A blog can be defined as a personal website or web page on which an individual records opinions, links to other sites, etc. on a regular basis. In the early days of blogging, people wrote blogs along the lines of a diary, a way to express their thoughts and feelings.
The Role of the Blog
Over time businesses began to embrace the role of blogging as a way to provide information to both potentially new and existing customers. Business owners began to realize that blogging online gave them the ability to expand the information provided to customers about existing products and services, answer the most frequently asked questions, address common misconceptions, introduce new products and services and so on.
Blogging is also important for giving your practice exposure and to build a sense of community. It’s one of the best ways for you to establish you and your practice as the authority in your area for all things related to Audiology and hearing healthcare. What else can a blog do for your practice?
Preventing Buyer’s Remorse
You have just spent an hour, maybe an hour and half convincing a patient that spending upwards of several thousand dollars for a set of hearing aids is a great idea. They are now about to leave your office. One of the best ways to prevent buyer’s remorse is to use your blogs to continue the sales process once your patient leaves the office, for example:
“Mr. Jones, when you go home take some time to go through our website. I know I gave you a lot of information over the past hour. Most of what I just told you can be found on our website, but you may also find a answer to a question or two that you hadn’t even thought of. We like you to know that we have the answers to your questions 24/7.”
Your website and in particular your blogs represent you and your practice 24 hours a day, 7 days a week. It’s almost like have a full-time employee who does nothing but answers patient’s questions 24/7 and who never calls out sick.
Content Marketing and Ranking
Content marketing is a type of marketing that involves the creation and sharing of online material, for example blogs that do not explicitly promote a brand but are intended to stimulate interest in it’s products or services.
Your blog should be designed to answer a question. Today’s search engine are designed to respond to real (or natural) language queries. Natural language search is search carried out in everyday language, phrasing questions as you would ask them if you were talking to someone. These queries can be typed into a search engine, spoken aloud with voice search, or posed as a question to a digital assistant like Siri.
Why the Evolution of Search?
First of all, search engines – particularly Google – have improved their search capabilities so much over the years that people expect to find exactly what they’re looking for on the first try.
Secondly, search technology has improved to the point where we can begin to teach search engines to understand longer, more complex queries, with different components that modify each other and can’t operate independently.
The third key component contributing to the development of natural language search is the rise of voice search and digital assistants. It’s becoming a lot more common for people to search by talking into their phone.
Quality content is far more than just a buzzword marketers throw around for fun. It’s what savvy marketers strive for, and what Google and people look for. It’s what separates the winners from the losers online; it’s what will help your site rank well in the search engines, and what will help you build trust, credibility, and authority with your audience.