Marketing Through COVID-19: Key Considerations to Drive Leads at All Budgets

Communication is essential, especially during this time—and it will be equally important several months from now. Hopefully, you’ve used any downtime during the pandemic to stay connected with your patients.
As the economy opens, it’s important to forge ahead with your marketing efforts, including a specific plan to ramp up your marketing activities.

Practices that act now and adapt to the current environment will capture new patients as well as maintain a high volume of patients after the initial influx of demand has settled. Being proactive with your marketing strategy will ensure the near-term demand you experience won’t drop off in one, three, or six months, allowing you to continuously grow your business.

Consult YHN’s COVID-19 Resources Center provides healthcare professionals with strategic business advice and support, including virtual webinars, financial analyses, articles, marketing collateral, and more. A useful resource is our Cash Flow Analysis tool which determines your current and future months’ liquidity. This information allows you to forecast how much you can spend on marketing each month, with a goal to ramp up spend as your budget and timing allows.

Your messaging today is more significant than ever – it needs to be relevant, clear, and consistent across all of your marketing initiatives. It should address patients’ current needs and concerns, like providing a safe and caring environment as well as acknowledging that those struggling with hearing loss are even more challenged by COVID-19 safety measures.

Whether your practice is operating with a proactive marketing budget, limited budget, or no additional spend budget, we have solutions to help you drive new opportunities. There are many ways to stay top-of-mind with your patients without spending a lot of money. Below are Consult YHN’s marketing recommendations based on your practice’s current budget and timing.

Budget: No Additional Spend
Timing: Now

Planning Considerations:

  • Prioritize your patients and schedule
  • Fill your schedule with revenue-generating opportunities
  • Utilize no/low-cost marketing initiatives
  • Prepare for pent up demand from individuals seeking hearing help
  • Focus on marketing to maintain momentum
  • Depending on the response/how your patients are reacting, move on to higher-cost marketing initiatives

Sample COVID-19 Marketing Collateral, Available for Immediate Use

View More Samples Here  

Budget: Minimal Spend
Timing: ASAP

“No Additional Spend” initiatives +

  • Database Letters
    • Never stop reaching out to your database!
  • Consult Database Program
    • Our turnkey solution for database outreach enables your team to focus on closing more opportunities and helping more patients. We help you implement a consistent strategy, targeting each segment of your database with custom letters and follow-up calls that drive appointments and sales. From designing and printing to mailing and reporting—we handle it all, and at a competitive rate that’s included in your monthly Consult statement.
  • Email Marketing
    • Sending emails to your database is easy and inexpensive. You can check to see who clicked or opened the email in order to prioritize lead follow up via a phone call. For example, people who open and click on your email are the most engaged, so start with them, then work down the list. We recommend ConstantContact because it is easy to use and signs a Business Associate Agreement (BAA).
  • Consult Upgrade Program
    • For over a decade, Consult Upgrade has been the most effective way for practice owners to reach their patients and increase sales. For a one-time flat fee, a dedicated Digital Technology Consultant will work with you on-site to organize and run an Upgrade event that, on average, yields an additional $51,250 in sales for practices. The schedule for 2020 is almost full – act fast to secure your spot!

Planning Considerations:

  • Once you’ve maximized your database outreach efforts, consider:
    • Are people responding?
    • Do you need to make any changes?
    • Have you exhausted all potential?
    • Is revenue ramping up?
  • Based on the answers above, decide on strategy and timing for direct mail drop and digital advertising.
  • Once you’ve seen all of your existing patients as well as all the new patients willing to come in regardless of COVID-19, the next step is crucial – and marketing will be key. Your marketing plan needs to be set now so that you can implement and capture the untapped group of new patients and your demand and revenue can consistently grow.

Budget: Pro-Active Spend
Timing: When Ready (Cash-Flow Dependent)

“No Additional Spend” initiatives + “Minimal Spend” initiatives +

  • Direct Mail
  • Digital Advertising
    • Pay-Per-Click (PPC)
    • Facebook Advertising
    • Display Retargeting
  • Consult Digital Program
    • Drive and convert more quality leads with our industry-leading digital solution! We outperform the competition so that your website dominates the first page of Google for the top hearing healthcare keywords. We also track your results and provide you a return on your investment.

