Quality Content will get you noticed

Get Noticed Online by Creating Quality Content

As a hearing professional, you’ve got a lot of knowledge to share. Sharing it online is good for your readers, and even better for your business. In fact, one of the most effective ways to build a strong online presence is by creating valuable content on a regular basis.
High-quality blogs and articles encourage more people to find your website, keep people on your webpages longer, are likely to be shared with other online users, and increase the number of important keywords across your website. All of this helps boost your ranking in search results, thus making your website more visible online. Content marketing, as it’s often called, is one of the easiest search engine optimization (SEO) tactics you can employ. It’s why you’ve heard us say it time and again: content is king.
But before you jet off and quickly produce blogs about cerumen and tinnitus, take a quick look at the foundations of high-quality content first. Below, we’ve outlined the essential elements that all of your content should include, ensuring you don’t end up wasting your time.
Let’s face it: there’s no shortage of information on the Internet. Producing run-of-the-mill content will not serve your goal of reaching more people online. But creating enticing content also doesn’t need to take you all day. Just combine the wisdom below with your wide pool of useful knowledge on hearing health and you’ll be well on your way!
 
Choose your topics wisely
You are bringing a wealth of knowledge to your keyboard every time you sit down to create content for your website, so how do you choose which topic to expand upon? As we’ve mentioned before, looking up frequently searched keywords (especially long-tail keywords) is a helpful strategy for figuring out what people are interested in learning online these days. It’s also a great way to know which words to use throughout your content in general.
But you actually have an even easier source of topic generation in front of you nearly every day: your patients! Consider what questions they’re most commonly asking and what information they’re most surprised to learn during your visits with them. Your prospective patients reading your blogs online aren’t much different and will likely share a similar interest.
 
Craft an attractive headline
This tip is well-known, but taken for granted. It’s likely more the result of “writer bias” than laziness, but the truth is, no matter how much you like “Everything You Need to Know About Cerumen” as an all-encompassing title, it just doesn’t provide the pull your headlines need to have. First of all, very few people are looking up “cerumen” and most people don’t realize they’d even be interested in earwax anyhow. A title like, “The Secret Powers of Earwax” on the other hand, creates curiosity and immediately works on overcoming the idea that earwax is somehow “gross.”
Don’t be afraid to be bold with your headlines, tackling the underlying emotions of the topic at hand. And try to do it in 6 words or less. A good approach is to challenge yourself to create 5 different headlines for the same article. Then, either pass them by your office staff, or give yourself a break before looking at them again, and select the one that stands out most.
 
Get vulnerable
With the overabundance of information online these days, people have become incredibly selective with what they read. Just look at your own habits and what you tend to click on when scrolling. Trends vary across age brackets and cultures, of course, but one theme remains throughout: personal material pulls people in.
Don’t worry, we’re not telling you to spill your deepest secrets on your professional blog (there are other websites for that), but we are encouraging you to dare to include parts of your own story throughout your writing. It’s simple really: people enjoy reading material from those they can relate to. Especially with regards to hearing health, people enjoy a perspective that really gets what they’re going through. the emotions involved, the nuances of the struggle, the hope they’re afraid to let in. Luckily, whether you’ve dealt with hearing problems or not, you’re well-positioned to have a deep understanding of these finer details. Even describing your personal experience treating various patients (keeping them anonymous of course) is enough to remind your readers that you’re a real person who understands what they’re going through.
 
Add a visual
Great written content is important, but getting people to click on your posts that you might share on your social media accounts, like Facebook, Twitter, or LinkedIn means that you’ll definitely want to consider adding an image or enticing diagram to your blog. Posts with a visual component get far more attention than written posts, and since getting your post shared on these platforms can be a huge boon to your website traffic, it’s worth the extra effort.
As for selecting an image, be very wary of just pulling anything offline. While it may seem unlikely, copyright lawsuits are increasingly common online and definitely not worth the headache (or high price tag). There are numerous websites offering images with free licenses for you to peruse, but best of all is to simply take a photo of something related with your phone. Yes, your phone! Trends show that personal images get much more attention than obvious stock photos do, so don’t sweat about trying to get the lighting and angle perfect. Remember our tip about being vulnerable (aka: real) and shoot whatever you think is best.
 
