Posted in #HCSM

Ten Social Media Tools I’m Thankful For

With today’s Thanksgiving theme in mind, I’d like to share ten social media tools that I am thankful for.  I’m grateful to the developers for creating such easy-to-use, free tools!

1. Adobe Spark

A free suite of apps that allow both web and mobile users to create and share visual content — like posts for social media, graphics, web stories, and animated videos. One of my go-to graphic tools (the featured image on this post was created using this tool).

2. BeFunky

There is so much you can do with this tool to enhance your visual marketing assets, including creating collages, adding “one-click” photo effects (there are over 300 photo effects and filters to choose from) and an array of graphics (eg speech bubbles). The basic account is free to use and provides users with access to a library of 125 digital effects.

3. Canva

Whether you want a Twitter post or Facebook profile picture, you can create them quickly using Canva’s drag and drop editor. Select from a number of pre-set designs, or create something from scratch. You can also add elements such as custom icons, fonts, charts, and illustrations.

4. Emotional Marketing Value (EMV) Headline Analyzer

This headline analyzer is a free tool from the Advanced Marketing Institute that you can use to calculate the EMV of your own headlines. It scores the EMV of your headline with a breakdown of why it scored that value.

5. Grammarly

A free writing app available as a Google Chrome Extension. Adding Grammarly to Chrome means that your spelling and grammar will be vetted everywhere you write on the web. I use it all the time and find it super useful.

6. Hemingway Editor

A proofreading tool that clears your copy of all unnecessary copy. Just paste your text into the editor and you’ll get an analysis that highlights lengthy, complex sentences, adverbs, passive voice, and common errors.

7. Visme

Want to create a quick presentation? Visme makes it easy. Log in and click Presentations.  Choose the template that you like and start creating your presentation right away.

8. Quik

This free video-editing tool is easy to use and has both basic and advanced features. The basic video editing features include adding photos, videos, music, and text. You can choose a custom theme with transitions and graphics, adjust the font, filters and graphics and personalize your story with text overlays and title slides. The interface makes it easy to reorder, trim, zoom and rotate photos and video clips.

9. Pablo

This tool from Buffer is a bare-bones online image editor that lets you make basic social media images in seconds.

10. VideoShop

A free stand-alone video recorder and editing app. Because the app enables you to record and edit video in one place, you don’t have to use several different apps to create your video. Features include the ability to integrate your favorite songs to your video, add subtitles and noises like applause sounds. You can also adjust video speed to slow or fast, merge multiple clips into one and choose transitions to animate between video clips.

Looking for more tools like these?

Head on over to Medium for100 Tools To Help You Do More With Social Media.

Posted in #HCSM

Healthcare’s Social Media Revolution: Benefits and Pitfalls

One of the most significant developments in communication history occurred in August 1991 when Tim Berners-Lee revealed the world wide web technology he had developed at CERN in Switzerland.

With the advent of broadband internet connections and the inclusion of mobile devices into everyday life, the web has played a major role in revolutionizing our society during the twenty-first century. Mobile devices, which allow users to communicate anywhere and at any time, have greatly enhanced social media’s success. In real-time, we can talk to people we may not have met in person. With social media, we can interact and share information online more dynamically than we could with more traditional means.

The impact of social media extends not only to communication among friends, but also to communication between organizations, hospitals, and medical professionals. This change, along with the growing mobility of data, will result in significant changes in healthcare and will affect professional activities.

One of the driving forces behind a more patient-centric healthcare model is social media. With social media’s highly accessible communication tools, patients and healthcare providers can better communicate about health issues. It has the advantage of making health information accessible to more demographic groups, regardless of age, education, race, or location.

Social media tools give healthcare a unique set of opportunities, but they also present some challenges. Medicine values confidentiality, privacy, one-on-one interactions, and professional conduct. In contrast, social media is more informal and open. Further, social media tools collect, share, and promote unregulated information, so it’s inconsistent and variable.

Continue reading this post on Medium

Posted in #HCSM

10 Point Checklist For A Social Media Audit

Conducting a social media audit is a key part of a social media marketing plan.

We can waste time and resources trying to improve things that don’t need improving while neglecting the things that we really need to work on.

A social media audit is a great way to take stock of where you’re at and identify what you can improve on going forward.

