OppGenetixOppGenetix
  1. »
  2. Author: OppGen
A cosmetic surgeon outlines his patient's face in marker before surgery

By OppGen

How to Generate Cosmetic Surgery Leads on Facebook

Social media marketing is a great way to generate leads and grow your practice. One of the best social media platforms that allows advertising available is Facebook.

With Facebook’s 2.7 billion active users, you’re sure to reach people in need of your cosmetic surgery clinic’s services — and at a reasonable price point. The medical industry’s average cost per click (CPC) on Facebook is $1.32 per click, making it a very affordable and flexible option for most clinics’ marketing budget.

Facebook is one of the best places for you to generate cosmetic surgery leads for your practice. If you haven’t been utilizing it already, now’s the time to get started.

 

Create a Facebook business page for your cosmetic surgery practice

Before you can start generating leads through either of these means, you need to have a Facebook business page and account set up. Creating a Facebook business page is a very simple process that doesn’t require a whole lot of effort.

You’ll need:

  • Your practice’s name and a description of your business
  • A profile and cover photo
  • A call to action (or CTA for short)

You’ll input all of that information on this page, select the most relevant business category (you can choose up to 3, though “plastic surgeon” should suffice), and that’s it! You officially have a Facebook business page for your cosmetic surgery practice or clinic.

 

Create original content and share it on your Facebook page for organic leads

Once your Facebook business page is up and running, you can start sharing content on it. Content can be links to your most recent blogs, photos, videos, podcasts, and other information that you feel is important to share with your patients, both current and prospective.

Sharing original content without boosting it or advertising it through Facebook Ads is free, and it’s a great way to share information about your clinic.

Having a Facebook business page also gives you a useful tool for communicating directly with prospective patients: Facebook Messenger.

 

Use Facebook Ads to widen your audience

If you want to advertise your services to a wider audience, that’s where Facebook Ads comes into play. You can pay to promote posts you intended for organic lead generation or create an ad from scratch.

With a wide variety of audience targeting tools and options at your fingertips, you’ll be certain to find your target audience and start generating more leads.

 

Follow Facebook’s ad policies

Before you start advertising on Facebook, it would be wise to review Facebook’s ad policies. Having an understanding of how to submit ads and avoiding Facebook rejecting them is a key part of the process.

And if an ad you submitted is rejected, it’s not the end of the world. Take it as a learning opportunity to improve your advertisements, which will help you generate more leads in the long run.

 

Personal attributes

Facebook will reject ads containing anything that implies personal attributes, such as race, ethnic origin, religion or beliefs, age, sexual orientation, gender identity, disability, medical conditions (either physical or mental health-related), financial status, voting status, membership in a trade union, or name. Using the word “other” when it refers to one of these characteristics is also a no-go.

Starting an ad with a question that sounds like it’s in a bad infomercial is almost certainly going to be considered a personal attribute. In general, avoid using “you” or “your” in the ad copy.

For example, let’s say your clinic has worked with patients who are transgender and wanted a form of top surgery. With Facebook Ads, you’re going to be limited on what you can say. You can’t say you’re targeting these audiences in the text — but you can get creative with getting a message out without saying who you’re targeting.

Here are 2 different sentences you decide to write for this ad. One is less likely to be rejected than the other. Which one is it?

Sentence 1: “Are you questioning your gender identity?”

Sentence 2: “Our clinic does breast implants and breast reduction surgeries!”

If you said Sentence 2 is less likely to be rejected, that’s correct! It does not imply that you’re trying to target transgender patients specifically; in fact, it could be applied to women and men in general.

It’ll take some time and practice — and probably a few rejections — before you get the hang of writing ad copy that doesn’t include personal attributes. Just keep working on it, and before you know it, you’ll have it down in no time.

 

Non-functional landing page

Landing pages are required for all Facebook ads. A landing page is simply a streamlined web page where potential patients will fill in requested information, such as their email and other contact information, so you can contact them to try to get them to come into your clinic for an appointment.

Having a non-functional landing page is sure to result in Facebook rejecting your advertisement. To avoid this, pay close attention to the guidelines Facebook has published about what makes a landing page a good landing page.

Another step you can take to circumvent landing page issues is to hire a reputable marketing agency to create one-of-a-kind landing pages for your practice.

 

Personal health

Though Facebook’s personal health ad policy is more focused on weight loss ads, it can still be applied to cosmetic surgery and plastic surgeon ads. For example, ads cannot contain before-and-after images and cannot generate a negative perception in its target audience. However, you can still (and should) use before-and-after images on your business’s Facebook page. 

This means you’ll have to get creative with your visual content, but that’s not a bad thing. This is an opportunity for you to find what exactly it is about your practice that sets it apart from other plastic surgeons and their clinics. Is it the care patients receive? The types of plastic and cosmetic surgeries you offer? The expertise of the doctors there?

