Do I Need SEO? | Healthcare Digital Marketing

Do I Need SEO? | Healthcare Digital Marketing

In this evolving, technology-driven world we live in, phone books and directories are a thing of the past.  When it comes to finding the best restaurant, electronic store, bowling alley or even hospital, you must exist online. However, having just a website alone won’t do much good if no one can find you on the web.  In today’s competitive market, you need to have an effective website that is paired with search engine optimization, or SEO, to help visitors find your site. In short, SEO helps search engines, like Google, figure out what your website is about and how it may be useful for visitors. The best practices of SEO will ultimately improve user experience and ensure visibility on search engines. In addition, search engine optimization is essential because: A vast majority of users are more likely to click on websites that are listed on the first page of search engine results. Your website is more likely to get visited if  you are ranked high on the first page for multiple keywords, .  This also creates more exposure to your business and brand. Search engines typically list websites that are secure and safe first. This provides a sense of business credibility. SEO helps make your website easier to navigate for users. It consists of rearranging your site’s architecture to make pages within the website easier to find. This is also helpful for search engines to crawl your website to find relevant information about what you offer. Type in a keyword or phrase that best represents your business on any major search engine; whether it’s “Great Italian Restaurant in Chicago,” “Affordable Hotel in Los Angeles,” or “Best Hospital Near Me.”  Do you see your company’s website on the first page? If not, you don’t need to think twice about why SEO may be beneficial for you.  The faster you start SEO, the faster you will be ranked at the top of search engines, and the faster you will attract new customers to your business. If you have any questions, contact Springboard...
Ten Lessons from 15 Years | Healthcare Advertising

Ten Lessons from 15 Years | Healthcare Advertising

I just had a birthday!  My company did, that is.  Springboard Brand & Creative Strategy, a healthcare advertising company, recently turned 15 and since only one third of new businesses last past their first decade, I feel pretty good about this accomplishment.  As I reflect over the past decade and a half, there are certain thoughts and ideas that surfaced that I wanted to share.   I hope some will educate, inspire, amuse, or just be a head nod to those who read them. The power of a big idea still surges. From the “Mad Men” era until today, and I’m certain into the future, the healthcare advertising business still thrives on big ideas.  Sure, there are all sorts of new technologies to communicate and ways to “hide” behind production value, but strip it all away and – if there’s not a big idea that touches the heart and soul of your customer – you have nothing.  You know you have one when, years later, people still recall pieces of a campaign.  I’m proud to say there have been a few of those over the years. Get with the times. I used to cover my ears when the subject of digital/social media came up in conversations.  And I thought that if I just focused on traditional branding and advertising practices, there would still be a market for that and others would take care of the new stuff.    (I guess it’s right to say that today?) Anyway, I have come to really embrace “new” media and appreciate its flexibility and ability to be measured, and the fact that it’s not “new” anymore, just part of the game. There’s no such thing as a “just a.” There have been many times the client has requested “just a re-size,”  “just a simple program ad,” or “just a something.”  You know as well as I do that there’s no such thing.  Every project has a purpose, goals, and should have a strategy against it.  Just when you think it’s a “just a,” it expends more time, resources, and thought than projects that are viewed as larger from the beginning. It’s hard to make predictions. After 15 years at Springboard, and a total of nearly 40 in the advertising and marketing business, I thought I was close to being able to make decent predictions.  Whether it’s a new business win, what creative campaign a client will pick, an award, and the list goes on…the truth is you shouldn’t predict.  Because I’ll predict you’re going to be wrong. Personal engagement is still the best form of communications. We all get dozens of emails a day, many text messages, and other forms of tech communications.  While they are time efficient, there is still no substitute for meeting with a client, enjoying a meal, or taking in a social event together.  Just like the “old days.”  And imagine their surprise and gratitude when you send something via “snail mail.” Punctuation and grammar speak volumes. Related to the above, the industry has changed dramatically in not only how we communicate with each other but also our attention to details.  It seems as though every email contains a typo or has some level of bad grammar.  As we take shortcuts with our communications, it doesn’t mean we should do the same with our spelling and grammar.  A bad typo can kill a great letter or even a client relationship. You’re only as good as your people. One thing that I’ve definitely appreciated over the years is working with really excellent people.  I never wanted a company with my name on the door.  I wanted one that everybody could feel some ownership in.  So when my time comes to move on, the company can do the same.  From David Ogilvy’s famous quote, “our inventory goes down the elevator every night,” to other classic business phrases, your brand depends on who’s delivering it.  I’ve been fortunate to have several people who have helped me really deliver. Hire for your culture, not for a client. Related to the above, I’ve learned (the hard way, too), that one should hire based on need and culture and not to fit a specific client.  Clients come and go in this business every few years.  Great employees are those you want to stay for an extended period of time.  Culture is important and not just lip service; I’ve come to realize it starts or stops in the corner office. Perception really is bigger than reality. With social media today, a small company can make a big impression, around the world!  I remember when blogging was first fashionable and, with some time at a hotel one night, created “Hospital Branding Blog”.  Today, it’s read in over 25 countries and serves to keep Springboard on the first page of most organic searches.  I’m always amazed when people ask how “big” the company is.  And when I tell them they always say, “wow, I thought you were hundreds of people and in many cities”.  That’s the power of social media and the importance of maintaining an active social marketing strategy. You have to stay in sound business shape. From airplanes to rental cars, sleepless nights to meals on the run, I’ve learned to appreciate the importance of a wellness regimen since owning a company. The pressures of the day can be tough, but nothing a good workout at night can’t knock out.  A solid breakfast really does rev up not only the metabolism, plus a decent night sleep does work wonders.  In fact, if someone asked, “what’s the one thing you’d recommend when starting a business” I would answer, “work hard to stay healthy and keep your head in the game.” Thank you for the opportunity to share these thoughts, I hope there are a couple ideas that resonate with you.  As Confucius said, (I always wanted to say that) “Choose a job you love, and you will never have to work a day in your life.”  If you...
Subscribe to Our Newsletter
Sending
Real Time Web Analytics