How Content is Connected to Website Optimization and How to Include it in Your Marketing Strategy!
As marketing professionals, we hear questions from our Associates daily regarding how to best reach their target audience. More and more, these questions are focused on digital marketing.
How do I get to the top of Google search results?
Why do I need to do anything to market my website; won’t customers just find me?
I started my practice to help patients not write. Who else can update my website?
I know I should start doing digital marketing, but how do I start?
In today’s business environment, it’s important to have a content-rich website. Studies show 75% of the 57-65 age bracket are internet users1. Another study has shown 71% of baby boomers use the internet when making purchasing decisions2. There is no denying that hearing health patients are already online and using the internet for purchasing decisions, which is why updating website content is critical in driving customers to your site.
In order to reach the web-savvy baby boomers, you’ll need a strategy to optimize your website, including routine updates. Your strategy may include:
- Increasing traffic to your website through keywords
Search Engine Optimization (SEO) is one of the best ways to improve your site’s search engine ranking (AKA getting to the top of Google via a keyword search). One tactic to organically optimize your site is to include relevant SEO keywords within the content; Google differentiates between websites with fresh, relevant information and those which have never or seldom been updated. By regularly updating the content on your site, you may just pull ahead of your competitor across town when people search for providers in your area.
- Blogging to position yourself as an expert
We’ve all run across websites with forgotten offers that have long since expired, displaying the “newest” must have product (which is five years old), or a blog post referencing an outdated study. Because this type of neglect does exist, you can use it to your advantage. By bringing new technology to the forefront and discussing industry trends on your blog page, you provide your online audience with timely, educational content that establishes your expertise. Positioning yourself as an industry expert allows you to differentiate your services from the competition which lets you focus on adding value to the customer experience.
- Strengthen your brand awareness online to increase referrals
Your brand is your non-verbal “voice,” letting patients know who you are, what they can expect from your services, and what sets you apart from your competitors. Maybe you were born with a hearing loss and that’s why you focus on treating pediatric hearing loss. Are you the go-to provider for patients with complicated hearing issues? Today, practices can be deeply affected by how their brand is defined online and, in turn, how they are talked about in-person. A continually updated, content-rich website ensures your online “voice” features information that sets you apart from your competition and lets patients know how and why you work hard to provide quality care. When your online presence is strong, current patients can feel good about referring their loved one to your site for more information, and a word-of-mouth referral is the strongest referral you can receive.
- Attracting repeat buyers
Since hearing aids are not necessarily a one-time purchase, visitors to your website may be current patients who are due for an upgrade and want to preview technology advancements. When you have a website that presents techniques for maintaining hearing health, explains the outcome of a new study, and features the newest hearing instruments, those customers will remember why they chose you and your practice in the first place – you’re an industry expert that stays abreast of the latest in hearing healthcare! This encourages repeat business as customers decide to upgrade their devices.
Updating the content on your website with new and relevant information is a critical tactic in driving traffic to your website. Make sure your website can be found when baby boomers – the age bracket with the biggest uptick in online and social media usage – are researching hearing health-related information. Regardless of whether you update your site in-house or hire a digital marketing partner, content creation needs to be an integral part of your web marketing strategy. Implementing this type of activity will help you gain new clients, service repeat patients, strengthen your online reputation, and take on your competitors!