Blogging is the lifeblood of your aesthetic practice’s content marketing. However, your approach to blogging shouldn’t be to pump out as many articles as possible. Instead, focus on quality over quantity.
Here are 5 tips to ensure your plastic surgery, med spa, or dermatology practice produces quality blog articles:
1) Coming up with your blog topics: You’ll need to do some keyword research to find the best topics. Avoid any topics that simply regurgitate the content on your procedure page. Instead, focus on specific aspects of a procedure. Here are a few different tools you can use to come up with quality blog topics…
- SEMRush, Wordstream, ahrefs, Moz: or any quality 3rd party SEO software
- Google ad search terms: leverage your paid ads to find commonly searched terms
- Google Correlate: while Google Trends gets all the love, Google Correlate has interesting data that’s broken down geographically
- Lsigraph: a cool free tool that comes up with related search terms
- FAQs from patients at the practice: if patients are asking you about specific questions they’re likely “Googling” it
- Case studies: a unique approach to blogging where you highlight a patient’s journey from problem aware to solution aware to taking action, and most importantly, their results. Work in reviews, video, and photos
2) Presentation of copy: Assuming your article is well-written, you need to focus on how the content is presented. You may have heard that your articles need to be over 2,000 words, but a blog’s quality isn’t dependent on the total number of words. Whether your article is 300 or 1,500 words, you want to avoid big chunks of text. Instead, focus on…
- short paragraphs
- catchy sub-headlines
- bullets or numbered lists
- working in images
3) Social proof: this is a crucial, yet oft-overlooked, component of blogging. As #2 noted, visuals help to break up the text, which helps with better presentation. These visuals also help provide credibility and social proof for your aesthetic practice, which is critical in generating conversions. In any blog article you’re posting, look to incorporate…
- before & after photos
4) Optimization: While obvious, any list that highlights blogging tips needs to include a note about optimization. This work is straightforward, but it’s important to emphasize that there’s no need to make sure that the keyword you’re optimizing for is mentioned 10 times, for example. Conversely, it wouldn’t make sense if the keyword wasn’t mentioned at least once or twice. My advice is to work in related keywords to help the article expand its organic reach. Focus on…
- title tag
- meta description
- h1, h2, h3 tags
- image optimization
- related keyword frequency
5) Syndication/Distribution: Leverage every source or medium that you have to drive attention and traffic to your blogs. Your social networks and email list are great places to start. Focus on…
- Facebook and Twitter
- Google Posts
- social bookmarking websites
- partner websites
Time to get your blogging on! Whether you run a plastic surgery center, med spa, or dermatology practice, blogging is by far the best content marketing tactic you can implement, but you need to be strategic about it. Set time aside to blog every month and follow a thorough process, such as the one outlined above.
Most importantly, if you’ve followed the five steps above, make sure that you end every article with a strong call-to-action (CTA) to encourage the prospect to take the next step and schedule a consultation. Accompany this CTA with a phone number, that a visitor can tap to call on mobile, along with a well-placed web form.
Ask the Experts
Does your aesthetic practice have any questions about blogging or content marketing in general? Drop us a line here or give us a call at 877-673-7096 x2.