Even if you are having trouble generating patient volume, there are plenty of patients out there waiting for your services to help them start a family. Having an IVF Digital Marketing strategy is key.
However, if they aren’t calling you, it’s probably because they don’t realize that you:
So how can you communicate this information to them?
The answer is IVF digital marketing. Those who need assistance starting a family usually turn to Google and other digital resources for information.
Therefore, if you don’t have a strong digital presence online, it will be hard to capture their attention. Here are a few of the best marketing strategies to help you improve your IVF digital presence and generate a consistent patient volume.
Needless to say, appearing at the top of Google for relevant searches is one of the best ways to increase patient volume and improve your brand presence. This emphasizes the importance for a strong IVF digital marketing strategy.
These keywords may be location-related (like “IVF clinic in Los Angeles”) or topically relevant (like “IVF costs”).
First, start by ranking for location terms as this will drive the most qualified traffic. It also is often much easier to accomplish. To do this, start by filling out your Google My Business profile. By completing a Google My Business profile, you’ll be eligible for your own knowledge card when you search for a branded keyword like this:
This will also allow you to show up in local results like this:
Filling out a Google My Business profile is relatively easy. It only requires your name, phone number, address, and some photos. You’ll also be sent a card to your physical address to verify that you are a local business.
However, remember that while creating a local listing is a good start to showing up for local keywords, your competitors have also created local listings. So how can you ensure that you will rank above them?
Your website’s overall credibility and reviews play a significant role in Google’s local business rankings.
Therefore, focus on generating as many Google reviews as possible.
While it is illegal to bribe people for reviews, you can entice your customers by reducing the friction of writing a review. For example, create a page on your website dedicated to reviews and write clear instructions (ideally complete with screenshots).
Here’s an example:
In addition to dedicating a page on your website to reviews, you can also ask patients in person to leave a review. For example, the doctor should ask patients about their experience in person and pitch the review. After completing the appointment, the office staff can also give them a physical card with instructions to leave a review.
Another idea is to set up a monitor in the office that is dedicated to review writing. This makes it easy for the front desk staff to point to the screen for patients to write a review and will likely yield much higher conversions.
However, reviews aren’t the only factor to ranking better in local search results. Google also wants to see that you have a strong local presence. Therefore, create citations in local directories like Yelp. To find other IVF related directories, you can use digital marketing tools like BrightLocal or WhiteSpark. You can see what directories your competitors are listed in that you aren’t and find new opportunities based on your industry.
However, be sure that you only create listings on authoritative directories. Creating listings on spammy directories can actually harm your SEO as Google will assume that your website is low quality.
Once you have accumulated a large selection of reviews and verified your Google local listing, the next step is to ensure that you have a solid technical foundation.
This means that your website is fast, secure, and indexed.
To do this, log into your Google Search Console.
Once you’re in, the first report you should look at is the Coverage Report. This report will show you any URLs that are not currently indexed. It will also show you exactly what is wrong with each of those URLs. Therefore, you can export the error message and related URLs and send them to a developer to fix. Even if you don’t have a full-time developer, you can hire someone on Upwork to fix it for you.
Once you’ve fixed critical errors, the next step is to look at the new Page Experience tab.
This tab will show you any security issues. For example, if you’re website doesn’t have sufficient HTTPS coverage, it will look like this:
The Core Web Vitals report will also give you an overview of your website speed (which is an essential ranking factor).
If you have any URLs that need to be improved, you can send them to a developer to fix on Upwork.
Unfortunately, this report isn’t always perfect. Many websites with poor loading times still show up with no errors in this report. Therefore, always double-check it with PageSpeed Insights (a free tool provided by Google).
Finally, be sure that you have a great mobile experience as Google now ranks websites based on their mobile version rather than their desktop version.
While this report will give you a basic overview of your mobile experience, it’s still essential to check the user interface of your mobile version and ensure that it is easy to navigate.
Once you have a solid technical foundation, the next step is to optimize your website for keywords relevant to your fertility clinic.
To do this, start by creating local pages for each of your locations. For example, if you have four different clinics in four different cities, create pages for each of those.
This IVF digital marketing tactic will help you show up for keywords like “Fertility clinic in Boston.”
Be sure to include the city and location in the title tag of the page and create content specific to that particular city.
If you only have one location or city, include the city name in the title tag on your homepage.
