Written by: Ameeta Gangaram, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Ready to transform your audience into loyal clients? Loyalty is everything in private practice. It is always easier to retain clients than continuously be on the lookout for new ones to fill your appointment calendar. Remember, it’s more affordable too. When we can provide the best level of care to our clients, the referrals and growth of your clinic will naturally evolve.
To get the ball rolling for this it’s time to work on the content creation step of the Client Attraction framework. This third step ensures you’re continuously sharing content that has perceived value in the eyes of your clients. Why is this important? Because, when they’re receiving content that educates, engages and draws them in, they see you as an expert and a practitioner who cares. This is what helps in keeping them coming back regularly for more. Access the previous articles in this series “How to gain the competitive edge” and “Owning your niche” and understand the 4 steps of the Client Attraction framework.
The image below depicts the exact steps you can follow in your clinical practice to grow and succeed.
1. Crafting your content marketing masterplan
Know your audience: Define your ideal client's pain points, interests, and online habits. What platforms do they frequent? What questions do they have? These questions are vital in helping you show up where your clients spend time. Too often allied health professionals make assumptions about this and end up wasting valuable time and resources on the wrong platform. Take the time to do client interviews. To learn more about this listen to episode 35 of the Simple Marketing Solutions podcast.
Content pillars: Identify 3-5 core themes that align with your expertise and resonate with your audience. Think pain relief, healthy living tips, or insights into your specific treatment niche. Choose these pillars based on what you know your clients are interested in and what you’re great at providing. This is another important way to showcase your expertise in an area.
Content calendar: Plan your content mix – website articles, blog posts, social media snippets, case studies, videos, even live Q&A sessions! Schedule each piece strategically to keep your audience engaged. Remember, you don’t have to do it all. Choose 1-3 of these first and build the momentum before adding to your content mix. How will you know you’re successful with any of these?
Test and measure. Always remember to look at the analytics of each and over time you’ll start to notice the trends. It's not overnight success, so hang in there and give each platform at least 6 months before making any rash decisions. Have you investigated your competitors? In the previous article we discussed how to do a competitor analysis. Read more here. They may be a nutritionist who has a similar audience to you, see what’s working for them. They may be an occupational therapist running training events like yourself, are they marketing these through their website and blogs, or have they got collaborators to tap into their ideal audience?
Repurpose and refresh: Breathe new life into past content! Turn a blog post into a video script, repurpose infographics for Instagram, or condense articles into newsletter snippets. We have a model we teach our clients on how to repurpose their content. If you’d like to learn more about this course, send us an email: success@holisticvision.com.au
2. Weekly content creation
Focus on quality, not quantity: One impactful piece of content is worth ten mediocre ones. Prioritise informative, engaging, and visually appealing content that sparks interest and trust. Recently we worked with a massage therapist who offers personal training sessions to their clients. As part of adding value, we worked on a series of reels where they showcase specific stretches for clients to do in between massage sessions. This has greatly increased engagement and interaction both online and through their booking portal. What ways could you create quality content?
Batch production: Save time by planning and writing content in advance. Schedule dedicated "content creation days" to maximize efficiency. One process we teach our allied health professionals is to block time out for each step of content creation. This monthly or quarterly scheduled time allows them to focus and get their digital content scheduled for the next 6-8 weeks. This approach saves them time throughout the month and allows them to focus on their in-clinic client time.
Utilise templates and tools: Don't reinvent the wheel! Canva, Grammarly, Bard or ChatGPT and scheduling platforms such as Meta Business Suite, Later or Hootsuite can streamline your workflow and elevate your content. It’s about finding ways to be efficient, thus giving you and your team time back to do what you love – get results with your patients.
Embrace collaboration: Partner with other professionals for guest posts, interviews, or co-created resources. This expands your reach and adds fresh perspectives. Think local if you’ve got a bricks and mortar clinic. Which businesses around you have your target audience on their books? How could you collaborate with them? One collaboration that was a huge success for a naturopath we worked with recently, was for her to partner with a local market and offer cooking demonstrations. Another physiotherapist who specialises in sports injuries collaborated with a business who launched a range of natural anti-inflammatory ointments and supplements. As an allied health professional, it’s time to think outside the box as there are endless opportunities for joint ventures around. For more ideas listen to episode four of our podcast, Simple Marketing Solutions.
