Micro-influencers are people with a distinct social media presence, typically between 1,000 and 100,000 followers, that are in your local community. They know a lot about your community and people look to them for recommendations and advice about what matters and what to purchase.
Since micro-influencers resemble more of a trusted friend than a slick salesperson, they have some serious marketing power that you should capitalize on.
The Data on Micro Influencing
A 2017 Consumer Content Report surveyed 2,000 adults in the US, UK, and Australia about their unique perspectives on the consumer buying process.
When it comes to engaging with a brand, it turns out that what matters most to 90% of Millennials is authenticity. And what do they consider “authentic”? Certainly not perfectly packaged branding.
Instead, people prefer to consult a trustworthy source to decide where to spend their money, and 60% of them find that content created by consumers themselves is where they can find it.
Furthermore, a study conducted by HelloSociety found that survey respondents were 3x more likely to follow an influencer than an actual brand.
What does this mean for you? That micro-influencing is a powerful tool to reach potential patients, no matter what their age or demographic.
A Powerful Tool in Your Local Market
We all know that word-of-mouth is the most powerful tool to win new customers. Well, micro-influencing takes it to a whole new level by combining word-of-mouth with social media.
Micro-influencers have “influence” because they’ve built a rapport with their audience and, in many cases, some of that audience is made up of a local community of followers. By connecting with micro-influencers in your area, you can create buzz and really raise awareness about your physical therapy services.
How to Find Micro-Influencers for Your Physical Therapy Practice
Ok, now that you know how powerful local micro-influencers can be, let’s discuss how to find them.
Here are three simple recommendations:
Check out a micro-influencer online properties such as Facebook Groups in your neighborhood and the Nextdoor app.
Search keywords and hashtags on Instagram, Twitter, or other social media channels to find influencers that fit your practice and have a local audience. For example, #SanDiegoRunners or #HanfordSwimmers .
Use Google to manually type in [YOUR CITY] + [PRACTICE SPECIALTY] + [BLOGGERS or INFLUENCERS] and scan the results. For example, if you treat runners, you could search for “San Diego Running Experts or Influencers.”
Look for local influencers that have a good-sized general audience similar to your patient base and let them strategize creative ways to share your practice…that’s what they do!
Tips for Using Micro-Influencers
Invite them to try your practice “on the house.” If they love your physical therapy services, you may get some good (and free!) exposure as they could respond to your efforts by mentioning them in their Facebook Group or posting a “thank you” on their blog.
Reach out and ask if they are open to doing paid posts or shout-outs. Prices could vary depending on their amount of influence, so determine what you’re willing to pay ahead of time-based on what their influence could mean for your practice.
Let them be authentic… don’t try to guide their campaigns too much. Remember, your potential patient base is looking for genuine interactions with your practice, and the micro-influencer will provide just that.
Use a variety of micro-influencers. Rinse and repeat! The more positive exposure form multiple avenues, the more awareness for your brand. But don’t use them all at once or it will be very clear to your community that it’s a paid campaign, which defeats the purpose of using influencers for more authentic feeling marketing.
It’s time to get off the fence and commit to putting in the time and effort to find micro-influencers that can drive you more business!
Use the tips outlined above to launch your first local micro-influencer campaign!
Most practices owners would agree, that in today’s competitive PT market, you need a great physical therapy online marketing to win. With the myriad of online marketing options, get-rich-quick, “be a 7-figure practice” schemes, misinformation, and time constraints, practice owners are often left very confused.
While every practice has different needs, we’ve found that there are seven fundamental strategies that practices should invest in to win online today. Focus on these, and you can beat the POPTS, HOPTS, and corporations…and in most cases generate some significant new business.
1. A Physical Therapy Responsive Website
Your website is hub of your of your physical therapy online marketing strategy, but if it’s not mobile-optimized, you’re simply missing out on patients that would like to easily connect with you on their smartphones.
According to our research mobile visitors account for over 40% of visitors to physical therapy websites. This is slightly less than the research site Statista, which indicates that mobile website visitors account for approximately half of the web traffic worldwide. In the first quarter of 2019, mobile devices (excluding tablets) generated 48.71 percent of global website traffic, consistently hovering around the 50 percent mark since the beginning of 2017.
In addition, Google has made it clear that it evaluates your website for a mobile optimized version, and if the site isn’t optimized for the mobile user, it’s likely to impact your search rankings. Google states:
“Mobile-first indexing means Google predominantly uses the mobile version of the content for indexing and ranking. Historically, the index primarily used the desktop version of a page’s content when evaluating the relevance of a page to a user’s query. Since the majority of users now access Google Search with a mobile device, Googlebot primarily crawls and indexes pages with the smartphone agent going forward.”
If your site isn’t optimized for smartphone users, your search rankings are very likely to suffer.
NOTE: one tool that can be extremely useful on physical therapy websites, is chat. 79% of customers prefer live chat over email or social media for customer support due to its immediacy.
The problem with live on small PT practice websites is staffing the live chat. If you do have a request from a website viewer to chat and no one in your office is available or knows how to use a chat service, it can negatively impact your reputation.
A good solution is a chatbot. Physical therapy chatbots can proactively answer common questions and provide immediate answers to common questions and can help nurture users to the end goal of requesting an appointment. Interestingly, E-rehab.com chatbot data suggests that 1 in 10 chatbot users actually request an appointment. A chatbot should be included in your website and is an affordable way to convert more website viewers to new patients.
2. A Fast & Secure Website for Physical Therapy SEO
Search engine optimization (SEO) is the marketing practice of engineering your online brand and website content to increase your website’s chances of appearing at or near the top of search results.
According to a recent study, the number one search ranking position earns around twice as many clicks as the number two. Once you reach position six, you start receiving clicks from less than 3% of the people who see your search result listing.
More specifically, “People will have a really hard time finding your practice if you aren’t ranked near the top of search results, and you’ll miss out on the lifeblood of your practice – new patients!”
It’s been reported by many SEO authority websites that Google’s algorithm contains over 200 factors that impact a practice’s physical therapy search rankings. Some of them are out of your control and others can be addressed to improve your search rankings. Two such factors are a. having a secure website and b. the speed at which your website loads.
