I'd like some more information on how the Co-Kinetic marketing system can help me build my business

What is a Conversion Event?

This is an opportunity for people to get face to face with you and we recommend for optimal success, that these events are offered free of charge (or very low cost).

It could involve a mini-assessment such as a mini-bike fit assessment, gait assessment or some sort of movement assessment. 

Alternatively you could run an evening seminar or presentation (we even provide an off-the-shelf PowerPoint presentation that you can adapt for your needs). 

The goal is to find out during your sessions which patients are most in need and most likely to benefit from one or more services you can provide and then give them the information they need, so they understand how you can help them solve their problem.

You Need to Decide

• What the event will be?
  
• What date/s will it take place (you can run more than one)?
  
• Where it will take place?
  
• And how people will people sign up to it?

You Need to Do

1. Create an online sign up form (see below for help with this) or you could create an Event on Facebook and link to the Facebook event. The advantage of doing it on Facebook is that you can also then easily send an invite to your page followers but there are merits for both approaches (in fact you could offer two sign up pathways).
2. Write a short piece of text to include in an email, telling people the details above and including a link to the sign up form.

Useful Links

• How to Create an Event on Facebook
  
• How to Create a Simple Sign Up form

What is a Conversion Event?

This is an opportunity for people to get face to face with you and we recommend for optimal success, that these events are offered free of charge (or very low cost).

It could involve a mini-assessment such as a mini-bike fit assessment, gait assessment or some sort of movement assessment. 

Alternatively you could run an evening seminar or presentation (we even provide an off-the-shelf PowerPoint presentation that you can adapt for your needs). 

The goal is to find out during your sessions which patients are most in need and most likely to benefit from one or more services you can provide and then give them the information they need, so they understand how you can help them solve their problem.

Also it's worth considering whether it's possible to segment your email list into existing clients and people who have either been past clients are who are just email contacts, as this will enable you to be more targeted with your conversion event attendance.

You Need to Decide

1. What the event will be
   
2. What date/s will it take place (you can run more than one)
   
3. Where it will take place?
   
4. How people will people sign up to it? ie. online form or call and book
5. Whether you're inviting existing clients, or whether you just want to target new clients (a mix of both is a good idea)

You Need to Do

1. You go to the Customisable Landing Pages section of the Co-Kinetic site and find a page on an appropriate theme
2. Edit your custom landing page to suit your needs, making sure you cover all the information in the list above.
3. Write a short piece of text to include in an email, telling people the details above and including a link to the sign up form.

Useful Links

• How to Create an Event on Facebook
  
• How to Use the Customisable Landing Pages on Co-Kinetic

What is a Conversion Event?

This is an opportunity for people to get face to face with you it's a great way of generating some new clients.

As your desire for new clients is pretty low, then you only really need to choose to run a conversion event if you want to generate some new business.

The reasons for this could be:

1. You're coming up to a quiet time of year business-wise
   
2. The campaign topic is something you're very comfortable with and may have an advantage over your competition with
3. The campaign topic is something you'd like to build your reputation on
4. You could do with generating a bit more business in the short term.

It could involve a mini-assessment such as a mini-bike fit assessment, gait assessment or some sort of movement assessment. Alternatively you could run an evening seminar or presentation (we even provide an off-the-shelf PowerPoint presentation that you can adapt for your needs). 

The goal is to find out during your sessions which patients are most in need and most likely to benefit from one or more services you can provide and then give them the information they need, so they understand how you can help them solve their problem.

If you've decided you'd like to run a conversion event then click the button on the left marked "Decide on Your Conversion Event".

What we don't do. Panic marketing!

If you're any more desperate for new clients than needing them in less than 30 days, then you've come to the wrong place. Panic marketing is not our thing - in fact quite the opposite!

If you can wait for at 30 days then our system can work.

The goal of the Co-Kinetic Marketing System is to get you out of panic mode, which forces you to resort to  hard-sell tactics and that makes both you and your business look ‘cheap’, weak and desperate. 

Instead we will move you into a place where you have a steady flow of new business, that you can manage.

Once you understand how this system works, and how to put it into action, it can bring you as many or as few new clients as you want, whenever you want them. That's the beauty of it.

Very soon, you will be in a position to grow your business  as much or as little as you want, and most importantly, when you want it. 

The following blueprint will not only show you exactly how it works but also how to achieve it.

High/Medium or Medium desire - is a great place to be.