Ready to produce some great content? You have everything you need to begin bringing new eyes and potential patients to your website with all the information you have to share. The most important rule with content creation is to simply be consistent with it. Try to schedule it into your calendar so you don’t’ end up putting it off week after week. After a short while of consistently producing helpful and enticing content, you’ll be surprised by how many people come back regularly for more!

Photo selection for website

How to Choose the Best Photos for Your Website

 
Your website is your digital office and your home page is akin to your waiting room. It’s the first place potential patients experience you and your practice online, so it’s important to get it right.
While many try to ignore it, appearance is everything. We humans are visual creatures and studies confirm that 90% of sensory information sent to the brain is in fact visual. We even process visual data 60,000 times faster than text. It turns out that a picture does indeed say a thousand words… if not more.
So the question is: what are your website’s images saying about you?
It’s not uncommon for practice owners, in their eagerness to get their website going (in between managing countless other tasks), to overlook this critical detail. After all, finding some hearing-related stock imagery and placing it throughout your website is easy enough. However, it’s worth reminding yourself that today’s online marketplace is a visually rich one, and website visitors, in general, are more sophisticated image-wise than we might realize.
Consider how you approached decorating your physical office: Did you quickly choose your furnishings and wall decor, or was it a fairly intentional process? Have you created a space that gives new patients a strong positive impression of you and your services? Are you willing to do the same for your website?
Luckily, it’s easier than ever to get the right images for your brand on your website. Gone are the days of needing to spend a fortune on stock imagery or to hire a professional photographer to have anything of decent quality. Now, with a relatively small investment of time, effort, and even a mildly artistic eye, you can create a visual experience on your website that conveys the strengths of your practice.
Below are some key tips to guide you in selecting the best images for your site:
High Quality
The most important aspect of any photo you choose for your website is the image’s quality or resolution. A low-quality image is slightly blurred, lacking crisp detail. High-quality images are seen throughout the Internet, making anything less-than stand out as awkwardly outdated. You want your practice to convey cutting-edge knowledge and tools, so be sure to use only high-quality images throughout your website.
Personalized
In general, the more personalized your images are, the better. Photos of you and your staff, your office, and even you in action with (consenting) patients are all attractive photos for a hearing practice website. But the caveat here is that they still need to be high quality and visually appealing. In other words, they’re best taken by a professional photographer to ensure the best resolution, angles, lighting, and effective cropping.
Sound too expensive? Consider reaching out to a photography class at a local college or university. Most photography students are very savvy with their fancy digital cameras and are looking for cheap ways to build their portfolios. And remember that not all of your images need to be personalized, but at the very least, your staff photos should be.
Brand Consistency
Have you defined your brand’s style? This is more than the palette (or set of colors) for your logo and extends into the overall “look and feel” of your branding. It’s what all of the visual elements of your practice (website included) are communicating to your patients and visitors.
Perhaps you like your marketing materials, website, and physical office to have a “light and clean” feel to them. Or maybe you want a more “modern and high-tech” look to all of your materials. Whatever the style of design you choose for your brand, be sure to apply those parameters to the images you select for your website as well. In fact, images are one of the key ways to communicate your brand’s style to your online visitors.
Emotive
Ideally, potential patients who learn about your practice through your website are impressed with what they see enough to contact you for your services. Having images that speak to the emotions of your visitors can greatly aid in this process. Hearing loss is a deeply emotional journey, often fraught with fear, embarrassment, frustration, and more. Choosing images that speak to the relief of those emotions and give visitors a sense of what is possible through your services is worth your time and effort.
While looking for emotive images, avoid using overly-obvious stock imagery of people (i.e. people winking, giving staged smiles, etc). Consider that even abstract imagery of nature or unique angles can convey this emotional journey as well (i.e. a peaceful horizon, a trail into the mountains, a close-up of someone holding another’s hand, etc). Choose images that feel consistent with your brand while inspiring hope and new possibilities. If they have people in them, simply ask yourself if the scene looks authentic or not. You might be surprised by how impactful these kinds of photos can be.