“Google has indicated site speed (and as a result, page speed) is one of the signals used by its algorithm to rank pages. And research has shown that Google might be specifically measuring time to first byte as when it considers page speed. In addition, a slow page speed means that search engines can crawl fewer pages using their allocated crawl budget, and this could negatively affect your indexation.”
“Page speed is also important to patients that are visiting your website on their smartphones. If your web pages take a long time to load some of your website visitors will leave and search for your competition. Longer load times have also been shown to negatively affect conversions.”
Simply put, a faster-loading site will rank higher and when people click on your Google listing, they will have a better experience and are more likely to become a patient.
If page speed isn’t something you’ve considered in the past, we do recommend you consider it now.
3. Physical Therapy Reputation Management
Physical therapy reputation management has a negative connotation. Many think of reputation management as the process of limiting negative reviews, responding to negative reviews, and getting them removed from your online directory profiles (Google, Yelp, Facebook, Healthgrades, etc.).
Here at E-rehab.com, we use the term Reputation Marketing for physical therapy private practices. It’s the process of not only making sure you deal with negative reviews but also the systematic approach of capturing ratings and reviews and marketing those reviews to generate more new patients.
First, a quick reminder about why you should be building your online reputation.
People will drive past your competition if you use this form of marketing
It’s the second most trusted form of advertising
86% of consumers read this type of marketing
50% of consumers visit a local business after reading this type of marketing
79% trust this form of marketing as much as a personal referral
65% of patients say this marketing is moderately or very important
48% are willing to go out-of-network if you use this strategy
72% of consumers use this as the first step to choosing a doctor
Implementing a process this like this can have a profound impact on your bottom line. Making the active choice to be number one in your market, as evidenced by a large number of ratings and reviews, can generate 5, 10, even 20 or more new patients per month.
Unfortunately, many practice owners don’t understand or are unwilling to do the work to capture ratings and reviews. The good news is we’ve made the process very simple. Some of our clients are generating over 50 new patients per quarter. It’s one of the most affordable marketing opportunities for small practices and one of the only ways to compete with the large corporations and hospitals ( that will always have a bigger marketing budget than almost all small practices ).
Reputation marketing is also a marketing multiplier.
Not only does having a large quantity of ratings and reviews increase the likelihood that someone will choose your practice, they can also impact or enhance other areas of your marketing efforts. For example, if you are looking to hire a PT. We’ve heard a number of anecdotal stories from practice owners stating that they had PT employment applicants mention the practices “large number of reviews” as a factor as to why they considered applying for a job at the given practice.
While some say it is “the way” to rank number one, this is simply not the case. Take a look at this search for “physical therapy costa mesa”.
As you can see here, the company with the most Google ratings and reviews (i.e. Ann Steinfeld Physical Therapy) does not rank number 1. Nevertheless, accumulating ratings and reviews is a positive factor that can help with your Google Maps/Three Pack ranking. It’s just not the only factor.
Nevertheless, Google ratings and reviews are indeed a marketing multiplier and physical therapy reputation marketing should be one of the top fundamentals you implement in your marketing mix.
4. Physical Therapy Content Marketing
As the saying goes, “content is king”. This means that good physical therapy content will have a positive influence on new business generation. Good physical therapy content can:
Help capture the attention of potential new patients,
Help define you as an authority,
Help you rank in the search engines for various keywords, and
Your physical therapy content can be used across a variety of online marketing channels.
Whether it’s a blog, videos, podcasts, or all of the above, your physical therapy content should be a great resource about the conditions you treat, the services you offer, and above all, make it clear that for most diagnoses, physical therapist directed care is a great first choice.
But content is also the way prospects find and evaluate your clinical expertise. Content that educates, answers questions, puts a patient/reader’s mind at ease and is generally helpful can then be followed by a call to action that can generate more initial evaluations.
Content is an important part of your search engine optimization efforts. Google loves to index new content, meaning that more frequent quality content is produced, the more likely your content is to rank for a given keyword search.
As marketing guru Gary Vaynerchuck famously said, “ We are all media companies now.”
Commit to producing high quality content on a regular basis. It’s a fundamental marketing strategy.
5. Physical Therapy Email Marketing – A System for Keeping in Touch
Once you’ve done all of the hard work of generating new patients, you also need a system to educate patients about the additional services you offer. Retention marketing or patient reactivation are the terms commonly used to market to past patients and get them back in your clinic.
Email marketing has long been a reliable channel to stay in touch with your past patients. Offering “good will” by providing quality educational information is an easy way to stay top-of-mind with your past patients.
It’s also a good idea to use other options like SMS if you have special offers like a free screening offer for past patients. Younger generations are rarely in their email inbox, preferring the speed of text messages and the social connection of messaging apps instead.
Regardless of the choice of technology, build your list and keep in touch to maximize the value of your marketing activities and the relationships you develop.
6. Really Want to Stand Out? Use Physical Therapy Videos
Video has officially taken over the Internet! According to Cisco’s Visual Networking Index, online video will account for 80 percent of all web traffic by 2019, up from 67 percent in 2014.
Ninety-five percent of people say they have watched an explainer video to learn more about a business, product, or service.
Why is video specifically a great choice for physical therapy practice owners:
It helps build trust. People like to see the providers that will be treating them and the clinic where treatment is provided.
You can deliver your specific message. Fact is that most scan web pages these days. With a good video, patients will watch the entire piece and will hear your entire message.
It’s a great educational tool. Using video to in the following ways can be extremely beneficial:
Help potential patients understand their condition,
Share the services you offer,
Share success stories and the experiences of other patients,
Help patients understand what will happen during their first visit,
Help patients understand why physical therapy should be their 1st choice
You don’t need a degree in film to produce great videos. Creating quality video is very simple with a newer smartphone and any number of apps to assist you.
If you really want to set yourself apart, physical therapy video marketing is a great opportunity. Most do nothing more than share exercises. There aren’t many (or enough) videos to describe why patients should be choosing physical therapy in the first place.
