September 14, 2017 was a sad day for many marketing companies and addiction treatment programs.
Google decided that hundreds of rehab-related search terms would no longer be available while using their PPC marketing. Google reps have stated that this decision came from their “higher ups” and was made because they found a large “number of misleading experiences among rehabilitation treatment centers.”
So what does this mean for legitimate addiction recovery centers and their marketing meant to reach individuals in need?
Well, what Google has restricted are certain search terms, so you’re going to be unable to show an ad for that specific term, but that doesn’t mean people are going to stop searching it. Which is why SEO and Social Media outreach is more important than ever for addiction recovery centers.
The best thing you can do for your addiction recovery center marketing is to start creating as much high quality content as you can for a variety of keywords.
Did you know the first position on Google receives about 30% of all clicks within Google? It’s so important to have a solid content creation plan in place with skyscraper articles, supporting articles, and internal links to help rank your company for that top spot on Google.
The downfall of SEO is that it takes time. Time to create, and time to rank.
How much time?
Plan on 12 months of content creation and backlink building before you see great results. Here are some images that will show you a timeline and the growth for an SEO campaign. These are in the addiction recovery space.
But there are a few things that you can do to help your content to rank on page 1 of Google.
How to Rank Your Addiction Recovery Centers on Google
Be sure that your content has a good strong headline that contains your desired keyword along with any H2 or H3 tags that are needed. Following up your headline with a short paragraph about the topic (about 100 words) can also help you rank for Google Featured Snippets.
Your content should be a minimum of 300 words, and in truth, the longer the content you can create the better. However, like most things in life, remember quality over quantity.
Your keyword should be found 1-3% within the content. For an article that contains 300 words, your keyword should be found three to nine times. Any more than that and the Google algorithm may ding you for keyword stuffing. It should be found in the title, URL, headlines, content, meta tags, meta description, and your image.
Your featured image, or the first image in your content should have appropriate alt tags and should be named with your keyword.
Your content should link back to your skyscraper articles. Select the appropriate keyword and link back to your long article (preferably 1500 words or more), and this will create an internal link. You entire content plan should look like one large “family tree” with your skyscraper articles being the patriarch and matriarch and every article linking back to at least one of them.
It’s also important to get backlinks to your articles. There’s a number of ways to get backlinks to articles, but they aren’t always easy, and they aren’t always cheap.
You can reach out to websites that are related to your field and ask them to add a link to your content; you can create guest posts for related sites and link your keywords back to your article on your own site. Or you can purchase backlinks. However, not all backlinks are beneficial. There are a lot of junk links out there that will actually ding you rather than raise you.
If you’re going to purchase backlinks, stay clear of inexpensive and unknown backlinks services. Places live Fiverr offer multiple backlinks for the cheap price of $5. These will hurt your SEO score. Instead look at high quality services like The Hoth, which provides the domain authority of each of the sites they place your backlink on.
Remember that organic traffic accounts for more than 80% of the traffic on most websites, so having constant content creation is so important. Especially for addiction recovery centers, whose clients want to know about their facility, the location, their programs, what they can expect, success stories, and more.
Unfortunately, one of the biggest gaps we find in our recovery clients current marketing strategy is their content, or lack thereof. They either aren’t creating any, or it’s irrelevant filler articles that aren’t ranking for the correct search terms. There’s a wealth of opportunity just waiting to be tapped into, and fortunately for our clients, we know how to use this to their advantage.
If you know anything about me, it’s that I love Instagram. I mean I love all social media because it entertains me, but Instagram…Instagram is that one area that I particularly love because I can sit and scroll through snapshots of people’s lives and not boring status updates.
Most of the time Jace is the one writing these blog posts, but today must be my lucky day. Or maybe it is the fact that I love Instagram. Either way I am excited to start running Instagram ads for all our amazing clients. My name is Nicole and I am the VP of marketing over here at Yinc. (more…)
Jimmy Fallon recently took over the Tonight Show. Now I don’t actually mean super recently, but he’s definitely only a few years into the talk show biz. But what’s great is that he was given the show and has brought it back to its former glory. I give his days on Saturday Night Live the credit. They know how to write catchy short videos that are perfect for YouTube, think The Lonely Island.