Once you’ve optimized for local keywords, the next step is to rank for key services. For example, if you offer IVF, IUI, and other treatments, create a page for each of those services:
On each page, answer common FAQs. For example, if it’s a page on IVF, answer:
You can also use a tool like Ahrefs to find other questions related to that particular service and answer those questions on this page:
In addition to your service and location pages, be sure to fill out pages for your doctors, an about us page, and a contact page.
However, once you’ve completed this process, you’ll notice that there are still other keywords that you could rank for that could drive sales. This is beneficial even if they aren’t included on your main service pages. That’s where IVF digital content marketing comes in.
Let’s chat about how you can get the more admissions through digital marketing. No pressure. No sales gimmicks.
Content marketing is a strategy that helps you rank for keywords beyond generic service and location searches. For example, ranking for a keyword like “infertility signs in men” could drive customers. However, there isn’t really a service page or location page that would cover this keyword.
Instead, you could write a blog post to cover this keyword. Therefore, use your blog to create a content marketing strategy that will help you rank for keywords like this one.
In addition, you’ll find that some keywords that you cover briefly on your service page could actually use an entire blog post to themselves. For example, your might add a keyword like “IUI vs. IVF” or “How to Prepare For IVF” to your full IVF service page. While that content will help you rank for your main keyword (in this case, “IVF”), you might need a complete blog post on that specific topic (in this case, “How to Prepare For IVF”) to rank for that keyword.
A quick Google search shows that indeed, Google only wants to show full blog posts for this topic rather than service pages:
So how can you decide which keywords you should target?
First, start by using a keyword research tool like Ahrefs. Enter the main keyword (“IVF”) and click on the questions tab:
From there, select relevant keywords.
While each business has its own set of relevant keywords, new websites with no authority should target keywords with a KD (keyword difficulty) of less than 15.
This means that these keywords currently don’t have authoritative websites ranking for them or that the content is old or low quality.
Once you’ve selected a few keywords, look at the search results to understand how competitive the landscape is. Specifically, look at:
If the top-ranking result is owned by Healthline.com and is a 2,000 word blog post, it’s unlikely you’ll be able to unseat it with a 500 word blog post that has no links.
Therefore, if you don’t think that you’ll create a post with more depth and a better user experience, it might be better to find a different keyword. Ranking at the bottom of page one will likely drive very few clicks.
In fact, the first result receives about 32% of all clicks, and it drops off significantly from there:
However, keyword-driven content isn’t the only useful type of content that can drive conversions.
For example, writing patient stories and thought leadership pieces that provide an insight into how your approach is different or better than the typical approach can also help you win patients.
Here’s a great example:
Ideally, try to find a keyword or two to go with the story. Having a patient story first-hand will captivate readers and is more likely to increase conversions.
In addition, listen to sales calls from prospective patients and search for commonly asked questions. If patients call to ask these questions, there is a good chance that they are also searching for these questions before calling. So, provide the answer for them online.
Unfortunately, content marketing and SEO take time as your website won’t magically become authoritative overnight.
Fortunately, paid advertising can give your content an instant boost. This aspect of your IVF digital marketing strategy can be beneficial early on. In addition, if search engines see that the paid traffic landing on your website is actively engaged with your content, they will begin to rank your organic traffic higher as well.
So which pages should you run ads to on your website?
Start by running ads to pages with the highest conversion rates (if you don’t already have it set up, be sure to connect Google Analytics and track conversions).
For example, you might run ads to each of the city pages on your website or a piece of content that drives a lot of conversions.
You can also just swipe your competitor’s strategy and look at the keywords they are paying for. In addition, you can see their ad creatives and landing pages in Ahrefs.
Here’s an example of the top ads report in Ahrefs:
Facebook also offers a similar competitive landscape in their Ads Library.
Here, you can look at each ad creative made by your competitors. You can see which ones have run the longest and what adjustments they have made to them. In fact, you can even click on the ad to see what their landing page looks like and the offer.
By using this competitive insight, you’ll be able to bypass a lot of mistakes that your competitors have already made.
Now that you have a strong website, content engine, and ads driving traffic, you’ll start to generate a significant number of visitors.
However, the sad reality is that about 98% of your website visitors leave never return.
This means that not only are your content and SEO efforts being wasted, but all of your precious ad dollars are also essentially useless. So how can you fix this?
Add an exit pop-up to your website that offers a free resource of value in exchange for their email address.
Once you collect their email address, you can remarket them with relevant content. However, remember that people don’t typically like to give out their email address. With that said, be sure that it is a valuable resource your ideal patient wants.
