1. How to lay the foundations of a sustainable online strategy?
1.1. Establish a Service Level Agreement.
To create the pillars of a long-term sustainable strategy, it is important that client and agency communicate on an ongoing basis. And even more fundamental is to be on the same page to work towards the same goals. For this reason, it is more than advisable to establish a Service Level Agreement (SLA) or Service Level Agreement, a complex name for a simple document, but which is vital to understand what each party is committed to.
What does this SLA consist of? This agreement is a document that, for example, sets out how leads should be dealt with, when and how they should be followed up and how often. The SLA helps us, as an agency, to specify what kind of leads we should deliver to our client, the clinic, and how (and when) to proceed with them so that they become clients and we can assist them in the process. In short, this document helps both parties to be clear about the objectives we want to achieve.
1.2. Creating buyer persona profiles.
On many occasions we talk about the buyer persona, representations of the existing and ideal customers of a business, without which we cannot create any long-term sustainable strategy.
For a clinic, and in general for any type of business that wishes to attract leads through the Internet, it is essential to establish what type of customers are likely to be influenced by the different actions, since in this way it is possible to devise and execute the best marketing techniques to grow the business on the Internet.
Again, these buyer personas help both the agency and the clinic to know exactly what type of people we are trying to attract, convert, get as a client and build loyalty in cases where continuity of treatment is required. And for this reason, they are the basis of any growth methodology.
1.3. Identification of the buying cycles.
Along with the development of the buyer persona, it is necessary to identify the needs and doubts that these profiles have in each of the stages of their buyer’s journey, i.e. their buying cycle. This cycle is composed of several stages (discovery, consideration and decision) in which we work some different marketing techniques and for which we develop specific content.
It is essential to know at what stage of this buying cycle the potential customer is, since in this way, the agency can know the suitability of the potential patient to request an appointment or a consultancy with the clinic and what kind of content can lead this prospect to perform the desired action.
2. What strategies have been the key to increase appointments?
2.1. Web redesign and development.
Web redesign is generally essential considering the need for growth in online visits and conversions. While in many cases the visual style of the clinic’s website may be new and current, we must think that there are some essential minimums that lead to get more appointments and that, especially, the sitemap must be designed to simplify user navigation. With this in mind, we made sure to create specific pages that would not only help the website’s SEO, but also respond to the needs of the buyer persona that had been previously defined.
2.2. Search engine optimization.
SEO has been an important strategy in achieving objectives. The selection of keywords appropriate to the searches of the clinic’s potential customers helped to develop a mapping of potential content in each of the phases of the purchase cycle of these consumers. On the other hand, this work together with the creation of content is what allows to improve visibility in search engines.
2.3. Content creation in different channels.
Content (in all its formats but especially in text) is currently the major source of information for users who consume info