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Health Market Tip: How to Optimize Your Site (Or how to choose the right keywords)

Many doctor’s offices, medical practices, health facilities and small businesses simply don’t understand the importance of optimizing a site, don’t have the money to hire someone who can deal with Search Engine Optimization (SEO) or know how to go about it themselves.

SEO Activities Don’t Have to be Overwhelming

Here are some tips for getting SEO  done:

Add content

Whether it is article publishing, ezines or blogs, content is a key part of SEO nowadays.

The content that you publish is what spiderbots and search engines crawl and index. Incorporating an active blog to your website is a great SEO tactic, but many business owners and marketers complain that there just isn’t enough time to write content. While it’s ideal to add a new blog post every day, it’s understandable that that’s just not possible for many businesses. Instead, consider on having a blog weekly and get each employee to write one.  Have an editorial calendar to organize the type of blog, what keyword the blog will be focusing on and what the topic will be in addition to when it will be published.

Incorporate social media into your content publishing

Like content marketing, social media is also now an important component of an SEO campaign. There are plugins that you can use on your blog site that will automatically post your blogs to each social media site-( twitter, linkedIn, Facebook)   Use  social media to promote content and engage with others.

Using keywords and sticking to them allows the search engine sites to know what your website purpose is, what your niche is and what types of solutions you provide as well as getting an understanding for who your target market is. Selection of the right keywords is crucial to good SEO implementation.

7 Tips to choosing the best keywords

 1)   Think like your client  –The first step in selecting the keywords that will work most effectively is to put yourself in the shoes of your ideal client.  What words would this person key in when doing a search (that also describes what you or your business does)

 2)   Use long-tail keywords- Combine 2-3 words together as a descriptive phrase for your   products or services. Make them specific but not so technical that a person who is not in the trade can still understand and still be apt to search these words.  Don’t make them too vague or generic because you will then be competing with everyone in that genre.  The trick is in the balance so that they search for a topic and you stand out, leading the pack.

 3)   Look at Your Website-  Ask yourself, “What are all the topics that I provide solutions for?”     “What words could be used that describe each product, service or feature”?

 4)   Look at Your Location-  If you are a brick and mortar business, having your geographical location of your business works very well.  When people are searching for a type of non-virtual business, most will search for the company that is closest to them.  E.G. Instead of plumber, one would look for “Hartford, Connecticut Plumber”.

   5)   Look at Your Competition-  See what other businesses are using for keywords in your niche, for ideas. Find them in the keyword tags (which you can find under source in the View tab of your browser)

   6)   Be Keyword Savvy- Using a keyword tool to run your selections through is vital to success.  While you may have chosen the words, which seem perfect, your clients may not have the same mind frame.  Entering your keywords in these programs will confirm how effective they are.   Not only will keyword tool programs show how effective the keywords you entered are, these programs will also suggest word combinations that most people search for so that you can add these to your list for consideration.

    7)   Use an analytical program-  The keywords that you have chosen are not etched in stone.  Search engine optimization for your site is an ongoing process.  By using an analytical program, you can see which words received the most attention and which words got no visits.  You can then adjust your list accordingly until the results are satisfactory.

While in the investigative stage, you may want to enroll in a pay-per-click program for a nominal investment per month, which will tell you how many impressions are received for each keyword you are working with.  When the results become blatant, you can continue with a free analytical program (e.g. Google Analytics Tool)

Is optimizing your site giving you anxiety?  It doesn’t have to.  Outsource it.

Call me at 516-647-3002 and I can get you started!

Health Marketing Tip- Twitter Gets You Views

 

Are you “tweeting” ?  Do you have a “Twibe”?

Twitter is a social media site that drives traffic to your website.

After all, the goal of having your website is for visitors to come and see it!

What Is Twitter? 

Twitter is a social instrument that provides a feeling of belonging to an interactive community…a camaraderie  that answers the questions you pose and reacts to the stories you post.

By keeping messages short, Twitter is meant to be a place where quick responses are made.

Sure, you are restricted to 140 characters or less…but are you really?     If you have a more involved message, put it in a blog.  A shortened URL can be obtained in a number of sites (e.g. bit.ly which also has analytics to see site views).  Place a short message in your tweet and attach the hyperlinked url so that if someone is interested, they can click on it to read more.

There are blog plugins that also do this and automatically post to your twitter page without an added step of you adding the post manually.

8 Benefits of Twitter

1) Increase Traffic: Offer help in your tweets.  By doing so, you drive traffic to your blog posts, website, landing pages

2) Damage Control: Find out what others are saying and complaints or damaging issues about your business, practice or you.  Then you can nip it in the bud before it becomes a big problem.  Address the issue and respond immediately.