7. A Physical Therapy Social Media Presence
According to Verto Analytics, as of July 2017, we spent more than 41% of our online time on social media apps, which equates to an average of more than 25 hours per month per user. This number has stayed pretty consistent so far through 2019 as well.
Social media has its place in physical therapy marketing. The problem is that most potential new patients DO NOT look for a physical therapist on social networks. Let me illustrate this with a simple question. “If you are in need of a locksmith, an emergency dentist, a plumber, an orthopedic surgeon, or a physical therapist, would you search for someone on Facebook, Twitter, or Instagram?” Most answer this question with a resounding “NO”! First this reason, social media marketing shouldn’t be your top priority. I’m not saying that you shouldn’t do it or it isn’t important. When practice owners think of marketing, they think about generating new patients. Your social media presence might help with the retention of past patients when they follow you on Facebook, but if you want to generate new patients, posting content on Facebook, Twitter, Instagram, and/or YouTube isn’t going to generate many calls or appointment requests.
That said, advertising, or paying to get your social media posts/content in front of your local audience can be an effective way to generate more new business. This type of marketing is an advanced advertising strategy though, and requires considerable time, money, and ongoing effort. It’s not a fundamental marketing strategy for most new and small PT practice owners.
I absolutely believe that practices must have an active social media presence. However, measuring ROI can be a challenge.
Conclusion: Focus on Physical Therapy Marketing Fundamentals
There are a number of online and offline marketing options. It’s easy for practice owners to get confused, waste money on bright and shiny objects…marketing tactics that promise riches, and lose focus on the basics. Don’t make this mistake.
E-rehab.com has been helping private practice with their physical therapy online marketing and physical therapy offline marketing for over 15 years and chances are, we can help you too.
Click here to request an appointment with me or call (800) 468-5161 to learn more about how we can help.
With just a few improvements, your social media profiles could become the crown jewel of your digital marketing strategy. By switching up your approach and committing to a higher level of quality, you could soon be generating more leads, revenue, and interest in your physical therapy practice with minimal effort.
The great thing about social media marketing is that it doesn’t have to take a lot of your time to work wonders. If you plan ahead and use social media to reinforce your other marketing activities, you can achieve huge ROI through both organic and paid social campaigns.
So, to inspire you to improve your social presence and go beyond expectations, try implementing the following five highly effective social media marketing improvements.
Create a Social Media Marketing Strategy Document
Writing down your marketing ideas matters. According to CoSchedule, professionals who document their planned marketing strategy are over five times more likely to achieve success. Also, 88% of people who set marketing goals actually achieve them.
Documenting your social strategy involves both high-level and low-level considerations.
On the high level, you want to include your overarching goals for social. You want to describe how social media fits within your overall digital marketing plan. You want a few guiding pointers for brand voice and the type of values you want to express.
For low-level strategy, consider how often you want to post per week or per month. Plan a budget for the next quarter. Describe publisher sources for shared content you want to write.
Getting all of this down in writing helps you stay focused and consistent. It also makes it easier to communicate your intended strategy to others, such as employees or contract marketers.
Most importantly, it keeps you from approaching your social media activities haphazardly. Having intention and purpose is the key to achieving better results.
Coordinate Social Posts With Specific Campaigns
If you want to push your social media marketing to the next level, try a couple of test campaigns. These campaigns should start with you posting about your expertise and in time and with repetition, branding yourself in your areas of expertise.
Then, you should tie your brand expertise (i.e. clinical expertise) into special events, promotions or campaign pushes so that they can have an express purpose beyond “just posting because.”
For instance, if you have a promotional offer like a free consultation, your social campaigns can convert audiences into leads or customers. If you have an event, like a lower back pain seminar, you will be aiming to increase foot traffic over the seminar period.
Connecting social media activity to campaigns in this way ties them to concrete goals. Your performance can be benchmarked, helping you seek out ways to improve your next campaign based on past data.
For each campaign, create custom graphics and a variety of post ideas. For example, you can plan to develop a few beautiful photo-based posts as a way to turn heads on a platform like Instagram. You can also create a few strong call-to-action posts to generate interest and early signups on Twitter or Facebook.
Creating special, limited time campaigns like these helps you learn quick lessons and improve rapidly with your social media use. The data you generate and experience you gain gives you skills that make you better at using social media, helping you improve and accomplish your goals more consistently over time.
Create Content Marketing Assets and Landing Pages Just for Social
You can significantly upgrade your social media marketing returns by creating assets specifically designed to complement social posts.
For instance, you can create a lead capture landing page for specific target segments to use with targeted promoted social media posts. That way, your call to action can take 18-year-old college students to a different page with different appeals than your page aiming to convert 70-year-old retirees.
You can also create assets that you know will perform well on social, such as infographics. Infographics get around 41.5% engagement, on average, making them the content with the second-best ROI behind video.
Developing assets like these help connect your social media presence to customer actions that actually generate revenue. They also ensure you have a best-fit destination for each outgoing click to your website, as opposed to shoehorning a single “contact us” page link into every post or something similar. Since each asset is custom-made for social, they’re better suited to their individual purpose.
Invest in Professional Grade Social Video
Speaking of developing visual content with high ROI, now is the time to start considering using video within your social media marketing strategy.
These assets get attention and shape the way people see your practice. They serve as a form of social proof for the quality of your services when they include live testimonials. They give you something to link to within other campaigns and to embed within your blogs. They also serve as brief sales pitches that can be far more convincing than any chunk of text.
For best results, plan ahead for when and why you want to use your video assets and how you can repurpose them in multiple ways for future campaigns.
Need a Complete Online Marketing Strategy for Your Physical Therapy Practice? We Can Help.
For a free, no-obligation consultation, you can contact us at (760) 585-9097. We will discuss what you are doing know, your goals, and show you how we might be able to help.
When it comes to physical therapy online marketing, reaching the right audience is the most important component to a successful strategy. For physical therapy offices and businesses, it makes perfect sense for your physical therapy online marketing strategy to target baby boomers. As baby boomers age, they face mobility-related accidents, chronic illnesses, and other health obstacles which require short or long-term physical therapy care. So how can you go about making sure that your services are reaching this demographic locally? Here are three key facts to know–thanks to Hubspot‘s informative article on the Baby Boomer generation–that will help you improve your online marketing strategy.
