Physical Therapy Local Online Marketing with Social Media

Online marketing has a lot of advantages. It’s relatively inexpensive, easy to track, and a great way to reach a patient pool that spends an increasing amount of time in front of screens.

Practice owners looking to leverage social media in their area can turn to three social media channels that will allow them to build a reputation as the local physical therapy expert in the area and/or affordably advertise to their community.

Become a Member of Your Local Facebook Groups

 

Telling you that you can advertise on Facebook doesn’t qualify as news, but you may not realize just how many ways there are to use Facebook to build name recognition in your community.

One way to promote your practice is to get involved with local Facebook Groups.  I’m not talking about creating your own group, I’m suggesting that you get involved in some of your neighborhood groups that contain members within the neighborhood you serve.

Here’s where most can start.

  1. Join Local Neighborhood Groups: Do you belong to any local community Facebook Groups?  How about your significant other? Many are private and you’ll need to be a member yourself or you will need a patient, or an administrator of the group to invite you.  So, step one is to join the group, browse the group, make sure it has several hundred members, and there are one or more posts within the group on a daily basis.  
  2. Do Your Research: Browse around the group.  What topics do people post on?  Identify the influencers in the group.  Who is leading the group?  Who writes the most for the group?  Who has had physical therapy from YOUR practice and commented in the group?  What are others saying about your practice and other PT practices in the group?  Use the group search function to gain a better understanding of the group dynamics and content they post.  Often these groups consist of moms that are sharing recommendations about professional services as well as events and news about the community.
  3. Contribute content:  Be careful here. Do NOT write about yourself.  You need to gain trust and credibility in the group.  Once you part of the group, give value.  Don’t promote your practice.  Comment on questions that are relevant to your PT professional skill set.  Ask the administrator if you can write in informative blog post and then paste a link to it the group.  
  4. Look for advertising opportunities: Another option is to pay the group admin to promote you to the group.  See if you can share any of your upcoming events to the group as well.

Facebook Groups within your neighborhood are a good way to get an idea of what others think of you, they’re a good place to identify influencers in your community, an opportunity to help and educate, and sometimes they are a great place to organically promote your physical therapy services.

Leverage the Nextdoor App & Community

Nextdoor is a bit like a hyper-localized Facebook. In order for users to join the network, they need to verify property ownership at a given address by phone or they can receive a piece of physical mail to validate that they live in the area. Due to the extra authentication, when businesses advertise on Nextdoor, practice owners can be certain that they’re reaching actual residents. However, unlike Facebook Groups, which is huge everywhere, the popularity of Nextdoor can vary by city or town.

Simply Instructions to Get Started

You’ll want to see how active the network is in your area before committing a portion of your marketing time and budget to it.  Simply download the app, find your neighborhood, and sign up yourself.  If there is a Nextdoor presence in your neighborhood, search for your business. 

If you find a Nextdoor member that was also your patient, connect with them again offline.  See if they are willing to comment on your services or even recommend you go others.  Also, remind patients of the Nextdoor app and have them recommend you as well.

Nextdoor does have some advertising options as well.  It’s not our top recommendation but for some practice owners, it might be a viable alternative.

Advertise Your Practice on Waze

Did you know you can put a billboard inside an app? That may sound crazy, but in a world where so many drivers use the Waze app, advertising on Waze instead of on street signs can put a lot of eyeballs on your practice in a hurry.

Waze Local is an easy way to advertise your practice. You can show more information about your practice on the app when people drive by. You can drop a pin of your practice on their map. You pay only for ad activity and their are a couple of different options.  The basic advertising option will be best for most small practices.

The company also provides analytics on your ads, which can help you better strategize how to reach potential patients.  If you practice is right next to a busy freeway or highway, it’s  an affordable option to keep your name in front of a bunch of commuters. 

You can learn more at https://www.waze.com/business/

 

Physical Therapy Website Accessibility – ADA Compliance in the Digital World

Physical therapists understand the importance of creating an accessible environment better than most professionals. Working with people who are injured or struggling with pain often involves meeting them on their level, and the same is true for creating a space that’s welcoming for people with physical disabilities.

When it comes to creating accessible spaces, we usually think first about entryways, bathrooms, and other concrete obstacles that may present challenges for those with limited function or mobility. Tackling these areas is essential, but it’s also important to ask yourself whether or not your website is as welcoming as it could be.

Does the Americans with Disabilities Act Apply to PT Website Design & Development?

ADA compliance and physical therapy websites

When the Americans with Disabilities Act (ADA) was passed in 1990, the idea that being able to use a business’s website would be essential to engaging with their business didn’t exist. As such, the bill has few guidelines for accessible website design. In the 30 years since, though, online commerce and interaction has become a much more integral part of our lives.

This year, the idea that a website is an essential part of a business was debated on the floor of the Supreme Court. Early in October, 2019, the Supreme Court upheld the right of blind people to sue Domino’s for failing to make their website and app accessible.