If you’re feeling overwhelmed by the task of revamping your website’s images, remember that it truly is easier than ever. There are many websites offering high quality, professional grade, and free stock images (
conveniently listed here). It’s important to note that you want to ensure that all images you use on your website are appropriately licensed. The aforementioned free stock websites offer images under the Creative Commons (CC) license, meaning they’re free for all types of use (commercial included). Purchasing your images from stock photo websites like AdobeStock or iStock means that you’re purchasing a license to use those photos on your website. Beyond these options, or using your own photos entirely, the legality of using an image can get tricky, as it’s not always clear if an image sourced online is actually filed under the CC license or not. Our advice is to always play it safe, as there are too many options for excellent images these days to risk getting sued over a poorly-sourced one.
It’s no secret that the hearing marketplace online is growing faster now than ever before, meaning that optimizing your website for the best user experience is critical for the highest visitor-to-patient conversions. By using the tips above, you can quickly and easily improve your online appeal for new and returning visitors alike.
If you’d like professional help optimizing your website, both visually and digitally, remember that we’re always just an email or call away. Simply put, it’s what we do best.
 

Women talking in a group

Generate Talk: Use Online Reviews to Boost Your Practice

In the socially connected world of the new millennium, a practice’s reputation is vetted in real-time by patients leaving feedback about their experiences as online reviews. Essentially the evolved form of word-of-mouth marketing, online reviews have made it easier than ever to capitalize on this powerful form of patient referral. It’s also never been so easy to get it wrong. And the facts are clear: this is the time to get it right.
A stunning 90% of consumers rely on online reviews before choosing a business, and patient-targeted studies have found that at least 72% of patients read online reviews as their first step in choosing a new health care provider. What’s more, these trends are only getting stronger, with incredible growth year after year. This comes as no surprise considering the ever-widening reach of sites like Google and Facebook across a rapidly increasing number of people online.
Gaining more reviews for your practice does wonders for your visibility online. This is especially true for local search results, as search engines like Google give a higher search result ranking to businesses with “prominence” online. Prominence refers to several things, including positive rankings on review sites. Online reviews can be a powerful ally for your business’s ability to reach a wider local audience online.
Beyond local searches, having your website mentioned (and linked to) by various review sites is also an excellent way to boost your overall search result ranking, and is a critical element of a successful search engine optimization (SEO) strategy. Better ranking in the results makes it easier for people anywhere looking for hearing help or information to find your website through popular search engines. Considering that the children of aging Baby Boomers (who often live in different cities) are commonly interested and willing to help their parents search online to find the hearing services they need, it’s important for your website to be easy to find for anyone—anywhere.
By now, if you haven’t been making online reviews a focus of your marketing strategy, you might be reconsidering it. If so, you may be wondering, “How do I increase the amount of reviews I get anyhow?” This is a valid query, as simply asking your patients to leave you a review isn’t always enough. Busy lives and the endless threat of distraction can quickly defeat even your biggest fans. Some hearing practices try to work around this by setting up a “review station” in their waiting room—complete with a laptop and simple instructions. This isn’t ideal, however, as some review sites actually penalize businesses with too many reviews from the same IP address.
