you want ads. female but very importantly who live and/ separate emails using this exact confidence that you won’t be throwing 1. CREATE AN EARLY

By Vicki Marsh, Massage Therapist, normally means a bigger budget.

In this article I share with you or work locally to our clinic. By using these strategy. Each time 5% of the money down the drain on the paid side REGISTRATION LIST Owner of the HeadStart Clinic 4. Do you have a tried and tested Step 3 in the Blueprint of Running a criteria we can narrow down the audience recipients signed up. And we had of things.

AND PAGE strategy to get back your ad spend?

Successful Open Clinic Event – your from the millions of people on Facebook and only two unsubscribes over the The great news is that all of the Create an early registration page and n this article, we will start to reap the Don’t worry if the answer to this PAID Marketing Strategy. put our Open Clinic ad up in front of only entire email campaign. Turns out strategies listed below can be used sign-up link for your event. This can rewards for all the hard work we’ve question is no, I’ll share one with you those who we want to sign up. people really don’t read their emails, to market your clinic in general as be done in something like MailChimp put in so far by getting the clients at the end.

You can then target down even further What is Paid Marketing? or just keep leaving it until later. So, well. These are all strategies that may and Co-Kinetic also provides pre-built attending our Open Clinic events to by choosing interests to target. Select topics Paid marketing is, simply put, any don’t pester people who DID open require your time (which of course is pages for this purpose too, which you rebook into a paying appointment.

Co-Kinetic.com 37 marketing that you actually have to pay Who Should You Advertise To? that you know your current client base all your emails but didn’t sign up. worth money) but doesn’t require cash can fill in with your own text. There are Regardless of whether you’re doing are interested in, this will make it easier to real, hard cash for. A simple example There are two ways that you can ENTREPRENEUR The focusiseach is on people up front, and you can still reach a great a numberTHERAPIST of reasons for doing this, but This article thetime fourth in our series on how to run your own Open a large scale Open Clinic event like we get sign-ups. You can choose from sports, would be getting leaflets printed to advertise on Facebook depending on who haven’t opened your emails at number of people, even more so if the main one is that by creating that list Clinic event. people attend these events tointerests, people who follow other do, a super-relaxed coffee morning or activities, promote an eventMost but, more commonly your audience, who willbecause fall into twothey want all. you’ve been doing consistent marketing you can be 100% certain those people even using one of the conversion events pages. The more you narrow down, the more today, it involves Facebook or However, groups:the point of running an Open try something out forAdsfree. throughout the year. are actually interested in your event. (talks/lectures) included in the Cotargeted, and therefore the more effective, Google AdWords.

1. people who HAVE NOT heard of It will help with anticipating numbers, something this Clinic is toForgain new,like paying clients.

This article shows you howyour toaddo Kinetic system, this series of articles will will be.

In this article, I’m going to focus on you before and never been to your PRO you can create exclusive offers and it ALWAYS send yourself a test YOUR EMAIL LIST TIP Ads, this using a variety ofistime-limited offers. this article online If you’re going to offer a free postnatal give you everything you need in order Facebook because this what we website – a Read COLD audience creates a clear ‘call to action’ in all of email first and check that This is your number one marketing to run a successful event. check-up at your Open Clinic, then target used and I’m going to share a system 2. people who HAVE heard of you https://spxj.nl/32dyq6T your subsequent marketing material. every single one of the links is working channel, although I know (from reading In this article we look at actual women of childbearing age. Offering a Golf that worked brilliantly for us. before – they’ve visited your website, If you do have an email list you only correctly. The last thing you want is to the Co-Kinetic educational emails) this stage is to warm up your email conversions. Taking people from a doesn’tinteracted give you with a conversion rate MOT? Then target men and women over 35. your page – a WARM want to be emailing people who are find out that your sign-up link isn’t that a lot of therapists actually don’t prospects they are open to, or Spend? even prospect into becoming a paying at moreaudience. than around one-third of How so Much Should You interested in your event; having an early working. have email lists and/or aren’t actively keen, to is take whatever nexttostep customer. attendees. That’s absolutely normal.

This a great question startyou’d with!

Designing Your Funnel registration list lets you segment those building them. My first piece of advice like themWhenever to take. Inyou thisuse case it would But if you your content Of the twoget options, it’s normally much paid advertising, If you’re a Co-Kinetic Marketing subscriber be to attend event.

Firstly, What are Conversions? marketing right therefore and are prepared easier (and cheaper) to get you wantan to Open ensureClinic a return on your then you’ll already have a pretty good idea Co-Kinetic Journal 2019;80(April):44-46 44 Admittedly, could domeans this Conversions are the action or behaviour givesign-ups that group of your Open Clinic visitors from warm audience. investment, you an ROI. This of how this works! If not, here’s how to set up without nurturing your email list,you butget at some you want your customer to take. This exclusiveit’sfollow-up However, a smalleroffers, group then, of people whatever money you invest, your funnel. you’llleast getthe a much and the overthan could be as simple as signing up to an time,the in much our experience, 80% bigger coldover audience, samegreater amountuptake back from response if youifhave put the effort into email list but in our case it’s booking a of those clients willtocome and pay and you need haveback the Facebook marketing, not more.

The basics of what to create are: warmingSo, upifthese prospects first.

Not paid appointment or buying a pass. for an appointment. pixel installed so you can identify them we spend £50 on Facebook 1. Facebook Ad (using the conversion onlyAds that,we they’re already the Not moredone thanthis halfyet, make – soonly if youthat, haven’t want to ensurewell thatdown we get objective), promoting your If you’ve been following along with this

By Vicki Marsh, Massage Therapist, Know, and possibly even intobooking the Like of them toASAP. pay full Why is this Different to surewill yoube getwilling it done at least one appointment Open Clinic event (Fig. 1) Owner of the HeadStart Clinic series, then this is the article you’ve probably been waiting for. our ThisNormal Clients? phase, bythat thecampaign time you meet. is an incredible Rebooking For an Open Clinic event we’re from (and ideally more price, which 2. Sign-up page – this is what ours looks like At our Open Clinics, have that ROI,actually or return on your original is a great question! trying to attract new clients to because of the futurewe bookings https://spxj.nl/2I8f63F. If you have a 20-01-COKINETIC is where we give you the numbers behind our Open This Clinic event, different of clients who turn up. investment. reality we are VERY lucky in our the clinic, so targeting a cold audience clienttypes will make).

Co-Kinetic subscription, they have preFORMATS WEB MOBILE PRINT show you just how effectively events like this can helplinetoInofbuild your them will beyou likewant our normal This is known as the work. Clients come to us knowing Some ofThe is going to work well‘Long for bringing in that amount to spend on made editable template sign-up pages business, offer you some lessons we continue to learnthatevery time we run clients, ready to book that follow-up approach, which I prefer to they have a problem, and have client base.

Facebook Ads depends on your answersSell’ new that you can customise by filling out a Overview but most won’t. call the ‘keeping the door open’ alreadyitdecided thatto we can provide the appointment, to the following questions. simple form. If you don’t, then MailChimp these events, and, most importantly, where to start when comes These results are taken from the past So why much do weadvertising even bother? solution.

1. How budget do youstrategy. is another simple way to get started How to Find Your Ideal Clients organising your own Open Clinic event. two years of the Open Clinic event Because it’s not that simple.

Generally speaking, unless have available – £ vs £££? We’re 3. Thank you page (Fig. 2), to confirm their To get your ad in front of the right that I run at my Headstart Sports Injury There are four articles that precede this one, whichsomething take you used to the ‘Short Sell’; ie. clients goesthrough wrong, then we are What Follow-up Offers and Performance Clinic, based in come to us proactively, typically to rebook Should You Do? the full planning, organisation and marketing of yourable event, youthem canfor that follow-up who42 Co-Kinetic Journal 2019;81(July):42-43 Cambridge, UK. rebooking within a 6-week period for appointment (albeit sometimes that If you’re a very skilled practitioner on find links to those articles in the Related Content boxisn’t at straight the end of the In 2018, we focused on offering away, but generally they do their follow-up. the ‘soft skills’ involved in booking only 1-to-1 appointments with the aim article. Read this article online https://spxj.nl/2RETdyo But with offers and promotions, come back!). These are HOT clients – clients, then you can definitely try to of testing a range of follow-up offers super-ready to buy, or in our case, book. it can sometimes take up to 2.5 years rebook those Open Clinic clients at to convert these taster appointments for that rebooking. Yup, that’s right! I But with Open Clinic events, or full price.

30-minute trial massage appointments into paying clients. We also worked we can compare like with like across had a client who came for our Open any offer/promotion for that matter, it’s Realistically though, it’s a big available, which we sold out. with some fellow therapists to offer 2018 and 2019, but it was a great Clinic event and then over 2 years later different. The goal of our Open Clinic jump for someone to understand why a range of additional appointments experience to team up with fellow came back, invested in a very specialist event is to build on what is commonly they might want to start paying >£50 such as nutrition and gait analysis. This therapists and I’d definitely do this course of sessions with me and hadn’t referred to as the Know, Like, Trust for something that they just wanted 2018 2019 helped all those of us involved to build again in future events. been for one appointment in between! factor – a key strategy for converting to try out in the first place. our email list and expose ourselves In 2019, we had one less room Email sign-ups 463are currently 516 effectively bySo what does this mean? people who Here’s a formula that we find to more prospective customers. We available to run the event, so we had Attendees (for massage appointments) 142active145 standers into customers. works well for us, which you can had 287 appointments available in less availability, and I had a 2-monthIdeally, you would have started this easily modify for your practice.

Offers/Promotions Attract Immediate sales total (145 of which were non-massage old baby – so the aim for 2019 was process by sending regular nurtureThe client attends the Open More WARM Clients and 142 of which were specifically to make the week EASY, rather than l Pre-event new clients sales driven emails, £300 ie. emails £375 that offer Clinic appointment and then: It just means we have to approach it massage). overcomplicate it with additional l New clients sales £1026 £927 and don’t ask help, advice and value, differently. Do not get disheartened l If they are NEW to the clinic they In the results below, we’ve focused therapists as we did in 2018. anything ‘salesy’ of them. The goal at if your follow-up offer for the event get a 50% off fast-action offer l Membership sales × 6 (annual value) £3960 £4320 on the massage-only appointments so In 2019, we had 145 free

SCORES

ON THE

DOORS

Part 3 Your Paid Marketing Strategy

THE BLUEPRINT FOR RUNNING A SUCCESSFUL OPEN CLINIC EVENT:

I

Part 4 Your Sales and Conversions Strategy

THE BLUEPRINT FOR RUNNING A SUCCESSFUL OPEN CLINIC EVENT: Part 5 ON SCORES THE DOORS LESSONS LEARNT

And Where to Start With Your Event

SCORES

ON THE

DOORS

TOTAL INCREASED REVENUE

38

Co-Kinetic.com

£5286 £5622

Co-Kinetic Journal 2019;82(October):38-40

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This is what the complete funnel looks like using the Co-Kinetic system, with timings for each level.

So having looked at how we might use the funnel to generate revenue, now let’s look at how we implement levels 1 and 2 practically, in other words filling the funnel with our audience and nurturing that audience until we’re ready to ask them to take action.

Filling The Funnel (and Building Awareness)

Although raising awareness of your business is important and necessary, the most important thing is that you create the opportunity to move these newly aware prospects through your funnel. In order to do that, you need to be able to communicate with them.

The most effective (and scalable) way of doing this as we’ve discussed previously, is by using nurture emails to build trust, develop the relationship and ultimately give your prospects the opportunity at level 3 to become a paying customer. This means that level 1, in order to get the best return from our investment, needs to involve a strategy to collect email addresses. At the same time, we want to do this in a way that maintains our professional integrity and adds value to the people coming into contact with our businesses. So how does that work?

exercise handouts to help prevent or treat an injury. Generally, the more helpful and informative the information or the bigger the problem it solves, the more desirable the resource and the more email leads it will generate.

To give you some real examples, here’s a selection of some of the leaflets we’ve produced for our subscribers.

6

Avoiding Injury on the Slopes There’s no doubt about it, snow sports are fun. Whether you’re hurtling down the side of a mountain at 40 mph, or exploring backcountry terrain; snow sports always involve excitement, adventure and exhilaration. But snow sports are much more fun when you re physically fit There is nothing worse than having to limp in early from the slopes because you’re tired or sore (or even worse, injured).

Snow sports are major workouts and if you’re not fully prepared physically for your holiday, not only will you be exhausted for most of it, but you’re also at a much higher risk of injury, let’s face it, nobody wants to come home in a plaster cast.

So, the goal of this guide is to get you as fit as possible, in the shortest time possible, and give you the best chance to have an awesome, injury-free holiday.

Building an Email List

In order to build a good email lead collection process we need two things: one is a means of collecting the email address (ie. an email lead collection form) and the second is a reason or incentive for the person viewing this form to share their details with you.

This ‘incentive’ is often referred to as a ‘lead magnet’– in other words, something that attracts ‘leads’ (in this case the email addresses of prospective new customers). A ‘lead’ is the term which is often given to a new customer prospect.

1. The Lead Magnet

now sports demand a combination of both technique as well as muscle strength and flexibility to keep stay safe on the slopes, run after run. ecent stamina aerobic tness is key if you re going to ha e enough energy to last the day, and anaerobic tness is needed for the downhill bursts of acti ity.

So, if you re spending your hard earned cash on a trip to the mountains, it s ust a waste if you don t prepare. ny preparation you can do in the weeks leading up to your holiday will impro e your performance and en oyment, as well as reduce your chance of suffering an in ury. ere are our top six strategies for reducing the risk of in ury while on the slopes.

UTE

2

17

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DURIN or exercise before If you can’t e is then lunchtim after work, in a bet for fitting your best This may involve or real session. close to work the joining a gym from walk or run g taking a brisk a little plannin back. It’ll take but it office and gym bag, packing a skip lunch ahead, like Just don’t done. be to be can easily does need as your body altogether, d. refuelle

the stairs each If you use to visit the time you need alternate you restroom and soon so you will floors doing in the extra mileage clock up some that drinking plenty to ted office. Added of caffeina of water (instead you feeling keep drinks) will often those hydrated in itioned stuffy air-cond g your risk reducin offices, hes ing headac of develop , and the extra from caffeine won’t do you bathrooms trips to the

YOUR CHANGE 3 CHAIR FOR A BALL STABILITY

ball helps a stability Sitting on better posture you to practice good spinal ges and encoura strengthen It also helps alignment. as they nal muscles . your abdomi maintain balance contract to

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we should We all know the lift, instead of do take the stairs do we actually so but how often it a habit, is making a choice it? The trick about it as you stop thinking every time. make you have to to take the Start by aiming then work up a day, stairs once tic. Or climb until it’s automa your of stairs in a few flights and small Start short breaks. each an extra floor work up to

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g your and changin s Taking a break some exercise position, doing you from s will relieve and stretche lead to postures that sustained pain. neck and back

specialises in migraines, who can help with medication prescription.

9

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SUPINE LUMBAR TWIST STRETCH

LUMBAR MOBILISATIO N LYING

contraception, menopause

aspartame (artificial sweetener), sugar, processed meats, foods containing lots of colorants and preservatives like MSG

l Genetics – there is a family history

Migraines are individual, you may present with a few or all of the above symptoms, with or without an aura. A copy and paste” principal for treatment shouldn’t be applied, because what works for one person, may not work for you. The best thing is to contact your healthcare practitioner such as a doctor or physical therapist, to find what works best for you.

When considering treatment most people believe migraines are only managed through medication and avoidance of triggers. Yes, medication does play a vital role in migraine management, however there are many benefits from physical therapy interventions.

With migraines, muscles around your head and neck can become very tender and present with spasm. ombined with any stress or underlying neck pain, physical therapy may be key to reducing the pain and intensity of your migraine episode as well as decreasing the frequency and duration of each episode.

1 Manual therapy, including massage has been shown to be as effective as some medications in reducing the pain and intensity of a migraine.

Regular massage (weekly massage treatment) has also been shown to be a good preventative measure for migraine management substantially reducing the frequency of migraines.

2 Cold therapy in the form of gel ice packs or fro en neck wraps can be applied at the onset of a migraine, targeting the carotid arteries at the

Triggers may include:

l Vasodilators (some heart medication

like calcium channel blockers, aspirin and nitroglycerine)

l Skipping meals l Weather changes l ehydration or insufficient clear

fluid (water) intake

l Sleep deprivation l Stress l Excessive afferent stimuli

(eg. flashing lights, strong odours)

l History of head trauma, underlying

neck problem

FOR PHYSIC AL

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RESOU RCES

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Rotate Stand up straight up to 90 degrees. one arm and place feel a stretch You should opposite side. neck on the side of the in the lower your arm. you are lifting. same side seconds.

Hold for 20 sides.

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THERA PISTS

BACK PAIN

your bike, and probably also at work, places strain on your spine, loading structures for prolonged periods of time. Cyclists’ back pain is often due to mechanical factors. Have your bike properly fitted to your body, then look at your body. Lack of flexibility, such as excessive hamstring and hip flexor tightness can contribute to low back pain. Differences in leg length are common mechanical problems leading to imbalances in the spine.

Core strength is very important to avoid low back pain. Core strength comes from a collection of deep muscles both big and small that work together to give you core lumbar and pelvic stability.

TIP Low back pain may arise in cyclists that push big gears, especially while climbing.

The angle of your back in relation to the bike can increase or decrease the strain on your back. Consider alternating climbing positions by standing up, changing the angle of your back, especially during long rides or climbs, or talk to your therapist about a back rehabilitation programme to focus on strengthening your core muscles.

3

NECK PAIN

Neck pain from cycling usually stems from poor posture and weak muscles. Pain caused by neck hyperextension is made worse by positional issues on the bike, combined with lack of flexibility. Just as you have core stabilisers around your lower back, you have stabiliser muscles called deep neck flexors around your neck to hold your head

Common Sw imming Injuri es

SWIMMER’S SHOULDER

Signs & Sympto ms

l Pain in front and back of shoulder l Pain down arm or up to neck l Painful arc of l Pain sleepin movement g on side l Pain with swimming

Common Causes l Poor stroke technique l Weak compo nents in

shoulder comple x l Poor posture

l Stiff upper back l Lack of shoulder blade stability l Overus e

Bridge Basic

Lie flat on your back, with your feet resting on a Swiss ball, and your arms by your side face down). Squeeze (palms your bottom muscles and lift your back upwards. Make posture (do not sure you maintain over-arch your good lower back) and abdominal muscles contract the by squeezing deep To make the your tummy exercise easier, towards your spine. move the ball more under towards your your legs), and body (ie. to make it harder, from your body move the ball (ie. more under away your heels). This to strengthen the abdomina exercise helps l, lower back, muscles. gluteal and hamstring

SETS

REPS

Video: http://youtu.be/Qt3 C1KldR_A

Lunge with

REPS Video: https://youtu.be/He 8ZbhLIW68

The information

PRODUCED

BY:

Kettleb

ell Holding a kettlebell in each hand, step forwards, take a and bend your front knee past the vertical.

Your back knee towards the drops floor. Always keep good alignment, your knee should stay over the 2nd ray of your foot, and never let your knee drop inwards. Return to the start position and repeat by lunging with the other leg forwards. You must focus on doing it correctly - if needed start weights in your with no hands and then progress by adding weight.

SETS

REPS

Video: http://youtu.be/08U 1WBlMOAY

Squat with Band

Place your feet shoulder width apart, or just outside shoulder width.

Tie an exercise band around your knees keeping it quite tight. Slowly bend your knees to go into a squat position.

Maintain a good curve in your lower back, and control the squat making sure your knees do not drop inwards.

When you have gone as low as feels comfortable, push upwards through your legs to straighten your knees into a as required. standing position.

This exercise can be progresse Repeat weight in your d over time by hands like a adding dumbbell.

SETS

Video: /4gO0vGc04zM https://youtu.be

SETS

TIP Try variation in your pedal cadence – breaking up your training by pedalling in a high cadence (90 – 120 revs per minute) can help prevent injury. Raising the seat if it’s too low will reduce the amount of knee flexion and utilise more of the hamstring and gluteal (buttock) muscles thereby off-loading the quadriceps muscle and patellar tendon.

If your foot rocks from side to side, use an insert to stabilise the rear of your foot, thereby reducing strain on the knee and increasing efficiency.

Unless you fall off, cycling is a sport blessed by its bodyfriendliness In fact, riding big miles is more likely to get you fit than fractured. But, like any endurance sport, cycling can produce a catalogue of niggling aches and pains, which if left untreated can become more serious. To give your pain a name and point you down the right road to recovery, we’ve listed the 8 most common cycling ailments, their most likely causes, and how to go about fi ing them

EXERCISE HAND OUT

t who physical therapis

Lying flat, tuck gap reducing the floor. You to your chest neck and the top between your stretch at the will feel a gentle Hold this position, neck. back of your and then relax.

KNEE PAIN

One of the most common cyclist knee complaints is pain in the kneecap.

This is most likely to be patellofemoral pain syndrome (PFPS). PFPS is often worse when walking up and down hills/stairs or sitting for long periods of time. It may include wasting of the quadriceps (thigh) muscles if the injury is an old one, and tight muscles around the knee joint.

PFPS occurs when the patella (kneecap) rubs on the femur (thigh) bone underneath.

It is believed that incorrect tracking (gliding) of the patella over the femur is a significant factor and results in damage to the cartilage underneath the patella. The cause may be from external factors like an increase in training, the seat being too low or riding too long in big gears. Internal factors such as poor patella tracking may result from excessive pronation (flat foot), rotation of the lower leg and tight or weak muscles around the thigh and pelvis.

Strength Trainin g Exercises for Running

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CHEAT SHEET

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Supine

muscles ISES some of the strains THESE EXERC help to stretch the loads and s below balance is good The exercise y will help nt that there good flexibilit rly importa neck. Having are able to joint. It is particulayour neck, so that they on your neck around alignment. the muscles joints in good balance in vertebra and hold your neck

here are two main types of cycling injury, those caused by falling off (which we don’t discuss below) and the issues caused by overtraining, biomechanical stresses, often due to muscle imbalances, and incorrect bike set-up. It is particularly important for the sake of future injury prevention to identify the root cause and address this ASAP.

2

Swimmer’s Shoulder

g Exercises Neck Stretchin

T

After knees, the back is probably one of the biggest causes of pain for cyclists, with lack of flexibility and bad posture generally the cause. Hunching forward on

O

HANDOUT EXERCISE

PRACTICAL GUIDE

of migraines in about 60% of cases, suggesting a hereditary factor exists.

HOW CAN PHYSICAL THERAPY HELP MIGRAINES?

These symptoms will be completely e le includ brain reversible and tend to happen up to 60 healthy peop s hormones in the l acti ity for physical

PRODUCE

SINGLE LEG BACK STRETCH

l Hormonal changes, monthly cycle,

There are many causes or ‘triggers’ for migraines and being able to identify them in yourself will go a long way to keeping your migraine episodes at bay. Often keeping a diary of what you have done, or eaten and drunk during the day will help you to identify any patterns or triggers preceding a migraine which you can subsequently avoid.

and

SETS

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FLOOR SUPER MAN TWO LEGS TWO ARMS

l Certain foods – chocolate, caffeine,

WHAT ARE TRIGGERS FOR MIGRAINES?

Prevention of

SETS

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Perform single leg exercises on both legs If an exerc stop and ise causes pain, move onto the next exercise

Migraine

minutes before the onset of a change s cortiso Physical activity nes) and reduce fits of the migraine, almost like a warning sign. l health to reduce The bene happy hormo and menta PISTS been proven hins (the primary ed mood AL THERA of endorp the best sion. People l activity has MANU 1 Impro depres is one of ingAND n, physica es a release AL th, ie. it better In additio l in manag and increas Physical activity t and are and ill-healPRODUCEaD BY: FOR PHYSIC RCES hormones). RESOU been helpfu g burnou of disease it has stronger HOW IS MIGRAINE DIAGNOSED? sion and of reachin levels (stress AVING preventers fitter and injury before could be ping depres TIME-S lower chance are able to get le disease or self-worth, Everyone presents differently and may have risk of develo active also have a you prevents eem and good examp against a le. Youfeatures of other headache types which can more activity build your self-est occur. A t who are more to protec chance to levels. With helps thought possibothers ing stress vaccinations you never make diagnosis difficult. Most headaches – this in turn ing with at manag the use of do more e achieve things and the socialis virus. can be diagnosed and classified according just becaus consequently more and group and that a even disease or in or you to do has proven with others people to your history and an examination by a t mean you Research motivating exercise to 24% in today, doesn’ was choose to consider your mood. is reduced by up disease risk healthcare practitioner. There is no one may also you are healthy and relax and only positive on tia risk a Alzheimer’s be hugely back n Demen specific test, scan or examination that can you have can also activity. And should sit i e functio levels of l activity once physical loss, confirm or differentiate migraine from l activity. ed cognit ate to high doing physica s have proven that of physica rm weight 2 Impro in ed in moder tee long-te high levels Studie helps another headache type. In some cases you who engag risk of disease problem. people with e alone won’t guaran However, exercise prevent the by 37% in ary. ions, so don’t Exercis lean muscle may be referred to a neurologist who reduced activity can also necess nt condit y weight and build 13 differe change is in health weight mic index 3 Mainta behaviour more than will allow now! on e your glycae diet and get going composition reduces the load a balanced wait, let’s sugars, improv improved body t loss also your blood and do to Weigh image n. you regulate allowing healthy body and improved functio stable joints, mass. This ed fitness support more . Regular control, improv stronger muscles deaths of can and of 16 regularly your joints as a cause exercise of attributed People who because has been even more. by 30%. . This is all Low fitness nerve risk of death ary people i e longer function, 4 reduces the red to sedent blood vessel ts to your physical activity nal 4.5 years compa s, bone health, benefi The additio muscle walls. live for an l activity on blood vessel living longer. of physica brain and falling by ute to the effects als in the the risk of to contrib r and chemic are also likely been proven to reduce stable joints. Regula function wellbeing e has to s and more the brain psychological of falls Exercis stronger muscle d to nerves from educed chancebecause you have are require 5 on’ with the , all of which as 21% with daily ‘communicati as much tes better co-ordination c balance exercises also promo control and specifi exercise balance, People doing benefits ascular on your feet. the feet and 49%. your cardiov more stable risk by as much as improve make you to do more. to l activity will their fall able d and physica r less are able activity reduce of life Regula will feel less breath tly, so you ed uality more efficien chores, tasks and lungs), you 6 Impro as they work heart and able to fulfil less oxygen fitness (your to being muscles need All of this adds up life more. fitness levels ss.

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4. Hand Entry in Line with the Shoulder: forward which accentuates rounded At the point of hand entry often shoulders, causing impingement. Your FOUR STROKE TECHNIQUE TIPS swimmers allow the hand to cross thoracic spine is important in swimming TO HELP AVOID DEVELOPING the midline of the body, this causes as it is part of the shoulder complex and SWIMMER’S SHOULDER impingement in the front of the shoulder. essential in rotation with freestyle and INCLUDE: Likewise, during pull through the hand backstroke. A stiff thoracic spine also 1. Body Rotation: Developing a good, should not pass the midline if your restricts your ability to undulate during symmetrical body rotation through the stomach/chest. isualise an imaginary butterfly kick. Specific exercises and development of an efficient bilateral line cutting through your body into a stretches can help improve your upper breathing pattern is key to removing left and right half. Make sure that during back extension. Mobility helps your shoulder injury. Swimming with a flat hand entry and pull though the hand posture and your stroke technique which body in the water with limited rotation doesn’t cross over onto the other side. helps prevent injury. along the long axis of the spine causes 2. Scapular Stability: Research has the arms to swing wide around the side shown that swimmers who have muscle during the recovery phase. This swinging YOUR BODY deficiencies or imbalances around the action results in large amounts of internal 1. Posture: It starts with building better WITH scapula (shoulder blades) are more rotation at the shoulder joint which is posture, both inIATION the pool and out of CED IN ASSOC likely to develop shoulder injuries. the major source of impingement andPRODU it. Modern life, with long hours sitting The shoulder blades need to rotate rotator cuff issues. stationary, perpetuates poor posture.