Fact: 82% of baby boomers are on at least 1 social networking site.
In addition, 15% of baby boomers are on Facebook and spend at least 11 hours on the site per week. This is important to note, especially when you work on your social media marketing.
To reach baby boomers on site like Facebook, make sure that you regularly update your social media sites with news and information related to physical therapy tips and reminders to help reach current and potential clients. For example, you can post infographics about the best stretches or routines to build strength after hip surgery, or develop a series of blog posts with photos that explain various equipment, medical terms, or conditions that baby boomers commonly face. Or, start a conversation asking people informally how they’re feeling after physical therapy. It can be helpful for patients to see others respond positively after 3 months of therapy, or provide insight into what helps. Providing helpful links, starting conversations, and more are all ways to help engage with baby boomer customers, who will see you posts when you are active and engaged on the same networks.
In addition, don’t forget that site like Facebook offer ratings and reviews, which can help baby boomers find trustworthy physical therapists. Developing your social media pages will help you maintain authenticity among this demographic.
Fact: 33% of all tablets are owned by people 50 years and over.
This is important information for understanding how important mobile-responsive and mobile-friendly your online marketing should, especially for baby boomers. According to the Venture Capital Review, baby boomers also own 23% of alliPads and 30% of all Kindle Fires, which can help you understand where they are looking at and reading information.
How does this fact help you adjust your strategy? For one, it reaffirms that your blog posts, tweets, Facebook updates, emails, and newsletters should be brief and graphically pleasing. These formats are best for mobile audiences who are skimming through information quickly. Having attention-grabbing newsletters that are concise and to-the-point has immediate
Fact: Only 5-10% of marketing is targeted to baby boomers, even though they lead as the largest group spending in all types of product and service categories.
This is also reflective in physical therapist marketing strategies: though baby boomers are more likely to need physical therapy, marketing exactly to their group is not always a priority. If you want to step ahead of competitors, you can develop a strategy that will improve your presence.
What would make your online presence more appealing and accessible? From your website appearance to your content, you can do many things that will encourage engagement from baby boomers. For example, photos on your website should reflect the demographics you serve, whether it’s older men and women, or younger athletes. Baby boomers are more inclined to use your services when you use photographs reflecting themselves. In addition, the overall website should also be clean-cut and professional, without any gimmicky colors and graphics that can distracting and unappealing. You might also want to add larger text than standard 12-point font for readability, and easy navigation with larger buttons or tabs to change pages, especially on a tablet.
Overall, these five facts will help you understand baby boomers, and allow you to develop an online marketing strategy that really targets their attention. For more facts, read the compiled list at Hubspot, and contact us to help you serve your demographics.
“Content is king” is a common, hard truth that marketing strategists rally behind when talking about physical therapy online marketing. Any good website builds quality content in order to improve its ranking and support its marketing strategy at an optimal level. But what actually makes content “king,” and how can you improve it? For one, it’s not about the quantity of content: even if you blog every day for a year, it won’t draw in visitors and patients if it doesn’t have the right content. With that said, we bring you these two easy-to-integrate tips for making sure your content is king:
1. Get into (Info)Graphics
People love visuals, whether it’s an infographic or a candid photo. Your physical therapy online marketing content becomes more valuable when there’s an attached graphic that draws people in. In addition, infographics in all their forms—photo lists, data visualizations, timelines, photo-filled posts and articles—make people more inclined to read through, share or become convinced by the content. As we have seen in our own physical therapy work and the science behind it, visuals and visualizing treatment can be an important component to healing and rehabilitation. Why not apply the importance of visuals to your physical therapy online marketing content?
If your blog or website doesn’t currently have many photos or graphics, it’s time to add them. To start with, add professional photos of your staff in action on your “About” or “Staff” pages. [pullquote1 align=”right” textColor=”#000000″]Your physical therapy office has a wealth of information that’s easy to transform into images or graphics; it’s just a matter of finding the right content and properly distributing it[/pullquote1] You can also create your own flow charts about common treatments performed at your clinic and publish them, or provide data charts to help patients visualize their healing process. You should realize that your physical therapy office has a wealth of information that’s easy to transform into images or graphics; it’s just a matter of finding the right content and properly distributing it. There are many different online tools that can help you create infographics, but hiring someone to add creative, unique and personal content will also go a long way in improving your website.
When posting any sort of image, remember to provide descriptive metadata. This helps search engines properly “read” the image and allows it to pop up in searches.
2. Do Link Building the Right Way
You can think of link building in two ways: inbound and outbound. Link building in general can involve a long list of tactics, but at its most basic level, you should link relevant parts of your content back to other pages on your site. This is how to utilize inbound marketing, and some examples of how this works include the following:
Did you mention another office or location of your physical therapy practice? Link that phrase back to the location page on your website.
Did you refer to a post you made about a specific injury from last month? Link it so your readers can find it easily.
Did you mention your monthly physical therapy newsletter as a resource for special offers and tips? Link the sign up form for the newsletters in that sentence.
This type of inbound link building helps prioritize your message and site, and keeps people from navigating away from it. By providing the relevant links on the same page or blog post, you’ll improve the traffic of your website.
When it comes to outbound linking, you’ll want to make it easy to share and spread your content to others. Make sure that you’re automatically sharing your content on your social media profiles, or making it easy for people to share on various platforms directly from your website. For those with a budget, tools like Bitly are great for sharing shorter links that are optimized for social media and mobile users, and they also allow you see the analytics for each of those pages.
It’s also important to remember that there is a limit to link building: going overboard and providing a link to every phrase can actually penalize your site. This is especially true for websites that pay to generate links, as many analytics tools—like Google—will see it as spam and flag your website as a result. Therefore, it’s best to make sure that each of your links are relevant to the phrase used and distributed in a natural way.
