Recession Proof Your Practice With Local Marketing

A looming recession doesn’t have to be a practice’s worst nightmare if they use local marketing strategies.


Seven out of 10 Americans (70%) think that a recession is coming soon. Not all experts agree on when it will happen or even if it will, but there are some signs that it will. There has been a general slowing of the economy, people have lost their jobs, and the Federal Reserve has raised interest rates more than once.


Even if a recession doesn’t happen or only lasts a short time, it’s better to be ready for the worst than to be caught off guard. Here are some key strategies, that will help local brands stay strong during a recession and do well when the economy starts to get better.


Invest in SEO to Generate Organic Visitors

One of the best ways to get qualified patients is to get traffic from search engines. People who find your site through Google are much more likely to buy something.

During times of uncertainty, consumers are less likely to trust a brand they have never heard of. If your brand is at the top of SERPs, it will help people who are worried about spending money decide that they can trust your brand.

Using what we call the “Content Capital Strategy” is one way to increase organic traffic and rank. In short, it means spending money and effort now on good content that will pay off for your practice in the long run.

Rand Fishkin once compared search engine optimization to the moat around your castle. It’s a permanent way to protect yourself. Paid search, on the other hand, is more like hiring mercenaries, who are only as good as their last check. During a recession, this comparison works perfectly. You want a defense system that works all the time. If you have the means to also hire the mercenaries, do both! 


Think Local – Like Your Patients

Even if you sell your brand online and across the country, you might want to put more money into local SEO. Make landing pages for your target markets that are specific to their location to reach more of your existing customer segments.

During a recession, you need to win as many SERPs as possible to be successful. Landing pages that are optimized for “near me” searches can help fill your funnel. If you already have local landing pages, you can make them even better by adding custom content that gives your patients more value.

Also, to stand out, you should make sure your Google Business Profile (GBP) is fully optimized and has the most recent images. Data shows that on average, GBP is responsible for 70% to 80% or more of local conversions.


Improve ratings and reviews

Reviews are a big part of how local search results are ranked. Many practices don’t realize how important it is to ask loyal patients to write online reviews. The wheel that makes noise gets the oil.

More people will buy something if it has good reviews. If you don’t have a plan for getting reviews, it’s time to put your pride aside and ask people to tell you about their good experiences. If you do have one, focus on how good it is instead of how many you have.

Craig Darling of Darling Local says that it’s time to move on from the number of positive reviews on Google to the quality of reviews on Google, Yelp, Facebook, and other sites that are relevant to your practice. But if you had to choose one, Google would be the platform to focus upon!


Tell your audience about your deals.

Social media is still a good way for patients to talk to practices. As a possible recession starts to change how much patients spend and as new customer behaviors and segments emerge, platforms like Facebook, Instagram, and TikTok will be great places to share deals and run A/B tests to see what patients like.

You might want to use short-form videos to reach more people. TikTok is a great way to reach out to younger people.

Instagram is also still putting a lot of money into short videos to compete with TikTok (as does YouTube). You can reach new patients who may not have heard of your brand before on both platforms.


Marketing on the Internet and Omnichannel

Covid pushed people to think digitally first, and a recession, which makes people more careful with their money, may keep these trends going.

People will use Google, YouTube, Facebook, TikTok, Instagram, and other sites to find the best deals and best services. Brands that keep investing in these key channels and run campaigns that work well during a recession will be able to take advantage of the digital path to purchase.

Still, people will continue to take what they learn online into the real world. They will often start with a Google search and end with a visit to a store. Greg Sterling points out that retailers and brands will do better with an integrated omnichannel strategy than with an online-only strategy.


Share Service Inventory to Stand Out

As Google continues to try to compete with Amazon in business, it is trying to set itself apart from the leader in online practice. Part of this strategy is to show how to store inventory is available and can be picked up offline in real-time.

Google is trying to add more live services to improve shopping searches. It is also trying to make the checkout process smoother. Google now says in a clear way that the availability of a service in-store is a local ranking factor.

To build on that, Google just announced partnerships with WooCommerce, GoDaddy, and Square that will let their patients show and sell services on Google Search, Shopping, Images, Maps, and YouTube for free.

Brands with inventory feeds should think about using Google’s reach and distribution to get an edge over their competitors. As Google tries to compete with Amazon by putting more emphasis on service inventory, early adopters are getting better rankings and more sales.


One Last Thought

When sales start to drop because of a recession, most brands do the same thing right away. They usually start with marketing when they have to cut budgets. But the information we have so far doesn’t support this step. In fact, it says the opposite. After a recession, brands that keep spending money on marketing but change to meet new customer needs are in the best position.

Practices, both local and national, that use these strategies and tactics can set themselves up for long-term success.


So… if you are a private practice healthcare business owner and you are looking to grow and scale your practice or generate more new patients for the practice – we are here for you!  Drop a comment below if you have questions or if you’d like to set up a call with us go here:

The Power Of Your Future

The Power Of Your Future | Practice Insiders Edge

The Power Of Your Future

On another morning walk I was listening to a Podcast that had Bishop TD Jakes and he said something VERY INTERESTING…..

Most people want a table – but you have to understand it comes from the tree!

I think this is really about two things:
1. Delayed Gratification – we want it all NOW!
2. Strategic Planning – best way to get what you want is PLAN!

It’s a short video today but I do think it’s beneficial to watch and I’d love your input on this video…. Like any of them that we do.  We are just looking for ways to help you grow and scale your practice too.

