In our last blog, we discussed ways on how to gauge the effectivity of your health care marketing campaigns using the stages of the marketing cycle. It included asking relevant questions about each of the steps. We also mentioned tracking the metrics of your digital campaigns and analyzing these.
Let’s go deeper into these metrics.
At Steeplechase, we don’t just build your websites and leave you to figure it all out. We help you navigate the nooks and crannies of this wide world of the web and maximize your strategies. It’s such a waste of time and resources to invest in a website that cannot be found in Google’s search engine results, and no one visits simply because no one knows it’s even out there.
So what do we look for to gauge the quality of your website?
The metrics would include those that would give clues to organic search and property performance.
Three Metrics for Analyzing the Effectiveness of Your Marketing Strategy
1. Unique visitors
One of the ways we know that your website is getting traction is the increasing number of unique visitors you get per day or a given period, say a week, or month. This indicates that the traffic on your site is improving. It could mean your site is showing up for specific keywords like “the best chiropractor near me,” or “sleep specialists in Dallas, TX.”
Sometimes, just adding consistent and valuable or a blog to your website that most people are looking for like, “5 Tips on How to Manage Lower Back Pain,” will cause your trend to spike. These visitors may potentially convert to patients if after visiting your professional website, they feel you may be the provider who can help them.
2. Bounce Rate
Bounce rate measures the number of people who visit your website but never go further. Meaning, the moment they see your Home Page, they navigate away from your site.
What are the most common reasons?
Perhaps they were looking for orthopedic beds for their back pains and your site came up on the top of the list because of the words “back pain.” Realizing that they went to the wrong website, they navigate away.
Or sometimes, they visit your website and could not read the fonts from their smartphones because your site is not responsive. Meaning, your website is only viewable using laptops and desktops, but it becomes impossible to read from their mobile devices. Instead of looking for their reading glasses, they simply click back and look at another website that they can read.
3. Average Time on the Site
How long does your reader stay? Google ranks those websites with engaging content high on the search results.
So how do you make them linger?
Here are simple ways:
- Add valuable content relevant to your practice and your patients’ problems
- Offer tons of tips and free takeaways that they can use to manage their problems
- Explain how you manage your patients and what they can expect from you as a service provider
Metrics are good indicators of how your website is faring in health care marketing. Without analyzing your metrics, you may be missing out on opportunities to improve your strategy by using campaigns that do not add value to your practice or your patients’ health.
If you would like a healthcare marketing partner to create a strategy and help analyze its performance, The Steeplechase Company can help! Schedule your practice review here.