Here we go, entering into the next decade! Is it just me or did 2019 fly by?
Our Big Wins for 2019 at Incoming! Marketing:
- Tripled our revenue.
- Hit our goals of performance and client acquisition to become an official Google Partner.
- Optimized our team’s processes to make sure we can get great results for every client. Thanks, The Checklist Manifesto.
What were your big wins this year?
December is generally a great time to evaluate the years marketing efforts and come up with a plan for 2020.
Like it or not, things are always changing in the marketing world.
As a result, staying on top of the latest methods and best practices can prove difficult.
As you prepare for your marketing strategy meetings this month or next, We’ve rounded up some of the most important things in each category.
Here are the most important things to keep in mind for fertility clinic marketing in 2020:
We’ll start out with what is definitely the most important part of your digital presence: your website.
In the digital world, your website is your virtual clinic. To succeed in fertility clinic marketing, you need a site that is on your side.
Your prospects are going there first to view the factors that are influencing their choice of fertility clinic.
In 2020, your site’s two big factors influencing their choices will be 1) Design and 2) Content.
These days, the primary trust factor of a site will be its design.
You don’t want a site that seems scammy; you need a site that screams trust.
To achieve this, make sure the colors, fonts, and navigation looks consistent and modern.
It’s hard to pin down exactly what makes users lose trust in a site. However, it often comes down to consistency. We naturally trust design that has a branded, consistent feel.
If you’re wondering about your site’s perceived trust level, a good rule of thumb is to check the analytics. If the time spent on your website per user is under 30-60 seconds, you can be certain something is amiss; people are not finding what they’re looking for.
If you need to, hire a branding consultant to help you create a consistent look. It’ll pay off in the end.
The second aspect of design is optimizing for conversion.
Conversion is when a visitor fills out a form or calls your business. They convert from visitor to lead.
There is an entire field of work dedicated Conversion Rate Optimization, but there are a few basic principles that will ensure are most likely to convert.
First, make sure there is a clear action step on every page of content.
Second, your phone number needs to be visible: top right on desktop. On mobile, make sure it’s not hidden in your menu.
Making it simple to contact you is a key part of making your website perform better.
With a topic as complex and multifaceted as fertility, writing useful and informative content is your ultimate key to success.
Keep a list of the top concerns held by people who come in for a consultation. These make excellent fodder for new content.
Hiring a good content writer with experience in the field could be useful. Looking for the authors on sites like Fertility Road can lead to top-performing content.
Remember that good content is also very important for ranking for the Google Search results (SEO). We’ll go over this in the SEO section as well.
- Phone number at the top right (desktop) or just at the top (mobile). Make sure that on mobile it’s not hidden in the menu.
- A way to contact you on EVERY page. It can just be a button that opens a floating form, but this gives people a clear action to complete after they read your content.
- Keep navigation simple and intuitive. Relevancy is key, if people can’t find what they’re looking for they’ll just leave instead.
Psst… if you need web design or content writing, we trust the experts over at Doctor Websites. They specialize in medical websites and their sites are fast, modern, and optimized to convert your visitors into patients.
Search Engine Optimization (SEO)
Good SEO efforts always pay off in the long term. SEO is a cornerstone of fertility clinic marketing.
SEO is how your prospects find you “organically” (i.e. not ads) on Google and other search engines.
2020’s SEO will continue to focus on one big factor: content is king.
It’s always worth paying somebody to manage your SEO unless you know all of the ins and outs (trust us, you don’t).
If you’d like to give it a go, there are plenty of great resources out there to learn.
Remember when you do hire somebody to write content, make sure that they know how to write content optimized for SEO.
Here at Incoming! Marketing, we don’t do SEO (we focus on advanced ads strategies) but we know some excellent people we’ve worked with in the past that can definitely help. If you need somebody, reach out and we’ll help you connect to someone we trust.
- Content is king for SEO
- Write with humans in mind, then search engines.
