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Integrated Digital Strategies - A Franchise Marketing Agency

Franchise Search Engine Marketing is one of the harder marketing tactics in your franchise inbound marketing program. What makes it so hard? Google is continuously changing their algorithms to make search more friendly for the potential prospects looking for you.

Many new franchise owners are looking to expand out geographically starting close to where their current franchise is now. So starting a general, top of the funnel, “any geography will do” mentally certainly won’t do.

Here is one of the ways you can do Inbound Marketing for specific geographic areas.

Google Trends

You may have access to a software like HubSpot that can do a lot of the work for you, but for this article, we’re going to refer to the Google Trends tool since it’s free for anyone to use and it’s a proven and reliable source.

At this point, you should know what keywords your potential franchisee would be looking for. I recommend starting with the general ones like, “buy a franchise” or “franchise businesses” and click search. After your search, you’ll need to go to the left side and adjust the “Limit to” section to the United States only (if that’s where you live).

As you can see, “buy a franchise” is trending upward in the United States. This is definitely a good sign for the franchisor as its most likely an indicator of increased demand.

Since you narrowed your search down to the United States, you’ll see a map of the US with the states that have the most searches for that term.

If you’re in one of those states, awesome! If not, I would still consider going after it as a part of your inbound marketing strategy since it is trending upward. I would then start looking at the Related Terms section as well as other general phrases potential franchisees may be looking for when doing their search. Rinse and repeat.

Franchise Search Engine Marketing Program

Now is when your franchise inbound marketing program kicks in. You should have a list of about 10-20 trending, geographically hot keywords. Using those keywords in combination with the geographically targeted area you want to go after, you’ll want to do this….

For more information about marketing your franchise, contact us or call 800-836-9097.

As the owner of a healthcare practice, you might be new to a different type of practice: creating or managing content for a blog on your website.

Blogging lies at the center of an inbound marketing strategy and is the most important step you can take to attract new patients to your practice and invigorate your bottom line—while positioning yourself as an industry expert.

If you know the type of content your prospective patients want and need from your blog, you’re already one step ahead of your competitors. But before you begin creating content for your blog, be certain that you’re optimizing the content you create.

While inbound marketing holds the promise of bringing new patients in your door—unlike direct mail pieces that go out your door—optimizing your content could mean the difference between landing on the first page of an organic search and the sixteenth page. And you know that people rarely dig that far.

As proud as you might be of your website, if it’s not optimized, it’s ineffective. Follow these content optimization guidelines and to boost your blog’s ability to bring new patients in your door:

content optimization

Content Optimization with Keywords

Just as you probably do when searching for something on the Web, your prospective patients look for information by inputting keywords. But when you’re creating or optimizing content rather than searching for it, you want to make the best possible predictions of the keywords those prospective patients will choose.

This is where Google Adwords can direct your efforts so that you can make the best choices. Type in a keyword, and this content optimization tool will tell you how many people are using it—and similar keywords—as they conduct a search.

At this juncture, it’s vital to remember that content optimization is about marketing to the masses. It’s not about invoking your healthcare education to come up with the keyword “extension of the incisal ridges.” You’ll find that most people search for “overbite” instead. Likewise, it’s not about assigning your aspirations. This mistake could lead you to come up with a lengthy keyword, such as “the best dentist in the DuPage County area of Illinois.” Most people prefer to stay close to home, so they will likely include their community of residence in a short keyword, such as “Naperville dentist.”

Assumptions about keywords can backfire, so you cannot afford to skip this crucial exploratory step.

Optimize with Restraint

With your choice keywords in hand, build each page of content on your website around one keyword. This may feel restrictive, but a well-optimized page is centered on one keyword only. The page can include some words closely related to your chosen keyword. If you’re brimming with keywords, the solution should be obvious: create more pages.

The search engines will reward your restraint and sense of purpose. Each time you create a new page of keyword-centric content, they react by elevating your ranking. And the higher your ranking, the easier you’ll be for prospective patients to find.

Optimize by Stressing Quality First, Quality Always

While the search engines reward focus, they favor high quality equally. Google is well known for closely guarding its algorithms, but it clearly articulates its definition of quality.

Before you write or approve content for your dental practice blog, be sure you understand where Google sets the bar on the issue of quality content. Reading its standards, expressed in the form of questions, is worth every minute of your time.

Optimize by Heeding the Details

A WordPress tool called SEO Yoast can assess how “SEO friendly” your content is. But you don’t need to create your content in WordPress to heed three other small but important details to fully optimize your content.

These details include ensuring that each page of content:

Following these “content cues” gets easier with practice, but if you want to bring dynamism to your practice’s content, reach out to the experts at Integrated Digital Strategies. As our name implies, we integrate all the content optimization objectives for your practice, and we can catapult your blog’s ability to bring new patients in your door.

As a health care professional, you’ve probably debated the same two questions with your colleagues as with your peers: Are we in the business of making money, or are we in the business of helping people?

With any luck, you’ve concluded that these two questions are not mutually exclusive; you can be profitable and steer people to the road to better health at the same time.

As you look for ways to accomplish both objectives, put blogging at the top of your to-do list. It is the most important step you can take to attract new patients to your practice and invigorate your bottom line—while positioning yourself as an industry expert and valuable source of information. Consider the ways that blogging makes this happen.

Browsing on your computer

Give your website a “physical exam” before you blog about your practice.

The journey begins with your website, which is arguably the most effective marketing tool you have at your disposal. It could be visually stunning—a source of pride for everyone in your practice. Still, you must ask yourself: How are people finding it among hundreds of other websites, particularly those of your likely competitors?

Typically, people call up a website in one of three ways:

Blog about your practice to enhance your bottom line.

In these terms, your visually stunning website might appear to be a risky enterprise. But it doesn’t have to be. You can negate this risk by blogging—the engine driving the inbound marketing strategy that should be the cornerstone of your practice.

Inbound marketing enables people to find you and your website with ease. So rather than send expensive postcards, flyers, and ads out your practice door, create content on a blog linked to your website that brings new patients directly in your practice door.

Blogging makes financial sense because:

Blog about your practice to help others.

In addition to financial benefits, blogging can bring you a sense of personal fulfillment because:

Developing and writing blog articles that achieve two objectives—enhancing your bottom line and helping others—requires skill, experience, and a deft hand. Call Integrated Digital Strategies for a consultation before you blog about your practice, and find how we can integrate all of your objectives.

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