If you look around at most physical therapy marketing websites, you’ll find that they focus on the traditional methods of promoting and advertising your practice. They’ll tell you all about how to create advertisements on the Yellow Pages directories and give you advice on how to send out direct mail campaigns (known by the average person as junk mail) that gets a 2% response rate if you’re lucky. These aren’t bad marketing strategies; they can be used effectively, and they definitely have their time and place. However, the LocalTail physical therapy marketing concepts advocate for marketing your practice online instead, and we’ll tell you why you should be paying more attention to your Internet marketing campaigns.
You’ve probably noticed that you’re relying less and less on your phone directory to look for service businesses and other merchants, and gravitate towards using Google in order to find and assess these businesses. Let’s face it; a company website can tell you so much more than a full-page Yellow Page advertisement can, not to mention you can always see what other people are saying about that particular company’s service. Well, this is the case for many people as well. As a matter of fact, the usage of Yellow Pages have been steadily decreasing since 2006. This is especially true if the market you’re targeting is the younger generation, as proven by a 2009 study done by comScore.
Invest your marketing dollars on Google local listings for physical therapy will also allow you to track your return on investment. By using tools like Google Analytics, you’ll be able to see how many people are finding your website. If you put a unique toll-free number on your site, you’ll also be able to track just how much calls your website generates for you. When making the plan where to put your marketing investment, be sure that you pay close attention to how your website is performing on search engines for your targeted keyword.
