As a hearing professional, you know that gaining new patients—as well as keeping your existing patients—is the lifeblood of your practice. In this day and age, gaining new patients is not as simple as putting up your sign, taking out an ad in the newspaper, or sending out mailers. In this digital age, an online presence is key to growing your practice.
One of the most important parts of your online presence and marketing efforts is content. When done correctly, content can be a powerful tool for educating your audience, gaining online traffic, and converting web visitors into patients.
However, creating compelling, engaging content that drives action is not easy. While it does not necessarily need to be complicated, content creation is time-consuming. Furthermore, not every content campaign will be successful. While content failure is not a frequently discussed topic, it happens to just about everyone at one time or another.
For example, have you ever spent hours writing a blog article, only for it to get just a few views? Or have you written multiple drafts of various pages of your website and then received less-than-glowing feedback from your coworkers? Have you poured time and energy into content for your website, blog, and social media, yet seen a minimal effect on your online traffic?
If so, these might be seen as content “failures.” However, it is essential to see content failures as opportunities. Failure is an opportunity to learn what does and does not work, as well as how you can improve in the future. Here are a few ways to reframe failure as an opportunity and use it to your advantage:
- Implement A/B testing: Testing different headlines, body content, or other pieces of content can demonstrate which one is more effective. This helps you to know not only what you should do more of, but also what you should do less of.
- Analyze less successful content: It can be easy to focus on your top performers—articles, pages, and blog posts that get the most traffic and hits. However, also analyzing the less successful content can help drive better content in the future. You can learn which topics people do not read, which headlines do not draw clicks, and which formats audiences do not respond to.
- Hold post-project meetings: Once a new content campaign has been completed, hold a meeting afterward to assess what went well, what did not go well, and what can be learned for the next campaign.
- Acknowledge & learn from personal mistakes: Everyone slips up from time to time. You might accidentally send an email to all of your patients and then realize it has a typo, or you might realize that you included the wrong target URL on a social media post. Acknowledge these mistakes, correct them, and learn to avoid them in the future.
It is important to know that failure will happen from time to time—it’s simply an inevitable part of life and business. When it does happen, use it as an opportunity to learn and improve.
In addition, you can minimize mistakes by getting the right people on your team. For example, hiring professionals to take care of content for you can prevent failure and maximize your success. Our team at AudiologyPlus has over 20 years of experience in online marketing, and we are dedicated to helping your practice succeed. You can learn more about us and how we can help you prevent content failures by contacting us today.