You’ve probably heard the expression, “Don’t put all your eggs in one basket” before. Well, the same applies to your marketing strategy. If you put all your eggs in one basket, or isolate all your marketing funds to one medium, and it fails, you have no backup.
Here are some of our favorite mediums to use in order to diversify your marketing:
- Social Media: We’ve discussed social media before but there are so many different ways you can use social media to your advantage. There are various social media channels out there including Facebook, Twitter, Linkedin, Snapchat, Instagram, and whatever new platform that hits the market by the time we’re done writing this post. When it comes to social media, it is best to pick one or two to focus on. You can’t possibly keep up with posting on every platform, especially when different platforms call for different content. So pick one or two and work hard and be consistent on them. Facebook and Instagram are our favorites, but you have to find what works best for your business.
- Your Website: The central spot of your online marketing. It is important to have a great website that people land on from various sources. Think of your website as a reflection of your practice. You want it to match the aesthetic of your practice. Your website should include all your services, patient testimonials, information about you and your staff, and most importantly, a blog where you produce regular and useful content.
- SEO/Organic Search: A website requires maintenance and updates. Think of it as a constant work in progress. Part of this includes working on Search Engine Optimization and Organic Search to make your website visible on search engines. However, with Google’s constant updates and changing algorithms, this can be tricky to master. (Yet another reason to diversify.)
- You’ll also want to make sure you are taking advantage of your Google My Business Listing as well. This plays a part in SEO.
- Paid Advertising: More and more people and companies are moving towards paid advertising because the market is becoming increasingly competitive. It is all becoming “pay to play.” Paid platforms include Google AdWords, Adroll (Remarketing), Social Media platforms like Facebook and LinkedIn, and others such as Yelp, Nextdoor, and Bing that also have their own advertising platforms. It’s important to consult a professional about paid advertising before diving in so that you can ensure your money is being spent wisely to optimize for conversions and cost. If done properly, paid online advertising can reap major benefits.
- Print Media: This can include the basics like brochures, business cards, informational packets, and other print media you hand out to patients, display in your office, or hand out to other businesses. You can also send postcards or mailers to neighborhoods around your practice.
- Review Sites: These are challenging, but they can be beneficial. Yelp is one of the biggest review platforms but you can also encourage your patients to write reviews on Google and Facebook as well, which are equally beneficial. Reviews are critical to help elevate your status on any of these platforms and they help enforce your credibility.
- Videos: Videos are one of the greatest marketing resources you can create, but they can be time-consuming and costly to do correctly. YouTube is the second biggest search engine on the internet right now, so of course videos are great. If you can create consistent content for YouTube, we definitely recommend it.
Every part of your marketing strategy should be cohesive and match the aesthetic of your practice. For the best marketing results, all of these marketing tactics should work together. Diversifying your marketing, and not focusing on one thing, will help you produce better results. It will also help you determine where your biggest strength or opportunity lies. We’ve mentioned it before and we’ll say it again. Avoid sites such as Groupon or LivingSocial for advertising your business. They can cheapen your brand and attract transient patients and clients looking for the best and cheapest prices. If you market your business correctly, you’ll start to see the benefits.