THE PHYSIOTHERAPIST’S

ULTIMATE GUIDE

To using digital marke ting to attract

& retain more patien ts

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THE PHYSIOTHERAPIST’S ULTIMATE GUIDE

To using digital marketing to

attract & retain more patients

WHY YOU NEED IT

Traditional marketing methods simply just don’t cut it anymore. Getting listed
in directories, old school tactics, and just having a website no longer give you
an advantage over the competition. Ask any marketer today, and going digital
is what you should be investing in now!

HOW TO GET STARTED

There are 3 main areas to think about when looking at digital marketing for your
practice: Social Media, Content Marketing and Paid Advertising.
In this e-book, we’ll be covering the nine steps that are vital to building the
foundation of your online presence.
You’ll learn how clinics everywhere are developing their online strategies to keep
up with the rapidly changing marketplace and what you can do to stay relevant.

Let’s Get Started!

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S TE P ONE

UNDERSTAND YOUR AUDIENCE

Developing a well thought out ICP (Ideal Customer Profile) is important before
investing any time or resources into your content and social channels.
You will want to draw a very fine line between what you know for a fact and what
you are assuming about your customer.
Ask yourself questions like, what is the core demographic of my customer base?
How do they spend their time online? What kind of online content do they enjoy
consuming? What is it about me/my clinic/my brand that they appreciate most?
To answer these questions there are a lot of options available. For example, you
can send out an email to all of your patients asking what type of content they
enjoy most, you can use Google forms or survey monkey to collect data, and of
course, ask your patients when you’re treating them!

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S TE P TWO

KNOW YOUR COMPETITION

Using unique strategies and tactics can prove to be very effective, but you don’t
need to re-invent the wheel. Other physios that have done an amazing job on
their online brand can give you valuable insight into what styles of content and
social media will be highly effective - pay attention to what they produce and
how much engagement it gets from their social audience.
Your competition also serves as a benchmark. Your goal should be to sleep easy
at night knowing your social channels are just as good, if not better than the
alternatives in your particular industry.

If your competitors are ahead of the game, why would

your audience spend time on your content when they
have access to better?

S TE P THREE

CONTENT AUDIT

You can’t be an expert in everything, so when a business owner has to handle

their own marketing efforts, it’s often easy to create and post content that is not
up to today’s standards.
A strict content audit that identifies posts, articles, and graphics that aren’t
consistent with your company brand and also fail to deliver value to your audience
is a vital step in re-energizing (or creating) your online brand.
Once you’ve identified what needs to go, delete away. Feels good, right?

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STEP FO U R

BUILD A
CONTENT
STRATEGY

Now it’s time to get your strategy

down! You’ll need to make decisions
on what kind of content you want to
produce, what expertise you’ll require,
and decide how you will determine if
you are being successful.
Using tools like flowcharts and other
visual aids is an excellent way to flesh
out your ideas and build a marketing
funnel.
The objective of a content strategy is
to map and measure all the processes
involved in driving leads to your
business from your marketing efforts -
as a physio practice, you’ll want to map
out what a new potential customer’s
online journey will look like from the
first time they are introduced to your
online brand, right up until they sign
up for their initial assessment.

5
S TE P FIVE

BUILD YOUR BRAND KIT

Now that you understand your audience, you’ve removed any old and irrelevant
content, and have your strategy in place, it’s time to get your current and future
content on brand. Companies that invest in strong and consistent branding across
their channels will project a higher degree of professionalism and stand out from
the competition.
This means using consistent font pairing, colors, and messaging - the best way to
accomplish that is to build a brand book to act as your guide in all future content
publishing, social media activity, and web design. A reliable brand book also saves
a great deal of design time down the road.

S TE P SIX

EXECUTE ON YOUR CONTENT

Now it’s time to build out your content! The list of options and interesting avenues
to engage potential customers is growing and has changed dramatically over the
last few years. The good news is that the content marketing space is becoming more
creative and data-driven than it has ever been! Some of your content options include:

• Guides/How To Physio At Home • Blogging (Get Topic Specific)

• Video Clips/Training • Content Library of Infographics
• Storytelling Short Films • Physio Product Reviews
• Webinars • Interactive Quizzes on Body Knowledge

At this point, you should have a significant amount of data and market research to
support your content choices. Building great content takes time and feedback from
your audience.

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S TE P SEVEN

DRAW YOUR AUDIENCE

Now that your brand looks top notch and you are pumping out five-star content
your audience loves, it’s time to figure out the best option to drive as much traffic
as possible to your content.
Two common words you may have heard in the world of web traffic are organic
and paid. Organic Search Engine Optimization is about ranking highly for specific
keywords and searches through keyword research, great content and social clout.
Paid advertising involves using paid services such as Facebook Ads or Google
Adwords to show up as sponsored posts to your target demographic.
Organic is a long-term strategy, whereas paid advertising produces results faster.
Both strategies are necessary to have a winning online brand in 2017!

Pro Tip: Almost any tactic you use, you can filter a geographic
radius so only people close to your clinic see your ads + content.

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S TE P EIGH T

CONVERT

Now that you are building a following of engaged prospects, regularly consuming
content and gaining value from your content, you need to ensure you are
converting a high percentage of those individuals into sales.
As a practice, your goal is to get people phoning and emailing in to book their
first appointment. Remember when we built a tailored customer journey from the
moment they click on your site, Facebook page etc., right up until they decide
they want to come in for that all important initial assessment? Now it’s time to
put some numbers in place to learn how to best convert customers online.
For example, if you have 1000 new people clicking on your website or social
channels every month, what percentage of these followers become sales leads?
Even a 1% conversion equates to 10 high-quality leads per month on a purely
organic strategy in addition to your traditional strategy.
You also need to know the LTV (LifeTimeValue) of each new customer. If you
spend $400 to gain a new customer, but on average they are worth $2000/year,
that is a big win for your clinic.

S TE P NIN E

MEASURE EVERYTHING
Probably the biggest piece of advice
Some of our favourite tools include:
we can leave you with is to measure
everything! There are tons of tools that • Google Analytics
will give you valuable data on what’s (Website Analytics)
working and what isn’t - analytics on • SpyFu (Competitor Analytics)
• Facebook Insights
your website, social media, landing
• Twitter Analytics
pages etc. are a MUST to improving • Instagram For Business
your marketing performance over time.

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SO NOW WHAT?

Getting started with digital can be a daunting task, especially while running the
rest of your practice at the same time.
That’s exactly why we decided to produce an extensive video course that includes
lessons, strategies, and tactics that you can implement TODAY to start generating
sales for you physiotherapy practice.
This course is designed so that you or anyone working at your practice are ready
to make this all-important investment. Digital marketing includes dozens of areas
that would take endless hours to cover - we wanted to create a resource that
clearly and concisely identifies the necessary steps for your clinic.

Ready To Take Your Clinic’s Digital

Marketing To The Next Level?

GO!

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 TH AN KS FOR READING !
We really hope you enjoyed this guide
and that you now have some direction
on where to take your content and
social marketing.

Written By:
Julian D’Angelo
Digital Marketing Specialist
JD Media Group

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