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d   List All Your Social Accounts

Create a simple excel spreadsheet and list all your social accounts, including those you set up but haven’t used in a while.

  • Check that you only have one business profile on each platform.
  • Make sure you know all the passwords for your accounts and have access to the accounts and associated emails.
  • Keep your passwords secure and set up a system for changing them regularly.
  • List all account administrators.
  • Do you need to change access or permissions for someone who no longer manages your accounts?

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d Update Your Information

  • Have you pinned outdated information to the top of your timelines?
  • Have you fully completed your About sections? Do they contain all the information a prospective customer or client would need to find out about your services?
  • Do your social profiles include a URL that leads back to your website?
  • Are your bio details accurate?
  • Do you need to add or change any of the existing information?

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d Review Your Images

  • Are your header images clear and compelling?
  • Do your cover photos needed updating? Are you still showing that summer picture now that it’s winter?
  • Is your image resolution good? Are you using the correct image dimensions for each social platform? Find the most up-to-date image sizes here.
  • How about your bio picture? Are you happy it conveys a professional image? Is it clearly visible on all devices?
  • Are you making good use of keywords?
  • Do you need to include a new call-to-action?

Check out my guide to creating professional graphics

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d Check For Consistency Across All Platforms

  • Are you consistent in how you use your brand images across all platforms?
  • Do background colours, logos, and other images follow your branding?
  • Are all descriptions and URLs uniform?
  • If you were your ideal customer, would you be able to identify with your brand on social media in terms of image, tone, and voice?

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d Claim Your Vanity URLs

 A vanity URL is the user name that you assign to your social media accounts which uniquely identifies you. Before you create your vanity URL, your social media profile is given a default URL that includes a string of random numbers.

  • Have you claimed your vanity URLS on Facebook and LinkedIn? For more information on claiming your vanity URL visit these pages at LinkedIn and Facebook.

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d Dig Into Your Audience Demographics

How well do you know your audience? Finding data on your existing audience will help you identify who you’re currently reaching and if they are within your target market. Use Google Analytics and built-in audience analytics features such as Facebook Insights and Twitter Analytics to dig into detailed demographic data, including countries, occupations and interests, and the gender split of your audience.

  • Where do they like to hang out online?
  • What content is most relevant to them?
  • What kind of information are they looking for?
  • How do they like to consume that information?

Download my free audience persona template here

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8dAudit Your Posting Activity

Social media is all about engaging with the right audience on the right platform at the right time. Are you sharing the kind of information your audience finds useful? Are you sharing at the right time of the day? Audit how often you are posting on each platform and List which times you are posting and the results you are getting.

Schedule posts according to effective times of day:

o    6-10 times daily for Twitter

o    1-2 times daily for Facebook

o    1-3 times daily for Instagram

o    Update Instagram Story

o    1 time daily for LinkedIn

Recommended Reading: When Are The Best Times To Post On Social Media In 2020?

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8dEvaluate Engagement Rates

Determine where you are getting the most engagement and make a decision about whether to continue efforts on all platforms, or to reduce your efforts to concentrate on just one or two platforms. It’s important, especially if your resources are limited, that you’re focusing your social media efforts in places that will generate the most return for your efforts.

  • How engaged is your audience with you on each of your social networks?
  • Do your interactions seem to be coming from your target market?
  • Are most of your conversions coming from one network only?

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8dStudy Your High Performing Content

Review your high performing content across all social networks.

  • Which content worked best for you? Create more of this content in the future.
  • Can you re-purpose this content and use it again.

Recommended Reading: How To Create Six Unique Social Shares From Just One Piece of Content

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d Audit Your Competitors

Compare your competitors’ digital footprint against your own. While it’s tempting to go straight to vanity metrics such as follower numbers, it will be of more benefit if you skip the quantitative analysis for qualitative.

  • Look at the type of content your competitors are creating. How often are they sharing it?
  • How have they chosen to use brand images?
  • Which influencers are they interacting with?
  • Are they active on networks you aren’t?​
  • Take note of what they are doing well, and where they are lacking.

Recommended ReadingSix Tools To Help You Perform A Competitor Audit

How often should you do a social media audit?

