“I already have too much to do.” “It has no impact on our practice.” “No one would even read it.” “I send a newsletter. Isn’t that enough?” “I know I probably should, but it’s just one more thing to do.”
Look. I get it. Blogging can seem like a real bummer at times. Not everyone loves writing and coming up with ideas to write about can be daunting. But listen. Blogging can also make a huge difference in your marketing efforts.
Did you know?
- 77 percent of Americans read blogs.
- 56 percent say that practices who blog are thought leaders in their industry.
- Practices that blog get 55 percent more website traffic.
- Websites with blogs are 434 percent more likely to be highly ranked on search engines.
Do you need a blog?
Let’s cut to the chase. Do you really need a blog? For the majority of practices, the answer will be yes. However, there are a few cases where a blog might not be necessary.
If your practice has more patients than you can handle AND your website is already ranked on the first page of Google, you can get away without blogging.
If, however, you are like most practices and do not meet both of those criteria, blogging is a great investment. Blogging gives you that human touch. It helps set you up as an expert—someone people can trust with their health. It makes for great shareable content on social media. It helps you create a community around your writing.
Tips to a successful blog
There are two ways to go about creating an active blog. You could contract out the blogging or do it yourself. I always recommend doing your own blogging. There is simply not the same personal touch when you hire someone else. You understand your patients more than anyone and can create content that resonates. Plus you save on the fee!
I can feel you starting to shut down from here. I know. You just don’t want to do it. But stay with me. Blogging doesn’t have to be drudgery. Here are some easy ways to make blogging more enjoyable:
- Schedule your writing – You should aim to write at least one post per week. The most effective bloggers schedule themselves 15-30 minutes each morning to do some writing. Set a timer, put in your headphones, and simply write. Don’t overthink it.
- Use an editorial calendar—As silly as it seems, coming up with topics to write about can often be one of the most aggravating parts of blogging. Enter the editorial calendar. An editorial calendar is simply a schedule of what you are going to post and when. At the beginning of each quarter (or month or year…whatever works for you), take one of your scheduled writing days to come up with topics for that period. That way, each week when you blog, you simply have to sit down and start writing. No need to think up new ideas to write about. If you want a jumpstart on your editorial calendar, we’ve created a full one-year worth of topics based on your specialty. Medical, Dental, Vision
- Maximize talent—Hate writing? Spread it around! You may have a receptionist or a nurse or other employee that doesn’t. Perhaps someone in the office would like to be the blogger. Or maybe you can take turns each week. You can also ask for guest posts from others in your industry. It doesn’t have to be you all the time. Not only does this reduce the workload from you, but it may also be a way to help people in the office get additional experience and spread their wings!
Finally, I have one quick reminder. Blogging is a marathon, not a sprint. Don’t throw up a post or two and then become irritated when nothing happens. Blogging takes time and consistency, but if you keep at it, it will become an incredibly valuable piece of your practice management.
To make blogging easier for you, we’ve created a free one-year editorial calendar with topics to write about. You can download those below: