By looking at your top performing content via your your health care KPIs, you can discover your clients’ preferences and deliver more of it
Content marketing can change quickly and leave you feeling as if you are one step behind the current trends. But by tracking your key performance indicators (KPIs) in your social media, web and content marketing efforts, you can pinpoint and build upon your marketing that produces your top health care KPIs.
KPIs can help you discover what works and what doesn’t, whether you are progressing or holding steady, and what needs your attention – in terms of both current patients and new patients. A KPI should be effective for your business’s bottom line and something that you have control over its progression. It should go hand in hand with your overall objective and business strategy.
Health care KPI goals to track
Your health care content marketing should have three goals in mind:
- social visibility
- website traffic
- backlinks
Before we get to the Top 5 health care KPIs, let’s take a closer look at these:
- Social visibility. Creating a social media presence is important in almost any business, especially one where you reach out to patients. Share local and national news related to your clinic, announce sales on your products or services, and offer content that is evergreen or trendy. Engagement can be increased by selective pinning of posts, posting during prime times for your patients, and including interactive posts that will generate comments.
- Website traffic. Potential customers often go to search engines to look for chiropractor services. That first visit to your website is a welcome mat — and you want it to be fresh and clean as well as easy to use. Website traffic tracks number of visitors, pageviews, and which pages are the most popular — these indicators can help you determine the needs of your patients, and what information trends consistently. You can find traffic information in Google Analytics.
- Backlinks are links from one site to the page of another. Google looks fondly on backlinks as a high rating for that content, and it can mean higher organic search rankings for your site. Keep in mind content that will make other sites link to you.
The top 5
Ask yourself what your target is in each of these previous categories. Then work in the following five key areas to improve the performance levels in each area, progressing toward your intended target:
Conversions. Does your website spur potential clients to action? Do you have a contact form or scheduling form for page visitors? Are you asking new clients how they found you? Understand how your content affects your patient funnel and track them routinely. Understanding changes, whether good or bad, can help you redirect your efforts to improve your ROI.
Customer Value: Once you have that new client, it’s important to keep them engaged. Keeping track of client satisfaction can help you define content that can form steady relationships with both old and new clients, such as e-newsletters, monthly texts, etc.
Engagement. How long are visitors staying on the page or site? Have you answered their question(s)? Are they staying long enough to read long-form content? Are you hooking them? If they are leaving quickly, take a look at the content. Consider shortening the length of your content or introducing a different type of content to encourage new audiences. Include links to other relevant pages on your site so your audience can continue on an informational thread, and review the ease of your site navigation.
Evergreen topics and content. Evergreen content stands the test of time. While many online articles disappear days after the event or trend has gone, evergreen articles are revisited for longer periods of time and can create steady traffic streams. Repurpose and update these evergreen articles to grow traffic.
Top performers. By looking at your top performing content via your your health care KPIs, you can discover your clients’ preferences and deliver more of it. Are your colorful infographics getting the most attention? If they are, find ways to include them in your social media sites as well as your blog content. If you find that visuals are top performers, create more engagement by offering one-minute informative videos or tutorials.
Resources:
https://blog.parse.ly/7-kpis/
https://blog.parse.ly/7-kpis/#7
https://thriveagency.com/news/improve-social-visibility/
https://www.clearpointstrategy.com/18-key-performance-indicators
