If you run your own hearing healthcare practice, you know that you have many options when it comes to marketing. There are traditional methods like radio and TV ads, mailers, newspaper and magazine ads, and billboards. Then there are newer, digital marketing options like a branded website, social media, search engine optimization (SEO), and online ads.
With all of these marketing options, you need to make sure you choose the right options that will give you the greatest return on investment (ROI). If you are looking for a way to generate new leads for your business, content marketing might be the right choice for you. First of all, content marketing has been shown to generate three times as many leads as traditional marketing. Second, content marketing costs an average of 62 percent less than traditional marketing. That sounds like a win-win for your practice!
Of course, none of this will work if you aren’t doing content marketing “the right way.” To help get you on the right track with content marketing, here are a few simple tips to keep in mind:
If you do not know exactly whom you’re creating content for, your content won’t be tailored to your audience and won’t generate good leads. What you need to do is create a “buyer persona,” which is a profile of your ideal new patient lead.
In doing this, be as detailed as possible. Consider your ideal buyer’s age, income, gender, location, ambition, and what solutions they are looking for. You may need to create a couple of different buyer personas to fit your patient base.
A landing page is typically used when a person has clicked on a specific link for a particular service or product, rather than for someone casually browsing your website. Because the person who reaches your landing page has already selected a service they are interested in, your goal on the landing page should be to convert them into a lead (and not to show them the rest of your website). For this reason, you may want to remove your site navigation on landing pages.
It is also important to make it obvious what you want them to do on the landing page. Make fields they should fill out and buttons they should click large and eye-catching with contrasting colors. You may also want to limit the number of fields they need to fill out to simplify the process.
If you are trying to capture a potential new patient’s information so you can follow up with them and hopefully convert them to a patient, you may need to create an incentive. Many people are now more reluctant to share their email address, name, or phone number without receiving something in exchange. A lead magnet solves this problem.
A lead magnet is a specific piece of content you give the person once they submit their contact information. Your lead magnet could be an eBook, webinar, video, report, quiz, or online course. In creating your lead magnet, consider the content your ideal new patient would be most interested in receiving, or the problem they most need solved.
When you write a guest article for someone else’s blog, you gain more publicity for your practice and you demonstrate your expertise in the subject. However, guest blogging is also an opportunity to generate new leads.
Most blogs allow the guest author to include a short biography, which is where you can include a link to your website. Rather than linking your bio to your website homepage, use this opportunity to instead link to a special landing page that will be of greatest interest to those who have read the guest article you wrote.
With these simple steps, you can greatly increase your chances of gaining new leads with content marketing. To learn more about how you can implement these steps and further enhance your content marketing, we encourage you to contact us today at AudiologyPlus.