Top 7 Digital Marketing Strategies for 2017

For Lawyers, Doctors, and Dentists

Page 1 Solutions -
December 21, 2016

Last week I shared some key tips to address and update your website in 2017.  Today, I would like to share seven top digital marketing strategies to attract and drive higher quality visitors to your newly updated website. Keep in mind, I recommend you ensure your website is developed and designed to effectively develop rapport, project credibility and convert visitors into leads before you invest heavily to drive targeted traffic to your site. If you would like a free evaluation of your site, simply call 800-368-991

1.  SEO – This comes as no surprise, but the need to gain credible organic listings on search engines (Google and Bing) remains the most effective means to drive the highest quality visitors to your website. Not only are these visitors already in the buying/decision-making process in order to just find you, targeted keyword searchers have become savvier and focused in their research strategies.

  1. Keyword Research - Make sure you revisit your keyword research to understand how consumers are researching your services and comparing providers. Chances are, if you are using the same keyword strategies you have used for the past five to ten years, your results (traffic and leads) have likely declined, even if you believe your search rank is strong.
  2. Identify Your Niche - Another SEO strategy is to reconfirm or identify your practice niche if you haven’t already done so. By identifying a more focused area of expertise, you can target a more selective audience and effectively secure more organic listings than going after more broad and generalized keywords. Develop more effective pages on your site and conduct more focused efforts to promote them and engage visitors. 
  3. Think Mobile SEO - Lastly, assess the mobile effectiveness of your website. Of course it starts with developing a “mobile-responsive” website, but it goes beyond just that. Check the speed of the site (both desktop and mobile) and the user engagement (Google Analytics), particularly for your mobile smartphone visitors.

    2.  Social Media Marketing – There is a wide variety of results from social media marketing, depending on your practice, your market/location, your customer make-up and the type of relationship you have with them. However, there are very few cases where social media should not be part of your online marketing efforts in 2017and moving forward. The key is to not look at social media as only posting content that your audience will quickly get tired of seeing. The goals for 2017 should be to develop more engagement activities with your online community, this includes sharing more things about the people and activities in your office; focus on interesting and useful news and posts, like and share more variety in the things that relate to you and your customers; add more interactive elements like infographics, videos, quizzes, how-to resources, ebooks, consumer guides, etc.

3.  Facebook/Social Media Advertising – Facebook and other social media platforms offer your practice the ability to conduct outreach to targeted audiences that are beyond your list of contacts. Best of all, the average cost to attract an interested user is a fraction of the cost for Google AdWords. These platforms have extensive information about all their users and provide advertisers the ability to conduct targeted campaigns that can brand your practice, market key services, and drive quality traffic to your website (click-to-website campaigns). One thing to keep in mind:  Although it is highly targeted (geo-targeted, demographics, behavior, etc.) it is still a form of interruption advertising, not search exposure. You will be reaching consumers at an earlier time in the decision-making process, so if your goals include direct-response leads, be sure to include compelling landing pages, engaging offers/promotions, downloadable resources, or strong “next step” action items.

4.  Display Advertising – Similar to Facebook advertising, display advertising through the Google Display Network, Youtube, and other media networks (exposure on millions of websites that allow targeted display ads) offers an even greater outreach to highly qualified target audiences. The messaging through display advertising can be in the form of static banners, animated carousel ads, and even video ads (YouTube videos).  Check out TrueView In-Stream Ads and only pay when a viewer watches the entire 30-second (or shorter) video or interacts with your video.  Another option is TrueView Discovery Ads that uses a thumbnail image of your video with some text to promote your video - only pay when viewers click on your thumbnail to watch your video advertisement. Like Facebook, display advertising is a more cost-efficient reach medium than PPC and allows marketers to get more market-wide exposure that historically was limited to TV and radio advertisers. For a more detailed recommendation that may work for your specific goals, call us for a free quote ((303) 233-3886).

5.  Remarketing – After investing time and money to reach your target audience, it only makes sense to maintain top-of-mind awareness with them, particularly through the decision-making process. Consumers who have been to your website, submitted email forms, downloaded your premium content, or engaged with your business are your most valuable marketing audience and deserve additional attention.  Remarketing utilizes a variety of strategies to maintain contact, including:

  1. Retargeting – Display advertisements (Facebook or Google Display Network) that appear to visitors who have visited your website, or target pages of your site.
  2. Inbound Marketing Automation – Timely, and segmented follow-up emails with more useful information to visitors who download premium content (ebooks, consumer guides, how-tos, checklists, etc.) from your website.
  3. Hot Lead Follow Up – Strategic, yet automated email follow-up campaign to hot leads that initially contact your office through form submissions. Most practices only conduct one-time follow up!
  4. Newsletters and Updates – Maintain frequent contact with your growing database of current customers, past customers, prospective customers, and referral sources.

    6.  Review Marketing – There is no question that reviews have become an essential part of the buying cycle for your prospective customers. Not only is it important to acknowledge this consumer activity but to embrace it, and commit to build a culture that boosts referrals and actively markets your positive reviews.  If you do not leverage software that can 1) help satisfied customers instantly share their positive experience on key review websites, or 2) identify unhappy customers before they post negative ones, you need to start. Review marketing has become essential.

7.  PPC – Practices that have historically dismissed pay-per-click advertising (Google AdWords) may find that PPC campaigns in 2017 can provide a highly effective ROI. Today, there is significantly better data, new technology and refined strategies available to deliver a more cost-effective return on your marketing dollars. Some key elements when considering PPC advertising:

  1. PPC exposure is high quality. Like organic SEO, you reach consumers at a time when they are researching your services. Timing is essential in determining the quality of exposure.
  2. Use your keyword research to identify higher quality search audiences, minimize waste and “fill in the gaps” of your search marketing exposure.
  3. Leverage dayparting (running ads at specific times of the day or days of the week) and concentrate your campaign on high quality clicks at times you can convert them.  In cases where practices offer 24/7 intake, consider boosting your exposure at times when your competitors are closed or unable to connect with leads.

These are only some of the strategies that you should begin implementing in 2017 if you haven’t already started.  But again, be sure your website is competitive from a design, content and call-to-action perspective before you spend marketing dollars to generate traffic and stimulate market demand.  

Happy Holidays! We look forward to sharing more in 2017!