According to the LA Times, the court’s decision was based on the idea that the ADA “protects access not just to restaurants and stores but also to the websites and apps of those businesses.” The ruling doesn’t mean the plaintiffs will win their suit; it simply means they have a right to bring it. Legal precedence on the matter is still far from established, but that won’t stop lawyers from finding as many businesses as possible to bring suits against.

E-rehab has accessibility tools for your website that might help you to avoid the hassle of a lawsuit.

Contact Us today at (760) 585-9097 or request a free consultation by clicking here.

To learn more about accessible digital design, visit W3.org/standards/webdesign/accessibility.

Four Different Ways You Can Create Targeted Local Physical Therapy Ad Campaigns On Facebook

Facebook has become a powerful advertising platform for small businesses including physical therapy practices. The combination of being able to reach people by their interests, social connections, pages that they’ve visited, as well as by their location makes this ad platform a very effective option for PT clinics. Practices can reach potential new patients, grow their following, and increase revenue.

Facebook has four primary location targets available that allow you to create locally-focused ad campaigns.

Facebook’s Help articles define them as the following:

1. Reach everyone in this location

‘Reach everyone in this location’ is  the default option. This option allows you to reach people whose home or most recent location is within the selected area.

You set the parameters for the location.  Let us say, everyone in Encinitas, CA. It will automatically advertise to everyone in Encinitas.

2. People who live in this location

The second option is people who live in this location. This includes people whose home is within the selected area.

You might want to advertise a retail business. For example, to people who live in a specific location, perhaps, a real estate agent would want to advertise only to people that live in a certain location.

 

3. People recently in this location

People recently in this location, is the third option.

With this option, you’re reaching people whose most recent location is within the selected area to which you are advertising. You may want to advertise to people that visited health clubs or sports complexes.  For example, to people who are recently in the location that you choose, say, ‘People who are in CrossFit’.

4. People traveling in this location

Finally, people traveling in this location, is the fourth option.

This includes people traveling in the selected area who are more than 125 miles from their home location. This is determined by the device and connection information that Facebook collects.

This would be a powerful option for people that have “snowbird” populations or large college campuses.

Facebook is Very Powerful

That’s four different options that Facebook gives you for creating very powerful, targeted local advertising campaigns. Depending on your target audience, you should consider those four different options. Think about how you may use them creatively to reach the ideal prospects  with the ideal offers, while they’re in the ideal location.

 

The Six-Step Process For Creating Physical Therapy Marketing Content Even When You Are Very Busy

We’ve all heard that we should be creating more content for our practice.  Physical therapy content marketing is a type of marketing strategy that you might want to consider.

Years ago, popular marketer Gary Vaynerchuk stated that all businesses are media businesses.  You’ve probably heard you need to create blog posts, videos, podcasts, and social media content which have all become a requirement of marketing and growth in just about every industry.

But creating content is definitely time consuming, and can be the last thing on your list of things to get done on an already busy day. So here’s a six step process for creating more content even when you’re really busy treating patients and running your business.


physical therapy content marketing calendar

1. Create a Calendar of Content Topics

The first step is to create an outline. Simply outline the core ideas for your content on a notepad and transfer those topics to a Google Calendar or similar.   Here’s a good resource with free Excel sheets that you can use for planning.  You can use the Simple Marketing Worksheet to get started.

IMPORTANT: when creating a content outline, topics can consist of things like patients you want to see, the problems they have, how physical therapy can help them, and information on particular techniques-especially those that are known already to your community.  Examples include:

  • McKenzie Method,
  • Graston Technique,
  • ASTYM,
  • dry needling,
  • myofascial release,
  • manipulation, etc.

physical therapy content outline

2. Create an Outline for each Individual Topic

You don’t want or need a ton of detail, just enough to give structure to your thinking as you do your content creation.  Think about this popular presentation format:

  1. Tell them what you are going to tell them.
  2. Tell them about the topic.
  3. Tell them what you told them.
  4. Add a Call to Action

Write out the outline as a cue card and then your off to the next step.


physical therapy video recording

3. Record a Video

Step number three is to then record a video. I know you may not be comfortable on video – many people aren’t – but it’s something that you’ll get used to over time, and the value of video in marketing today is tremendous. So record a video of you speaking to the outline that you just put down on the notepad. For those that aren’t “off-the-cuff” presenters, a good teleprompter can help.  Here’s a link to a resource for you.  Don’t overthink it. You can use a camera or iPhone/Android and a shotgun mic (we like the Saramonic or Rode brands).  Make sure you get the iPhone connectors as well.  If you want to use your iPhone, here’s a cool mobile filmmaking case that we like.  Click here.  Then the KineMaster video recording app works well too.

