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 

 

Using Video for Social Media

Social media strategy is not a catch-phrase, it is a vital part of any marketing campaign. It is pointless having a social media presence if you do not understand why you are there in the first place. Pay attention to the resources necessary to execute a successful strategy, as you would for other parts of your business.

If your strategy is to simply use social media as a broadcast tool for your wares, then hiring a professional videographer may be the best option for you. However, if your strategy includes engaging your fan base, then you can certainty create your own videos for your social media campaign.

Video is a very effective tool in your social media arsenal – it can be fun and engaging. Using video can add a personal touch that is difficult to convey with only words and pictures. A video will allow the viewer to know you, your staff and your business thus creating a deeper personal connection to your brand.

What equipment will you need? You will need a high definition (HD) video camera. The appeal of an HD video camera lies in its excellent video quality. HD camcorders shoot in 1920 x 1080 high definition video, which is the highest resolution available.

You will find it wise to invest in a tripod. The tripod ensures that the camcorder is stable, steady, and centered.

You may need a microphone, depending on the quality of sound you get from the camcorder. If you haven’t yet bought a video camera, ideally get one with an external mic jack.

Posting your videos on Facebook, MySpace, and local social networks.

If you plan to use videos on Facebook, MySpace, and local social sites, it is important to understand your target audience. The attention span of people watching video on social networks is probably quite short, so keep your videos under 30 seconds. The viewer is not likely to be interested in watching a long drawn out monologue. More likely they want to see and understand your business, products staff and reasons why they should keep following you.

30 Second Videos: What Do People Want to Know?

People are interested in your brand, your industry, your products and your services. Don’t make the mistake of focusing only on your products and/or services – introduce yourself and your staff. A personal connection is invaluable in branding your business. Make your videos interesting by showcasing a combination of these things. Be creative! Take people on a tour of your facility. Show real people using your products / services. Interviews with your employees, or employee skits are entertaining options for viewers. The options are endless!

Find Melissa O’Connor online through the links on her bio.

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