We Can Offer Additional Physical Therapy Online Marketing Tips
[squeeze_box4]By focusing on these two strategies, you will easily boost the quality of your physical therapy online marketing content and present a much higher-quality and professional-looking website. If you still feel you could use some assistance with improving your online marketing, contact us today. We can offer additional tips or establish a specific strategy that addresses all important aspects of your website.[/squeeze_box4]
So, you’ve decide to start focusing on marketing your physical therapy practice online. You know you need to set up a website, a blog and social media pages. You now understand what search engine optimization (SEO) refers to and why it’s necessary to include keywords throughout your website, but there may still be some physical therapy online marketing terms that you don’t understand.
For instance, you may have heard the term web content, but don’t know exactly what that means. The same may be true for inline or outbound marketing, terms you know are important but don’t completely “get.” While you may not think that you need to know all these terms, it never hurts to have a basic comprehension of the ins and outs of physical therapy online marketing in order to better promote your practice. This is a field that’s likely to only grow in the future, so the more you understand it now, the better you’re going to be prepared for what’s ahead.
5 More Physical Therapy Online Marketing Terms Explained
With that said, we present you with 5 more physical therapy online marketing terms explained in simple English:
1. Web Content
Web content refers to all the components that make up a website. This includes the written words on the website, as well as all the images and videos, if any are present. Written content is most important and most likely to help you get found by patients, since search engines like Google and Bing only search through words and can’t do so with images. Good written content with lots of effective keywords is therefore all that’s necessary to initially attract visitors to your site. Once they get there, though, you should keep them engaged with good images, video, layout, and other attractive elements.
2. Content Marketing
The aim of content marketing is to draw more traffic to your website. As mentioned above, this is largely done by using good written content with a number of keywords embedded in it, preferably in a natural way. But you should also consider using good images for content marketing. Using images with people in them, striking images with lots of contrast and images that are strictly relevant to your subject matter can all help to keep your reader’s attention and keep them coming back to your website.
What are you reading right now? You got it. This very blog is called a listicle, or a numbered list. In this case, the list reviews physical therapy online marketing terms, but listiclescan be used for just about anything. For example, “5 Great Physical Therapists from History” or “7 Types of Cutting Edge Physical Therapy that Might Be Able to Help You” can both be used as attractive titles for listicles. The advantage of listicles is that people can skip over the things they already know and read only those that they are unfamiliar with.
4. Outbound Marketing
Traditional marketing is all outbound. It reaches out to the consumer and tries to sell a certain product or service. Consider the advertisements you see in magazines, on billboards and on TV. Did you ask for these advertisements to be shown to you? Of course not. In fact, you were given no choice in the matter, and yet at times they do catch your eye and you end up buying some of those products. In the online world, you may also see similar advertisements on websites fairly often, and sometimes you may receive emails that try to sell you certain products. These are all examples of outbound marketing.
5. Inbound Marketing
These days, people prefer to practice inbound marketing rather than outbound marketing. In inbound marketing, you’re not forcing the patient to look at your advertisements, but instead, you just wait until they reach out to you. How can you accomplish this? It could happen via word of mouth, on social media or in some other way. There are many ways in which a patient could hear about your physical therapy services, and any of these can cause them to look your practice up online. When they do this, you need to have a website, blog and social media pages ready to give them all the information they need. This state of readiness to serve a patient and provide them with information is referred to as inbound marketing.
[titled_box title=”We’re Here to Help Your Physical Therapy Online Marketing” bgColor=”#000000″ textColor=”#000000″]This blog is just the beginning, and improving your physical therapy online marketing campaign takes regular, focused effort. If it seems like too large a task for you to handle on your own, allow E-Rehab to step in and offer our assistance. Contact us today to ask about our services and how we can revamp your practice’s online marketing.[/titled_box]
As a private practice owner, physical therapy search marketing is a channel that you cannot afford to neglect. Search engines account for an enormous percentage of all online traffic. They are constantly directing traffic to one website or another and the search giants of today have held strong percentages of market share since their origin. Google, Bing and Yahoo are unlikely to disappear for a while so long as the Internet relies on search engines to be navigated.
This also applies when it comes to potential patients looking for information on physical therapy or searching for a nearby practice online. In just about all cases, they’re using a search engine to accomplish this task. This is why businesses like yours need to capitalize on physical therapy search marketing and use it to your full advantage, as it remains the dominant source of traffic for all businesses, including physical therapy facilities. Below, we offer some relevant keywords and search marketing opportunities that your practice can start taking advantage of right away.
Use the Google Keyword Planner
Google’s Keyword Planner can help you find relevant physical therapy search marketing keywords. Once found, you can begin targeting them with your search marketing campaigns.
To begin driving traffic to your website immediately, you can use Google AdWords, also known as a PPC ad campaign. PPC stands for “pay-per-click” and it implies that every time your ad is clicked, there is a fee. Although it’s a modest one, these fees can add up to quickly consume a several hundreds dollar search marketing budget. Many businesses in other niches spend thousands to tens-of-thousands of dollars per month on PPC campaigns.
PPC ads are featured at the top of Google and the Keyword Planner is a very important tool for PPC campaigns. When creating your ads you enter targeted keywords that your ads will be displayed for. To get you started, below is a collection of some of the most effective keywords that you should be using on your website. By simply adding the city name in which your facility is located somewhere in the phrase, you’ll have a complete list of targeted keyword phrases to begin creating profitable PPC ads with:
neck physical therapy
back physical therapy
arm physical therapy
leg physical therapy
foot physical therapy
knee physical therapy
hip physical therapy
shoulder physical therapy
physical therapy programs
physical therapy association
physical therapy clinics
sports physical therapy
physical therapy clinic
pediatric physical therapy
outpatient physical therapy
doctor of physical therapy
physical therapy services
advanced physical therapy
orthopedic physical therapy
physical therapy offices
performance physical therapy
physical therapy rehabilitation
professional physical therapy
physical therapy program
physical therapy treatments
geriatric physical therapy
physical therapy centers
physical therapy center
dynamic physical therapy
hand physical therapy
physical therapy locations
Google’s Keyword Planner provides a competition rating and suggested bid amount for each keyword that you intend to target. These metrics are very important. The higher the suggested bid and competition rating, the more that keyword will cost to target with your PPC campaign. Costs can add up quickly when targeting keywords that are highly competitive.