PRODUCED BY:

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e Go out of letting someon ie instead Even or smooth up for you. to A migraine is a recurrent headache else pick yours a plan could make that strikes after, or along with sensory better you further down t vendors disturbances known as aura. These try differen than the closest the road rather disturbances can include flashes of light, to the office. blind spots and other vision changes, or tingling in your hand or face.

WHILE WALK A migraine can last between 2 to 8 YOU’RE ON hours (sometimes longer), and usually E PHON THE typing affects one side of the head, comes need to be a habit (over 15 to 30 minutes), Unless you on gradually try to make either! whilst talking, calls standing any harm feels pulsating, is of moderate or severe of taking phone office.

The and can be aggravated by intensity, T in your TAKE SHOR or pacing dependant 6 REGULAR ‘ACTIVE’ obviously routine physical activity. Nausea, vomiting, distance is y’. Take or throbbing pain, along with THE ‘mobilitpulsating DURING bit on your phone’s , everyalittle BREAKS hypersensitivity to light and noise are of moving can can DAY advantage also common symptoms. Migraines affect days, you in posture the change On really busy short breaks by ing neck adds up and around one in 10 people. They are three in of develop legs, still work out chances your doesn’t reduce the times more common in females and tend stretching Physical activity getting up, all about its totohave and back pain. around. It’s affect young people who are otherwise part and walking formal exercise ent a natural have to be healthy. Most people who get migraines making movem showed that benefits. will have a family member with the same One study of your day. breaks NT problem. take walking SKIP INSTA people who enthusiastic, 9 MESSAGING Migraine is thought to be a feel more ly during work ING pain syndrome ie. involving and general AND EMAIL neurovascular less tense, n or query and able a questio nerves and blood vessels where electrical more relaxed If you have the building when they within activity in the nerves in the brain stimulate or to cope than from a college an IM, email blood vessels to release walk breaks. popping offthe surrounding don’t take ns, get instead of till you extensioinflammatory phone painful chemicals, but very Don’t wait set have the using the internal office and breaking point, r on actually known about it. to his/her little isshort reach your walks reminde up and walk prompt or face. Those The pain is often so bad that it makes it a computer and on face to every 30 to time discussi breaks exercise to have the to drive or concentrate. your total very hard your phone walk around will add to to relieve poor . Get up and your chair An aura typically consists of a up 60 minutes get you off your office, floor, combination of disturbances: building, your posture. stairs, do a flight of VisualPACE - including seeing spots and and down at 1 THE s standing UP exercise PICK some lights or being aware of blind spots 10 Be it personal or work The exercise your desk.

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Disease Prevent

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TIME-S AVING

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YOUR COMM travelling to and 1 The time you spend why not anyway, so is happening of just from work of it, instead to benefit out fairly close get some it. If you live , or cycling sitting through walking, jogging transport. work, try brisk using public driving or g instead of or dauntin is too long away If the distance distance some try parking off the or getting from work, a few stops subway the bus or walk or jog early and then distance. Always the remaining up stairs or walk choose the to some and listening escalator, add that extra music can . motivating encouragement little bit of

Sleep Be tter

l Try not to watch scary movie shows with s or distressing increase content, ONCE your these IN BED wakefulness adrenalin and l Try to stimul . turn your endorphins Comedies are good ate mind away the day’s will be releas as from activities, help you ed which any worrie may have to relax. can s you or l Set your RE BED future. This what you will do alarm each l Establ in the is not the ish a regula get up at night and think of the r routine aim to helps to these things best time to each night. irrespective same time each ‘cue’ your . Think about pleasant morni This body and of how much to sleep. ng places or during the mind sleep you events or Click imagin l Eating night. for video ation to use your had l Taking and drinkin conjure a warm images. up relaxin g for the before bed bath g and/or having massage last few is likely to l If you hours are good so try to find that a stimulate l Avoid for induci do these you are vigorous while in ng sleep. unable to things earlier your body, evening. bed, exerci to perfor se Steering bed. Yoga before going in the m your relaxa sleep routine as clear of be disrup good relaxa food that tion non-aerobic and stretching tive restful as are good can forms of or rich foods, right before sleep. good sleep. tion can be as l Medit exercise. l If you Heavy ation and dishes, citrus fatty or fried meals cannot get deep breath exercises to sleep, , spicy fruits and after 20 ing are also can trigge GET UP minutes, good techni to calm r indigestion carbonated drinks don’t and turnin your ques When this g and becomlie there tossing preparation mind and body occurs close for some peopl watching in ing anxiou e. for sleep. can lead to bedtim the clock HIP l Avoid to painfu ing stimul e, it SEATED SIDE yourFLEXO STRETCH– this will only s l heartburn bodyRmore disrupts ants and nicotin such as wake sleep. that with adrena anxiety. caffeine l Read REACH e close to Go and lin and or watch when it bedtime. do somet and relaxin television comes And hing boring bedroom, outside g is key. Althou to alcohol, mode the bedro the sleepy again. to allow your body ration associated gh alcoho om to feel to help Have some l is well-kn with sleep should be or videos you fall boring books own It should asleep faster, on close to be a quiet and perhaps sex. l The enviro hand. bedtime too much calm space can disrup nment in the secon . which you is impor t sleep in d half of tant. Try sleep the night begins to and bedroom as the body ensure TOE process TOUCH your is quiet, the alcoho well-ve and a comfo l. rtable tempe ntilated, dark Extra Tips rature. l Avoid daytime naps or are tired keep them during the to no more day, yoga, and medit ation stretching, THE than 30 minute be less confus or simply puttin CAT s before taking time for g some breath 3pm. If you a night owl. ing for your ‘sleep your feet up will ing help your clock’ than l Ensuri body recove exercises sleeping ng adequ r and may through ate expos individuals the day ure and becom to natura who may l light. This day, as well ing not ventur is particu e outsid as darkne l Makin larly impor e freque ss at night, g sure ntly. Expos tant ure to sunlig for comfortable that the sleep envirohelps to mainta in a health ht during . y sleepthe from lamps The bedroom shouldnment is pleasa wake nt. Mattre , cell phone be cool ss and pillow cycle. those light (15–19°C) and T s should off or adjust CHILD ’Sscreen for POSE be shades, them when s can make it diffi optimal sleep. ear plugs, Bright light cult to fall possible. ‘white noise’ can make asleep, The informa the bedro machines, Consider using so turn tion contain om more blackout humidifi ed in curtains, relaxing. ers, fans individual this article is intende eye and other medical d device as general care or as s that guidan a substit

PRODUCE D BY:

The lead magnet is THE key component here because if the lead magnet isn’t sufficiently desirable, people won’t be motivated enough to share their details in order to access it. The better the ‘lead magnet’, the more people’s details you’ll collect. Audience targeting is also important, the more interested your audience is in the topic of the lead magnet, the more desirable it will be.

There’s another important factor: as healthcare professionals our reputation is everything, which means it’s critical to maintain your credibility in this process. This means that any lead magnets you promote should enhance rather than detract from your reputation while at the same time offer genuine value to the reader once they’ve signed up to receive them.

They need to be medically accurate (ideally peer-reviewed), to look professional and you need to be sure that the delivery of the promised information works across multiple different platforms and devices, so there’s no risk that your new prospect feels they’ve been duped into sharing their details, or worse still not receiving the promised information.

What could these lead magnets be? Essentially anything that your target audience would be keen to know about. This could be tips about reducing the risk of injury, improving performance, managing an injury or condition, reducing pain or generally improving someone’s quality of life. Equally it could be answering one or more questions, solving a problem or pain or sharing

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any peopl e have diffi sleeping culty for a numb er of reason s – be it stress, worry, bad habits anxiety, pain, and routin Poor sleep es. habits (often referred to as make these ‘hygiene’) can diffi worse. Obtain culties even ing health is impor y sleep tant for both physic and menta al l or emoti can also onal health improve productivity . It quality of and overal life. l Below are sleep hygien some essentials of to remem e. The most impor good ber when tant point trying to not to try get to sleep too much more hard. Worrying is about tiring than just being sleep is awake.

BEFO

STRATEGIES FOR

Romanian Dead

Lift Keep your knees just slightly bent, shoulder width apart, and place a dowel rod or barbell on the blocks.

Keep your back straight/flat as you bend your knees more towards the bar. Hold the bar shoulder width apart or slightly narrower, with one palm facing up, one palm down (or both palms facing Lift the bar up down). by straighten ing the legs extending the and back at the same time. Keep the bar close to your shins during the movemen you may need t. If you lack to bend your flexibility knees blades at the top of the movemen a little. Squeeze she shoulder t. Return to the start position.

SETS

REPS Video: http://youtu.be/8Ol

ZEOLaBmo contained in this article is intended as general individual medical guidance and care or as a substitute information only for specialist and should not medical advice be relied upon in each individual case. ©Co-Kinet as a basis for planning ic 2020

TIME-SAVING RESOUR CES

FOR PHYSICA L

AND MANUA L THERAP ISTS

2. The Email Lead Collection Form

You will have undoubtedly been on many web pages that feature annoying pop-ups that bounce out and scream for attention, often preventing you from moving forward without filling them out.

What do we do? I’m guessing most of us shut them down and go back to our search results to find another source of whatever it was we were looking for. In your case, that could be another source of advice from a competing therapist. Not the outcome we’re after!

We need to take a more intelligent approach. Yes, we need to present and describe the lead magnet in a way that’s appealing but also in a way that doesn’t serve to sensationalise or overexaggerate it (which is unfortunately the case with too many lead magnets out there).

In other words, your lead collection form needs to reflect the same qualities as your lead magnet: professional; high quality; genuine; and authentic.

Although the lead magnet and the email collection page are the two fundamental components in this process, there is a third slightly less important one and that’s the method of delivering your promised information.

3. The Lead Magnet Delivery Page or Access to the Lead Magnet

There are several ways to deliver your lead magnets: 1 You could use something as simple as an automated email that’s sent as soon as someone signs up to your email form, containing a link to the lead magnet(s), althought there is a risk they will be picked up as spam.

2 Alternatively when someone completes the form, you could redirect them to a downloadable file – you could use free services like Google Documents or Dropbox for example.

3 Or you could redirect your viewer to a page where they can download their resources. This gives you the opportunity to be a bit more creative and really wow your new email sign up. We use this option combined with an automated email containing a link so they can access that same page at a later date.

Email Lead Collection Forms

Lead Magnet Delivery Pages

On the right of the page you can see some examples of the pages people land on when they sign-up through the email lead collection forms we create for you through Co-Kinetic.

Generating Email Sign-Ups

Now you’ve created the sign-up page, produced (or sourced) one or more great quality lead magnets, and worked out how you’re going to deliver those resources to your new sign-ups, the next thing is make people aware that these resources exist and get them onto your sign-up page. Fortunately there are lots of great ways to achieve this.

Social Media

Social media posts promoting aspects or benefits of your lead magnets and that link to the email sign-up page can be very effective here. However remember as we’ve discussed previously, less than 1% of your page followers will be shown your organic (unpaid) page posts because it’s just not in the interest of social networks to help you build your business for free and they’re more interested in person-to-person interactions. In other words, don’t expect your organic page posts (ie. the ones you post for free on

your page) to generate tonnes of new leads, because they won’t – it doesn’t matter how good the social media is.

However, social media is an extremely powerful tool when you use these same social media posts as well-targeted paid ads (which we’ll cover in more detail shortly) and posting informative, unique, educational social posts on your social network pages does bring many other benefits which we explore in more detail in the next article.

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What might these social media posts look like? As part of our Co-Kinetic social media offering we produce a whole range of content including whiteboard animations, videos, infographics, eye-catching images, memes, links to blog posts and cartoons.

The important thing is that your social media posts: a. add value to your viewer b. enhance your credibility c. on some occasions should lead people to your email sign-up page (by offering further value).

Social Media with Paid Advertising

COMMUNICATION | 19-04-COKINETIC FORMATS WEB MOBILE PRINT

BY TOR DAVIES, CO-KINETIC FOUNDER

INTRODUCTION As I write today, there has arguably never before, been such a powerful advertising and marketing resource, available at the literal fingertips of every single person that owns a computer and has access to the internet (or even just a mobile phone). That resource is currently Facebook (although LinkedIn may not be far behind).

Facebook, today, gives you enormous potential to grow your business. Unfortunately, thanks to some unscrupulous, so-called Facebook ad experts, many people have been stung and have lost valuable hard-earned money, without seeing any results, which has also made many people nervous of Facebook ads.

It’s also partly why I paid nearly £1,000 to put myself through a very thorough, and reputable Facebook advertising course, which I can wholeheartedly recommend to those of you interested in taking your Facebook ad understanding to a deeper level.

However I’ve also produced a series of short videos to go with this article, which will talk you through each stage, step by step (see Further Resources for more details).

As with everything “marketing”, it’s extremely dangerous to delegate responsibility for jobs that involve parting company with cash, without first having a good understanding of what that delegation involves (that’s one of my marketing 101s!). Unfortunately internetrelated activities, are an easy way for less scrupulous individuals, who want to make a quick buck, to take advantage of people who don’t know much about the topic they need help with (SEO and Google Ads also offer rich pickings).

Added to which, the Facebook ads platform and user interface is pretty ugly, not very intuitive and quite difficult to master, which is why so many people do delegate and end up getting ripped off.

So I’m going to try and help with that.

The goal of this article is to explain why Facebook advertising is so powerful, and 40

One of the best ways of generating really well-targeted email leads is to use the social media posts we’ve discussed above as a paid ad on your chosen social network. This not only dramatically increases the reach of your posts but you can also use the powerful targeting ability that many social networks offer (particularly in my experience Facebook) to pitch relevant lead magnets to relevant people and, even more importantly from a local business perspective, to people in the relevant geographical area.

This means you’re not only collecting the right demographic for your locally selected prospective customers, but you can also match their interests to your lead magnets: for example, targeting members of running or cycling clubs with running or cycling injury prevention resources. The targeting power is phenomenal but you have to be prepared to pay to run the ads. As a result we’ve produced a Facebook Advertising bolt-on with ready-made ad material (images and text) and all the instructions you need to set up the ad, build the targeted audience and OPEN ACCESS ARTICLE: collect the email leads.

How to Power Up Your If you’re interested Email List: A Start-Up Guide in learning more about to Facebook Advertising for using Facebook Ads Physical Therapists to build your email list, Link: http://bit.ly/2FoDCi6 check out this article.

A Start Up Guide to

FACEBOOK ADVERTISING Advertising through Facebook is probably the single most impactful marketing activity that you can pay for, to grow your business (possibly with the exception of search engine optimisation). This article explains how you can best use Facebook advertising, the steps you need to take to get started, and an accompanying step-by-step video course.

Read this article online https://spxj.nl/2TA2bhH how it can help you build your business.

I’ve also produced a series of short videos, to help you get the basics in place, which then progress by showing you step-by-step, how to run ads to a geographically and interest-targeted group of people, to generate new email leads who can then be followed up with retargeting ads, to promote sign-ups to related conversion events.

So let’s get started.

There are two main ways you can utilise Facebook advertising to grow your business: 1. By using the Facebook Pixel to track digital interactions with the content on your website, Facebook page and other third party websites such as the Co-Kinetic Marketing System.

2. By running targeted ads to hone in on prospective customers using interests, demographics, geographical location and a whole host of other criteria that help you get laser focused.

WHAT IS THE FACEBOOK PIXEL AND WHY IS IT IMPORTANT?

In a nutshell, the Facebook Pixel lets you filter and target people, based on interests which it picks up through interactions people have in three key areas: 1. On your own website pages 2. On any other platform that integrates with the Facebook Pixel such as the Co-Kinetic Marketing System landing pages 3. Through your Facebook page and post content

Here are some examples of how it might be used

In terms of your website, if for example you publish a blog post about cycling injuries – and someone visits that page, you immediately know that they’re likely to be interested in cycling and you can use ads on Facebook to tell them about other resources you have, that they might be interested in, or events you are running, relating to that same topic.

Remember, unless you get them to sign up for something, you don’t know WHO those people are, because Facebook doesn’t tell you, but you can still retarget them with ads through Facebook.

The Facebook Pixel is a small piece of code, which tracks what people do on your website (or other web pages where you install your Pixel). It’s very similar to Google Analytics.

!

!

If you have a subscription to the CoKinetic Marketing System, the same goes for tracking visits to the landing pages that we host for you. So, for example, you can advertise to people who visited the lead collection page of a certain campaign, say back pain, but

TIP: If you haven’t got either installed on your website, then do both the Facebook Pixel and Google Analytics at the same time because your web ‘dude’ shouldn’t charge you any more to do both. It’s a copy and paste job.

TIP: The Pixel really only comes into its own, when it’s combined with Custom Audiences. These are audiences you need to set up, that you may want to retarget in future with advertising, based on the pages they’ve visited and the actions they’ve taken (more info below).

Co-Kinetic Journal 2019;80(April):40-43

Google Ads

Similarly to above, you could set up Google Ads to promote awareness of your lead magnets and direct people to your email sign-up pages.

Blog Posts

There are several benefits to blog posts. Firstly, they help to improve your search engine ranking (so they play an important role in your search engine optimisation (SEO)). Secondly, they help to build a really strong reputation-enhancing area on your website, allowing you to demonstrate the range of your expertise and knowledge, which in turn inspires more confidence in your prospective patients.

In terms of lead generation, these blog posts can be written around the topics of lead magnets and your social media – in other words, as part of a bigger campaign. This means that the blog post can include links to your email sign-up pages, giving your blog readers the opportunity to download the additional resources. This turns your blog post area into a 24/7 email lead generating-tool while continuing to add value to your website viewers.

Blog posts are also great resources to share on public forums, within discussion groups and through other social media pages and local networks and because they are 99% value-led information with just one or two links to the additional lead 12

Social Media Post With Link To Sign-Up Page magnet resources (accessible via the lead sign-up page), they are genuinely credibility-building. And of course you can also use paid advertising, particularly Google Ads and Facebook/Instagram Ads to drive people to your blog posts.

The art of a good blog post is to make sure to offer plenty of substance in terms of the information you’re sharing, but most importantly to make your reader want more, and therefore be keen to click the links to your lead magnets. This is why for the blog posts we produce for you within our subscriptions, we commission not only a technical writer (ie. a physical therapist to write the blog post content itself) but also a copywriter to really bring that blog post to life. This helps to build the desire and motivation in the reader to know more and so to click the links to access your lead magnets.

Give Webinars or Face-to-Face Education Sessions

Webinars and face-to-face presentations are a great way to build your email list, but they are also incredibly powerful in other ways: l It’s an excellent way for you to demonstrate your knowledge. l Presentations help people feel they’re getting to know you, helping to build that ‘know, like, trust’ factor. l Based on your audience’s questions and interactions it helps you triage who is most in need of, or ready for, your help. l Attendance at a free event generates a sense of reciprocity (the desire to return the favour), eg. to buy something from you, or take a desirable action, in return. l Attending a webinar or presentation is a bigger commitment than a simple download, which in turn demonstrates a stronger interest. l During the webinar you can offer a highly-targeted upsell opportunity, for example a specially discounted package of treatments that only your attendees can benefit from. l And if it’s held in a physical location such as your clinic, it allows your visitors the chance to locate your clinic, find parking, navigate travel routes and become familiar with their surroundings, all of which can act as barriers to booking a first appointment. l And of course as I mentioned at the start, it’s a great way to build your email list.

Discounts and Offers

I generally encourage people to use these sparingly and in very targeted ways, so pick your moments. You don’t want to be seen to be continually running offers as it risks devaluing you. However,

Email Sign-Up Page

Lead Magnet Delivery

everyone loves a deal, so it’s a great way to collect email leads as well as generate quick business.

There are a few ways you can do it: 1 You could create a dedicated ‘offers’ email sign-up page – they sign up to be first to hear about new offers.

2 You could run a specific offer, for example a free gait assessment, bike fit or massage.

3 You could use a voucher sign-up page which results in a printable/downloadable PDF (this has the benefit of having a more ‘physical’ presence).

The Co-Kinetic subscriptions include fully editable web pages to allow you to create sign-up forms for any purpose. You can specify whether you want just a simple sign-up form (contact details), take a single payment, or offer a recurring membership/subscription.

Where possible, use very specific offers, to very specific groups of people, who you know have an interest in the offer you’re going to make. This is one of the benefits of using topic-based marketing campaigns to build a better understanding of what your customers are interested in, based on what resources they sign up to download, which education sessions they’re interested in, and what content they click on in your emails. It gives you a head start in knowing who might be most interested in what.

Run a Contest or Giveaway

This uses the same principle as above: the better the offer, and the wider you can spread the word about it, the higher the sign-up rate. However, again use these sparingly. There are lots of ways you can do this, for example prize draws, and you it’s a great way to get input and 25 feedback from OPEN ACCESS ARTICLE: people.

25 Ways to Grow There’s a whole Your Email List. bunch of ideas of Link: http://bit.ly/3jR6NKR other ways you can build your email list in this article.

TO GROW YOUR (GDPR-DECIMATED)

WAYS EMAIL LIST

Email list-building is everything to your business. And if it’s not, it should be. In fact, if you’re interested in conversions and business growth in general, the number one thing you should be working on right now is how to grow your email list. Why? Because email is almost universally used.

It’s more popular than social media for communication, it gets far more conversions than any other platform and it’s a direct line to your audience that works, especially when you have engaged, interested readers. Here’s a list of 25 proven ways to grow your email newsletter list and harness the power of email to turn readers into paying clients. Read this article online https://spxj.nl/2Iq8oE9

BY TOR DAVIES, CO-KINETIC FOUNDER 18-07-COKINETIC FORMATS

WEB

MOBILE

PRINT

Collecting and nurturing your email contacts is one of, if not THE, most important aspects of marketing yourself and your business. Unfortunately, it’s one of the areas people tend to neglect the most … sharp intake of breath … which is a crazy waste of opportunity.

Even if you don’t need new customers right now, what harm is there in delighting them with loads of great-value content while you wait for the time to come when they may need your help? It’s not like it takes any longer to send an email to 10 people, as it does to send to 2,000 if you use a dedicated email marketing platform like Mailchimp (which is also free for up to 2,000 contacts).

But I can already hear the negative self-talk starting up … but I hate sending emails, I never know what to write in them, I’m crap at writing anyway and I hate feeling like I’m selling.

Well, luckily for you there’s a solution to all those problems.

FOCUS ON PROVIDING VALUE

You need to focus your efforts on something that’s known as ‘inbound marketing’. What is inbound marketing?

Here’s a definition from Hubspot, one of the most highly respected digital marketing authorities:

44

Nurturing Your Email Prospects

Finally, and very briefly, because this is the simplest layer to to implement (and we’ve already discussed it in

“Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.

Unlike outbound marketing, inbound marketing does not need to fight for potential customers’ attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.”

Inbound marketing is also commonly referred to as content or educationbased marketing which you will have heard me talk about in many of the presentations I deliver and articles I write. That’s because it’s the central strategy behind the marketing content that I create for therapists.

MARKETING IS RELATIONSHIPS

Here’s a suggestion: in future, stop thinking about marketing as a part of a promotional or sales process, and instead think about it in terms of building relationships and getting to know people. See, it already feels better doesn’t it?

Co-Kinetic Journal 2018;77(July):44-47

the previous article), let’s look at the nurture emails.

Ideally most nurture emails would be as short as the one in the image above: In other words don’t overthink it!

Here are some key points about your nurture emails: l The email is short and concise. l Include value-led, informative resources. l It’s quick and easy for the receiver to establish relevance. l Include a call to action to encourage people to share it. l The information is relevant, accurate, authoritative and credible. l Your email sending schedule is regular and consistent (at least monthly but ideally 2–3 times a month).

Key Points

l Stay closely focused on your marketing strategy: 1 Focus your top level marketing activities on growing your email list.

2 Get into a habit of sending consistent, regular nurture emails to that email list.

3 When you want to encourage new bookings, run some sort of conversion event and/or offer to convert prospects into paying clients. l Your reputation and credibility is key, so make sure your the resources you distribute are high quality and the email collection process is professional. l Always remember that your time costs money, so although you could be writing blog posts, creating social media and building email sign-up pages, do you really want to be? How much would that time be worth (not to mention more enjoyable) if you spent it treating patients instead? l If there are resources that you can buy in, that free you up from doing things you don’t enjoy, and give you that time to do the things you do enjoy, then invest in them and put them to use. l Don’t overthink your marketing and get lost in the detail or distracted by the shiny new things – concentrate on the 20% of activities that will give you 80% of your results and don’t waste precious time on the unnecessary. l Webinars and online presentations make excellent conversion events especially when combined with well-targeted upsell offers to attendees. l Use automation in your marketing wherever possible and get all your marketing set up and scheduled in one go, before the month kicks off. That should take you no longer than 45–60 minutes on Co-Kinetic, so if your method is taking you longer…re-read my bullets above!

What’s Next?

One of the questions I’m asked most frequently is whether there is a role for social media in your marketing strategy and if so what that role is, so that’s a question I’m going to answer next.

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Should I use Social Media For My Business and If So How? S

ocial media can be a very useful tool for all sizes of business.

However, it is important to understand what it can and what it can’t achieve and, therefore, how it can be used best.

Unfortunately, I’ve seen too many people waste phenomenal amounts of time, effort and money on their social media networks, without getting anything in return. This is usually because they have no clear strategy of what they’re trying to achieve. The purpose of this article is to try and prevent you from falling into the same trap.

Let’s Review Some Key Points

l Remember that less than 1% of your page followers are likely to see your ‘organic’ (ie. unpaid for) social media posts. l More or less the same 1% of people will be seeing most of your posts. l In other words, don’t expect your organic social media posts to garner much engagement or many responses to your calls to action, eg. sign-ups. l This is also why it’s virtually impossible to bombard most of your page followers with too many posts because, quite simply, they won’t see them. l Why is this? Because it doesn’t serve the social networks to help you grow your business for free. l The social networks are more interested in encouraging personto-person interactions rather than page-to-person interactions. l The only way to get your posts to reach outside this 1% is to pay to boost them or run them as ads. BUT make sure you have a specific strategy for why you want to do this. I’d argue that for small businesses, the only reason to run paid ads is to collect targeted email leads or sign-ups – for which it is very effective. l Don’t expect your posts to go viral, it’s almost as likely to happen as spotting a unicorn!

process to become a paying customer.

Raise awareness of your business. Networking and participation in local groups allows you to target a local audience.

5 Establish your brand as a thought-leader. Do this by publishing content, particularly when new research emerges or something topical happens in your industry.

6 Encourage reviews and testimonials. These are one of the most powerful factors for influencing sales conversions and are a key feature of social media, particularly in Facebook.

7 Encourage word-of-mouth marketing, which can generate 20% of sales. Do this by partnering with external influencers or other complementary local businesses to promote each other.

8 Staying top-of-mind. Social media is great for this.

9 Not losing potential customers. Your competitors will most likely be on social media even if you’re not. On the plus side, it also gives you a way of keeping an eye on your competition.

10 Social media is a great way for customers to research YOU. 11 Improve your search ranking. Search engines are already using ‘social presence’ as a ranking factor and this is likely to grow with time.

4

Ob ecti e oals of Social Media 1

2

3 4 5

So with that in mind, let’s now look at what social media CAN do for your business, because despite my reservations above, it can actually achieve a LOT. I divide the role of social media into two categories: the subjective goals, which are hard to measure (or quantify); and the objective goals, which can be quantified (ie. counted).

Subjective Goals of Social Media In uencing elationship Building 1

2

3

Develop/build relationships by interacting with your customers.

For example, ask for opinions and reply to concerns. You could do a free Q+A once a week – use one post and always link back to it and pin it to the top of the page on that Q+A day, which builds engagement and reduces the risk of people asking the same questions.