I recommend you do a comprehensive audit on your accounts twice yearly to consider any major adjustments to your strategy. In the intervening time, keep an eye on your analytics and metrics on a monthly basis. Use a reporting system to keep track of monthly changes and review these when it comes time to do your twice-yearly audit.

Posted in #HCSM

The Internet Never Sleeps: Here’s What Happens Every Minute Online

Data never sleeps and it shows no signs of slowing down. Domo

For the last few years, I’ve posted a mesmerizing graphic from Domo showing just what happens every 60 seconds online.  

In this 10th annual “Data Never Sleeps” infographic, you can see how much data is accelerating, and it shows no signs of slowing down. 

How far have we come in ten years?

Looking at the statistics this year, the most fascinating thing to me is how much the data has grown.   You can also see that sharing of image and video content has the largest increase, while email has the smallest increase.

Click here to learn more.

Posted in #HCSM

7 Data-Backed Tips To Drive More Engagement on Twitter

Backed up by research from Hubspot, here are seven tips to help you drive your Twitter marketing forward.

1. Use Both “Title Tweets” and “Copy Tweets”

“Title tweets” start each word with a capital letter — just like a headline. They are tweets with just the title of a blog post or article and the link to that article. There are no extra words. However, a “copy tweet” presents the article or blog post as a sentence or question.

Hubspot’s research showed that their average tweet copy got an average of 98 clicks, while headline-based tweets got an average of 110 clicks.

Image Credit: HubSpot

Insider Tip: The fundamental rule of clickable tweets is the same as the rule of clickable headlines. No matter how amazing your content is, few people are going to click through to read it if they’re not immediately captivated by your headline. Read 15 Ways To Crack Captivating Headlines to find out more about creating better titles for your tweets.

2. Include Shortened Links

Image Credit: HubSpot

A URL shortener is an online tool that converts a regular URL into an abbreviated version that is around 10 to 20 characters long. Use a third-party tool like Bit.ly to help you do this. Here’s what a bit.ly link looks like when it’s shortened.

Insider Tip: Don’t necessarily place the link at the end of the tweet. Zarrella’s analysis of 200,000 link-containing tweets concluded that putting the link approximately 25% of the way through would achieve the highest CTR.

3. Add Images To Tweets

Adding visual appeal to your tweet is a smart way to make your content stand out among a sea of tweets.

Image Credit: HubSpot

Insider Tip: You can add up to 4 images to your tweets ( all you have to do is click on the photo icon after you have added your first image, then add up to 3 more images) so take advantage of this and create a carousel of images to draw a reader’s eye.

4. Ask For Retweets

Twitter uses Likes and re-tweets as indicators of popularity in the algorithm.

Image Credit: HubSpot

Insider Tip: Though I’d be wary of over-doing this strategy (from a narcissistic viewpoint) it appears that you can also increase your exposure by liking and re-tweeting your own content. An experiment from Buffer found that retweeting their own tweets generated significantly higher click-through and engagement rates.

5. Add A Call-To-Action

Image Credit: HubSpot

What kind of action do you want your followers to take when they read your tweet? Whether it’s “Sign Up Here” or “Download Now”, adding a call-to-action to your tweet increases engagement by 13% according to Hubspot.

6. Recycle Tweets

At about 18 minutes, tweets have the shortest lifespan of any social media post. Even though the latest Twitter algorithm means that posts are no longer displayed chronologically, Twitter is fast-paced, and messages get buried quickly. To counter this, you need to share your post multiple times on Twitter to increase visibility (use a scheduling tool to optimize the times you post it).

Image Credit: HubSpot

Insider Tip: Practice writing multiple versions of your tweets. Then A/B test them by changing some keywords, playing with the structure, etc. to determine which works best for your specific audience. This doesn’t mean you should post the same update every time. Using best practice headline tips, write multiple versions of tweets to post — and don’t forget to include a compelling image too.

7. Tweet About Twitter

According to Hubspot, if it makes sense for your account to tweet about social media — do it. It found that their tweets that included links to blog posts and offers about Twitter and other social media topics received 22.5% more clicks on average than the average clicks for a tweet during a set period of time.

