Blogging has become a popular and widely used social instrument for sharing thoughts, making a statement, and documenting our lives. But few practices may know that blogging can be a very useful channel for marketing a medical practice. Here’s why it’s important.
In my opinion, company blogs have many benefits: a major one is the increase in brand awareness. Think of a blog as giving personality to your brand, or a face that will help differentiate your practice from the competition. Having a blog can also create links between your site and search engines that in turn creates practice visibility.
- Don’t directly talk about your practice—readers aren’t interested in reading about your latest office party because it won’t help them on a day-to-day basis. Remember, a blog is for educating people, not selling them. For example, if you are an Ophthalmologist you can focus your blog on related research and day to day tips for patients as opposed to writing about treatment pricing for your office.
- Always respond to comments—Responding to comments is important because it builds relationships with current and potential patients—this can lead to new patients and higher patient retention. Comments also add value and content to your posts which keeps readers engaged. As your blog receives more comments search engines will pick up on new terms and phrases increasing the likelihood of showing up in popular search results.
- Add Social Media buttons—remember to always have visible buttons directing to your practice’s social media sites. This allows readers to easily tweet and like your posts which can lead to an increased number of readers.
- Write frequently—posting new blogs on a frequent and structured schedule is important to building a following and retaining readers. If you post sporadically and rarely, it will discourage any readers from becoming loyal followers.
- Use images and videos—posts that have pictures and videos draw in readers and make your page more appealing and interactive.
- Create inviting titles — the titles of your blog posts are like your waiting room: if it’s dull and dingy no patients will want to visit. Now, if the waiting room is bright and inviting, patients will be more willing to come inside. I recommend that your titles explain the blog post, be relevant to your readers, and include popular key words which will increase your search engine ranking. A good tool to find highly ranked keywords is Google AdWords.
Now that you have some key rules to building a successful blog it is time to gather some content and reach out to readers. Remember to have fun with your blog and always keep the reader in mind.