Humanise you and your business. This is particularly good in healthcare which is intimidating to many. Having a good social media profile can break down barriers of the unknown and make you more approachable.

Establish and build trust and reputation. Our health makes us feel vulnerable; we have to expose pain which can be very personal, and trust is a key element in the decision-making

6 7

What’s Next?

Let’s look at how we can future-proof our businesses against unforseen threats like Covid.

Further Reading

OPEN ACCE SS ARTICLE Why Nobody Ever Engages with Your Facebook Posts Link: http://spxj.nl/2CQqcc5

NEUR THERAPIST ENTREPRE

For Social Media Should I Use rapy Business?

My Physical The If So Why,

and How?

ETIC 20-01-COKIN PRINT WEB MOBILE FORMATS FOUNDER CO-KINETIC

BY TOR DAVIES,

love it, some Some people Social media. of us tolerate it and the rest as a people hate gly. However, it, mostly begrudgin you’d be a little bit owner small business that you’ll it. Yes, it’s unlikely ‘viral’, mad to ‘diss’ that will go ever hit on something and yes, you best efforts despite your you’re very in hot water if y, you can get yourself more importantl on social outspoken. Perhaps amount of time huge a of return can waste get any kind media, and never But in reality, that will t. on that investmen post without having a if you only happen I’ll outline the In this article, solid strategy. active social network what strengths of having importantly review by pages but more for your business you can achieve presence. social media good a having for key objectives explain I will look at the businesses and healthcare-based prioritising and why. be asked what you should some frequently should Lastly, I’ll answer as which platforms day a questions such how many times or not you be using, posting and whetheron more should you be time be spending some you should you We also cover than one platform. for 2020. Hold onto trends online social media Read this article your horses….!

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uantifiable

Generate email leads. Use email lead collection forms or information requests in return for free downloads (as discussed previously).

Build an informed perspective of who’s interested in what, which you can use for future email targeting. Do this by using different campaign topics and analysing the interactions with those posts and sign-ups to your resources.

Gain reviews, testimonials and social proofing.

Target new customers or previous visitors to your website/ social media profile via paid advertising.

Increase traffic to your website. Important if you publish a blog, good if you combine it with email lead collection.

Carry out research. Use polls and ask questions.

Demonstrate a direct return of investment (ROI) for your activities by using your platform’s reporting and analytics.

comfort of it all from the l You can do a has become your living room highlyocial media access to a huge, open canvas, l You have vast and wide it of people advantage of targetable group which and taking full A testimonials, strategic planning. l Reviews and requires careful at least on Facebook, not just feature highly, media strategy, sales converters good social positive and are very influential widely used WILL, have a should, but are sales. influence on l Social networks are some demonstrable UK population in and look at - 67% of the Let’s jump right and 72% of Australians, of social networks on Facebook, 77% of of the strengths Zealanders, a social 60% of New achieve with 69% of Americans what you can Canadians and are free media presence. social networks l All the major paid ads) Strengths (until you utilise What Are The on social networks, l People are they of Social Networks? socialise, so for building primarily to valuel They’re great designed more personal, - specifically encourage a approach relationships than a sales engagement add approach, practitioners. for human interaction, which suits healthcare and sharing potential networking 41 l Great

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OPEN ACCE SS ARTICLE Should I Use Social Media for My Physical or Manual Therapy Business? If so, Why and How? Link: http://bit.ly/3sLpe7J

Future-Proofing Our Physical Therapy Businesses In Light of Covid T

here’s no doubt that 2020 was a total ‘shocker’ of a year for most physical and manual therapists (and the first part of 2021 hasn’t been much better for many of us). Most of us got caught with our metaphorical pants down, or more politely put, ‘we were caught unawares’ by the onslaught of Covid.

Every therapist I know admits that their businesses were isolated and exposed when Covid hit, and I personally invested a lot of time and money building new features into Co-Kinetic to give you ways to generate new therapy-related revenue streams.

That included adding the ability to sell and manage subscription-based products or content packages, deliver online education sessions and offer paid upsells, and to sell and manage gift vouchers.

Each development was designed to build on the marketing strategy I’ve outlined in the previous pages, which forms the backbone from which you can build strength into your business.

I wrote and presented a webinar for about 9 months on how you could build new and ongoing revenue streams using specifically your physical or manual therapy skills. That webinar is still highly relevant, whatever state of Covid we’re in (or even not as the case may be), and you can still watch it in recorded form (details at the end of this article).

Business diversification is critical to the health and survival of any business and it involves having a range of different revenue streams that would respond differently to a given event, eg.

Covid. It’s about having your eggs in more than one basket – in fact ideally in three of four different baskets.

If pre-Covid, you’d already, for example: l been offering your services online; l built a clinic membership package that gave you some monthly financial security (even if you had to postpone delivery of some or all of the services); l been delivering a content or advice-based monthly subscription offering to a specific patient group(s); l been running online classes or selling access to online workshops; l been selling therapy products or equipment (think about all the equipment and advice people needed when they suddenly had to start working from home); l been offering mentoring or consultancy; and/or l been running subscription-based peer-to-peer support groups or patient support groups…

but also most other threats to their business and livelihood.

A handful of varied revenue streams, combined with a decent-sized, healthy and engaged email audience is your insurance policy against just about anything that the world can throw at your business.

And even if you didn’t have the revenue streams up and running before the incident itself strikes, having a primed, healthy and engaged email list gives you the best opportunity to get those new revenue streams up and running more quickly than anyone else (not to mention you’ll get better take-up or buy-in).

I know that everything seems so clear in hindsight, but if we’ve learnt one thing from this experience, it’s not to get caught unprepared again. Who knows where the next threat is going to come from?

Whatever it is, it looks likely that we’ll be living with the presence of unpredictable Covid outbreaks for the foreseeable future, regardless of the success of a vaccination programme, so please, please, please heed my advice and get working on that email list TODAY! If you’re interested in exploring the different possible revenue streams you could use to future-proof your business, I have a few resources that might be helpful.

Further Resources FREE W

EBINAR Physical Therapy Business Coronavirus Survival Strategies and How to Build New (and Ongoing) Streams of Revenue Link: http://bit.ly/2NadJqG NEUR THERAPIST ENTREPRE

netise How to Mo y Your Therap Skills Online

By Tor Davies,

Co-Kinetic

founder

ago, none and 4 months this future holds anything like of us ever believed yet here we are. If Introduction more effectively and look at how could happen, now, I’m going to Covid-19 spreads other viruses our businesses In this article and manual not all, we don’t adapt they won’t the than most, if your physical good chance of, at least outside it’s not there’s a very you can use revenue we’re aware the future brings.

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I believe Covid-19 Why? Because us for the foreseeable will remain with to have very unlikely future, and we’re us within available to a reliable vaccine very least, months at the the next 6-12 ours, businesses like which leaves on being solely reliant which are almost to earn with our clients face-to-face vulnerable and our living, extremely

Co-Kinetic

Journal 2020;86(Octo

42

The Benefits Packages Membership of Offering apy Business ip in Your Ther the benefits of offering a membersh business.

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By Vicki Marsh, which is good preferred appointment to your capacity with the concepts are snapshot We’re all familiar but in this WHY memberships much clearer quickly cover to make confident like gym memberships, into what a for any business. is and allows you or expand. to dig so important when to hire article I’m going biggest reason for your decisions about The first, and appointments can look like membership reliable recurring By getting those other therapy practice, that they create PLAN your it also encourages physical or manual and the different can actually in advance, of them, income. You to get their appointments the benefits there is a guaranteed from. regular clients robust knowing choose can finances an increasingly models you the in next month. in too, building to predict can provide payment coming clearer ability Memberships if we look ahead diary with a months. to become a For most clinics, the over the coming option for clients special even just 2 months, your income get VIP services, won’t in the dairy for most importantly, bookings arguably member and And included in their number of committedrunning costs of rates or extras basic loyalty and fee. It builds even cover the no actual it membership and you have business, making the business, will book. stability in your regular anyone else step for your often guarantee that the natural next know that clients In practice, we book, but clients. same day to don’t even leave it to the in the dairy, A lot of therapists membership commitment option of a of your without that consider the by what be 100% certain NEUR THERAPIST you can never get overwhelmed ENTREPRE package or simple and with income. how memberships to choose. Starting best plan, and This leads onto is the limited places and places improved diary the offerings can deliver you then build out I ALWAYS recommend management. treated over time. members are are that all your their appointments their ps are SO like VIPs and secures This Why Membershi any Business booked in advance.

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…the list goes on, but whatever it was, your business model would have been significantly less impacted.

And guess what, if you’d also had a decent-sized, active and engaged email list (in other words the very thing I’ve been banging on about for the previous 10–15 pages), then you would have been in the top 0.1% of therapists who couldn’t have positioned themselves better to weather not only this storm,

Magic Membership

Co-Kinetic.com

By Tor Davies,

OPEN ACCE SS ARTICLE How to Build Recurring Revenues into Your Physical Therapy Business Link: http://bit.ly/33wJiiE

OPEN ACCE SS ARTICLE The Benefits of Offering Membership Packages in Your Physical Therapy Business OPEN ACCE SS ARTICLE The Power of Gift Vouchers

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By Tor Davies, to finding purpose, ambassadors fulfilment more spend finding to and our likely difficult times, is sensitive to will be more in life.

The social media the gift recipients and meaning and the pre-written with you) and and an offering people healthcare climate the gift itself fully edited) Which is why benefit from on (which can be to have positive sales pages to focus for you to build the opportunity specifically opportunity such as increased have been written highlighting even experiences, this opportunity; and anxiety and people to take on adding value relaxation, reduced the services you can incentivise not being over-salesy. your benefits, while further benefit to give pain relief, through offer. Not only is actions that this article is or The goal of powerful give reviews you can be provide, is a business, like ways in which gift, it can also media posts; you ideas of gift it a very thoughtful suit your clientele engage in social power of selling your to harness the awareness of On the face uniquely tailored certificates. . help raise you provide. vouchers and and and the services since business; vouchers is simple your will know that of it, selling some easily using Most of you can be sold , but there are I’ve been working also straightforward your social networks; ways Covid-19 struck, ways you can website and the year to find instantly and less widely known to help hard throughout in these can be purchased power of vouchers harness the generate income making to help you conveniently, . your business. difficult circumstances them excellent ways of generating Selling One of the best last-minute gifts which is Reasons Why is Great gift vouchers, can cash is to sell (vouchers Vouchers Gift into the Co-Kinetic why I built this be posted or a few for Your Business launched it just system and sent as an email system the As always my Gift vouchers: – to start with weeks ago. within minutes); (gift sales help grow sales combines technology pre-created can be with most obvious; – generates and management) purchased from boost cashflow as voucher sign-up of delivering and content, such the comfort social media revenue in advance of pages, ready-made (and safety) gift the service; past health-focused to re-engage great looking home; take orders are a great way to help you certificates, customers; your campaigns. to participate and promote to give allow your business special this article is The goal of of things in a whole range of the sorts of – you some ideas events and holidays; a voucher system you can do with but any increase customer Co-Kinetic one, gift with not just the – engagement The difference voucher system. it’s built givers become system is that the Co-Kinetic in mind. with health professionals

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How to Monetise Your Therapy Skills Online

Link: http://bit.ly/3ilWPzA

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Co-Kinetic.com

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15

The State of Physical Therapy Marketing Today Results from the Co-Kinetic Marketing Grader

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he Marketing Grader is something I developed in 2017, as a means of delivering a free email course on marketing, specifically designed for physical and manual therapists. So far it has been completed by just over 1,500 therapists from all over the world.

It consists of 20 yes/no questions designed to establish where you are with your current marketing and to help you to decide what actions you should prioritise, going forward, to give you the most time- and cost-effective ‘bang for your marketing buck’.

If you haven’t done the survey yet, it will take you no more

16

than 5–10 minutes. Once completed, you will receive 7 emails (one per day) outlining what your next marketing actions should be, why and with practical step-by-step advice on how to actually get these tasks done.

This infographic reveals some interesting insights that, to be honest, I find depressing. Physical and manual therapists are spending on average 9.5 hours a month on their marketing but as the data below shows, they’re clearly not doing the marketing activities that will generate the results they want.

Take the Marketing Grader Test here>.

17

Email Lead Collection and Email Nurture

Best Practice Checklist Lead Magnet Checklist

l The lead magnet offers genuinely valuable information

ERE ANY H COMP YOUR

ERE ANY H COMP YOUR

l A lead magnet should enhance your credibility by being: Relevant Topical Accurate Professional Authoritative l Pitch your resources to relevant target audiences l Make sure the lead magnet features your business details (without being too ‘in your face’)

Email Sign-Up Page and Lead Magnet Delivery Checklist

l Make sure the description of your lead magnet on the sign-up page isn’t over-sensationalised/oversold l Does the sign-up page work on a range of platforms and devices? Ie. mobile/cell phones and desktop/laptops l Include a real image of the actual lead magnets where possible to increase credibility and authenticity l Set up an automated email triggered when someone signs up, including a link back to the resources l If you can, include an area on your website where you can link to the sign-up pages offering your free resources l If possible, under-promise and over-deliver with a great lead magnet delivery page so you make a brilliant first impression

Nurture Email Checklist l The email is short and concise

l It includes value-led, informative resources l It’s quick and easy for the viewer to establish relevance l Include a call to action to encourage people to forward it l The information is authoritative and credible l Your sending schedule is regular and consistent (at least monthly, ideally 2–3 times a month) Produced by

General Marketing Set-Up

Checklist In Priority Order 1 Create a ‘Google My Business’ Profile – don’t snub the king of

search, unless of course you don’t want to be found on the internet! You’ll need a profile to get the all-important Google reviews, which help you be found.

2 Make Sure You Have An Online Presence – ideally a website and/

or a Facebook Business Page (ideally both), so people can find you and check you out. Just don’t over-think or over-invest in your website, you only really need 5 pages: Home page; Who We Are page; What We Do page; How to Book An Appointment/Get To Us/Contact Us page; Information/Resources/Blog Section (this last one is optional and could be added at a later date).

3 Sign Up for an Email Marketing Platform – so you can start

sending your nurture emails out ASAP. If in doubt, we recommend Mailchimp because it’s widely used and is free for up to 2,000 unique contacts, plus we connect directly to it from within Co-Kinetic. Sign up here>.

4 Export or Gather Your Current Email Contacts into a CSV File

– we have a help post here>.

5 Import Your Existing Email Contacts (csv file) into Your Email

Marketing Platform – your email marketing platform will have a help post telling you how to do this. Here’s Mailchimp’s help post https://mailchimp.com/help/import-contacts-mailchimp/>.

6 If You Haven’t Got One Already, Sign Up to One of Co-Kinetic’s

Subscriptions – if nothing else get the cheapest Patient Information Leaflet one, as this will give you a wide selection of helpful leaflets you can send as links in your nurture emails, which makes sending nurture emails very quick and easy.

7 Install Google Analytics and the Facebook Pixel on your website

– so that you can understand what people are doing on your site, and what they are interested in (and potentially retarget them in the future with related content).

Produced by

What Is Co-Kinetic and How Can It Help You? S

ince 1999, we have been producing engaging, peerreviewed educational content to help you as a practitioner stay clinically up-to-date. In the very first journal we published three photocopiable (well it was 1999!) peer-reviewed patient advice leaflets. In 2017, we took that considerably further, producing a whole range of ready-made, patient-facing marketing content for therapists. And that’s where things really took off.

The Co-Kinetic subscriptions can offer the following: A Peer-reviewed clinical education articles written to help you stay professionally up-to-date (delivered online and through our a quarterly printed Co-Kinetic journal which is posted worldwide, free of charge).

B A substantial, fast-growing supply of patient-facing content which you can use to add value to your clients and promote yourself and your business in a totally unsalesy way.

This includes: l ready-made social media (images, animations, videos); l brandable patient advice handouts and exercise sheets; l pre-written blog posts for your website; l pre-written customer emails to use in conjunction with your email list to build relationships with prospective and existing clients; l ready-made lead magnets to attract people to sign up to your email list; l pre-built and hosted email sign-up pages to help you build your email list; and l ready-to-deliver PowerPoint presentations to help you quickly and easily leverage the power of online (ie. webinars) or face-to-face education sessions as a means of converting prospects into paying clients.

C Dummy-friendly technology which will help you put this content into action with absolutely ZERO technology skills.

In short, it’s both a clinical education resource and a one-stop marketing and sales solution for physical and manual therapists which focuses on consistently adding value to your readers. It is a highly effective way to both enhance your existing customer experience, as well as to build trust with new prospective clients, in a way that matches your professional integrity.

The Co-Kinetic Subscriptions

There are four core subscriptions and each one also includes the content in the subscriptions listed above it, in other words, the Social Media subscription also includes the Patient Leaflets and the Clinical Education subscriptions and so on.

1 Patient Leaflets (brandable with your business details) 2 Clinical Education 3 Social Media and Clinical Education 4 Full Site Subscription

You can find out more about pricing details here.

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What Does Each Subscription do?

1 Patient Information Resources – lets you deliver a

E PANY HER YOUR COM YOUR COMPANY HERE

great customer experience to your existing customers as well as help you to build trust, reputation and authority by sharing links to the leaflets through your website, social networks, in your emails and printing them out and distributing them locally (which also helps to raise awareness of your business).

2 Clinical Education – everything listed in the Patient Resources subscription above along with professional development content helping you to stay clinically up-to-date and maximally effective in the treatment of your patients, while also saving you time and giving you an enjoyable, engaging and highlyoptimised learning experience.

3 Social Media and Clinical Education – everything listed above plus ready-made social media to help you deliver high-value, engaging and professionallooking social media pages. This not only promotes your professionalism but also adds value to your page followers by offering downloadable resources.

The social media facility can also help you to grow your email list through the pre-built email lead collection pages also included in the subscription, particularly when supplemented with some pay-perclick advertising.

4 Full Site Subscription – everything listed above plus everything you need to help you convert prospects into paying customers and increase your sales without being salesy. It also includes pre-written nurture emails, blog posts to help with SEO and ready-to-deliver PowerPoint presentations that you can use to give education sessions either online or offline. There are also around 50 presentations currently available, including web pages you can use to manage the events, take single or recurring payments/memberships or run courses or classes.

There are two IMPORTANT things you need to know: i. We have created the content (and technology) to work both in its own right and also as part of a bigger picture marketing funnel. That means you have a ready-made marketing strategy you can follow from top to bottom. The strategy, when executed in full, can generate almost everything you need from your marketing and supply you with as many customers as you want, and more importantly WHEN you want them. ii. The whole marketing strategy uses a value-add approach, known as content marketing, explored in more detail on page 5, which means there’s always something useful and valuable for the recipient of your information – and equally importantly to us as therapists, it never comes across as being salesy.

A Co-Kinetic Overview (click image to play)

As you will have seen in our Marketing Grader infographic on p17, the three biggest marketing obstacles for physical and manual therapists are Knowledge, Time and having access to quality Resources, and together they make up just under 90% of what therapists say is holding them back with their marketing. A further 9% are concerned about technology and coming across as being salesy.

The Co-Kinetic Marketing System has been designed specifically to eliminate all 6 of these problems. In the upcoming pages we’ll explore in more detail how it achieves this.

Reference: Data from 1,500 responses to The Co-Kinetic Marketing Grader 2017-2021 http://bit.ly/3rZzIPI

21

Hip Happy

placement Total Hip Re Fundamentals find to walk far, or o you struggle or for too long, that if you sit you or bend over, try to squat down Maybe in your hip/s? experience pain that, and you d further than it’s progresse around? aid to move rely on a walking tried some Possibly you’ve like physical is too treatments already, if the bone damage have therapy, but to treatments tend advanced, the

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Here are some more ideas for how to use the patient leaflets: l Use them to deliver a fantastic customer experience by sending them as links in emails to clients after their appointments (perhaps also take this opportunity to ask them for a testimonial or review ). l Include them as links in your nurture emails to build trust, establish authority and more importantly add value to your emails. l Share them as links on your social networks, on local business pages, or in local discussion forums where they can add value to the existing conversation (or use them as a conversation starter). l Print them out and distribute them locally through businesses, sport and exercise settings & clubs, community & health centres, village halls & libraries, GP surgeries, local supermarkets. l Post them to past (and existing) clients as a way of keeping in touch. l Include them in leaflet stands or dispensers in your clinic waiting area. l Take them with you to open days, local meetings or exhibitions. l You can also use the posters included in this subscription to liven up WAYS the walls in your clinic or to support your treatment room. local business

5

FOR YOU

The Cycle of Being less active

VOUCH

Time off work, money worries, relationship concerns

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Loss of fitness,muscle weakness, joint stiffness

THE CYCLE OF CHRONIC PAIN

Negative thinking, fear of the future, depression and mood swings

Create a ‘no go’ list of things can’t do

And because they can 2 all be branded, they are 3 SHOP 4 LOCAL great, almost ‘accidental’, 5 marketing resources. The patient leaflets are included in all four of our core subscriptions which means anyone with a subscription, has access to them.

For more ideas on practical ways to use patient leaflets to build relationships all the way through your customer journey – read my help post here to get the creative juices flowing >.

1

Like, comment or share their social media posts - it helps them get seen by other people, who may buy from them E Tell your friends and family about them

Write a review for them on their Facebook page or Google Business listing

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The information contained in this article is intended as general guidance and information only and should not be relied upon as a basis for planning individual medical care or as a substitute for specialist medical advice in each individual case. ©Co-Kinetic 2019

extensors

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practicing mobilising with crutches prior to surgery

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your left with your legs Flex through on the floor and rotate Begin sitting to the left thigh. with your legs, of the foot next body forwards, parallel place the sole as you fold your Stretch the arms side to side on the other your toes upwards. left leg. Sway 5 breaths. Repeat towards your knee. Hold for your upper body towards your NT6MgpK5g forwards, head https://youtu.be/ZS side. Video:

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atient leaflets help to deliver a great customer experience all the way along your customer journey from prospect to paying client. You can give them to your existing customers, post them to past customers, add links to them in your nurture emails, post them on your social networks and on your website and print them out and distribute them locally (which also helps to raise awareness of your business).

The great thing is that all those things are really easy to do, and can add value to so many people’s lives in so many different ways, which means this subscription gives a massive bang for its buck. That is also why we include it in ALL four of our core subscriptions. xpert PhysioE _UK

a) knee and Pose (Janu Sirsasan ed. Bend your right outstretch Towards Knee heel and point

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The Patient Information Resources Subscription

a variety be caused by Hip pain can : of factors, including not heal does l An injury that properly illness l A chronic years of and tear from l Normal wear constant use conditions, especially l Severe arthritic ritis osteoarth such as a a result of trauma, by a l Injuries as dislocation caused hip fracture or fall.

RESOUR CES TIME-SAVING

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L THERAP ISTS AND MANUA

More Help and Related Resources .

You can also watch the one-minute overview video below.

Or to take a more detailed behind the scenes tour of the subscription watch the video below.

l To learn how to use and share your patient leaflets – click here > l For help with branding your leaflets – click here > l To explore the range of leaflets included with all subscriptions – click here > l There’s a more detailed open access article I wrote giving you all sorts of other ideas on how to use content to promote your business – click here to read it >

The Clinical Education Subscription Also included with the SMA Full membership

T 1 2

he Clinical Education Subscription consists of two major components: The Patient Information Resources – see previous page.

The Clinical Education content – these peer-reviewed resources provide a highly engaging way of staying clinically up-to-date and maximally effective in your day-to-day treatment of patients.

This component of the subscription also includes the quarterly Co-Kinetic print journal (more details below), which is sent to you wherever you are in the world, One-Minute Overview of the completely free of postage and packaging. Clinical Education Subscription

The Co-Kinetic Journal

Our peer-reviewed print journal is produced four times a year in January, April, July and October, and posted to you completely free of charge, with no additional postage costs, wherever you are in the world!

As you will see from the selection of images below, we use a lot of visual tools to make the information in the articles as easy to digest and implement as possible. While I sometimes refer to it as a ‘journal in a magazine’s clothing’, each piece of content is written by highly experienced therapists, each of whom is considered an expert in their field, and then peer-reviewed by at least two other clinicians or health professionals.

An Engaging and Dynamic Learning Experience The human body is dynamic and so it’s only right that we try to make sure our content – wherever possible – is also dynamic, as well as being an engaging and practically-orientated learning experience.

BETWEEN A RELATIONSHIP BACK PAIN? A TO FLEX? IS THERE LIFTING AND LOW TO FLEX OR NOT FLEXION DURING S LUMBAR SPINE WITH META-ANALYSI Therapy SYSTEMATIC REVIEW & Sports Physical Journal of Orthopaedic

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0

MONTHS AFTER SPORT BEFORE 9 A RATE OF WHO RETURN TO HAVE YOUNG ATHLETES LIGAMENT RECONSTRUCTION RETURN ANTERIOR CRUCIATE THAT OF THOSE WHO DELAY Therapy Sports Physical NEW INJURY 7 TIMES Journal of Orthopaedic

&

Shortcut Links to Your Content

l Check out a full issue of the Co-Kinetic Journal – click here>. l For direct access to your Clinical Education subscription content – click this link>.

RESEARCH IN SSED PIECES OF THE 10 MOST DISCUCAL THERAPY (JAN - MAR 2020) PHYSI

1

Here are a few learning features that are worth pointing out: l Nearly every clinical article has a PDF version which appears exactly as it was published in the Co-Kinetic journal. You’ll find that in the Media Contents box (on the right of the page if you’re on a desktop/laptop device or at the bottom of the article if you’re on a DISCUSSIONS mobile device). l What physical activities or exercises do you promote to l Most articles include a pregnant women most often, knowing they may enjoy it and be more compliant?

Discussions box with (For example, yoga, aquacise, walking, resistance some suggestions for exercises…) questions you could l Are there any specific exercises or treatment techniques/ modalities that you choose to avoid when managing a answer as part of your pregnant patient with back pain? ongoing professional l What tips, treatments or routines do you advise to development either promote relaxation and better sleep during pregnancy? as a piece of reflective practice work or as part of a discussion with a group of therapists (the article informs the answers but the idea is to use them to explore the topic in a more reflective way). l Most articles also include a panel of Key Points that summarise the article and help you consolidate your learning. l Videos always include a clickable hyperlink directly to the video in question – this is the blue coloured link in the image below – you can click on this link within the PDF version of the article and it will take you directly to the video (unfortunately it won’t work in the image below as these are just static images not PDFs).. l And lastly we make it easy for you to share tweets (or social media posts) where appropriate to add value to your social networks.

