Post by sumiseo558899 on Nov 9, 2024 8:35:34 GMT
Identify what type of consumer you are looking to attract.
We're going to assume that you know exactly how your industry works and that you know very well what the value of your business, your clinic, is, and we're going to go straight to this crucial point, which consists of knowing your buyer personas , that is, your potential clients and their purchasing cycles. You may already know what type of clients you have, that is, who your target audience is. But what are these ideal clients like? What are they looking for from your clinic? Why are they looking for your clinic? What are their problems and needs?
To attract customers, it is not enough to content writing service determine who your target audience is. You must find out more about what these individuals are like. If necessary, conduct surveys of those first visitors who have ended up accepting one of your treatments, identifying buyer profiles and needs at each stage of their purchasing cycle. From this data and assumptions based on the customers you have, you can create profiles. Do you need help?
2. Implement a positioning strategy.
The Internet is today the largest source of content for consumers. Therefore, when they need information, they consult search engines like Google, hoping to find answers to their questions and doubts. And obviously, when their searches are related to your products or services, you must respond taking into account criteria that will improve the positioning of your pages.
The objective of a search engine optimization (SEO) strategy is to make your clinic's website appear better positioned in the SERPs (search results pages) and to get more organic traffic , that is, more natural visits. To do this, it is necessary to:
2.1. Research the keywords that your potential customers would search for.
First, you need to think carefully about what type of content your buyer personas are looking for, that is, the potential customers you want to attract. Keywords or search terms refer to users' questions and the type of information they need to obtain.
In this case, it would help to use web analytics and SEO tools to see how and with which keywords your traffic comes in, as well as observing search trends in your sector or even your clinic. Also, if you detect that there is a seasonality in specific treatments and that patients come to your clinic with unresolved questions, these would also be useful.
2.3. Classify search terms based on purchase cycle.
Your customers have a buying cycle, and at each stage, the information they need, i.e. the search terms used, are different. Keep in mind that later on you will have to optimize the pages and create new ones with relevant content based on these stages:
Exploration : search terms based on problems that may arise in your sector and that will ultimately depend on the services you can ultimately offer.
Consideration : Terms related to solutions to these problems, offering advice and providing knowledge about the different treatments a patient might opt for.
Decision : Terms based on the purchase decision and therefore on the services offered by your clinic. Since in this case you already show your brand, the information can be on your website.
Interesting content in the purchase cycle
2.3. Organize these keywords according to clusters or relevant topics.
To position your website you also need to think about grouping all these search terms by topic. It is likely that these topics fit the treatments that your clinic offers, but it is also possible that you will find topics that you had not considered and that answer questions from your patients. For this reason you should organize the terms into 'clusters'.
In addition, for each of these topics or clusters there must be a pillar page, one that aims to get the user to perform an important action : the main page that requests an appointment, that shows interest in a service or product by requesting additional information, that downloads some information through a call to action or CTA, etc.
In short, this main page is the one that contains general information that other pages, such as your blog articles, should expand and 'support' through internal or inbound links, so as to improve their authority and positioning. For this, the following point comes into play:
3. Create relevant content and optimize your website pages.
To optimize your website with keywords and improve its positioning, it is necessary to generate content and pages that respond to what the user is searching for. The first thing you should think about when generating content is that it should be clear, compartmentalized and focused on responding to a search term.
When you go to publish it, you should think about using the search terms or keywords that you have selected in the title of the page and the URL. Also in the body of the text, the alt-text (alternative information that is not displayed) of the images and in the meta-description of the page or entry.
Now, your content is only as important as its delivery. It's not enough to just create and publish it, try to spend the same amount of time promoting it . The right distribution platform allows you to share the right content with the right person at the right time, thus getting more traffic and more customers:
Social Media: Think about which social media your potential customer might be spending their time on and share and repurpose content there. You can even think about advertising on Facebook, as Facebook Ads also allows you to segment in detail to reach your perfect audience .
Email marketing: While emails are helpful with your contact database, these may be new subscribers. Lead nurturing to segmented lists can help you get first appointments from those contacts who are still in the research stages.
Guest linking: Since search engines follow the links between pages to see how they are related to each other and helps them analyze the authority level of your website, it would also help you to build relationships and connections with authoritative websites and thought leaders in your industry, who could participate with content, such as blogs, webinars, etc.
4. Carry out very specific online advertising campaigns.
When we talk about online advertising, we are referring to paid ads that appear on the first page of search results and that we generally run through Google Ads campaigns . Google Ads are one of the most effective forms of online advertising. What do we recommend?
4.1. Before you start, review the keywords.
From the Google Ads Keyword Planner tool you can get a potentially useful list of keywords to use for your campaigns. In addition, you can obtain data on their monthly search index by geolocation and you can analyze those used by your competition. Compare them with the terms you used for organic positioning and…
4.2. Define your objectives and budget.
There are different types of ads on Google. For your clinic, we would recommend ' Search' ads (to reach potential users) and when these work, ' Display' ads , so they can appear on other websites and thus improve the awareness of your brand and reach a larger audience.
Of the three types of marketing objectives in Google Ads, we recommend two for your sector: ' website traffic ' to get the right users to reach one of your pages, which you should do at the beginning; and when you have more practice, you can try a ' sales opportunities ' objective to encourage users to take actions that convert them into contacts and potential clients.
4.3. Attract with content.
On the one hand, your ads must be eye-catching . Think about how you can attract your potential customers and base it on your successes , on real facts. Remember to make more than one ad per ad group in your campaigns to check what really interests them.
On the other hand, your ads must reach a destination page or landing page with the appropriate call to action or form that allows for a conversion. Of course, remember that these pages must respond to the search term for which they clicked on your ad.