Image Credit: HubSpot

Insider Tip: From the Neil Patel playbook:

How can you talk about Twitter if your subject has nothing to do with Twitter? Try one of these:

  • Hey Twitter users….
  • Best thing on Twitter all day…
  • You needed this in your Twitter feed…
  • Twitter is raving about…

To Sum Up

The key to success with Twitter, as with life, is to work smarter not harder. Implement these tactics the next time you post on Twitter and watch your engagement rate rocket.

You might also like to read What To Post on Twitter: A Cheat Sheet For Healthcare Tweeters

Posted in #HCSM

10 Questions To Answer For Healthcare Social Media Success

This post outlines ten questions you should ask yourself before using social media. Whether you are a social media beginner or a seasoned pro, the following questions and actionable steps will help you achieve success with social media.  

1. Who Am I Speaking To?

Before you start planning your social media, you need to know who your audience is. To create an experience that connects directly with your audience, you have to get to know them, from their psychological behaviors to their demographics.

Create audience personas that don’t just describe your audience’s demographics, but also their challenges, dreams, hopes, and fears. You should know where your audience hangs out online, and what communities inform, inspire, and influence them.

Download my audience persona template here

You can identify who you are reaching and whether they fall within your target audience by finding data on your existing audience. You can do this with Google Analytics and built-in audience analytics features like Facebook Insights and Twitter Analytics.  

2. Which Social Media Platforms Should I Choose?

Armed with information on who makes up your audience, the next step is to determine which social media platforms they use and direct your efforts accordingly. This doesn’t mean that you have to be everywhere at once. Do your research to determine where best to focus your social media efforts to be successful.

Use Surveys (e.g. Survey Monkey), Polls (PollDaddy; Facebook; Twitter), and publicly available reports to match your audience demographic to the social networks they use.

3. What Do I Want To Achieve With Social Media?

Goals and objectives guide every decision and tactic in your strategy. By setting clear goals, you kickstart the process of collecting data and tracking metrics, so your future marketing will be data-driven.

Goals should be as specific and trackable as possible. The more detailed your goal, the easier it will be to see if you’ve accomplished it. Use the SMART goal-setting model, which means specific, measurable, and achievable within a certain timeframe. Also, set benchmarks so you can see what’s working and what’s not so you can put more effort into what’s working.

4. What Is My Social Media Budget?

Social media requires money and man-hours. It’s up to you how you allocate them. There’s a misconception that social media is free. It’s true that all the major platforms are free, but most offer premium features you might want to check out.

It’s a good idea to budget for paid advertising, particularly if you want to make an impact on Facebook, where organic reach has steadily declined over the past few years.

5. How Much Time Can I Give To Social Media?

Time is another cost you need to factor in to the social media equation. To achieve results and credibility you have to be prepared to devote time regularly to producing and promoting content and engaging with your audience.

Ask yourself how much of a time commitment can you afford for social media? Will you concentrate on just one platform and do this really well? Do you need to hire some social media help?

The good news is that there are many ways you can actually save time and become more productive in managing your time online.All it takes is some organization, a few social media tools, and a dash of creativity.

Read Ten Tried and Tested Time Saving Tips For Social Media for ideas.

6. What Type Of Content Will I Create?

Your answer to the previous question may influence the type of content you will create for social media. Do you have time to write regularly for a blog? Would it be better to make short videos for YouTube or to communicate through a livestream broadcast?

You also need to keep in mind the content that works best on the platforms you have chosen – for example, Facebook, Instagram and Pinterest require high-quality visuals (and increasingly this means video) to stand out. Whichever type of content you intend to create, quality and consistency are more important than quantity.

Read How to Create a Winning Content Strategy for more content tips.

7. What Are My Competitors Doing On Social Media?

You can learn a lot by taking some time to observe what your competitors are doing online. Which social media platforms do they use? What type of content do they share? How does their audience respond to them? What are they doing really well? What aren’t they currently doing that you could do well?

Take Action! Compare your competitors’ social footprint and content against your own. How have they chosen to use brand images? How many followers/likes do they have? How often do they post? What types of posts do they create? What is engagement like for each of these post types? What aren’t they doing?