 

Cosmetic procedures and weight loss

Facebook does have a restriction when it comes to advertising cosmetic procedures regarding the target audience. In order for your cosmetic surgery ad to be accepted, it must be targeted to users above the age of 18. 

As long as your audience targeting settings are set to target users 18 and older, there should not be much of an issue here.

 

Create ads

Now that you’ve gotten some of the Facebook ad policy basics out of the way, you can start creating ads.

 

Select high-quality images and videos

Visuals are everything. The text that comes with the images or videos you choose or create will not be what attracts prospects’ attention. It’s the imagery you select. Make sure your images and videos are eye-catching and appealing. Quality matters, and so does the message your chosen images or videos give off. Choose wisely!

 

Write ad copy

Just about every Facebook ad requires written text — even the videos. At the very least, this includes:

  • body text (which is displayed above the visual element of an ad)
  • headline or title (displayed in large text below the an ad’s visual element)
  • description (a brief summary located below the headline)
  • call to action/CTA button (a square button located near the description)

Each of these text-based elements should be unique and support the overall advertisement as a whole. The headline should be short and catchy — something that will make prospects scrolling through their newsfeed to stop and read it. The body text should intrigue prospects to click on the ad. The description can be a brief summary of the body text. The CTA button will have text that you select from a dropdown list. Make sure the CTA text you choose is relevant to the action you want prospects to take. For example, if you want prospects to make an appointment, go with Book Now, Request Time, or Contact Us.

 

Types of Facebook ads

One of the advantages of advertising on Facebook is the wide variety of ad mediums you can use. Each ad type has different specifications. Before you create your ad, double-check the specifications in the Facebook Ads Guide. This can save you a lot of time and effort.

 

Single image ads

Single image ads are advertisements that contain a single still image. They’ll include the text elements mentioned in the prior section. These ads are fantastic because they offer several different placement options at different price points, making them ideal for just about any budget.

 

Video ads

Video ads on Facebook can be actual video footage or a moving image such as a GIF. Even if you’re not an expert in video, thankfully Facebook offers in-app editing and video creation options.

Most video ads on Facebook are 15 seconds long, though they can go much, much longer, capping at 241 minutes. Your video should be able to hold viewers’ attention within the first few seconds of footage, so make sure you start strong before they lose interest and begin to scroll through their newsfeed.

 

Carousel ads

Carousel ads can contain up to 10 still images or videos in a slideshow. They display one visual at a time and require prospective leads to either click or swipe through each slide (though you can certainly cut up a very long image and use each part for each slide).

While the single image ad and video options only have one description and link, carousel ads can have descriptions written for each visual used, as well as individual links for each slide.

This makes them a good option for sharing patients’ testimonials (with a line from a testimonial on each slide), presenting information in a more interactive way, or displaying all of your cosmetic surgery options with a link that will go to a corresponding landing page.

 

Grow your cosmetic surgery practice with OppGen

OppGen has generated leads for hundreds of medical clinics, including cosmetic surgery practices just like yours. We recognize that not all practices are the same, which is why our marketing program is custom-made for all of our clients. If you want to start generating Facebook leads for your cosmetic surgery practice, you’ve come to the right place.

Contact OppGen today for more information.

Facebook is shown on an iPhone's App Store

By OppGen

How Apple’s iOS 14 Update Could Impact Facebook Ads

User privacy and data are at the forefront of Apple’s upcoming iOS 14 update, and with this update come some issues with digital advertising.

What we know about the Apple iOS 14 update so far

iOS 14 will give Apple product users the option to opt out of certain types of data tracking. It will prompt users with these two basic options:

  • Allow tracking
  • Ask app not to track

Under iOS 14, this prompt will appear on all iOS apps, such as Facebook, Instagram, Messenger, and any apps that monetize with Facebook’s Audience Network.

The kinds of data tracking that will result in the approval prompt include:

  • Targeted ads based on a user’s data that were collected from apps and websites
  • Sharing device location information or email lists with data brokers (that is, a company that collects and sells personal information of particular users to third parties)
  • Sharing email lists, advertising IDs, and other IDs with third-party advertising networks that would use that data to retarget users or similar users
  • Putting a third-party software development kit (SDK) that combines user data from an app with other apps to create more effective advertisements for audiences

Apps that fail to comply with the policy following the iOS 14 update will be removed from the App Store — even if it is an issue with the app’s developer(s) and not the business that owns the app in the first place.

 

Facebook’s response to the iOS 14 update

Facebook is concerned about how this update will affect businesses and creators who use its advertising service — especially small businesses, as noted in a press release outlining those concerns.