- Ranking is important, but ROI should come first. Focus on boosting your keywords that are bringing in the most patients.
In the past few years, platforms like Google Ads have drastically changed. 5 years ago, the techniques to excel at Google Ads relied primarily on the advertiser’s ability to add hundreds of keywords, exclude negatives, and try to stay ahead of the algorithms.
Google Ads in recent years, and in 2020, focuses more on leverage Google’s machine learning systems to match the right type of customer with the right ad.
You see, Google has thousands of data points on its users. It can leverages this information to show the right ad to each user.
Google’s main focus has always been one thing: relevancy to the user.
If people don’t find what they’re looking for, they will just get frustrated and leave.
You definitely don’t want that, and Google doesn’t either. They’ve built a system to award ads that are more relevant.
The main part of this system is the Quality Score.
These days, your Quality Score rules supreme. It’s one of the top factors determining your cost-per-click, and it influences every metric on the way down.
The factors that make up Quality Score are
- Expected click-through-rate (% of people who click vs. see your ad).
- Ad text relevancy
- Historical account performance.
- Landing page experience.
Your return on investment more than ever now depends on your ability to write relevant, compelling ads and match them to equally relevant, compelling landing pages.
Don’t just send them to your landing page. Send them to curated pages related to what they are searching.
For example, IVF inquiries should lead to an IVF landing page explaining how everything works.
Remember, the #1 thing running fertility ads on Google in 2020 is this: make everything as relevant as possible to your prospective patient.
- Don’t just send all prospects to your home page (you’ll lose them).
- Don’t use the same ad for all services (you’ll get less clicks and lower rank).
- Make sure things are organized well for maximum relevancy.
- Keywords in ad groups should be closely matched.
You can bet everything that your patients have read the reviews of your clinic on Google, Yelp, and others.
Reviews for fertility clinics are very important to your future patients. Infertility can be a painful road to navigate and hearing a positive experience from somebody in the same position can greatly influence the decision to make a change.
If you don’t have many reviews now, ask some of your recent patients for a short review detailing their experience.
When it comes to dealing with negative reviews, make sure you respond in kind even to those who are pushing unfounded accusations to your people or clinic.
A simple “we’re sorry you felt this way, one of our team will reach out to see how we can improve” goes a long way in showing other review readers that you’re human too.
Fake reviews happen. There are some feedback systems built into Yelp and Google, but sometimes there will be nothing you can do about it. Just respond in kind or say nothing at all.
Fortunately, your prospects know and recognize that not everyone will be happy. They’re more wary of a 5.0 star average than they are a 4.6. The latter is a more believable number from a third-party review site.
- Get more reviews from satisfied patients.
- When responding to negative reviews, humanize your clinic and show future patients you strive to improve.
Peter Drucker says “if it can be measured it can be improved.”
In the last year alone of auditing new clients, we’ve found that 58% of them have incomplete tracking information.
With modern tracking tools, you should know where every inquiry comes from.
Organic, Paid, and even patient referrals and brochures can and should be tracked. Winning at Fertility Clinic Marketing is all about measuring how each channel contributes to the others.
There are many tools available for call & form tracking, including our favorite: WhatConverts.
Google Analytics is another useful tool that lets you see how people are using your website and where they’re coming from.
- On your digital channels, you should know where each prospect came from.
- You should be able to see where your calls are coming from.
- This will allow you to calculate your ROI from each channel.
If you need tracking set up, we only charge a minimal fee to set it all up. For phone tracking, we’ll just charge your monthly usage at cost. Feel free to reach out to us if you find your tracking is lacking.
To wrap things up, a comprehensive fertility clinic marketing strategy involves making use of all of these different methods, measure your return from each one, and allocate your budgets accordingly.
Hopefully, this short guide has been helpful and given you a better idea for what is important to remember about each digital marketing channel.
Here’s to 2020 being a year of growth for your clinic! 🥂
If you’re wanting to learn more about what Incoming! Marketing can do for fertility clinic marketing, check out our focus page here.