When you post to your blog consistently, amazing things can happen:
- Your website captures more traffic from search queries related to your business
- You spark not just brand affinity, but personal rapport with patients between visits
- You can convert more people for follow-up appointments and add-on services
But having a modern, purposeful blog isn’t just as easy as talking about the weather. The knowledge and perspective that you bring to the work is 80% of the job … but you would never leave a project 20% done.
Unfortunately, many small medical practices make big mistakes with their blogs.
Most of the time, this simply makes them ineffective. That’s bad enough; who wants to spend hours hand-crafting posts and get no results? Sometimes, though, a low-quality blog can drive leads to look elsewhere.
Medical Practices, Watch Out For These Blogging Mistakes That Tarnish Your Brand
Blogging is a core part of digital marketing for medical practices. But it’s best to know the rules of the road before you get started. Let’s take a closer look at the worst blogging mistakes and how to fix them up fast:
1. Your Blogging Isn’t Connected To Your Conversion Strategy
Yes, blogging helps you rank higher in search. But it’s also important to ask yourself what each blog post is achieving right now – how do you want your readers to interact with it? Generally, there’s two answers:
- You want readers to book an appointment (first-time or follow-up) right away
- You want readers to subscribe to your email list so they can get future updates
While there can be other goals, these two advance the relationship and your business. With that in mind, every blog you write should have a clear call to action. A call to action (or CTA) spells out exactly what you want readers to do next – book a time, subscribe – and what they get from doing so.
Different posts can and often will have different goals based on the subject being covered. But, as a rule, every blog post should encourage readers to move further into your sales funnel.
2. Your Blog Isn’t Consistent In Theme Or Timing
Consistency is king when it comes to blogging success. You may start off slow, but you’ll get your best results from posting two or three time a week. Consistency also extends to how you post, not just when.
Readers who know what to expect from your blog are more likely to return and catch up on what you have to say, even if they haven’t visited you recently. The more interested they are in your point of view, the less you may have to spend on online advertising and other methods to keep them coming back.
For the most part, that means sticking to the topics you know best – the ones that will naturally attract more search traffic to your website. Avoid controversial subjects like politics, and work in current events with a light touch only when they’re directly relevant.
3. Your Blog Is Too Technical For Your Audience
Even if you cater to a discerning, educated clientele, remember: Everyone out there suffers from info overload now and again. There’s a fine balance in giving your audience enough details, but not too much.
The best way to pinpoint that balance is to gain a deep understanding of what your audience is interested in. In-office visits and surveys can provide you with some illuminating answers. So can keyword research tools that help you analyze search queries related to medical practices like yours.
Chiropractors and osteopaths in particular sometimes go so deep into their subjects, patients aren’t sure what to think. Always try to streamline blog writing and leave the most complex topics for in-person time.
4. Your Blog Isn’t Focused On Patients’ Care Goals
Whether they’re dealing with chronic pain, a sore tooth, weight loss, or insomnia, everyone who visits medical practices has their own goals. Your blog can help them clarify those goals and take concrete steps to achieve them … all while reinforcing the importance of keeping up their regularly scheduled visits.
Building early blog posts as guides to common conditions and what patients can do about them at home is a compelling strategy for medical practices. Such posts are “evergreen,” meaning they’ll be of wide interest and rarely need to be updated.
Plus, you’ll know precisely why readers seek out each post and what they hope to gain. That lets you tailor precise, powerful CTAs that inspire conversion.
5. Your Blog Isn’t Easy To Use On Mobile
About 50% of U.S. digital traffic comes from smartphones or other mobile devices. 2020 has seen an uptick in desktop use, but mobile browsing is the trend – while commuting, eating, or even sitting in your waiting room. Make sure your website is responsive, meaning it adapts to the display and navigational tools of whatever device a visitor uses. That keeps mobile users from getting frustrated and leaving your website.
6. Your Blog Is Mostly Plain Text
Photos, illustrations, and infographics add more interest to your content. They can serve to highlight key points and keep readers’ eyes moving by breaking down blocks of information. Video storytelling is a great way to cut through the clutter and anchor complex topics while creating a personal connection.
It’s never too late to empower medical practices with useful, effective blogs. The team at New York Ave has helped practices of all sizes energize their digital marketing. For more insights, just contact us today.
