Focus on a quality website
Your website is central to your marketing efforts and the first aspect of your online presence to focus on. Here are some of the main features needed for a quality website for an Allied Health practice:
- Works on all devices
- Loads quickly
- Simple navigation
- Clean layouts
- Clear messaging
Make sure that your website works well on all devices, including smartphones. Modern websites should load in seconds and provide visitors with a clean, easy-to-browse layout. Your visitors should have no problem navigating your site and finding the information that they need.
Your website often provides the first impression of your practice. Visitors – and potential clients – often decide within the first 1-2 seconds whether to book an appointment based on the quality and professionalism of the site.
Include contact information in a prominent spot on each page of your website. Make it easier for people to contact your practice.
You may also want to include online booking options. Adding a reservation system can increase conversions, as many people prefer the convenience of booking appointments online.
After building a website, add the Google Analytics tracking code to monitor the performance of your site. Google Analytics helps you determine how people use your site, including which pages receive the most visits.
Experts are available to assist with these steps. Allowing an agency to handle your website design and management can save time and ensure professional results.
Implement Local SEO on Your Site
Search engine optimisation (SEO) helps people find your website. SEO also helps search engines better understand the purpose and quality of the content on your site.
Local SEO focuses on your local area by incorporating localised keywords and building citations on local directories. It lets search engines and Internet users know more about your business.
Use Local Keywords
Start by listing targeted keywords for your local area. Include keywords related to the services that you provide and the coverage area of your Allied Health practice.
Add the keywords on all relevant pages of your website. However, avoid keyword stuffing. The keywords should only appear naturally in the content.
Build Citations
Citations are online mentions of your Allied Health practice. You can often submit a request to add a listing to a directory, which may involve verifying ownership of your practice.
You should also review the accuracy of your online citations. The name, address, and phone number should be identical on all platforms and websites.
Google Business Profile
Along with citations and keywords, local SEO involves reviewing your Google Business profile. The information from your Google Business profile appears in search results, including Google Maps search results.
Keywords and citations help Google determine the relevance of your website for specific search queries. Incorporating these SEO practices may help boost your rankings for local searches.
Use content marketing to build authority with your audience
A standard business site includes just a few pages. Giving Google just a few pages to index and include in search results can limit your online presence.
Content marketing can help increase the size of your site. It gives Google more pages to index.
Providing honest, accurate information on the issues that affect your patients also boosts your credibility. Over time, your content can help boost your search rankings and place your practice ahead of the competition in local search results.
As an Allied Health professional, you have a variety of types of content that you could share with your patients, including:
- Informative blog articles based on common treatments
- Infographics simplifying complex issues
- Explainer videos
- Information on your services, and the problems you help solve
Publishing at least two new pieces of content each week may significantly increase your visitor count within a year or less. However, not everyone has the time or resources to create new content frequently.
If you face limited competition in your local area, publishing new content at least twice per month may gradually help with your search rankings.
Whether you choose to release content twice per week or twice per month, stick to a consistent schedule. Maintaining a consistent content creation schedule helps build on your local SEO efforts. Each new page adds to your growing online presence and positions you as a leading authority in your local area.
Reach & engage with people on social media
After creating a website and adding content, use social media marketing to promote your content.
Many patients also expect health practices and other local businesses to have Facebook or Twitter accounts. It provides an easier way for certain groups of people to contact a business or learn more about them.
Along with promoting your content, use a variety of types of posts on your social media accounts. Other types of social media posts include curated content, which is helpful information you find online that may be of use to your followers.
For example, you may want to share a recent article on a particular health topic or medical breakthrough.
You can also use social media to announce any changes or developments at your Allied Health practice. You may want to introduce your staff, welcome new employees, or discuss charitable events that you and your team participate in.
The photos and information that you share on social media help build a stronger connection with potential and existing clients. It makes your social media account more relatable, which may sway more visitors to choose your practice over the competition.
Use Separate Personal and Business Social Media Accounts
Do not use your personal social media account to promote your Allied Health business. Create separate accounts using the name of your practice to maintain a more professional image.
Using separate accounts also gives you the freedom to continue posting as you normally would on your personal social media pages.
Use paid search to attract new patients
SEO, content marketing, and social media marketing help gradually grow your online presence in your local area. However, it may take months to benefit from your digital marketing. Paid search offers a faster option.
Pay-per-click (PPC) advertising allows you to target people in your area instantly. Google AdWords is the most popular PPC ad platform. It is easy to use and provides flexible campaign options, including the ability to set a budget for daily spending.
You can easily set your budget and create and manage PPC campaigns with no previous digital marketing experience. Creating a campaign starts with selecting the right keyword.
Your ad appears when users search for a specific keyword, such as the name of a service that you provide. You can also display the ad only in your local area, ensuring that you get more value out of your marketing budget.
The ad takes visitors to a landing page of your choice, which should include the targeted keyword from the ad. The page should also serve a specific goal, such as getting visitors to contact your practice or book an appointment online.
Pay attention to your competition
Allied Health professionals operate practices throughout the country. Depending on your region, you may face strong competition from other practices.
When someone searches for local healthcare practices, Google displays the top three results in a group known as the “map pack.” These businesses receive most of the web traffic from local search queries.
If you are just starting to grow your online presence, your practice may not appear in the map pack. Look at the online presence of the practices that appear in the search results. These are your biggest competitors.
Review the websites and social media profiles of your competitors to determine what steps they take to promote themselves online.
Look for any strategies that they may use that you have not yet implemented, such as content marketing or social media marketing. You may also uncover keywords, website styles, and other details used by your competitors.
Identify Your Unique Selling Proposition
Analysing your competition can help you determine what makes your practice stand out. What is your unique selling proposition (USP)?
Your USP is something that you can provide that potential patients are unlikely to receive elsewhere. This may include personalised service, extended office hours, or convenient online booking.
Remember to discuss your USP on your website and in your social media posts. Make sure that people are aware of the advantages of choosing your Allied Health practice.
Conclusion
Digital marketing is important for all types of businesses, including Allied Health practices. The marketing tips discussed help increase your exposure online when people search for the services that you provide.
Growing your online presence and attracting new patients also requires consistency. You need to consistently update your website with new content and post regularly on social media to stay at the top of the search results.
Keep in mind that help is available. If you want to focus on running your practice and treating patients, let’s jump on a discovery call to see if we can help.
