Engaging Patients and Prospects with Empathy – Interview with Rod Thomas of Scorpion

This week I had the pleasure of interviewing Rod Thomas is a Director of Regional Sales for Scorpion Healthcare, an award-winning digital marketing partner that has helped more than 250 hospitals and healthcare providers improve their digital presence and achieve their business goals.

Scorpion Healthcare

Rod has consulted on digital strategy for healthcare organizations of varying sizes and services – including individual provider practices, private orthopedic groups, addiction treatment centers, small rural hospitals and major health systems.  He is a graduate of Northwestern University and lives in the Chicago area with his wife and two amazing children.

In this interview with Rod, we focused on tracking marketing efforts, sticking to a digital strategy, and making sure your business goals, and patient empathy, stay at the forefront of digital marketing efforts for the healthcare industry. We covered:

  • How Inbound Marketing, Web design, and traditional marketing work for healthcare brands.
  • Current trends or wellness practices with digital marketing in 2019.
  • Why you shouldn’t just track Cost Per Click and Impressions with your digital marketing campaigns.
  • The top 3 things that a healthcare center should be doing online to see a return from their SEM efforts.
  • The top strategy that should be followed, but often marketing teams get wrong.

Learn more about how to use Digital Marketing for your Healthcare center.

Biggest Takeaway from Podcast

One of the biggest takeaways I have from today’s podcast is the role that empathy has in your digital marketing. It is so important to be empathetic and everything that you do online, you need to connect with a customer, with a client, with a patient who is going through a difficult health choice.

Now, maybe the health choice seeing simple for you, potentially, you’re a dentist, and somebody needs to come in for a routine cleaning. This could be somebody who is absolutely terrified and has had negative experiences with every dentist that they’ve worked with up until stepping in your door and sitting down in your seat.

So you need to understand as we’ve talked about in multiple episodes that customer journey.

What is their patient journey as they’re going from recognizing that they might have a problem to finding a solution, to actually calling up and scheduling appointments, and how can we be empathetic to them in their situation, every step of the way?

Yes, the main goal of digital marketing and online marketing is to increase your bottom line revenue, but in order to do that, you need to make sure that your story and your marketing and messaging is empathetic to the customers who are out there.

Watch the Digital Marketing Interview with Scorpion Healthcare

 

Listen to the Digital Marketing Podcast

 

Podcast Interview Transcript

Hello and welcome to the newest episode of The Social speak Network podcast. I’m Caitlin McDonald and I am so excited to have Rod Thomas on our show today. Rod Thomas is a Director of Regional Sales for Scorpion Healthcare, an award-winning digital marketing partner that has helped more than 250 hospitals and health care providers improve their digital presence, and achieve their business goals.

Rod has consulted on digital strategy for health care organizations of varying size and services including individual provider practices private orthopedic groups addiction treatment centers, small rural hospitals and major health systems.

Rod is a graduate of Northwestern University and lives in the Chicago area with his wife and two amazing children.

Caitlin McDonald: I’m so excited to have Rod on the show today, let’s give him a warm welcome. Welcome Rod, thank you so much for being on the show today.

Rod Thomas: It is a pleasure to be here. Thank you for asking me.

CM: To kick things off, tell us a little bit about your background in digital marketing.

RT: Well, I’ve been at Scorpion for over two years now and that’s really where I got my start in digital marketing. I’ve been solely focused on health care digital marketing in those two years. I entered into the space as a corporate employee and I’ve worked over that time, I’ve worked with a lot of different organizations. I’ve worked with rural hospitals, critical access hospitals. They have a unique set of circumstances, unique challenges, all the way up to large multi-hospital systems, which is another game.

I provided digital marketing for addiction treatment centers and individual doctor practices or larger physician groups. So it’s within healthcare, but even within healthcare, even though it seems like a very specific vertical, there are a lot of different the groups, business goals, and challenges that each group of faces on a regular basis.

I’ve enjoyed learning about all of those different aspects of those groups and helping them figure out what you can do online to make connections with your community because it’s all very different.

CM: That’s right, some of the messaging that you have with all of these different types of practices has to be very different. Someone dealing with addiction is going to be very different than the customer lifetime journey of somebody who needs a knee replacement. So it’s really how do you speak to both of those?

RT: Even within hospitals, I mean you have a critical access hospital and a primary objective of theirs is just to keep their market from feeling like they have to go to a big city to get a higher level of care. They often have fewer resources than the other hospital, the urban hospital, so that’s their focus.

But if you look at urban hospitals, they have competitors down the street. They are competing against all the other organizations that serve that market.

Even those two comparisons of rural hospital trying to just maintain its market versus a larger hospital in the city that’s trying to elbow its way up with the competitors, that has down the street, shows how different your digital marketing goals need to be.

CM: So Rod your business is really a one-stop solution for technology and marketing. How does this differ from a typical approach to digital marketing?

RT: Well, I don’t know that there is a typical approach. There are so many companies out there that do digital marketing; they’re not a lot of barriers to entry into the place into the space.

You can build a website and basically say, “I’ve got experience managing Google AdWords and Facebook and Facebook campaigns.” And you’re off to the races. So there are, there’s a lot of competition out there.

I think you’ve got people who build websites, on certain platforms or whether it’s an open source or proprietary platform. Then there are other agencies like us that do digital marketing. You’ve also got agencies that are more broad-based agencies that do everything from print to TV and film, branding of all of your entire marketing service line and channels.

I’d say what sets Scorpion apart is our specialization in digital marketing combined with our history and the technology platform that we’ve built.

We’ve been in the business for 18 years – that’s a pretty substantial history, and we’ve invested over that time in our platform and our systems. We are really pushing the boundaries of what’s possible and being able to drive efficiencies with that system. Having a platform where you have the website, you have your landing pages, you’re able to track and have transparency on all of those entry points into the system, so to speak. So that if, not to get too into the weeds here, but if somebody clicks on an ad, and they look at the landing page, but they don’t convert, for example they’re not making a phone call, or filling out a form, but later they come back to your website. If it’s on our system, we actually can see them, we’ve noted them, and can narrow it down to, “He clicked on the ad,” we realized when he comes back he’s not necessarily an organic lead. He is someone who actually saw an ad, they just didn’t convert until later.

But that platform, it has a lot of intricacy built into it that gives us a big advantage in the space.

CM: Awesome, and I’m assuming you’re going to come back to talk about that a little bit more when we talk about Scorpion, but let’s keep going with these digital marketing questions. So what current trends are you seeing for health centers with digital marketing in 2019?

RT: Well, healthcare tends to continue to be slow to adapt.

I’m going to give healthcare a bit of a pass on one end because health care is just different. It’s not the same as shopping at Amazon, or Target, or Best Buy Online. You’re dealing with HIPAA issues, you’re dealing with personal or private, personal health information. So there are different obstacles in healthcare to do this responsibly.

But that being said, healthcare is just not been as advanced in terms of addressing the opportunity to connect with their community online.

And when they do make an aggressive move they often just get it wrong. So that’s a trend, that’s one trend.

The other trend I would say just in terms of digital marketing in general is video.

Video is king. That type of content is really great. People respond very differently and have a closer connection with video. We’re just seeing a lot of that’s paying dividends down the road.

If you’re investing in that video and having that open to using it, that’s a huge strength.

Utilize video to help your healthcare practice stand apart online

CM: Are there any tactics that were expected to perform well or had a lot of hype, but failed to take hold or deliver the results that they want to in 2018?

RT: I don’t know that there are tactics. I think we’re often monitoring the platforms that are in popping up online like Snapchat for example, or both which maybe not to me, people know about, but those types of platforms that are all of a sudden held up as the next opportunity to connect and they don’t really take shape or don’t take hold the way that would you anticipate. And I think that comes back to a very key component, which is understand that we can’t control consumer behavior.

CM: Yes, That’s key. We can’t force people to interact on Snapchat in a way that they’re not doing naturally.

RT: Twitter is the same. You can’t force Twitter to be a platform that it’s not. And so what we have to learn to do is just be respond to what consumers to the consumer behavior that we’re tracking online and getting a message that’s going to resonate with the right person at the right time, on the right platform.

CM: I think that that’s a really interesting point. You always want to pay attention to what the data says, but you also need to pay attention to the messaging that you’re actually putting out there and if it aligns with the actions that people are used to taking on that specific social media network.

RT: You can’t just throw it out saying, “No, this is never going to work.” Find a way, if you really want to make it work, find a way to make that messaging really stick with the people who are on that network, it and find a way that you can connect with them.

The message may be on point, but it just may be the delivery system that’s wrong.

CM: So what are the top three things that a health care center should be doing online to see a return from their digital marketing efforts?

RT: Well, first of all, you have to get your economics right you have to tie what you’re doing to your business goals and we tend to get squarely on this, we… So these are business issues. You have to consider what the lifetime value of a patient is. What does that revenue look like that you’re going to generate from a patient and what is the cost of acquiring a patient?

There is a mission to healthcare, and we hate kind of talking about the economics of it, but if you’re not taking care of the economics of it, you’re going to be out of business.

So say if you’re spending more than you’re taking in, you won’t be able to serve that mission.

And so I often kind of frame this in terms of… “Look, if you take care of these business issues, you’re going to improve more business, but you’re also going to improve the health outcomes of the people in your community because you’re going to be connecting with the people who need your service, quicker, getting them help earlier, hopefully and getting them back to their life healthier and with better health outcomes.” I went off the tangent here, but I get your economics right.

The second thing I would say is, develop a strategy and stick with it.

People often are saying… “Well, I tried it for a while, I’ll try it for a month and didn’t see anything,” but that’s not adequate.

Develop a digital marketing strategy and stick with it for your healthcare organization

If you’re trying to dip your toes in and out and trying to really make a lot of adjustments and try this and then try that and try to just pull levers to see which one’s going to work, you’re not going to see the return.

Be thoughtful about developing a strategy, and then put it on the field, so to speak, and watch it. You’re not going to get it right, right away, so it’s going to require some adjustments. Don’t give up on that.

And then the third thing I would say is that you have to track everything with digital marketing.

Digital marketing is not like putting an ad in a newspaper, in the old days, or even putting a billboard. With digital marketing, you can tie consumer behavior to a marketing campaign.

You need to be able to track a variety of items in digital marketing for healthcare:

  • How many leads are we generating?
  • How many patients are we getting in the door off of this marketing campaign?

With this, you know what’s working.

In Healthcare Marketing Look Beyond Cost Per Click

This goes beyond the number of impressions or just to cost per click. If you just know the cost per click and you’re monitoring your results based on the cost per click, then you’re monitoring the wrong thing because that’s not tied to revenue.

Track Marketing Metrics Related to Revenue

You could waste tons of money just trying to get to the low cost per click, because it’s just somebody clicking your ad, but that doesn’t necessarily mean that’s the right person.

So really making sure you’re tracking the back end, to say, “How are we doing in terms of generating patients in revenue with this digital marketing campaign investment?

CM: And I like how Scorpion, with your own system, you have a way to track it, it not only if somebody became a patient or a lead that first time that they click the ad but also if they came back a week later, a month later after they’ve already seen the ad, and they come back to your website, to then book an appointment. I think that that’s so powerful because it provides even more information about that cost to acquire a patient will bring that down and really show you the long-term effects of the strategy that you have in place.

RT: Yeah, that data is important and even with that system, it’s difficult, so it’s not perfect, but you’ve got to start somewhere.

There are a lot of different data points. It’s not just somebody clicking on an ad and I shouldn’t say it’s not always… Somebody’s just clicking on an ad calling you. And that’s a conversion. This ad may be a point that they’ve talked to their friends, they’ve looked at reviews. There are a lot of different points online and offline that go into establishing trust, and that’s really what it is, connection and trust with a potential patient but the data is important, even though it’s not perfect, it’s important to make sure that what’s happening if you’re investing that money.

CM: Yeah, absolutely, so what is the top strategy that should be followed, but often, marketing teams get wrong?

RT: The top strategy as opposed to the tactic?

CM: And I want to try making a difference here – you can answer the top tactic as well. I think both are very, very important.

RT: Yeah, I think that’s good because the marketing tactics change. The tactics, as we discussed, even with different practice vs an orthopedic group, the tactics are going to be different if you’re trying to connect with a dad or a guy who’s out to a playing softball on the weekends in in a league, that’s going to be a different tactic to connect with him versus connecting with, say somebody like my father who’s in the ’70s and golf and needs a knee replacement, but he’s not looking for it.

Those are different. So, you’re going to have different tactics for your target market and who you’re speaking to in the marketing strategy.

The top strategy that should be followed but often gets wrong is empathy, it is really empathy.

Focusing on the patient.

We think the technology is the just launching a pay per click campaign, and these tech tools are going to get the job done, but it is important to realize that it is a tool.

So it’s an avenue, it’s a way to connect with someone. It is not the connection. Google, Facebook, YouTube, these are delivery systems. And so effective marketing is not about how much you’re doing, it’s about connecting with the patient putting yourself in their shoes, understanding their fears in the moment, the need that they have at that moment, in time, and then treating them with empathy.

It’s, it’s the first chance you have to serve them as a patient and if you can serve them as a patient before they’ve even picked up the phone or set up an appointment, you’re going a long way to winning them as a patient in your office.

CM: Yes, that is so important. It’s important in any industry, you have to really know your story and those pain points of your consumers or patients. So I love that answer, thank you.

RT: Yeah, yeah, I’ll say one of the things, and something that I hear a lot when I get on a call. So I was like… We need to be doing social media are we are not doing it, we need to do it as a… It’s almost like we have to check it sounds like we have to check that box.

CM: Yes, and it’s like, well, first of all, yes, there’s a great opportunity on social media to connect, but not just to do it to do it if you’re just going to do it and say Hey, Happy 4th of July from you, the doctor group, or Happy Memorial. That’s not that check in the box.

RT: Oh yes, but it’s not really thinking in terms of where you can connect, how you can connect with someone. So that’s the difference. I would kind of specifically differentiate the two.

CM: Yeah, that’s great, that’s great. So your business, Scorpion Healthcare, is to top rank digital marketing agency for Healthcare practices. Can you tell us a little bit more about your company, and the services?

RT: Sure, we’ve been in business for us at 18 years, we actually got our start in the legal industry back in the day, so the scorpion started as a marketing… Marketing agency to help law firms develop the websites get found online through SEO and through the ads to help lawyers connect with potential clients and help them build their client base.

We branched out since then. And we do home services, and we also have done healthcare for over 10 years. Our chief revenue officer and I’m going to paraphrase what he says here, he says, “we’re in the Oh-No verticals.”

In other words, everything was fine. yesterday, something happened in day and all of a sudden… Oh no, I need a lawyer or… Oh no, I need a plumber or… Oh no, I need a doctor.

And so, those moments or people are reaching for their phones now, it’s like, “Oh no, I got a need and I pull out my phone.” So that’s where the connection point is.

So over that time, we’ve developed a… Our own system, I’ve talked about, it’s a platform that is a CMS that holds the website and from the very beginning, when we started developing with SEO. We’re doing SEO services, we’re doing paid ads where on any channel, that’s online any different connecting points. So, primarily we’re taking about Google or Facebook, but that could weigh and programmatic or native advertising and retargeting and go targeting all of those different tactics. We we’re doing listings management, we’re help in a reputation monitoring, we’re doing content marketing. So as much as we can provide in terms of one partner for our clients that will solve as many issues of their digital footprint their online presence as possible, so that they’re not trying to juggle multiple vendors and trying to get everybody to work nice together.

So that’s really as we stick to really being very specific in terms of delivering our technology and our marketing expertise.

That’s our team that knows can talk and understand what business goals a particular company are, and then develop strategies based on those goals, and then help them monitor it and optimize it over time. That’s an important aspect of what we do as regularly checking in, following what’s happening, and making adjustments as we go.

Whether the business objectives are changed or whether the market has changed, if there are market conditions that require a change, that you have to make sure that you’re just not assuming that everything is working now, the way it worked even two months ago.