In the press release, Facebook states that they believe this update will hurt small businesses and creators who rely on Facebook’s personalized and highly targeted advertisements to keep their businesses growing. By giving people an option to opt out of data tracking, it will make it harder for Facebook (and other businesses like it) to use its targeting tools as accurately.

It alleges that the drop in personalized ads will make it difficult for small businesses with small budgets to find good leads, which will also limit their growth and competitive abilities against larger companies.

 

What this means for Facebook advertisers

There is no need to panic over these changes.

As noted in Facebook’s press release, this update won’t cause a full loss of ad personalization — though it may begin a push in that direction. Still, this gives Facebook advertisers time to prepare for that shift.

In the meantime, you will still be able to use Facebook’s ad targeting tools and create highly personalized, targeted ads; however, depending on how many people opt out of data tracking under iOS 14, you may not be able to accurately target as many leads as before.

This update may affect the accuracy of your conversions as well, but this can be circumvented to some extent by making sure your website’s Facebook pixel is up to date and will be able to reach mobile devices. In order to do this, you’ll have to verify your website’s domain

Even with this update, you will be able to push more personalized Facebook ads to people who use Android phones and Windows computers, which are not associated with Apple products.

If you own a small business and oppose this upcoming iOS update, Facebook has created a page for small business owners such as yourself to “add your voice” where you can tell Apple why this update concerns you and a toolkit as well.

This update is a good reminder to avoid becoming too reliant on a single advertising channel and to prepare your business for future changes. Diversify where you’re advertising on both digital and traditional marketing channels.

 

Contact OppGen for more information about the iOS 14 update and Facebook ads

This upcoming Apple update is a big one, and we understand the concerns advertisers and marketers have. However, we have no doubts that it is one we can continue to work under while creating effective ads on multiple digital marketing channels.

Contact OppGen for guidance or more information today.

Chiropractor treats patient

By OppGen

How to Market Chiropractic Services

A 2016 Gallup study found that 35.5 million Americans saw a chiropractor within the past year, with 1 in 4 U.S. adults seeking care for neck or back pain.

Patients are the backbone of your chiropractic clinic. Without them, there would be no clinic. But you can’t guarantee that you’ll always have a steady influx of patients — yes, even with those 35.5 million Americans seeing chiropractors. Your existing patients may not always need care.

You need a plan to keep your chiropractic clinic running with more new patients.

That plan should include both digital and traditional marketing channels.

 

Digital marketing channels for chiropractic services

Website

In this day and age, websites are pretty much a requirement if you want your chiropractic clinic to survive. You need to be found online, and having a website can more or less guarantee that people looking for chiropractic services can find your clinic.

For optimum performance, your website should look sleek and professional, and reflect your clinic’s brand. Make sure that there’s no disconnect between your virtual presence and your clinic’s physical location. When these things fail to match up, it can negatively impact your business and result in fewer new patients coming through your doors.

Your website should also work smoothly and quickly on mobile browsers.

 

SEO

Assuming you have a website up and running, you’ll also want to start focusing on search engine optimization, or SEO, efforts. SEO is a strategy that focuses on getting your website to rank high on search engine results pages (SERPs) for relevant keywords. Being on the first page of search results can lead to an increase in traffic to your chiropractic clinic’s website, and ideally, start getting the traffic to convert into patients.

SEO is also the reason you want a mobile-first website. Google has started to shift to mobile-first indexing, and websites that perform incredibly well on mobile devices tend to rank higher. But that’s not the only thing that can help your website rank well.

You also need to create rich and robust content that’s relevant to your target audience. Content can be blog posts, images, videos, and/or podcasts, or a combination of all four. Creating good content that others can share and link back to is something that Google’s bots can see, and will reward you with better SERPs positions.

Keep in mind that SEO is not a fast, on/off strategy. It can take several months before you start seeing the fruits of your efforts.

 

Paid search ads

For faster results that get more leads through your chiropractic clinic’s doors, paid search ads are a great option.

Search engines host paid search ads, which have 2 main formats:

  1. Search engine ads/pay-per-click (PPC) ads: The first kind of paid search ads look similar to the individual results on SERPs. They can be found at the top or bottom of SERPs and are usually labeled with “ad.” PPC ads are great because they only show up when people search for certain keywords or phrases that you select. You can also narrow down who sees PPC ads by location, so you can ensure you’re only getting local clients — more specifically, prospective clients who are proactively seeking chiropractic care and treatment solutions. And if someone who isn’t a good fit sees that ad, it won’t cost you a penny! As the name implies, PPC ads only incur a charge if they are clicked on.
  2. Display ads: Display ads can be PPC ads as well; however, they aren’t text-only ads and they don’t appear on the search engine itself. Instead, display ads are visual ads that appear on websites. We’ve found display ads are most successful for retargeting prospects — a process that entails targeting ads to prospects who have already visited your website without doing anything, and displaying these ads as “reminders” to go back and take action (i.e., schedule a consultation).

