B2B Marketing

SEO For Medical Practices 2022 | How Clinics Gets Found On Google

Table Of Contents

Introduction

The growth in the essence of technology has made it critical that every business adopt the necessary changes to survive the market. SEO of medical practice has become an essential marketing approach to improve the visibility of medical websites. Patients use search engines to look for available clinics in their locality. Therefore, those at the top of search engine ranking are most likely to be considered. Naturally, most internet users believe that the best websites appear on the first page of the Google search results page. The more sophisticated clients also consider the nature of the web pages when selecting which clinic to attend. High-quality content is an indication of professionalism, which improves the patient’s confidence of the patient in the services of the clinic. Medical facilities invest in online marketing and search engine optimization to enhance their presence in the market.

What is SEO in medical marketing?

SEO is a commonly used term, which refers to search engine optimization. Google search engine ranks various websites based on multiple ranking factors such as content, depth of the content offered, keywords, and click-through rates. SEO has become the most effective way of improving the visibility of a website. SEO is the art of improving the ranking of a website in search engines such as Google. Since people mainly depend on the search function to find the content they need, having a higher ranking would improve website traffic. SEO for medical practices improves the visibility of websites promoting medical services. The activity involves optimizing content and keywords to appear at the top of the search engine results list. This approach improves website traffic It results in attracting potential patients. In SEO for medical practices, search engine optimization is one of the most research for medical practices.

Top 5 benefits of good SEO

  • Increase website traffic for your medical website & sales as a result.
  • Get found on Google’s 1st page for key searches related to your services.
  • Acquire new patients organically without having to pay for Ads to be found.
  • Positions the practice as an industry leader and promotes your brand with authority.
  • Quality content-marketing can positively impact the lives of your patients.


Why is SEO important for medical practices?

Similar to other industries, healthcare SEO is vital for improving a business. SEO ranking plays a crucial role in influencing an essential part in the brand reputation of a medical service provider. The higher an organization or an individual ranks, the more reputable they tend to appear to potential patients. Therefore, medical marketing is comparable to other forms of digital marketing strategies. In addition, SEO improves the traffic to a medical practice website, which improves its online presence. The internet has become a crucial marketplace for products and services, enabling professionals to reach a vast target audience. The increased coverage resulting from improved search rankings could contribute to a growth in potential patients. The SEO efforts of a company or an individual are critical in developing their business. Healthcare providers are encouraged to hire medical SEO specialists to improve the quality of their websites and medical SEO. Search engine optimization is also vital in communicating authority in a particular medical field. Medical SEO for doctors would help promote personal websites for a Specialist in a specific field. In some cases, patients search for a medical professional that possesses a particular set of skills to assist in health issues that require special attention. Most people are likely to consider doctors appearing on the first page of Google’s search results.

How can doctors and clinics improve their Local SEO (Search Engine Optimization)?

Locational search queries are common in medical practice. Most people would want to visit a doctor or a clinic close to their location for convenience. In that case, their search queries tend to include the locale in which they would want the medical practice located. When such information is entered into search engines, the keyword density for the various medical websites is assessed, and the best results are generated. Local SEO rankings would determine the number of local patients that a clinic or doctor receives. Therefore, a medical practice must consult a medical SEO expert to assist in improving the quality of the content contained on its website. Medical search engine optimization is necessary for this situation to help achieve high SEO rankings. Most importantly, the quality of the website and content would also help a local clinic or doctor gain more patients. Therefore, the following approaches need to be employed.

Improve the navigation of your website

An SEO specialist should help the local healthcare business improve the quality of websites to attract more traffic. Site visitors should be able to maneuver around the content provided without getting confused. In addition, the most important features should be located on the prominent parts of the website. The use of infographics and other visual additions would make the site more functional. The website speed would also improve the experience of the users.

Make it simple for patients to book an appointment

The main goal of a medical website is to attract patients and simply the activity of booking appointments. Therefore, a potential patient should schedule their visit to the medical facility. The booking function and the procedure would significantly influence the website’s utility.

Online reviews help Google suggest your business in Google Search.

Medical practices should offer quality services and encourage patients to give them a positive online review. This approach is an organic SEO. Search algorithms are designed to consider many factors when providing local search results. Therefore, positive online reviews would be effective SEO strategies for improving a business’s search engine rankings.

Make sure your Google My Business Listing is optimized

Make sure your Google My Business Listing is optimized. Another SEO for medical practices approach involves optimization of the business listings. The tool offers one of the most effective SEO strategy since it allows people who conduct internet searches for a particular service to locate a business and its websites. A medical website SEO expert can help local business improve their ranking with the Google My Business tool.

Use Social Media to improve your appearance in Google Search

Social media platforms are an important online marketing tool that can be used to improve local SEO. Since most platforms allow the sharing of website links, the digital marketing tool would help increase traffic on its website pages. Healthcare marketers should recommend this approach to local clinics and doctors.

Add your medical practice to local directories & find ways to partner with other websites for backlinks.

Local clinics and doctors should add their information to local directories and partner with other local content sites to help direct traffic to their websites. These arrangements would also improve the number of searches done regarding the medical practices, which would improve their ranking.

Be conscious of keywords & how people “Search On Google” – Time to do your research.

Keywords play a vital role in search engine marketing. The search engine is designed to match the content with the most relevant keywords to those a client searches for. The use of relevant keywords in a website makes it likely to appear on the first page whenever a search is done. 

Start blogging & build out your content marketing strategy for search engines.

Creating content is an underrated marketing approach. The material offered on a website may attract new patients to a site. The approach can be used as an SEO strategy since it also allows the inclusion of long-tail keywords and targeted keywords. Medical websites should offer services and information, making them appear more functional. Therefore, local clinics and doctors should engage in blogging. Turnkey Mate can help with that!



Digital Marketing For Doctors | How To Grow Your Medical Practice?

Table Of Contents

Introduction

It won’t be an overstatement to say we’re living in the age of information. The sheer number of sources and channels of communication available to today’s consumers is mind-boggling. This information overload brings it with newer, digital challenges of reaching your target audience.

For doctors, this inevitably translates to mastering the art of digital marketing — to not only ensure they don’t miss out on a highly lucrative marketing channel but also to proactively grow their medical practice.

Relying solely on traditional media like TV, print, and radio is simply not sustainable in today’s healthcare market, especially when your competitors are actively putting themselves out there using every strategy possible. This is not to say traditional media is a thing of the past; far from it.

What is Digital Marketing for Doctors

When it comes to marketing healthcare practices, simply following industry-standard practices may not be the best choice. Medical marketing differs from, say, retail marketing or financial marketing as it deals with sensitive patient data and moreover, aims to capture mindshare around personal health, which patients regard as an expertise-driven business.

