How a Blogging Strategy Delivered Results for a National Plastic Surgery Corporation

The Introduction
As a small business owner, you probably have a Web site. You might even be active on social media sites like Facebook, Twitter and Instagram. But are you blogging? If the answer is no, you might want to consider investing in this crucial component for your Web site and overall marketing plan. Why? Because it works: It draws in new clients, makes you more visible in Web searches, it can establish you as an expert in your field AND it’s a best practice used by large, national companies.
How do we know? We work with businesses every day, writing blogs that do just that.

The Opportunity
Hay There Social Media worked with a national, Troy, Mich.-based plastic surgery company to implement a blogging strategy beginning in 2013 – and that investment has paid off in a big way. The company, with 68 centers across the U.S., has been aggressive in its blogging and social media marketing and has been able to demonstrate the ROI. The company’s target audience uses the Web to research and make purchasing decisions, but these baby boomer consumers don’t always want to be sold to. Remember, social media is a conversation; it’s an environment where information relevant to the audience is posted and shared; it’s not just a place for one-way commercial messages.

Getting Results
The metrics show that it costs less to acquire and convert a patient – i.e. someone books a procedure – via social media marketing than through traditional digital marketing, like television and radio ads. Also, the company’s metrics showed that there is organic Web traffic to the blog from Google searches, referral Web traffic to the blog from social networks, referral traffic from blog posts to the main company site. Also, the company received numerous comments, inquiries and customer service feedback from social media.

Our team of women tapped into this market of baby boomers, looking for key topics that appealed to women – and men – of this generation. This generation is looking for a fresh, youthful appearance to match the vigor and vitality inside and our team of talented writers spoke authentically to them in blog posts on numerous topics like fitness, food, finances and fashion.

Ready for New Business? Get Ready to Write!
Social media has shown us that content is king and creating it is not something that can be done haphazardly or without a strategy and measurement. When you commit to blogging and using social media for your business, you must get into the mind of your potential customer. What are the likes and dislikes of your key demographic? What would they share on Facebook or retweet on Twitter? Pin on Pinterest? Have you talked to your customers lately?

If you are ready to get serious about blogging, our team of social media savvy writers can help. At Hay There Social Media, we pride ourselves on being authentic social media managers for our clients. If we wouldn’t recommend or use a product or service – or have someone close to us who would – we are likely not the right fit.

Contact us to today to discuss blogging and social media strategies and don’t forget to follow us on Facebook and Twitter!

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