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Posts tagged seo
It’s Almost 2018. Stop Doing These Things Because It Will Get Your Business Nowhere
 

 

Holiday season. Q4. We’re finally here – the last stretch of 2017. As 2018 approaches, it’s time to reflect on your progress and rethink your marketing strategy as a whole. Even in traditional fields such as medical, the consumer needs are constantly changing and now more than ever, businesses need to get as personal with them as possible. Consumers are immune to the generic, the norm, and the mass-produced. To help you navigate the ever-changing online landscape, here’s a list of marketing techniques that aren’t worth your time:

 

1.   Generalized Drip Campaign

Drip campaign refers to direct marketing methods such as email marketing (Think: Mailchimp). It’s widely used because companies can deliver information right in front of the consumers’ face. Drip campaigns are mainly pre-written content and are automatically sent at predetermined times in order to engage these contacts. The idea is to bombard your consumers’ inbox enough that they’ll consider buying the product or service. However, consumers are much smarter now; they do not pay attention to contents that appeared mass-produced. To make matters more complicated, many millennial consumers (age 19-35) use an alias email when signing up for newsletters; making many of the impressions from marketing emails useless.

The solution to this is to find ways to categorize your audience. Find ways to collect not only their emails, but their age/race/gender etc….Doing so will allow you to customize your content delivery with information that your consumers will find useful, which will increase engagement level. For example, we tend to build sign up forms that ask for additional information from our clients.

 

2.    Focusing on Quantity

As consumers are drowning in high influxes of information every day of their lives, the last thing businesses should be focusing on is producing more and more useless content. In the age of The Internet of Things, businesses have to be smart and produce content that is engaging, thought-provoking, and most importantly, useful to their audience. Make sure the content is focused on one subject matter and serves a particular purpose. Example: driving leads to another piece of content or supporting a recent campaign.

 

3.    Organic-Only Facebook Strategies

The misconception many people that most people have is gaining a large audience on social media is free. In 2017, Facebook surpassed 1 billion users. That is a lot of fish in the sea. Facebook organic reach is at an all-time low and continues to decline; researchers say that currently, only 2 to 6 percent of small businesses’ audience are seeing their posts. When it comes to marketing, the general rule of thumb is it doesn’t matter how many people see their content, if they’re not your audience, then it’s practically useless. Your high impression count does not matter if your reach is low. Instead of trying to do it organically, try using Facebook’s boosted posts and advertising to not only increase your reach but also ensure you are getting your message in front of the right people at the right time. It’s much more beneficial to dominate your niche pond than to swim endlessly in an ocean leading to nowhere.

 

4.    Relying Strictly On a Text-Based SEO Strategy

People are multi-dimensional. It’s time for your marketing strategy to be the same way. Today’s consumers are all about multimedia; people want videos, images, and audio. They want options. It’s important to think about how your message can be delivered effectively to your consumers in all angels. Short video format was a big marketing trend in 2017. In 2016, video marketing was on the rise but once marketers saw that people weren’t listening to the audio, they started captioning every piece of video content and the format took off. Everything is revolved around consumer behavior; therefore, it’s important to be considerate of all forms of media people consume. Just optimizing the text on your website is not enough; it’s time to optimize your video, images, and audio files for searchers. By doing this, you are optimizing your messages in all formats that the users are searching for.

 

Our closing message: Treat your customers, patients, and clients like the unique individuals they are. Be open to new ideas. And most of all, don't be afraid to challenge yourself.

 
Want to Get More Patients Through the Door? Start On the Web: How SEO and Google AdWords Can Boost the Health of Your Practice.
 

In the competitive jungle of business (yes, that includes medical practices…) the name of the game is no longer just “getting people through the door”.  That’s the final step of the process.  But nothing more.  And getting to that step at all increasingly depends on your online skill set and strategic abilities.  

Before we move on to some targeted tips to boost your practice’s profits, let’s cover some rudimentary definitions.  First on our list, what is SEO?  SEO (“Search Engine Optimization”) involves a variety of on-page and off-page strategies with the end goal of helping a web page rank as highly as possible on Google.  As a frame of reference, when you hear SEO marketers talking about that “coveted spot”, they mean the very first spot on Google’s search results for a particular query.  

Secondly, what’s Google AdWords?  AdWords is a digital tool published by Google to help companies track and optimize their marketing efforts.  Its features include keyword planning, a range of advertising options, customer engagement initiatives, and more.  

Given its bundled features, and that you only pay for results, AdWords is a must for every medical practice that’s serious about its marketing.  So, essentially, every medical practice that cares about its continued existence...

Still on the fence about this modern masterpiece of digital marketing?  Read on for 3 of our favorite features from this SEO powerhouse.  They’ll be sure to get more people on your site and more patients through your door.  

1. Keyword Planner lets you craft the perfect strategy

Knowledge (and eventual mastery) of keyword strategy is utterly vital to the health of your practice.  Without going into too much detail (you can find that here), keyword strategy is based around the inclusion of predetermined words (keywords) on a web page.  

The idea is to build a page with the goal of ranking top on Google for a certain keyword or cluster of keywords.  For instance, if you’re an ophthalmologist, “glaucoma patient” might be a keyword that would interest you.  

Keyword Planner presents you with an immense amount of incredibly useful info to help plan, implement, and track your keyword strategy.  AdWords will show you the number of local and national searches for a given keyword, which are incredibly useful in choosing which keywords to go after.  

For instance, let’s say you run a brain imaging clinic in Columbia, MD.  “Brain imaging” would be an extremely hard keyword to rank for, since the competition for such a widely used phrase would be fierce.  (You’ll be able to see all this in real time with AdWords.)  But “Columbia brain imaging” might very well be a keyword your clinic could rank for.  

Keyword strategy may be a vital aspect of SEO success, but it’s only one of the many benefits AdWords offers.  

2. PPC (pay-per-click) means there’s no barrier to entry

PPC is an elegant solution to the single largest hurdle medical practices encounter when setting up a bona fide marketing push: budget.  

The core appeal of a PPC campaign can be summed up in four words: you pay for results.  Here’s what a PPC campaign with AdWords would look like, from a financial perspective.  It’s disarmingly simple.  

You merely create your ad for free, and set a predetermined daily budget.  You’ll pay a set amount with each click on your ad, and that will continue until your budget is depleted (at which point you’ll be prompted to reset your budget).  

PPC eliminates the “budget factor” with online advertising, allowing even startup practices to compete with confidence.  

3. An emphasis on metrics means you can double down on what works

One of the largest recurring problems among marketing campaigns is a lack of emphasis on tracking results.  No expense is spared when it comes to planning the content of a campaign, the psychological triggers that will send the patient into your office and yours alone, etc.  We get it…it’s easy to get stuck there, especially if you’re new to marketing.  

But here’s the honest truth.  If you care about the health of your practice, you can’t get stuck there.  Because marketing campaigns are won and lost largely in this: emphatically watching metrics that you’ve determined to be important (local page views, keyword ranking, etc.) and then readjusting your approach depending on the results you get.  

If you can watch, you can adapt.  It’s just that simple, and just that vital.  Google AdWords offers a wealth of important digital metrics you can use to gauge the success of your campaign, according to your unique goals.  

Conclusion

Google AdWords is hands down one of the most powerful digital marketing tools at your disposal.  Just always remember (this should be part of your core marketing ethic): getting a patient in the door starts on the web.  

Piqued your curiosity about AdWords?  Good.  Click here for even more ways you can maximize your relevance and impact with AdWords.