Now that you have the gear, record it and you’ve got your first piece of content!


physical therapy podcast

4. Want to Go Bigtime with Your Content – Create a Podcast

The fourth step is to then have the audio exported and edited as a podcast. Podcasts are one of the fastest growing forms of content in terms of consumer consumption because they can be listened to while doing other things, like driving, working out, walking on the treadmill, or running on the beach.

For these reasons, podcasts are experiencing incredible growth, and many people consider them to be the most important form of marketing now. So you definitely want to make sure that you’re getting your podcast created. A simple way to do that is to record your video first, and then export the audio content.  There are a number of resources to export the audio portion of a video.  I personally like Camtasia.  It’s a bit spendy but a quick search should enable you to find some additional resources.

Then you will need a service to upload your audio file.  This is called a podcasting platform.  Here’s a link to reviews of podcasting platforms and some are free.


5. Transcribe the Audio into a Blog Post

Next you’re going to take that audio content and have it transcribed into a post. I like to use an app called Rev for this. You simply upload your audio file or- even a video file – and the app will extract the audio and transcribe it for approximately $1 per minute of audio. I found that a typical blog post is five to 10 minutes long, so I can get the transcription done for $5 to $10.

The service is fantastic and creates a transcript that is very easy for me to put some final editing polish on, and use it as a blog post or use it as content for my social media posts and my YouTube video.


6. Have a Designer Create Images

Next is to have a graphic designer create images for every place that you want to post your content. Images are very important to go along with your content, regardless of whether it’s going up on YouTube, a podcast, Facebook, Instagram, or any other platform.

Images help sell the content and get the attention of your audience in the first place. Hire graphic designers from affordable services like Fiverr, UpWork, or Design Pickle and you can quickly get custom-designed image – often within 24 hours.


Your Turn!  Create your content and push it out to a blog, YouTube, Facebook, Twitter and more.  You too can be a media company and get your name out to your community.

Want Some Help?

If this all seems a bit too much or you know you simply won’t be able to find the time, let us know.  E-rehab specializes in physical therapy content marketing and we can help you get your name out to your market.

Just give us a call at (760) 585-9097

How to Develop a Winning Multichannel Marketing Strategy for your Physical Therapy Practice

When the path of a new patient appointment can begin at any time, in any location and on any device, it’s becoming apparent that physical therapy practices need to create a seamless experience across the entire process.

With so many devices available to complete a task, patients can switch between them to set their appointments. If they encounter problems across any of them, it could mean the difference between making the appointment and the potential patient moving on to someone or something different.

As a result, more and more practices should be nurturing leads through an omnichannel marketing strategy, which optimizes the experience across all patient touchpoints.

What is Multichannel Marketing?

Multichannel marketing is the concept of providing a seamless experience across all available channels relevant to the patient’s journey. This applies to the shifts and transitions in the way new patients progress through the appointment setting, treatment, discharge, and follow-up hourglass (for more on the marketing hourglass, click here).

Patients are more connected and have more control over who they choose for their rehabilitation needs than ever before, often using three or four devices to access the internet or make their first appointment. As a result, what used to be completed on one site, in one location, at one time is now completed over days, locations, times and channels. 

The Importance of a Unified Profile

The multichannel roadmap is achieved by building a unified patient profile that segments the content and offers provided to them. This can only be achieved through strong multichannel marketing.

One of the challenges of multichannel marketing is the isolation of channels, which all provide data in different times with the marketing automation platform. This may include different vendors for the development of a website, email marketing, search, automation, print newsletters, and social media. As a result, patients may not recognize these disparate channels as part of the same marketing effort, which can be confusing.

A rich and deep personalization is only achieved if the data from all the individual interactions is unified to deliver:

  • Messaging content that resonates with the patient.
  • A frequency of messaging that the patient will respond to.
  • The services the patients need.
  • The types of recommendations that patients will respond to.

A responsive marketing platform captures all this patient data, such as email addresses, phone numbers, promotion responses, appointment inquiries, therapy services viewed and other touchpoints.

Once this unified patient profile is achieved, campaigns can be automated to trigger marketing activities from all channels and lead the patient through the treatment journey.

Getting Started With Multichannel Marketing

Though many practices experience it with other brands or may even be aware of the value of multichannel marketing, many struggle with some of the obstacles to creating this strategy. These include:

  • Lack of resources necessary to succeed.
  • Lack of communication between marketing agencies.
  • Lack of practice owner support and understanding of the value of multichannel marketing.
  • Organizational silos (clinical teams, front office/reception, back office/billing as examples).

Creating an omnichannel marketing strategy isn’t as difficult as it seems, however. Here’s how to get started:

Emphasize Content

With potential patients connecting over various devices in many different situations, a practice marketers need to offer information and value to keep their attention. Without valuable content, your physical therapy omnichannel marketing strategy is nothing.

For this, you need to understand what kind of content your patients consume and when. Is your content giving them what they need? Is it optimized for the device they’re using? Are you offering suggestions based on their specific needs? Are you optimizing their health and wellbeing?

