Ways to Get More Views and Shares with Your Health Marketing

Posted by barbarahales

Presumably, you are not writing your health blog posts for yourself.  Rather, you want to spread your message to others- to help, inform and engage your readers.  Having your blog post go viral (spread to many others in social sharing online), is a dream and objective to all those who blog.  Here is how to increase your chances to spread like wildfire.

Blog Strategy

Insert Captivating Images in Your Blog Posts

You've heard the expression " a picture is worth a thousand words".  Well, photos are worth thousands of likes when it comes to social media.  According to research published by eMarketer, photos amounted to three-quarters of posted content on Facebook pages globally. Photos attract an amazing 87% interaction rate and more retweets on Twitter as well.  No other content type receives more than 4% interaction rate.

A study released by the Twitter Media Blog,  when analyzing content from more than 2 million tweets sent over a month's time, showed that adding a photo to your tweet boosts your retweets by 35%.

Buzzsumo's study revealed that  articles with images once every 75-100 words got double the social shares than articles with fewer images.

So, consider adding images to your posts after every few paragraphs.

Arouse Positive Emotions

Have you noticed that the videos that go viral are the ones where puppies and babies do cute things?  That's no coincidence.  Scientists are discovering that positive emotions have a powerful effect on our brains, inducing a feeling of feeling better, even euphoria.  We act and feel our best when exposed to positivity.  In this state, your attention, memory and awareness is increased and you are more receptive to learning new skills.

There is an old question "What is the difference between an optimist and a pessimist?"  The answer is "they are both right 50% of the time but the optimist feels a whole lot better!"

When people are positive, they are happier and healthier.  They also want to share this feeling and what made them happy with friends and family.  Thus, you should link your content to positive emotions, i.e. joy, love, gratitude, hope.  Try inserting a story within your content that arouses at least one positive emotion.

In the Buzzsumo study:

they found that evoking positive emotions lead to more social shares.

    1. As you can see from the above image, the most popular emotions are:
      • Awe (25%)
      • Laughter (17%)
      • And amusement (15%)

       

      Types of written online content 

      These include:

      • List posts
      • Why posts
      • What posts
      • How-to posts
      • Guides

      Bear in mind that  list posts are the most popular ones online.  They are easy to scan and easy to read.  Think of how you can create this in health content:

*5 ways to overcome depression

*10 questions to ask your surgeon

*5 things to know about health insurance

    •  There are countless ways that you can make lists that refer to services you offer or conditions that you treat.Take a look at BuzzFeed, one of the biggest viral sites online.  They receive over 200 million monthly unique visits.Most of their content consists of  list posts.Econsultancy shared that half of their most popular 25 posts were lists.
    • Insert a Mini InfographicMini infographics are those short informative, and interesting images that stress your point visually and ramps up your content. Think of a quote or a story that illustrates your point.  People love to share uplifting quotes.
    •  According to the study from Buzzsumo  people love sharing info graphics even more than list posts. Try inserting them into your blog posts for more views and social shares.Add Social Sharing Buttons 

      Having social share buttons makes it easy for readers to share your content with friends on social media without trying to figure out how to do so. If they have to go to different sites to share, the chances are that you have lost the opportunity to go viral or have your content shared with others.

      Take a look at BuzzFeed. It shows you social sharing buttons before you start reading their contents and again after reading the content which increases the chance for social shares.

      Help

    • Need help with your health marketing content?  Get a free consultation at Support@CompleteContentPackage.com

Useful Apps for Health Marketing

Posted by barbarahales

Everyone is posting their photos (and videos) these days and a great way to do so is with Instagram.  The beauty of it is that in addition to posting the images, you are allowed to write a lengthy "caption" or explanation after it.  Inserting hashtags allows searchers to find your post and like or comment on them.  This is ideal for physicians and health marketers as there is so much to create images with- from procedures to symptomatology, to medical devices.  The best part is that this site is where loads of your patients spend their viewing time as well as prospective patients who will be attracted to you and your practice.

But, Instagram is not where it ends!

There are three apps that I would like to recommend today for the health marketer, health copywriter and medical professional. Their purpose is to encourage likes and comments on Instagram from other people viewing your images.  They act as magnets for viewers.

InstaQuote

This application enables you to create squares with various backgrounds and two areas for text. The larger area provided is to add a quote and the smaller area is to insert the person cited.  The color of the words can be modified by you as well.

If you decide to upgrade, additional features include more backgrounds with airbrushes abstracts and textures as eek as adding your own images for the background.  The watermark is removed for your benefit here. You can extract quoters from your blog posts, inspirational quotes or sayings from the books that you have published.     From here, you can post them to your social media ties, i.e. Facebook, Twitter and Instagram.

