Marketing Your Midwifery Practice

Marketing Your Midwifery Practice

Marketing is essential for branding and success of your practice. Unless you buy an already established practice with huge customer base, midwives need to market their services to the target market. 

Your marketing campaign should be focused around your mission, unique services, and community you serve. Midwives offer expertise in normal birth. Physicians, like Family Practice Doctors and Obstetricians, get training in medical management of birth. They are great at caring for sick women, but midwives give high quality, family focused care. Birth is a normal process, make your marketing revolve around that!

Marketing is one of those landscapes that changes so quickly, it’s challenging to keep up with the best practices. Here are 10 marketing tips to optimize your strategy this year, based on the latest trends:

1. Look for Opportunities to Diversify

Most marketing budgets today don’t allow businesses to pursue every distribution channel at once. You need to carefully select channels that are most likely to bring strong returns from your investment. So look for opportunities to diversify your strategy by first researching your audience. Identify niche sub-channels where you’re able to cut through the marketing noise, such as on YouTube, social media groups, etc. Then you can diversify your strategy knowing the payoff will be worth the investment.

2. Embrace Paid Social

86% of social marketers already use Facebook ads, and the platform’s advertising revenue continues to grow. Meanwhile paid advertising options have come up on Instagram, Pinterest, Twitter, and elsewhere. Social media platforms are tweaking their algorithms, making it clear to brands that paid promotion is a must if you want to get visibility. If you want your social strategy to maintain or gain momentum, then embracing paid social is a must.

3. Focus On Your Existing Content

Most marketers today understand they need to produce large volumes of content to build a traffic base. They often focus on creating new content, overlooking the value in their existing assets. Pro marketing tip: if you want to keep up with today’s competitive markets, it’s important to use your current content to its fullest potential.

For example, you can:

• Identify your most popular content and use these insights to inform future content you create.
• Update old content with new data, visuals, or perspective then republish for more reach.
• Repurpose old content as an infographic, video, slide deck, etc. You can also turn a series of blog posts into a ebook guide or report.

4. Nurture Brand Advocates

People look for recommendations from their peers to make purchase decisions. Your own customers are a powerful resource to help you reach new audiences and drive conversions. To make the most of your brand advocates, create campaigns to incentivize them to spread your message. Create an online community or offer rewards for referrals, for example. You can also create a branded hashtag and encourage audiences to use it.

5. Constantly Optimize User Experience

Creating a message that speaks to your target audience is only the first step to success in online marketing. It doesn’t matter how great your content is, it won’t drive conversions without excellent website user experience (UX) to go with it.