Your Website As Part Of Your Audiology Marketing

What Does Changing Thought In Audiology Marketing Mean To Website Design

Google And The Changes In Audiology MarketingI think that there is the beginning of a shift within our profession towards content marketing as part of an overall audiology marketing strategy. I know that I and some others have been proponents of content marketing for some time. But the changes in Google’s search algorithms has really forced the issue to the fore.

Content Marketing In Audiology Marketing

Content and content marketing is key to your online success. Meta tags and keyword stuffing will in fact damage your audiology marketing. So in order to succeed you need to produce good content, un-plagiarised content, content that has been designed and deployed for SEO value. Above all content that your prospective customers want to read.

If you have followed these outlines you will produce content that will drive traffic to and support your website and eventually your Practice. Because that is the key to all of your audiology marketing strategy, driving people to your Practice. Your key conversion metric is people who either book an appointment through your website or mention your website as the referral point.

What Does A Blog Mean For Website Deployment?

That is the crux of this article, if you are really utilising a blog, you are posting about all and every aspect of the profession. New products that become available, reviews of those products and their on-going efficacy. Types of products, types of hearing loss, advances in technology, cleaning and care of instruments etc.

So if you are doing this on a blog, do you need the in-depth product pages on your web-site? Does it make more sense to keep your website pages more general and link back to your blog with a more information link? Almost a seamless integration of the blog and website, this would remove the pain of doubling content. It would also allow you to concentrate on keeping your site clean, fast and attractive.

It would also allow you to concentrate on special offers, customised calls to actions and focusing your site on the consumer. That is actually another bug bear of mine, most sites are all about the Practice. Not focused on the consumer or what the consumer wants. That is also something that we need to think about, but that is for another post.

So what do you think, does a well deployed blog give us licence to radically change our website structure and content?

Regards

Geoff 

About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland. After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites. I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology. I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating. I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one. I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients. I hope that I, and my writings will play a small part in their continued success.

2 Comments

  1. Good points, Geoff! I generally have more current info on my blog (latest trends and hearing aid news, etc.), with the things that don’t change as much on the website itself (such as “How We Hear” or similar stuff). I think one important thing to have on your site is a search function so people can find whatever they’re looking for easily.

    • Couldn’t agree more, it’s irritating not being able to search a site. I think you are essentially correct with the generalised stuff for the site.

      Using a blog for the more dynamic and changing content. I think that maybe it would allow us to concentrate on elements designed to encourage click throughs or conversions on calls to action?

Let me know what you think