There are a variety of approaches to increasing the number of online reviews you receive. You could offer an incentive, such as a free pack of hearing aid batteries or discount on their next purchase. This is considered ethical (and within review sites’ terms and conditions) as long as it’s not dependant on the review being a positive one. A more cost-effective way to boost your reviews is simply to provide clear and concise step-by-step instructions for leaving a review for your practice. You already know you have happy patients leaving your office each day. Many of them would be more than willing to sit down to help your services reach others in need. But they may need a little guidance, so a quick and easy “cheat sheet” with a clear call to action (i.e. “Help Us Help Others!”) and a few steps for them to complete the reviews can go a long way.
Ultimately, no online review strategy will make up for sub-par services or care. This goes without saying, but there are a couple of tips about patient communication that can help boost your online reviews and maintain a positive reputation online. The first is to make a point to thank every patient who leaves you a positive review—and to do so publicly. Almost all review sites allow the business owner to comment on a review, specifically so owners can address negative reviews, but few people actually take advantage of those comments to return praise to patients who took the time to write a nice review. Showcasing gratitude bears well on your practice’s image and encourages future patients (especially those who found you by reading your reviews) to leave one for you as well.
The second (and critical) communication strategy for online reviews is to immediately reply to any negative ones you might receive. Your comment below a negative review must reflect patience, understanding, and a willingness to acknowledge where the reviewer is coming from. If their complaint is legitimate, you might even offer some form of consolation (a future discount, coupon, etc) if appropriate. In cases where the review is distorted, unfair, or exaggerated, it’s completely fine to state your case in the comment below—just be sure it’s done in a courteous and professional tone. Future patients will appreciate your direct communication and respect your approach to criticism.
At AudiologyPlus, we’ve worked with countless hearing practices to optimize their online review strategy. Over the years, we’ve found that the keys to a successful plan involve two critical elements: convenience and efficiency. Patients are almost always willing to leave a positive review when prompted to in a quick and easy-to-follow way. We built our proprietary website plugin, ReviewMe, with just that in mind. It offers patients a chance to quickly select the number of stars they feel their experience deserves—right from the hearing practice’s website—and then with a few simple clicks they can publish their review on the various review websites of their choosing.
And what about those occasional negative reviews? ReviewMe automatically notifies the practice owner of every review—positive or negative— that gets published. We know how important it is for you to have a chance to proactively respond to disgruntled reviewers, and we designed this software to make it easier than ever to maintain an excellent (and popular) reputation online.
If your practice could benefit from reaching a wider local audience on the Internet, then optimizing your online review strategy should be at the top of your task list. If you want to tackle this with leading-edge tools and professional expertise, be sure to contact us to learn how we can help.
 

