In this post we will discuss:
- Blog Writing 101
- Structuring Your Blog for Likes, Shares, and Viral Content
Your patients are a social bunch. It's not surprising that 71% of patients go online to search for a health-related matter. They take to Google and social media to find content that is interesting, engaging, and easy to read, and regurgitating a medical journal is not going to cut the mustard. You want to put together a blogging strategy because it can be an effective driver of new patients and can assist your practice in providing important information to existing clients. You are wondering, "How do I do that?"
Blog Writing 101
1. How May I Help You?
Think of what your patients may need help with. What problem would take them to the internet and how can you provide the answers to that problem. Once you start brainstorming make a list of the questions your patients may type into Google and then complete some keyword research to see which of those questions rank best in search engines.
2. Oh Man, Keywords Again...
Yes dear, keywords. Do not skip this step or all of your writing could be for nothing because no one will be able to find your posts. A little keyword research will also benefit you by increasing your ranking on search engines and make your site more easily found in organic search.
There are many keyword research tools on the market but just like anything, you get what you pay for. The best are SEM Rush and the HubSpot keyword research tool that is pictured below. These two tools give you a comprehensive and up to date picture of the best keywords to use for ranking in search engines such as Google.
3. I Need Sustenance
When you start a blog for a plastic surgery practice you should be blogging at least once a week and preferably twice. This level of frequency will let the search engines know that you are a worthy resource and once again will boost that ranking. Writing a blog will give you great content to post to all of your social media accounts. Think of it as killing two birds with one stone. Blog post; done. Social media post; done.
Best practices would be to plan your blog and social media posts at least a month in advance. You can use a simple spreadsheet to track what topics you want to cover for the month, special promotions for your services or products, and what keywords you plan to use in your posts. You can even add a link to the images to be used.
4. Demonstrate In-Depth Knowledge
Your doctors, nurse injectors, and specialists are a wealth of knowledge and you want to let your patients know they are the best at what they do. Show patients that the staff is up to date on the latest procedures and techniques by sharing and writing about, "What did the doctors learn at their latest conference? How are they incorporating that new found knowledge into the practice?"
Take pictures while at events and conferences so you can add them to your blog and social posts. This is our CEO, Courtney Boatin, showing off her personality at Inbound 2016; the greatest internet marketing conference ever!
5. Show Personality And Answer FAQs
They like me, they really like me! Of course they do so show off personality in your blog, make future patients want to be part of your special group. Do you have pictures of a recent staff event? Share them in your blog and make people feel welcome and at ease. Your blog is also a wonderful place to answer those frequently asked questions from current or prospective patients. Instagram also provides a great platform for answering questions. Read how to get started on Instagram here, "Instagram 101 For Business"
Save your staff and doctors time by being able to point people to a reliable resource. Blogging needs to be part of your practice in order to find, serve and keep more patients in a way that is profitable.
Structuring Your Blog for Likes, Shares, and Viral Content
Create a better title. Keywords play a big role here, but make it enticing. Use "How", "Tips", and "New Data" to get more reads.
Include a tall image -An 800 px tall image gets 57% more pins than average. If you are promoting on Pinterest this is a must.
3. Make it simpler to read - scannable easy to read content that ranked #1 had a bullet or numbered list 78% of the time.
4. Make the font bigger - 16 px font on average is more highly read than smaller fonts.
5. Make it more visual - The highest ranked content has 9 images on average. Try Stocksy for great pics.
6. Include an image every 75-100 words - these articles get 100% more shares
7. Use floating share buttons for your social accounts and increase traffic by 27%
8. Link out - sites ranking #1 in search link out 50% more than a company in position 10. Reach out to these companies and let them know you have shared their link and hopefully they will return the favor. That's the neighborly thing to do.
9. Make it longer - the average resource ranking #1 has 2416 words. If you have an abundance of information about a new service, take the time to write an indepth post and you will be ahead of your competitors.
Now it's time to get to work on starting a blog for your plastic surgery practice. Do your research and come up with some topics. In our next post, we will talk about essential components to a blog and how it will grow your email list. If you can't wait that long and want to take in the greatest knowledge NOW then check out our ebook.