On top of that, are you reactivating and cross-selling to your patients? Are you sending follow up message to those that discontinued care? Are those messages optimized for different devices?

These are just a few of the questions that need to be answered about your ideal patient, which is why you need to know all you can about your patients.

physical therapy content marketing to different patient types

Get In-Depth Understanding of the Patient

If you want to provide a truly multichannel experience, you must have intimate knowledge of your patient. You need to understand who they are and what’s important to them (fast access to care, insurance coverage, clinical excellence), what challenges or problems they face (what they really want to return to), and how you can solve them (e.g. which one of your clinicians is best equipped to help).

To get this information, welcome patient feedback, employ social listening tools and leverage condition and treatment specific pages to find out more about their needs. Even more than that, find out which channels they use most to access your content.  Your website analytics play an important role here.

Here are the channels most important for multichannel success, in order of value:.

  • Brand websites.
  • Mobile responsive site.
  • Search engine listings
  • Ratings & review sites – (Google, Facebook, Yelp, HealthGrades, etc.)
  • Email marketing.
  • Digital video.
  • Print newsletters
  • Social media marketing
  • Live events.
  • Local retail partners.
  • Direct mail.
  • Radio advertising
  • Sponsorships with local schools or sporting programs.
  • Coupons for free screenings.

Develop Agile Departments

One of the biggest challenges to multichannel marketing implementation is the organizational silo effect.  Marketing, therapy, and customer service support often “do their own thing”, which is an obstacle to creating a seamless experience.

Fortunately, a little training on what to do, how to do it, and restructuring of traditional roles can create shared responsibility across departments, letting each team know where they fit into the bigger picture and how they relate to the work of the other departments. This not only sets clear expectations for each team, but also streamlines the communication between them.

When communication is clear and transparent, the departments operate fluidly and create agile marketing strategies that focus on the patient experience.

Start by Optimizing Your Physical Therapy Website

When patients access your site across different channels and devices, your site needs to provide them with a user-friendly experience that’s highly “responsive” to succeed. All of your web pages should be designed to provide maximum usability to visitors and to allow them to access your phone number, location map, hours of operation, ratings & reviews options, social channels, online intake forms, and important content.

Final Thoughts

In today’s channel-rich environment, multichannel marketing drives the engagement of potential patients and compels them take action. Synchronizing every touchpoint of the patient’s journey for a seamless multichannel experience elevates your practice above the competition.

Need help implementing a multichannel marketing program?  Give us a call at 760-585-9097.

We’ve helped physical therapy practices generate more patients for over 15 years.  If you prefer, click here to schedule a free consultation.

 

Keyword Research to Match the Patient’s Journey

Keyword research is as old as SEO itself. Search engines have always used keywords to provide a list of relevant results to the searcher, and as this SEO market expanded, Google brought in an advertising platform that gave businesses a chance to appear on search engine results pages for keywords like “physical therapy Los Angeles” or “physical therapy Midtown”.

From there, Google offered a tool that enabled businesses to see how many searches occurred for any keyword, eventually giving way to keyword research. This tool has been useful for businesses because it comes from Google itself and offers additional insights to gain leverage over the competition.

As practices began using more data for marketing, data comparisons revealed that the Google Keyword Tools wasn’t always accurate. More software tools emerged to provide additional keyword insights, giving marketers more opportunities than ever to use keywords to their advantage.

Unfortunately, historical keyword research has a few problems:

  • SEO is focused on the decision stage of the patient’s journey, and not the whole process.
  • SEO is focused on keywords alone, and not on categories or topics.

These two issues are being addressed as marketers focus on topics more than keywords, but that’s only part of the whole picture. Optimizing keywords to align with each stage of the patient’s journey is the key, which we’ll cover here.

What Is the Patient’s Journey?

The patient’s journey refers to a framework that acknowledges the patient’s progression through the research and decision process, which ultimately ends in the patient calling to schedule an initial evaluation. This concept isn’t new, but it has evolved over the years with new technology and marketing insights.

There are three stages of patient’s journey:

  • Awareness: The patient is experiencing and expressing a problem or pain and conducting research to understand, frame, and name the problem. This stage involves question-based searches that center around the problem.  Examples are “what causes back pain” or “the symptoms of a rotator cuff tear”.
  • Consideration: The patient has identified the problem and is investigating the available options to solve the problem.  Examples of these searches are: “Is physical therapy good for back pain?” or “best treatment for shoulder pain”.
  • Decision: The patient has developed a solution strategy and compiled a list of services to address the problem. They are narrowing down the possibilities to come to an ultimate purchase decision.  Example searches are “physical therapy New Orleans” or “physical therapy near me”.

Most marketers focus only on the decision stage, but there are opportunities at each stage of this process.

Patient Personas

A map of your ideal patient is vital, since it’s the only way to truly understand your patient’s journey. You should understand their needs and problems, which will ultimately drive them toward your solution.