 

Paid social media ads

Another great place to market to prospects is Facebook, where you can create different types of ads and target them to even more specific audiences.

Unlike Facebook and most social media sites, Google doesn’t require its users to create accounts. While Google Ads does have some demographic targeting options, these options aren’t as robust as the ones Facebook has to offer.

Facebook users share quite a bit of information when they sign up — their age, location, sex, relationship status, etc. — and then go on to share more with their likes, interests, and behavior.

Facebook’s targeting tools use all of this information to help better target ads to the right audiences. Once you know your target audience, you can utilize Facebook’s lookalike audience targeting tool. it will take the information about your best patients (with HIPAA, though, you’ll have to supply the information yourself and not use the account of a specific patient) and use it to push ads to more people like them. This can help you find more prospects and more patients.

Plus, Facebook Ads offers several different kinds of ads that go beyond text-only. You can combine text and images, either in single-image ads or carousel ads that feature multiple images. You can even create video ads. With all of the options Facebook Ads has to offer, you’ll certainly find the ones that are most effective for marketing your chiropractic services.

 

Reviews

According to the American Chiropractic Association, chiropractors are the highest-rated healthcare practitioners for low back pain treatment, as patients give them higher ratings than physical therapists, specialists, and primary care physicians.

That said, reviews are very important, especially if you are living in an area with several different chiropractors available for patients.

Reviews can make you stand out from your competitors and even improve your SERPs position, and as a medical professional, you have several options for where you can have your ratings displayed, such as:

We recommend creating or claiming a Google My Business listing for your chiropractic clinic, as Google is the most popular online review platform. Running your clinic’s Google My Business listing allows you to manage your reputation better than if you haven’t claimed your listing or created it.

Managing your reputation doesn’t mean you should try to hide or delete negative reviews; on the contrary, you should always respond to negative reviews. Negative reviews can actually be a good thing, as they offer feedback and can help you improve your services and offerings. So when you see a negative review, respond — but don’t use the same copied and pasted answer over and over again. 

Read what the patient has to say, apologize, and reach out to them to see if there is anything you can do for them to improve their experience.

This doesn’t mean that they’ll take down the review, but it does show everyone else who sees the review and your response that you care about your patients, and that goes a long way.

 

Traditional marketing channels for chiropractic services

Offer free health screenings/consultations, massages, and other relevant chiropractic services

Offering discounted or free services as value propositions can be a great incentive that can get new people through your chiropractic clinic’s doors.

Consider offering free consultations for first-time patients, free massages (if you have a massage therapist on the payroll), and other services you feel could make a good impression for these first-timers and would encourage them to come back for a follow-up appointment.

 

Partner with local businesses

If your chiropractic clinic specializes in certain areas, such as pediatrics, sports medicine, or certain types of injuries, it may be worth your time to look into a partnership with a local business.

For example, if you specialize in treating sports injuries, try reaching out to a local gym and see if you can offer screening services for a limited time, or if you can teach a class or give a seminar about preventing back injuries. This can help both you and the gym bring in more customers and patients, making it a win-win scenario for everyone involved.

Another relationship that may be worth building is one with personal injury law firms. It’s not uncommon for a personal injury attorney to refer one of their clients to go to a medical professional for another opinion. In the event that one of their clients has a back-related injury, they may reach out to a chiropractor they trust.

 

Create a business outreach program

You may not have local businesses’ trust right off the bat, and that’s okay. This just means you need to think of some ways to reach out to those businesses and establish that trust.

Hiring massage therapists and getting them to call local businesses and set up a massage event, either offering free massages or highly discounted massages.

Another option would be to run a giveaway contest or drawing with willing local businesses, in which they could receive free massages during a scheduled time of day.

 

Contact OppGen for more ideas for how to market chiropractic services

For more information on how to market chiropractic services, contact us today.

2021 SEO trend ideas

By OppGen

The Top 10 SEO Trends to Look Out for in 2021

2020 has been a difficult year for many businesses, mainly due to the global COVID-19 pandemic. COVID-19 responses generally included stay-at-home orders that often changed how companies operated.

It’s no wonder that Google decided to hold off on some of its 2020 search engine optimization (SEO) updates and push them back to later dates.

That said, many of the SEO trends for 2021 may look very similar to the trends of 2020. But that isn’t a bad thing. We can work with what we’ve already been doing and refine our SEO strategies for the better.

But in case you managed to miss 2020’s SEO trends, no worries — we’ll recap many of those that are still part of our top 10 SEO trends for 2021.