Search Engine Optimization
Just as you can pay to be at the top of search engines, you can also rank there naturally. Using the same keywords that you are targeting through PPC with Google Adwords, you can begin to optimize your website to naturally overtake your competitors and be a top contender for Google’s top 10 search results for a given keyword.
[pullquote1 align=”right” textColor=”#000000″]Search engine optimization (SEO) is relatively straightforward and revolves around one simple concept: content is king[/pullquote1]
Search engine optimization (SEO) is relatively straightforward and revolves around one simple concept: content is king. Google has been telling webmasters this for years and while some listen, many have not.
What this means is that the content of your website dictates your results through SEO. When you produce valuable content that your audience and readers will benefit from, you will see more promising results. One way to do this is to utilize your website’s blog and integrate targeted keywords into insightful and knowledgeable blog posts. You can write content such as “how-to” guides, tutorials for physical therapy, suggestions, and home-based treatments for patients, to name a few. Always keep in mind that quality content is better than high quantities of content and that your readers are much more likely to share an article that is worth reading.
To optimize your content for search engines, insert your targeted keywords into the following as possible:
Image ALT Text
Body of the Content
By following this basic structure, your content will be well optimized and ready for sharing. The more your content is shared, the more it will link back to your site, which will increase its search engine rankings. Remember to keep the content readable and not overuse the keywords. Your audience wants an article that flows well and doesn’t sound robotic.
Contact Us for Additional Physical Therapy Search Marketing Tips
[squeeze_box]If you still feel like you can use some help with your physical therapy search marketing, contact us at E-Rehab today. We can work together to establish a strategy that’s feasible for you, and soon enough, you’ll see as your website starts ascending in the search rankings.[/squeeze_box]
In the field of medicine, your reputation is everything. Getting just one bad online review can have negatively impact your business in major ways. The worst part is, you may never know the business that you actually lost, since no one is going to tell you about it. This highlights why reputation marketing for physical therapists should be an essential component of your online strategy.
You need to be proactive when it comes to managing your reputation in the online space. If you’re not, competitors and the inevitable disgruntled patient will otherwise control the entire narrative of your practice online. With that, we bring you these three top tips for reputation marketing for physical therapists.
Use Negative Keywords When Marketing Online
Having a good keyword strategy is a necessity. However, this keyword strategy must include a way to limit your exposure to people who do not need your services. This saves your practice a great deal of money and ensures your patient base trusts you more through the door.
The negative keyword keeps your ads from showing up in places you would rather not be. If you start out with a happier patient base, you risk less problems down the road. However, no medical practice truthfully has the time to keep up with the ever-changing world of keywords. One of the best investments of resources in medicine is outsourcing at least the initial research of the proper keywords to target.
Aggregate All Citations
It’s difficult to have a complete grasp of what people are saying about you online. With a seemingly-endless number of review sites—Yelp, Google and Foursquare, to name a few—it’s possible for people to talk about your practice without you ever knowing it, since you may not even know that the page exists. In addition, there are many niche-oriented deep web pages that dedicate themselves to reviewing medical practices that you may not know about.
Fortunately, with the right software or the right partner, you don’t have to know about every comment that people make about you. You can focus on your current patients while the algorithm scours the Internet automatically for all citations or mentions of your practice across the entire Internet. This information comes to you delivered neatly for analysis.
[pullquote1 align=”right” textColor=”#000000″]Once you know who is saying what, you can fix immediate problems[/pullquote1] Once you know who is saying what, you can fix immediate problems. When you trace back comments to their source, you also figure out where people comment on you most frequently across the Internet. With this information, you can make a real decision about whether to monitor that space more frequently. This allows you to better control the narrative about your practice.
The number one advantage to aggregating citations is pointing out trends. It’s much easier to see problems in your practice when you have information from multiple sources in one place.
Build Positive Links Consistently
The major search engines pay attention to pages with dynamic content. They also associate pages with similar citations to each other. In short, if the underlying message associated with your practice is negative, Google will raise the profile of all websites with negative information about you. If the consensus is that your practice provides good service and effective treatment, Google will raise those sites.
Aside from providing good service, you also tip the odds in your favor through consistent link building. Crowdsourcing articles related to your practice or putting up a few video marketing examples is a great way to advertise your practice directly and build links for the search engines.
We Can Help with Reputation Marketing for Physical Therapists
[info_box]Please feel free to contact us with any question about your presence on the Internet. We pride ourselves in offering a wide variety of services that encompass the entire spectrum of what you need to succeed online. We guide your company in search engine marketing, email newsletters, websites and responsive websites, video marketing, social media marketing and reputation marketing.[/info_box]
The phrase “location, location, location” doesn’t only apply to real estate. When you design your physical therapy website, focusing on your location with search engine optimization (SEO) in mind is an absolute must, whether you have one location or multiple offices spread across the state.
The thing is, you can’t just have your physical address posted on your website and call it a day. There are multiple strategies that you should use to help you promote and improve your local SEO. By utilizing all of these practices, you’ll improve your reach across the Internet and among local searchers that are in need of your physical therapy services. Read on to find out how to make your physical therapy website more “SEO-friendly.”
Make Your Location a Prominent SEO Keyword
Your address or location should not be listed only in the header or footer of your website. Instead, you should focus on integrating it into your SEO strategy by putting it in key elements of your website. For instance, title headings for your webpages can be SEO-optimized instead of just giving them generic titles. Here’s an example: instead of using “Our Office” for your location page, optimize it with your location to “Our Brooklyn Office.” Other elements you can optimize include headings, titles, tags, image tags and other HTML and metadata descriptions. The more you use the name of your location throughout your website, the more optimized it will become.
Make Separate Local Pages for Each Location
If you have multiple offices, it’s important to provide separate pages that are dedicated specifically to these locations instead of just publishing content for multiple locations on the same page.[pullquote4 bgColor=”#ea8400″ textColor=”#000000″]Having multiple local pages not only helps people find the right location for their needs, but also improves your searchability across different places.[/pullquote4] Having multiple local pages not only helps people find the right location for their needs, but also improves your searchability across different places.