Blank Screen due to Website that can't be found

Invisible Website? This Might Be Why…

Your website is your practice’s digital storefront: it’s what people “pass by” as they surf the Internet looking for the information or services they need. Ideally, your website’s home page offers enough information and value to keep visitors from passing at all, but that’s only half the equation. Getting them there in the first place is the other half.
So how is your website doing? Is it attracting new online visitors each week? Is it translating to increased patient inquiries at your physical location? Do you see your site show up on the early pages of online search results?
If you answered “no” to any of the above, then you might be left wondering where you’ve gone wrong. Perhaps you’ve spent a significant amount of time or money (or both) setting up a sleek and functional website for your hearing practice. If so, you’re likely frustrated if it’s not getting the attention it deserves. Just like the sign outside of your physical practice, your website is fairly useless if it’s not catching the eyes of potential patients moving about online.
Making your website an active vehicle for patient inquiries is a much bigger topic than just getting people to your site in the first place, but it’s hard to deny that it’s the most important step. If your website seems to be invisible online, consider some of the most common reasons below.
Lacking Content
Search engines like Google are looking for websites that offer a good experience for its readers. They also are crawling through websites searching for specific keywords being used in a search query. If your website is lacking in detailed content, and specifically lacking in those commonly-searched keywords relevant to your field, then you can expect your web pages to rank poorly in the search results—potentially ending up too far down to ever be noticed.
Luckily, this is a fairly easy issue to fix: simply add more keyword-rich content to your website. This becomes especially important on main pages like your home page and your services page. Even better would be to create a distinct page, full of informative content, for each service you offer. It’s worthwhile to note that content that has been intentionally (and often awkwardly) “stuffed” with keywords does not fare well in the world of search result ranking. A golden rule is to approach everything content-related on your website with your visitors’ best interests in mind. “Would they like more information about this topic?” Likely yes. “Do they want this information well-organized and not crammed into one long page?” Yes, yes they do. In general, any site that is providing great value and rich detail for their visitors will be ranked better than sites that are not.
Improper Keywords
Keywords are those specific words and phrases that people are searching for on Google and other search engines. It’s possible (and highly recommended) to research the most common keywords related to your field and then target those specific keywords and phrases (called “long tailed keywords”) throughout your website (which we discuss in depth here).
Keyword research is a topic that can go as deep as you want—or have time for. Consider that keyword optimization is its own specialty within search engine optimization (SEO) practices. Fortunately for the world of hearing health, the related keywords are fairly straightforward and obvious. Choosing the wrong keywords for your website might not be so much about using an unrelated word as it is about using too broad of a word. For instance, placing a very common word such as “hearing” throughout your content would be much less effective than placing “hearing aids” or “rechargeable hearing aids” in your content. If you have yet to use keywords to optimize your website’s ranking in search results, be sure to visit this post to get started.
Broad Page Titles
Page titles (also called title tags) are the main text that describes each page of your website. Besides the main content on each page, page titles are the next most important text for search engines. Your page title is what shows up in your browser’s URL bar (or title bar), on the search results page of a query, and in any external links back to your website (i.e. on social media websites, etc).
To make the most of this commonly seen description of each page of your website, it’s important to craft keyword-rich titles that give just enough information about the page’s content. So instead of naming a page a general title like “hearing information,” consider a more descriptive and savvy title such as, “hearing loss and hearing loss treatments.” The latter incorporates two common keywords and also gives more detail about what content exists on that specific page.
Unindexed Website
Search engines are able to effectively search the enormous amount of information online by a process known as “indexing.” This is when search engine software collects, categorizes, and stores information about each website. Websites that have been correctly indexed will be easy to search through when keywords present in their content are searched online. But what if your website hasn’t been properly indexed? Or worse, not indexed at all? You guessed it—your website will be hard to find, so this is an issue you’ll want to resolve immediately.
To see if your website has been indexed or not, simply type “site:yourwebsite.com” (inserting your website’s domain) into the Google search bar. The number of search results should roughly reflect the number of pages your website has. For instance, if your website has 12 pages, you should expect to see at least 9-10 search results. If there’s a large discrepancy, however, your site might not be properly indexed. This can be a tricky issue and potentially related to any number of things like errors in your website’s root files, an outdated sitemap, incorrect URL parameters, connectivity or DNS issues, and more. Unless you feel equipped to explore further, we recommend reaching out to professional help if it seems your site isn’t being indexed properly.

Making sure that your website is easily found online is just as important as having a website at all. At audiologyplus, it’s why we package complete digital marketing solutions instead of just building websites. We know that you’re going to need a lot more to have a successful presence online, so why not get it all at once?  We also have several a la carte services to provide support for businesses that already have websites. If your website or practice could benefit from some enhanced digital strategies, be sure to contact us to learn more.

