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5 Ways Australian Physiotherapists Can Create Relevant Content & Win More Business

Before the internet, word of mouth was enough for most private medical practitioners to keep their business going. Referrals were and still are a powerful tool for building your profile and attracting new clients.

But times are changing, and competition is increasing.

With a model that relies on repeat business, the real challenge for physiotherapists is to get new clients through the door on their own accord, and that’s exactly where a lot of private practitioners struggle. After all, they’re medical pros, not marketers.

In private practice, your reputation is everything

The truth is, most prospective clients have already made up their minds about you by the time they walk into your office.

Maybe they heard about you from a friend, or maybe they saw your website or Facebook page after a quick online search.

This is a powerful insight: it means they’ve already formed an opinion about you based on what they’ve heard or, more likely, seen online.

Therefore, the key to winning over new clients is making your online image as clear, focused and compelling as you can. It has to be a true reflection of your business, your expertise, and the value you bring to the table.

This means creating content that educates and provides value to your target market. It’s your chance to establish your authority in your field, and show them why you are the best choice for their needs.

And there’s also a hidden benefit: by establishing your expertise in a specific area, it gives you the ability to charge above market rates for your services. Consuming your content allows a prospective client to SEE that you have the knowledge and ability to solve their specific problems.

The more targeted your content is, the better

It’s time to leverage your specialisation, your skills and your experience, to show clients exactly how you can help them with their problems, all before they’ve set foot in your office.

That’s where the content you publish online comes in.

The key to effective content marketing comes from narrowing your expertise to a specific area or need.

Let’s say, for example, a large segment of your clients are footballers. How many private practitioners cater specifically to football-related injuries or issues?

By presenting yourself as an expert in this area, you’ve just caught the attention of every footballer, coach or parent who is involved in the sport.

And by sharing real, practical and useful advice with no strings attached, you’ve not only demonstrated your expertise, but you’ve also shown that you are credible, trustworthy, and above all, that you genuinely care about your clients.

That goes a long way in building relationships and increases your chances of turning potential clients into paying customers.

Now, let’s get into some precise strategies you can use to make this work.

 

5 Content Marketing Strategies For Australian Physiotherapists

 

1. Get the Timing Right

Timing is everything, so keep competition starting dates and large events in mind when you are publishing content. For example, the Melbourne Marathon Festival is typically held in October. With this in mind, you could begin publishing marathon-related content in August, offering advice on how to prepare to run in the event.

Similarly, football and netball seasons kick off in early April, so you could target this time of year for publishing content aimed at footballers and netballers. Players and coaches are likely keeping an eye out for content that will give them an edge, so offering tips on how to avoid and prevent injuries will be well received. 

Articles on things like stretching techniques for increasing flexibility, the benefits of sauna for recovery and endurance, and preseason recovery programs will also experience high engagement.

2. Target Specific Sports

Whether it’s the beginning of winter or the beginning of summer, creating content that is specific to a particular sport is another great strategy for reaching potential clients. You can create multiple pieces of content with a one-sport focus, such as ‘The Best Boots For Soccer Players’, ‘How Netballers Can Prevent Injury on Rain Affected Surfaces’, or ‘5 Ways Cricketers Can Stay Hydrated in the Field.”

Publishing content that is sport-specific will allow you to advertise to a narrowly focused group, increasing your chances of engagement and building authority across different sporting codes.

3. Target Specific Weather Conditions & Seasons

Another way you can narrow your focus is by combining a segment of your client base with the current season. For example, providing winter-specific advice for runners offers a relevant topic to a subset of your customer base. This will allow you to create a ‘niche’ focused piece of content, making you highly relevant and increasing your chances of engagement.

It’s important to provide value with actionable, practical advice that will answer any common questions your prospects might have. For example, the winter months usually mean that people are running on wet or damp surfaces. Content that advises runners on which running shoes or foot support are best for wet surfaces, what post-run recovery regimens work best, and what precautions to take to remain safe during winter will be relevant and valuable.

4. Create Specific Programs & Checklists

Creating specific programs and checklists that your prospects can download is an important strategy you should be utilising.