Planning Considerations:

  • Lead time considerations for direct mail: 3.5 weeks ahead of the event
  • If you have the budget, spend it on PPC. Cost per lead is lower right now, meaning your budget will go further than it did pre-COVID-19. For example, based on the current environment there are fewer businesses competing for keywords, etc. This trend will end as business returns to normal. If your budget allows, there’s a significant, yet, temporary opportunity to introduce your practice to as many patients as possible at a lower cost than normal.
Your Account Manager and the Consult YHN team are here to help you develop a comeback plan that’s guaranteed to position your practice for success in 2020 and the years ahead.

Start driving more leads today – contact Consult Marketing!

About the Author

Nicole Finkbiner joined Consult YHN as the Marketing Communications Specialist in 2018 with nearly a decade of communications experience. Over the course of her career, Nicole has created a wide array of different content for various mediums and outlets—news articles, press releases, arts features, product descriptions, small business websites, e-blasts, social media posts, promotional materials, and more. In her free time, the Philadelphia native enjoys soaking up the city’s culture and binge-watching TV shows.

Facebook Ads: Top 5 Benefits & Tips for Getting Started

Over the last several years, businesses have seen a steep decline in the reach of their organic content on Facebook. This is because Facebook made changes to its algorithm to prioritize content shared by friends and family over marketers and businesses. Not surprisingly, the amount of paid advertisements on the platform has skyrocketed as a result.

So, why should your practice join them?

#1. Your target audience is on Facebook.

Facebook has billions of users around the world, most of whom check their Facebook page multiple times a day. Your patients are no exception. In fact, 75 percent of Baby Boomers use the platform.

#2. Facebook ads are inconspicuous, yet effective.

There’s a reason native advertising has become so popular—it works! Facebook ads look almost like any other post in a person’s News Feed except that they have small, discreet “sponsored” or “suggested” labels.

#3. Targeting on Facebook is precise.

The level of granularity you can achieve with Facebook’s targeting is exceptional. Facebook allows you to decide exactly who will see your ad, when they see it, and how they see it. You can target audiences by several customizable characteristics—behaviors, interests, age, location, language, and more.

#4. It’s affordable!

Facebook ads can cost a fraction of what other online marketing channels cost. In fact, you could spend $100 on a campaign and still reach over 20,000 people, depending on location. If you take advantage of Facebook’s audience targeting features, a small budget can go a long way and deliver results.

#5. You can achieve immediate, real-time results.

Unlike print ads or commercials, Facebook allows you to monitor your campaign performance in real-time, so if an ad is underperforming, you can adjust it at any time.

Before you start advertising on Facebook, there are two components you should understand first.

1. Boosted Posts vs. Facebook Ads

Facebook offers two types of advertising: boosted posts and ads. Deciding which ad is best for your practice is directly tied to your business goals. If your goal is to build brand awareness and increase your audience on Facebook, then you’ll want to boost a post. Boosting a post on Facebook places your post in the Newsfeed of relevant users outside of your current Facebook audience. This option helps promote your Facebook page and increase page likes and followers.

boosts vs  facebook ads

2. Facebook Ads vs. Google Ads

In general, marketing experts would recommend a practice have a solid Pay-Per-Click (PPC) campaign in place and then add Facebook advertising. It’s important to remember that individuals using Google and other search engines are actively searching for local services online via keywords whereas Facebook users are passive observers who are scanning posts and looking for photos of their grandchildren—not you. So, while Facebook ads might be less expensive, Google users are more likely to take action after clicking an ad.

So now that you know why your practice should advertise on Facebook and the key things to consider, let’s talk about how to create your first ad campaign.

How To Run a Facebook Ad

Step 1: Create a Facebook Business Manager account.
Facebook Business Manager is the central hub where businesses and marketers manage their Facebook pages, ad campaigns, and accounts. Through Business Manager you have access to Facebook Ads Manager, which is the platform you use to create, manage, and track your Facebook marketing campaigns.

