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November 29, 2019

Why Your Employer Brand Matters

By: Kayla Zamary

You know you need quality employees to get you to the next level, but if you are like most companies, you may struggle to find good people with the right skills. One of the ways that you can improve your odds of finding the right candidates is to look at what former employees and other…

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You know you need quality employees to get you to the next level, but if you are like most companies, you may struggle to find good people with the right skills.

One of the ways that you can improve your odds of finding the right candidates is to look at what former employees and other people are saying about your business.

Your reputation in the marketplace is what’s known as an employer brand. How people see your company can either help you secure the talent you need to go to the next level or keep the best applicants away.

What does your employer brand say about your business?

Why Your Presence on Glassdoor and Indeed Matters

Glassdoor and Indeed are two of the most important places to pay attention to your employer brand.

Both websites are review sites for job seekers and employees. The sites allow employees to leave anonymous reviews for things like experience, salary and hiring process on companies they have worked for or currently work for.

Job seekers can look at job openings, post their resume and do research on companies. Chances are, prospective candidates are going to ignore your career listings if they see negative reviews from current and previous employees.

Bottom line is, candidates are watching. The best ones are very intentional about doing their research and looking into what the experiences of other people have been.

According to a 2017 report by iCIMS, when looking for a place to work, 37 percent of job seekers heavily base their decision on employer reviews, 24 percent on text-based content on the company’s website and 24 percent on its publications or products. The report also discovered that 70 percent of workers have job hunted while working, and nearly a third of workers turned away from a company due to negative reviews it received from an employee.

This is all proof that employer brand matters to talented candidates.

How to Build Your Employer Brand

There are several things you can do to build a positive employer brand.

For starters, you must understand that your employer brand is something you cultivate. It may seem like the public does and you don’t have much control, but you do.

Here are 3 ways to shape your employer brand on Glassdoor and Indeed

  1. You can personalize your profile to the audience

You can post an up to date logo and create content based on who’s following you or who you want to attract. Glassdoor actually allows you to create a personalized view of your profile for up to four different audiences based on their occupation, such as engineering, creative, sales, etc.

  1. Update your profile often

Candidates are much more likely to get excited about working for a company if they can see the latest milestones, product releases, community service, etc., versus one that is a big mystery due to lack of available, up to date information or posts. Updating your profile often lets you show potential candidates why your company is a great place to work.

  1. Track (and respond to) reviews

Both platforms alert you when someone leaves a review or comments on a post. On Glassdoor, you can feature positive reviews on your profile so that they are the first ones job seekers see when researching your company. It’s also important to keep track of your reviews to stay in tune with what’s going on in your business and if there are any common threads that need to be addressed to shift the culture into a better place for candidates.

How to Respond to Employee Reviews

Part of shaping your employer brand is through employee reviews. You can get them by encouraging employees to leave them anonymously. Getting positive reviews is always nice, so be sure to return the favor with a thank you. It’s important for candidates to see that you are present and care, even for the negative feedback you’re bound to receive.

Negative reviews are uncomfortable and sometimes infuriating, but how you respond to them matters and is part of any solid employee engagement or branding strategy.

In fact, 62 percent of candidates say their perception of a company improved after seeing that the employer responded to a review (Glassdoor U.S. Site Survey, 2016).

So, how do you handle the negative reviews?

Welcome the feedback and address their specific comments with validation, respect and empathy.

If you feel defensive, give yourself some time to cool off before replying. It’s also important to address any specific comments, when possible, with action steps to improve the called-out grievance. Follow that up by amplifying the positive aspects of working at the company and thanking them for their feedback.

Responding to reviews can end up becoming a full-time job, so consider designating someone who is directly responsible for it. This person should have the necessary bandwidth and excellent communication skills. If that isn’t an option, coming up with a response template that can be tweaked can also be useful.

Seeing that a potential employer is transparent and authentic is important to most candidates. It helps candidates get a glimpse of the company’s culture and reputation before jumping in. After all, candidates know they will be spending the majority of their waking hours with you.

There are too many options for potential job seekers right now to settle for a poor work environment. That’s why you have to make sure you’re doing your part in crafting your employer brand.

How Binary Fountain Can Help You Improve Your Employer Brand

Knowing how to properly ask for and respond to employee reviews will help you boost your employer brand and attract the kind of people you want in your organization. Having the right reputation management solution will help you see what areas you need to improve on to create a better environment for your employees.

Binary Fountain’s employer brand solution gives you the ability to view your reviews on Glassdoor, LinkedIn, Indeed and others all in one place, giving you a complete view of your brand’s performance both in its own right and compared to your competitors.

Schedule a demo today to see why employees trust Binary Fountain to help them improve their employer brand.

About the Author

Kayla Zamary
Marketing Manager

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November 26, 2019

Omnichannel Marketing: What you Need to Know

By: Kayla Zamary

Omnichannel marketing is more than just a marketing buzzword: it’s a philosophy of marketing that focuses squarely on the consumer’s experience to form a cohesive conversion path. For a lot of marketers, this may seem like a near impossible goal due to resource limitations, but you can take an Omnichannel approach to your digital marketing…

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Omnichannel marketing is more than just a marketing buzzword: it’s a philosophy of marketing that focuses squarely on the consumer’s experience to form a cohesive conversion path.

For a lot of marketers, this may seem like a near impossible goal due to resource limitations, but you can take an Omnichannel approach to your digital marketing strategy regardless of how many marketing channels you have running. Taking an Omni marketing approach should significantly increase your revenue and show your customers that you are putting the quality of their experience first.

In this article, we will cover what omnichannel marketing is, how it differs from multichannel marketing and some strategies you can take to get the most out of your marketing efforts.

What is Multichannel Marketing?

Multichannel marketing lets customers engage with your marketing to purchase a product or service across multiple channels. These channels often operate in a vacuum and are completely independent of one another. In many cases, these different channels focus on individual goals and strategies, rather than a singular pathway or focus for a user to follow.

In short, they usually focus on the product rather than on how your customer interacts with your business. Each channel is a separate opportunity for a customer to purchase your product or service.

What is Omnichannel Marketing?

Omnichannel marketing is a digital marketing approach that provides customers with a completely integrated experience across multiple channels or touchpoints.

In other words, omnichannel marketing puts the consumer at the center of your marketing efforts rather than channel execution itself. Marketers that want to achieve this level of messaging need to walk in their customer’s shoes and view their marketing efforts through a prospective customer’s eyes.

