In this day and age, there are a multitude of businesses out there, both online and offline. Trying to grab your audience’s attention, let alone retain it, seems more complicated than ever. That’s why content marketing for your physiotherapy clinic is more important now than ever.
In this article, we will discuss content marketing, why it’s important for growth, and how to use it to educate and attract new clients to your business.
Breaking Down Content Marketing
Content marketing is how you present your clinic online. It’s what you post, why you post it, and who you post it for. You take the time to plan out this strategy for your ideal audience and then distribute it to capture the attention of your ideal client base.
In short, content marketing is not complicated; all it requires is an established content strategy and time and effort to maintain it.
Establish a Content strategy that Speaks to your Ideal Patient.
Before you begin creating content, you need to establish a few things and create a solid plan of action. First and foremost, you should identify your target audience and current client base. Break them down into their age range, general location, usual services, and other categories you feel are helpful to include.
Then, determine what type of content you think will best resonate with them. A good place to start is by looking at other businesses that market physiotherapy and examining their content marketing.
Lastly, you must determine key performance indicators, such as email open rate, site page visits from certain content, and whatever else you feel is important. As soon as you have all that in place, you can begin your own content strategy that will best serve your business.
Create a Dedicated Healthcare Blog
Since their creation, blogs have been the hottest thing on the market. Businesses can kill two birds with one stone by utilizing the necessary SEO keywords and promoting their desired content simultaneously.
You can create a dedicated site page for physiotherapy blogs that cover common issues you notice your clients face, and incorporate the services you offer within them. You can also create free resources for readers to download from your blogs. It’s a great way to generate leads and add them to your email list while providing even more valuable information to your viewers.
Doing this will help you educate your patients and boost your site in search engines because of the SEO throughout your clinic blog.
Film Engaging Video Healthcare Content
Patient education is more than talking about your services and what you can provide your clients; it’s showing them. The visual impact that video content has in today’s content marketing world is far more prominent than you may realize, especially in the healthcare industry, where demonstrations are vital.
The possibilities of what you can create are endless. You can take what you touched on in a clinic blog, such as specific stretches, and show it visually. A bonus is that you can link your blog in the video and vice versa—a common cross-channel promotion strategy, which we’ll touch on shortly.
Implement Cross-channel Promotion for Optimal Results
It’s one thing to create a dedicated site page on your website for blogs that talk about your services, common issues patients might face, and more. However, it won’t bring meaningful results if you don’t implement cross-channel promotion into your content strategy.
We’re not just talking about posting the reels you make to multiple social media platforms; we’re going one step further and putting your content into your emails, newsletters, and wherever else you see fit.
Use Patient Education to Build Trust and Establish Authority
At the end of the day, one of the main goals is not just to be well-known within the industry but to be viewed as a reliable source for both current and new patients alike. With the above combined tactics of identifying your target audience, writing physiotherapy blogs, filming healthcare content, and using cross-channel promotion to your advantage, you’ll be on your way to attracting new clients.
Yet, remember to keep the momentum going and build yourself as a credible source; you need to make the time to be consistent with your content strategy. Plus, by keeping track of the key performance indicators you’ve previously set, you can refine your content strategy to remain relevant to your audience.
For more information about how a physiotherapy marketing agency can help with your content marketing to attract new clients, call PhysioMarketing at 833-410-2735 or contact us online.