Mobile internet consumption has gone through the roof in recent years, growing roughly 44 percent every year from 2010 to 2016, according to recent data from the research firm Zenith. Insiders expect this number to steadily continue ticking upward.
It's a trend that's not going away any time soon. These days, a whopping 73 percent of web traffic is mobile, highlighting just how important it is to market accordingly. If you have a clean, high-quality website that immediately lets visitors know what you're all about, you're on the right track.
But what clinics need to ask themselves is how well this is carrying over to mobile. In other words, how responsive is your site?
Viewing a website on a 14-inch desktop computer is one thing; opening it on a 4-inch smartphone is quite another. When going from laptops to tablets to mobile phones, the screen size is constantly changing, which alters the page attributes. This means that your website has to "restack" to accommodate whichever medium it's using. In plain English, you could have a site that looks great on a desktop, but jumbled on a mobile screen.
The idea is to always keep the most critical information—like your headline, phone number and contact form—up top so that your clinic's message doesn't get lost in mobile translation. Remember: You can't turn new leads into patients if they're unable to easily navigate your website while on the go.
In a mobile-first world, the same goes for content marketing. Optimizing your site with helpful, relevant content is what's going to help attract, and ultimately retain, loyal patients. It's all about using smart marketing to build a community. Content marketing does just that because it establishes trust; accurate, helpful blog posts help position your clinic as an authority in the medical space.
Whether it's finding a nearby urgent care center or looking for a local regenerative medicine specialist, people are almost exclusively searching on their phones. It's little wonder that Accelerated Mobile Pages (AMP) has been so revolutionary. The Google-led initiative allows for super fast page loading on mobile devices.
This is precisely why being search-friendly is another critical part of the mobile equation. Enter Google's mobile-first index. This refers to the way in which the search giant uses mobile content to create and rank listings. If you want to show up favorably in mobile search results, your site needs to be responsive and ready for mobile, plain and simple. In a crowded online marketplace, this is what's going to enable you to stand out from the pack.
Similarly, mobile-optimized ads represent the new frontier of online advertising, which is why they should play a role in your big-picture digital marketing strategy. Social media platforms are leading the pack here. In fact, experts predict that about two-thirds of all social media ad spending will be focused on mobile in 2018.
Establishing a strong mobile presence is vital. Ren Scott Creative's in-house team of experts can create a tailored, individualized campaign to help you do just that.