CM: Yeah, and I mean really a lot of digital marketing and sponsored advertising is at the whim of whoever you’re doing the advertising through. We recently saw a change with how lead optimization campaigns we’re working on Facebook and our testing almost exclusively now using the lead form directly on Facebook, rather than sending someone to a landing page. And how does that conversion rate differ? And that’s something if the platforms never changed, then I would make marketing a little bit easier, but consumers change, the platforms change and everything, so you have to really stay on top of that, right?

RT: The rules change in… So, absolutely it.

And Google’s always makes changes. Facebook so they’re trying to optimize and make sure the… So when they make a change, you’re not going to know this, fact you may not know exactly what the implications are.

CM: Lastly, are there any digital marketing strategies that your team is currently testing that you don’t think many other agencies are implementing for their clients?

I would say this platform that we’re developing on is really unique and so the advances we’re making in terms of machine learning and it’s a form of AI, where the platform itself is tracking conversions and across multiple variables, and adjusting based on those variables.

So in other words, you have industry standards, there’s certain benchmarks in the industry and I throw out I’ve heard typically mobile devices convert at a 20% better than desktop. So let’s just say that is about average, right?

And so then, is going to track that, but it’s also going to not assume that 20% is the standard it’s going to investigate, it’s going to take a look at the specific campaign, the specific industry, the specific market and it maybe in a particular market that that’s actually higher it may actually these campaigns may convert it at like 30% on mobile or less, it could be less.

And our system is what we’re developing the system that’s going to adjust the spend and adjust the budget, based on those variables that are unique to the specific campaign, unique to the specific client. So it’s adjusting geographical targets, it’s adjusting time of day, adjusting device.

It could be keywords, it could even be on the ad to content to… We have constantly been doing AB testing and a lot people do a AB test, but I have a system that is doing it automatically, as opposed to a person coming in and taking a look and having to do that comparison. I think that, I know that that is going to change the game.

Yeah, I for our clients when this system is and we tested it in a lot of different verticals and it’s really effective when you see a machine just kind of making those adjustments and shifting tactics and shifting budgets on the fly based on the actual data that it’s seeing and that’s a very powerful tool that comes from 18 years. It’s not something that someone can put together right right a way.

And being able to bring that to someone like a sole practitioner, a small Orthopedic Group, or other verticals, a couple of guys who are a couple of lawyers, or even a plumbing company being able to bring that type of power to their campaigns – it’s going to change the game for them.

CM: So powerful, so powerful, it’s exciting, it’s exciting to…

RT: I’m excited about our team that is very good at this. We get to… Often, we have meetings where we’re talking about it, learning more about it, and it is exciting to see what they’re doing and how this could really help potential clients at that way.

CM: So is there anything I should have asked but I didn’t?

RT: I mean you could have asked about my golf day but that would have been a, I’ve been Chicago coming out of the winter and my golf game is terrible.

That’s not a good question, no, I don’t think so, I know no this has been great. And I don’t know that there’s a lot of things you could have asked, but it’s been a pleasure talking to you. I really, I get a kick out of figuring these things out with clients and so it’s, it’s always a puzzle because each office is different in each market is different. My day is never the same. It’s always taking somebody where they are, whether they are just starting out, or whether they’re already farther down the road and they’re trying to get better.

CM: Definitely, definitely. Well, thank you so much for taking the time to be on our show and to answer these questions for the interview, I know that you spend some time thinking about what your answers were going to be, so I really appreciate that, and it was very insightful in hearing all of the insights.

It was wonderful having you on the show.

RT: Thank you so much, that was my pleasure, thank you for asking me to join.

CM: So thank you again to Rod for being on our show and talking more about the insights he has with Scorpion. Now, one of the biggest takeaways I have from today’s podcast is the role that empathy has in your digital marketing. It is so important to be empathetic and everything that you do online, you need to connect with a customer, with a client, with a patient who is going through a difficult health choice.

Now, maybe the health choice seeing simple for you, potentially, you’re a dentist, and somebody needs to come in for a routine cleaning. This could be somebody who is absolutely terrified and has had negative experiences with every dentist that they’ve worked with up until stepping in your door and sitting down in your seat.

So you need to understand as we’ve talked about in multiple episodes that customer journey.

What is their patient journey as they’re going from recognizing that they might have a problem to finding a solution, to actually calling up and scheduling appointments, and how can we be empathetic to them in their situation, every step of the way?

Yes, the main goal of digital marketing and online marketing is to increase your bottom line revenue, but in order to do that, you need to make sure that your story and your marketing and messaging is empathetic to the customers who are out there.

So again, my name’s Caitlin McDonald. You’ve been listening to the Social Speak Podcast, please be sure to subscribe on iTunes or Podbean and we look forward to seeing you in the next episode.

Engaging Patients and Prospects with Empathy – Interview with Rod Thomas of Scorpion

How to Use Digital Marketing to Grow your Healthcare Practice

As a healthcare practice, it is really important to stay top of mind with your current patients and also future patients. By using digital marketing there are so many ways to stay connected.

One question we get asked a lot is:  

“How do we increase our engagement and promote our practice with digital marketing?”

Well, that answer is a little tricky since there are many different options out there. It’s more of a combination of different tools to make your digital marketing work for you. In the digital marketing world, it is about trial and error, seeing what your audience responds to the most and how to start those conversations. 

In this blog, I am going to talk about 5 ways to help increase your engagement and promote your practice. 

Word of mouth and referral marketing are still the best ways to grow your practice, but with people being able to access information from SO many places we have to be a little more creative and think outside the box to build those relationships and loyalty.

Once they have come into your practice you want to make sure you stay top of mind, more importantly, you want to make sure you have good online profiles so it is easy for your audience to refer you.

How many of you have wanted to try something new with digital marketing but just don’t know where to start or what to try?

Social media marketing is one of the most popular ways to get in front of your current audience and potential new patients.

You can do this organically or implement paid ads as well. This is not an overnight success, it does take time, but it does work!

Let’s talk about the 5 Ways to Help Increase Your Engagement and Promote Your Practice:

1. Instagram

We have been talking about Instagram a lot this year and we will continue to do so, it is one of the fastest growing social media platforms with the average age 35-65-year-olds. Instagram is all about the visuals, from building a strong brand presence on your feed, having font styles on your images, color scheme, image theme, etc. this makes your feed look clean and interesting. Let’s dive into how to master Instagram Stories

This biggest thing with Instagram right now is the Instagram Stories, these stories only stay up for 24-hours, so this is a great place for:

One really cool thing you can do with these stories is “Highlight” them, this saves them into an area about your feed pictures, you can categorize them so all your stories go to the correct boards.  This turns into a great resource for your audience, each video on Instagram Stories can be 15 seconds long, you can record a 45sec to a 1 min long video and then use this app called CutStory and it automatically cuts your video into 15-second increments for you to share.

How to highlight Instagram Stories

You can also create branded Instagram stories images with Canva, they have different themes you can choose from, you can use your own font styles, brand colors, logo, and images.

Now, you may be thinking what if I do a video that is more than 1-minute long, where should I put that? Well, don’t worry, Instagram has you covered and that is where IGTV comes into play. This is similar to YouTube but it allows your audience to watch the full video on Instagram, they don’t have to leave the platform.

A few ideas to create IGTV videos around are:

  • New mother tips
  • Birthing Plan
  • Vaccines
  • Physical Therapy
  • Counseling Tips
  • National Observance Days
  • Surgery Tips
  • New medical practices
  • Interviews with nurses and doctors

Instagram has a lot of bells and whistles you are able to tap into and really grow a long-lasting relationship with your audience.

2. Video Marketing

It’s 2019 and it’s all about the videos! Video marketing is huge and will continue to grow. Videos are great because it allows your audience to connect with you quicker. We wrote a blog a few months ago about “How to Create a Strong Video Marketing Strategy” videos are something you either love or hate.

Videos can be educational for your audience, videos with closed captions are even better. Here are a few good stats about video:

Let’s dive into the statistics behind healthcare marketing with video:

  1. About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video. (Source: Eloqua)
  1. Video is now the sixth most popular content marketing tactic, as 70% of B2B marketers use some form of online video with their overall strategies. (Source: Eloqua)
  1. Of the 80% of internet users who watched a video ad, 46% took some sort of action after viewing the ad. (Source: Video Brewery)
  1. The average user spends 88% more time on a website with video. (Source: Mist Media)
  1. Video and e-mail marketing can increase click-through rates by more than 90%.(Source: Mist Media)
  1. Video equals higher viewer retention. The information retained in one minute of online video is equal to about 1.8 million written words. (Source: Brainshark)
  1. Video attracts two to three times as many monthly visitors, doubles their time spent on the site and has a 157% increase in organic traffic from search engines. (Source: MarketingSherpa)
  1. Blog posts incorporating video attract three times as many inbound links as blog posts without video. (Source: SEOmoz
  1. 59% of senior executives prefer video over text. (Source: Brainshark)
  1. Having a video on the landing page of your site makes it 53% more likely to show up on page 1 of Google(Source: Mist Media)

Source Here

When you think of video marketing, most people think you have to have a studio, pay a professional, take a lot of time on editing, props, backgrounds, and more. In all honesty with the technology of the newer smartphones and HD cameras, you can really shoot your own videos in office. Actually, the more authentic videos are the ones that get the most engagement online.

A couple of things to remember when shooting a video from your smartphones when you are recording a video for Instagram be sure to have your phone vertical, and when shooting a video for YouTube, Blogs, or Facebook you will want your phone horizontal.

Let’s start recording! Be Authentic, real, give value, and have fun!

3. Facebook Groups

Facebook groups are climbing higher on the list for digital marketing, gone are the days where just having a Facebook page worked, Facebook pages work great if you plan on spending money on ads.

There are a ton of Facebook groups out there that your practice can join, you can even start your own group.

For example – Let’s say you are a women’s medical office, Your services include OB-GYN, birthing center, primary care, pediatrician, etc. But, one special thing that your office focuses on is wanting to help new mothers with education. Vaccines, breastfeeding, car seats, home care, feeding, etc. Most of your patients come from within a 25-mile radius of your office, you can create a group on Facebook called “Tips for New Mothers YOUR CITY” in this group you can invite your current patients to join, post daily, as your group continues to grow you will post two or three times a day. You are creating a community of women that are going through the same thing and want answers. You can allow the members of the group to post questions and concerns for your practice to answer. This is a wonderful way to create trust with your patients. You can then start to mention the other services your practice offers.

In this video below, I will show you how to start a group from scratch and also how to search for groups to join.

4. Email Marketing

Email marketing is NOT dead, I know some may think that email marketing and newsletters are a waste of time, but they actually work great. It is a convenient way to stay top of mind with your patients. With social media marketing and the algorithms it’s hard to really know who has seen your organic posts, then to monitor the engagement. Now, the insights and analytics on the social media platforms tell you how many likes, comments, and shares you had on posts. With email marketing, you can actually see who opened your emails, who read them, and who clicked through to your website.

There are a few ways to incorporate email marketing into your plan:

  • Content Upgrades, also known as Free downloads. This is a piece of content you put together for your ideal patient to download, in order for them to download it they have to submit their name and email. For example – if we go back to the example in number 3, you could create:
    • Newborn checklist
    • Going home checklist
    • Breastfeeding Tips
    • New Momma Myths
    • Top 10 products to have at home for your new baby
    • etc.

This pdf would then be uploaded to your website and linked into MailChimp or Leadpages to create a landing page with the form for name and email, you can then push this out to social media, your current email list of current patients. Over time you will create quite a few content upgrades. Make a list of different checklists, ebooks, resources you can create for your patients now and then you push that out to gain new email subscriptions to grow your email list. This is an example of what a sign-up form looks like:

  • Newsletters – You can send weekly or monthly newsletters to your lists, in some cases you may have multiple lists and can customize a newsletter for each list based on your audience. It is important to understand what your audience wants to know about so you can pack your newsletters with valuable content. It doesn’t matter if you do weekly updates or monthly, what matters most is consistency. Whatever you choose to do be sure to stick with it. You can also incorporate your videos into these emails, this allows you to build those deeper relationships!

5. Blogging

Blogging serves dual purposes, it is great for SEO (Search Engine Optimization) and it allows you to show your expertise. When you are promoting your practice on social media your end goal is to get them back to your website to sign-up for your email list, book an appointment, or fill out paperwork, how do you give them an incentive to go back to your website?

When blogging just like everything else we have spoken about it is all about consistency. One blog per month or two, as long as you do one each month, these are no longer 300-500 word blogs, these are cornerstone blogs which means 1500+ words per blog. We recently wrote a blog on how to share your blog, in that post there is a FREE download, a blog checklist, you can download it here.

Your blogs should cover content that your audience wants to learn about, whether this is myths around vaccines, childbirth, new momma tips, etc.

This is where you tie the above 1-4 items into your blogging. In each blog post you will be:

  • Making an image you can share onto Instagram
  • Make a “teaser” video for Instagram with 3 inside tips from your blog
  • Create a longer video for IGTV about your blog
  • Create videos to go inside your blog post – you will place these videos on YouTube then insert them into your blog posts
  • You can also create a content upgrade or call to action for your readers to sign-up for your email list. Here is an example of a great blog post

Your website/blog is your hub, you want to drive traffic to your hub. Once your blog is complete you can then share it to multiple platforms with links back to your site, this helps reach new potential patients as well.

As you can see through these 5 different marketing platforms, they each allow you to grow your practice and connect with your audience on a deeper level. They all work based on consistency and planning. This is why having a digital marketing plan is so important.

If you are ready to take control of your digital marketing and want to see how to implement these tasks into your marketing plan please schedule a FREE 30-minute consultation with us today! 

How to Use Digital Marketing to Grow your Healthcare Practice

Stephen Merrigan SEO Podcast Interview

In today’s healthcare marketing podcast we have the privileged of interviewing Stephen Merrigan of Merrigan media. Stephen has a track record for success when it comes to marketing online.

Through a combination of marketing and copy writing for advertisements and sales, Stephen Merrigan understands how to target the right customers and make your product or service appealing to them.

Though multifaceted in the field of marketing, Stephen has become a true expert in relates to developing an online marketing strategy that ties in perfectly around your product or service. With his online expertise, you can rest easily with the knowledge that your website is going to generate interest with eye-catching copy that your future customers are going to want to read.

The link mentioned in this Podcast interview on Search Engine Optimization is:

https://gsnedders.html5.org/outliner/

 

Listen to the Podcast Interview with Stephen Merrigan

Healthcare Marketing Podcast Interview on Search Engine Optimization Transcript

Caitlin: It is my pleasure to welcome Stephen we’re so happy to have you on the show today.

Stephen: Thank you that it’s a pleasure to be here, thank you. For having me, great.

Caitlin: Well, to get things off. Tell us a little bit about your background in digital marketing.

Stephen: Yeah, I started back in the early ‘2000s now, I guess it would have been as an affiliate marketer, back then, if you had any kind of search marketing, no matter how rudimentary, it was like printing money. Affiliate marketing, basically is arrangements with other companies who give you a commission based on the sales that you send them.

And so, I would create ads and develop search marketing strategy and send business leads and the profit I made was much greater than what I spent on the ad, so it was just invest a little to make a lot. Unfortunately, as more marketers learned about this, it became a lot more competitive, and then not only competitive, the search engine themselves had to come up with basically rules. More rules to sort of govern this to make sure there was no scanning to say the least. And by the time 2008 rolled around the margins were so then it just wasn’t economically viable any longer, but I had already amassed all this expertise and experience. I decided to start using that to consult businesses who there was no commission. They get 100% of the profits so that paying from my time.

C: Great, great. I found that a lot. I interview viewing different agency owners that if you’re one of those businesses that’s been around for a while, really, it was learning kind of as you go to start and then creating something that you can replicate over and over again, for clients.

So your business focuses on inbound and search marketing. Can you describe how this differs from content marketing or digital marketing in general?