Recommended Reading How To Conduct A Competitor Audit on Social Media

8. Who will be responsible for social media?

When developing your social media strategy, it’s key to clearly define roles and understand who will manage, monitor, and engage on each account. You may wish to take full responsibility for maintaining your social media presence, but if you are giving the task to someone in your organization, or hiring outside help, you need to ensure they are the right person for the job.

There are many different roles which make up a social media marketing job (for example content creation, e-mail marketing, social media management etc.). Clearly define the roles and outline the responsibilities of this position.

Recommended Reading: Do You Have What It Takes To Be A Social Media Manager?

9. How will I monitor social media?

From a marketing perspective, social media monitoring will help you determine the impact on your product, service or brand, and if required, make adjustments to your communication, marketing or sales plans. Responding in real time and resolving issues around your brand should they arise, strengthens public perception that your focus is strongly centred on customer satisfaction.

There are many free and paid monitoring tools, with new services being added continually, which will help you track the metrics relevant to your brand across the web. The tools vary in scope and range across a number of sites, real-time or delayed searching, sophistication of analytics, flexibility of data presentation, integration with other applications, and cost. Which one you choose will depend on your budget and the level of analytics you wish to achieve.

10. How will I measure social media success?

How will you know if you achieve your social media goals? To determine how effective your social media efforts are, you will need to measure your results. Understand and track the metrics that matter to the core of the business and the bottom line. Social media metrics should always be tied to your overall business goals. Go beyond vanity metrics which merely serve as an ego-boost. Instead, ask if these metrics make an impact on your bottom line.

Take Action: Use platform native tools such as Facebook Insights and Twitter Analytics, third-party tools, and measurement of social traffic and conversion with Google Analytics to track and measure your progress.

Posted in #HCSM

7 Free Google Tools To Boost Your Healthcare Marketing

Over two decades ago, two Stanford Ph.D. students launched a new search engine with a bold mission to organize the world’s information and make it universally accessible and useful. 

Now two decades later, at the first sign of a symptom, patients instinctively turn first to “Dr. Google” to find answers to their health questions.

But Google is more than just a powerful search engine. 

Google also provides us with some really useful tools as online marketers and communicators.

In this post, I’m going to share some of my favorite go-to Google tools that I regularly turn to. Best of all these tools are completely free so you can enjoy trying them out without spending a cent.

1. Google Mobile Friendly Test

Use Google Mobile-Friendly Test to see how easily a visitor can use your page on a mobile device.

Just enter a page URL to see how your page scores.

Why this tool is useful

Having a mobile-responsive site (ie one that automatically changes its layout and placements of certain menus and buttons automatically) is important because firstly, not only are over half of patients searching online for health information on their smartphone, but secondly, Google now gives ranking priority to those sites that are mobile friendly.  In fact, Google has stated that it will penalize websites that aren’t mobile-responsive, so if your site isn’t optimized for mobile devices, you’ll likely lose out significantly in the organic search rankings. 

Use Google Mobile-Friendly Test to see how easily a visitor can use your page on a mobile device.

2. Google Page Speed Insights

PageSpeed Insights is a tool that indicates how well a page performs on the Chrome UX Report and suggests performance optimizations.

Why this tool is useful

Although speed has been used in Google ranking for some time, that signal was focused on desktop searches. Google announced that starting in July 2018, page speed will be a ranking factor for mobile searches too.  This marks an important shift in Google’s approach to measuring page speed while stressing the importance of mobile user experiences.

3. Google Alerts

Google Alerts are email updates of the latest relevant Google results (web, news, blogs) based on your choice of query –  for example, keeping updated on emerging healthcare trends. You can control how often you receive these alerts (daily or weekly), whether you wish to receive all mentions, or limit it to the most relevant, and you can add new alerts, or delete old ones at any point.

Why this tool is useful

Use Google Alerts to monitor who’s talking about your brand. This is important so you can respond to any criticism, complaints or thank someone for writing something positive about you.

4. Google My Business

Google My Business is a simple-to-use tool that allows small business owners  to increase their online visibility and promote their business information on Google Search.

GMB appears on the desktop – just to the right of the organic and paid search results. If you’re on mobile, it appears as a top result before the organic results. If you haven’t set up your GMB listing, it’s time to do so. Follow these step-by-step instructions to get started right away.

Why this tool is useful

According to Google “Providing and updating business information in Google My Business can help your business’s local ranking on Google and enhance your presence in Search and Maps.”

