The COVID-19 pandemic has not only raised serious health concerns but has generated global economic uncertainty. While much of the effect remains to be seen in the U.S., it is essential for hearing practice owners to note that a good offense is the best protection in uncertain times, something that requires planning and clear thought.
Here are a few ways you can bolster your digital marketing strategy for the future.
1. Give your website an audit
Take a close look at your site and the following questions to yourself. Think about how you can reinvigorate your digital presence during these slower periods.
Do you have (Secure Socket Layer) SSL protection on your website?
An SSL certificate in the URL of your domain switches the “http” to “https”. It shows both site visitors and search engines that your site is safe and can be trusted.
Is your content up-to-date?
According to a recent study, 81 percent of internet users think less of a company if the website is not updated. From contact information and services offered to your profile, ensure your hearing practice information is accurate.
Is your site mobile-optimized?
In the U.S., smartphone use is estimated to be 72.7 percent by 2021. In response to this, Google is switching its algorithm to prioritize mobile-first websites, which means your site’s ranking in the search engine results is based on Google’s scan of the mobile version of your site. If you don’t have a website that is designed for mobile use, make it a priority.
Do you have a regularly updated blog?
Blogging doesn’t just benefit a company; with today’s online user behavior, company blogging is becoming essential for sustaining an online presence, standing out from the competition, and even attracting new hearing aid patients. Given the advantages that they bring to business and the role they play in today’s digital marketing, you should be blogging for your company. If there is no blog on your hearing practice website, it might be time to start one.
Does your website design look modern and up-to-date?
According to a recent study, if a website is not modern, user friendly, and reliable, 39 percent of users would think twice about using it. If your competitors have websites that look and work better than yours, you’re going to be at a significant disadvantage. When was the last time you had your website redesigned? Is the design outdated? Now could be an excellent time to undertake a website redesign.
2. Prepare your next online ad campaign
Pay-per-click marketing has a vital role to play in promoting your online marketing strategies. It’s one of the fastest and most efficient methods of getting traffic on the verge of converting. Although it could cost a little upfront, the benefits might outweigh the costs considerably.
Take this time to strategize your digital advertising plan so that you can hit the ground running when things return to normal. Think about what products/services you will want to highlight and what advertising platforms will help you achieve your goals.
3. Up your social media game
Social media is one of the most flexible and cost-effective tactics small businesses can use to reach their target market and improve sales over time. For this reason, 97 percent of advertisers use social media to reach their audiences.
Now is an excellent time for you to get serious with social media. If your company already has some accounts, create a content strategy for the coming months. Think about what you want to get out of your social media involvement and craft posts that help you meet your goals.
If you don’t have a social media presence, why not start now? Set some business goals for your social media use, figure out what platforms could meet those goals, have your target audience, and get posted!
Digital marketing: an unexpected opportunity?
Naturally, public health and safety are the main concerns when it comes to the current pandemic. That’s why companies and government agencies are reacting by urging people to stay at home.
Amid this government order, we’re already seeing a change in consumer behavior, with people avoiding all public places where they may otherwise spend money. With consumers remaining indoors – and probably online – digital marketing may well be the most effective option left for you to spread the word about your services.
Since more people will be indoors and on their phones and laptops than ever before – with fewer trips and less in-person meetings, you are in a strong position to recycle marketing dollars into digital campaigns and online advertising.
Put simply, in this uncertain time, you have an opportunity to develop your digital marketing strategy.
Nick Fitzgerald is the President and Owner of AuDSEO. He also serves as the Chief Marketing Officer at Hearing Health & Technology Matters. With 13 years of digital marketing experience, Nick is a highly data-driven marketer, with expertise in search engine optimization, digital analytics and forensics, social media, digital advertising, and web development. He has been involved in the construction and optimization of nearly 1,000 web presences, including some of the largest Fortune 500 companies.