INSIDER TIP: Facebook Business Manager is a complex labyrinth that wasn’t designed for the average small business owner. So, before you run your first campaign, be sure to explore the tabs in Business Manager and Ads Manager. Be prepared to do a little homework. Facebook Blueprint offers free mini courses to help you get started. Or, a better alternative: sign up for the Consult Digital Program and leave the heavy lifting to our experienced pros.
Step 2: Choose the objective of your campaign.
In Facebook Ads Manager, there are 11 marketing objectives, but let’s focus on the most relevant:

  • Traffic: Send ad-viewers to another destination, like your website. This is a good option if you utilize online appointment scheduling.
  •  Brand awareness: Reach potential patients who would be interested in your brand, service, or product. This is a good option if you’re new to Facebook and looking to attract more page followers.
  • Engagement: Increase engagement on your Facebook page by encouraging current followers to like, share, and comment on your content while also attracting new followers.
  • Lead Generation: Drive leads by requesting users’ email addresses in exchange for more information, like downloading a guide or signing up for an event. Ideal for building your database!
INSIDER TIP: If you run ads that send users to your website, make sure the Facebook pixel is installed on your website first. What could that be? The Facebook pixel is a snippet of code that can be easily added to your website to track lead conversions from Facebook and gain more insight into user behavior to help optimize future ad campaigns. Talk to your website provider and/or social media manager—they’ll know what to do.
Step 3: Target your ad.

In this section, there are three key areas of focus:

  • Location: Simply enter your practice’s zip code or drop a pin on the map. Then, decide within what radius you want to target users. For example, a 2-mile radius or 10-mile radius.
  • Placement: We suggest choosing: Automatic Ad Placement. This way, Facebook places your ad where it will be seen most by your target audience and perform best according to its algorithm.
  • Demographics/Audience: Use filters to create a custom audience and/or upload a list of emails from your database to target Facebook profiles that may be associated with those emails. Once you’ve created an audience that performs well, you can clone it (this is a dream come true in the advertising world!). The feature, “lookalike audiences,” allows you to take a custom audience and find similar users.

The “Detailed Targeting” section narrows down your audience to the individuals most likely to be interested in your services. If you’re specifically looking to reach private pay patients, choose a “Household Income” in the higher percentage of your selected zip code(s). To target current hearing aid wearers, select the filter for individuals who are interested in hearing aid manufacturers. Other interests/demographics to consider: Baby Boomers, grandparents/grandparenting, technology/tech, health/fitness/exercise, retired/retirement, and the list goes on.

INSIDER TIP: Depending on your location, the max radiuses we’d recommend targeting include: Metro: 10 miles | Suburb: 15 miles | Rural: 20 miles.
Step 4: Set your budget and schedule.

You have two budget options: daily or lifetime. By selecting daily, you dictate the budget spend for each day. By selecting lifetime budget, you select a price cap for the duration of your ad campaign, a date range, and the time of day you’d like your campaign to run, for example, 9am to 5pm.

How much should you spend?
That’s a great conversation for you and your Consult YHN Marketing Account Executive. Facebook ads have an average cost-per-click (CPC) of $1.86 and cost-per-thousand-views (CPM) of $11.20 across all industries. In other words, for every $10 you spend, you can expect 17 clicks. The average small business advertising spend on Facebook is between $1,000–$2,000 per month.

How long should you run your ad?
Another great question! There isn’t one specific strategy —it depends on the budget and goal of the campaign, for example brand awareness versus signing up for an event. In general, it takes 3-7 days to know if an ad is working.  

INSIDER TIP: Facebook user engagement increases by 18 percent on Thursdays and Fridays as well as on weekdays between 1- 4pm.
Step 5: Create your ad.

Format:
Facebook gives you three different format options: multiple images (carousel), a single image or video, or a collection of photos that will create a full-screen experience for viewers. For most practices, the single image or video option will be the most useful.

Media:
The media section is where you choose the media asset for the post, including images or videos. You can choose previously posted photos/videos or upload new ones directly from your computer. Remember: your ad needs to stand out from the other posts and if you decide to include text on your image, keep it to a minimum.

Facebook ads that contain images are 75-90 percent more effective.

Text and Links:
This section is for ad copy, including headline, call to action, and website link. Your headline should be short and sweet, for example: “Hear better today!” and your call to action should match your goal, for example “book now,” or “learn more.”

On the right side of the page is a live preview, including an option to “View More Versions” and check the format of your ad from a mobile device or desktop view.

