The online medium is the most cost-effective tool today for marketing purposes – especially for the small-to-medium sized business (SMB). By using techniques such as social media marketing and search engine optimization to place their website in front of viewers that are already searching for the descriptive keywords, SMBs can compete with their larger counterparts.
Physical Therapy Online
Just as for most other industries, physical therapy responds very well to certain online marketing tips – but one must take care to avoid some of the pitfalls. As Patient Sites points out, the primary method is to avoid spending exorbitant amounts of money for advertising, because it might not translate to sales. In the online space, the key for a business is to connect to its clientele, and random banners popping up on other websites don’t accomplish this. The following uses of technology, however, do help.
The huge role that mobile has in the world is pretty obvious. Businesses that are able to leverage the mobile sphere are tapping into a huge percentage of the people who surf online. Smartphones are easily one of the most popular tech devices. According to Smart Insights’ blogger Danyl Bosomworth, tailoring a physical therapy website to the mobile sphere will reap the benefits. Remember: Responsive design is a must for ease of viewing.
Communication via Multiple Outlets
Businesses that employ the multiple avenues of promotion available to them diversify their efforts, which historically, lead to better results than those businesses that don’t. There should be a skilled public speaker in the camp that hosts webinars on physical therapy, with the highlight being a question and answer session. This will make converts out of the participants, as well as spread “the gospel” throughout their social circles. Writing press releases and articles for other websites has a similar effect of promotion.
The Search Engines Drive Results
According to Smart Insights, Google Search takes the lion’s share of queries for products or services in the online space. This is true across all verticals, so a physical therapy website can be expected to see similar benefits from SEO. Physical therapy is itself a keyword, but there will be a lot of competition for it—the most successful business take the time to figure out what long-tail search terms are the most popular, which can be garnished from a number of online sources and keyword-search programs. Then, crafting blog posts with these keywords signals the search engines to pick up on them, and the climb up the ranking ladder begins.
If a picture is worth a thousand words, then a video must be worth at least a thousand pictures. Websites like YouTube and Vimeo allow people to upload videos containing numerous types of content. Although some kinds of content are prohibited, physical therapy certainly isn’t one of them. Leveraging these websites, with a backlink to the main company website, can be big for both SEO and direct views. Best of all, the videos can position the company as an expert – or thought-leader – in the field, and distinguish it from the plethora of competitors trying to make it online.