In fact, omnichannel marketing can be expanded to include offline activities such as how customers interact with a brick and mortar store. This methodology truly is an all-encompassing strategy.

Omnichannel vs Multichannel: Which is Better?

The multichannel approach is to get the word out via the maximum possible number of channels to the maximum number of people. This ultimately puts the consumer in charge of their path, which can be a good thing, but ultimately only casts a wide net rather than a targeted one.

Conversely, the omnichannel approach interlocks so every consumer has a cohesive brand experience throughout each marketing or sales channel. This builds a stronger relationship between consumers and your brand, ensuring your brand equity is as high as possible.

The other thing that separates the two is the omnichannel focus on making transactions as frictionless as possible.

For example, if you run an ecommerce store, you may have a user who researched a product on their mobile phone (probably while waiting in traffic). They don’t complete the transaction, but two days later when they are at home on their laptop, they have an email in their inbox reminding them about that product.

Talk about convenience!

Taking an omnichannel approach to marketing is a lot harder to pull off, but ultimately leads to better conversion and acquisition across multiple channels and devices.

How to Jump Start Your Omnichannel Marketing

If you want to start your own omnichannel marketing program, here are the steps you need to follow to get you there!

Know Your Customers and Your Numbers

The first thing you need to do is to make sure you are a true customer expert. Get with your CRM, your analytics team, your research department and your customer support teams to get more information.

If you really want to provide an omni-channel experience, you will need to know everything you can about your customers. This includes information like:

  • What are their goals?
  • How are they accessing your sales funnel?
  • What kind of content are they consuming on your site and other sites?
  • What are the pain points they are experiencing with your current sales experience?
  • How did they find you online?

In order to take an omnichannel approach, everyone in your organization needs to be a customer expert.

Evaluate Your Current Messaging

One of the best exercises you can do (regardless of if you want to take an omnichannel approach or not) is to evaluate your current brand guidelines. In order to build a brand your customer remembers, you need to make sure your messaging is the same across your website, your marketing collateral, your store and your customer experience.

This means you need to objectively look at all of the content and creative you are producing and ask:

  1. Does this feel like us?
  2. Does this sound like us?
  3. Does this say it’s us?
  4. Is it what our customers expect?

If any of these feel off, chances are, you need to reevaluate your content creation and brand guidelines.

Build a Cohesive Marketing Strategy

In an omnichannel strategy, you need everyone across the entire organization to be on board with making the customer experience as seamless as possible. This means integrating your personnel and your marketing technology.

You will need to look at restructuring traditionally siloed roles to ensure there is cross-functional learning within your organization for people who are responsible for different areas of the customer experience. Everyone needs to know how they fit in the larger omnichannel puzzle and how the other areas operate to create an awesome consumer experience.

Additionally, you need to make sure your marketing technology is working together to ensure you are getting the most out of your marketing efforts and providing customers with a cohesive experience.

These different systems and technologies include:

  • Email service provider
  • Analytics
  • CRM software
  • Analytics solution
  • CMS

This should get you on the right track.

Pay Attention to Your Online Reputation

In addition to all of the above, your online reviews are a good way to measure your current sales and marketing efforts along with measuring the impact of your new omnichannel approach.

Having a strong reputation online helps you not only retain your current customers but attract new ones as well. If your omnichannel strategy is working, you should see an increase in happy customers and hopefully an indication that they had a seamless buying experience.

Binary Fountain Can Help You Manage Your Online Reputation

We hope you enjoyed this guide to omnichannel marketing! As you continue to improve your marketing efforts, Binary Fountain is here to help you manage your online reputation, giving you the ability to improve your customer acquisition and retention.

Check out our free e-books or webinars for more information.

 

 

 

About the Author

Kayla Zamary
Marketing Manager

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November 25, 2019

How to Dominate Local Search

By: Kayla Zamary

Despite what you may think, SEO is not just for organizations with multiple locations. While small businesses like yours may not be able to compete for “head keyword” terms, that doesn’t mean you can’t dominate local search results. Any time someone searches for something “near me,” you could be coming up in those results. Dominating…

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local searchDespite what you may think, SEO is not just for organizations with multiple locations.

While small businesses like yours may not be able to compete for “head keyword” terms, that doesn’t mean you can’t dominate local search results. Any time someone searches for something “near me,” you could be coming up in those results.

Dominating your local search results takes time and dedication to ensuring your website, local partnerships, local listings, and online reputation are pristine.

Here are some ways that you can own the local search space and grow your business.

Optimize Your Website

Making sure your website is up to date and SEO friendly is the first step to dominating the local search results.

You may need to hire a web designer with SEO experience to make sure your site is up to date, but they should be able to update the elements of your site you need to get the leg up on your competition.

This includes editing your website’s:

  • Meta titles
  • Meta descriptions
  • Schema markup
  • Duplicate content
  • Mobile usability
  • Page speed

Another way to get more traffic to your site and business is to start writing for your local audience.

Any time there is a holiday, local major event, season change, etc. there can be an evergreen piece of content to go along with it. You can write how-tos, DIYs, informational posts, or share a customer story. Find out what interests the local market or what they want to know, then write about it for them.

Find Your Search Keywords

Utilizing keywords your customers are searching and putting them in your blog or content will also help. There are many free or paid tools like Ahrefs and Moz that can get you the keyword insights you need to find out what people are searching for.

You’ll be able to find out how people are phrasing their questions and what keywords are going to be the best for you to target. This information can also be used to inform the copy on your webpage, title and description.

There’s a great technique for optimizing structured data that can be found on Schema.org that gives you a direct line to feed Google more info about your company; who you are, where you are, what you sell, what services you offer, the reviews of customers about your business, and etc.

In laymen’s terms, it helps Google understand the content on your website.

Lastly, the majority of the population now surfs the web via their smartphone. If your website isn’t built to configure itself to be mobile-friendly, that potential customer will bounce right off your site and into someone else’s marketing funnel simply because it wasn’t functional for the device they wanted to view it through.

Making your website mobile friendly isn’t optional, it’s imperative. Additionally, you are going to want to ensure you are using Google’s Page Speed Insight tool to see how quickly your pages are loading. Google’s algorithm gives preference to websites with faster load times.

Ensure Local Listings are Accurate

Utilizing directories and local listings is crucial. You can create or claim your local listing for free on Google My BusinessBing Places for Business and Foursquare.

To get listed on multiple directories or update inaccurate contact information, you can use Yahoo Local and Moz Local.

