These days, over 80% of people start their search for solutions to their problems online. Whether their problem is an aching back, being stressed or a desperate need for an aromatherapy massage.
You may be able to help some of these people with your services. However, your competition is also out there looking to attract these people too.
So, what can you do to attract more than your fair share of patients?
1. Improve your Website’s Ranking
Over 90% of Brits use Google as their search engine of choice to find the things they need. And then, when presented with a page of search results, around 35% of people will click on the first result displayed after the adverts.
Therefore, getting your website to appear in that position for the search terms (keywords) that your prospective patients are using can produce a good boost in relevant visitors to your website.
Getting your website into that position is achieved through Search Engine Optimisation (SEO). And, while there are many different ways that you can SEO your website, one of the simplest and most effective methods is to use a strategy called Content Marketing.
Content Marketing is all about adding new, relevant content onto your website on a frequent basis. Therefore, if you have a blog as a part of your website, publish a new blog post every week talking about things that will be relevant to your prospective patients.
Once you have a Content Marketing strategy in place you can add to it with more advanced SEO strategies to improve your website’s ranking for more keywords.
2. Targeted Online Advertising
For a quick boost in prospects coming to your website, you might want to consider using targeted online advertising through services such as Google’s Adwords and Facebook Advertising.
By designing targeted ads aimed at the people that you can help most and using the services’ targeting methods to position these ads in front of your most relevant prospects, a steady stream of new prospective patients can be sent to your website.
To avoid online advertising becoming expensive, set the campaigns up to repel as many people as possible! You do want people to be attracted by the ads, but only people who are likely to become a patient. So, set your campaigns up to discourage the least likely prospects from clicking on them.
3. Social Media
Do you use social media sites such as Facebook and Twitter? If so, then why not use the knowledge you have of how these sites work and what people are looking for on these sites to attract more business?
Social Media Marketing is not for everyone but if it is right for you, there are tens of millions of Brits using social media every day. And, by using effective social media marketing, a further stream of prospects can be attracted to your website.
The golden rule of using social media effectively for business is to remember that it is social media. Be “social” with people by imagining yourself at a party. When you are at a party you will talk about more things than complementary medicine … won’t you? Do the same on social media sites and people will want to follow you. A few of them will follow you as far as your clinic!
4. Your Website
Ok, so you have more people coming to your website now. What happens when they get there?
On average, people will look at your website for about 3-5 seconds while they decide whether to take a proper look around or click the back button and check out the next website that Google has suggested to them.
A good website will aim to achieve two things in those first few seconds:
- Show that you understand what they are looking for, what problem they want a solution to.
- Show that you have a potential solution for them if they’d like to look around.
As an example, if you have an online advert that attracts people with back ache, send them straight to a page that just talks about back ache and how you can help them feel better.
Also, remember that your website is your “online salesperson”. The website’s goal is to convert “browsers” into “buyers”. Make sure that there are relevant “calls to action” to encourage people to get in touch with you to potentially become a patient.
5. Keep In Touch
We all lead busy lives and we forget things. Your patients and prospects are going to forget about you. Unless you remind them!
Put in place a programme to keep in touch with your patients and prospects. One of the most effective ways of doing this can be with a newsletter.
If you are going to send out a newsletter, remember that you want people to read it so write about topics that will interest and entertain them. And, have a “call to action” in there too to attract people back to your website and to your clinic.