Medical marketing is a blanket term for all digital marketing activities undertaken by a healthcare practice to reach new patients and retain existing patients through a combination of communication and branding strategies.

A medical marketing strategy is an indispensable tool for any medical practice aiming to grow itself. Through a combination of inbound and outbound marketing, and leveraging both traditional and modern techniques, medical practices can chalk out a digital marketing strategy that’s unique to their practice.

Why Do Doctors Need Digital Marketing?

As a physician, you might be forgiven to assume that physician referrals and word-of-mouth is enough to generate new leads for your practice. But, as the data stands today, these strategies need to be supplemented with modern digital outreach strategies.

According to a 2020 survey of over 270 healthcare organizations, more than 90% use a variety of digital marketing techniques. And over 65% of them have a CRM system in place. Healthcare marketers are increasingly showing confidence in their website, social media, and SEO efforts. They’re also leveraging Facebook and Google advertising to increase awareness for their medical practices.

77% of online health searches start from search engines. People are dependent on Google search results for discovering doctors in their vicinity.

Hence, it’s only obvious that you need to meet your potential patients where they are. From website optimization and search engine optimization to a social media strategy and a content marketing plan, digital marketing for doctors needs a comprehensive approach.

A full-service medical marketing agency like Turnkey Mate can help you craft a robust digital marketing strategy perfectly suited for your healthcare practice.

Benefits of Digital Marketing for Your Medical Practice

It sounds well and good that digital marketing is essential. But what are the concrete benefits that can be derived from digital marketing for doctors? Read on:

  1. Target the right audience at the right place: What digital marketing does better than any other type of marketing is customization. With the help of platforms like Google and Facebook, you can tailor your campaigns to granular customer segments and skyrocket your marketing ROI
  2. Improve brand awareness: As a medical practice, your brand is your most important asset. By establishing yourself as an authority in your field and strengthening your online presence, you can organically grow your brand and translate that into leads and sales.
  3. Enhance patient loyalty and retention: Not only do you need to acquire more patients but you also need to retain your existing ones. No matter how impressive your care delivery is, if you’re not leveraging CRM and other online tools to enhance patient experience for your existing patients, they are sure to leave.
  4. Skyrocket your conversion rates: Digital marketing provides a cost-effective way to boost your conversion rates, decreasing your patient acquisition costs. Owing to the highly powerful customization tools at your disposal, you’re no longer wasting precious resources advertising to irrelevant leads.
  5. Measure your ROI: With access to advanced analytics tools and native CRM features, you always have a handle on how effective your marketing campaigns are. You can easily double down on what’s working and rectify what isn’t.

10 Effective Digital Marketing Strategies For Your Practice

The importance of a digital marketing strategy cannot be overstated but how exactly should you go about making one? With literally dozens of strategies available to you and the information overload rearing its head yet again, how do you decide what to choose for your unique medical practice?

We’ve put together a list of 10 simple but effective strategies you can start using today to build the foundation of your medical marketing strategy. And as always, you can reach out to a medical marketing agency to offload the heavy lifting.

1. Utilize Local SEO – The Heart of Digital Marketing

Local SEO refers to optimizing your online presence with the specific aim of ranking high for local search queries i.e. people near your practice looking for doctors online.

Get this — Google searches containing the keywords ‘near me’ or ‘close by’ grew by more than 900% over the past two years. This, more than anything else, shows the tremendous potential of local SEO for growing your business online.

Your medical practice should have a Google My Business (GMB) page showing complete information about the specialties you have and your address & contact information. Plus, your website should have individual landing pages for every specialty you have and every location you’re present at.

2. Optimize your Website Content – Make It Relevant

Your practice website is your number one salesperson, working 24×7 as a spokesperson for your business. You need to ensure that not only does it load fast, it’s also optimized for mobile devices, considering around half of the global web traffic comes from mobile phones.

Your website also needs to provide useful information to patients in an easily navigable manner and should provide an enriching experience to them. Make sure you have content on your website that’s relevant to what your target audience is searching for.

3. Invest in a Social Media Marketing Strategy

People spend, on average, around 2 hours 25 minutes daily on social media apps like Facebook, Instagram, and Twitter. This presents to you a highly targeted opportunity to market your medical practice yourself to your desired demographic.

Have a look at the graphic below from The Infinite Dial 2021 report:

Based on such analyses, you can easily choose the social platform best suited for your practice and publish relevant, consistent content to generate genuine engagement from potential patients.

4. Use Online Advertising to Generate Leads

Digital advertising represents a powerful tool to reach highly targeted audiences, owing to platforms like Google and Facebook, among others. In fact, advertising on Google and Facebook is the preferred choice by healthcare marketers by far, with 80% and 90% of surveyed practices using the tool respectively.

Using parameters like age, geography, and interests, you can create highly customized ad campaigns and also track their performance using powerful analytics tools provided by Google and Facebook.

Digital advertising also provides a significant advantage over TV and print advertising as you can create interactive forms where users can provide their contact information.

5. Cultivate Patient Reviews – Social Proof Matters

A 2020 report showed that 91% of people trust online reviews as much as personal recommendations. Patient reviews on your GMB page can make or break the online reputation of your practice. Potential patients will rarely choose a provider with low review scores.

Hence, it’s essential to cultivate reviews by encouraging your existing patients to leave their genuine comments on your business page. You should also make it a point to reply to their reviews, especially if someone faced a problem.

Automating this exercise using CRM software can greatly enhance the number of reviews you get from patients.

6. Build an Active Content Marketing Plan

Content marketing is at the core of establishing yourself as an authority in your field. If patients regard your physicians and your practice as experts in your particular specialty, they will not only choose you over the competition but spread positive word-of-mouth as well.

Publishing opinions on relevant industry trends can skyrocket the reputation of both your physicians and your medical practice. This can be done on your website, on your physicians’ LinkedIn profiles, or their Facebook pages.

YouTube also presents a unique and interactive thought leadership opportunity for your physicians. Let’s discuss it in-depth in the next section.

7. Use YouTube Marketing for Thought Leadership

Video content is the fastest-growing medium in today’s hyper-interactive internet. Users actually reported they’re 4 times more likely to use YouTube than other platforms to find information about a brand, product, or service. YouTube is famously the world’s second-largest search engine behind Google.

You can leverage this trend to build your YouTube presence by answering patient queries with highly engaging and informative videos. You can also document successful patient treatment journeys with their consent.

Lastly, you can feature your physicians in explainer videos to increase engagement and physician recalls.

8. Use Organic Backlinks to Increase Your Website Authority

When your target audience notices friends and family using a particular brand or vouching for a service provider, it saves them the work of researching for one themselves.

