A person holds a phone with customer reviews on it

Enhance Your Content Marketing with Patient Reviews

Online reviews are quickly becoming the leading form of word-of-mouth marketing for businesses of all types, and surveys continue to reveal their rising appeal. With 85% of respondents admitting to trusting online reviews as much as recommendations from friends, it’s worth your time to maximize the benefit of any and all positive reviews your business receives. After all, getting patients to leave you a positive review online takes a lot of hard work, and you deserve to share the good news.
One way to extend the reach of a great review is to highlight it in a blog post on your website. This content can then be shared on your social networks and also in your email newsletters. These posts can also include helpful information within the content itself, while also incorporating favorable reviews to encourage readers to seek your help if they’re suffering from hearing concerns as well.
Consider the three article formats below to showcase your happy patients and encourage others to join their ranks:
Patient Stories
There will be times when patients are so thoroughly satisfied with their results that they give generous reviews about their experience with you. These reviews present an opportunity to highlight the journey each patient took from experiencing a hearing concern to delighting in exceptional results. You will certainly need patient consent to share their story, and you should obtain this consent in writing before and after your blog has been written (but prior to publishing it). Usually, patients who are this thrilled with their results are happy to allow you to spread the good news further. If he or she would prefer to remain anonymous, the review would need to be left by “anonymous” on whatever website it was published on (which is not always possible) and a pseudonym should be used for the story itself.
These kinds of relatable posts tend to be the most popular kind, so spend some time laying out all of the details of your patient’s situation before coming to see you. You want your readers to be able to relate to the symptoms and their effect on your patient’s life. Once you paint a clear picture of his or her struggle, then go into the details about the relief your patient experienced through your thorough and welcoming care. Be sure to express the patient’s experience throughout this entire journey – one of limitation and frustration to a place of unexpected clarity and renewed connection, for example. Readers want to relate to this patient’s emotional state, as many of them will likely have some or all of the symptoms described.
As for the review, you can either quote it in the beginning or end of the review, depending on how you want to introduce this case story. It’s also important to express gratitude for the patient taking the time to leave a review and being willing to share his or her story.
Common Misconceptions
An easy way to highlight a group of positive reviews is to use them to shed light on frequent questions or misunderstandings about hearing treatments and the like. By selecting a few reviews that touch on common misconceptions such as, “hearing evaluations are lengthy and unnecessary,” or “I don’t actually need hearing aids anyhow,” you can directly address these pervasive beliefs with successful patient testimonies.
Don’t worry about having the perfect review to match to a given misconception, but do use discretion on how you describe a patient’s situation. Unless you receive explicit consent (in writing) from the reviewer to describe their case in more detail, you should just stick to the details shared by the patient in the review itself. The main idea here is to simply expand on what struggles people overcome in general by visiting your office.
Outline of Results
Take advantage of a handful of positive reviews by highlighting the successful results they represent in your patients’ lives. You could do this “spotlight on results” type of post as a longer article looking at a few different reviews at once, or as a series of shorter posts focused on one result/review at a time. The latter will offer a more focused appreciation of each reviewer (and indirectly encourage more reviews from current patients), and the former will give a strong dose of persuasive information about your services in one article.
The nature of your posts will be determined by the reviews you’re choosing to highlight, but ideally will center around the most common results your patients are seeking: improved hearing, better ability to navigate important listening situations (e.g. work, family, etc), tinnitus relief, and so forth.
When designing your approach for a results-oriented post like this, be sure to thoroughly describe the problem seeking to be solved. Instead of just describing a patient who couldn’t hear well in meetings, go into the frustrations that can present to really allow your readers a chance to relate to the patient at hand. Avoid imposing that reality onto your actual patient who left the review (unless it’s clearly stated as such ), and just keep your analysis general and non-patient specific (this isn’t a case story, as above, but more of a description of the results that are possible, with reviews to prove it).
Leveraging your reviews like this can be a great way to create a popular blog post and create effective marketing all at once. Remember: you work hard for every positive review you receive and your future patients deserve to hear about what’s possible.
Having trouble getting patients to leave you reviews at all? Consider improving your patient review rates by adding ReviewMe to your website for the easiest way for patients to leave you a review on the most popular websites. Click here to learn more or simply contact us to take advantage of this today.

