As a new year is here, it’s time to refocus your energy for 2023. If you wish to grow your allied health business in the coming year you’ll need to pay special attention to your marketing campaigns and strategy.
Are you ready to grow your business?
Business growth should be on the mind of any serious allied health provider. Growing not only sees your business draw in more revenue, but you’ll also become a more stable and professional entity with market-leading health services.
There are many ways to approach business growth, but undoubtedly, to get anywhere, you’ll need to be razor-sharp with raising brand awareness through clever marketing strategies and tactics.
Is your marketing sorted?
You may understand the nuts and bolts of marketing, but are there smarter ways of approaching it in your business operations? Surely you can get even more involved and get a bit smarter? Not all allied health professionals will be marketing whizzes, but there’s a lot you can achieve with a little elbow grease. Let’s dive into some tips to hone your marketing for 2023.
Get results focused
It’s time to do away with any old-school (read disorganised!) ad-hoc marketing in 2023.
If you’ve been in the allied health game for a while, then, guess what you have? Data…data on what’s working and what’s not working. Do something with it.
Start simple and look at your social media, ads, and email campaigns. On each of these platforms you should have access to metrics that tell you how well a social media post, ad, or email fared.
Make sure you also look at your Google Analytics for website performance. What was the click-through-rate? What was your ad conversion rate? How many people read vs. unsubscribed from your emails? Find out.
There’s no point spinning the wheels and churning out marketing content if you don’t even know its value.
The simplest thing you can do from there is to double down on what worked and ditch what didn’t. It sounds basic but so few people actually do this. But why would you not want to learn a simple lesson on what gets great traction in your marketing and what needs to be binned?
Depending on how much time you have, you should also be looking at ROI or return on investment – this is a key metric that reveals a cost per lead from your digital marketing efforts.
Get in touch with local SEO experts
SEO is utterly indispensable in 2023. If you aren’t drawing organic traffic from Google searches, you are entirely reliant on your own outbound marketing efforts.
With competition for key terms related to allied health soaring, you need to ensure your website is properly structured and that your content (blogs or webpage copy) is optimised for search engines with targeted industry keywords.
It’s wise to set up at least a session or two with an SEO expert to help you get on track. Supplement these marketing services with cheap or free SEO tools, which can easily steer your course and help you create better SEO content.
“It’s a well-known fact that if you aren’t on the first page of Google (top 10) then you might as well not exist as far as the internet goes. Of course, if someone knows who you are or search a location, you have a much higher visibility, but you need to capture the widest audience possible.” – Ivan Esposito, SEO Specialist at Reckon.
Get your Google My Business listing and rankings sorted
One of the most likely ways people find brick-and-mortar businesses, like allied health clinics, is through Google Maps, (one of the cornerstones of simple and effective allied health marketing.)
Most people now search for nearby allied healthcare professionals through Google Maps, instead of a general Google search.
- You need to have your Google My Business listing up to date, with all appropriate website links, branding, and contact details. Upload some photos for bonus cut through and attention.
- Do everything you can to get your Google rankings above 4 stars. Many potential patients will filter out any allied health clinic (or any business for that matter) that is below 4 stars.
Create a marketing calendar
Now it’s time to get your allied health businesses marketing tactics more organised. Using a tool like Trello always helps, so you can attach files and notes, map out your content in a simple calendar format for at least a few months in advance.
- Social media posts – complete with formats and channels (Instagram videos vs. Facebook blog links)
- Blog content – speak to your audience and write SEO-focused copy to give advice and solve problems. Link back to your blogs through your socials or emails. This also gets people to your website.
- Email campaigns – map out retargeting or existing client emails with quality content and offers.
- Ad calendar – whether Google ads, physical ads, or socials, set out a map for your ads and associated spend.
Make sure you have a ‘mobile first’ strategy
Mobile internet usage has exploded. In many countries mobile is now the primary way we view websites. This means you should always ensure your allied health services website is optimised and designed to be viewed well on mobile devices. Not just desktops. This is also true of social media content…
According to 2021 research by Statista in Australia,
“Around 56 percent of adults said they never used a desktop computer to access internet.”
In another Australian focused 2022 report by Statcounter the breakdown of internet market share is, Desktop: 53.29%, Mobile: 42.59%, Tablet: 4.12%.
So, get onboard and make sure you have a mobile-first marketing strategy!