ROC Weekly Management & Mindset Segment

Gaining More Rehab Clients and Building Your Business Through Giving

One of the best ways to attract clients and attention to your rehab facility is to give. This means that you should share your best resources, information, and ideas for free. By creating content, you can build an audience, including both industry peers and potential clients, and determine how you can help them. This is how you can connect with others and is ultimately what will set you apart from competitors.

Effective content will resonate with your audience in a way that feels natural, rather than forced. Consider the story you can tell or the insights you can share. This will help your efforts feel more genuine, encourage engagement, and seem like you are speaking directly to your audience rather than to the masses.

Content is most effective when it is valuable. This helps your readers learn more and also encourages them to seek you out when they are ready to take action.

Why you should give your best content away for free

While it may seem counterintuitive to give away your best content for free, consider this; a baker wouldn't give away free samples of his worst cake to get people to think highly of him. For this same reason, you want to showcase your best work, best insights, and best ideas to build your reputation, become front of mind for potential clients, and set the bar for what it means to have an experience with your rehab facility.

Instead of focusing on pitching your services, you can showcase your expertise and demonstrate your ability to solve their problems. In this sense, content marketing helps you prove your worth before potential clients even speak to one of your representatives.

Sharing your best content can also help encourage others to share it within their network. The better content you share, the more benefits you may realize.

Benefits of sharing content

Beyond improving engagement with potential clients and building your reputation in the industry, there are several additional benefits of sharing free content, including:

• Reduces client acquisition costs

• Helps increase your following and brand recognition

• Positions you as the authority on a topic

• Increases conversions and clients

• Provides an inexpensive method of marketing

• Informs your audience of what they can expect from you

Working with your content

Another benefit of content marketing is that you can take one piece of awesome content and repurpose it throughout your various marketing channels. For instance, say you create a long-form blog, you can post a teaser on social media, create a video about it, invite a guest speaker who is an expert on the topic to speak on your podcast, create an ad with a CTA to continue reading, and outline the main takeaways in an infographic to share via email or social media.

How to get started with content marketing

Here is a list of steps you can take to get started with content marketing:

• Identify your target audience. Think about the people that will engage with your content and tailor it to them, both in terms of topics and the channels used to distribute it. You can create audience segments and alternate your content to help target a wider audience.

• Determine the right formats. The format you use depends on your audience and on how you plan to highlight the value you offer. Consider using a mix and then measuring which has the best success.

• Delegate the tasks. Choose members of your team that are creative and skilled in writing to work on this initiative. After all, the quality of your content reflects the quality of your services. Be sure to proofread to reduce errors and maintain your brand’s tone.

• Create a schedule. An important aspect of content marketing is consistency, whether this is once a week, or three times a week. Choose an approach that is sustainable and can help your audience learn when to anticipate your content. It is advisable to start slowly and then build from there, rather than the other way around.

• Write in a way your audience understands. When you determine the audience or audience segments, be sure to use language to which they can relate. Avoid overly technical words or jargon that can frustrate them or make your message unclear.

Tips to use when sharing free content

While there are many benefits to sharing free content, be sure that it always leads back to your business. For instance, each piece of content should include a CTA that encourages readers to contact you or visit your website. This can help encourage them to take the final step toward converting into a client. Make it easy for your reader to take the action by including a button or clickable link.

Remember, the method of gaining clients through free content is slow, but it is worth it. Stay patient and committed to adding value, building rapport, and gaining trust to see the greatest benefits.

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