The desire to grow your business is important. If you're not invested and committed in growing your business, then your commitment to promoting it won't be either.

A common reason for subscribing to our marketing system is the desire to expand and often take on new therapists. People often have enough business for themselves, sometimes too much, so they're just at that threshold where taking on an additional therapist is become a realistic possibility but they need that extra bit of business, to make it feasible/profitable.

The beauty of this system is that it can work for anyone at any level or size of business, from individual one-man bands to big teams but my preference is to work with individuals or small groups, because you have less resources at your disposal,  than the bigger teams. 

More importantly, you have to get a bigger bang for your buck.  Everything you do, has to count. I know, because I've been there!

One request though - please don't sign up to our system if all you want to do is improve the quality of your social networks - it's a waste of a licence and a waste of your money.

As I write in my blog post: The 10 Biggest Marketing Mistakes and How to Avoid Them, social media is not your marketing panacea. It's part of the equation but only when used as part of a bigger strategy, like the one outlined on this page.

So let's get stuck in....

LOW desire - is a great place to be, if you're not rushing around like a headless chicken, that is!

If you're genuinely happy and content with the way your business is today, and the quality of life you're living, then that's brilliant. Happiness with your business (as with your life in general) is a very subjective thing as we all know only too well.

But in my view EVERYONE should at the very least be collecting new email leads and sending value-added nurture emails regularly to their new and existing email contacts. Why? Because what have you got to lose? And more to the point...you've got everything to gain.

Posting good, value-added content to your social networks, collecting new leads and then building these relationships using our pre-written education-based emails and the Co-Kinetic system to post your social media, takes no more than 15 minutes a month! That's it. 

It's also more than what 97% of therapists are doing which might explain why having a regular supply of new clients is the number one "keep me awake at night" causes.

"But why?", you cry, "I've got more clients than I can manage".  Well, if that's your reason, then you should be putting your prices up, or taking on a new therapist to help out, freeing up some of your time!

Everyone knows there are always ebbs and flows in demand throughout a year,  is there any harm in being able to turn on a tap filled with warm, nurtured email contacts, when you have a few extra appointments available?

And what happens if there's a downturn in the market, or a new, dynamic, marketing-savvy therapist moves in down the road and starts swiping your customers? 

You need to be future-proofed and when it's as easy to achieve it as posting some good, lead-collecting social media to your social networks and nurturing these leads into warm contacts, in just 15 minutes a month with the Co-Kinetic system, there's no excuse if the proverbial shit should hit the fan!

High/Medium or Medium desire - is a great place to be.

The desire to grow your business is important. If you're not invested and committed in growing your business, then your commitment to promoting it won't be either.

A common reason for subscribing to our marketing system is the desire to expand and often take on new therapists. People often have enough business for themselves, sometimes too much, so they're just at that threshold where taking on an additional therapist is become a realistic possibility but they need that extra bit of business, to make it feasible/profitable.

The beauty of this system is that it can work for anyone at any level or size of business, from individual one-man bands to big teams but my preference is to work with individuals or small groups, because you have less resources at your disposal,  than the bigger teams. 

More importantly, you have to get a bigger bang for your buck.  Everything you do, has to count.

Once request though - please don't sign up to our system if all you want to do is improve the quality of social networks. As I write in my blog post: The 10 Biggest Marketing Mistakes and How to Avoid Them, social media is not your marketing panacea. It's part of the equation but only when used as part of a bigger strategy, like the one outlined on this page.

So let's get stuck in....

Which Campaign Should You Run?

We create a new campaign on a different topic every month so there's plenty of choice. So your first job is to decide which topic you'd like to use. 

You can find the campaign topics at the following link.

If you're not sure where to start, here are some ideas on how to decide:

• Pick something that's topical - ie. if there's a local sporting event coming up, why not use the relevant sports campaign 
• If there's a time of a year in which certain topics are more relevant you could use this to inform your decision
• If you're planning on running a conversion event as detailed in our main strategy article (which you can find at this link) - then pick a topic that you feel very comfortable with. The more comfortable you are with the topic, the better your conversion event will be and the more successful you will be at converting prospects into paying customers.

Creating a Sign Up Page to Your Conversion Event Using Co-Kinetic

Because these Conversion Events are so individual, we came up with a way of creating a template sign up web page which allowed you to edit all the text on the page. 

That way you're able to decide exactly what kind of event you want to run, as well as add specific details like dates, times, venue details, links to other sources of information etc.

