Tag Archives: Online Marketing

Online Video – 4 Key Metrics that Matters for Doctors

In my 20+ years in marketing, I've analyzed every kind of spreadsheet to improve lead generation, cost per lead, and decrease budget.  But at the end of the day, most metrics roll up into less than a handful of key metrics that help business owners understand if their marketing works.

So, rather than detailing every data point you could measure, here are four metrics I recommend you monitor for a successful online video marketing program:

1.  Views - How many people are watching your video?

If people aren't watching your video, why?  Are you leveraging your video the way you should be?  Is the title and description used so people can find your video?  Should you consider advertising for increased exposure?

2.  View Time - How long are people watching your videos?

This is an important metric for YouTube.  More important than views.  So if your view time is below 50%, look at your videos and figure out why.  Is it too long?  Are you diving right into the answers your audience wants or are you taking too long?  Are you including photos or just talking?  These factors and more play a role in view time - so pay attention to this metric.

3.  Traffic Source - Where are they coming from?

This is one of my favorite metrics because it tells me where views originate.  This helps me determine how I can increase that number.  Maybe sites are picking up videos, maybe YouTube is suggesting the video, or maybe Google search is driving views.  All of this is helpful to understand, especially when planning for future videos.

4.  Website Conversions - Who is contacting you via your website and is the number increasing?

Online video is great but if it's not driving business, it's not working.  Based on our experience, we prefer to measure overall lead conversion online and offline because we find that video affects both metrics. But if you can only measure one, measure the number of online leads coming through your website.

There are a number of other metrics we look at to watch trends, but if you can watch these four key metrics on a monthly or even quarterly basis, you will have the insight you need to create a fantastic online video marketing program and drive more business than ever.

 

Transcript:
And then lastly, convert. Now this is a marketing term. This is not necessarily anything more than that. So when you think of convert, you think of who is it out there that has listened to your message and wants you to help them through this journey that they're going through. So really it's more of a way of listening to your audience and a way of learning from your audience. So if they're not calling you, if they're not converting, there's a reason why and converting and measuring is how you learn.

The easiest way for anybody to get this information is when you upload your YouTube videos, you are able to see some very simple metrics that can guide you not only with what is working, but what you want to create in the future. How many people are watching your video, how long are they watching your video? Your view time is more important than views, at this point. So, again, remember to put your video on procedure pages. That will increase time on site as well as time on YouTube links, if you are using YouTube. Where are they coming from? You'll be able to see if they come from YouTube search, if they come from your website, if they come from YouTube suggested videos, which we hope. You will be able to see all the different pathways that people are finding you. And it will help you down the road, especially with marketing.

And then, of course, you'll be able to see clicks, which often times I integrate with Google because it shows you at what point they are going in and contacting you for a consultation. But I will say that 15 years ago when I was buying television and search engine marketing, it was an overall marketing plan. I was spending hundreds of thousands of dollars to be everywhere in the nation. And we were also doing pay-per-click advertising and inevitably, whenever we would boost our TV advertising up, the cost-per-click would go down. And when it certain markets, when maybe say we didn't need as many leads in a market so we turn down Miami for television and the cost-per-lead in Miami would go up.

So there is a branding impact, there is a memory, and there is exposure that you don't get with other areas so video is powerful beyond just a direct-response tool. It is a brand, it is a way to connect, and it is an exciting time. I hope this leaves you with the key pieces to be able to create, curate, and convert in the future and thank you very much.

Blogging Keeps Content Fresh & Search Relevant for Doctors and Dentists

Example of medical practice blog incorporating video.

 

 

Excerpt from Marketing Checklist for Medical and Dental Practices. Download full PDF.

What to know

More and more medical practices have embraced the importance of incorporating video into their marketing plan, but blogging should not be left behind! In fact, adding video to your blog is a doubly strategic idea.

Blogging is meaningful content that provides your customers with the information they need to make decisions. This marketing tactic helps you connect with new clients, educate your inquiring audience, and update current clients. Blogs are still a trusty marketing tool, especially when you’ve done your homework and make your blogs more easily found via tags, titles, descriptions!

