Visibility and traffic to your business can mean the difference between being a success or being a “has-been”. It’s not so far-fetched these days to hear “Didn’t he USED to be in private practice?” or “I wonder whatever became of the office that used to be here.”
Content marketing is a proven way to generate traffic online while boosting your site’s ranking on major search engines which further generates traffic.
Maybe you’re thinking that you don’t need strategy to grow your business- that you’re already too busy as it is. You’d be amazed at how referrals can dry up over night or expulsion from insurance companies that you participate in can suddenly occur.
What is content marketing?
Content marketing involves providing fresh, educational, relevant content online which strengthens your brand, gives you increased visibility and positions you as an authority in your field. It also provides an opportunity to engage with your patients and prospective patients as well. The best part- it’s free advertising.
Types of content marketing are:
- article publishing
- and many more
In order to get the best exposure for your practice, try these 5 strategies (in combination):
It goes without saying that without a website, you don’t exist! Patients are looking up the doctors that they get referrals to and find out all about them before scheduling that first appointment. If you have no website, you will be found only through online reviews (which may or may not be complimentary to you).
Don’t rely on the websites that you are mentioned on through insurance companies. These websites are owned by them as is the content. It can be deleted at any time, leaving you…nowhere.
Websites provide a great opportunity to let people know:
- Contact information
- Directions to your office
- Office hours
- Insurance coverage that you accept
- Types of procedures that you do
- Types of conditions that you treat
- Essentially, who you are in your professional role
Having a blog enables you to continually add fresh, new content to your site. It directs viewers to the service you offer and after engaging your reader, enables you to state a call-to-action. Simply, this is where you tell them what step you want them to take next (whether it is to make an appointment, subscribe to your newsletter, send for a guide or premium)
Patients are asking you questions every day. Many of these are the same ones that are asked by many and would make a great way to answer the question, solving problems while having interesting content.
3) Social Media engagement
The most valuable aspect of social media is the profile page. Make sure that this is filled out with the information that puts your best professional step forward!
There are many social media sites but the ones that your patients will be on most commonly are: Facebook, Twitter, Google+ and StumbleUpon. Facebook allows you to have a page for business and this is a good way to attract and interact with patients or prospective patients without any “friend and family” posts.
4) E-zines (digital newsletters)
Newsletters provide a great way to highlight “the disease of the week”, medical breakthroughs, “the tip of the week” and helpful information that solves problems people are struggling with. Setting up a routine of sending them out consistently creates an action of looking for your newsletter to come out at that time each month.
Just remember, you can only send out your newsletters to people that have requested (opted in) to receive them.
Making videos need not be difficult or technical. In fact, using your smartphone to create your video is a simple way to accomplish your goal. The sweet spot is 2 minutes and you can download it to YouTube right through your phone.
Make videos of procedures that you do or explain medical equipment that you have (so that it is less intimidating when patients see the machines in the office).
It’s crucial that you include a link to your website in the video description field and the http:// designation so that viewers can click back to your site. Since YouTube is owned by Google, having an active YouTube account will also pay dividends in site ranking.
Start with one step and as you become more proficient in it, branch out until a combination is attained.
Need help? No problems. Outsource it! Contact Barbara Hales, M.D. at 561-325-9664 and we can get you started!