For example, you could publish the program as a downloadable PDF, where prospects need to enter their email to receive the program. This allows you to build your email list, giving you the opportunity to continue a dialogue and build relationships with prospects.

You could create a step by step injury prevention program aimed at footballers. Prospects would have to exchange their email to download the program. Downloadable content is essential for building your email list, and it also positions you as an authority within your target market.

5. Target Specific Age Groups

Another great strategy is to focus on delivering content targeted at specific age groups. Different age groups usually face different challenges when it comes to work and physical activity, so narrowing your focus to age groups is a great way to create relevant content.

For example, over 35’s mostly engage in physical activity for the health benefits, so providing advice on how to achieve optimal health while enjoying physical activity will be relevant.

You could also create content aimed at over 35’s who work full-time and sit at a desk all day. Some of these people are probably suffering from back soreness, so advice on the best standing desks, stretching techniques for back health, and advice on how to avoid problems caused by sitting all day will be helpful.

 

It’s worth noting that publishing valuable content is only one phase of content marketing. You also need a clear strategy in place for turning readers into prospects or clients. There’s no point putting all your effort into creating content if you have no way to capture leads or make a sale.

The best advice for getting the most out of your content is having an opt-in strategy attached to each piece of content. This can be in the form of an offer (such as a free consultation), or a content download (such as the injury prevention program mentioned above). This way, you’re incentivising each reader to exchange their email for more value, which allows you to generate leads and build relationships prospects.

If you’re not already producing content and building an email list, then now is the time to get started.

Good luck!

Why The First 2 Weeks of An Email Subscriber’s Journey is Critical (And How To Make The Most of It)

How many times have you signed up to an email list, only to find that the business doesn’t even email you?

You stumble across something that looks interesting, excitedly plug in your email, hit submit, and then… nothing!

You’d be surprised at how many businesses let this opportunity slip with their email marketing.

According to Adestra’s Email Marketing Industry Census 2018, only 44% of businesses send out an automated email when somebody subscribes to their list.

Even more surprising, just 18% send an automated email when somebody downloads content (such as a white paper, product info, guide, ebook, or lead magnet).

These numbers should be a lot higher because sending a welcome email and starting a dialogue at the highest point of interest is critical.  

This article will:

  1. Explain why it’s crucial to email new subscribers.
  2. Tell you what to say to your new subscribers to nurture them from lead to customer.
  3. Show you how to structure your Welcome Series to optimise your results.

So, let’s get into it!

When it comes to Email Marketing, why is it so important to email subscribers when they first sign up?

When somebody gives you their email address and signs up to your list, their interest is at its highest point.

They have given you their email because they either, a) want the lead magnet you are offering or b) enjoyed your content and want to hear more from you.

This is why it’s so important to engage with them when they first sign up – they want to hear from you! If you neglect new subscribers, they will quickly lose interest and become another dead email on your list.

If you follow up on their initial positive experience (that made them subscribe in the first place) with another positive experience, you start to build a relationship.

The more value you give to your subscribers in the first two weeks, the stronger the relationship gets, and the more likely they are to listen to a sales conversation.

So, how do you take advantage of a new subscriber’s interest and start building a relationship?

The key to making the most of your email marketing strategy is implementing an epic Welcome Series Sequence. A Welcome Series is a sequence of automated emails that you send out to new subscribers. The aim is to provide more value while getting to know your subscriber on a personal level.

 

The Perfect ‘Welcome Email’ Subject Line

There are two things you need to include in the subject line of your welcome email:

  1. The subscriber’s name
  2. The words “thank you”.

From HubSpot’s Ultimate List of Marketing Statistics:

Email subject lines that include the words “thank you” have the highest above-average engagement levels. (Adestra, 2015).

Emails that included the first name of the recipient in their subject line have higher click-through rates than emails that do not. (HubSpot, 2014).

 

How To Structure Your Welcome Series

An effective Welcome Series should contain anywhere from 4-7 emails that are spread out over the course of 1-2 weeks.