A person holds a phone with customer reviews on it

Enhance Your Content Marketing with Patient Reviews

Online reviews are quickly becoming the leading form of word-of-mouth marketing for businesses of all types, and surveys continue to reveal their rising appeal. With 85% of respondents admitting to trusting online reviews as much as recommendations from friends, it’s worth your time to maximize the benefit of any and all positive reviews your business receives. After all, getting patients to leave you a positive review online takes a lot of hard work, and you deserve to share the good news.
One way to extend the reach of a great review is to highlight it in a blog post on your website. This content can then be shared on your social networks and also in your email newsletters. These posts can also include helpful information within the content itself, while also incorporating favorable reviews to encourage readers to seek your help if they’re suffering from hearing concerns as well.
Consider the three article formats below to showcase your happy patients and encourage others to join their ranks:
Patient Stories
There will be times when patients are so thoroughly satisfied with their results that they give generous reviews about their experience with you. These reviews present an opportunity to highlight the journey each patient took from experiencing a hearing concern to delighting in exceptional results. You will certainly need patient consent to share their story, and you should obtain this consent in writing before and after your blog has been written (but prior to publishing it). Usually, patients who are this thrilled with their results are happy to allow you to spread the good news further. If he or she would prefer to remain anonymous, the review would need to be left by “anonymous” on whatever website it was published on (which is not always possible) and a pseudonym should be used for the story itself.
These kinds of relatable posts tend to be the most popular kind, so spend some time laying out all of the details of your patient’s situation before coming to see you. You want your readers to be able to relate to the symptoms and their effect on your patient’s life. Once you paint a clear picture of his or her struggle, then go into the details about the relief your patient experienced through your thorough and welcoming care. Be sure to express the patient’s experience throughout this entire journey – one of limitation and frustration to a place of unexpected clarity and renewed connection, for example. Readers want to relate to this patient’s emotional state, as many of them will likely have some or all of the symptoms described.
As for the review, you can either quote it in the beginning or end of the review, depending on how you want to introduce this case story. It’s also important to express gratitude for the patient taking the time to leave a review and being willing to share his or her story.
Common Misconceptions
An easy way to highlight a group of positive reviews is to use them to shed light on frequent questions or misunderstandings about hearing treatments and the like. By selecting a few reviews that touch on common misconceptions such as, “hearing evaluations are lengthy and unnecessary,” or “I don’t actually need hearing aids anyhow,” you can directly address these pervasive beliefs with successful patient testimonies.
Don’t worry about having the perfect review to match to a given misconception, but do use discretion on how you describe a patient’s situation. Unless you receive explicit consent (in writing) from the reviewer to describe their case in more detail, you should just stick to the details shared by the patient in the review itself. The main idea here is to simply expand on what struggles people overcome in general by visiting your office.
Outline of Results
Take advantage of a handful of positive reviews by highlighting the successful results they represent in your patients’ lives. You could do this “spotlight on results” type of post as a longer article looking at a few different reviews at once, or as a series of shorter posts focused on one result/review at a time. The latter will offer a more focused appreciation of each reviewer (and indirectly encourage more reviews from current patients), and the former will give a strong dose of persuasive information about your services in one article.
The nature of your posts will be determined by the reviews you’re choosing to highlight, but ideally will center around the most common results your patients are seeking: improved hearing, better ability to navigate important listening situations (e.g. work, family, etc), tinnitus relief, and so forth.
When designing your approach for a results-oriented post like this, be sure to thoroughly describe the problem seeking to be solved. Instead of just describing a patient who couldn’t hear well in meetings, go into the frustrations that can present to really allow your readers a chance to relate to the patient at hand. Avoid imposing that reality onto your actual patient who left the review (unless it’s clearly stated as such ), and just keep your analysis general and non-patient specific (this isn’t a case story, as above, but more of a description of the results that are possible, with reviews to prove it).
Leveraging your reviews like this can be a great way to create a popular blog post and create effective marketing all at once. Remember: you work hard for every positive review you receive and your future patients deserve to hear about what’s possible.
Having trouble getting patients to leave you reviews at all? Consider improving your patient review rates by adding ReviewMe to your website for the easiest way for patients to leave you a review on the most popular websites. Click here to learn more or simply contact us to take advantage of this today.

Man and Woman look at computer together

Three Easy Steps for Creating Blogs that Get Seen

The Internet has become an endless sea of content ready for consumption. With an estimated 350 million blogs online and counting, trying to create something attractive enough to grab people’s attention can seem downright daunting.
Luckily, the formula for engaging content has remained the same and simply requires that you select a topic of interest and provide useful, entertaining, or unique information on it.
As a hearing professional, you’re fortunate to be deeply involved in your patients’ hearing healthcare journeys. It means you know their questions and concerns, what interests them about their hearing, and what kind of solutions grab their attention most. From a content marketing perspective, that information is gold.
Because what’s the point of spending your valuable time on creating a blog for your website if it isn’t attracting more visitors? Useful and interesting information on your blog should not only be boosting your website’s overall ranking in search results, it should also be directly increasing traffic to your site via people discovering your blogs through online searches or shared links.
The more visitors your blogs get, the more easily other people will find them when searching for related topics online. And ultimately, the more visitors your website gets overall, the better your business will do in the long run.
Remember: even if your website’s visitors aren’t in your area, their time spent on your website makes it more visible online (by improving its search engine ranking) and thus, more easily found by locals looking online for hearing services in your area.
So where do you start? Consider the following tips for creating content that works.
Write What You Know
Choosing the right topics for online traffic is a critical step in creating great content, and fortunately, it will be an easy one for you. Your in-person work with patients means you likely already know what their most common questions are. And your patients are the perfect sample of your “target audience” since they’re confronting the same hearing health issues that your online audience would be.
Make a list of the questions your patients ask most. Include other topics that you notice gain interest from patients when you bring them up (i.e. everyone wants to know more about extended-wear hearing aids, etc.). Write about those topics, and any other trending news in the hearing industry.
Once your blogs are posted, share them on social media and watch the response they get. If you notice certain topics gain more engagement or attention than others, consider how you could expand upon them in new ways.
Engaging blogs give a balanced dose of fundamental information and an interesting perspective to keep us informed and reading. It’s important to choose topics that you have helpful knowledge on (or can research enough until you do). You shouldn’t create content that’s so dense it’s nearly academic, but you also don’t want it to be too light and surface-level.
Quality over Quantity
Creating interesting content for your blog doesn’t have to take all day. In fact, the average length of blogs is only 500-700 words. Despite the rising trends of creating longer content for better SEO effects, you need to evaluate your unique audience and offer what they seem to prefer.
With the intense content saturation on the Internet, it’s no surprise that people, in general, tend to read through shorter articles over longer ones. The exception to this is when a topic is being expanded upon authoritatively (i.e. a Wikipedia entry). If you want to offer up a novel, yet lengthy, perspective on the effects of hearing loss on relationship dynamics, by all means do so. Longer content can be just as effective as short-form articles, but itt definitely takes longer to create. It also needs to be engaging enough to hold your readers’ attention.
In general, aim to craft an interesting article in 500-700 words. Be sure to use some of the most popular keywords throughout your writing, and remind yourself that it doesn’t need to take hours to produce. If it does, consider choosing  topics that you’re more comfortable writing about.
Chop It Up
No matter how long your content is, it’s helpful for your audience when you break it into sections with clear headers. We do that with most of our own blogs since research shows that people tend to scan and skim online content instead of read it.
Segmenting your blogs into sections with subtitles is also helpful for organizing your content. If you have a few topics you plan on expanding into full blog articles, consider just outlining them first with their relevant subtitles. Especially for topics you have extensive knowledge on, outlining your topics can help keep your writing focused and more concise.

