How to get unstuck when it comes to
marketing your Private Practice.
to watch the video click here
You know you should be out there telling the world about what it is that you do, and how you can help them, but somehow, you’re just not getting your act together.
Or maybe you’ve ‘dabbled’ a bit in marketing, but you’re not sure if it’s really working, or you wonder if it’s all a complete waste of your time?
There’s no getting away from it – we must market what we do as clinicians, because patients are on-line researchers, and it’s not enough to turn up to a couple of ‘GP talks’.
Here’s why you might be procrastinating over marketing your Private Practice:
Marketing seems ‘salesy’.
Many Clinicians tell me that they fear coming across as being salesy, if they start talking about how fabulous they are. Marketing your Private Practice isn’t about bragging, it’s about getting your message out there about the unique way that you can help a potential patient. It helps to flip your mindset here and think about how you can help more patients through your online words.
Marketing costs money, and I don’t have any money to spare.
Some Clinicians choose to use paid advertising as part of their marketing strategy, but I’m here to tell you that you absolutely don’t have to do this, and to give you some words to the wise about paid-promotion. It’s entirely possibly to successfully use Google and Facebook ads for your Private Practice, but it’s very easy to waste a huge amount of money if they’re not set up correctly.
Many Clinicians I speak to have, at best, a very vague idea about how their ad is performing.
They tell me that they ask patients how they found out about the practice, and the patients say ‘I found you on Google’, but the way the add has been set up makes it diffiicult to understand whether the patient clicked on an ad, or saw a listing in the organic search.
If you don’t use the right keywords in your Google ad listing, or if your listing isn’t niche enough, you can end up paying a high tariff for that click. For example, if you’re running a Google ad, currently the ‘pay per click’ cost of the keywords ‘Physiotherapist City of London’ is $5.70, and yet the more targeted keywords ‘running physio’ is $2.18.
So how you do you know if you’re going to be wasting money? The answer is to get your organic traffic performing well first, and then put paid money behind it. To do this, you need to write excellent content that speaks to patients’ problems. Whilst this can take some time, the best part is, there’s no ad fees, and unlike ads whereby the tap turns off, the moment you stop paying, organic traffic serves you well in the long-run, and pushes you Google’s rankings.
You lack consistency, and don’t have a strategy.
This is often what trips people up the most. Web designers will tell Clinicians that they ‘need to blog’, but you’re not taught what to blog, and what works best. Thankfully, that’s where we can help. The best way to produce content is to have a proper marketing strategy. That means planning your ‘content’out in advance, and that way you avoid the awful ‘what shall I write about today feeling’. It also means that you can batch your content production, which makes it more time efficient.
How do you know what will make great content? That’s when you need to turn to the kinds of questions patients are asking you in clinic and what questions patients are looking to have solved through their online searches. There’s zero point in writing about the ‘indications for prostate biopsy’, when patients aren’t actually asking that question. Instead, you could better serve your patients by talking about ‘does my raised PSA level mean I have cancer?’
To check if you’re hitting the right note, sit down for a couple of hours with the list of questions that patients commonly ask you, and tap them into a Google search. What pops up? Are other articles being written using the same keywords, and could you ‘out-write’ them?
Once you’ve got some great keyword phrases together, schedule a half day when you can blog or vlog several in a row.
The next step is to get the content up onto your website, and the schedule ‘repurposing’ your blog or vlog on social media.
(More about that in my next blog)
You’re not measuring your marketing.
Imagine you’ve gone to all that trouble of writing a killer blog post, but you have no idea whether or not someone’s read it? It seems daft, but you’d be amazed how many of us don’t track this.
You don’t have to be a Google Analytics expert to get a handle on your content figures (although I’d thoroughly recommend getting your hands dirty with some Google goals if you like tech); it’s perfectly possible to track views and engagements of your content on LinkedIn, and other social media platforms where you’re sharing your content.
I you email out your blogs to your email list (an excellent idea by the way), how many were opened, and what where the click through rates for any links you put in?
You’re lacking accountability.
Showing up to do the work takes some organisation, some discipline, and some momentum. If no one’s badgering you to get that blog or vlog out on time, no one’s going to tell you off if you bunk off and binge watch Chernobyl. Having an accountability buddy to keep you on the straight and narrow is a great way to help the machine wheels turning – plus you’ll have someone to bounce ideas off. Why not pair up with another Clinician, and have a weekly phone call or meet after clinic with a pint?
If you need help with getting a marketing strategy together for your Private Practice, get in touch – I’m at firstname.lastname@example.org – let’s get building your successful, happy Private Practice!
Now it’s time for you to grow your Private Practice.