Almost every marketing plan has a blind spot, and many of them have more than one. Marketing has become more complex and time consuming than at any other time in history, so it’s no wonder that things are overlooked. Even some of the more obvious elements can get lost in the chaos from time to time. Every now and then, it’s a good idea to take a look at some of the key components of your marketing and make sure they are getting the attention they need so they can achieve the results you want.
Here are the Top Five Marketing Strategies that are typically overlooked and a few steps you can take to keep them working hard for you:
#1 - Social Media
The key to effective social media is consistency. Not only should you be posting to your sites regularly, but your message should be consistent across all the different channels. Whether it’s Facebook, Twitter, Instagram, or any other social media platform, the best results happen when your message is coordinated and goes out at regular intervals. It’s also important to reply to comments - both positive and negative - as soon as possible. Timely responses demonstrate your professionalism and your concern for your patients (and future patients!) questions.
#2 - Online Reviews
Managing your online reputation is a critical part of your marketing strategy. Over 70 percent of internet users will look online for a healthcare provider, and nearly 70 percent of them rely on online reviews when making their choice of who to visit. Your online reputation is one of the most valuable assets you have, and a key part of your marketing plan. Make sure the information is up-to-date, make sure you respond to queries quickly, and make sure that your reviews are managed in a timely and appropriate fashion. Negative reviews need to be handled faster than positive ones, and any questions or concerns raised in them should be addressed honestly and directly. Your reputation is your brand, so protecting it should be a top priority.
#3 - Responsive Website
Your patients and your prospective patients are more likely to be accessing your website and social network pages on a mobile device than from a home computer or laptop. Making sure that your website and social networking pages are compatible for mobile technology means you’ll never miss an opportunity to connect with a patient or potential patient. The easier it is for patients and prospective patients to use your site, the more likely they are to refer others to your site as well. The new style of word-of-mouth marketing relies heavily on your presence being mobile friendly.
#4 - Google Business Page
If you haven’t yet claimed your page on Google, you should make doing so a priority. Simply log into Google (or create an account if you haven’t ever set one up before), then click on the grid beside the login area (the 9 grey boxes at the top right of the page). You’ll see an icon for Google My Business. When you click on that, you’ll be able to update the details of your practice for Google Search. It can take a week or two for Google to verify your information, so if you’re about to change locations, you will want to enter the new location information. Once your information is updated and verified, you’ll want to check your Google + site and respond to any reviews that may be there. Again, respond as quickly as you can to both positive and negative reviews so that your brand isn’t marred by a lack of response.
#5 - Brand Your Message
What do you offer that your competitors don’t? Why are you the best choice for new patients? When you can answer those questions, you have laid the foundation of your brand. The answers to those questions should inform your marketing plan, setting you apart from others in your industry and letting your prospective patients know what you have to offer. It’s important for you to know why patients would choose you because if you can’t tell them, who will? This concept should be at the heart of every message you send, whether you send it in an email, a text, a Tweet, or on Facebook.
When you look at these five key points and make sure they haven’t been overlooked in your marketing plan, you’ll increase the odds of the success of your strategy. Paying attention to the small things can often make the biggest difference.