Lastly, although content marketing is a passive approach to gaining new patients, you do have a golden opportunity at the end of your blogs to mention the services you offer. It’s golden because by the end of your article you’ve (ideally) just revealed your professional knowledge and helpfulness, making it a prime time to mention how people could work with you further. No need to get detailed here, just a simple reminder that if your readers are looking for hearing healthcare services, you’re equipped to help them.
Content marketing through blogs is an eefective way to help your website get found online. Today’s hearing marketplace demands a strong digital presence to attract local patients searching online for hearing professionals. If your website needs an upgrade, or you aren’t getting the traffic online (or in office) that you should be, feel free to reach out to us to learn how we can help.
(See what we did there?)
 

Woman records video on her phone

How Video Can Skyrocket Your Practice’s Online Presence

Optimizing your digital marketing strategy for your hearing practice means making your website as visible as possible online. And in 2018, creating video content is one of the most effective ways for increasing your presence in the digital realm.
The idea of creating video content, however, makes many people cringe. Either they don’t want to be on camera or they expect the video creation process to be overwhelming or expensive. While getting past a camera-shy attitude looks different for different people, it’s helpful to understand why you’d want to reconsider putting yourself in front of the lens. And fortunately, these days, making videos that are useful, engaging, and highly shareable doesn’t have to mean hours of time or hundreds of dollars. Just take a look at the incredibly popular “live” videos (like Facebook Live or Instagram Stories) and you’ll quickly see that a smartphone combined with a few shared thoughts or vistas are enough to do the trick.
The main point you need to keep in mind as you consider bringing a video content strategy into your overall digital marketing plan is this: people online really like videos.
Truly, they love them. On Facebook alone, posts with videos get 135% more engagement than text or image posts. Further, YouTube, the most popular video platform on the Internet (and second most popular search engine) has more online viewers during prime-time TV hours than any television network!
It’s simple: times have most certainly changed, and online video is the way to go for bolstering your marketing efforts. Beyond the ballooning stats about people engaging with video online are a few more persuasive reasons why video content can, directly and indirectly, boost your practice’s visibility online.
Let’s take a look at each of them to better understand how you can take full advantage of this leading-edge approach.
Improve Your Website’s SEO
Perhaps the most important benefit of video content marketing is its effect on your website’s overall SEO, or search engine optimization. It’s a known fact that Google ranks websites with a variety of media types on them higher than those that don’t. Given the estimated projection that 80% of all internet traffic will be represented by video within the next year, it’s no surprise that search engines are favoring websites with video content along with the typical text and image formats.
To fully optimize your videos for search engines, it’s important to include all relevant and important keywords for your content in the video description and meta tags when adding it to your webpage. We dive more into keyword research here and recommend it for all of your content marketing efforts (be them through text or video).
Uploading a transcript of your dialogue along with the video itself is another way to bolster its SEO properties. Not only does a transcript enable an increase in the number of keywords you can use for your video, but it also makes the content accessible for viewers who aren’t in a position (or prefer not) to turn the sound on for your video. Transcripts also let search engines understand the relevancy of your video, making your content more easily searched and listed for related queries.
Increase Your Reach
Video content continues to garner increased attention from online users across the globe, with websites like Youtube showing over a billion hours of video to viewers every single day. People are more likely to click on interesting or informative video content than any other type of media—and they’re also more likely to share it on their own social networks, like Facebook, Twitter, or even their own blogs.
The more views your videos get, the more valuable they’re rated by search engines. And, you guessed it, the result is better ranking in related search results. Over time, this strategy can really pay off, so creating highly-shareable video content is a rapid and low-cost approach to expanding your reach online.
It’s also wise to host your video on an external website like Youtube or Vimeo, instead of only having it on your website’s blog. You can still embed the video onto your website (which we recommend), but it will actually play through its hosting site (or through a widget) when someone clicks on it to play. This alone can relieve your website of the heavy data-load that storing videos creates, which can quickly slow your website down.
Most important, though, is the effect of the link to your website that you would put in your channel’s description. By hosting your video on a third party site, you gain the space to add a valuable link to your website (called a linkback) in your profile area. Link-building—the process of gaining links to your own web pages from high-quality and popular external websites—is a critical element in any SEO strategy. As you endeavor to create a strong online presence, improving your visibility in search results should remain a top priority.
Increase Your Appeal—and Your Impact
Online analysts and digital marketing experts have been actively evaluating and debating the reasons for video’s high appeal. The inquiry ensues, but one aspect that everyone agrees on is the relatability of most video content. This is most easily seen in the rapid rise of the aforementioned “live” video features available across various social media networks, where editing capabilities are minimal and the results are raw and unpolished. The trends seem clear: people want to watch others who they can relate to and feel connected to. We saw it with the surge of interest in reality T.V. over a decade ago, and we’re seeing the same trend play out for online content.
This is where your content can really shine. Videos created and shared by knowledgeable hearing professionals have the combined effect of being informative and useful, while also disarming and encouraging. At a time when an estimated 80% of people with hearing loss are currently untreated, standing up and sharing helpful information about treatment options and patient outcomes can be transformative for people silently suffering from hearing issues.
The stigma around hearing aids and other treatments persists, and educating people about the realities of life after hearing aids is a crucial part of absolving these stubborn barriers. Sharing this information through video content is ideal—especially when delivered from a real person that viewers can get to know, trust, and watch anonymously online until they’re ready to get the help they need.
Allowing your viewers to learn from you while you simultaneously share your personality, warmth, and knowledge is an excellent way to begin building rapport with a significant number of potential patients. Marketers have long known that familiarity breeds trust, but sharing helpful information along with a dose of your presence goes even further in developing a base of loyal followers.
 
Navigating the waters of content marketing can seem daunting at first, especially when it comes to creating videos to share your message and knowledge. It helps to put any tendencies towards perfectionism aside and remain focused on simply helping as many people as possible.
This perspective shift will encourage you to prioritize your time so that you get as much helpful information out as fast as is reasonable, without getting hung up on how “polished” your video may or may not seem. Remember: the more of the real you people see, the more of them you can expect to see… through your office doors.
 