0

THE REVIEWS EXAMINING PHYSICAL THERAPY AN UPDATE OF SYSTEMATIC OF CONSERVATIVE SHOULDER PAIN EFFECTIVENESS FOR SUBACROMIALPhysical Therapy INTERVENTIONS Journal of Orthopaedic

& Sports

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IN OLDER ADULTS: OF PHYSICAL INACTIVITY META-ANALYSES CONSEQUENCES OF REVIEWS AND in Sports SYSTEMATIC REVIEW Medicine & Science Scandinavian

Journal of

A

0

OF COMMON LOWER AND TREATMENT EVIDENCE: - GRADING THE DIAGNOSIS, PREVENTION INJURIES IN SPORT SOCIETY OF EXTREMITY MUSCLE COMMISSIONED BY THE DANISH A STATEMENT PAPERTHERAPY (DSSF) SPORTS PHYSICAL Medicine British

7

Journal of Sports

615 13

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METHODS CONSENSUS STATEMENT: OLYMPIC COMMITTEEEPIDEMIOLOGICAL DATA ON INJURY OF INTERNATIONAL FOR SPORT AND REPORTING STROBE EXTENSION FOR RECORDING SPORT 2020 (INCLUDING (STROBE-SIIS)) AND ILLNESS IN SURVEILLANCE INJURY AND ILLNESS Medicine British Journal

of Sports

359 3

0

IN MUSCLE STRAINS OVER WINDOW FOR RECURRENT MUSCLE STRAINS FIFTEEN-WEEK COHORT OF 3600 FOOTBALL FOOTBALL: A PROSPECTIVE AUSTRALIAN RULES 23 YEARS IN PROFESSIONAL Medicine

8 9 10

British Journal

of Sports

273 0

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CLAUDICATION FOR INTERMITTENT INFOGRAPHIC. EXERCISE of Sports Medicine British Journal

Tweets

Facebook posts

Mendeley posts

171 4

0

TENDINOPATHY: AND PAIN IN PATELLAR ISOMETRIC EXERCISE CROSSOVER TRIAL A RANDOMIZED and Medicine in Sport Journal of Science

325 1

PHYSICAL THERAPY

0

Produced by:

of this The PDF version s to the pxj.nl/33f5qxm includes hyperlink to access https://s infographic . Click here of research individual pieces

Video 4: Lateral rotation lag sign/infraspinatus weakness by Physiotutors http://spxj.nl/2wntyMg

TIME-SAVING

RESOURCES

FOR PHYSICAL

AND MANUAL

THERAPISTS

SHOULDER IMPINGEMENT ASSESSMENTS Video 1: The Neer Test

by Physiotutors http://spxj.nl/2xZEUrG

The Most Commonly Used Tests for Shoulder Impingement

Other Tests Often Used to Diagnose Shoulder Impingement Issues

small tear involving the infraspinatus (Video 4).

Subscapularis Testing the subscapularis involves the evaluation of the patient’s ability to forcibly internally rotate the humerus.

This can be achieved either in front (the belly-press test and bear-hug test) or behind (Gerber’s lift-off test) the body.

Hawkins–Kennedy Test This test is again a passive test, with the examiner positioning the patient’s arm at 90° in the scapular plane, the elbow bent to 90°, and the arm taken passively into internal rotation. Creation of pain during this manoeuvre is indicative of a positive test (Video 2).

Infraspinatus Weakness or ‘External Rotation Lag Sign’ Used to diagnose an infraspinatus tear, this test sets out to examine the posterosuperior and posterior cuff elements. The arm is held in 20° of flexion with the elbow bent to 90°. The forearm is passively externally rotated to its maximal range and released. If the arm drops back towards its starting position, even by a few degrees, it is said to have a lag (‘the lag sign’). The ability of the patient to maintain the arm fully externally rotated implies the effectiveness of the cuff structures, mostly infraspinatus, but, with the element of forward flexion, there is also an element of supraspinatus activity with the test, and so pain may be present even if no lag is recorded (Video 4).

Jobe’s Empty Can Test This sets out to preferentially test supraspinatus (complete isolation of supraspinatus from the deltoid is difficult), the most commonly affected tendon when considering degenerative cuff disease. It positions the arm such that the supraspinatus tendon is placed under maximal stress as the arm is pushed down, attempting to invoke pain, weakness, or both, from the examination. It does not, however, completely isolate supraspinatus, and some fibres from the anterior part of infraspinatus are also tested (Video 3).

Teres Minor The examination of the posterior cuff is the hornblower sign. The arm is placed passively by the examiner in 90° of abduction and maximal external rotation. The patient is instructed to attempt to maintain the hand in space when the examiner releases the hold on the wrist. If the patient’s arm falls forward, this is a positive test, and indicates significant weakness of the infraspinatus and usually the teres minor. If the patient can maintain the position of the arm, gentle forward pressure on the forearm may cause pain, and indicate the presence of a

The three most commonly used clinical tests for impingement are Neer’s Sign, the Hawkins–Kennedy test and Jobe’s empty can test.

Neer’s Sign This test allows demonstration of a pain during passive abduction of the arm with the scapula stabilised, the examiner lifting the arm in the scapular plane with the arm internally rotated (Video 1).

Video 2: The Hawkins–Kennedy test

by Physiotutors http://spxj.nl/2wkedMz

Video 3: Jobe’s empty can test

by Physiotutors http://spxj.nl/2wUnqzb

Belly-press Test (Napoleon Sign) This involves the hand (or hands if done bilaterally) being placed flat on the abdomen, and the patient is requested to press the hand onto the stomach.

If the patient is unable to maintain the elbow forward, so extending the shoulder and flexing the wrist to achieve the desired pressure, this indicates a positive test (Video 5).

Bear-hug Test This test was described by Burkhart and De Beer, and involves the arm reaching across the body to hold the opposite latissimus dorsi and, with the elbow held forward of the body, the strength of the resistance to the hand being pulled away from the body is evaluated. Some examiners modify this slightly, asking the patient to simply place the hand on the opposite chest wall, with the examiner’s hand between the patient’s and their chest wall, and ask them to resist a pull-off (Video 6).

Gerber’s Lift-off Test The dorsum of the hand is placed on the sacrum and the patient is asked to take the hand off the back, when the examiner maintains a fixed angle of elbow flexion. If the elbow is allowed to extend, the test is false because there is recruitment of the triceps to the manoeuvre and so any determination of the strength of the lift-off is inaccurate. In addition to this test, a lag sign may be looked for, with the arm held away from the sacrum by the examiner, so maximising the internal rotation of the humerus, and the patient is then asked to maintain that position as the hand is released. If the hand falls back onto the sacrum, it indicates a weakness of the subscapularis (Video 7).

One important difference between testing the subscapularis anteriorly or posteriorly is the fundamental ability of the patient to position their hand in the correct place. Although this is rarely (if ever) a problem for the belly-press or bear-hug positions, any significant degree of restriction of internal rotation of the shoulder, or a body shape with big hips and buttocks, may prevent the patient being able to reach sufficiently far around their back to allow comfortable positioning of the hand, meaning an accurate and consistent assessment may be impossible to achieve.

Video 5: Belly-press test/subscapularis tear

by Physiotutors http://spxj.nl/2jkOEtn

Video 6: Bear-hug test/subscapularis tear

by Physiotutors http://spxj.nl/2f32cZj

Video 7: Lift-off sign/subscapularis weakness

by Physiotutors http://spxj.nl/2h1gyWN

l If you have the branding upgrade click here > for help to get set up. l To explore how to use the Patient Information Resources included in your subscription – click here > l Which features are included with which subscription?

Click here > 23

Social Media, Lead Collection and Clinical Education Subscription Who is this subscription for and what can it do for you?

The Social Media subscription consists of three components: 1 The Patient Information Resources – these can be used in all sorts of ways to add value throughout your customer journey as well as to raise awareness of your business in a completely unsalesy way, both online and also offline. Learn more about this component of the subscription here>.

2 The Clinical Education content – these peer-reviewed resources give you a highly engaging way of staying clinically up-to-date and maximally effective in your day-to-day treatment of patients. Each resource focuses specifically on practical implementation and includes lots of visual learning tools, key points, discussion questions and interactive links to external resources, including references, where appropriate.

This includes the quarterly Co-Kinetic print journal sent to you wherever you are in the world, completely free of postage.

To learn more about this component of the subscription click here>.

3 Social Media and Lead Collection – ready-made social media, pre-loaded into our inbuilt social media scheduling tool, making it super-easy to share on your social networks.

Now let’s explore the social media aspect in more detail.

Ready-Made Social Media

What Is the Lead Collection element?

If you have read any of my marketing articles about the role of social media for small businesses, one of the things I say most frequently is that you should never spend time, energy or money posting social media if you don’t have a strategy or some sort of quantifiable outcome. I don’t know any small business owners who can afford to spend time doing something that doesn’t give a return on the time being invested, and they’re kidding themselves if they think they can!

One way of making sure that your social media delivers a quantifiable return on its investment is to use it to collect email addresses which will help you to build that all important marketing asset – your email list.

This is how it works: at least some of your social media should be telling people about high value resources such as downloadable advice leaflets, exercise handouts, cheat sheets, or injury prevention/management resources. These are often referred to as ‘lead magnets’ because they attract email leads.

These are the same resources included under the Patient Information Resources section, but in this case are used as an incentive to encourage people to share their email address with you in order to download them.

When someone sees one of these social media posts that they’re interested in, they click the link in the post which takes them to an email sign-up page. There they can sign up to receive the lead magnet that was referred to in the social media post.

Once they’ve filled out the form, they can be redirected to their resources.

People with good technical skills can set this up for themselves. However, it often takes longer than expected to design and write the page and then get it collecting leads and delivering the resources smoothly once someone signs up. Even if you do have the technical skills, many of the best platforms for

We create a brand new campaign every 4–6 weeks and you have access to all previously created campaigns as soon as your subscription is active.

A campaign is usually a clinical ‘topic’ that is relevant to as many people as possible that would be likely to utilise the services of physical and manual therapists. They tend to be widely encountered musculoskeletal conditions, sports injuries or health and wellbeing topics. Examples of campaigns we’ve created to date include many sports-related injuries (running, cycling, football/soccer, rugby, golf, swimming, etc.), workplace health, physical activity for health, chronic pain, holistic wellbeing, headaches, women’s health... You can explore the full range using the link at the end of this article.

Each campaign comes with around 20–30 social media posts pre-loaded into the Co-Kinetic social media scheduling system so you can quickly and easily post them to your social networks without needing ANY technical skills (more about that shortly).

Each social media post also comes with suggested text that Social Media Post With you can copy/edit/rewrite to suit your needs, style and preference. Link To Sign-Up Page 24

Email Sign-Up Page

Lead Magnet Delivery

creating these email sign-up pages will charge a subscription fee which could set you back an additional £25–£40 a month.

One of the hardest parts is finding the right wording for the sign-up page to create the best chance of encouraging someone to give you their details in order to receive the resources. Finding the balance between making the resources sound desirable but not overselling them can be tricky which is why we commission copywriters who are best skilled at this, to write the text for the pages that we provide for you under this subscription.

The Email Sign-Up Pages and Lead Magnet Delivery Pages

This whole process is fully-automated and everything is taken care of – all you have to do is schedule the social media posts to be posted to your social networks and that’s it, our system does the rest.

Now Let’s See How Simple It Is To Schedule that Social Media

It takes literally four steps!

That’s how easy it is mother can do it!

! Literally, my-81-year old

So when someone sees one of our your Co-Kinetic social media posts, that post will often include a mention of one of these helpful resources along with a link to the accompanying email sign-up page. When they click that link, they will arrive on a page like the ones below (don’t worry we take care of everything for you).

So not only do you now have interesting, regularly updated, informative social network pages but you’re also offering your page followers value-added downloadable information too which means everyone benefits . And remember, if you focus on always delivering value through your follow-up nurture emails, you’ll keep the people on your email list warm and engaged.

When they fill out the form (and this is my favourite page in each campaign), they will be redirected automatically to a page where your viewer can download the resources in question, all of which are branded in your own branding (cool huh ).

Here are some of our lead magnet delivery pages.

One Last Thing

If you’re relying on organic (unpaid) posts to add lots of people to your email list, it’s not going to happen. This post explains why.

In order to really ramp up your email lead collection, you can very effectively use social media ads to do this, and I offer a Facebook Ads Bolt On where I provide everything you need from video tutorials to ad copy and images showing you how to set up an ad and target it at exactly the right group of people.

You can find more info about that here>.

Now, if you want to take a bit more of a ‘behind the scenes’ tour to see what it looks like in practice, watch this video.

Help Getting Started

l Getting started with your patient resources – click here>. l Getting started with your social media campaigns – click here>. l Adding your branding and company details to your patient resources – click here>.

The Editable Email Autoresponder

When you get a new sign-up, we will also automatically trigger an automated email to be sent to your new email prospect. We write this email for you, but the whole thing is completely editable, so you can change it to suit your style and add details if you’d like to.

And then we collect those new sign-up details for you within the Leads tab in the Co-Kinetic system ready for you to do whatever you’d like to with them next.

We also integrate directly with Mailchimp so we can send it there for you too.

Links to Your Content and Helpful Resources l To view the campaigns that you have available to you today (remember new campaigns are being added every 4-6 weeks)? Click here > l Here’s a shortcut to the rest of the content included under the Social Media, Lead Collection and Clinical Education subscription – you can find that here >

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The Full Site Subscription This is an all-singing, all-dancing marketing, business growth and professional education subscription

A

s far as I’m aware, there’s nothing like this subscription anywhere else in the world (and if there is, please let me know about it ).

In a nutshell it’s a complete marketing and sales system for physical and manual therapists.

It includes: 1 All the marketing content you need to raise awareness of your business both online and offline, to build an email list, to nurture this email list into a warm, engaged audience and finally to convert that audience into paying clients.

2 All the technology you need to put this content into action without requiring ANY technical know-how or computer skills.

3 The technology and the content work together as part of a bigger picture strategy which helps you stay on track and focus specifically on the activities that will result in the outcomes your business needs, instead of wasting time on ineffective marketing activities.

4 And it achieves all this by using a completely ‘unsalesy’ marketing technique, which is based on consistently adding value to your audience, allowing you to maintain your professional integrity and feel good about your customer journey.

How Is This Subscription Different From the Social Media Subscription?

You get everything that’s included in the Social Media subscription, but this Full Site subscription also includes additional content and tools to specifically help you convert your prospects into paying customers.

Let’s Recap What’s Included From the Other Subscriptions 1

2

26

The Patient Information Resources – these can be used in all sorts of ways to add value throughout your customer journey as well as to raise awareness of your business in a completely unsalesy way, both online but also offline. Learn more about this component of the subscription here>.

The Clinical Education content – peer-reviewed resources giving you a highly engaging way of staying clinically up-todate and maximally effective in your day-to-day treatment of patients. Each piece of content focuses specifically on practical

implementation and includes lots of visual learning tools, key points, discussion questions and interactive links to external resources, including references, where appropriate. This includes the quarterly Co-Kinetic print journal sent to you wherever you are in the world, completely free of postage and packaging. To learn more about this component of the subscription click here>.

Now Let’s Take a More Detailed Look at the Social Media and Lead Collection Content

l A massive range (and growing) of ready-to-use lead magnets on a whole range of different musculoskeletal conditions, sports injuries, health and wellbeing topics, all branded with your company details. l Hosted email sign-up and lead magnet delivery pages. l Pre-written customer newsletters. l An average of 30–40 unique social media posts per month including images, text, videos, animations and infographics. l An inbuilt social media scheduling tool to allow you (or someone you designate) to automate the scheduling of up to three months of social media in one go.

And Lastly the Full Site Only Content

Additional Pre-Written Content (Full Site only)

l Pre-written blog posts and images. l Hosted blog posts (if you don’t have your own blog). l Pre-written nurture emails and images. l One-click nurture email Mailchimp templates. l Off-the-shelf PowerPoint presentations ready for delivering education sessions (online or offline) – 40 topics and growing. l Pre-created Facebook email lead-generation campaigns – all copy, images and tutorials videos showing you how to build a targeted audience, unique to you, for each campaign.

Additional Technology (Full Site only)

l The branding upgrade allowing you to brand all the patient leaflets is included at no extra cost. l The Voucher Sales and Management System and Voucher Social Media. l Pre-designed and pre-written education event sign-up and delivery pages with the ability to offer an upsell during your

presentation, which is purchasable right from your webinar page. l Unlimited access to our full range of customisable web signup pages allowing you to take sign-ups to events (free or paid), sell access to digital content, sell a product or subscription/membership, or sell or manage access to courses or classes. To be honest there’s not much you can’t do with these pages (we’ll cover this in more detail later in this handbook). l Regional Exclusivity – only one Full Site licence is available per 40,000 population in any geographical area, so once you’re in, your competitors can’t join you!

Here’s How It Works and What It Looks Like in Practice

Every 4–6 weeks we publish a new ‘campaign’. Each campaign focuses on a specific topic relating to either a musculoskeletal condition, a set of sports injuries or a health/wellbeing topic.

Topics We’ve Covered To Date:

Sports Injuries: Tennis; Rugby; Football/Soccer; Golf; Running; Cycling; Mountain Biking; Snow Sports; Concussion; Swimming; Strength Training.

MSK/Health/Wellbeing: Back Pain; Hamstring Strains; Benefits of Massage; Women’s Health; Headaches; Physical Activity Promotion; Workplace Health; Chronic Pain; Hip Replacement; Posture; Covid-19; Holistic Wellness; Pregnancy (plus two seasonal Christmas campaigns Festive Follies and Happy Holidays...Or Is It?).

Want to Take a Closer Look?

Check out the videos below...

Behind the Scenes Tour of Full Site Subscription Part 1 – Overview of Social Media and Lead Generation

Behind the Scenes Tour of the Full Site Subscription Part 2 – Nurturing Relationships

Behind the Scenes Tour of the Full Site Subscription Part 3 – Converting Prospects to Paying Clients

More Help

Content Shortcuts

l Getting started with your Full Site subscription – click here > l How to get the best use from the patient information leaflets – click here > l Setting up your branding for your web pages and patient leaflets – click here > l Ways to make money out of your Co-Kinetic subscription (everything is included in your Full Site subscription except the Voucher System) – click here >

l You can access all your Full Site content – at this link >

27

What is the Branding Upgrade?

We explain what it is, and what it can do for you

V

ery simply, the branding upgrade allows you to add your own business details to the bottom of all our patient-facing handouts, advice sheets, exercise leaflets, posters and infographics.

It is a ‘bolt-on’ subscription to the four main content subscriptions (Patient Information Resources, Clinical Education, Social Media or Full Site).

You can add 5 pieces of information: 1 2 3 4 5

your logo business name contact number email address (clickable) website address (clickable).

What Can You Do With Your Branded ea ets 1 2

3 4 5

6

Print them out and distribute them locally (see page 22).

Include them as links in your emails – as soon as someone clicks that link they will be taken to your branded version of the leaflet.

Share them on your social networks or other online pages (as above).

Link to them from your website.

If you have either the Social Media or Full Site subscriptions, the leaflets people access when they request to download lead magnets will also be branded.

Print them out and frame them for your treatment rooms/clinic areas.

Remember, all these leaflets have been peer-reviewed, and professionally edited and designed, and once your branding is added, it looks like something you could have created, which helps convey a very professional impression.

They become a very effective, although much more valuebased, version of a business card where the focus is always on adding value through the information on the leaflet. The more widely you can distribute them, the more widely your contact details will circulate, and in a completely ‘unsalesy’ way.

The branded leaflets can be easily shared between colleagues and friends and they make it very easy for people to find your contact details.

How Do You Get the Branding Upgrade?

You will be offered a chance to add the branding upgrade at a 50% discount when you take out any new subscription (assuming you don’t already have it). Or you can add the upgrade to an existing subscription by using this link here.

28

Setting Up Your Branding Upgrade

There are a few simple, small things that you can do to make sure your logo (and contact details) look great.

For example

l Making sure your logo is the optimum size and shape for the area on the leaflet – this is 740 pixels wide by approximately 300 pixels tall, in other words twice as wide as it is tall. The goal is to make your logo fit as closely to that as possible. This video shows you a way of doing that, even if you have a square logo, using very simple tools like PowerPoint to make it happen.

Click here for the help post/video>. l Sometimes logos are trimmed too tightly and don’t have enough border meaning they appear too close to the edge of the leaflet. Alternatively, they may have too much border which means they appear smaller than they need to, or that border pushes them into an odd position. This video can help>. l Here’s a video showing you how to use a really great tool to help you discover the colour breakdowns of your logos so you can do some cool things with the background colour of your banner and the text colour of your contact details.

This video shows you how>. l There are some other videos Sleep Stra at this link to help you fine tune tegies F or Back Pa other aspects of your branding so in Suffere you convey the most professional H impression.

6

The great thing is once you’ve got your branding set up, the changes will apply everywhere your leaflets appear and if you need to change anything in the future, you only have to change it in one place.

If at any point you need help, remember to just jump on the chat tool and we’ll be very happy to help with any fine-tuning.

Time off work, money worries, relationship concerns

Negative thinking, fear of the future depression , and mood swings

Weight gain and loss

ow many nigh ts have you spent tossing and turning with often brou back pain, trying every ght on position poss awkward sleep by strain from bad po comfortable ible to get ing positions, and getting lifestyle habit up the next stress and feeling more s like poor morning exhausted nutrition, alcoh consumption than when to bed? you went o and weight gain, to nam a few.

Worse still, e you spend the next day irritable and Here are 6 strategies weary, only feeling along with accompanying to repeat the over again cycle all the next nigh exercises, that you can to help you t? Well, it’s that one in something use banish those three of us sleepless nigh experience for good, and point in our at some ts allow you to life. refreshed and wake up feelin And as if deali ready for actio g ng with back n. the day isn’t pain during hard enou gh, this pain 1 ADO tends to incre PT THE RIG often ase in inten HT sity through night, mea SLEEPIN the ning the resul G POSITION ting lack of only impacts sleep not on your abilit Refer to our y to function following day, leaflet Sleep the but can also ing Positions Pain” with lead to depr cause anxie accompanying for Bac ty and ession. videos, and position that’ The chronic pick a s most comf back pain ortable for cycle is relen it takes more Many peop you. tless, le find that of a toll on back is the lying on their our than most most comforta of us appreciat emotional state ble position back pain. e, and sleep plays a pivot Place for lessness al role in that and keep your a pillow under your knee downward What’s inter spira s spine neut l. esting howe ral. The pillow important back pain ver, is that — it works isn’t caused is most to keep that by serious your lower conditions curve in medical back. like cancer or arthritis.

How does Instead, it’s this position sleep on your help? Whe n you back, your weight is even distributed and spread ly Being across the area of your widest less active body. Ther e is less strain pressure poin on your ts and you can achieve alignment better of your spine .

Loss of If you don’ fitness,muscl t find that comfortable try sleeping weakness, e then on your side joint and betw stiffness use a pillow een your knee s to adjust position and your body improve the alignment spine. If you of your roll onto your THE back once fallen aslee you’ve p on your side, and this pain, tuck CYCLE OF causes a pillow behi nd your back prevent you to from rolling Create a CHRONIC backwards. ‘no go’ list Try and avoid sleeping on of things side all the the same can’t do BACK PAI time as this N can imbalance lead to musc s and incre le ased pain, sure to sleep try and make on both sides equally.

How does this position your side alone help? Sleep ing on won’t make It’s using the you feel bette Sleep pillow betw problems, een your knee r. the trick. The tiredness s that’s pillow will keep your and fatigu and spine e hips, pelvis, in better align Stress, fear ment. anxiety, If you have anger and a herniated frustration position is disc then the likely to be fetal the most com position to fortable sleep in. Tuck your knees your chest toward and gently curl your torso your knees toward and remembe r to switch from time sides to time to prevent any The Movin imbalance g Bo s.

020 8819

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The Co-Kinetic Subscriptions Subscription Name

Patient Clinical Social Media & Information Education Lead Collection

Full Site Subscription

Patient d ice eaflets, Posters and xercise Sheets linical ducation rticles, ideos, o inetic Print ournal quarterly Social Media and mail ead ollection orms Pre written log posts, Nurture mails, PowerPoint Presentations, Membership Management, Regional xclusi ity Monthly Subscription Cost £14.99

£19.99

£49

£199

SUBSCRIPTIONS Feature Breakdown

Patient Information

Clinical Education

Social Media & Lead Collection

Full Site

1. Patient information resources 2. Share patient resources to social media 3. Clinical education content 4. Co-Kinetic quarterly print journal 5. Social media – images, animations, videos & text 6. Social media scheduling tool 7. Email lead collection forms 8. Pre-written, peer-reviewed lead magnets 9. Lead magnet delivery pages 10. Inbuilt email autoresponders 11. Ready-to-deliver PowerPoint presentations

x4

x4

x4

12. Editable webinar sign-up & delivery pages

x1

x1

x4

Unlimited

13. Group memberships & management

x1

x1

x2

Unlimited

14. Customisable web sign-up pages

x1

x1

x1

Unlimited

15. Stripe payment processing integration 16. One-click Mailchimp nurture email templates 17. Pre-written topic-specific nurture emails 18. Pre-written blog posts 19. Facebook lead generation ads

£10 per month

20. Branding upgrade (per month)

£5–10 per month

21. Voucher sales & management system*

£12 per month

22. Geographical exclusivity *£12 with an exisiting subscription or £24 as a stand alone subscription (no other subscription required)

29

Breakdown of the Content We Produce and

E

ach piece of content that we create is part of a bigger picture: it has been designed specifically to help you create a customer journey, with the end result being to generate new business.

The funnel you see on this page is based on our rugby injury campaign. A campaign centres around a theme that’s either topical or occurs frequently in members of the general public. We publish a new campaign, on a different topic, every 4–6 weeks.

These campaigns range from health and wellbeing topics, commonly experienced musculoskeletal issues or conditions, or they could be sport and exercise-related.

The Full Site subscription is the only one to include every piece of content in a campaign and is specifically geared to help you generate new business. However, even if you don’t have that subscription, there’s still plenty you can do with each of the other subscriptions.

The goal of this article is to give you some ideas of ways in which you can use these individual pieces of content to deliver a better customer experience, as well as increase awareness of your business. The icons next to each piece of content shows what’s included in which subscriptions.

Patient Information ea ets ead Magnets

ANY HERE YOUR COMP YOUR COMPANY HERE

What is it These are the jewels in the crown of 17 ACTWAYIVES TOATBEWORMORK E every campaign because they can be used in so many different ways and at so many different points in the customer journey, which is exactly why they are included in all our subscriptions.

They are exactly as the name suggests: leaflets that provide your patients with information about their condition/concern or area of interest in the form of advice leaflets, exercise handouts, infographics and cheat sheets.

Each campaign that we produce includes at least 6 but sometimes up to 20 patient information leaflets on various aspects of the topic in question. They are written by health professionals and go through the same peer-review process as the clinical professional development articles that we publish in the Co-Kinetic journal, which means you can trust and be confident that the content is accurate and reflects on you well.

What does it do for me Patient information leaflets form the cornerstone of your marketing activities and can be used at multiple stages of the marketing funnel. They help you to grow your email list because they are excellent lead magnets, ie. the incentive for people to share their email address with you. They are also very powerful as customer nurture resources. They give you a whole host of ways to promote yourself both online and offline, while at the same time adding value to your readers.

Remember, every piece of patient-facing content we produce can include your logo, brand colours and contact details, effectively turning them into turbo-charged business cards, that also happen to add value to its reader.

Besides helping you to promote your business in a completely unsalesy way, they also help you to build relationships and establish trust with anyone in your customer journey, ranging from a brand new prospect or social media follower, all the way through to existing, as well as past, customers.

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YOUR COMMUT

E The time you spend travelling from work to and is happening anyway, so get some why not benefit sitting through out of it, instead of just it. If you live work, try brisk fairly walking, jogging, close to instead of or cycling driving or using public If the distance transport. is too long or try parking some distance daunting from work, away or getting off the bus or subway 5 USING THE a early and then few stops BATHROO walk or jog remaining the DIFFEREN M ON A distance. Always T FLOOR choose the If you use stairs or walk the stairs each up the escalator, time you need and listening to visit the to some motivating restroom and music can you alternate add that extra floors doing little bit of encouragem clock up some so you will soon ent. extra mileage office. Added in the to 2 WORK OUT of water (instead that drinking plenty DURING of caffeinated LUNCH drinks) will If you can’t keep you exercise before feeling after work, or hydrated in then lunchtime those your best is stuffy air-conditionoften bet for fitting in a real session. offices, reducing ed This may involve your risk joining a gym of developing close to work headaches taking a brisk or from caffeine, walk or run and the extra from the office and trips to the bathrooms back. It’ll take any harm won’t do you a little planning ahead, like either! packing a gym can easily be done. Just bag, but it don’t skip altogether, 6 TAKE SHORT lunch as your body does refuelled.

REGULAR need to be ‘ACTIVE’

3 CHANGE YOUR CHAIR STABILITY FOR A BALL

Sitting on a stability ball helps you to practice better posture and encourages good spinal alignment.

