Every great website should always be “under construction.” Of the three types of sites; resource, marketing and interactive, only the resource site is ever really finished.
And you know I’m not talking about web design.
Great websites must remain dynamic whether by adding a constant stream of great content or with user generated comment vis-a-vis threads and conversations.
Content Marketing is Best
Blogging, or content marketing, remains the most important marketing strategy for your medical practice or small business. While many businesses promote their use of a social media marketing strategy, blogging remains #1 in terms of ROI, branding and value.
The success of content marketing can be easily measured. Visitors, bounce rate, comments, click through rates are all metrics showing the likes and needs of your patients, your customers.
The expense of time spent on a social media campaign is less tangible perhaps only because social media efforts ultimately draw attention to a great website that is “under construction.”
Value, Dedication, Commitment
Your content provides your patients with value. Your articles provide solutions (answers) to their health specific questions. Moreover, your consistent writing also displays a level of dedication and commitment that sets you apart from your competitors.
Value is the key to any website, but by continued and consistant writing, your dedication and commitment turns you into an industry expert.
Your content also remains the key factor to obtaining great SEO…unmatched and immesurable with any social media campaign.
What Can You Do?
Develop a long range objectives for your practice, i.e. define your marketing goals.
Write articles consistently on topics related to your long range initiative (SEO best practice).
With time, your articles will begin to reach out to your patients, compelling them to write and leave comments. Make sure to answer each of the comments in a timely manner, thus creating a dialogue. This visible interaction and engagement is the heart and soul of a blog and will eclipse any social media based campaign with respect to ROI, branding and providing value to your patients.
Both content marketing and engaging your patients online present time challenges and require consistent and continued publications and responses.
A great website, therefore, is never completed and, hence, is always “under construction.”
To Your Growth And Success!
Randall V. Wong, M.D.
Medical Website Optimization