One of the biggest hurdles for any new business is getting your name out there and drawing in new customers. If you are selling commodity goods such as a new ice cream shop, you can give out discounts or free samples. However, this strategy doesn’t work for every industry. For birth centers, midwives, doulas, and any new birth professionals, you instead have to leverage your unique knowledge, expertise, and exceptional service. In this blog, we'll explore effective digital marketing strategies tailored for new birth professionals seeking to build their practice. We’ll discuss the importance of a well-built and maintained website, How to match your content to your target audience, and how to connect with customers.
Build A Strong Site
Establishing a digital presence is key to connecting with expecting parents in today's tech-driven era. Your website is your virtual storefront, and it should reflect the warmth and expertise you bring to your practice. The design should be inviting and comforting, without trying to push a sale. Make sure all the assets are visually appealing, and navigation through your site is streamline and effortless. Poor user experience or unprofessional looking designs can cause viewers to leave your site without ever getting in contact with you.
It's also important to build a degree of trust with your customers. Be sure to provide some easy to find information about your services and philosophy. You also want prominent calls to actions and links leading clients seamlessly to your contact page. Incorporate your own contact details so they can find you later and reach out. You should also consider incorporating a blog to share insights, birth stories, and valuable resources. Update these blogs regularly to keep your site active and engaging.
Content Is King
The phrase "Content is king" has become a mantra in the world of digital marketing for the last 20 years. One of the biggest ranking factors for any major search engine, such as Google, is your site’s relevance and keywords. By adding relevant content to your site that contains the main key phrases that your target audience is searching for, you can boost your rank and drive more traffic to your website. But how do you do this?
Aim to position yourself as a knowledgeable resource by creating and sharing educational content. Find the most common questions your customers ask, and answer these questions in a clear and easy to understand fashion. For example, some commonly asked questions searched in Google are “What is the difference between a midwife and a doula?” or “Can a midwife deliver a baby?”. If these are questions that you can answer and relate to your business, then writing a blog answering these questions or adding a section about them in an FAQ could drive more traffic directly to your site.
You also want to share industry related knowledge or advice from your own experience. Blogging about pregnancy tips, birth experiences, and other relevant topics not only provides valuable information but also boosts your website's search engine visibility. Be sure to match your content to your audience’s search intent, write about what they want to know and the traffic will flow to your blogs.
Further boost the effectiveness of these blogs and articles by enhancing your online visibility through effective SEO strategies. Follow best practices for your SERP with clean and short Title and Description tags that don't go over the character limit. Add relevant Alt Text to your images, and use the proper Headings to organize the importance to each page’s content. Following these guidelines ensures that prospective customers can easily find your services when searching online, and leads to significantly more traffic.
Look Great With 5 Star Reviews
Have you ever looked at a store online, saw a mountain of bad reviews, and decided to go elsewhere? If you aren’t up-to-date on what your customers are saying about you, then this could be the future of your business.
Encourage satisfied customers to leave reviews on platforms like Google My Business, Yelp, or directly on your website. Positive testimonials build credibility and trust, influencing potential customers as they consider your services. They also help to dilute bad reviews. No matter how good your service is, you can’t please everyone and someone is bound to eventually leave a negative review. If you only have a few positive ratings, then one bad review can tank your score. Follow up with previous customers and ask for their feedback and to leave you a 5 star rating.
Social Media Engagement
Reviews and testimonials aren’t the only way potential customers can get first hand accounts about your business. Social media offers the public free reign on what they say about you and your business. However, this isn’t always a bad thing. Positive word-of-mouth endorsements and conversations that stir up engagement can be powerful tools in your digital toolbox.
Social media platforms offer a powerful avenue for connecting with your audience. Establish a presence on platforms like Instagram, Facebook, and Pinterest to share engaging content, educational posts, and highlights from your practice. Try starting an account on each platform and watch how your views and interaction go. Over time, you might want to shift your focus to the platforms that have the most engagement and value for your business. Don’t be afraid to engage with your audience, or to try new and unique ideas online. After all it's that personal connection and human touch that sets you apart from the competition.
As a new birth professional, your digital presence plays a pivotal role in establishing your brand and reaching new customers. Start by expanding your site with valuable keyword-rich content, setting up an effective Google Business profile, and beginning to reach out across various social media platforms. By implementing these digital marketing strategies, you can navigate the online world effectively, connecting with your audience, and building a thriving practice. Embrace the power of digital marketing to enhance your visibility as you support new families on their unique birthing journeys.