Social Media and Healthcare

Digital presence is the totality of how you're represented on the Web, from site landing pages and blog posts to social content and online reviews.

Digital presence is how your business appears online. Your web presence is made up of several different components and can be summed up as the impression your brand makes online through content, websites, search engines and other digital media and platforms.

What Are the Elements of a Digital Presence?

Website

Your company website is the centerpiece of a digital presence. When potential customers want to learn more about your brand or your business, your website is often the first place they head to. As such, everything from the About Us page to landing pages for products and services needs to be optimized and refined.

Social Media

A social media presence is essential to a modern-day digital marketing strategy. Social channels are primarily useful as a means to humanize your brand and lift awareness. Every post you make on Facebook or Twitter is an opportunity to engage followers, as well as project the type of brand identity you aim for.

Search and Paid Advertising

How you appear on search engine result pages (SERPs) factors into a web presence. Those with top results (either for general or local searches) get the most clicks, and thus the most business and trust. The more optimized your website and content are, the greater your chances of ranking well. Paid advertising can also get your online presence in front of target audiences and potential customers. Pay-per-click (PPC) ads, display ads and social ads are all useful tools to lifting brand awareness and digital presence.

Content

Blog posts, eBooks, white papers, case studies, sales one-pagers, product spec sheets — these are all content marketing assets that are crucial to building an online presence. Content, in many ways, will be your most potent tool for defining and strengthening your web presence.

So, how can you boost your digital presence?

1. Don’t Overlook the Small Stuff

Lots of effort will be put into optimizing your website, and for good reason. But don’t let that come at the expense of other elements of digital presence.

2. Go Beyond the Basic

While it’s important to not forget the small things, you should also endeavor to do more than the bare minimum. In terms of content marketing, for example, don’t stop at regular blog posts.

3. Leverage Visual Content

Your website needs strong copy that is optimized for keywords you intend to rank for. But it could also benefit from well-produced visual content that helps relay your brand ideals, mission and message to potential customers on a deeper level.

4. Be Active on Multiple Social Platforms

Speaking of social media, it’s not just Facebook, Twitter and Instagram that you need to be active on. There are numerous other platforms that can help you build up digital presence.

5. Always be Dynamic

A static digital presence is a recipe for brand stagnation. Search engine algorithms and customer preferences are changing all the time, so your brand needs to keep up to date with a relevant digital presence. This means paying attention to UX trends and other developments that impact how your digital presence is delivered and refined.

read the whole post and access a fantastic infographic at https://www.brafton.com/blog/content-marketing/digital-presence/

There's a lot you can do with HubSpot—you just need to know where to find everything. Here are five helpful HubSpot features to take advantage of.

Prep snippets for quick responses

Create Round Robin meeting links

Batch schedule tweets

Set up your chatbot for business hours 

Use lists to see which users are most active

read more at https://zapier.com/blog/hubspot-tips/

The ever-changing field of email marketing has yet again brought some exciting trends for 2021 and the future.

How it started: Plain text emails

How is it going: More advanced emails with imagery, dynamic content blocks, and much more…

To learn more about how emails are set to change in the coming years, read on…

1. Micro-segmentation and Hyper-personalization

Brands will invest in robust CRM and email marketing tools that will allow them to maintain their database better and facilitate advanced segmentation techniques.

2. Email Automation

Email automation has been around for quite a few years now. In 2021 and the years to come, it will become much more advanced with the help of Artificial Intelligence (AI) and Machine Learning (ML) principles.

3. Agile Email Marketing

Agile Email Marketing is a comparatively new methodology with the help of which you can streamline the process of email template production.

4. Visuals in Email Marketing

Including the right visuals in your emails can take your subscriber experience to the next level.

5. AMP (Accelerated Mobile Pages) in Emails

You can use AMP technology to create emails that allow the users to take action from the email itself.

6. A/B Testing

Since your customers’ purchasing patterns and preferences have drastically changed in the past couple of months, you must carry out A/B testing. It will help you to understand what strikes the right chord with your subscribers.

7. Omnichannel Marketing Approach

Omnichannel marketing is an approach through which you can impart a consistent experience to your prospects and customers, irrespective of the channel.

8. Stricter Privacy Policies

Anti-spam guidelines and privacy policies will get stricter.

9. Empathetic Messaging

Many individuals and businesses are still going through difficult times and therefore, you must send out empathetic messages that reflect sensitivity and consideration for the readers.