S: Yeah, in general, in digital marketing, sort of encapsulates all marketing through digital media, as a whole. Whereas, I don’t know if you’re familiar, like back before digital marketing, we had this concept of paid, owned, and earned media and it still applies in digital marketing. There’s paid media, which is sort of your CPC ads, then earned media which is your Facebook shares or people blogging about you, and then your own media, which may be your website.

So what we have is we have what I focus in the search marketing is more of paid and owned, media

I pay for… As I send it to your own media, your website. Whereas content marketing is more focused on earned media, using own media but focus on earning that which in turn is actually comes back the search marketing as sort of a tool that earned media and how it creates the owned media reinforces your SEO, right?

C: So do you recommend if somebody’s working with you do you recommend that they’re also doing content marketing as well?

Can your solution really be stand alone?

S: No, it can’t be stand-alone.

The things that I do that sort of prepare the website for SEO, but content marketing is also a big piece of that and search engine optimization. The SEO guy works very closely with the content marketers. The content markers going do what they need to do to get earned media. It doesn’t mean that they shouldn’t have some SEO applications in mind, some key words and things that work together, but they’re there two distinct expertise.

C: What current trends are you seeing for health centers with search marketing in 2019 or in general?

S: Yeah, so in the last few years is a big thing as millennials, right? And they’re very savvy, and they are just, they’re getting all their information from search from their phone, quick. And so what you’re seeing is a lot of these health centers and especially the Mayo clinic, and others, you’ll see they are focused on making sure that the answer is readily available in the search results.

Millennials don’t want to dig through a lot of information, they want the answer quick, and then they’re going to move on, because they’re busy, they’re going to move on to the next task.

C: One thing that we’ve seen work well because we focus a lot on the content, marketing side, but what we’ve seen really well, going along with that, is answering that question in the first couple of sentences and then providing that keyword of fluff, content after you answer the question, in order to have a maximum benefit for us for search engine optimization.

The trick to SEO is to answer the question in the first couple of sentences then write the rest of your blog.

But you’re providing people what they want immediately.

And then Stephen are there any tactics that were expected to perform well or have a lot of high but failed to take hold in 2018?

S: Yeah, honestly I don’t subscribe to any hype. After two decades and early doing this, you learned there’s a right way and there’s no other way.

There’s really no shortcuts in doing this. The trick is always been the same. It’s creating engaging usable media that provides what the users want and it’s always been that way and always will be that way, right?

Search engines, they’re a business too… And no matter, no matter how you share your media, Facebook, anything they have a business model and their business model also needs to be profitable and if they’re providing people with bad solutions or bad search results, then their business models failing and people are going to stop using them. So if you stick with that in the back of your mind that these are businesses as well, and their model depends on people getting the information they want, then you can never see yourself wrong.

C: That’s a great perspective to have there. Stick with what works, stick with providing that valuable content and it most likely it will work out.

S: Yeah, yeah, no tricks, and need it, just do what’s right, eventually it’ll work out.

C: Great, great, and then what are the top three things that a health or wellness center should be doing online to see return from their digital marketing efforts?

S: Yeah, I talk three things that I look for right away and I look to optimize, if there’s any issues is your site hierarchy. And that’s basically the way the site is built and organized, to how the information is organized on your website from page, which is using your tax properly H2 tag, etcetera, to how your menu is organized and the menu would be organized by the URLS and making sure you’re using proper subdirectories and lining everything up in a organized method. 2 – Site speed is also critical slow website, especially with millennials you’re going to get a high bounce rate.

C: Well, especially with mobile viewing increasing, there might not be a good connection or if something like that. And so it’s really, really important to have the site streamlined and load quickly.

S: Yes, yeah, it will kill your SEO efforts, your all your organic efforts if it’s slow and it will also increase your bounce rate and kill your paid efforts. So, it’s not critical.

C: Now, let’s talk about that just for a little bit. We’ve seen a lot of our clients, they want to have their site visually appealing, and everything, and so they send over the highest quality photos that they can find. What techniques do you have for anyone who’s just updating, let’s say, a WordPress website for their practice or something updating a blog post, what advice do you have for people to shrink those image sizes or to make sure that that page low time is fast?

S: Yeah, so I’m not the dev expert, but I do provide information to them through my tools that I get. So what I see a lot is there’s a way to compress images and especially in WordPress there are plug-ins for compressing the images and site speed. So I would talk to your dev look at… Have him look into those plugins. The number one thing you can start with is just go to Google Site Speed, you can just Google… Google Site Speed, and it will check the speed on your website in both desktop and mobile, and it will provide you with literally a list of things you can do to speed up your site.

So easy absolutely free – that’s the first thing I do.

C: That’s great advice there. And then I think you had one other thing, one other top tip, as well.

S: Yeah, and I think I look at is the site copy – the content.  and is it engaging what happens is for organic search especially if someone comes to your site and the search result and they don’t find that content engaging, and they leave Google and other search engines will see that as a signal that, ‘Hey, that web page was not interesting for that person who use that search term’ and it will just demote you. So you have to make sure you’re not just put in keyword stuff content. It actually has to be engaging and keep people on the site and engage them for a certain amount of time, so that when someone uses that search term, and they do make it to your site as you start getting some ranking, that they stick to it.

Then you keep that ranking. Sometimes you look in Google Analytics and you’ll see that a huge spike an organic traffic for a day, and you’ll wonder what happened there, it’s that you’ve got some rank and it didn’t stick and then you lost it.

So that is a huge, huge thing that we look for was making that website sticky.

C: Yes, absolutely, and something that we’ve seen work really, well is let’s say it is a blog post that you’ve written put links to other blogs in there, put links other resources in there, try and get somebody to stay on the site as long as you can.

S: Well, even if you get someone to leave the site, what happens is that they took action on that site. It goes from being a bounce to a non-bounce.

Huge benefit. Even if you’re taking it to another site to get more info, it’s better than them leaving your site.

C: Yes, what great insight that is definitely perfect. And then, what’s the top strategy that should be followed but often, marketing teams get wrong?

S: Yeah, they’re all top strategy, right?

But the one thing that people miss out on is we’re always focused on links, blogs, the content, sharing social paid ads, and what most companies just forget about is the website itself and how it is built, the site hierarchy. t is so crucial that the data is organized in a, in a way that search engines can read it. And what you have is you have a lot of developers that are they’re really smart, they’re really keen, but they may not have any formal education in it, and they can build beautiful websites, they’re very artistic, but the foundation isn’t behind that website to set it up for success.

So the number one thing that I look at as I mentioned a minute ago is the site hierarchy. How it’s built and if search engines can read it.

Great, and is there any way to check your website if you’re getting worried that maybe yours isn’t structured properly?

Yeah, HTML5 O-Liner is a free tool

C: Oh great, so I will put that link in the description. So if you’re listening today, please go to that description if you are curious or wondering about your site hierarchy and if everything is working as well as it could be for you?

S: Yeah, it’s HTML 5 O-liner, it’s absolutely free, and very basic. If you forget the url Google it and it’ll come up, but the URL is G-S-N-E-D-D-E-R-S, I have absolutely no idea what that means.

https://gsnedders.html5.org/outliner/ 

HTML 5 dot org for outline right, I will be sure everybody gets that link.

I’m sending it through to you right now, just to be sure, it’s a in the fall because I know that’s kind of a weird URL.

C: Perfect, I got it here. A cool wonderful, great, Steven. I want to learn more about your business. You started Merrigan media, you focus on search engine marketing. Tell us a little bit about your services, your company you’ve alluded to some of the things that you do, but let’s see if we can understand it a little bit more.

S: Yeah, I sort of start with grass root plans from building the inbound marketing strategy, full and down marketing strategy that we’ll discuss in a minute. How I can’t do all of it but building to the overall in-bound marketing strategy, looking at the website, making sure with the foundations or solid, working on SEO keyword research, paid advertising, taking that all together, and then I start working with outsourcing, and working with other teams of content marketing website development, social media marketing, etcetera, I pull them all in together, with what I have from my clients to build it in a great integrated marketing strategy across all those segments. Pay media earned media.

C: And what type of clients do you focus on mostly?

S: Yeah, I get clients from every vertical a lot lately have been startups actually they’re basically, they got their funding, they have some history of success maybe they have a new product and they need the folding down, they need to make sure that their investment is going right, they have that exposure first, they understand it’s not going to be direct response from the beginning. Some of this is a high-ticket price. Some of the SAAS has stuff, it’s $10’s of thousands a year, right?

So, it inbound is very, very important how to lead, nurture, once they learn of your product, keeping it back on line. So when a year from now when the tenders come to… And they need to make that big purchase decision we are there.

C: Awesome, that’s great, that’s great. So let’s see, lastly, are there any search engine marketing strategies that you’re currently testing that you don’t think other agencies are really implementing for their clients?

S: I’m not testing anything, but there is something that other agencies are missing out on huge clients are missing out on it and it’s structured snippets and it is literally a gold mine or a business.

And I’ve been doing this for a few years since they started and we’ve had huge success. Now the markets send it out a little bit, but there are not enough people use in structure snippets. And what structure snippets are it’s like when we talk about millennial’s, when they search a question and the answer comes right up in the search results, right?

That is because a website has structured snippets, it’s a little bit of coding on the page that will trigger it, so it will come up in that search result. Not near enough people are doing this and it’s literally Google just handing you a golden ticket. Well right now and a couple of years when everyone’s doing it, it won’t be any longer but your website could have a rank of 20th, but if you have a structure of snippet for a question that no one else has, you’ll still get that top spot.

So, if you answer that question, and no one else does, even though your rank is so low, you’ll have that position and if they click to learn more than your website link will be there, above all else, and if, when people click on that link, the site is actually engaging, like we talked about earlier, then that will help the overall SEO increase.

C: Yeah, and structured snippets. They have been out for a few years and you’re absolutely right, you might implement them every once in a while, but not on every side or not on every page. And so that is something that’s very easy once you know what you’re doing, it can be very easy or your web developer can do it. Just to make sure that you’re getting that extra boost. It has been kind of a slow, slow implementation process. You’re right. It’s a gold mine, but not many people are doing it, they’re not.

S: I still have clients every day someone contacts me, and they have no idea what I’m talking about, and they’ve been trying to market their business for years. And this is, like you said, it has been over a few years and it’s me. First thing I do help structure snippets… You’ve got a blog, you’re putting a answers in that blog and we need to make sure it’s on those pages.

C: Absolutely, what great insight, thank you then. Is there anything else I should have asked? But I didn’t?

S: I don’t think so. I like to keep a little bit to myself 🙂

C: Well, perfect, thank you so much for joining us today. Stephen a pleasure learning some of your expertise and hearing about the site hierarchy, Google Site Speed, making sure your website copies all lit up to date where it should be, and then also that link. So we’ll be sure to put that link into a the description of this podcast as well because that is very important to make sure, that you’re checking out,

S: absolutely, and don’t forget about the Google Site Speed, it’s a free tool, and also critical to you use and I’ll send you the link to repetition.

C: Well, wonderful, thank you again, Stephen, I appreciate you being on!

So again, that was Stephen Merrigan with Merrigan media and it was such a pleasure to have him on the show today. If you take a look in the description of this podcast episode, there are two links in there that you should be sure to look mark on your browser, and at least share with your web developer and if your practice has on the first is that HTML5 site hierarchy tool. And then the second one was the Google Site Speed.

So both of those will give you insights into if there is room for improvement with your website and then additionally ask about those site snippets, the page snippets if you do a Google search for some sort of treatment or ailment typically WebMB or another notable website and company will show up there, but you can also show up there with a page snippet, as well.

So, thank you again to Steven. I’m Caitlin McDonald this is the Social Speak Network podcast:

We are on iTunes and PodBean. If you found this episode to be educational and helpful for your marketing, I urge you to subscribe. Thanks so much and I’ll see you on the next podcast episode.

 

Best practices for Search Engine Optimization with Merrigan Media

7 steps to creating an FAQ Page that attracts new clients for your Medical Practice

7 Steps to creating an FAQ Page that attracts new clients for your Medical Practice

In this blog post I am taking a look at the steps for you to take to optimize a FAQ page on your website so that it not only is indexed in Google, but also so that it attracts new patients and can be repurposed in additional digital marketing for your medical practice.

FAQ sections of your healthcare website at one point were incredibly important, they then, however, were looked down at by a a lot of copy writers and website developers because the questions should be answered elsewhere on your website. The professional digital marketers at Social Speak Network used to even argue that an FAQ section would be better served by creating blog posts rather than having each of the questions listed on a single page. Our tune has now changed.

FAQ sections, whether they are single pages devoted to answering commonly asked questions or sections spread throughout a website that appear on specific services specialties pages, can drastically effect the performance of your health center website. These FAQ sections:

  • Increase search engine optimization (and possibility of having a Featured Snippet on Google search results)
  • Increase the likelihood of matching voice search (increasing Mobile SEO for your medical practice)
  • Build brand authority
  • Get prospects to know, like and trust your clinic
  • Create digital marketing collateral that can then be repurposed in email marketing, initial consultations with prospects, and social media posts.

Additionally, you can still provide expanded answers to these commonly asked questions in the form of blog posts and article. Now, before we dive deeper, let’s take a look at what a Featured Snippet is on Google.

What are Featured Snippets in Google Search Results?

When users ask questions in Google Search, one of the answers that appears may be a Featured Snippet. The information that appears here is extracted from a webpage and displayed to the user. Whereas you can utilize Knowledge Graph or Rick Snippets to display additional information within your search results, you cannot actually control what shows up for a Featured Snippet.

Featured Snippets are a part of the search results. In simple terms, Google finds content that matches the question asked and displays this result at a Featured Snippet.

Because of Google highlighting and emphasizing what it deems as the best answer to a question asked, it is incredibly important to add an FAQ section(s) to your Medical Practice Website.

So, how do you Create a FAQ Page that Converts on your Health Center Website?

The process to creating an FAQ section on your website is fairly straight forward. In this blog post we take a step by step look at how to create a well-functioning FAQ page on your medical practice website.

  1. Group Questions at top of the page
  2. Add headers or sections within the questions so they are easier to navigate
  3. Link questions to their respective answers lower on the page
  4. Create a concise and clear answer to each question
  5. Record a video of the answer to each question
  6. Add your brand name or a physicians name to the first line of the question
  7. Add a link in the answer to the service or next step in the sales funnel for the individual to learn more.

Look for “People also ask for” questions on Google Search Results

  1. Group questions at the top of the page.

    When you group questions together, this could either be at the top of the page or at a top of a section on a page, you are making it easier for the user, or prospect, to quickly jump to the information that appeals to them.

    Having a user-friendly website increases trust in your medical practice brand.

    faq questions grouped
    This also helps to keep an individual on your site for longer if they do not need to scan through all the content and questions to find exactly what they are looking for.

  2. Add headers or sections within the questions so they are easier to navigate.

    Here, you want to make sure, again, that the answers to common questions are easy to find quickly. For an orthopedic practice, for example, you may have sections for:

    • Your Initial Consultation
    • Preparing for Surgery
    • What to Expect at Your Appointment
    • Recovery Post-Procedure

    Within these sections, you may have numerous questions, all of which are talking points for your physicians to patients and prospects. To figure out what questions to include on your FAQ page, think of the different steps within your patient lifetime journey.

    Focus your Commonly Asked Questions on the Patient Journey

    What are the first questions they will have for your healthcare practice as they are first realizing they may need care? What questions do they have for your specialists to best prepare them for a procedure, and what questions will they have for a quick recovery? As you are writing the content try to predict what related questions an individual may ask. Additionally, ask the admin staff and the specialists at your medical practice what common questions they answer.

    Google also can provide insights into commonly asked questions. Type in a broad question into Google. For example “What to expect the day of knee surgery?” When you scroll down in the search results, you will notice a section titled “People also ask” – Google is providing you with additional questions to consider for your health center FAQ.

    Google search results for knee surgery(You’ll also notice that for this search, there also is no Featured Snippet – time to get working on that FAQ…)

  3. You’ll notice that I’ve followed this advice in this blog. As you grow out the list of commonly asked questions for your medical practice, it makes it much more navigable to list the questions first and the link to the answers. Having a link that goes directly to the answer also allows you to share this answer in correspondence with patients, prospects, and on social media. It makes repurposing content that much easier for your business.