                                                                           Photogrid

Photogrid enables you to not only create collages but also prepare your collection of photos for Instagram.  Three options on the app enable:

  • Pinboard- a digital bulletin board
  • Video Slides- makes your photos into a slide show
  • Grid-frames with a range of creative to symmetrical

When you are satisfied with the way the collage was created by you, it can be exported to Facebook, Twitter, Tumblr, Flickr and Google+ as well as Instagram itself. Collages catches eyes which is your goal, after all!

                                                                           Vidstitch

Vidstitch enables you to create cool collages from your Instagram images and even insert a video clip to one of the frames within the collage. An upgrade enables widescreen images and an expanded gallery of photos.

Check these out and have fun with them!

Need help?  I would be happy to make suggestions and discuss your needs with a free consultation at 561-325-9664.

4 Analytical Reports to help Boost Social shares in Health Marketing

Posted by barbarahales

As a continuation of the previous blog post, here are 4 more tools to help with your social shares.

Social shares is a key marketing metric you should be watching to determine if your efforts are effective and going along the right path. It demonstrates how people talk about your services, your practice and you with friends and family.  This is similar to the word-of-mouth advertising of "the last century" but has been through an update.  Of course, going viral is any health marketer's dream.

Not surprisingly, according to a study conducted by BrightLocal, "digital marketers consider social shares as the most important key performance indicator (KPI) they used in measuring the success of their contents."

Social sharing allows your content to reach a wider audience. When people share your content, they are acting as your evangelist. They happily promote your content on your behalf for free. But people don’t share any kind of content. There is certain content they share.

  1. Social Conversions

This report enables you to see which social media site your prospective patients were on when they followed through with a call-to-action (e.g. made an appointment, asked for your premium, purchased your ebook) .  Having this data is key toward seeing whether your effort was effective and worth the time.  Having a lead source field in your contact form helps mass the information regarding where your lead was to find your practice and how the prospective patient came to your website.

Collecting this information enables you to improve your health marketing strategy by seeing which social media channel provided the most traffic going to your site, along with what is not working.  It also tells you which web pages were the most views and which ones lead visitors to become patients.  Consider this when creating your webpages and blogs, providing more on the topics of relevance to patients and which ones not to repeat (when they get ignored)

2. Social Users Flow

The Users Flow reports on Google Analytics shows the path your viewers take.  They may start out at a social media site, then the starting page (the first URL they click on while visiting your social media page) next.  From there they may through your website and it show which pages they went to, and which ones they liked (by the amount of time they lingered on that page).  From this data, you can see which pages successfully encouraged readers to visit other pages. This also will show how many visited your Contact Us page, product order pages  or other landing pages.

3. Acquisition Source/Medium

This report lets you know where the traffic to your site is coming from so you can see how social media fits in to your health marketing strategy.   Check out which social media platforms gives you most of your inbound traffic. In future strategy, you will want to concentrate your efforts there.  If the results are unsatisfactory, check out other referral sites and see why they receive more clicks than the social media pages.

4. Behavior All Pages

Check out which pages on your website got the most views. The most popular pages are those that you will want to mention regularly on social media. This report lists the most popular pages on your site, and it also displays the average time on the page, the number of entrances to the site on this page and the bounce rates once a site visitor is on this page.

Don't miss new tips as they come out! 

Sign up for the blog in the box at the top left of the screen.  See you at the next post!

 

 

4 Tips to Produce health content that Gets Social Media Shares

Posted by barbarahales

Do you know who your target market is?  You do?  Great!  Now, ask yourself, do you know what content they want, what's relevant and what solves their problems?  Are your posts hit or miss?  Have you been following what works and what doesn't?

These are all crucial questions to ask yourself when you are producing content or you are just spinning your wheels and the content is getting the delete button treatment!

Register for Google Analytics

Google Analytics is free to enroll and shows you where your audience is finding your website, what pages or posts they like and how helpful they find your content.  Combining this with social media metrics allows you to see the whole inbound marketing system.

 

4 Key reports from Google Analytics to boost your social media health marketing results

 

  1. Search Engine Optimization

See the search terms people used to  find a link to your website, and then click through to it. Take a look at these search terms to find out what people are looking for and what they are interested in.  This is a great method for  ideas to choose social media and blog posts.

 

      2. Social Landing Pages

Find out the most frequently clicked  URLs (of your site) on your social media presence. Utilize this information to create new pages for social media posts.  Share the links where your viewers hang out.