On each separate page, also be sure to include location-specific descriptions and content, instead of copying and pasting the same generic description or your mission statement. A good practice is to include local events you’ve sponsored in that area or describe the location in relation to special features or physical landmarks to make the description rich with local SEO.
The same should be done with other location listings: have separate pages on Google+, Yelp, Yellow Pages and other sites for each of your locations, too.
Attempt Address Accuracy Across All Map Listings
Search engines prefer consistency, especially when it comes to contact information like telephone numbers and addresses. To reach the most people, make sure that your practice is listed with the same contact information in every listing. For example, if your physical therapy office is located on “43 Main Street,” decide whether or not you will spell out “Street” or abbreviate it to “St.,” and stick to this designation throughout all uses of your address. The same goes for your practice name. The more consistent your name, number and address are, the more likely your website will be cited correctly and found.
Reviews are also an important part of building your practice’s local reputation. Besides adding testimonials to your website, you should also try to gather reviews for your local listings, such as your Google+ local page.
One of the best ways to get a Google+ review from your patients is to kindly request that they add a review before leaving your office. Set up a laptop or tablet that they can log into, and give them a few guidelines to help them write a short review. Not only does this give you a better spotlight in Google rankings, but they can also be helpful for you and your office. A great tool to use is Whitespark’s Review Generator, which will print out instructions for computer or smartphone use based on your office’s information.
Improving Your Local SEO Can Better Establish Your Physical Therapy Website
[highlight1 bgColor=”#000000″ textColor=”#3391ff”]Overall, improving the local SEO of your physical therapy website can make a big difference in your online efforts and significantly draw in new visitors that may become patients. By establishing your local SEO presence, your potential patients will be able to find you and your current patients can lend their own experience and recommendations to your practice. To get more help with your physical therapy website, contact us at E-Rehab today, and we can show you how to elevate your SEO to the next level.[/highlight1]
We listen to feedback from our clients all the time, and it’s often clear that physical therapy blogging can be an intimidating pursuit, especially for a new office or website. Another pressing question that many private practices have is this: with so many other great blogs out there, how can we differentiate ourselves and draw people in to read our content?
Believe it or not, but it’s actually quite simple to get started, so long as you know where to start. That’s why we present you with these “main ingredients,” which we believe are necessary for your physical therapy blogging to become successful.
Every good blog, no matter their industry, has a focus or niche, which makes blogging easier for you to reach the right visitors.
So how can you make sure your blog has a purpose? Ask yourself questions like:
Who is my blog targeting? Who do I want to target (age, gender, location, types of therapy, etc.)?
What do I want my blog to provide? Extra tips and advice supplementary to my therapeutic work? My opinion on different practices? Statistics and news?
If I was a prospective patient trying to find my practice, what topics would I search for? What kind of results should show up complementary to my website?
Remember, you can cover multiple topics in your blog, but if you’re the only one providing content, you should be writing about topics that interest you, are worth your time and effort, and ones that make it easier for you to remain consistent. If you’re spending hours researching a topic you’re not interested in or find yourself dragging your feet, you’re less likely to be building a blog that’s true to your purpose or goal. As a result, you increase the likelihood that you’re not meeting the best successful standard to blogging: consistency.
Consistency is a key part of not just connecting with your audience, but also helping to maintain your web presence and website ranking. On the other hand, blogs that are infrequently posted may leave visitors wondering how reliable your office and the treatment you offer is.
Establishing a schedule (e.g. at least once a week or once a month) will help you remain consistent. You can always post compelling work whenever you find it outside of this regular schedule, but making your minimum posting at least keeps your blog and website active and engaged.
In addition to purpose and consistency, you need to be engaging in your physical therapy blogging. Connecting with your audience—whether they love your writing or bring up counterarguments—adds authenticity and personality to your blog.[pullquote2 align=”left” textColor=”#000000″]Connecting with your audience—whether they love your writing or bring up counterarguments—adds authenticity and personality to your blog [/pullquote2] Ask questions, call for their own experiences or opinions, and reply to their comments to show that you’re not a robot generating random content, but a concerned therapist looking out for visitors and patients.
Engagement also doesn’t stop at your website’s blog page. You’ll need to reach people through social media by sharing your posts on Facebook, Twitter, Pinterest or even LinkedIn. Make sure that there are sharing buttons to various social media networks you use, and automate your posts so that they show up on your own social media feeds whenever you post.
In addition, following thought leaders in the field and engaging with their work through conversation, guest posting or sharing can help broaden your blog’s visibility and get you connected to prominent bloggers and authoritative figures in physical therapy.
At its foundation, the most successful aspect of physical therapy blogging comes down to you and your voice.[pullquote2 align=”right” textColor=”#000000″] The success of the best blogs with lots of followers is always due to the voice of the writer, who isn’t afraid to reveal his or her true emotions, whether it’s excitement or even disappointment.[/pullquote2] Your voice is key to making your blog unique and providing an engaging, fun, and caring perspective. The success of the best blogs with lots of followers is always due to the voice of the writer, who isn’t afraid to reveal his or her true emotions, whether it’s excitement or even disappointment.
Having that voice is extremely important in the physical therapy industry: when people are searching for a new doctor or therapist, they want someone who they can connect with and someone who shows that they care. When you use your voice on your blog and talk about some of your favorite aspects of the job, what new therapeutic techniques you love or think needs more research, or updates on patients that are transformed by your work, you’ll easily draw people in.
Let Us Guide Your Physical Therapy Blogging
[squeeze_box3]Having a purpose, being consistent, showing engagement and presenting your own voice will really make a difference in your physical therapy blogging and the results that you see come from it. If you need guidance to get you started blogging, or at any other step in the process, E-Rehab can help. Contact us today to find out what we can do for your practice.[/squeeze_box3]
Creating a comprehensive marketing strategy is easy when you have a big budget. But when you’re a small private practice and just getting started in the online space, you need a strategy that costs time, not money to boost your physical therapy online marketing.
By learning how to produce the right content and where to publish it, you can better position your practice on the search engine results pages, which will help you capture more web traffic.