High-authority backlinks can increase your website DA (domain authority) and bump up your SEO ranking. You should generate backlinks from relevant websites that have a high DA themselves.

These can be prominent medical blogs, your practice’s Facebook, Twitter, and LinkedIn profiles, and relevant medical directories.

You can automatically earn relevant backlinks from other websites if you publish genuinely useful and quality content on your website.

9. Refresh Your Business & Practitioner Listings

Your GMB page is not the only calling card you have online. Platforms like Facebook, Yelp, and many other websites host business information for millions of service providers.

Ensuring that your listings across the web are uniform and up-to-date will benefit your SEO ranking and prompt Google to recommend your practice over the competition.

You should also focus on updating the individual physician listings for your doctors on Google and their Facebook page. Often physician listings are outdated due to their frequent movement between practices.

10. Use CRM to Track Your Marketing Analytics

Measuring the performance of your marketing campaigns is paramount so you can do more of the stuff that works well and re-think that which doesn’t.

Using a reputed CRM software can provide you with real-time dashboards to track your marketing funnel and ad campaigns so you can make data-driven decisions. Google Data Studio is another powerful tool to create visual dashboards. And, it’s free.

Is Digital Marketing for Doctors Enough?

Digital Marketing is undoubtedly a gamechanger for doctors and medical practices looking to supercharge their growth. But it is not the holy grail of marketing.

Medical practices also need to experiment with traditional media like TV, print, and radio and see what works for them. Investing in a physician referral program with a dedicated team should also be part of the overall marketing strategy.

With a combination of digital marketing and traditional marketing, medical practices can unlock scalable growth and deliver better patient outcomes.

Medical Marketing Services | Strategic Plans, Tricks, and Tips

Table Of Contents

Introduction

Marketing in the healthcare space has radically transformed over the years, especially with the penetration of social media and the omnipresence of search engines. Ever-changing patient trends and the indispensability of customer experience have contributed their share in making medical marketing what it is today.

The modern patient is no longer looking only for a satisfactory care delivery experience. The needle has moved towards delighting today’s tech-savvy and uber-demanding patients through 360º patient-centric strategies.

This paradigm shift in the way medical practices operate in the highly competitive healthcare market demands the creation of a well-thought-out medical marketing strategy.

What is Medical Marketing?

Medical marketing or healthcare marketing refers to the outreach activities performed by a medical practice to reach new patients and retain existing patients through a combination of communication and branding. These activities can encompass a variety of outbound and inbound marketing techniques to build your healthcare practice brand.

In today’s healthcare market, this translates to a careful investment in a select few tools, both traditional and contemporary, stemming from an overall brand marketing strategy. This medical marketing strategy will provide a roadmap for all marketing efforts and the metrics used to measure their effectiveness.

Significance of Medical Marketing Services For Medical Practices

The adage ‘If you build it, they will come no longer holds true for a healthcare practice. Your business, no matter how much value it provides to its customers, needs to put itself out there and build awareness for its services.

Hence, the importance of a robust healthcare marketing strategy becomes paramount. You need to put together a data-driven multi-pronged content marketing and brand optimization approach in order to compete.

From a professional website and search engine optimization to a social media approach and physician referral program, you have to be on top of everything. What’s more, you cannot ignore traditional advertising campaigns either. Mastering such a variety of activities can sometimes become a headache.

That’s where a medical marketing services provider like Turnkey Mate can partner with you and help you craft a medical marketing strategy tailor-made for your practice. While you focus on providing the best possible experience to your patients, your marketing partner will take care of all the other stuff for you.

How to Strategically Implement Medical Marketing Services to Attract More Patients?

While building a medical marketing strategy takes time and can involve hundreds of techniques to choose from, here are seven key tips that can serve as a foundation and can help you grow your medical practice starting today.

1. Optimize Your Website

It’s likely you already have a website for your medical practice. But have you reviewed it of late? Does it adequately represent the breadth and depth of the medical services you offer? Does it load quickly and offer useful information to visitors in a digestible manner? And does it work equally great on mobile devices?

These aspects of a website can make or break potential patients’ perceptions of your healthcare practice. Your website is perhaps your most important spokesperson that goes to work 24/7, generating leads for your practice and providing useful content to your customers. Make sure you give the same level of care to your website as you do to provide excellent care delivery.

2. Leverage the Power of SEO

Local SEO is one of the most powerful tools you can use to ensure you are reaching relevant leads. People depend on information from Google and other search engines to make any purchasing decisions. Hence, optimizing your online presence for local SEO should be one of your top priorities.

Your medical practice should have a Google My Business (GMB) page showing complete information about the kind of medical practice you run and your address & contact information.

Your website should also be SEO-optimized to rank on Page #1. Make your website content targeted towards what users are searching for. You should also cultivate organic backlinks from reputable online websites and your internal linking should be top-notch. Lastly, Google ads should also be part of your SEO spending.

3. Invest in Physician Referrals

Inbound referrals from your contemporaries are another powerful organic marketing tool that provides a steady stream of patients convinced of your expertise. Just like backlinks, physician referrals indicate your stature as one of the leading medical practices in your area.

You need to have a proper physician referral program in place to maximize leads and cover all bases. Invest in a dedicated physician outreach team whose sole responsibility would be to connect and liaise with other medical practices in your area.

4. Develop a Social Media Marketing Strategy

Let’s face it! People spend huge amounts of time browsing social media apps like Facebook, Instagram, and Twitter. You need to be where your prospective clients are spending a good chunk of their day, right?

A robust social media marketing strategy including paid advertisements in addition to organic engagement is needed to fully leverage the stickiness that’s unique to these platforms. Hiring a dedicated social media manager to post regularly about your practice should be a good starting point.

5. Value Patient Feedback and Queries

Social proof is increasingly playing a leading role in dictating customer buying decisions. A 2020 report showed that 91% of people trust online reviews as much as personal recommendations. Relying solely on word-of-mouth can amount to online suicide for your medical practice.

Make sure your patients are leaving online GMB reviews after their experience and invest time in replying to those reviews, especially if someone faced a problem. Doing this well can do wonders for your reputation management.

A dedicated customer support team can also go a long way in maintaining your brand. If your customers are getting their queries resolved quickly and to their satisfaction, they’re sure to spread the good word.

6. Don’t Ignore Traditional Media

In the race to ace new and innovative tools to reach more patients, make sure you’re not forgetting the benefits that traditional advertising can bring in. Newspapers, television, radio, and billboards are still highly effective in generating relevant leads.

The ability to target your desired demographic is not yet lost in traditional media. A large section of the population still considers these channels an important source of information. Make sure you’re investing enough resources to nail your advertising efforts, as external marketing can cost a lot.

