What You Need for a Successful Inbound Marketing Strategy
First things first, do you know what inbound marketing is and what it can do for your business?
The purpose of inbound marketing is to use different strategies to create brand awareness in order to attract new prospects to a website. Inbound marketing doesn’t stop there though. Once someone visits your site, inbound marketing can qualify and convert them as a lead.
If you’ve heard of outbound marketing before, then you know it’s all about going out there and finding customers. Tactics such as cold calling and cold emailing are typical outbound marketing strategies. For a few industries, they are still effective. These tactics are disruptive and not effective for most industries though. Think about this…when was the last time you received a call during dinner and were happy to speak to the telemarketer?
Inbound marketing, on the other hand, attracts people who are searching or interested in products or services being offered by a business. Inbound marketing makes it easy for customers to find the company. It earns the customer’s attention and is considered non-disruptive.
Will inbound marketing work for your med spa?
If you’re looking for ways to bring in more business to your med spa, inbound marketing is an excellent option. There are thousands of monthly searches for services that med spas offer. If you aren’t capturing some of those people who are searching, you are missing out on a big opportunity.
In this article, we’ll cover the basics, so you know what you’re up against and how you can get started.
Types of Inbound Marketing for Your Practice
If you want a successful inbound marketing campaign, then you’ll want to incorporate some of these elements.
If you want your med spa to show up on the first page of search results, or even at the top spot, you’ll need to incorporate search engine optimization, known as SEO.
SEO will allow you to optimize your website pages and build authority to make sure that people search for specific keywords, your website shows up. This type of website traffic is referred to organic traffic. When done the right way, it will boost your rank on Google and other search engines and provide a good ROI.
Create a Blog
You control 100 percent of the content that goes into your website. If you have quality content, your customers will keep coming back for more and you might even attract new ones.
To maintain quality content, you can create a blog and publish consistently.
Publish content that is informative and something your patients will want to read. Just putting content out there for the sake of having content, will not help anyone. Make sure you stick to your company values, as well.
Blogs are a good medium for not only answering questions your targets may have, but also a good way to show your practice’s personality. Don’t be afraid to add some humor or whatever else you can to create your own style. It probably goes without saying, but politics and other sensitive issues should be avoided.
It’s also important to pay attention to SEO when producing content for your blog. Having a list of keywords or phrases that people are searching for and writing SEO-friendly articles for your blog will attract more targeted visitors to your website.
Social Media Platforms
After you’ve optimized your site and written a blog, you’ll need somewhere to promote your content.
Take advantage of social media platforms to not only promote your website, but to promote the content.
Using social media platforms, you’ll be able to communicate better with your customers and answer any questions they might have more or less in ‘real-time’.
Use as many social media platforms as it makes sense to use for your med spa. You don’t need to be on all of them, only the platforms where potential customers are hanging out. Remember to stay active. Consistency is key to successful social media marketing campaigns and it is where many companies get it wrong.
Make sure you also focus on creating stronger landing pages. To explain landing pages, think of the links you click when you’re visiting a website. When you click on a call to action or product and it leads to another page, that is a landing page.
Landing pages can be used for a number of things. For one, you can use them for special promotions or limited time deals. They can also be used along with lead magnets to capture people’s attention and gather contact information to be used in email marketing campaigns. A lead magnet is an incentive that you can offer to potential customers in exchange for their contact information. Lead magnets come in many forms, such as downloadable content (tips, checklists, reports, ebooks), free consultations or other offers.
To ensure you take advantage of inbound marketing make sure your landing pages are professional looking and are highly focused on your objective. You also want to give the visitor only 2 options; exchange their contact information for your lead magnet or leave the page. Landing pages should be designed without menus or other distractions.
It’s important to monitor your activities and make adjustments, as necessary. Like most marketing, inbound marketing is a moving target.
Analytics is one area where many businesses often fall short. They either don’t understand the data or don’t have the time and proper tools to analyze it.
Over time, the adjustments you make to your marketing strategy will help you fine tune your ‘system’ and improve your return on investment.
Inbound Marketing Strategy: The Bottom Line
Now you know how inbound marketing works, as well as the key inbound marketing tactics to get potential leads to your website.
A proper inbound marketing strategy can help bring new customers to your med spa, and if done right, will provide a good ROI.
It’s important to put a plan together and not give up early. Like many things, it takes time to be successful.