Top 6 Reasons Every Healthcare Provider Should Have a Blog
Establish your authority as a thought leader and you’ll find your practice climbing to the top of search results as well as reaping other benefits.
Blogging can promote clinical services, improve search rankings, and attract new patients. It’s a must for marketing your practice, yet providers are ignoring the value of blogging. We found out why.Why? Blogs present a fantastic opportunity to solidify your status as a thought leader and really market your practice. Jumpstart your healthcare practice’s marketing strategy with a unique blog. A great blogging presence builds a truly strong website, and strong websites succeed at search engine optimization. 77% of internet users read blogs. Read on to discover why blogging could be your practice’s next big marketing breakthrough.
1. Blogging is Content Marketing – and Content Marketing Rules
Familiar with content marketing? This popular, effective strategy makes all the difference. Content marketing is the producing and promoting of content that engages a target audience and piques interest in available products and services, without explicitly promoting the business that offers those items for sale. Basically, your content marketing strategy showcases your expertise without expressly shilling your medical services. Your unique, interesting content completes the work for you. Build your reputation, and the leads will follow.
Still not buying into content marketing? Consider the stats:
- More than three-fourths of marketers wanted to produce more content in 2016.
- Nearly half of all marketers cite blogging as their most vital content marketing strategy.
- Over three-fifths of all marketers want to up their blogging ante.
Blogging offers a relatively inexpensive way to fulfill your content marketing strategy. Along with a great website, it serves as a foundation for your healthcare practice’s online presence.
2. That Content Marketing Turns You Into a Thought Leader
That’s right, a thought leader. Don’t dismiss this ultra-important label as a millennial buzz word. The label of thought leader designates you as a go-to person in your field of expertise. Build your online presence and watch your network expand. You know that one physician who’s always quoted on your local newscast? That’s a thought leader whose reputation yields free marketing – and blogging helps develop that status.
3. Thought Leaders Climb to the Top of Search Results
35% of viewers click on the top search result presented to them. How can blogging help you climb the ranks? Every time you publish a new blog post, you increase the number of your site’s indexed pages. The more indexed pages your site boasts, the more search-engine directed traffic your site receives. Companies that utilize a blog reap the benefits of 434% more indexed pages. What’s more, these highly-specific blog posts also optimize your page for long-tail searches – lengthier, less-competitive keyword queries.
Search engines don’t consider how many degrees a doctor has earned; instead, they scan how many pages he or she has indexed on their website. Blogging presents a great strategy for you to show off your knowledge while growing the strength of your website.
4. Search Engines Love Backlinks
Blogging not only increases the number of indexed pages, but also helps you grow a network of backlinks. What’s a backlink, also known as an inbound link? A simple, but very important type of connection made whenever a website cites your blog or homepage as a source with a hyperlink. As your web presence grows, other websites begin to cite you (and your notable medical expertise) and Google notices. The more backlinks to your site, the more confident Google becomes in your site’s expertise. So, as you grow your digital network and improve your search results performance, you also further solidify your status as a thought leader. A great reputation, when compounded with fantastic SEO results, yields lead generation.
5. And You Can Backlink to Your Growing Blog, Too
Consider adding backlinks to your own blog to boost search results performance. If you are writing a blog post on how to choose the best sunscreen; for example, create a backlink that connects the article to your blog’s product review of a popular SPF cream. One aspect of back-linking we love: It’s ultra-cumulative. The more you blog, the more easily you can connect all your content and reap the real benefits of back-linking. Remember to go back to your older blog posts occasionally and add backlinks to your more recent work, too.
Your blog enhances your user experience by providing relevant, compelling information in an accessible space. Especially helpful FAQs and how-to guides really help out patients when written by trusted medical authorities. Patients usually lack access to the brochures and pamphlets displayed in your office. Why not adapt them for you blog and feed those search engines some backlinks while you’re at it?
Convert blog readers into patients by ensuring your website includes prominent “Contact Now” and “Schedule an Appointment” buttons. Don’t give them the opportunity to check out other providers. Win the business right away.
6. Blogging Gives You a Great Reason Tweet, Buzz, and Share
Another fantastic aspect of blogging: It puts all those social media accounts to good use. Use your Twitter and Facebook accounts to share your original content and then engage with followers who respond to it. Don’t forget to share your unique content on LinkedIn, too – a great place to connect with other thought leaders who may not be using Facebook or Twitter.
Says Jason Stone, an Instagram influencer to Forbes: “Social media is no longer about family and friends’ conversations, and photo sharing. It’s about reaching an audience, a new client and new prospects.”
Remember: Your personal touch improves your content. Highly technical medical jargon plays poorly across all social media platforms. Be the most personable, accessible version of your professional self you can be.