This has allowed him to create some great video segments for his show which then go viral on the internet. One of the best bits that he has created are the lip synching competitions. These are great to watch, you don’t even have to see the actual show to appreciate these. Just check out his YouTube channel and you’ll spend hours on there watching celebrities fake sing to popular songs, and they just get crazier and crazier as they go.
My favorite is Emma Stone or Joseph Gordon-Levitt. If you haven’t seen them before, here you go.
These have become so popular that Spike even gave him a spin off TV show. It just premiered about a week ago and has some pretty amazing clips from it already. It’s hosted by LL Cool J.
He’s also started to have celebrities do other singers impressions. See Christina Aguilera do Britney Spears or Ariana Grande do a pretty good Celine Dion impression.
He created the “Ew” video which people can’t stop quoting. And he even started hashtag wars. We all know people loved to hashtag everything they do in their daily lives but Jimmy Fallon took advantage of this and now it’s hilarious to say ironic hashtags in real life. They don’t even posted it on social media but verbally say, “hashtag workflow,” or whatever else they feel like hashtagging.
So what can you learn from Jimmy Fallon? Everything.
Just visit his YouTube channel and search through it. This is how you should be creating your videos. They need to be funny, original, and serve a purpose to your audience. He has also created a video specifically aimed at the YouTube audience to subscribe to his channel.
Make your videos fun. Make them funny. Make them unique. Make them watchable. And make them shareable.
Why is this year any different from any other year?
It’s not. This year has been lovingly dubbed “The Year of Video Marketing!” It’s also been called the “Year of the Pixel” and about a million other things. But let’s be real, every year should be the “Year of Video Marketing.” It’s just that people are finally figuring out that even if they don’t think their product or service can really be shown in a video, they really need to put it into one.
And it’s obvious why. YouTube is the second largest search engine, and if you create and upload your video properly, you can get that video to pop up on page one of Google for your keyword. It’s pretty amazing, so why isn’t everyone doing it? Who knows.
Videos stand out on social media, and they are easily shareable. People are always more inclined to click on a short video than they are to click on an article that could be who knows how long. I mean, are you even reading this now? Probably not. Wouldn’t it be better if I was explaining this all in a video and then had a transcript underneath it, giving you both options? The answer is a definitive yes.
Videos can give your audience a quick overview of your product or service without overwhelming them, and most people are visual learners anyway.
People often worry about giving away too much information online. They think if they tell people what they are doing and how they are doing it, then no one is going to need their service. This is just wrong, wrong, wrong. In fact, when you put up lots of information about how your product or service works, you give off the impression that you are an expert in that field, and therefore people want your help.
Video Marketing is fantastic because it opens the door for so many options. You can have simple short videos explaining who your company is, videos introducing each member of the team, tutorial videos, explanation videos, and all of these leave the door open to turning them into series, which your audience will begin to expect and come back to learn more information from you.
So what are some awesome ways to use video marketing to capture leads?
Well, the goal of any video should be to capture a lead and get people onto your site.
Redirect Your Audience
Instead of embedding the video on social media and within emails, we recommend creating an awesome image from the video and place a play button over it. When they click the button it will actually drive them to your website. Now if you have the proper pixels in place you’ve just captured an audience member. Plus once they are there, they might click through some of your other pages and posts.
People have a lot of questions before they buy anything. An explainer video is the fastest, easiest, and well…best way to let them know who you are, what you do, and why they need your company to make their lives better. Remember, the whole point of any product or service should be to fulfill a need. And we think explainer videos are some of the best video marketing videos that you can have. Definitely look into getting one.
Explainer videos should be fun and interesting, while informative. That’s why we love Ydraw whiteboard videos. They are interesting and engaging and fun while still giving you important information.
Set a Schedule
Create videos on a set schedule. Better yet, come up with a plan for a series, and your audience will check in on those days to find the next bit of information that you have for them. Even if you don’t have a series, let you audience know that you will be posting videos once, twice, or thrice a week. Yeah I used thrice, deal with it. You want your audience to know that you are active and around. That you have new ideas and information for them all the time, and also that you’re actually there! This allows your audience to feel like they know you a little bit better and that they are able to get ahold of you if needed.