 

1. Mobile-first websites

Mobile-first websites are a must at this point. To understand what mobile-first means, we need to understand how search engines work.

Search engines use bots to “crawl” web pages and analyze pages’ content: text, video, images, audio, its overall layout, etc. From there, search engines will take the information the bots crawled and try to better understand what the page is about, where it further analyzes content. All this information is stored in an index, a massive database.

Search engines then determine a page’s SERPs (search engine results pages) ranking based on the quality of a page’s content, how quickly it loads, how relevant it is to certain searches, etc.

Mobile-first indexing refers to this whole process, except instead of a search engine going through this process on a desktop site, it will do it on the mobile version first and place more weight on the mobile experience than the desktop site in terms of ranking. Mobile-first indexing still takes other information into account, but if your website doesn’t work well on mobile, then it’s likely to rank lower, even with high-quality content.

Google initially announced it was going to start the shift to mobile-first in May 2019 and have it completed for all sites in September 2020, but due to COVID-19, Google has given an extension for webmasters to make the switch to mobile-first by the end of March 2021

That said, if you don’t have a mobile-first site, you need to have one as soon as possible.

 

2. Long-form content

Longer blogs can improve your site’s SERPs ranking. SEM Rush’s State of Content Marketing Report found that blog posts with over 3,000 words get three times more traffic and four times the number of shares while also achieving 3.5 more backlinks than articles in average length (about 900 to 1,200 words).

But length isn’t everything — you need to make sure your content’s quality is top-notch, too.

 

3. EAT and YMYL

Google has given search engine marketers (SEM) and search engine optimization experts a few principles to guide their web pages to higher SERPs rankings.

One of these principles is called EAT (or E-A-T). EAT comes from a document Google’s human quality raters used to assess the quality of search results. Google publicly released this document in 2013 to help people better understand what Google looks for on web pages.

EAT is an acronym, with each letter standing for the following items:

 

Expertise

Expertise is about having a great deal of knowledge about a certain field. This means Google’s looking at who the content creator is and what their qualifications are. If you’re a doctor writing about chemotherapy, you’re more qualified than someone on reddit or a Facebook group discussing the use of essential oils to treat cancer.

But you don’t necessarily need to have the degree or background to rank high on SERPs. Everyday expertise matters, too. So if you’re looking for information on what it’s like to undergo chemotherapy, you might find a blog by someone who chronicled their experience with it.

 

Authoritativeness

Authoritativeness refers to your reputation among other experts in your field. This often comes from other trusted sources and experts linking back to your article. This can be other blog posts they’ve written, expert recommendations, articles, and high ratings.

Keep in mind that authority is relative. While some companies are authoritative in their respective fields, they may not be authoritative in others. For example, the Walt Disney Company would be considered an authoritative source in the entertainment industry, but it wouldn’t be an expert on how to grow vegetable gardens.

 

Trustworthiness

For EAT, trustworthiness is about legitimacy, accuracy, and transparency. Essentially, it boils down to creating content that people can trust.

You can boost your content’s trustworthiness by linking back to reliable, high-quality sources written by experts or articles that were posted on trustworthy websites. You can reach out to guest bloggers who are experts in their respective fields to see if they’d write a blog post for you or sit down for an interview.

Like authoritativeness, trustworthiness is also relative. Let’s return to that last example with the Walt Disney Company and gardening: While you can expect the Walt Disney Company to have accurate release dates for its upcoming slate of shows on Disney+, you can’t expect that from your local gardening center.

 

YMYL

Like EAT, YMYL is another Google SEO principle that came from the Google Search Quality Evaluation Guideline document. YMYL stands for “Your Money or Your Life” (or “Your Money, Your Life”), which refers to websites that fall under subjects that affect people’s lives, typically related to things like finance or healthcare. If your business offers any advice or information related to these topics, Google’s algorithms will likely pay closer attention to EAT when ranking your site.

Even if your business doesn’t necessarily have anything related to YMYL subjects, EAT is still important. It helps ensure that you’re creating high-quality content that helps people find what they’re looking for. High-quality content is always something to strive for, so keep EAT and YMYL in mind as you create content for your audiences.

 

4. Voice search

As smart speakers like Alexa and Siri have become more common and more popular in households, the technology behind them has only gotten better.

It’s no wonder, then, that voice search will affect search queries. Consider the commercials featuring Alexa or Siri: People ask them questions in a conversational manner. That approach differs from the queries people search when typing on their phone or computer, which tend to be shorter and may contain abbreviations.

For example, a voice search query might be something like: “What is today’s temperature supposed to be?”

But a typed query would probably be phrased along the lines of: “temperature today.” 

Keep voice search in mind as you go forward with SEO strategies, especially as more and more homes install smart speakers and voice assistants.