7. Use Thought Leadership to Build Your Brand

It’s not enough to get your website ranked on Page #1 or target 5-star GMB reviews if your physicians are not well-regarded by both patients and the competition.

If your doctors are establishing themselves as an authority in their field through platforms like LinkedIn and YouTube, it can prove to be a huge boon for your practice.

Publishing opinions on relevant industry trends can skyrocket the reputation of both your physicians and your medical practice.

Advantages of Investing in Medical Marketing Services For Your Medical Practice

We discussed the need for healthcare marketing and why it can make sense to invest in a medical marketing services provider. We also discussed how you can go about building your medical marketing strategy.

But what advantages can you hope to gain from a dedicated medical marketing services provider?

  • Measure Your ROI: Medical marketing involves a host of varied tools and techniques that can make it hard to track whether you’re getting your money’s worth or not. With access to advanced analytics tools, a medical marketing partner always has a bird’ eye view of your marketing spend and insights into what’s working and what isn’t.
  • Scale Lead Generation: Reaching more patients is easier with medical marketing but what happens when your growth starts to become a bane for your outreach effort? Partnering with a full-service provider can help you scale your lead generation efforts in tandem with your business’ growth and ensure things never get out of hand.
  • Capture Patient Mindshare with a 360º Experience: The sheer breadth of tools and platforms involved in medical marketing come together to provide more than just excellent care to your patients. They enhance the overall experience for them, encouraging them to engage more with your practice and bring healthcare closer to the industry standard for customer experience.

Wrapping Up

Medical marketing represents a goldmine of techniques to boost visibility for your brand and increase your bottom line. The online space is ever-changing and your marketing strategies need to adapt to emerging trends.

Investing in medical marketing services with a trusted provider like Turnkey Mate can help you ensure your brand is getting the attention and care it deserves.

SEO For Doctors | Effective Tips And Strategies

Table Of Contents

Tips And Strategies

Is Search Engine Optimization or SEO for doctors effective? Studies indicate that people end up purchasing goods or services 78% of the time after a location-based Google search.

What does that mean for your medical practice? For one, it indicates the massive influence of Google search results on the visibility of and potential business for your practice. Patients today are searching for doctors and clinics near them using search engines, just like they look for restaurants or apparel stores.

The healthcare industry has gone virtual, especially after the COVID pandemic, which accelerated the adoption of telehealth by years. 2020 alone saw virtual visits account for 23.6% of the total doctor-patient interactions. Patients are increasingly taking their healthcare to their mobiles.

In a nutshell, no matter how excellent your medical practice might be, if it’s not appearing in search engine results when potential patients are looking for one, you might as well not exist to them. Patients will rarely go past the first page of search results, and that’s where you need to be.

So how do you go about boosting your search engine rankings? The answer is a well-thought-out strategy involving SEO keyword research, content management, technical SEO, and social media management, among others.

If that sounds daunting, you can rest assured it isn’t. SEO optimization simply aims to refine and boost your online presence according to your prospective clients’ tools and platforms. Your already excellent healthcare services deserve not be left behind simply because of a poorly-optimized search ranking or website.

SEO for doctors, if executed well, can prove to be a cost-effective strategy that can skyrocket your sales and drastically improve your standing as one of the best medical practices in your locality.

Why is Search Engine Optimization (SEO) Important For Medical Practices?

The healthcare industry used to differ from retail and professional services in the way it was perceived by customers/patients. But gone are the days when patients used to accept passive care delivery.

They’re taking a much more active and demanding role in their health and are always looking for the best in the business.

You’re Losing Money

It’s natural to wonder if you even need to invest time and money in optimizing your SEO strategy. After all, you’ve probably been running your medical practice for years now, and patients haven’t stopped coming.

Your word-of-mouth popularity and inbound referrals have probably kept your business afloat enough for you to have ignored SEO till now. But picture this: aren’t you missing out on a vast market that’s constantly online and searching for nearby doctors? Aren’t you losing millions annually in opportunity cost alone?

97% of people learn more about a company or a service provider online than anywhere else.

Late Mover’s Disadvantage

You might be shocked to know that you’ve already made it that much harder for yourself to appear on the first page of search results by not optimizing your SEO rankings till now. Over time, search engines keep track of user searches and search results and rank businesses or web pages according to their ability to satisfy the search queries.

Your competitors will have already built a decent online presence and reaped the rewards of ranking on the cherished front page of organic search results.

Multi-Faceted Nature of SEO

Your website’s structure, on-page & off-page SEO, quality backlinks directing website traffic, and your overall domain authority are some of the factors that search engines consider while ranking search results.

Having an informative and updated Google My Business (GMB) page and an active social media presence on platforms like Facebook can further build your authority in front of potential patients. Social proof is a force to be reckoned with, and online reviews are at the heart of making or breaking your business online.

 

What should you do now? There’s no time like the present to start improving search rankings for your healthcare practice.

Let’s delve deeper into how you can formulate an SEO strategy for your unique needs and what benefits you stand to gain for your business.

4 Tips To Get Visibility On Search Engines Like Google

SEO for doctors is intended to improve your local SEO ranking, no matter the strategy you use. All your SEO efforts are collectively aimed at improving the one thing that matters most – your local SEO ranking.

Search engines recognize the difference between an organic and paid SEO campaign. Paid campaigns might bring you quick leads at a cost, but they hardly contribute to your long-term, proper local SEO strategy.

In this section, we’ll talk about four broad areas you can start focusing on today to build a robust and lasting organic SEO strategy.

Optimize For Local Search With Google My Business (GMB)

Google My Business is a free but effective tool to make sure you appear in local searches when patients are searching for doctors near them.

Over the past two years, searches with ‘near me’ or ‘close by’ grew by more than 900%. To capitalize to rank for relevant keywords, your practice needs to have its GMB profile.

Even if your website appears in Google search results, if you do not have a GMB profile, patients are likely to find it cumbersome to visit your site if they decide to find your address and contact info.

This is because for searches like ‘doctors near me,’ Google displays a map at the top, which shows all the matching healthcare practices nearby. Without a GMB profile, you won’t be displayed on Google Maps.

Moreover, GMB profiles appear as bite-sized packages of info containing the name, address, contact numbers, reviews, and other information of medical practices near the user’s location. This makes it easier for potential patients to instantly call you or find you on the map without going to the trouble of opening your website.

Make sure your GMB profile displays your complete information and matches the information present on your website and other online platforms.

Publish User-Targeted Content that is Original and Engaging

In the medical marketing space, establishing authority in your field is perhaps the most critical growth driver. When patients consistently find their questions answered to satisfaction with your content, it builds your online reputation and, hence, your website’s domain authority (DA).