For more advanced campaigns, you can also create multiple Welcome Series sequences that are personalised depending on the subscriber’s First Point of Contact and Source of Discovery. [I explain in-depth both First Point of Contact and Source of Discovery in our 34-page Content Marketing Guide. If you’d like a copy, send me an email at brandon@contentjet.com.au]

EMAIL 1: Welcome + Thank-You Message

Use this email to thank the person for subscribing to your email list. Remember to use the subscriber’s name and ‘thank you’ in the subject line to help maximise your open-rate.

You also want to use this email as a teaser for the next 4 emails. Tell them what they can expect over the next week or two, and let them know why they should be opening every email.

It’s important to create a sense of excitement and let your customer know there’s plenty of value on the way so that they will be anticipating your next email.

 

EMAIL 2: Present the Problem + Introduce the Benefits of Solution [Cliffhanger: Solution]

Use this email to make the subscriber aware of the problem. Highlight the pain points and try to paint a picture that reflects their current experience.

For example, we might say,

“It’s tough to get a constant flow of traffic and leads to your website. Today’s digital world is noisy, and people’s attention span is shorter than ever.

The good news is, there is a solution – Content Marketing!

By offering value in the form of content that educates or entertains, you can capture some of that limited attention and get traffic flowing to your website.

If you’re producing content regularly, then you’re going to see a steady increase in traffic and leads, while also building authority in your industry.

What’s more, there are a few specific strategies you can implement to ensure that you’re not wasting your time creating content.

Tomorrow, I’ll talk more about the method that works and how you can use it to increase your traffic, so keep an eye out for the email.”

 

EMAIL 3: Solution + Introduce Product/Service [Cliffhanger: Proof]

Now it’s time to introduce your product or service and talk about how your solution can help solve the problem your subscriber is dealing with. Give them a full rundown of how your product or service works, and why they need it.

Finish the email off with a primer for your next email, with something like:

“P.S. Tomorrow, I’ll show you how we helped 4 businesses achieve amazing results with this solution. Make sure you check out the email!”

 

EMAIL 4: Testimonials/Social Proof [Cliffhanger: Special Offer]

So you’ve made the subscriber aware of the problem, related to their current frustrations, and introduced your solution. Now, we need to prove that it works!

This email should be packed with testimonials and reviews from past clients that help your subscribers gain trust in you and your business. If subscribers can see that your solution works they will be more likely to purchase your product when you send Email 5.

In Email 5, you’ll be giving your subscribers a special one-time offer, so finish off Email 4 with a teaser letting them know that a special offer is on the way!

 

EMAIL 5: Special Offer + New Workflow Discovery

This email is where you present your unique, one-time-only offer to your new subscribers. It might be discount or free consultation that is only available for 24 hours. Your subscribers who have opened every email and found value in your content are going to be more likely to buy than if you simply emailed them and said: “buy my stuff!”

You can also use this last email for ‘New Workflow Discovery’. The power of email automation and segmentation means we can begin to offer more personalised content for each subscriber.

Therefore, you can end the email with a question that will help you offer relevant content moving forward.

For example, let’s say you’re a Physiotherapist – you might end the last email with a CTA like this:

“Moving forward, I’d love to offer you more relevant content that will bring you value, so please click on the link below that best describes you:

[Male, 15-25 years old] [Male, 26-40 years old] [Male, 40+ years old] [Female, 40+ years old]
[Female, 40+ years old] [Female, 40+ years old]”

Those who click ‘Male, 26-40 years old’ would then be placed in an automated workflow that sends content that is relevant to that demographic, such as advice on how to keep fit while raising a family, or how to workout while working a full-time job.

The question is designed to help you learn more about your subscribers, so the more specific you can be, the better.

 

BONUS TIP: Another great idea for your email marketing strategy is to work some of your best content into the Welcome Series. For example, include a CTA to your best, most relevant content in each email, to further the relationship by providing added value.

If you’re not already collecting emails and communicating with new subscribers via a welcome series, I highly recommend implementing it. You’ll quickly reap the rewards from beginning a dialogue with prospects and authentically providing value.