Ophthalmology Business

JUL 2013

Ophthalmology Business is focused on business topics relevant to the entrepreneurial ophthalmologist. It offers editorial, opinion, and practical tips for physicians running an ophthalmic practice. It is a companion publication of EyeWorld.

Issue link: http://digital.ophthalmologybusiness.org/i/138484

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Page 6 of 27

more leads from your ophthalmology website by Tammy Smith I f you have a website promoting your practice, then most likely you are seeing some success with people finding you online. Perhaps you are getting phone calls from people who see your website in a search or find your business listed in a local directory. Ask yourself this: Can I do more? Are you using your online presence to its fullest potential? Is your ophthalmology website more of an online brochure, or is it a mechanism that helps drive leads and potential new patients through your office door? Here are six tips to focus on if you want more leads out of your website. Content is king. Nothing counts more toward a strong foundation for your online marketing campaign than really good content. Utilize strong content Information is power. Nothing counts more toward a strong foundation for your online marketing campaign than really good content. Content is what the search engines base your ranking and authority on, and it is what your potential patients will use to formulate a judgment about your professional abilities and expertise. Do not skimp when it comes to quality content. You need substantive content with a strong emotional appeal. At the Quarterly Digital Intelligence Briefing: Digital Trends for 2013, held in March and conducted by eConsultancy in association with Adobe, 700 digital professionals were surveyed about upcoming trends in digital marketing. 2013 was dubbed "The Year of Content," and content marketing was ranked as the single most significant trend for the coming year. What is content marketing? What is content marketing? Simply put, content marketing is creating and sharing information in order to acquire customers without necessarily serving a direct sales pitch. This content educates, informs, or provides entertainment. Instead of just pitching your services, you are providing useful information that serves to educate and make your buyer more intelligent. If your website delivers consistent and valuable information, you build trust in your word and your brand, and those who read your content will ultimately reward you with their business. This type of information comes in a variety of formats: blogs, news items, videos, white papers, e-books, infographics, case studies, question and answer sessions, how-to's, podcasts, and more. Implement clean website design and site structure If your website has not had a facelift in the last few years, chances are that the search engines, and your continued on page 8 July 2013 • Ophthalmology Business 7

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