DA is another factor used by Google to rank your listing among the thousands of competing businesses. As your website and profile start appearing more and more in front of prospective patients, it will create a feedback loop – driving more relevant traffic to your web pages and, in turn, increasing your DA even more.

By publishing blogs around the topics users are searching for, you grow your following online, which you can then leverage to drive sales to your practice. Simple keyword research will reveal what users are interested in.

Google and other search engines highly value original and relevant content when ranking your web pages. Hence, make it a point to publish engaging, authentic, and consistent content on your website and social media handles.

Generate Relevant High-Authority Backlinks

As discussed before, social proof has grown into a significant factor influencing people to use any product or service. When your target market starts noticing their friends and network using a particular brand or vouching for a service provider, it saves them the work of researching a trusted one themselves.

The same scenario plays out online if your website has various high-authority backlinks referencing your practice or your website’s content.

The critical point here is ‘high-authority” backlinks, meaning links from websites that are considered authority in their space. This can be reputable medical blogs, your own social media profiles on Facebook, Twitter, LinkedIn, and relevant medical directories.

Linking to unrelated sites and those with low DA can hurt your SEO score, and so can buy links.

The previous point of publishing original and engaging content adds benefit to earning you organic backlinks from websites if they find your content is worth people’s time.

Create & Manage Your Facebook Business Page

We’re talking about SEO for doctors, and Facebook profiles are something that directly raises the authority of your physicians and your business.

This doesn’t have to be complicated or time-consuming either. You simply need to have a Facebook profile for your business and individual profiles for your doctors. What to post can be the same as the blogs already published on your website or a short text-based, image-based, or video-based post.

Google ranks Facebook high in terms of DA. Hence, active Facebook profiles with consistent and valuable content have the potential to send droves of online traffic to your website and business profile. Just ensure you’ve enabled the ‘Share to Facebook’ option on all your content.

Benefits of SEO for Doctors

Now that you’ve learned why you need organic SEO campaigns and how to start building them let’s shed light on some of the business benefits that naturally come with successful medical SEO.

Local SEO Generates Relevant Patient Leads

Local SEO is a powerful tool as it ensures you’re only getting relevant traffic to your profile and website. Not all traffic is valuable, which businesses soon discover after hiring an SEO services provider without proper due diligence.

Any component of your SEO strategy should be laser-focused on driving only relevant leads to your business. Otherwise, you’re simply wasting dollars on a generic SEO campaign and doing more harm than good for your online presence.

SEO is Cheaper Than Paid Campaigns (If Done Properly)

SEO relies on organically building your reputation online and optimizing search engines by providing helpful, engaging, and informative content.

Clients will come when you’re not focused on short-term paid traffic and instead play the long game. Moreover, organic SEO is often cheaper than paid campaigns and delivers much better and long-lasting results.

SEO Positions Your Practice As An Authority In Your Space

This again comes down to playing the long game of building a reputable online that will start paying for itself.

Local SEO and creates an overall effect of bolstering your authority as a respected and value-adding business in your space.

How Much Time Can It Take For SEO To Work For Your Medical practice?

The time it will take for your SEO efforts to show results depends on whether you’re creating an online presence from scratch or trying to pick up the pieces of an ill-executed strategy.

What Does Google Say?

Google itself says that it takes anywhere from 4 months to 1 year for medical SEO to show positive results.

  • If you’re a newbie online and trying to rank in a high-competition space, it will take at least six months for things to turn around.
  • Instead, if your practice has been online for a few months or a year, you can expect to see results in 2 to 4 months if you’re trying to rank among the high competition.

 

Focus on the Long Term

SEO is a long game, and you should be setting your expectations right. Like any good thing, getting SEO will take time and will involve multiple rinse-and-repeat cycles to get it right.

The only important thing is to get started. And if you have, keep trying to get better by staying on top of local SEO trends and optimizing your business to capture patient interest.

 

If you need assistance on your journey to SEO success, get in touch with us today to discover how Turnkey Mate can partner with you and create a custom SEO campaign that’s just right for your practice.

Medical Marketing and Media | A Complete Guide for Businesses

Table Of Contents

Introduction

Today, there is so much information available on the internet that it seems patients do not need to visit a hospital to diagnose the problem. Customers can book online appointments at your medical clinic if your website is placed at a higher place on the search engine result pages. To get your website and services ranked higher in the search results, it is essential to plan healthcare marketing strategies for building brand image and optimizing the patient experience for greater footfall and better results. Medical marketing is a complex framework that assists medical businesses in educating and communicating with prospective patients on important health information, medical agendas, messages, company services & practices, and more.

Fundamental Elements of Healthcare Marketing

For a solid and manageable foundation in the medical industry, it is essential to identify the powerful marketing elements the healthcare business can undertake. Following are the top three fundamentals of medical marketing:

Digital Marketing: Broadly, digital marketing includes everything from mobile applications to online portals & gateways. Everyone around us is connected to the digital world via social media platforms like Facebook, Google, LinkedIn, etc., or online email sites like Yahoo, Gmail, or Hotmail. Digital marketing has the power to target a pinpoint audience by blogging, advertising, hosting online events, and so much more.

Internal Marketing: Internal marketing is about gaining attention and communicating information to those who already know you, such as past patients. It is about retaining patients by enhancing their experience, inspiring patient referrals, converting inquiries, etc. It is a low-risk technique and offers a high return on investment.

External Marketing: By external marketing, you can reach out to new prospective patients by advertising. A social media campaign is an effective strategy to connect and reach out to we have We have interested customers and patients. External marketing can be expensive as compared to other elements of medical marketing but quite effective.

Marketing and Media Trends for Medical Businesses in 2021

It is vital to review the latest medical marketing trends that can help organizations in the medical field grow. Some of the notable trends are listed below:

According to a report, about 85 percent of patients rely on Google reviews and form an opinion even before booking an appointment. Therefore, it is critical to emphasize the online reputation of the business. A dedicated program can be hired to improve or create a favorable image of the provider on Google, Facebook, or a review website.

Prefer an Image or Video over Written Content: Unarguably, videos and images engage consumers better than written content primarily because of the attractive visual elements. According to several reports, consumers will spend approximately 100 minutes per day watching online videos in 2021. Another study stated that videos have higher conversion and interactions with potential clients.

Local SEO: It is important to find website loopholes to generate more traffic on the website. Even a small issue in your website can push it down on the Google result page. Effective medical SEO of your website can offer vital information and leads for a foothold in the medical business.

