OppGenetixOppGenetix
  1. »
  2. Channel Insights
holistic marketing funnel

By OppGen

What is a Holistic Digital Marketing Strategy and How Can It Help My Business?

The word holistic is thrown around a lot these days. We’re used to seeing holistic referenced with medicine or wellness. And now, it’s become a buzzword in marketing. Depending on who you talk to, you may get a different definition of what holistic marketing is. This article aims to break down OppGen’s approach to holistic digital marketing, as well as our definition of it.

Let’s start with the most basic definition of the word. According to the Merriam-Webster Dictionary, holistic is defined as “relating to or concerned with wholes or with complete systems rather than with the analysis of, treatment of, or dissection into parts.”

So how does that definition apply to a holistic digital marketing strategy?

What is a holistic digital marketing strategy?

A holistic digital marketing strategy is a type of digital marketing strategy that focuses your marketing strategy as a whole. Digital marketing strategies, or at least the most effective ones, utilize multiple marketing channels at the same time. 

OppGen’s holistic digital marketing strategy primarily focuses on the goal of generating leads for our clients through several digital marketing channels. We then determine which channels are most effective and pay close attention to how they feed into one another and progressively bring leads in through the marketing funnel (we’ll go into more depth on the marketing funnel further down in this article).

When we bring all of these channels together and use them in the most effective and efficient ways, our clients benefit from the leads generated from these channels.

 

Best holistic digital marketing channels

Using a holistic multichannel approach to digital marketing allows us to reach more people in places where clients may not be able to find them using just one marketing channel. That said, there are many marketing channels out there. OppGen excels at working with, including:

Search ads

Search ads come in a couple of different forms:

  • Search ads (or PPC): These are the ads you’ll see at the top and bottom on search engine results pages (SERPs) when you search for certain keywords. These ads incur a cost every time a prospect clicks on them, hence the term “pay per click” or PPC for short. These ads are great for finding prospects who are looking for a specific service in a certain area. What makes these prospects in particular so promising is that you don’t usually have to do much to persuade them to look into your service or product. They’re probably looking to buy or book an appointment and are trying to decide where to go.
  • Display ads: These ads will appear on websites outside of the search engine itself. Search engines take users’ browsing history into account as well as the context of the site they are currently visiting and will push relevant image-based ads. Display ads are most effective for retargeting, a digital marketing strategy that is used to get prospects who “bounced” from a website (that is, the action of going to a page but not taking a desired action) to return to that website and do something, like buy a product they left in the shopping cart or book a consultation.

As you can see, these search ads work better in certain contexts and can help cover more ground and find more prospects.

 

Social media ads

Social media ads are excellent for targeting very specific or niche audiences. Facebook in particular is one of the best sites to use for marketing. Their advertising program features a wide array of powerful targeting tools. You can push ads to prospects based on demographic information (sex, age, job, location) and psychographic information (their interests, hobbies, things they care about or prioritize).

Facebook offers more types of advertisements than most search engines do. They have single image ads, carousel ads, video ads, and more. Facebook ads are arguably effective at every level of the marketing funnel, as the social media platform lets you create ad campaigns based on your business’s goals, from visibility to getting them to convert from prospect to lead to client or customer.

 

SEO

Search engine optimization, or SEO, is a marketing strategy with the goal of getting your website to rank high on search engine results pages for certain keyword searches. Unlike search ads, there is no cost per click. It is an organic strategy, which means it doesn’t require you to pay Google or Bing or any other search engine for advertising. But it does require a bit more time and effort than search ads do. It’s well worth investing the time and effort, though, as it can bring more traffic to your site and more foot traffic into your business.

An effective SEO strategy needs to cover the following four items:

  • Technical SEO: Your website needs to be fast on all devices. If your website is slow and isn’t coded for mobile phones or tablets, you will be penalized by a lower search engine results pages ranking. OppGen creates websites and landing pages that are not only fast and mobile-first but are also optimized for high conversion rates.
  • Local SEO: Assuming your business is not a national brand or franchise, you’ll need to rank high in local search results. Search engines use prospects’ locations so they can give them the best options nearby. Setting up a Google My Business listing with a correct business name, address, and phone number is a must.
  • On-page SEO: You’ve probably heard marketers say “content is king” time and time again by now, but it is true. Crafting detailed content that’s relevant and valuable to your audience can help build trust in your brand and bring more people through the door. You can’t get away with repeating keywords hundreds of times on a page anymore, though — search engine bots can “read” closer to how we do, and keyword stuffing can work against you. Create content that is readable and easy to understand.
  • Off-page SEO: Spreading the word about your business is important, too. This means sharing content to your business’s social media pages, encouraging clients to leave reviews, and slowly building up your reputation through link building (that is, when other websites link to your site). Search engines will take notice that your content is being shared with others because it’s valuable, and that can certainly help give you a boost in the SERPs.

