Audiology Plus Helps You Help Your Patients With Quality Content

Is Your Content Working For You, Or Against You?

If you have learned much about online marketing, you may have heard the phrase, “Content is King.” Marketers have been throwing this phrase around for years, and much has changed since it was first used. At first glance, content might seem simple. Provide content and your business will thrive online, right? In truth, not all content is created equal. As a hearing professional, you need quality content to get the right patients through your practice’s doors.

Search algorithms have changed dramatically, customers have started preferring smartphones and tablets for their searches, and AI technology has been introduced to online searches and marketing. So, after all these advances and changes, is content still king? Yes, and even more so —but it needs to be done right.

Audiology Plus creates a strategic content strategy—and follows it.

The “shotgun approach” should not be applied to content marketing; you don’t want to just write without a plan in mind. Each piece of content that we publish is aligned with the strategic content strategy, which coincides as part of your overall marketing goals and business plan.

To help define your content strategy, we consider your ideal new patient.

  • What type of content would they like to read?
  • What is the format of that content, and what is the topic?
  • What is the overall message your brand needs to convey?
  • We also consider your ideal patient’s age, gender, socioeconomic status, race, and more.

The goal is to tailor your content to reach the best audience and engage them.

Audiology Plus focuses on quality content for your patients to see.

Gone are the days when online content was rewarded by search engines for simply having more words than another piece of content. Nowadays, quality is paramount. We position your online content, so your practice is displayed as an expert in your field.

Search engines prioritize content that is thoroughly researched and demonstrates that you are knowledgeable, trustworthy, and authoritative. It is our top priority to share quality information that will be of value to your audience. We make sure that your content is original, in-depth, and answers the questions (or searches) that your patients ask.

This type of content is also important on social media. More people are on social media than ever before, and if you are not on social media discussing topics that are engaging to your audience, you are missing a slew of potential patients. The unique strategy we have developed includes social media posts that intrigue and engage the patients you want.

Audiology Plus uses clear calls to action.

When a website visitor finds your content, the content should hold their interest and provide them with valuable information. If the reader is left with, “Oh, that’s interesting,” as their final thought when they finish reading your page, then the content is not doing its job. Content should include clear calls to action that push your audience to do more.

When your content is high quality, as discussed above, it will provide the reader with value and insights. The next step is for them to act on those insights. We include clear, strategically placed calls to action that define what your audience should do next, whether it is to contact your practice, continue their journey on your website, connect with you on social media, etc.

Audiology Plus maximizes your reach.

By now, you might be thinking that creating content is time consuming; it is true that creating quality content that drives engagement and action is no quick task that can be delegated to just anyone.

Our content team knows hearing care and works hard to ensure your patients understand the importance of quality hearing healthcare. Through your website, blogs and social media posts, the content strategy works hard to get the right patients, so you don’t have to.

Contact Audiology Plus today to learn more about how we can create an engaging content strategy for your business.

How to Attract New Patients Online in 2021 and Beyond

How to Attract New Patients Online in 2021 and Beyond

Here is a question many of us are asking ourselves right now: Will the way we do business (and life in general) ever go back to the way it was before the COVID-19 pandemic? Probably not. The world, including the business world, has shifted in innumerable and remarkable ways. So, the way you attracted patients to your business in 2019 is probably not the most effective way to continue attracting new patients in 2021. However, generating and converting new leads can certainly be done in 2021 and beyond. All it takes is a little insight and flexibility.

Here are five effective ways to attract and keep more patients this year and in the future:

  1. Focus on building relationships.

More than ever before, your patients want to know that they can count on you for everything they need during uncertain times. And that kind of trust and loyalty does not come from how well your website performs in online searches or how eye-catching your practice logo is. That trust comes from building and sustaining a relationship.

From the time a patient comes in contact with your practice—whether they submit an online information or appointment request, call your office, or come in for their first appointment—you should start building that relationship. Many office management systems offer options for keeping in contact with your patients both before and after their appointments. Make sure your patients know you are there for them.

  1. Create website content your patients need.

As you know, your new (and existing) patients have a variety of needs. For example, some might be looking for general information about hearing aids because they think they might need some. Others might be looking to purchase a specific brand of hearing aids they already know they want. The goal is that your practice answers both questions and meets both of their needs. One way to do this is to provide quality content, as well as online shopping options.

  1. Cater to your returning website visitors.

If you attract a new website visitor, great! This is the first step to acquiring a new patient online. For some website visitors, however, it takes more than one visit before they “take the plunge” and schedule an appointment. A second-time or third-time visitor means they are certainly interested in your services. In fact, a 2017 study found that a returning visitor was nearly twice as likely to convert as a first-time visitor. Therefore, it is essential that you convert that returning visitor into a patient.

Be sure you are answering the questions you expect a returning visitor to have. Take advantage of tactics like remarketing to remind that visitor of the reason they were interested in your practice and your website in the first place.

  1. Use the power of video.

They say a picture says a thousand words. Then how many words does a video say? Video can be a powerful tool for capturing your website visitor’s attention and expressing things about you, your services, and your practice that might be difficult to translate into text. In addition, video has been shown to a very effective conversion booster. One study discovered that featuring a video on your landing page can increase conversion by 86 percent.

  1. Create attention-grabbing content.

Speaking of landing pages, take a look at your website’s landing page. Does it capture your attention within five seconds? Ask the same question as you look at your marketing email headlines, blog posts, social media posts, and other types of online content. If it does not capture your reader’s attention within five seconds, you have lost them.

As noted above, video can be a great way to capture your visitor’s attention and eventually convert them into a patient. Another tip to try is featuring real patient reviews and testimonials.

