FORGOT YOUR DETAILS?

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You may be wondering whether starting a clinic blog is worth the time and effort. The short answer is yes: healthcare providers definitely benefit from including blogs on their websites. Read on to find out why.

Blogging: It’s a lot of work, right? If you’ve considered starting a blog at some point in your career but decided against it, I’m guessing it’s because:

  1. you don’t have the time;
  2. you don’t feel like you have enough unique ideas; or
  3. you’re not sure how to get started.

If so, you’re certainly not alone. According to Website4MD:

  • about 40% of healthcare providers say they don’t have time to run a blog; 
  • 35% say they don’t have enough ideas; and 
  • 16% say they don’t know anything about blog setup or management.

But the fact is, putting in a little effort now can pay off in a big, big way later on down the road. According to the 2018 State of Inbound report from the marketing experts at HubSpot, healthcare businesses that have a blog on their website see 55% more traffic and are approximately 13 times more likely to experience a positive ROI each year compared to their non-blogging counterparts. That’s because blogging plays a huge role in search engine optimization (SEO). According to WebPT’s own SEO specialist, Matt Berger, “Writing blog posts helps improve your web visibility so you can get in front of potential new patients. Every business can benefit from having a blog, and smaller practices, especially, can use this as another tool to help gain exposure among larger practices with bigger audiences and marketing budgets.”

How does blogging boost website visibility?

Simply put, the more frequently a website is updated, the more search engines like Google or Bing will prioritize it—and thus, display it.

Berger compares it to a neighborhood on Halloween night, with each house being an individual website: “Trick-or-treaters can go to any house to try to get candy, but the Internet is a big, big neighborhood—too big for trick-or-treaters to hit every single house. So instead, they go to houses that have lights on and lots of Halloween decorations and skip the ones that aren’t decorated for the occasion.” Similarly, a clinic website that isn’t actively maintained with updated content will be harder to find, and search engines will be less likely to deem it the right choice for the online searcher.

How can PTs make sure their blogs are seen by the right audience?

There’s a lot that goes into boosting post visibility, but essentially, you should write posts that answer the types of PT-related questions your patients search for on Google.

According to a study from the Pew Internet & American Life Project, “80 percent of Internet users, or about 93 million Americans, have searched for a health-related topic online,” which has created a unique opportunity for physical therapists to connect to new patients through healthcare blogging. For this reason, you’ll want your blog to touch on topics that:

  1. are relevant to your practice and your patients, and
  2. demonstrate your expertise.

Posts could teach readers how to do something (e.g., a particular exercise) or provide answers to common questions—questions related to your specific practice as well as more general therapy questions. You’ll also want to blog about new services and other clinic updates.

All of this will increase the probability that the right searchers will land on your site when they perform related online searches. Not only will this help you generate new leads, but it’ll also establish you as an authority to your patients—as well as Google. After all, the more traffic your site gets, the more authoritative it appears to search engines—which helps you get even more traffic. It’s a bit of a snowball effect.

What are some ideas for blog posts?

You can use your daily experience—as well as social media—to mine for all kinds of content ideas.  

As I mentioned above, you’ll typically want to create content based on your ideal patient’s most frequently-searched questions—both specific to your practice and physical therapy in general. Bear in mind that not every blog post has to be a six-page essay. Instead, consider scannable, bite-sized content like:

  • listicles,
  • FAQs,
  • step-by-step tutorials,
  • myth-versus-fact articles,
  • case studies,
  • success stories,
  • expert roundups, and
  • checklists.

You can also mine relevant interest groups on Facebook and discussion sites like Reddit for topics. Look for questions people frequently ask, and be willing to engage with other participants. You can even use these forums to promote your posts, although you should always check with the group rules before doing so. You should also be careful not to come off as too salesy—especially on Reddit—as this can actually turn people away from reading your blog.

If you’re not one to surf the web regularly, not to worry—you can get plenty of inspiration from your daily interactions with patients. What sorts of questions are they asking when they call to book an appointment? What about when they start care? And which answers could you expand into a standalone article?

What are some blogging dos and don’ts?

There are a few basic need-to-knows when it comes to blogging. In short, keep your posts concise, conversational, and relevant.