How our holistic digital marketing strategy works in the marketing funnel

Certain marketing channels are more effective at different points in the marketing funnel. Those points and their most effective digital marketing channels are as follows:

 

Top of the funnel: Education

Education starts with attracting the ideal audience. You want to be able to make sure prospects know about your business’s existence. Though they may not know what you do or what you offer, making sure they know your business exists is the first step.

This is where creating Facebook ads and search ads can really come in handy. You’re putting your business in front of prospects who are either interested in a service or product you offer or are actively searching for that product or service.

SEO can also be useful here, particularly from the local SEO standpoint. Setting up a Google My Business page can make it easier for businesses to show up when a prospect searches for something relevant to its offerings. As long as you show up on the first or second SERPs page, you’re more likely to be seen by prospects. And that’s an important first step!

We can help you set up a Google My Business page and keep the listing up to date by sharing any news or blog posts written by our content writer.

 

Middle of the funnel: Intent and evaluation

Once prospects are aware of your business, we can start to get them more interested in what you do. They may start to research your company by checking your reviews and ratings from other clients or customers to get an idea of what they can expect.

From there, prospects will go to your business’s website, and this is where having rich content can come in handy. Once prospects visit your website, they need to be impressed by what they experience. Your website (or landing page, depending on the route they took to find your business) should look clean and professional. Your content needs to be in-depth, informative, and relevant to their needs.

Once a prospect has visited your site, you can begin to utilize display ads to keep nudging them back to your business’s website or certain landing pages on your site.

OppGen builds beautiful websites and landing pages that have been tested continuously for optimum conversion rates, and we continue to test and make sure your website is truly at its peak performance. We also have plenty of experience with display ad campaigns, so we can keep prospects interested and returning to your site as they determine whether or not you’re the best fit for them.

 

Bottom of the funnel: Consideration

At the bottom of the marketing funnel is where the prospect’s journey ends, with them converting to your newest client or customer. A conversion is that desired action mentioned earlier — it could be anything from making a purchase or scheduling an appointment or consultation or even getting them to sign up for your business’s email newsletter.

Whatever your goal is, OppGen will nurture leads through a holistic digital marketing strategy to take that action and keep more coming through the marketing funnel.

 

OppGen’s holistic digital marketing strategy can help your business meet its goals

As you can see, our holistic digital marketing strategy is built to strengthen your business’s marketing plan by using multiple types of digital marketing channels. When we utilize multiple channels for a client, our client tends to see an overall improvement in conversion rates and their return on investment.

To learn more about our holistic digital marketing strategy, contact OppGen today, or fill out our free digital audit so we can determine which channels would be most effective for your holistic digital marketing strategy.

A screenshot from the Amazon Alexa commercial from Super Bowl LV

By OppGen

The Best Super Bowl LV Commercials, According to OppGen

Last year, we did a round-up of what OppGen thought were the best Super Bowl commercials. We’ve decided to continue that tradition, as it is only natural for a marketing agency to discuss which commercials we thought were the best. Talking about the Super Bowl commercials is like breathing air for marketers — we can’t live without doing it.

 

Alonzo Foreman, Partner and Vice President

Alexa’s Body (Amazon)

 

I feel the Amazon Alexa ad was a home run. It featured modern star power in Michael B. Jordan, audience aligned humor, and actual product messaging. It was enjoyable and funny without leaving the brand or product behind.

 

Maria Gallegos Vallejo, Front-End Developer

ScissorHandsFree (Cadillac)

My favorite Super Bowl commercial was the Cadillac all-electric car with Edward Scissorhands played by Timothee Chalamet! I get excited seeing how car companies are working toward making all-electric vehicles. I think Timothee Chalamet is an amazing actor and seeing him dressed up as Edward Scissorhands alongside Winona Ryder, who I also respect a lot, was really cool to see! 

 

Ken Hogan, Director of Sales

Last Year’s Lemons (Bud Light)

Bud Light Seltzer Lemonade was my favorite. It was the only one that made me laugh. Representation was way over the top and properly represented some of the silly puns and sayings we used to get through a terrible 2020.

 

Britny Sanders, Senior Digital Analyst

Sweet Victory (Paramount Plus)

I only turned it on to watch the halftime show so I didn’t see many commercials unfortunately. I did see the Paramount commercial that had Patrick Stewart in it and thought it was funny.