It also your abdominal helps strengthen muscles as contract to maintain balance.they

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TAKE THE

STAIRS

We all know we should take the stairs instead of the lift, but how often do we actually it? The trick do is making it a habit, so you stop thinking about it as you have to a choice make every time.

Start by aiming to take the stairs once a day, until it’s automatic.then work up Or climb a few flights of stairs in your short breaks.

Start small and work up to an extra floor each week.

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8 WALK WHILE YOU’RE THE PHONE ON

Unless you need to be BREAKS typing whilst talking, DURING try THE DAY of taking phone to make a habit calls standing or pacing On really busy in your office. days, you The distance is can still work out obviously in short breaks dependant on your phone’s getting up, by ‘mobility’. stretching advantage Take your legs, and walking of moving, around. every little adds up and bit making movement It’s all about the change in posture reduce the a natural part can of your day. chances of One study developing and back pain. people who showed that neck Physical activity take walking have to be during work doesn’t breaks formal exercise feel more to have its enthusiastic, benefits. less tense, and generally more relaxed and able to cope than 9 SKIP INSTANT when they don’t take MESSAGIN walk breaks.

G AND EMAILING Don’t wait till you If you have reach your a question breaking point, or query from a college a computer set prompt or within the instead of your phone reminder on building popping off to have breaks using the internal an IM, email 60 minutes. every 30 to or Get up and phone extensions, up and walk walk around building, your get to his/her the office and floor, your discussion have the office, up face to face. and down a flight Those short will add to walks your total some exercises of stairs, do exercise time standing at get you off and your desk. your chair The exercise to relieve poor posture. itself will add to daily cumulative your total but is also crucial in preventing 10 PICK UP THE PACE musculoskel Be it personal etal pain developing. or work -related errands, turn these activities into little exercise bouts.

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Taking a break and position, doing changing your some exercises and stretches will relieve you from sustained postures that lead to neck and back pain.

‘RUN’ Go out and get the coffee, or smoothie tea instead else pick yours of letting someone up for you.

Even better you could make a plan try different vendors further to the road rather down than the closest to the office.

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ow do I use it Give them to existing customers, print them out for your waiting areas, post them to past customers, share them as links in your nurture emails, on your social networks, in local discussion forums, or on your website and finally, print them out and distribute them locally. You could even pay to promote a social media post, featuring a link to these leaflets, as a way to get your name out and about. You’ll find more ideas on page 22.

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Customer ewsletter

What is it Each campaign includes one ‘newsletter’ which offers an overview of the topic in question. It’s a summary of all the patient resources wrapped up into one leaflet.

What does it do for me All the same things that we’ve mentioned for the patient information resources above; however, because it’s one complete overview, it also acts as a focal point to help you to promote other leaflets in the same campaign. It’s also a great way to keep past customers engaged, even if you just send out 3 or 4 newsletters a year. ow do I use it This is the perfect choice for printing out and distributing in your waiting area, for posting to past clients as a way of staying in touch, for sharing with your social media followers and on your website.

If you have the Social Media or Full Site subscriptions, we ANY HERE YOUR COMP YOUR COMPANY HERE

Reducing the Risk of Mountain Bike Injuries

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hether you live for the hills, hit terrain parks, and sudden or prefer gentler changes in more scenic speed do result in falls slopes, mountain biking is accessible often or collisions the head and to everyone. with objects trees (or rocks).

Mountain neck, and like The resulting biking has arm or shoulder due to falling range from injuries may seen a steady increase in onto them mild popularity or landing outstretched requiring some abrasions and cuts simply over the years. on an addition to arm. Whereas In first aid; to being widely primarily affect overuse injuries injuries like more accessible, popular across the lower fractures, dislocations,serious it’s also all age groups extremities, knees, hips, and even way to enjoy your Achilles tendon sprains concussion the countryside and is a great back. This with neck These injuries, on your joints injury. is less surprising and lower with less stress with the correct compared consider that when you managemen with higher sports like on a two hour t, will all heal running. impact and hip can cycle with if many will bend approximate your knee Our increasingly require a period time, even times. passive lifestyles ly 10,000 immobilisatio of that health n. Immobilisatio rest and concerns like mean can lead to nee pain, n however obesity, heart disease, and specifically stiffness diabetes are in surrounding pain is the patellofemo and muscle rise. Physical constantly most common ral joints wasting or on the exercise overuse injury cycling. It weakness lack of use. is a great medicine like mountain biking is usually due due to in Depending to improper set up with on the severity the injury, combat inactivity, that not only helps bike saddle height full recovery of to or cleat position back to optimal function may health benefits but also offers mental require physical too. to mobilise therapy The vigorous stiff joints and strengthen surrounding biking stimulate demands of mountain supportive your body muscles. This also help prevent natural endorphins, to release will future injury which there by ensuring way of feeling are the body’s is no residual good and weakness. getting more Although energy. Exercise joint also boosts and dislocations injuries like fractures important serotonin, neurotransm may not seem an if not treated itter in the which helps as serious, brain appropriatel to prevent y they to complication depression anxiety. and s in the future. can lead dislocation Shoulder The focus without rehabilitation and in chronic ride a challenging attention needed can result instability to and repeated dislocation. a form of moving single-track can become risk of Nerve and meditation; capsule damage can require helping to surgery to relax and weather ultimately stabilise the Similarly, an by acting as life’s stressors joint. acromioclavi a distraction cular can lead to from negative thoughts that chronic stiffness joint injury may ultimately in the shoulder and depression. contribute to anxiety a frozen Gaining new severely debilitatingshoulder which is improving skills and your mountain in pain and function. Any biking also helps loss of injury to build confidence abilities lead to degeneratio involving a joint esteem. and selfcould n and developmen of arthritis Mountain long term, t biking is a if not properly rehabilitated dynamic activity that requires . So, if you you to constantly want to enjoy lifetime of to varying adjust mountain a terrain, pitch, biking, treat with respect and elevation.

Staying steady any injury and make and secure sure you manage responsibly. bike not only on a mountain it keeps you from crashing, Other injuries strengthens neural but that are common mountain muscle memory, pathways and reinforces in biking nature of cycling, involve the repetitive Physical exercise balance and coordination ie. repeating . is proven to movement and mental the same improve sleep over and over health and again. These injuries are reduce stress anxiety, plus not due to and you have the a one-off event, often develop working out added benefit but over time, in beautiful of leading us refer to them surroundings Unfortunatel to as chronic . y, unpredictab or overuse Typically, traumatic le terrain injuries. (ie. one-off injuries affect event) the upper extremities like PRODUCED

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ow You Can se It

SUBSCRIPTION INDEX

PANY HERE YOUR COM YOUR COMPANY HERE

Patient esources

Clinical ducation

Social Media

Full Site

host a full and regularly updated web page that you can use on your website to act as a ready-made ‘newsletter’ area. This is also an ideal resource to offer to local newspapers, magazines or websites. The publisher gets good content and you get your name out and about. You could even use a branded leaflet as a sort of ‘advertorial’, or pay to promote a social media post containing a link to the newsletter, for example, to people living within a 5-mile radius of your business.

Social Media

What is it Each campaign includes around 25–40 social media posts consisting of images, infographics, animations and videos along with suggested text to post with the piece of media, and written by our copywriters. Each post is designed to promote a professional impression and to add value to your viewers by offering helpful or interesting information. Each post can also contain a link to the lead magnets in the same campaign, offering more detailed education and advice. These links connect to an email lead collection page which we build and host for you (see image below). If the page viewer wishes to download the offered resources, they enter their email address and are immediately redirected to the leaflets, all of which can use your own branding.

What does it do for me Promotes a good impression of your business, demonstrates your authority and helps to build on your reputation and credibility. It also keeps your social media pages fresh and regularly updated with new and interesting content. This keeps your existing customers engaged and ‘warm’ and also gives you a way to build your email list. ow do I use it You post the ready-made social media to your social networks with the primary purpose of making sure your social media pages generate and promote a good, credible, knowledgeable impression of you and your business. These posts and the associated resources that the posts promote, can also help you to build your email list, especially when supplemented by some paid advertising. Use our inbuilt social media scheduling tool to allow you to ‘bulk schedule’ a campaign without having any technical skills (see the next section).

Inbuilt Social Media Scheduling Tool

What is it Our mission with this system is to make it usable by everyone, even if you have absolutely NO technical skills (and we mean ZERO/NOTHING/NADA!). As we’ve already created the social media images, videos and text for the post for you, we figured the quickest and simplest thing would be to pre-load the content for you and simply build a way to send these posts directly to your social networks from within the Co-Kinetic system.

So that’s exactly what we did.

What does it do for me This brilliant tool allows you to schedule a social media campaign in very little time even if you are a complete technophobe. In fact, it means that you only really have to think about your social media campaigns four times a year. This is because you can schedule as many posts as you’d like to for up to 90 days (three months) ahead of time and just leave the Co-Kinetic system to get on with it. Not only that, but you can schedule multiple campaigns to run at the same time.

So for example, you could choose to schedule the general Email Newsletter Sign-up campaign to post something maybe once every couple of weeks, along with a new topic-based campaign each month. It’s completely flexible for you to decide what you want to post and when, and all it takes is four decisions for each campaign. As you would expect, it will send the posts to the social media networks that you’ve designated in accordance with the settings you’ve chosen. ow do I use it After you’ve reviewed the social media posts in a given campaign, and edited any text you want to, the only thing left to do is to schedule it to send to your social networks.

This requires just four actions: (1) decide which social networks you want that campaign to post to; (2) decide how frequently you want to send those posts out from a simple dropdown menu; (3) decide what date you want your campaign to start posting; and (4) what date you want the campaign to stop posting and then click Update and it’s DONE! It’s literally that simple, we take care of the rest. See the screenshot above to see just how easy it is.

mail ead Collection Pages

What is it An email lead collection page promoting some lead magnets (free downloads/leaflets) on a given topic. It has one purpose and that is to encourage the page viewer to share their email address with you in order to download the resources described. The web page has your own branded footer (bottom border) on it, making it look like it belongs uniquely to you and your business. It also includes an image of the offered resources, as this helps to increase the chance of your prospect filling out the form.

The text on the page has been specifically written to highlight the benefits the information leaflets can bring the reader (while being very careful to remain 31

the campaign in question, and get them to set up the ad. Everything else is taken care of for you, so no reason for them to charge you lots of unnecessary wonga.

ead Magnet eli ery Success Pages

What is it Now I confess, these are probably my favourite part of a campaign. This is the page that people are Social Media Post automatically redirected to once they have With ink To Signmail Sign- p Page ead Magnet eli ery completed the email form to sign up for the p Page resources. Why do I love it so much? Because these pages look amazing! Here authentic and not exaggerate or ‘over-sell’ which unfortunately is are some examples. Each little icon often the case with many other sites). We build and host this web represents a different resource. form for you and give you a link that’s unique to you so that you When they hover over an icon, can direct people to the sign-up page. Every campaign has its they see a description of the leaflet own email lead collection page offering downloadable resources and if they click on the icon, the for that specific topic area and all pages are fully General Data leaflet opens up in a new browser Protection Regulation (GDPR)-compliant. window. Not only that, each What does it do for me The one and only goal of these pages, is leaflet has your branding on it . to help you collect email leads to build your email list while at the same time offering genuinely valuable resources to your viewer, It’s super-super-cool, and the web which help to promote a professional image and build on your page with these various leaflet authority and credibility as well as creating trust. These aims sit download icons on it also features at the heart of attracting/nurturing new prospects and keeping your own branding, so it looks existing customers engaged, and all this content has been created like it’s completely unique to you for you, which saves you both time and money. and your business, giving the ow do I use it You distribute your unique link to this sign-up most awesome first impression to page in as many places as possible. For example, you could write your new email prospect. a short blog post about the campaign topic in question (or use our Also, these pages are pre-written blog posts if you have a Full Site subscription) and in responsive, meaning they work that blog post include a link to some further resources. This way on all kinds of devices from your blog can help to generate new email leads for you, even laptops and desktop computers, through to mobile while you sleep. One of my subscribers, Allsports Therapy, has phones and tablets.

What does it do for me Impresses the bejesus out of anyone put together one of the best examples of how you can really landing on that page while also delivering value-added resources effectively use links to these pages to create a Patient Resources area on your own website. . These pages let people access the resource that they have You can do other things too, such as run pay-per-click signed up for. Also, they let you track people who land on your advertising campaigns using lead collection page and/or your lead magnet delivery page and a social network such as you can also use both Google Analytics and the Facebook Pixel Facebook, or Google Ads, to build audiences and retarget these people in the future. This to promote these resources means that you can give people information that you know is of and direct people to these interest to them and are not wasting your and their – time. sign-up pages. It saves you ow do I use it Primarily it’s the way we give people access spending time creating lead to the leaflets they’ve signed up to receive through your email magnets and building email lead collection page. However, you can also use it for other sign-up pages (or paying purposes too. For example, if you decided to run a pay-per-click marketing people to do it advertising campaign to grow your email list, and you wanted for you), plus you don’t need to use a different sign-up page, or say a native Facebook Lead to pay out for extra landing ad (or equivalent), you could still use this page as the redirect page software. You could that people are sent to, when they sign up through the other still pay the ‘marketing methods you’ve implemented. people’ to set up the ads Using Facebook’s native lead generation ads is a great way for you, but the heavyto quickly build an email list of very targeted people. The good lifting of the lead magnet thing about it is that because Facebook automatically populates creation and building of the viewer’s details in the sign-up form, it’s very frictionless for the sign-up pages is all done viewer to submit their details. It takes more expertise to set up and already included in your but if you want to harness the power of Facebook’s lead ads, you subscription. All you need can still add our ‘success page’ URL into the Facebook ad set up, to do is give the marketing to get Facebook to automatically redirect people to this page, people, your Lead when they’ve submitted their form.

Collection URL for You can also use this link to bypass the email sign-up form, 32

An editable automated email

so for example you could send the ‘Success page URL’ out in an email to your existing email list because you already have their email address, so there’s no need to collect it again. So instead of sending a link to one or more specific leaflets, you could give them the whole set of leaflets within a campaign which again is impressive, creates a great impression, and reflects very well on your business.

Inbuilt utomated mails

What is it It’s a pre-written email which, if set to active, will be sent automatically as soon as someone new signs up to your campaign resources. You can designate which email address it appears to be sent from and you can edit the whole email before you activate it. We also give you ‘merge fields’ so you can merge in relevant data such as the first name of your recipient along with your email sign off.

Also, the footer of the email is branded and includes links to your own website and social media profiles. We also include a link back to the resource page (ie. the campaign success page) so that they can revisit this in future and download the resources when it’s convenient to them.

What does it do for me It gives you another opportunity to further warm up your new email contact, and it gives your recipient a way to access their resources again in the future. It also ensures they can easily find your contact details again, should they want to. ow do I use it The idea is to use this email as another ‘contact’ point with your new email prospect to warm up your new email lead and to deliver a great first impression. It gives your email recipient another opportunity to see your logo and brand, along with links they can use to explore your business further should they want to – most won’t, but it doesn’t hurt to make sure they’ve received contact from you in their email inbox. If you want to, you can use this email to give them details of other things they might be interested in. For example, if you were going to run a conversion event relating to the campaign in question, you could include details of what, where and how to sign up to this event.

Your mail eads

When someone signs up to one of your campaigns via your email sign-up page, their details are automatically captured under your Co-Kinetic account in the Leads tab for that campaign. The sign-up form is GDPR-

compliant and so is the Co-Kinetic system. The data we collect on your behalf is your data (and your data alone) and you can delete any contacts whenever you want to (as required by GDPR).

On the web sign-up page for each campaign, your registrant can also specify what information they want to opt in for and, by default, what they’ve opted out of, again as required by GDPR in the UK. However, it’s worth remembering that on the basis of ‘legitimate interest’, you are still permitted to email them information about the topic that they’ve signed up to receive the resources for and also, arguably, other similar health information. If, for example, you decided to run a conversion event on the topic of running injuries and someone had signed up to download your lead magnets on running injures, it would be GDPR-compliant to send them information about your running injury conversion event.

When the new GDPR regulations became law, a lot of people became very nervous about their email marketing and I wrote an article at this link which attempts to put this into perspective and dispel some myths.

The important thing to remember is that GDPR is first and foremost about protecting our rights about how our own data is used and about being in control of our data. So as long as you protect the data you hold, and are respectful about the way you use that information (in other words treat other people’s data as you would like your own to be treated), you’re very unlikely to ‘come a cropper’. This is one key benefit of using a purpose-built email marketing platform, because you can be confident that it too is GDPR-compliant and satisfies criteria such as allowing people to unsubscribe to your email list should they wish to.

We also provide you with an ‘Export to CSV’ button allowing you to move your email contacts into other platforms such as an email marketing platform. So on that topic, let’s quickly discuss our direct integration with one of the most widely used email marketing platforms, Mailchimp.

Integrations Mailchimp

We integrate (connect) directly with Mailchimp, which means that once you’ve connected Co-Kinetic with your Mailchimp account (following my simple video tutorial), any new email leads we collect 33

for you, through our forms, will automatically be sent to Mailchimp and they will be added to a tag with the name of the social media campaign that they signed up to.

This means you can sort and filter people by their interest areas in future emails, which is another BIG advantage of using a proper email marketing system. This allows you to be more targeted when you send out your emails, particularly when you want people to take action. For example, say you wanted to run a mini-bike fit conversion event, you could choose specifically to target people who have signed up to the lead magnets for the mountain biking injuries and road cycling injuries campaigns.

Other good things about Mailchimp are that it offers a free account for up to 2,000 unique contacts and it is widely used, so you can always find people to help you use it if needed. You could also use a tool called Zapier to move email leads from Mailchimp into just about any other email marketing platform out there such as Constant Contact, AWeber, MailerLite, Sendinblue and another 75 or so email marketing platforms. You can find more information here. Zapier also has a free plan allowing you to set up five ‘zaps’ for free. Zapier basically makes it very easy to connect platforms together, and if you need help you can use the freelance service Upwork to pay someone to set it up for you. Once it’s been set up, you can just leave it to run. You can find freelancers on Upwork to help with Zapier at this link.

optimisation (SEO): in other words, increasing the likelihood of you and your business being found through the search engines. Blog posts also help to build authority and establish credibility and they can help you build engagement with your readers. If you include links to further resources, such as the related lead magnets offered through your email lead collection pages, your blog can also help you to grow your email list. You can also use blog posts to link to products that can generate revenue (either directly with you or through some sort of affiliate fee), and blog posts may lead to other opportunities such as interviews in the press or other forms of media. ow do I use it If you have your own blog it’s easy, just copy and paste the text from the Blog Word file we provide you with, use any of the images we provide (or you can source your own) and add the post to your own blog. If you don’t have

oogle nalytics and Facebook Pi el

Want to set up custom events, track conversions or use Facebook retargeting to promote different things to your Facebook followers based on the campaigns they’ve visited or signed up to?

No problem, we have you covered. Add your Google Analytics code and/or your Facebook Pixel info into the Integrations section on the Co-Kinetic site and you can track the activities people are taking on any of the pages we host on your behalf. This means not only the lead generation campaigns but also the webinar pages, voucher pages and customisable web sign-up pages.

Stripe

When Covid struck, I added in the ability for you to take payments using the various web pages we provide for you. As you will read in the upcoming pages, you can use this to do a whole host of different things from running webinars, selling memberships or subscriptions, taking payments for a clinic membership programme, or even selling content or courses.

Stripe is one of the most widely used payment processing platforms on the internet, and it’s also international, meaning it works for ALL my subscribers, whether you’re based in the UK, North America or ‘down under’ in the Southern Hemisphere. All you need to do is follow my simple video tutorial at this link to set up your free Stripe account and connect it with Co-Kinetic. Stripe doesn’t charge any monthly subscription fee; instead they take a small percentage of each payment processed on your behalf, and all payments taken by you are transferred (after this payment processing cost has been deducted) directly into your own bank account in just a few days.

Pre-Written Blog Posts

What is it For every campaign we publish, we also provide you with a pre-written blog post along with an assortment of accompanying images. If you don’t have your own blog area on your website, we also host a version of the blog post for you, the text of which is completely editable to fit your style.

What does it do for me Blog posts have several benefits, probably the most important one being to help you with search engine 34

An editable hosted blog post

your own blog, you could have a single page on your site (which ideally you can add to, or ask your web people to do it for you each month) and when there’s a new blog post available, you could add the introduction along with a link to the hosted version that we take care of for you (see image on the right).

Pre-Written urture mails

What is it Pre-written text which can be used as a nurture (non-selling) email which you can send to your current email list. Again we produce a new email for each campaign and provide you with both the text file as well as images. We always add a link directly to the lead magnets included in the related campaign (using the Success page link and bypassing the email sign-up form), so this is a great way to build trust and offer value to your email list. The great thing is we’ve done all the thinking and writing for you – it’s literally just a case of copy, paste and job done.

What does it do If you’ve read any of my articles, or listened to my webinars, you’ll know that I consider the writing of regular nurture (non-selling) emails as one of, if not THE most important ongoing marketing activity out there. Why? Because they are one of the most influential tools when it comes to warming up your email leads, building trust, establishing authority and demonstrating credibility. They’re also a great way to stay in touch with past customers. Providing your email readers with supportive content on an ongoing basis means they stay engaged with you, so that when they do eventually reach their ‘clinical tipping point’ when they need your services, you are the first business to spring to mind. You can read more about the importance of nurture emails on pages 6 and 13. ow do I use it If you use Mailchimp as your email marketing platform, we provide you with a 1-click template. Just click the link we provide, and you will be prompted to log into your Mailchimp account. When you do, the email will appear in your own Mailchimp account ready for you to edit and send. It should take you no more than 5 minutes to do this. If you don’t use Mailchimp, don’t worry, just create a new email in the email marketing platform you use, copy and paste the text from the Word file we give you, add in any relevant images, and you’re good to go.

eady-to- eli er PowerPoint Presentations

What is it These are probably one of the most valuable components of the Full Site subscription and they are only available as part of this subscription. Their value lies in their potential for helping to convert prospects into paying customers.

In short, they are an off-the-shelf education session provided as a fully-designed, structured PowerPoint presentation, which can be edited to suit your needs. You can add slides, delete slides and/or edit the ones provided.

What does it do for me An education session requires an extra level of commitment and demonstrates a greater interest in a topic area than the simple downloading of lead magnets, which in turn means that your attendees are more engaged with the campaign in question. That extra level of engagement increases the likelihood that your attendees would be interested in a related upsell. Your job during the education event is basically to make the case for how they will benefit from your upsell offer, thereby increasing the chance they will take you up on it. For more information read the article on pages 43-44 which discusses the running of conversion events. ow do I use it The idea is to use it to deliver an education session either face-to-face or online, during which you can offer some kind of upsell or incentive to convert your attendees into paying customers. Education sessions are a great way to build trust, establish a rapport with your audience and deliver a compelling upsell offer as we’ve described earlier in this publication.

ducation Session Web Sign- p and eli ery Pages

What is it These web pages have been written specifically to accompany the PowerPoint presentations mentioned above and are designed to encourage viewers to sign up to attend your education events. The text on the sign-up page has been written for you and outlines the benefits to the viewer of attending the session. However, should you decide to adapt the session, or run it differently from planned, you can also edit all the text on this sign-up page.

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What does it do for me Allows you to share a link to a web signup page and also deliver your event if it’s pre-recorded. ow do I use it The sign-up page is there to take sign-ups to your event, but there is also a delivery page which you can use to deliver a recorded video of your presentation. If you wish to run the event live (either face-to-face or online), you can edit this page to give details about what happens next. You can read more about how this works on pages 43-44.

Customisable Web Pages

OR

What is it This a wide range of ‘themed’ web sign-up pages which you can use to accomplish all sorts of tasks. You can edit all the text and images on the page and you can specify different calls to action such as ‘sign up’, download, call now, buy now, subscribe now, etc. The themes are based around health, wellbeing, sports and anatomy but as you can change the images on the pages at any time, you can adapt them to suit your specific needs.

What does it do for me Check out the article on page 38, 20 Things You Probably Didn’t Know You Could Do With Your CoKinetic Subscription to learn more about what these pages can do. ow do I use it These pages can be used to get people to take various actions such as signing up to events, calling specified telephone numbers, purchasing products, downloading files, or signing up to memberships, or subscriptions. They are incredibly versatile pages. Full Site subscribers have unlimited access to the full range of pages; however, these pages are also purchasable by anyone (no subscription required), for a one-off cost plus a small ongoing monthly fee for hosting and platform updates.

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ow oes The eographical Mapping of The Full Site icences Work

The Full Site subscription is our premium marketing offering, designed specifically to help you build your business. For this reason, it’s important that this subscription gives you an advantage over potential competitors. In order to help you make the most of this competitive advantage, and retain exclusivity (particularly to the content we produce which helps to drive sales and business growth), we map each Full Site subscription manually.

We do this using a franchise mapping tool to reserve you a protected population size around your primary clinic of between 40,000–50,000 people per licence. It is less about defining physical geographical boundaries and more about ensuring that you have a reasonable-sized local audience to promote your content to without competitors.

If anyone applies for a Full Site subscription in a territory that is already mapped, they will not be able to purchase a licence. If at any point a subscription in a territory lapses, anyone who has applied for a licence in that area previously will receive an email notification with a link to purchase that lapsed licence on a firstcome, first-served basis.

For more details about the geographical licencing click this link > And lastly … here’s a fun infographic we produced to show just how much work goes into the creation of one of these campaigns.

Enjoy £ Purchasable seperately, ie. without an existing subscription

You Probably Didn’t Know Your Co-Kinetic Subscriptions THINGS Could Do for You PANY HERE YOUR COM

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he Co-Kinetic system is so versatile it’s sometimes difficult for me to explain, and for you to really appreciate, just how much you can do with it. The goal of this article is to give you examples of WHAT you can do to get those entrepreneurial juices flowing and then link you to the help posts telling you HOW TO do each activity.

I added a lot of this extra functionality to the Co-Kinetic platform when Covid struck in 2020, but admittedly I’ve been so busy building the technology that I haven’t taken enough time to explain clearly what it can do for you. I hope to set that straight with this article.

As you know, we blend technology with pre-created content (in this case easy-to-edit web pages) to help you achieve a range of different things without needing any technology or IT skills.

All you have to do is fill out some simple fields in a form which ask your customers to take certain actions, and this text will be automatically inserted into the pre-designed web pages we’ve created for you.

The end result is professional-looking web pages that will work on all sorts of different devices, anywhere in the world. My goal with Co-Kinetic, wherever possible, is to remove technology as a barrier to preventing you from running a successful business.

Also, just so you know, I added this new functionality to ALL the subscriptions because it didn’t feel fair not to, given the pressure that everyone was under in 2020. In other words, it doesn’t matter which subscription you have, you can do any of the activities described in this article.

The All-Important Calls-to-Action

You can use our pre-built web pages to get your customers to do any of the following ‘calls-to-action’: Submit Contact Details (Submit Form) – name, email address and telephone number (optional).

Book Now/Download Now/Visit a Web Page – on completion of the form the viewer is redirected to the specified URL (web address) – that could be a downloadable file, a link to your online booking system or any other web page you want to take people to.

Call Now – interactive button which when clicked will call the number you’ve specified (this is great on mobile devices).

Single Purchase – allows you to take a one-off purchase for any amount, in the currency of the country you do business in (in other words, it’s international).

Recurring Payments (Subscriptions) – this is the best bit ... this option allows you to charge a recurring fee on an ongoing basis (until stopped by you or your customer) or for a fixed period, for example a set number of weeks or months.

So, what kinds of things can you do with these pages? As it turns out ... A LOT! I’m going to run through some ideas based on the main ‘Calls-to-Action’ described above.

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‘Submit a Form’ Call-to-Action

This allows people to sign up to anything (for free).

The general idea is to get to them to sign up to something, which ideally leads to some kind of upsell to a paid appointment after the free event. This is something I call a conversion event, which you can read more about on pages 43–44. Equally, you might use the strategies I’ve outlined below as a way of simply building your email list, which you can then nurture until you’re ready to ask those email readers to take an action in the future.