You may not be a published writer, but your blog should still look professional and compel people to read it. Fortunately, your expertise as a therapist already gives you some credibility, but here are a few specific dos and don’ts you should consider before you start posting content:

  • Do create a headline that entices people to click on the title (often a question or declarative statement).
  • Don’t try to wax-poetic or speak in a corporate tone. Instead, keep it conversational.
  • Do have an opening paragraph that connects to the title, grabs the reader’s attention, and prompts him or her to continue reading.
  • Do use keywords. According to Berger, you should choose one primary keyword for a blog post and include it in the body of the post, the main headline, and the first paragraph. This helps search engines determine whether the content is relevant to the keyword.
  • Don’t try to stuff keywords in places where they don’t belong. Any keywords you use should sound natural and flow with the rest of the paragraph.
  • Do use free search engine optimization (SEO) tools. There are tons of free tools out there to help you find good topics, pick keywords, and optimize for search engine visibility. Here are the ones we recommend:
    • Google Analytics: If nothing else, Google Analytics is a must-have for any PT practice website. This will provide you with information like:
      • who visits your site;
      • which pieces of content they read;
      • which of your marketing strategies are the most effective; and
      • a lot more!
    • Google Keyword Planner: This is available through your Google Analytics account. It provides search volume, difficulty score, and more to help you find new, relevant keywords.
    • AnswerThePublic: This tool helps you determine the questions and queries your audience searches for most by creating visualizations and reports based on keywords you enter. 
    • Google Trends: This tool shows trending keywords and the performance of keywords over time.

So, there you have it: the basics of blogging for PT clinic websites. Have any blogging-related questions? We know a thing (or two) about the topic, so feel free to shoot us a question in the comment section below! For more great advice on how to launch and run a PT clinic blog, check out this post.

The post Does My PT Clinic Website Need a Blog? appeared first on WebPT.

This post was originally published on this site

It’s essential for small business owners to regularly evaluate their marketing tactics so they can focus on the ones that will help them grow their businesses. If you’re a small business owner, then you’ve definitely heard of Google Ads. But do you know if you’re displaying the ads that are best for your business? Many types of businesses can benefit from using a type of Google Ad known as a click-to-call ad. But what is a click-to-call ad anyway, and how do you set one up? This article breaks down what you need to know about click-to-call ads, how to set up click-to-call in Google Ads, and how to know if these ads are right for your business.

 

What are click-to-call ads?

Click-to-call ads are an ad unit within Google Ads that call a business directly when a prospect clicks on them. They can only appear on mobile devices and can be an essential part of a mobile marketing strategy. There are two situations where an ad can become click-to-call: when running a call-only ad or when running a call extension on a text ad.

When we talk about call extensions, we’re referring to phone numbers that appear alongside text ads and give prospects the option to call the business. On mobile devices, the ad will appear with a click-to-call button, and on desktops or tablets the phone number will appear next to the ad.

 

Should you use click-to-call ads for your business?

Click-to-call ads work better for some businesses than others, and they are mainly effective for businesses who’re more dependent on phone calls, or want to encourage prospective customers to call. Some types of businesses that might benefit from using click-to-call ads include car dealerships, travel agencies, and home services.

That said, any business that invests in paid search ads can benefit from attaching a call extension to their ads. It can help them increase conversions, potentially decrease acquisition costs, and gives them an edge over competitors that aren’t using call extensions. Prospective customers are already researching online about these products and services, and click-to-call ads make it easy for these prospects to move forward in the sales process.

No matter what industry they’re in, it’s essential for companies who use click-to-call ads to have a streamlined process in place for handling the calls, as well as customer service and sales representatives who are highly trained and provide an excellent experience for prospects.

Before diving in and investing in click-to-call ads, it’s essential to consider if they are the right fit for your business. It’s important to ask yourself the following questions:

  • Are click-to-call ads effective for businesses in my industry?
  • Are my prospective clients searching for my products on their mobile devices?
  • Do I prefer prospects to call me or visit my website?
  • Would a call help to move prospects down the sales funnel? Or do they need to go to my website for that to happen?
  • If my prospects are searching on mobile, is their intent different than if they were searching on desktop? In other words, are they at a different stage in the sales funnel? If so, be sure to adjust your message so it’s relevant to that prospect type.

By considering these questions, you can get a clearer sense of whether or not click-to-call ads would be a worthy investment for your business.

 

What are the benefits of click to call ads?

Industries that are well suited to click-to-call ads can benefit from them in many ways. Some of the most important benefits of these ads include:

 

They improve conversion rates

A company’s number of conversions generally decreases if their website or ad doesn’t display the business’s phone number. In fact, a recent Quick Sprout study showed that adding a click-to-call ad resulted in a 400 percent increase in call-to-conversion rate. On top of this, click-to-call ads give your business the chance to upsell consumers on the phone. Why do click-to-call ads have such a dramatic effect on conversion rates? Well, consider this. When users click-to-call on your mobile ad, they’re already thinking about buying your product, which means they’re pretty far down the sales funnel. In many cases, talking to a sales or customer service representative is just what you need to win them over.

