Digital marketing strategy
If you want to stand out and remain competitive in today’s changing marketplace, your digital marketing approach must be agile and consumer-centric.
Healthcare consumers’ ever-growing access to options and dependence on technology means healthcare organizations need a robust digital marketing strategy to stand out—one that takes patient needs into account while being flexible enough to adapt to change and disruption. With a good digital marketing strategy, healthcare providers remain relevant to consumers and competitive in the industry. Coffey can partner with you for a solid digital marketing strategy that includes:
While a content audit is often done within a redesign project, we can also work with you on a stand-alone audit as you need it. Our team analyzes your current website and looks for opportunities to improve search traffic, streamline the user experience, remove duplicate pages, and more. Next we create a roadmap for implementing these recommendations. Once we set the strategy, we have the team and expertise to implement all of the recommendations.
In a design audit, we start by understanding your organization's goals. Then we develop stylescapes that illustrate visual directions and create prototypes. This helps build consensus and aligns the design with the overall strategy for the website.
Search engine optimization (SEO)
Does search engine optimization feel like something elusive that may or may not benefit your website? Do you lack the patience and persistence necessary to keep up with algorithm updates? Don't worry; you're not alone.
Put simply, SEO is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. An "if we build it they will come" approach is no longer effective. A consumer needs to be able to find you quickly in an online search. At Coffey, we use the best tools, resources, and strategies to keep up with the changing landscape of SEO to assure your website is optimized and working for you.
Why is SEO important? If your website is not properly optimized for SEO, there are fewer chances it will show up on the first page of search engines. Today's search engines are smart and they consider every micro detail while ranking websites.
Local keyword research
Finding the right keywords, including local keywords, is a vital part of a strong SEO strategy. When researching keywords, it pays to seek out the right terms. But different people may use different words to search for the same health topic. Language preferences can change from region to region and community to community. If you seek out words based on national trends, you may miss the winners in your own backyard.
By focusing your keyword research on terms that people in your community use—not the phrases people nationwide might prefer—you could increase the chances of a visibility boost.
In addition to finding the right term to describe your services, local keyword research can help you determine what phrases people in your community use when they're trying to find services that are close to them.
We can help you expertly optimize elements including page meta-titles, meta-descriptions, internal site-links, and keyword research (both national and local) with strategies that are proven effective.
Our SEO services include:
- A comprehensive SEO website audit.
- Keyword discovery and reporting.
- Internal linking audit and recommendations.
- External link audit and link building strategy.
- Content audit and strategy recommendations.
- Service line SEO optimization.
- Keyword analysis.
- SEO reporting.
We provide an ongoing analytics dashboard that includes information from Google Analytics and other relevant channels to ensure that our strategy is working and we can proactively identify opportunities for improving it. The reports in the dashboard can be customized to include the information that is most relevant to your organization and your goals.
When you try to market to everyone, you're going to have a difficult time getting your message to your consumer. This makes target marketing important.
Breaking a large market into smaller segments will enable you to concentrate on a specific group of consumers. This helps to define a segment of consumers based on their unique characteristics and demographics, and allows you to provide direct and specific messaging tailored specifically to them.
Targeted marketing can help you:
- Stay focused.
- Get your message directly to a defined audience.
- Attract and convert high quality leads.
- Differentiate your organization from competitors.
- Build deeper consumer loyalty.
What you can expect from Coffey
- Website audits to identify opportunities and set a content strategy.
- Keyword and SEO audits to ensure your website is getting conversions.
- A design process that uses the organization's goals to create a supporting visual strategy.
- Ongoing analysis that measures how well things are working and proactively identifies areas of success or opportunity and helps you adjust to changes in the market.