Here are some ideas of how you could use the sign-up function on these customisable web pages: 1 A Free Offer (and Future Upsell) Say, for example, you wanted to run an offer for a 20-minute free introductory massage and you want to promote that offer on your social networks or through a local Facebook page, discussion forum or in the local media. You could use one of the Co-Kinetic editable sign-up pages and include a link to that sign-up page in your advert(s). When people sign up, you have the option to do the following: a. You could just collect their details, including their phone number, and then either let our system direct them automatically to our inbuilt thank you page, or you (or a member of your team) could follow up with a call to book them in for their free appointment. Speaking to you or your team is the most effective conversion tactic for this sort of campaign, as each of you gets a genuine human interaction.

This also gives your prospect the opportunity to ask any questions they might have about their appointment or getting to your clinic. b. You could redirect them to a sharable link to a document such as a coupon/voucher or instructions that you’ve created telling them how to redeem their offer. c. If your booking system allows you to create a ‘free appointment’ product, you could redirect them straight to your booking system allowing them to book their slot immediately (it would be even better if you use quiet times in your week for these free appointments). If they don’t book, you can follow up with a phone call later that day or the following day, but don’t let them go cold by leaving it for more than 24 hours after they’ve signed up, to call them. d. Alternatively, the form submit button could be an interactive Call Now button, encouraging them to call you there and then to get booked in (the form still collects their details anyway). However, although this may seem like a great idea, it might also be a bit too forward for some people so test, test, test. You could create two versions of the same ad, one going to a page with a Call Now button and one going to one of the other calls-to-action above and see which gets the best results.

This ‘taster appointment’ model is a service that is commonly offered by marketing companies which will offer to create a web sign-up form for you (which now you know you can do for

free through Co-Kinetic) and then run ads to get sign-ups to your offer, usually via one of the social networks because they offer such powerful audience targeting based on geographical locality.

Then, depending on the service the marketing company offers, or the price you’re prepared to pay for it, they will either leave it to you to make the follow-up calls to book your registrants in, or they will make the calls for you. While the former might be more work intensive for you, you’re likely to get better conversion rates (ie. the number of people who actually turn up for their appointment) because it gives you an opportunity to learn what they’re looking for in terms of their health.

Remember, because this is a free appointment, you will get a high no-show rate. However, as a rough benchmark, you can probably expect around 40–50% of those who sign up for a free appointment to actually attend their booking.

The goal once you’ve got those people through the door for their free appointment, is to give them an incentive to upgrade to a paid, but ideally discounted, appointment such as one or more half-price sessions.

This is an extremely effective strategy for generating revenue if you need ‘bums on seats’ quickly, but I would avoid relying on it as a regular strategy because the frequent discounting can make your business look desperate. Instead, why not use it for quiet times of year, or when you launch a new piece of equipment or introduce a new therapist, or even after a period of business challenge like a long Covid lockdown. Just make sure to be authentic, genuine and transparent about why you’re making the offer.

2 Sign-Up to an Event This could be anything from a free online education session, a clinic tour, an open clinic day, a face-to-face education session, an introduction to a new piece of equipment or a new therapist joining your team, a free gait-analysis, bike fit or muscle balance assessment – literally anything you want to offer people the opportunity to sign up to for free. They submit the form and we collect those details for you which you can view within Co-Kinetic or download in a CSV file to use in another system.

3 Offer a Free Content Download Offering people a free download in return for their email address is a great way to build your email list.

Although our Social Media and Full Site subscriptions give you specific topics to use with your social media that link to an email sign-up page for that campaign, you may have something else that you want to offer. Your download could be anything from business templates that you might want to offer your peers, through to patient resources that you may want to offer your patients. You could do this in two ways using our system. a. Collect their details and use the ‘Download Now’ call-toaction option to redirect them after the form submission, to a link on an external site (like Dropbox, Google Apps, Box. com etc.) where they can download your document. b. If you’re not able to provide a link where they can download something, you could use one of our blank Event templates included in all our subscriptions which allow you to offer a downloadable document (which you’ve previously uploaded) on the post-sign-up page.

4 Give Them Access to Private/Premium Content via a Web Link

In a similar vein, you can use the ‘Visit URL’ call-to-action once the form has been submitted, to redirect them to any external website URL. It could be an area on a website, a video, a document, a podcast – as long as it takes them directly to the promised resource and doesn’t make them fill out any other forms or jump through any more hoops. The resource should be something that offers value, and/or helps to solve a problem for your viewer.

5 Run a Prize Draw or Competition Use one of our customisable web sign-up pages to create sign-up page for a prize draw, and the then circulate a link to that page as far and wide as possible.

This prize draw could include free treatments offered just by you/your clinic, or you could team up with other local business partners who could include prizes too (as well as promote the competition to a wider group of people). You could use this as a way of simply building your email list with local people, raising brand awareness, and/or you could offer an ‘upsell’ opportunity on the post-sign-up page to offer them an incentive to book an appointment with you.

6 Offer a Downloadable Discount Coupon This again is a great way to build your email list, you create a document like a Word file or a PDF with, for example, a 10% off coupon for any treatments booked before a specified date (make sure there is an end date). When they sign-up, you can either redirect them to that coupon document by using the Visit URL call-to-action, and/or you give them instructions on how to redeem their discount using the automated email triggered after a form completion. If you have a booking system which allows for coupon codes you could include a code on this coupon, so they can make their booking online, or you can just ask them to bring the coupon in with them. Just remember, this is a generic coupon which people could potentially share with other people and bypass your sign-up page. Either way, make sure to stipulate the terms and conditions so the expiry date is clear. If they don’t book in with you within a given time, you could always follow them up with a phone call or an email prompt before the expiry date passes. You can also use our Voucher system to do something similar but with unique redemptions codes.

7 Offer a Free (or Low Cost) Telephone/Video Consultation Again, use one of our customisable web sign-up pages to offer a free phone or video consultation.

You could use any of the methods outlined in suggestion 1 to

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How Do the Co-Kinetic Marketing Subscriptions Compare with Other Marketing Services?

That’s a tough one because there’s nothing comparable to what we provide, but let’s try to compare as close to like-for-like as we can.

The Social Media, Lead Collection and Clinical Education Subscription Social Media

Last year we published just over 360 social media posts, the equivalent of 30 social media posts a month.

I’ve found a range of services offering generic social media images for between £1 to £2.50 per image but these did not include videos/animations/infographics, etc.

At £2.50 per post, the social media content we provide alone would be worth £75 a month; however, that’s not all: 1 We also give you suggested text for the posts, (not included in the services above).

2 The range of content we offer is much wider, ie. infographics, videos and animations.

3 Many of our posts promote downloadable resources, which adds greater credibility, interest and value to your social media content (not included in other services).

4 Our social media is designed to help you build your email list (one of the most important marketing activities).

5 All our social media is written with education in mind and is fully peer-reviewed, which makes it a unique, highquality offering.

6 All our posts are pre-loaded into an inbuilt social media scheduling tool meaning that (a) you don’t need to subscribe to an additional social media scheduling tool; and (b) you don’t need to spend your own time (or pay someone else) to schedule your social media posts. Say it takes 2–3 minutes to schedule each social media post in an external tool, that saves you 60–90 minutes a month – plus it’s super-boring work!

Estimated value of Co-Kinetic Social Media (minimum) = £150 per month

Full Site Subscription

Again this is tricky and we’re going to look at simply the content (not taking into account the technology provided which allows you to do all the additional things I describe on pages 38-42).

A professional freelance copywriter/blogger would charge around £150 for a 700-word blog post AND would be most likely be a medical writer rather than a topic specialist such as a physical therapist (which all our writers are), so again we’re downplaying the value of the Co-Kinetic content.

But on that basis, each word costs approximately 20p, so let’s take that as our benchmark.

ead Magnet Patient ea et Production

Each social media campaign is accompanied by pre-written lead magnets, consisting of advice leaflets, exercise handouts, customer newsletters and cheat sheets (all brandable). Each lead magnet is written by a clinician and is peerreviewed before being professionally designed.

I couldn’t find an equivalent service where you can buy patient leaflets quite like ours, but if you were to write them yourself each one would probably take you at least an hour to write (quite probably more). This means in your time alone that’s worth between £50 and £100 a leaflet. Last year we produced 60 new patient leaflets (an average of 5 new leaflets a month) making the lead magnets themselves worth between £200 and £500 per month, and that’s before they’ve been professionally designed and peer-reviewed. If you were to pay someone to write and professionally produce a single lead magnet for you, it would cost around £250 to £400.

Estimated value of Co-Kinetic content (minimum) = £250 a month

Email Lead Collection Pages

Again, there isn’t a service that provides pre-built email lead collection and lead magnet delivery pages quite like we do, so this is difficult to compare. A low priced subscription to a landing page platform would cost around £25 a month.

Total content and technology value = at least £425 per month OUR SOCIAL MEDIA SUBSCRIPTION CURRENTLY COSTS JUST

49

£

PER MONTH That’s just 1/10th of the value you get in return PLUS you now also get access to all our professional education content and quarterly print journal posted anywhere in the world on top!

THIS MAKES JUST THE EXTRA CONTENT INCLUDED IN THE FULL SITE SUBSCRIPTION ALONE WORTH: l Blog Post (700 words) = £150 l Nurture Email (700 words) = £150 l Ready-to-Present PowerPoint Presentation including images (50+ slides) = £250 l 1 Click Mailchimp Nurture Email Template = £20 SUB TOTAL = £570 Total VALUE of the Full Site Subscription = £995 per month (£570+£425)

BUT IT CURRENTLY COSTS JUST OF THAT VALUE AT JUST

1/5 £199 PER MONTH

And if that wasn’t good enough, now let’s take a look at 20 additional ways you can generate revenue using our subscriptions, that you probably weren’t even aware of … that is until now.

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get them booked in for that offer, or redirect them to an online booking diary if you have one. The goal of this initiative is to establish how you can help, and offer an upsell incentive to book one or more paid sessions with you.

8 Take Sign-Ups for Your Email Newsletter If you have the Social Media or Full Site subscription then we have a dedicated social media campaign specifically aimed at growing your email newsletter list. However, if you don’t have one of those subscriptions, you could still use one of our sign-up forms as your email newsletter sign-up page. Even better, you could use the Event pages to offer either a purchasable upsell after they’ve signed up, for something really compelling like a 50% discount on your first visit, or you could offer a downloadable discount coupon or free taster session offer if they bring the coupon with them on their first visit.

One-Off Purchase Call-to-Action

If you want to ask your customer to buy something from you, then we have a ‘Single Purchase’ callto-action. When they make a purchase, they will receive an automated email receipt along with instructions (written by you) that tell them what happens next.

In order to take payments through the Co-Kinetic pages, you would first set up your own Stripe Payment Processing Account, which is easily done by watching my short video tutorial and filling

You Probably Didn’t Know Your Co-Kinetic Subscriptions THINGS Could Do For You YOUR COMPANY

HERE

1 Offer a free taster appointment 2 Take sign-ups for any kind of event 3 Deliver a free content download 4 Give access to a private/premium web page 5 Run a prize draw/competition 6 Offer a downloadable discount coupon 7 Offer a free telephone/video consultation 8 Take sign-ups for your email newsletter

Direct Revenue Generation 9 Sell a special offer, eg. Buy-one-get-one-free 10 Sell a product 11 Sell digital content/download 12 Take payments for an appointment or appointment package 13 Sell an event/course/class 14 Take payments for an upsell offer 15 Offer a clinic membership 16 Sell a customer loyalty programme 17 Take payment instalments for anything 18 Deliver subscription-based classes/content 19 Create a membership group 20 Sell and manage vouchers (bolt-on subscription) 40

out a very simple application form with Stripe. You can find the help post and video here.

Stripe is an international, best-in-class payment processing platform. Unlike many platforms, Stripe doesn’t charge an ongoing subscription fee but it simply takes a small percentage of each transaction that is processed. Because you use your own Stripe account to process the payments, the money comes straight into your own bank account within a couple of days.

Now let’s look at a few ways in which you can use this Purchase function with our customisable web sign-up pages.

9 A Special Offer (paid for upfront) You might want to offer a treatment at half price, or alternatively a two-for-the-price-of-one or a ‘buy one, get one free’ (BOGOF), or it could be a package of treatments like buy 5 treatments for the price of 4 – or any other offer variation which involves taking a single upfront payment. You describe the offer on the sign-up page, set the purchase price, choose the call-to-action of Single Payment and then give a link to that page to people who may want to purchase your offer.

The post-purchase follow-up email and receipt can contain all the information you need to give them explaining how to redeem the offer. If you want your purchaser to download a coupon then create the document and include a link in the email taking them to where it can be downloaded. You could also use our Voucher system to offer something similar and this will result in a unique downloadable voucher certificate for each purchase. You can also use the inbuilt voucher management system to manage redemptions. You can learn more about the voucher system on pages 46-47.

10 Take Payments for a One-Off Item This could be anything ranging from: a. a product – eg. a piece of equipment, class, course, DVD; b. a downloadable (or privately hosted) piece content, eg. a book, a video, a tutorial; c. a service – a single appointment, or package of appointments booked at the same time; and d. an event – eg. a paid-for education session either online or offline, live or recorded.

13 The point is that you can use this for taking any type of single, one-off payment, even if the services may be delivered later.

14 Take Payments for An Upsell Offer If you’re running an event of any kind, and you want to offer the ability for people to purchase an upsell, which is usually some kind of incentivised purchase relating to the event you are running, you can use our Customisable web pages to offer this purchasable upsell.

For example, say you chose to run an education event on Running Injury Prevention, you could offer a special discount on a dedicated running injury prevention assessment, or a gait analysis or you could offer a more extensive Fitness for Running or Running Injury Prevention programme.

If your event is a recorded video, we give you an opportunity to offer this upsell on the event delivery page where your video is playing, which is a great place to do it because they’re at their most ‘keen’ at this point. The idea is to give the participant a really compelling reason to sign up there and then.

However, you might still want to offer an upsell after the event, which is perhaps slightly less incentivised but still attractive, so that you can still generate sales a few days after the event has taken place. In which case you could create your second-tier upsell, using one of our sign-up/purchase pages.

Alternatively, you may be running a different kind of event such as a live event, where you don’t have people watching an ‘event’ delivery page per se. In this case you should still offer some kind of purchasable upsell by sharing a link to one of these purchase pages with your attendees in your post-event email follow-up sequence.

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Recurring Payment Call-to-Action

In addition to being able to take one-off payments for things, you also have the option of setting up recurring (subscription/membership) payments and it is one of the most powerful features of these sign-up/purchase pages.

You’d be surprised at how many things you can use a recurring payment model to achieve.

15 Offer a Clinic Membership This could be, for example, a commitment to a guaranteed schedule of treatments in return for a discounted price – say a commitment to a weekly treatment in return for a 20% discount (as an example). It’s up to you to find something that works for both you and your clients, so talk to your customers and test different offers to see what’s most popular.

16 A Customer Loyalty/Benefits Programme This could be a smaller commitment/programme to the clinic membership I’ve outlined above, where in return for a smaller ongoing subscription payment (like £10 to £20 a month), you offer benefits to members that are worth more than the cost of the programme. You could give discounts on treatments, offer more booking flexibility and throw in other ways you can add value or save your loyalty member money.

If your clinic is situated in a parking controlled zone and you can buy an ‘any vehicle’ parking permit through the business, why not let your loyalty programme members use it?

If you have parking spots available, you could reserve one for your loyalty programme members.

The trick is to find things that add as much value as possible to the customer, but cost you little or ideally nothing to provide. Maybe one of your therapists is a great barista? If so, why not buy a decent coffee machine for the clinic and train up your team to make awesome coffees for your members, or get a smoothie maker and some frozen smoothie mix and offer them as a takeaway when they leave their appointment. Or you could do a deal with a local nearby sandwich shop, or cycle store or gym, to offer member discounts. Maybe you run education events regularly? Why not let loyalty programme members invite a friend each time, or offer your members a gift coupon for a free treatment for every 6 months of their membership, which they can then gift to someone else (which in turn helps bring in prospective new clients through your door). There are all sorts of things you can offer to build value into a loyalty programme and, in return, you create a reliable recurring subscription stream that at the same time builds loyalty and strengthens the relationship you have with those customers.

As usual I’m getting carried away with ideas, but the key point is that you can use the Co-Kinetic web sign-up pages to let people join this loyalty programme subscription .

17 Take Payment Instalments Want to deliver an 8-week education course that costs £150 but you want people to be able to pay in 3 instalments of £50, or maybe you want them to pay £25 a week for 6 weeks?

No problem, you can create a page through Co-Kinetic to let them do exactly that.

18 Deliver Subscription-Based Exercise Classes Want to offer an exercise class membership for £20 a week which will allow your members to attend as many classes as they want? No problem, you can use our pages to set it up for a fixed period of time or an ongoing period of time until you or your client cancels.

19 Create a Membership Group Why not create a membership group? It could be a Patient Support group, a Peer-to-Peer Mentoring or Networking group, it could even be a local walking group if you wanted!

You just decide what you want to charge, at what frequency and for what period of time (either fixed or ongoing) and share the link so that people can sign up.

20 Sell and Manage Vouchers (bolt-on subscription) Selling vouchers is a great way of generating immediate revenue which can help to boost your cashflow. Check out our article on pages 46-47 to learn more.

Managing Your Subscriptions/ Members/Voucher Redemptions

We’ve built a super-simple Membership Management area directly into Co-Kinetic enabling you to manage sign-ups to recurring purchases, manage an ongoing membership group and redeem voucher sales.

To learn more visit our help section at the following link, to explore the specific area you’re interested in.

Which Pages on Co-Kinetic Can Do These Jobs?

There are two types of pages that can help you implement the activities I’ve described above: 1 Event pages 2 Customisable web sign-up pages Each page type has a different layout and slightly different functions. The image on the next page explains this better.

Which Subscription Includes Access to What?

Patient Information Resources, Clinical Education and Social Media Subscriptions include: l 2 × blank Event template pages l 1 × Customisable web sign-up page (with additional pages purchasable) Full Site Subscription includes: l Unlimited blank template Event pages l Unlimited Customisable web sign-up page l Voucher SaAles and Management System ANY HERE YOUR COMP

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Event vs Customisable Sign-Up Pages E PANY HER YOUR COM YOUR COMPANY HERE

EVENT SIGN-UP PAGE

CUSTOMISABLE WEB SIGN-UP PAGE

Pros

Pros

l Allows you to offer an upsell purchase opportunity on the post-sign-up page l Gives you more description area on the sign-up page l Allows you to add a speaker/presenter description and photo l Offers a more structured area for text on the page l The ability to offer a ‘bonus’ download on the post-sign-up page which be a single or recurring payment

Cons

l More rigid sign-up page layout l Only has 3 calls-to-action: Sign-up (free); Purchase (one-off cost); Subscribe (multiinstalments) l Specifically designed for signing up to an educational event (online or offline) l Requires you to add your own page banner

BOTH PAGES l Allow people to sign up for free l Take a one-off payment at sign-up l Take a recurring subscription/ membership payments at sign-up l Deliver a video or postpurchase message on the post-sign-up page l Include an editable post-sign-up autoresponder email

WHAT’S INCLUDED IN WHICH SUBSCRIPTION?

l 2 × blank Event templates Included in all subscriptions l Unlimited blank Event templates available with Full Site Subscription

In Summary

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This article is a treasure trove of 20 marketing and sales activities that you can implement using your existing Co-Kinetic subscription, 11 of which are direct revenue generation activities and the other 9 of which are designed specifically to lead to a sale through an upsell. However, the best bit is that they won’t cost you a bean to implement because you already have access to the technology.

Even I’m a little surprised at how much can be done using these pages, and no doubt I could come up with more ideas, but 42

l More visual sign-up page l Offers more post-sign-up calls-to-action: Book Now; Download Now; Redirect to another website; Call Now; as well as Purchase and Subscribe l Description area is more flexible l Better page layout if you want to show an image of a product l Comes in themes with pre-loaded images so you can pick the theme most relevant to your event

Cons

l Doesn’t offer the upsell ability on the postsign-up page l Doesn’t provide the option to offer a free download on the post-sign-up page itself BUT post-sign-up you can redirect to an external link (ie. a downloadable file)

WHAT’S INCLUDED IN WHICH SUBSCRIPTION?

l 1 × Template included in all subscriptions with additional templates available for purchase l Unlimited Templates available with Full Site Subscription

I’ve run out of space! As always some activities are more involved than others, but there are several quick wins here that you could implement almost immediately.

The point is that although you may not have bought your Co-Kinetic subscription in order to achieve these activities, the functionality is there for you to use and each of these ideas can be implemented with virtually no technical skills. I hope you’ve found this article inspiring and, as always, I’d love to hear your feedback if and when you put any of these suggestions into action.

What Events Can You Run Using Co-Kinetic’s Presentation/Event Pages?

I

n short, pretty much any kind of presentation either online or face-to-face, live or pre-recorded.

Events could include: l educational presentations; l deliver a clinic tour; l introductions to a new team member (you could even take bookings before they join); l demonstrations of a new (or existing) piece of equipment; l showing off new facilities; l presentations of existing treatments/services, eg. bike fit, gait analysis; and l offers of trials/samples/try-before-you-buy appointments eg. 30-minute free massage, mini bike fit, mini-musculoskeletal assessment, running injury assessment, etc.

With the exception of the ideas in the last bullet (which in the most part would benefit from being delivered face-to-face), all the other options could be delivered either online (recorded or live) or face-to-face.

Whatever the event, the outcome should be to follow up your presentation or event with some sort of purchasable opportunity, or upsell. It could be a discounted treatment package, an introductory offer, a more detailed assessment, or something that will complement your presentation or event. The more compelling the offer, and the warmer your audience is when you make the offer (hence the importance of email nurture), the greater the uptake and the more sales you’re likely to make.

These are what I refer to as ‘conversion’ events in that they offer a specific motivation and reason to convert from being a passive prospect into an active, paying customer. If you want to drive your business forward, and stop relying on word-of-mouth or ‘incidental’ new bookings as your main source of new clients (both of which are notoriously difficult to influence or rely on), then you need to be running these kind of conversion events relatively regularly, particularly if you have ambitions to grow your business.

The other benefit of running these kinds of events is that you can control the timing of (a) when you run the event as a whole, and (b) the slots that you offer attendees, particularly where you are offering free sample or low-priced appointments. This means you can use these events to fill periods that are commonly quiet, like the summer holidays, as well as times of the day when you are generally less busy.

What Do We Provide Through Co-Kinetic To Help You Do This?

1 2 3

4

Ready-to-deliver educational presentations (PowerPoint) which can be used to deliver either an online or a face-to-face event.

Event sign-up pages for your presentation/event – it can be any kind of event.

Event/Presentation Delivery page (for delivering an online recorded presentation) with the ability to offer an upsell offer for purchase during your video presentation.

Customisable landing pages which you can use to make a post-event offer, if your event is live, either online or in person.

That offer could be a single one-off purchase (single treatment

or product, or a package of treatments), or it could be a subscription to a clinic membership package or another recurring revenue option as discussed in previous articles.

Advantages to Using the Co-Kinetic System Versus A.N. Other Platform

l The sign-up pages are already created for you. All you have to do is fill out some fields and edit any text you want to on the landing page tab and you’ll have a professional-looking web page – it’s quick and anyone can do it, regardless of your technical skill level. l It saves you the cost of subscribing to another software system for building web sign-up and landing pages. l If you’re using an accompanying Co-Kinetic Education presentation then all the sign-up/promotional text about the educational event has been pre-written for you. This means that you don’t need to spend time thinking about what to write or making it sound good. l You can very easily take any kind of payment you want, ie. one-off, recurring and at any price you decide and the money comes straight into your own bank account. l There’s no additional cost for any of these features if you have any of our Co-Kinetic subscriptions .

Which Subscriptions Include This Feature?

l All subscriptions include four predefined PowerPoint presentations (Massage; Running Injuries; Posture and Benefits of Physical Activity) plus two blank event templates for you to use as you wish. l Full Site subscribers have access to a growing range of pre-written premium PowerPoint presentations along with all Customisable Web Pages and unlimited blank event templates.

More Help and Related Resources l Use our Decision Tree Blueprint to guide you through each step of running an event – see next page l The Overwhelming Case for Running ‘try-before-you-buy’ Conversion Events – click to read > l A Blueprint for Running a Successful Open Clinic Event – click to read > l Tips for Promoting Your Online and Face-to-Face Events – click to read > l For the practical “How To” articles, scroll down the page for the “How to run free and paid-for presentations using Co-Kinetic” section at this link >

43

ACTION: Run a Presentation/Event (conversion event) Using a pre-written Co-Kinetic Education Event?

Yes

Full Site

WRITE PRESENTATION OR VIDEO SCRIPT

Full Site or other Co-Kinetic subscription?

DOWNLOAD PRESENTATION Click here

No

Other

DOWNLOAD PRESENTATION Click here

DECIDE l Free or charged? l What is the upsell?

Live or recorded?

Live DECIDE l Live online or live in-person? l Date/time? l Venue (in-person) or host site (online)?

Yes

REHEARSE, RECORD, UPLOAD

Using Co-Kinetic Education Event?

SET UP EVENT SIGN-UP PAGE l Use the relevant Education Event page l Upload recorded presentation l Detail the on-the-day upsell

No

SET UP EVENT SIGN-UP PAGE l Use Blank Event Template l Upload recorded presentation l Detail the on-the-day upsell

SET UP 2ND CHANCE UPSELL PURCHASE PAGE l Use Customisable Web Page

WHAT KIND OF EVENTS COULD YOU RUN? l Education event, eg. PowerPoint presentation l Deliver a clinic tour l Introduce a new team member l Demonstrate a new (or existing) piece of equipment l Show off new facilities l Present existing treatments/services, eg. bike fit, gait analysis

PREPARE EVENT FOLLOW-UP MATERIAL l Write follow-up emails l Include upsell reminders/details/link

PROMOTE EVENT l Email list l Local groups online/offline l Advertise online/offline ANALYSE/ADAPT l ROI l How to improve l Test l Repeat

44

Recorded

CO-ORDINATE & DELIVER EVENT l Write event follow-up emails l Include upsell reminders/details/link

The Co-Kinetic Managed Service Plans I

figured that if I made the technology SO simple, you wouldn’t need us to do anything for you, but it turns out that lots of you would still prefer us to do it for you. So, I’ve come up with some ways that we can do just that, as well as add extra value doing things that you might not otherwise feel confident enough to set up. I’ve created three plans to help you put your marketing into action.

To recap, there are three key stages to the marketing strategy that I advocate and which I have outlined in this journal. I believe it is the most cost- and time-effective marketing (and sales) strategy available: 1 Build awareness of your business and in that same process also build an email list.

2 Nurture that email list into a warm, trusting and engaged audience (and very importantly keep that audience warm).

3 And finally, offer that warm audience regular opportunities to purchase something from you.

So that’s exactly what we aim to implement for you with the following plans.

50

Plan 1: The Co-Kinetic £ ‘Get Started’ Service Plan

(single payment)

l We will link up your social networks to Co-Kinetic. l We’ll set up your branding upgrade for you (if you purchased it) or if you haven’t, we’ll sign you up at the discounted rate (50%) of £5 a month (if desired), and then set it up for you. l We’ll create and connect a Mailchimp account to Co-Kinetic (if desired). l We’ll add your Facebook Pixel and Google Analytics (if you have a Facebook Ads and Google Analytics account but we can’t create those for you). l We’ll set up one month’s worth of social media over a live video call with you and answer any questions you have.

Outcome: To get you set up and publishing our content to your social networks within a couple of days of starting your subscription.

Click Here for More Info and/or To Purchase >

Plan 2a: Social The Co-Kinetic Social Media Managed Service Plan

40 /month

£

This subscription requires an existing and active Social Media or Full Site subscription: l 1 campaign a month is posted for you to both Facebook and Twitter (one full month of posts). l Instagram – 3 posts a week.