3) Improves Communication: offers a channel by which you can give quick answers (business hours, coverage, affiliations)

4) Build Your Brand: listing your logo, tagline or mission statements with your name enables people to associate you with your brand.  Don’t forget to include a stellar profile.  This is a golden opportunity to tell about yourself/business/practice

5) Discover new business contacts: see who your connections are following- and who is following them.  Twitter is transparent this way and you can see who to follow, who could be helpful to you and who you could be helpful to yourself.

6) Improve business relationships: Learn about what your patients/clients and perspective clients are interested in.  Discover what their pains or problems are.

7) Raise your Rankings and Visibility: Participation in social media and profiles are picked up by search engines and helps boost your website rankings.

8) Find the latest news: Read the news as it happens in real-time and information that competitors may not have access to.  Discover what is trending in your field.

Don’t have time for social media participation with your busy work schedule?

No problem.  Outsource it!

Reach out and we can get you on the road to Social Media Marketing Success!

Call 516-647-3002

 

Health Marketing Strategy- Have a Landing Page that Converts

 

According to MarketingSherpa’s Landing Page Optimization Benchmarks Report,a major key to success in performance of websites and landing pages, is the layout.      

Unlike a homepage for your site where viewers are not sure how to navigate the site and where to go next, landing pages make a big impression on new leads along with converting these leads into patients and clients.

 5 Tips to Designing an Effective Landing Page That Converts

1) What’s your point?

Let the viewer know what your products and services are- and more importantly how they provide the solution to the problems they are struggling with, as briefly as possible.

Make your copy user-friendly for scanners.  Think of what catches attention from a person with a “darting” eye.  Have subheads in bold print that stands out along with bullet points instead of wordy paragraphs.

2) Who are you?

What makes you unique from everyone else who has the same medical practice, the same specialty, the same business?  Once you can answer this, it is something that you want to shout out for everyone to hear!  This is branding and it promotes you.  Branding strategies include:

  • logo
  • mission statement
  • Tag line
  • Banner
  • Specific colors that continue through every site.  When someone sees those colors, they recognize you.  (just like a national flag)

Have the logo on every page so that when your viewers are navigating through your site, they remember that it’s you.  Have the logo in the same place on each landing page to get viewers used to seeing it. (and remembering it!)

3) What’s your call to action?

Whatever it is that you want your viewer to do, must stand out on the page.  Calls to action (CTA) can be signing up for a discount coupon, a free newsletter, an ebook, free guide, tip sheet, etc.  You want them to take a specific action and you want to capture the name and email address for further connections.  This way you can send out more information to them.

However, no action will take place if your viewers don’t notice the CTA on the page.  Make it pop.  This can be done with different color fonts, or even stars and red circles.  (See Mike Capuzzi’s site: http://www.copydoodles.com  He has some great stuff!)

4) Add testimonials

Do your patients think that you are the next best thing to sliced bread.  Can they say that you saved their lives, changed their lives, made an ultimate difference to them and their families?  Do your clients feel that your business had just the solutions that they had been looking for?  Now’s the time for “bragging rights”.  Give social proof by having satisfied clients writing a glowing testimonial about you.  If they don’t like to write, shoot a little video clip and put it on your site instead.  The video is actually better because it appears more real and not faked.  Make sure that your client is willing to have his/her name up with the testimonial (or it is worthless)

5) Avoid overstimulating the eye 

Too many visuals are distracting.  Studies show that having areas of “white space” leaves a landing place for the eyes to rest before moving on. Another key issue with graphic is that they delay the website  loading time and   according to the Aberdeen Group, “a one-second delay in page-load time results in 11% fewer page views, a 16% decrease in customer satisfaction, and a 7% loss in conversions.”

Want more marketing tips?  Sign up for this blog in the opt-in box at the top left corner of this page.

See you at the next post!

 

 

Health Marketing Tip- Use Email Marketing

Email marketing is one of s the most powerful tools that you have in your communications with patients, customers and clients. Conveying your messages and making you helpful and approachable, sets you apart from your competition.  

Don’t feel that this is necessary?  Insurance and Medicare will be basing reimbursements for your services on patient satisfaction in the future.  (not so distant future by the way)

Sure you have a patient list that you can send to.  The thing is, you want to cast your net much wider than this.  You want perspective clients, patients and buyers of your service as well.  In order to do this, you need to capture names and emails for your subscriber list.

Once a recipient opens your message, your email program’s key asset is your subscriber list. If you don’t have a framework to collect, manage, and support new opt-ins, you’re spinning your wheels.

You need a plan in Email Marketing 

Sending out emails without  well-defined steps allows you to achieve your goals haphazardly or not at all.

Don’t have goals or a plan?  Let’s look at them together.

