Audiologists: Entrepreneur or Business Owner?
By Katie Armatoski, Au.D
I’m not usually one to brag, but I do have a bit of a hidden talent. Within a few minutes of meeting someone who owns an audiology practice, I can tell if they’re an entrepreneur or a business owner. Now, you might be thinking that those are the same thing, but I assure you they are not… and I am going to explain why I think that.
To me, the main difference between an entrepreneur and a business owner is that entrepreneurs are much more willing to try new things. These days, innovation is absolutely critical if you want your business to grow and thrive. Now, I totally understand being intimidated by all of the new technology out there, and I know that running a practice requires SO much of your time that you don’t have extra hours in your schedule to learn TikTok or Snapchat. I’ve been there.
I’m actually not here to convince you that you need to do all that. But, I do want to share three things I see entrepreneurs doing in the audiology space that I think ARE worth embracing:
#1 – Instagram Stories
You have to be on social media these days, plain and simple. I think all practice owners know this and already have some sort of strategy for posting content on a regular schedule. However, I urge you to go beyond the status quo here. My favorite way to do this is by hopping on Instagram Stories every once in a while to connect with people in a more casual environment.
Showing your face on Instagram Stories is a great way to reach new people and start to build a more personal connection with them. Even if your ideal patients aren’t hanging out here, their kids probably are, and getting in good with them is a strategy that audiologists with a more entrepreneurial mindset are already doing.
#2 – Email Newsletters
Email is definitely not a “new” marketing strategy, but it still works VERY well, especially for audiologists. According to research from this year, email newsletters sent by healthcare providers get more opens and clicks than emails in other industries. So, if you’re not sending regular emails to people, you’re missing out on a great marketing opportunity!
Not sure what to write about? Think about it as an extension of your social media strategy. You can share tips, testimonials, seasonal information, special offers… whatever you want. Just try to make it fun and give it some personality! If you’re really stuck, consider joining the Content Crew! We give our members one email and one postcard template to use every month!
#3 – Webinars
Most audiologists are familiar with in-person seminars — the presentations that we sometimes give to people in our community on topics like hearing loss, hearing aids, etc. Promoting these is a pretty straightforward process: you put together an ad that goes in the newspaper or a local magazine with the date, time, and location. You might also mention it on social media and even create a Facebook Event to draw more people in.
But what if instead of an in-person event, you did it all online? Webinars are cheaper (you don’t need to rent a space or provide refreshments), and you can do it from your home or office!
People sign up with their email address, which gives you an opportunity to send them those monthly email newsletters we were just talking about. It’s a great way to keep your name front of mind WHILE establishing yourself as a thought leader in your community. Talk about a win-win!
Over the next three months in Content Crew, I will be walking members through the process of creating webinar funnels. I am working with several audiologists one-on-one to develop a strategy specific to their marketing goals. Once we have all the pieces to your puzzle, then it’s time to put it into action! For those in your community who sign up, I’ll show you how to set up your automated emails months ahead of time!
It might sound like a lot, but I promise, it’s super easy to learn! We can even set it up for you if you like! So, if you’re someone who wants to incorporate more of an entrepreneurial mindset into your business, we would LOVE to have you join us! No prior knowledge or experience is necessary — all you need is an open mind! Click here to learn more about becoming a member of the Content Crew!