Organising your digital marketing strategy can feel like ticking items off a list. Once you’ve set up social media, given some thought to SEO, established an email marketing plan and perhaps decided to give paid search and pay per click a try, you’ve ticked all the boxes and can put your feet up.
However, it’s not quite as simple as that. Although you do need to consider all these things, the time you need to spend on them, to ensure your digital marketing is as effective as possible, is quite considerable. Many people believe SEO can be done by anyone with a few minutes to spare, but to be effective it requires a lot of thought and research, and is most effective as part of a well-planned strategy.
Begin by using something like Google Keyword Planner and Google AdWords, which will help you to identify the most relevant keywords to your business. For example, a practice in Cambridge may think that “dental practice Cambridge” is the most likely search potential new patients will use, but perhaps “dentist Cambridgeshire” is more common – and that tiny change can make a big difference!
Once you have a list of keywords, use them across your website – ideally in a subtle way which does not make the copy seem unnatural. Driving people to your website via search engines is important, but so is engaging them when they get there, so don’t forget to make your copy easy to read and interesting.
You can also use keywords to influence your decisions for pay-per-click marketing and the associated landing pages, as well as your social media strategy. The more you do this, the more you will learn about the relevant keywords from the results you are getting – and the more you can refine them.
This constant cycle, incorporating every element of your online work, is the only way to make digital marketing as effective as possible. By spending time focusing on your strategy, you stand the best chance of driving the right people to your business – and converting them to patients when they find you.
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