Imagine that you’re trying to be the biggest singer in the world. Having a great voice (the product or service) you sell is great, but spending time promoting yourself is just as important as the amazing singing skills you have. 

Promoting Your Practice Online

Promoting your practice online has direct and indirect benefits. It helps you attract the attention of your audience, build credibility, trust, and gain search engine authority (through backlinks).

 

Social Media for Promotion

Social media is the converging point of people from all walks of life. Your potential customers are very likely to be on social media, so why not push your message on it?

 

LinkedIn

What makes LinkedIn so great is that it’s meant specifically for businesses. So you can expect anyone visiting your LinkedIn to be genuinely curious about your treatments and services.

 

The first step to utilizing LinkedIn for promotion is to build a company profile to help differentiate your individual background from your medical practice. The company page can include information about what your practice offers, how long it’s been serving patients and how potential patients can get in touch with you.

 

You can also start a group with your branded that includes your patient clients and/or doctors to start discussions and engage in conversations.

 

Use the status update field mindfully to make company announcements, post special offers, share patient stories, give health tips and more. 

Even though this is a no-follow link, Linkedin backlinks can still carry some authority 😊

 

Facebook

You don’t have to spend money to promote content on Facebook. Yes, it’s definitely harder to promote content organically but it can be done if you’re willing to put in the effort.

 

Firstly, make sure you have a social share button on your practice website’s blog. In particular, you want the Facebook Share button so readers can share your content with a few clicks.

Next, you’ll want to utilize Facebook’s status update feature to its full potential. This feature allows you to post text-only, photo, video and link updates to your practice’s Facebook wall. 


Use all of these to promote your content at different times. 


Sharing the same post content multiple times isn’t meant to inundate your audience, rather, it’s just for capturing their attention at different points. Not everyone is going to check Facebook at the same time.


If you’ve mentioned other businesses in your content, be sure to tag them in the Facebook posts as well. But make sure not to tag them in all the different status updates we mentioned earlier. The purpose of this is to encourage the tagged businesses to share your post. 

YouTube

YouTube is a popular social media network and content platform. You can use it to connect to a new audience and showcase your practice in a way that written content just can’t.

 

Video content gives you an opportunity to diversify how you promote your practice and what it has to offer. Now, we’re not downplaying the importance of written content on your website, because that would be foolish.

Think of video content as just another way of promoting your practice by publishing videos on health tips, any new procedures offered, patient success stories, company culture and so on.

 

YouTube is quite underutilized when it comes to content promotion. You’re missing out on a huge opportunity by not posting YouTube videos, as its audience is simply massive and hungry for interesting content.

Do not be deterred by the prospect of making high production quality videos. Start off by making simple slideshow-based videos with a voice over explaining your practice’s blog posts. 

These videos are quite simple to make, but can be a very good source of getting traffic to your website.

You can also use YouTube to enhance the quality of your blog content. For example for a patient success story, make a YouTube video documenting the story as well. These kinds of videos can capture your audience’s attention and are quite share-worthy.

 

 

If you create a Youtube video, be sure to transcribe it and put it on your site as content! That content might not be the best grammatically, but Google will still value it!

 

Getting Backlinks from YouTube

To start getting backlinks from YouTube you’ll have to create a YouTube channel first. If you don’t have a YouTube channel, well this guide won’t apply to you.

 

  • Login to your YouTube account and go to the home page
  • On the top right corner, you’ll see a circle with your profile image, click on it

  • On the next page, click on ‘Customize Channel’
  • On the Customize Channel page, navigate to the About tab

  • Under the Links section, add a link to your practice website’s home page

  • Click on Done to confirm you changes

 

That’s it! Now you have a nice YouTube backlink for your practice website

 

You can get additional backlinks to other pages of your website by uploading videos to YouTube and adding links in the video description. 

Instagram

You can use Instagram for two purposes: to create engaging content that gets likes and creates awareness about your practice, and to get a very high quality backlink.

 

Getting an Instagram Backlink

Let’s talk about the backlink first, as it’s quite easy to acquire. Create an Instagram profile for your practice and place your website link in the bio section. This is the only link Instagram allows, so choose wisely.

The link can be for either your practice’s home page, or to one of your service pages. This is a decision you’ll have to make.

 

Using Instagram to Promote Your Practice

Now let’s get to the other bit: practice promotion. Medical practices by nature have many stories to share, and sharing them on Instagram is quite easy. You can post pictures about procedures, before-and-after photos, patients (with text content being their story) and so on.

Don’t hesitate to write really long text content for your Instagram photos. Long text content can drive engagement and trust for your medical practice. Use the appropriate hashtags so that your content is easier to find, and easier for Instagram to sort. If you’re lucky, it might start showing up on users’ Explore feeds!

 

Focus on publishing posts that encourage your audience to interact with you – in the form of comments or even direct messages (DMs).