We're going to assume that you know exactly how your industry works and that you know very well what the value of your business, your clinic, is, and we're going to go straight to this crucial point, which consists of knowing your buyer personas , that is, your potential clients and their purchasing cycles. You may already know what type of clients you have, that is, who your target audience is. But what are these ideal clients like? What are they looking for from your clinic? Why are they looking for your clinic? What are their problems and needs?
To attract customers, it is not enough to content writing service determine who your target audience is. You must find out more about what these individuals are like. If necessary, conduct surveys of those first visitors who have ended up accepting one of your treatments, identifying buyer profiles and needs at each stage of their purchasing cycle. From this data and assumptions based on the customers you have, you can create profiles. Do you need help?
2. Implement a positioning strategy.
The Internet is today the largest source of content for consumers. Therefore, when they need information, they consult search engines like Google, hoping to find answers to their questions and doubts. And obviously, when their searches are related to your products or services, you must respond taking into account criteria that will improve the positioning of your pages.
The objective of a search engine optimization (SEO) strategy is to make your clinic's website appear better positioned in the SERPs (search results pages) and to get more organic traffic , that is, more natural visits. To do this, it is necessary to:
2.1. Research the keywords that your potential customers would search for.
First, you need to think carefully about what type of content your buyer personas are looking for, that is, the potential customers you want to attract. Keywords or search terms refer to users' questions and the type of information they need to obtain.
In this case, it would help to use web analytics and SEO tools to see how and with which keywords your traffic comes in, as well as observing search trends in your sector or even your clinic. Also, if you detect that there is a seasonality in specific treatments and that patients come to your clinic with unresolved questions, these would also be useful.
2.3. Classify search terms based on purchase cycle.
Your customers have a buying cycle, and at each stage, the information they need, i.e. the search terms used, are different. Keep in mind that later on you will have to optimize the pages and create new ones with relevant content based on these stages:
Exploration : search terms based on problems that may arise in your sector and that will ultimately depend on the services you can ultimately offer.
Consideration : Terms related to solutions to these problems, offering advice and providing knowledge about the different treatments a patient might opt for.
Decision : Terms based on the purchase decision and therefore on the services offered by your clinic. Since in this case you already show your brand, the information can be on your website.
Interesting content in the purchase cycle
2.3. Organize these keywords according to clusters or relevant topics.
To position your website you also need to think about grouping all these search terms by topic. It is likely that these topics fit the treatments that your clinic offers, but it is also possible that you will find topics that you had not considered and that answer questions from your patients. For this reason you should organize the terms into 'clusters'.
In addition, for each of these topics or clusters there must be a pillar page, one that aims to get the user to perform an important action : the main page that requests an appointment, that shows interest in a service or product by requesting additional information, that downloads some information through a call to action or CTA, etc.
In short, this main page is the one that contains general information that other pages, such as your blog articles, should expand and 'support' through internal or inbound links, so as to improve their authority and positioning. For this, the following point comes into play:
3. Create relevant content and optimize your website pages.
To optimize your website with keywords and improve its positioning, it is necessary to generate content and pages that respond to what the user is searching for. The first thing you should think about when generating content is that it should be clear, compartmentalized and focused on responding to a search term.
When you go to publish it, you should think about using the search terms or keywords that you have selected in the title of the page and the URL. Also in the body of the text, the alt-text (alternative information that is not displayed) of the images and in the meta-description of the page or entry.
Now, your content is only as important as its delivery. It's not enough to just create and publish it, try to spend the same amount of time promoting it . The right distribution platform allows you to share the right content with the right person at the right time, thus getting more traffic and more customers:
Social Media: Think about which social media your potential customer might be spending their time on and share and repurpose content there. You can even think about advertising on Facebook, as Facebook Ads also allows you to segment in detail to reach your perfect audience .
Email marketing: While emails are helpful with your contact database, these may be new subscribers. Lead nurturing to segmented lists can help you get first appointments from those contacts who are still in the research stages.
Guest linking: Since search engines follow the links between pages to see how they are related to each other and helps them analyze the authority level of your website, it would also help you to build relationships and connections with authoritative websites and thought leaders in your industry, who could participate with content, such as blogs, webinars, etc.
4. Carry out very specific online advertising campaigns.
When we talk about online advertising, we are referring to paid ads that appear on the first page of search results and that we generally run through Google Ads campaigns . Google Ads are one of the most effective forms of online advertising. What do we recommend?
4.1. Before you start, review the keywords.
From the Google Ads Keyword Planner tool you can get a potentially useful list of keywords to use for your campaigns. In addition, you can obtain data on their monthly search index by geolocation and you can analyze those used by your competition. Compare them with the terms you used for organic positioning and…
4.2. Define your objectives and budget.
There are different types of ads on Google. For your clinic, we would recommend ' Search' ads (to reach potential users) and when these work, ' Display' ads , so they can appear on other websites and thus improve the awareness of your brand and reach a larger audience.
Of the three types of marketing objectives in Google Ads, we recommend two for your sector: ' website traffic ' to get the right users to reach one of your pages, which you should do at the beginning; and when you have more practice, you can try a ' sales opportunities ' objective to encourage users to take actions that convert them into contacts and potential clients.
4.3. Attract with content.
On the one hand, your ads must be eye-catching . Think about how you can attract your potential customers and base it on your successes , on real facts. Remember to make more than one ad per ad group in your campaigns to check what really interests them.
On the other hand, your ads must reach a destination page or landing page with the appropriate call to action or form that allows for a conversion. Of course, remember that these pages must respond to the search term for which they clicked on your ad.