What is paid media? How can your physiotherapy clinic use it to generate more leads, and how can you optimize your efforts? By understanding the inner workings of paid media, you will discover the opportunities it offers your business to connect with new and current clients.The world of marketing and campaigns can seem like a daunting task, but with this article, you’re going to see just how easy it is to gain more leads using paid media.
Understanding Paid Media
Before we discuss how paid media can increase your business’s leads, let’s define paid media. Many physiotherapy clinics use paid media to gain new leads and create a foolproof physiotherapy marketing strategy.One of the most popular paid media platforms available that millions of businesses are using to grow is Google Ads. Even for newer users, it is easy to use in terms of flexibility, measuring statistics, and implementing goals.
How Paid Media Will Get You More Leads
Build Brand Awareness
One of the biggest ways paid media, by way of professional physiotherapist marketing services, will help your business grow is by building brand awareness. By using paid media, more people will know about your business. This is the first step in the customer funnel on the journey to gaining client retention.
Reach New Clients Through SEM
Search engine marketing (SEM) is a tool that allows your webpage to be seen at the very top of search engine result pages (SERP). By using keywords that are relevant to your business in regard to services, location, etc., you will easily reach new clients. When they search for certain physiotherapy services or clinics, your page will be one of the first they see.
Promoting Special Events
Another amazing way that paid media will get you more leads is by using it to promote events or offers your clinic is running as a part of your physiotherapy marketing strategy.Let’s say you’re offering a discount for those booking an appointment at your clinic for the first time. You can use targeted keywords related to services you notice many first-time clients book for. In doing so, you’re ensuring that new people searching for such services will see your ad first, take a look at your clinic, and then book an appointment.
Optimize Retention Rates for Current Clients
When people book a service with your clinic, you, of course, want them to book another one. Calling previous clients only goes so far in this day and age. By using targeted ads, advertising physiotherapy services can make sure that they will see ads for your business on other sites that you visit.With paid media, you’re ensuring that they will be reminded of your services with strategically placed ads using a tool called remarketing lists of search ads (RLSA), which we will touch on a bit later.
How to Optimize Your Paid Media
Use Keywords
When it comes to paid media, keywords are your clinic’s best friend. There are many types of keywords, but the most popular are long-tail and branded keywords. The first type is when you have a short phrase as a keyword, such as “shoulder pain physiotherapy services”.Branded keywords include keywords that are almost exclusive to your business. Both have advantages, and you will be able to target many new and current clients searching for services near you. Creating a list of relevant keywords with the help of physiotherapist marketing services can enhance the reach of your paid media efforts.
Remarketing Lists for Search Ads (RLSA)
Using RLSA for your physiotherapist marketing services is another way to optimize your paid media. RLSA is a feature within Google Ads that lets you customize search ad campaigns that will target users who have already visited your website.When a client visits your website, Google Ads will then track them via cookies and show them ads related to your business on other sites they visit. Through this approach, users will be reminded of your business and be more inclined to book a service with you.
Analyze Analytics
Using paid media isn’t just a “set it and forget it” type of deal. You need to stay on top of it by keeping track of statistics. In doing so, you will see which campaigns you set are effective and which ones need to be tweaked. If you notice something is performing particularly well, you may want to consider allocating a larger budget to it.Consequently, if you notice a campaign not doing so well, you may want to put it on hold while you re-optimize it to reach your previously set goals. The first campaign you launch certainly won’t be the last one you ever do, and there will always be room for improvement.
Create Custom Audiences
Keywords are just one amazing tool when it comes to paid media; another one is being able to create custom audiences. You can make multiple groups filtered by their age, gender, location, job, and even their hobbies.Knowing your target audience helps greatly in creating these groups. This way, you can absolutely make sure your ads are targeted directly at them.>Another great way to use this feature is if you plan to target a new type of audience. Let’s say your current audience is the elderly, but you want to try a campaign aimed at young professional athletes. That’s the beauty of creating custom audiences with paid media: you can focus on your current audience while targeting new ones.
Paid Media Pays Off
Ultimately, the goal of paid media is for it to essentially “pay off” in the form of conversions, creating new clients, and retaining current clients. All the previous points mentioned are tools to make sure you utilize paid media to its full potential for your physiotherapy clinic.By using expert physiotherapist marketing services, your clinic can increase the effectiveness of its paid media campaigns, resulting in more leads and better client retention.For more information about how physiotherapist marketing services can help your clinic thrive, call Physio Marketing at 833-410-2735 or contact us here.