Strategies to Gain More Clients and Patients for Your Healthcare Business

Search Engine Optimized (SEO) Website and Blogging

Search engines like Google have simplified the online searching process for people to find and receive information that they need. Google runs a combination of algorithms before delivering webpages on the search engine results pages (SERP), which is relevant to the search index. SEO tools can identify and eliminate the loopholes in your website that prevent inbound traffic. SEO Professionals conduct website audits that can increase loading speed, resolve content issues, build meta tags, deliver better crawlability results for the audience, and so much more.

Blogging can significantly impact the quality of SEO by positioning your business’s online site as a suitable solution to customers’ queries and questions. While creating a blog, content writers use several on-page tactics like higher frequency of keywords in the content, which makes the content more appealing and eye-catching to the readers.

Social Media Marketing

Understanding social media marketing in a medical industry setting is essential. A single Facebook or Google post can create many leads for potential patients. Almost everyone, especially millennials and Gen Z, spends most of their time scrolling Facebook or Instagram timelines and making decisions based on the information available. Medical companies can create meaningful content to engage potential patients available on social media.

Following are some essential tips for effective social media medical marketing:

  • Get a gist of the target audience and devise a relevant strategy for your social media handles like Facebook, Twitter, Instagram, etc.
  • It is vital to address customer complaints and queries to gain trust and loyalty. Companies can share their contact information online for users to connect with them anytime.
  • Frequently posting health tips and medicine information on Facebook, Google, etc., are great ways to build a company’s goodwill and reputation online. Quotes and facts can also draw the reader’s attention.
  • Hosting online events on Google, Facebook, or YouTube is a great strategy to connect and share information with potential patients.

Paid Advertising and PPC Practices

All the ads that one can see on billboards, newspapers, televisions, or radios are paid services offered by a publication company to businesses. Paid advertising is generally quite specific and granular, allowing you to reach out to an audience interested in availing medical services that you offer. It is crucial to broadcast your medical practices and information across multiple and selective advertising channels.

A Pay-Pay-Click, or PPC campaign, is an online advertising strategy in which you pay a fixed fee per click. Though not expensive, it is a profitable strategy for providers to analyze which medical practices receive better results. PPC campaigns offer brilliant work insights which facilitate better decision-making and more. Social network sites like Facebook have low click rates, but the customer-targeting capabilities can make a massive difference in the medical marketing practices of the business.

Phone and Email Marketing

The main objective of e-mail and phone advertising is to give data access to customers personally and to hear customer expectations and demands. As per a study conducted by Website Builder, the role of e-mail advertising becomes 40 times more successful than Facebook and other social media platforms, when it comes to customer acquisition. Also, Tower Data states that 0ver 91% of consumers in the US read mails every day. It is one of the most functional CRM choices to maintain communication, deliver important information, and automate appointment reminders on behalf of medical providers.

Check out the top e-mail and mobile media tips that medical ventures need:

  • Consider creating ads and newsletters that can be conveniently viewed on mobile screens.
  • The online content should be eye-catching and precise.
  • Track and report metrics to improve performance and effectiveness.
  • Find ways to run audience feedback campaigns online to enhance customer satisfaction.
  • Avoid using trigger words to prevent e-mails from ending up in the spam folder.

Why Do Media Marketing Practices Interest Medical Businesses?

There are several reasons why medical providers need medical marketing media services, some of the notable factors are listed below:

  • By interacting with the audience, medical businesses can ascertain customer demands and requirements, which can help them to improve their services accordingly.
  • Social media is a powerful platform and can recognize your medical venture on the global stage.
  • Competitive advertising can keep you ahead of the local competition regarding cost, revenue, and quality of care provided.
  • Clinicians and physicians can counter online criticism & misinformation by sharing expertise on social media platforms.
  • It helps you develop and execute strategies for educating patients on strong medicinal trends and information, for example, illustrating COVID-19 solutions.

What are the top Platforms for Medical Marketing?

Google: It allows you to upload PPC ad campaigns with an intuitive set of targeting features such as keyword selection, location, language, time, and more. It enables you to reach out to people of a specific age group, time zone, etc.

Yahoo Bing Network: The YBN network offers low PPC costs and can be an excellent choice for beginners in the medicinal field. It also provides lesser competition than Google ads. As per a report study stated by Koozai, the YBN network involved powerful partners like Amazon and Microsoft, which account for 29% of the market share.

Facebook: With over 900 million daily active users, Facebook is another top-performing digital platform for medical marketing. You can create display ads, engaging content, and so much more to stay connected with the audience. According to National Research Corporation, over 40 percent of US citizens rely on Facebook for health information and related channels.

Bottom Line

Medical businesses that tend to survive in the long run must avail marketing practices to stay ahead of the local competition and increase revenue & profits. By optimizing and selecting the most suitable and accurate category of your services, you can improve your business’s online presence and your reputation in the market. The quality of the content can be the deciding factor for achieving marketing goals as it can list your business website among the top search options on a search engine. It is a cost-effective solution to generate traffic on your website and improve your online reputation.



7 Best B2B Marketing Tips in 2021

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A Note From Turnkey Mate

83% of B2B companies use email newsletters as part of their content marketing program, and 40% of B2B marketers say these newsletters are most critical to their content marketing success. -Hubspot

"I'd rather be an optimist and a fool than a pessimist and right." - Albert Einstein

Albert Einstein

How Do You Succeed In B2B Marketing?

In 2021, succeeding in B2B marketing requires a mix of email marketing, content marketing, blog posts, social media campaigns, and search engine optimization. One of the most important factors that determine the success of a B2B campaign, however, is your audience.

Generating leads and converting these leads into customers requires niche content that is targeted at your buyer persona. Ultimately, if you create marketing content for everyone, your marketing efforts reach no one. You will convert more leads with your B2B marketing if you focus on targeting a narrow audience of interested buyers who are willing to engage with your marketing content.

B2B marketing is different from traditional customer-based marketing and it takes more than a couple of social media marketing campaigns to generate leads and create new business. It requires a focused marketing strategy with landing pages that are optimized for the businesses you want to work with.

Here is a list of our top B2B marketing tips to ensure that your B2B marketing content does not fall on deaf ears.

Define Your Target Audience And Niche

Our first tip is to define your audience and niche. Specifying the demographics and preferences of your audience will influence every B2B marketing decision that follows. If you advertise to everyone, you advertise to no one. Once you have found your niche, target your specified audience directly, and make sure you don’t waste resources on content that falls upon people who simply aren’t interested.

B2B Marketing Tips For Identifying Your Target Audience

Naturally, defining your audience is easier said than done. Here are some handy hacks B2B marketers use for identifying the audience you want to reach.

