A new edition of Rival IQ’s Social Media Industry Benchmark Report has been released for 2022. This report, which surveyed millions of posts and billions of interactions from top brands in every major industry on Facebook, Instagram, and Twitter, brings you the freshest social media benchmark data.
Key Findings — At A Glance
Want to learn more?
Click here for more insights into engagement rates across Facebook, Instagram and Twitter
A new infographic from Oberlo caught my eye this week.
Whether you’re simply curious about the numbers behind the world’s most popular search engine, or you’re looking to optimize your website, these statistics are worth exploring.
Let’s start with the fact that Google dominates the search engine market, holding close to 92% of the market share (GS Statcounter, 2022), and is THE most visited website, with almost 90 billion visits per month on average.
This number is based on the fact that Google is used by people daily not just for search but also for email (Gmail) and video and image searching.
How Many Google Searches Are Conducted per Day?
The latest data shows that Google processes over 99,000 searches every single second (Internet Live Stats, 2022). This makes more than 8.5 billion searches a day (Internet Live Stats, 2022).
84 percent of us use Google 3+ times a day or more often (Moz, 2019).
Most of these searches are conducted on mobile devices.
Here’s something worth mentioning, as Oberlo points out: “When comparing the types of searches on different devices, users on tablets or smartphones are more likely to conduct local searches, looking for answers to a particular query that is more likely to be location-based. Searches carried out using mobile devices are typically done with less complex results in mind, which could include fast facts, rather than learning complex subjects.”
Finally, check out this statistic, the majority of us stay on the first page of Google results. In fact, 60 percent of mobile users were “very likely” to click on the first two or three search results they saw.
A new year is a perfect time to shed outdated practices and start afresh.
When was the last time you took a critical look at your website?
In the online world, your website is the face of your healthcare business. It showcases who you are and what you do.
Websites are meant to be living entities that grow along with your business.
Just like fashion, technology changes with the times. What once looked fresh and modern may now look old and outdated.
Use these seven questions to help you identify the key areas of your website that can benefit from improvement.
1. How does my website stack up against my peers/competitors?
Make a list of your peers’ and competitors’ sites and evaluate them in terms of look, design, and functionality. Screenshot the design features you think work well and think about how you might incorporate them into your own website.
Look also at what your competitor might be missing. Do you have a key differentiator that sets you apart from the competition? Highlight that difference on your website.
2. Can visitors easily find what they are looking for when they visit my site?
Users should be able to use your website intuitively. Put yourself in the shoes of your visitors and ask yourself how easy it is to find key information on your site. How many clicks does a visitor have to make to get to the information they are looking for? Look out for broken links and page redirects, and fix these along with any outdated content.
3. Is my website design mobile responsive?
Mobile first-indexing is now fully underway and there’s no excuse for having a website that is not optimized for use across all platforms in 2022. Most people aren’t looking at your website on a desktop or laptop anymore. They are looking at it on a phone or tablet.
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. To check if your site’s design is responsive, enter its URL into this Google tool.
There was a time when Flash was a key element of every new website, but it’s now seen as an embarrassing relic of the past. It is no longer a matter of IF browsers will stop supporting Flash in the future, it is now a matter of WHEN they will do so, which means you need to take steps now if you want your site to be usable for the widest range of people in the future.
5. How much traffic am I getting?
The most common mistake I encounter when I work with clients, is they have no idea if their website is even attracting any visitors. Unless you regularly track your website performance, you will have no idea whether it’s producing results or not. Use a tool like Google Analytics to monitor your site’s performance.
Has web traffic declined over time? Are there fewer people coming to your site? Do they stick around or “bounce” off your site too quickly? Bounce rate is a contributor to your site’s search rankings, and it refers to the amount of time someone is on your site before “bouncing” off to another site. If you have a lot of people who look and quickly click away, it tells search engines you don’t have useful information on your site.
6. Is my website optimized for search engines?
If you want more people to find you online, you need to optimize your website through good search engine optimization practices. SEO (the ability to optimize your site for search engines), is a detailed and sometimes confusing process, and you may want to hire an SEO expert to do it for you.