3. Newsletters – Increase your open rate
Captivate the subject line: Make it irresistible! Think intriguing questions, helpful tips, or exclusive announcements.
Segment your audience: Tailor content to cater to different needs and interests. Offer targeted value to keep them engaged.
Storytelling magic: Don't just inform, inspire! Weave personal anecdotes, patient testimonials, or case studies to connect with your audience on a deeper level.
Call to action: Every newsletter should have a clear next step. Invite them to download a freebie, book an appointment, or take a quiz.
The above four steps are easy to implement into a monthly newsletter. Again, this is something your clinic can have written and scheduled in advance. Remember to share your content via these newsletters e.g. write an introductory paragraph about your latest blog and share the link for them to read the rest via your website. This way of cross linking your content gives your clients more than one way to stay connected plus the reminder keeps you top of mind for when they need your services.
4. Lead Magnets – Creating valuable resources your clients want
Offer something irresistible: Free e-books, checklists, video tutorials, or consultations are perfect incentives to capture email addresses.
Align with your goals: Your lead magnet should educate, and nurture leads while showcasing your expertise in solving their specific problems.
Promote strategically: Integrate your lead magnet across your website, social media, and email signature to maximize lead generation.
Automate and nurture: Set up an email sequence that delivers valuable content to new leads, gradually warming them up for conversion.
5. Building your email list funnel
Landing page perfection: Design a compelling landing page that clearly describes your lead magnet and captures email addresses. Lead magnets are free digital resources you offer to your target audience, which contains content of value to them. For example if you were a physiotherapist, massage therapist or occupational therapist you could provide a guide on the ‘5 Best neck stretches to do at your desk to reduce tension in your shoulders’ or if you’re a nutritionist you could share your ’10 hacks to creating healthy lunches in under 10 minutes’.
Remember to keep your landing page simple and to the point. There are many design and content factors to consider when creating a landing page. If this is something you need help with contact us for support.
Multiple entry points: Offer different lead magnets across your platforms to cater to diverse interests and increase opt-ins. By doing this you can ensure audiences with different interests are catered to. Plus, you can analyse the results and tailor your email campaigns accordingly.
Track and analyse: Use analytics tools to monitor your funnel's performance and identify areas for improvement. This is so often missed, yet the insights you gain offer you the chance to convert your audience to paying clients.
GDPR compliance: Always prioritise data privacy and obtain explicit consent before adding anyone to your email list.
Remember, consistent, value-driven content is the key to unlocking your client attraction potential. Follow this framework, embrace your creativity, and watch your practice thrive.
You've mastered the art of content creation. Now, it's time to use your message to attract your ideal clients into your clinical practice. In Step 4: The “Attract” step of the Client Attraction Framework, we'll explore five potent strategies to amplify your reach and draw your audience closer.
1. Choosing your content platform
Where does your audience thrive? Is it Facebook, Instagram, LinkedIn, or a niche health forum? Research their preferred platforms and focus your efforts there. Go back to the first article in this series to learn how to conduct market research with your audience.
Content alignment: Tailor your content format and style to each platform. Short videos work well on Instagram, while in-depth articles resonate on LinkedIn. If you’re a naturopath, share videos on ‘how to prepare healthy snacks’ or if you’re an occupational therapist create short reels showing clients manual handling techniques. Knowing your audience is essential to creating content that resonates with them. IT all comes back to knowing your ideal client and to learn more about this listen to episode 34 of the Simple Marketing Solutions podcast.
Post consistently: Regularity is key! Develop a content calendar and stick to it to maintain visibility and engagement. It doesn’t mean you have to post your health tips every day. Consider what will work for you and your clinic. It may mean three posts a week is all you can commit to initially. That’s okay as long as you remain consistent. This is what the algorithms on social media look for.