 

They give you an edge over your competitors

A recent Google study of 3000 mobile searchers found that 95 percent of small-to-medium sized businesses do not use click-to-call features. But nearly half of these mobile searchers said they would search somewhere else if click-to-call features were not present. This means that not having these features can significantly harm your business’s sales. In addition, 70 percent of mobile searchers use click-to-call and consider calls to be an important channel for consumers. The study also found that 61 percent of the searchers considered click-to-call to be “Extremely or Very Important” when deciding to make a purchase, and that 47 percent described feeling “frustrated,” annoyed,” or “more likely to explore other brands” when they were not able to directly call the business.

They make it easier for prospective customers to get in touch with you

With click-to-call ads, the phone number is placed at the top of the page with the word “Call”, and the call button is displayed right next to the copy. This means the phone number is in a very prominent location, which makes it easy for prospects to see it and take action. Click-to-call ads also simplify the process of getting in touch with you. Instead of sending customers to a landing page with a phone number, all they have to do is tap on a click-to-call ad to call your business. This helps motivate prospects to take action and can move them down the sales funnel more quickly

 

How to set up click-to-call campaigns in Google Ads

There are two ways that you can set up click-to-call campaigns in Google Ads. One way is by adding a call extension to a normal ad. This is where you set up a call extension so that when your text ads appear on a mobile device, your phone number and a click-to-call button will display beside them.

The second way to set up click-to-call campaigns is by running a call-only ad. This is where you set up a call-only ad from a normal or call-only campaign, which lets you aim for click-to-calls only, instead of aiming for calls and website clicks.

Let’s take an in-depth look at both methods of setting up click-to-call campaigns in Google Ads.

 

How to add a call extension to a normal ad

Call extensions let you add phone numbers to your Google Ads, so people can click or tap a button to call your company directly. Adding a call extension is the only way to add a phone number to your existing ads. Google Ads doesn’t allow phone numbers in the main description text fields, so your options are call-only ads or call extensions.

To set up a call extension, follow these steps:

  • Sign in to your Google Ads account.
  • On the page menu, click Ads & Extensions.
  • Click Extensions then click on the plus (+) icon.
  • Select Call Extensions. The Add Call Extension view will appear.
  • Select whether you want to add the call extension to your Account, Campaign, or Ad group.
  • Select Create New to make a new call extension, then enter your phone number, or
  • Select Use Existing if you’ve previously created a call extension. Then select your number from the list that appears.

There are also some optional settings that you can implement if you choose:

  • Call reporting is now turned on by default, but you can turn it off in account settings if you want. You’ll then choose which conversion you want to associate with the calls, or you can create one here if you haven’t yet.
  • Under Device preference, choose Mobile if you’d like Google to prioritize mobile placements over desktop ones. Note though that this doesn’t mean your extension will only appear on one device or the other. To control the latter you need to use device type bid adjustments at the campaign level.
  • Under Advanced options, choose if you’d like to schedule your call extension to show only on certain days and hours.

 

How to set up a call-only ad

When setting up a call-only ad, you have the option of setting it up in a normal ad campaign, or as part of a call-only campaign.

 

If you’re setting up a call-only ad in a normal campaign, follow these steps:

  • Start by clicking the red +AD button from within your Ad Group of choice
  • Then select Call-Only Ad. This process is very similar to setting up a normal ad with some slight differences, including:
    • There’s no destination URL
    • Google will ask for your business name
    • You’ll need to input a phone number to direct the call to and two website URLs. One URL will be displayed in your ad, and the other URL will link to a landing page where Google can confirm that the number used in your ad is also on your website. The number on the landing page needs to match the number displayed in your ads. You can also “verify” via Google Search Console or by placing a retargeting code from your Ads account onto your website.

 

If you’re setting up a brand new call-only campaign, here’s the procedure you’ll need to follow:

  1. Sign in to your Google Ads account.
  2. Navigate to the page menu on the left and click Campaigns.
  3. Click the plus (+) button and select New Campaign.
  4. Either select a sales or leads goal OR continue without a goal.
  5. Choose the Search campaign type.
  6. Navigate to Select the ways you’d like to reach your goal, check the box next to Phone Calls and enter your phone number.
  7. Click Continue.
  8. Type your campaign name at the top of the page.
  9. In the Add Display Network select No.
  10. Select your target goal and bidding settings.
  11. Enter your daily budget and any other campaign settings.
  12. Click Save and Continue.