If you don’t want to hire someone, there are search engine optimization tools available to help you do your own SEO — and many of them are free. I’ve put together this list of the best free SEO tools out there to help you instantly improve your online marketing.
How fast your website loads is critical — a good site will load in 2 seconds. Research shows that a single-second delay in site load time can reduce your conversions by 7 percent.
Pro Tip! Optimize your images for faster loading. A lot of websites have images that are relatively large, which take a lot of time to load. Resizing your images can speed up the loading time.
If your site is taking longer than that, consider that around 40% of people will leave a website if it doesn’t load in 3 seconds.
Insider Tip! Use a website speed test tool like GTmetrix a website speed test tool to test how fast your site loads. It not only gives you insight into your site loading time, but it also provides actionable recommendations on how to optimize it. You can also use the tool to analyze the page-load of your site from 28 servers in 7 different regions around the world.
Your website is pivotal to your digital marketing strategy. It takes time and resources to optimize your site to deliver the best experience possible, but if you are serious about how your business performs, you need to get serious about the performance of your website too.
In the past decade, social networks have evolved from “a nice to have” add-on to a necessity for healthcare marketers.
If you haven’t yet incorporated social media into your marketing mix, now is the time.
Not only is social media marketing more affordable than traditional forms of marketing, but it’s also more accountable, with specific tracking and monitoring options at your disposal.
When it comes to using social media for marketing or communication, it’s important to understand that it’s more than just creating social accounts and posting updates every now and then.
Nor is it merely a digital tool to broadcast updates.
To make social media an effective means to reach patients you need to take a strategic approach.
Before you start using social media, you should consider what you want to achieve. The temptation is to get started right away by establishing a presence on one or more of the popular social media platforms.
However, this is not where you should begin.
You need to start with your “why” before your how.
Lee Aase, communications director for the Mayo Clinic Social Media Network (MCSMN), has stated that “everything starts with why you are using social media If you do not have that “why” out there, then it’s going to be easy to not be motivated enough to stay with it.”
When I take on a new client, I always start by working deeply with them to uncover their motivation for wanting to use social media. I believe this step is so critical that on occasion I have to advise some clients that they are not ready to commit to social media.
Social media will only work for you if you are prepared to put the work in.
For those of you reading this who are ready for the challenge and willing to work at it, read on to find out the next steps you need to take to ensure the time and effort you spend on social media will pay off for you.
A Six-Step Approach To Developing A Social Media Strategy For Healthcare Marketing
Step #1 Set SMART Goals
Without goals, it’s hard to know exactly how well your social media strategy is performing. Clear objectives will not only propel your strategy forward, but will also serve as defined metrics for measuring your progress. Describe the specific goals and outcomes you hope to achieve through your social media activity. These should be in line with your company’s objectives and clinical priorities.
Do you want to attract more patients? Communicate more effectively with existing patients? Create and maintain an online reputation? Drive traffic to your website? Chances are you may want to do all of these things, but it’s best to identify your top two to three goals and focus on them first. Whichever goal you wish to pursue, make it as detailed and specific as possible. The more trackable your goal is, the easier it’ll be in a few months to see if you have achieved it.
Take Action: For a goal to become a reality, it needs to be specific, measurable, attainable, and realistic, as well as time specific — these are often called SMART goals.
Step #2 Understand Your Audience
Before you jump into the tactical and practical details of your social media plan, it’s critical that you take the time to understand your audience. Where do your patients go online for research? What health issues concern them the most? Which online communities inform or influence them? What times are they online? Consider your audience’s engagement time, not your work hours.
Take Action: Start by finding data on your existing audience. Use the Demographics and Interests sections of Google Analytics and the audience analytics features contained within Facebook Insights and Twitter to help you.
Step #3 Set Your Marketing Budget
The perception that social media is free is misguided. The days you could make an impact with a few tweets or Facebook posts are long gone. Running a social presence now requires an investment of resources. You may need to buy-in services such as SEO (search engine optimisation), analytics software, content or creative support. You will also need 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.