You can choose from 4 different calls to action:

1. Submit form (collect lead sign ups) - fill out the form

2. Call Now - adds an interactive telephone call button to the form

3. Book Now - links to an outside URL such as a booking system

4. Download - link to an outside URL hosting the resource

There are two help videos on the right, the top one is more of a quick start guide (8 mins), the second one goes into a bit more detail (16 mins). 

Don't worry it's super-easy. Just follow the steps in this video

The Nurture Email Newsletter

This is one of THE most effective tools in your marketing toolkit. Unfortunately according to the results from my Marketing Grader survey, 92% of therapists DO NOT send regular nurture emails.

What is a  Nurture Email?

It's a simple email containing helpful, educational information (ie. it's non-salesy) that adds value to the lives of your readers. 

It's also highly shareable and it's a great idea to actively encourage people in your email, to share it with colleagues or friends who many find it useful.

It's a great way to build your relationships with your email leads, and develop your authority and reputation but more importantly it keeps them at the forefront of their mind, so when they do reach their "clinical tipping point" and need your services, you're the first person they're likely to think of.

The Co-Kinetic Content

We provide a one-click import template email in with every campaign we produce. Click the following link for a help video I put together showing you how to import a Mailchimp template into your account and create an email from it - it's super-easy.

If you don't use Mailchimp, then we also provide text  and images you can use to create the same email in your own email marketing platform.  

You can find the template here

The Advantage of Having a Mailchimp Account with your Co-Kinetic Subscription

• If you have less than 2,000 unique email contacts, you can set up a free Mailchimp account at this link
  
• It means you can use our 1-click email templates - just log into your existing Mailchimp account, and click the link we give you for each of our campaigns and it pulls everything into your account in one go (including images and text) - it's super-simple
• And because we integrate directly with Mailchimp - any leads you collect through your social network posts are automatically added to your Mailchimp account which means you can follow my simple video instructions on automating welcome emails to these new subscribers.
• It's also really easy to connect Co-Kinetic and Mailchimp - as this video shows.

Pre-Written Email Text and Images for non-Mailchimp users

• 15-30 minutes to create the email in your email marketing system
• To set up an autoreponsder we'd recommend you create a free account with Mailchimp and.... 

You then have two options:

1.  Send the email from Mailchimp directly by setting up the autoresponder email (watch video provided)
2. Or integrate your email marketing system with Mailchimp and set the autoresponder up from within your own email marketing system (you can use an integration tool called Zapier to help you do this)

Timings (estimated)

Go to the main piece of content on the Co-Kinetic website (there's a direct link within the Campaigns tab in the social media set up section) and download the Email text and images.zip file.

You can access the Content Marketing Kits via this link. Or you can use the link within the Campaigns section if you are logged in and have a marketing subscription.

Every Monthly Campaign includes Resources to Help You Collect New Prospective Customer Leads and Increase Awareness of Your Business

• 20-30 unique social media posts created by Co-Kinetic on your behalf and optimised for Facebook, Instagram, Twitter and LinkedIn
• 3-6 high-engagement videos, including an animated explainer video to liven up your website and social media pages
• 1 high converting email lead collection page
• 1 lead magnet delivery page

There is literally nothing left for you to do! Each component is designed and optimised to help you capture more emails with powerful, proven campaigns that your ideal clients will love. 

If you've opted to create your own lead collection pages -  we provide you with content for those too

You will find banners you can use for your lead collection pages in:

1. the Blog Post and Images.zip file 
2. the Email Text and Images.zip file.
3. As well as the Promotional Material folders which also feature banners you can use on a landing page too. 

If you want to create Sign Up landing pages for a Workshop or an Educational Seminar/Presentation you can also find those banners in the relevant Promotional Material zip files at the bottom of the Media Contents panel.

Basically whatever you need artwork for, we should have you covered :-)

If you're comfortable scheduling your social media yourself using your own scheduling tool, we provide all the social media content as downloads too

The Social Media images are provided automatically resized for the following social networks:

• Facebook
• Twitter
• LinkedIn
• Instagram

When you download the Social Media Images.Zip file from the Media Contents panel shown in the right hand image and double click to open that folder, the image below shows you what you'll see inside it. This is particularly relevant if you'd like to post the social media images to Instagram.