This can be done a number of ways:

  • Website and social media data may be helpful if you have a large practice with a good number of clinics and website traffic: Your analytics should give you key data points about your audience. You can find everything from your audience’s demographics to the type of content they engage with most.
  • Surveys and feedback are usually the better choice: The best way to get insight into your ideal patient is by speaking with them directly. This can be done through polls, surveys, feedback requests, and other questions regarding their buying behavior at each stage of the buying journey.

This information allows you to connect the dots and create accurate patient personas and mapping of the patient’s journey.

Shifting From Keywords to Topics

Much of the SEO community has begun shifting from keywords to topics already. This comes in the form of long-form content that connects to other content across sections, providing a comprehensive overview of the broad topic. This approach addresses the new way that search engines are interpreting content.

For the purposes of this discussion, these long-form content pages typically target the short-tail keywords that have a higher search volume, ultimately addressing the awareness or consideration stages. Key decision-stage pages are narrow content.

These can be further subcategorized into pillar, target, and cluster pages:

  • Pillar page: This page covers the broad topic on a single page, with smaller cluster pages that link to it. This is focused on the awareness or consideration stage.
  • Target page: This page has a keyword or phrase linked to a specific condition or service page (think shoulder treatment or laser therapy).  This content is focused on the decision stage.
  • Cluster page: This page gives more detail about long-tail keywords related to the pillar page.

Putting It Together

The process to put all these pages together is simple. It begins like any other keyword research task, which is based on the keywords that a business is looking to rank for, and provides a starting point for what a prospective customer will search.

From there, you can begin to consider keywords outside of the obvious, such as synonyms and colloquial terms. This is the time to use keyword research tools, such as Google Ads, or consult customers about terms they may use to find your physical therapy practice.

Once this list is expanded, it can be narrowed down for better targeting. Irrelevant keywords can be filtered out, then relevant keywords can be sorted by topic and buying intent. For this part, be sure to put yourself in the shoes of the patient and consider what they would search to address a problem, as well as what keywords show intent to purchase.

This is when the stages of the patient’s journey come in. Keywords should be categorized to each stage, using your judgement about what you believe the patient is looking for. Categorizing is important, because it provides you with framework for what type of content is appropriate for certain phrases or keywords.

You’ll often distinguish patterns in the keywords along the patient’s journey. Words like “cost” or “price” are usually found in the decision stage, whereas “who should I see for” or “what causes” will be the awareness stage. These patterns will help you streamline your content planning.

Here are some examples of keywords at the awareness stage:

  • What is plantar fasciitis?
  • How do I know if I have a herniated disc?
  • Symptoms of arthritis
  • Bursitis vs tendonitis
  • Different types of hip pain
  • Is tingling in my hand carpal tunnel?

Here are some examples of keywords at the consideration stage:

  • Shoe orthotics for plantar fasciitis
  • Natural care for a herniated disc
  • How is arthritis treated
  • Home remedies for tendonitis
  • Exercises for hip pain
  • How to treat carpal tunnel syndrome

Here are some examples of keywords at the decision stage:

  • Physical therapy or podiatrist for plantar fasciitis
  • Physical therapy for a herniated disc
  • Best physical therapy in Los Angeles for arthritis
  • Tendonitis treatment physical therapy
  • Physical therapy for hip pain
  • Hand specialist for carpal tunnel in NYC

Once this is complete, you can group your keywords into pillar page, target page, and cluster page. This gives you insight into what type of content should be used, based on how competitive a term is, what the search volume is, what stage the patient is in, and how profitable a keyword might be.

This information not only informs your current content, but it also helps you fill gaps in existing content. Check that the topics haven’t been covered before, and look for gaps resulting from keyword searches that aren’t currently being targeted.

Moving Forward

Traditional keyword research isn’t successful because most marketers only consider volume and competition. They tend to go for the terms with the highest traffic, but traffic doesn’t necessarily indicate the patient is looking for care right now. In many cases, traffic indicates users looking for information about their problem, but are still trying to understand their problem or they are considering various solutions to their pain or condition.

Because of this, current keyword research is a nuanced process that considers the needs of the patient above all else. Used properly, keyword research can drive your content strategy to generate leads and convert customers, provided you address their needs throughout each stage.

 

 

Physical Therapy Content Marketing – Creating a Budget

For most physical therapists, their expertise in having a successful practice is not linked to their personal knowledge of business or physical therapy content marketing.  It comes from their passion to deliver solutions to their patient’s physical needs.  Clinic owners have invested years into their physical therapy education, and it is this knowledge, patient care, and exceptional customer service that will ultimately set them apart from all other competitors.

The question is how will your community know you are the best?  Regardless of how special you make your patients feel when coming to your clinic, you need to get the word out. This is where as a business owner you need to grasp the reality that you must have a PT content strategy. Here are some tips on what you will need to plan for your marketing budget, which ultimately will determine your marketing plan.