Leverage paid advertising: Consider strategic ad campaigns on your chosen platform to reach a wider audience and target specific demographics. Once you’re familiar with content that is working for your audience, you can up your game and use paid advertising to narrow your audience even further and get in front of people who are ready to buy. If you’ve got a workshop or webinar coming up, paid advertising could be beneficial to increase the number of attendees. Start with a small budget until you feel comfortable with the process and your conversion rate is good.
2. Networking: Building powerful connections
Go beyond online: Attend industry events, workshops, and conferences to connect with colleagues, potential clients, and referral partners. Think of other healthcare professionals who have your target audience on their books. There may be ways to collaborate such as doing a joint workshop or offering promotional prices to each other’s clients.
Become a valuable resource: Share your expertise by offering presentations, workshops, or guest lectures. This positions you as a thought leader in your allied health field and attracts potential clients, plus encourages more referrals from existing clients.
Join online communities: Actively participate in relevant online groups and forums. Answer questions, share insights, and build relationships with potential clients and collaborators. There are many free and paid groups you can access where your ideal client hangs out or where businesses who share the same target audience can be found.
Don't be afraid to connect: Make introductions, initiate conversations, and nurture genuine connections. Networking is all about building relationships, not just collecting business cards. Go out for a coffee with some local business owners or do a virtual meet-and-greet.
3. SEO: Search Engine Optimisation – Get found online
Keyword research: Identify the keywords your ideal clients use when searching for your services. Target these keywords within your website content, blog posts, and meta descriptions.
Local SEO: Optimise your online presence for local searches, especially if you have a physical practice. Claim your Google My Business listing and encourage positive reviews.
Website optimisation: Ensure your website is mobile-friendly, fast loading, and easy to navigate. Use high-quality images, relevant headings, and internal linking to improve SEO.
Content is king: Regularly publish high-quality, informative content that addresses your target audience's needs and search queries. Fresh content signals relevance to search engines.
4. Social media for your business
Choose the right platforms: Don't spread yourself too thin! Focus on the platforms where your ideal clients are most active. You can always add another platform at a later stage.
Engage and respond: Respond to comments, answer questions, and participate in relevant conversations. Make your social media presence interactive and build relationships. This is something many health professionals forget to do. Social media is a two-way street, if your audience is engaging, respond within a timely manner or risk losing them to your competitor.
Showcase your expertise: Share valuable content, case studies, patient success stories, and insights into your field. Show don't just tell! Think about the impact a case study can have versus a review. Your audience will gain more insight into who you are and what results you can help them achieve through reading or hearing a case study or client success story. When sharing this content always remember to get consent from your client or change their names to protect their identity. Confidentiality is important within the healthcare profession.
5. Partnering for success – Collaborations & joint ventures
Identify potential collaborators: Look for complementary businesses or health professionals who serve a similar target audience. If you’re a physiotherapist you could partner with a local gym, or for Valentines Day, as a massage therapist you could collaborate with your local florist to offer a package of flowers and a massage.
Co-create content: Partner on webinars, workshops, or guest blog posts to cross-promote each other's expertise and reach new audiences.
Host joint events: Organise health fairs, workshops, or community events to attract a larger audience and strengthen your brand visibility.
Referral partnerships: Develop referral networks with other professionals, exchanging qualified leads and expanding your reach within the healthcare community.
Remember, attracting clients is a continuous process. By implementing these strategies and consistently providing value, you'll build a thriving community around your practice, attracting the ideal clients you deserve.
For more information on our short courses or resources available to simplify your practice, head to our website.
Ameeta Gangaram, Executive Contributor Brainz Magazine
Ameeta Gangaram is known as the Chaos Whisperer. As a digital marketing consultant and coach, she helps health professionals and coaches who feel overwhelmed with everything digital to bring clarity and order to their business to achieve sustainable growth. She does this through private coaching, her online group coaching program called “She Succeeds”, done-for-you marketing services including marketing strategy, web design, email marketing.
