How much do you currently engage with clients on your website, blog, or social media platforms? Do you encourage questions and feedback? Do you have a designated space to share reliable information? Posting educational material, in particular, is what helps to attract and convert potential clients. When consumers view your site and brand as a resource for valuable information, it’s more likely they will use your services in the future.
I hope you can use this as a guide to understanding some content marketing concepts and learning how to engage with clients or patients online.
Here are five keys to consider while reviewing and improving your digital marketing strategy:
Builds Your Business
If you’re a small or medium-size business owner who may have shied away from content marketing in the past, the first step is to believe that it will help build your business. As a dentist, doctor, physio, psychologist or another practitioner, you don’t offer a one-size-fits-all experience. Chances are that you tailor your methods to the needs of each individual. Unfortunately, many people don’t realise that their marketing strategies should use the same approach.
For starters, think about the needs of your target audience, as well as how you can reach out to and help them. Keep in mind that you’re in complete control of your message and interactions, especially when it comes to social media.
Instead of running mass media advertisements, try reaching consumers in a different way by posting blogs, sharing on social media and curating articles. Doing so will enable you to reach and engage with more patients while extending your marketing budget. The more consumers you reach and engage with, the larger your pool of potential clients will become.
Gives Both Sides a Voice
Traditional marketing can be a bit heavy-handed, with a one-sided approach that often puts people off. For example, many traditional approaches work by disrupting people from what they’re doing and demanding attention.
There are other ways to draw interest though. The true value of content marketing is that it gives both companies and consumers a voice, creating a realm of engagement and interaction that benefits everyone involved. Examples of online, two-way consumer interactions include:
- Inviting and responding to comments on social media
- Encouraging both positive and negative feedback and reviews
- Posting a frequently asked questions guide
Another benefit of interacting on social media is that you have the ability to manage and measure users’ engagement. This tool can be invaluable as you continue to define and customise your approach across many online platforms.
Shares Valuable Information
Every blog article you create or social media post you share should have a direct correlation with your practice. The goal is to educate consumers on related topics so they begin to see your business as an industry leader.
Consumers who can trust your practice for valuable information may be more likely to call and schedule a consultation or appointment. Combine professional, quality service in-person with intelligent information online and you’re on your way to establishing a strong, recurring client base.
Encourages Word-of-Mouth Referrals
Strong online content educates people to the point that they know, appreciate and trust your business enough to call or stop by. Sharing high-quality information and engaging with consumers builds trust and brand loyalty and can easily lead to referrals. These word-of-mouth recommendations drive business and are essential for small or single-owner practices.
Most people are more than willing to share their great experience with a friend, family member or colleague. In fact, referrals can happen in person as well as via social media, such as in response to someone’s post or tweet asking for a recommendation.
Referrals may be indirect as well, such as if your posts or articles wind up shared across social media. Work to post topical information that potential clients will want to search for, share, comment on or discuss with others.
Works Best with Strong SEO
In order for online marketing and content to reach a wide audience, you need to understand the benefits of search engine optimisation (SEO). For example, website blog posts should be shared on social media but also be fully accessible via an online search. Having the right SEO will enable your target audience to find the information they need at a moment’s notice on Google and the research engines.
Additionally, your posts will have a much longer shelf life when using the right keywords. Consistently posting strong articles, useful tips or little-known facts will make your site worthy of more shares and encourage consumers to visit again.
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