Defining your available funds

Setting your sites on a specific dollar amount is unfamiliar territory for most owners, about ⅓ of small business owners have no idea how much they are spending on content marketing.  Knowledge is power though, and if you can keep to a focused marketing budget and plan, you will be able to track your progress and execute on necessary changes as you see what works and what does not. Practice owners want to spend enough to compete in the local market, but not so much that they become financially over extended.  There are a few must haves and a few should haves in today’s marketing budget; how you decide to fulfill these needs will help you set your budget.

#1 Must Have… a physiotherapy content marketing creative writer and editor.  

Whether you hire an outside source or delegate the duties to an in-house employee, their time spent on creating content will be portioned into your budget.  

For in-house employees, including yourself, the time spent compared with salary/wage should be factored into your expenses.  If you should decide to hire an agency for creative content, keep in mind that their expenses will cover more than just intellectual property, it will also include their taxes and overhead.  

#2 must have… a graphic designer that understands physical rehab content marketing

Content is the wording created by your writer.  How you envision the delivery is decided upon conversations you have with your graphic designer.  Premium content is packaged nicely with eye candy surrounding it. Pictures, logos, color schemes all play an important part in capturing the attention of your future patient.  This allocation of budget can also be fulfilled by an in-house employee or outsourced to an agency for a higher level of customization.

#3 Must Have…. A Physical Therapy Content Publisher

Without someone to push all your content out to online sources, all your efforts won’t do you much good.  According to eMarketer, 84% of all businesses will use digital content marketing in 2018.  Content publishing can again be managed by an in-house employee, but keep in mind the hours spent per week to keep your social media sites lively and your emails, blogs, and newsletters interesting should be taken seriously, and considered to be a part of your employees job description.  The time spent compared to wages/salary should again be taken into account, and not thought of as something to only do during down time.

#4 Should Have…. Content Promotion Expenses.  

The greater your budget, the wider net you can cast.  Your content audience is heavily determined by how easy your potential patients can find you online.  In this case, a set amount should be determined for paid social media presence and retargeting ads. On average you can figure approximately $1000 should be allocated to this need with ¾ of that budget geared for social promotion and ¼ for retargeting ads.  

#5 Must Have…. A Marketing Strategy Manager.  

Your marketing plan needs to be thought out, so that every bit of content hits an intentional target.  Unstructured content will not define your practice or deliver a deliberate message that you are the best in your community.  You will need someone to create and calendar out the messages you want to deliver through the year. Start with an overall theme for a period of time like 6 months.  Make it simple.  For example, the them could be “natural care.”  Then take one month at a time with a specific goal. For example:

  • January could focus on how your physical therapy practice provides natural care for the KNEE. 
  • February covers the area of neck pain, and so on.
  • March might be about the natural care of physical therapy compared to medications.

Each month gives you the opportunity to prove your expertise in the focused area, showing your patients you are the leader in your industry. Your marketing budget will determine how much attention you can allocate to this focus, but even on the slimist of budgets do not underestimate the importance of creating a plan.  

physical therapy content marketing

So how much will this cost me?

It is truly difficult to establish what the industry standards for physical therapy marketing content will cost you.  There are so many variables for each practice, and how much that practice can afford to delegate. Here are two working budgets that may give you an estimate of what you can expect. 

The Bare Bones Budget- $500 per month, plus 20 hours of employee time.

  • 15 hours of your time dedicated to content development, planning and writing
  • 5 hours of content management for social media and emails.
  • $200 for tools such as graphic design software, email manager, SEO measurement, and other content publishing/management tools.
  • $800 for paid content promotion for paid social media and $200 for retargeting ads.

The Cutting Edge Budget-$2000. Per month but read below to learn more about how E-rehab.com can help.

  • $1000. For an agency enlisted for content development, planning and writing, or the option of a full time paid employee to be your marketing director.  
  • $200 for necessary software tools
  • $800. For paid content promotions and $200 for retargeting ads

A few last thoughts to consider when planning your content marketing budget

It is often hard to spend money on things we cannot physically touch. In a way it’s like buying new pipes for your house.  You know they are there and provide security from old busted pipes, but you don’t really see them and you certainly can’t drive it around like a new car. Your reward for following a well thought out marketing budget and plan, will be in the return of investment (ROI). Your practice will benefit with new patients being able to find you.  

Keep in mind that every community has its own unique needs and characteristics, by understanding what your potential patients are looking for will help you financially plan with purpose.  Be flexible and monitor your different campaigns, knowing what worked and what did not is vital to moving ahead. Modify the marketing campaign calendar to include more of what works, and drop ideas of what did not work.  The decision of how to implement your content marketing budget with either in house talent, hiring an agency, or a combination of the two sources is entirely up to you. Just be honest of what you or your staff is truly capable of producing with both talent and time.  