    Create HTML links for each question and answer within your Healthcare Center FAQ

    To create a link to a specific place in the text, use the following code:

    Create the Link: 
    Where you are adding the link, rather than entering a complete destination URL, simply enter #destination-id (use the respective ‘destination id’). In the page HTML, this will look like: <a href=”#destination-id”>Link Text</a>
    Select the Destination: To identify where you would like the link created above to go to, you will assign a div id to the content. In the HTML of the page, add: <div id=”destination-id”>Content Header to Link To</div>

  4. Create a concise and clear answer to each question

    This ties directly into the previous points described about writing a powerful FAQ section on your health practice website that drives traffic to your website and new patients to your clinic.  When you write an answer to a commonly asked question, you want to make sure to be as concise as possible and then drive the reader to another page/blog post/to schedule an appointment to learn more.

    When you purposefully don’t answer specific questions and when you leave your answers short, you can lead the prospect through the sales funnel.

  5. Record a video of the answer to each question.

    Videos, videos, videos! Video marketing is one of the most important strategies for your medical practice digital marketing. We highly recommend having physicians in your clinic film their answers to these questions.

    video in faq
    If a prospect can put a face to a name and if the physician provides a clear-concise answer, your practice is set up to quickly build trust and authority with prospects. Videos help to:

    • Build trust with prospects and set expectations about what the process is like with your health center.
    • Create additional opportunities for Search Engine Optimization. Videos are indexed in addition to the content on your pages. We recommend publishing the video on YouTube and then embedding it on your website. When you use the question being answered in the title, your video is very likely to appear in the search results.
      Google video search results
    • Lastly, having videos embedded within your health care commonly asked question, adds additional content for your marketing team to share on social media, email marketing, and in advertising.

    One of our favorite parts about video marketing for healthcare is that you no longer need to create a $10,000 5 minute video. In fact, just using a newer phone and a $20 microphone will do the trick. Authentic videos that are not highly edited work well for FAQ sections on your website.

  6. Add your brand name or a physicians name to the first line of the question

    Rather than just answering the commonly asked question, make an effort to include your health practice name or a physician’s name in the answer. Not only does this increase credibility, but it also builds name recognition.

    While we have had some digital marketing clients tell us that the content reads strangely with the practice name at the start of each answer, also realize that 1) your readers won’t be reading every question if you are structuring the content so it is easy to find what you are looking for (eg grouping questions by category) and 2) if one of your Q&As are selected for a featured snippet on Google, you’ll benefit that much more if your practice name also appears.

    Social Speak often recommends having the name of whichever specialist is in your video have their name in the answer, as well. This is an easy way to have the content be cohesive.

  7. FAQ pages on your medical practice website fulfill a much needed role of predicting what prospects and patients are going to ask. While you want to be thoughtful of answering as many commonly asked questions as possible, you also want to lead users (prospects mostly) through the patient journey of scheduling and coming in for an appointment.

    Include the answers to questions, but also lead people to additional content and ultimately to pick up the phone or click the link to schedule a consultation.

 

 

How to Create a FAQ Page that Converts on your Health Center Website
 How to Create a FAQ Section on your Health Center Website that Actually Attracts New Patient
Shannon Kuykendall podcast Interview

Shannon Kuykendall (Kirk-ken-doll) is a Digital Marketer Certified Partner and the Founder of Up Automation, Linkedin Lead Generation Services. She started Up Automation in 2015 after working in the Coaching and Personal Development industry as a Technical Virtual Assistant at Creative VA Services for 12 years.

As an agency owner, Shannon struggled to get new clients in the door. She tried building a lead gen funnel, Facebook Ads, SEO, Content Marketing; you name it. Then someone told her about using LinkedIn for lead generation. They said, “that 80% of all B2B prospects are on LinkedIn”. So she put her focus there, and her results have been tremendous. Once Shannon got the formula down, she decided to stop offering implementation and concentrate on helping other digital marketing agencies fill their calendars with their ideal prospects using LinkedIn.

In this interview, Amber and Shannon spoke about:

  • How businesses can utilize LinkedIn for lead generation
  • Current trends in digital marketing in 2019
  • The Before and After Grid as you create content that brings people in
  • How do identify your potential client’s pain points to be able to gear your messaging around them
  • Why your business needs a strong LinkedIn presence
  • The top 3 things that a business owner should be doing online to see a return from their digital marketing efforts

It was such a pleasure interviewing Shannon on our Podcast. Shannon is very knowledgeable about LinkedIn and how business owners can use it to it’s fullest potential to help grow their businesses

The 3 biggest takeaways for me were:

  1. The before and after grid – how to identify your target markets pain points
  2. LinkedIn is really about building relationships and asking questions. Your target marketing wants to know what’s in it for them when you give them time to talk about themselves and share their story.
  3. The key components you need to have in your profile that will attract your target audience
LinkedIn is a great platform for B2B and it is very important to be consistent with your strategy and one bonus tip Shannon shared was about the LinkedIn Sales Navigator, how to be able to use this LinkedIn tool to get in front of your audience!

Before and After Grid

before_and_after_grid LinkedIn Marketing

Listen to the Podcast Episode on Using LinkedIn to Grow your Business Online

Read the Complete Transcript Below

Hello everyone, this is Amber with the Social Speak Network. I’m so excited for our podcast today. We are talking about how healthcare centers can utilize LinkedIn to grow their business. We have Shannon on with us today.

Amber: Shannon, tell us a little bit about yourself and your company.

Shannon: Hi everybody, my name is Shannon and my company’s name is a automation and we specifically do LinkedIn and lead generation for digital marketing agencies.

The main reason we started focusing on that was because I myself had my own agency and we were having problems getting leads. We didn’t have a problem getting people to get calls, we just had problem closing sales, and I needed a consistent way to generate leads and so through some discovery and some conversations we started focusing on digital marketing agencies, and then I turned my business around to completely focus on bringing people in and showing them how to use LinkedIn, as well as, maintaining their own LinkedIn accounts.

80% of the leads out there or highly qualified prospects will be found on LinkedIn. And we’ve been in business for about two years, but I’ve had my own my own business of some sort online since 2005.

A: Wow, that is amazing. So walk us through – before we dive into brand messaging and how businesses can utilize LinkedIn – walk us though the process of how agencies can gain business using LinkedIn.

One of the main things is your profile, your LinkedIn profile is the key. One of the first things you want to do is you want to completely optimize your LinkedIn Profile – from the background header, all the way down through your summary.

Those business profiles or most agency profiles that I see when they’re using their personal profile, all they do is talk about themselves and quite honestly, when your prospects are trying to find you, they don’t really care about you, what they care about is, they’ve got a pain point and they wanna know if you can solve it. Does your agency solve their pain point?

You really structure your profile in a way that addresses pain points and ask questions that hit that button. That’s where you’re going to get your engagement.

When you start connecting with people the first thing they’re going to see is your Profile.

LinkedIn Profile Optimization.

I love how you were talking about these pain points because I think that that’s one of the top things that people miss because they are so worried about talking about themselves, they miss what the WHY for their client.

And so before we jump into the pain point I talk us a little bit about the brand messaging.

How can you incorporate brand messaging into that linked-in profile and are you doing that on both your personal profile and the company page or just one or the other?

We just use the personal profile, quite honestly, the company pages on LinkedIn as far as I’m concerned, they’re useless.

The only thing that we can do with a company page, is you compose articles and you can get people to engage, but we don’t have the ability to send them direct messages. That is why we use the personal profile, because that gives us the ability to directly engage with people who are likely interested in our products or services. The way that we incorporate the brand, we go through a pretty lengthy on-boarding process where we’re asking several questions, we’re really getting into the nitty gritty of what are their products and services who are the people they’ve been working with who are the people they would like to work with and what are some of the struggles that the agency deals with, and then we get into wanting to know more about their prospects, and really where we incorporate the brand is going to be when we ask a pain point or ask a question that addresses a pain point. How we incorporate the brand is when we offer the solution for that pain point.

So do you see any trends with LinkedIn, that businesses should be really paying attention to the side?

We’re going to talk a little bit further about identifying those pain points, but do you see any trends that businesses should really be following with LinkedIn?

The biggest thing with LinkedIn is don’t message somebody and start talking about yourself again. They don’t care.

I see a lot of people on LinkedIn just sending out messages talking about their podcast or talking about a service that they can offer, something that they can help them, and what they’ve completely missed is they didn’t bother to ask a question about a pain point.

All they did was just out the gate running like Me, me, me, we do this, we do this. Nobody cares. You might get a little bit of engagement, but you’re not gonna get a lot and anything you’re gonna turn people off and they’re gonna disconnect from you, so you really, you come at it with a short question.

One of my things is for example, cold calling, do you want to stop cold calling and have a consistent flow of leads coming in the door?

That’s a great question, and yes and it’s an easy question for them to reply back. Yeah, I do, or it now not interested in it, or I… And that’s a much better way to get people to engage. Then just coming right out the gate, talking about yourself.

You’re changing that whole mindset of that conversation to about your potential client. And they’re like, “Oh they really do care about me or they really do want to know what I love.” So, just asking that question and really wanting to engage with them. People like to talk about themselves. So when you ask someone a question that allows them to talk about themselves, that’s where you get the engagement.

Okay, so I am so excited when we had our call for obviously before the podcast, you had mentioned the before and after grid, so can you explain to that to a little bit more?

Absolutely, so the before and after grid. This is how you really figure out what the pain points are of your prospect.

It’s a really short little exercise, and in the podcast description there is a link to the article by Digital Marketer. And it was going through this exercise that really helped me develop the pain points that my prospects are dealing with.

What you do is you create a grid at the top, you’re going to write Before and on the next side, you’re going to write After. Then you’re going to put four lines: Feel, average, day, and status. These are the four questions you’re going to ask when you’re trying to figure out what are the pain points of your prospects? The first thing you’re going to ask is what?

So what did your prospect have before they start working with you – are they frustrated, are they annoyed. Do they have a lack of prospects?

Alright, so you’ll write that in that box, then you’re going to ask: ‘How does my prospect feel before they start working for me?’ Will likely they’re frustrated, they’re a little concerned, they’ve got cash flow issues all these different feelings. And then next you ask, so what is your prospects average day look like before they start working for you or working with you?

Well, the average day… They probably spend a lot of time cold-calling, and nobody’s picking up the phone. And again, there’s some frustration, because they’re cold calling where they’re knocking on doors or they’re going into businesses and it takes a lot of time. And then a question is what is the status of your prospects before they work with you, and the status again kind of a repeat of the first three questions to the grid.

They’re frustrated because they’re consistently trying to reach out to people and nobody’s picking up the phone or their sales cycles too, long, it’s just they’re frustrated. That’s how everybody feels before. Well then, you wanna ask, “Well what are your prospects feeling after they start working with you?”

So alright, what do they at an… They have a consistent… Now they’ve got leads coming in, they’ve got people who are interested in their products and services, and that’s a start that I… And then how do they feel after they start working with you? They feel great, that the pressure has been released. They’ve got a consistent. They’re consistently talking to people that are interested in what they have to offer. What is their average day like after they start working with you?

They’re busy, they’re doing what it is that they love to do, they get to offer their products and services to the people that are actively interested. And again, what’s their status? After they start working with you, they’re happy. They have a little more free time because this piece has been taken over and and now they can again do what it is that they love to do they can work, they can work on their business instead of in their business, and that I as a call the before and after Grid and it’s going through that little exercise that you start to develop. Okay, these are some questions I should be asking my prospects if there is. We’re cold-calling, but I would like an easier way to get leads then that’s how I’m gonna address that question.

Now that you’ve identified these pain points as far as what they’re struggling with, and what that life looks like, before working with you or individual and then that after… How do you tie those pain points into that brand message? Are you going off of the, before content or the after or how do you marry the two?

So at the beginning of when we do our write-ups for the summary and we start to develop their prospect profile in their messaging, we go out the before, because that’s where you’re going to be able to push the buttons, that’s where you’re going to get them to react and so once they react, and then they engage in the messaging that’s when we’re able to offer up the After. The after is the solution.

Alright, and again, the solution isn’t going to go in and you’re not gonna come in and be real craggy about what your company does. Again, you’re gonna talk about… So this is the solution to what also the… And if you want to talk to me and learn more about what we do, then let’s schedule a call.

I love that. I think that the whole online sales process is very overwhelming, for, a lot of it as one. But when you break it down and you really get in that space of your target market and who they are, what do they feel like, was their pain points? That sales process becomes a lot easier because then it turns into that conversation, you’re struggling with this, this, and this. How do you wanna turn it around?

So it’s a very simple process once you overcome those pain points, and really identifying what those are.

One making this sales can be intimidating anyway. So when you think of sales is we’re gonna have a conversation I’m gonna learn about you, you’re gonna learn about me. It makes the process that much easier and when it comes to whether or not someone wants to work with you, the biggest thing is they need to know you, they need to like you, and they need to trust you. And the way that happens is to that first conversation and maybe there needs to be other conversations after that but those are some three key ingredients that need to happen in before somebody decides to close with you.

I love it. And so, a B2B businesses, and really Otto crucial is it for them to have a strong line in presence and should they’re posting their content strategy also be around these, these pain points to relate with their target audience.

I highly recommend, especially when we’re working with clients twice a week. Post some content in your News Feed, so we’re consistently building up LinkedIn connections.

You want to stay in front of your LinkedIn connections. And we also make sure that when we’re creating and putting together the profile that we’ve got their brand, their logo, something that really makes them stand out is present. So you wanna stay in front of them it takes the average of seven times for somebody to see you before they actually will engage a and so get your brand out there, post a couple of things, a week and stay relevant and stay on top of it and stay in front of the people that you’re connecting with. It’s very, very important. If you don’t do it, maybe your process will be a little bit slower, but things tend to pick up when you’re consistently on LinkedIn and your active and you’re actively engaging with the people who are engaging with you, right? And what do you think that that sales cycle… We would get asked? How long is it gonna take before we see results within and really building those connections again you’re nurturing those relationships. How long should somebody give linked in to be able to see results for their business?

So six months a 100% of six months to a… We did 4-608 leads for a company called the draw shop in 1660s and that’s almost six months.

He was very actively involved in the process with us. And that’s one of the things we tell our clients as well. You can’t just come to us and then I set it and forget it. We constantly are working with you to optimize your message so that you get the highest engagement possible. I’ve seen people get engagement within the first 24 hours of us starting a campaign and I see people not get anything at all because there are some industries that LinkedIn just isn’t gonna work for, but sometimes we don’t it until we have a conversation.

And I’ve turned business away because of an industry that I’ve already worked with someone else comes to me in that same industry. I’ve turned it away, knowing that I can’t get them the results that I can get other business I think that that’s another key point is really knowing what social media platform is the best for your business because I know with us, we work a lot with the medical industries and so, LinkedIn is a big place where the doctors and office at last were there, they’re not on Facebook. So, it’s important as a business owner to know what platform is gonna work. So as… And you’re right, sometimes that’s only to figure it out is trial and error, so it… But you also… Those pain points can also help identify if your target audience is on LinkedIn, as well, right?

Okay, so what are the top three things that a business owner should be doing online to see a return from their marketing efforts?

So there’s actually a quote by a gentleman named harm and he says If you are consistent, you will get there if you were persistent, you will get there and if you are consistent, you will keep it. And I can’t stress that enough, I find that most people don’t give anything enough time to see results. Everybody wants a quick fix, and there’s just no such thing is that you have to be patient and you have to be consistent with what you’re doing at a…

I’ve been doing LinkedIn for a little over two years now and I have some weeks that are slow, and then I have some weeks that are really fast or they are really, really busy, so… So consistency been… If you’re coming into it with this is gonna be a quick fix, then first of all, you’re probably not gonna be an ideal prospect for me, ’cause you’ve got to think in terms of the long game.