Just be sure anywhere there is information about your business, it is verbatim to what’s listed on your website. If it isn’t, search engines might mistake it as not being a part of your business, and it can cause confusion with potential customers.

Invest in Local Partnerships

You aren’t the only one in your line of business, and that’s great because you can’t offer everything a customer needs or serve every person in your community. Building a network of strategically selected partners to support one another and set up local campaigns is a great way to find new customers. This can work in a variety of ways.

In terms of posting content, you can link back and forth to each other. Sharing inbound links and content will increase your online presence. Look for local startups you can refer clients to for their other needs.

These relationships could even turn into live events you can do together to create even more buzz.

Invest in Reputation Management to Win Local Search Results

Local reviews are a major way for you to get a leg up on your competition when it comes to appearing in search results. If you want to appear in search results, you need to include reputation management as part of your overall SEO strategy.

When it comes to local reviews, Google’s algorithm is specifically looking for:

  • Number of local reviews
  • Recency of reviews
  • Quality of reviews (star rating)
  • Business’ engagement with customers on platforms.

Whether it’s Google, Yelp, Facebook, or anywhere else, being responsive to good and bad reviews alike is important for a few reasons. Taking the time to respond lets customers know that you care, and for potential customers, that’s pretty important.

It will also naturally encourage others to leave reviews, and the more reviews you have the better.

If you get a negative review, don’t panic. Instead, take it as a learning opportunity to improve on what you can do to earn your customer’s trust. The better job you do at meeting consumer expectations, the more likely you are to not only improve customer acquisition through SEO, but also to improve your customer retention.

With reputation management playing such a crucial role in local search, you can’t afford to not invest in quality reputation management software.

Improve your Local SEO Through Reviews

If you want to grow your business, there’s no time like the present to improve the way you optimize your site for local search.

Binary Fountain makes online reputation management easy thanks to our specialized software that puts all of your online reviews in one place, so they are easy for your team to manage. It’s an essential marketing tool for anyone wanting to grow their local business and their local SEO traffic.

Check out some of our free e-books or webinars for more information.

About the Author

Kayla Zamary
Marketing Manager

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November 20, 2019

How Patients Find Doctors Online

By: Kayla Zamary

Do you know how patients are finding your hospital or physician practice? If your hospital or practice is like most others, there’s a chance you have made a few educated guesses or even compiled some data, but you probably don’t have the complete picture. This begs the question: How much would it help your facility…

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Do you know how patients are finding your hospital or physician practice?

If your hospital or practice is like most others, there’s a chance you have made a few educated guesses or even compiled some data, but you probably don’t have the complete picture.

This begs the question: How much would it help your facility to fully understand how patients are finding a doctor via online search?

The most successful hospitals and physician practices know what new patients are looking for online when they are searching for a new doctor. If you put energy into the right activities you could grow your facility significantly and help more people within your community.

The Truth about Word of Mouth Patient Acquisition

 You may have heard that a word of mouth referral is worth significantly more to your business because they are more likely to actually become a patient. This isn’t wrong, but it isn’t as cut and dry as it used to be.

Today, a referral may help bring awareness about your practice, but savvy consumers still go online to find information about your practice before booking an appointment. In fact, according to the 2018 Patient Access Journey Report by Kyruus, 91 percent of patients conduct research online, even after receiving a referral for a medical provider.

In the same study, 33 percent of healthcare consumers found a medical provider on their own.

Word of mouth referrals are still really important, but many consumers today are going online to find the right medical provider. Consumers want access to convenient, cost effective and quality care and are willing to do their own research to find it.

Many times, however, patients start by researching their symptoms and not for a provider.

Patients Use Google for Symptom-based Searches

This should be no surprise, but search engines remain one of the best ways practices can improve patient acquisition.

In fact, according to Google Health Vice President David Feinberg, MD, 7 percent of the world’s searches are health related queries. That’s over 1 billion questions a day.

Similarly, The Pew Research Center has even come out with data that shows 35 percent of Americans go online to self-diagnose their symptoms.

While most of these queries are informational in nature rather than searching for a provider, it means that a large number of healthcare consumers are self-diagnosing themselves and then searching for a provider who can help them.

This hasn’t gone unnoticed by Google, who has recently made a commitment to increasing the quality of health-based search results on their platforms as well as looking into innovative ways for healthcare providers to access medical records.

There have also been numerous updates to their algorithm to make medical search results as accurate as possible. They even have come out and said all medical content should be reviewed or written by a doctor.

This means practices or medical facilities just like yours have an opportunity to capitalize on Google’s new standards as many large wellness content publishers don’t have doctors writing or reviewing content on a regular basis.

Building out quality content on your site or on YouTube can help you attract new patients just based on symptom based searches. Showing that you are an expert in your field will go a long way to building trust for a perspective patient.

Owning the Local Search Results

In addition to symptom based queries, you will want to win the local SEO battle for your specialty. This means focusing on executing all the right search engine optimization tactics to get your practice appearing on the first page.

Remember patients are looking for the following attributes when selecting a doctor:

  • Convenience
  • Cost
  • Quality of care (the patient experience)

In order to win in local search, you will need to be able to satisfy patients’expectations for these factors if you want to win their business.

Let’s break down each of these elements.

Healthcare Convenience Matters to Patients

Convenience is a combination of location and accessibility in both the real world and the digital world.

What do we mean by that?

Have you ever called a restaurant only to find out they moved locations and haven’t updated their business listing in Google My Business? You thought you could pick up pad thai on your way home, only to find out they’ve moved across town.

That’s both inconvenient and frustrating for you, the consumer.

You may not be able to change the physical location of your facility, but you can make sure your phone number, location and hours of operation are all correct so consumers know how to contact you, where you are and when you are open.

You will want to make sure this information is correct on your website and all of your local listings.

Additionally, you will want to make sure your website is user friendly, especially for mobile users. In the age of instant gratification and 4G LTE, consumers expect excellence in website performance.

If you aren’t investing in making your website easy to navigate and quick to load, you could be missing out on significant traffic and leads. According to Google, 44 percent of people who found a hospital on their platform booked an appointment.

Additionally, according the Kyruus study, most patients prefer booking an appointment over the phone instead of booking one online. This seems extremely counterintuitive with other industries continually moving towards self-serving online touchpoints instead of phone calls.

A deeper dive revealed 55 percent of patients surveyed said it was easier to book an appointment over the phone than online. This may be due to many health systems not offering self-service scheduling without having to go through a gated patient portal or their website experience being so bad users don’t want to go through the hassle of trying to figure out how to book an appointment.

