Chances are, you’re pretty familiar with blogs. In fact, 83% of internet users read blogs, and this number is likely to increase. Blogging is a form of content marketing, and for plastic surgery or medical spa practices, is a vital tool to connect with audiences, build trust, and establish authority. If you want to take advantage of the popularity of blogs for your online marketing, check out some of these blogging tips to help get you started. Here are 5 beginner tips and 1 really important rule to always follow.
Tip 1: Define Your Audience Clearly
Develop detailed buyer personas to understand your target demographic deeply. This approach ensures your content resonates and builds trust.
Pick a buyer persona that reflects your target demographic. If it’s a mom in her mid-30s, for example, you can create a persona from her name to what she looks like, the type of car she drives, her activities, and so on. Once this is determined, write as if you’re speaking to your persona. This will help your blogs stay consistent and lay a foundation of trust between you and your readers.
Tip 2: Address Common Questions
Create content that answers frequently asked questions from your patients. This not only provides value but also improves your site’s SEO.
Start with answering questions you and your staff most frequently get asked by patients. Chances are your other patients have these questions, too. Why do most people schedule consultations? What are the most popular treatments or procedures and why? Why aren’t surgeries being booked after consultations? If it’s fear, debunk this fear.
Tip 3: Showcase Your Personality
Let your unique voice shine through your blog posts. Authenticity helps build a connection with your readers.
Blogs help patients connect with your brand in a way your website can’t accomplish on its own. To put it simply, be you. Patients do not select a practice based only on a doctor’s qualifications, but also his or her bedside manner. Your blog can be a great way to reflect that part of who you are. Let your personality shine through, and your patients will already have an established relationship with you before meeting you in person.
Tip 4: Maintain Consistency
Establish a regular posting schedule. Consistency keeps your audience engaged and returning for more.
Be consistent when scheduling your blogs. This will give readers a chance to know your publishing schedule and when to come back and visit. If you publish randomly and people come back for new content and it hasn’t been updated, there’s a good chance they won’t return.
Tip 5: Make All This Easier With AI
Let AI handle the heavy lifting so you can focus on what matters—great content.
From brainstorming ideas and outlining posts to refining grammar and optimizing for search engines, AI can streamline nearly every step of the blogging process. As of 2024, around 80% of bloggers report using AI tools to enhance content creation—a clear sign that this technology is reshaping how content is produced. While AI shouldn’t replace your expertise or voice, it can help speed up the technical tasks, giving you more time to focus on strategy and creativity.
The Really Important Rule You Must Always Follow
This one detail is easy to overlook, but it can impact both patient privacy and your SEO.
If there’s one takeaway, let it be this: Never save before-and-after images using the patient’s name. Google indexes everything—including image file names—to understand what your page is about. Including a patient’s name not only risks their privacy but also squanders an opportunity to improve your SEO with a descriptive, keyword-rich file name instead.
If you find you still have questions about creating blog content or anything about plastic surgery or aesthetic practice marketing, contact us. We’re here to help!
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