Chiropractic practices thrive by reaching out to new patients on a consistent basis, and having an up to date website with high quality content is the best way to help potential patients find you. Many people in the healthcare field have realized the potential of content marketing to help them connect with online visitors. However, because the use of marketing content has become so prevalent, it is vital to avoid falling into common mistakes. Most practices make use of blogs, for example, but there are many pitfalls that can trip up even the most experienced marketers no matter how the content is delivered.
Stopping at Blogs
Blogs are an important part of any online marketing strategy, but they should be used alongside other forms of content such as videos and eBooks. In a content-driven marketing landscape, blogs are often seen as the bare minimum, so be sure to go above and beyond with other great content.
The content you publish should be part of an overall strategy that expresses what your practice is all about. What makes it unique? Emphasize what you feel are the most distinguishing features of the chiropractic care you provide when putting together online content. Rather than trying to sound like every other website in your field, find your own voice.
Every piece of content impacts your online presence, so be sure to measure how many clicks and conversions are generated by every article, video, and infographic you create. Content should be made with a goal in mind. Tracking your progress will help you to modify your content marketing strategy as needed.
Too Much Self-Promotion
Yes, your content is aimed at increasing readers’ trust in your practice, but talking about yourself too much can scare off potential patients and come across as pushy. Instead, provide helpful, interesting information and avoid the sales pitch. This will build trust in your practice organically by showing visitors your expertise.
Mistakes and Typos
The fastest way to undermine your message is by including grammar and spelling mistakes in published content. Make sure to proofread every piece of content for clarity and grammar before it goes up on your website to avoid losing potential patients because of a simple wording error.
If you are just starting out, it might be tempting to use available online templates for blog or email content. However, this results in digital content that looks just like everything else out there and hits all the same beats. If your content is engaging and original, it will perform better than cookie-cutter blogs available on competitors’ websites.
Lack of Planning
Often online marketers post content without sticking to a schedule or thinking about how it fits into the overall strategy. This is especially vital when it comes to larger pieces like webinars and eBooks, which should be promoted beforehand via email and social media. Creating a schedule to help you plan your content marketing efforts will ensure that your hard work pays off.