Content marketing personalization

Content Marketing, Personalization, and Connecting with Your Audience – What You Need to Know

In this day and age, with the Internet at their fingertips, consumers always have multiple choices for where to take their business. You can see this in your own life. For example, if you were in the market for a new car, you would find numerous brands, multiple car dealers, and various models that all promise to fit your needs. Even if you were specific about your preferences – for example, that the car should seat at least six people, should be black in color, should have leather seats, and should have an upgraded sound system – you would still have many options to choose from.
This variety can greatly benefit consumers. However, it can also make it difficult for you as a practice to stand out and attract new patients. After all, if nothing separates your audiology practice from another one that is just five miles away, how will patients know to choose yours?
The key is to create a real connection with your audience – that is, with your potential new patients. This can be done online – before a patient even visits your office – whether on your website or your social media pages. A connection is your ticket to drawing a patient to your practice. Here are a few simple ways to form a connection with your audience and gain their business:

  • Personalize your online presence. Include photos of your office, yourself, and your team on your website and social media pages. Let your practice’s values and personality shine through in the website content and in how your practice is represented on social media pages. Avoid stiff, overly formal language. Instead, show your patients that you are friendly, professional, and dedicated to their care and comfort.
  • Challenge assumptions about your audience. If there is something most people in audiology “know” about their patient-base, do not be afraid to question it. For example, many people assume that most patients seeking an audiologist are older adults. As an audiologist yourself, however, you know that patients of all ages have a need for an audiologist. Ensure that your online marketing reflects this truth and is not strictly targeting an older audience.
  • Use data, but do not be driven by it. There is a difference between being “data smart” and “data-driven.” You want to be data smart, in which you use and analyze data, but assess the overall situation rather than only the bits and pieces you see in data reports.

For example, data may indicate that many patients who come to you from the Internet are experiencing hearing loss. Does that mean that all patients who find your practice online have hearing loss? Of course not. So, create marketing and website content that fits and attracts patients with hearing loss, but do not neglect patients who may experience other hearing disorders.

  • Evaluate and use multiple data types. While it can be tempting to rely solely on numerical data – after all, we have been told that “numbers don’t lie” – you should use linguistic and visual data as well. Social media platforms like Facebook and Instagram are increasingly highlighting the importance of the visual aspect of online marketing, so join in on that trend. In your social media posts, ask your audience for feedback in linguistic form, and maybe even visual – such as something beautiful they appreciated that day thanks to their hearing treatment.

All of these strategies will help build a real connection between you and your audience. And when a person feels connected to your practice, they will feel comfortable in deciding to become your patient. For more information about how to connect with your audience online, we welcome you to contact us today at AudiologyPlus. We are here to assist with all of your online marketing needs.

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