As a health professional in 2021, it’s time to adopt new and fresh marketing strategies that engage potential patients. Old marketing, known as outbound marketing, communicated with clients using one-way messaging through print, TV, radio, and cold calls. This old-fashioned marketing approach pushed products or services onto consumers and did very little to entertain, educate or engage clients. If you are trying to position your practice, focus on inbound marketing instead. With this new marketing approach, your goal is to spark your potential client’s attention and engage in a two-way conversation with them. Take advantage of social media platforms, blog posts, and search engines to create content that will educate and entertain your customers and incentivize new referrals and patients.
The world of inbound marketing is endless, and it can be overwhelming to try to tackle everything at once. Instead, consider the following tips and break down your strategy into steps. Remember, inbound marketing efforts are a marathon, not a sprint, so it’s best to tackle them one step at a time.
Be authentically you and share it:
In an online world, there is content just about anything. However, there is only one of you. Take advantage of your personal story and passions and generate entertaining and educational content for your patients. For example, you may be a health coach who previously struggled with her body image and are passionate about helping your clients recover from body dysmorphia. Share your personal story! It is of great value, and the right audience will be moved by what you have to say.
Remember, your services will not be of interest to everyone. However, if you have determined who your key audience is and develop content relevant to their needs and preferences, your inbound marketing strategy will be successful. Consider checking out my post on segmentation here.
Engage with clients on social:
You don’t have to use all social platforms at once. However, once you determine your target client, consider where they are more likely to be active. It may be Instagram, Facebook, TikTok, or Twitter. Regardless, once you select a platform (or platforms), be consistent with your content generation strategy and listen to your community.
One of the best parts about social media is that you can communicate directly with clients. Reply to comments, ask questions, and listen to what your patients want. Listening and engaging in conversation will help you better serve your target customers and create appealing content. This will, in turn, drive more referrals and increase your roster of clients.
Perform keyword research:
Once you know your target customer, you will be better equipped to perform basic keyword research to understand what your customers are searching for. Consider using platforms like answerthepublic.com and spyfu.com to better understand the keywords and content your target customers are searching for.
Conducting this type of research can help you stand out from the competition as you can create content (either blog posts or on social media) that directly targets your clients’ needs. For example, perhaps you are a sleep coach and your clients continuously research “how to fall asleep fast.” Go ahead! Create content that directly answers this question.
Consider creating videos:
I know! I know! Videos are not for everyone. However, it is undeniable that video content has gained more traction over the last few months than ever before. With the astronomical growth of TikTok and the rising popularity of Reels on Instagram and other short video formats on diverse social platforms, it seems like videos are here to stay.
According to seoplus+’s Ads Specialist, Malin Wijenayake, videos tend to receive nearly double the amount of engagement and clicks than images do. Chantelle Stevenson from ClearPivot reaffirms this idea and mentions that videos increase conversions by 20-30%.
So, try it out! Although creating video content may be intimidating at first, it may be the best way to engage and educate patients.
Try incorporating these tips into your inbound marketing strategy, build better long-lasting connections with patients and watch your private practice soar.