Why You Don’t Have to Spend $2000/mo in Content Marketing

E-rehab.com has spent that last 15 years providing physical therapy private practices with content marketing strategies.  Since we know online marketing and content marketing as well as anyone in the private practice space, this translates into cost savings for you.

We can provide you with the following:

  • Custom blog posts
  • News stories
  • Promotional videos
  • 20+ social media posts
  • and more.

For a fraction of the cost needed to hire an agency that doesn’t know or specialize in the physical therapy private practice market, E-rehab.com has you covered.

We encourage you to contact us at (760) 585-9097 or email me at dave@e-rehab.com .

 

Physical Therapy Blogging: 3 Steps to follow, when writing catchy headlines.

Your headline is quite possibly the most important feature of your blog post.  It is your first impression and you only have seconds to capture your reader’s attention, sell them on your idea, and steer them towards your site.

Keep in mind how much information you are competing with.  If your headline is long winded and uninteresting, the impression given is your article will be too.  A high producing headline should achieve the following criteria:

• A tickler of information of what’s to come that piques the interests of your reader .
• An expectation of what they will gain by reading on.
• Full story disclosure in as few words as possible.

Here are 3 steps you can follow to achieve writing a headline that drives results.

1. Trim the Fat.
Re-read your article and summarize your main point.  What purpose does your information serve to the reader?  Once you have narrowed it down to the central topic, add in a couple of subpoints with evidence to support your idea.

Look at what you have written and continue to streamline your main idea into just a few sentences.   From there, continue to trim down to a sentence with no more than 10 words. This is when you really need to communicate to your potential reader that your blog is worth investing their time in, and what they will gain by reading more.

When trying to find the perfect pitch for your blog headline, our multitasking brain can take us off course.  By using this exercise of rewriting the main point from a paragraph then hoaning it down from a few sentences to just a few words, your headline will be focused on the objective of the getting your reader to “dig into your content”.

2. Learn from the Experts.
Marketing experts have done the studies and crunched the information;  it’s been proven there are trigger phrases that catch our attention. These words are known to help the reader make a connection to the blog.  This connection can stir an emotion or insight curiosity making the reader want to dive in and find out more.

Here are some examples of catch phrases and how they work.

“Will make you”  This phrase when used draws a direct connection to what the blog subject is about and why the reader needs to read it.
Example:
5 core strengthening exercises that will make you have less pain.  The reader can expect the blog will show exercises, that will take away pain.  exercises= less pain.

“What happened next”  when this phrase is used it evokes the reader’s curiosity.

Example: What happened next when this patient did these 5 exercises will surprise you.  The reader is interested in how exercising can affect the body and wants to learn the unexpected answer.

“Talking about”, plays on our need to feel connected to what other people know.  We don’t want to miss out on the latest news. FOMO or fear of missing out describes this emotion we can evoke with a good headline.

Example: Patients of physical therapy are talking about the latest drug free method of pain treatment.  Plays on the importance of being in the know of the latest information, making the reader feel more knowledgeable than others.

“Tears of Joy”  plays on the emotions of the reader.  This sort of phrase is usually attached to a picture or video which aids in capturing our attention.

Example: This patient had tears of joy when he was able to walk his daughter down the aisle.

You can learn more useful phrases at https://buzzsumo.com/blog/most-shared-headlines-study/

3. Know How Your Headline is Going to be Formatted/Viewed on Different Social Media

Know how your blog is being distributed and the techniques required for different modes of distribution (i.e. ranking on search engines vs. getting a click to your blog from a Facebook post vs. getting a click on Twitter to your blog post).

Writing for the Search Engines
Writing for the search engines and optimizing your blog posts to be found on Google or Bing requires additional work as compared to simply writing an awesome, highly converting headline for Facebook.

Keywords in your blog headline will help your article be found on the Internet.  Humans fall for the catchy phrases that help us personally connect to the blog, but computers are machines. It’s important to include your keywords you want to rank for in your headline of your post if you want the post to have any chance of ranking in the search engines.

Writing a Headline on Facebook to get a Click to Your Blog Post
The trick here is to combine step one of providing the nuts and bolts of your blog with step 2. including an enticing hook.  Of course you have to be respectful of character limits which vary based on the type of ad you are running. https://www.facebook.com/business/ads-guide/

In general though you want to stick to the formula as described above:

A combination of descriptive + sensational = increase click through rate

Writing for Twitter
Your objective here is different.  You have 140 characters (less if you include a link) to get a click.  It’s as if Tweets make up the entire headline. 140 characters gives you plenty of space to write a longer headline but again, but keep your objective in mind…it’s to get a click from the tweet to your blog post.

Test if Possible

Regardless of the type of headline you are writing, it’s always a good idea to compare one headline to another. By creating at minimum two headlines with descriptive + sensational information, and measuring the number of clicks or visitors to your blog post, you can see which combination works the best.

