Part of the quality care that you provide for your clients involves ongoing check-ups and reports to track their recovery from injury. Their day-to-day habits like eating and exercise, their consistency with taking medication, and their body’s response to their health regimen must be watched and adjusted accordingly, to produce the best possible outcomes.
The same is true for any hospital or clinic marketing plan designed to increase traffic to your website and practice. In this case, check-ups involve the careful consideration of accurate analytics data. Use the following tools to discern which data is most important for tracking your website’s reach, and improving its overall performance.
Google Analytics (GA)
Google Analytics is an arm of the number one search engine in the world, and the most popular tool for collecting data about your website traffic. With GA you can learn which content on your site is most enticing for visitors and how they engage with it.
Use GA to find out:
- The amount of time visitors remain on your site
- The amount of time they spend on specific site pages
- What other websites or searches directed them to yours
- Which links visitors engage with most on your site
With Hubspot, you can use inbound marketing to attract new patients to your hospital or clinic. Inbound Marketing is the deployment of consistent blogging, article and content creation, and social media posting. You’re bound to increase your clinic’s online visibility with a consistent posting schedule.
You can use the platform’s Customer Relationship Management (CRM) tool to make short work of organizing your client and prospect information. Plus, as a partner with Google, you can easily link Hubspot to your GA account for the creation of data reports.
Matomo is very similar to GA, but it is open-source. So, anyone who uses it can tweak the software to customize the process of collecting, evaluating, and distributing data. If you have a WordPress website, you can use Matomo at no charge.
Matomo offers a level of security that you don’t get with GA as well. Use the DoNotTrack setting to prevent the collection of your website visitors’ personal data and protect them from potential fraud.
If you’ve ever used A/B Testing to compare two versions of a business strategy or marketing plan, you know that the results can provide valuable information that helps you understand where to best invest your time and resources.
Google Optimize provides a ready-made platform for this kind of testing. For your most important marketing campaigns, use Optimize to:
- Test new types of landing pages.
- See how visitors respond to different website color schemes.
- Try different content writing styles to find out which ones your audience responds to best.
- Evaluate the results of each experiment
Choose the most effective methods according to your results, and develop long-term lead-generation strategies based on them.
Google Data Studio
Sometimes data can be difficult to understand without easy-to-view formatting. Google Data Studio lets you transform analytics information from your content platforms into reports. Use ready-made templates the program provides to save time and avoid having to create your own from scratch.
You can convert data into tables, geographical maps, graphs, and various kinds of charts. Include videos and links to reports and content to help clarify the results. Then, with one glance, you and your employees can see how your strategies are impacting your clinic and then brainstorm on ways to improve them.
If you’ve ever wondered how much of your website’s traffic consists of real people versus bots, then Finteza is the free analytics tool for you. It uses a Bot Detector to scan your website and determine what percentage of your visitors are actual humans with whom you can build relationships.
Finteza also provides information about your visitors’ behavior when on your website. Weed through the spammers and find the most effective ways to reach out to your prospects.
Adjust the wording or format of a page or marketing tool if you find that it’s attracting too much attention from bots. In this way, you can become more efficient in the creation of web content and your marketing campaigns.
To hook your visitors and keep their attention for the longest time possible, you need to combine a compelling message with captivating visuals plus relevant content. However, you also need to monitor your competition, to understand which strategies work for them.
Similarweb is an analytics tool that allows you to compare your data with information collected about your competitor’s websites. You can increase your hospital or clinic search engine optimization (SEO) by employing the same techniques that have helped other practices grow by leaps and bounds.
Also, you can use this tool to evaluate who their primary affiliates are. Reach out to them, and establish relationships to grow your network and gain access to a wider audience.
Use Analytics to Develop Your Practice
You know how important it is to keep an eye on a recovering patients, to help them improve their health. Use that same logic when developing a marketing strategy for your practice, and you’ll see rapid growth in your clientele. Couple your efforts with an experienced hospital and clinic marketing service provider, and you could potentially see exponential growth in the near future.