Do you run a practice and you know you need to create content, yet you’re staring at a blank screen? Here’s how to kickstart this process (and why it can help to give knowledge away for free).
In the ever-evolving world of content marketing, it’s understandable to worry about sharing too much content with your clients, especially if it is your expertise that you are sharing via articles and social media updates. Giving away such insights for free feels almost counterintuitive, yet it’s exactly what your clients are likely to want to read and it’s likely to keep them loyal to your clinic.
The bottom line is that if you’re a podiatrist who runs your own business, you can’t afford to be invisible. Sharing valuable content will help you nurture a thriving community, both online and offline.
Here’s why content marketing is your secret weapon.
Picture this: you’ve got all this incredible knowledge about foot and lower limb pain, but if you keep it locked away, how will anyone know about your expertise? It’s time to shine a spotlight on what you know. By sharing high-quality content on your website, blogs, and social media platforms, you attract potential clients who are seeking help and, until they read your content, perhaps didn’t know where to turn for this support.
Be solution-focused in your content whenever possible. Your clients don’t want to be bombarded with pushy messages; they want solutions to their foot and lower limb problems.
Whether it’s mobility issues, a lack of freedom to move as they please, or persistent walking pain, you hold the key to their relief. By addressing these pain points (literally and figuratively) through your content, you become their go-to podiatrist. Plus, satisfied clients will sing your praises in community-based online groups and help expedite word-of-mouth recommendations. Don’t underestimate the power of delivering value upfront. It’s like laying the foundation for a long-lasting relationship.
To build on the above point, don’t be afraid to offer solutions that may even negate the need for a client to visit you. Surely, this doesn’t make sense, right? Wrong. What you’re doing is helping to build trust in your potential client, so that when they have a foot or lower limb issue that can’t be resolved through some simple advice in your blog, you’ll be the first person they’re likely to think of. For example, a simple article on footwear may help guide your potential client to a satisfactory outcome without the need to visit you. This time. By becoming the source of valuable information, you become their trusted guide over time—and top of mind when they need to visit a podiatrist.
Take some time to sit down (if you haven’t already) and really think about the types of clients you enjoy helping where possible. Or whether you even have a preference.
For example, do you enjoy working with babies and children, or perhaps aged care is where your passion lies—or maybe sports/biomechanics are where your interests lie. Have you taken a look at the Career Framework opportunities, available to members of the APodA to explore? This could spark some additional thinking along these lines.
Perhaps you’re regionally based and prefer not to zero in on a particular type of potential client, instead becoming more generalist in your approach? Content marketing is not just a numbers game; it’s about attracting the right clients—those who value your experience and expertise.
By sharing your insights and speaking to those you want to reach, you filter out those who aren’t the right fit for your practice, leaving you with a community of loyal and appreciative clients.
All too often, it’s tempting to want to keep your business ‘professional,’ which invariably means taking out the personal side of it. Yet there is a way to remain professional while also sharing the personal as a key part of your brand. Bring out the human side of your practice—share who is on the team, open up around what are they passionate about. Did something funny happen in your clinic that you want to share on social media (not patient-related, of course)? Then don’t be afraid to be personal in your content marketing efforts. This will fast track your opportunities to build an online community. So, stand out and make an impression.
There’s a trick to this. Let’s say you’re writing an article on plantar fasciitis. If your point of difference lies in the “how” of your podiatry services when it comes to treating plantar fasciitis, then talk more about the “what” and “why.” Don’t give away your point of difference, talk around it instead.
By striking this balance, you’ll build a rich and engaging content marketing strategy that keeps you ahead of the competition—without giving everything away.
No matter which path you take with your content, make it a priority to meaningfully connect with your community, which can help to pave the way for a pipeline of potential clients who will keep you top of mind when their foot health needs it the most!
© Copyright 2021 The Australian Podiatry Association
