Smart Alaska business leaders know they need to consistently find ways to access new customers. They grasp the importance of continually expanding their brand's recognition and staying in front of people who could eventually become their clients. Managing this takes commitment, research and, of course, considerable resources.
Can people in your geographic area find you? No, we aren't talking about the street you are on. We mean online. How can people who are looking for an answer to their problem find you during their Zero Moment of Truth (ZMOT)?
Local SEO content is the answer. By creating and sharing content, you build your SEO rankings, are more discoverable, and can drive traffic to your medical website, increase interest in your business, and expand you patient list.
You just need to know how...
As much as you would like every person who comes across your company name to end up being your patient, you know that's not realistic. Some of them are bound to choose a different provider. Maybe their sister recommends another healthcare center in Alaska, they stumble across one closer to where they work, or they read a blog post from another provider that connects with them and addresses their pain points more than your information did.
Writing a blog post takes time and energy. Deciding on the topic, choosing proper keywords, backing it up with research, and actually sitting down to let words flow from you brain into your tablet is quite a process.
Once you create a killer blog post, what do you do? Post it, share it on social media, maybe. Then what?
If you are a healthcare provider in Alaska, you recognize the importance of building recognition among potential patients. Advertising and referrals are smart, but can be expensive and inconsistent. A strong social media strategy targeted at your buyer personas can offer a high return on investment (ROI), simultaneously growing your brand and widening your audience.
"Failing to plan is planning to fail." ~Benjamin Franklin
When embarking on the exciting journey of content marketing, getting real results takes more than cranking out content and posting on a few social media sites. Even if you know and understand your buyer persona, and have thought of dozens of killer topics for content, you need to plan your strategy.
"I started my blog last week. I should have some new patients by now!"
While this statement is a bit tongue-in-cheek, we do understand the importance of believing in your content marketing strategy's ability to deliver tangible results, as fast as possible. Content marketing results and return on investment (ROI) can seem like slippery, obscure numbers that are hard to figure out. It may also feel like it takes forever to see any benefits from your efforts.
Since embarking on your inbound marketing initiative, you have most likely done some homework. You have identified your Alaska healthcare customer buyer persona, mapped out their decision making process, or buyer's journey, and hopefully leveraged your office team's knowledge to brainstorm a list of awesomely interesting blog topics as long as your arm. Now, with your tablet at the ready, your are set to hammer out a blog post that will delight your audience and woo them to be your patient. Right?
As an Alaska healthcare provider, you understand the importance of having your name out there as a professional, experienced, trustworthy organization. How do you do that? Happy client referrals are one way, but shouldn't be the only avenue you use in gaining new patients.
Businesses need customers. Small or large, local or international, a strong, profitable customer base is the difference between thriving and faltering. And, unlike ten years ago, the majority of shoppers are not asking their neighbor for recommendations or looking in the phone book to find an answer to their needs.