Your Marketing Messaging

Creating Your Messaging

In this guide we’ll take everything we’ve done choosing keywords, finding USPs and positioning your clinic to create various types of messaging which you’ll use when marketing your clinic, optimising your website, etc.

Working through the initial exercises of choosing keywords, USPs and positioning is crucial, and will make the process of actually creating your messaging simple.

As we looked at when talking about your clinic’s marketing guide, we want to create:

A few words description
A couple of sentences description
A one-paragraph description
An elevator pitch

This way, whenever we have to say something about our clinic, we’ll have some text that is the right length, and prioritises our SEO keywords and most powerful USPs.

Our Fictional Clinic

Let’s say we’ve worked through the previous three steps for our clinic, and this is what we’ve got so far in our clinic’s marketing guide:

Primary Keywords

Private Physiotherapy
Coventry

Secondary Keywords

ACL rehab
Post-surgical rehab
Dry needling
K Taping
Shockwave
Finham
Ryton
Back pain (clinic)
Sports injury (clinic)
Neck pain
Plantar fasciitis
Headaches & migraines
Knee pain

USPs

10 years experience
No referral needed
No long wait times
Covered by major insurers including BUPA
Welcoming family clinic
Easy online booking
No minimum course of treatment
Versatile and affordable
Convenient inner-city location
Parking available

Positioning

A clinic for all the family and general aches and pains. NOT a specialist clinic aimed at athletes or similar
A welcoming, informal feel where practitioners wear branded polo shirts. NOT a highly medical feeling clinic where practitioners wear medical tunics
An affordable clinic with reasonable and affordable prices for a good service. NOT an exclusive high-price clinic aimed at a wealthy audience.
A generic brand feel that people can relate to easily. NOT a highly unique branding that is atypical of a physio clinic.

Now we can use this to create each of the 4 pieces of text above.

Few Words Description

No need to break a sweat over this one – it’s going to be your primary SEO keywords and will go in places like your website’s homepage title tag and h1 tag, your GBP name and anywhere where you have to describe your business within 30-60 characters. In this case we’ll go with:

Private Physiotherapy in Coventry

Couple of Sentences Description

Here we are going to add a few more words, sticking to the most important keywords and perhaps USPs. This could be used in your homepage meta description, or in a directory or similar where you have up to around 200 characters to describe your business.

Private physiotherapy Clinic in Coventry. Back pain, sports injuries, physio rehab. Dry needling & shockwave available.

That’s more of an SEO couple of sentences description, focusing on keywords. If we wanted to focus more on USPs we could say something like

Private physiotherapy clinic in Coventry. 10 years experience, no referral needed. Insurance covered. Book easily online.

The thing is that although that might appeal more to a human, people are searching for the terms in the first description (back pain, sports injury, rehab, dry needling, shockwave) but not the second (experience, referral, book online).

If we use the first description on our website and in links we build to it, we’ll rank higher for those terms.

In reality we’ll probably hedge our bets. Mentioning the easy online booking is a call to action that’s probably worth including for when a human sees it. Other than that it’s a choice of whether you want to focus on SEO or something that’s more likely to convert. You might choose to have one SEO-friendly description for places humans are unlikely to see (like citation listings) and another more conversion-friendly description for places they will (like your website meta description).

One Paragraph Description

I tend to write the one paragraph description quite factually, and the elevator pitch (below) more salesy, then we have a choice which to use in what situation. Here we’re trying to write cohesive prose, getting as many of our keywords and USPs in as possible.

Private physiotherapy clinic in Coventry for all the family. Back pain and sports injury clinic services, ACL rehab, post-surgical physio rehab, treatment for neck pain, knee pain, sciatica & similar. Welcoming central clinic with 10 years experience. No referral needed and major insurances accepted. Dry needling, K-taping & shockwave treatments available. Book easily online.

Elevator Pitch

An elevator pitch is a standard phrase in marketing. Imagine you have a meeting on the 50th floor with the CEO of a company to pitch your idea. Just as you get in the lift, so do they, and tell you they have to cancel the meeting, but you have until the elevator reaches the 50th floor to pitch your idea. That’s your elevator pitch – a short pitch for your company which can be said out loud in around 30 seconds or less.

We still want to hit our keywords and USPs, but will try to be a bit more compelling with our language.

Your elevator pitch might well be used for your description on your Google Business Profile.

Are you in pain? Our private physiotherapy clinic in Coventry is here to help.

We are a welcoming, laid back clinic with 10 years experience in helping people like you get back to full mobility and the activities you love. Whether you just need one or two sessions to help with back pain, a sports injury or similar, or whether you require more extensive treatment such as post-surgical rehab or ACL injury rehabilitation, we’re on your side.

As well as traditional physiotherapy we also offer shockwave, dry needling and K-taping treatments, and treatment for conditions such as knee pain, neck pain, plantar fasciitis, headaches and migraines.

Our clinic is conveniently situated in the centre of town with parking also available, and easily accessible from Finham and Ryton. We pride ourselves on clinical excellence at a reasonable price and are registered with all major insurers.

Don’t put up with pain. Appointments are usually available at 24-48 hours notice so give us a call today or book an appointment with our easy online booking system.

Conclusion

We’ve now created keywords, USPs, positioning information and marketing messaging and will have a complete clinic marketing guide.

Your marketing guide will be invaluable when doing any marketing work for your clinic. When two months from now you need a description for a local business directory you will have something appropriate already written. When you pay someone to do some SEO 6-months from now you already have your keywords done, and so on.

Now that you’re armed with all this information, it’s time to move on to the next set of guides on SEO basics.

Want to Know More?

If you have more questions about SEO, we’ll be happy to help. Feel free to reach out, come and ask a question in Free Webinar Friday, or book a free strategy call.

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