Say goodbye to icy, snowy weather and say hello to clear blue skies. And, along with spring comes spring cleaning. It is an important process that helps you clear away the unwanted clutter and dust. However, I’m not talking about the dust and clutter on your desk or around your office. I’m talking about cleaning up your digital marketing efforts. You may have previously implemented digital marketing strategies that didn’t work, so now is the time to toss them out & create fresh new ones.
So, it’s time to bring out the cleaning supplies. No, I don’t just mean your office cleaning supplies; I’m talking about your brand new marketing ideas as well! It’s time to put those great new ideas to the test and see if they will work this spring!
Goals and Branding
This is the bottom part of the metaphorical pyramid of spring cleaning your digital marketing strategies. This is where you have to start. Before you can do anything, you have to reevaluate if you want to create new goals and rebrand your medical practice. Spring signifies new beginnings and a fresh start, which is why it is the perfect time for you to rebrand. Once you have refreshed your goals and have decided on your new branding as a medical practice, you can go ahead and follow the rest of the metaphorical pyramid.
Social Media Presence
It’s now time to dig a little deeper. The next layer of the metaphorical pyramid would be how you want to present your medical practice to both of your existing and potential patients. In today’s digital world, you have to take advantage of the benefits you can get from technology. Reap as much as you can in order to utilize its benefits.
Social media plays a big role in advertising your medical practice. Apart from having a website, most people nowadays rely a lot on what you post on social media.
In order for you to fully understand the influence of social media, here are 10 statistics on how social media affects a patient’s decision:
- More than 40 percent of patients agree that the information found on social media impacts the way they handle their healthcare (Source: Mediabistro)
- A whopping 90 percent of millennials trust healthcare information that is circulating around social media
- Close to 41 percent of patients said that social media has influenced them as to whom they choose for a doctor, medical facility or medical practice (Source: Demi & Cooper Advertising and DC Interactive Group)
- Roughly 27 percent of patients post health-related statuses (Source: MDDI)
- Almost 33 percent of U.S patients rely on social media to search for health-related information
- Nearly 60 percent of providers admit that social media has improved the quality of care they have provided to their patients (Source: Demi & Cooper Advertising and DC Interactive Group)
- Year after year, Youtube’s traffic to hospital websites have increased up to 119 percent (Source: Google’s Think Insights)
- About 49 percent of patients expect to hear a response from their doctors within a few hours of scheduling an appointment through social media
- Almost 40 percent of patients think that the information that they find on social media has an impact on the way they cope with a chronic illness, view their healthcare regimen, and choose a doctor (Source: Healthcare Finance)
- Nearly 22 percent of parents use Facebook and 20 percent use Youtube to search and understand healthcare-related topics (Souce: Mashable)
Now, do you see how influential social media is? So, to start spring cleaning your social media: First, if you haven’t already, create a presence on the social media platforms that are appropriate – such as Facebook, Twitter, LinkedIn, Youtube, Instagram, and etc. If you already have profiles on those platforms, update them and start being as responsive and engaging as you can. Here are a few specific things that you can update include:
- Double check if your contact information and office location information is accurate
- Make sure you have a cover photo present
- Your profile picture should be a good, high-quality photo (logos are always a great idea to use)
- Figure out who will manage your social media accounts
Social media is a great place to connect with your patients and attract new ones. And by tidying it up a little, social media can become even more valuable to you and your patients.Social media is a great place to connect with your patients and attract new ones. Click To Tweet
One of the things that go along really well with your social media presence is your content. Never, I mean never, neglect the content that you post because it is one of the best digital marketing ideas that has been proven to work. Providing high-quality content can provide a better user experience and increase SEO.
Spring cleaning doesn’t always mean throwing out stuff (or in this case, your marketing strategies). Sometimes, it simply means that you should refresh and revitalize some old contents so it’s relevant and shareable again.
Let’s first discuss how you can revitalize your old content. According to Moz, you can start by:
Giving old posts a new look
When creating blog posts, one of the smartest, time-saving, and most effective content marketing strategies out there is to make blog posts as evergreen as possible. Ways to make content evergreen include: you can tweak the headline, do a grammar and content rundown, refresh the links and images, update the social share buttons, and if necessary, add more timely and relevant content.
Although, not all old blog posts should be tweaked. Check the organic traffic and bounce rate of each post to figure out which ones you should modify.
Finding the “sweet spot” by repackaging your content
After spending a lot of time and effort in writing your content, knowing that it is not getting read as much as it should be is simply disheartening. But, don’t worry. You can experiment as much as you possible until you find the “sweet spot” that gets people to read and share. The tried-and-true strategy for this is repackaging the content you’ve already written. This strategy requires determination and patience but it will definitely pay off in the future.
Reaching different audiences
One of the greatest fears that you could ever encounter when rewriting and sharing your blog posts again is if a reader notices that you already wrote that blog post before. However, that’s the least of your worries. Most people would remember and would love to read some blog posts again that are relevant to them (even if it means reading old blog posts again).
Of course, when reconstructing your blog posts, you don’t have to repeat yourself word-for-word. Also, chances are you have more than just one type of reader so make sure you vary the type of content that you create and vary how you share it on social media.
By differentiating your target audience and reaching out to them in ways that would capture their attention is a great strategy in order to drive organic traffic to your blog posts. Experiment as much as you can until you can find the best solution.
Automating as much as you possibly can
Manually sharing your posts takes up a lot of your time. However, by automating the whole process of sharing content, it will save you time, effort and resources.
After reaching and testing with different audiences, it’s now time to revamp your SEO efforts as well. This portion of the metaphorical pyramid requires noting that you should check for irrelevant and low search volume keywords. Throw those away and it leaves you with a leaner and more efficient list of keywords as spring comes.
That way, you will be able to provide more relevant blog posts that you can post on your social media platforms and on your website as well.The strategy requires determination and patience but it will definitely pay off in the future. Click To Tweet
Email Lists & Campaigns
As you reach the end of your spring cleaning spree, take note of the size of your email campaigns and lists. As a medical practice, you must hold on to every possible list. They could be prospects, existing patients, or other segregations. Make sure these lists are updated to keep them useful. Throw away all the unnecessary lists and stop any campaigns that aren’t delivering valuable results.
In the End…
Voila! All done. Your digital marketing strategy is spick and span. Now, you’re ready to enter spring with a whole lot of healthcare digital marketing trends. It’s time for you to put those ideas to the test. If you do need some extra set of hands (which I know you probably will), Website4MD, a full-service medical digital marketing company, can certainly lend you a few helpful hands. Schedule a time to chat today and get a headstart on your digital marketing spring cleaning!