Man with social media concepts in hands

5 Best Practices for Marketing Your Hearing Practice with Social Media

Few hearing healthcare practices are without a website, but many have yet to create an effective presence on social media. Being active on outlets like Facebook or Twitter might seem overwhelming for an already-busy practice owner, but avoiding social media for your business means losing out on a valuable, low-cost opportunity.
The truth is, social media use is on the rise and showing no sign of slowing down. A recent Pew report found that 74% of Internet users engage with social media, and that 80% of those engagers are specifically looking for health-related information and health professionals who could help them.
There’s no better time to be online, engaging directly with prospective patients through social media. Whether you’re just starting out or are an established practice looking to expand your patient base, social media is an excellent addition to your overall marketing strategy. A small amount of time put aside to nurture your online presence on websites like Facebook and LinkedIn can quickly prove worthwhile as new patients discover you there and inquire more about your services.
So where do you begin? Facebook, LinkedIn, Twitter, Instagram, Google+, Youtube, Pinterest… the list can definitely seem endless. With the ever-widening array of social media sites online, it’s no wonder that creating a social media presence for your practice can feel rather intimidating at first.
The key is to identify the ideal patients for your services, and then pick two to three social media outlets that tend to attract those types of patients. You likely have the first part figured out already and know your ideal patient demographics in detail. Finding out where they spend time online can take some digging, but beginning with a basic overview of the populations that frequent each social media outlet is a wise move. It would be hard to deny that Facebook is an essential website for your practice to have a presence on, and depending on your services or specialties, you might find that your ideal patients are frequenting other social sites as well.
Once you’ve defined a short list of social media outlets you’d like to build a presence on, it’s time to create an overall social media strategy. This doesn’t need to be extensive or time-consuming, but should outline the overall purpose of your profile and the type of content you intend to post and share. The biggest mistake we see businesses make with their social media accounts is to miss having a clear direction with their profile activity. Do you want to attract more patients? Perhaps you intend to simply spread awareness about the effectiveness of modern treatments for hearing loss. Any goal will do, but defining it at the outset is important.
Now let’s take a look at the five best practices for optimizing your practice’s social media presence:
Craft Your Profile with Care
The most popular social media sites enable you to describe your business and add contact information to your profile. This is your opportunity to highlight the focus of your practice and mention the most attractive aspects of your services.
When creating your profile, be sure to incorporate as many relevant keywords as possible into your business description, without sacrificing a natural tone. Social media profiles are just as searchable as other web pages that Google and other search engines list when people search for matching keywords. For this reason, be sure to include the name of local vicinities your practice serves. Unsure about the best keywords for your practice? We go into more detail about researching keywords here.
Content is King
We say it all the time, and the fact remains that content is indeed still king. Increasing numbers of people are visiting various social media outlets for the interaction—and especially the content—they provide. Defining the overall purpose of your social media presence is the first step, and creating the actual content for your regular posts is the implementation of that vision.
The best content offers your audience value, humor, or practical information (i.e. “We’re closed early today due to the storm,” etc.). There is no single formula for winning content, but after you begin posting a variety of information, you’ll begin to see what posts get the most engagement (i.e. likes, clicks, and comments) from your audience. Experiment within the bounds of professionalism and your overall goal, and don’t be shy about sharing content from other businesses or people on social media that have quality content you think your audience would appreciate.
It’s worth noting that if your practice’s website has a blog of its own (which it should), that it’s entirely appropriate to share your past blog posts along with current ones on a rotating cycle. In other words, you don’t want to create just one post about a helpful blog you wrote and have it get buried in your news feed after a couple of months. Any new followers you gain would likely never see it. There’s a balance, of course, between overly-redundant promotion of the same content and ensuring that it doesn’t get lost in a sea of daily posts. Depending on how quickly your audience is growing, you should cycle in previous blog post promotions every 8-16 weeks on your feed.
Stay Engaged
Social media is supposed to be just that: social. While posting attractive content is a main priority, as a business owner looking to gain an audience online, you also want to be sure to interact with any followers who comment or ask questions on your posts, profile page, or via direct messages.
Not only does this kind of personal interaction offer insight into the type of provider you are, but it also invites more participation from your audience. People appreciate when businesses take the time to acknowledge and respond to them, and are more apt to stay engaged with your posts when you’re doing the same. Back and forth activity on your feed is also attractive to those passing by who might otherwise not choose to actually “follow” your page, and it also tends to keep your business’s posts actively showing in your followers’ news feeds.
Promote Your Offerings
In the midst of your quality content posts, don’t skip the opportunity to keep your audience informed about everything your practice offers and what makes you stand out. Receive a professional award or additional certification? Post it. Begin carrying the latest model of rechargeable hearing aids? Post it. Get an amazing testimonial from a satisfied patient? Definitely post it.
You get the idea. The goal is to balance out your self-promotional posts with valuable content that your audience is drawn to. Many of the people following your business may not be local at all to your practice, but follow you due to the informative nature of your posts, so it’s important to keep that in mind as you promote your own services (aimed at local followers who could potentially need your services). A common recommendation is the 80/20 rule: give helpful and valuable content away (via your posts) 80% of the time, and sprinkle in some subtle self-promotion 20% of the time. After all, you are a business.
Focus on Service
As a hearing healthcare professional, this one will come easy for you. You’re in service to your patients every day, and the truth is, going on social media should be no different. Regardless of whether the goal of your social media presence is to gain more patients or share important information, by focusing on giving through the majority of what you post, you’ll see a loyal online audience grow quickly.
With nearly 30 million Americans living with untreated hearing loss, there’s currently a real need for helpful information about conditions, treatment options, and accessibility in hearing healthcare. Many of these people are online and using social media, so why not use your posts as an effective way to reach and teach them? Much of the persistent stigma around hearing loss and treatment stems simply from a lack of knowledge. This is where you—and your practice—can really stand out and help.

Tending to your social media presence doesn’t need to be a part-time job. With a small amount of time dedicated to it consistently, healthcare professionals across many fields have discovered social media to be an investment offering significant rewards. Consider making the time to cultivate your own social media presence and watch it bolster your entire digital marketing strategy,
Don’t have a digital marketing strategy? Learn why it’s imperative that you do, and feel free to contact us to learn how we can help.