Outcome: To keep your social networks regularly updated with fresh, educational and value-added content, helping to reinforce your credibility and raise awareness of how you can help people.

65

Plan 2b: Social and Email £ /month The Co-Kinetic Social Media and Email Nurture Managed Service Plan

Everything included in plan 2a with the addition of sending out a monthly nurture email (to accompany your social media campaign) through your chosen email marketing platform.

Click Here for More Info and/or To Purchase >

145 /month

Plan 3: Co-Kinetic Full Site £ Managed Service Plan

This subscription requires an existing and active Full Site subscription: a. 1 campaign a month posted for you to both Facebook and Twitter (one full month of posts). b. Instagram – 3 posts a week. c. Send out one nurture email per month (sent from any email marketing platform). d. Plus (choose one of the following each month): – Post the accompanying campaign blog post on your blog (direct access to blog will be required); OR – Set up a Facebook email lead generation campaign ad on your behalf (ad costs not included); OR – Set up a voucher campaign, event or customisable web page campaign similar to those discussed in this journal (click this link for more information).

Outcome: A much more complete plan which ticks all three components of the marketing strategy from awareness/list building, to email nurture and with the option to select conversion event activities from menu (d). You can find more details about what could be included under that (d) menu option at this link > Click Here for More Info and/or To Purchase >

How Does It Work?

Step 1: Our marketing manager will make initial contact with you in order to ensure we have access to all the necessary accounts.

Step 2: We will contact you 2–3 weeks before the upcoming month to discuss which campaign and activities you want us to implement for you.

Step 3: Leave the rest to us!

Got any questions? No problem at all because we love to chat so jump on the chat icon and fire away .

Click Here for More Info and/or To Purchase >

45

Selling Vouchers and Coupons in Physical Therapy T

here are a lot of benefits to selling gift vouchers, perhaps most significantly for those of us exiting lockdowns, they generate instant cash flow, which is exactly why we built a system to allow you to sell and manage vouchers within Co-Kinetic.

I wrote a much more detailed open access article at this link so I won’t repeat myself here but if you are interested in selling vouchers via any system (or you already are selling them), there are lots of practical The Power of OPEN ACCESS implementation tips Giving Gift Vouchers ARTICLE: The Power of and ideas in that article, Giving Gift Vouchers so it would be well https://bit.ly/375FXu1 worth setting aside 10–15 minutes to read it.

ENTREPRENEUR THERAPIST

W

e learn early on that it is better to give than to receive. We are taught to give and that it feels good to help someone in need. But is there a deeper current to giving? There is a growing body of evidence that shows we are evolving to become more compassionate and collaborative in our quest to survive and thrive.

Today, scientific research provides compelling data to support the notion that giving is a powerful pathway to finding purpose, getting through difficult times, and finding fulfilment and meaning in life.

Which is why offering people the opportunity to have positive experiences, such as increased relaxation, reduced anxiety and even pain relief, through the services you provide, is a powerful offer. Not only is it a very thoughtful gift, it can also be uniquely tailored to suit your clientele and the services you provide.

Most of you will know that since Covid-19 struck, I’ve been working hard throughout the year to find ways to help you generate income in these difficult circumstances.

One of the best ways of generating cash is to sell gift vouchers, which is why I built this into the Co-Kinetic system and launched it just a few weeks ago. As always my system combines technology (gift sales and management) with pre-created content, such as voucher sign-up pages, ready-made social media and great looking health-focused gift certificates, to help you take orders and promote your campaigns.

The goal of this article is to give you some ideas of the sorts of things you can do with a voucher system – not just the Co-Kinetic one, but any voucher system. The difference with the Co-Kinetic system is that it’s built with health professionals in mind.

Co-Kinetic.com

Last year, Covid-19 and the associated lockdowns and movement restrictions left many businesses reeling from massive interruptions of cashflow. Selling gift vouchers for your business is a brilliant way to improve cashflow and grow your business in any circumstances, particularly now when the trend for gifting experiences rather than goods is on the increase. Tor has been working hard creating a system to make selling gift vouchers easy for you to do. This article explains the many benefits and shows you how simple it can be.

Read this article online https://bit.ly/375FXu1

By Tor Davies, Co-Kinetic Founder

The social media is sensitive to our healthcare climate and the pre-written sales pages (which can be fully edited) have been written specifically to focus on adding value and highlighting benefits, while not being over-salesy.

The goal of this article is to give you ideas of ways in which you can harness the power of selling gift vouchers and certificates. On the face of it, selling vouchers is simple and straightforward, but there are some less widely known ways you can also harness the power of vouchers to help your business.

Reasons Why Selling Gift Vouchers is Great for Your Business

Gift vouchers: help grow sales – to start with the most obvious; boost cashflow – generates revenue in advance of delivering the service; are a great way to re-engage past customers; allow your business to participate in a whole range of special events and holidays; increase customer engagement – gift givers become

1 2

3 4

6 7 8 9 .

10

ambassadors of your brand (and will be more likely to spend more with you) and the gift recipients benefit from the gift itself and an opportunity for you to build on this opportunity; can incentivise people to take actions that further benefit your business, like give reviews or engage in social media posts; help raise awareness of your business; can be sold easily using your website and your social networks; can be purchased instantly and conveniently, making them excellent last-minute gifts (vouchers can be posted or sent as an email within minutes); can be purchased from the comfort (and safety) of home;

5

47

Reasons Why Selling Gift Vouchers is Great for Your Business Gift vouchers:

1 2

help grow sales – to start with the most obvious;

3 4

are a great way to re-engage past customers;

5

increase customer engagement – gift givers become ambassadors of your brand (and will be more likely to spend more with you), the gift recipients benefit from the gift itself and it is a chance for you to start building a relationship with a new prospective client;

6

can incentivise people to take actions that further benefit your business, such as give reviews or engage in social media posts;

7 8

help raise awareness of your business;

9

can be purchased instantly and conveniently, making them excellent last-minute gifts (vouchers can be posted or sent as an email within minutes);

There’s Always a Reason To Sell Vouchers

The most obvious reasons to run a voucher campaign are holiday sales or sales that tie in with traditional annual events such as Christmas or Valentine’s Day for example, but you can also create voucher offers for occasions that are unique to you, your local community, your clinic, or even dates/events that are important to you personally. You’d be surprised at how many reasons you’ll be able to come up with when you start thinking about it. In addition to those, there are also lots of other ways you can use vouchers (or coupons) to benefit your business.

On the Co-Kinetic system you have the ability to set a price and a redemption value which means you can charge the person £25 for example but give them say £50 in redemption value, ie. a 50% discount. Or you could set a £0 price sign-up, but give them £25 value to redeem which means they just have to sign-up through your page to get the voucher. For Buy One, Get One Free, you’d use the same logic, set a charged price for one appointment but give them double the redemption value.

The good thing about this system is that it generates a physical voucher with a unique voucher code, which makes it feel more ‘spendable’ and not something they want to throw away.

boost cashflow – generate revenue in advance of delivering the service; allow your business to participate in a whole range of special events and holidays;

can be sold easily using your website and your social networks;

10 can be purchased from the comfort (and safety) of home; still generate revenue even if they’re not used 11 (approximately 20% are never redeemed); 12 help introduce new customers who may not have used your service previously;

can lead to larger purchases or upsell opportunities;

13 are simple to manage and distribute; 14 can be sold at any time (including during lockdown) to 15 help plug shortcomings in cashflow; and 16 appeal to all genders, both young and old.

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a voucher you are using form us that her to your give the vouc ment and ndance.

12 Great Voucher Opportunities 1 2 3

Welcome new email list joiners with a treatment offer.

Give loyal customers a bonus offer.

Use it to encourage past customers to come back: a ‘we miss you’ offer.

6 7 8

As a pick-me-up if someone is having a hard time.

As an upgrade incentive, you’ve done X, how about upgrading to Y for a discount/or voucher worth Z.

As a competition prize or as part of a prize draw.

To offer ‘try-before-you-buy’ taster or sample sessions either free or low cost sign-up.

4

As a celebration offer, for example a client’s birthday eg. £10 off your next appointment.

9

5

As a reward or thank you, for example if someone refers a friend, or consistently shares or engages with your social media posts or leaves you a review (but don’t offer it as an incentive to leave a review, because review platforms like Google will come down hard on you if they discover it – which they will).

10 You could use it to build your email list, sign up and get a

What Makes the Co-Kinetic System Different?

As you’ve come to expect from us, we’ve made it super-easy for you to use , even if you have absolutely NO technical skills. All you have to do is answer some questions in a voucher campaign area in Co-Kinetic and edit any text that we’ve already written for you (should you wish to).

Here are some examples of work that we have already done for you: l We’ve built the voucher sign-up page for you with great looking images. l We’ve written the copy on the voucher sign-up page for you (which you can edit if you wish to). l We’ve created a selection of voucher designs for each campaign, which you can choose from. l We’ve written the follow-up email that your purchasers will receive with a PDF copy of the voucher (but of course you can edit that to suit your needs also). l We’ve designed an eye-catching poster you can print and use to promote each voucher campaign. l Best of all … we’ve even created a handful of very coollooking social media posts (images and text) which you can post out to your social networks from within Co-Kinetic, promoting your voucher campaign .

Other Features of the Co-Kinetic System

l It’s international, ie. multi-currency. l You can take full as well as partial redemptions should someone just want to use part of their voucher.

free treatment coupon.

11 You could even use the system to sell tickets.

12 Or to announce a new therapist and start filling their diary before they join.

l The money goes straight into your own bank account, we don’t take a penny/dime or cent (which most other voucher platform providers will). l It works on all devices from desktops to mobiles l You can decide how long the voucher offer is available for, by setting a start and an end date to your campaign. l The voucher purchaser is sent a follow-up email with a PDF of their voucher. l The voucher itself is branded with your business details (if you have the branding upgrade). l It’s cheaper than most other voucher systems. l It’s been designed specifically for the physical and manual therapists (ie. the voucher sign-up pages, voucher certificates and associated social media is therapy-specific).

How Do I Get The Voucher Sales and Management System?

l It’s already included as part of all new (non-legacy) Full Site subscriptions. l If you have an existing Patient Information Leaflets, Clinical Education or Social Media subscription, it’s available at a 50% discount (£12 a month). Click here for more information. l If you don’t have an existing Co-Kinetic subscription you can purchase the system for £24 a month. Click here for more information.

As with all our subscriptions, it’s a rolling monthly subscription, you’re not tied into a contract and you cancel at any time should you want to by going online or by using the chat bot to ask us to do it for you.

47

Build It But Sadly They May Not Come Here Are Some Tips On Promoting Your Events and Making Sure People Show Up I

t doesn’t matter what kind of marketing activity you’re doing – whether it’s running an educational campaign on your social networks, promoting some kind of conversion event, or generating business through voucher sales – everything needs to be promoted.

You can’t rely on sticking posts on your social networks and expecting them to magically conjure up paying customers because, as we established on page 14, very few organic (ie. unpaid) social media posts will actually find their way in front of your followers. It doesn’t matter if you have 100 or 10,000 followers on a social network, only a small minority of them will ever see your posts and the percentage that does will vary based on the different social networks.

This is definitely not a case of ‘build it and they will come’.

If you want to build your business, you need to be proactive in promoting whatever it is you want people to see, and making sure there’s a defined outcome that benefits your business.

Key Points About Promoting Events

l Make sure that, wherever possible, everything you put out there in whatever marketing form has some kind of call-to-action.

It could be to sign up to something, to buy something, or to engage in something. Basically you need to make sure to ask them to take action that benefits your business. l If you’re running a conversion event, regardless of what type of event it is, try and ensure there is always a purchasable call-to48

action at one or more stages in the event customer journey – in other words give people something to buy, along with a special incentive to buy it, preferably there and then. l It’s advisable to add some time-pressure to your offer. The greater the time that lapses after your event, the less likely they will be to sign up. You could keep your best offer for during or immediately post-event, followed by a second slightly reduced offer for a short follow-up period post event (1–3 days). The greater the amount of time that lapses post-event, the less the chance of getting a successful upsell. l Make sure your sign-up page strongly emphasises the benefits to the viewer of attending the event, benefits are different to features. There’s a good article at this link which really helps to focus the mind. Explain how their lives will be better if they respond to your call-to-action. l If you’re going to make some kind of upsell offer as part of the process, make sure to tell them on the sign-up page, it’s an extra incentive for them to take action. l Always include the URL (web address) to the relevant sign-up page everywhere that you mention your event. I’ve listed some ideas on where you can do this below.

Ways to Promote Your Event 1

Send an email to your email list and explain clearly how it will benefit them – the warmer and more engaged your email list, the better the take-up you’ll get.

Post one or more social media posts on your social networks and pin one of those posts to the top of your page where possible (remember to unpin it once the offer is finished).

3 If you belong to any groups (both online and offline), spread the word about your event through these groups and make sure to specifically ask people to share the information with other people they know who might be interested. This might be obvious to us but, until you ask, people generally don’t think of doing it off their own backs.

4 Add a PS at the bottom of all your outgoing clinic emails (whatever the email purpose) highlighting any new events/ offerings/promotions – but again, make sure to remove this PS. once the event or offer is over.

5 Put up a poster in your clinic or leaflets on your clinic reception desk promoting your event.

6 You could always send a letter with details of your events, it’s a great way to keep past customers engaged in your business.

7 If you have a news section on your website make sure to include a at least a news snippet with a sign-up link ideally on the front page of your website.

8 You should definitely harness the power of pay-per-click advertising to promote your event – Facebook, Instagram, Google ads, etc (more details below).

9 See if you can get a piece of editorial into local newspapers, magazines or onto local radio. If you’re running an event off the back of one of our educational campaigns, you could offer the news outlet the customer newsletter that goes with that campaign in return for an extra paragraph at the end referencing your event (and don’t forget to give them the sign-up link).

10 Team up with local businesses to help promote your event through their channels and find a way that they can benefit in the process. If it’s a physical event, could they have a table at it to hand out free samples for example?

11 Invest in the design and production of some postcards that you could get distributed locally promoting your event. Postcards are incredibly cheap to have printed, and you can use a freelance site like Fiverr.com to commission someone to design something which is specific for your needs, at a very low cost.

2

More Tips to Help You Generate Sign-ups to Your Events Good Copywriting is Key

help you with any accompanying social media posts and followup emails to encourage people to take you up on the upsells post-event.

Use Paid Advertising to Widen Awareness

This is a big suggestion, mainly because you can target people so specifically by interest area and, equally importantly, very geographically accurately.

You have two routes you could go down: 1 Advertise some lead magnets on the topic of your proposed event to establish interest first, and then follow up with an offer to attend the event 2 Go straight for an event sign-up.

As always, there are pros and cons to each route. If you take route 2 it will cost you more to get a ‘conversion’ from your ad (ie. an event sign-up) than it would to do a sign-up to download lead magnets because it’s a bigger ‘event’ that requires more commitment. Signing up to some simple downloads requires a much lower commitment while at the same time helping you to establish interest relatively cheaply (and establishing interest first will give you a better conversion to event).

On the flipside, it becomes a two-step process (ie. lead magnet first, event sign-up second) as opposed to just the onestep process of event sign-up.

In other words, it’s a case of ‘swings and roundabouts’ and as always, the key is testing. Try both strategies, see what works best, and then do more of the one that works. That way you know you’re getting the best bang for your buck.

More Resources and Help l How to Power-Up Your Email List: A Start Up Guide to Facebook Advertising for Physical Therapists [Article] l INTRODUCTION: How to Run Lead Generating Facebook Ads to Help You Build Your Email List and Get More Clients [Video Training]

The secret to successfully promoting anything comes down to two key things: (a) a good offer (ie. something that people want); and (b) good copywriting, which makes the offer sound compelling while remaining authentic and not overexaggerating.

This is why I employ copywriting freelancers for most pieces of work I create for you through the Co-Kinetic subscriptions (it’s not a skill I’ve ever mastered). You can employ freelancers for all sizes of jobs through websites such as Upwork.com and peopleperhour.com.

Good copywriting will give you better sign-up rates to your event, whatever shape or form that takes, and that in turn will give you better conversion rates (ie. upsells) on your event, and therefore a better return on your investment.

You could also ask the copywriter to 49

F A Q 1999

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What is Co-Kinetic and what can it do for me?

ISSUE 83 JANUARY

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12

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Everything that’s been published before you sign up as well as anything new that’s published while your subscription is active.

Access does lapse, however, if your subscription is cancelled or expires.

l On average we publish five new patient leaflets every month (about 60–70 a year) – included in all subscriptions. l Social media posts – approximately 30 – 40 new posts a month (all media types). l One brand new full marketing campaign every 4– 6 weeks (eg. email lead collection pages, lead magnets, blog posts, nurture emails, PowerPoint presentations). l One printed Co-Kinetic journal published every 3 months 50

5

ES FOR

PHY

SICA

L AND

MAN

WAYS to support your local business FOR YOU

VOUCH

1

Like, comment or share their social media posts - it helps them get seen by other people, who may buy from them E

2 3 4 5

Tell your friends and family about them

SHAR THE

Write a review for them on their Facebook page or Google Business listing Sign up to their email newsletter Buy a gift voucher from them

Nope, we don’t believe in tying our customers down. All our subscriptions are billed monthly, so you can upgrade, downgrade or cancel your subscription at any time either by logging into your account on our website or asking us to do it for you using our chat tool.

How does the billing work?

We use a best-in-class payment processing platform called Stripe, to process our own subscription payments.

Stripe is used by millions of businesses both large and small, including the accounting platform Xero, Deliveroo, Booking.com and Monzo to name just a few. It is also the platform we integrate with, should you wish to take payments through the Co-Kinetic sign-up pages (you can learn more on pages 38–42). It is international and accepts more than 135 currencies and payment methods. So when you sign up to our subscriptions (and when your customers buy from you), you can be 100% confident in the security of the purchasing process.

When you purchase one of our four core subscriptions (or the voucher system), your payment will be processed usually on a recurring monthly schedule until you cancel it or you request us to do it on your behalf. The billing frequency is specified clearly at the time of signing up, but if you have any questions just jump on our chat tool and we’ll happily clarify them.

Bene fit ood P s of osture

T

What content do I have access to when I sign up?

How much new content gets published and how often?

THERAPISTS

SLEEPING PO

D

No, we have a very wide range of subscribers, with an equally wide range of backgrounds, and the relevance of our content is more dependent on what you do, and who you do it for, than your profession or qualifications. The consumer content we produce focuses on topics relating to sport, physical activity, health and wellbeing, so if you work in those areas, there’s a good chance it will be relevant to you. Remember, all four of our content subscriptions include a 7-day free trial, so you have plenty of time to explore the content before anything is billed.

Am I tied into a contract?

Scandinav IC REVIEW OF REVIEWS IN OLDER ADULTS: ian Journal A of Medicine AND META-ANA LYSES & Science in Sports

DIAGNOSIS , EXTREMITY PREVENTION AND TREATMEN T OF COMMON A STATEMENMUSCLE INJURIES IN T PAPER COMMISSI SPORT - GRADING LOWER SPORTS PHYSICAL THE EVIDENCE ONED BY THE THERAPY (DSSF) : DANISH SOCIETY of Sports OF

British Journal

Tweets

Is Co-Kinetic only for physical and manual therapists?

containing clinical professional development and business and marketing articles.

SHOP LOCAL

ER

UAL

THER

APIS

TS

I live outside the UK does that matter?

Nope, quite the opposite.

We have a large number of subscribers in Australia, New Zealand and North America. All our content works just as well wherever you are, and all the platforms we integrate with are international. This includes the payment processing platform we use that allows you

S

subscription). The Full Site subscription is essentially a complete marketing (and sales) solution.

to take payments through our web pages.

We also send our printed journals to you without charging ANY postage, regardless of where you are in the world.

Who posts the social media for me?

What is the branding upgrade?

You do, but don’t worry it’s super-easy.

Everything is pre-loaded into an inbuilt social media scheduling tool which automates everything for you, but you do need to select the posts you wish to send and decide when you want the campaign to start and stop. You can schedule up to 3 months of social media to post ahead of time.

This allows you to add your logo and company contact details to ALL our client-facing leaflets, handouts and cheat sheets, making them an excellent tool to help promote your business. You get a chance to upgrade to it at 50% off when you take out your subscription (it’s included free in the Full Site subscription).

Do you offer a managed service where you do it for me?

How can I contact you?

It’s one of my biggest bug bears when companies make it almost impossible to get in contact with someone which is why I have a chat tool installed on every page of my site. You can contact me and my team at any time and we will answer within one working day (usually much faster).

1999

1999

ISSN 2397-13 APRIL 2020 ISSUE 84

8X

ISSUE 85 JULY 2020 ISSN 2397-138X

We’ve gone GREEN!

What is the Co-Kinetic Journal and when will I receive it?

The printed journal is mailed out in the first two weeks of January, April, July and October. When you start your subscription, your first issue will be the closest one after you sign up – but don’t worry, you can access PDFs for the articles included in all the back issues through our website (you can use this shortcut link here too). The print journal is posted to you free of charge, in other words there’s no extra postage costs regardless of where you live in the world. And the journal is included in the Clinical Education, Social Media and Full Site subscriptions.

Can I switch between subscriptions?

Yes, as we bill on a monthly recurring cycle, you can swop subscriptions whenever you like, although it’s not advisable with the Full Site subscription because of the geographical mapping (more details below).

What’s the main difference between Social Media and Full Site subscriptions?

2020

2020

The Social Media subscription is primarily designed to increase engagement on, and add value to, your social media pages as well as help you to add value throughout the customer journey with the patient information resources.

The Full Site subscription is a complete marketing strategy based on increasing engagement on your social networks, building your email list, helping you to build relationships with your email readers and finally giving those readers opportunities to convert into a paying customer, or in other words buy something from you (this is the emphasis on the Full Site component of the

Yes, we offer three options, a one-off setup package, a regular social media posting option and a more complete package for people with Full Site Subscriptions. You can find out more at the following link or see page 45.

Why do I need to apply for a Full Site subscription?

We map each Full Site subscription geographically, much like a franchise, in order to protect your competitive advantage to the content (and technology) we provide, to help you bring in paying clients specifically. If your subscription lapses or is cancelled, anyone who has applied for a licence in your area will automatically be notified (which is why it’s a good idea not to duck in and out of this subscription if you can help it, as it is likely to be taken up quickly if it becomes available). You can find out more about how the mapping works at this link.

THANK YO U

to all our key

workers

I am a member of the Association for Soft Tissue Therapists (formerly the Sports Massage Association), what content can I access?

We are extremely proud to have been your official publication since 2003 (originally as sportEX dynamics and now as Co-Kinetic), and over time our offering has increased dramatically, so much so that many of you probably don’t know just how much content you actually have access to, which is entirely my fault .

But let’s set the record straight now! You basically have the equivalent of the Clinical Education subscription. This means that you have full access to all the Clinical Professional Educational content as well as the Patient Information Resources, which you can use on your social networks and in all the other ways outlined on pages 22–23 as well as those described on p38–42 .

So, you can do everything that can be done with those two subscriptions, as well as everything where you spot these subscription symbols .

E PANY HER YOUR COM YOUR COMPANY HERE

T H E A S S O C I AT I O N F O R SOFT TISSUE THERAPISTS

SOFT

51

This All Sounds Great But… T

o recap, the six marketing obstacles that I set out to solve by building the Co-Kinetic Marketing System and associated content were:

1 2 3 4 5 6

ting (58%) with my marke

doing hat I should be I don’t know w te time (20%) afford to was t n’ ca e/ tim ough I don’t have en ) resources (10% gh content or ou en od go cess to I don’t have ac

)

salesy (5% come across as to t an w t n’ do I rs (4%) I hate compute

) s too much (3% Marketing cost Hopefully through this copy of the Co-Kinetic Journal, I’ve demonstrated that these obstacles no longer have to prevent you from building a thriving physical or manual therapy business (or any kind of business for that matter).

The Knowledge Obstacle

This journal was written specifically to explain what to focus on, in terms of your marketing. If you read it thoroughly, a lack of knowledge, direction, strategy (or inspiration) should no longer be an obstacle.

The Issue of Time

The fact that we have created content such as the patient leaflets/lead magnets, ready-made social media, pre-written blog posts, nurture emails, email lead collection and web sign-up pages as well as off-the-shelf, ready-topresent educational presentations, to name just a few, should be HUMUNGOUS time-savers. And that’s before taking into account the amount of automation that is built into the system to allow you to schedule up to 3 months of social media in as little as 30 minutes, trigger automated emails and take sign-ups (and even purchases) to just about anything quickly and easily. All this should blow the time obstacle well and truly out of the water!

Access to High Quality Resources

The content and resources are a core component of all our subscriptions. However, their high quality is what makes them special, having been created by the publishers of a respected and successful clinical journal (that’s been around since 1999). They are written and peer-reviewed by a range of different health professionals, edited to comply with the Plain English standards (the gold standard for crystal-clear patient information in the UK), and designed by professional designers.

This means that finding high-quality resources are definitely no longer an issue.

52

But I Don’t Want to Come Across as ‘Salsey’

This obstabcle has hopefully also been addressed by demonstrating how the focus of ALL your marketing activities and efforts (if you follow the guidance in this journal) should be on adding value and providing support and education: something that we, as therapists, are thankfully incredibly well-suited to doing.

I Hate Computers!

This crops up so often that I’m surprised it didn’t rank higher in the list of marketing obstacles but the point of creating the technology was to make it super-easy to put the content we’ve created to work. Making it technically simple was the primary goal. To make it even easier, we’ve now added the guided tours to literally take you through each process stepby-step, and, where relevant, at the same time actually doing the actions required. And if all else fails, we’re at the end of a chat tool every day to help you whenever you feel you need it.

But What if I’m Not a Physical or Manual Therapist, Will Your Content Still Work for Me?

This is a question I get asked a lot. I wrote a Help Post about it which you can read here. The content we produce is written to comply with Plain English standards. This means it’s not written in medically technical language. The Plain English Campaign describes their style as “a message, written with the reader in mind and with the right tone of voice, that is clear and concise.”

It is in fact a standard that I feel all patient-facing content should comply with, which is why our sub-editor is trained specifically in it. Our leaflets cover a wide range of sport, health and wellbeing issues that are generally frequently encountered in the general public, in order to give you the best opportunity to connect with as many people as possible.

And Lastly, the Cost Issue

As you will have seen on page 37, the costs of our subscriptions relative to what they provide and what they can do for your business, are extremely low. For me personally, I wanted to create content (and technology) that would not only give you a massive bang for your buck, but also deliver real value to your business. Hopefully this journal, and specifically the section which breaks down our content and what you can do with it, will have opened your eyes to a whole range of opportunities that you may not be taking advantage of (and that’s before the article covering the 20 Things You Probably Didn’t Know Your Co-Kinetic Subscription Could Do for You). I wanted to create a product that would help the one-wo/man bands compete with the companies that could afford to invest much more in their marketing efforts (aka David vs Goliath).

Getting Started with Your Co-Kinetic Subscriptions ANY HERE YOUR COMP YOUR COMPANY HERE

W

e are a very small team, working to support a fairly big product, which as you will now appreciate, can do a lot of different things to help you build your business (and I’m guessing quite a lot more than you realised?).

So we have been working very hard to ensure we have a very comprehensive Help section (something we’ve added to substantially, while writing this journal).

In addition, we have built a whole new range of step-by-step guided tours, many of which allow you to take the required actions as you follow the tour to save you having to remember what to do (these tours are now live). If you find something missing, or a tour that you would like us to add, please let me know using the chat tool which appears in the bottom right hand corner, of every page of our site. It’s there to help us both.

Lastly, please, please, please don’t waste precious time struggling to do something. We created this content and this system specifically to help you SAVE time and while it’s natural to take a little time at the start to get accustomed to a new system, however userfriendly it might be, the last thing we want is for you to get frustrated.