Alright, most things that are quick fixes or if anybody calls it a quick fix, it’s a fly-by-night it’s only gonna last for a couple of months and then it’s gone because everybody felt on it and then it sort of runs it for everybody. So linked in is one of those things you’ve got to be thoughtful you’ve got to be mesoa.

And do you have any tools again? And I cannot agree with you more about the consistency. I feel like I’m always saying that to our clients. And you have to be consistent, you have to have a plan strategy for every aspect of your digital marketing and with Linkin and I would assume you need to know what articles that you wanna be posting as an ice. What type of post you wanna be putting up what type of videos, you wanna be doing and then that’s just the posting piece, then what that messaging piece. Who are you connecting with? So are there any tools or things that you use to help organize that LinkedIn strategy? So one of the things that we use is it’s called LinkedIn Sales Navigator, and that’s LinkedIn, social selling tool. It’s a vital piece when it comes to identifying and getting in front of your ideal prospects especially when you start connecting with people and bringing in leads.

And the reason we use sales navigators because they have a search function that is highly robust and it allows us to save the searches so that we can consistently get in front of new people, over a period of time as a… That’s one thing I… Now, there are some third party tools that help speed up the process. Like Lead Connect to or LinkedIn helper. And I think there’s a few others out there.

You need to be careful though. I don’t really endorse using those tools simply because LinkedIn doesn’t want you to use them and… And it’s too easy for people to abuse the process because they’re trying to speed things up, so definitely should be working with somebody who knows what they’re doing on LinkedIn and and making sure that they’re sending the right message on your behalf.

So in so having that strategy, and that’s with those tools, whatever with LinkedIn platform, there’s these great tools that are out there and then as soon as somebody abuses them, I pay all the fun out of it for all of us. But really… So you use the LinkedIn Sales Navigator, and then do you recommend putting a strategy together for your post the topics and curated content? And stuff as well, so we don’t typically do the posting, but we do encourage our clients to do it so, and if they have post and they don’t have time to post them, they can always send them to us and we’ll post on their behalf.

But ideally, what I typically tell them again to post a week, ideally, they can go back to previous blog posts and post those. And you can also through your content, only a certain percentage of people are gonna see your content at any given time. So you have 10 articles on your blog you’ve got five weeks of content, go back through and rotate it. There’s nothing wrong with that at… So you don’t always have to have new content, it’s just about staying relevant and staying in front of your prospect.

Okay, and how can people connect with you online, if they’re interested in your services or wanna learn more about what you do? Where can they find you?

So people can find me at automation dot com and right there, they’ll be able to book a call, they’ll be able to learn more about the services. Learn more about me and what I do or they can send me an email at Shannon@automation dot com.

Wonderful, well I really appreciate your time today than… And I’m so excited about LinkedIn. And it’s definitely kind of that hidden gem that people kind of underestimate with getting leads and really building their business, but it’s a platform that can really elevate their business to the next level.

A 100%. I swear by it. We’ve done very, very well.

The clients that we’ve worked with, that really engaged with the process and understand how we work and also done incredibly well wonderful. Well, we will make sure that we have the link to the before and after grid and the LinkedIn Sales Navigator in the description below, and if you, if have any questions or comments, we would love to hear from you, and again, please connect with Shannon on LinkedIn if you have any questions, check out on her website, thank you everyone.

Interview with Shannon Kuykendall (Up Automation - LinkedIn Specialist)
Healthcare Digital Marketing insights with Gold Medical Marketing Founder Daniel Goldberg

In this week’s podcast, I had the honor of interviewing Daniel Goldberg, Founder and CEO of Gold Medical Marketing.

Daniel Goldberg is widely regarded as a pioneer in Medical Marketing and Public Relations and was an integral part of the transition to Direct to Patient Marketing. Daniel’s unique knowledge of the business of healthcare and patient behaviors allow him to create marketing and public relations campaigns that reach specifically targeted audiences that maximize ROI. His ability to identify markets for potential patients allows GMM’s clients to penetrate new audiences and increase patient volume exponentially. Daniel has also lectured both nationally and internationally on the topic of Medical Marketing at some of the most esteemed medical conferences.

Daniel founded Gold Medical Marketing in 2012 after serving as the Director of Marketing and Business Development in a private orthopedic / spine practice and ASC. In the process, GMM has grown to be one of the most successful medical marketing firms and represents medical practices across the country.

In this interview with CEO and founder, Daniel Goldberg, we focused on web design, brand awareness initiatives, and transactional marketing efforts for the Orthopedic, Spine or Neurosurgery Practice. We covered:

  • How Inbound Marketing, Web design, and traditional marketing work for orthopedic brands.
  • Current trends or wellness practices with digital marketing in 2019.
  • Why you should create a Quarterly marketing budget for your health center rather than an annual budget.
  • The top 3 things that a wellness center should be doing online to see a return from their SEM efforts.
  • The top strategy that should be followed, but often marketing teams get wrong.

Learn more about how to use Digital Marketing for your Healthcare center.

I had a couple of great takeaways from this health care marketing interview and I’m sure that you will as well for your own medical practice.

Setting Goals for your Orthopedic, Spine or Neurosurgery Practice Marketing Campaigns

First and foremost, it is ever important to make sure your team understands the goals of the marketing programs that you are running.

Are your campaigns geared towards one time transactions and getting somebody in the door the first time they search for a specialty?

Are they built around branding and brand recognition?

Once this is clearly defined, you can have a greater understanding of how each campaign actually affects your customer acquisition cost and patient growth.

Understand How Your Patient Journey is Reflected in On and Off-line Marketing Campaigns

The next takeaway is to take the steps towards better understanding your patient journey.

It’s not just what happens online, but also their experience within your office. For example, if a prospect sees language online that grows enough confidence in your expertise to give your practice a call, is the front desk knowledgeable about the services that you offer?

Can they answer simple questions about the process, the physician, and generally show they place the patient first?

Are you making a good first impression with your website, with your social media, with that first phone call?

Set your Healthcare Marketing Budget Quarterly Rather than Annually

And then lastly, and I think that this is the most important, is thinking about your marketing budget, not as an annual budget, but rather on a quarterly basis.

If a campaign is working well for bringing clients in the door and yields a positive ROI from digital marketing for your practice, you do your practice a disservice if the budget for that campaign can’t be scaled over time. Conversely, if you are testing a new marketing campaign with A/B testing and optimization, you can’t decide after a week that the campaign is a failure. Work the systems, work the processes, and, if after 90 days you still aren’t seeing a return, find another avenue to reallocate and test your health center marketing budget.

Rather than thinking about your marketing budget as an annual budget, we recommend putting it into three-month increments and doing a quarterly assessment of how your campaigns have either allowed you to reach your marketing goals or where they leave room for improvement.

Please be sure to subscribe to the Social Speak Podcast for more interviews with experts in digital marketing for health and wellness businesses.

To learn more about Gold Medical Marketing visit: GoldMedicalMarketing.com

Listen to the Healthcare Marketing Podcast Interview

Watch the Digital Marketing for Orthopaedic Centers Interview

 

Complete Transcript for Interview

The Hello, I’m Caitlin McDonald, and welcome to the newest episode of The Social Speak Network podcast.

Today, we are joined by Daniel Goldberg, the founder and CEO of Gold Medical Marketing.

Daniel Goldberg is widely regarded as a pioneer in medical marketing and public relations and was an integral part of the transition to direct-to-patient marketing. Daniel’s unique knowledge of the business, of healthcare, and of patient behaviors allow of him to create marketing and public relations campaigns that reach specifically targeted audiences that maximize ROI.

His ability to identify markets for potential patients allows Gold Medical Marketing’s clients to penetrate new audiences and increase patient volume exponentially.

Daniel has also lectured both nationally and internationally on the topic of Medical Marketing at some of the most esteemed medical conferences. Daniel founded gold Medical Marketing in 2012 after serving as the Director of Marketing and Business Development in a private orthopedic practice. In the process, Gold Medical Marketing has grown to be one of the most successful medical marketing firms and represents medical practices across the country.

So please join me in welcoming Daniel, to our podcast.

Caitlin: Daniel, we are so excited to have you on the show today.

Daniel: Thank you so much for having me, it’s a true pleasure.

C: First to kick things off, tell us a little bit about your background in digital marketing for orthopedic centers.

D: I’ve run a gold medical marketing for about eight or nine years. My background in digital marketing started when I was working within a private spine practice, it was about 10 years ago. I was really at the pivotal point where Google Adwords and even social media started to become patient acquisition tools and there was a shift from traditional marketing. I learned, I guess, on the fly about SEM and about social media marketing and the power of those tools for patient acquisition. So shortly after I worked in that practice, I started this firm. We’ve grown ever since, and it’s been a fun journey.

C: Awesome, awesome. Isn’t that interesting how most people who run agencies got their start in digital marketing and social media just on the fly, you had to learn it while you were in it.

D: It’s funny to talk to some of our employees or some of the people who either majored in in college or are new to it, and they’ve done things like Google tutorials and stuff to learn it and they have a good grasp on, but they don’t.

It’s interesting to discuss with them some of the changes that have happened over the past five or ten years where what they’re looking at it historically how it worked, and it was a lot more difficult to track things like successes in patient acquisition. Now the data and the data tools are so much more advanced than they were even five or eight years ago.

C: I mean, even three years ago.

D: Yeah, absolutely, the more data that those tools include, the easier it is to work with clients and report meaningful data.

C: Great, well let’s talk a little bit about your practice and your view of digital marketing. So your business, Gold Medical Marketing really takes a holistic approach to marketing. You not only help manage social media or advertising campaigns, but you also encourage a review of website design for healthcare, and analysis of what happens off-line, which a lot of agencies don’t really pay attention to.

Can you describe how your process to digital marketing for healthcare centers differs from traditional digital marketing?

D: As you know, the patient experience, or the patient journey, is different. You have to understand this when you build your website to creating digital marketing campaigns. You have to understand how the patient thinks, how the decision-making process works, and then how to cater to that patient story.

How does your Orthopaedic Website Increase your bottom line?

Something with web design, a lot of times practices will have a website that they like or that they think is the best for them, but whether is it the mobile experience, or the content doesn’t suit the patient, is not what the patient’s looking for, aesthetically and outwardly for you as a practitioner.

Your site can look nice, it could be what you wanted, but the navigation is difficult to understand, the calls to action aren’t there, and those are the things that increase conversion.

So we have to look at things from a branding perspective of the practice, but also integrate the best practices for patient traffic and everything for us starts usually with the website. Whether it’s social media traffic, Google traffic, or even offline things like print and magazine ads, those calls to action on the ads are always going direct back to the website.

The front door of your practice is now your website.

We want to make sure that if we’re spending money, either in traditional marketing, or digital marketing, that we are bringing the potential patients to a place that has a high likelihood of actually acquiring that patient. That’s why we always look at the website first and say, “Okay from mobile perspective, is your website mobile responsive?”

Google started penalizing sites that were not mobile responsive, about five years ago, and still to this day, I’m shocked at the amount of practice sites that we look at that aren’t mobile responsive.

That has a huge influence on your organic SEO or cost per click for Google ads, just the overall patient experience. We need to look at those things plus the content and calls to action, first before we start any sort of marketing program.

Marketing with a Patient Journey in Mind is More than Content Marketing Online

C: And then can you talk about how the patient journey transcends offline again, back to when the person at the front desk is answering that call and scheduling that initial appointment?

D: So, we can you talk about how you bring language kind of all through that process. We’ve worked a lot with orthopedic centers to neurosurgeon practices. In those instances, patients have an inherent fear of seeing the surgeon because they’re going be told, they think they’re going to be told they need head surgery, so a lot of them try to delay seeing a surgeon as long as possible. They try other means, and finally get to a point where they know that they need to see a specialist.

When they’re calling and they’re doing the research, whether they’re getting a recommendation from a friend or family member, they’re recalling an ad, whether is a print or online, they’re going to do their research. They’re going to look at the physician and practice themselves, they are going to view the website.

You need to help these prospects understand that the practice understands their concerns, understands their some of the fears or potential misconceptions. It’s important once that patient is even comfortable enough to then call then the front desk, the reception staff, that’s the front line. The call is the first interaction that the patient has with your practice. So the willingness of the reception staff to be accommodating – to understand, to listen and to not rush the patient – is very important.

There is also the importance for the reception staff to be able to answer some preliminary questions. So, I call your practice and I say, “how does your doctor do this type of procedure” if the reception staff says, “Hold on, let me check. I’m not sure” that sort of lack of confidence translates to the entire patient journey. Now the patient starts to lose confidence in that practice.

A lot of patients are looking at in multiple different practices in the area. They’re calling and polling different practices. And in most cases are going to go see the doctor whose staff made that patient feel the most comfortable and feel like they’ve come to the right place.

That’s a very important part of marketing that I think is overlooked.

You can bring traffic to a site and increase calls to the staff, but if the staff can’t capture them or aren’t confident in making that patient aware that this is where they should be, then you’re spending money, but not getting anything out of it.

C: I think it’s so important that we don’t ever view, and I think we’ll talk about this a little bit later, but that we won’t ever view digital marketing just in its own little bubble. It really is integrating your practice from that first click to the website through to scheduling an appointment.

Digital Marketing Trends in 2019 for Orthopedic, Spine or Neurosurgery Practice

So Daniel, what current trends are you seeing for health centers and medical practices with digital marketing in 2019?

D: So those practices now have acknowledged the relevance and the importance of social media. A lot of them were late, they were concerned about some of the information they were conveying from a clinical ethical standpoint, what they can say, what they couldn’t say, how to deal with things. I’m sure you’ve experienced negative patient feedback, how to deal with those things.

We really try to position social media as a valuable tool in patient acquisition through Facebook and Instagram advertising platforms, then the organic side. Having an active and engaging presence where you’re not just posting content from The New York Times, The New Yorker, or from a Medical Journal each week. Your healthcare practice should be posting true work, and content that speaks to the patient about your experience, your opinions on certain things – that’s very important.

On the organic side, on the paid side it’s using the behaviors using the data that Facebook aggregates about people in the area to target, people who don’t already know about you.

That’s one thing we’ve seen a lot of practices come around to.

The second is with hospitals of absorbing more smaller private practices, and thus increasing the competition for market share, a lot of smaller private practice are saying, “We need to have a marketing budget and a marketing plan, a holistic plan to compete and to stay competitive and independent from the larger health and hospital systems.”

A lot of the small practices will never out spend a multi-million hospital marketing budget, but we have to tell them how they can be more agile, and how they can spend better than some of their competitors, but not necessarily more.

And the last trend I see is a lot of practices were exploring things like TV and print again.

They’re looking at publications that are specifically suited to certain demographics. If you’re talking about what Jonathan a reader of Style magazine who watches TV certain times of day-to-report TV, those initiatives are more brand awareness focused.

I think what healthcare centers are seeing the difference between transactional marketing initiatives like search engine marketing, and more brand awareness initiatives like TV and radio, and even things like YouTube pre-roll ads, social media, and more brand awareness concepts.

C: Gotcha, so these practices are paying attention to what they want those KPIS and the goals of each of these verticals to be, and then finding the way to reach the audience to reach those goals.

D: I think as a sure you will know it’s important for them to understand the anticipated results, the anticipated KPIS from each vertical not every pollution is the same. So something like Google Search Ads is more transactional. You are going see an ROI quicker and the sole intention is to garden new patient.

Other things like traditional media, social media, display advertising, YouTube pre-roll advertising, those are more brand awareness.

Brand awareness may take the longer time to convert a patient.

It’s important for us as marketers to clarify those distinctions, so that our clients have the right expectation. We don’t want them to think that social media and Google Ads, produce the same results in the same period of time. That’s important to them to understand. So when I think that’s something that either their understanding better themselves or us as agencies are better explaining to them.

C: That is so important, to make sure that we’re having that clear communication and that conversation about what to expect with each of the different strategies.

