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Inbound Marketing for Physical Therapists: Part 5

Blogging and Calls to Action - Write My Essay - Write My Essay - Write My Essay

It's hard work writing some solid, content marketing-quality material. On top of that, you're not a marketing person: you're a physical therapist. So you likely don't have the time, or the means, for marketing to dominate your life.

That's why it's imperative that you squeeze every ounce of value from the content that you create.

When we talk about content marketing-worthy material, we're specifically referring to long form articles and white papers that take time and effort to produce (and are presented in a way that makes that time and effort obvious). However, for your inbound marketing strategy to work, you need to produce some smaller-form content as well. Items such as blog and social media posts will be additional parts of your inbound marketing arsenal. But these won't require all of the time and effort that it took to create your "prime" content.

In fact, a large part of your "secondary" postings will merely be your long-form content chopped into smaller pieces. For instance, let's return to the example of "10 Fall Prevention Tips That Could Save Your (or Your Loved One's) Life." You've set up a landing page with the information gateway that allows the article to be downloaded for free (as long as the user give you some information in exchange). Now it's time to squeeze more out of all that hard work.

Set up a posting schedule—I can't give you a magic formula for when and how frequently you should post, but the keys are consistency and quality—and slowly use your blog to roll out the pieces that make up your primary content. Remember when we discussed why so much of the internet's content marketing is numerically oriented ("5 tips for...," "10 things you need to know about...," etc.)? Here's why: when you pre-plan your content to be made up of a series of easily digestible chunks, it forces you to create a document that you can later leverage for use on a piece-by-piece basis.

Take this scenario: you posted "10 Fall Prevention Tips That Could Save Your (or Your Loved One's) Life" on your landing page on January 1. At the same time, you posted this on your blog: "Today's Life-Saving Fall Prevention Tip," in which you describe the first of your ten tips. Congratulations: you're now a blogger!

But there's more. You don't just post it on your blog. At the end of your post, you include a "call to action"—this is a link to, you guessed it, the landing page for your master fall prevention document that invites readers of your blog to download the full article. Of course, to download the full article, they need to give you some of their information, meaning you've just created some new leads.

Your fall prevention document can be broken up into ten (or more) blog posts, each one including a call to action that sends prospects to your landing page.

Don't stop there, though. Post similar chunks of your document—again, one piece at a time—on your Twitter, Facebook, and LinkedIn pages (and any other social media pages you've established). Send those links back to your blog which, if suitable interest exists, will lead more prospects to your landing pages. You don't want to roll all of this content out over the course of a week though, again, there's no magic formula for how to time these things. Trial and error is the only method to determine the optimal pace of delivery, though rolling out one piece of your master content per week might be a good place to start.

Calls to action don't just belong at the end of your blog posts. You should have them throughout your site. For instance, on your homepage, you should have a graphical link to your content landing page. As you develop new content, and new landing pages, place calls to action strategically throughout your site. Focus on the items that have proven to bring in the most people. As the saying goes, fish where the fish are.

Now let's take things a step further. Surf the web and find other people who have web pages that are speaking to your potential patient base. The local newspaper, other bloggers, and other businesses'(non-competitors, of course) web pages. Reach out to them and ask about sharing your content on their blogs and web pages. Offer to share their content on your page. Let them write a guest blog for you, and you do the same for them (linking people back to your web site and landing pages). Dig around enough and you'll find some other sites for which a mutually beneficial relationship can be harvested.

Let's take stock in what you've built here, from a marketing perspective. You spent a good deal of time writing and formatting a paper on 10 steps to fall prevention. What did you get out of that?

  1. One downloadable document for your lead-creating landing page
  2. Ten blog posts and nearly three months of blog content (rolling out one fall-prevention tip per week), all linking back to your landing page
  3. At least 30 social media posts ([ten tips] x [three social media pages]), all linking back to your landing page
  4. Unlimited numbers of posts on partner sites, all linking back to your landing page

As you can see, that one document turned into a virtually unlimited number of links pointing back to your landing page. And for everyone who re-tweets one of your Twitter posts or shares your links on their Facebook page, you can begin to see the potential for exponential exposure.

The importance of multiple links

You might be wondering, if you have quality content and you post it on your website, won't that be enough? Why all the repetition?

Here's the thing: this whole strategy hinges on people—specifically, potential patients—finding your website and, ultimately, ending up on your landing page. Think of your web page as a store in a mall, and your landing page is the part of the store where you keep your most important merchandise.
This "mall" isn't just any shopping center, though. It's the internet, so it's size is virtually infinite. But this mall has directories, millions of them. Posting your content on your landing page with no additional linking is like having your store listed on just one of those directories. Linking your content on your landing page, on your blogs, across multiple social media pages, on the call-out buttons throughout your website, and on other blogs you partner with is like getting your store listed on an increasing number of those directories. The very existence of multiple links from multiple websites all pointing to your content sends a signal to the algorithms that control search result rankings: the more links you have, the more important your content seems to the search engines. The more important it seems, the higher up in search results you'll rank.*

(*This is, admittedly, a gross oversimplification of the concept of SEO—Search Engine Optimization. SEO is a bit of a dark art that posits that the strategic use of keywords and links, both in the quantity and placement of your usage, has an impact on search result rankings. There are countless vendors on the internet who promise to perform miraculous SEO on your website and content postings. For a time, SEO wizards were able to rig the system and artificially boost search engine result rankings in favor of their clients.

Google isn't stupid, though. So they've developed a perpetually changing set of rules that govern search rankings that, in short, defeat most efforts to artificially game the system.

That's not to say that SEO isn't important, and we'll list some resources at the end of this document for further study. In terms of the basic understanding we hope to convey in this document, think of SEO like this: Write relevant high-quality content and use basic logic to govern how you write it—if your document is about fall prevention, make sure the phrase "fall prevention" is used in the title of the document, in your blog posts, in your social media posts, etc., then get your content out there as widely as possible. If you do quality work, write quality content, invest your time in following some logical inbound marketing concepts, you will have given your business the best, most high-quality marketing push possible.)

So what do you do next? Work on another long-form piece of content, one that's capable of attracting more potential patients. Modify your posting schedule to intersperse the pieces of this new document into your blogging schedule. Also, find some other things to blog about in between posting pieces of your master documents: a few paragraphs twice a week about something you've learned in your practice that would be helpful for potential patients to read. Give advice, invite interaction, tell a joke, post an image. Find your voice and be inviting. Send an email to your existing patients and invite them to follow your blog and social media pages. Write an editorial letter to the newspaper about a health issue your community should know about. Most importantly, be the voice of expertise. Be a thought leader and make your content into appointment reading for your current and future patients.

Inbound Marketing for Physical Therapists
Inbound Marketing for Physical Therapists
A primer on marketing techniques anyone can use to build a physical therapy practice - Write My Essay - Write My Essay - Write My Essay