Getting Started With Inbound Marketing For Doctors
Inbound marketing for doctors. What is it you may be wondering? Well it is marketing that attracts new patients by earning their attention online. Rather than actively pursuing prospects, they come to you because of the valuable content you are creating. To develop a successful healthcare inbound marketing strategy and get it up and running, knock out the following items on this inbound marketing checklist for doctors.
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So, how do you get started? We're glad you asked. Let's go....
Identify your target audience
First, you need to do a little research about your target audience so you know who to gear your marketing toward. We call this developing a persona.
Where do they live? How old are they? What kind of healthcare services are they looking for? Do they use social media? Some key things you’ll probably want to know include:
- Marital status
- Online habits
Identify your USP
Your USP, or unique selling proposition, is what sets your healthcare practice apart from the rest. What makes your practice special? How are you better than your competitors? Try to describe your business in one defining sentence. This statement will inform your entire marketing campaign.
Set some goals
Knowing your goals before you start your inbound marketing campaign will help you quantify the success of your efforts and give you something to aim for. Do you want to attract new patients from a certain area or income bracket? Do you want to increase your website traffic by 50 percent in the next 6 months? Write down your goals and don’t be afraid to be little ambitious.
Find your long-tail keywords
Long-tail keywords are targeted, high-quality keywords that describe what you do to a tee. Because they are so targeted, there is less competition for them and they cost less to use for PPC campaigns. Long-tail searches have less total traffic, but the visitors they do draw are the ones looking for the exact type of service you provide. Find your long-tail keywords on Google Adwords Keyword Planner or another keyword research tool.
Create CTA's and landing pages
Create an attractive call-to-action (CTA) that presents your prospect with a great deal — for example, free teeth whitening for new patients, an amazing discount on a chiropractic adjustment, or a free e-book download. Your CTA should connect to a landing page that includes all the landing page essentials. Once everything’s set up, post your call-to-action on Facebook and in your marketing emails. Then wait for your targeted prospects to start pouring in.
Create a blog post
This blog post should incorporate your long-tail keywords and the offer presented in your call to action. Make sure you include a link to your optimized landing page (and be sure to post the blog on social media).
Consider paid search
Pay-per-click (PPC) campaigns should also have a place in your inbound marketing campaign. Use your long-tail keywords and/or the CTA you already created. Make sure you measure the effectiveness of your PPC campaign to make sure it’s meeting your goals.
Track your traffic
Use web analytics to track the URLs of your visitors. This way, you can see where your traffic is coming from and how people are finding you. For instance, you can find out if people are clicking on your CTAs from Facebook or your PPC ads, or by searching your long-tail keywords on Google.
Once you have the results of your campaign to measure against the goals you set, you can tweak your strategy and make any adjustments as necessary. For more marketing ideas for doctors, be sure to read 20 Healthcare Online Marketing Tips You Can Start Using Today.