Here are three physical therapy online marketing tactics that will catapult your web presence:
1. Link Build with Other Sites
Whenever a credible outside source links to one of your web pages, Google counts it as a vote of confidence for the content on that page. The more links to your website’s content, the more credible your website appears to Google, which subsequently leads to a higher search engine results page rank. [pullquote1 align=”left” textColor=”#000000″]The more links to your website’s content, the more credible your website appears to Google, which subsequently leads to a higher search engine results page rank [/pullquote1] But how do you get other sites to link to yours?
When you’re just getting started online, finding an audience can be difficult, especially when it’s as niche of a field as physical therapy. Luckily, you’re not the only one trying to build an online presence in this space. Start by contacting your service providers and business partners and ask for them to link to your site. Many businesses are happy to display work they’ve done for past clients on their website in order to attract new business. Linking to each others’ websites in this manner creates a great opportunity to link build.
Another way to build links is to search for any mentions of your practice that are not directly linked to your website. A quick email to the author of the post can score you another link back to your site.
2. Utilize Blog Writing
When you’re asking for links to your website from partners, you’re going to need something for them to link to. Hosting a blog on your website is a great solution for finding a place to publish more content. While this is definitely a time-consuming task, it’s actually quite vital to your overall physical therapy online marketing strategy.
Publishing more content to your website using a blog will help you capture some of that all-important search traffic. [pullquote1 align=”right” textColor=”#000000″]Publishing more content to your website using a blog will help you capture some of that all-important search traffic [/pullquote1] A good place to start blogging for a physical therapy clinic is to produce content that answers some of the most common questions your patients have about your practice. How-to blogs, reviews and top tip lists can answer those questions in a timeless fashion so they are always relevant to your readers.
Another way to leverage blogging as a tool to drive traffic to your website is to be a guest blogger for a blog that’s already established in the online space. If you’re an expert in the field of physical therapy, this can be a great opportunity to show what you know while also earning a link back to your website. In a similar way, you can ask someone else to guest blog on your site and promote it through their online channels.
3. Produce Engaging Content to Improve Your Physical Therapy Online Marketing
When you’re just starting out with your physical therapy online marketing strategy, you need to produce content that sets you apart from the rest of the crowd[pullquote1 align=”left” textColor=”#000000″]Focus your efforts on producing content that sets you apart from the rest of the crowd[/pullquote1]. One way to accomplish this is to publish certain pages that are more engaging to your audience than straightforward text posts.
Infographics, pictures and videos are great examples of engaging content, but they can be intimidating to make for new users. Lucky for you, creating engaging content doesn’t have to be difficult. Start by looking through your existing online content, specifically the evergreen posts that are always relevant. You can recycle those posts into more creative ways of displaying the same information.
[squeeze_box3]Learning how to market your practice online can be intimidating if you don’t have any experience in the field. For more information about how your clinic can benefit from physical therapy online marketing, contact us today, and we can help you every step of the way.[/squeeze_box3]
If you haven’t already noticed, we’ve reached a point where the process of physical therapy clinic marketing now has to include social media, almost by default. While this should hopefully be clear to you, what it means may be a little different from what you might expect.
Why You Need Two Accounts in Physical Therapy Clinic Marketing
Many experts are now recommending that if you own a physical therapy practice, you should create two separate accounts. One is a personal account for yourself that connects to another account, which is designed specifically for your clinic. You can see the logic in this, even if places like LinkedIn consolidate both of these onto one page. [pullquote3 align=”right” textColor=”#000000″]Nurturing relationships online is a growing way to generate leads on social media so you have a more targeted audience for your later marketing content.[/pullquote3] Nevertheless, you give yourself an advantage by having a personal account because it’s there where you can start conversations with prospective patients. Nurturing relationships online is a growing way to generate leads on social media so you have a more targeted audience for your later marketing content.
But when you start conversations on places like Twitter, how do you approach talking to someone? Instead of trying to hard-sell your physical therapy practice, the best approach should be a more natural conversation that simply proves your expertise in the field of physical therapy. At the same time, you can use these social media conversations as a way to create a patient persona so you understand what they’re looking for in doctors providing the best physical therapy techniques.
Where Should You Start Your Social Media Conversations?
Conversations can take place on any social media platform, though Twitter is one of the best places to search for discussions and join in. Through a simple hashtag search, you can find conversations underway related to physical therapy.
Because Twitter has discussions underway about virtually everything, you likely won’t have trouble finding numerous people discussing physical therapy issues. When you join in on a conversation, make it a natural progression without mentioning how you’re a physical therapist or own a clinic. Any hint that you’re trying to sell yourself could risk you being blocked.
This is why it’s important to write a compelling Twitter bio so those who click on your profile can see that you already have credibility. As you start a conversation, you can start to learn some things about the type of patients you want to connect with. Here’s some things to find out about prospective patients so you can further target your marketing toward them.
What You Can Determine from General Information
Once you become friends with the above people on Twitter, they’ll start following you. Don’t let the conversations end, though, because you’ll be surprised at how much you’ll get to know about them as you continue talking with one another.
You’ll want to know a few things outside of general points like their age and what they do for a living. Here are some areas to focus on:
1. Pain Points
Finding out the pain points of a prospective patient is essential because you determine exactly what kind of physical pain they’re experiencing and how you can help solve it. Once you get to know your followers, you can find out what kind of physical pain they’re having and how it affects them during their work day.
2. Is Pain Stopping Them from Reaching a Goal?
As an adjunct to pain points, is the physical pain in any person above preventing them from accomplishing something? Find out what that pain is, because your marketing content can hone in on this to prove your techniques. You can do this later by showing past examples of solving pain problems so patients could function physically again in their careers.
3. What They Expect from Physical Therapy
Try to find out what physical therapy techniques these prospective patients are looking for in particular. Can they wrap their busy schedules around yours? Finding out what they expect can help you tweak things further in your physical therapy clinic marketing content so you attract like-minded people to your social media accounts without seeking them first.
[info_box]If this is a new pursuit for you and your practice, it may sound a bit daunting at first. This response is normal, but that’s exactly where we can come in to help. Contact E-Rehab once you’re ready to take control of your physical therapy clinic marketing, so we can assist you by finding unique social media marketing tactics for your physical therapy practice.[/info_box]