Take Action: Set a realistic budget and create a digital marketing strategy that works within it. Whatever you decide to spend money or time on, be sure to track how your content performs on social media relative to the amount of time and money you put against it. This is your social media return of investment (ROI) and it is closely linked to the goals you set at step #1.
Step #4 Choose Your Social Channels
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. Most marketing efforts are focused on the trifecta of Facebook, Twitter and LinkedIn, but visual platforms such as Pinterest, Snapchat, and Instagram are also very popular for healthcare marketing. This doesn’t mean that you have to be everywhere at once. 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 time online.
If patients are searching for health information online you need to be creating and sharing what they are searching for. Tune into the health stories patients are reading about and be ready to provide context, counter misinformation and dispel myths with medically factual information.
When creating a content strategy for your medical practice consider the following points.
What makes you uniquely you? What values does your organization stand for? Use social media to communicate the “who” and “why” of your practice. What unique qualities make you stand out?
Consider your social media tone and voice. How do you wish to communicate on social media? Do you wish to be seen as authoritative, inspiring, friendly, approachable, or helpful? Authentic communication and engagement are highly valued traits online as much as offline. Look to build and strengthen trust and credibility in all your online interactions. The tone and voice you use should be consistent through all social channels. Your patients should be able to instantly recognize the tone in your social media messages as identifiably you. Establishing a clear and identifiable voice can also make it easier for others in your office to post on social media for your practice.
Consider the type of content that works best on each platform. Facebook, Instagram, and Pinterest require high-quality visuals to stand out. A blog, on the other hand, is better suited to long-form thought pieces. Think about how you can vary your message delivery to complement how people like to consume online information. Alternate between written content, video, infographics, and podcasts to match your audience’s preferences.
Take Action: Create content that truly resonates with your patients. Generally speaking, patients are less interested in your brand, your physicians or your technology, than they are in how you can help them solve their problems. Great content is not about you, but about what you can do for your patients to improve their quality of life. Use a mix of original content and content curated from highly credible evidence-based sources.
Step #6 Track And Measure Social Media Activities
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. Some key metrics to track are the number of followers you attract and retain, what people are saying about you, your company, or brand, and which social media channels drive the most traffic to your website. Social media metrics should always be tied to your social media marketing goals and your target audience.
Take Action: Use built-in 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.
With currently 2.8 billion social media users globally, expected to rise to almost 3 billion users by 2020, social media’s influence has still not reached its peak. It’s a dynamic environment in which new networks emerge, old networks evolve, and user bases continue to grow exponentially. It’s easy to feel overwhelmed by this rapidly moving landscape and unsure of your progress. By building your social media strategy on a solid foundation you are less likely to become distracted by shiny new tools, and more likely to see results over the long-term.
Like what you’ve read?
Why not sign up for my weekly newsletter filled with fresh insights for healthcare communicators? Click here to have more posts like these delivered direct to your in-box each Monday morning.
Welcome to this week’s quick social media tip. Today I want you to think about how you can add SlideShare to your content marketing strategy.
Owned by LinkedIn and with over 18 million uploads and 80 million users, SlideShare is the world’s largest professional content sharing community.
Surprisingly, given how the platform is optimized for social sharing, including the ability to embed presentations (as I’ve done below), it’s often overlooked and underused in healthcare marketing.
How To Use SlideShare
1. Use SlideShare for research.
Get up to speed on any topic. Instead of scrolling through pages of text, you can flip through a SlideShare deck and absorb the same information in a fraction of the time.
2. Share your insights and get noticed
Show what you know through a presentation, infographic, document or videos. When you upload to SlideShare, you reach an audience that’s interested in your content – over 80% of SlideShare’s 80 million visitors come through targeted search. This can help you build your reputation with the right audience and cultivate more professional opportunities.
Top Tip: The good news is that you don’t even have to create original content to do this. Simply find some content you have already written and get ready to breathe new life into it.