Why Your Pharmacy Needs a Blog

Independent Pharmacy Business Blog

Independent Pharmacy Business Blog

Independent Pharmacy Business Blog give a competitive advantage over the big box Pharmacy locations

Chances are you’ve heard marketing experts sing the praises of business blogging.  But if you’re like most independent pharmacy owners, you haven’t given serious thought to incorporating a blog into your online marketing strategy.

In fact, you may have rolled your eyes at the suggestion of blogging thinking “Blog, schmlog. We’re already posting to Facebook and Twitter every day. Surely that’s enough!”

A Bitter Pill to Swallow

If your pharmacy is posting regularly to Facebook, Twitter and other social media channels but you’re not using a blog as a search engine magnet and customer relationship enhancer, you are building castles in the sand.    

A strategic business blog should be the backbone of your social media marketing efforts – the mother ship.  Over time, it becomes an invaluable online asset. You own and control it.

Compare that to other social media platforms where you’ve invested time and money. There, you’re working as a digital “sharecropper,” subject to the constant flux and changing rules handed down by cyber landlords looking to monetize their assets.

True — a business blog isn’t one of those cool, sexy apps that captivates media buzz. It’s more like a nuclear powered locomotive — one that must be fueled. Effective blog posts require forethought and more effort than a quickie posted to Facebook.

But done right, your pharmacy’s blog becomes an efficient, strapping engine that builds true momentum for the other “cars” on the marketing train. And together, they symbiotically expand, attract and anchor more of what you really want.


The Best 10 Reasons To Start Blogging for More Business

 

1. Get found online when prospects are searching for answers, especially from their mobile devices

2. Drive online traffic to your website/blog and foot traffic to your brick and mortar location(s)

3. Stimulate incremental sales from existing customers

4. Nurture a steady stream of positive reviews and testimonials

5. Boost referrals and opportunities for content sharing

6. Establish yourself and staff as trusted, knowledgeable experts

7. Magnetize local media folks and freelance writers looking for story ideas and experts to interview

8. Build a quality opt-in email list for updates and “Subscriber Only” special offers

9. Intertwine your internet marketing and “offline” marketing strategy and tactics

10. Look good on mobile devices even when your website does not

 

 

Business Blogging Basics

Google devours fresh content like homemade Mac  & Cheese. Your business blog is a dynamic, content- centric repository that feeds hungry search engines looking for substance, not junk food.

The platform upon which blogs are built makes it easy to publish keyword-rich articles, videos and other content to the web that look great without knowing any HTML. Your blog features easy-to-update content, displayed chronologically and organized automatically into searchable topic categories.

If you or a reliable employee who has a way with words can send an email, you can blog. You write
in a professional, but informal tone – just as you would when crafting a friendly, informative and grammatically correct email to a customer, prospect or professional in your referral network.

For the best results, always include at least one eye-catching image and apply a few stealthy tweaks to make your post more search engine and Pinterest friendly. Proofread carefully and click “Publish.” Your post is instantly live, available for anyone to find, including prospects near you searching for information and tips that relate to your industry.

Because a typical company website doesn’t get updated very often, it can be tough to compete for top rankings in local searches, especially those done from mobile devices. Managed strategically, your blog levels the playing field, giving you a competitive edge to “get found” by online searchers and the media looking for stories and experts to interview.

Your customers read your blog and share links with family and co-workers via email and by posting to the social networks they prefer. All the while, your business gains favor with Google and your articles (and sometimes, even your photo once you’ve set up Google Authorship) begin appearing on the first page of the organic (free) results, driving traffic back to your blog and website.

Publish fresh content once a week

Ideally, your articles are 400-600+ words long, but you can mix it up. The key is consistency! The best articles answer the same questions you field on a daily basis from customers and prospects. Don’t make this harder than it needs to be. Listen and ask. Answer questions. Then listen and ask some more.

If you don’t want to handle the content production and follow up in-house, hire it out. Find an expert to
write, optimize and cross-promote in social media and email. Be sure they are skilled at extracting your expertise and consistently reflect your voice and personality in the posts they produce for you.

Whether you hire me or a different blog content manager – don’t let the challenge of finding time and talent to create and leverage educational marketing content sabotage your best intentions for reaching revenue goals. It’s more like a marathon than a sprint, but you need to get into the race to preserve a competitive advantage.

Ready to learn more? Get in touch and I’ll help you figure out the smartest way to get off to a running head start.

by Jody Murphy  interplaymkt.com