If you’ve ever attended one of the big cosmetic medical conferences such as the American Society of Plastic Surgeons or the American Academy of Dermatology, you’ve probably heard one of the big marketing firms at their booth talk about the importance of SEO (Search Engine Optimization). And while optimizing your website for Google is important, what’s equally as important is to optimize the content on your website to convert the visitors that find you. You see there’s a difference between website optimization and search engine optimization.
In today’s episode, you’re going to learn a simple exercise which you can do during your next marketing meeting to improve your content and convert more visitors.
What is Content Marketing?
Content marketing refers the text, still images, and videos across your website, social media channels, and even your email marketing. Your SEO is a part of your content marketing strategy. Without good text, your website won’t rank on Google.
But I actually want you to think of your content marketing differently. Think of your content marketing as the text, photos, and videos you publish across your website and social media channels that answers your prospective patients/clients questions.
Content Marketing Optimization Exercise
STEP 1: Make Sure Every Procedure You ACTIVELY Is Listed Your Website.
If you have a procedure/treatment that you offer but it’s not on your website, then it doesn’t exist. Conversely, if there’s a procedure/treatment you have on your site which you haven’t done in years, you should consider removing it.
STEP 2: Select 3 Most Popular Procedures/Treatments & Write Down the 5 Most Common Questions.
If you have an established practice/business with a team bring in your receptionist, practice coordinator, and anyone else who’s also talking with your prospective patients/clients. They know the most common questions.
STEP 3: Answer the questions as if you’re answering them in a consultation.
When the answers to these common questions comes from you, in your voice, your prospective patients/clients see the difference in how approach compares to your peers.