For those working in healthcare, the inbound marketing concept is a fairly recent one. Unlike outbound marketing, inbound marketing instead relies upon the customer initiative to find the healthcare professional who will best suit their needs. The key to successful inbound marketing is to make sure that your business is the one they find. There are ten basic tips for accomplishing this.
1. Hire a Good Web Designer
A good website is essential to making your presence known among the masses, and not just for aesthetics. In the world of healthcare, inbound marketing success comes from the savvy consumer searching on their own. For them to find you, your site should be one of the first listed in the results provided by search engines. A good web design company knows all the back-end tricks to make sure this happens.
2. Familiarize Yourself with SEO
One of the methods which is used to make sure your site gets seen is to learn about search engine optimization (SEO). Including certain keywords in your text, developing meaningful content, and becoming known as a trusted source within the healthcare industry will all bump your site up in the rankings.
3. Provide Quality Content
Adding lots of keywords isn’t enough to ensure high search engine rankings. Search engines also check for the quality and relevance of your site content. Posting content which inspires others to comment upon, share and even revisit will soon lead to a gain in your site’s search result rankings.
4. Share Your Content
With the advent of social media, it’s never been easier to spread the word about your site and services. Online networking sites such as Facebook, Twitter, and LinkedIn make it easy to connect with patients, patrons and colleagues. It’s also easy for them, in turn, to share your content with their own contacts.
5. Maintain a Blog
A company blog can be a huge boost for sharing new developments in healthcare, and for inbound marketing efforts. Blogs are a great way for the outside world to get to know your company’s personality, often a determining factor for consumer choice in the world of inbound marketing. Plus, the more blog entries there are, the more sources you’re providing for search engines to trawl.
7. Embrace Multimedia
Although a well-written blog can be fun and informative, visitors to your site will enjoy some variety as well. Photos, videos and other multimedia elements should be included to make your site more entertaining.
8. Build a Fan Base
Part of embracing social media platforms means building up a group of followers interested in healthcare. Inbound marketing thrives on Internet users sharing content among themselves and distributing information out to others. Participating with this community is important in establishing virtual business relationships, which in turn will increase the traffic level to your website.
9. Call Visitors to Action
Always include a call to action. Examples include “Contact Us” links, or one-click buttons to schedule a consultation. This makes your site more easily navigated, and encourages communication feedback.
10. Analyze Your Efforts
Finally, you won’t know if your attempts at inbound marketing are effective unless you are actively measuring your progress. Results should be tracked with analytic software, so the efforts which are working can be fine-tuned, and those which are not working may be discarded.
By following the ten tips outlined above, your traffic and search rankings should increase significantly, and increased revenue will rapidly follow. For the best advertising opportunities in healthcare, inbound marketing is a must.
Written by David Kaufer
David Kaufer is Founding Partner and Chief Dynamic Office in Kaufer DMC. He’s also a huge Oregon Ducks & Microbrew nut, Dad of awesome 8 year-old twin boys, husband, and big Sustainability and Autism advocate.