Content marketing is one of the newest forms of online advertising, and it’s taken the industry by storm. And for good reason — it’s extremely effective at driving business for every industry from woodworking to networking.
But what about rehabilitation centers?
The truth is that rehab centers like yours can actually benefit from content marketing more than other industries. You’re in a unique position where potential clients and their loved ones are constantly looking up new information about rehabilitation, addiction, treatment, and other hot-button issues. And if they’re looking for answers to their questions, they might as well find them from you.
If they don’t, you can be sure they’ll find answers from your competition instead. We know that for a fact because we've worked with so many rehab centers already.
Call 888-601-5359 to speak with a strategist about content marketing plans from WebFX, or keep reading for 10 reasons your rehab center should start using content to reach new clients.
Whenever someone mentions marketing in a meeting, there’s almost always someone who brings up the budget. But content marketing doesn’t have to cost an arm and a leg.
In fact, content marketing is one of the most affordable ways of attracting new, qualified leads for rehab centers. The reason for this is that your website is the scaffolding for your content, and when you create new pages, you add them directly to your site without any extra cost.
Compared to traditional marketing outlets like print and broadcast, it's a no-brainer in terms of saving money. Radio, television, newspapers, and similar marketing avenues all cost a bundle, and those ads are short-lived. When you pay for traditional advertising, you’re basically throwing money into an audience and hoping someone contacts you.
But with content marketing, all you need is a website, an idea, and a couple of hours. Once you complete a piece of content, you can post it on your site, and your marketing budget hasn’t lost a dime.
Good content is meant to be informative. It’s supposed to answer questions, offer explanations, and guide people to resources that can help them learn more. In that respect, creating content is like adding a new reference book to a library — it’s there for anyone to read, and it’s full of information people want.
The key to writing informative content is to go in-depth with your explanations and answers. That shows readers that you know what you’re talking about, which makes you much easier to trust. Plus, you’re not constrained by the time or space of traditional ads, so you can say as much as you want!
Informative content also includes more than just text. Photos, videos, and interactive elements are all great ways to answer and educate people regarding different subjects. It also helps break up the text on your page so people can read it more easily and absorb information better.
When you create content, you’re telling people something that they never knew before, and you’re doing it for free. That kind of generosity and knowledge matters for people reading up on rehabilitation — and there's a good chance they'll remember you for it.
The best part about creating content online is that anyone can read it. No matter what kind of content you’re creating — a new page, blog post, infographic, or anything else — as long as you build content around keywords that are relevant to your industry, you can attract qualified leads.
The reason those keywords are important is because once you use them, you and your audience are speaking to one another using the same terminology. That means they’ll recognize when you have answers for their questions, and you can offer them information they’ll understand.
Without the right keywords, your content can quickly become buried in the millions of results that show up in search engines. But when you use them well, a search for “how much does addiction treatment cost” can direct someone right to your website for the information that they need.
Bill Craig WebFX President
Transparency is important in the medical community, especially for rehabilitation centers. Content helps you become more transparent when you use it to discuss issues or principles that are specific to your center.
To do this, you can create pages that are based around your treatment philosophy, methodology, medical staff, facilities, and more — all of which give prospects a better idea of what to expect from you and how you can help them. When you lay out the details of your center for anyone to read, you reinforce trust while making prospects feel more comfortable contacting you.
And in rehabilitation, that sentiment goes a long way.
Because you’re creating content based around questions, keywords, and other relevant terms, you make it easy for potential clients and their loved ones to find you — but only when they’re ready. Unlike television, print, and radio where your ad is heard by anyone and everyone, your content will only be seen by people who want to see it. That makes those people qualified business leads since they actively want to know about some aspect of rehabilitation.
In that respect, content is far more targeted than other forms of advertising, which typically offer little control over who sees what. And if someone does see your ad in print or on television, there’s a high chance that they’re not a qualified lead since the audience for rehabilitation centers is so niche.
Basically, instead of wasting your time and money with people who have no interest in addiction treatment, content allows you to reach those who do — and only them.
Content is all about giving someone information without the pretense of expecting anything in return. When you do that, your generosity — combined with your knowledge — starts a relationship between the reader and your center.
Building relationships is critical in rehabilitation since clients and their loved ones need to know that they can trust and rely on you. And they need to trust you on more than just an intellectual level — they need to know that you’re ethical, caring, and supportive.
Creating content allows you to address all of those concerns and foster that growing relationship, which can eventually result in a new client. Clients aren't just sources of income after all. They're also people who need your help. And when you show that you understand that, you build relationships with your clients that are invaluable.