The trick is to see if version A works better with your audience, versus version B.  Find out if your readers are more interested in knowing what new knowledge they will learn versus the feel good emotional pull.

We hope these tips on how to write good headlines will help you get your physical therapy blogging message read by your community.  You have great value to offer.  Putting that information in a blog and enticing more to read it with a great headline can help you build authority in your community.

If you need any help with your blogging, we have a number of services that can be of assistance to you.  Just contact us if you have any questions.

Happy Blogging!

Physical Therapy Blogging – E-rehab in the Top 50

We are honored to be recognized as one of the Top 50 physical therapy blogs by Feedspot.com .

 

I thought this would be a good time to talk a bit about physical therapy blogging.

I see a lot of PT blogs and most of them die a rapid death.

The owner/practice marketer realizes that it takes a lot of time to create quality blogs post on a regular basis.

Others that blog on an ongoing basis don’t seem to have the strategy of “blogging with purpose”.

Blogging with purpose means creating blog post that are:

  1. full of quality information that visitors to a PT website might find useful,
  2. original content that isn’t copied from some other website or a graphic someone grabbed from Pinterest,
  3. representative of the services you provide (no point in blogging about personal training if you don’t do it),
  4. optimized for the search engines.
  5. good content to be shared on your social media properties

Too many times I see blog posts that aren’t original, don’t have the target audience in mind, and simply wouldn’t be of interest to physical therapy patients.

Ask Yourself These Questions…

When marketing, Dan Kennedy says you need to fulfill three requirements: market, message, media and they must match.

There are three main keys to your success in Magnetic Marketing.

  • Message: Without the right message, you are going to be in trouble. Most people do not have a well-crafted message…
  • Market: The second thing is making sure you are actually marketing to the right people..
  • Media: The third piece of the triangle is media. You need to have the right message and it has to be delivered to the right market via the right media.

Think of it as a triangle with message, media and market at each corner. All three of these must be working together synergistically for you to get the greatest impact that you can from your marketing  

Reference: https://dankennedy.com/images/PDF/MagneticMarketing_FR.pdf

Summarizing the Concepts of Physical Therapy Blogging

  1. Make sure you are writing for a specific audience that can use your PT services.
  2. Make sure you message is value-packed and entices people to take the next step in your funnel.
  3. Make sure you are using the right media…blogging can be the right media to use especially if your posts rank on the search engines.

[note_box]NOTE: a good example of a blog post that you might want to write is a post with the title: Lower Back Pain Treatment in *Your City*.  If this post ranks on Google, then people that are looking for lower back pain treatment in your area just might read it and take the next step, i.e. call you.[/note_box]

Looking for someone to blog with purpose for your practice?  Give us a call at (760) 585-9097.

Responsive Physical Therapy Website Designs from E-rehab

responsive physical therapy website designs

E-rehab.com is proud to announce its new offering – fully responsive physical therapy website designs.

Physical Therapy Websites for All Screen Sizes

What is a responsive website design?  Smashing Magazine defines it as follows:

“Responsive Web design is the approach that suggests that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation. The practice consists of a mix of flexible grids and layouts, images and an intelligent use of CSS media.”
Reference: https://www.smashingmagazine.com/2011/01/guidelines-for-responsive-web-design/

For Smartphones

A responsive website is one that automatically responds to the size of the device that is requesting it.  In other words, if a smartphone user visits an E-rehab responsive website, it will be sized and optimized for an exceptional experience on that user’s smartphone.

Unlike other mobile optimized websites, E-rehab applies Quick Access Technology to site designs and development.  This allow patients to quickly find the links and actions they are interested in like:

  • Click to Call,
  • Map a Practice Location,
  • Social Media functions, Quick Appointment Request,
  • and more.

For Tablet & iPad Users

If a tablet or iPad user visits an E-rehab responsive website, the website will automatically resize and reformat itself for an exceptional user experience on the tablet.

 

For Desktop Computer Users

Likewise, if a desktop computer user visits the web address of an E-rehab website, the desktop version is displayed.

An E-rehab responsive website provides prospective and current patients with the best user experience thereby increasing the likelihood that the visitor will pick up the phone and call the practice or submit a digital appointment request through our specialized and secure appointment request system (no other provider offers this at our price point).

The Latest in Web Design and Development Technology at an Affordable Price for Any Physical Therapy Practice

To learn more about how we can help you out, give us a call at (760) 585-9097.

What Sets Us Apart from the Rest?
Almost 15 Years of Experience, PT Owned, and We Do All the Work for You so You Can Treat Your Patients and Run Your Practice!

Thanks to Our Customers – 14 Years of Physical Therapy Marketing

Just a quick thank you to our customers.  We were just awarded the “People Love Us on Yelp” Award!

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This January marks the official 14-year anniversary of E-rehab.com too.  

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A huge thank you to our PT customers, vendors, and consultants we work with!