 

5. Snippets

Each individual search result on Google includes what is called a “snippet,” which includes the following details:

  • The name of the page in blue
  • The URL in green
  • Body text that comes directly from the page’s text or meta descriptions

But not all snippets are created equal, and some snippets can bring in more traffic and help improve your SERPs ranking.

 

Featured snippets

Featured snippets are kind of a shortcut on Google’s SERPs that include a block of information from a top-ranked website. They often include eye-catching images, reviews, product prices, and other relevant information and content that a specific page has to share. There can only be one featured snippet, and it’s considered to be ranked as 0 instead of ranked as 1.

Because they’re highly visual and stand out compared to other snippets, featured snippets also take up a large portion of traffic. If you manage to snag a featured snippet spot for a blog, you can expect to see more traffic headed to that specific page.

In order to have a featured snippet, you need, at the very least, to be in the top 5 organic search results. Structured data, or the code in your web page that informs search engines what your page is about, can also help make it easier for search engines to read your website and take the information that is most valuable on the page and have it be featured in the featured snippet. Having structured data is not required, but it can increase your chances of getting that coveted featured snippet spot!

 

Rich snippets

To the untrained eye, rich snippets don’t look all that different than most snippets you’ll see on SERPs. But if you slow down and really take a close look at each individual snippet, you may realize that some snippets have more detailed information, such as ratings or cook times or calorie counts. Snippets with these extra details are rich snippets.

While they don’t look all that different from the average snippet, rich snippets do tend to perform better than their typical snippet counterparts.

 

6. Visual content

Website design

We’ve already discussed why mobile-first websites are pretty much a requirement at this point, but we also need to go into why sites need good designs and user experiences. 57% of internet users say they won’t recommend a business with a poorly designed mobile website. That’s nearly two-thirds of people who won’t do you any favors with word-of-mouth marketing, the most powerful kind of marketing.

You need to put in a good deal of thought when designing your mobile-first website. It must reflect your brand, and if there’s even a single message or image that doesn’t align with your business (or vice-versa), it will negatively affect prospects.

Keeping your website’s overall design simple, clean, and easy to navigate on all devices will do you and your business a lot of good.

 

Images

A Bright Local survey found 60% of consumers are more likely to consider local search results that have images and are 23% more likely to contact a business that showcases an image. 

To stand out, you need high-quality images, but you also don’t want to have massive images that take up a lot of data. This can affect site speed and your SERPs ranking as a result. Sites like TinyPNG will compress images, making the file size smaller without a massive drop in quality.

Also, keep your website accessible to people with screen readers and visual disabilities by including alt text on all your images. Alt text should describe what’s going on in an image or what’s featured in an image. If you’re able to include relevant keywords in the alt text, that’s a nice bonus!

But the big thing with alt text is to focus on is accessibility. An accessible website is better for all users, which is something search engines pay attention to.

  

Videos

Video content is becoming more and more popular, particularly with younger generations (but don’t discount the fact that baby boomers use websites like YouTube regularly, too!).

When used correctly, video can be an incredibly useful form of content that can really contribute to your SEO strategy. Posts with videos attract 3 times more links than posts with just text

SEO is very much about crafting high-quality content, and that includes the quality of video. To produce quality results, you’ll have to invest in high-quality video production. You don’t need to go out and hire the best studio to do all the work, but you do need to keep quality in mind.

Due to the extra investment, it’s really important to keep your audience and goals in mind, otherwise your money may not end up helping you get the results you want. That said, one of the best ways to attract more leads is to create educational videos that provide insight and information that’s useful to your target audience. 

This could be a video featuring all of the ins and outs of a product you sell or showing a procedure or service you offer.

Your content doesn’t have to be funny or commercial-like. Stick to what you know and do it well.

 

7. Local search listings

If the pandemic lockdown continues into 2021 (and it’s likely that it may, with estimates of COVID-19 being less of a threat around November 2021), that’s a serious threat to small businesses. But small businesses do have something that big box stores and corporations don’t necessarily have: connections to a very specific, local location.

Creating a local SEO strategy, then, will be vital for the small businesses that struggled during 2020 and will either be playing catch-up or are trying to still stay afloat while in a lockdown.

Part of that local SEO strategy should include setting up a Google My Business listing, which is an invaluable resource that can put your business on the (Google) map. It makes it easy to respond and reply to reviews and curate your business’s digital presence. 

Since Google My Business listings are placed on Google Maps, your business will be so much easier for people to find and/or contact. You can even post updates on your Google My Business listing.

Don’t stop at just Google My Business. Part of any good SEO strategy, local or otherwise, is to build up backlinks. Get your business added to relevant listings, professional organizations (if any are applicable to your business), and review sites like Yelp and the Better Business Bureau. 