Take a Problem-based Approach When Targeting Your Audience

Think about what kinds of people will benefit from the product or service you are offering. Write a list of the features of what you are offering and highlight the benefits of each feature. Draw up an image of the type of person who will be attracted to these benefits. If your product is designed to make bookkeeping quick and easy, the busy working professional looking to save time is your target. Marketing decisions become more results-focused once you have a specific audience in mind.

Understand Your Current Customer Base

The best place to learn about your audience is from your current customer base. Identify similarities between the people who are already purchasing your product or service. Search for patterns between the businesses that have responded to your marketing efforts so far. Do they all have certain characteristics in common? Using data from your current customer base is a great way to gauge what your archetypical audience looks like.

Build Variations of Your Selling Persona

Visualizing your target persona is valuable when identifying your target audience. Creating an accurate target persona will aid your strategic decision-making moving forward. Note that you do not have to create just one persona. Most businesses have several persona variations and will segment their marketing according to these groups.

Create Your Website

If you haven’t got a website, your content marketing efforts are unlikely to succeed in the long-run. Supposedly, more than 80% of buyers will visit a website before they make a purchase. If you don’t have a place to send your potential customers to get more information, the majority of your potential customers will not even consider making a purchase. Make sure you have a proper landing page set up or most of your marketing efforts will be wasted.

Optimize Your Online Presence

It’s all very well having a website with great information but if nobody lands on your site, lead generation via your content cannot and will not happen. If you want people to find you through a search engine, your content needs to be optimized. SEO strategy is dependent on multiple factors, both on and off your site. Building backlinks, keyword inclusion, and site speed are all key factors that contribute to the discoverability of your blog content and web content.

Focus On Mobile Optimization And User Experience

User experience is a major factor when it comes to how Google ranks web content. More than half of global web traffic comes from mobile devices and yet many sites are not properly optimized from mobile. If users have a hard time navigating your site, they are likely to click off your site. This negatively impacts your bounce rate which in turn affects your rankings.

What’s more, even if your users do not click off your page, frustrated users are more challenging to convert into customers. Horizontal scrolling and small dropdown menus are detrimental to a mobile user’s experience. Frustrated customers usually aren’t inclined to make a purchase.

Tips For Making Your Website Mobile-Friendly

If your website requires a lot of work, it is probably best to hire a web developer to make your site mobile-friendly. If you are looking to make improvements internally, here are some tips that Google suggests for improving user experience on mobile devices:

  • Take Google’s Mobile-Friendly Test to see how much work needs to be done to optimize your site for mobile viewing. This will show you how Googlebot views the pages when determining search results.
  • Use Webmaster Tools to generate a Mobile Usability Report. This identifies issues with your website when it is viewed on a mobile device.

If you are looking for quick solutions, the best place to start is making sure that your website fits on any mobile device screen size. If you are looking to fully optimize your website for mobile, consider making an app where users can easily navigate your site content.

Launch PPC Campaigns

Our next tip is directed at B2B companies looking to increase their ROI from paid ads. Launching pay-per-click (PPC) campaigns will help you get your content in front of the right people via search engines and social media.

When running a PPC campaign, don’t just advertise your services. Raise awareness of your brand by marketing your social media pages, blog, or brand philosophy.

To maximize the ROI of your campaigns, incorporate your buyer persona data and boost content that is target at them. A person who has never heard of you or your brand will not be searching for your exact product. They are more likely to be searching for the product feature they are looking for to solve their business-related problems. These are the categories you should be targeting as this is what your potential customers are searching for.

Personalize The Buyers Experience

You can yield better results from your B2B marketing efforts by personalizing your buyer’s experience. According to Accenture, 50% of B2B buyers identified personalization being a key feature among suppliers they would consider working with.

There are several ways to utilize personalization when marketing to business people. For example, social media platforms allow you to engage in personal conversations with your customers. When people engage with B2B companies on social media, they expect a quick, non-automated response.

Email marketing is also a great way to send out personalized campaigns. You can learn more about email marketing in B2B campaigns in the next section.

Use B2B Email Marketing

Even in the age of social media, email marketing remains one of the most effective ways to convert leads into customers. In fact, 93% of B2B marketers use email. If you’re not one of them, this could be why your content marketing efforts are not yielding the results you want.

Email marketing is an excellent tool for sharing your brand’s content and demonstrating the value of your offer. If you can use email marketing to clarify how your product or service can help B2B customers save time and increase their profits, you are onto a winner.

B2B Email Marketing Tips

Most B2B companies are subscribed to multiple newsletters and so if you want your email marketing content to yield results, it’s essential that you make every email count. Here are our top tips for effective email marketing.

Write Enticing Subject Lines

Your subject line should entice recipients to open the email. Create email subject lines that create a feeling of intrigue, FOMO, or curiosity. If people aren’t hooked on your subject lines, they won’t read your content or follow through to your landing pages. If your subject line is poor, the marketing content within your email cannot and will not succeed.

Write a Clear Call To Action

Each email should have just one call-to-action (CTA). Your email should contain one clear message that directs recipients towards one clear CTA.

Utilize Email List Segmentation

Your email list will contain all kinds of audiences. Instead of sending the same newsletter out to everyone, segment your email list so that you can send personal emails that demonstrate an understanding of your audience.

Use B2B Content Marketing

When it comes to B2B marketing, there are multiple routes you can go down. In-person events and trade shows are great ways to network but in the digital age of content marketing, newsletters, blog content, and social media are highly effective too.

By creating different kinds of content targeted at segmented audiences, you can better engage your audience and convert your leads into paying customers. When you create informative blog content, you attract new B2B customers who will be more than happy to subscribe to your email list in exchange for whitepaper or a useful PDF.

Instead of solely focusing on ads and trade shows, invest in content marketing to reach new people, generate leads, and join the B2B marketers who are seeing success with their content marketing strategy.

Want To Increase The ROI Of Your B2B Marketing?

Our team is available to support you with results driven B2B marketing strategies.

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8 Benefits Of LinkedIn Advertising For B2B Business

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A Note From Turnkey Mate

According To Studies By LinkedIn: 91% of executives rated LinkedIn as their number one choice for professionally relevant content. 49% of B2B buyers research vendors by looking at their LinkedIn profiles and 44% have actually found potential vendors by looking at shared connections on LinkedIn.

"One of the only ways to get out of a tight box is to invent your way out." - Jeff Bezos

Jeff Bezos

Why Advertise On LinkedIn?

LinkedIn is a platform that companies should not ignore for a multitude of reasons. For starters, the platform features more than 500 million users. This number is made up of 60 million decision-makers, 90 million senior-level influencers, and 10 million C-suite members. These members are notoriously difficult to connect with on other social media platforms and even harder to bump into at your typical networking event.

