Marketing Optimization: Why “Once-and-Done” Doesn’t Work

Amanda Herriman, Marketing Manager Digital Marketing, Pay-per-click Advertising (PPC), Search Engine Optimization (SEO)

High-converting lead generation is the Holy Grail of healthcare marketing. Tons of time, energy and marketing budget goes into finding qualified prospects to fill those beds and procedure slots.

Yet, many healthcare marketers fall prey to a faulty, “set-it-and-forget-it” mindset. They assume that once the Google AdWords are bought and the website optimized, they are good to go.

The reality is that there is no finish line in marketing optimization. Your website and landing pages require constant attention. Plain and simple, if the search engines are relentlessly refining their algorithms, you’d better be doing the same with your online marketing efforts. Here’s how:

1. Become a PPC Powerhouse
Whether you’re launching or just refining your pay-per-click (PPC) campaign, lay the groundwork with a good keyword selection tool. Google’s free Keyword Planner allows you to search for keyword and ad group ideas, review historical performance data and see how a list of potential keywords might perform. It can also help you develop competitive bids and budgets to use with your campaigns.

2. Maximize Your Landing Pages
Great PPC is all about great landing pages. When they are done right, you can deliver ultra-relevant messages to hyper-targeted audiences — speaking to specific patient needs and improving conversion. Tools such as Crazy Egg can help you create, optimize and track your landing pages. For example, you can create heat map tracking reports and see which parts of your page are attracting the most attention. WordStream Landing Page Grader uses your Google AdWords PPC account to evaluate landing pages based on keyword relevancy, conversions, spend, form and length. Need help designing great landing pages? Unbounce helps you build and test a wide variety of landing pages. Finally, use tools such as Wordstream, Google Search Console and Google Analytics to uncover any 404 errors on your landing pages.

3. Add Some Pop to Your SEO Strategy
When developing an SEO content strategy, don’t be afraid to run to Google for ideas. Your AdWords account provides in-depth data, and tools such as Keyword Discovery and WordTracker can provide additional insights. In particular, SEMrush analyzes more than 95 million keywords to suggest ones that may have been overlooked in your pages and posts.

4. Make it Mobile-Friendly
Google’s increased emphasis on “responsive design” means you need to design with mobile in mind. Google’s free Mobile-Friendly Test lets you analyze a webpage or site for mobile-friendly design and provides recommendations for optimization.

5. Get Some Help
Optimizing your online advertising is an ongoing challenge. Without some real marketing brainpower, there is simply no way a hospital marketing staff can keep ahead of the curve. Consider outsourcing or co-sourcing with a digital marketing agency that has proven expertise in marketing optimization.

Let the digital marketing pros at Wax Custom Communications show you how to test, tweak and refine to pull in better-converting leads at a better cost-per-lead. To get going, just call us at 305-350-5700 or visit waxcom.com.

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