A solid digital marketing strategy should include content marketing. Your plastic surgery clinic’s marketing efforts are no exception.
In fact, content marketing is one of the most popular and effective digital marketing strategies among plastic surgeons.
Keep reading our guide to understand why (and how to get started yourself).
Content marketing is an approach to digital marketing that uses educational and/or entertaining content to attract and retain an audience.
As opposed to targeted advertising, which uses copywriting and conversion strategies to drive sales (and in your practice’s case, bookings), content marketing’s goal is most often brand engagement and awareness
Of course, just creating any old social media or blog content isn’t what content marketing is about.
Effective content marketing requires a deep understanding of the customer journey, so that content can be tailored to what potential customers are already looking for online.
You might already be doing some content marketing in your practice.
Some common examples of content marketing include:
Are any of these already part of your plastic surgery marketing approach? Do any of them stick out to you as something you might be interested in?
With the exception of whitepapers (which are generally used by government entities or B2B businesses), plastic surgery marketing can benefit from all of these types of content marketing.
But that doesn’t mean you need to rush to implement them all.
The best content marketing approach for your practice is:
Before you go down a rabbit hole of blog topic brainstorming or webinar planning, you need to cover the first step of choosing a content marketing strategy for your plastic surgery practice:
You need to deeply understand your target audience.
Yes, of course, you know the kinds of procedures and indications your patients come to you for.
But do you know what topics they’re searching for online?
Do you know which kinds of media may be influencing their interest in plastic surgery?
Do you know what kind of content they’re getting (or not getting) from your competitors?
To create effective and engaging content for your target audience, you need to understand them (and their desire to seek plastic surgery) inside and out.
You also need to understand your competitors’ content strategy to determine how your own content can serve your audience better.
So, client research (such as interviews and testimonials) and competitor/market research (including blog and social media audits as well as keyword research) is the best way to select your plastic surgery content marketing strategy.
Once you’ve chosen your plastic surgery content marketing strategy, what’s next? (Beyond creating content, of course.)
You need to be tracking your content’s performance. And adjusting your content marketing strategy accordingly.
Here are the key performance indicators (KPIs) your should be tracking to ensure your content marketing strategy is operating well for your practice:
This is the first KPI most people think of when they think content marketing. For good reason: Measuring the level of engagement your content receives on social media does indicate how your content resonates with your audience.
This data will help you determine which content you make more of moving forward. That information will then go on to inform the topics you cover across all your marketing channels—because now you know what your audience wants more of from you.
Tools like Google Analytics and Google Search Console can help you determine if your SEO and blogging efforts are working to drive visitors to your site—and whether they’re being brought there from search keywords relevant to your audience.
Checking your plastic surgery website’s performance in keyword rankings can show you how visible your website is in search engine results pages (SERPs) when potential patients search relevant keywords and phrases. This will also determine how well your SEO content strategy is working.
Keeping an eye on these SEO KPIs (along with your web traffic) will help you plan future content. You’ll be able to pair the information about what your audience responds to (from your content engagement) with which keywords you want to rank higher for.
If you aren’t already, make sure to track the number of potential patients who have contacted your practice—and how they did so. How many patients find you via your phone number listed online, via your website contact form, or via your social media is a great indicator for how well your content is converting visitors into leads.
If you find that your content marketing strategy isn’t generating as many leads as you hope, that’s when it’s time to re-assess whether you’re targetting the right audience with your content and whether you have enticing enough CTAs (more on that in a moment).
To help you get started with your content marketing, here are a few more ideas to help you maximize your content marketing success from the jump.
Make sure you’re connecting all the amazing content you’re creating with a way for your audience to actually work with you. That’s where brief CTAs come in.
Provide a clear call-to-action (CTA) in your content (likely at the end), such as scheduling a consultation or signing up for your email list to learn more.
A great way to have your plastic surgery content NOT stand out from the competition is to be the stock footage doctor.
Instead, use high-quality visuals—such as before-and-after photos and videos—to give your audience a better idea of your skills and the results they can expect.
Batching your content in advance can help content marketing feel a lot more manageable. And planning it out in a calendar helps you create content that builds upon itself—such as discussing a certain theme during one month.
Tell your reception staff they can put down the iPhone camera and stop brainstorming blog topics.
Hiring a medical marketing agency or content marketing professionals is the best way to get your content marketing done efficiently and effectively. Whether you need help with content production or SEO, a solid content marketing professional will help you get the most out of your plastic surgery digital marketing.
Now that you understand how content marketing can help you grow your practice, it’s time to get to work. But you don’t have to implement all these content marketing strategies yourself.
You deserve to work with a plastic surgery marketing agency that understands your industry and can help you book more of your ideal patients. So you (and your staff) can get back to doing what you do best: serving those patients.
So, give us a shout. We can’t wait to see how content marketing brings you more of your ideal plastic surgery patients.