The benefits of advertising on LinkedIn go deeper than the platform’s reach. The platform offers unique targeting features and ad types so you can tailor ads for your budget and your target audience.

If you are in the B2B sector, advertising on LinkedIn is a no-brainer. If you are in the service industry, LinkedIn could be the missing ingredient in your marketing strategy.

Deliver More High-Quality Leads To Sales

Advertising across social media is a great way to increase brand awareness and obtain new leads. The trouble is, most of these leads drop off the radar before the interest-building stages of the marketing funnel can be nurtured. This is usually because this type of lead generating is limited to email follow-ups. Email marketing can be a fantastic tool but open rates tend to sit around 15-25%. With LinkedIn paid ads, you can engage with your leads and nurture their interest in your brand more directly.

The LinkedIn Lead Accelerator tool allows you to identify and target your highest-value target audience online. You can then sequence relevant messaging based on the profile of your prospects. The LinkedIn Autofill capability helps you increase conversion rates, making LinkedIn paid advertising a great way to maximize the impact of every click you get. Platform-supported A/B testing allows you to optimize your ad creative so that more people click in your ad. You can measure the cost per click and program impact at every stage through built-in reporting.

Increase Your Conversion Rates With LinkedIn Advertising

One of the most persuasive benefits of LinkedIn advertising is that when you use it properly, you can increase your conversion rates. Lead ads, for example, simplify your prospects’ purchasing journey so it is easier for them to convert.

The success of lead ads has been demonstrated time and time again. For example, a year-long study by HubSpot found that LinkedIn ads convert users to leads at a 6.1% conversion rate. That is more than double the 2.58% for Google ads. To put it simply, advertising on LinkedIn can be very profitable for businesses focused on generating high-quality leads that do more than click on an ad. They become customers.

Findings From HubSpot's Study:

ADWORDS ($1,000 BUDGET)

CPC Average = $3.35

CVR Average = 2.58%

$1,000 / 3.35 = 298 Clicks

298 * .0258 = 8 Conversions

1,000 / 8 = $125 per Lead

LINKEDIN ($1,000 BUDGET)

CPC Average = $5.74

CVR Average = 6.1%

$1,000 / 5.74 = 174 Clicks

174 * .061 = 11 Conversions

1,000 / 11 = $90 per Lead

As you can see, LinkedIn boasts a lower cost per lead than Google adwords. So why are LinkedIn ads not part of your digital marketing strategy?

Granular Ad Targeting Through Industry-Specific Variables

Advertising on social media is not about reaching the largest number of people. It is about reaching your most desirable audience. This is why targeting is one of the most important parts of a successful marketing campaign.

On Facebook, you can target audiences based on behavior-based factors. On LinkedIn, however, you can target audiences based on industry-specific variables. You can go beyond the standard demographic information and control variables such as:

  • Job titles
  • Job functions
  • Seniority
  • Company name
  • Company size
  • Industry
  • Skill
  • Qualifications

This type of audience targeting is ideal for B2B companies. It’s also great for customer-based services and products to reach a specific, actively interested audience. Narrow targeting can really help you make the most of your ad spend.

LinkedIn Offers A More Professional Audience

While Instagram is most popular among the Gen-Z and millennial generations, LinkedIn users tend to be older, more educated, and more experienced. High-income business people are more likely to be on LinkedIn than any other platform. If your core target audience is educated professionals, LinkedIn is probably where you should be doing your marketing.

What’s more, you can get more relevant information about your audience before you reach out. Rather than seeing their holiday pics and learning their relationship status, you can learn about their past work experience, skills, current position, location, and more. These details are almost always more honest than people’s bios on Twitter, Facebook, and Instagram, where jokes and random facts tend to take precedent over information about work and education.

Take Advantage Of All Advertising Types On LinkedIn

One of the great things about Facebook is that you can create different ad types depending on how you want to present your offer. This is even truer for LinkedIn. The platform allows you to use typical text, image, and video formats along with carousel ads, sponsored content, email advertisements, and more. You can even create sponsored InMails that go directly to prospects’ inbox.

There are different benefits to each ad type. Fortunately, you can update your ad type mid-campaign if you aren’t getting the results you want.

Dynamic ads are a great option if you are taking a personalized approach to your ad campaign. You can customize these campaigns to include the user’s company name, title, and photo in the advertisement. This makes prospects feel you are reaching out to them directly.

Sponsored content is a great way to promote organic content on your page to obtain new followers. Alternatively, carousel ads take a visual approach by using high-quality photos to connect with prospects.

Personalized Your LinkedIn Advertising With Sponsored InMail Ads

Ultimately, when you weigh up the LinkedIn pros and cons of advertising, arguably the biggest benefit of the platform is the option for personalization. The Sponsored InMail is an ad format that Facebook cannot begin to rival.

Sponsored InMail ads allow you to send customized messages to the prospective leads you deem to be most valuable. As well as personalizing your InMails with their details, you can offer them exclusive content, like an ebook or white paper. You can prompt them to sign up for events or give them insight into how your product or service can uniquely benefit them.

Better still, LinkedIn prevents InMails from being sent to inactive members, so your ad budget will not be wasted. These ads display on both desktop and mobile devices so you can optimize your content visually for your entire audience.

Boost Your Account-Based Marketing Campaigns

LinkedIn advertising is also particularly effective for companies that invest in account-based marketing (ABM). This type of marketing focuses on targeting specific accounts or clients with a dedicated campaign. LinkedIn actually has ad features designed especially to support ABM.

With the option to personalize ads to the accounts you are targeting, you can take a more direct approach when establishing a connection. Given that LinkedIn supplies a vast amount of professional information about its users, you can inform yourself about your most valued prospects before you target them.

If you are targeting a high-value account, when you use Linkedin advertising in this way, the payoff can be huge.

Flexibility To Customize Live LinkedIn Ad Budgets

Traditional advertising channels require upfront payments and no guarantee that your ad will perform as well as you hope. When you advertise on social media platforms, you have the freedom to tailor your budget to your business. If your ad is not performing well, you can pull it before you spend your entire ad budget.

When using LinkedIn, you can adapt your bids and budgets according to how well your ad performs. This allows you to make changes as you go so that you can optimize your content for the results you want.

All campaigns must have a daily budget of at least $10. If you use a cost-per-click or cost-per-thousand-impressions (CPM) strategy, you must submit a bid of at least $2.

The average CPC for these ads is around $5 but the leads that can be gained are often far more valuable and are more than twice as likely to convert. If you are working for those high-value accounts, using LinkedIn is a no-brainer.

Ready To Start LinkedIn Advertising?

If you’re ready to take advantage of LinkedIn advertising benefits, our team of experts can help.

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