In order to increase the traffic to your business, the right people need to find you through the right outlets. That’s why top SEO practices are important to know. If you’re in the medical field and want to get your brand out there, say you’re a doctor with a private practice or a small health insurance agency, implementing the right marketing strategy will improve your business. If you follow these top 5 SEO practices for successful medical marketing, you will see an increase in your business’s success.
1. Know Your Audience
You could draw a thousand people to your website, but if they aren’t the right kind of people, your conversion rates won’t benefit from the traffic. That’s why it’s important to know who you’re audience is and then build a successful medical marketing strategy around that. Think about the problems that your business has the means to fix. Maybe you’re an infectious disease doctor. Someone who is going to Central America will be looking for a Doctor who can help them get the correct shots. That would be an audience you want to target because you have the solution to their problem.
You should create a few different buyer personas so that you can track, target, and categorize your target customers. Then use that information to develop keywords that will draw them to your content. Spread the keywords out throughout your content as you create it so that search engines will pick up on them and bring your content to your chosen audience. This will increase your potential for leads and then customers.
2. Create Relevant Content
A huge part of driving traffic to your site is the creation of content that is aimed at your demographic. In the medical world, videos are a great way to do this. They prevent confusion and have the ability to develop an emotional bond with the audience. In 2012, it was reported that 53% of people were not aware of a hospital if it didn’t have a video marketing campaign. That is a large group of possible customers you could tap into.
Medical blogging is also a great way to build content and drive traffic to your site. 77% of people start their medical research with a search engine so it’s important to create blog posts that provide solutions to medical related issues. Keep in mind you aren’t writing advertisements for yourself, you’re providing helpful content that will make your audience want to know more about what you do and the solutions you can provide for them.
3. Social Media Outreach
It might seem strange that medical professionals should have a social media presence, but it’s a proven method that promotes a brand. Choosing a Doctor or a healthcare facilitator is something that people don’t take lightly. They want to feel like they can trust them and social media gives you the platform to develop a voice for your business so that it becomes a personal interaction that promotes that trust.
It’s also a great way to foster support for your blogs and videos. You can create great content, but it’s not going to be seen by many people if you don’t spread it around the Internet. Twitter, Facebook, and LinkedIn are impactful social media platforms, but there are also medical forums that you should be present on. They allow you to narrow in on your audience.
4. Make It Mobile
People are always on the go, which means there is going to be a large portion of people viewing your content on their mobile devices. There is a 68% loss in smartphone traffic for sites that have mobile configuration errors. That’s too many possible leads lost due to a ridiculous mishap. Allocating resources to a mobile marketing campaign will show that you are a forward thinking medical professional, which is an important trait to have in the medical world.
Especially with the outpouring of new mobile technology, like the app for your apple watch that allows you to check on your prescriptions, there is a great importance placed on mobile accessibility. At the moment there are 13,000 health and medical apps and it’s projected that this year will see the global wireless healthcare market rise to a worth of $38 billion. This is a market that you want to tap into so you can use it to your advantage.
5. Analyze Your Progress
You won't know if what you're doing works unless you analyze content metrics. Organic searches help you know how you're doing as an industry, but knowing the impact of your content can tell you if something needs to be fixed or changed. Tracking social shares, website traffic, conversion rates, and lead generation will provide you with valuable information that will help improve your medical marketing strategy.
Because metrics tell you how people are reacting to your SEO practices, they give you the ability to see how people are reacting to your brand. There is a lot of competition in the medical field so keeping track of what people think of you and making the necessary changes as soon as possible will help you stay ahead of the competition. It also informs you of what you're doing right, which you can then proceed to do more of.
The medical field contains a myriad of businesses that are always looking to gain the attention of possible clients. You want to stay one step ahead of the competition so that you can garner the most leads possible. Although it can be tricky, these SEO practices will provide you with the most successful medical marketing strategy for your practice.
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