It’s a well-known statistic among addiction treatment centers: more than 21 million Americans struggle with a substance use disorder, yet only one in 10 receives treatment. Combined with the notion that people seeking treatment are more likely to search online for help than speak to someone in person, you might think it would be easy for rehab centers to attract new clients using the internet.
However, being discoverable online isn’t as simple as making a website and hoping for the best.
With larger drug rehab centers having practically unlimited budgets for digital marketing services, a smaller rehab facility might feel like it’s unable to compete. At Lead to Recovery, we deliver big-budget results for less, drawing on decades of SEO experience in addiction treatment marketing.
We take a holistic, multipronged approach and constantly refine our online marketing efforts to keep your treatment center as high up the search engine results pages as possible.
Is Digital Marketing Effective in the Addiction Treatment Industry?
A robust digital marketing campaign isn’t just effective in promoting your addiction treatment center, it’s essential. The world is changing faster than ever, and a couple of these changes are helping drug rehab marketing professionals reach more people:
The stigma around alcohol and drug addiction is slowly lifting, so people are less ashamed if they struggle and more likely to see it as a medical issue rather than a moral one. Addiction is still a highly sensitive subject, and even if they don’t feel ashamed, there may still be a sense of embarrassment. Search engines and online inquiry and booking forms help people seeking treatment do so anonymously. As such, more people are seeking the help they need.
Another unfortunate fact is that drug and alcohol abuse is on the rise, particularly among young people. With most experts agreeing that early use of substances is a major cause of adult addiction, the rates look set to continue on this upward trend.
What’s more, as drug laws surrounding so-called gateway drugs such as cannabis are lifted and nicotine-based e-cigarettes and vapes are marketed at young audiences, young people have more addictive substances marketed at them than ever.
Despite the fact that demand is high, the drug treatment center market is somewhat crowded. With a lot of larger and smaller treatment centers vying for space, it’s crucial that it’s easy to find your website online with addiction treatment marketing. In today’s world, the best way to do this is by boosting your online reputation and trying to get as high up the search engine rankings as possible.
What Sets Addiction Treatment Marketing Apart?
Rehab center marketing is unique because recovery centers operate in a sensitive and highly modern space. Medical treatment for addiction is still perceived as relatively new, with older generations perceiving substance use disorders as a choice or moral failing. A lot of people who struggle with addiction — even younger people — have internalized this concept, which tends to fuel poor mental health and substance abuse.
One of the most important aspects of marketing drug rehab centers is the requirement to be sensitive to the potential client. Even subtly judging, shaming or patronizing potential residents on a website or blog post can be off-putting, so it’s crucial that marketers in this vertical are acutely aware of the correct language to use.
What’s more, with more people actively searching using search engines like Google to conduct preliminary research and find a treatment center, a heavy commitment to content marketing is necessary.
For the best results, you’ll need to generate weekly blog posts and constantly update your website to be in line with search engine algorithm updates. This heavy workload is one of the main reasons outsourcing digital marketing is so effective for treatment facilities.
Substance Abuse Treatment Marketing Strategies: The Basics
As a successful residential rehab center, there’s a good chance you have a marketing strategy outlined. At Lead to Recovery, we get to know your brand on a personal level so that when we redesign your website and write content for you, we understand your facility’s voice, personality and unique style. If you haven’t yet developed a clear strategy, we can help with that, too.
The first step in business optimization is to learn about your target audience. Which demographics are you targeting? Who lives in your local area? These are the most important questions to ask when designing a marketing strategy, and they should define practically everything else you do.
We work with the full spectrum of addiction treatment centers, from luxury residential clinics to substance abuse treatment centers serving underprivileged people.
Once you know your audience, you should think of a USP to help connect you with their needs. If you’re in an underserved area with high rates of poverty, court-ordered rehab or interventions might be your specialty. If you’re in an affluent area or a beautiful remote location, your USP might be centered around providing luxury treatment or offering privacy and tranquility.
Now that you have a USP and it’s aligned with your target market, it’s time to reflect it in every aspect of your branding. There should be a common thread running through everything you do, including colors, fonts, language, uniforms and decor.
The more unique and recognizable you can make your brand, the better people will remember it. Branding can be used in many forms: social media marketing, search engine optimization, email marketing, etc.
Branding isn’t just about how everything looks. You should have a story to humanize your rehab center and connect your team to your target audience. Many treatment centers are set up by people who have succeeded in recovery, which is an excellent point of attraction for a potential resident and for.
