Could blogging really be an essential part of growing your practice? This question is often asked by healthcare professionals who simply do not have the time or know-how to publish quality content on a regular basis.
Two decades ago, blogs didn’t exist. Today, there are millions of them being read by millions of people every day. It’s easy to write off blogging as nothing more than a digital mouthpiece for food recipes, travel ideas, and personal musings. However, in today’s online information age, blogging has become as beneficial as any other marketing channel. The difference it can have in terms of search visibility and new patient acquisition is, quite simply, astounding.
With that said, consider these four critical reasons to start a chiropractic blog:
1. Drive Traffic to Your Website
Want more visitors to your website? Custom content is among the top drivers for new, qualified website traffic. Every time you publish a new blog post, Google sees that your website is alive and breathing. In essence, you’re showing search engines that you are committed to providing value to readers who are looking to be educated.
Think about the countless ways prospective patients can find your site on Google. It’s not just about someone punching onto their keyboard, “chiropractors near me.” While ranking for such terms may be important, there’s a whole lot more you can offer. If someone is looking to be educated about various chiropractic treatments, you’ll want to be the one to provide them with the information they’re seeking.
2. Improve Your Social Media Presence
You’ve probably already heard about the importance of social media in online marketing. But so often the question becomes, “Where do I begin?” Consider your blog a stepping stone for growing your social media presence. Publishing unique content helps expand your social footprint by allowing people to share your content on their own social profiles. This exposes your practice to a new audience that has likely yet to hear about you.
Your blog can serve as a repository for your own social media content. Regularly published content that is shared on your social media channels strengthens your online reach while driving visitors to your website. This requires that you have insightful content that is shareable, as well as an easy way for people to share your content on their own social pages (hint: make sure your website has social sharing buttons!)
3. Establish Yourself as an Authority
Nine out of ten people find custom content useful. Over 75 percent believe that businesses offering custom content are interested in building good relationships. Your blog not only shows that you care, but that you are competent in what you do.
Can you envision the impact of offering educational blog posts to clear up common questions for a confused prospective patient? Chiropractors who blog regularly are able to answer common questions and concerns patients have, establishing themselves as an authority in the new patients’ eyes.
4. Drive Long Term Results
Whether you’re working out at the gym or taking a trip to Hawaii, your blog never sleeps. It’s in operation 24 hours a day. Day and night, around the clock, your blog always has the potential to attract and convert site visitors into new patients.
Let’s say that today you write and publish a new blog post. You post it on your social media pages and over the next few days you get 100 views and 5 interested prospects. A couple weeks later you send out a newsletter, which drives existing patients to your website. You get 50 more views and 5 patients who realize it’s time to schedule their next appointment. It doesn’t stop there. Now that your blog post is ranking in Google, for weeks, months, and years you’ll continue to get traffic from that single blog post.
Get Quality Prospects Through Your Chiropractic Blog
You can see the power blogging can have for your practice. In fact, over 60 percent of Internet users have completed some form of transaction based on content from a blog.