If you want to win more patients, make your website and scheduling accessible and easy to understand.

Cost is Still Important to Healthcare Consumers

While convenience is probably the most important factor in how people find doctors online, cost is still a crucial factor.

For many patients, this means understanding what insurance providers are accepted for care. This means you need to clearly state what services you provide and what insurance plans you accept.

This leaves very little room for the consumer to question if you offer what they need (which they will pay for) and if insurance will cover most of the cost (how much they can expect to pay). While giving out specific pricing is unfeasible, you can do more to help people make an informed decision about their healthcare expenses.

Quality of Care and the Patient Experience

In addition to reviews being a factor in Google’s search algorithm, consumers want to know what people are saying about their experience at your medical facility and the quality of care you provide.

Google uses online reviews to determine what businesses and services will take the best care of their users and are more likely to show top rated businesses for local searches. There are a lot of variables impacting the local search engine result pages (SERPs) beyond the number and quality of business reviews, but having quality patient feedback will help your practice or hospital’s odds of ranking in search results.

Google’s algorithm is specifically looking for:

  • Number of patient reviews
  • Recency of reviews
  • Overall star rating
  • Proactive engagement by business owners (responding to reviews)

All of this can help you appear in search results, and will also help you attract new customers because healthcare consumers trust online reviews as much as they trust a personal referral.  You should be taking your online reviews seriously and monitoring them often to understand what operational improvements you can make to improve your patient satisfaction.

In general, patients look at online reviews at see how you are rated in the following areas:

  • Quality of care
  • Cost
  • Wait times
  • Experience with staff (friendliness etc.)
  • How easy it was to book appointments
  • Accuracy of diagnosis
  • Amount of time spent with patient

None of these should be surprising, but they are all important factors in determining what patients are looking for when they are researching medical providers online.

You may be saying to yourself, “I know all of this but how does this help me ensure I show up when people search for a medical provider?”

The answer is to leverage patient feedback by making the operational, technological or staffing improvements you need in order to make the patient experience as pleasant as possible. By listening to what people are saying about your business, you should be able to clearly understand what improvements need to be made.

If you follow through on what your patients say they want, you should be able to earn more quality reviews. The better reviews you have, the more likely you are to show up in search results.

It’s important anytime you receive negative feedback to view it as opportunity to improve your relationships with your patients and not as a personal attack on yourself or your business.

The ultimate benefit you should see from focusing on patient reviews is not only getting more traffic to your site, but an increase in patient retention through your efforts in putting the patient experience first and taking their feedback into account.

If you are able to utilize patient feedback effectively, you will see an increase in patient acquisition (being the kind of provider patients are looking for) while also increasing patient loyalty (being the provider patients expect).

Be the Healthcare Provider Patients Want to Find

We often forget how important choosing a healthcare provider is for a consumer.

It should be no surprise that when it comes to their health, consumers want to do their own homework and find a provider that is right for their needs. Thanks to the Internet, they have the ability to do just that.

There are many things you can do to improve your visibility for medical searches on Google and other search engines including writing quality medical content and owning your local search results through improving your online presence. This can include everything from your website performance to online reviews.

At Binary Fountain, we want to help you not only own your local search results through improving your online reputation, but also help you be the healthcare provider patients are thankful they found online.

We make managing your online reputation, listings and reviews easy with our solutions where you can monitor and respond to all of your reviews in one place. Our goal is to make it easy for you to get the actionable insights you need to improve your patient acquisition and retention.

Download one of our e-books or watch one of our webinars today to learn more about how Binary Fountain can help you take control of your online presence.

 

About the Author

Kayla Zamary
Marketing Manager

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November 18, 2019

Healthcare Marketing Trends for 2020

By: Kayla Zamary

As another decade comes to a close, healthcare marketers must look forward to developments that will shape the industry in the years to come. The online sphere has been an integral part of healthcare marketing since the turn of the century. However, with recent breakthroughs in artificial intelligence algorithms and the increasing integration of smart…

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As another decade comes to a close, healthcare marketers must look forward to developments that will shape the industry in the years to come. The online sphere has been an integral part of healthcare marketing since the turn of the century. However, with recent breakthroughs in artificial intelligence algorithms and the increasing integration of smart devices with our everyday lives, healthcare marketing is approaching a new era. Are you prepared to leverage these changes?

Here are some major healthcare marketing trends to look for in 2020 and beyond.

Reviews Will Matter More and More

 Healthcare providers have always relied in large part on patient sentiment to acquire new patients and establish a great reputation. Of course, now, the vast majority of that sentiment comes from online reviews, which are not only widespread across multiple platforms, but easily accessible by anyone looking for them.

According to a 2019 study by Binary Fountain, 60% of participants claimed to use online reviews to assess healthcare providers even after a referral and that 75% are influenced by online feedback. The study also noted that positive online reviews played a role in a consumer deciding to go out of network for a provider with better reviews.

In 2020, healthcare providers should focus on acquiring more reviews and responding to every review received, both good and bad. Replying to a negative review is crucial for your online reputation management, as 70% of patients find it important for facilities to publicly and directly address patient concerns.

Increase Content Marketing Efforts

Producing a steady stream of informative, entertaining and high-quality content is key for increasing patient engagement and boosting your online brand visibility. This has been true ever since Google gained dominance over the search engine market and established its ever-evolving algorithm. But in 2020, content marketing will only grow in importance.

Healthcare marketers should approach content creation holistically, publishing various forms of content on multiple platforms. All content should be authoritative and well-produced. Text-based content like blogs must be well written and include high-quality links. Adding images to all of your content also increases engagement.

Video has quickly become the most effective form of content available, providing visual, auditory and text-based content in an engaging package. You might run video ads on YouTube, post your videos on your website and landing pages, and share them on your social media profiles.

Fast, Responsive Sites Win More Patients

Prospective patients only have so much patience. Healthcare sites that are riddled with pop-ups and ads, difficult to navigate, and load slowly will turn online users away in no time. This will be truer in 2020 than ever, as patients now expect their pages to load instantly on all their devices, including their smartphones.

So, if you are looking to increase patient acquisition, you need to streamline your website and optimize it for both desktop and mobile viewing. You can start by switching to a faster web host, decreasing the size of images on your pages and cleaning up unnecessary code.

Social Media’s Growing Influence 

Your online presence is not and should not be limited to your web domain. To maximize your brand’s reach and impact in 2020, make full use of social media platforms. Facebook, Twitter and Instagram (to name a few) are becoming more influential by the day in terms of marketing, engagement and reputation management. According to Statistia, 2.82 billion users (or 42% of the population) actively use some form of social media.