      3. Demographics

Check the Audience Overview report and Demographics Overview report on a regular basis because your viewers may change and you will need to change too in order to cater to them.  Take note of age, gender, geographic location, and languages. Also note the bounce rate, average session duration and a number of users each month.  Your marketing goal is to play off of these metrics,  to attract more users to the website (getting prospective patients interested),  ramp up session duration, and decrease the bounce rate.

4. Social Overview

Have you wondered where your patients and viewers hang out most in social media?  This is crucial to know so that you don't spend your time where they don't go but rather spend your energy where patients and prospective patients will see your posts.  The social overview is a standard report that shows which social media channels brought website visits for the time period you have selected. The overview  shows the total number of website sessions from all social media sites, and the total number of social media contributed conversions.

Stay Tuned

Come back for tomorrow's post where we will continue with 4 additional key reports from Google Analytics that you need to now!

 

 

 

 

 

 

Thankful for You as the New Year approaches

Posted by barbarahales

 

 

Let us be thankful for the freedoms we share, the opportunities we enjoy, and the promise of a joyful future…for us and for the generations of tomorrow.

I am grateful for knowing you, sharing our joys and our sorrows, and the friendship we have. Watching this year comes to a close, we reflect on our life, our achievements, and how we can make this world a better place as time moves forward. Let us make better life style choices, learn more each day, ethically and successfully achieve more in work, love more, stay ever hopeful and strive for peace.

Happy and Healthy New Year to you and your family!

 

Great Channel for Health Marketing- Email Campaigns

Posted by barbarahales

Email Campaigns

Social media darling BuzzFeed added over 1 million email subscribers in the past 12 months. How? Analytics found that the fastest and most critical technique to growing an audience (ergo, your practice) is with email campaigns.  As social media moves in the direction of revenue growth, brands are losing the ability to communicate directly with followers. By initiating an email campaign, brands get that control back.

For example, The Washington Post now has over 75 e-newsletters, while The New York Times has 12 people dedicated to newsletters.  The CMI/MarketingProfs B2B study found that email was rated as the No. 1 success metric for measuring content marketing.

 

b2b-content-marketing-2017-benchmarks-budgets-trends-north-america

Takeaway: In 2017, we’ll see two things. First, more brands will launch targeted and relevant e-newsletters, which will become the key method to grow their audiences. Second, more brands will take a hard look at the e-newsletters they have and move them from “email as marketing collateral” to “truly amazing and relevant customer experiences.”

Best Practices of Email Marketing

  1. Call to Action

Sending out emails with information is a good start but you want them to have a call-to-action.  A great way to do this without seeming sales, is to have the emails link to your landing pages. Each email ideally would link to a personalized landing page which strengthens your website and further fulfills con their needs through additional content.  You may capture their email address, permission for sending Ezines or get them to make an office appointment for further investigation of their problems.

2. Triggers

Messages can be automatically sent out based on triggers from patient responses. For instance: if a prospective patient visits your website twice in five days and then you don’t see them for a week, an automated email could be sent telling them how much you miss them, and inviting them to come back, perhaps with an incentive like a tip sheet of FAQs (frequently asked questions from your practice)

There is a huge variety of possible trigger points that you can use to send your prospect emails. The purpose of these messages is to build a rapport with your prospective patients and start encouraging them to make a genuine connection with you and your practice.

3. Humanization

In order for your email to stand out above the hundreds of emails that people receive on a daily basis, you need to humanize the email. Besides using their first name, you need to send personalized messages to your viewers and also to make yourself human and approachable while doing it.  The proof in succeeding will be a higher click-through rate.  If there is no response, it's time to modify how you write the Email.

So, as 2017 approaches, more brands will develop and launch Ezines or e-newsletters specific to their services as the lynchpin to growing readership (and attracting prospective patients).

The next Step

Have you considered e-newsletters yet?  Perhaps it seems like to much work!  No worries!  Outsource it.  Contact 561-325-9664. We can discuss your needs and get your started!

 

How Do this Season’s holidays differ this year?

Posted by barbarahales

 

 

 

                                                                      Season's Greetings

     

 

 

This year, Christmas, Chanukah and Kwanzaa all come together for many of us to celebrate at the same time!

Can you ever remember this happening before?  

It's actually not that common…rare in fact. Because Chanukah (or Hanukkah, or Hanukah) is a Jewish holiday that follows a lunisolar calendar, the first night has occurred only four times in the last 100 years!  They are 1918, 1921, 1959 and 2005.  The next time this takes place is eleven years from now.