The key with email marketing is to serve only relevant content. Therefore, use a tool like ConvertKit to track which downloads offer each website visitor accepted when providing their email address.
With this information, you can create relevant nurture sequences based on that person’s interests.
Once the lead has completed the nurture sequence, they are then put into the regular newsletter.
A tip to ensure your email marketing is successful is to always clean your lists. If you have many subscribers that are unengaged and don’t read your newsletter, their lack of engagement can actually land your brand in trouble. You’ll end up in junk email for new subscribers.
Therefore, if you have subscribers that haven’t engaged with your content for four or five emails, consider taking them off your list.
Finally, build out your social presence. Most patients searching for fertility help will thoroughly search your brand before making a final decision. Therefore, having a strong social presence will assure them that you are indeed a leading provider.
It will also help your brand stay top of mind for those that are struggling with fertility. You can also eventually build out communities, such as Facebook groups.
So how can you develop a strong social media presence as part of your IVF digital marketing strategy?
Start by claiming your brand’s name across all social channels. While you should only focus on one or two to start, it’s still essential to claim your brand name’s profiles to ensure somebody else doesn’t take them
Once you’ve claimed your brand name, focus on Facebook and/or Instagram. These channels tend to be the most popular and highest converting. Your customers are already used to interacting with brands on these channels.
Therefore, post engaging content consistently to these channels. Most IVF clinics post about one to three times per week. While posting consistently is important, maintaining high engagement is even more important.
If these social media platforms see that you typically have high engagement rates, they will be more likely to show your content to more people.
To ensure that you have high engagement, post content that is formatted for a social audience. For example, someone on Facebook is scrolling through images and stories of friends and family. Therefore, post images and stories of patients, their kids, and fun moments. If you post content that is too educational or sounds like a third-person brand rather than a human, your posts won’t get much engagement. The social algorithms will eventually demote your reach.
For example, this isn’t a social post that someone scrolling through their feed would stop to look at:
Therefore, it unsurprisingly only has two likes. However, below is an example of an engaging social media post and, as you can see, it has much higher engagement:
Notice that the post above looks like a post that a friend would write? It’s in first person, an interesting story, and relevant to the audience Shady Grove is targeting.
As your posting to social media platforms, another element to keep in mind is that you should always format your post for each platform. For example, use carousels if you post to Instagram. Upload videos directly to Facebook (or even go live) rather than dropping a YouTube link.
By pleasing the social media algorithm, you’ll be able to earn more organic reach.
A final idea is to partner with social media influencers to boost your organic reach. By posting collaboratively, you’ll be able to earn more reach and tap into some of their followers.
The key to making influencer marketing effective is to partner with influencers that:
For example, if you partner with a major celebrity like Jennifer Aniston, you’d probably get some visitors. However, despite her large following, you’d have few conversions. This is because her audience isn’t necessarily moms trying to start families, and many people follow her but don’t necessarily trust her recommendations as she’s a major celebrity.
A better partner would probably be a mommy blogger with a decent following. One that has developed strong relationships with her audience.
To partner with influencers, ideally, you’d offer your services at a discounted rate. This will allow their followers to follow along with their journey with your clinic. However, you can also offer a paid arrangement or commission if you can’t find any influencers looking for fertility help.
While executing all of the above advice will help you achieve steady patient volume, you can also hire an IVF digital marketing partner to execute it for you.
So what should you look for in a marketing partner?
Ideally, your marketing partner should already have experience in the medical field. This will ensure that they understand the legality of healthcare marketing (such as HIPAA compliance and patient privacy) and the tone and language of your patients.
Your marketing partner should also be interested in learning more about how your clinic is different and your patients’ unique desires and needs. For example, they should be interested in listening to sales calls to understand your patients’ exact language and better position your messaging.
At the end of the day, great marketing is really about understanding what your patient wants and showing them that you offer exactly that.
At Stodzy we’ve helped numerous IVF clinics achieve success and are happy to help you reach your goals. Contact us today for a free consultation.
Driving more high quality leads to your business is possible with a strong marketing strategy. Using the steps above will help you on your way to success, though you can achieve results even faster by hiring an agency to do it for you.
At Stodzy, we’ve already helped many businesses just like yours achieve incredible growth by implementing the strategies above. If your growth has plateaued, call us now for a free consultation to learn more about low hanging fruit you can attack to improve your strategy.
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