Blogging is outdated! Blogging is stale! Blogging is so 10 years ago!
Yes, I still hear aesthetic practices pushing this message despite countless evidence to the contrary. The truth is, blogging isn’t dead, it’s alive and well. Blogging can help improve SEO, establish credibility, and generate leads!
Your aesthetic practice’s marketing funnel for blogs is no different from any other medium you leverage to generate new (or repeat) business. It all starts with visibility.
However, before you can achieve any kind of visibility, let alone be successful with blogging, your practice need a strong gameplan. I’ve outlined the 7 key steps to effective blogging for any aesthetic practice…
1) Define Your Goal (Key Performance Indicator)
- Build up search engine visibility and rankings, to…
- Drive more organic traffic, to…
- Generate more conversions, or leads (this is our main KPI)
2) Keywords Research
- What are people searching for? Use a tool like Ahrefs
- How can I differentiate the topic, focus, angle of the article from a procedure page?
3) Unique, Engaging, Easy-to-Read Copy
- Do not copy from other pages or content you find online (or your own practice procedure pages)
- Frame the article in a way that walks the prospect through a question, concern, or problem and present a simple solution
- Focus the content on fulfilling searcher intent for what lead them to this content
- Do not obsess over article length as longer isn’t always better and there isn’t necessarily an ideal length
- Break up the text with bullets, lists, short paragraphs
- Utilize images, video, and other relevant multimedia
4) Well-Optimized for SEO and Conversion
- Follow basic on-page SEO rules with optimized title tags, meta descriptions, H1/H2s, image tags, anchor links, etc
- Incorporate social proof throughout your blog
- Incorporate calls to action throughout your blog
5) Track Rankings for Short and Long-Tail
- Use a software to track rankings, such as a tool like SEMRush
6) Track Traffic to Landing Page
- Use Google Analytics to track landing page visits Under Behavior > Site Content > Landing Pages (here is more detail on where to look in Analytics)
7) Track Conversions
- Use Google Analytics to track landing page conversions
Example of Success:
If you’re following these guidelines, you’ll see examples like this over the course of a 12 month period:
Those 4 blogs alone drove 5,614 visits and 133 leads!
Remember that blogging is a long play, just like any SEO tactic. It’s important, but it takes time to see results. You may even notice articles that are a couple of years old randomly start to drive traffic. Keep an eye on these as they might not be as optimized for conversion as newer blogs. That’s what we call low-hanging fruit.
Struggling with Blogging or Tracking its Effectiveness? We Can Help!
It’s important to follow a gameplan, like the steps noted above, as well as have a strong understanding of Google Analytics. Don’t have time to learn this all on your own? Trust the experts in aesthetic digital marketing!
Take the next step and reach out today for a free Conversion Rate Optimization (CRO) analysis. Give us a call at 877-673-7096 x2 or fill out the form here.