This is to say that everyone will be merry, striving for peace with goodwill toward fellowman (or woman) as well as happily getting together with family and friends at the same time.  Each of us will be able to celebrate and reflect on what the holidays mean to us. Hopefully we will be charitable financially and with our hearts.

It is a magical time when anything can happen!   This truly is the season to be jolly!

 

  Have a happy and healthy Holiday, to one and all

Does Content Marketing Work in Medicine? (What Content Do Your Patients Want?)

Posted by barbarahales

What is Content Marketing Actually?

Patients are being blasted these days by online medical information. They try to self-diagnose their symptoms by referring to WebMD, Mayo Clinic and similar sites.
Wouldn't you like to be the one your patients turn to online to get their health information? When you supply relevant fresh content on your website, blog posts, YouTube, and social media channels, you are perceived as being an authority in your field.  Of course patients want to get treated by the doctor who is an authority and is very knowledgeable in the medical field.

 

Content Marketing Institute explains:

“content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.”

Providing fresh content consistently updates your website and improves your Google, Yahoo and Bing rankings. The better your search engine rankings, the more likely patients are to find you in an online search. After all, patients are likely only to read you on page one or maybe page 2.  Let's face it, if you are only on page 15, you might as well not exist online.  Consider producing a page for every condition you treat and every service you offer.

Practice Growth

The more that people find you online and read your content, the more apt they will be to visit your practice. These new patients translate into practice growth but in addition to these prospective patients coming, they become a referral source for you as they recommend your practice to friends and family.

With 80% of Americans searching online for medical information and one out of every five seeking a specific doctor, it’s more crucial than ever for content marketing.

Additional benefits of content marketing:

  • Provides  valuable, helpful information
  • Encourages patients to seek you out for medical information instead of websites.
  • Establishes you as an expert in your field.
  • Increases your Google rankings which means more people are exposed to your practice.
How to Start

It's not easy to be consistent with content marketing when there are so many other obligations and duties one has each day.  In order to accomplish regular content publishing, create a content calendar which designates the day for the content (rich in keywords for optimization) and whether it will be the physician or staff creating it. The calendar can include social media posts, blog posts, Ezines, email campaigns and other types of content that your patients feel is relevant. Don't forget to add holidays to the calendar so that you can personalize it with seasonal or holiday wishes.

Google Keyword Planner is a great tool to help you come up with topics that are in sync with your services and that your patients are interested in. Another way to derive content is to think of all the questions patients have asked in your office.  You can write an article or post that answers each one of them since many of your patients would be interested in the same topics or struggling with the same problems. Then when patients ask the same questions, you can refer them to your articles for additional in-depth information.

Scheduling

There is no right answer for how many times that you put out your content.  The answer is how often you can be consistent with it.  If you always put out information on Tuesday, make sure that there is something there when Tuesday rolls around so that you don't disappoint the readers that come to your site on that day specifically to see the fresh content.  If it's not there, they will just go elsewhere.

Start out with once each week and increase if the time allows and you become more proficient.

 

Recap

Thirty-five percent of service-related searches online are for health.  If you're not there,  you can bet that your competing colleagues are. Implementing a content marketing strategy will mean the difference between attracting prospective patients and growing your practice versus losing patients and eventually your practice as it dwindles down and no longer becomes financially viable.

Need help with your content marketing?  Outsource it. The return on investment is worth it! Call 561-325-9664 and we can get you started.

 

Are You Hurling “Content Shock” at Your Fans and Viewers?

Posted by barbarahales

 

 

"Content Shock" was coined by  Mark Schaefer, a five-time best-selling author and Professor at Rutgers University two years ago. This phrase denotes the instant when viewers are over saturated with the available content and can not consume anymore of it.

This is even more true today than in the past. According to Quora, there are 2 million blog posts created daily.  THAT'S TWO MILLION BLOGS EACH DAY!!!!

Schaefer controversially wrote that "most content marketing plans are not sustainable strategies." He points out that “between now and 2020, the amount of information on the web is going to increase by 500%.”

Even now, clients and patients are overwhelmed—and even annoyed—by all of the online content that's blasted out.

So, how do you cut through the noise and get heard above all your competition?

Blog Strategy - 7 Key Steps

Avoid the Content Shock and get noticed by your prospective patients by:

  1. Making your site attractive

Show your content in a beautiful way by adding images, graphs and videos.  Articles with pictures are shared twice as much as those without them according to Buzzsumo. Viewers will pause at the images to view them- especially if they are detailed as in info graphics with detailed, readable text. Use Canva to produce attractive and useful imagery for the header. Key- never use GIFs.