We don't currently integrate with Instagram because it requires us to develop a mobile app to do so (you can currently only post to Instagram via a mobile device), but it is on the development list for future consideration :-)

The Advantages of Using Co-Kinetic to Post Your Social Media

• It takes no more than 5 minutes (3 minutes actually) to set up the posting of the social media through the Co-Kinetic website (watch this video)
• Each social media post comes with templated text, so there's absolutely no need for you to do anything
• We've created high-converting email lead collection pages to take care of the email lead collection for you
  
• And we deliver the 'lead magnet' - the highly desirable piece of content that the viewer has signed up to receive. 

There's literally nothing you need to worry about doing, once you've activated the campaign.

It's super-simple even if you hate technology. Watch this video if you don't believe me!

And if you use Mailchimp, our systems will connect with each other, meaning any new leads you collect through the Co-Kinetic System are automatically transferred to Mailchimp, where you can then trigger automated emails for new sign ups (don't worry, we have a video for that too). 

The Lead Collection Campaign URL and Success Page URLs

These links are personal to you. When someone fills out the form at the Lead Collection URL, it tells us who that lead belongs to (ie. you) and which campaign the new lead is associated with (so you know who is interested in what topics). You can use this unique lead collection link in your blog posts to encourage email collection through your website. You would also use this link if you were writing your own social media posts and using your own scheduling software, but wanted to send them to the lead collection page we create for you. 

The Success Page URL takes the viewer to the page someone would visit AFTER they've given you their email address in the lead collection page. So we'd only really recommend that you give this link to people who you already have an email address for. For example you could include it in your email newsletter so that your email subscribers can access the resources at the link, without having to give you their email address again. If you track goals or conversions in Google Analytics or Facebook, you could also use this success page URL as the 'conversion/goal'. We cover this in more detail in the Advanced Techniques section.

The Promotional Material

The Promotional Material comes in three 'themes'

1. Lead Generation - designed to promote your lead magnet (high value content) promoted in the social media content
2. General Theme - this is as generic as it can be giving you the chance to customise your offering 
3. Presentation/Seminar - designed to promote a PowerPoint based presentation which we also create for you

We provide:

• Web banner for your email/website/blog etc
• An image optimised for Facebook ads
• An A5 leaflet
• An A6 postcard with a blank reverse that you can add your own content to
• Posters in A1, A3 and A4 sizes which are provided with bleed margins so you can have them printed professionally

The Promotional Material

The Promotional Material comes in three 'themes'

1. Lead Generation - designed to promote your lead magnet (high value content) promoted in the social media content
2. General Theme - this is as generic as it can be giving you the chance to customise your offering 
3. Presentation/Seminar - designed to promote a PowerPoint based presentation which we also create for you

We provide:

• Web banner for your email/website/blog etc
• An image optimised for Facebook ads
• An A5 leaflet
• An A6 postcard with a blank reverse that you can add your own content to
• Posters in A1, A3 and A4 sizes which are provided with bleed margins so you can have them printed professionally

The Promotional Material

The Promotional Material comes in three 'themes'

1. Lead Generation - designed to promote your lead magnet (high value content) promoted in the social media content
2. General Theme - this is as generic as it can be giving you the chance to customise your offering 
3. Presentation/Seminar - designed to promote a PowerPoint based presentation which we also create for you

We provide:

• Web banner for your email/website/blog etc
• An image optimised for Facebook ads
• An A5 leaflet
• An A6 postcard with a blank reverse that you can add your own content to
• Posters in A1, A3 and A4 sizes which are provided with bleed margins so you can have them printed professionally

The Promotional Material

The Promotional Material comes in three 'themes'

1. Lead Generation - designed to promote your lead magnet (high value content) promoted in the social media content
2. General Theme - this is as generic as it can be giving you the chance to customise your offering 
3. Presentation/Seminar - designed to promote a PowerPoint based presentation which we also create for you

We provide:

• Web banner for your email/website/blog etc
• An image optimised for Facebook ads
• An A5 leaflet
• An A6 postcard with a blank reverse that you can add your own content to
• Posters in A1, A3 and A4 sizes which are provided with bleed margins so you can have them printed professionally

The Advantage of Running a Campaign over 30-45 days - Warm versus Cold Leads

This gives you the opportunity to collect new email leads via your lead generation campaign first. This has the benefit of making sure your audience is 'warm' before you hit them with an invite to your conversion activity. 

In other words, they're already familiar with you and your business and they've already had an interaction with you, that's relevant to the topic in question. 