 

To set up a new call-only ad, follow these steps:

  • Sign in to your Google Ads account.
  • Click Ads & Extensions, then click Ads.
  • Click the plus (+) button.
  • Select Call-only ad.
  • Click Select an ad group to choose your ad group and save the ad.
  • Fill in the following fields:
    • Two headlines. (Filling in two headlines lets you include more text in your ad.)
    • Your business name and phone number.
    • Two descriptions. (Only one is required.)
    • Your display URL and verification URL.
  • Navigate to Call Reporting and click On to collect call data.
  • Select a Conversion action.
  • Click Save New Ad.

 

How do you know if your click-to-call ads are effective?

Once you’ve started running your click-to-call ads, it’s essential to make sure they’re actually effective. It’s important to track your calls and conversions for your click-to-call ads to make sure they’re helping you meet your marketing and sales goals.

One way to do this is through Google Ads, which contains features to help you track and analyze the performance of your call extensions and call-only ads. These let you see call details, including the number of impressions your call ad received, phone calls received, and the phone-through rate (PTR).

Another option is to use a call tracking provider such as CallRail to measure the effectiveness of your click-to-call ads. CallRail offers a call tracking integration specifically for Google Ads, which lets you collect and analyze call data and measure phone call conversions from your click-to-call ads as well as other marketing campaigns.

If you’re a small business owner who hasn’t explored click-to-call ads, now’s the time to consider trying them. Remember that these ads are best for companies that rely on customer phone calls to conduct business, or who want to encourage their customers to call. If your company fits into either of these categories, consider investing in click-to-call ads to benefit your business.

The post How to set up click-to-call in Google Ads appeared first on CallRail.

This post was originally published on this site

By: Bianca Buliga, Senior Marketing Manager

New year, new you (right?!) As we kick off a new decade, we’ve all been given a chance to focus more deeply, re-prioritize organization, and dream bigger. Your personal resolutions may include hitting the gym more often, eating healthier, and reading more books, but have you given much thought to your professional resolutions? What do you hope to accomplish this year? How do you plan to take your impact-driven venture to the next level?

To help jumpstart your creativity and goal-setting, we reached out to five successful SEED SPOT alumni. Here’s what they have to say about setting ambitious resolutions and making 2020 the most productive and inspirational year yet!

Listen To Your Intuition

“In 2020 I promise to listen to my intuition, so I can prevent circumstances from shaping the outcome of my projects. The Arizona Blockchain Initiative has had 18 solid months of building and outreach, so 2020 will be the year for us to put all the pieces together, prioritize our time, and bring our projects to light. It’s going to be the year of deliverables!”

2020

– Melissa Armas, Co-Founder of Arizona Blockchain Initiative

October 2019 2-Day Launch Camp in Phoenix, AZ

Grow Your Team

“We’re calling this the Year of Growth! All of our focus is on growing our team, increasing volunteer and charity users, converting and increasing paying customers, launching web and Android to increase user opportunities, and growing our social media presence. By the end of the year we aim to have a self-sustainable business, and will also hit our goal for continuing to create an inspiring, competitive, and friendly work culture!” 

2020

– Ethan Turner, Founder & CEO of GLIMPSE, A New Perspective

Spring 2019 Impact Accelerator in Phoenix, AZ

Attract Investment to Your Business

“As a new entrepreneur working from home, my biggest challenge is blocking out distractions and dedicating time each day to my business. My intention for 2020 is to attract investment in my business. To get there, I need to set aspirational, yet achievable daily goals and develop a tracking system to keep myself accountable. I am reading The Power of Habit (Duhigg 2014) to learn how to build good work habits that are incorporated into my daily routine. Because I have executive function challenges, I am also re-reading ADD-Friendly Ways to Organize Your Life (Kolberg and Nadeau 2016), which is full of practical tips to keep my focus where it needs to be.”

2020

Jane Townsend, Founder of The Braject 

November 2019 2-Day Launch Camp in Minneapolis-St.Paul, MN

Build a Focused Company Culture

“Our resolution for 2020 is to build a company culture where everyone is focused on our ‘just cause’: making sure no senior ever feels alone again. We intend to be very intentional about bringing in people who truly care about our mission. So, we have included a question about what’s been their experience so far in senior care or if they intend to make it their cause going forward. Also, we will be starting a monthly team building/social element. Where the team meets once a month just to bond and discuss their experiences. Work hard but play hard!”

2020

– Shruti Gurudanti, Co-Founder of televëda

Spring 2019 Impact Accelerator in Phoenix, AZ

Go For It!

“In 2020 my primary business resolution for CoTripper is putting my blinders on and focusing on traction. I’ve thought of a few creative ways to expand upon our mission to reach and support single mothers beyond travel that I’m really excited about. My resolution spirit as a founder is “go for it.” That’s exactly what I plan to do – it’s gonna be a great year!”