Finally, your ad is ready for Facebook approval or you can choose to “Save As Draft” and come back to it later. Once your ad is running, you can review campaign performance in your Ads Manager dashboard.

INSIDER TIP: Our Associates see the most success boosting a post and/or running an ad tied to a Facebook event, for example, educational seminars, Lunch & Learns, etc. Once you create an event on Facebook, a “Boost Event” button appears at the top of the page. Follow the steps to set up. For the best results, boost and/or advertise the event for at least two weeks leading up to the event.

About the Author

Genevieve Amabile joined Consult YHN in 2019 and serves as a Marketing Account Coordinator. Prior to Consult YHN, she worked as a Social Media Coordinator for a staffing agency and interned with Seven Mile Publishing & Creative in Avalon, NJ. Genevieve graduated from Pennsylvania State University with a Bachelor’s degree in Communications in 2018. In her free time, she enjoys baking, reading, and listening to her favorite true crime podcasts.

Take Your Website from Good to Great with These 10 Tips

You have a website. Today, everyone has a website. So, now what?

Does your website blow your competitors’ websites out of the water?

Almost every patient journey begins with or includes a Google search. Hopefully, your PPC (Paid Per Click) and SEO game is on point and driving prospects to your website. But how many prospects is your website driving through your front door? And, is it good enough that it would motivate someone to drive 10 extra miles to your practice over another?

It’s an ambitious goal, but certainly possible with the right tweaks…

  1. Optimize your page speed
    According to Google Analytics, 40 percent of web users leave pages that take more than three seconds to load. Meanwhile, another study has shown that even a five-second delay in page response can increase your bounce rate by more than 20 percent. Find out just how fast or slow your site is with Google’s free PageSpeed tools. Since image file size is one of the biggest culprits of lagging web pages, make sure the images on your site are compressed. There are several free applications you can use to compress your own images.
  1. Be smart about your layout and design
    Design is the main reason people don’t trust certain websites or the businesses behind them. For example, low-quality images or design inconsistencies between pages can be giant red flags to a visitor. That’s why everything from your spacing, fonts, and heading sizes to your colors, button styles, and design elements need to be consistent, cohesive, and clean. A consistent header and footer on every page that includes your logo, practice information, and social icons is equally important. And while we’re on the topic, have you ever thought about how your website’s colors might impact the user experience? 
  1. Check your mobile responsiveness
    With mobile searches finally surpassing desktop searches last year, Google recently announced that it is now indexing websites based on their mobile version instead of their desktop version. In other words, the content, links, speed, etc. of your mobile site are now the key drivers of your search engine visibility. Before you panic, know that Google has a number of tools to test how mobile-friendly your site really is and Search Console has a mobile usability report that outlines problems on a page-by-page level. One must-have feature of your mobile site: Click-To-Call. Why? Because 76% of consumers say they use mobile call features to schedule appointments for local services.
  1. Offer rich content
    For search purposes, Google recommends having a minimum of 250-300 words per page. But your content should go above and beyond providing basic information about your practice—it should engage and educate visitors. Hearing health tips, hearing loss facts, a “Frequently Asked Questions” section, a list of the devices you offer with details about the different styles, and a blog (that’s regularly updated!) are all great examples of rich content. Creating content with legitimate value not only helps to present your practice as the local expert, but it inevitably supports your SEO efforts. 
  1. Make your content easier to digest
    Step one: trim the excess fat. Did you know that white space around text and titles can increase user attention by 20 percent? Create that extra room by keeping your paragraphs as concise as possible. Step two: make sections of text easier to scan by adding headings and subheadings, choosing clear fonts, and breaking down key points, features, or services into bulleted lists. You can get more creative with your layout by replacing traditional bullet points with icons or using lines, borders, or different shading to visually isolate related content.
  1. Reconsider your images
    We all know a stock photo when we see one. Although stock images aren’t inherently bad, they are inherently generic and impersonal, which can reduce trust. If your website relies heavily on stock imagery, it’s okay, many websites do. However, consider replacing a few stock images with actual photos of your practice and staff. We promise that prospects will want to see you and your staff members’ smiling faces. Any stock images that you do use, should complement the content, not distract from it.
  1. Use calls to action and buttons to guide visitors
    Your website should provide a customer journey that is clearly mapped out and fluid from page to page. Visitors should always see a next step or action to take as they browse. That’s why every page should feature a distinct call to action (CTA), accompanied by a phone number, contact form, and/or button. A strong CTA is 2-5 words that urge visitors to take an immediate action, whether it’s “Click Here” for more information or “Call Today” to schedule an appointment.
  1. Add a contact form
    Current and potential patients alike need to be able to contact your practice when it’s most convenient for them. Contact form submissions are also a great lead generation tool. Any visitor that completes a form on your site is a prospect and should be contacted as quickly as possible. Some website forms can automatically send a thank you email to your new prospect and let them know the timeframe in which they can expect to receive a follow-up phone call. Now, this prospect can be added to your practice management system and to future marketing initiatives.
  1. Add patient reviews
    A 2018 survey found that 72 percent of patients used online reviews as their first step in finding a new doctor and 88 percent trust online reviews as much as a personal recommendation. Boost your digital presence and reputation by including links to review sites, a dedicated testimonial page, or even better, using our Online Review Builder which gathers your positive online reviews in real-time and displays them on your website for you.
  1. Boost your SEO!
    You didn’t think we’d write an entire blog post about websites without mentioning SEO, did you? Simply put, ranking in the top positions on search engine result pages means significantly more traffic to your website, and then through your front door. Similar to PPC, SEO is an efficient marketing strategy because it targets online users who are actively seeking out your services.