Keyword Research to Optimize Digital Presence

Choose Wisely: How Keywords Can Make or Break Your Online Presence

Wouldn’t it be nice if you could tailor your website’s content and marketing strategy down to the very words your target market is already using? Even better—imagine you could identify the words and phrases used most frequently by those interested in hearing health? This kind of information would enable you to specifically target potential patients by showing them you have precisely the information and services they’re interested in.
Well, you’re in luck: Not only is this information readily available, but using it within your website and your greater marketing strategy can make all the difference in the number of people you’re reaching with your website and your services.
In digital marketing, this approach is called keyword marketing or targeting. It can quickly become a complex and deeply analytical topic among professional digital marketers, but remains an effective strategy even when just the basics are applied.
Keywords, as you may have guessed, are those specific words your target market is using in search engines like Google to learn more about a topic. The most popular phrases used are referred to as “long chain keywords.” As a hearing healthcare professional, you can discover the most popular keywords and long chain keywords people are using when seeking information about hearing loss, treatment, or hearing health in general. All in an hour or less! This is what we like to call a “digital marketing no-brainer.”
Just what will these strategically placed keywords do for you and your practice? The most important benefit of selecting your words carefully, within your content as well as on the backend of your website’s infrastructure, is it being an effective way to boost your ranking in the results page of a search query. In other words, keyword targeting helps tremendously with your website’s search engine optimization (SEO).
As we’ve drilled into your mind with all of our articles, proper SEO is as critical as having a website is. It’s what ensures that your beautiful website will actually be seen by the people it’s designed to serve. Keywords are a relatively easy and effective foundation of any SEO plan.
Using keywords to your advantage is straightforward: you research the most popular keywords and then place them strategically throughout your website content, metadata (information in the background of your webpages), and everywhere else you’re creating content for your business, both online and offline. After all, these are the words that your potential patients are already using—so why not grab their attention by taking those words out of their mouth and expanding upon them with the answers they need?
Step One: Keyword Research
Your approach to researching the best keywords related to your hearing services can be as shallow or deep as you want or have time for. No matter how far you take it though, there are some basic strategies you should prioritize to ensure that you don’t miss the most important keywords and phrases being used.

  • Category Headers
    Begin your research by visiting some of the leading hearing healthcare websites online, (i.e. www.HealthyHearing.com) and make note of the common navigation items and blog categories. These are naturally going to reflect what your target market is interested in and looking for more information on.
  • Google Search Suggestions
    Type the main word related to your services (i.e. hearing) into the Google search box and then refrain from pressing Enter. A drop-down list of suggested entries will then reveal commonly searched words and phrases related to the main word you entered. For instance, if you type in “hearing” and wait for the suggestions, you’ll likely see that “hearing aids” is the first suggestion. Make note of these.

  • Google Keyword Planner
    There are several software options for a thorough review of keywords and the various metrics associated with them, but one of the easiest (and free) tools to use for entry-level detail is Google Keyword Planner. Simply enter the list of keywords you identified from the previous two steps and hit the “Get Ideas” button. You’ll be shown an incredibly useful list of most popular keywords related to your entries, including the average monthly number of searches.

Content Optimization
Now that you’ve successfully identified the most searched keywords and phrases for your specific field, it’s time to place those gems into your content. The trick here is not to overdo it. In fact, content that has been “over-optimized,” as it’s called, by placing too many keywords within it not only looks contrived to the reader, but is even recognized as such by search engines, which penalize content that appears “spam-like.” Unfortunately, this can actually harm your overall SEO strategy and should be avoided.
So the rule here is simple: keywords should be placed wherever they naturally fit in. Luckily for the hearing healthcare field, it’s nearly impossible to write valuable content for prospective patients without mentioning the most popular hearing-related keywords (i.e. hearing aids, hearing loss, etc.). Working in those long tail keywords requires a bit more finesse, but if you focus on keeping your natural tone throughout your content, they will fit in seamlessly as well.
No content should be left un-optimized: website copy, blog posts, metadata (page titles, page descriptions, image titles and ALT text, and so forth), any social media profile descriptions for your business, social media updates, and even offline marketing materials are all excellent options for using those trending keywords for your field.
It’s important to remember that your approach to marketing your services is to not only demonstrate your knowledge and expertise in hearing health, but also to appeal to potential patients with the kind of language they can relate to. There’s no better way to do that than to incorporate the words they are already using.
As a digital marketing firm, we liken keywords to gold. They can be incredibly valuable and, at times, can take some sincere digging to unearth the very best ones. Our approach to content and website optimization involves a multi-layered keyword strategy to ensure the best results possible. If you think your website and overall digital presence could benefit from professional optimization, contact us to learn more about how we can help.
 

