“I just want to start utilizing social media to promote my business. Why are you telling me I need to blog, too?” — Sincerely, Your Neighborhood Pharmacist.
We understand. Not everyone is a writer, and blogging does take a considerable amount of time and/or money, one or both of which might be in short supply! Then there’s the matter of what you should write about (do people really want to read about the latest prescription drugs? vaccinations? studies?). No wonder people want to skip right to the seemingly simple process of posting on social media and watching the customers beat down the doors! But trust me, it’s worth it.
Blogging Brings More Visitors to your Website
Companies with active blogs have 55% more website visitors than those not blogging (HubSpot). Why would that be? Search engines love good, fresh content. Use the right keywords and target the right buyers, and you will see your search engine rankings improve over time without having to shell out thousands every month for Adwords or other PPC. Your outstanding content may also cause other reputable sites to link to your articles. This boosts search engine rankings AND brings in targeted content.
Blogging Brings New Customers to Your Pharmacy
Gaining ground with Google is satisfying, but what we really need are new customers. Blogging does that, too. In fact, 60% of blogging businesses report an increase in customer acquisition. Not only does blogging bring more people to your site, it also gives you more credibility. It allows you to display your expertise and a little bit of your personality. All of which leads to new customers.
Blogging Keeps YOU Sharp
Here’s a bonus! Blogging keeps you thinking about what is of benefit to your customers and potential customers. Doing a little research for a customer, or for your own information? Turn it in to a blog post. I use this method all the time!
Blogging Keeps You in Touch With Your Pharmacy’s Customers
Are you bringing in a new service, a new specialist, or hosting a pharmacy event? Your blog is the perfect place to announce it. When you point people to the blog via your email newsletters, and even by including the URL on receipts, they’ll become accustomed to looking there when they want to know what’s happening. They may even begin to comment on your blog posts, providing another way to keep in touch and find out what they really need.
Blogging is the Perfect Foundation for Social Media
Getting back to the original question, “Why can’t I just do social media?” What’s the point of social media? Community? Customer service? Brand-recognition? Sure! But, few customers will go directly from Facebook to your pharmacy or pick up the phone and call from the number on your cover photo. Most people feel more comfortable making that next step AFTER they visit your website. And, your website is where you can have all your wonderful calls to action, landing pages and lead-generation forms (not sure what all this means? we can help). So, you really want to get them to the website.
If you’re not blogging, you probably only have a few pages you could link to as status updates. This gets old real fast. If, instead, you have a steady stream of truly useful information on your blog, sharing a link to each one (and even multiple times on Twitter), will bring people to your website. In fact, that’s one of the ways you’ll know your social media efforts are paying off.
But, I’m a Pharmacist, not a marketer!
I know. I’m not about to start trying to dispense prescriptions after reading a book about it (and not just because I’d get in big trouble!). As you are well aware, Pharmacists are very intelligent people, but not all of them are great writers (sorry). Some can write a technical article in their sleep, but this is not what your customers want to read. You may actually have the perfect candidate right in your pharmacist. Ask around to see who likes to write. You might also consult a marketing agency to get a custom blogging strategy plan or even have blog posts written for you (we do that).
Are you blogging for your pharmacy? Please share a link in the comments – we want to see!
Have other pharmacy marketing questions? We’d be happy to help. Comment below or contact us today.
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- How To Make Google Love Your Content Marketing (searchenginepeople.com)
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- 100 Social Media Stats That Prove It Is Worth Your Time (When Done Right) (business2community.com)