Each year, marketing trends morph in different directions. Technology becomes more sophisticated and easier to use, which helps drive the change. Doctors must embrace these marketing trends to retain existing and reach new patients.
Watch these six marketing trends in 2016
Mobile sites are mandatory
According to Google, mobile overtook desktop traffic in 2015 in 10 countries. Google also released an algorithm update last year that gives preference to websites optimized for mobile while phasing out desktop versions. Doctors who didn’t update their websites for mobile have already seen their SEO plummet. Make sure your website is optimized for mobile in 2016.
Content marketing is more focused.
Almost everyone gets that content must be relevant. But, many miss that it must be scannable in today’s world. When people land on a page that has hundreds of words, it’s overwhelming. Be concise in blogs and other online content. Use bold words and numbered lists. Indent. Use images. Seek to engage instead of overwhelm your patients with information.
Social media channels add features.
Facebook, Twitter and other social media channels are so saturated that they offer limited reach. New channels pop up. Existing social media channels offer advertising and other new features to engage your audience. Most features are free or priced low enough for you to try without breaking the bank.
Video advertising increases.
YouTube, other social channels and websites have hosted videos for several years. Now, we’re seeing more video ads, especially since Google has ownership of YouTube. Include videos in your marketing mix. Keep them focused and short. Advertising can be easy and inexpensive. Give it a whirl for one or two of your best videos.
Apps gain popularity.
People have used apps for a while (think about Amazon, E-Bay and other popular sites. Since apps boost online visibility and Google indexes them, look for this to marketing tactic to grow. Because apps are typically convenient and intuitive on mobile devices, they work well in today’s mobile environment.
SEO Continues to Rank High.
Online visibility is critical in bringing new patients in your door. Your Google+ My Business information must be correct. Collections and Photos need to be established. Google Maps need to provide correct addresses and directions. Your website, review sites and more must be monitored to make sure that your SEO continues to position you higher than your competition. Let a few tactics slide for two to three months, and it’s a challenging climb back to the top.
Watch the marketing trends this year. Jump on board with the ones that can help your business. However, most plastic surgeons have patients from multiple generations. This means you need to maintain your traditional outreach (eBlasts, patient connect, office posters, etc.) for those patients who haven’t moved to smart phones. And, you need to integrate new trends for patients embracing online technology.
Marketing trends can be overwhelming to sort through and integrate. Contact PUMC if you need help in optimizing your reach. Or, join our upcoming webinars to learn more about marketing trends and strategy.