‘I know my audience. It’s the person that lives in this city, they are between 18-34 and have a household income of…’. Yes, we hear that a lot.
However, understanding your audience is much more than just knowing where they live and what their income is. You have to understand who they are as an individual in their everyday life. This includes getting to know:
- What they love to do
- Behaviors
- Beliefs
- Values
Knowing these different attributes will help you determine:
- What type of keyword strategy to use
- How to create a strong call to action
- An effective way to optimize the content
- Format the pages to convert efficiently
Here are some great tips for creating eye-catching content that will help your practice convert your audience to potential patients:
Tip #1 – Focus on needs
How can I create content that focuses on my audience’s needs?
First thing you need to do before writing content, is understanding how to make your content interesting, then focus on your audiences pain points, something that they ask about frequently. Gather these questions and concerns that you hear on a constant basis and rank them from highest level of interest to the lowest. You would be surprised how much content you can create by doing this. In doing this, you are building trust with your audience, letting them know you care about their needs. Having trust from your audience is crucial for converting website traffic into new patients.
Tip #2 – The Benefits
Once you have established what the pain points and needs are, now you can successfully advise them on why they need your service.
It is important to understand the difference between features and benefits. While features may be able to set you apart from others regarding your services, it’s how those features will benefit your potential patient, that matters most. Feed into your audience’s emotions. “How will this product or service make my life better?” The benefits are what they buy into.
Tip #3 – Call to Action
Now you have created value – you have addressed their needs, you have told the audience what makes you different, but most importantly, you have helped them solve their problem.
But it doesn’t end there. The audience will almost always want to know what to do next. They may not realize it, but your audience wants to be told what to do. Calls to action need to be very specific, authoritative, straightforward and applicable. If you do not clearly define your call to action, your conversion rates may suffer. Tell your audience what to do next and your conversions will improves efficaciously.
Social Media Audience
When it comes to healthcare, having a sound medical marketing strategy must include creating great content for your audience. One way to understand your audience is to see how other successful doctors are promoting their brand and practice.
Social media is a very effective platform to forge a voice for your practice.Social media platforms such as Instagram, Twitter, Facebook and LinkedIn, are a great way to push content from your video and blogs to your audience, potentially driving traffic to your site. It’s important to keep in mind that while your content can be fantastic, it may have not much visibility if you do not promote it on social media. Doing this will help create trust with your audience, which ultimately leads to your brand having expertise and authority online. Google tends to rank sites that do this much higher.
Choosing the right doctor is a very important decision for consumers and for most people, online research is involved. The truth is, the more you know about your audience, the better you can create captivating content. Once you have created this engaging content, you can now promote it with more efficiency, bringing about a greater chance for a favorable SEO campaign and successful medical marketing strategy.