5 TIPS ON MARKETING YOUR PRACTICE AND WHY IT MATTERS

Marketing for a practice is just as important as a retail store or online business.  With patients having the ability to choose their general practitioners and their specialists alike, it's more important than ever to have a marketing strategy so you aren't lost in the mix.  Long gone are the days of there being only one doctor in town that everyone went to see with no questions asked.  Now, people have the opportunity to make their decision based on patient feedback, ratings, etc.

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2018 BUSINESS IMPERATIVE

Have you begun your business planning for 2018? If you’re looking for a few places to start, I’d like to offer some recommendations.  The process of putting together a detailed plan is what I refer to as The 2018 Business Imperative. There’s an old adage, “If you aim at nothing, you’ll hit it every time.” Quite frankly, we work too hard to let that be the case.

….FULL ARTICLE

DID FACEBOOK SELLOUT?

Over the past few years, many firms have realized the advantage of a well-planned social media strategy. The reach and pervasiveness of social media makes it a valuable component of an effective marketing campaign.  Facebook led the charge as individuals quickly adopted the platform.  Facebook literally changed the use of the word “friend” from a noun to a verb.  However, the question now being asked is critical for any small business, “Did Facebook sellout?”

….FULL ARTICLE

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BRIAN LORD

1. Location, Location, Location

Where you place your content is key. Reach greater numbers of potential customers by placing content on high-traffic, targeted media. People who are going to learn from you (and learn how you can help them) need to see your articles, your testimonies and stories about your business and your team.


2. Brevity

If you’re about to launch an aggressive content marketing campaign, it can be easy to let this key aspect fall off the radar. Make sure all of your content is succinct and to the point. Go through each piece of content line by line and eliminate all unnecessary verbiage. Be quick and to the point.


3. Know what you aim to achieve with your content

Apart from your messaging, you need to know your target audience. Do you want to reach 10 people, or 10, 000? Also, each time you produce a piece of content, you need to review your audience and explore what interests them. Measure which articles receive responses from people through phone calls, e-mails and online clicks. Adjust your next piece of content accordingly and adapt your campaign as you roll out your content. Flexibility is key.


4. Resist the temptation to push product into everything

Marketers are often tempted to slip a product message into everything, but some pieces of content are more about how people feel about a brand and what it stands for and less about the sale. In the Content Driven approach, avoid referencing products. People tend to switch "off " if they think you’re trying to sell them something.  

Content driven marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience in niche magazines, local publications, with your website, and with social media for the specific purpose of educating the targeted audience.


Content Marketing is not a tactic, but is a strategy. Think of farming by tilling the fields, planting the seeds, watering and finally harvesting the crop. It’s not a trick, but a form of creating educated clientele. The intent of Content Marketing is not just to get cool articles or build your ego, but to deliver information and services that truly help people. By reaching your target with content, you help them know you care. Consumers tend to do business with those they believe care about them.


Content Marketing is not about the immediate selling of your services, but is powerful in the long term. It is about educating and sharing. It is about giving before getting. It is about respecting your audience’s intelligence to make their own decisions if provided with the right information. We do this by providing them with clear, valuable and useful information to address their needs. Information breeds credibility which causes the person to seek more information that in-turn drives them into making positive contact and opt-in decisions that mutually benefit both parties.


A misconception that some have about Content Marketing is that it only applies to your website.

BY BRIAN LORD

Your website will be one of your biggest engines in the delivery of content but it should not be the only tool in your tool box. Some tools – like print magazines – reach a target audience you with articles, testimonies and even feature stories to help people know how you are able to help them. Content-driven Marketing is a great tool that, if positioned correctly, can spread wide and impact a lot of people: a published article or story in a magazine may be placed on your website, the magazine's website, your social media and the magazine's social media. You may then send it out in newsletters, e-mails etc. to increase the reach. Past clients might even share your stories or articles on their social media with friends. Your information is then impacting people, and you are not only a professional, but a local expert on the presented topic.


As mentioned above, the information that you deliver must be valuable and useful. It also must connect in a branding sense to who you are as a company and what you deliver. If the messaging is incongruent with your branding, the mixed message will be recognized immediately in an unfavorable manner.


4 Tips for Content Marketing