A digital strategy is an essential component for an organization’s marketing success, but according to Smart Insights, only 46% of them have a clear digital marketing strategy. If you’re unsure how to proceed with your marketing in Q2, here are a few tips.
Decide on your platforms
Considering that 84% of people find organizations with websites to be more credible (Verisign), your primary digital platform should be your website. After that, consider email marketing, since 86% of people say they want to receive emails from organizations they like (Statista). Social media, PPC (pay-per-click), and display ads are also effective tools to add to your digital arsenal. When deciding to use one or all of them, think about which will resonate with your patients more – do you have patients that actively Tweet or update their Facebook statuses? Or do you think that PPC is a better route for you, since WordStream reports that 65% of people click on Google ads when searching for a product or service.
Set Your Goals
When you think of your practice’s marketing, what is the main thing you want to achieve? Are you looking to boost hearing tests or resell hearing devices to your existing patients? Once you’ve defined your objective, your next step is to determine your KPIs. KPIs, or key performance indicators, are ways to measure your marketing success. Start by looking at your previous marketing efforts, which will help you aim for realistic increases in results. A good KPI, if your goal is to increase your hearing tests, would be increase hearing tests by X% in X months. After that, your next step is to determine how you want to measure your KPIs. The best way to do so is by reviewing the data of your individual campaigns. Once you review the data, you can calculate metrics (i.e. percentages). After that, you can establish a list of action items to improve.
Establish a budget
While this may be a no-brainer, establishing a digital budget can be a complicated process in terns of knowing what to spend your money on. As we stated earlier, your website is the most essential compent of your digital strategy. In order to boost your website’s visibility, you’ll need to also invest in SEO, local search, and possibly PPC. Why are these important? According to WordStream, 72% of people who conducted a local search online visited a store or business in their immediate vicinity. After that, review the other digital marketing channels available – PPC, social media management, social media advertising, display ads, and more. Once you've decided on what platforms you'll use, you can then construct a more accurate budget. Overtime, you’ll need to reevaluate your budget to see if you are spending the right amount on the right products.
Speak To Your Audience
Another important aspect of a digital marketing strategy is knowing your audience. Not only will this help you choose the platforms that are most popular with your patients, but you can then tailor your messaging. Since most people start experiencing hearing loss after 50, you should position your marketing to speak directly to them through targeted, personalized campaigns. Why is personalization important? The DMA found that targeted and segmented emails are responsible for 58% of all revenue. How do you personalize your digital marketing campaigns for your patients? Speak to them in a language they understand – don’t use industry jargon when speaking to the importance of annual hearing tests. Mind data you receive about your patients – don’t set up a social media campaign advertising new patient specials to people you’ve been seeing for years. Finally, a touch of personalization could be as simple as adding your patients’ name to your emails.
Establishing a digital marketing strategy can be difficult. For further assistance, contact BlueWing Hearing today.