7 Steps for Effective Email Marketing

  1.  Permission: ask permission to send out emails to all your patients, clients, customers.  Sending out unsolicited emails may cause the receiver to list you as spam. (which your online server takes a dim view of.)  The buy zithromax cheap first time you may receive a warning, the next time you may lose your email list when you are cut off from this server completely.  OUCH!  You don’t want this!!
  2. White-Listing: Ask your readers to “white-list” your site so that you don’t wind up in the spam folders.  When this occurs, your email simply will not get read
  3. Benefits: Give your readers reasons for subscribing to your email marketing. When you’ve done your job here, people will say, I’d be foolish not to sign up.  I need what this site has to offer.
  4. Premiums:  What do you offer in the way of free products or services to entice the viewer to part with a name and email?  Maybe it is a tip sheet, or FAQs in a topic that your client/patient is interested in
  5. Validation:  Make sure that the email addresses that you have been given are real sites.
  6. Spam blockers: Add a plugin like Akismet which blogs all spammers from commenting on your site.  If they hijack your site by flooding your inbox, the real comments can’t get through or will go unnoticed.
  7. Make a schedule:  Go in and clean out your  list on a regular basis.  People have moved on, changed their email and no longer answer to the information that you have.

Need help with your email marketing?

Call 516-647-3002 to outsource your projects.

Your Story Says it All- Marketing Genius at Work

Did you ever see the movie The Untouchables?

There was a narrator with a compelling voice who always said at the beginning of the show, “There are a million stories out there in the big city”.  I’m sure that you have heard a bunch, even today at work with your patients or clients.

The funny thing is that you may not remember much of what they told you but the story sticks in your brain and plays over and over again.  You see, it’s the stories that we remember. It’s the stories that touch our feelings, our emotions and bonds us together.  We’re all connected through storytelling, starting from when we all huddled around the campfire as kids or as cavemen in prehistoric times.

Our need to connect with people and empathize with them lies deep within us.

This is why story telling is such a great, effective way to connect with your clients and perspective clients.  They may not want to hear your “pitch” or your advice, but they want to hear your story.

Tell the right story

What is the right story?

This is one that evokes emotions from the audience, whether it be pain, sorrow, joy, humor.  But, you still need more to make people connect.  The zithromax buy online india listener must be able to put himself/herself into that story.  Like Aesop’s fables when he drove home a point through allegory, the ideal story conveys a message.  This is a solution to the pains that your listeners or clients are struggling with. In other words, the story must touch the prospects and be about them.

An inspirational tale and a positive story, beats a personal one, every time. The listeners draw a connection between the story and themselves.  If your protagonist or you can get through a problem to success, so can they!

Turn to the positive …

Share  uplifting points in the story, fairly early on and don’t make it more than a few minutes or 1 page.

Look at YouTube.  The majority of successful videos are under 2.5 minutes and many wildly successful or virally spread videos are only about a minute.  Within that time, the video gets its point across all the while tugging on your heart strings or it makes you laugh until you cry.

Can you tell a story like that?

If you can, then your strategy will pay off big time and your business will soar!

Need help crafting your stories or your strategies.  I’m here to help you.

Contact me at Barbara@TheWriteTreatment.com

 

 

Health Writing and Marketing

Google has some neat tools to help with marketing content.  Today some of them will be highlighted.

Encrypted.google.com

  • Perform searches in a more secure way . Encrypted uses Secure Sockets Layer (SSL) which is the same security that banks use online.
  • Uses SSL (secure sockets layer) which is the same security system that financial institutions use online.

Google Transliterate

  • Allows users to type in a different language
  • Translates from one language to another

Handwriting

Although this tool is only accessible on Input Tools Chrome extension at the moment,  text can be entered right through the trackpad or mouse with this. You can even input the handwriting in over 40 languages!

Install the Input Tools Chrome extension and then view the tutorial video in the help section.

Once installed, click on the input tools icon which gives a drop-down menu with a variety of tools.  By choosing the extension options item in the box, you can add handwriting input and select whatever language you want.  The pencil icon denotes the handwriting input option. Once it is enabled, a handwriting panel pops up at the bottom right of the screen. See an illustration of an entry that was made.

Exert pressure on the trackpad/mouse to hand draw characters. Candidate characters mapping your handwriting will display. Select a candidate by clicking on the character, or press ENTER or SPACE key to select the first candidate.

 

Another cool tool is the Google Moderator.

This tool is an open forum, enabling the user to get feedback on anything.  This is so helpful in fine-tuning ideas before launching a product or finding out what the target market is actually interested in.  Here one can ask questions, share ideas and discuss topics.  Discover which topics, subjects and questions pique their interest.

Analytically, there are a few demographics that you learn from entries such as the location by geographical region of the person entering comments. See the screen capture below.

Google Moderator is an open forum for discussing topics, asking questions, and sharing ideas. Moderator helps anyone receive feedback on anything they want.