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.
- 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.
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