Healthcare marketers can create and promote targeted ads on these platforms as well as maximize organic reach by publishing content regularly and interacting with users via comments, likes and shares. Neglecting the power of social media in 2020 is a massive mistake for any marketer.

Data-Driven Healthcare Marketing

In 2020, healthcare marketers will have the tools and data to personalize their outreach campaigns. In accordance with HIPAA regulations, you can create marketing material aimed toward key demographics (age range, key health concerns, income levels, etc.) for a more granular approach to reaching new patients or keeping current patients engaged and loyal to your brand. A reliable healthcare specific customer relationship management (CRM) tool can store relevant patient data and reveal insights from these healthcare data analytics to optimize your online marketing strategy. 

Turning to Telemedicine and Self-Serving Technology 

Each year we become less restricted by spatial barriers and demanding physical processes. Telemedicine, artificial intelligence and automated systems are all contributing to a more accessible and efficient medical landscape.

Telemedicine provides healthcare remotely, without the need for an in-house visit. This breakthrough in the health industry began around the turn of the century, but in 2020, telemedicine will be the most viable, accessible, reliable and utilized it has ever been. If you do not currently offer remote health services, consider introducing telemedicine as a part of your practice, as this opens to door to acquiring patients with mobility or transportation issues.

Additionally, more providers are incorporating chatbots, patient profiles and appointment-scheduling modules into their websites. These additions give patients more control and awareness of their health. Updating your website in 2020 to include this self-serving technology is just one of many ways to improve patient experience online. 

They say that hindsight is 20/20. But rather than look backward, your 2020 healthcare marketing plan should look forward, embracing all of these changes in technology and patient behavior and staying alert to the most recent developments.

Are you ready to start planning for 2020? Schedule a meeting with one of our directors to see how Binary Fountain can help with your 2020 efforts.

About the Author

Kayla Zamary
Marketing Manager

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November 13, 2019

How to Improve Employer Brand

By: Kayla Zamary

In order for your business to succeed, it must be filled with capable, driven, valuable people. But finding the best hires does not simply happen by chance. Quality candidates will primarily seek positions with companies that current and former employees will vouch for. Therefore, online reviews play a vital role in whether or not your…

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In order for your business to succeed, it must be filled with capable, driven, valuable people. But finding the best hires does not simply happen by chance. Quality candidates will primarily seek positions with companies that current and former employees will vouch for. Therefore, online reviews play a vital role in whether or not your business receives interest from highly skilled applicants.

Of course, no two reviews are the same. Some are unflinchingly positive or negative, while many are more nuanced. To complicate things further, employees may leave reviews on a number of different platforms, such as Indeed, Glassdoor, Comparably or somewhere else. Keeping track of all your reviews and determining whether or not they might favor your employer brand is no easy task.

Binary Fountain’s product managers, Jeremy Lowry and Chase Ausley joined forces for our webinar, “How to Improve Employer Brand with Reputation Management Tools,” to help clarify how you can to make your brand stand out to potential employees using a reputation management solution to manage your entire employer brand. In this discussion, Lowry and Ausley went over the importance of managing your employer brand, why and how to properly ask your employers for feedback and how Binary Fountain’s reputation management tools can help you manage, respond to and learn from all employee reviews.

Why Managing Your Employer Brand Matters

Whether someone is looking for a product to purchase or a place to work, online reviews have become the most influential decision-making factor. Indeed, four out of five candidates actively seek company reviews and ratings when weighing their options. And according to a 2017 report by iCIMS, when looking for a place to work, job seekers heavily base their decision on employer reviews (37%), above text-based content on the company’s website (24%) and its publications or products (24%). The report also found that 70% of workers have job hunted while working, and that almost a third of workers turned away from a company due to negative reviews it received from an employee.

In other words, if your reputation as an employer is not up to snuff, attracting the best talent is an uphill battle. But what are job seekers specifically looking for in an employer? Software Advice conducted a study that detailed the importance of receiving positive or negative ratings on Glassdoor’s five categories: compensation and benefits, work/life balance, career opportunities, culture and values, and senior management. The study found that compensation was the most important factor in both attracting and turning away employees and that negative reviews of senior management weighed more heavily than positive reviews.

Of course, every candidate will value these five categories (and others) differently. Your employer value proposition must take all of these factors into account and seek to improve each one.

How to Ask Your Employees for Feedback

You cannot expect every employee to love everything about their time with your business. That said, you should not shy away from a negative review. A bad review is more valuable than no review at all. For one thing, this type of criticism will open your eyes to areas that need improving. Additionally, job seekers are likely to question employers with only positive feedback or few reviews, as these indicate a lack of engagement, sincerity or something suspicious. Therefore, asking your employees for feedback is vital for improving your operations and your reputation management strategy.

When asking your employees for reviews, you must be mindful of your approach. For new employees, wait about 90 days before requesting feedback. This provides a wide enough window for them to assess their feelings and report on them honestly. Do not pick and choose who you ask, as cherry-picking positive reviews can backfire on you in the end.

Be sure to inform your employees that you will be requesting feedback. Providing context for this initiative will give your people time to gather their thoughts. Also, encourage honesty and make clear that negative feedback will not be met with punishment or disappointment. And remind everyone that leaving a review is optional. No one should feel obligated to air their opinion.

When requesting feedback, look at your current ratings on different platforms to see which ones could use more attention. Reputation management software can help you easily view this data. And finally, send these requests to your people via email or text to make the process easy for them and yourself. Just make sure you send these requests at reasonable and optimal times, such as during the workday or shortly after work. Avoid sending requests late at night, early in the morning or on weekends and holidays.

Best Practices for Responding to Employee Reviews

Whenever you receive a review from an employee, you should take the time to craft a response. This goes for positive and negative reviews alike. Replying to all reviews signals to job seekers that you are committed to receiving criticism and making changes accordingly. That said, just as you must be tactful in how you ask your employees to leave a review, you must respond to each review with care.

As a general rule, be courteous and professional when responding to reviews. Think of what your best potential hires will think when reading your response as you craft it. If you display fairness and professionalism in your public reply, it reflects well on your brand. If the reviewer purposefully left their name out of the review but you think you have an idea of who it might be, do not include their name. For one thing, your assumption might be wrong. But even if it is dead on, there is nothing to gain by unmasking an anonymous source. On the contrary, doing so makes you look disrespectful and even petty. In that vein, never threaten the writer with legal or other punitive action.

