Physical therapy practices often have limited marketing budgets for content, social media, and other forms of digital advertising. It’s important to make sure that what your practice is able to do is optimized for a maximum return on investment (ROI). Here’s how to measure and improve your online marketing campaigns as well as a look into how Surefire Local’s business intelligence marketing software can simplify your marketing analytics.
Measuring the Return On Your Physical Therapy Marketing
Understanding the return on your marketing investments is key to making the most of your available budget. You need to be able to invest your money in initiatives that actually work. If you’re not actively measuring the ROI of each campaign, you risk spending resources on ineffective online marketing activities that aren’t reaching your target audience or converting them into leads. Gauging your returns allows you to streamline your focus based on what actually works.
Managing the Digital Impact of Your Brand
Your physical therapy practice should have a robust digital footprint across multiple platforms. Your target audience needs to be able to find you easily on Google, Facebook, Twitter, and in review directories like Yelp and Nextdoor. The buyer’s journey has become increasingly more complex and brands must do more to nurture potential leads if they want those leads to convert.
Your brand’s messaging needs to be consistent across platforms and streamlined to help nurture people through the different stages of the buying process. As a PT practice, you need to be easily reachable and able to communicate with your target audience in a variety of ways.
Overcoming the Challenges of Tracking Your ROI
As technology continues to expand, tracking your practice’s ROI is becoming more challenging than ever before. People search in different ways than they used to, using specific, long-tail key phrases and full-sentence questions instead of short, generic keywords.
A good digital marketing strategy has multiple facets, each generating its own data that must be tested, replicated, and evaluated. This makes accurately tracking your returns across platforms difficult without specialized tools. Understanding your ROI can help you cull poorly performing marketing campaigns so you don’t end up with more campaigns, vendors, or tools than you can track, assess, and manage.
How to Generate a Higher Return
Step 1: Determine What KPIs You Will Use to Measure Success
KPIs, or Key Performance Indicators, are metrics that let you know if you are reaching your marketing goals. At the start of a campaign, you should identify what KPIs you will use to determine whether or not the campaign is successful.
For example, say you start an email marketing campaign that you want to use to increase sales with a seasonal offer. The most obvious KPI in this scenario is the number of new revenue generated. But other KPIs are also important, like your clickthrough rate, bounce rate, list growth rate, forwarding and sharing rate, open rate, and unsubscribe rate.
Step 2: Widen Your Reach
Establish profiles for your physical therapy practice on different social media channels and business listings for maximum exposure and engagement. You should be creating content that can be fed to your target audience through a variety of avenues, including email, social media, Google search, YouTube, and more.
Having multiple channels allows your practice to widen its reach and expand its digital presence. You can generate brand awareness in more spaces online, using consistent messaging to create memorable marketing that drives action. You don’t want people to have to look far from where they already are to find your practice.
Step 3: Commit to Consistent Testing
It’s impossible to know if your marketing campaigns are working without consistent and thorough testing. You should be split testing everything from the fonts and colors you use to the content of your ad copy. You can do A/B testing, or even A/B/C testing if you have three versions of an ad or email to test.
Split testing allows you to determine which version of an email or ad generates the most engagement or conversions, so you can always be optimizing your marketing materials with the best-performing elements. Then, you can curate your ads to generate the desired audience response.
Step 4: Record Your Measurements
If you’re testing your marketing initiatives without recording the measurements, you’re going to lose a lot of valuable data and potentially even make the testing pointless in the first place. Logging the results of your split testing can help your physical therapy practice identify trends that you can use to shape the style and content of future ads.
Record your data in an easily accessible place that allows you to sort, filter, and aggregate information. Then, you can spot similarities, differences, and patterns that may not otherwise be apparent without the detailed logging of your testing results.
Step 5: Give Your Marketing Strategy Time to Work
Contrary to popular belief, digital marketing isn’t something you do once and complete. It is an ongoing endeavor and it’s important to understand that the best results come from playing the long game. Commit to your marketing strategy and avoid the temptation to make changes to it right away at the first sign of possible trouble.
By giving your strategy time to work, you gain a lot of valuable information, especially in regard to what your audience doesn’t like or doesn’t respond well to. For example, if you test two different fonts against each other and both perform poorly, you know not to spend any more of your marketing budget on campaigns using either of those fonts.
Measuring Your Physical Therapy Marketing ROI Made Easy With Business Intelligence Marketing Software
Accurately assessing physical therapy marketing ROI is difficult for many busy practices. Your team’s time is spent seeing patients, charting, running tests, and calibrating equipment. Your professional staff is likely attending board meetings, continuing education seminars, and other high-level functions that cannot be delegated to others. This often makes it a necessity for physical therapy practices to reach out for professional help.
Surefire Local offers business intelligence marketing software that makes running, testing, and tracking multiple different types of ad campaigns in a single place.
Navigating the Dashboard
Physical therapy practices can monitor critical KPIs like star ratings, leads, conversions, and other performance metrics quickly and easily on the tool’s dashboard.
Determine the source of incoming leads to tailor your marketing initiatives to where on the internet your target audience is located or where people are coming from. Compare current metrics to past testing results to look for trends and use this information to customize your ads for ideal customers, instead of wasting any of your marketing budget on poorly performing campaigns.
Using Google Tools
Your practice’s presence on Google and its tools plays a significant role in the overall perception of your brand. For example, people are less likely to engage with brands who don’t have a Google Business profile or who have left parts of their profile blank.
Surefire Local’s business intelligence marketing software allows you to access the most important Google Tools right from the platform’s dashboard. Your Facebook and Google Ads information will be aggregated here, as well as your Google Analytics, and Google Maps listing. By having everything organized within easy reach, you can quickly identify opportunities for growth.
Managing Your Content
Creating and marketing content on the internet today is much more involved than it used to be. You need multiple forms of content on multiple channels, but managing the idea-to-publishing content workflow can be tedious and overwhelming for physical therapy practices.
Our innovative, all-in-one marketing tool eliminates the need to log in to each of your social profiles to create a post. Like other social media scheduling tools, you can publish and schedule social content from a single place. By automating content workflows, you can cut down on the expense of creating content while simultaneously increasing your revenue, resulting in a greater overall return on investment.
Updating Your Reviews
People rely on the feedback and reviews of others to make decisions about the products or services they buy. Most people won’t look twice at a medical establishment – or any business for that matter – with zero reviews or mostly negative reviews. You should be regularly monitoring places where people can leave reviews and keep them updated with fresh reviews on a frequent basis.
Respond politely and genuinely to negative reviews. Don’t try to delete, hide, or ignore them. Potential patients know that it’s unrealistic to expect a business to have a perfect review record and want to see at least a couple of negative reviews that have been handled graciously by the establishment that they’re considering.
Boost Your Physical Therapy Marketing ROI With Surefire Local Today
At Surefire Local, we’re dedicated to helping our valued clients get results. Our tools are designed to make marketing easier for your physical therapy practice, so you can get more ROI for your budget. Request a demo today to learn more about our business intelligence marketing software and how we can help you drive traffic and conversions.