Instead, please just jump on the little chat tool and ask for help, or ping us over your questions, and either myself or one of my team will get back to you, usually within one working day and often much sooner.

QUICK LINKS

l Comprehensive Help Section – videos and help posts answering most questions and showing you how to use any part of Co-Kinetic – click here > l Guided step-by-step tours helping you do things like update your credit card, set up your branding upgrade, schedule a social media campaign or set up a voucher campaign. You can find all the available tours at this link >

GENERAL ACCOUNT SET UP

l Fill out your profile details at this link as these crop up in all sorts of places. l If you would like to take Payments using the various Co-Kinetic web pages, you’ll need to set yourself up with a Stripe Account, which is both quick and simple. Follow along with the video at this link.

THE BRANDING UPGRADE

If you’ve added the branding upgrade to your subscription (which is well worth doing), you can find everything you need to know about setting up and optimising your branding at the links below. If you have issues with getting your logo right, please send the logo over to us using the chat tool, and we’ll step in and help. l Get Started With The Branding Upgrade [Help Section] l Or go to the Step-by-Step Tours page by clicking here and pick the relevant tour [Guided Tour]

PATIENT INFORMATION SUBSCRIPTION (INCLUDED IN ALL OTHER SUBSCRIPTIONS)

ANY HERE YOUR COMP YOUR COMPANY HERE

l Get Started With Your Patient Information Subscription [Help Section] l Take a Guided Tour Around The Patient Information Leaflets [Step-by-Step Guided Tour]

CLINICAL EDUCATION SUBSCRIPTION

l Get Started With Your Clinical Education Subscription [Help Section] l Take a Guided Tour Around The Clinical Education Subscription [Step-by-Step Guided Tour]

SOCIAL MEDIA SUBSCRIPTION

l Get Started With Your Social Media Subscription [Help Section] l Take our Guided Tours Showing You How To Use and Get the Most From Your Social Media Subscription [Step-by-Step Guided Tours]

FULL SITE SUBSCRIPTION

l Get Started With Your Full Site Subscription [Help Section] l Take our Guided Tours Showing You How To Use and Get The Most From Your The Full Site Subscription [Step-by-Step Guided Tours]

THE VOUCHER SALES AND MANAGEMENT SUBSCRIPTION

l Get Started With Your Voucher Subscription (scroll down to the Voucher Section on this page) [Help Section] l Take our Guide Tours Showing You How to Set Up a Voucher Campaign [Step-by-Step Guided Tour] l Purchase the Voucher Subscription

53

Co-Kinetic Monthly Marketing Checklist in Priority Order Read This First

Marketing always works better when you’re following a plan. I would recommend putting together a rough sketch of a plan for 9-12 months ahead of time, focused around your conversion events.

If you want to grow, the best way to do it, is by running conversion events. If you’re really hungry for new clients, you could run an event every 4-6 weeks, but perhaps start with one every 8 weeks and as you get the hang of things, you can speed up. If you do them too quickly, you’ll compromise on quality which will impact customer take-up.

If you’d like to see some growth (but also stay sane), a good goal is to aim for one event every 3-4 months. Use these events, to structure the rest of your marketing plan.

Think about what’s coming up in the next 12 months that you can build your schedule around: l locally (5ks/marathon/triathlon/other local sports competitions) l seasonally (skiing, swimming, surfing, Winter Blues, Christmas) l nationally (London/Boston/Sydney Marathon or health awareness weeks/ day etc), l internationally (World Cup, Olympics, tennis grand slams, golf championships etc.)

Remember to focus on your strengths, and choose topics for your events, that you’re passionate about. Once you’ve decided on your conversion events, run social media campaigns around these events to build audiences, establish interests and nurture your email list.

Print out a copy of these two pages for each conversion event, date and sketch out your ideas. Then fill the gaps in between with your social media and nurture emails to build the bigger picture strategy.

Must Do Good to do Optional 54

Planning & Preparation Phase Start Date

End Date

GOAL: BUILDING TRUST, ESTABLISHING CREDIBILITY DECIDE: What campaign topic(s) are you going to focus on this month (this will also be your social media campaign)?

DECIDE: How many nurture emails do you plan to send this month? (circle how many) 1

2

3

4

GOAL: GENERATING REVENUE DECIDE: Are you going to run a ‘conversion event’ to accompany this campaign? (circle) Yes / No If Yes: l In how many weeks from now do you plan to run the conversion event from the start of your social media campaign? (circle) 2

4

6

8

>8 weeks

l Will it be an online or offline (ie. physical) event? (circle) Online / Offline l Decide on your ‘upsell’ – the offering that will motivate attendees of your event to purchase from you. l Briefly outline your ideas for your conversion event and details of your upsell below to help keep you on track.

l Do you plan to use paid advertising on one or more social networks to collect sign-ups to your conversion event? (circle) Yes / No GOAL: EMAIL LIST BUILDING DECIDE: Do you plan to use paid advertising on one or more social networks to add new email leads to your email list with this ‘interest’ area? (circle) Yes / No

30 min/ mth

WRITE & SCHEDULE: Your nurture email(s) Make sure to include links to useful patient leaflet resources, and explain why the resources are helpful. Also, if you plan to run a conversion event then consider in which follow-up emails you want to include event sign-up details (with sign-up link). These nurture emails are very useful for letting you track who is interested in what.

Email opens and link clicks all help you to establish interests in the email topic, which can be used to target people with your conversion events at a later date.

10 min/ mth

EDIT & ACTIVATE: Your Co-Kinetic email autoresponder For the social media campaign you’ve chosen to run, edit and activate the associated email autoresponder which will be sent to anyone signing up for your resources under that social media campaign. If you’ve chosen to run a related conversion event, particularly if it’s coming up soon, this is a good place to include details (inc. what, when, where, benefits to the reader of the event and sign-up details and link).

25 min/ mth

SET UP & SCHEDULE: Your Co-Kinetic social media campaign This can be done from within the Campaigns section in Co-Kinetic (or click this link).

TROUBLE-SHOOTING TIPS If your social media isn’t posting as planned there are 4 quick things to check 1 Disconnect and reconnect to Facebook under Integrations 2 Check there is text showing in the text boxes for the social media posts (under the Media tab) 3 Check the toggles for your social networks are showing as Active on the Setup tab 4 Check the Campaign end date is in the future and is AFTER the start date

2 Go to the Media tab of this campaign 3 Untick the Active tick box for any posts you don’t wish to send 4 For the posts you do wish to send, copy and paste (and edit if desired) the text for each

post, into each social network box you wish to send that post to and click Update

5 Activate (and edit if needed) the pre-written autoresponder email in the Email tab 6 Go to the Setup tab, and toggle on the social networks you wish to post to 7 Choose a start date and end date for your campaign to run (make sure the end date is

in the future) and click Update

You can find a guided step-by-step tour here.

WRITE & SEND EMAIL: Testimonial requests Requesting testimonials from this week’s/month’s clients. Why? Check this short article out.

Ideally this process would be automated and triggered after a customer visit, but if not, set aside time ideally each week to contact people.

30 min/ wk

1

STEPS TO LAUNCHING A CO-KINETIC CAMPAIGN 1 Click on the Edit button for the Campaign you wish to run (under Campaigns)

OPTIONAL EXTRAS SET UP & RUN: Social Media Ads for Your Lead Magnets These promote your resources and are aimed specifically at helping you grow your email list. This is highly recommended if you’re also planning on running an associated conversion event, because anyone you attract at this stage, will also be interested in that event.

hr/ mth

1

hr/ mth

hr/ 4 mth

SET UP & RUN: Conversion event advertising If you plan on running your conversion event very soon (ie. within a couple of weeks of now), it would also be a good idea to use social media advertising to promote sign-ups to the event itself.

Uptius et quam estiat et abo. Vit, sime perite conest qui PLAN & RUN: Yourdoluptat conversion event et liquo omniandelit quodige ndaectis simpori di dent Don’t forget to promote – relatively strongly – yoursust, upsell/follow-up purchase qui iurenimus, ullatiu mquidus non reium a qui ut imusopportunity et including adding deadlines to increase uptake.

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55

CHEAT SHEET: Using Co-Kinetic to Raise Awareness, Build Your Email List, Nurture Your Prospects and Generate Revenue LEVEL

1

AWARENESS SHARE links to your patient resources on your social networks (but do this sparingly if you bypass your email sign up page as it reduces your email list building opportunities) SHARE links to your patient resources on local discussion forums, local Facebook groups and pages, local business groups and networks, local sports clubs PRINT out selected leaflets and distribute them in local businesses, sport and exercise settings, offer them to GP surgeries, community and health centres, village halls, libraries, pin them on notice boards in local shops PRINT out and OFFER all the same people above, the posters and infographics OFFER the campaign newsletters (or blog posts) for publication to local magazines, newspapers or websites with a credit to your clinic/business (we don’t ask you to credit us (unless you’d like to), so you can claim the glory but we do advise you to leave in the disclaimer) *Make sure your branding is included on all the printed material you distribute.

LEVEL

1

LEAD GENERATION PUBLISH the social media campaigns to your social networks PUBLISH our pre-written campaign blog posts (containing the links to the lead magnet sign-up pages) on your blog OFFER the pre-written blog posts as guest posts on the websites of non-competitive businesses who might benefit from, or be will willing to collaborate with you RUN a free prize draw/competition and take sign-ups through our web sign-up pages OFFER a downloadable discount coupon or voucher through either the voucher system or our web sign-up pages OFFER a free sample treatment, assessment, mini-taster taking sign-ups through our web sign-up pages OFFER a free content download through our web sign-up pages PROVIDE access to premium content again through our web-sign up pages BUILD AND PROMOTE a ‘be the first to hear about our discounted appointments/special offers’ email signup RUN free webinars or face-to-face education sessions using our ready-to-deliver PowerPoint presentations and pre-written event sign-up pages RUN free events like ‘meet the therapist’, ‘meet our new piece of equipment’, ‘take a clinic tour’ using our event or web sign-up pages USE our pre-written Facebook Ad Content (and video tutorials) to set up and run paid-for lead-generating ads on your social networks.

56

LEVEL

2

NURTURE AND BUILD AUTHORITY SEND regular emails to your email list containing links to the patient information resources PRINT the campaign newsletters out from time to time and post to clients you don’t have email addresses for to stay in touch PRINT the campaign newsletters out and display in your clinic on leaflet displays OFFER an incentive for customers you don’t have email addresses for, to give you their email address (create a sign-up form/voucher page where they can give it to you) PRINT AND FRAME our posters, leaflets and infographics for your clinic and treatment areas PRINT AND FRAME the Top 10 Discussions….infographics produced in each journal as more visually interesting and authority-building decoration for your clinic walls PRINT appropriate clinical articles from the journal as reading material for your waiting area/s.

LEVEL

3

GENERATE REVENUE SPRINT – generate immediate income

SELL vouchers – event-based eg. Valentine’s Day, or a general campaign SELL a product (ensure a good profit margin) SELL one-off classes/education sessions/webinars PROMOTE a time-limited, one-off/special offer eg. 2 for the price of 1 CREATE a ‘We Miss You’ Offer to tempt back past customers OFFER a downloadable discount coupon/voucher with a redemption date that’s soon.

Pros: Very quick and easy to implement and get instant results.

Cons: These can come across as being salesy and potentially desperate if used too often.

MIDDLE DISTANCE – will take 1-4 weeks to convert to income

FREE ‘taster’ appointment with incentive to upgrade to paid eg. 30 minute free massage (this could also fall into the sprint category).

OFFER a free telephone or video consultation.

RUN a conversion event with an upsell. For example: l A clinic tour (online or offline) in honour of: Uptius et quam estiat et abo. Vit, sime perite conest qui – Moved premises doluptat et liquo omniandelit quodige ndaectis simpori di dent – Clinic anniversary/anniversary of your business qui iurenimus, ullatiu mquidus sust, non reium a qui ut imus et – Done some renovations harume la dolupta tincitaquunt poribus ea dolor aut facerferum – A significant date in you or your business’aliatur diary sit quatibus, cul l Introduce a therapist – ‘This month’s star therapist is….’, if they have special expertise, can you use that to time with an event?

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LEVEL

3

l Introduce a piece of equipment – Could be a new investment or it could just be an existing piece of equipment that could benefit from an education-based explanation. l Deliver an education event (online or offline) – use our ready-to-deliver PowerPoint presentations (inc. in the Full Site subscription) covering a wide range of topics or you write and present your own – link the upsell offer to your presentation. l Offer a targeted taster session eg. gait analysis, bike fit, musculoskeletal assessment with paid upgrade to more detailed version.

SELL a special offer package or programme – eg. Cycling/Running/Skiing Injury Prevention Programme, Marathon Massage package etc.

CREATE a “Refer a Friend” Incentive.

PUT TOGETHER a regular programme of promotions eg. quarterly, monthly with a different offer each time (and ask them to sign up to an email list to be notified first).

CREATE and sell practice management templates or resources that could support fellow practitioners.

Pros: Better reputational value ie. less salesy type of event; allows for targeted offers that complement the event; if you have the data, it can be pitched to people you already know are interested (benefiting from a higher conversion rate); it has better potential than the sprint appointments to generate repeat-visit customers.

Cons: Takes more preparation to plan and put together; in the case of the education events, you’ll get a better conversion rate from knowing who on your email list, is interested in what (and that data takes time to gather).

LONGER DISTANCE – from 2 weeks to 2+ months to implement

CREATE a subscription or membership-based product l Launch a member benefits programme (ie. up-front commitment to an amount of sessions). l Deliver a longer-term course or set of classes. l Offer a content-based subscription (it could be all types of different content). l Sell a customer loyalty/benefits programme (smaller commitment to the member benefits programme). l Sell an ongoing mentoring or peer-to-peer support programme. l Create (and takes subscriptions to) an online patient support group/community – the more value you offer, the greater the subscription can be. You could include a blend of online information with physical treatments. l Create a unique subscription package by teaming up with other professionals.

Pros: More stable income in the longer term; recurring revenue is worth more £ for £ or $ for $; builds stronger loyalty.

Cons: Takes more work to get up and running and can require a longer-term commitment.

More Resources

By Tor Davies, Co-Kinetic founder 20-10- COKINETIC FORMATS WEB MOBILE

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Membership Magic

Membership packages, purchased on a regular recurring payment basis, are extremely valuable to all businesses at all times, but with the challenge presented by a situation like Covid-19, they can be the lifeline that makes the difference between a business surviving or not. This article details the advantages of creating recurring revenue streams and then goes into more detail about the sorts of packages you could create within a physical or manual therapy business. Download the PDF of this article at the following link https://bit.ly/33wJiiE.

I

f you’ve been on my latest webinar How to Monetise your Therapy Skills Online and Build New CovidResistant Online Recurring Revenue Streams you will already know that I’m strongly encouraging as many people as possible to start building recurring revenue memberships into their businesses, as soon as feasibly possible.

Why? Because I believe Covid-19 will remain with us for the foreseeable future, and we’re very unlikely to have a reliable vaccine available to us within the next 6-12 months at the very least, which leaves businesses like ours, which are almost solely reliant on being face-to-face with our clients to earn our living, extremely vulnerable and exposed.

Until we develop some new alternative streams of revenue, our businesses and all the time, effort and money we’ve invested in them to date, will be hanging from the gallows, with each of us hoping fervently that the trap door below doesn’t suddenly spring open. But is it worth gambling everything you’ve invested in your business to date, on that not 42

58

happening? I really hope not.

Having built and run my own business for 22 years on a 100% subscription-based model, I know at first hand the strengths and advantages of this business structure.

Here are just some advantages of a recurring revenue business model: 1. Recurring customers have a significantly higher lifetime value, in fact they spend more than twice as much as a pay-as-you-go customer 2. You get a greater opportunity to build a longer term relationship with a recurring revenue customer which builds trust and makes them more loyal and therefore more likely to refer to you 3. It allows you to predict ahead of time the demand for capacity, allowing you to plan more reliably and smooth out demand 4. Regular subscription/membership income is more reliable and predictable 5. There’s no need for invoicing which makes cashflow easier to manage 6. It creates ‘stickier’ customers who stay around for longer, and this gives you more opportunities to upsell

Co-Kinetic Journal 2020;86(October):42-45

OPEN ACCESS ARTICLE: Membership Magic – How You Can Build Recurring Revenues Into Your Business https://bit.ly/33wJiiE

How to Monetise Your Therapy Skills Online

ENTREPRENEUR THERAPIST

By Tor Davies, Co-Kinetic founder 20-07-COKINETIC FORMATS WEB MOBILE

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In this article I’m going to look at how you can use your physical and manual therapy skills to generate revenue online, and discuss briefly why I think this is so important. There is a very small amount of cross-over with my Covid Survival Strategies webinar, but most of the content of this article (and my new webinar) is fresh and better informed, as a result of having four months of hindsight, and not being in emergency survival mode! The key to business survival is diversity. It’s about spreading the risk so that not all our eggs are being held in one basket, and we are not so reliant on one source of income. I don’t have the space here to talk you through how to implement this strategy step-bystep (or how to prime your strategy to give you the best results), I’ve left that for the webinar. The idea of this article is to let you mull over which of the following ideas could work best for you, and then through the webinar, I’ll explain how you create a marketing funnel, prime it so your funnel is full of people who need the service you’re going to offer them, and designed to move people through it in a completely unsalesy way, towards a purchase, while continuously adding value to your prospects. To sign up to the webinar click/or visit this link (https://bit.ly/30J3dev).

Co-Kinetic.com

Introduction

Covid-19 spreads more effectively than most, if not all, other viruses we’re aware of, at least outside the scientific community. And, while it’s not the deadliest virus we’ve seen (Ebola takes that prize with fatality rates of over 40%), in addition to affecting those with immunity vulnerabilities, it has also affected seemingly random people with no obvious signs of a compromised immune system.

Understandably, this, accompanied by such a gaping hole in our knowledge about this virus, makes us all fearful that either ourselves or our loved ones, might fall into that minority. We can’t afford to underestimate this fear.

The fact that we also don’t yet have a vaccine for so many of these viruses (despite Ebola being first discovered in 1972 (nearly 50 years ago), SARs in 2002 and MERs in 2012), it feels like a scary and unknown future. On the plus side, the extent of the worldwide economic destruction wreaked by Covid-19, puts finding a vaccine at the highest priority level possible, not only with plenty of funding available for the endeavour, but also an international effort in play, like we’ve never seen before.

However, all this still leads me to the conclusion that as a profession, which relies almost exclusively on face-to-face contact to make our living, we have no choice but to diversify on a more permanent basis. To state the obvious, nobody knows what the

future holds and 4 months ago, none of us ever believed anything like this could happen, and yet here we are. If we don’t adapt our businesses now, there’s a very good chance they won’t survive what the future brings.

As a former physio, I understand that prospect may, at least at first glance, seem extremely depressing and demotivating. I also understand first-hand the deep motivation each of you has, to help people feel better and I understand how satisfying, even exhilarating, it is to deliver hands-on treatments that help to heal not only the body, but also the mind, and in doing so having such a motivating impact on people’s quality of life. And I’m not saying we should give up on that, quite the contrary. I’m just saying that we need to add more strings to our bows (and more permanent ones than just filling the gap temporarily), so that we’re not as financially vulnerable if one source of income suddenly disappears, just as it did in March.

In this article, I cover the income revenue ideas, but I tackle practical implementation of how to generate the revenue, in my webinar.

What Have We Learnt?

There are a few key lessons that hopefully we’ve all learnt over the last few months.

1. As a business, we rely too heavily on face-to-face appointments as our primary, if not only, revenue stream 2. We probably didn’t have much of 45

OPEN ACCESS ARTICLE: How to Monetise Your Therapy Skills Online and Create Recurring Revenue From Your Business https://bit.ly/3fyieUn

Shortcuts and Time-Saver Links Shortcuts to Useful Content

l Patient Information Resources by Topic l Posters for Your Clinic l PowerPoint Presentations for Education Events and Webinars (all subscribers) l PowerPoint Presentations for Full Site Subscribers l Customisable Web Sign Up Pages l Marketing Advice and Articles l Facebook Lead Generation Ads and Video Tutorials (accompanying Co-Kinetic Campaigns) l The Co-Kinetic Print Journal (archives) l Latest Co-Kinetic News and Blog

Subscription Content Home Pages

l The Patient Information Subscription l The Clinical Education Subscription l The Social Media Subscription l The Full Site Subscription Content

Help and Support

NEW l Help & Support Section l The New Step-by-Step Guided Tours Account Management l Login to Co-Kinetic l My Account Area l Campaigns Area l Integrations Area l Membership Management l Update Payment Details l Manage My Subscriptions

Subscription Purchase Links

l The Branding Upgrade l Patient Information Leaflets Subscription l Clinical Education Subscription l Social Media Subscription l Full Site Subscription l Facebook Lead Generation Ad Content l Voucher Sales and Management Subscription l Managed Service Plans

Free Educational Resources

l FREE WEBINAR: Discover the 20% of Marketing Activities That Will Give You 80% of Your Marketing Results l FREE WEBINAR: How to Monetise your Therapy Skills Online and Build New Covid-Resistant Online Recurring Revenue Streams l FREE EMAIL COURSE: Answer the 20 yes/no questions and receive a personalised email course (7 emails only) detailing your top marketing priorities

Open Access Marketing Articles Getting Started With Your Marketing

1. I’m Starting a New Physical Therapy Business What Marketing Do I Need to Do? [Article] 2. 13 Steps to Building a Thriving Therapy Business [Article] 3. The Three Cornerstones to Marketing and Sales [Article] 4. Practical Ways to Use Content to Promote Yourself and Your Business [Article] 5. The 10 Biggest Marketing Mistakes and How to Avoid Them [Article]

Social Media and Business

1. Should I Use Social Media for my Physical Therapy Business? [Article] 2. Is Your Facebook Page Officially Dead?

[Article] 3. Why nobody ever engages with your Facebook posts, why it’s impossible to ‘bombard’ your page followers with too many posts [Article]

Building and Nurturing an Email List

1. Turning Email Leads into Paying Customers: Using the Powerful Hidden Influences of Nurture Emails [Article] 2. 25 Ways To Grow Your Email List [Article] 3. GDPR Facts or Fiction? Don’t Let Scaremongering Paralyse You 4. How to Power-Up Your Email List: A Start Up Guide to Facebook Advertising for Physical Therapists [Article] 5. INTRODUCTION: How to Run Lead Generating Facebook Ads to Help You Build Your Email List and Get More Clients [Video Training]

Running Conversion Events

1. The Overwhelming Case for “Try Before You Buy” Conversion Events [Article] 2. How to Generate £3,000 in Revenue in Just 6 Hours – Blizard Physiotherapy Running MOT [Case Study] 3. Vicki Marsh’s Blueprint for Running Open Clinic Events [Article Series]

Other Strategies for Building Your Business

1. How to Monetise Your Therapy Skills Online [Article] 2. The Power of Gift Vouchers [Article] 3. Membership Magic: How You Can Build Recurring Revenues into Your Physical Therapy Business [Article] 4. The Benefits of Offering Membership Packages in Your Therapy Business [Article]

Patient ea et Sets and Content Marketing Campaigns Now Live Health and Wellbeing 1.

2.

3.

4.

5.

Positive Pregnancy Holistic Wellbeing Mastering Chronic Pain Healthier Workplaces Live Longer and Stronger Physical Activity Promotion 6. Headache Strategies 7. Women’s Health 8. Get in Touch with The Power of Massage 9. Avoid the Pinch: Shoulder Pain 10. Low Back Pain and Sleep 11. Covid 19 12. Posture Matters 13. Happy Holidays or Is It? Christmas Campaign 14. Festive Follies Christmas Campaign 15. Hip Replacement Happy

Sport and Musculoskeletal Injury Treatment and Prevention

1. Sink or Swim: Swimming Injury Prevention 2. Mountain Biking Injury Prevention 3. Strength Training for Runners 4. Concussion in Sport 5. Golf Injuries 6. Soccer and Football Injuries (two versions) 7. Tennis Injuries 8. Cycling Injury Prevention 9. Don’t Run into Trouble Injury Prevention 10. 7 Secrets to Preventing Hamstring Strains 11. Rugby Injuries 12. 6 Strategies for Avoiding Snow Sport Injuries

Upcoming in 2021

l Gait Analysis l Post Viral Fatigue l Faulty Feet: Common Foot and Heel Problems l Adhesive Capsulitis (frozen shoulder) l Men’s Health l OA Hip/Knee l Hydrotherapy l Knee Meniscus Injury

VIEW ALL SOCIAL MEDIA CAMPAIGNS

VIEW ALL FULL SITE CAMPAIGNS 59

Here’s What Our Customers Say

Kirsty Tarr I have been a subscriber to Co- kinetic since its early sportex medicine days and it has been fantastic to follow Tors Journey. Every time I listen to her speak I feel inspired. She has been crucial to the development of my business

Kirsten Lawton

I launched my first campaign with Cokinetic today! So

I’m a student soft tissue

over the years and having watched

delighted to have found this incredible resource! The

the Webinar last night I feel ready to

material is outstanding in terms of content and design

take the next steps to future proof my

and the amounts available to use are breathtaking.

business. Something i would not be able

of thinking about how I build

There is enough campaign material to keep me going

to do without the help of Tor and her Co

my business and market my

for at least a year and Cokinetic are producing more

- kinetics subscription package. Today I

content all the while. Mostly brandable as well which

feel excited and for that I thank you Tor😀

therapist and at the early stages

services. I’ve just attended

looks great for business!

the 80:20 webinar, which was excellent. It’s given me focus on

Okechukwu Eze

where to channel my efforts and will stop me precious wasting

Great webinar and really informative resources which I am now

time. Thank you Tor!

using within my Subscription to get new leads for my clinic. Highly recommend!!!

Nanda Hirani Co-kinetic has been a great investment for me, they

Vispi JAMOOJI

have made it easier for me to manage my social media

Tor is a master at what she does.

Passionate, putting heart and soul,

posts. I no longer have to feel pressured to come up with

(aside of value) into helping physical

new things all the time, they

therapists progress their marketing.

Often clinicians like me, over 30 years in practice, missed the modern marketing / internet boat. Fear not Tor and her team are here to give therapy!

have some great content that i use and i can definitely see an increase in activity on my social media which is turning

Thanks Tor for a great product and I

into real customers slowly!

look forward to growing with you.

Definitely recommended!

115 Katrina Wade

Love this marketing system. The admin support is second to none and what Tor does not know I could write on a postage stamp!

Chris Lander

Dan Smith

Tor has demonstrated a passion for

We have used Co-Kinetic “done for you social media for over 2 years now. I love the

supporting small businesses in particular

fact that I can set up the campaign and let it run for a month and not need worry about

and in my communications with her she

it. It bring in new leads and keeps our existing followers informed. As well as posting

has responded with my best interests

to our social medial channels we use the content for our patient notice boards and

at heart. Having only started my own

newsletters. This saves lots of time. Tor and her team are always on hand for advice

business in Sept 19, I have been looking

and help if you need it. I would really recommend their business for anyone looking to

for some support so that my business

save time on social media marketing.

can grow, strengthen and support a wide number of people in my community. Tor is sincere, speaks honestly and gives

Kirsty Wales

confidence to the worries held by smaller businesses. I am excited about the

How to Monetise Your Physical Therapy Skills Online webinar from Tor Davies and Co-

support and amazing resources produced

Kinetic is a must for any business owner trying to secure future revenues online. She

by the Co-Kinetic team and, considering

teaches, what to do, how to do it and provides the platforms to implement it all. Invest 90

our current position, feel I now have the

minutes of your time and watch this FREE webinar. It is packed full of ideas, suggestions

determination and the tools to be very

and examples if you are stuck for ideas. Although therapist based, these principles can be

positive about the future. Thank you Tor!

applied to any business or industry. Protect yourself and your business today! Thank you Tor.