There’s no field on this planet that can’t use a good dose of online marketing. Any business that’s not engaged on the web is leaving money on the table for their competitors to scrape up.
Dermatology is a $10.1 billion industry and is predicted to grow to $13 billion by the end of 2017.
As a dermatologist, you rely on your ads and word of mouth to increase your business flow. But rather than spending thousands on TV and radio ads and waiting around for customer referrals, you can simply blog.
Medical blogging is an excellent way to generate buzz for your dermatologist office. You may have heard blogging helps businesses gain visibility, but simply building a website and posting content isn’t going to magically generate revenue.
You need a real strategy in place to ensure you succeed. If you’re new to medical blogging, you can use the following tips to make your content work for you.
Make Sure Your Content Entices Your Audience
You’re a dermatologist, which means you have knowledge millions of people are looking for. For example, there are 50 million Americans who suffer from some form of acne each year.
Then there are people suffering from hair loss, psoriasis, and skin cancer. Depending on your customer base, you would focus your content on their particular needs.
For instance, you can write content about foods that cause acne, the top ways to block UV rays and/or good habits to prevent hair loss.
It’s very important to create content that educates your audience, so they can make more informed decisions. And if you do a great job, you could earn the “industry leader” badge, which means more business for your office.
But before you start writing blog posts, make sure to do research. Look into your customer base to see what audience you’re trying to attract. You don’t want to waste time medical blogging for an audience that doesn’t need your services.
Or one that needs your services, but finds your content irrelevant.
Focus More On Creating Visual Content
Today’s consumers are visually stimulated. Make sure the blog posts you create are relevant and appealing. One way to spruce up your posts is to include images.
These can be images you’ve taken yourself or stock photos you’ve purchased or downloaded for free. Obviously, these images should be relevant to the piece and helpful in getting your points across.
But what’s even more enticing to online users is video content. You can’t go wrong with videos, especially since most people are using smartphones and tablets.
A large portion of consumers is researching and shopping on their mobile devices. They’re also consuming a ton of hours of video content per month. You can publish your videos on your blog, as well as a YouTube channel.
If you have other social profiles, you can post the content here as well. The videos you create should be like your blog posts – relevant to the needs and desires of your audience.
You can do how-to videos, explanatory videos and tutorials of the procedures you offer. Testimonials from satisfied customers can also help drive more business to your dermatologist office.
Write for People and Search Engines
The first rule of thumb for medical blogging is writing for your human readers. In the past, businesses focused a little too much on writing for search engines.
This is because they wanted to rank high in search engine page results (SERPs). While this is essential for getting more relevant traffic, it doesn’t help convert. If your content is poorly written and jam-packed with keywords, people will bounce away.
Thankfully, Google and search engines penalize blogs that keyword stuff their pieces. If you really want to rank high in search engines, make sure your content is relevant, high-quality and uses specific keywords sparingly.
Local keywords are recommended for businesses that operate locally. Since you can’t offer your services virtually, you need to hone in on city-based keywords.
Don’t Forget to Advertise Your Blog Posts
Again, you can’t expect people to find your content just because you click publish. Search engines will have no problem indexing you into the SERPs, but it will take a while before you reach the first page.
So meanwhile, you need to focus on marketing your pieces. There are different ways you can do this. You can create social media profiles on platforms your audience frequents.
This includes social networks like Facebook, Twitter, YouTube, Pinterest and Instagram. Publish links to your blog posts and video content on your pages.
If you’re struggling with getting followers, you can advertise your social network profiles on your business cards, fliers, and website. You can also boost your posts on Facebook and other sites that now have ads.
Social ads can help build your presence on these networks, increasing your following and traffic. Like with Google ads, you can control your daily budget.
You want to create blog posts that are interesting to read. One way to do this is to write as though you’re talking to a friend (but professionally).
Stay away from terms that the layman user won’t understand. And if you are going to use them, make sure to break down the term, so they get it.
You should write your pieces so that as many people can digest it. This means writing for folks who may not have finished college, or even high school. So it’s a good idea to keep the vocabulary to a fifth-grade level.
What If Medical Blogging Isn’t for You?
Does this mean you should forgo it? Absolutely not. You’re a busy dermatologist and you’re a pro at what you do. So why not hire a professional that really understands online marketing and how it pertains to the medical industry?
At Renegade Dermatology Marketing, we specialize in digital marketing for offices like yours. With our assistance, you can continue doing what you do best – providing exceptional dermatology services.
And we can ensure you’re getting as much business as possible using our various services. Our experts can help you with local SEO, content strategy, paid promotions and online reputation management.
Give us a call today to find out how we can build traffic for your website!