We spoke about the shift in Mindset from the Clinician To The CEO which this post backs up the importance of mindset and doing the work too which will assist in implementing the work in order to have The Power Of Your Future to bring you what you desire.

if you are a private practice healthcare business owner and you are looking for some advice on YOUR FUTURE or you are looking to grow and scale your practice – we are here for you! You can do one of two things:
(1) Drop a comment below with the word: FUTURE and we will get back in touch with you
(2) Set yourself up with a Triage Call here so we can talk about Strategic Planning:

10 Actionable Local Marketing Ideas You Can Deploy Right Now for Measurable Results

You already know that local marketing is the name of the game if you want to grow your practice. The challenge is choosing practical local marketing tactics that can help you without breaking the bank.

I hear you. So, without further ado, here are 10 actionable and affordable local marketing ideas worth considering.

#1: Fine-Tune Your Yelp Categories

Yelp is the gold standard of crowd review sites for a reason. When your patients search for reviews in your area, Yelp pages are likely to appear at or near the top of Google’s SERP (Search Engine Results Pages)

The best way to make sure your practice makes an appearance is to check out your Yelp categories and make sure they’re an accurate reflection of your practice. 

For example, if you own a massage therapy clinic, then you should have the category of massage to your Yelp page. You can find a full list of Yelp categories here.


#2: Reach Out to Patients Who Are Active on Yelp for Reviews

Don’t rush into this one – seriously. Keep reading. If you don’t handle asking for reviews the right way, Yelp could filter them out and put them into the “Not Recommended” category.

Here’s what to do to reach out to your patients on Yelp:

  • Use the “Find Friends” option on Yelp ONLY to identify patients who use Yelp. Do not use it to request reviews.
  • Don’t send out an email blast asking for reviews. Do only a few at a time.
  • Reach out on email or Facebook to ask for reviews.
  • Don’t send a direct link to your Yelp page. Instead, ask them to Google “Your Practice + Yelp” and click the Google link to get to your page.
  • Don’t ask patients to review you from your place of practice. They should do it after they leave.

Doing any of the things I’ve warned against here may result in your reviews getting filtered by Yelp. So, take your time and be patient. A few reviews at a time will help you improve your overall rating.

#3: Remarket to Existing Patients to Generate Reviews

Yelp isn’t the only place for your patients to leave reviews. You can always email patients to ask for reviews, but a more hand-off approach is to use remarketing to remind them that they haven’t reviewed your practice yet.

The easiest way to accomplish this task is to get a remarketing code for the URL you think should trigger reviews. Or Google can even create a remarketing ad for you.

If you decide to try this option, keep the text of your ad simple. Something like, “Love us? Leave a review on Facebook, Google or Yelp!”

#4: Promote Your Testimonials on Social Media

Speaking of reviews, you want your positive feedback to be something that potential patients see. That’s why you should be highlighting your testimonials on Facebook.

I recommend asking your patients for video testimonials. They take only a few minutes to record and video content gets much higher engagement on Facebook than written content. You don’t need to spend much, either – you should only be promoting to people in your service area.

#5: Target Your Local Audience on Facebook

Facebook’s algorithms prioritize personal connections over practice content. That means if you want your most important content to be seen by your target audience, you’ll need to promote your content.

My suggestion is to choose one of two Ad Objectives:

  • Brand awareness
  • Clicks

Promote your most compelling and relevant content. Make sure to target people who live near your practice for the best results.

#6: Build Separate Landing Pages for Each Marketing Campaign

Every marketing campaign you run should have its own landing page. The pages don’t need to be complicated, but each should include:

  • A hero image
  • Relevant content that answers your patients’ most common questions
  • A clear call to action
  • A clickable contact number

The bottom line is that you shouldn’t be sending people to a generic page when you can create a specific one in just a few minutes.

#7: Use Facebook for Local Brand Awareness

If people in your area don’t know about you, they’re not going to think of your practice when they have a need for your services. It’s that simple.

To run a brand awareness campaign, choose “Brand Awareness” from Facebook’s list of ad objectives. Then, target a local audience. You don’t need to spend much – just a few dollars a day may be enough to build awareness.

#8: Create Guides for Local Activities

A lot of people make it a priority to patronize local practices. One way to emphasize that your practice is local is to create guides for local events and activities. 

Of course, the guides you create should also be relevant to your practice. For example, if you own a sporting goods store, you could highlight local hiking trails or beaches for swimming. Once you’ve created the guide,  you can promote it on Facebook. 

#9: Use Call-Only Ads 

If your practice relies heavily on phone calls to get leads, then one of the best tools in your arsenal is the call-only ads. These ads highlight your phone number, making it easy for people to get in touch.

You should know that call-only ads generally apply only to mobile advertising. You’ll need compelling ad copy. Your phone number will be clickable, so that people who see your ad can dial you with the touch of a finger.

#10: Create Local Service Area Hubs

Do you have more than one service area or practice location? One of the easiest ways to improve your local SEO and get more patients is to create local service area hubs on your website.

An easy way to do it is to use your site’s architecture. Set up a general location page. Then, create content about each location. If you’ve got multiple locations in some areas, you can set it up like this:

  • State
  • City
  • Neighborhood

Each location should have its own page that uses local keywords and images. That way, people will know where they can find you.

Local marketing doesn’t need to be expensive. The 10 ideas we’ve listed here will help you make the most of your local marketing budget and grow your practice.

So… if you are a private practice healthcare business owner and you are looking to grow and scale your practice or generate more new patients for the practice – we are here for you!  Drop a comment below if you have questions or if you’d like to set up a call with us go here: