How can you separate your practice from the crowd this coming year?
In my previous article, I outlined various marketing predictions for 2015. In this article I’d like to more clearly outline exactly what your practice should be doing to maximize its exposure. To start, I’ve made a list of must-have items for both your website and your marketing strategy…
Your website should have:
- Responsive design that adjusts to fit all screen sizes
- XML sitemap
- Google Analytics (with conversion tracking) & Webmaster Tools installed
- No 404 or crawl errors (you can check this in Webmaster Tools)
- Original/non-duplicated content
- Social networking (weekly)
- Posting to Real Self, if applicable (weekly)
- Blogging (weekly/monthly)
- Increase citations/directory listings (monthly)
- Email marketing (monthly)
- Video (monthly)
- Press release (monthly/quarterly)
The aforementioned marketing strategy is solid, provided you follow the advised frequency (noted in the parenthesis). If you’re looking to really go above and beyond to separate yourself from your competition, consider these ideas:
- Live chat for your website: Installing Live Chat on your website is quick and easy and it should result in more leads. Just make sure you have a trained staff member responding to or engaging with website visitors.
- Before & after video: My advice for video would be to start with one quality “waiting room” style video that’s professionally produced. Then focus on creating additional videos consisting of both patient testimonials and the doctor speaking about a condition and/or treatment. If you really want to step your game up then mix in before & after videos. Remember to keep these consistent, and to do that I recommend utilizing this free app.
- Advertising: If you’re new to advertising online then start with Facebook. Unlike Google Adwords, which is tough to jump into without a decent-sized budget, Facebook ads are cheap. Experiment with different ads and analyze the results.
- In-house tablet for review generation: I’ve mentioned this in a previous article about review generation and it’s worth noting again. Just make sure that you train your staff on how to encourage reviews from patients while they’re in your office. This is a great tool, but having it sitting on your front counter won’t do anything for you.
- Write a book: I saved the best (and most time-consuming) for last. If you’ve written an e-book then that might be a natural stepping-stone to producing a published book. Turbo provides publishing services for all cosmetic practices, so if you’d like to learn more about this service leave us a note here.
My advice is to start with the must-have list and run through it. Many of the items you’ll be able to check off immediately, while others will require some investigation. If you’re running on all cylinders and you’ve got this must-have checklist down then why not push yourself? Look at the additional suggestions and pick one to focus on implementing.
Remember that “tools and tools,” so don’t get too caught up in the latest new thing out there in marketing. Hone in on a strategy that works and stick with it. If you decide to pursue a new tactic make sure you put in the work to do it right. For example, if you decide to invest in Google AdWords make sure you produce quality landing pages with engaging copy and good calls to action (that can be tracked). Don’t do anything half-assed.
If you’d like to learn more about how you can prepare your practice for a successful 2015 then get in touch with Turbo here, or call us directly at 877-673-7096 x2.