While digital marketing trends come and go and change constantly, a solid website that entices potential patients, engages current patients, and reinforces your brand will never go out of style.

 

Think it’s time to give your website a makeover or even a complete overhaul? Consult YHN’s Marketing team provides website assessments to members.

About the Author

Nicole Finkbiner joined Consult YHN as the Marketing Communications Specialist in 2018 with nearly a decade of communications experience. Over the course of her career, Nicole has created a wide array of different content for various mediums and outlets—news articles, press releases, arts features, product descriptions, small business websites, e-blasts, social media posts, promotional materials, and more. In her free time, the Philadelphia native enjoys soaking up the city’s culture and binge-watching TV shows.

Best Practices for Tracking PPC Leads

PPC (pay-per-click) advertising is a great digital marketing option for those looking for fresh prospects, especially if your market is flooded with traditional marketing efforts. The problem is that online marketing efforts can be difficult to track in the office.

Some people will simply say “Google” or “I saw your website” when you ask them how they heard about you, but they may not know to tell you they saw your paid ad—or even realize that they clicked on an ad! Another issue is that there’s an added complexity if you are running other initiatives like direct mail. A patient may say they got the mail piece, but their phone call is tracked to an online initiative.

So what do you do?

There are two sides to the equation: how your digital marketing vendor should be tracking your PPC and how you track it once prospects reach your practice. Let’s start with the first—the best practices when it comes to how a vendor can track their PPC efforts:

  1. Landing Pages – PPC best practices include having a landing page related to your paid ads that feature a contact form that you can track to that specific page. What is a landing page? This is a simplistic stand-alone web page where a visitor “lands” after clicking your ad. This page is designed to have one single focus and for the audiology industry that’s typically to contact your practice. It should include enough information to be relevant to the ad but not a recreation of your entire website; less is more in this case.
  2. Form Submissions – By featuring a contact form on the landing page, visitors can quickly and easily send you their information. This form submission is emailed to the practice and can be translated as that visitor asking your practice to reach out to them. The quicker you can reach out to them, the more likely you’ll book a new appointment.
  3. Google Analytics This tracking effort is typically set up by your PPC provider but may be even more important if you’re managing this effort in-house, especially if you’re not using a PPC-specific contact form or call tracking. Google Analytics tracks an overwhelming amount of data and one of the most helpful tools is the ability to set “goals” which could be contact form submissions or smartphone click-to-calls. If you’re not using a landing page, you can track the number of visitors to the specific page you’re directing your ads to.

