Foot Alignment Clinic Logo

I am helping a small business with there online marketing, Over the next few months we will optimise The Foot Alignment Clinic, Marrickville. I will document the journey here. It may be of benefit to someone.

I met Neil many years ago and was immediately swept along with his passion for invention and desire to make a difference in this world. When all you hear around you is negative, from news and current affairs, it is instantly refreshing to listen when someone is passionate about something great. When Neil introduced me to his invention, the “Vertical Foot Alignment System” I was impressed. It looked polished, an engineering masterpiece, and I knew it would be effective. I could see the excitement on his face when he went into detail, telling me his story and how he wanted to make the current process that podiatrist use to align patients feet more accurate and weight bearing.

Neil then sent through some videos he had taken with his iPhone of patients that he was able to help. The expression on the face of a young boy with a polio disability was amazing. This young boy was unable to hold back the way he felt when he was walking without his crutches for the first time. Another older gentleman with a big smile on his face when Neil asked how he felt and he just said, ” Great”, any pain? Neil said, and the gentlemen smiled and said “No!”. When they were all able to walk without pain in their feet it was inspiring. I knew more people had to know about Neil and his team.

I think it is amazing, the number of clever people in this world that no one knows about. The discoveries that they have made that have the ability to impact on thousands of lives, but no-one knows about them.

My challenge was simple. To optimise The Foot Alignment Clinic, I have to help others find Neil and the clinics.  At the clinics they will get the necessary care they need to fix their feet and lower limb pain. I also need to promote Vertical Orthotics and the VerticalFAS device so that practitioners can be aware of what they can achieve with the right lab partner and best tools for the job.
VFAS Foot Aligners
The 3 businesses:
The Foot Alignment Clinics
NSW Locations: Marrickville, Leichhardt, Sydney City, Sydney Barangaroo and Hunters Hill.

Vertical Orthotics
The laboratory that manufactures the casts and custom moulded orthotics located at Marrickville NSW.

The business behind the Vertical Foot Alignment System, the machine that enables a practitioner to create foot aligners and custom orthotics while the patient is weight bearing.

Optimise The Foot Alignment Clinic: Where to begin.

I will concentrate on The Foot Alignment Clinic and use the information to further develop the other businesses online presence.

My marketing approach will include the following.

1. Identify a budget.
2. Identify current resources.
3. Identify current marketing processes.
4. Identify how I can do it better.
5. Identify new systems that will add value to my marketing.

1. Identify A Budget.

The budget is established and we have set daily limits on any advertising spend. This is critical. Identify limits that can be measured so that I don’t get any surprises at the end of the journey. If my marketing budget is set too high, without reasonable expectations of revenue, I can dig a deep hole big enough to bury myself in.

2. Identify Current Resources

Being effective and efficient is important. Duplicating resources and process is wasting time and money. I am aware of marketing that is being done by others, so I am now able to create my plan. We have established commitments for social media, print media and graphic design? Articles exist and have been published as professional text in research journals?

I have established my role and boundaries so that I can concentrate my efforts in the area required.

3. Identify Current Marketing Process

Current marketing for The Foot Alignment Clinic will include the following:
Website, Facebook, Google Plus, Pinterest, Neils personal page on LinkedIn, Google Adwords, and White Papers. I will collect articles that can be published and create downloadable ebooks.

The Foot Alignment Clinic Website.

The Website needs to be reasonably popular. It needs to be registering on Google search and regularly getting responses from a “Call to Action” form on the front page and Contact Us page. All pages and images need to be optimised.
We need to give our customers a better user experience by identifying clearly what we do and how we can help. We will be following a standard SEO process as follows.

1. Identify Primary Keywords for each page
2. Optimise the Page Title, make it unique, including Primary Key Word
3. Optimise the Page Meta Data, make it unique, including Primary Key Word
4. Optimise the Page Structured Data, make it unique, including Primary Key Word
5. Page length to be 1000+ words with 2% keywords and associated variants.
6. The page URL should include the Primary Key Word
7. Page Structure to include h1, h2, h3, h4…
8. Structured Data to be included ion the header
9. AMP markup to be included
8. Include a form with a call to action – or contact details on each page.
8. Include internal links
9. Images to include alt attributes with associated variants of keywords

VerticalFAS Machine

Foot Alignment Clinic Facebook Strategy.

Our aim with Facebook is to achieve the following:
1. Personalize your brand
2. Drive users to your blog
3. Generate more traffic directly to your website
4. Educate and create awareness about your industry
5. Promote the culture of your organization

To achieve our aim we must test, evaluate, and adjust the strategy to be effective and efficient.

All of this really sounds difficult. But it isn’t. When we look at a Facebook post, it is broken into a few areas. The Text Content, The Image and The Call to action.

1. To personalise our brand

This means that the posts should reflect The Foot Alignment Clinic. Our main focus is helping people with foot pain, so our focus with Facebook should be presenting our focus to our followers and their friends. Present our focus with the same passion that Neil shows. Neil’s desire to make the current process that podiatrist use to align patients feet better.

