Earwax, A Gift To Audiology Marketing?
English: Human earwax (cerumen) wet type (Photo credit: Wikipedia)
Is a multiple site approach to your online audiology marketing strategy right for you? One of my customers recently introduced a second website for his business. It is dedicated to one particular service he offers, earwax removal.
In our particular area of operation, General Practitioner, (MDs) tend not to be interested in earwax removal. Neither are Practice nurses, hence offering the service as part of your commercial strategy tends to be a winner.
Commercial strategy aside,(I wish to discuss that in a different post) the inclusion of this service in his line up opened up some interesting opportunities. He could have added it as service on his existing website leveraging key word searches for traffic to his site.
In order to do this he simply had to set up a page on his site dedicated to the service. He then could have included some copy that included the key words or phrases that he wished to capture searches for.
Instead, he decided to set up a second website with a very distinct site name. Deployed in this manner it should allow him to practically own the organic searches for his keyword in his area. It will also allow him to build a series of links and back-links to and from his Practice website.
A corresponding deployment of secondary social media channels around the new website will also re-enforce this strategy. It will allow for further link building and SEO opportunities that will actually service not just the new site but also his Practice website.
I think that this approach will pay real dividends for him in the medium to long term. Both of his sites will be driven up the organic search rankings for his targeted keywords. Therefore driving traffic to his websites, a boost in online traffic leads to an opportunity to boost converted sales.
Is this something you would consider doing, do you have any services that could be leveraged as stand alone in this manner? If you do, perhaps it is time to consider a multiple site strategy as part of your online audiology marketing strategy. In one sense that is actually what social media is, a multi channel online strategy. A deployment of a secondary site, deployed as a separate entity, is just an extension of that multiple channel strategy.
Regards
Geoff
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