Sometimes, digital marketing for your practice can seem like a daunting task. SEO-what? Meta-who? And what’s with all those acronyms?
We totally get that some people don’t share our passion for a perfectly optimized landing page, and that’s okay. That’s why we’re here to help you make sense the fundamental digital marketing strategies that will work best for your industry and teach you how to implement them at your practice.
At its heart, the goal of marketing is simply to find, convert, and retain clients using a series of proven strategies. In this post, we will be breaking down exactly how you can use the find, convert, retain model to grow your business and sustain a healthy client base.
Prefer videos? Watch the recording of our webinar, Find, Convert, Retain: The Power of Digital Marketing for Your Practice, to hear Will Mancini, Senior Account Development Consultant explain how a multi-faceted marketing plan will help you accomplish your business objectives.
Before a potential client calls into your office, they first need to be aware that your practice exists and that you’re the best choice for them. You can’t expect that someone will drive past your office and stop in nor should you depend solely on word-of-mouth promotion in your community. Instead, enable people to find you online by employing these three strategies.
1. Search Engine Optimization
Search engine optimization, most commonly referred to as SEO, describes a series of techniques that are used to better a web page’s search engine rankings for a related query. Your website’s position on a SERP (search engine results page) is important because the bulk of clicks go to sites featured on the first page. 75% of clicks, to be exact. Of those clicks, 33% go to the top three spots.
Blurb: We share more here on how to navigate a SERP.
The first step to a great SEO strategy is to get to know your audience. Learn what your ideal client likes, what they don’t like, why they employ your services, etc. Use this information to narrow down what kind of content you need to create and how to speak to your perfect client.
Keywords and phrases are an effective way to rank on Google’s search engine results pages for relevant queries. Implement keywords that reflect how these clients may be searching for your practice online. For example, if you are a veterinarian that specializes in feline care practicing in Tulsa, you may include the phrase, “veterinarian for cats in Tulsa” in your web copy, meta titles,