Does Google AdWords need physical therapy clinics to be active on social media? Does AdWords compliment your practice’s online presence? Let’s find out!
The very explosion of social media has changed our personal and professional interactions. Our priorities and behaviors have shifted dramatically. We can see the same shifts in the way we market, buy and sell. Whole businesses are structured and operate around social media now. However, even with social media’s extreme weight in business nowadays we ask it is necessary for your physical therapy practice?
The behemoth of social media has shaped physical therapy marketing so much so that when clinics want to grow, many immediately think of social media first. That can work. Due to high engagement, if you get the recipe right, clinics can connect with customers there. On the other hand, social media can eat up take a lot of time and resources with difficult-to-measure results.
Adwords, is an online marketing tool, much like social media – but are they symbiotic? Is it possible to stay competitive or grow with Adwords without a strong social media standing? Yes. Adwords can definitely be the right choice, even without the social media followers.
If content is king, then conversion is queen.
– John Munsell, CEO of Bizzuka
AdWords Targets Audiences for Conversion
Thinking of your own personal use, when you’re looking for a solution, you turn to Google. When we asked Physical Therapists themselves how they solve their own marketing challenges, searching on Google was the number one place to start.
This is typical for most people – they’re looking for businesses who can help when they enter a search. This is where potential customers are going to see ads. Unlike social media where people are looking for something amusing or entertaining. We’re all guilty of mindless scrolling through our Facebook feed at least once a day. Right?
Let’s lay it all out: People use Google for solutions. Social Media is for entertainment.
With AdWords, you reach people when they’re actively in need. Such as a solution for their pain back. You reach a responsive audience at the moment they need you. The person searching is open to giving you a chance to prove your value. In social media, you’re trying to grab someone’s attention, presenting visual-heavy content and hope they may take a peek to understand what is being offered.
AdWords’ Search Network offers solutions when needed. Advertising on Social Media requires you to interrupt a potential customer to get their attention.
Adwords has the potential to put you in front of more potential clients looking for your help. Social Media will help you connect with existing customers.
Google’s Tools Can Help Your Physical Therapy Practice Grow
As you use Adwords, your relationship with Google will improve. So even if your online presence is weak making friends with Google will help with the flow of customers. Google has Google My Business where you can list your physical therapy clinic for free. This is great if someone searches for you locally. You don’t even need a website! There you can easily provide hours, contact info, photos, directions and even offer specials to your listing. The more helpful information you have the more people will be drawn to your business, and the happier Google will be with you. A great tool to have in tandem with AdWords.
I would like to see anyone be able to achieve their dreams, and that’s what this organization does.
– Sergey Brin, Google Founder
Google actually craves substance. They are not looking for those with the largest budget to throw at them because the key Google is relevancy. If you tie that with quality information and experience for the person making the search, the more likely that person will search with Google again. That is when you start to get the good seats. (In AdWords search and display that is). So it is a rather even playing field. These favorable characteristics of Google, relevancy and quality, is also known as Quality Score.
You Need Landing Pages
Speaking of quality score, landing pages are a great way to improve that score. Now, these are the pages that searchers land on after they have clicked on an ad. This page is sometimes simply, a homepage but often landing pages can stand alone. If you carefully curate them you can provide the helpful information that was searched for, such as hours or types of therapies you offer, and gain a conversion. Meaning not only does your social follower count not matter, but you may not even need a website. Your physical therapy practice could start with a just a simple landing page.
However, you need a place to host a landing page, as you would with a website. Which at that point why wouldn’t you create a whole website for your landing page. There also is a clear way to create a landing page even with builder site plugins. But if you are looking for a quick landing page solution that you don’t need to host with Adwords very much in mind Teacup is here for you. We have landing page structure. All you have to do is answer some questions. We built it. We host it. Then you can focus on being hands-on with your clients, not web design.
AdWord Can Help Improve Your Social Media Following
Now if social media and creating an online following is important to your clinic or practice, you can certainly use AdWords to do so. You can start by linking your Google+ page to Adwords under ad extensions and then social extensions. This enables you to share +1’s from your G+ page with your ads and vice versa. This shows a social approval for the product, meaning a higher likelihood of click-through rate and engagement. The +1s also show on the search and display ad. Creating a more integrated Google ecosystem.
While you can’t really have an Adwords campaign lead you to a Facebook profile page, nor is it recommended having social media on your landing pages, you have to look at the bigger picture. Social media is a tool to promote and share great products and content. You still need good marketing channels and calls-to-action to get people to convert. Having ways for people to understand your products and being able to contact you. Which makes AdWords very valuable, because it focuses on people that are searching for a solution, they want to convert.
Adwords can get you liked without having many “likes”
Social media is a behemoth that we all are affected by, one way or hundreds of ways. Physical Therapy marketing is no different. Having a strong presence on social media or online won’t prevent you from having a healthy practice. Adwords evens the odds and helps any business connect with those searching for them. The integration will Google makes the search ecosystem even more efficient. A great place to start is with a landing page. Teacup can help you do all of this without much presence online to get started. Once you are active in this ecosystem and are converting, the Facebook followers will find you.