Getting visitors to your digital health content website is the first step towards converting them into customers. However, with the numerous competing digital health content websites out there, attracting the right traffic is not that easy. Keeping your website visible and appealing takes a lot of planning, hard work, and fierce determination. That’s why we’ve put together some great digital health content marketing tips to help you.
Though it can be a very time consuming exercise, content creation is one of the most effective ways of attracting traffic to your digital health content website. A study by the Content Marketing Institute shows that 80% of buyers prefer to get information via educational content rather than advertisements. Updating your website regularly with new content will enhance your visibility online, thus making it easier for new Hospitals, Clinics, Practices and Health Systems to find you. If the content is relevant and high quality, people will recognize your website as an authoritative source for medical information. Building trust in this way will help you attract even more potential customers. You can create different kinds of content including blog posts, infographics, videos, case studies and reports.
To maximize your digital health content’s effectiveness, you need to incorporate popular keywords which your target audience use when searching online. Optimizing your digital health content with relevant keywords will make it easier for people to find your site. SEMrush, SERPS, Moz, and Google Keyword Planner are some of the tools you can use to perform extensive keyword research before crafting your content. It’s advisable to go for long-tail phrases and keywords which don’t have much competition. For instance, ‘patient engagement’ is probably a very competitive keyword, not to mention expensive ($16.34 per click on Google Ads at time we this article is written). Instead, go for a more specific keyword phrase such as ‘how to engage patients’ ($0 per click on Google Ads at time we this article is written).
Engaging people takes more than blasting them with emails about your company or the features and benefits of your solution. Instead you can strategically share content with them about topics that relate to their challenges, goals, and responsibilities that relate to your product or service. To collect email addresses, you can start by creating a signup form on your website, blog or social media profiles. It’s helpful to add a privacy assurance in your forms. As you have build your list, send out regular newsletters updating your subscribers on the latest events in your practice or industry. Adding clear calls to action in your emails will keep visitors coming back to your site for more. There are an endless array of email marketing tools that can make your work easier including AWeber, MailChimp, GetResponse and MailJet. Ideally it’s best to utilize a platform that integrates with a powerful CRM like Hubspot to keep your contact information in sync and allow you to set up advanced triggering events to deliver the most relevant content.
A recent study showed that 52% of smartphone users collect health-related information using their mobile devices. It is therefore very important to ensure that your website is mobile friendly, regardless of the device being used. A responsive website will not only attract more visitors, but will also provide a significant boost to your search engine rankings overall, making Google happy and driving more traffic to your company website.
Whether members of your audience are in Hospitals, Clinics, Private Practices, or other Health Institutions, social media is a powerful tool for engaging potential customers and attracting traffic to your site. On the B2C side of healthcare technology, according to The Spark Report, 41% of people say that social media influences their choice of a medical facility, hospital or doctor. On the B2B side of health technology, Roper Public Affairs found that “80% of B2B decision-makers prefer to get info from a series of articles then ads”, and social media is great place to share your original content with them.
Be sure to create a company profile on all the major networks including Facebook, Twitter, Google+ and LinkedIn. After adding and following prospects, take time to engage with them on a regular basis. You can encourage people to visit your website by sharing links to photos, videos and blog posts. Comment, retweet and favorite your follower’s posts. Be quick to respond to people’s posts and tweets and be helpful in their researching and buying process.
One major factor that will determine the ranking of your site on Google is the number of websites pointing back to and linking to your site. The more backlinks you have from authoritative sites, the higher your site will be ranked. One of the best ways of building backlinks is by contributing guest posts to other sites in your industry. You could also request other writers to quote you in their articles and place a link to your site. Local online magazines and newspapers can also be a great source of backlinks.
Before choosing a health technology solution, most B2B buyers check online reviews first. If there are no reviews of your business anywhere, prospects are likely to opt for another solution . Therefore, one of the best ways of attracting traffic to your site is by getting positive reviews on authoritative websites such as Google+, Yelp, YellowBot and ezlocal. Add buttons to your website which prospects can simply click and land on your review pages. You could also ask your email subscribers to click on a link or button and leave a review. Make sure the review process is as simple and short as possible.
Effectively attracting new visitors to your healthcare technology website is far more easily said than done. The steps outlined above are a part of a larger methodology called Inbound Marketing. Inbound Marketing stresses the importance of having valuable content for your website visitors. This methodology can be incorporated in addition to your other marketing methods as part of your “marketing mix”. Content can then also be used to stay in contact with those who’ve converted to qualified leads.
It can be very challenging to do all of this alone. We here at Responsify partner with health technology marketers to offer strategy, support, and help implementing these activities, so they can strategically and consistently attract new website visitors, convert them to qualified leads and happy customers.
We’ve helped countless marketing pros take their efforts to the next level with Inbound Marketing Strategies. Feel free to request a free strategy session now to get help evaluating your assets and learn new insights and suggestions to guide you in the right direction.