These types of rehab marketing strategies aren’t the only type of story, though. Some centers might use the fact they have a beach-front location, have a minority-led team or work exclusively with a particular demographic.
Drug Rehab Marketing In-Depth
While the above covers an overarching marketing strategy, it still won’t attract website visitors to your site. To do this, we’ll help you deploy the following strategies systematically and cyclically and constantly refine and update our efforts to ensure your drug rehab facility attracts and converts as many leads as possible.
Rehab Website Design
Web design is just as important for search engine algorithms as it is for potential clients. Refining your website involves an array of tasks, some of which are visual and some of which are technical. Google ranks sites that are easy to navigate and optimized for mobile, and it can assess how quickly site visitors bounce.
People usually leave quickly when the design is off-putting, loading times are slow or it’s difficult to move through the website. Rehab centers should be particularly careful about color schemes and language and provide plenty of content to keep visitors’ eyes on the website.
Addiction Marketing Search Engine Optimization
Search engine optimization is no longer an optional tactic with addiction treatment marketing. Luckily, Lead to Recovery is a pioneer of SEO. We have a huge database of effective strategies to draw from and an advanced understanding of how to climb up the search engine results pages. While some people think adding a few strategically placed keywords is enough, we understand that there’s much more to it.
Everything from the layout of your website to the schema markup and security settings are taken into account by search engine algorithms. SEO is a long-term, highly cost-effective strategy that organically draws more and more traffic to your site over time.
Local SEO is just as important as standard SEO, especially if you’re looking to primarily attract a local audience. With competition on the rise and being in a high contrast low saturation market, you’ll need to refine your Google Business Profile profile and create and regularly update state, city and local landing pages to get the best results. It’s also a great tactic to use with social media marketing.
Content Marketing for Rehab Centers
An essential aspect of SEO is content marketing, which involves blogging, guest posting and creating and sharing articles online. This is one of the most time-consuming aspects of rehab marketing, but it’s also one of the most effective. By creating blog posts that answer people’s questions about addiction, the recovery process and how different substances impact the brain and body, you’re providing genuine value to your potential audience.
People who are searching for answers might not yet be actively seeking treatment, but a well-written, sensitive blog post could attract them to your rehab center’s website. Once they’ve read through a few of your posts, they might be inspired to pick up the phone and ask for help. Google and other search engines want to provide as much value to the public as possible, so filling your site with regularly updated content that people stick around and read is crucial for success.
On the other side of the coin to SEO, which is a long-term marketing approach, is PPC advertising. PPC can deliver results almost instantly because search engines and social networks display your ad as people are actively searching for your service. However, due to the fact that there’s a ton of competition for rehab facilities online, making campaigns that convert can be challenging. Our agency has had decades of experience learning how to create PPC ads that people click.
Social Media Marketing for Rehab Facilities
Social media is an excellent tool for savvy addiction treatment center marketers because it connects you directly to your audience. One of the best marketing strategies is a page full of testimonials from people in recovery and their family members praising your facility and team. By asking alumni to leave positive messages on social media and publishing blog posts that promote recovery, you show potential residents the value of attending your rehab center.
What’s more, search engines take social media into account, including Google reviews and click-through rates.
Email marketing is one of the oldest online marketing strategies in the book, but it’s just as effective as ever. You can provide site visitors the opportunity to enter an email address for more information and capture this essential data from people who are seeking treatment but not quite ready. A perfectly timed, sensitive email campaign could be the difference between them choosing you or another facility.
Drug Rehab Center Conversion Rate Optimization
Part of the web design and SEO process is CRO, which involves making sure it’s as easy as possible for leads to convert. This includes placing buttons and CTAs in the perfect spots and providing enough opportunities for data capture without spamming or irritating the visitor. We have tons of experience and data regarding what makes people seeking addiction treatment convert, and we’d be delighted to share it with your rehab facility.
Why Work With a Digital Marketing Agency?
Working with a digital marketing agency is one of the best ways to increase website traffic, get more inquiries and fill more beds. This is because:
- Working with an agency saves your business time, freeing up decision-makers to focus on refining the service. An agency has access to data and can draw from extensive experience about what works and what doesn’t.
- When you work with an agency, they have full accountability for results. A recovery-focused agency is full of digital marketing experts who are creative, reliable and experienced in the addiction space.
Expert Residential Rehab Marketing Services
At Lead to Recovery, we have a proven track record of success with addiction treatment centers. Get in touch or call us at (855) 876-7238 today, and we’ll get started on increasing web traffic and admissions to your rehab facility.