The adage “if you build it, they will come” doesn’t necessarily apply in the modern digital age. If you want to attract new clients to your physical therapy clinic nowadays, you need to go where consumers congregate to exchange information about the products and services they value.

Once you’ve found them, you’ll need to engage them with meaningful conversation that help them solve their everyday, health-related problems. That ongoing discourse is known as content marketing, Here are five tips for using it to grow your PT clinic.

1. Plan your content distribution

One of the first elements of marketing to consider is your niche. If you specialize in sports injuries, recovery from accidents, or back pain therapies, for example, your advertising should highlight you area of expertise.

Your most engaging content should consistently address your readers’ most common concerns and interests around your specialty. What questions do potential clients tend to ask the most about a certain kind of pain issue, injury type, or therapy? These questions can form the foundation of your content calendar.

2. Be a trusted source of information

Imagine that a potential client conducts an internet search for “physical therapy for carpal tunnel” in your local area. To get the attention of search bots and drive traffic to your website, you need to already have related content on your website that explains how this syndrome manifests and how it is treated.

You need to capture your website visitors’ attention right away with storytelling that draws them in, provides a sense that someone understands their concerns, and offers helpful solutions.

You can incorporate pictures of your staff helping clients, or add testimonials to your content to build credibility. These elements will serve as proof of your competence and will showcase your expertise to readers.

You can post content in the form of:

  1. Blog entries
  2. Podcasts
  3. E-books

It won’t matter how helpful your information is if your website is not easy to navigate. To ensure that your website layout is logically designed and user-friendly, you can enlist the help of web development companies. 

3. Relevant content on social networks

Social media is like the midday water cooler, Happy Hour, and a big market full of products all rolled into one. It provides a virtual space where people can share ideas and opinions, and let their hair down.

However, social networks are also platforms where people constantly share their honest evaluations of products and services. By maintaining active accounts on the most popular social platforms, you can leverage the good opinions of your best clients to get more traffic to your platform, and ultimately to your clinic.

Just be sure to make your content fun, humorous, and relatable, since people generally turn to social media for recreation. With your memes, video reels, pics, and other content, you can showcase your expertise while sharing a bit of personality.

4. Print ads as a backup

Despite the pervasiveness of online marketing, there are still consumers who prefer to carry information about your business in their hands, purses, or pockets.

Durable print ads that consumers can keep on their refrigerators or desks provide subconscious reminders that keep your business on people’s minds.

Create a postcard or print newsletter with the same content you post on your website. You can present newly packaged information from your blog or vlog. Provide tutorials for therapeutic exercise routines, or share recipes. Also, be sure to highlight any discounts you offer new clients.

5. Build relationships through email

The biggest advantage of communicating with people on your email list is that you have already crossed a significant barrier when they granted you their contact information. They’ve made it clear that they value your expertise and want to receive more from you.

Your email newsletter is convenient for users to access with a single click without having to handle any paper. Use the content in your newsletter to deliver the information that your customers need, and continue to ask them for information and feedback that you can use to develop ongoing content.

Conduct surveys to gauge your audience’s interests in new topics, so you can continue to deliver content that helps them improve their lives.

P.S. Content is king

Once you nail a content marketing strategy that answers your readers’ questions and resolves their concerns, you’re well on your way to significant growth.

Digital marketing is fast-acting. It can produce results seven times faster than traditional marketing. High quality content will add more value for potential clients and produce more genuine client loyalty than traditional advertising ever could.