Even if you feel a negative review is unfair or mean-spirited, present your brand as the bigger person. A good rule of thumb when responding to feedback is to adhere to the three “A”s: acknowledge, articulate and advise. Following this blueprint will help you learn from your mistakes, convey your message (stick to the facts), and reveal a path forward that will improve your business.

How Binary Fountain’s Employer Brand Solution Will Help You Attract (and Retain) Top Talent

Knowing how to properly ask for and respond to employee reviews will help you boost your brand as job seekers look for the best employers. However, without proper reputation management solutions, you will have a hard time knowing where to focus your efforts, and you will miss out on opportunities to improve your business.

Binary Fountain’s employer brand solution offers a holistic dashboard that gathers your brand’s reviews and ratings from sources like Glassdoor and Indeed, analyzes and synthesizes review data, and provides detailed insights and trends on your brand’s performance both in its own right and against local competitors.

The software also includes a task management system to assign review responses to different team members, a response module that includes templates and automatically posts to third-party review sites, a “closing the loop” dashboard to manage review response progress, and filters to help comb through date ranges, ratings, locations, sources and more.

With the employer brand solution from Binary Fountain, you can also hone in on specific categories (rated 1-5) that constitute employee satisfaction, such as growth, benefits, recognition, feedback and more. The tool currently features 15 of these categories that factor into the employee satisfaction index (ESI). Navigating these specific sections will help highlight areas that need improvement within your organization, which is necessary for retaining top talent.

Attracting the best candidates for your business requires a reputation management solution that covers all the bases. Binary Fountain’s employer brand software provides the data, insights and control to manage your brand and culture so you can hire people from the best possible pool.

Schedule a demo today to learn more!

About the Author

Kayla Zamary
Marketing Manager

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November 11, 2019

How to Keep Google Fed with Fresh, Unique Content

By: Kayla Zamary

Search engine algorithms operate in complex ways, and the rules change frequently, but content remains the most valuable player. Without keywords, descriptions and links, search engines have no way of determining the relevancy of a web page to a given search query. However, there is more to content creation than spilling several words, images and…

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Search engine algorithms operate in complex ways, and the rules change frequently, but content remains the most valuable player. Without keywords, descriptions and links, search engines have no way of determining the relevancy of a web page to a given search query. However, there is more to content creation than spilling several words, images and links onto a blank page. Google’s search tool has evolved to take stock of not only relevance but also quality and originality.

If you want your brand to appear on more search results pages, then you need to produce fresh, unique content. High-quality content also increases online consumer engagement and brand loyalty. But what does this content look like, exactly? And how can you continue to produce fresh content in an oversaturated, derivative landscape? Here are some tips to keep Google fed with unique content.

Get Good Writers

You and your team are experts in your industry, but if you lack writing chops, you may struggle to reach a general audience and keep them engaged. Not only that, but Google will dock your content if it contains misspelled and misused words, poor grammar and/or irrelevant subject matter. After all, Google’s goal is to deliver the best, most relevant content to its users. So, if you plan on producing fresh text-based content for your site, it pays to hire good writers and editors. Your outsourced writers might not be industry insiders, but your team can always correct mistakes, make suggestions, and add information as needed.

Create a Content Schedule

Consistency matters to online users and search algorithms alike. If you produce content only when the mood strikes, your brand will look disorganized and less reliable. Conversely, dishing out high-quality content on a regular basis will encourage readers to check back routinely for the freshest content you have

to offer and signal to Google that your site is active and trustworthy. Additionally, creating a content schedule will help you stay on track and streamline your production process. You might assign multiple tasks to different writers and automate the scheduling of your content so it always gets posted at the right time.

Make Room for New Developments

Maintaining a content schedule is important, but it should not preclude the creation of new, unplanned content. After all, new developments in your industry or business are the best sources for fresh content. Should something noteworthy and relevant take place, create some material around this matter. As the news catches on, users in the know might run searches related to these developments, and you want your content to appear first when they do.

Edit and Update Older Content

Once you have posted a piece of content, you might never look at it again. However, nothing is stopping you from revisiting old posts and bringing them back to life. In fact, updating your older content can make your brand more authoritative and trustworthy in the eyes of both readers and Google. Doing so gives you the opportunity to edit spelling and grammatical errors, adjust or add information if newer data has since been discovered, and remove or fix any broken links within your content.

Google notices if a web page has been updated recently and rewards this activity. Users may also toggle their search for the most recent results, and republishing an old page with new content will stamp it with a fresh date. Of course, the content you edit or add must still be of high quality. It is not enough to merely add a few words or change a sentence. If you want to lift up your rankings and improve your brand reputation, refurbish those stale pages and posts every now and then.

Diversify the Type of Content You Produce

So far in this discussion, we have only mentioned text-based content such as blogs and web pages. But there are so many other types of content you can create. Visual content like images and videos tend to rank highly in Google searches, especially if they are concise, informative and properly titled and tagged with keywords and phrases. Audio-based content like podcasts and interviews have also grown in popularity in recent years, allowing users to absorb information while driving, exercising or doing chores.

Producing many different types of content will help you deliver your message in unique ways to a wider audience, enhance customer engagement and boost your search rankings.

Produce on Different Platforms

Not only should you diversify the types of content you produce, but you should also publish your content on a variety of platforms. Creating a blog on your website is a good start, but keep the content flowing. Make profiles on social media sites like Facebook, Twitter, Instagram, etc., and create unique content for each one. You can also easily share your site-specific content to these platforms. If you create a Google My Business profile, you can also publish Google Posts, which are temporary posts that contain text, a link and an image to keep online consumers up to date on new products, services, promotions, events and company news.

Churning out high-quality content on various platforms is not only good for brand promotion but also good for your search rankings, as Google highly regards social media posts and Google Posts when curating results.

Optimize Your Content for Search Queries

No matter what type of content you produce or where you publish it, all of it should be optimized for search engines. You must research keywords relevant to your brand and properly incorporate them into your text and metadata, as well as provide high-quality links to other trusted sources. The content itself should address common concerns and pain points in engaging ways that encourage users to share and comment on it. Adding visual elements will also draw people in, and using locally relevant keywords will help target specific regions. Google takes all of these elements into account, so make sure your fresh content is bolstered by strong SEO.

Feeding Google with fresh, unique content goes a long way towards building brand reputation in the eyes of both consumers and Google’s algorithm. Quality, originality, consistency, recency, relevance and variety are all essential components of any successful content strategy.