5. Google Analytics

Tracking the number of visitors to your website, where they came from, how they got there, and what they read can provide you with important marketing insight. The most comprehensive and free tool to do this is Google Analytics.

Why this tool is useful

Use Google Analytics to track top-performing content on your website, and the native analytics tools of each of the social networks you use to discover the type of posts that get the most engagement (shares, comments, likes, click-through rates, etc.)

6. Google AdWords

 Google Ads Keyword Planner gives you insight into the volume of monthly searches for a particular keyword, and how much and how much competition there is, based on advertising spend for sponsored links. It also returns suggested terms you could use instead or alongside your original keyword.

Why this tool is useful

If you want your website to rank higher in Google you have to make sure that you’re using the right keywords. Keyword research is vital because identifying the terms people are searching for will determine the kind of content you create and the way you will optimize it.

7. Google Trends

Google Trends analyzes a portion of Google web searches to compute how many searches have been done for the terms you enter relative to the total number of searches done on Google over time.

Why this tool is useful

You can use this tool to evaluate the popularity of certain terms, compare them against other keyword variations, analyze how their popularity varies over time and in different regions/languages, and show related keywords, which can be helpful in getting new keyword suggestions.

Do you use any of these Google tools? Do you have any other Google tools to add to this list?

Posted in #HCSM, Twitter

How To Use Twitter Analytics: A Simple Step-By-Step Guide For Healthcare Communicators

Twitter analytics is a simple but effective insights tool to help you analyse your Twitter activity.

It’s still surprising to me how many people who are using Twitter for marketing and communications have never checked this inbuilt analytics tool.

You can navigate to the platform either by visiting https://analytics.twitter.com/about or accessing it directly from your Twitter account under the More tab (on the desktop version).

From the Home tab, you get a summary of your account activity for the past 28 days. This includes your tweets, tweet impressions, profile visits, mentions, and follower count.

Scroll down on your account home page to view highlights of your account activity over the past few months, such as top tweets, top followers, and top mentions.

By clicking into Tweet Activity you can get a more granular view of how people engaged with a particular tweet.

Scroll back up to the Tweets tab at the top of the page to view your tweet activity. 

The first thing you will see is a snapshot of the number of Impressions your tweets got over the past 28 days.

Twitter Impressions are simply when a tweet appears on someone’s timeline. It’s important to note that this doesn’t necessarily mean a person engaged with your tweet, but it does give you a sense of how many people your tweets has the potential to reach.

From the screenshot above you will also see you have the option of changing the date range – the default is the last 28 days. You can choose to view the last 7 days or any of the previous 5 months. You also have an option to specify a specific date range.

To the right of the date range selection, you’ll also see the option to Export Data. Clicking on this tab gives you the option to download “by tweet” or “by day” via a .csv file which can be imported to an excel spread sheet – great for reporting.

Now let’s take a closer look at the kind of data we can see on this page. Your tweets are analyzed according to Top Tweets, Tweets and Replies, Promoted Tweets (if you are advertising on Twitter), Impressions, Engagement and Engagement Rate.

We’ve already look at Impressions earlier, so now let’s turn to Engagements. An engagement is an interaction with a tweet ( e.g. likes and retweets. The engagement rate of a tweet is the number of engagements it gets divided by its number of impressions. This is a key metric to track over time.

You can also get a graphic representation of your engagement rate as you can see in the image below.

Looking into your Twitter data in this way is useful to show you how your content is performing on the platform. It gives you insight into the best days to post and which types of content people most like to engage with. If you run a campaign, it’s essential that you track the campaign from the start right through to the end. Keeping a close eye on the data will allow you to adjust your campaign as you go.

Use the insights you gather from Twitter analytics to inform your social strategy, optimize your content, grow your following and boost your engagement.

To learn more visit the Twitter Analytics page.

You might also like to read the following articles:

Become a Social Media Ninja With These 25 Smart Twitter Hacks

Posted in #HCSM

10 Smart Ways To Drive More Readers To Your Healthcare Blog

Blogs written by physicians, nurses, researchers, patients, and allied healthcare professionals add much to the richness and diversity of the online healthcare conversation.

