How Can Content Marketing Help Your Practice?
If you’ve been looking into more ways to bring new patients into your practice, you might want to look into blogging and social media. I know, it sounds strange. How can writing a blog help you get more patients? Well, first of all, when patients look for doctors, they usually go straight to the Internet, and they usually do a Google or Bing search for a general practitioner or specialist in their area. This is where online medical marketing, blogging, and social media for doctors can make all of the difference for you as a physician, marketing your practice.
Blog Content Drives SEO
First of all, when your potential patients search for physicians near them, you want your practice’s website to show up first in their search results, right? Unfortunately, you can’t do this just by having a practice in the area where your patients live. In fact, if you’re one of many practices in a fairly densely populated area, you could get bumped down to the bottom of the list if you don’t have the right SEO (search engine optimization).
Now, you probably already know at least a little bit about SEO. If you want to show up in keyword searches related to your practice, you have to include those keywords in your site, but just stuffing your site content full of keywords will actually get you bumped even further down the list or removed from the results entirely. Google and Bing are both cracking down really hard on websites that try to cheat at optimization with keyword stuffing, fake back links, and other unethical SEO methods.
So how can you get enough keywords into your content without incurring the wrath of Google? You can include quality content in a blog. Blogging gives you more opportunity to include the keywords you need without any stuffing, and it lets you include other SEO helpers, like (authentic) back links, images, and videos.
It Can Build Your Reputation in Your Field and Build Rapport
Basically, from an online medical marketing perspective, you want your blog posts to be search engine optimized, but you don’t want to write them as if you’re writing for Google. You want to write content that your patients and colleagues will find valuable, interesting, informative, and/or entertaining. You want your patients to feel an instant rapport with you by reading your blog posts (I call this personality infused marketing)
Google’s efforts to punish unethical SEO are all set in place to help reward sites with content that users want to see. That means, if you write content that your audience will want to read, you’re more likely to show up in their searches, but that’s not all. You’re also more likely to get their attention in the best possible way.
As your patients and colleagues become your readers, they’ll start to see you more and more as a thought leader in your field. They’ll share your posts on Facebook, Twitter, and LinkedIn, and they’ll keep coming back to read your new posts, too. As you get more traffic to your website and social media pages, you’ll rise even higher in the search engine results rankings while your reputation as an expert and a thought leader grows, as well.
Having a great, informative blog that doesn’t focus on facts, but piques reader’s interest, emotions and even entertains them with a little humor - is essential for success with online medical marketing. It helps increase your standing in Google and Bing searches by giving your audience something valuable that increases your worth in their eyes. Writing quality blog posts also gives you great content to post on social media. For doctors, reputation is everything, and you can build your reputation, and online traffic, just by creating a great blog for your patients and colleagues to read. When it comes to effective physician marketing, I really can’t recommend this enough.