The field of medical technology is ever-changing, and so is the way businesses go about keeping up with the times. When it comes to marketing, traditional methods of newspaper ads, radio spots and billboards no longer cut it. It’s time to meet the modern-day laboratory.
Just as many other industries moved online first, laboratories have followed suit. The biggest difference nowadays is that instead of just looking for the cheapest website developer, you have to understand your customers’ needs. Fortunately, the digital nomad community stepped up to provide a whole bunch of affordable website templates for medical laboratories. The options range from fully functioning medical websites to landing pages, blog sites, videos and more!
The Rise Of Online Marketing
If you’re reading this, I assume you’re either in the medical field yourself or have a close connection to it. I’m also guessing that you’re probably already aware of the many advantages of having a web presence.
The fact is, online marketing is only just beginning to take off, particularly among smaller businesses that don’t have the budget for expensive advertising. Even businesses that do have budget restraints often struggle to find the right digital marketing agency. The days of solely relying on expensive television commercials are over.
If you’re looking to take the next step in establishing yourself as an expert in your industry, investing in a quality website is the key to doing so. The more you put in it, the more you’ll get out of it. According to HubSpot Blogs research, people spend an average of 2 hours and 45 minutes per day on mobile devices looking for services and products online. That’s a huge chunk of time, and if you want to grab a share of it, you need a quality website.
What Makes a Good Website For a Medical Laboratory?
To keep things short and sweet, here are the top website building tips for medical laboratories:
- The template should be clean and simple.
- Images should be relevant to the content
- The site needs to be mobile-friendly
- Calls to action are the essence of any marketing site!
- Contact information needs to be easy to find
- The website needs to reflect the voice of the business
- A test drive is essential before launching the site into the world wide web.
The Simple, Yet Powerful, Secrets To A Successful Online Marketing Campaign For A Medical Laboratory
Now, you might be wondering what makes a successful online marketing campaign for a medical laboratory. Believe it or not, there is a science to promoting your business online and marketing effectively. While there isn’t one secret to doing it, there are certain guidelines you need to follow to make your campaign a success.
The truth is, running a successful online marketing campaign for a medical laboratory is much simpler than you’d think. All you need is a good plan, determination and some basic online marketing know-how.
Here’s a simple 4-step plan to help you promote your medical laboratory successfully online:
Step one: Select a template
When it comes to creating a quality website for your medical laboratory, there are many choices available to you. A simple Google search will bring up dozens, if not hundreds, of web designers who can help you put a website together. All you need to do is pick out the one that’s right for you.
When choosing a template, make sure the website developer you work with is familiar with medical websites. If not, they might struggle to give you content that’s medically accurate. Once you’ve picked out a theme, take some time to familiarize yourself with its inner workings. It’s often a good idea to look at other websites built on the same platform for inspiration.
Step two: Create content
You can’t promote your medical laboratory effectively unless you have content to promote. That content could take the form of an explainer video showcasing the services your laboratory provides, a blog post discussing the latest news in medical technology or a curated list of top medical blogs. Alternatively, you could create a landing page for the purpose of attracting web traffic. Once you’ve got content, the next step is to populate it with valuable information. You can utilize many different tools to help you curate content, from simple blog posts to professionally written articles.
Keep in mind when creating content for your medical laboratory that not all of your audience will be familiar with your industry. For maximum effectiveness, you need to publish content that’s both accurate and relevant to your target audience. If you can do that, you’ll be on the right track to gaining credibility and trust in your industry.
Step three: Test your website
Once you’ve got content put on your website, it’s time to test the waters. Visit your site frequently to make sure everything is functioning correctly. If you’re using a hosted solution like Bluehost, you can easily set up a backup via their one-click installer. This way, if anything goes wrong, you can easily restore your site. As we’ve established, having a high-quality, functioning website is vital to your marketing success.
Step four: Measure the results of your online marketing effort
Now, you might be wondering how you measure the results of your online marketing campaign. To be honest, it’s quite complicated. The key is to set up an automated email notification from Google Analytics. Once you’ve got that, you can easily track the results of your campaign. In the next section, we’ll discuss some of the key metrics you need to be tracking.
Website Audience & Traffic
One of the most important things you need to track is the number of people that visit your website. To begin with, you can use Google Analytics to track the overall traffic to your site. This is a free tool, and you can learn more about it here. You’ll see a waterfall graphically displaying the number of visitors to your site over time. This will give you an idea of how well your content is performing and if you need to alter your strategy.
From a marketing standpoint, you also need to be tracking the demographics of your audience. Simply go to your Analytics and click on the Audience tab. Here, you’ll see a breakdown of your site’s traffic by demographics. For example, if you notice that a disproportionate amount of your traffic comes from people located in the United Kingdom, you know that your content is resonating with audiences across the pond. In order to make your content more accessible to international audiences, you might want to consider rebranding your site.
Online Behavior & User Experience
One of the most important aspects of a successful online marketing campaign for a medical laboratory is ensuring that your audience has a good experience while on your site. With that in mind, you need to be collecting user behavior data and observing how people interact with your content. For best results, you want to be using a tool like HiPPO (High Performance Marketing Optimization) or UserTesting.com.
HiPPO is a free tool that allows you to test and optimize the user experience on your site. For example, you can use the tool to discover content that’s more effectively converting visitors into leads and sales. Optimizing the user experience of your website has several advantages. First, it’ll make navigating your site easier for visitors. Second, it’ll increase the likelihood that they’ll engage with your content – whether it’s an email sign-up form or an in-depth blog post. Last, but not least, improving the user experience will make your site more accessible to search engines – which, in turn, can boost your organic search traffic.
Conversion Rate & Sales
Now, suppose you’ve determined that having a functional, high-quality website is the key to successful online marketing. You’ve also decided to focus on attracting users to your site via email. To do that, you need to be tracking the behavior of your website visitors. This entails collecting conversion data, including the number of visitors that became leads and the amount of revenue you’ve generated from these leads.
The first thing you need to do is set up automated email drip campaigns. To do this, simply visit the Analytics section of your Google account. Here, you’ll see a section labeled Email Channels. Create a new email channel, and then specify which emails you want to have sent automatically. Remember: you can put in as many email addresses as you want!