Ok, you’ve gotten the lead. Here’s how can you track those prospects in your office:

  1. Office Follow-up – Someone in your practice should be following up on any prospects, both from phone calls and form submissions, within 24 hours of being received during business hours. Checking your voicemail after lunch (if the office breaks for lunch) and first thing in the morning can ensure you’re following up with those who want to hear back from you. Also, often times, you can set up the forms to be sent to multiple people so that an FOP and management can get them. This way the FOP can follow up quickly and management has a “receipt” of the contact and make sure any tracking matches.
  2. Call Tracking – Call tracking can be incorporated on both your website and PPC landing page to optimize tracking. By using different tracking numbers on your website and your landing page, you’ll be able to track PPC-specific leads. Tracking all calls from your website is a generally good idea so that you can understand how many prospects are calling to make appointments and how many are current patients. Some call tracking providers feature a technology called “dynamic number placement” which is great to implement in your tracking. The idea is that the numbers on the website automatically change depending on where the site visitor has come from—meaning organic search, PPC ads, and even social media channels! In other words, you’ll be able to track incoming calls from all of your digital efforts, not just your PPC. Call tracking is also helpful when patients are calling the digital tracking number but indicate that they received a mail piece. You would attribute this call to your digital efforts because it’s the effort that spurred the person to contact the practice.
  3. Practice Management Software – Making sure your front office staff understands that you’re running PPC ads can be very helpful when it comes to tracking in your practice management software. This way, they’ll know to ask callers which initiative they’re calling from as well as which referral source to use. Also, call tracking can help ensure you’re listing the correct referral sources as it can help you differentiate between general “online” activity and PPC-specific activity.

Why is tracking your PPC important? For ROI of course! Because digital marketing is happening in real time and doesn’t feature tangible collateral for someone to save until they’re ready to act (like direct mail), it can provide a shorter buying cycle.

Still not sure how you can track your digital marketing efforts? Consult YHN can help! 

The Consult YHN Marketing team can translate reporting into actionable items and make suggestions on how to improve your current tracking efforts. We can also consult on your overall digital marketing strategy, including reviewing proposals, developing budget suggestions, and more.

Contact marketing@ConsultYHN.com to get started today!

About the Author

Rachel Atar joined Consult YHN in 2015 as Marketing Account Executive. With experience in multiple industries, Rachel has consistently helped small businesses navigate marketing for their end consumers. Prior to joining Consult YHN, she was Taylored Home Health Care’s Marketing Manager.

SERP, Meta Data, SEM, CTR…what does it all mean?

You went to school to be a top-notch hearing healthcare provider, not a top-notch marketing executive, right?

Reaching your customers, however, requires you to engage digital marketing and the language that goes along with it.

Don’t stress yourself if you don’t know your site impressions from your unique visitors, or your bounce rate from your conversion rate — you have Consult YHN’s Marketing Department and this glossary of website/digital marketing terms to help you make sense of the information.

Website Design

Blog

A blog is a site page that features regularly updated content. That content could include office announcements/changes, event invites, and discussions about new device technology or health information.

Content

The copy, images and videos that make up a website.

Domain

The registered name of a website, purchased through a company like GoDaddy. For example, ConsultYHN.com, yourhearingnetwork.com.

Hosting

The “space” you rent on the internet where all the code and content (pictures, videos, copy) that makes up your website lives. A company such as GoDaddy must host your website for it be visible.

Keyword

A word or phrase that people use when searching for something online. Keywords are also the words or phrases included in a site’s content to increase search engine rankings.

Meta Data

Information built into the coded structure of a website that helps tell search engines what the site, individual site pages, images, and video are about. This can include meta-tags and meta-descriptions. Providing this information is part of the site design process and updating it can be a part of an SEO strategy.

Mobile Responsive

A site designed to automatically resize content and adjust to different screen sizes used across devices. The site would automatically resize to accommodate smartphone, tablet and desktop viewing. This is a must-have feature in 2017.

Platform

A reference to how a site was built. WordPress has become a standard platform used by many sites.

Search Engine

Website designed to provide a list of “results” based on the keywords searched. Google, Bing, Yahoo (in that order) are the three most used search engines.

SERP

Search Engine Results Page. The list of sites returned as answers to a search engine search. For example, if you were to search for “women’s suits,” you would want the search engine results page to list sites where you can buy women’s suits.

URL

The full web address of a website that is typed into an internet browser to access the site. For example, www.ConsultYHN.com, www.yourhearingnetwork.com.