 

Used effectively, Instagram can be an excellent tool to get new patients or to drive traffic to your practice’s website.

Guest Blog Posts

Publishing articles on renowned websites can be a boon both for your medical practice and its website. Guest blog posts give you an opportunity to reach a wider audience and establish authority as an expert in your field. Of course, your guest content has to be legitimately compelling to achieve this.

 

Many digital marketing agencies use guest blog posts for the wrong reasons. They don’t pay much attention to the quality of the content, as long as they get published on another website.

 

That’s because most SEO ‘experts’ will tell you guest posts are only good for links. That’s partially true because you can embed links back to your practice’s website within the content, which can drive traffic and improve your site’s rankings.

 

What’s equally important as backlinks is the promotion and traffic. If you’re lucky enough to get published on a popular site, you’ll immediately receive an influx of traffic.

 

Finding and Securing to Guest Post Opportunities

How do you find opportunities for guest posts? Well, this is the easy part. 

Simply go to Google and type: Your Keyword + “write for us”

As an example, healthcare “write for us”

You can find even more opportunities by using the following search strings:

  • Your keyword “guest post”
  • Your keyword “guest blog”
  • Your keyword “guest article”
  • Your keyword “send us a tip”

Once you’ve searched for these phrases on Google, you’ll get results for websites that are open to guest blogs. What you have to do next is to simply reach out to them and see if they’ll grant you a guest spot in their content calendar.

A simple script that works for us is:

 

Hi [Name],

 

I’m a long time reader. You may have noticed my comment on your post on [Article] (awesome article by the way).

I’m writing to you because I’d love to contribute a guest post on [Website].

I’ve been brainstorming some topics that I think your readers would get a ton of value from:

[Topic #1]

[Topic #2]

[Topic #3]

I’ll make sure the piece overflows with information that can’t be found anywhere else.

To give you an idea of the quality I’ll bring to your site, here are some articles I contributed to other sites:

[Article on other site link #1]

[Article on other site link #2]

[Article on other site link #3]

Cheers,

[Your First Name]

 

The idea behind this script is to be fairly direct without being rude. The opening line mentions a comment on their article, which gives an impression of genuine interest in their blog. Just make sure you actually leave a comment on their articles.

 

Another way of making sure you get a guest spot is to interact with the company beforehand on social media. This can be through commenting, liking and sharing their posts.

 

Podcasts Guest Spots

Going on podcasts can be an excellent opportunity for you to reach out to a wider audience and get a backlink (most of the time). What’s more, getting a guest spot on even a popular podcast isn’t that hard if you have good qualifications and noteworthy experiences.

 

Finding and Reaching Out to Podcast Opportunities

Finding podcast opportunities is fairly similar to the process we described for guest posts. Simply go on Google and type Your keyword + “podcast”.

 

Example, men’s health “podcast”

 

Check out the search results, and see if there are any podcasts that are relevant to your business and its services. Look through the podcast website and find an email to contact them.

 

With enough podcasts maybe you can end up on your local news and more. With the right strategy, you’ll be famous before you know it 😉.

 

Once you have the email, you can use this script to ask for a guest spot:

 

Hi [Name],

I’m writing to you today because I have an amazing guest whom I’d like to schedule on [Podcast Name].

[A short 150-word background on the guest, their qualifications and achievements]

When do you think we could schedule him on [Podcast Name]? 

Thanks for your time.

 

This is a simple podcast script that seems to work very well, as the focus is on the achievements of our guests. And that really is the secret to success with guest podcasts – you have to make sure that the person you’re pitching can provide valuable insights to the podcast’s audience.

 

It’s also a lot more attractive if you’re not pitching yourself and somebody else is making a contribution on your behalf.

 

Be creative 😊! For one of our healthcare practice clients, we pitched a motorcycle riders podcast because motorcyclists can suffer serious injuries as a result of crashes. And because our client specializes in a modern knee therapy that is non-invasive and can help people regain their mobility, we thought motorcyclists would also be interested in it.

 

The purpose of mentioning this is to be creative when it comes to podcasts. Potential patients can come from all walks of life, so you should target podcasts in a variety of niches.

 

This is a simple podcast script that seems to work very well, as the focus is on the achievements of our guests. And that really is the secret to success with guest podcasts – you have to make sure that the person you’re pitching can provide valuable insights to the podcast’s audience.

 

For one of our healthcare practice clients, we pitched to a motorcycle riders podcast because motorcyclists can suffer serious injuries as a result of crashes. And because our client specializes in a modern knee therapy that was non-invasive and could help people regain their mobility, we thought motorcyclists would also be interested in it.

 

The purpose of mentioning this is to be creative when it comes to podcasts. Potential patients can come from all walks of life, so you should target podcasts in a variety of niches. 

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