Marketing is in the midst of a digital evolution where the old ways of connecting with customers are all but extinct. In their place is a slew of modern marketing platforms, from social media channels to mobile devices to online content and beyond—all of which, if leveraged strategically, can help you hit your business goals faster.
This begs one obvious question: Does your clinic's marketing fit with the digital world? Here are five questions to ask of your team.
What's Your Website Like?
You know what they say about first impressions. Your clinic's website is often the first thing customers see, so take a look at it with fresh eyes. Is the interface clean and easy to navigate? Tackle it from a solutions-oriented perspective; whatever your customer is looking for should be immediate and easy to find. (If you're not sure what they're looking for, creating patient personas is a great place to start.) The main goal here is to create a user experience that's clear and streamlined.
Just don't forget that the same rules apply to mobile. Desktop web surfing is now second fiddle to mobile media intake, which exploded by about 44 percent every year from 2010 to 2016. If yourcompany is app-ready, you have an even bigger leg up since apps make up the bulk of digital media consumption.
Of course, it's all for nothing if your clinic isn't getting any love from Google, which brings us to search engine optimization (SEO). The ideal scenario is to create the user experience described above in a way that also yields improved search rankings, which will lead to more organic traffic. Striking this balance requires some insider know-how, so taking a DIY approach is rarely the best tactic.
Are You Effectively Using Social Media?
Look beyond your website and into social media platforms as another way to tell your story. What does your clinic care about, and how are these values reflected on your social platforms? The way you answer is important as more and more consumers (particularly millennials) engage with and share content this way. This is especially relevant to your mobile strategy. According to industry experts, roughly two-thirds of social media ad spending next year will be directed at mobile.
That said, your social media strategy should be just that—a strategy. Pinpoint your goals and audience right out the gate, then focus on activity that's natural, consistent and, above all, valuable.
Are Your Exploring Video Content?
When it comes to digital marketing, video content is the new frontier. We're not talking about viral video hits, which few can engineer, or live-action sales pitches. Instead, it's about putting out consistent, short video content that speaks directly to your target demographic. Strong videos are also mobile-friendly and easy to share on social media. Snackable, easy-to-digest service videos are the name of the game, which is why investing in your clinic's YouTube channel can render some legit ROI.
Do You Have a Content Marketing Plan In Place?
According to a 2016 IgniteFeedback survey, a whopping 93 percent of consumers are put off by pop-up ads. This is precisely why content marketing has exploded. What consumers want is natural, helpful content they can actually connect with. In other words, it's about building a relationship.
Your website blog is an ideal place to start. What is your key demographic interested in? What issues are they dealing with? Offer solutions-based content that's clean, engaging and easy to share. The other piece of the puzzle is measuring its effectiveness (i.e. tracking engagement and conversions).
Is Your Online Advertising On Point?
Online advertising is a catch-all term that covers everything from social media ads to e-newsletters to sponsored content, and everything in between. Your big-picture marketing strategy should leave plenty of room for digital advertising. According to the latest Internet Trends report, mobile is indeed booming and social media platforms are the most powerful players when it comes to ad spending. The takeaway? You need a comprehensive online advertising plan that encompasses a variety of channels.
If navigating the digital marketing landscape isn't your strong suit, rest easy; Ren Scott Creative has you covered with a suite of services to help your clinic thrive in today's tech-forward world.