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Taking care of patients is hard enough, the last thing you want to do is spend time learning about marketing as well. If you already have an interest in it, that’s great.
However, just like helping your podiatry patients, great marketing requires time as well. These days, when literally all the clinics and practices are going digital with their marketing (At least the ones that actually get patients on a regular basis), you need to have a proven system in place.
One of the first thing should do is get listed on Google. Today almost 80% of patients use Google to find clinics, book appointments and in some cases, even receive their medicine online.
So being online on Google is a must.
No we’re not talking about ads (Although that does come in later) we’re talking about something known as GMB or Google My Business. A free service introduced by Google some time ago that can help your patients find you almost instantly.
How does it work?
You simply upload your business address, other related information, put in keywords like “best podiatry clinic” or something along those lines and you will eventually start showing up on Google on the first page for it.
Of course you have to earn your reviews but it’s pretty much in your own control.
It’s something amazing really.
Since it’s not a paid service yet, the downside is anyone in your area can use it as well. Although you will get patients every now and then, to make this inflow more consistent, you need to invest into pay per click and SEO.
Podiatry SEO Marketing
SEO stands for search engine optimization. It basically means optimizing your site for Google so it can rank you. Now although this is a long term strategy it is a must and can set your clinic good for a long time. SEO in itself is another customer acquisition channel and comes with it’s own pros and cons.
Pros are amazing but the con is does take time to establish. If you can put 6-12 months aside, then you’ll definitely end up with a strong podatiry patient acquistion channel like no other.
So how does SEO work?
Well get ready to master these three steps.
Step 1 is to make sure your site is setup properly for Google. Just because a side looks good, doesn’t meant it’s going to rank high in Google. You need to do a proper site audit and fix the errors before moving forward. With Google SEO changing all the time, you need to work with someone who knows what they are doing. Or be part of another SEO rip off story. Regettably, there are a lot of those.
Step 2 is making sure you have the right content. Having information about podiatry practice is great but if it’s not made to convert your potential patient into an actual one, your website isn’t really doing it’s job. So here is where you look into your images, the way things are structured and other similar things. Idea is to make sure your site is ready for some serious conversion.
Last step and definitely not the least is the most time consuming part of SEO. That is if you are doing it right. This is where you get other sites to link to you. Or create incredible content so you naturally acquire their links. You see, getting your links on other people’s site is like the ‘fuel’ that will get your rankings up. So getting them after step 1 and 2 is done is a must.
SEO is a long term way of acuiring patients but to get patients right away, you need to get PPC right away.
Podiatry PPC Services
This is the so called secret weapon of literally all the successful clinics today. At least the ones that have embraced digital marketing to the fullest.
With PPC or Pay Per Click, you can get traffic right away. PPC is basically paying for advertising. Although there are hundreds of networks that you can choose from, the main ones are Google Adwords and Facebook Ads.
Google Adwords is where you pay for the keyword, Facebook Ads is a little bit more complicated. With Facebook ads, you are finding people that may be interested in you.
Although both services have their pros and cons, they are both necessary to create immediate results for your podiatry clinic.
There is a ‘testing’ phase involved but once you’re done, you’ll know how much your cost is and a nice automated system to bring in the leads.
Frequently Asked Questions
Everyone has their own way of doing things but to market a podiatry clinic, you basically need to follow three steps. Getting on Google Business, getting clients right away through PPC and then implementing SEO.
If it's not on GMB, you will have a really hard time getting patients right away. It's almost a necessity these days.
It really depends but on average, don't expect much for the first 4-6 months. Also to truly establish this channel, you need to give it 8 to 12 months of consistent effort.
We like to test both services out. You will get faster results with Adwords due to just straight bidding on keywords that you want to rank for vs Facebook Ads. However, both are effective tools.