Woman writes a blog on her computer

Boost Your Practice by Guest Blogging

Blogging is one of the most accessible and cost-effective ways to naturally boost your website’s visibility online, but few hearing professionals take the time to maximize their blogging potential. We know that businesses that blog gain at least 67% more leads to their websites than those that don’t, so there’s little debate about the value blogging can offer your website.
But the truth is, blogging alone is usually not enough. To get a worthwhile increase in traffic to your website by potential patients, you need to leverage your writing. And guest blogging—posting your blog on someone else’s website—is an excellent (and free) way to do just that.
Guest blogging carries a short, but significant list of benefits. The intensity of these benefits increase in proportion to the popularity (or “quality,” measured by several factors by search engines) of the website your post is published on. In short, you can expect guest blogging to help you in the following ways:
Increase your own website’s visibility.
Unless otherwise noted, every guest blog you post online will be followed by a brief writer’s biography where you get to include a link back to your own webpage, another related article you wrote, or anywhere else you deem useful. It’s this link that is the treasured gem for search engine optimization (SEO) purposes. These links, or linkbacks as they’re called, are a critical factor in the algorithms search engines like Google use when ranking your web pages in search results. The more linkbacks you have from other, quality websites, the higher your own web pages will rank.
Gain secondary traffic to your website.
Beyond boosting your overall SEO for online searches, it’s important to realize that many people will also click over to your webpage (or wherever the link in your author bio directs them) simply after reading your article. This lets you ride on the popularity (and high ranking) of your hosting website, as well as gain any extra attention from promotions that website might do on their own social networks. In other words, guest posting on the right website can significantly increase the number of avenues that new readers encounter your article, and in turn, learn about you and your services.
Establish authority in your field.
As a hearing professional, you have a lot of knowledge to offer. Your readership, on your website and in guest postings, will mainly be those who have an interest in hearing health and the problems and solutions associated with it. In the same way, you guide your patients with your experience and training, you can offer a similar level of value to people across the globe through your blogs. Writing on your own blog certainly helps to display the breadth of knowledge you have to share, but getting selected to post your content on a well-known or respected website takes things a few steps further. It highlights you as a hearing professional worth listening to; an expert with something to offer those in need. While less tangible and harder to measure, establishing a reputation as a trustworthy source for hearing healthcare information can have far-reaching benefits for attracting new patients locally, and getting more guest posting opportunities worldwide.
Now you can see why so many bloggers pursue guest posting as a means of boosting their online presence. But you might be wondering how to go about it. The truth is, guest posting isn’t as easy as it might seem. The competition is thicker than ever and the amount of content online is nearly unfathomable. To stand out enough to be selected to guest blog for a worthwhile website, it’s wise to take note of a few key tips before you get started:
Select your target host sites first.
You might have a topic you can’t wait to write about because you know that readers online will gobble it up and you expect it to be sure win for a guest post submission. Many guest bloggers go this route—writing great content first and then submitting it widely to discover what website will “bite.” In time, this approach might work well for you, too, but in the beginning, we recommend reversing the order of those steps for maximum opportunity. Once you’ve established a few guest posting relationships with different websites, you’ll likely have a good sense of the type and style of content to produce to keep those channels open and satisfied. Until then, research as much as you can upfront to save yourself time and frustration later.
By researching and selecting the ideal websites for your guest post, you give yourself the option of tailoring the content to each website’s style and readership. This alone will greatly increase your odds of standing out. Many websites have very specific guidelines for contributing writers, and knowing these in advance can save you time and energy.
It’s also not uncommon for very popular websites to refuse to accept anything other than an article proposal instead of a finished article, so researching your options beforehand can help you tailor the most successful approach to landing your first guest post. If you’re not sure if a website you like accepts guest posts or not (after thoroughly searching their entire site), send a brief email to an editor or their general contact email to find out. Avoid pitching yourself in that initial email, and wait to get a sense of what they’re looking for in their reply.
Write impeccable content.
This might seem like a no-brainer, but it’s worth noting that you should expect to spend much more time crafting a guest post than you would a typical blog for your own website—at least in the beginning. You want your guest blog to gain as much traction online as possible, so spend time thoroughly researching the best keywords to include in your article (we dive more into keyword research here). Avoid trying to “stuff” keywords in as much as possible, and instead craft your article to naturally explore each related topic to be sure you can integrate those keywords seamlessly throughout. This also helps your article become more comprehensive and authoritative—two qualities that help online articles stay relevant (and popular) in the long-term.
Maximize your benefit.
Many guest bloggers miss an important opportunity when posting on external websites: they don’t build relationships with their readers. This might seem hard to do with readers on a website other than your own, but remember that as a guest poster, you often have two direct ways to connect with your article’s audience—through your link and through the comments.
The link you put in your author bio is important. Incredibly important. Sending readers to your website’s homepage or some related article you’ve written might mean that they learn more about the topic, and potential about you if they look around, but it’s a huge lost opportunity to connect. Consider that those who are interested enough in your article are likely the exact people who would be interested in your services. Your link should connect you to them more directly, by way of directing them to a page where they can sign up for your email newsletter (ideally in exchange for a helpful piece of content, like an ebook or guide of some sort).
Getting people to join your email list lets you continue to nurture your connection and keep your content in front of them going forward. If not local, these readers would at least become regular consumers of your content—clicking on it and possibly even sharing it— helping to boost your overall visibility online.
Most blogs have a comment section below the article, as this can help boost SEO for the article and keep people connected to the website and its writers. You’ll want to pay attention to the comments section below any article that you guest blog, for the same reasons you should stay connected to the comments on your own website, as it’s an effective way to further establish your authority on the topic, display your willingness to help to readers, and even gain helpful information for future articles. For instance, if several readers end up asking about the same related topic after reading your article, you might consider diving into that topic in more detail for a follow-up post (which host websites tend to love if the first article did well). As you work to build an online presence for yourself and your practice, the more interaction you can have with readers online, the better.
 