D: I think that you and I both know that we see people in the digital marketing space who sort of over-promise. They tell clients what they should do and how beneficial this will be for them. And that they’ll see an instantaneous return. And that’s sort of for us, true health care marketers, sort of sets us up that if a client has been with a less than truthful company in the past, they have an inherent bad taste in their mouth for marketing because it failed the first time. The reason it failed the first time, was because the expectations and the goals weren’t clear.

So, as true health care marketing agencies, it’s our job to better distinguish what the goals are and what the intentions of each platform are.

Top Three Marketing Tactics a Medical Practice Should Be Doing Online

C: What are the top three things that medical practice should be doing online to see a return from their digital marketing efforts?

D: That comes down to understanding the patient journey.

Whether it be at the start with engine marketing, you’re looking at patients your area who are looking for you right now. So, they’re searching orthopedic surgeon near me or plastic surgeon. What they’re telling you is they want to find a provider right at this moment, it’s an easy sort of one-to-one transaction.

Understanding your cost per acquisition and understanding how much you cost to acquire a new patient and then what the revenue derived from that patient is over 3, 6, 9, 12 month period is really going help you determine your ROI.

The other thing is brand awareness so not every patient makes decisions instantaneously.

Some people have a medical problem, but they choose to either self-manage them or they choose to better, I guess, better to ignore them. And have using data, and using behaviors, you can target those patients with things like display as peril ads, and social media.

We know that we might be need of our services. And you’re constantly showing them the plan.

When they find the point of decision making, the brand recall sets in… So now they’re not searching cosmetic surgeon any more. They’re searching for your name. When they search for your name, your cost per acquisition will always be cheaper.

Because it’s your name, that’s an important thing that they have that a practice needs to understand. Not every patient makes a decision that morning, sometimes takes three or six months to make that decision.

Then the most important part is ROI tracking for your healthcare practice, so clicks and impressions and shares, are very important.

But for most physicians, they’ll always say I’m black and white and I want to know what I spent, what I paid, and what I got after the call.

Having call tracking or form tracking in place on the website where it’s new patient tracking or new form tracking, it’s very important to say not all of your clicks translated to a patience of your website. Got 10,000 clicks month, don’t think that was 10,000 patients, right?

That’s not a fair measurement. Having things in place to track new patient calls, have a compliant or new patient forms, is really going to say, okay, for the money you spend, this is what your return was. Here are your new patient acquisitions, here was the cost, and then let’s talk about the bill charges and the receivables over a course of months. But a lot of marketing is destined to fail or not to perform as well as it could if there’s no ROI tracking.

You’re spending money now, but you don’t know what you’re getting for it, so, I’m sure you… Well now after three to six months, people, your clients are going to want to answer truly what the black and white data is, and if we can’t provide it to them a lot of times they see it as waste or intangible, so that’s important that we have those metrics in place so that they understand. Here’s actually what you’ve got for the money you spent.

C: Yes, I absolutely, absolutely it’s so important to always be paying attention to that data and really seeing what it means, compared to those pre-establish goals that you’ve already said for that marketing channel.

I love how you keep on going back to, in the short-term successes and then also the long-term branding that will lead to successes, but it just sees time.

So, this continuing to bring it back to that not all marketing is created with the same goal in mind.

D: Yeah, absolutely, there’s room for brand awareness, there’s one for transaction, it’s about to get the expectation of what each initiative is and what that initiative is going to produce. So that’s very important for us to be able to communicate it up.

The top digital marketing strategy that should be followed but often, marketing teams get wrong

C: Yes, definitely. So what’s the top strategy that should be followed but often, marketing teams get wrong?

D: So I think it with marketing teams, and one physician to discuss marketing what their internal team or external teams, it’s becoming locked into a budget per year. So practice was that okay, we’re only going to spend this budget per year.

It helps from a fiscal perspective and it helps from the financial planning perspective, but it doesn’t help when you have a campaign or something you were doing that’s working very well, but you can’t forgo that or you can’t add to that because you’re locked into this amount. You were spending $500 a month in Google ads and it was performing incredibly well and it was working very well and you were getting a free ROI on that.

So if you have a yearly budget, you can’t add to that because you are already allocated your money for 12 months. So your social campaigns are incredibly engaging and they’re incredibly effective and generating traffic, which is translating to new patients. You can’t then spend more money and that’s get more engagement and more brand awareness because you locked yourself into only spending a certain amount of money over the course of 12 months. So I think what practices need to look at is quarterly, the data that they’re getting from their internal external teams, what it means, what their ROI is, and then projecting another three-month.

For a lot of things as well, at it takes time to accumulate. So especially with brand awareness and social we want look at that data and that engagement over more than just 30 days, or 30 days, 45 days, 60 days, and then make strategic decisions based on the data we you’ve gathered, right?

So, it we will run an ad two weeks through on a Facebook ad and made a decision off the data. We have a limited range and limited impressions, and thus limited data. It’s helpful if we can say, “Okay, for 90 days, we’re going to run these two ads against each other, we’re going to test these different creatives or we’re going to test these different ad copies and then at the end of 90 days, we’re going to explore what the data said and then make decisions based on that.”

But it’s hard when we know the next day that we have the exact same amount of money.

If we knew that something was producing and we knew that something was effective, and it was producing an ROI. Why not poor gas into that fire? I think a lot of partition restructure is how they look at their marketing budgets. January first, your budget shouldn’t be allocated through December 31st, it should be a quarterly strategy.

C: Yeah, and you know you hear about this much more with e-commerce sites that are selling products. It’s easy, very easy to measure with that first purchase, dollar in dollar out if you’re getting that dollar and dollar-out with follow-up, purchases afterwards, adding to the customer lifetime value. It’s easy to scale, but with medical practices often having that set budget. And it’s holding you back in the long run. And because if you’re getting client in and it’s a it’s converting well and that ratio between customer acquisition costs, and lifetime value is working in your favor, keep pushing that, absolutely.

D: And a lot of times, especially in healthcare, a patient acquisition has different values of or a simple example, if a patient comes in with a season position one time for an acute injury or A to condition the provider may be 200 or 100-500. So if their class probation, a patient was 40, and their return was 150, it’s about three to one for the… That needs to undergo a complex surgery that the bills are not tens of thousands of dollars.

Well, that’s a whole different metric now.

We have to look at one e-commerce where everything has a flat rate, a flat sort of cost, produce, and then your income, all of that medical practices don’t have.

It’s so much in what the revenue generated, it’s been from the procedure itself, the insurance company to everything. There are so many variables that you can’t just sort of say, “Okay here’s your flat ROI for every new acquisition. Some acquisitions have a three-to-one is some 300-1 ROI. That’s why quarterly we need to look at things like revenue and bills charged to us to say, “And here’s what it’s actually produced in which is important.”

C: Actually, in a previous podcast episode, we were talking about how when you’re creating these marketing campaigns and thinking about the customer journey, or that prospect journey think about those follow-on services. If you’re fixing the knee, then it might be the hip, then it might be the other hip.

So, it’s one attention to all those other services and surgeries and things that your practice will be beneficial for in the future.

D: Absolutely, and then also translates to outside of just the pet practice, but any type of practice, there’s also the intangible of if you provide a good service to a patient, the referrals that will come from that patient that’s almost impossible to measure because that patient might help five with our friends to go see you and you may not be able to track that or you might not know it’s how that patient found you, but that’s ROI, as well that you can track what is important to understand. So there’s tangible ROI and there’s the intangibles as well.

There’s also the idea that if you’re a primary care provider, or you’re a dentist or you’re even someone who sees acute conditions. I have a seven-year-old son so they take my son’s the same primary care position as I see because I like him. That’s value as well to the loyalty to that practice, that’s a lifetime value. They have to look at that as well.

C: Yeah, yeah, that is so important to the tangible and the intangible and really how the network of revenue that your practice could be bringing in could stem from one person in particular and just grow out from there.

D: It’s why I think years ago, a lot of physicians went door to door to all the referring physicians, offices to solicit or for all to get there, their follow-ups are there, the things they couldn’t treat, that was the intention.

Now that’s often done a patient side where if the patient is happy you’re providing conservation good offers the patient, they’re the ones we’re going to spread the word. They are the ones who are going to refer people to you. So again, it’s an intangible that sort intangible is difficult for us to digest because we want to see the data and we want to know at everything that’s happening, but in the community, it’s very important.

Gold Medical Marketing – a top ranked agency for healthcare and medical practices

C: Great, great. So, Daniel, your business is Gold Medical Marketing and you are a top ranked agency for healthcare and medical practices and tell us a little bit about your company, and your services.

D: So we do everything from traditional digital marketing whether that be web, design Google pay-per-click, SEO content creation, social media management marketing video production a graphic design, really, the whole gamut of services for a practice. We pride ourselves and being so one stop shop for orthopedic spine neurosurgery practices, we understand that for Brand messaging and brand consistency having everything in-house is important.

I think one of our bigger distinctions is the understanding of ROI and how to quietly track ROI, and tie that down, to revenue to show a practice true growth from a financial perspective, not just from a digital perspective.

You want to take the digital data and translate that into financial data for them, so they can really understand their marketing program, and what’s being done for them. So I think we are the only from the country we specialize is solely in those three fields.

We’ve spent about 10 years figuring out not just the clinical side, but also the patient’s perspective. We like to tell a lot of our marketing around the thousands of interviews we’ve done with patients to understand how they think and then translate that to a practice, so that practice can be positioned to understand the patient and thus acquire more patients.

C: Yes, I great, awesome. And then lastly, are there any digital marketing strategies that your team is currently testing that you don’t think many other agencies are implementing for their clients?

D: I think one of the things we’ve come around to a lot more recently is display advertising. Google Adwords has gotten a lot better at where it puts this by advertising how the display network works, and we’re starting to understand better that as we mentioned earlier that not every transaction is instantaneous especially with orthopedics.

People delay seeing a specialist or delay a procedure for extended periods of time, but because of the data aggregation on Google and with Facebook as well, those brand awareness initiatives are really important.

So when that patient does make the decision were top-of-mind and then the cost per was its cheaper. I think a lot of agencies focus a lot on just search, just so just Google searches or Facebook searches. We realize that not every patient wakes out one day and says, “Okay I’m going to have surgery.” There’s a journey there.

So, it’s understanding that journey, and then using brand awareness to capture that patient is something that we’ve really… I think, one, we perfected over the last year.

C: So, rather than only targeting people at that end of the funnel, when they’re ready to make that decision, it’s about capturing them at the top of the funnel, and being there every step of the way, so that when they’re ready to finally give you a call on your practice a call, you’re already top of mind, they already know your phone number by heart.

D: That’s what we’ve seen the social for a lot of what we see the social it is very transactional we are seeing patient acquisitions, come immediately from social ads on the other side were also seen as a brand awareness tool so data we’re getting from social say, here’s the ads or the audiences that are immediately transactional and here’s the ones where they’re focused on brand awareness. It’s important differentiate those too because we do see a lot of ROI received ROI on social media marketing. It’s just depending upon what the target is, what the service line is what the focus is, that’s what we’re saying that I think for you explain it, I’m sure as you explain to your clients that not everything is instantaneous.

Yes, here’s what we’re focusing on for and warms perspective clients, here’s what we’re focusing on from a transactional perspective.

C: You have, absolutely, absolutely Daniel. Is there anything else that I forgot to ask?

D: Not that I can think of.

C: Great, great, well, thank you so much for joining us today on the social speak podcast. I loved hearing your perspective and I know it for a fact, that you guys over at gold Medical Marketing are doing a fantastic job of your clients. So thank you for being on the show today.

D: Thank you. It was a privilege to be on the show and I can’t thank you enough.

C: Wow, that was such a pleasure having Daniel on our show today.

Now, I had a couple of great takeaways from this and I’m sure that you did as well for your own medical practice. The first thing is to make sure that you understand the goals of the marketing programs that you’re running. Are your campaigns geared towards one time transactions or getting somebody in the door, right when they’re ready to come on in or are they built around branding and brand recognition, and then also understanding how these campaigns actually affect your customer acquisition cost.

The next takeaway I had is understanding your patient journey. So it’s not just what happens online in the language that they see online, but also how that translates to their experience within your office. And when they’re talking with somebody to schedule an appointment, are they knowledgeable about the services that you offer? Are you making a good first impression with your website, with your social media, with that phone call?

And then lastly… And I think that this is the most important, is thinking about your marketing budget, not on an annual basis, but rather on a quarterly basis if a campaign is working well in bringing clients in the door and that customer acquisition cost to lifetime value, or even first time value, is it leading to a positive return for your practice, you want to continue to scale that, over time. So rather than, again, thinking about your marketing budget as an annual budget, we recommend putting it into three-month increments, and doing a quarterly assessment of how your campaigns have either led your goals. Or they need where they leave room for improvement.

So thank you again, Daniel for joining our show today, and if you’ve enjoyed this podcast, please subscribe to the Social Speak Network, we are on iTunes and PodBean, and I look forward to seeing you in our next episode.

Healthcare Digital Marketing insights with Gold Medical Marketing Founder Daniel Goldberg

In today’s world of digital marketing, it is important to stand out from the crowd and really be able to provide your audience value.

Today, we will be discussing the importance of utilizing content upgrades for your business.

These are FREE downloads and added benefits to your blogs that your audience wants.

How it works:

  1. This shows your audience that you are an expert in your industry, by providing valuable content on a topic your audience is already looking for. You are able to connect with them and start building trust with them. It’s about the – Know, Like, Trust factor. 
  2. By utilizing Content Upgrades it allows you to grow your email list. Having a strong email list to market to is like gold. This happens because in order for your audience to receive their free content upgrade they need to enter in their name and email.  Another key factor to using Content Upgrades is you are able to understand your audience more and really know what they are looking for so you can write more content for them. 
  3. Once you have their email address you can remarket to them with future items similar to your content upgrade, this is called the nurturing process, building the trust with them so they will want to do business with you.

So, let’s take this one step at a time and go through the process of what a content upgrade can be and then how to create one.

Content upgrades are the free downloads that you sign up for in exchange for your name and email address. The content upgrades can be a variety of things. 

One key place you can look to start thinking of what your content upgrade should be is your FAQ section on your website. This FAQ section gets a TON of SEO benefits from Google, so looking at what your top questions are or event turning those FAQ into a content upgrade.

Here are a few examples of content upgrades.

These upgrades can come in many shapes and forms, but typically include:

  • Tools and Resources List
  • Secret Podcast Episode
  • Checklist of the steps taken in the blog
  • Regular Checklist 
  • Additional Related Content
  • Downloadable PSD files or other design assets
  • One Month Free of your product or membership site
  • A Printable
  • Swipe Copy (people love swipe copy, FYI, this is used more for affiliates, content they can copy and paste to promote your product or program)
  • Transcripts for Audio or Video Recordings
  • Worksheets to support a blog post
  • eBook
  • Case Study
  • Interactive handout
  • Video series

You can also think outside the box and include:

  • 15-minute phone calls
  • Strategy reviews
  • Free sessions
  • Etc.

The goal of these upgrades is to increase the number of subscribers on your email list.

All of these items can be used to grab the attention of your target audience. You are creating a valuable piece of content that your audience wants, they then give you their name and email to download this content upgrade.

Now, that you have an idea of WHAT a content upgrade is, it’s time to start planning what you should be creating for yours.

We have a worksheet for you to go along with this blog and to be able to jot down your ideas. Please download your free copy now to continue with this blog. (See how we are using a content upgrade?!?!)

Download Your FREE Content Upgrade Worksheet

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It’s very important to be clear about what you are going to create, and understand that you will have multiple content upgrades. You may do a content upgrade for each blog post, or each service you offer.

For example, if you are a nutritionist and work with clients one on one, you may write a blog and your content upgrade would be a grocery checklist or a food substitute checklist that your audience can download for free then they learn to trust you.  Then if you have another blog or maybe even promoting your coaching services you may have a 3-part video series as your content upgrade to help your audience know, like, and trust you along with giving them valuable information within the video series.

Now, that you have figured out your topic and then format you want to create your content upgrade on, it’s time for the fun part!