2020

– Krystin Hargrove, Founder of CoTripper

April 2019 2-Day Launch Camp in Washington, DC

Are you feeling inspired yet? Hopefully these go-getting SEED SPOT alumni have encouraged you to set aside time to plan out big professional goals for 2020. But remember – you don’t have to wait until January 1st of each year to reinvent the wheel. Make stronger and more strategic decisions all year round to continue growing and evolving your venture.

Make 2020 the year you turn your game-changing idea into an impactful business by applying for an upcoming SEED SPOT program. We can’t wait to support you in accomplishing all of your goals!

The post 5 Entrepreneurs Ring in 2020 with Big New Year’s Resolutions appeared first on SEED SPOT.

This post was originally published on this site

By: Bianca Buliga, Senior Marketing Manager

New year, new you (right?!) As we kick off a new decade, we’ve all been given a chance to focus more deeply, re-prioritize organization, and dream bigger. Your personal resolutions may include hitting the gym more often, eating healthier, and reading more books, but have you given much thought to your professional resolutions? What do you hope to accomplish this year? How do you plan to take your impact-driven venture to the next level?

To help jumpstart your creativity and goal-setting, we reached out to six successful SEED SPOT alumni. Here’s what they have to say about setting ambitious resolutions and making 2020 the most productive and inspirational year yet!

Listen To Your Intuition

“In 2020 I promise to listen to my intuition, so I can prevent circumstances from shaping the outcome of my projects. The Arizona Blockchain Initiative has had 18 solid months of building and outreach, so 2020 will be the year for us to put all the pieces together, prioritize our time, and bring our projects to light. It’s going to be the year of deliverables!”

2020

– Melissa Armas, Co-Founder of Arizona Blockchain Initiative

October 2019 2-Day Launch Camp in Phoenix, AZ

Grow Your Team

“We’re calling this the Year of Growth! All of our focus is on growing our team, increasing volunteer and charity users, converting and increasing paying customers, launching web and Android to increase user opportunities, and growing our social media presence. By the end of the year we aim to have a self-sustainable business, and will also hit our goal for continuing to create an inspiring, competitive, and friendly work culture!” 

2020

– Ethan Turner, Founder & CEO of GLIMPSE, A New Perspective

Spring 2019 Impact Accelerator in Phoenix, AZ

Attract Investment to Your Business

“As a new entrepreneur working from home, my biggest challenge is blocking out distractions and dedicating time each day to my business. My intention for 2020 is to attract investment in my business. To get there, I need to set aspirational, yet achievable daily goals and develop a tracking system to keep myself accountable. I am reading The Power of Habit (Duhigg 2014) to learn how to build good work habits that are incorporated into my daily routine. Because I have executive function challenges, I am also re-reading ADD-Friendly Ways to Organize Your Life (Kolberg and Nadeau 2016), which is full of practical tips to keep my focus where it needs to be.”

2020

Jane Townsend, Founder of The Braject 

November 2019 2-Day Launch Camp in Minneapolis-St.Paul, MN

Build a Focused Company Culture

“Our resolution for 2020 is to build a company culture where everyone is focused on our ‘just cause’: making sure no senior ever feels alone again. We intend to be very intentional about bringing in people who truly care about our mission. So, we have included a question about what’s been their experience so far in senior care or if they intend to make it their cause going forward. Also, we will be starting a monthly team building/social element. Where the team meets once a month just to bond and discuss their experiences. Work hard but play hard!”

2020

– Shruti Gurudanti, Co-Founder of televëda

Spring 2019 Impact Accelerator in Phoenix, AZ

Go For It!

“In 2020 my primary business resolution for CoTripper is putting my blinders on and focusing on traction. I’ve thought of a few creative ways to expand upon our mission to reach and support single mothers beyond travel that I’m really excited about. My resolution spirit as a founder is “go for it.” That’s exactly what I plan to do – it’s gonna be a great year!”

2020

– Krystin Hargrove, Founder of CoTripper

April 2019 2-Day Launch Camp in Washington, DC

Are you feeling inspired yet? Hopefully these go-getting SEED SPOT alumni have encouraged you to set aside time to plan out big professional goals for 2020. But remember – you don’t have to wait until January 1st of each year to reinvent the wheel. Make stronger and more strategic decisions all year round to continue growing and evolving your venture.

Make 2020 the year you turn your game-changing idea into an impactful business by applying for an upcoming SEED SPOT program. We can’t wait to support you in accomplishing all of your goals!

The post 6 Entrepreneurs Ring in 2020 with Big New Year’s Resolutions appeared first on SEED SPOT.

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