If you’re making time to write on your own website’s blog, you ought to consider penning one of those articles for an external website as well. As a hearing professional, your training and experience alone will help in asserting you as an expert on hearing health. Writing blogs to support that reputation is an excellent way to leverage your digital marketing strategy in a cost-effective way. Having your articles present on different websites online will also have long-term benefits, as content rarely ever “expires” on the Internet, and can gain attention increasingly over time.
Guest posting or not, sharing valuable content online is invaluable to any digital marketing strategy. And there’s no better time than now to capitalize on the immense opportunity of online marketing. In your mission to help people with their hearing health, gaining attention through your articles online can be an incredibly fast way to widen your reach and achieve your goals.
 

Woman decides on pages for her website

Critical Pages Every Hearing Practice Website Should Have

As a hearing practice, there are certain details you can anticipate visitors to your website will be interested in knowing. Information about your business, like hours of operation and location, are the most obvious, while the details about the services your office provides and the care providers themselves typically make the list next. But after these standard pieces of information are shared, what else should your website focus on?
Despite how simple this choice may seem, it’s actually a well-studied topic online. With hundreds of new websites coming online literally every minute, the question of what the best websites focus on in terms of content has been discussed for years. As a hearing practice, the conclusions translate well for your niche, since your website visitors typically fall into a clear category, making it easier to anticipate their needs.  
Before we dive into the core pages your website should have, it’s important to highlight the need for professional and original content in general. Nobody wants a cookie-cutter website, especially in an industry as competitive as hearing healthcare. Taking the time to tailor your content to your individual office, with personalized images to boot, can go a long way in distinguishing your brand from the crowd. In other words, having a winning website is the result of selecting the right types of content to focus on (your web pages) and ensuring that content is top-notch and reflective of your professionalism, personality, and knowledge.
Home Page
This is an easy one, since you can’t have a website without a home page. It’s simply the landing page for your website’s domain (or URL). What’s worth pointing out, however, are the critical pieces of content that your home page should have.
Believe it or not, statistics show that even some of the most popular websites online only keep 45% of visitors on their homepage longer than 15 seconds. People make decisions quickly online and your homepage needs to highlight the most attractive details about your business in a succinct way. You know your business’s strengths better than anyone, but focusing on information such as the following can be helpful:

  • Years in business or years of experience (whichever is longer)
  • Focus of practice (especially if you specialize in a specific area or serve a specific demographic)
  • Area or location that you serve
  • Any special designations or awards for you or your business
  • Quick links to more information (i.e. a Contact Us link, an About Us button, etc)

It’s helpful to get a fresh look at your homepage—which is not easily accomplished with your own eyes. Try rallying a friend or relative (ideally, anyone who has never seen your website before) to look at your homepage and share their experience with you. Find out if the information about your business was clear and easy to navigate. Ask them if anything seemed vague or hard to find on your website. Ask them to use just three or four words to describe their first impression of your website.
About Us Page
This page isn’t often overlooked by hearing practices, but does often lack some important details that prospective patients are looking for. Your About Us page needs to do more than simply list your professional credentials and background—it needs to convey the type of care you provide and what patients like about your office. If your office is known for its personable approach and family-like atmosphere, this is the page to emphasize that.
Or, perhaps your office has a sleek and modern feel and patients express their appreciation for the cutting-edge tools and products you carry. If so, you’d emphasize that within the first paragraph of this page. No matter what your strengths, be sure to include them early on in your description of your office and staff. It’s best to assume that visitors will gloss over long pages of content and to aim for short and succinct content whenever possible.
Some people opt to list their various care providers and staff members on the About Us page as well. If creating a separate page for staff and provider biographies is not possible, this is the next best option. As mentioned above, it’s advised not to have too much content on any one page, as website visitors are prone to jump away from long-form content in general. It’s also helpful to have designated pages for specific categories of content (such as staff bios) for search engine optimization (SEO) purposes, since each page can have its own set of specific keywords and metadata that can help boost your ranking in search results.
Services Page(s)
Sharing the details of the services your office provides is one of the most important areas of your website. You can likely imagine that many of the questions visitors to your website will have are similar to those questions you receive over the phone from inquiring patients. Questions about hearing exams, fittings, repairs, cerumen removal, and tinnitus management are likely common in your office. Likewise, you want your website to proactively answer these as well.
Ideally, each of your main services would be its own web page on your website. This helps avoid the repellant effect of an extra long webpage and also gives your overall website a nice SEO boost. By having each service stand alone on a page, you have more room to go into the details about that service in a way that sets you apart from local competitors. For instance, you can go into the step by step details of what to expect at a hearing evaluation for hesitant patients reading online, instead of just quickly glossing over a basic description of it. This level of detail can easily be the deciding factor for patients looking at several local providers online.
Hearing Health Page(s)
This category includes information related to topics about hearing loss and hearing aids. Instead of a simple FAQs page, this area is meant to dive deeper into the topics and queries that matter most to hearing patients. This page (or area of pages) is helpful for your website for several reasons:

  • It shares helpful information about hearing health to website visitors (addressing common questions about hearing loss and hearing aids)
  • It prepares any prospective patients for a visit to your office
  • It boosts your SEO by adding a generous number of important keywords to your website
  • It showcases your knowledge and commitment to patient education and awareness

Depending on how much information you want to share in this category, you can choose to bundle those topics into one page or spread them out into their own individual pages. As mentioned above, there are specific advantages to having each topic stand alone on a page, but you’d also want to have enough content to justify that layout.
Blog Page(s)
While it may not initially be the most visited page on your website, your website’s blog page is arguably one of the most important pages of all. The power that your blog has to increase your entire website’s visibility online should not be underestimated. This is because a blog page has the most content nestled within it, meaning there’s a treasure trove of important keywords aiding your website’s search result ranking, as well as interesting content that online users could potentially share online.  
Not only that, blogs are also an excellent way to stay current with your online audience. It gives you a platform to speak to timely events in the hearing world (such as a post about OTC hearing aids) and share announcements about your office (like when a staff member gets married or has a child, for instance). A blog page is where your hearing practice can share more of its personality, discussing information in a more casual and personable way. Similar to our recommendations above, it’s best when each post has its own page to live on.
 