How to Create Your Content Upgrade

To create your content, you could have a:

  • PDF: These are great for workbooks, checklists, Guides, etc. Simple tools like Word, Pages, Google Drive Slides, or PowerPoint are all easy to save as PDF’s.
  • Email Course: These don’t even require PDF’s. In an email course, you are sending valuable information over the course of a few days. This makes it so the recipient isn’t overwhelmed by information and sees your name pop up more frequently. MailChimp allows for automated email sequences, which is a great free way to share this content.
  • Free consultation: All you need here is your phone. You can use Calendly.com to set time blocks that you are available for consultations to reduce the back and forth.

As subscribers are added to your email list, it is important that you are tagging these individuals with what they were interested in. For us, for example, someone who is interested in information on how to manage their Facebook, won’t be interested in information designed in educating other social media managers. We want to make sure any future emails we send to our list align with the topics they initially were interested in.

Let’s dive a little deeper and talk about how to create each of these things. 

1. Use Google Docs or Word to put your thoughts on paper or screen

I love using Google docs because it is a live document and you can use it from any device, it is also great if you have a team that will be working on this project together.

Don’t worry about fonts, colors, visual appeal at this point. It is just about getting the words on the paper at this point.

You can add images and change font later once you have the content complete. Sometimes, I worry too much about the visual appeal at the beginning that I lose focus on the value of the content.

2. Time for the Creative Part – Creating your Cover

Graphics are very important to your content upgrade, they are the main thing that drives the attention of your viewers. We use an awesome tool called Canva, this is where we create the cover image, you can use the 8.5×11

They have Free themes you can edit, add your own font, brand colors, images where you can do one of two things here, you can just create your cover

3. Creating Your Google Doc into PDF

If you choose to use Canva just to create your Cover image then you would download that image to your computer, then head over to your Google Docs and insert that image on the first page.

Then you will want to make sure you have a footer with your contact info:

  • Company Name
  • Website
  • Email Address
  • Logo

Check to make sure you have the images in the correct areas, the fonts you want and the right brand colors. If you do not have the correct brand color number you can use this FREE Chrome extension ColorPick Eye Dropper, this works to pull the correct color number that then you can add to Google Docs and Canva.

Once that is complete you can go to File > Download As > PDF

Save it to your computer. This saves it in an 8.5×11 PDF.

4. Adding the PDF to your website

You want that PDF to have a URL so you can add it to your sign-up form within MailChimp or Lead Pages. 

You can upload this PDF to your WordPress website into the media area, this gives you the URL so you can hyperlink the download within your welcome messages in your sign-up form. We love to use MailChimp because it is free and very simple to use.

5. Bringing it all together

Now, you have everything created and ready to start having people sign up, right?

It’s time to create your landing page and your form so people can start signing up to get your free content upgrade.

Like we said in step 4, we use MailChimp because it is simple and easy to use.

There are other options like using your website or LeadPages as well. In the video below it walks you through the MailChimp process.

Wrapping it all up

I hope from this blog you are able to see the big picture behind these content upgrades/free downloads. There are so many different ways you can tie these into your marketing. One thing I love about content upgrades is it gives that extra oomph to your blogs. I love the creative process of creating a content upgrade.

Have fun with this process and maybe create 2-3 to start and see which one performs better!

Lead Growth Management

Social media networks and search engines can change their algorithms without warning. Email marketing is currently (and historically) the most effective way to continue building trust with prospects, increase recurring revenue, and see an ROI from other marketing efforts. The Social Speak Email Marketing team works with your strategist to build content upgrades, welcome series, and newsletters to stay top of mind.

We are here to help!

 

 

How to Use a Content Upgrade to Grow Your Business and Email List

Deb Krier Interview about LinkedIn for Healthcare Marketing

For more than 10 years, Deb has worked with professionals to optimize their use of LinkedIn. As the founder of Wise Women Communications, a full-service marketing agency, she sees LinkedIn as a vital marketing tool for professionals at any level.

Throughout her career, Deb has worked with corporations and nonprofit organizations developing and maximizing their marketing and public relations efforts. However, senior executives often don’t see themselves as something that needs to be marketed.

Deb developed “LinkedIn for C-Suite” to provide the assistance busy executives require. By spending a minimal amount of time, professionals work with our strategists to create and optimize their LinkedIn Profiles.

With more than 20 years of experience, Deb also has a Master’s Degree in Marketing as well as a Master’s Degree in Communication Management. She has the experience and knowledge to help busy executives make an impact with their LinkedIn Profiles. Connect with her on LinkedIn.

In this interview we discuss:

  • Current trends for businesses using LinkedIn for marketing in 2019.
  • Tactics that were expected to perform well or had a lot of hype, but failed to take hold in 2018.
  • The top 3 things that a business owner or marketing team should be doing on LinkedIn to see a return from their efforts.
  • The top strategy that should be followed, but often marketing teams get it wrong.

To learn more about Social Speak, please follow our podcast on iTunes https://apple.co/2GPs1bt

Listen to Amber and Deb’s LinkedIn Tips and Tricks Interview:

Or watch the LinkedIn Interview:

 

Read the transcript:

Podcast with Deb Krier, LinkedIn Marketing Expert

 

Hello, everyone. I am Amber with the Social Speak Network. I’m really excited for today’s podcast, we have Deb Krier on with us.

LinkedIn in is something that clients ask us a lot about, and I feel like it’s one of those platforms that’s been around for a long time, but they’ve been in my opinion, in and out of the social media trends and I feel like in 2019 is something, it’s a kind of an untapped gold mine in a way, if you know how to use it. So Deb  is an expert in LinkedIn, and we have some great topics we are going to talk to you today about.

Amber: Deb, tell us little bit about who you are and your background in digital marketing.

 

Deb: Amber, thank you so much for having me on your program. This is going to be so much fun. We actually know each other from Colorado and now we’re Southern girl so that’s very fun.

 

But I’ve been on LinkedIn, since I believe 2006. so it was one of the first platforms and I… Actually, it was the first digital platform that I got on some of the others didn’t even exist yet, but I got on LinkedIn because I was, I’m looking for a job. So you need to be on LinkedIn type of thing and then other things have come along. I don’t do tons because we can get overwhelmed, right?

 

You and I have business owners that come up to me and they say, “Oh well, I should be here and here and here and here and here and here and then their head goes.

 

I was like, No, no, no, pick one or two and go from there. I mean I’m still not on Instagram, I do really, but it’s just… I’m on LinkedIn, Facebook, and Twitter, and that’s it. Those are the only digital platforms that I use. Because you can get overwhelmed or if you’re like me, it’s not overwhelming, it’s very distracting.

 

And I think that is one of the reasons why more and more people like LinkedIn or they’re coming back to it, because we can get so distracted on some of the other platforms. Looking at the pictures watching the cute cat videos that all of a sudden we’ve lost an hour and done nothing on LinkedIn at least if you’re getting distracted in you’re reading business articles you’re reading articles about your industry, you’re learning about people that you are networking with and so it’s not really a distraction, right? And so with LinkedIn, what are some trends that you see businesses going after in 2019, when you see more relevant with linen?

 

Well, I’ve seen just an increase in people using LinkedIn and especially the people who use Facebook a lot and yeah, I’m still one of those people that use this Facebook a lot, so but at its… It’s getting more and more divisive especially in the world of politics as there’s just so many things that are on Facebook whether it’s sports, where there is politics, religion, whatever it is that we don’t want to be there, and we certainly don’t want to be there trying to conduct a business. So then we don’t go at all.

 

And on LinkedIn, it is something where we’re back to focusing on business there and I think that’s why more and more people are coming back to LinkedIn, and they are adding new features in a… And they’ve got… They recently added being able to do live video as a… They’re just rolling that out to some folks. I have only, I have 4 5000 contexts on LinkedIn. I only had two that currently had the option to be able to do that and I do and people love it, on Facebook.

 

So I think that’s one of the things that LinkedIn is thinking about. Plus we… It’s fun because you could do say, a conference or a speech, or you and I could be doing this as LinkedIn also, so I so I think video is a big thing and businesses are starting to really figure out that they can have the business pages there.

 

Well, they catch on. They did a Facebook. Maybe… Maybe not, but I think, again, people are moving away from Facebook, but they know that they still have to be in that digital world.

 

So, where are they going to be?

 

And I think they’re training back towards LinkedIn in an… Now, do you think as a business owner, as a…

 

I know that one thing that our clients had struggled with Facebook is that personal business life balance. And so, we had a client that they just wanted their personal profile to be their personal profile, not to post any business, in business, just to be business and nothing personal, but I feel like those ways are changing now. People you want that authentic brand. Do you think with LinkedIn, the business pages and the profile that… What’s that combination of costing ARE YOU PUTTING… Obviously, you’re not putting your cats and your kids on LinkedIn as as much as you would face to but you still fill with that personal profile that you should be implementing personal and business. And where does that business page, we come in?

 

Yeah, I definitely think that we need to include some personal things on LinkedIn because as you mentioned is about being authentic to… We all know that we work with, people we know like and trust and… And so we get to know them. I-E… Why those little personal tidbits?

 

So it’s okay to have a little bit of that on LinkedIn I… And again, like you said, we’re not posting our cat pictures, we’re not posting things like that, but there’s little ways that you can still put that in there, so maybe it is a little bit about maybe if you were at a networking event, what personal thing would you drop in a…

 

Oh man, I… So maybe it was Han on a vacation. And on Facebook, you’re going to post the 900 pictures on LinkedIn, you might post a picture of your vacation, and maybe something business, I so I-I-I-E-B-A-book. You read what?

 

Right, right, yeah, yeah, recently went on vacation. Here’s the book that I read. Some things like that.

 

The art maybe it was you had a great customer service, the example that while you were on vacation or something like that.

 

Yeah, I, he and I, I, I… People look for those they really… Again, they want to connect with people on that personal level. That’s why I say we always want to include on our LinkedIn profiles, so what we do to volunteer at a past and present, and our education alumni groups are some of the greatest ways to network on LinkedIn. There’s something about it doesn’t matter when you graduated alumni. I want to help other alumni.

 

So you want to have that in there? But the volunteer is also another great place to be able to put that on LinkedIn to show that you are involved in your community that you’re not just business. All of these various things. Yes, definitely. Well, that kinda goes into… What are the top three things that business owners or marketing team should be doing on LinkedIn to see a return from their efforts?

 

Well, the first thing is on your personal profile, especially to really make sure that it is current and that is fully optimized.

 

I see so many people’s profiles, who still look like what they posted four, five years ago when they were looking for a job, so they cut and paste in their resume and then, they never went back and updated it.

 

We have to have as much content there as possible because people are really researching people before we do business with them.

 

So you want to have all that content, you really have to have some of the biggest, like a current photo which is always fun, for women because we change our hair styles, you all these various things and it needs to be a current picture. I tell people if I’m meeting someone for the first time, I need to be able to look at their LinkedIn photo and walk up to them in a crowd, and find them to a… A professional headline that needs to not just say President of founder of You need to take full use of the 120 characters there and then really fill out your summary. That’s where I see so many people have, like a sentence to sensing your summary is where you tie it all together.

 

Yeah, that… So someone doesn’t want to read about the specific experience that you had an X-Y-Z company, or what you did here there. Even when you went to school.

 

They will read the summary, and then the cool thing that that LinkedIn added I believe it was last year maybe even two years ago, is the Banner background, that goes behind your picture, and it’s kind of an ugly blue default. Right now it’s an… And so people need to take advantage of that. It’s a billboard behind your head. So, why wouldn’t you want to have that there?

 

So that really is one of the first steps. And I really just make sure that that is current that you’re updating it and then you want to post consistently. We all win.

 

So you’re comparing say Facebook and a line.

 

We go on Facebook, and we post 20 times a day. Maybe… Yeah, that’s too much on LinkedIn, yeah, but because people aren’t really posting on Linked-In A… When you do post something that is good content, the it will stand out to because it’s just one of those things where it’s not something that people are using. So when you post and have it great, stuff, you’re going to become that thought leader, right?

 

And then the other thing is, consistency. It’s always fun to go look and see when with somebody’s last post, so I… Yeah, I only was it yesterday, was it last month was it last year? We can accomplish a lot on LinkedIn in 15 minutes. A day to…

 

I just felt in utero.

 

So, I’m on LinkedIn while I’m eating breakfast, that’s kind of my 15 minutes I can do pretty much everything I need to do. I might check in a little bit later in the afternoon, but I don’t spend a lot of time on LinkedIn and you can still really make it beneficial.

 

I love that. And going back to the first… So the first thing you said about the summary, you also put videos in what you’re carrying right?

 

You can put video you can put work samples so say you’re a graphic designer, or you can show examples of your work, because you can have files that are uploaded. If you’re, say, a copywriter, you can have things like that, you can have your brochures, all these various things PowerPoint that’s always great. And obviously if you work for a company, you need to make sure that you have their permission to be able to post those things, but in most cases, you do a right, so I… Yeah, you give people those examples of your work rather than doing get the message you contact them, and then you might remember to email it just have it there so that people could go and see it and then make sure that you’re linking to your website A… So that’s the other thing that people forget is they don’t put their own website in there so he… And you can put three so you’ll put your website links in there.

 

Yeah, so, yeah, that contact information because the best a going to go and try to find you, but they can’t connect with you, they can’t contact you and made in “opole and… Well, and I tell people, put that information in your summary.

 

So yes, it is in other places in LinkedIn.

 

The attest a C, you want to make it easy and simple to find. Yeah, I want to open it and see, Oh, there’s the contact information, a back… Don’t put it in your headline.

 

I see people do that all the time.

 

No, no, don’t put your contact information there. Don’t waste that valuable character, right, but you put it in your summary so that people… And it’s the old marketing call to action. Hey, contact me at… If you’re interested, here’s all those various things because it’s right there, it’s right in front of them.

 

because again, we get side tracked. If I have to click another button to find your contact information that I might click out of your profile and do some definitely. So we work with a lot of health and wellness and companies in the helmet, and one thing that we get asked is, we have the let’s just say it’s a chiropractic office that has five locations and 10 chiropractors it and there is a line in business page and then each of them have their only “dipoles that they’re proactive. ENT, I go Really Franco pan. Are those individual people posting to the business page or the sharing content from the business page to their personal profile? How does that work with… Like I…

 

Oh yes, I it. And because you want as much content out there as possible, right, so I… You so the first thing you need to make sure is consistent messaging.

 

So, when the doctors, the office manager, whoever it is, they need to say the same thing about the business.

 

So for example, you wouldn’t want it to one profile to say, we have five offices: another profile to say, we have 10 offices another profile to look like it’s a stand-alone office.

 

Yeah, yeah, to come up with just a little bit of messaging that has the statement about them. So, it might say here at X, Y, Z, chiropractic. Our philosophy is so again, you’ve got that consistency because people look at multiple ones is… So in essence, it would be like them looking at several different websites and they get confused, right?

 

The one in the sea, they go somewhere else, so yeah, I… But then posting their own content and… And so it is a little bit on A… You need to develop probably a social media policy as to what is appropriate content, and in a… It is, especially if you’re on your personal page, it is your personal page, but if somebody’s posting content and this doesn’t happen nearly as often on LinkedIn as it does on say, Facebook.

 

Wait, I think want to have consistent messaging, so you want… But it’s okay to post it on both places or an or be sharing from your other offices, too. So say you and I are doctors in two different locations, right?

 

You’ve got great content. So I’m going to share it on my page also, yes, so it’s just kind of about sharing those resources because we only… I always tell people, We only have 28 hours in our day, and right, so… And it’s so, I too… So I don’t want to have to spend a good chunk of my time just looking for content, so ran, I can borrow from someone else or share their content, that’s where it really comes in. And so it might be that there’s one person that manages the business page.

 

Oh, and then people share from there but then they also are seeing from their own personal pages too.

