Increase Conversions on your Healthcare Website
SEO Tips for Healthcare Marketing
There are several Healthcare Marketing Trends in 2019 which can bolster success and drive conversion for your company. In recent years, advances in technology have caused a shift in marketing methods, which make it necessary to step up your outreach strategy.
Tried and True – Healthcare Marketing That Works
Just because you need to keep up with the times doesn’t mean you need to throw classic marketing out the window. There are many methods that have lasted the test of time and should be maintained as you evolve your marketing techniques.
Old School Marketing Evaluation
Start with an audit of your services and products. This will give you a well-rounded picture of your business, and also help refine your target audience. It’s important to review your business regularly to ensure that you’re on track with your goals. From here you can grow a “patient persona,” which reflects your target audience. This will be a core dimension of your marketing strategy.
Next, answer these questions: What makes my target audience choose my practice to solve their health problems? How does my website reflect that I am the best choice to address their issues?
These two questions can help focus the messaging and original content on your website. Remember, no matter the original intent of your practice or its goals, you will only gain conversion and clients if they feel like you’ve gone the extra mile to take their Personal needs into Consideration. People in pain want to know who you are, what you offer, and how you’re going to help them, specifically, right at the Onset of Visiting your site. When trying to find a dentist or a doctor they want to visit or type a question about their specific pain into a search engine, they want a specific answer with clear, concise information.
New World Order – Healthcare Content Marketing
Today, when most everyone has a smartphone – and yes, there are now more Phones than People in the World – it is absolutely necessary to have a focused digital marketing and content strategy. Ads are a thing of the past with Millennials, a generation that utilizes ad blockers and would rather source content for free. They want to believe that real worth is communicated and vouched-for, i.e., reviewed.
Healthcare Marketing for the Web Browser
Long-Tailed Keywords are going to have the greatest search engine optimization (SEO) impact. Consider content that includes whole sentences or phrases like: the bone in my ring finger hurts or doctor, specialist for holistic acne treatment. You get the picture. When you consider what your healthcare practice is providing, consider specific questions patients have asked in the past; that’s what your target audience is going to google. You want the sequence of words that is going to attract the highest volume response.
Healthcare Marketing for Mobile Phones
Speaking of phones, your website probably needs to be Accelerated Mobile Pages (AMP) compatible. AMP takes that fancy website you’ve just had us Build and converts it to being smartphone friendly. Websites will not automatically translate what looks great on a desktop. It may not look the same, or it may be a very basic version for handheld devices. The thing you’ve got to keep in mind is that mobile devices are king. A detailed Study by Google reminds us that roughly 40% of people make searches solely with their smartphones.
The Full Picture – What to Include in Healthcare Marketing
Once you’ve got a sense for your target audience and how you’re going to attract them to your website, you’ve got to keep them there. There are a few things you can do to truly engage your patient base to drive conversion.
A short 2-10 minute video by a doctor or dentist is a great way to advertise your bedside manner with future patients. This gives the viewer a chance to draw their own conclusions about the kind of person you are and builds trust that you were willing to put something of yourself out there.
Customer Touch Points and Online Reputation
How a customer or patient interacts with your website is huge. This includes referral sites, back lines, and reviews. Patients can find services through more than just search engines. It’s important for you to communicate through multiple platforms, like Facebook or Twitter, to keep your name fresh. Your Online Reputation, including links to verified sources, will help improve the validity of your content, which will drive your SEO and search engine results.
Location-relative content is going to be an important driver. It’s not useful if your search results come up on an India-based Google search when your hospital or practice is located in Dallas. Your content needs to be location-specific with language which is understandable to local readers.
Healthcare Call to Action!
Any which way you go, a Call to Action (CTA) is going to be a necessary part of your marketing strategy. At Agency Partner Interactive, we can help improve your website, leveraging modern trends, and help you build a marketing strategy that will include mobile device outreach and long-tailed sentence search results. Give Agency Partner Interactive A Call and let us improve your patient outreach today!
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