About the Author

Kayla Zamary
Marketing Manager

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November 06, 2019

Top 5 SEO Strategies for Doctors

By: Kayla Zamary

The vast majority of prospective patients find medical professionals the same way they find other goods or services: via an online search. In order to increase patient acquisition, then, doctors and healthcare providers must optimize their presence for Google and other search engines. This process is known as search engine optimization (SEO). The overall success…

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The vast majority of prospective patients find medical professionals the same way they find other goods or services: via an online search. In order to increase patient acquisition, then, doctors and healthcare providers must optimize their presence for Google and other search engines. This process is known as search engine optimization (SEO).

The overall success of an SEO campaign is dependent on a search engine’s algorithm, which is the formula or rulebook that determines which results get shown following an inquiry. Broadly speaking, search algorithms favor web pages that convey expertise, authority, and trustworthiness. As it turns out, patients look for these traits in doctors, too. But even the best and most experienced medical professionals must convey their value online in addition to real-life. Otherwise, competing healthcare providers will show up more prominently in similar searches and acquire more patients as a result.

So, how can healthcare providers increase their expertise, authority, and trustworthiness online? Here we will go over the top 5 SEO strategies for doctors.

1. Anticipate Relevant Search Queries

Search users enter keywords and phrases in hopes of finding several relevant results as quickly as possible. In order for your practice or facility to show up in these results, your web presence must include the types of words and phrases common in these searches. In other words, you must research and anticipate search terms that will lead users to your name and then incorporate them into your content.

This keyword-rich content can take many forms, such as blog posts, news stories, landing pages, and more. Frequently-asked-question (FAQ) pages are highly valuable for SEO when properly crafted, as they anticipate long-tail searches, such as, “doctors near me who accept x insurance,” or, “do dermatologists treat all types of acne?” If your practice has claimed a Google My Business profile, you should also build out the Q&A section, providing common questions and answers users might type in a search query.

No matter which form it takes, your content should always be informative, unique, and well-written. Otherwise, Google’s algorithm will take note and deem your content low in authority and/or expertise. Focusing on the right keywords remains one of the most important and useful SEO strategies for all businesses and service providers, including doctors.

2. Focus on Local

When patients search for doctors and healthcare providers, they are looking for those nearby, of course. After all, an urgent care facility 100 miles away will not do a patient any good. Google already knows that most users want local results, especially when it comes to medical services, and will automatically display the most locally relevant providers above all else. Knowing this, it is crucial to target your online presence toward patients in your region.

The most basic step in maintaining a strong local presence is by keeping your online listings accurate. Even a slight typo in your name, address, or phone number can harm your local rankings. Creating a Google My Business profile will allow you to claim and maintain your local listings, as well as integrate with Google Maps and Directions so patients can easily locate you. Additionally, you can enhance your GMB profile by adding a description of your practice, hours of operation (including special hours), images, Google Posts (unique content that appears on your profile for 7 days), the aforementioned Q&A section, reviews, and much more.

The more detailed and locally-focused your GMB listings and content, the better positioned your practice will be in Google searches.

3. Acquire More Reviews

There is perhaps no stronger social proof than a glowing testimonial. Potential patients will in large part choose their doctor based on the quality and quantity of these positive online reviews. Plus, search engine algorithms take online reviews and reputation into account as well. Generally speaking, the more reviews you have, the stronger your online presence will be, even if some reviews are negative or middling (of course, to attract more patients and stay in Google’s good graces, you want the good to outweigh the bad). Therefore, you should do your best to obtain more reviews for your practice.

You can increase your review volume in several ways.

First, you might set up patient reminders via email or text that notify recent patients and ask them about their visit. Not all patients will respond, but some will. Next, create profiles on the most popular doctor review sites such as Healthgrades, Vitals, and ZocDoc, as these platforms have massive reach and also factor into your search rankings. Some of these sites even feature built-in ways to request feedback from patients. You should also display positive reviews on your website and GMB profile. Doing so will entice online users to book an appointment and encourage patients to leave a review of their own.

The more you engage with your patients and searchers, the more reviews you will generate. The better these reviews, the stronger your reputation. And in turn, your practice’s rankings will get a boost.

4. Get More Social

The more places you exist online, the better. In addition to creating profiles on Google My Business and various doctor review sites, you should also have a presence on major social networks like Facebook, Twitter, and even Instagram. Millions of people access these platforms each day, and Google and other search engines know it. That is to say, Facebook and other social media pages rank highly in search queries. Plus, these platforms are designed for content creation. This means you can easily incorporate keywords, images, links, and more on your social media pages. In short, being present on these platforms is crucial for both online brand promotion and SEO success in general.

5.Streamline Your Website and Landing Pages

A solid SEO strategy is also about usability and accessibility. If an online user cannot easily load or navigate your web pages, you will have a hard time keeping them engaged, not to mention search engines like Google also favor faster sites. There are many ways to streamline your pages, such as reducing the size and number of images or videos on a given page, taking out excess or outdated code, changing web-hosting providers, limiting the use of plugins, and more. You should also optimize your pages for mobile for those using a smart device.

The healthcare industry has always been competitive, but the internet has only raised the stakes. Without a multi-faceted SEO strategy for your practice, you will fall behind. If you want deep insights into your current standings in local search results, Binary Fountain’s local platform features competitive benchmarking analysis tools to see how your practice stacks up against local competitors. Binary Fountain also offers review management tools to help you view, organize and respond to all reviews across various platforms.

Check out Binary Fountain’s resources to learn how your medical practice can improve its online presence and patient acquisition.

About the Author

Kayla Zamary
Marketing Manager

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October 30, 2019

How to Create a Culture of Excellence with Reputation Management and Transparency

By: Kayla Zamary

The competitive terrain of healthcare is changing, in a myriad of ways. Today’s patients aren’t just viewed as consumers; they are also recognized as evangelists who can wield their global online power using digital reviews and social media platforms. Even a single online post can influence countless readers when choosing a practice or provider. As…

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The competitive terrain of healthcare is changing, in a myriad of ways. Today’s patients aren’t just viewed as consumers; they are also recognized as evangelists who can wield their global online power using digital reviews and social media platforms. Even a single online post can influence countless readers when choosing a practice or provider. As a result, organizations across every specialty have recognized the need to implement or improve healthcare reputation management and transparency initiatives.

