Healthcare Digital Advertising Pitfalls to Avoid - Podcast #126

Today we had the pleasure of speaking with public speaker and founder of Nick LaIuppa Marketing, Nick LaIuppa. After spending thousands of ad dollars and exploring various strategies, Nick focuses on serving small-medium sized businesses by building digital marketing and advertising campaigns across multiple platforms. His purpose is to help people like you drive the sales you need to turn a profit.  Let’s dive into Nick’s story of how to avoid common digital advertising mistakes to get the results you are looking for.   Things you will learn in this episode: [00:01 - 14:15] Advertising Too Soon  We introduce our guest, Nick LaIuppa. Nick talks about common digital advertising mistakes.  Nick talks about the fear of advertising too soon and how to avoid it.  Create patient personas Not properly visualizing and laying out your funnel Not training staff on process No specificity - trying a shotgun blast approach Not building out specific landing pages for each type of ad  [14:16 - 19:47] The Lack of Transparency  Nick talks about the importance of transparency when it comes to understanding your AdWords marketing.  Most marketing agencies lack transparency and refuse to grant their clients access to their own assets and data  [19:46 - 27:23] Not Properly Tracking Your Program and Reporting  What metrics do you need to focus on? We talk about another common mistake; not properly tracking your program and reporting  Nick mentions his top 4 metrics to keep track of: conversions conversion rate click-through rate cost How often should you look at them? What do you use to track? [27:24 - 37:26] Leads Dying ON the Vine Nick talks about what it means to let “leads die on the vine.”   Not putting them in a nurture sequence   The most expensive and cheap advertising  Email nurture sequencing.  What retargeting means  [37:27 - 47:24] Picking the Wrong Platform and Bailing Too Soon Nick gives us the key points in choosing the right platform to advertise on.  Understanding who your customer is  Nick sheds some light on bailing too soon when you’re investing in ads.  How much time does it actually take to get results?   Tweetable Quotes:  “The way that I always go about recommending the ad platform is first understanding who their customer is.” - Nick LaIuppa  “If you ever get in touch with a marketing person or an agency that is telling you they can guarantee your results, that's a red flag.” - Nick LaIuppa   Resources mentioned in the episode: Conversion Rate Definition  Retargeting Definition Menopause Definition Intrepy Healthcare Marketing Physician Liaison University   You can connect with Nick on Linkedin, Instagram, Facebook, Twitter, and Youtube or visit his website https://nicklaiuppa.com/ Subscribe & Leave a Review Subscribe to the Patient Convert Podcast and never miss a new episode! Please support the podcast by leaving a Review Connect with us on social media: Kelley LinkedIn Justin LinkedIn What We Do Get a free practice marketing assessment – Intrepy Healthcare Marketing Check out Kelley’s physician liaison training platform – Physician Liaison University Check out our Physician & Social Media Video Creation tool - CaptureMD Interested in being a guest on the podcast? Click Here to apply Thanks for listening. Justin & Kelley Knott