Webmaster

The person who manages, and typically can make changes to, a website. If you use a “build-your-own website” platform like Wix, you are the webmaster. If you use a company to build your website or perform ongoing digital marketing, they may be the webmaster. Please Note: If you have a company managing your pay-per-click (PPC) advertising, they may not be managing your website.

Website Analytics

Analytics

The data and statistics about the users of a website and how they interact with the website. This can include the device they’re using, where they are, how long they visit the site, if they perform an action on the site (fill out a form), and some demographics.

Bounce Rate

The percentage of site visitors that leave from the same page they enter. For example, a person visits the home page and exits the site without viewing any other pages.

Conversion Rate

The percentage of unique site visitors who “convert” to leads. For an audiology practice, this would typically be someone who filled out a form on the site or called the office.

Rank

The place in search results where a site appears. This is determined by an algorithm (Google’s is considered the industry standard). The actual factors are secret but include keyword density (how many times keywords are included across a site), mobile responsiveness, content quality, and whether recent and regular content updates are made. The Google algorithm is updated about once a year.

Session

Can be interchanged with “visit.” Each time a site is viewed.

Site Impressions

The number of times a site was shown in search results.

Traffic

A total of how many people visited a website. This is typically broken into three segments:

  • Organic Traffic — Those who visited the site as a result of a web search. E.g., they searched for “hearing aids Philadelphia” and they clicked on your site in the search results.
  • Referral Traffic — Those referred to a site from another website. E.g., a person may visit a site from a Facebook link or clicked on a link to your blog, which you shared on your Facebook page.
  • Paid Traffic — Those who visited the site because they clicked on an ad.

Visitor

A person who visits the site. Analytics software will typically break this count into unique (first time) visitors and total visitors.

Digital Marketing

Ad Impressions

The number of times your paid ad is displayed with search results. This is dictated in part by ad budget and quality of ad (how well Google says it matches a search keyword)..

CPA

Cost per “acquisition.” The average cost per conversion..

CPC

Cost Per Click. The price paid when a person clicks on an ad. This is determined by a bid system and can vary widely based on factors such as geographical location, keyword competition (how many people want to buy a keyword), and time of day.

CTR

Click Through Rate. The percentage of ads that were clicked on.

Display ads

Image ads that are displayed on outside websites to people who have not been to your website.

Landing Page

A page visitors are directed to after they click on a paid ad. These are specifically built to encourage conversions and feature information specifically tied to the ad, a form, and a strong call to action. These pages can have a higher bounce rate than the rest of a site because they are specifically built to capture lead information rather than provide overall education.

Local Listings

A term for online directories that act like phone books, confirming a business’ NAP (name, address, phone number) across the internet. Google Maps is one of hundreds of public local listing resources online that search engines rely on to confirm information.

PPC

Pay Per Click. Ads that appear at the top and bottom of search engine result pages based on searched keywords. The cost is based on a bidding system and you only pay for an ad when someone clicks on it.

Retargeting ads

Also referred to as remarketing ads, they are image-based ads displayed on other websites, shown only to visitors of the original site. Have you ever looked at an item on Amazon, only to have an ad for that item shown on a news website later that day? That is a retargeting ad.

SEM

Search Engine Marketing. The broad term for continuing digital activities like search engine optimization (SEO), social media advertising, and pay-per-click (PPC) advertising.

SEO

Search Engine Optimization. The idea of using design and content to give a visitor the best possible user experience (menu order makes sense, images load correctly, mobile responsive), the most relevant information (developing quality content with relevant keywords throughout the site), and to obtain the best possible search results rank.

Social Media

Sites like Facebook, Twitter and Instagram that allow users to create and share their own content. These sites now also have their own advertising programs.

If you have questions about any of the terms in our glossary, need guidance to effectively market your practice, or don’t know where to start, please call us at 800-984-3272 or email us at marketing@ConsultYHN.com.

We exist to alleviate the stress and jargon associated with marketing your practice so that you can stay focused on helping individuals hear well.

About the Author

Rachel Atar joined Consult YHN in 2015 as Marketing Account Executive. With experience in multiple industries, Rachel has consistently helped small businesses navigate marketing for their end consumers. Prior to joining Consult YHN, she was Taylored Home Health Care’s Marketing Manager.