We opened this series addressing AdWords for addiction centers with an innocuous, if not hard-to-pin-down question:
Has your drug rehab center cracked the code on ethical, sustainable, and diversified lead generation after last September’s Google AdWords change, and even more recent changes in organic?
Whether shakeups occur within the competitive addiction space or from legislation and public discourse impacting the addiction industry, one things for certain: Given the reality that changes can happen at any time, a diversified lead generation strategy will ensure your treatment facility weathers whatever storms come your way, with leads keeping the funnel primed for your admissions staff.
A strategic approach to quality content creation will build trust and empathy with prospective intakes, while establishing your facility as a trusted mainstay in the industry.
Continue reading part 7 if you want to learn:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. Content marketing isn’t a new kitschy fad. But when done effectively, creates powerful results.
Think about it this way: A person struggling with addiction oftentimes feels isolated, embarrassed, and to a certain extent – lost – especially when they’re in the throes of their disease before deciding to seek help from an outside source.
Your treatment center can be that trusted resource and ally to the addict or concerned loved one during this vital time when they’re researching treatment options, looking for answers, and searching for hope. Addiction itself is deeply personal to the person suffering with it, and content that speaks to their struggle has the potential to literally save a life.
To help your drug treatment center create content that engages your audience and ultimately drives intake inquiries to your admissions staff, it will have to first understand what goals you want your content to accomplish.
Define the goals of your content marketing strategy – i.e. subscribers, form submissions, conversions, downloads – and make sure your team is regularly monitoring Google Analytics to track the success of your content strategy.
1.) Understand who Your Audience is, and where they fall within the Buyer/Intake journey – Go beyond content creation for the sake of checking off a ‘best practices’ box. Chances are, your team is intimately familiar with the recovery programs available at your drug rehab center.
In this case, write what you know, but use every tool at your disposal like Google Analytics and optimized keywords to inform your approach and ensure your created content is seen by those who need it most, by ranking for the keywords your team is researching and optimizing for.
Understanding Your Audience:
There isn’t one isolated type of person who struggles with addiction, and we know it takes on many forms. But when creating content for the addiction space, your team will need to have a pulse on at least a composite archetype, and personas help drive those efforts. Use your data to create this realistic representation of your intake, concerned family members or loved ones, or whatever personas your addiction center’s data helps define.
Understand the Intake Journey/Buyer Funnel:
The buyer’s funnel/intake journey has three stages, and content marketing addresses all of them. They are: top-of-funnel content, middle-of-the-funnel content, and bottom-of-the-funnel content. Marketers have shortened this to ToFu, MoFu, and BoFu, respectively.
ToFu Content: Awareness – In this stage of the funnel, addicts and concerned family members are looking for answers to their concerns. Your team isn’t filtering leads and wants maximum exposure for your content marketing efforts. Your blogged content is the best source to educate, drive awareness, build trust, and enable empathy for your prospective intake and the additional personas your content speaks to.
MoFu: Consideration – Prospective intakes in this stage of the funnel have consumed your blogged content and are associating your addiction treatment center as a potential solution to their addiction or co-occuring mental disorder.
Your prospective intake has shown interest, but still hasn’t become fully qualified. Create advanced e-books, whitepapers, and case studies speaking to your treatment centers specific offerings. Consider putting a “gate” on this content, to determine the level of interest in your prospective intake.
BoFu: Commitment/Conversion – At this point, you’ve built trust and your prospective intake is familiar with your content and is nearly ready to pick up the phone or pay your rehab facility a visit. Now you need them to commit and convert. Accomplish this by incorporating testimonials from addicts who have successfully completed a program and are living fuller, healthier lives.
Reviews for your treatment center also play a part in this stage in the funnel. Add in clickable calls-to-action, or CTAs, that encourage them to visit your drug rehab center or call your admissions staff. Track those conversions within Google Analytics to get a complete picture of the content’s success. Bottom-of-the-funnel content doesn’t need to sell services. Be direct in your messaging, because intakes are close to deciding on your drug rehab center.
2.) Have an Internal Team Member “Own” Your Addiction Center Content Marketing – Thomas Edison famously stated, “Vision without execution is hallucination.” Employ an individual who completely understands your treatment center’s programs and levels of care who has both vision and the ability to execute on that vision.
This individual’s skills should extend beyond writing. Your drug rehab center will benefit from an individual who thinks like a publisher and maintains an editorial calendar. That calendar will forecast the content initiatives your drug rehab center wants to accomplish, and the dates for when those initiatives will be published.
3.) Publish Content on a Consistent Basis – Once your addiction center has a dedicated resource creating original content, your team can make the move to publishing that content on a consistent basis. This will help your drug rehab center build and cultivate an audience that comes to expect and anticipate the great content that’s being created.
Publishing content consistently is just the first step. To ensure your content is consumed from a wider audience, your team will have to strategically amplify that content. Depending on the goals of your content marketing strategy, your treatment center could amplify content on social media, and with a PPC campaign.
The immediate changes with AdWords for addiction centers last September had a lot of rehab marketers scrambling for qualified leads. After reading the previous six sections within this lead generation series, our hope is that your team is armed with the knowledge to impact your lead generation strategy ethically and effectively with renewed focus and vigor.
In case you need a refresher on the channels we covered within this addiction center lead generation series, click the links below:
Of course, if your team has any questions feel free to contact us. We’ll be happy to help your addiction treatment center develop a holistic strategy to have sustainable lead generation success.