With so much information on the Internet these days, and a truly endless number of websites vying for user attention, it takes work to get visitors to even click over to your website. Once they’ve landed on it, you must engage them with your best content and layout to encourage them to stay. Luckily, few topics in the digital realm remain a blind science anymore, making the guesswork on your end much easier.
Consider the recommendations we’ve put forth above as you review your website’s design and content for potential improvements. If you’d like professional help upgrading your current site or designing a website from scratch—we can help with that, too.
 

Woman happy about SEO tactics working for her hearing practice website

7 SEO Strategies to Get Your Hearing Practice Found Online

Search engine optimization (SEO) can literally make or break your online marketing success. When done right, people find out about you and your services easily and quickly. With the wrong approach, however, expect a website with little traffic and even less return on your investment. There’s no denying the need for effective SEO strategies and you don’t need to wait for an SEO expert to come along to get started. Take a look at the current 7 SEO strategies leading the way and begin boosting your website’s visibility today.
Choose Titles Wisely
The foundation of a successful SEO strategy is having content people actually want to click on. Your website will struggle to rank well in search results without these clicks, and ranking high while being continually passed over is useless. The key to getting clicks is selecting the best titles for your content. People tend to click much more often on titles that elicit an emotion instead of simply stating the facts about the content within. While it is still important to include select keywords in your titles, it’s better to avoid overloading your title with them at the expense of conveying a sentiment with it. Remember: long titles get looked over so each word needs to be carefully chosen. Keep it short, sweet, and relatable for the most attention. Here’s an example of what we mean:

  • Keyword-rich, dry title: How Modern Hearing Aids Treat Sensorineural Hearing Loss (states the facts)
  • Emotive title: Get Your Life Back with Modern Hearing Aids (elicits hope)

Lobby for Links
Any SEO expert will tell you that the algorithms used by search engines are always in flux and being developed further. But some metrics have maintained their importance over the years and having backlinks to your website is one of them. Backlinks are exactly what they sound like: hyperlinks on other websites that direct people to specific pages on your website. Google set the bar higher in recent years by tuning their algorithm to rank websites with “high quality” backlinks higher in the search results than those with “low-quality” backlinks. High-quality backlinks are links that exist on websites holding a high rating in Google’s view: they get a lot of traffic, they deliver in-depth and quality content, and they have high user retention and engagement rates.
As a hearing practice, one of the most reliable ways to increase backlinks to your website is through business directories. This can be a cumbersome and time-consuming task, but is often worth the ranking boost it provides. Guest posting on other websites is another tried and true method for increasing links to your site (since the writer bio for those articles typically includes a link to your website), but it’s important to seek out reputable websites. Getting an article on a low-quality website and linking to your site from it can actually work against your ranking rather than improve it. One of the best ways to get great backlinks is to simply provide stellar content that people want to reference. Embeddable images and content with unique statistics or pieces of information are often cited by other writers on the Internet, and those links back to your site can add up quickly.
Engage Your Readers
In-depth and engaging content serves several purposes at once: it pulls readers in and keeps them on your page, it increases the chances for people to link back to your articles, and it establishes your knowledge and authority on the topic at hand. Search engines like Google have become very smart in analyzing user behaviors, and pages that offer the most detail and comprehensive information tend to rank higher in search results than pages that require readers to learn more elsewhere. This is, in part, due to the “dwell time” each visitor spends on your page.
Google’s new RankBrain technology pays special attention to the average dwell time for any given page, and adjusts its ranking of that page accordingly. If people are clicking on your page in the search results, but not staying very long due to insufficient information, then you can expect that RankBrain will take notice and begin moving that page lower in the results. While long-form blogs posts are not entirely common, they are beginning to rise in the literal ranks of content online. If you have an idea for a blog post, consider ways you can elaborate on any details mentioned within it. Aim for at least 1000 words or more to achieve the kind of dwell time and user experience that will ultimately boost your SEO.
Worth Your Time: LSI Keywords
Use LSI (Latent Semantic Indexing) keywords throughout your content. LSI keywords are contextually related to your main topic, but aren’t necessarily synonyms for it. By having them placed throughout your content, search engines (and online users) see your page as offering complete information on the topic. For instance, if you’re writing an article about the importance of professional cerumen removal, your main keywords would be earwax and removal. The LSI keywords would be words like ear blockage, impacted earwax, q-tips, earwax buildup, and the like.
Deciphering the best LSI keywords to use can be as simple as conducting an online search for your main topic and looking at the “Searches related to…” section at the bottom of the page. There’s also a handy free online tool called LSI Graph that can help you decide on the best additional keywords and phrases to use throughout your content. Just remember to place those words and phrases naturally in your content, as awkwardly inserted keywords stand out and tend to repel a loyal readership.
Mobilize Your Website
People are accessing the Internet from mobile devices, like smartphones and tablets, more than ever these days. In fact, recent surveys have discovered that the majority of people online at any given time are using a mobile device. Because of this, Google announced last year that it’s moving over to a “Mobile-First Index.” This means that Google (and likely other search engines in the near future) will consider the mobile version of your website your main site, instead of the desktop version. This is important since it’s not uncommon for people to hide different pieces of content (or worse—leave them off entirely) behind drop down features to save space on their mobile-friendly layout. Not all hidden content is treated equally by Google, however, and much of it runs the risk of not being recognized at all by the search engine’s “crawling” or scanning of your site. While this move to a mobile-first index is still in the works, it’s definitely something any savvy website owner wants to be prepared for. After spending the time to create detailed and rich content, you want to make sure that it is all displaying on your mobile site to avoid it being lost to the oblivion of unsearchable information.
Above all else, your website needs to be mobile-friendly to compete in this new online landscape. Not sure if your website fits the bill? Try using Google’s own Mobile-Friendly Test Tool to see how your website ranks. If it could use improvements, Google’s tool will even give you some tips on how to make your site more adaptable to mobile devices. Don’t let these tips go unnoticed, or else your website will quickly be unnoticed too.
Press Record
You’ve likely already seen us promote video as a valuable medium for content sharing (we did so here and here), but this time, we’re making a bold point: use video content or get left behind. A strong claim, we know, but the statistics are even stronger. Consider that YouTube is the second largest search engine used online (second only to Google) and only hosts video content. Or take a look at this shocking projection: networking giant, Cisco, predicts that within the next 3 years, video will make up 82% of all online traffic. This staggering claim comes on the heels of their 12-year-long project using industry analytics from a variety of metrics. In other words, it’s a well-informed prediction and more reason than ever to overcome inhibitions, turn on your camera, and offer valuable information that you know your future patients want and need.
As a hearing professional, the best part of using video to share your content is that you get a chance to showcase your personality, knowledge, and warmth all in one place. This is the kind of content and information patients are craving. They want to know who can best provide them with the knowledge and quality care they need. Plus, videos have a much higher click rate across platforms than written content does, so it also naturally boosts your visibility online.
Don’t Ignore Voice Search
As 2018 approached, digital marketers across the Internet were hailing “voice search” as the next big thing for SEO. This claim is debatable, but there’s definitely no doubt about it’s rapidly accelerating use. With Siri, Amazon’s Alexa, and Google Home becoming increasingly popular, it’s no surprise that recent surveys have found that 40% of Americans perform at least one voice search online per day and that 20% of all Google queries are placed by voice.
These trends make a strong case for optimizing your content to be found by voice searches. Having your page listed on the first page of the search results is a must for voice searches, as they only respond to queries with information from page one. Even better is to have your content actually featured on that first page. This requires the right combination of engaging content with a high click rate and dwell time, a specifically pertinent topic (keyword matching), and the classic effect of time. You can also include a question and answer in your content to help target common voice queries for your niche. For example, you could ask and answer the question “How much do hearing aids cost” in your post in anticipation of the commonly searched question. Don’t overthink these voice searching strategies too much though; if you remain committed to creating valuable, in-depth content on your site, voice-search optimization will naturally become a part of it.
Competing in the digital landscape is all about getting found and delivering value. You’re already achieving the latter in your daily hearing practice, so why not translate some of that patient satisfaction to the online realm? Putting a little extra time into carefully selecting your titles, proposing articles for online publications, recording some videos, and the like can translate into a significant increase in the number of people you get to serve. Don’t ignore the potential that effective SEO holds for your practice, and consider contacting us for professional SEO services.
 

