How To Create A Successful Marketing Campaign In The New Year
Now that 2016 has arrived, it is time to focus on your medical practice's marketing efforts. A horde of target patients surfs the world wide web in search of the medical services/products that your practice provides. The question is how to reach them in the most efficient manner possible. Let's take a look at how your practice can develop a highly successful marketing campaign for 2016.
Search Engine Optimization
The Internet has revolutionized marketing. It is no longer necessary to take out expensive outbound advertisements on TV, radio or billboards. Rather, savvy marketers are investing in online marketing efforts like search engine optimization (SEO). The aim of SEO is to boost a business's ranking on search engine results. A thorough SEO push can put your medical practice's website on the first or second page after a potential patient conducts an online query for medical providers in his area.
In order to make SEO efforts worthwhile, a medical practice must use relevant keywords on its website, blog and other online content. Reach out to a SEO guru or take advantage of the myriad of keyword tools available online if you are unsure as to which keywords are best for your practice's content. In most situations, pertinent keywords include the services and products the practice provides along with geographic information such as the city name and nearby towns/neighborhoods.
Merely stuffing your practice's homepage and blog with keywords will not suffice. Put yourself in the position of a prospective patient: they desire and expect a nice-looking website that provides informative content about the medical practice's services, staff and background. SEO is only one piece of the puzzle that will lead users to the practice's website; they won't actually convert into patients if they aren't pleased with the website's content. If the website or blog material fails to provide value, potential patients will be less inclined to pick up the phone and schedule an appointment. Content marketing is one of the most time-consuming marketing tactics that you will employ to acquire more patients.
Also, make sure that your practice's website is functional on mobile and tablet devices. Users should be able to seamlessly browse your website across a range of devices and interact with its functionality without any kinks. With responsive design, users will be able to schedule an appointment with your practice on-the-go.
Social Media Marketing
Use your practice's social media accounts to provide and share information that complements the content on the practice's website and blog. Add helpful videos, announce new staff or physician hires and share anything relevant to your medical specialty through these critically important channels. If you provide highly engaging content, followers will actually share your posts with their peers, expanding your reach in an exponential manner.
Do not skip an entire week on social media. Strive to provide a continuous flow of helpful, value-oriented posts; your posts should grab and hold your target audience's attention. If you are able to stay top of mind, potential patients may be more inclined to schedule appointments with your practice.
Paid Online Advertising via Pay-Per-Click Campaigns
If you feel as though you don't have the manpower or time to properly execute the online marketing strategies described above, consider a paid Internet advertising campaign, also known as Pay-Per-Click (PPC). Use an online advertising service like Google Adwords or Facebook Local Awareness Ads to advertise your medical practice on the web.
All of these digital marketing tactics make up elements of a well-rounded marketing campaign. Download the complete marketing campaign checklist by clicking the image below.