As consumer behavior continues to evolve, what might have been considered a good physical therapy marketing strategy in the past, may not carry the same effectiveness today. Up until a few years ago, a consumer’s attention was bought with paid advertisements that took a one-size-fits-all approach; promoting one generic message to the masses. Unfortunately, this strategy– while convenient — would fail miserably in 2020.
When it comes to getting more patients into your PT clinic today, physical therapists need to focus on creating value for potential patients who visit their website. One of the best ways to do this is with a lead magnet.
What are Lead Magnets?
Lead magnets can be a wide range of things — such as a piece of educational content or special discount — and strongly depend on the industry you’re in and the products/services you offer. With that being said, they all have one trait in common: they provide value to the user.
This value is offered in exchange for the user’s contact information (mainly their email) so you — or your digital marketing team — can market to them in the future. This process is called ‘lead nurturing’ and is a topic for another day. However, just know that the nurturing process is meant to convince a user to become a customer over an extended period of time.
After all, not everyone who visits your website will be ready to visit your practice or book an appointment right away. They may need some time to learn more about your practice and compare it to other physical therapists in the area. These types of users are just beginning their journey to becoming a patient, and need to be approached differently than those who may need a physical therapist immediately.
3 Lead Magnet Ideas for Physical Therapists
Now that you know what lead magnets are, and how they can help attract more patients, you should focus on implementing and promoting the right one(s) on your website.
While every practice is different, there are a few common lead magnets used by physical therapists that have proven to be most effective. Here are 3 lead magnet ideas guaranteed to take your physical therapy marketing strategy to the next level:
1. Physical Therapy eBook
By far, eBooks are recognized as the single most effective lead magnets used by businesses from various industries, niches, and verticals; however, they can be especially useful for physical therapists. An eBook can be anything from a how-to on relieving back pain naturally to a guide on diagnosing carpal tunnel. The eBook itself should be a PDF a user can download upon filling out a contact form on your website.
2. Discount Code/Special Promotion
Not every physical therapy office is willing to offer discounts, however, if you’re open to the idea they can be a great way to get patients in the door quickly. For example, you could offer a 15% discount coupon — as a printable PDF — for new patients upon their first visit.
3. Cheat Sheets
Cheat sheets are similar to eBooks, as they provide valuable information to potential patients. However, they should be shorter in length and make the user feel as though they are gaining inside knowledge about a physical therapy-related subject.
For example, you can create a cheat sheet that lists 5 secrets to strengthening pelvic muscles while pregnant. Keep in mind, for a lead magnet as specific as this, you’ll need to ensure your marketing is targeting the right audience when promoting it.
Partnering with the Physical Therapy Marketing Experts
If you’re ready to start creating lead magnets for your practice, but don’t know where to start, you should consider partnering with a physical therapy marketing team — like Venture Digital Marketing & Consulting.
At Venture, we specialize in marketing for PT clinics and can provide expert guidance when it comes to eBooks along with a wide range of comprehensive digital marketing services to build your PT clinic’s ranking on Google and attract more patients. Contact us today to get started or give us a call at (714) 656-7281.