Are you a plastic surgeon, physical therapy practice offering athletic training, or a corporate wellness business offering weight loss programs? If yes, then you know you need to market your top revenue services that are not covered by insurance. In this blog post we will discuss the most successful avenues to accomplish your practice revenue goals.
Currently, you rely on referrals as your business driver but imagine prospective clients requesting your services based on the value your practice has provided to their health. For the success of your practice it is imperative that you build out a comprehensive content marketing strategy so you are marketing with intent. This will allow your marketing to flow with purpose and allow your practice revenue goals to be achieved.
"Say It, Don't Spray It"
Did anyone ever say that to you as a kid? This childish saying applies to your content targeting as well. The first step in any marketing is to have a detailed picture of who you are creating content for in order to create content for them. Look through your current client base and identify the most frequent buyer of your services. See what similarities they have; gender, age group, industry, do they have similar interests or spend time online on the same social media sites. Now split these clients into groups based on their similarities; it's best to just start with 2-3 groups.
Based on these profiles you can create targeted personas of your ideal client for a specific service. Ask yourself these 3 questions to develop content topics for each client:
What are the problems they are trying to solve?
What do they need most?
What information are they searching for?
Map It Out
No, it's not time to start creating clever Twitter posts. Step 2 is to map your content to the buying cycle. What?! I know you spent many years in college learning everything there is to know about the human body and they never once mentioned the buying cycle.
Awareness - The potential patient or client gets acquainted with your practice and realizes they have a need for your service.
Research - The potential client identifies the problem and researches possible solutions on your website and your competitors.
Comparison - The potential client narrows down the possible list of practices they will seek out for their solution.
Purchase - The client/patient decides who to buy their desired service from.
Image source: HubSpot
Now decide on a piece of content to create for each stage. You client may, at any step in the cycle, interact with your practice on social media or read a blog post but marketing studies have show that certain types of content play an important role in the buying process.
"Build It And They Will Come"
Now that you have identified your ideal patient or client for your specific service and mapped out content for each stage of their buying cycle you may move on to Step 3.
An effective way to do this is to create an editorial calendar. An editorial calendar is like a road map for content creation, showing you what kind of content to create, what topics to cover, which ideal clients to target, and how often to publish to best support your inbound marketing content strategy. Here are some suggested steps from the HubSpot ebook, "A Practical Guide to Building a Killer Content Strategy."
7 Steps To Building A Killer Content Strategy
- Create a Google calendar or spreadsheet to record your editorial plans. While in an ideal world you should be planning for the next three months, that goal is oftentimes easier said than done. Work backwards from your marketing goals to guide your plan.
- Look at how much traffic, how many leads, and how many new patients you are aiming to generate during the time frame of the editorial calendar — whether that be a week, month, or quarter. Analyzing your previous marketing efforts can help determine how many pieces of content you typically need to reach those goals.
- Fill your calendar with specific dates and publishing tasks, such as updating blogs or social networks daily, posting new videos or podcasts each week, publishing an ebook or hosting a webinar each month, and so on. For each date, list the topic, the title of the piece, and the target persona. The goal is to create a good mix of content types, topics, and personas to make sure you’re covering your various audiences.
- Note the SEO keywords, the stage of the buying cycle, the calls-to-action, or other inbound marketing goals that each piece of content must address.
- Make note of important dates or external events that are good hooks for specific topics or types of content. For example, corporate wellness businesses could highlight major holidays such as Christmas, Halloween, or Mother’s Day and plan content that fits with the seasonal theme. Physical therapists could note important industry continuing education conferences they plan to attend, and schedule blog updates, recaps, or videos generated at the event.
- Look for opportunities to repurpose content. For example, the publication of a new whitepaper or research report could generate several weeks’ worth of blog posts that each share details or small nuggets of data from the complete report.
- Create separate tabs for each kind of content you publish, such as blog posts, webinars, ebooks, videos, etc. That way, you can make sure you’re publishing enough of each kind of content, and spreading that content appropriately among your targeted personas and stages of the buying cycle.
By the end of this process, you’ll find that you’ve filled up most of your calendar with detailed plans for content. This should prevent you from spending hours each day planning your content by providing you with a content calendar that you simply follow.
If there are a few holes, that’s okay. You want the flexibility to capitalize on news or hot topics as they arise over the course of the year. For those weeks when you can’t find the inspiration for, say, another blog post, calling up your calendar will give you a great visual reminder of what you’ve covered already and what you’re planning to cover next week or next month, so you can at least narrow down your options.
Now that you’ve completed the three stages of developing your content strategy it's time to take action.
With the information and resources provided in this blog post, you should be able to start marketing to the right prospective clients at the right time. Provide value to your audience and they will come. These efforts normally take 2-3 months of consistent content to pay off so be patient and the rewards will be worth the wait.