How to Assess Your Midwifery Marketing in 2023

How to Assess Your Midwifery Marketing in 2023

It’s time for an honest assessment of your marketing strategy for your midwifery practice or birth center, and luckily, we know just where to start. As the experts in helping midwifery practices all over the country with their marketing, branding, web design, social media, advertising, and SEO for the last 7 years, we know just where to start when it comes to assessing your current marketing strategy. Are you ready to take an honest look at where your midwifery marketing is at?

When you assess your marketing, you need to look at every piece of it. And these days, the word ‘marketing’ really tends to cover a lot of ground. That means we need to both zoom out and get a birds eye view of how things are going, AND we need to zoom way in and consider each segment of your process.

First, the birds eye view: Are you receiving new inquiries for your midwifery practice on a regular basis? And, follow up, are they converting to new clients? From the top looking down, we also want to look at the brand overall. Simply put, does everything match? Is the language consistent across your posts? Consider how the fonts and colors appear across all of your platforms, including digital and print materials. Half the time when we’re assessing a midwifery practice’s branding, we can tell instantly if thought has been put into the marketing effort. You want your brand to match everywhere it appears, while also remaining ‘native’ looking to each platform. For professional marketers, this is where we can instantly tell if a professional is handling the marketing or if a midwife is doing this themselves out of necessity.

Let’s zoom in on some individual aspects of your marketing as well:

Midwifery Website Design / Birth Center Website Design: This one is pretty black & white – either you have a modern website or you don’t. Design is crucial, of course, but it’s also somewhat subjective. Some things that are definitely not subjective include whether or not your website is mobile-friendly, easy to browse, and encourages your target market to take action. One surprising note to make about your website: we actually don’t believe that your website should have a TON of written information! Don’t forget what your website’s first and most important job is: to get your potential client to reach out to YOU. Absorb the information they need to absorb, then take action and get in contact. But your website also has a second job, and that is…

Midwifery Website SEO / Birth Center SEO – Search Engine Optimization: Some nuance to our rule above here, when it comes to your blog on your website, write as much as you want. Your blog is the place for written information to go. This is where you answer questions that you know people are searching for on Google, and you want to phrase your answers following some really solid practices for search engine optimization. Notice how this whole blog has headers that might be things OUR clients are searching for? That’s because we practice what we preach in everything we do! SEO is an important step for people to find you organically, but it’s also crucial to have a place where you can directly reach out to your potential clients. That’s where this next step comes in…

Midwifery Advertising / Birth Center Advertising (Google Ads, Facebook Ads, Instagram Ads, etc, etc): It’s alarming how many midwifery practices and birth centers we encounter who don’t run advertising or who don’t have a solid advertising strategy. Ad platforms definitely want us to feel that it’s easy enough to run ads without special expertise, and to an extent that’s true. But over time, tracking your ads, honing in your targeting, and working within your budget are excellent things for a pro to handle. That’s why we have dedicated team members who specialize in advertising on their specific platforms. But ultimately, you should absolutely have some type of paid digital advertising going on for your practice. Every industry should! But what is an ad without great content behind it, things like incredible copy, photos, and videos that showcase who you are. Which leads us to…

Midwifery Social Media Marketing / Birth Center Social Media Marketing: It all starts with great content. There are two types of social media accounts we often encounter in this industry that desperately need our help. The first is an account with posts few and far between. I’m really sorry because I know just how hard it is to produce content, but 2 posts a month is absolutely NOT going to make an impact in your client growth rates. The other account type we see is accounts with a LOT of content, but absolutely nothing that looks professional, planned, and well-branded – typically it’s an account flooded with posts taken on cell phones by staff who happened to have a quick moment to snap a photo and write a quick caption. Respectfully, this is not a social media strategy. It’s barely an acknowledgement of social media, and nothing near enough to harness the power of these tools. Your midwifery practice should ideally have a strong presence on Instagram, Facebook, and YouTube. Other platforms are great depending on your goals, but these are a MUST. We get it, creating content is hard. Now, it’s a heck of a lot easier when you have professional content producers on your side doing ALL of the work for you, but that’s just the humble opinion of everyone we’ve ever worked with!

So how do you stack up when you zoom out and zoom in and consider your midwifery marketing strategy? Are you falling short because you simply don’t have the time? That’s precisely where we come in. At Marketing TEA, our mission is to make sure that we take work directly off the plates of our clients while delivering easy ROI to their business through growth. It’s what we do. Need that? You know you want to chat… Just do it…