The disparity between practices that get a high volume of business and ROI through the Intenet and those that don’t is getting wider by the day. What are they doing, and what strategies can you implement that will make a positive impact on your leads and new client volume?
Of course the first thing most practices do is to focus exclusively on your website and SEO. And although these elements may be at the core of any successful online marketing effort, it should not be an all-consuming focus of your online marketing.
The key to effective online marketing (and even generating dominant SEO results) is diversification; to develop multiple ways of building credibility, as well as generating new leads for your practice or firm. In most cases, this requires the assistance of an agency that knows your business and who has developed the resources and processes to implement them. Here is an initial list to get you started.
20 Tips To Improve Your Online Marketing ROI (Print this list!)
- Website Analytics (Google Analytics) - Evaluate the monthly, quarterly and yearly changes in your website, particularly your traffic, avg. time on site, avg. pages/visit, high-priority pages, traffic sources, as well as your mobile traffic statistics.
- Conduct An SEO Audit – Assess your website optimization on a page-by-page basis, particularly key landing pages or areas of your practice. This includes your meta tags, headings, content and other optimization-related page elements.
- Photography - Evaluate the imagery of your site and social media, and replace old stock photos with new custom photography. Remember, marketing on the Web is more about rapport-building and credibility, and less about advertising. Custom photography can make a huge different in how well visitors feel they know you, your team and your practice.
- Branding and Relationship Videos – Nothing is more engaging and gets people to feel like they know you better than video. High-quality branding and informational videos on your website and key pages (particularly your About Us section and key service area pages) can enhance your content’s comprehension, increase visitors’ time on your website pages, and win opportunities. Whoever develops relationship with prospects faster, usually wins the race for new customers.
- Adding New Content and Blogging – New content and blogging is a proven means to develop credibility in the eyes of your visitors and search engines. Campaigns that can add 50+ high-quality articles, useful tips and rapport-building articles over the course of the year will build a loyal audience and boost your ranking with search engines.
- Review and Re-write Existing Pages – In some cases, it can make more sense to re-build the assets (content, photos, graphics, video, etc.) of a page that already has equity and some level of credibility with search engines, rather than always build new pages.
- Video Blogging – By utilizing video in your ongoing blogging and leveraging YouTube to post them, you can communicate more effectively, more passionately and provide visitors with easier to consume information, particularly on mobile devices. Hence, Google likes it too!
- Social Media – Of course it is important to leverage social media platforms, but you must do more than just post promotional or even informational materials. Diversity in your posts (topics, links, photos, videos, graphics, etc.) and doing more engagement-focused activities, such as sharing, inviting, and promoting, within your growing online community will generate better results.
- Reviews and Rating Marketing – Your online reviews and ratings not only impacts your search engine credibility, it can make, or break, the confidence potential clients or patients put in you during the decision-making process. A pro-active reviews and ratings marketing campaign can get your happy customers sharing their experience, as well as help you identify potential problem customers, BEFORE they post comments on high-visability review websites.
- Respond to ALL Reviews – Most practices understand the need to monitor and respond to negative reviews in a customer service-focused approach. However, don’t miss your biggest opportunity to build stronger relationships and stimulate more referrals and reviews; comment on you positive customer reviews. Nothing kills the motivation of a customer who wants to help you grow your business more than having their efforts to share their positive experience go unrecognized or unappreciated.
- Database Email Marketing – We all realize that sending ongoing updates, information and newsletters to our database of contact is important. It needs to be consistent and professional (see newsletter tips). But you also need to make sure it is used to prime the pump of your other online marketing efforts. Coordinate your email blasts with your social media, SEO, PPC and other online marketing campaigns to maximum your return.
- Inbound Email Marketing Automation – This goes beyond your monthly newsletter emails. Inbound marketing focuses on creating calls-to-action in all your marketing that provide visitors more credible information and downloadable resources, while building your database of contacts and leads. The automation part focuses on nurturing contacts through the decision-making process with automated emails and premium content. Getting the right information to prospects at the right time is what inbound marketing is all about.
- Mystery Shopping/Intake Training – Monitoring how your practice handles incoming leads, whether through email, live chat services, or the telephone is key to high-conversions and ROI. Call tracking/recording numbers and review of past leads is fundamental to training/coaching, and improving your people and processes. In most cases, this is the greatest opportunity for improving ROI!
- Paid Online Advertising – The world of online advertising is a changing environment. If you only focus is on Google Adwords, then you are likely missing major opportunities. Other paid platforms like Facebook, remarketing, and geo-targeted display advertising can drive higher quality traffic at a fraction of the cost and with a great ROI.
- Live Chat Services – Today’s online consumers have a desire for instant gratification and communication. Live or instant chat services have shown to increase overall lead generation in most practices. It is not unusual to see an increase of 25 percent to over 100 percent in lead generation. In addition, the fees are charged on a cost-per-lead basis. In most cases, this cost can be as low as $15 per lead.
- Incoming Links – Most practices only look at incoming links from other websites for their SEO value. Of course that is important, but it is also highly beneficial when these links also have the potential to drive visitors. In the healthcare industry, websites like www.Healthgrades.com can provide access to visitors that come from their highly positioned and visited pages. In the legal arena, websites like www.justice.org can provide similar benefits, on top of credible back links for SEO purposes.
- Calls-To-Action – As mentioned earlier in inbound marketing, calls-to-action are vital to ensuring you get a high conversion of visitors into leads and contacts. Developing “low-commitment”/high value engagement options are vital to break down barriers of communication with visitors and get them engaging with your practice. Also, you should regularly update your calls-to-action and test new and different promotions and resources. You will quickly find what your target audience wants and needs.
- Local PR – To enhance your local credibility, attract high-value incoming links and to drive credible traffic, it is important to develop contacts and relationships with local media sources. When you develop useful, timely, educational and newsworthy information and articles, now you can send them out to key local media contacts who are looking for stories with a “local” angle. Of course these should also be sent to national online PR websites as well.
- Think “Mobile-first” – As more Internet activity is being done through mobile devices, it is a good idea to develop your messages (your website, emails, newsletters, banner ads, etc.) with a mobile-first approach. Keep in mind, how viewers consume you information, navigate and engage with you calls-to-action on a smartphone or tablet is vastly different than on a desktop.
- Think “Phone-first” – Synergistic to developing mobile-first designs and messages, make sure you also focus on generating telephone leads first. Telephone leads are not only more valuable and easier for your practice to close than email leads, calling on a smartphone is a much more convenient conversion actions for your growing mobile audience (touch-to-call vs. email forms).
If 2016 is the year you stop losing online prospects to your competitors, these are the type of activities and services you need to implement. If you are not doing them already, give us a call (800-916-3886) and we can help.