The perfect time to put extra attention into your practice is when business is good.
During the times when business is good, I recommend working on improving the patient experience. This helps your existing patients, already a steady source of referrals become bullhorns for your practice.
Unfortunately, the customer experience is often taken for granted in many businesses – it’s crucial not to accept the status-quo and get lulled into a false sense of security thinking you already provide a great customer experience.
As a practice owner, you cannot afford to remain complacent.
Be sure to attend to what I call the “3 Bs”:
- Build your Brand: Have a solid internet footprint, optimized to draw local business (hyperlocal), include essential components like a website built with structured data and ensure your listing in maps and directories has the same name, address and phone number written the same way across all sites on the internet you participate on. Where possible, own your own url.domain name and use a branded email address.
- Build Your Reputation: When new patients search for you, do they see good reviews with lots of pretty stars next to them? Everyone needs a formal plan to build their online reviews.
- Build Your Content: Write articles on your website or blog describing how your practice delivers higher levels of convenience and value for local potential patients. Show thought leadership with advice and tips for your patients and others searching for this information online. This requires you to create “content”: blog posts, videos or one of the many other types of content which enhance your online presence.
Here is the process to get started:
Search on Google for your business by name and location AFTER you log out of your Gmail account and delete the browser cookies. Take a look at the top 20 results that appear for your business name. Claim or update the websites/networks that appear near the top, for example – your website, Facebook business page, Yelp, etc.
Setup Google Alerts for your business name, product or keyword. Go to Google.com/alerts and set up alerts for your business name in order to receive an email each time your business is mentioned. You can use Google Alerts to set up notifications about local project proposals, new home purchases (and other cool business intelligence)
Claim the Google My Business page (http://google.com/mybusiness) to make your map results more accurate. Search for your business on Google Maps. Make sure the business hours, phone number, and directions on Google search and map marker are accurate. If you have not already done so, you’ll want to claim your business now.
Add 3 photos to your Google My Business listing each week: You can influence your search ranking on mobile and maps by adding fresh content to your profile through Google My Business.
Claim your business page on Nextdoor: Nextdoor is a neighborhood social network that homeowners use to discuss and share recommendations. Businesses can join the network and be tagged in these recommendations. You may be pleasantly surprised to see that there are already conversations about your business happening there. Add your business to Nextdoor here.
Target your audience
Many business owners may not know that they can use local targeting on Google ads to narrow their focus to just their service area using Google AdWords. When homeowners are ready to make a purchase they use email and show intent. These are great prospects to target using Gmail ads.
If you do not have the time to do this yourself, you should consider outsourcing your web presence to a marketing company that specializes in hyper-local marketing.