What does all this mean and how do you translate this information into a Facebook post. Well, I know what not to do. I don’t think you can show the passion above with the picture of a Grumpy Cat, or a Skateboarding Dog. Although they are cute and funny to watch, They are not relevant.

Facebook Rules:
1. The Articles have to be relevant.
2. The Articles must involve the clinics
3. The Articles must be informative.
4. Facebook is social, not a direct sales platform. Continuous sales pitching is bad for business.

2. Drive users to your blog.

Make sure your post has either a call to action with a button or a text link for your followers to follow. Search online for examples of “Call to action” to get some ideas on whats possible.

3. Generate more traffic directly to your website

Backlinks will generate more traffic to your website, but,  the presentation of your social media article can be more effective if they make the user want to take part. Be creative. An example is this.

Example of Giving information.
The Following five steps will help your business.

Example of generating traffic to your website.
Click the [download] to get the top five steps to help your business

Example of getting leads for your email list.
Sign up for our ebook on the top five steps to help your business

4. Educate and create awareness about your industry

How to manuals are the most common download on the internet? People want detailed instruction on how to do everything. Ebooks in most cases are PDF files that are downloaded from a website. I will use Ebook search and download to educate and create awareness of The Foot Alignment Clinic. The first step is to create Capability Statements. Capability Statements are one page resumes on what the clinics can do, what your staff can do and what your products can do. They become a takeaway for your clients to review later offline.

5. Promote the culture of your organization

What is the culture of the organisation? I know about Neils passion for VerticalFas. But what about the rest of the team. When you take a visit to their clinic and lab at Marrickville, you are greeted by Rachel, Neil wife, an avid marathon runner and manager of the day to day running of the clinic. Rachel has created a friendly family appeal to the clinic with systems and processes in place to keep the orders for Custom Orthotics flowing to the lab and the patients flowing to Neil and his team.

Once you are in the clinic everything takes a slower pace. Neil is very thorough. He will evaluate the patient and explain everything that he is doing. One moment you will be lying down while Neil checks you mobility and symptoms, getting lines drawn on your feet for checking the vertical and horizontal alignment. You may be walking on a treadmill that measures your gait and foot pressure, then standing on the VerticalFAS for weight bearing alignment and moulding of the corrective foot aligners. It’s an amazing place with scientific assessment and biomechanical correction.

Foot Alignment Clinic Marking Of the Feet

Foot Alignment Clinic Google Plus Strategy
Google+ boasts incredibly powerful search engine optimization benefits. Our Google Plus Strategy will be different than Facebook. We will treat Google as a direct link to google search. All articles should be SEO Optimised and linked back to articles on the website. All other article rules should stay the same.
1. The Articles have to be relevant.
2. They must involve the clinics
3. They must be informative.
4. Google plus is not a direct sales platform. Continuous sales pitching is bad for business.
Foot Alignment Clinic Pinterest Strategy

Pinterest is our visual backlink strategy. All images on our site have to be linked to Pinterest. Each image is to follow our SEO Strategy.

Foot Alignment Clinic LinkedIn Strategy

Our LinkedIn strategy is to promote Neil. From there, link to the other business assets that Neil owns.

Foot Alignment Clinic Google Adwords Strategy

For Google Adwords to be effective and efficient we need the Key Words to properly represent the webpage and the business. If we are trying for keywords that are not appropriate to our SEO, we will end up paying a lot more to be listed and probably get an enquiry for the wrong reasons. We end up wasting our time answering calls to wrong numbers. I’ll explain this problem later in more detail.

Our Google Adwords Strategy is as follows.

1. Identify the keywords that are used by our clients that correctly associate with our website.
2. Identify negative keywords that do not directly associate with our unique business.
3. Create Ad Groups for Clinical Categories and Location
4. Create multiple advertising copy to compare and test the most effective copy.

Foot Alignment Clinic White Paper Strategy

Create a White Paper professional research library with information and downloads that directly relate to our products and services. Articles have been published in trade journals. University papers have been created testing the VerticalFAS. The VerticalFAS has been used in comparison articles and clinical process trials.

VerticalFAS Device

4. Identify how I can do it better.

Google Adwords: Continuos Improvement Program. Google adwords are our highest cost and can have the most impact on reaching new clients. Every day new keywords are being used and the majority should be included into the negative keyword list. This will prevent unnecessary expense and improve the customer experience. We do not want searches arriving at our page and then clicking the back button because they were expecting different information. We do want people that are searching for our services being able to find our servicese. If our budget is being spent on the wrong search, we will not be available when the right search is looking for us.

5. Identify new systems that will add value to my marketing.

Match articles with the keywords that searches are looking for. I need to spend more time producing content that is valuable to our clients. Not technical content with technical terms, but informational content with general terms being used by our clients. There is no value is producing technical articles aimed a clinicians when our clients wont use the words or search terms.

This document is a work in progress. Ever changing and being updated with more information.

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