Respond to the Coronavirus and Improve Your Online Marketing Strategy
The Coronavirus has resulted in widespread economic uncertainty, and for some practitioners, a decrease in business. But just because you don’t have patients in your office doesn’t mean you can’t grow your practice. Now is a great time to invest some time in improving your digital marketing strategy.
In this blog post, the team at Einstein Medical has put together a list of eight ways to improve your online marketing strategy to combat the effect of the Coronavirus on the long-term financial health of your business.
1. Audit Your Website
Are there any procedures or services that you offer that don’t have a page on your website? If that is the case, you are missing out on potential search traffic. One of the first steps you should take to improve your web marketing strategy is to review all of the webpages, blog posts, videos, and photos on your website. Determine if any content or media assets are missing, or if there are any that need to be updated.
2. Add Content to Your Website
Consider adding new pages to your website to target additional traffic sources. This is also a good time to choose new before and after photos for your website or take new photos of your office. Videos are also a great addition to any website; interview your team and patients so you can integrate compelling videos into your website.
3. Get Engaged in Your Online Reviews Strategy
Have you ever checked the reviews for your practice? If not, now is a good time to see what patients have to say about their experience.
Moving forward, you may want to put a plan in place to respond to patients that have posted online reviews. Whether you have received a positive or negative review, providing a thoughtful response can help your brand. Train an employee to routinely check your reviews and respond to them in a timely manner. You may want to put together some template responses to ensure your message stays on brand.
4. Post Updates on Your Social Media Accounts
Since so many of your patients are spending more time at home, they are probably also spending more time on their social media accounts. That makes this a great time to post practice updates for your patients. Consider adding information about your practice’s response to the Coronavirus, how you keep your facilities clean and safe, changes to your business hours, or any patient specials that are still in place.
5. Create or Update Your Local Business Profiles
Having your local business profiles filled out and verified can provide you with additional sources of traffic. For example, every practice should have a Google My Business profile, which allows you to update your office hours and other important information about your practice.
6. Launch a Monthly Newsletter
In addition to online review sites and social media, your practice can reach out to patients via a monthly newsletter. A monthly newsletter is another great place to post information about your practice’s response to the Coronavirus and health and safety practices. It is also a good opportunity to post new specials or before and after photos of patients.
7. Consider What PPC Can Do for You
Did you know that pairing an ad with an organic listing on the same page produces an 89% incremental lift in clicks? Since getting prospective patients to visit your website is one of your digital marketing goals, it might be worth buying ads for some keywords, particularly those that are ranking on the first page of Google. Even if you don’t have an organic ranking, ads can greatly increase your website visibility.
8. Review Your Data
Many practitioners don’t have time to regularly review their marketing data. Check Google Analytics, Google Webmaster Tools, and any other sources of data to see what type of patients you are attracting to your website, which keywords are bringing in the most traffic, and where you are converting your leads. By better understanding the needs of your users, you have a better chance of converting those users into patients at your practice.
At Einstein Medical, we offer comprehensive online marketing services, including Premium SEO, Paid Media, and Local SEO. Contact us today to find out how we can help you attract more visitors to your website.