 

Molly Hegner, SEO Manager

Sweet Victory (Paramount Plus)

It’s definitely the Paramount Plus commercial. It had some of my favorites, like celebrities such as Shemar Moore, James Gordon, Snooki, and the best part being that they included the Spongebob “Sweet Victory” song.

 

Sydney Schulte, Content Writer

Come Together (M&M’S)

Seeing the scenarios in which people gave M&Ms as an apology was really amusing, from a guy kicking the seat of the person sitting in front of him on an airplane, to mansplaining, to calling a woman “Karen” (and handing her a second bag because her name is Karen). We’ve all had moments where we’ve been the person whose seat got kicked or the seat-kicker, or the Karen or person calling someone else a Karen, and I find that relatable. They were also smart to bring in some celebrity power with Dan Levi. As a Schitt’s Creek fan, seeing him pop in for a cameo at the end was fun!

 

Alex Sheets, Senior Digital Analyst

No Way, Norway (General Motors)

 

I enjoyed the General Motors EV commercial because of the familiar faces, humor, and competitiveness surrounding it. I think it successfully got the point across that GM is driven to compete with Norway in EVs sold, which benefits everyone.

 

Zain Khan, Operations

Workout (E*TRADE)

They were able to take a common concept of “not working out” or being “physically inactive” and showcased a young boy who is inspired and just starts. The inspiration for everyone who hasn’t been investing (net new user) has been there. With the crypto currency conversations becoming mainstream to the type of press r/WallStreetBets on Reddit got. Investing has been on everyone’s minds and showing a young boy taking a first step towards it is powerful. I’m sure E trade’s biggest user segment has children and are middle aged, so it’s relatable in that capacity. Everyone’s had FOMO from all the people making money post pandemic and they are more or less “mad” about it, so they use that powerful hook at the end. “Don’t get mad.”

 

Bringing it all together

Though we weren’t able to debate which commercial was the best commercial for this year’s Super Bowl in-person, we look forward to the day we’ll be able to do just that. As 2021 continues on, we’ll keep doing what we know and do best: running marketing campaigns for our clients.

 

Featured image: Screenshot via YouTube © Amazon

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.

By OppGen

12 Reasons Why Small Businesses Need Digital Marketing

If your small business doesn’t already have a digital marketing strategy in place, then it’s time to start making one.

Understandably, you may be reluctant to put some of your small business’s budget into digital marketing. Rather than thinking about it as a cost, think of it as an investment in your small business — an investment that, when carried out properly, is worth more than the initial investment. If you’re not investing in digital marketing, you actually could be losing more in the long run.

And that’s just one reason why your small business needs digital marketing, and there are several more reasons than that.

 

1. Digital marketing evens the playing field

Small businesses typically lack the resources to create commercials of Super Bowl quality. Depending on the size of a small business and its available resources, a billboard or radio ad may be out of the question.

But digital marketing is an area where small businesses can be on the same level as their larger commercial competitors. The barrier to entry is low, and provided small businesses are able to run a successful campaign, they are likely to reap the benefits of digital marketing.

 

2. There’s a wide variety of digital marketing options

Newspaper ads, posters, billboards, and local radio spots and TV commercials are traditional marketing avenues that don’t offer a lot of variety and fail to garner as much attention as they once did.

Thankfully, digital marketing has a plethora of options and fewer limitations on creative freedom.

 

Search ads

Paid search ads, are text ads shown on search engines like Google or Bing that are tied to keywords consumers search. What makes search ads so effective is that consumers using search engines are further down the marketing funnel. They’re not at the stage of awareness. They’re interested and are considering taking action for whatever it is they’re searching for.

Businesses are typically charged each time a consumer clicks on a search ad. The cost per click (CPC) varies and is based on a bidding system. Businesses bid on how much they feel a certain keyword is worth, and the amount businesses spend per click determine their position on search engine pages.

Search ads are geotargeted, which means these ads are sensitive to a consumer’s location. As a result, it will only display ads to consumers in locations selected by the business itself. For example, if your small business has one location in Columbus, Ohio, then you would want to ensure the people clicking on your search ads are in the Columbus area.

 

Display ads

Display ads are another form of search ads, though unlike their text-only counterparts, they are much more visual. They use images and video and come in a wide variety of sizes.

Display ads are typically run through search engines and are also linked to keywords like search ads are. Rather than appear on search engines, display ads appear on websites that are related to the topic a consumer searches.

Payment-wise, display ads are run on a cost per thousand impressions (CPM) model, which means your business will be charged for every 1,000 views an ad has.

