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.
There are a variety of valid, essential reasons for a buyer persona. Unfortunately, it's much easier to crank out content, or even worse, sales copy, that lists your medical marketing company's offerings without using your resources to uncover and develop your specific buyer persona.
There are a good number of marketing websites laying out trends and best strategies for search engine optimization (SEO) in the coming year.
One that we would like to recommend that you focus on as part of your own medical marketing effort is semantic search.
While content is "king," and search engine optimization (SEO) must be maximized to ensure your medical practice blog posts are getting found and read, the necessity of building engagement is a third part of the content marketing puzzle that needs to be addressed.
It used to be that simply cross-posting links to your blog was enough. However, the digital "noise" that has taken over the social media stratosphere has made it critical for marketing efforts to focus on the best time and day for posting in order to reach the most members of your target audience.
Medical practices may not be as invested in social media as they ought to be.
After all, generally speaking, the space that healthcare professionals and patients share online can be fraught with potential concerns, namely privacy and liability for misused information.
Many doctors, nurses, and other medical practitioners would rather avoid the world of social media for these reasons, and hospitals tend to have strict policies for employees with regard to using these platforms while on the clock and while using hospital property.
Still, the need to engage in social media is an important one for any medical practice based on the way that inbound marketing functions. There is considerable value in using social media to establish your medical practice. Your effort to find and appeal to future patients starts with providing quality blog content, but its shareability in social channels is what gives it traction out on the web.