Monitoring content performance and setting up a simple system to capture performance numbers can supercharge your marketing efforts
In marketing, there’s a well-known adage that “content is king.” But this doesn’t mean that you can just post any type of content and expect patients to flock in through your doors. If you want to build your chiropractic practice, your content must support this goal and you must have measurable content performance.
The strategies for content performance can vary based on where the content is posted. Here is a simple system for assessing the performance of content posted on your website, blog, and social media pages, as well as the content contained within your email campaigns.
Measuring website content performance
Effective website content engages its visitors. It makes them want to interact with your practice, ultimately leading them to schedule an appointment. Tracking your website analytics can help you identify what type of content visitors pay attention to most and whether it is compelling enough to lead them to action.
Some websites provide this data as part of their platform. If your website doesn’t currently offer this ability, installing Google Analytics is one option as it will tell you:
- how many people visited your website
- the bounce rate (the number of people who clicked on the site and almost immediately clicked away)
- the average length of time visitors spend on your site
- the times of day they visit the site most
- where the visitors are from geographically
This data provides insight into whether you’re attracting and retaining the attention of your target audience, allowing you to rectify any issues that might be limiting your results.
If your bounce rate is high, for instance, this suggests that your content might not be compelling enough to make the visitor want to know more. If your site’s visitors aren’t from your geographical area, including more keywords that include your town or city may increase your ability to be found by local people who are looking for a chiropractic professional.
Measuring blog performance
A blog is a great way to showcase your expertise in health and wellness. It also shows patients and prospective patients that you’re committed to their health, providing guidance that can help them feel their best even between chiropractic visits.
Metrics that can help you determine how well your blog is performing include:
- the number of people who visit your blog as first-timers and returning visitors
- where the visitors came from (direct, social media, email link, etc.)
- which posts are viewed most
- which posts have the most interaction
These metrics will help you identify what type of content draws the most interest from your site’s visitors. Focus on these topics to increase your readership. They also tell you what methods of sharing are drawing more visitors to your blog, such as whether sharing them on your social media pages is more effective than sharing them via email, for instance.
If your blog is on your website, your website’s analytics or Google Analytics can provide this information. You can also publish your blog on an outside platform, such as WordPress. This type of site offers the ability to set up your blog easily, also allowing readers the opportunity to follow your blog with one click of the mouse.
Measuring social media performance
Social media makes it possible to interact with your target audience. This strengthens your relationship with them, encouraging your followers to look to you for advice on health-related issues. But how do you know if your social media content is performing as well as you’d like?
The social media management provider Hootsuite recommends monitoring:
- the number of followers you have
- the growth rate (or decline) of your follower numbers
- post reach
- number of likes and comments
- number of people who clicked on a link within a post
- your review rating within social media platforms
Data obtained from these metrics help you understand which type of posts inspire the greatest amount of engagement. It also tells you whether your actions on these sites are increasing your following or if a change in strategies is needed to draw more interest from prospective patients.
Measuring email performance
Email marketing enables you to keep in contact with your patients. It also gives you the opportunity to create a relationship with potential leads. At the same time, an ineffective email campaign can cause some people to unsubscribe, breaking the connection you could have with them and causing them to look elsewhere for chiropractic services.
If emails are a part of your marketing campaign, OptinMonster suggests paying attention to the following performance-related data:
- email open rate
- click-through rate (number of people who clicked on a link inside the email)
- unsubscribe rate
- number of recipients who’ve marked your email as spam
- conversion rate
- bounce rate
- share rate
If your emails aren’t getting opened, try changing the subject line. If you’re getting a lot of unsubscribes, take the time to figure out why.
Monitoring content performance helps you identify where you shine and where improvements need to be made. Setting up a simple system to capture these numbers is a good first step, giving you the data you need to obtain optimal content performance.