Jumping on what works and ditching what doesn’t is the absolute best way to make your content marketing campaigns work better for you now and going forward.
In this article, we’ll discuss some of the best content marketing tips for med spas we’ve seen be effective from those utilizing the Surefire Local Marketing Platform to manage their content strategy. But first, let’s lay the groundwork and look at why content marketing is so important to your online visibility.
Why Content is Critical to Your Online Visibility
Content is one of Google’s most important ranking factors when determining online visibility and rankings in local search results. What that means is that creating continual content helps keep your online presence recent, relevant, and helps build your company’s authority in your field. Creating relevant content gives Google and the other search engines the confidence and trust needed to rank your business and web pages highly.
Here are a few more reasons why creating content is so important.
- Improves conversions
- Helps build links
- It’s inexpensive and keeps working passively for you over time
- Educates your audience and brands you as a trusted authority
- Helps strengthen client relationships
Content marketing is one of the best small business marketing activities and one that provides the highest ROI, and we see a lot of med spas achieving incredible results from running their marketing with an all-in-one solution.
Tips for Click-Worthy Content That Converts
Define your audience by looking at who you are creating content for, create messaging that resonates with them, and then publish that content where your audience hangs out. These are the tips for content that attracts visitors and converts them into customers. So let’s break this down.
Define Your Audience
First, define your audience by learning their wants, needs, questions, and pain points. Then create content that addresses those issues. The best way to do that is to determine the questions they are asking on social media, forums, etc., and create content using that information as a focal point.
Structure Your Messaging & Format
Now that you have topics to create content around, you need to write that content in a way that will resonate with your audience. Does your audience prefer reading content that’s entertaining or in a story-telling format? Or does your audience generally prefer reading simple facts without the entertainment element? Then you need to determine how to deliver that content. Does your audience prefer video, infographics, long-form content, or something else?
Where to Publish Your Content
Lastly, you will need to determine where your audience hangs out, so you know where to publish that content. It’s best to publish your content on a variety of platforms. You could publish your content on your website pages, your website’s blog, on your Google My Business page, on all your social media pages, business directories, and anywhere else your audience frequents.
Creating Your Own Content Calendar in 5 Easy Steps
This part of creating content takes what we just discussed and expands on it. Then we take it a step further and discuss putting all the content and ideas you’ve amassed and show you why it’s important to put them on a monthly content calendar.
Step 1: Understand Your Patients’ Wants and Needs
Before you can create any content, you must understand what type of content your audience wants to read. The best way to do that is to find your patients’ pain points and struggles. You can do this by researching their behaviors and patterns and looking at the questions they are asking.
Then, you simply write one piece of content for each pain point, struggle, and related struggles. Your content should show your patient that you understand what they are going through, then you give them information and/or solutions about that pain point or struggle while answering all their questions.
This shows your patients you are an authority in your field. It also helps build trust.
Step 2: Identify the Content Themes That Will Resonate with Your Audience
Writing content that doesn’t resonate with your audience is a waste of time. So make time to identify a variety of content themes. You can start by thinking about the entire year and how it plays out. Then you can build content themes around things like holidays, seasonality, specific clinic events, and other happenings. You can also build content themes around your offers and promotions. Another great way to build a content theme is to write a series of general education pieces, eBooks, or how-to articles.
Step 3: Brainstorm Topics That Will Grab and Maintain Your Audience’s Attention
Now that you have selected a few content themes, you need to create a list of topic ideas to build your content around. You can begin by looking at trending news and the questions people are posting on social media and forums, as well as the things people are talking about on your social media pages.
Step 4: Determine How Often You Should Publish Content and Where to Publish It
Now that you have your content written, you will need to decide how often to publish that new content. Unfortunately, everyone you ask will give you a different answer as to how often you should post new content. The best advice is to test and see how engaged your audience is. If you’re posting on Facebook daily, Google My Business weekly, and your website’s blog 3 to 5 times a month and you’re not seeing the engagement activity you hoped for, try a different cadence. Whatever you decide to do, make sure to check your analytics to see at what days and times your audience appears to be the most active.
It’s best to set your content goals based on each platform you will be publishing on. For example, your social media calendar will, and should be very different from your blog calendar.
Let’s talk about some of the other platforms where you will post your content.
Posting to your blog a few times each month is your best bet. This is because Google and the other search engines love fresh new relevant content. The more blogs you’re able to publish, you are increasing your chances of receiving higher page rankings. And this, in turn, will bring you more traffic and higher conversions.
Posting to your social media is a bit different than posting to your blog. When posting to social media, your post topics can vary in theme; from informational or entertaining to fun facts and polls or quizzes. It’s recommended that you post to your social media accounts at least once a week. These posts can be as simple as posting an image and a short piece of verbiage that would be of interest to your followers.
Google My Business
Google My Business is another great place for posting content. For this platform, you can make announcements, provide general information, list your live or special events, hand out coupons, discounts, market your promotions and sales, etc. You can also use your GMB posts to feature your products or services and more. And don’t forget to include a call to action so you can get more traffic to your website and offers.
Every business should send out an email newsletter once a month. A newsletter is a great way to keep your patients up to date on any number of issues, trending topics, and events in your field, as well as to provide educational information. An email newsletter will help you build a strong relationship with your patients while keeping your company top of mind.
Step 5: Put Together Your Content Calendar
After you’ve completed all these steps, it’s time to put all your content on a content calendar. This will ensure your content is rolled out in a logical manner, so it makes sense to your audience.
You can start by taking a calendar and adding your topics to the different dates throughout the month and year. Make sure the content falls in line with that month’s holidays, seasonal topics, sales, events, and other associated dated topics. You should also assign someone on your team as a content manager. Someone who will oversee the content writing and publication process.
This will help make sure your content is published in a timely manner and doesn’t fall through the cracks. Having someone in charge will also help maintain team accountability.
Attend a Surefire Local Marketing Platform Demo
So now what? Well, you need a system. A system that will make the content creation process easier to manage and maintain. A system that can manage the content creation workflow from start to finish all from one platform.
You need an all-in-one platform that is accessible across all devices and browsers. One that enables you and your team to manage your content and content calendar from anywhere. So whenever inspiration strikes, you and/or your team can immediately act and interact on the idea.
Would you like to see how this is done and how easy it can be? We’d like to invite you to attend a Surefire Local Marketing Platform Demo. If you try and like it—great! Your life is about to get a whole lot easier. If you don’t—no worries.
We’ve designed our all-in-one marketing platform to help small and medium-sized businesses attract their ideal lifelong clients. Our platform will help you broaden your local reach and grow your revenue using measurable, multi-channel marketing and more. Go ahead and reach out to us now. We would love to show you just how easy and cost-effective our local marketing software systems can be. We hope you’ve found these content marketing tips for med spas helpful. If you have any questions, please don’t hesitate to reach out.