Generating and converting new leads in 2021 is not so different from before—focus on your patients’ needs, and you’ll come out on top. For more information about how you can attract new patients online and how to navigate online marketing in 2021, please contact us today at AudiologyPlus. We are eager to help you grow your business.

Person looking at graphs and tables about their website's traffic.

6 Website Traffic Metrics Worth Paying Attention To

Your website is the cornerstone of your efforts to be found by prospective patients online, and understanding how it’s performing is essential. Without analyzing the amount of traffic, page views, and patterns of user activity on your site, your marketing and content choices would essentially be a guessing game. With the ever-increasing, versatile analytics tools available (many of which are free), there’s no reason not to use this handy, behind-the-scenes information to your advantage.
While many tools specifically designed for detailed website analytics exist, we’ve focused on one of the most popular and approachable analytic tools available: Google Analytics. It’s free, informative, and easy to use, making it the obvious first choice for most website owners who don’t have the time, interest, or budget to master a more robust program.
The metrics offered by Google Analytics are more than enough for making effective marketing and SEO choices for your business. Below are the top metrics we recommend paying attention to for optimizing your digital marketing strategies.
Number of Sessions
Digital marketing is an effective tool for increasing your presence online. More specifically, it’s aimed at increasing your website’s visibility online. One of the clearest ways to measure the effectiveness of any digital marketing campaign (such as a series of pay-per-click ads, for instance) is to look at the overall number of sessions (aka visits) your website received while a campaign was active.
Tucked beneath the total number of sessions your website had is the percentage of new sessions, which reflects the number of new visitors to your website. This figure gives you insight into whether your ad is attracting new attention and also whether your website offers enough value to bring previous visitors back.
Traffic Source Channels
If you’ve been investing in getting paid traffic to your website, then the channels metric might end up being your first stop in Google Analytics. This dataset is located by scrolling down on your homepage “dashboard,” or by clicking on “Acquisition” and then on “Overview.” It’s where you can see a clear breakdown of how people are finding your website. By default, it organizes your website traffic into 8 channels:

  • Direct
  • Organic search
  • Referral
  • Email
  • Paid search
  • Other advertising
  • Social
  • Display

Your percentage breakdown of traffic will only reflect the channels which have actually sent users to your site. You can get a more detailed picture of exactly which websites and ad campaigns are directing traffic your way by clicking on any one of the channels (highlighted in blue text).
Bounce Rate
The percentage of sessions that involved a visit to only one page of your site before the visitor left is called your “Bounce Rate.” It can be found on your homepage dashboard and, once clicked, will give you a more detailed graph and analysis. Your bounce rate reveals several aspects of the user experience on your website: Is your homepage attractive and easy to navigate? Is your content interesting, relevant and engaging? Is your page navigation menu easy to find?
Naturally, website owners want this number to be as low as possible, but it’s important to realize that many website visitors may simply be visiting your site for your contact information. This will often lead them to one page and have them on their way to, hopefully, be calling or emailing you directly.
Audience Engagement
Knowing how well your website is engaging and holding the attention of your visitors is helpful for analyzing the overall appeal of your content and your website in general. It also helps reveal how effective your audience targeting efforts are for your various marketing campaigns. For instance, if you specialize in treating tinnitus and have included several helpful articles on your blog specifically about tinnitus, but are seeing low engagement with that content in general, you might consider whether your marketing targets are not, in fact, tinnitus sufferers before you overly critique how helpful or engaging your content is.
By clicking on “Audience” (in the left menu column) and then clicking on the “Behavior” drop-down menu, you’ll find the “Engagement” dataset. There are multiple layers of user behavior that you can focus on to get an idea of overall user engagement. Looking at the session durations will tell you if your pages are holding visitors’ attention. Page depth will give you a sense of how many pages are being visited in a session. Ideally, you’d want to see your visitors exploring your website’s pages and spending a reasonable amount of time on those with engaging content.
Site Content Breakdown
If you navigate to the main “Behavior” menu on the left-side column, you’ll find a drop-down menu titled “Site Content.” This is where you can learn which pages on your website are the most popular, and how long visitors are spending on each page.
If you’ve been creating your digital ads with a link to a specific page on your website, it can be invaluable to know if people are spending much time on that page at all. You can also set up tracking to monitor conversions on that page if you’d like to find out if people are taking any action (i.e. clicking) on that page. You would set that up under “Goals” in the “Conversions” menu. In general, having a good sense of which pages are the most popular on your site can be helpful when designing new marketing campaigns.
Desktop Vs. Mobile
Surely, by now, you’ve heard us (and many others) strongly encourage you to have a mobile-friendly website. With statistics across the board letting us know that the world is going mobile, it’s no surprise that search engines like Google have decided to penalize websites that are not mobile-friendly by ranking them lower in search results.
Beyond these future projections, however, is more specific data directly from your website visitors themselves. When you click on the “Audience” menu on the left-hand column and navigate down to the “Mobile” drop-down menu, you’ll get a clear picture of the percentage of your visitors who are looking at your site on a mobile device (either a phone or a tablet).
Data showing which devices your visitors are on can be helpful for understanding whether their experience of your website is either bolstered (i.e. mobile optimized) or hampered by the smaller screens they’re using. After all, the best marketing strategies combine efforts to get new visitors to your site with those aimed at retaining visitors already there. Ensuring that your content and office information is easy to find and read on any device is an important first step.
 
Using Google Analytics to keep track of your marketing efforts and overall trajectory of your website is completely free, and set-up is as easy as entering in your website’s URL and waiting a day for your first set of data. By following the metrics we highlighted above, you’ll be on your way to tailoring your digital marketing efforts for your most successful campaigns yet.