One of the biggest benefits of content creation is the fact that it establishes you as an authority on rehabilitation. While it’s important to cite your sources for statistics or any external data you reference, offering your thoughts on important subjects shows your readers that you have informed opinions of your own. Undoubtedly, your readers are checking your site against several of your competitors, and whether you agree or disagree with those competitors, readers will recognize that you’re speaking from your own expertise.
That authority not only helps foster relationships (as previously noted) — it also shows that you’re professional. While relationships are important when you’re treating clients in your rehabilitation center, it’s understood that your client won’t be on vacation when you accept them. They’ll be working hard to improve themselves, and you’re going to be a crucial part of their support system along the way.
That’s not to say that friendliness isn’t important — in fact, a warm, calm, and kind environment is exactly the image that a rehabilitation center should create for itself. But your authority on treatment, along with your previous success, is the point that can convert a website visitor into a client.
You’ll be there for your clients and you’ll support them, but you also have a job to do. Your clients and their loved ones can better understand that when you create authoritative content.
Search engine optimization (SEO) is the process of improving your website over time to rank better in search engines. When you add relevant content to your site, you’re improving also it by making it more useful and informative for readers. And when you do that, search engines like Google will start to refer you more.
In basic terms, that means you’ll rank better in search engines when someone looks for keywords that are relevant to your industry. Google and other search engines recognize when users spend a lot of time on your site reading and interacting with your pages, which they’ll interpret to mean that you create original, high-quality content. Google likes to recommend high-quality content to its users, so they’ll start to recommend yours more than your competition.
This makes content marketing a "winner's game" of improvement to your online presence. The more high-quality content you create, the more people will read your site, and the better your site will rank. Then, with those improved rankings, more people will read your site, and your site will rank even better.
In a nutshell, when you create quality content, you'll get more people reading, which will later get even more people reading. And that's one of the best ways for you to attract qualified leads.
And speaking of leads...
With all of the improvements you’re making to your website, you’ll also constantly generate leads for prospective clients. These leads are the result of your work with every previous idea on this page — you’ve established yourself as a trustworthy, caring, transparent, and authoritative source on rehabilitation, and now you’re reaping the benefits.
You can generate leads on your website with a number of different strategies. One of the most effective is to use a “Contact Us” page on your site so visitors can quickly find a way to get in touch with you.
Another way to attract leads is to create an email subscription form that encourages visitors to submit their names and email addresses. Once you have that information, you can nurture those leads with an email marketing campaign that offers guides them through the steps of becoming a client. And remember, it’s not spam — you’re only collecting email addresses from people who want to hear from you, and that’s what makes them qualified leads.
You can also utilize pop-ups and pop-unders to collect emails, as they are effective at getting the attention of people reading your pages. Since you know people are reading your pages already, you can assume that they probably want to read more, and that’s what you can offer them in exchange for their email address.
Last, you can generate leads with a good, old-fashioned call to action at the end of your content. Calls to action should be brief, informative, and effective at telling a reader what to do next. In your case, that means contacting you directly to get more information or set up a meeting that'll convert prospects into clients.
Once your content starts generating leads, your rehab center can reach out to a much larger numbers of prospective clients, especially because of one final, important fact.
Content isn’t a 30-second commercial on a local television affiliate — it’s a piece of your website that you control. That means you can keep it up and drawing qualified leads for as long as you want. If you want to take a page down after a day, you can do that. If you want to leave it up for 100 years, you can do that too.
The best part of any piece of content you create is the limitless potential it has to grow your rehab center. Even if it only attracts one new lead every six months, you’re still getting two new leads each year, and they’re practically free. That’s an incredible ROI considering you only spent a few hours creating the content in the first place.
With an infinite amount of time to gather new leads and visitors to your site, any content you create can fuel growth for your rehab center!
Content marketing is an extremely useful marketing tool, but it takes a lot of knowledge and time to use it effectively. If you’re too busy running your rehabilitation center, WebFX is here to help. We’re a full-service Internet marketing firm that specializes in getting results for rehabilitation centers just like yours, and we do it all online. We know how to get results from the Internet, and we want to help you grow your brand.
Are you ready to make your website work for you? Contact us today to start creating your rehabilitation center’s unique content marketing strategy!
Ready to start your Internet marketing and design campaigns? Call 888.449.3239 or contact us online today to learn more about how WebFX can help with your SEO challenges.