Elevating Reputation Management in Healthcare Poses Challenge to Providers

Like most providers looking to amp up their reputation management strategy, Tenet Health recognized that implementing a new patient care experience process across its multiple enterprises could prove challenging. The organization partnered with Binary Fountain to begin the process. Binary Fountain helped Tenet Health develop a customized reputation management strategy. The program launched with a soft roll-out, eventually expanding across all 20 markets, and including a provider honor roll to benchmark performance.

Binary Fountain Helped Tenet Manage Review Generation

As a leading provider of review generation, reputation management, and deep analytics, Binary Fountain was well equipped to help Tenet effectively oversee its mobile review generation program. Binary Fountain helped Tenet manage its generated reviews and drive transparency in three crucial ways:

Benchmark Reviews

Binary Fountain helped Tenet benchmark review volume by location. Separating responses in this way allows practices to identify which sites are thriving and which practices may require modification to elevate service levels.

Review Request Flow

Binary Fountain’s mobile testimonial campaigns allow organizations to drive patients to selected review sites to leave a review. It’s important to note that Binary Fountain’s request flow eliminates review “gating,” or the practice of filtering out any negative feedback received.

Prompt Follow Up

Tenet’s review management program emphasized the importance of timely follow-up. Statistics show that patients are far more likely to respond to a review request when sent within 24-hours of the appointment. Tenet’s new process ensured that all patients received their review or survey within the window.

Binary Fountain also helped Tenet leverage review results throughout the organization in three critical ways:

  • Plot out reputation changes
  • Identify data patterns based on doctors, staff, or facilities
  • Develop a plan of action based on feedback

Tenet’s New Program Resulted in Rampant Review Upswing

Tenet Health’s mobile testimonial pilot quickly resulted in an 800 percent increase in mobile review responses. Of the over 1,000 total mobile reviews collected, 89 percent received a perfect 5-Star Review, resulting in a +14% average increase in overall ratings. The program may have also had a “halo effect” on periphery review sites, leading to a 17 percent increase in Yelp responses, a 7 percent increase in Vitals ratings, and a 5 percent upswing in Google reviews.

Tenet Health utilized its newly aggregated patient feedback to create a Provider Honor Roll. Binary Fountain’s dashboard outlines nine key patient experience benchmarks. The healthcare organization uses this data to recognize and celebrate the physicians who consistently garner positive feedback. Tenet recognizes that these physicians help them stand out in the market as an innovative medical brand that focuses on transparency and consistently delivering a positive patient experience.

Contact Binary Fountain for more information on leveraging a mobile review strategy across your healthcare enterprise.

About the Author

Kayla Zamary
Marketing Manager

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October 23, 2019

How to Use Google My Business for Marketers

By: Kayla Zamary

Whether in healthcare, multifamily or any other industry, marketers must use every available tool and opportunity to reach their audience, wherever they are. Today, there is perhaps no better resource in this endeavor than Google My Business (GMB). GMB is a multi-faceted platform within Google’s infrastructure that allows businesses to create a profile, make listings,…

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Whether in healthcare, multifamily or any other industry, marketers must use every available tool and opportunity to reach their audience, wherever they are. Today, there is perhaps no better resource in this endeavor than Google My Business (GMB). GMB is a multi-faceted platform within Google’s infrastructure that allows businesses to create a profile, make listings, engage with customers and gain valuable insights from online user data. All of these features, while valuable, may seem overwhelming. So, here we break down in simple terms how marketers like you can use and get the most out of GMB.

Own Your Listings and Your Message

Control is a key component of any marketing strategy. If you cannot clearly convey to your customers who or where you are, you will lose out. Google My Business gives brands nearly full control over their online presence by letting owners create and edit their business profile, upload and update new listings, include text, image, and video information, and much more. In terms of brand promotion and visibility, these features help you show up in more Google searches. When you focus on keeping your listings and information accurate, you gain trust not only with potential customers, but with Google’s algorithm as well.

Acquire and Display More Reviews

Online consumers have no shortage of resources to find reviews, ratings and information from other customers. However, they often begin this quest on Google. Google My Business provides you with an opportunity to showcase some positive online reviews for search users to see. Best of all, with GMB, you can encourage recent customers to leave a review, too. In many cases, online users look at these reviews and ratings before anything else, so displaying them on your GMB profile is a powerful way to show off your brand’s solid reputation.

Anticipate and Answer Customer Questions

Customers certainly want to see your reviews, but they also may have questions that help determine whether or not they pursue you. The GMB Q&A feature allows you to both anticipate common questions and answer unique ones for all to see. You can save online users’ time and energy by inputting several questions and answers in advance so they can easily find what they are looking for. And should someone ask an unexpected question, you or a previous customer can answer. Even if someone else answers a question on your behalf, it is best to provide your own answer. Doing so allows you to express some authority on the matter, and users will notice and appreciate your engagement.

Engage with Online Users via Google Posts

Google My Business is not just a passive way to be seen online, but also a way to actively reach out to current and potential customers. With GMB, online consumer engagement comes in many forms, such as the aforementioned Q&A section. Another way to engage with customers is via Google Posts. These are brief and temporary messages owners can post to their GMB profile to inform customers of just about anything. This is a great way to promote an event or upcoming sale, display a new product, remind users of a change in hours or operations, etc. Once again, control is key for reputation management and engagement, and Google Posts allow you to concisely control your message while keeping customers informed and engaged.

Open the Door for Easy Communication

There is no way to engage with customers without having open lines of communication. So, the more ways users have to reach your business, the better. Some customers prefer calling your business phone number, which you can prominently display on your GMB profile. But beyond this, GMB offers additional ways to touch base and make transactions with consumers. For instance, the Google Message feature can quickly put a user in touch with a representative to answer questions, direct them to their site or location or fulfill a purchase. Plus, users can leave reviews directly on your GMB page, ask questions, follow your social media links, and more.

Adjust Your Marketing Strategy Based on GMB Data

Ultimately, your marketing plan must be informed by good data. Otherwise, how can you know where to focus your efforts? Your GMB Business Profile is full of useful information to help you track and adjust your campaigns, such as the number of views, searches, website clicks, bookings, direction requests and much more. Having quick access to this data is a dream for marketers, giving you the insights necessary to optimize your online strategy.

With everything it has to offer, Google My Business should be a prominent part of every modern marketing strategy. There is a lot to learn about within this platform, and new features are added regularly. If you need help navigating GMB’s features, acquiring more reviews or managing online listings, Binary Fountain has the resources, information and expertise to take your marketing strategy to the next level.

About the Author

Kayla Zamary
Marketing Manager

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