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Branding: Set Your Practice Apart
Dr. Brad started his practice seven years ago on a shoestring budget. He created his generic logo in five minutes using a website because he didn't have the time to figure out how to make something special.
Little Sticker, Big Impact
It's the end of an election year. Hilary Clinton and Donald Trump were the subject of conversation for everyone, everywhere for the entire 2016 calendar year. I don't think any of us can deny that this election affected us all very deeply on a personal level.
Herbs for Digestion: The Power of Bitter
Many cultures (and indeed herbal clinicians) around the world have long respected the role of bitter herbs and foods for promoting digestion. For example, aperitifs – drinks consumed before a meal to stimulate appetite and digestion – were originally derived from bitter herbs.
A Simple Protocol for Holiday Stress
It's winter, a time when we should be deep in reflection, eating warming foods and sleeping long hours. Following nature's rhythms, we restore our bodies and minds in preparation for the renewal of spring.
Another Chance to Make a Difference
Just a few months ago, "the worst natural disaster to strike the United States since Hurricane Sandy" hit Louisiana. During this storm, one area experienced 31 inches of rain in 15 hours as almost 7 trillion gallons of water rained down in just one week across the state.
End of an Era Looms at NYCC
New York Chiropractic College recently announced that Dr. Frank Nicchi will retire in August 2017 after 36 years with the college, the past 17 as president.
All Fiber Is Not Created Equal
Sometimes the best place to start is at the end. So, the conclusion of this article is that all fiber is good ... but some fiber is better. Let's break it down. There are two main types of fiber: soluble fiber and insoluble fiber.
A Q & A About Updated Codes
Yes, indeed there was an update to ICD-10 on Oct.1, 2016. This is a regular update to the diagnosis coding system and this type of update will occur every Oct. 1, just as it did when the ICD-9 system was in place.
Dedicated to Defending Chiropractic
Whether you're a veteran DC or a first-trimester student, the name George McAndrews should be part and parcel of your professional vernacular, as familiar as the word chiropractic.
A First for the Profession: CCE Accredits First Chiropractic Residencies
The Council on Chiropractic Education (CCE) has awarded accreditation to all five chiropractic residency programs currently administered at Veterans Administration facilities, "the first residency programs in the nation ever to be awarded this distinction, a significant advancement in the evolution of chiropractic education," according to a VA press release announcing the milestone.
Assessing Core Stability and ROM: 5 Basic Checks
One of the first steps in addressing core stability is assessing static posture, ranges of motion, and motion of the pelvic bones, sacrum, femurs, lumbar spine and thoracic spine.
What We Can Learn From Spine Surgery
Patients with lumbar stenosis presumably present for conservative care to improve their quality of life and avoid surgery. However, providing clear guidance to these patients can be difficult for a number of reasons.
6 Steps to Make 2017 Your Best Year Yet
People often ask me what defines success. Success, for me, is simple: doing exactly what you want to do in life. Whether it's the kind of practice you run, your life at home, your hobbies or something else, it's achieving anything you put your mind to.
Meshing TCM With Environmental Pediatrics: Where's the Overlap?
Pediatrics has a long history within Chinese medicine dating back to the late Han dynasty (i.e., the late 200s CE), with the two primary areas of emphasis being herbal medicine and xiao er tui na (pediatric massage).
DVT: Know the Signs and You Could Save a Life
I lost a friend several months ago. He died from a pulmonary embolism (PE) secondary to a deep-vein thrombosis (DVT) that originated in his lower leg. Bobby was in his mid-60s, soft-spoken and had a big heart.
A Letter to the Profession from the New President at AAAOM
Volunteering for a national, nonprofit organization brings with it such highs, lows, and accomplishments, as well as a steep learning curve.
News in Brief
New President / CEO Takes Office at Yo San University. Electroacupuncture for Constipation?
2016: A Year in the Life of Acupuncture
Happy Holidays, may you, your family and friends have peace, joy and blessings throughout this special time of year. As 2016 comes to a close, we can look back and celebrate the many events and accomplishments for the profession of acupuncture.
