Workstream # 6: Design Digital Campaigns

November 08, 2020 15:21

Content

Overview
Search Engine Optimization (SEO)
Pay Per Click / Search Engine Marketing (PPC/SEM)

For best practice examples

Digital ad campaign examples, see: Marketing Examples: Search Engine Ads
Social media: Marketing Examples: Social Media

When you're done reading this article, next read: Workstream # 7: Measure and Optimize Conversions

Overview

Marketing is about connecting with your audience in the right place at the right time.
Today, that right place is digital.
We urge you to consider utilizing one or more forms of digital marketing to get the word out about your Save my Spot program.

SEO

SEO defined, briefly

SEO is the process of optimizing your website to ‘rank’ higher in search engine results thereby
increasing organic (or free) traffic that your website receives.
Search engines are the key to providing targeted traffic. However, if they cannot find your site or add your content to their databases, it is less likely potential new patients will be able to find your check-in pages.

Ways to Optimize Your Check-in Express Page(s)

Optimize for mobile devices – the majority of check-ins come from mobile phones.
Ensure page depth is shallow - page depth is how many clicks it takes for a user to get
from the home page to their desired page. In this case, that would be the Check-in
Express landing page and reservation form.
Improve page load times – ensure your pages’ file sizes are low enough to avoid slow
loading.
Include relevant keywords on your online check-in landing page(s) -
In the title tag – keep it under 75 characters.
Near the top of the page.
In the body copy of the page – 2 or 3 times with variations.
Provide alt text for images.
In the URL structure – i.e. “yourwebsite.com/onlinecheckin”.
In the meta description tag – this is seen as a description for your page in the
search results.

Pay-Per-Click (sometimes called Search Engine Marketing or SEM)

Overview

While SEO will drive organic traffic to your website, you may want to take a more aggressive
approach to generating relevant website traffic by utilizing Pay-Per-Click marketing in congruence
with your SEO strategy.
PPC marketing is a form of internet marketing in which you pay a fee each
time your ad is clicked.

Search Engine Marketing (SEM)

Search Engine Marketing is one of the most popular forms of PPC marketing.
It drivestraffic to your website by displaying clickable text ads that are relevant to specific keyword
searches.
You place bids on keywords and only pay when your ad is clicked. The most
common SEM platform is Google AdWords.

Why use SEM?

It’s quicker than SEO – Your website needs a good SEO strategy, but building
landing pages, getting backlinked and waiting for Google to index and rank your
pages well takes time. Sometimes it is just easier to pay for website traffic.
It’s easy to start – Setting up campaigns is quick and can deliver results right
away.
Harness intent – Potential patients come to you because your ads are targeted
to their search queries. Because your ad should provide the answers they seek,
your ads are much more likely to convert than by other means such as social
media marketing.
Results are highly measurable – Useful metrics such as impressions, clicks, and
conversions give ROI insight.
SEM traffic may convert better than organic traffic – Paid searches are more
targeted towards keyword searches and direct people to the exact page you want
them to go, such as the Check-in Express landing page or reservation form page.
Sponsored ads with relevant calls-to-action also show up at top of the search
engine results page before organic results.
Work with any budget – You set an amount that you are willing to pay per day
and AdWords will only charge for clicks up to that amount.
- There is no ideal PPC budget.
- Some clients run campaigns for as little as $10 a day and for as much as
  $50 a day.
- It is more important to get the most clicks or conversions for your
  budget by using the appropriate bidding strategy and carefully crafting keyword
  lists with engaging and relevant ad copy

Display Marketing

Display Marketing uses banner ads, images, video clips and buttons to advertise your
message on third party websites.
You must use one of the many display marketing platforms out there in order to get started.
If you are already using AdWords for search marketing, Google’s Display Network is an easy next step to incorporate into your digital marketing efforts because it uses data from your AdWords campaigns to target interested audiences.
- It is also an excellent platform to use because it encompasses a group of over 2 million websites and reaches about 90% of internet users worldwide.
- With Google’s Display Network you can reach out to new patients or engage previous visitors to your website by reminding them of your services when they check their Gmail account, use mobile apps, watch Youtube videos or browse their favorite websites.

Remarketing / Retargeting

Google Display Network remarketing works by showing targeted display ads to people who
have already visited your website.
It can drastically increase your conversion rates and ROI because you are reminding past visitors, who are likely already familiar with your brand, about Save my Spot while they are browsing other websites.
How It Works
- When you already use AdWords, all you need to do is add a Google remarketing
  code (aka tag/pixel) to your Save my Spot pages.
- It will then build up an audience for the service based on browser cookies.

Social Media Marketing

Advertise Check-in Express through social media channels, especially if your health system has
active Facebook and/or Twitter accounts.

You can use paid ads or sponsored posts to spread
awareness to potential new patients that are not already following you.

Facebook

Advertising on Facebook allows you to choose a target audience based on demographics,
behaviors, or contact information, use eye-catching graphics and videos that work on every
device, and see the results in easy-to-read reports.
As the largest social media platform in the world, you should definitely be able to reach
your target audience using Facebook. By using Facebook’s Audience Network, you can also
reach users on Instagram as well as other third-party websites.
Boosted posts - This option allows you to get more exposure for your content and draw
people from their news feed to your website. Whether you already have a post from the
past or would like to create a new one, boosting your post is as simple as hitting the
“Boost Post” button on your post and then selecting your target audience and budget.
You can check on its performance from hitting the “Boost Post” button on the post itself.
Paid ads – These come in many different forms and can either drive traffic and leads to
your website, to highlight your services, or to increase likes and engagement on your
Facebook page. They can appear in the news feed or right-hand side panel. Paid ads
have goal-specific call-to-action buttons as well as scheduling options, optimized bidding
and a multi-image display. Compared to boosted posts, paid ads allow for far more types
of targeting. While there are many types of ads on Facebook, below are the most useful
types for advertising Check-in Express.
Link Click Ads – Link Click Ads are the most commonly used ads on Facebook.
The promote your external website and send people to your landing page(s) or
blog post(s) and generate likes for your Facebook page as well. They require a still
image, a headline, ad copy text and a short link description.
Video – If you happen to have a video centered around your check-in service, or
your ER or Urgent Care then you can use video ads on Facebook. Video ads are
similar to Link Click Ads but feature a video instead of a still image. They allow
you to re-target subsets of visitors based on how much of the video they
watched. The best performing videos quickly get to the point and are only 15-30
seconds in length.
Mobile App – Utilize the Mobile App Ad if your health system has a mobile
patient engagement app that features the Check-in Express service. It displays on
the mobile newsfeed and looks like a Link Click Ad, but encourages users to
“install”. It also includes targeting options such as only pursuing certain mobile
devices or only WiFi network users.

Twitter

Twitter advertising can increase clicks to your website, app installs, new followers and
expand brand awareness.
- Like Facebook, Twitter allows you to decide on an advertising
  objective, an audience, and set a budget.
- Place bids on how much you want to pay for clicks
  or new followers.
Promoted Accounts – This type of ad increases followers. It shows up under the
“Who to Follow” section. While this method will not help you advertise a specific
initiative, it will help you build up your user base.
Promoted Trends – A branded hashtag can encourage clicks and followers by
pushing a promotion or announcement. This piques curiosity about your brand,
but may not be the most effective way to advertise a specific initiative.
Promoted Tweets – Just like Facebook’s boosted posts, Twitter’s promoted
tweets allow you to highlight a specific status update to increase exposure. You
can target specific audiences, but unlike Facebook, Twitter allows you to target
specific keyword searches too.

Next: Workstream # 7: Measure and Optimize Conversions