10. BIMI

BIMI (Brand Indicators for Message Identification) is a novel technology that enables businesses to display their logo beside the email subject line and message.

read the whole unedited post at the scoop.it blog https://blog.scoop.it/2021/04/22/email-marketing-trends-how-to-up-your-game-in-2021-and-beyond/

In today’s fast-changing world, where technologies grow like a shot and consumer interests are hard to predict, marketers can’t rely on guesses and old yet proven strategies only.

It’s easy to forget that, as a search engine, Google doesn’t just compare keywords to generate search results. Google knows that if people don’t enjoy their experience on a web page, they won’t stay on the page long enough to consume the content — no matter how relevant it is.

As a result, Google has been experimenting with ways to analyze the user experience of web pages using quantifiable metrics. Factoring these into its search engine rankings, it’s hoped to provide users not only with great, relevant content but with awesome user experiences as well.

Google’s soon-to-be-launched page experience update is a major step in this direction. Website owners with image-heavy websites need to be particularly vigilant to adapt to these changes or risk falling by the wayside. In this article, we’ll talk about everything you need to know regarding this update, and how you can take full advantage of it.

What is page experience?

In short, it’s a ranking signal that combines data from a number of metrics to try and determine how good or bad the user experience of a web page is. It consists of the following factors:

• Core Web Vitals: Using the same, unchanged, core web vitals. Google has established guidelines and recommended rankings that you can find here. You need an overall “good” CWV rating to qualify for a “good” page experience score.
• Mobile Usability: A URL must have no mobile usability errors to qualify for a “good” page experience score.
• Security Issues: Any flagged security issues will disqualify websites.
• HTTPS: Pages must be served via HTTPS to qualify.
• Ad Experience: Measures to what degree ads negatively affect the user experience on your web page, for example, by being intrusive, distracting, etc.

read more at https://css-tricks.com/what-googles-new-page-experience-update-means-for-images-on-your-website/

Unique and compelling content has always been a scarce and valuable commodity on the web. Consumers, brands, software companies and even search engines have created a booming industry around creating, organizing, consuming, sharing and measuring content. With the wide adoption of social media and maturity of email, sales and marketing automation platforms, content is more important than ever before.

The cost of creating engaging content is significant and ensuring that content reaches the desired audience can further increase the required investment. This article outlines effective strategies for selling management on a larger content marketing budget in 2021 and beyond.

In a study by Semrush, 46% of consumer brand marketers surveyed indicated their biggest challenge with content marketing programs is securing a proper budget.

Despite that fact, the average brand marketer invests up to 40% of its total marketing budget on content.

To discover how to increase that number for your organization, read on https://www.smartbrief.com/original/2021/04/how-advocate-bigger-content-marketing-budget

A lot of people have gone mobile and are spending a lot more time on the internet. Healthcare Marketers are now adjusting their marketing strategies to meet their customers where they are. They are now blending digitization with new techniques for greater productivity and effectiveness. A huge part of this strategic change is Search Engine Optimization (SEO).

SEO is very important and any healthcare provider in the current digital first world, should be ensuring that their digital presence is updated in sync with the SEO changes that are affecting  search engine rankings.  Why SEO Changes? That's because Google algorithms keep changing regularly as it continues to interact with users and learn new ways to be more efficient.

A few of the pointers to keep in mind while running SEO programs are:

The BERT updates: BERT(Bidirectional Encoder Representation from Transformers) is a Google A.I. tool to improve the accuracy of search results. BERT tries to understand the reasons why certain users search for a particular key-phrase, the meaning of the searches, and then identify the best results that will be of help to the user. updates by BERT will affect your SEO rankings if your content is not optimized properly to meet the BERT requirements.

The Uniqueness and Effectiveness of your Website: Over the years, Google has updated its algorithm to favor longer content that are unique, of good quality, and particularly relevant. This algorithm update is good for the healthcare industry because healthcare content is meant to be helpful and original.

The Mobile Responsiveness of Your Website: The world is going mobile and it has led to Google changing its algorithm to favor more mobile-friendly web pages. As a healthcare company, building your website to be mobile-friendly is one of the steps to ensuring your SEO is spot on. 

Read the original unedited post:

https://thefutureofhealth.care/marketing-for-healthcare/15/02/2021/seo-updates-and-its-consequences/