LinkedIn is one of the most valuable marketing and networking tools available to physical therapists. This platform is far more than social media. It allows you to connect with other professionals in the physical therapy world, including key influencers. It can also be used as a recruitment tool. However, one of the best benefits LinkedIn offers is the ability to connect social media and content marketing.
Why should you use LinkedIn?
LinkedIn is one of the most powerful personal and professional branding tools. This network has long been overlooked in favor of platforms that cater to wide audiences, like Facebook and Twitter. It’s one of best ways to reach a niche audience, which could make it a great way to connect with prospective patients. LinkedIn has 332 million users, and 107 million of these individuals are based in the U.S., according to statistics from the platform. In addition, 40 percent of users sign in every day and spend an average of 17 minutes on the site.
LinkedIn gives you a chance to build a strong relationship with your audience, which can help you attract new business. Because of the professional emphasis of this network, users are receptive to relationship building.
How to get the most out of LinkedIn
Creating a robust LinkedIn strategy can help you see the benefits of this network. The platform has a number of solutions that can serve for both branding and lead generation, including display and text ads, company updates, sponsored updates, SlideShare and LinkedIn groups. Here is a more detailed look at the steps physical therapists should take to maximize their impact on this platform:
Build your company page
The more complete your page, the better. Use photos and detailed descriptions. You can also encourage clinic employees to build their personal profiles. This allows prospective patients to connect specific faces with your clinic. A more complete company profile has tangential search engine optimization benefits as well. If you include relevant keywords that potential patients would use to search for your clinic, the page may show up in Google. Your profile, headline and summary are great places to use keywords. You can even tie a keyword into the page’s URL. According to the platform’s data, 1 in 3 individuals will visit a company’s social media page when they search online. Having in-depth resources that answer some of their questions can make your marketing efforts a success.
Use LinkedIn to attract new patients.
LinkedIn recommends regularly assessing your clinic’s page to ensure it stays relevant to your audience. Their preferences may change over time, especially as you attract more patients.
Participate in LinkedIn groups
LinkedIn’s InMail tool allows you to send messages to other users, but there are some restrictions when you aren’t directly connected to these individuals. You can only send a specific number of messages a month, so you need to choose carefully. However, if you are in the same group as someone you want to message, you don’t need to be a first-degree connection. First-level connections are individuals with profiles that are 100 percent complete or very close to it, and whom you share connections with. This is a great way to expand your reach and network with other professionals in your industry.
Groups allow you to participate in discussions with other physical therapists and keep up with the latest trends in the industry. You can also create your own group to inspire more engagement and make connections with more influencers, marketing resource Business 2 Community stated. This may be time consuming because you have to post in discussions and update with relevant information, but it can pay off.
Take advantage of LinkedIn’s content tools
While an extensive content marketing strategy most likely isn’t on the radar for most, LinkedIn can help physical therapy clinics blog without having to spend a ton of time on it. You can use this space to share your therapy expertise. In addition, LinkedIn has its own content-sharing platform, Pulse. This platform within LinkedIn is meant to act as a real-time news source covering world events to specific business issues. Pulse allows you to customize content based on your interests.
“When creating content for LinkedIn, it’s important to consider what your patients want and expect.”
You can share these posts as a company status update to generate more engagement from your audience. When creating content for LinkedIn, it’s important to consider what your patients want and expect. This allows you to create relevant tips that your audience will find valuable. Showcase pages are a great way to highlight customer testimonials and show what your clinic does. This offering allows you to highlight multiple specialties.
Do you have a presentation you’d like to incorporate into your marketing efforts? LinkedIn bought Web-based presentation host SlideShare in 2012. Users can easily upload PowerPoint presentations, infographics, documents, videos and PDFs. Content is downloadable so users can reference it later, and viewers can comment, which is another way to increase engagement with your marketing efforts.
This tool gives LinkedIn users a way to make their company news really stand out. While this tool isn’t free like many of the other features LinkedIn offers, the platform has sophisticated targeting capabilities so your ad will be seen by the right people. You can use these ads to encourage people to follow you. With the targeting abilities of LinkedIn ads, you can ensure more relevant people are following your clinic.
There is a great deal more to learn about LinkedIn. The network has a great resource on how to market to your audience with its tools, which can be downloaded here.
This article is brought to you by PREFERRED Therapy Providers Inc. PREFERRED is the nation’s leading payor management services network. Our expertise is working with physical, occupational and speech therapy practices – from single clinics to multiple clinic locations.