Patient walking through office doors

How an Online Audience Translates to More In-Person Patients

Creating a steady flow of new patients through your doors is no small feat in the hearing healthcare industry. Competition is strong and it takes some innovation in your practice to stand out. While there’s no secret formula to guarantee success, there are a couple of time-tested strategies every practice should follow: Deliver excellent service to your current patients and get your practice seen by potential ones.
Odds are, you’ve been achieving the first goal for years. Remember that word of mouth marketing is the most effective form of promotion—especially within healthcare. Exceeding your patients’ expectations should always remain your first priority. And these days, it’s easier than ever to achieve the latter goal. With nearly 4 billion people online and growing, the world of digital marketing is calling your name.
Because why wouldn’t it be? Despite how daunting it might seem at first, online marketing is actually much easier than traditional approaches. It’s also far cheaper than the previous routes of mailers, print ads, and radio or TV airtime. And it’s arguably more effective, too.
With online marketing, you can target the exact kind of audience who would benefit from your services by using detailed information about Internet user interests and behavior. This also means you end up with helpful information about which of your online marketing routes are actually attracting attention or not—an area traditional marketing has long struggled with.
It’s important to realize that having a website (and even a few social media profiles) for your practice is not online marketing. No matter how beautiful it might be, a standalone website lacking a complete digital strategy behind it is wasting your time and money. Your website needs to justify its existence by showing you a return on your investment. It needs to be easily found online by prospective patients and then converting those visitors into inquiries. Otherwise, what’s the point?
A complete digital strategy begins from the ground up. It means your website is built to be found by search engines and that you have several external (or off-website) strategies in place to help bolster your ranking in the search results. While this topic of search engine optimization (SEO) is indeed complex, one of the most effective SEO tactics is also one of the simplest: create informative hearing-related content for your website.
You’ve heard us rant about “content is king” before, and it’s a point that bears repeating: the strength and quality of your practice’s online presence are directly related to the amount and value of content you’re posting. A bold claim indeed, but consider that increasing the effectiveness of your website comes down to two simple tasks: Making your website easy to find (i.e. effective SEO) and having something on it worth finding.
Let’s face it, the hearing healthcare industry is a competitive one. And almost all hearing practices have a website online. Imagine your neighbors searching online for hearing services in your area. Would they find your website through their Google searches? If so, would it have something on it that would keep them engaged longer than on other local hearing practice sites? Great content makes your online presence stand out.
Creating helpful and informative content on your website not only increases the odds that a website visitor will become a current patient, it also boosts your visibility online through improved SEO and the potential for shared content. For instance, consider the kind of traffic your website would get if your blog post happened to be shared by a Facebook user with 5000 followers? Simply put: the more content you produce, the more likely people will find you.
At this point, you might be wondering how useful it is for people located beyond your local area to end up on your website. The answer is: very. First off, search engines like Google evaluate the activity of your website and rank you accordingly in the search results. When more people (no matter where they’re living) visit your site, and especially when they linger on your site reading an article, the better your search ranking will be. This means that when people in your area go online looking for hearing services, they’re much more likely to find you.
Another benefit of having anyone, anywhere visiting your website is the potential for post engagement—you know, those comments, likes, and shares you see at the bottom of many blog posts. Those go a long way in creating a sort of “social proof” for new visitors to your site, becoming quite helpful when visitors are local to you and in need of hearing services. Positive comments and dialogue below your posts create an immediate sense of authority and popularity in the online sphere.
So you can see by now why it’s worth your time and effort to establish a strong online presence for your practice. And a wide and engaged online audience is a sure marker that you’ve succeeded in doing so. When done right, the more eyes finding your website online will mean the more people calling about and coming in for your care.
Don’t think you have to do this alone, either. We know how much is involved in running a hearing practice. In fact, we designed our services to meet the needs of busy professionals like yourself. You can definitely bootstrap your way to creating a decent online presence with enough time and energy. You can also reach out to us if you’d like to accelerate that process and stay focused on giving the quality care your patients appreciate.

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!