Call to Action
Everything you do should have a call to action. Even if it’s a simple blog post. You should always be telling your audience what they should do next. To find out more information about we are the bees knees, read this article. Get in contact with us and find out why we are the greatest office to work with. Buy our service because you’ll be making it rain with all the extra income we get you. Ya know stuff like that. Always have a call to action, but make sure it’s not salesy. If there’s one thing I always talk about it’s that you have to be smart with how you word your call to action in certain areas. No one wants to be sold to; it’s awful. So be clever with your CTA.
Your email campaign should be a major deal to you, and here’s why.
There are a few things here at Yinc that we deem pretty darn important. And one of them is your email campaign. Oh, you don’t have an email campaign? Then what are you doing with yourself?! Haven’t you ever heard the saying, “The money is in the list?” Because it is.
Your site should have a few forms on it. Something like a general form for visitors to get into contact with someone at your company (probably located on your “contact” page). And you probably should have one somewhere else that allows people to subscribe to your newsletter, or give their email address for some awesome offer. You always want to offer something to your customers in return for their information. This is how you will capture emails for your email campaign.
If you’re a health or fitness company, allow site visitors to download some recipes and boom! You’ve got an email. Maybe you have totally awesome guides that help people accomplish something. Allow them to download these completely free as long as they give their email. Or just give them an option to subscribe to your monthly/weekly/daily newsletters. But let them know you are going to give some good information in these emails, something of value. Make sure they are excited to sign up for what you can offer.
And then make it worth it!
By creating an awesome email campaign. I know, I know, you probably delete the majority of emails you sign up for without ever opening them. You’re probably thinking, I never open emails so why should I waste time creating emails that people aren’t going to read?
That’s when your subject line comes in! If you create an amazing subject line, people are going to want to open them up and read them. It’s the same with writing headlines. If you create a gripping ad headline, people are going to want to click on it…so create a gripping subject line and get those people clicking!
Here’s a little bit of information that we’ve learned about subject lines and what gets opened and what gets tossed.
Bad words to not use in your subject line:
Even the word “free” gets a -3%
Some good words to use in your subject line:
Weirdly enough “free delivery” gets a 50.5% opening rating
If someone is signing up for you list, it’s usually because they want information that you can provide or are hoping for deals or exclusive information. So start with great content right out of the gate, and they will want to open every email from you that comes into their inbox.
So what should your email campaign contain?
It really depends upon your demographic, but you’ve probably heard our rant about the 4 happy chemicals and the one sad one inside your brain. If not, go read it, it’s fantastic and a real insight into how we make decisions as people. Basically you’ve got to get these people craving something right off the bat. Right in that subject line. Make it something they can’t pass up. Think about what gets you reading articles that pop up on your social media? What entices you? Then replicate it. Get your readers dopamine going.
Now for the good stuff, the meat and potatoes of the email.
We like to write our email campaigns like you would a movie. The introduction (headline) the pain, peril, and problem, then the solution, and then a call to action at the end.
So, what need are you going to fill for your clients? What can you offer them that helps their lives? What are they stressed about right now? Get their cortisol flowing so they feel a little tense.
Then hit them with the solution. How you can relieve that stress from their lives. Make them feel okay again, that you have a solution for them. And then end your email with a strong call to action.
But be careful, you want to sell your audience without them realizing you are selling them. Because no one wants to be sold to.
Make your emails fun and funny for your reader, but make sure they have a point and your reader knows what that is.
We really enjoy throwing in what we call a “Seinfeld Story.” Seinfeld is a whole show based around nothing. So throw in an email that’s about nothing. Write about what you did today, or some other mundane story. Make sure it’s still fun and entertaining, but make sure it’s also not a sales pitch. We like to add this one in around email 4 or 5. Which brings me to my next point…
How often should you send out emails?
We go off the Fibonacci sequence. 1, 2, 3, 5, 8, 13, 21, and then we like them to go out once a week. If you can’t do once a week, link your service (Infusionsoft, MailChimp, Aweber, etc) to your blog, so that your blogs will be sent out. Either way let your clients know that you’re still around.
And then when you have a new product or service, or maybe it’s sale season, send out a separate email giving discount codes or exclusive offers.
Just remember, the money is in the list, so work it baby, work it!