Man contemplating information on computer - Shift in consumer behavior due to Covid-19

The Pandemic Forced a Shift in Consumer Behavior

As a business owner, you know that due to the worldwide coronavirus pandemic, it has not been “business as usual” for nearly a year. With widespread lockdowns across the world, consumers and businesses alike have had to increasingly turn to digital solutions. This can be seen in lifestyle shifts like increased usage of meal delivery and grocery pick-up services. While these particular changes might seem small, the truth is that the shift to digital business models has been revolutionary for companies worldwide.

While businesses around the planet have scrambled to adjust their business models and find solutions that work for today’s reality, one form of marketing has proven time and again to be both efficient and measurable: search engine optimization (SEO). Both Google and SEO grew immensely during the last financial crisis. Here are just a few reasons why SEO is indispensable in the age of COVID-19 and beyond:

  • SEO reflects the voice of the customer.

If you track and measure the searches that bring visitors to your website, you will see which search terms and phrases are being used most often and how well your website answers those queries. This gives you valuable insight into what your customers are looking for. Put simply, they search for what they need.

For example, if you notice that searches are increasing for how to fix a damaged hearing aid, or how to adjust a hearing aid’s volume, you can take this as a cue to play up these services and highlight them both on your website and in your practice. Few other forms of marketing provide you such a direct glimpse into the voice, needs, and desires of your target market.

  • It is cost-effective.

While some people might think that SEO is completely free, it often is not. For maximum optimization for your hearing healthcare website, you will likely need to work with a professional who knows all of the ins and outs of SEO for fields like audiology. Certain search marketing tactics cost as well, such as Google Ads. But while SEO might not be totally free, it is cost-effective. When done right, SEO can give you a huge return on a relatively small investment.

  • SEO is constantly evolving.

Yes, this is a pro, not a con! The world of SEO is always growing and shifting to better meet the needs of consumers. Of course, this means that you cannot have SEO “done” for your website just once and then leave it be for years. SEO is fluid and, as noted, responds to the voice of the consumer.

These constant shifts allow for greater opportunities. New technology, like artificial intelligence (AI), is moving into SEO to give better responses to customers’ queries. Because SEO will always respond to consumers, you will have frequent opportunities to sharpen your blade and make changes to your website and optimization efforts in order to gain new customers. For more information about the recent shift in consumer behavior and business marketing, and how you can take advantage of these changes to grow your hearing practice, we welcome you to contact us today at AudiologyPlus.

How Digital Communication Plays an Essential Role in Lasting Consumer Relationships

How Digital Communication Plays an Essential Role in Lasting Consumer Relationships

The ways you do business, care for your patients, and market your practice have all changed over the last 9 months, thanks to the worldwide COVID-19 pandemic. While some of these changes might be temporary, such as travel restrictions or local lockdowns, others are not. The pandemic has forever changed the way businesses market their services and products, as well as how you interact with your patients.

The changes in how you engage with and market to your patients are not caused only by pandemic-era practices like social distancing; they are also caused by greater, more lasting effects of the coronavirus pandemic. Many people’s livelihoods have been put in jeopardy, and people have a greater concern for personal and public health and wellbeing.

You may remember that in the early days of the pandemic, many companies sent emails to their clients to share their concerns about the virus, to update them on new practices, to make them aware of any business closures, and to inform them of their safety measures. (Your own practice may have even sent such an email!) Messages like these resulted in a 19 percent increase in email send volume in March over January 2020. With such a large volume of emails being sent, it is crucial that your messaging resonates with your clients and draws their attention.

To earn and maintain the attention of your audience, you must focus on customer-first digital communication and engagement. Customer-first messaging should take into account your patients’ concerns, desires, emotions, and needs. Here are a few important traits to focus on:

  • Empathy

Be aware of what your customer needs, and then support their needs, respect their decisions, and value long-term loyalty over short-term gains. In these unprecedented times, some people may be holding off purchases and controlling their spending more than usual. If you are able, consider offering additional options for need-based financing to assist clients who are facing financial hardships.

  • Trust

Trust has always been important for business-client relationships, but it is now paramount. Consumers are gravitating towards companies they can trust. Make sure you are one of those. Convey your messaging in honest, simple terms, prioritize building relationships with your clients over transactions, and communicate your business policies in easy-to-understand wording. As always, follow all applicable privacy practices.

  • Relevance

Relevance may be more difficult to achieve, but it can be done if you use customer data. Relevance focuses on providing your client with what they need when they need it. This may take into account factors such as location, recent activity, and current environment.

As you incorporate each of these points into your digital communications, remember that the goal is to build and maintain relationships with your clients. Engaging with them on a personal level is more important than ever. This may require you to reach beyond the forms of communication you have used in the past. Today’s digital engagement is accomplished via email, social media, and other marketing channels. You can also build trust with your clients through online reviews, which allow them to see what others think of your services. It may take some time to adjust to the new ways of digital communication, but it is certainly doable—and well worth it. To learn more about how digital engagement has changed in 2020 and how you can best attract new clients, we welcome you to contact us at AudiologyPlus.