Overuse Injuries in Young Athletes (Pt. 2)
Most overuse injuries are benign, but there are some high-risk injuries that, if unrecognized or inappropriately treated, can result in significant loss in time from the sport or even require leaving the sport.
Can a Multivitamin Reduce Breast Cancer Recurrence?
There is a great deal of controversy regarding the value of multivitamin supplements in cancer prevention. However, with respect to preventing breast cancer recurrence, an important study was published in the Journal of Breast Cancer Research and Treatment in 2011 by Kwan ML, et al.
Chiro School Reunion: Whatever Happened to...?
I opened the door to the closet slowly, carefully, since I knew it contained a large number of precariously stacked file boxes. It also held numerous outdated gizmos with electrical cords of various lengths that could trip or strangle a person.
Southwest Acupuncture College Brings It to Division 1 Athletes
When Michael Phelps' photograph with the distinctive round marks left by cupping went viral, the Division 1 student athletes treated through the Dal Ward Athletic Center at the University of Colorado (CU) could relate.
Molecular Motors: Tiny Machines Behind the Rhythm of Life
In the clinic, we aim to restore healthy patterns of movement for qi that has gotten trapped or misdirected, or may have even collapsed. We may be focused on freeing stagnation, releasing heat or redirecting counterflow qi, but it often comes down to helping re-establish a flow of sorts.
January, 2014, Vol. 14, Issue 01
Using Press Releases to Help Build Your Practice
By Stephanie Beck
This article is not going to be about how to write a press release because in the May issue of Massage Today, Cary Bayer offered a great lesson in writing a press release. In fact, I would recommend you review his article to understand structurally what a press release would look like when you are ready to type it up.What I'm going to share with you is strategy; the "why" you should be writing and "how" press releases, when crafted properly, can build your practice. The reason I wanted to share this is because I constantly hear from massage practitioners that they need new ways to get more customers. Press releases can help in multiple ways. They can add more traffic to your website, build your social media status, increase your authority and credibility and increase the ranking for special keywords.
I find there are basically two types of press releases: those primarily for search engine optimization (SEO) and others that are primarily to build authority and credibility for you or your practice. It is always best when creating a press release to add keywords that help your SEO rankings. In fact, if you have read some of my recent articles in Massage Today, you know I have spent a lot of time discussing ranking, building your reputation and backlinking. Keywords are crucial to these processes.
Sometimes it isn't about keywords, it's about creating authority and credibility for you and your practice. When a customer recommends or refers you or your practice to another person, what is one of the first things most people do? Most of the time, they will enter your name or the name of your practice into the search engines. What will they find? Maybe your personal or business social media profile? Sometimes, it's your website or reviews on other sites, but what if they found press releases from various news sites about you? Imagine the type of impression that would make on a potential customer? This doesn't have to be national news sites either. In fact, you have a stronger chance of the press release staying on the page if you focus on building your creditability and authority locally. You might be thinking, that sounds great, but how do I that? So, let's talk strategy.
Strategy of a Well Written Press Release
A well written press release can be published by any number of highly trafficked news organizations. The key is to provide content that is relevant and valuable to the audience. How do you know if you are writing a great press release? When you are writing, highlight a piece of valuable content. Whether it is a blog post, book launch, recapping an event, an article, adding a new social media site or video, you need to make sure your content is relevant to the readers. In order for you to be able to create a great press release, the content you are basing your press release on will need to do one of five different things:
When you are ready to craft your press release, write it as if you are reporting a news story. This means you need to be objective to the content. Even if you were the one who created the original content, separate yourself from it and highlight the benefits without making it personal. Then you have a much greater chance of getting it published by your local, as well as national, news sites.
Types of Topics
You can create a press release around a new or updated product or service as long as the content is focused on benefits only and not a promotional piece to purchase the product or service. You can write several press releases around events. For example, you can send out a press release two to three weeks before the event covering what is happening during the event or send out a special recap after the event in your community. Write a press release when you add a new staff member to your team; just be sure to highlight the value people receive from this addition without making it a sales pitch. You can write about new polices or terms of services you are adding to your practice. For example, let's say you start accepting Care Credit cards at your practice and your press release highlights the benefits for customers in your area.