2. Have a Plan

Create a map for your blogging strategy.  Pick out your valued keywords and write each day on one of them,  Consistently write with SEO but also only provide content that is in sync with your practice and the services that you provide. Consider having the staff contribute blog posts in areas that they are familiar.

3. Write a Captivating and Compelling Headline

According to Upworthy who obsessively testing titles 80% of readers will read the headline but only one in five will continue reading the rest.  Compelling titles can actually generate 500% more page views.

  4. Humanize the Titles

As Jon Morrow instructs-

  • Incite curiosity, but don't fulfill it (the "curiosity gap" or the "you won't believe what happened" headline).
  • Exaggeration and hyperbole (the "this is the most epic thing ever" headline).
  • Shock, incite, outrage (the HuffingtonPost school of headline writing).
  • Be unusual (like the headline of this article you're now reading).
  • Be incredibly useful (e.g., by creating the definitive guide to SEO ranking factors)

For a crash course, check out Jon Morrow's e-book, Headline Hacks.

5. Expand Readability

If you make your readers bleary-eyed, you will lose them. The eyes need a place to rest when they are scanning so be sure to have "white space" instead of big  content chunks.  In addition:

  • Shorten paragraphs to 2-3 sentences
  • Use bullet points to highlight key concepts or main ideas
  • Add images between large sections
  • Shorten sentences. Read them out loud and if you can't read the sentence in one breath, it is too long.

  6. Social Media 

Add blog posts into your social media.  Comments from engaged readers will add to additional content down the road but also will add back links to your site.

     7. Promote

There's no point in having blog posts if no one reads them or knows they are there.  Promote them through:

  • Press Releases
  • Facebook or Twitter ads
  • Guest Posts to promote your blogs to wider audiences
  • Article publishing (with bylines to your website)

HELP

No time to write your blogs consistently?  No worries. Outsource them!  Email Support@CompleteContentPackage for the help that you need.

5 Ways to Boost Your Health Marketing in 2017

Posted by barbarahales

There are always new strategies in creating effective and valued content as health marketing evolves. They help your practice grow by attracting prospective patients, increase website traffic, strengthen your brand and establishes you and your practice as the authority in your field (giving a leg up over your colleagues).

KIEV, UKRAINE - OKTOBER 03, 2015  Collection of inscriptions, symbols of popular social media  Youhoo, Google, Instagram, Flickr, Linkedin, Facebook, Flickr, YouTube, Twitter, Pinterest and others printed on paper. Selective focus

Here are 5 Easy Ways to boost your health marketing

  1. Laser in on what your patients want

It is much easier to retain your current patients than constantly having to attract new ones. (although this is important too!) Think of what your viewers want to read and what is relevant to them so that you can keep them interested without losing them to other sites.

Strategies involve:

  • Providing consistent and relevant content (that solves their problems)
  • Archiving posts so that the viewers have access to them at their convenience
  • Using multi channels for whatever sites your viewers tend to go
  • Engaging viewers with comments
  • Replying to questions and comments (so they know you are real and listening to them)
  • Offering access to Q&A sheets, tips or special content if they return
  • Incorporating email marketing

2. Mix in visual images and videos to your written content

Going forward, content will need images and videos to stand out from all the written material online.  It will not only attract viewers, but will also help with what you are trying to explain.  This works well for physicians as there is a wealth of material that lends itself to images (from surgical procedures, skin rashes, medical conditions and devices with countless more).

Strategies involve:

  • Videos that illustrate the gist of your content (upload to YouTube or Vimeo)
  • Graphs and statistics that prove your points
  • Infographics
  • Slideshows that highlight the main points of your content
  • Instagram (which is booming in popularity)
  • Uploading to Snapchat in social media

3. Limit the Scope of your content

Your content should be in sync with the services that you provide or reflect the specialty that you practice. Develop content that discusses medical conditions, medical breakthroughs or solutions in depth.

4. Incorporate Your Viewer Comments

By posting and responding to comments that your viewers have made, you are adding valued content as well as validating what they have to say.  This encourages engagement as others will follow the lead to add comments to you and your site. Give a call-to-action by not only asking for comments but also asking viewers to share your post with their friends and family.

5. Content Promotion

If nobody can find or read your content, you will have spent time without benefit.  Give a shout-out by promoting content through social media and press releases to get your information out there. Consider adding work to Reddit and paid content discovery networks (Taboola and Outbrain)

Have questions?

Have questions about how to use content and health marketing effectively?  No problems!  Contact me at 561-325-9664 and I would be happy to provide solutions for you!