Why think about it

Blogging has been one of the best ways to create new content on a consistent basis - a smart SEO tactic.  Each blog is one more indexed page on your website and search engines reward active sites with high engagement. Blogging also allows your practice to seamlessly add new content about hot topics that resonate with your audience. New trends, new techniques, new before-and-after stories—these all make excellent material for blogs and content for your website.

How to do it

If you can write the blog yourself, do it. Blogs are not technical white papers, so if you are comfortable writing, it is always going to be more effective and less expensive than hiring someone to do it for you. Another option is to have someone in your office write for you. The closer this person is to your patients, the better. The last resort is to hire a blogger –and there are a million bloggers awaiting this opportunity. If you go this route, be sure you are clear on the editorial calendar and final draft expectations. Act as the final reviewer of all copy to ensure the information accurately reflects your services, philosophy, and your personality!

What to expect

Expect to spend 1-2 hours per blog entry (or 15 minutes if you embed video and transcript). You will likely see increased web traffic and search engine relevance.

If you are looking for a writer to help you create high-quality blog content, contact us at info@hdmedicalmarketing.com or call (206) 295-2973.

 

Download Marketing Checklist for Medical and Dental Practices

Before You Spend a Dime on Your Next Marketing Campaign, Know Your Customer

Know Your Customer - Questions to Ask Yourself

Excerpt from Marketing Checklist for Medical and Dental Practices. Download full PDF.

Two years ago, when we started HD Medical Marketing, we believed (and still do) that every video created should fit into a larger marketing strategy for our medical and dental partners.  It is a content strategy after all, which supports brand, SEO, social, leads, and better ROI.

To us, the most important consideration in designing your marketing strategy is this: know your customer.  You're likely to fail if you don't nail this one. Or, be highly successful if you do.

The business of figuring out who is a viable customer and who is not worth your marketing dollars can feel overwhelming and perhaps, like a waste of your precious time. But the truth is, this information clarifies who you are speaking to and why it matters to them.  Understanding the connection between what you offer and who your customers are is fundamental to all of your marketing efforts.

Why think about it?

The better you know your customers, the more precisely you can tailor your message to reach them both in and out of your office. When you know your target audience, you waste considerably less effort on disinterested patients and improve your ROI.

How to do it

Tackle this step by asking yourself some focused questions to clarify your customer base, their needs, and their habits. To get started, consider the following:

  1. Who are your customers?  Perhaps they are women in their 40s. They may be stay-at-home moms or professionals with greater discretionary income. Who they are will determine what they seek, how much they spend, and how well they match up with your services.
  2. Where do they go for research and fun? Your customers read magazines, take vacations, join clubs, support organizations, and sign up for new activities regularly. By discovering their interests, you can more easily align with their needs and passions.
  3. How do they shop and buy? Some people take two weeks to research before purchasing a product or service, and some people take two years. Determine how much your clients shop around and if they seek in-person or online consultations.
  4. Who influences their decision-making?  In addition to family and friends, these influences can include online forums, research, prominent authors, and thought leaders.
  5. Which competitors do they look at?  Nobody likes losing hard-earned customers to the competition. Research as if you are seeking the services you provide. Who pops up on searches? Knowing the field and all its competitors helps you better position yourself for potential patients.
  6. What objections do they have?  Most often it’s cost, but what about recovery time or fear the procedure won’t go as planned?  What if they have seen a lot more reviews from another doctor in the area? Get ahead of these objections and become a regarded resource.
  7. What makes your product or service different?  How you distinguish yourself from the crowd makes all the difference with your customers. Your job is to figure out how best to communicate your unique qualities and offerings to potential patients.

As you answer these questions and more, the connection between what you offer and who your customers are becomes clear. Your practice can then operate around specific personas - all email communication, web content, video content, office art, brochures - every message your practice puts out should be with these customers in mind. Intimately knowing your customer enables you to fine-tune your message and your message channels to more effectively stay in touch with them every day.

What to expect

Once you know your customers' needs and habits, you can expect to reach more of them at a quicker pace and convert them to paying clients at a lower cost to you. Expect your vendors to be more accountable in reaching your audience with a clearer strategy and expect more actionable learnings to improve your performance over time.

Knowing your customers is an area of continual inquiry, so as your customer base grows, it requires ongoing evaluation of who they are and how they interact with your practice.

Download the entire Marketing Checklist for Medical and Dental Practices for free. Download full PDF.