02 Aug 4 Content Marketing Hacks for Health Professionals
It’s time to step-up and show everyone that you’re the expert around here.
It’s time to stop chasing after new Patients.
It’s time to have patients looking to you for help and advice.
Enter Content Marketing.
Content Marketing is the best way to become the expert and create fans who are seeking your help.
Thanks to the technological revolution, consumers are now using the Internet to research everything before they make decisions.
The healthcare industry is no exception.
Over 77% of patients are using search engines before booking their appointments, making content marketing more important than ever.
This makes patients pickier than ever!
So what do you do?
Simple, you need to offer them something. Something bigger than service or a huge discount.
You need to get patients to understand the transformative value of your service.
Whether they are checking out your social media pages, are part of your email database or performing a google search of your site, it should be clear that you know what you are doing, and you can help them reach their goals.
You’re the expert.
These days people are buying personality, confidence and authority.
Great healthcare content marketing will show your prospective patients how you can lead them from where they are now, to where they want to be.
Okay, so now you know that content marketing is essential to growing your practice.
The next question is, what sorts of things can I start doing?
There’s so many different types of content that you can develop as a part of your content marketing plan, it’s easy to get confused and question where to start.
That’s why I’m going to go through some of my favourite ways to content market, ways that are sure to get you off to a great start.
Start releasing content like this on a regular basis and you’ll be well on your way to becoming an expert in your space.
I love Blogs!
You’re reading mine right now.
A blog is a great way to show prospective patients that you know your stuff.
But how do you write one people will read?
Start by thinking about topics that you know your ideal patients care about.
Say you’re a chiropractor and you have someone thinking about booking in.
What do you think their reaction will be if they see you have written an amazing blog giving tips about their exact problem?
Maybe something like…
“Wow! You really know your stuff about the specific issue I’m facing – I’ll take you up on that offer and I’m keen to see everything you can do for me!”
So to craft your amazing blog, the topic must be relevant to your healthcare niche, but you also need to make sure that the information you discuss is accurate, and that your tone is suited to your market.
Think about how you can use relevant, engaging images, videos and sections with attractive headlines and sub headlines to break up text.
A blog can become the voice of your practice, so it’s important that you do it right.
It’s important to know that 70% of all consumer traffic is now video.
That’s why Video is an amazing tool to content market.
So get ready, it’s time to “go viral”.
The major advantage to video is that prospective patients will be able to see the real you.
As I keep saying, prospects buy into your personality, not your service, so seeing that you really do know your stuff is absolutely huge!
Film tutorial videos, Q& A’s, Behind the Scenes or anything that shows off who you are and what you know.
Showing off your expertise will go a long way to winning patients over and earning their trust.
Use social media to send this authority into overdrive by going LIVE and engaging in real time with your viewers.
Video is the most engaging and viewed content on the market.
Whether you want to become the next big Youtube personality in podiatry or just add little extra value to your social media, website or content pieces Video is your golden ticket.
It’s the fastest growing communication category in the world today.
Facebook, Instagram, Twitter, Snapchat – you can pretty much guarantee that everyone is using at least one, if not all, of these social media platforms.
That’s why Social Media is a must have in any effective content marketing strategy.
The problem is – with so many people on it, how do you stand out?
Here’s the secret…
…Provide your followers with valuable and unique information that relates to your health profession.
Make it insightful, valuable and unique.
Start showing your personality by sharing relevant information, images, or news – remembering to add your expert opinion to the caption.
You can then start endorsing your own content by sharing your own blogs or taking the audience behind the scenes into what you are doing in your Practice – do this with engaging video or images.
Use Social Media establish that you’re the expert and that you’re delivering the products and services that will be the most beneficial to your patients.
Breakdown a general tactic, plan or technique into an easy to follow document with images, steps and tips.
Then once you’ve made this guide…
…Give it out for free.
I know freebies may seem counter-productive, but the perceived value, expertise and interaction with prospects you’ll get as a result, makes up for your investment in spades.
Have this guide readily available as a free download on your website, an exclusive attachment to your email list or a free-to-all giveaway on your social media.
Use it to help build your practice’s awareness, trust, engagement, and credibility.
Meanwhile you’ll also be growing your email list, increase website clicks, and possibly even drive traffic to a sales offer.
Remember when you use content marketing your direct goal is to build trust and likeability, your offers exploding is the indirect benefit.
Using content marketing to prove you’re an expert is a killer way to establish a loyal audience who will WANT to be a part of your practice.
Need more tips on how to become a guru in your health niche with Content Marketing?
Then you need to check out my Practice Acceleration masterclass where I’ll show you some more of the hacks that my top clients are using to land new patients.