 

Yep, and do you think that sharing strategy is still as in porn on… And LinkedIn is it as our platforms, I think it is because we see a is a LinkedIn runs on the algorithms just like the other platforms. So the more interaction there is, the more LinkedIn goes. Hey, this is somebody that is very active that they’re very authentic, that they’re, they’re a big power user. So, sharing, liking all of those various things are just as important as they are on the other social media platforms. Okay, and what… And we’ve talked a lot about the business pages and personal profiles and the top things that business owners or marketing team should be doing, but what is an ideas strategy behind LinkedIn, what I think, whether you’re using it as a business owner or as a business. It does help to develop what I would have called a PR calendar or something like that. So maybe a less… It helps you when you’re thinking, “What the heck am I going to post today?

 

Yeah, so maybe Monday you’re posting an industry article Tuesday, you’re posting something that’s going on in your community Wednesday, you’re posting something about an industry trend Friday, you’re posting something about your office, whatever it is, and then you kinda stick with that, that editorial calendar.

 

Yeah, so… And they can be, again, it does make it simpler because you’re thinking, “Okay it’s Wednesday. I need to be posting about X now. Clearly, if something comes up, because we want to take advantage of situations in the news a lot of those things. You and I were talking off the air, about Al tribe, and his cancer diagnosis. A lot of times, chiropractic can be involved in something like that, so… So you wouldn’t want to wait until the next time you’re supposed to post an industry article because you’ve missed that curve, so it’s okay to change things up, but kind of plan out your strategy on Monday. I post this and A… And to me, it doesn’t really matter time of day.

 

I mean, you know, they have a tether, so we really don’t see those. Well, Tuesday, at two is the best time to post strategies anymore because then it was everybody posts a Tuesday to… And then it was overwhelming. Just post whenever, but like I said, I’m on in the morning, so that might be when I post, but don’t get caught up in that and in it, and I think that’s the thing people are like, “Well oh my gosh, I have to be on LinkedIn at 9 o’clock in the morning. I have to post an article, I don’t have an article, I’m going to not go to and then the next day, they find another reason to do it to… Not the other is a Tibetan it is, it still has to be fun because if it’s not fun, if it’s not enjoyable, we’re not going to be there.

 

Yep, yeah, you still need to give that value, to your audience. You want them to… But now I know with other platforms, sometimes there’s tools like butter or hope to be able to schedule those folks about… Do you use any of those tools for LinkedIn, or are you just having your strategy, and then posting manually?

 

I do both, I use Buffer to post some things that I know are going out all the time and one of the things that I do is a business quote.

 

Actually, it doesn’t even have to be a business quote. When I did last week was from cookie monster so so to… But it’s kind of just cute little pithy quote.

 

I do three a week, so a variety of places. So I create the image and I go into Canvas.

 

Love Canvas, and so I create those images and then I schedule those in Buffer, so I can do a month at a time, but… And as you know I also have a podcast so we have some images that we schedule for that.

 

So that’s just kind of one of those things that’s done so to…

 

I’m a firm believer that if you can schedule something it gets it out of your way.

 

So then again, you’re not subbing. They only got his Wednesday. And I’m supposed to have posted this, I… You know I schedule it out, I post for my clients a lot of times scheduling things out because I’ll get a lot of things from them, a lot of content and… And now, I don’t want to have to remember to do something on Thursday, so I schedule it.

 

So I love the scheduling programs and LinkedIn likes the scheduling program here. A, A, A, A, A, A thing with Facebook doesn’t… It is A, I like it doesn’t care LinkedIn, just like content. And it was great. We talk about these things like their people a… But yeah, linking content, content, it doesn’t really matter where it comes from.

 

So I was on that. I “asanso I have been… This is all that LinkedIn has really been around that to building your business brand identifying your business voice and not once did we mention that LinkedIn was just for jobs?

 

Because that is what we all think a ritually like you said, the beginning a new… That’s what I was started for but it comes so far. So this is really a place that business owners can conduct business connect with their ideal target market. And really, in my eyes, LinkedIn can really be a really big lead generation tool, right, I… Yeah, and it’s all about developing your personal brand.

 

Yeah, I can and I…

 

LinkedIn is great for that, because when you change jobs or careers, whatever you still have your identity on LinkedIn and you’re not having to start over with whatever it is, so it’s a great place to really make sure that your personal brand is going to rock and the other big guy on the block. Google likes LinkedIn A… And so if you look for someone’s name, you’re right. I’m going to meet with you this afternoon, so I’m just going to Google your name to find a little bit about you. If you’ve been very active on LinkedIn, it comes up very high, in a Google search. So, it’s all about creating that personal branding that will transition for years to come, and go with you.

 

Yeah, I love that, thank you so much that… Tell us a little bit more about the services that you offer on how can people connect with you, your podcast?

 

So the easiest way talk about personal branding is to go to Deb queer dot com Deb I-E-R dot com, and there are links there to my podcast, which is the business Power Hour, which is a ton of fun and a lot of good business tips there, but I also focus a lot on linked-in trading and so we have LinkedIn, for C-Suite, which is a program or program services that we provide for executives, but you and I are executives also whether we have a company of one or two or a company of thousands, we’re leaders in that company, and so LinkedIn, for S-C-suite, it’s one of those mornings we just as a LinkedIn for C-suite is all about how we create that personal brand and we have that great profile and we got several different services that we provide here.

 

Whether you want to do it yourself, because it a… We can do that. Or if you’re so busy that you just don’t have time we can create that profile for you. So I love it, awesome, at I-E-career dot com.

 

Awesome, thank you so much for your time. I E-Go.

 

This has been wonderful yes, and guys I highly recommend connecting with her podcast are great. And I just think, again, LinkedIn is such a growing platform that the most of us raise your hand if you have a profile, you haven’t updated it, and over a year go to your LinkedIn profile, today, take these tips and update it today.

 

So I think you have a line.

 

And with both of us on like a… Please do, I have a great day,.

Medical Practice Buyer Persona and Digital Marketing Advice for Healthcare Centers

Marketing articles often talk about understanding your buyer persona or your target market, but often times you need to read between the lines to find tactics that you can implement for your health care center.

In this article we take advice from some of the top marketing experts for medical center marketing and highlight how you can tailor your marketing towards your practice’s target market by:

  • Using interactive resources
  • Creating campaigns that are specifically geared towards immediate leads and long-term brand recognition
  • Creating an in depth FAQ section on your website to address both services and conditions.

Before diving into these tactics, it’s important to understand the strategy behind your buyer persona or target market. When first considered, we often to grouping all patients together and looking at broad identifiers. I’ve heard our clients proclaim our patients consist of men and women aged 40-65+. Honestly, this doesn’t do much.  The goal should be to find sub-groups and niches within your specialties and communicate to the heart of that niche.

What is your Medical Practice Buyer Persona?

Rather than grouping all patients together, start by understanding your specialties. Let’s say you work for an orthopedic center and specialize in joint pain and back pain as two key conditions – who are the specific candidates you can target for these two specialties.

Chris Carr, CEO of Farotech, recommends thinking about what are people doing when they need your services. For example, if a specialty is shoulder pain, you could target baseball players, specifically pitchers, or you could target someone who does handy-work around the home and fell off a ladder. What other services, however, are these people going to need? You treat the individual who fell off a ladder, and they might not necessarily have other ailments. You treat the baseball player, and next thing you know they are coming back for knee pain, back pain, and other ailments they may have been putting off.

Another example is knee pain. Most people put off their decision to have knee surgery, are they grateful after they come in? Yes! After a good experience are they more open to considering intervention for their hip or their other knee? Yes! Having brand recognition for these individuals can greatly improve the customer (or patient) lifetime value, something all practices should strive to do. To understand this target market, you need to understand the emotional journey they go through as they take the steps to pick up the phone and call your practice.

The first exercise to understand your buyer persona is to write a list or create a spreadsheet with your practice’s specialties, what patients typically come in for these, and what other services they may need after the fact. Once you have completed this exercise, rank the specific buyer personas based on both low hanging fruit (or who will schedule calls quickly) and typical customer lifetime value (folks who often have more than one procedure once they schedule their first appointment).

Abby Thompson of Salted Stone recommends also performing a quarterly review of who is coming into your practice – what are their symptoms, how did they find you, etc. Actually speak with your patients to understand their journey and to further your understanding of your target markets outlined in the spreadsheet you’ve created.

Once you have a clear understanding of your patient personas, you can start integrating them into your medical practice digital marketing strategy.

3 Tested Tactics to Integrate Patient Journey in Digital Marketing Strategy

Tactic 1: Create Interactive Resources that speak to the main concerns, questions, and pain points of your niche target markets.

Thompson has started utilizing quizzes, ebooks,  and interactive video to draw prospects in, engage them, and increase ROI. To create these interactive elements, focus your attention on answering the most daunting questions and concerns of your target market.

Some ideas to think about could be a step by step guide to exercises to do at home to build strength prior to a surgery or a video interview with a physician explaining the exact process used in a procedure. Capture the name and contact information of the individual interested in the resource and send them targeted information that brings them further along in their patient journey.

Tactic 2: Build advertising campaigns that are specifically geared towards immediate leads and long-term brand recognition.

As mentioned, some prospects are ready to call your practice right away whereas others take time to nurture. Daniel Goldberg, founder and CEO of Gold Medical Marketing, tends to emphasize with his clients that you can’t have the same goals for every campaign. Some advertising campaigns should be designed to capture leads immediately, but others need to align more with the patient journey.

Your practice needs to build brand recognition and instill trust with prospects before they are ready to pick up their phone for an initial consultation. Here, specifically think about display ads and retargeting campaigns.

Tactic 3: Create an in depth FAQ section on your website to address both services and conditions.

This is one of the most common techniques, and most valuable techniques for your practice to build an organic reach, create content that speaks to your buyer personas, and increase brand recognition.

Both Carr and John McAlpin, SEO Director of Cardinal Digital, highlight the importance of utilizing FAQ sections to interact with your buyer personas. Just as Thompson and Goldman recommend paying attention to the key concerns, questions, and pain points of your target patients, creating an FAQ section of your site or an FAQ section on each specialty can increase the effectiveness of your digital marketing strategy exponentially.

Carr recommends creating short videos to answer each question in addition to a written answer. These videos can then be repurposed as you send targeted emails to your buyers and can be shared online through social media and other channels. As you map out the full buyer-journey, each video will serve a specific purpose.

McAlpin on the other hand focuses on the technical SEO benefit to an FAQ section of your specialty page. Every specific question and answer creates an opportunity for your website to rank more prominently for Voice Searches. By appearing in organic search results you can build trust, brand recognition, grow your website traffic, and ultimately reduce your patient acquisition costs.

When pooled together, these tactics work to provide the answers to questions and settle the fears of your prospects as they move through their own patient journeys.

As you are working through ways to incorporate your buyer persona and patient journey, don’t hesitate to reach out for a complementary consultation. Our team works closely with marketing directors at healthcare centers to ensure their marketing is reaching the right prospects as they progress through their own journey. We use a combination of techniques from building brand loyalty to capturing lead contact information, and systematically converting prospects into patients as we help you to grow your practice’s bottom line.

Medical Practice Buyer Persona and Digital Marketing Advice for Healthcare Centers
How to be the Go-To Health/Wellness resource for your local audience

The health and wellness industry has been booming which is amazing!  Companies and people are finally taking their health seriously and are looking for reliable resources to guide them and their staff to a more healthier lifestyle.  Though that is great, it does mean that we are seeing more and more health and wellness companies pop up.  So the question is, how do you become the “go-to” resource for your community?

Networking

Networking within your community is the best way to self-promote, create relationships, and see what your community is looking for in terms of a health and wellness resource.  There are many great ways to connect through local networking:

  • Lunch and Learns– Set up times with local businesses to come in during lunch hours and present on a topic or provide demonstrations.  Corporate health has been on the rise and companies are paying more for preventative care now more than ever.   With you demonstrating what your services are or presenting on a common health issue that the company may address, the employees and upper management will start to see you as their resource and will most likely come to you for future needs.
  • Community workshops/events– These are great events to showcase what you offer and what your specialty is.  It’s also a way to see what the local needs are in terms of services or topics they are interested in.  The more you are seen in your community, answering questions and presenting on topics, the more people will remember you as the health and wellness person.
  • Webinars– Webinars can connect you to the people in your community who may not have the option to meet you one on one or attend an event you are at.  They are can download the webinar and watch it when it’s convenient for them so you can reach a larger population and they can refer back to it anytime.  Another great thing about webinars is that you can link them to your site and social media pages from the video to help drive traffic to your sites right away.

Networking in the community #wordofmouth #networking #smallbusiness #healthandwellness

Content Upgrades

Content upgrades can give your local community a sample of what you offer.  These can work for multiple types of health businesses from health coaches to clinics through different types of content upgrades:

  • Resource Guide to your Niche- This guide can show off some of the services you offer by offering information or a go-to guide on specific topics.  People can download it and have material that will drive traffic back to your site for more information.
  • Cheatsheets, Challenges, and Checklists, Oh my! All of these are great action-based materials.  That means it gives your community something to follow up with or physically try.  Challenges get people motivated, excited, and talking about your content and business.  Checklists can be referenced over and over again. They are also easily updated to accommodate multiple topics.  And who doesn’t like a cheat sheet that can help make their health journey a tad bit easier? Add items such any numbers, conversions, quick reference points for a health topic, etc.
  • Free Trial– Get people using your services with a trial run.  This can give them a snapshot of what you do in your business and can spark interest.
  • Case Study– For more clinical businesses or businesses that want to show scientific benefits, case studies can be used as content upgrades.  They give your community facts about the types of services you are offering, but, always make sure that you site the case study and check that it’s from a reputable source.

Social Media Content

We are living in a social media time.  Most people, once they meet you, will look you up on social media.  The content you post can have a huge impact on their impression of you and your business.  Create an engaging and education-heavy environment through your media content:

  • Engaging Instagram stories– Using Instagram and Instagram stories can be an amazing way to engage your community.  You can utilize IG Stories to post personal messages, ask questions, and create a buildup to an event.  Followers can comment on your stories or you can respond in real-time when doing a Q&A session.  To see how to use IG Stories more in depth, check out our previous blog:  Using Instagram Story Tools to Engage your Viewers
  • Tagging other Resources– A great resource knows other resources in the area and since we can’t be an expert on everything, we need to work on gaining other reliable resources.  You can tag them and lead your followers to other reputable resources in the area which builds relationships with residents as well as local businesses.
  • Videos to showcase your specialty– Social media videos can connect you with your followers through your work.  You can post demos of what you do, testimonials of successful past customers, or anything that aligns with your specialty and what you are trying to accomplish through your business.

Professional Networking

Building relationships through community events is very beneficial but there is a whole other community you may be missing- the professional networking community.  Corporate health and reaching the working community can open other doors for your business.  There are also really fun ways to network with local businesses:

 

  • Trade Shows– These events can give you an insight into what the needs may be based on questions asked.  It’s also an opportunity for you to meet locals and other business owners and while building relationships.
  • Hosting a Lecture Series– Hosting a lecture series for local businesses can give you a way to present what your business  can offer their employees and why you should be their contact for all things health related.  By setting up a series, you can display what you offer and continue to bring in new topics of interest when you come back.  As a health resource, people will probably have many questions so following up the series with a Q&A can have a great impact on how you are received as an expert in your field.
  • Industry Happy Hours– These are fun ways to get business owners out in the town and be able to connect outside of work.  These are great events to build relationships, see what the needs of businesses are, and have a little fun while doing it.  They are low-pressure but be sure to have business cards or samples of what you do.
  • Join Organizations– By joining local organizations, you are showing the neighborhood that you are invested in the community and care about what happens in it.  You will also get opportunities to be more involved in the local events.  The more you can get out into the neighborhood, the more people will get to know your face and what your business stands for.

These are just some of the ways to that you can build up relationships, get involved in your community, and support the local people in their health journey.  Relate to where your business is and fulfill a need.  Once people start to see you around more, see that you are invested in the community, and see your passion/knowledge of what you do, you will start to become the first person they think of when they think of health topics.

Professional Networking #networking #businessnetwork #supportlocal

Content Upgrades for networking #cheatsheets #checklists #freetrial #challenges #promocode