To 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.
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Tor began her professional life training as a physiotherapist at Addenbrookes Hospital, Cambridge, UK. She went on to complete a BSc in Sport & Exercise Science at the University of Birmingham whilst also achieving a WTA international tennis ranking.
After graduation she worked for a London marketing agency and then moved into medical journalism where her passion for publishing was born.
At 27 she established sportEX medicine, a quarterly journal for general practitioners focusing on sport and exercise medicine.
sportEX grew into an internationally known journal for all sports medicine practitioners, including physical and manual therapists; articles covered the practical application of evidenced-based research alongside professional development with expert contributors drawn from across the world of medicine and rehabilitation.
With a passion for technology as well as publishing and sport, Tor's leadership grew sportEX into the Co-Kinetic journal and website which included a more collaborative, royalty-based form of publishing as well as a wider content remit. As well as the quarterly magazine Co-Kinetic, offerings now include e-learning opportunities, breaking clinical research infographics, marketing kits for therapists, business growth tools, and a business discount club.
Tor's focus is providing resources to help practitioners and therapists develop their businesses and to work more efficiently and effectively, a topic that she speaks regularly on at global conferences.
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