If you’ve only heard your medical or dental marketing firm talk about SEO, there’s a good chance you’re getting ripped off. People that only talk about search engine optimization are stuck in the dark ages of online marketing. The tactic Google is looking for now days go way beyond the old school methodology of optimization & link building.
Now days, any digital marketer worth his salt is practicing inbound marketing. While this strategy has it’s roots in the old school “SEO”, it is definitely a lot more complex.
The universally accepted process to inbound marketing is Attract>Convert>Close>Delight. In this blog post we’ll talk about each of the different steps, and go over how they should be integrated into your advertising strategy.
Attracting users to your website has been the most difficult step for most medical practices. Rather than just focusing on low quality SEO tactics, real inbound marketing is based around content. The best way to attract people to you website is through creating amazing blog posts, eBooks, and other downloadables.
I’m sure you’ve heard other digital marketing agencies talk about great content but what does that actually mean?
The best was to attract people to your website is by answering their questions. You are an amazing doctor. You spent 8 to 10 years getting a medical degree. You have a ton of expertise that can help a lot of people. The best way to bring these users to your site is by answering their questions.
If you are a doctor that specializes in blepharoplasty, let’s think about how your potential patients might feel. They are obviously insecure about their looks and need help. They are looking for a person that can solve their problems. The best way to attract those users to your site is by creating tons of great content that explains how you have the ability to make them feel better.
The thing you need to understand is Google will reward websites that provide amazing information. If you are producing content on a weekly basis that is unique and high quality, you will start to see a serious bump in the rankings for your core keywords. You will also have a bunch of blog posts that rank for long-tail search phrases.
Content marketing should be the core of your digital marketing efforts. When you create amazing posts, it give you meaningful information to share on social media. The content from your blog can also be used to build educational eBooks and infographics.
The truth of the matter is content marketing is the key for getting top rankings. The boost you get from being placed higher in search will attract a ton of new visitors to your site.
If you are dealing with a marking agency that produces anything less than a blog post a week, you are getting SCREWED!!!! That’s just a fact. It’s not my opinion. The sad thing is that most medical marketing agencies don’t understand the importance of content marketing and waste their clients budget on meaningless tasks.
The starting point for building a campaign that effectively converts visitor into leads is understanding the target demographic. When you truly know your audience, you can attempt to solve their problems. The message to fix whatever issue the user might have should be the call to action.
Having content that converts visitors into leads is a lot most difficult than just putting a lame “Learn More” button on the site. It’s really a question of building trust. Creating this kind of content doesn’t just happen with the snap of your fingers. It takes a deep understanding of how your service is going to improve these people’s lives. Once you start building pages that answer people’s questions and builds trust, you’ll be one step closer to converting them into a qualified leads.
The sad thing is most medical marketing agencies don’t take the time to construct remarkable content. I remember working for a different medical marketing agency. They would charge their clients thousands of dollars to simply add a lame call to action on different landing pages. This added zero value to the client’s website, and was a huge waste of money.
The “Close” step converts leads to customers, and had traditionally been very difficult in the medical industry. This is where you need to educate the user. Let’s say a person is interested in your ability to fix her breast. She might visit your website, but is probably also looking into 10 other doctors. Rather than just sitting back waiting for her call, you need to start the education process.
If you get the woman’s email address, you can add her to a lead nurturing campaign. This leverages consistent emails that teach people what procedure would be best suited to fix their problems. Rather than just hitting them with a hard sales pitch, it’s better to start sharing you expertise.
When you send an email that is factual and solves a potential problem, it build your practice’s credibility. Sharing this kind of information will move a person from being qualified lead into a customer.
The is the easiest of the 4 steps. After you’ve found a potential customer, moved them to a lead, and turned the into a customer, the delight process begins..
Assuming you’ve done a great job, the retention step is easy. This is where we want to continue to engage with the user. We’re hoping to build a strong relationship that will produce referral leads in the months ahead.
The other part of delight is giving the user the ability to share their experience. We’ve found that when people become advocates of a practice they become willing to produce referrals.
High quality inbound tactics are something most medical marketing agencies have never heard of. Most companies in this space hit their clients with a super long contract, then continue to pump out junk fulfillment.
If you’re sick of getting ripped off, you should look into Solution Med Media. We have packages with no contracts, and will give you a free website if you want to get started with our agency. If you’re sick of the pretenders and are ready to work with the real deal, give us a ring.