Successful hearing practice owner

Using the Digital Frontier to Build an Unstoppable Practice

Perhaps you still remember that day you first opened your office doors. Looking at those empty rooms was like looking at a blank canvas. And like the rest of us, your mind took off with all of the possibilities. You had finally reached a pivotal moment in your journey towards helping people hear better and now all you had to do was set up shop and wait for your future patients to walk on in.
And maybe they did. The most proactive amongst us had been building up a strong network of referrals before opening their own practices. Others worked on building a local reputation throughout the setup stage, but either way, the playing field eventually evened out for all of us. Fast forward a few years (or a few decades) into running our practices and it’s not uncommon to encounter a plateau of new patient inquiries.
As professionals eager to serve the needs of aging adults, this plateau is a lose-lose situation. So many of our potential patients remain unaware of the many options waiting to help them improve their lives through better hearing. In order to offer effective hearing solutions to this population in need, we must first get them through the front door — be it our physical or our digital one.
It’s no secret that the landscape for promoting our practices has changed dramatically over the past decade. Physical mailers have largely been replaced by targeted emails, newspaper ads by Google Adwords. This trend is in response to the rapidly increasing numbers of people going online to research everything from the latest movie reviews to, yep, their hearing complaints and the local professionals who can help them.
Despite some lingering doubts about how active Baby Boomers are online, consider that about 82% of them regularly spend time on Facebook. More broadly, a Pew Study found that 47% of Internet users search for information about doctors or other health professionals online before pursuing local services. And that was in 2013!
It’s hard to deny that the Internet is the new frontier for marketing our practices, and those of us who are still using techniques from even just 5 years ago are making a costly mistake. This new frontier evolves as rapidly as it transfers huge swaths of data across the planet. To navigate its shifting terrain, we need to build our digital marketing approach on strategies that evolve with it.
In many ways, taking a fresh look at your digital marketing plan is a lot like looking at that empty office you first walked into. The canvas is blank and the possibilities are larger than ever. For the first time in history, a hearing professional in Arkansas, for instance, can relatively quickly establish herself as an authority in the field, offer valuable information and advice to anyone (anywhere), and attract a consistent stream of local patients to her physical office. She can do this by making some important decisions about how she markets her practice’s website online.
Notice that the key phrase here is her practice’s website. Marketing online involves various strategies to bring people to your digital front door: your website. While many hearing practices recognized the need for creating a website years ago, far fewer have realized how important it is to ensure that their website is readily visible to anyone looking for similar services or topics online. When this critical step is overlooked, even the most beautifully designed websites are effectively invisible, and well, useless.
A successful digital marketing strategy for promoting your website online begins from the ground up. It involves a website designed with search engine optimization (SEO) in mind — meaning that the website will be configured to show up higher in search results for related search queries. It means that images, pages, content, and website structure are all optimized for the best ranking by search engines, like Google. From this foundation, several simple and advanced techniques outside of your practice’s website can then coalesce to promote your services and knowledge to a wider audience online.
It’s important to remember that the more eyes looking at your website, the better. Even though you may draw in avid readers of your blog who are too far to make you their primary hearing care provider, their activity on your website significantly helps boost your website’s ranking in search results. This is one way to naturally boost your website’s visibility to any local potential patients searching online for things like “hearing aid provider,” or other phrases related to your services.
The world of digital marketing is nearly as vast and complex as the Internet itself. It’s why people pursue complete degrees in the subject and it will only continue to grow in sophistication and targeted effectiveness. As a hearing healthcare professional, your task is to provide complete hearing care to those in need, not to become an expert in digital marketing. But in order to reach the largest number of potential patients, you do need to make smart decisions for your practice’s digital marketing strategy.
As a leader in digital marketing solutions for the hearing healthcare industry, we understand the nuances of the populations you serve. It’s why we built all of our digital tools from scratch to specifically target the unique needs of today’s hearing practice. If you’re ready to see where the online frontier can take your practice, contact us today to learn more.