So, if for example, they've downloaded a recent resource from you on running injuries and then receive an invitation from you a short time later, to attend a running injury workshop, then they're already primed to be open to the invitation. 

This means your sign up rate is likely to be much better compared with 'cold' traffic who receive your invitation to the workshop out of the blue.

If however, you want to run a conversion event in less than30 days, it's still fine to do this. 

You could run the lead generation campaign (ie. the social media campaign) and include details of the injury workshop in the follow up email that a customer receives immediately after joining your mailing list.

There's also nothing to stop you running some campaigns from start to finish in 30 days but running other campaigns for longer at the same time.

The Educational Seminar/Presentation

This is a resource we provide for you. Download it from the Media Content box in the main piece of content and then edit it to your heart's content.

We even provide additional blank slides so that you can add more slides if required. 

Don't forget that the idea of this Conversion event is to try and assess the problems of each member of your audience and how you may provide a solution to this problem. 

Make sure you also have a page of 'offers' that are unique to attendees of the session and ideally only available if purchased at the event. This could be offers on packages of treatment, discounts on equipment or a one off promotion such as a bike fit or gait assessment for example.

Pre-written Blog Post Text and Images

Yup, we've got you covered here too!

Our professional copywriters write an engaging, client-friendly blog post from the clinical content that our physical therapists contribute. And we even provide accompanying images for you to include with your post as well (or of course you can use your own).

Make sure that you've added meta data to the post ie. meta title, description and key words and don't miss the opportunity to mention the added value lead magnets that go with the campaign and include your Personal Campaign URL for that campaign, so that you turn the blog posts into 24/7 lead generation resources as well. 

I've written more about this at the following link.

Engaging, Informative and Entertaining Videos

Each campaign includes at least 4-7 unique videos, including a whiteboard animation (the hand drawing videos) explainer video discussing the topic in question.

They've fun and engaging while also delivering helpful information and education. If you have the ability to post them directly to your website then by all means do that too. If you have an active subscription, then we're happy for you to use wherever relevant.

Facebook Advertising and the Facebook Pixel

As many of you will know by now, very few of your Page followers will see anything you post on Facebook. I've written two articles of relevance on this topic:

1. Is Your Facebook Page Officially Dead?
2. Why it's Impossible to Bombard Your Facebook Followers with Too Many Posts

Basically unless you're willing to invest a few bucks in Facebook ads, your page posts ain't gonna reach far!

A BIG HOWEVER...investing a little bit of money can not only super-charge your marketing but you can get more targeted than we've ever been able to, before.

And when I say advertising, it doesn't have to be 'sales'. It could be as simple as boosting posts on your page that send people to your lead magnet, (just make sure you refine the target audience by geography, to people within your locality, as this is really key for local businesses). 

We try and ensure that as many of our posts as possible, comply with Facebook's ad policies (although because of  Facebook's 20% text rule (only 20% of the image can include text) this often knocks out many of our infographic images). 

However, we also specifically supply an image under each Promotional Theme which complies with Facebook's ad policy and can be used to promote your lead magnet, an educational seminar or a general promotion.

And our by adding your Facebook Pixel to the Integrations section of the Co-Kinetic site, you can track conversion goals and retarget based on people who land the lead collection page and Success Page URLs (as these are unique to you). 

We will be covering more on this topic in future but this is definitely a power strategy that's well worth consideration.

Brand up our Newsletter and Distribute it Locally for just 10p a copy

It keeps on getting better huh?!

With every campaign not only do we produce lead magnets to entice people to share their contact details with you but we also produce a professionally-designed one or two page newsletter.  And there is an area at the bottom of each page where you can add your own banner featuring your logo and contact details. Even if you don't go that far, why not just print the newsletter and distribute it within your clinic.

Online printing services offer incredibly cost-effective print prices on A4 or A4 folded products. We use Solopress in the UK. To print 100 x A4 double sided (ie. two pages) leaflets for next day delivery costs just £22. That's just 22 pence per newsletter. Increase it to 500 copies and it's just over 10p per newsletter. 

Don't tell me other business partners like tennis shops (in the case of the tennis newsletter) or sports shops or wouldn't appreciate some copies to give away too! Later this year, we'll also have the ability to rebrand the newsletter for you from within the Co-Kinetic site too....we'll keep you posted :-)

I'd like some more information on how the Co-Kinetic marketing system can help me build my business