During this series, we have explored how to conduct a website audit, how to analyze the data, and the best strategies to optimize your low-performing content. In this final article, we will dive deeper into the most effective ways to monitor your content’s performance so you can continue to make adjustments that will keep your SEO ranking high and your website conversions on track.
Once you have created your content improvement plan, the next step is to execute and measure. Often telehealth brands develop elaborate content strategies to boost their low-performing website pages, but then the execution falls short.
To prevent this, it’s important to take your content improvement plan and assign specific deliverables and dates to keep your marketing momentum going. Ideally, you want to create new web content at least once every six months to keep your website optimized for driving traffic as much as possible. This doesn’t mean redoing all of the existing content on your website, but instead, analyzing your key metrics and applying consistent and measurable tweaks to improve performance.
Here are the best ways that you can put your content improvement plan into action so you can continually refresh and refine your content.
1. Monthly traffic goals. It’s very hard to determine if your telehealth marketing strategy is successful without benchmarks and goals. You should keep monthly statistics to compare to see if the changes you make improve or decrease performance. Additionally, you should set marketing goals related to your key business objectives. For example, based on your current new patient acquisition numbers, you may set a goal of increasing it by 10 percent by changing the content on your lowest performing pages. What’s important is setting a goal and then investing time, energy and effort to meet the goal. This will help ensure that you execute on the items in your content improvement plan.
2. Reassess strategy every quarter. With specific and actionable goals set, you can then use those as the basis to determine what’s working and what’s not. From there, it is important to evolve your telehealth marketing strategy depending on the results you receive. Many telehealth providers implement a strategy and neglect to analyze its effectiveness or never revisit how to make it better. By setting a quarterly assessment of your marketing strategy, you can stay dialed into proactively improving its performance by making adjustments along the way.
3. Be open to starting over. As the telehealth space becomes more saturated, the content marketing strategies that worked in the past may not work anymore. This is where doing market research in addition to tracking your website numbers is an important part of crafting winning campaigns that hit your KPIs. If you find that after two or three iterations, a web page is still underperforming, then be open to starting over with a completely different approach.
This can feel overwhelming for many telehealth marketers, but to achieve lasting results, it’s essential to let the data drive how the content should be constructed (or if it should be deleted completely).
If you haven’t already assessed the performance of your content improvement plan (or created one), then now is a good time to get started. And if you could use support in this area, feel free to reach out to us. We have 20+ years of expertise in revamping and optimizing telehealth content to drive web visitors who convert into patients.