High reviews can also increase your SERPs ranking, and responding to negative reviews can also make a difference, both in terms of ranking and simply from a business standpoint.

 

8. Predictive search improvements

Google’s predictive search is set to improve in 2021. The AI-driven tool called Google Discover recommends content based on users’ behavioral patterns and habits, which helps the search engine better identify what kind of content is most likely relevant to the user.

Creating audience personas can be of great use here. As you learn more about your audience’s demographics, psychographics, and interests, you can craft content that they’d be more likely to click on and eventually come back to make a purchase or an appointment.

 

9. Artificial intelligence

Artificial intelligence is only going to get, well, more intelligent as time goes on. This means it’s time to focus on optimizing content for AI algorithms, such as Google’s RankBrain. RankBrain plays a very important role in how the search engine ranks SERPs by using Google’s ranking factors.

Given all of the searches performed on Google, RankBrain is only going to keep learning and getting smarter. While Google and most other search engines utilizing AI won’t share the specific details about what the main factors are when determining rank, you can certainly try to learn.

One guess is user experience. AI can easily see how long people spend on pages as well as the click-through rate, backlinks, readability, and more.

Although AI may be determining where your pages are ranked, it’s still very important to remember to create content for people, not the machine. (It’s worth noting that Google’s bots are able to read and comprehend content similarly to how humans do, so again, don’t create content for the machines. Create it for people.)

 

10. Non-Google search engines

Now’s a good time to research and consider SEO strategies for other search engines, especially since Google’s facing an antitrust lawsuit from the U.S. Department of Justice and several state attorneys general. Though it’s not all that likely for Google to give up its status as the world’s top search engine as a result of this lawsuit, it does serve as a good reminder that there are other search engines out there that reach people in places Google can’t.

This means keeping an eye on Bing — and even on Apple, which may be slowly drifting away from relying on Google and headed toward creating its own search engine in the very near future.

 

Contact OppGen for more SEO trends and information

SEO is always changing, and at OppGen, we keep our finger on the pulse of these changes and trends. We’ll continue to utilize this information to optimize our SEO clients’ websites and improve page rankings.

For more information about OppGen’s SEO program, contact us today.

A senior citizen's adult daughter shows her the website of a senior living community on her smart phone.

By OppGen

How to Market Senior Living Communities

More than 10,000 baby boomers will hit retirement age every day until 2030, which means there’s going to be a huge demand in senior living and retirement communities.

But you can’t assume that the prospective residents who live in your community are going to pack up and move out of their homes and into your senior living community.

You need to create a marketing plan that encompasses both digital and traditional marketing strategies.

 

Digital marketing for senior living communities

Don’t assume that baby boomers aren’t online — in fact, most of them are using the internet. According to a 2019 Pew Research survey, nearly 85% of baby boomers in the United States use the internet.

This means you should be considering a digital marketing strategy to reach baby boomers — and one for their adult children as well, who may be looking at a place for their parents to live where they have access to senior care services that they themselves cannot offer.

 

Have an accessible website

Just as your senior community offers accessible amenities for residents with chronic health issues that tend to come with age, your community’s website should also be accessible for everyone who uses it.

This means your site should be easy to navigate. Most websites have a navigation bar with the following items (which may or may not include dropdown menus that have links to other relevant pages):

  • Home page: the page prospects will first see when they go to your website
  • Amenities: this page should contain information about the features your community offers, including the size of living areas, special types of senior care (i.e., assisted living services), community activities, types of foods served, etc.
  • Locations (if there are multiple different community locations)
  • Blog: this page should bring prospects to your blog posts 
  • About: this page should give prospects some information about your staff members (i.e., their areas of expertise, experience, special training or education, a little background information about their interests, and contact information for each staff member as needed)
  • Contact: this page should include your community’s address, phone number, and email address, as well as an information submission form

You don’t need all the bells and whistles to have a good website — these basic pages are more than enough. The goal is to get prospects to reach out to you and get more information about your senior living community.

From a branding and design standpoint, the website should reflect the experience you want your residents to have while they live at your senior living community, so make sure it depicts what your senior community living is like as accurately as possible. If there’s anything on there that doesn’t match up with your community (or vice versa), that disconnect will make people turn away.

Another good reason to have an accessible website is for SEO purposes. SEO, or search engine optimization, is a strategy that can help improve your website’s organic (that is, unpaid) ranking on search engine results pages (SERPs) for certain keywords.

A site that’s easy for people to navigate is one that’s easy for search engine bots to crawl — and that’s something that will be considered when search engines like Google or Bing place your website on the SERPs.

