Microsoft founder Bill Gates coined the phrase “content is king” in 1996. Nearly two decades later, content rules the web as we know it today. Regularly published, relevant website content drives your organic search engine ranking. Content comes in many forms, including general website information, blog posts, social media conversations and digital magazine articles. If your business goal is to drive more traffic to your website or store, you need content. Period. Get the most out of your publishing efforts and achieve high-ranking organic search results. To drive more qualified visitors to your website and sell more health care products and services online and in-store, your content must be relevant, timely and valuable. When content is relevant, timely and valuable, it will always rise to the top of search results.
Relevant
To be relevant, the information you publish must focus on topics and information that is of great interest to your customers and prospects. When you meet this criterion, your content will most closely match what HME customers search for and, as a result, search engines will be more likely to return your information in their results. A good example of good content on your website or blog might concern information on the latest in portable oxygen products or lift chairs. Remember, your customers are actively shopping online, and they expect to find the best the market has to offer on your website. Your job is to serve information in the most attractive, engaging fashion.
- Relevant examples:
- Share reviews of your top-selling products.
- Showcase your current inventory with key features, options, complete specifications and eye-catching photos and videos. If you use photos or videos, make sure you include an ALT tag or code describing the image, as search engines look for this information to further evaluate the relevance of your content. A good source for these images is the manufacturer’s media site or your website provider.
- Highlight product or rental promotions on a specials page encouraging visitors to take action. And don’t forget to feature those promotions on your home page in a banner ad with a link to those specials.
- Promote events such as customer appreciation days and open houses.
Timely
In order for website content to be timely, it must be newsworthy. This means your ultimate goal is to immediately publish new product and promotion information. Don’t wait until the new model of scooter is delivered and on your showroom floor, instead start writing about it the moment you hear from your manufacturer or sales rep that a new or improved product is on its way, or that special financing is available. This content strategy is sure to generate interest and excitement, which will make your content stand out as newsworthy from the reader’s perspective. This newsworthy content is more likely to go viral on your social channels, particularly if you can beat your competitors to the punch. A good way to get the jump on new product launches is to work with your manufacturer representatives to ensure you receive notifications of new product or model releases. Then, establish a protocol with your staff to consistently publish all product specifications as soon as they are made available. You can get started with announcing a sneak preview of new equipment to generate buzz and interest. Set up Google Alerts for the brands you sell, so you are immediately notified when news is published on new products. A great way to generate new information is to attend HME industry events like Medtrade and blog about what you learn.
Valuable
Information, opinions or perspective that can’t be found elsewhere, is content that has immediate value. As a provider, you want to position your location and your website as the local authority. The success of your business depends upon this established reputation. Your customers are looking to buy the right and best equipment, within their budget and tailored to fit their lifestyle. If you give a particular brand or piece of equipment the thumbs up online, they are much more likely to make their way to your store to check it out. The key here is to share your commitment with your customers, their families and physicians through your writing to establish you as the go-to provider for the latest information and the greatest value on the market.
- Value-related content to share:
- Why you’re different from—and also better than—your competition. This can include how many years you have been in business, the experience of your sales and service teams, awards you have won, accolades, etc.
- Videos. Your videos can include a tutorial showing how to safely use a walker equipped with brakes, how to select and use a CPAP machine, etc.
- Customer testimonials. Nothing speaks to the value that your store provides more than a satisfied customer testimonial. Don’t limit testimonials to your website; make sure you encourage customers to post reviews on your other social media outlets as well (Facebook, Twitter, etc.).
- Informative articles and newsletters that provide information to help customers maintain their health and independence
- A glossary of health coverage and medical terminology
- Medicare requirements for product coverage
As you begin publishing content, be sure to express your personality. Add humor and interesting bits of information to prompt readers to leave a comment or spend more time on your website. Over time, your writing style will evolve based on the feedback customers provide, and you will likely find yourself motivated to share more of yourself in your writing. Writing and publishing relevant, timely and valuable content needs to be your goal across all channels of communication with your customers and prospects. This is especially true for your website or blog if you want to keep or improve your existing search engine rankings. If you already have a publishing strategy, keep up the good work. If not, get started today on making content the king of your website.