But it’s not enough to write great content and hope that people will find it. You need to actively promote your blog to maximize opportunities for more people to find and learn from your content. In today’s post, I will share with you 10 tried and tested ways guaranteed to drive more traffic and increase engagement on your healthcare blog.

1. Tailor Your Content To Your Audience’s Needs

Firstly, every piece of content that you create should have an intended audience. What kind of healthcare information are your patients looking for? What problems can your content solve for them? Focusing more clearly on your audience will help you to create content that will draw more readers to your blog. The key here is to really know your audience and their pain points and write content that specifically answers their particular needs.

2. Hook Your Readers With An Irresistible Headline

If content is king, then the headline is queen. Your headline is the first impression you make on a prospective reader. A good headline frames your content. No matter how amazing your content is, few people are going to click through to read it if they’re not immediately captivated by your headline.

Recommended Reading: Write Better Headlines With These 9 Winning Formulas

3.  Use Keywords Strategically

If you want your website to rank higher on Google you have to make sure that you’re using the right keywords. Keyword research is vital because identifying the terms people are searching for will determine the kind of content you create and the way you will optimize it.

The Google Keyword Planner within Adwords is a useful tool to find ideas for content based on keyword search. Google also displays related search results at the bottom of the first page when you type in your Google search query. This is a super-helpful resource as it returns ideas that are relevant to your topic based on user interest and contextual words.

4. Create Evergreen Content

Evergreen content is the kind of content that is continually relevant and stays “fresh” for readers. A Moz case study defines evergreen posts as “content having a continued and sustained success” and also shows that evergreen posts can generate traffic years after their original publication. Some common evergreen formats include Lists, and How To’s.

5. Add Visual Appeal

Study after study confirms that how you create and share content matters
with visual content leading the way. When it comes to creating visual content, don’t be tempted to reach for the nearest stock image. These days there’s no excuse for using boring stock images. In this post, I share my best recommendations for sourcing images you can use for free to enhance your social media posts.

6. Maintain A Consistent Posting Schedule

To create and maintain interest with your audience you need to post consistently to stay in front of your audience’s eyes and keep growing. One of the best ways to do this is to create recurring content. Recurring content form hooks which keep readers interested in coming back to your site. Having specific days or times that you post content means followers will get into the habit of checking your social media to see if anything new has appeared. Examples could be creating a weekly round-up post on your blog.

7. Leverage Guest Blogging

Whether you invite a guest blogger to blog on your site, or you guest blog for someone else, guest blogging is one of the most effective ways to increase your blog’s traffic. Not only do you get the opportunity to build your authority and increase your visibility, but you can also leverage the social following of your guest blogger when you mention them on social media.

8.  Drive More Traffic With Social Shares

By making it easy for visitors to your site to share your content, you increase the likelihood that they will take this action. When more people share your content, you increase the chance of driving more visitors to your blog. Make sure your social sharing buttons are clearly visible. Check out this advice on the best position to place share icons on a web page.

9. Send an e-Newsletter to Subscribers

Newsletters can help keep your content top of mind with readers and drive more traffic to your website. Consider sending an email digest of your most recent blog posts, or send a targeted email each time you publish new content.

10. Repurpose Your Existing Content

Repurposing content simply means taking one asset and reusing it somewhere else. By re-purposing content you have already written, you can expand the reach of your content and attract new audiences.  Identify your most popular content through your blog analytics tool and by using Google Analytics. You should aim to repurpose any content that consistently performs well.

These are just some of the ways in which you can drive more traffic to your website. Can you add more suggestions to this list?

You might also like to read: 9 Tips to Help You Build a Better Healthcare Blog

Posted in #HCSM

#ThursdayTip: How to Embed a YouTube Video into WordPress

Welcome to this week’s quick social media tip!

Feeling stuck when it comes to blogging? 

Here’s an idea.

Find a relevant video on YouTube and post it on your site. You could add your comments on the post or just let the video speak for itself.

This is a super simple way to keep your blog updated and it is very straightforward to add a YouTube video to your website. 

Here’s how.

Click on “SHARE” right below the video you’ve chosen on YouTube

Simply copy the video URL.

Now go to your website page or post editor where you want to embed the video and follow the prompts to insert the embed code.

And you’re all set!