To improve your website’s SERPs position, you’ll also want a website that works well on all devices: mobile, tablet, desktop. And don’t think that baby boomers are only using desktop computers — over half of baby boomers own tablets, and almost 70% of them own smartphones

Plus, having a responsive website that runs smoothly and quickly on all devices makes it that much easier to reach your audience, regardless of the devices they’re using.

 

Create a blog

On-page SEO is part of a solid SEO strategy As the name implies, on-page SEO involves the actual content on each website page. While pages should be created with certain keywords and phrases in mind, your content should also be thorough and discuss topics that are relevant to your senior living community.

A blog is one of the best ways to do that. By creating and sharing content on a regular basis, search engine bots will pick up on the best content available and make sure those pages are the ones seen before the rest on SERPs.

 

Utilize paid search and social ads 

Because baby boomers — and their adult children — are plugged into the internet, it makes sense to advertise to them there. Paid search ads and paid social ads are two fantastic avenues.

Compared to traditional advertising models, these digital advertising options allow for more audience targeting options, which helps bring high-quality leads to your community.

Paid search ads are advertisements found on search engines. They can be text-only search ads that look similar to organic search results and are found at the top and bottom of SERPs, or display ads, which appear on websites as images, like banner ads.

Paid social ads are found on social media platforms like Facebook and Instagram. When users sign up to use these platforms, they have to give certain information such as their age, location, and other demographic information that can then be used for ad targeting purposes.

Facebook’s ad targeting tools in particular offer many granular options when it comes to finding your prospective residents. You can target by age, location, interests, behavior, and more, all of which can help get the attention of these residents and their family members.

 

Run virtual tours

With COVID-19, many senior living communities are not able to host open house events or give tours in-person for interested prospects. To counter this problem, several of them have started giving virtual tours instead.

Even once COVID-19 is not a concern, it’s very likely that people will continue to use virtual tours for their ease and overall convenience. That said, it’s a very good idea to keep utilizing these virtual tours, and if you haven’t done so already, it’s time to start adapting to this change.

 

Manage your reputation

Like it or not, ratings are very important when people are trying to make final decisions when selecting a service. Creating listings on Google My Business, Bing Places for Business, and Facebook gives residents and their families many places to review your senior living community. The more five-star reviews, the better! But keep in mind it’s not realistic to always receive five-star reviews. 

Chances are, you will receive negative reviews from time to time. When this happens, be sure to respond to the dissatisfied reviewers. It may not sound logical, but replying to negative reviews and trying to improve the areas they felt were lacking can make a positive difference for all parties involved. Do what you can to improve the situation by offering some sort of incentive.

 

Traditional marketing for senior living communities

Though digital marketing is growing more common, it still doesn’t hurt to utilize traditional marketing channels, as long as you’re reaching those prospective residents and their families.

 

Offer tours and open house events to prospective residents

When COVID-19 cases begin to drop and it’s considered safe to re-open your community to the public, be sure to offer tours to prospective residents. Let them see what could be their future home for years to come by offering tours.

Another option that’s worth considering is an open house event. If you have multiple openings, hosting an open house event is a great way to drive up interest. Prospects can mingle with future neighbors, get to know the staff, and get a feel for whether or not your senior living community is the right place for them.

With open house events, it’s also a good idea to make sure it’s open for the adult children of your prospective residents as well. Depending on the reasons they’re seeking out senior living communities, especially if it’s due to their parents’ health issues, they want to make sure their parents are going to receive the best possible care. Getting a feel for the community as well as the staff can put them at ease, now that they know that Mom and Dad are going to be in good hands.

 

Ask current residents to become resident ambassadors

If you have current residents who love everything about your senior living community, ask them if they would like to become resident ambassadors. A resident ambassador can give tours of their living areas, sit down with prospects at a meal and talk about events, and just about everything they can expect from your senior living community.

Another idea is to start a referral program for residents to refer their friends and family, and reward these referring residents accordingly, perhaps with a month of discounted rent, special meal vouchers, and other types of rewards.

 

Formally train your sales team

Make sure that your sales team is all on the same page by teaching them the best sales practices, etiquette, and more. A bad experience or misstep from a member of your sales team can lose sales and push leads away. The information sales teams share should be the same across the board, and providing formal training opportunities can help.

 

Contact us

For more information about how to market senior living communities, contact OppGen today.

1 2 3 24
A cosmetic surgeon outlines his patient's face in marker before surgery
How to Generate Cosmetic Surgery Leads on Facebook
Facebook is shown on an iPhone's App Store
How Apple’s iOS 14 Update Could Impact Facebook Ads
Chiropractor treats patient
How to Market Chiropractic Services
2021 SEO trend ideas
The Top 10 SEO Trends to Look Out for in 2021
A senior citizen's adult daughter shows her the website of a senior living community on her smart phone.
How to Market Senior Living Communities