 

Social media ads

Paid social media ads are found on social media sites, like Facebook and Instagram. They use a combination of text and visuals and have even more variety than display ads do. Facebook, for example, allows carousel ads, video ads, collection ads, and more. 

Like PPC ads, Facebook allows you to set a budget and bid on keywords to determine how much you’ll pay for its ads.

Paid social ads use both CPC and CPM payment models, depending on the kind of ad you decide to run for your small business.

 

SEO

Search engine optimization, or SEO, is an organic form of digital marketing, which means it doesn’t require paying a search engine or social media site. SEO is the practice of creating a website that ranks high on search engine results pages (SERP). Ideally, you want your website to be on the first or second pages of Google; it’s pretty rare for consumers to go beyond the second page.

At the very least, SEO requires your small business to have a quick, mobile-friendly website and someone with the ability to create thorough original content about topics related to your business’s offerings. It helps to have tools like Ahrefs to track keywords consumers use to find businesses like yours. Ahrefs tracks page rankings, how difficult it will be to rank for a certain keyword, keyword search volume, and more.

 

3. Digital marketing expands small businesses’ reach

Due to all of the digital marketing channel options, it’s easier than ever to reach different consumers in multiple places at the same time. Some consumers may be at different parts of the marketing funnel, but there are several digital marketing approaches that can be used to reach them.

For consumers at the top of the funnel (awareness and interest) who may have visited your small business’s website but did not take any action beyond the home page, you can create display ads for these consumers. This is referred to as remarketing or retargeting, and it’s a highly effective way to keep your small business’s brand at the forefront of people’s minds.

 

4. Digital marketing is cost-effective 

Google conservatively estimates that for every $1 a business spends on Google Ads, that business makes $8 in profit through Google Ads and Search — an impressive increase from Google’s earlier research that reported $2 in revenue for every $1 spent.

A Wordstream study found that the average cost for Google’s search and display ads across all industries were $2.69 per click and $0.58 per thousand impressions, respectively; Wordstream also found that Facebook ads average $1.72 per click across all industries.

Digital marketing costs less than traditional ad channels and allows you to place a cap on how much to spend. It’s clearly the superior route to take when it comes to how much you’re investing to advertise your small business.

 

5. Digital marketing targets multiple audiences at once

A print advertisement in the local newspaper typically targets one audience. The problem with this and other traditional forms of marketing is that they miss out on reaching your other audiences.

You can multiple digital marketing campaigns at once for different audiences via different channels, and this can become very specific and granular depending on which marketing channel you’re using.

 

6. Digital marketing keeps consumers engaged

In some cases, quantity isn’t everything. The quality of customers matters, too. In times of economic downturn, you might not be able to rely on occasional customers; you may have to rely on a loyal base of customers instead.

Keeping customers engaged with content, whether it be on your blog or your small business’s social media accounts, can keep them coming back to support your business.

 

7. Digital marketing boosts conversion rates

In digital marketing lingo, a conversion is another term for a goal. Conversions can be several different things: leads, purchases, newsletter subscriptions, engaging with content, visiting specific web pages, and so on.

Whatever your small business’s goal is, digital marketing makes it easy to track conversions and make optimizations to your digital marketing campaign that can boost overall conversion rates. 

 

8. Digital marketing has quantifiable results

Unlike traditional marketing methods, the results of digital marketing can be quantified. You can see the exact numbers, data, and statistics showing the state of your campaign. You can see how many people have “bounced” from your website, the number of people who have converted, and calculate an accurate return on investment.

There’s no guessing how many people bought products or signed up for a newsletter — the data is there.

 

9. Data can be used to improve marketing campaigns

Having quantifiable data can give you some idea of where your digital marketing campaign needs improvement. Sometimes it’ll require a bit of guessing and checking, but if you take a scientific approach to it by running the same ad with one slight difference, you can get an idea of how your small business’s digital marketing campaign can be improved.

 

10. Data can also be used to customize campaigns for highly specific audiences

Digital marketing data can help small businesses learn about their target audiences’ digital habits. There are tools out there that make it much easier to find your target audiences’ interests and discover the best approach to convert them to regular customers.

For example, Facebook offers a lookalike audience targeting option, which uses the information about your current target audiences and runs your advertisements to audiences that share similar features.

You may even find out that your small business has an audience that you never knew about until you started to review customer data. Then you can start making digital marketing campaigns specific to this audience segment, too.

 

11. Successful marketing campaigns can lead to new services and new business locations

Depending on the level of success your digital marketing campaign brings you, you may want to consider expanding your small business.

