With so much information accessible online, it is easy for students to get information on-demand, from the comfort of their homes. While this certainly has its advantages, it also means that you, as a Physiotherapy school, must be more mindful of how you engage with potential students online.
Here are 5 tips for Physiotherapy schools to consider when optimizing your online marketing strategy:
1. Find Your Niche
As a Physiotherapy school, you know that your speciality area is not for everyone. You must find a way to target your audience. Rather than using general marketing strategies (such as ‘educating’ or ‘persuading’ consumers), you want to find a way to directly connect with users who are most likely to become paying customers.
To do this, you must firstly establish what motivates your target audiences to choose your school over others. This could be something as simple as ‘the degrees you can achieve’ or ‘the services you can provide’, but it is also important to look at other factors that influence your potential students’ choice.
Once you know what these are, you can work on presenting your school in a way that appeals to this target audience. It is never easy choosing a career in Physiotherapy, and you must provide students with a clear and concise summary of what makes your school different from others. Establishing your niche is an important aspect of your online marketing strategy because it will help you refine your message and provide you with the tools to communicate this message effectively.
2. Ensure Your Website Is User-Friendly
A key part of any marketing campaign is ensuring that your website is user-friendly. When potential students visit your site, they must have the ability to find the information they are looking for easily. This means that you must put in the effort to establish clear calls to action on your site, so that visitors know exactly what to do next.
Designing a website that is accessible to all users is a challenging task, especially if you are a small school with limited resources. Therefore, whenever possible, you should favour hybrid (i.e. mobile-friendly) solutions, so that you can reach visitors regardless of whether they are on their desktop computer, laptop, or mobile phone.
3. Measure The Success Of Your Campaign
To determine the success of your online marketing campaign, you must measure a variety of metrics. It is important to establish what these metrics are, so that you can accurately track the results of your efforts. Once you have, it is easy to see how your Physiotherapy school website performed and how you can alter it to achieve greater success.
4. Evaluate The Value Of Your Website
A critical part of any marketing campaign is measurement, and this could be applied to the success of your Physiotherapy school website. To determine the true value of your site, you must consider a variety of factors. First, what is the purpose of the site? Is it purely to generate leads, or are you trying to establish your school as a brand in the niche?
If this is the latter case, then you want to consider whether or not the resources (i.e. money) you spend on the site are worth it. Establishing a reputable brand can take many forms, and spending money on a website is one way of doing this.
Additionally, how much traffic do you actually get to your site? Is it getting the results you expect? The value of an effective website is in the data that it produces, and you must consider whether or not this data is valuable. Generating leads is only one small aspect of a successful Physiotherapy school website, and you must consider whether or not this is the case.
5. Consistency Is King
The final piece of advice I would give you is to build a brand that is consistent. When visitors land on your site for the first time, they will see a variety of content, and it is important that this content continues consistently across all platforms (i.e. web, mobile, and social media).
For example, if you have a blog post that is attracting a lot of interest and leads, you should consider creating a microsite around this topic, to communicate the information directly to your target audiences.
By establishing a presence across different platforms, you are providing your potential students with the ability to find your school, regardless of whether or not they are on-site. Consistency is important because it means that you are not relying on one platform to drive traffic to your site; rather, you are presenting your brand to the world and encouraging them to find you.
With so much competition, it is essential to stand out from the crowd. To do this, you must implement digital marketing that is both innovative and effective. Ensure that you put the time and effort into establishing your niche, so that you can effectively target audience and produce the results you are looking for. As you build and evolve your strategy, consider the value that your website brings to the table and make incremental changes to improve your results.