As we jump into a new decade, goal setting is bound to occur. Personal goals, health goals, family goals – business goals. You’ve had a great year! You made amazing strides in your healthcare business. Gaining clients, contracts, and traction – 2020 is looking promising.
Online marketing for your healthcare business is a great way to launch your success even further this year. We all know people use the internet to find the answers to nearly everything – including healthcare. Whether you provide a patient service or provide consulting tools to healthcare organizations – here are five ways you can improve your healthcare business marketing online.
#1 Create a Stellar Website
You need an amazing website to showcase your services. Your website should be clear and concise – making it easy for people to instantly know what you offer and why they need you.
Not only does your web content need to be informative and digestible – your web content needs to be easily found. And how do people find websites? Google.
Google is constantly changing how they analyze webpages. They’re even utilizing AI tools to crawl and rank websites. What does this mean for you and your healthcare business? It means quality over everything right now.
Quality content on your healthcare business website consists of valuable information, often touching on many topics. Quality content uses SEO (Search Engine Optimization) techniques to show you’re the expert on a specific topic. Quality content engages the reader – rather than boring or tricking them which leads to lower a bounce back rating (a measure of how often a reader comes to your page and quickly leaves). Google looks at these bounce back ratings and uses them to rank how valuable and relevant your webpage is.
Quality content adds value.
Valuable sites rank higher on Google.
Higher rankings mean clients find you – wouldn’t that be nice?
#2 Write Content Rich Blogs – Often!
A great way to cultivate your healthcare business website content is to post regular blogs or articles. By updating your site frequently with blog posts, this shows Google you are relevant. You have so much to share and contribute! Consistent blog posting equals value and valuable sites do what? Say it with me now...rank higher on Google.
Blogs are great because they allow you to touch on many different topics. Whether you own a private medical practice and discuss primary care concerns or run a consulting business specializing in the latest technology – covering a lot of themes around a topic increases your website’s value.
For example – if you sell running shoes, you can only talk about shoes for so long, right? Google knows this – so filling your website with your one keyword of RUNNING SHOES will only take you so far. So what do you do? You talk about relevant issues surrounding running shoes, targeting your ideal shoe-buying customer:
Tips for cold weather running. How to get the most out of your running routine. Nutrition tips to get the most out of your marathon training. Best running accessories for your favorite runner this holiday season. How to train for a 5k.
You get the idea. People who wear running shoes, don’t only care about running shoes. They wear running shoes to run. So by addressing their overall needs – AKA addressing questions they’re likely to type into a Google search box – helps them find you and your business.
Writing consistent blog posts (ideally 2 per month) and writing longer posts – over 1000 words per post – will help you cultivate a valuable, content and SEO rich healthcare website.
#3 Convert with Landing Pages
Landing pages help you increase your traffic by directly driving clients to your website. Landing pages are used to generate leads and hopefully conversions – whatever that looks like for your healthcare business. Conversions may be obtaining new patients or clients, selling a product or membership, or simply building your network.
The key about landing pages is to make sure you deliver what you’ve pitched – whatever you promised in your ad, post, or email – must be reflected on the landing page. The simpler the better! Your landing page cuts through the small talk and gets right to your call to action. Oftentimes using the exact same wording in your ad and landing page can lead to more conversions.
If your landing page doesn’t reflect what you’re promising or only delivers on part of it, this can increase your bounce back rating. And a higher bounce back rating translates to a lower value to Google.
Another nice thing about landing pages is that they’re easy to track for success, making it easy to see how effective they are. By seeing the increase in your conversions can help you know you’re on the right track! Landing pages are also great ways to obtain contact information from clients, which can be helpful when building email sequences.
#4 Build Rapport With Email
Emails! Yes people still email and yes emails still work! Creating a successful email sequence helps you build rapport with your client – something people look for before buying a product or hiring a provider.
Email sequences can also help educate or provide a free service to your clients, allowing them to see what you offer without commitment. By creating a nurturing email sequence, you can passively build a relationship with endless prospective clients.
Another benefit of emails is they help maintain relationships with existing clients. By sending out educational or informational emails (in a non-annoying way of course!) you remain relevant to your clients. This can turn into repeat clients as well as increasing your referral base making your marketing life easier.
#5 Hire a Healthcare Copywriter
Ok, now you know what you need to do in order to streamline and increase your online marketing – but where’s the time to do them? The great thing is once you have a system going with great website content, blogs, and emails – you’re healthcare business marketing can essentially run on auto-pilot!
But sometimes you need someone to help you get off the ground and get things going. That’s where I come in – and I’m a healthcare marketing content expert. My name is Stephanie Klein and I have over a decade of healthcare experience as a nurse and nurse practitioner.
As a healthcare copywriter, I help you do all the above! If your website hasn’t been built or hasn’t been updated in a while – I help you cultivate your keywords and content to make a solid website. Maybe your blog hasn’t been updated since 2018 and you’d really like to get some fresh topics out there – I make that happen for you.
Landing pages and email sequences are among many other services I provide you as a healthcare copywriter to help you save time and focus on your business. I provide expert healthcare marketing content to help your business grow.
If you’re ready to take charge of the online marketing of your healthcare business – reach out today for a quick chat! I look forward to hearing from you.
-Steph