This could mean adding new services on top of the ones you already offer or even opening up another location. These additions and expansions can bring in even more revenue and customers.

Once you’ve got a strong digital marketing campaign for your main location or current services, you’re more than capable of creating more campaigns for your newer services. More services bring in more customers, more customers bring in more revenue, and more revenue means you can continue to grow your small business. It’s a cycle that continues to grow your business at each turn.

 

12. Resources for digital marketing are everywhere

There are tons of tools and resources for your small business’s digital marketing campaign: Ahrefs, Google Keyword Planner, Google Analytics, and so much more.

Our free digital audit is one great place to get started. For more information and even more digital marketing resources, contact us today.

By OppGen

Microsoft Ads for Medical: Give Your Practice A Spark

To say that no one uses Bing is a blatantly false statement. Sure, it’s not Google, a search engine so ingrained into our daily lives to the point that Google is a verb in the Merriam-Webster Dictionary.

Nevertheless, Bing is a fairly popular search engine and one that’s overlooked. Don’t overlook Bing — or Microsoft, for that matter. It’s a pretty powerful contender in the realm of digital advertising, and it’s one that can help medical practices in particular. Its advertising service, Microsoft Advertising (formerly Bing Ads), is worth giving a shot.

 

Reach prospective patients in places where Google can’t

Bing runs 1 in 3 U.S. desktop searches. It’s also the default search engine for Windows 10 users as well as other Microsoft applications like Word, PowerPoint, and Cortana.

Microsoft Advertising can reach 49.4 million users that Google can’t reach. If other clinics are mainly marketing via Google Ads, that means there’s an opportunity for your clinic to find prospects who aren’t searching on Google. Also, Microsoft Advertising isn’t only on Bing; its ads can be seen on Yahoo, AOL, and partner sites like Amazon. Even certain applications, such as Skype and Outlook, display Microsoft Ads search advertisements.

 

Target older audiences with higher incomes

Like Google Ads, Microsoft Advertising offers geotargeted ads, which allow advertisers to target audiences based on location.

71% of Microsoft Advertising’s audience is at least 35 years old. This makes it an invaluable resource for men’s clinics, plastic surgeons, body contouring practices, HRT practitioners, and hair restoration clinics. Its searchers are also slightly more affluent compared to Google’s, which means they’re able to spend more money online.

Reaching more people in your target audience’s demographic with a higher income is always a good thing.

 

Discover Microsoft Ads’ lower costs and higher conversion rates

As Google Ads becomes more competitive, its cost per click (CPC) is only going to keep rising. This isn’t the case for Microsoft Ads. CPC is significantly less than Google Ads, with a 29% lower cost per sale. Plus, the conversion rates are 35% higher at the same CPC as Google. Search Engine Journal found that specifically in the medical marketing segment, Bing’s CPCs were lower than Google’s 71% of the time

Higher conversion rates at a lower CPC is a goal to strive for in all marketing segments, and with Microsoft Ads, your clinic doesn’t have to strive much for much at all. It’ll already have a lower CPC to start with. 

 

Complement your practice’s current Google Ads campaign

Some people seem to believe that marketing on multiple platforms is bad, and few things can be further from the truth. Advertising on Bing will not make your clinic’s Google Ads campaign suffer or fail. It’s no different than running a TV ad and a newspaper ad for your clinic on the same day, except you have a little more control over who sees your ads and when prospects can see them.

By adding a Microsoft Advertising campaign to your clinic’s overall marketing strategy, you can reach audiences on both Google and Bing. 

Plus, Microsoft Advertising allows you to import campaigns from Google Ads, so you don’t have to start an entirely new campaign from scratch. Be sure to double-check location targeting and any ad extensions you had on Google Ads when importing to Microsoft Advertising, though; you may have to make some adjustments.

Adding a Microsoft Advertising campaign alongside your Google Ads campaign is a smart move and will ensure that more prospects will find your clinic — and even more prospects will convert.

 

Add Microsoft Ads to your practice’s marketing strategy

It’s entirely to your clinic’s advantage to start a Microsoft Advertising campaign. The patients you’ve been waiting for could very well be waiting to find a clinic like yours, so don’t keep them waiting.

To get a head start on your Microsoft Advertising campaign, contact us today.

1 2 3 6
holistic marketing funnel
What is a Holistic Digital Marketing Strategy and How Can It Help My Business?
A screenshot from the Amazon Alexa commercial from Super Bowl LV
The Best Super Bowl LV Commercials, According to OppGen
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
12 Reasons Why Small Businesses Need Digital Marketing
Microsoft Ads for Medical: Give Your Practice A Spark