Sally set up shop as a chiropractor in her suburb but she was competing with a chiropractor clinic that had been established for many years, so business was a little slow. Sally knew she offered an amazing service, particularly for mums and kids, but she didn’t know how to best reach them.
Fliers in letterboxes didn’t seem to do much good and ads in the local paper ended up as garden mulch on the best of days.
Establishing a new health and wellbeing practice can be daunting, particularly if you are starting from scratch. I’ve worked with many health professionals over the last few years and the challenges are very real. When you have a brick and mortar establishment you have the pressure to pay rent and your staff. You can’t afford extended periods without clients.
Most practices advertise locally and rely on local word of mouth, cinema ads, school newsletters and the like but these are expensive over the long term. Blogging and creating other digital content such as videos and infographics could make a massive difference. Here’s why.
Blogging helps you build trust
If your health and wellbeing business was aimed at young mums, they are from the generation that has had the internet and devices their entire lives. Scary thought I know for those of who remember life before HTTP.
Nevertheless, today’s millennials expect you to engage with them via social media, digital ads and your website. They do their research before they engage with a service and they choose based on credibility and trustworthiness. Having a blog could make the difference between someone trusting or not trusting you, so long as your content portrays your authentic voice.
Blogging helps you relate to your potential clients
For health and wellbeing businesses it’s important to show warmth and relate to your readers in a personal way. Many people select a health care practitioner based on word of mouth referrals from friends, so you want to create the same kind of approachability through your content. It’s also an opportunity to ask what they need help with or what they are struggling with, so you can address these issues in future content. Blogging enables conversation and connection.
Blogging helps you tune in to where you can add value
If your clients tell you they would love to attend a mother’s group, you could consider hosting one in your clinic. If your clients struggle with sticking with exercise, you could sponsor a weekly walking group. There are many ways you can add value and through blogging, you can work out what are the hot issues for your audience. You can also use your blog to announce news and events.
Blogging can be an awesome way to warm up a local target market. You can also create hard copies of your blog posts to leave in the waiting room and you can share your tips in local Facebook groups online and be ready to answer questions and provide help and support.
To help you kick-start your health and wellbeing blog, we’ve created two content recipe packs for this purpose (So far. There are more coming). Check them out on the new Writally Collections Marketplace today and start blogging your way to a healthy local client base.