You’ve probably heard about online pharmacies. Allowing customers to purchase medication online – either directly from a pharmacy or from a store that aggregates offers from various online pharmacies – eliminates the need to go from store to store to find the medication you need. It’s no secret that the online pharmacy industry has boomed, and with good reason. As more and more people become comfortable shopping online, more and more are taking advantage of the options offered to them.
But just like any other online marketer, you might be making the same mistakes that others are making without even realizing it. In this article, we’ll discuss the five most common mistakes online pharmaceutical marketing makers make and how you can avoid them.
Mistake #1: Underestimating The Value Of Branding
If you’ve advertised on TV or in a traditional print medium like magazines or newspapers, you’ve probably seen the wonders of branding. Television commercials, print ads, billboards – you name it, brands are everywhere.
But did you know that online customers value brand just as much if not more than traditional customers? It’s true. You can’t take this fact lightly. The days of using a generic name or a descriptive phrase instead of a brand are over. Customers want to know what they’re buying and why. And you, as the brand owner, can give them the answer they’re looking for by using reputable, established brands in your ads and offering them trustworthy online pharmacies, if you choose to.
The fact is, customers have grown accustomed to doing business with brands they know and trust. If you want to succeed in online pharmacy marketing, you need to understand and appreciate how much your customers value your brand.
Mistake #2: Not Targeting The Right Audience
There’s a common misconception among many marketers that people who search for medications online are different from those who seek out other products online – they’re not. They’re just as likely to be interested in what you have to offer as any other online shopper. In fact, according to HubSpot Blogs research, consumers who buy medications online are more likely to be male and older than 55.
So rather than assume that your product is only valuable to women or children, you need to identify the demographics you’re most likely to convert into customers and determine how you can reach them.
Mistake #3: Not Testing Keywords And Phrases
It’s fairly obvious that not everyone is going to find your medication of choice if you don’t test keyphrases and keywords in your ad copy. However, many marketers forget about testing their ads and end up spending a lot of time trying to figure out what works and what doesn’t without much proof to back up their decisions. Testing can help you eliminate a lot of these pitfalls by providing you with the information you need to know whether or not your ad is performing as expected.
Mistake #4: Not Using Keywords In The URL
Did you know that there are specific algorithms that search engines use to determine which websites appear at the top of a search result? If your website doesn’t contain the keywords the algorithm is looking for, you’ll end up at the bottom of the search results page. Needless to say, this isn’t the spot you want to be in.
To prevent this from happening, you need to include the keywords you’re testing for in the URL of your website. For example, if you’re trying to sell earrings, one of your keywords could be “earrings.” If your website’s URL is http://www.yourwebsite.com/, you could include the keyword “earrings” within the URL to get the best results: http://www.yourwebsite.com/?keyword=earrings.
Even better, you can use a tool like Google Keyword Planner to find the keywords and phrases your target audience is using to find online content related to your product or service. If you want to know more about SEO and how search engines work, this is a really good place to start. If not, feel free to skip this section. We’re not going to lie to you – it can be a little overwhelming, but it’s a good starting point.
Mistake #5: Assuming One Size Fits All
This is such a basic mistake but it’s made by many online marketers. When it comes to marketing and sales, we often make the mistake of assuming that one size fits all. But that’s not the case. Customers have a variety of needs, wants, and expectations when it comes to your product or service. So rather than putting all your eggs in one basket and marketing to one audience, you need to establish multiple audiences and determine which one you should be marketing to based on the type of product or service you’re selling.
If you want to succeed as an online pharmacy, make sure you familiarize yourself with these five common mistakes and how to avoid them. By doing so, you stand a better chance of actually converting traffic into paying customers and maintaining a good reputation among your peers.