Creating Content Mobile Users Will Engage With

For people that run a healthcare practice, there’s a good chance they have some knowledge about the importance of content marketing. After all, it’s no secret that creating high-quality content to bring in new patients or keep current ones happy is an effective promotional tactic and a smart way of honing a brand message — and studies show content marketing costs 62 percent less than traditional advertising while generating three times more leads.

If you plan to tackle content marketing this year, it’s essential to make content and the site that it exists on mobile friendly. In our increasingly mobile world, mobile-friendliness can make or break the success of your online footprint. Here’s why.

Google Rewards Mobile-Friendliness

Since April of 2015, Google Search has included mobile-friendliness as one of its ranking signals. This means that a website and content are more likely to appear at the top of search results if they are built to function well on mobile devices. In fact, Google is no longer rewarding people that have responsive websites and content they are actually beginning to penalize those who do not. Even more reason to solve your responsiveness issues immediately.

People are Searching on Mobile

Today, more than 60 percent of all search engine searches are conducted on mobile, while 40 percent are done on a desktop. Thus, it’s essential that your sites are accessible and functional while on the go. Mobile-friendliness doesn’t only help a site get found via search engines more easily, it also ensures that potential patients are happy using the site on their mobile device and that they don’t abandon it for a competitor’s. Studies show that 53 percent of mobile users abandon a site if it takes longer than three seconds to load and that 75 percent of web users would rather visit a competitor site than wait for any loading delays.

One good way to ensure good UX and fast loading times for mobile is by designing with responsive design. Designing a site and blog with responsive design allows you to pay for one single site build and will result in a page that is usable and aesthetically pleasing no matter where patients (or potential patients) are accessing it.

Local Mobile Searchers Are Ready to Take Action

If people are searching for and discover your site on a mobile device, there’s a good chance they’re ready to visit your practice quickly. A Google study revealed that 50 percent of consumers who did a local, mobile search actually visited a business they found within a day — which means that having mobile content may be a good strategy for quickly and effectively converting a lead.

Conclusion

If you are ready to get serious about your content marketing strategy in 2017 and stop waisting time, money and resources for little to no results then content and responsiveness are a non-negotiable. Doctors and physicians need to start thinking from a mobile perspective first when they are looking to reach existing or new clients. Serve them on the platform they are using the most and data shows that is now mobile devices. Whether is starts by addressing your website or correcting the issues with an existing content marketing strategy the worst thing you can do it wait one more day. Thanks for taking the time to read.

Have questions? Looking for a healthcare marketing team to help your grow your practice in Atlanta or around the country? Give us a call 678-250-4757 or fill out our contact form.

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Justin Knott

President
Justin Knott is a Florida native and President of Intrepy. His focus is in digital marketing and advertising to help businesses generate new, targeted leads. When he is not working to grow his clients you will find him on the beach with his wife or playing with his kids, a.k.a. dogs.