Still lost? Here are a couple of websites where you can review press releases: www.Examiner.com or www.newswire.net. Both provide you good ideas of what people are talking about and how they are writing them to help inspire ideas and give you some examples.
The reason why press releases are a powerful strategy for getting traffic is that you can control the backlinks to your website. You can do this by in two ways:
When you use direct links to an inner page within your site, this is known as deep linking. An example of deep linking would be if you linked to an article on your resources tab or a specific blog post. Basically, you are taking the search engines to a page other than your home page. One of the most common mistakes made by people crafting press releases is when they only link directly to the home page or the general blog page on their website. If the press release is about a specific blog post, be sure to take them directly to that blog post. You need to link directly to the blog post because this is what is relevant to the press release and the easier you make it for the editors of the news sites, the more likely you are to get published.
For example, let's say I'm writing a press release about my blog post, "The Gift of Human Touch" and in the link I use www.srbsolutions.net/blog/. This link will take them to my blog page, but it won't take them directly to the blog post I'm talking about. I would need to use this link: www.srbsolutions.net/1057/the-gift-of-human-touch/ which takes them directly to that post and it would be the most relevant to my press release. When you submit your press releases, you always want to double check your links to ensure they are pointing to the correct reference.
Where to Send Your Press Release
Once you have crafted a great press release, where are you going to send it? There are a number of free press release sites available. Here is a link to a blog post from Mashable that lists more than 20 free press release distribution sites: http://mashable.com/2007/10/19/press-releases/. If you just want one recommendation from this list, I have had good success with PRLog.org. Incidentally, there are more than 120 press release sites you can submit press releases to, some are free and others have costs involved. Depending on how much time you have in your day, you may want to consider outsourcing this type of service.
I have found the free press release sites helpful, however, if you want to have the best success with getting your press releases picked up by news feeds, I recommend www.PRNewswire.com. The paid distribution sites can be cost prohibitive if you aren't using them regularly. Some of the annual memberships seem more expensive, however if you are releasing multiple press releases annually, they are quite affordable. Also, be aware, that marketing experts and firms who have annual subscriptions to these paid distribution sites will sometimes offer specials, discounts or packages for a number of press releases that can save you time, energy and money. Remember, sometimes outsourcing a project can make it more affordable in more ways than one. Perhaps a good strategy that fits into your budget would be for you to handle the submissions to the free sites, but save the paid distribution for those press releases that are going to make the most impact on your practice.
If you are struggling for content and still not sure what to write about, I have another suggestion. This strategy works especially well if you are creating press releases for SEO purposes. I recommend you set up a Google alert for your related keywords. This is a free service, you can register at www.google.com/alerts. Google will email you updates of the latest relevant Google results based on your queries. This is where selecting a narrowed niche of keywords rather than a broad term would be best and not clog your email. For example, I would not use a general term like "massage therapy," even a term like massage therapy in San Diego, might make you crazy. Even terms like "deep tissue massage," "low back pain," or "sports injuries" are way too general. Consult your webmaster or work with a marketing expert to provide you with keyword research for your niche. I wouldn't advise just entering words at random because they may not produce any data for you or provide items that are irrelevant to what you offer in your practice. However, when used effectively, Google alerts can jog your memory or be a good basis for writing a press release.
I have given you a great deal of information about ways to improve upon your press releases or hopefully inspire you to start implementing press releases for your practice. If you are feeling a little overwhelmed, then just start with one strategy and commit to one press release a month. Figure out what your goal is: to increase ranking for keywords or have more relevant links for your practice or your name, or both? How are you going to measure it? Be sure that if you are going to add a new strategy, you have a way to measure it so you know that it is working. Follow the outline I provided and review the structure that Carey provided in the May issue. Then try submitting it on the free press site and be consistent with it. Don't just try one time and give up, this is a work in progress, consistency is key, start with just once a month and after three to six months evaluate it. Make adjustments if needed and in no time you should be happy with the results.
Click here for more information about Stephanie Beck.
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