We know it feels nice to see your practice on a big highway billboard, but the reality is that your billboard may not be as effective as you want it to be. This is unfortunate because billboards can be expensive to create and keep up.
Alternatively, you should take your advertising dollars and use them to improve your digital presence instead. This is not only more cost-effective than purchasing billboard space, but it is more effective in attracting new patients as well.
If you’re ready to stop wasting your budget on billboards and start improving your digital presence, here are some tips you need to keep in mind:
Optimize your site for search
Arguably, the most important step you can take in improving your brand’s digital presence and attracting new leads is to optimize your site for search. This is a practice known as search engine optimization (SEO). Patients who search for health care assistance online are three times more likely to end up at a practice’s site as a result of search versus some other means of information. Even more so, 44% of these users who find practices on mobile devices schedule appointments.
Effective SEO tactics include:
- Creating helpful, informative content created around keywords relevant to your target audience’s interest
- Optimizing the speed and user-friendliness of your website
- Making your website mobile friendly
- Making sure the back end (the parts users don’t usually see) of your website contains information that helps search engine crawlers determine what is on your pages, such as meta information, alt text for images and URLs
Stay active on social media
One of the best things about social media is that it’s free! The only time that cost comes into play is when you want to run a promoted ad campaign. Otherwise, creating and operating a social media account comes at no extra expense for your practice. But it has the potential to attract many leads in ways billboards cannot, so don’t miss out on the opportunity to use social media as part of your marketing strategy.
With social media, your followers can engage with you in real time to get answers to their questions. They can leave reviews and read the reviews of others. They can leave comments that you can respond to. You can share information, such as articles, videos and infographics that will be helpful to your target audience.
Furthermore, you can track how people engage with your social media so you can see what’s working and what needs to be worked on. That’s a lot that you can do without any extra expense to you.
Create and share videos and other multimedia content
Using videos, infographics and other forms of multimedia content on your website and your social media can help boost engagement. This study from Wyzowl finds that 88% of marketers find that video gives them a positive ROI.
Video and image-based content is easier for your target audience to digest in a short period of time. If they are able to find the information they need in your multimedia, they are more likely to share it with others or make a conversion decision themselves.
Burg & Co. is here to help you improve your digital presence
At Burg & Co., we have seen how digital marketing takes practices from obscure to relevant. We have years of experience in helping practices like yours improve your digital performance to attract a wide range of their target audience online.
Are you ready to take your digital performance to the next level and start connecting with more potential patients online? Contact our team today for more information about digital marketing or to schedule a complimentary consultation.