Regardless of whether your medical practice has participated in medical marketing in the past or if you’re new to the game, a lot goes into building a successful marketing campaign. But sometimes, even more important than knowing what to do is knowing what NOT to do.
For your SEO marketing campaign to succeed, avoid these common mistakes:
Mistake #1. Forgetting to advertise your location
While online marketing tends to focus on digital traffic, any campaign is ultimately about getting new patients through the door. If patients can find you online but not your street address, then you’ve lost a client. You want content that attracts patients to the website, and a website that ultimately sends them to your practice. Consider including your location and surrounding areas in your SEO keywords list.
Mistake #2. Running late to the SEO game
Although the understandable first step for any medical practice is to focus on building your website or gathering a bank of premium content, waiting too long to develop an SEO strategy can hurt the effectiveness to your practice’s digital presence. The earlier you enact an SEO strategy, the better. Strong keywords and links means your website will get better results in search engines.
Mistake #3. Neglecting UX
User experience (UX) is key to attracting patients to your website and thus your practice. Of course, SEO is vital to increasing website traffic, but that’s the back-end work that website visitors won’t notice. UX is client-facing, which is why it should be prioritized. UX and SEO are complementary strategies to increase web traffic.
Mistake #4. Competing for popular keywords
Highly competitive keywords may bring in website traffic, but they’re popular for a reason. If your competitors are using the same keywords, your SEO strategy has to work that much harder. Don’t ignore less popular keywords that could also bring in new clientele, especially if you’re the only search result.
Mistake #5. Focusing on the wrong audience
The healthcare field attracts a wide audience. But your marketing campaign shouldn’t try to appeal to everyone. Be sure to identify your most marketable and beneficial audience.
It’s also important to remember that while it might seem that SEO is all about utilizing algorithms to boost a website’s rating, it’s really about the creation of high quality website content that gives something valuable to your target audience.
As a medical marketer, avoid focusing on the wrong patients by using tools like Google AdWords to see your most beneficial keywords for your ideal audience.
Mistake #6. Ignoring your staff
Not only should each doctor in your practice have their own page, but each of these pages should be optimized for SEO. This will allow your current and potential patients to get to know their physician and build a stronger relationship with them before they walk in the door.
Mistake #7. Overlooking long tail keywords
Traditionally, long tail keywords don’t generate high traffic, so there are many in the medical marketing community that discount their usefulness. However, long tail keywords can help to precisely target patients. Google Keyword Planner can help medical marketers create long tail keywords that are relevant to their patients.
Implementing these strategies can make a big difference in the success of your online medical marketing campaign.