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November 24, 2020

Healthcare Marketing Tips: 6 Ways to Promote Vaccine Information Online

By: Aaron Clifford

Trust in healthcare providers has risen during the pandemic, and vaccines are on the horizon. So, healthcare organizations and local providers will be essential in communicating with their communities about these vaccines. Roughly half of Americans say they would get vaccinated for COVID-19, according to a new AP-NORC poll, but many are uncertain or would refuse to do so. The poll found…

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promote-vaccine-informationTrust in healthcare providers has risen during the pandemic, and vaccines are on the horizon. So, healthcare organizations and local providers will be essential in communicating with their communities about these vaccines.

Roughly half of Americans say they would get vaccinated for COVID-19, according to a new AP-NORC poll, but many are uncertain or would refuse to do so. The poll found 67% of people over age 60 say they’d get vaccinated, compared with 40% who are younger.

The survey suggests a vaccine would be no more popular than the yearly flu shot. Yet, healthcare marketers and communicators need to promote information and options for both this winter.

As local authorities on the topic, healthcare brands need to include content and keywords about vaccines and flu shots in marketing content, business listings, review responses and social media.

Your messaging will evolve as flu season progresses and vaccines are allocated and distributed. This article will cover the “where” and “how” your messaging on immunization can reach the right patient populations.

In this post, we offer useful tips to promote vaccine information online, inform healthcare consumers about vaccination options, and ultimately connect patients to your providers.

1. Promote Vaccine Information on Your Website

More than half of consumers use a provider, hospital or physician website to find care, according to Binary Fountain’s 2020 Healthcare Consumer Insight Survey. Your homepage, provider profile pages, and local landing pages need to stress the importance of vaccinations and flu shots – along with appointment scheduling options.

Early on, the education piece is important. Consider building FAQs about vaccines and linking to resources like the CDC Digital Media Toolkit for 2020-21 flu season. It includes details on events/activities, sample social media and newsletter content, graphics, web assets, and media prep material.

Transparency is equally important to earn the trust of patients who are hesitant about a quickly developed vaccine. Post verified star ratings and patient feedback to your website’s provider profile pages, and update each page with information about that provider’s vaccine and flu shot services.

2. Update Listings on Google My Business and Google Maps

When you need in-person medical services, like a flu shot or vaccine, local search is your first stop.

According to Binary Fountain client data, there are now about 8% fewer monthly searches for healthcare clients than in February, but totals are climbing. Clicks on healthcare companies’ Google My Business (GMB) profiles rebounded more rapidly, however, now up 17% from late-February click volume. Meanwhile, clicks to phone calls have increased by 45% from pre-outbreak levels.

Healthcare marketers should seize opportunities to mention flu shots and coronavirus vaccine information in your local listings. Every local business listing on Google My Business and Google Maps should include immunization information – even if that means saying you don’t have them.

To create the most engaging content, use search data to see what pulls consumers into your website and directly address their frequent questions.

Recent trending coronavirus questions on Google in the U.S. are related to vaccines, lockdowns and the virus’ spread.

  • Is there a vaccine for coronavirus?
  • What states are on lockdown?
  • When will coronavirus vaccine be ready?
  • Why are Covid cases increasing?
  • Who is most at risk for the coronavirus disease?

“These are specific questions,” Aha Media Group President Ahava Leibtag said in a recent webinar. “People are drilling down into what matters for them, so in your content, be as specific as possible answering their questions.”

You can see November’s coronavirus search trends from Google here. Plus, learn key tips heading into 2021 from Google My Business Platinum Product Expert Ben Fisher in this webinar.

Google has a current feature – in partnership with Castlight – allowing healthcare facilities to display COVID-19 testing availability. It’s possible it will create a similar feature for coronavirus vaccine availability.

3. Send Vaccine Information Through Text Message Campaigns

willis-knighton-vaccine-immunication-textPreventative health vaccines have dropped off during the pandemic. Engaging those hesitant patients once again is both a challenge and an opportunity. Text messages are one of the best ways to get their attention.

With click-through rates up to 39%, SMS messaging is a powerful and underutilized tool. Not to mention, nearly one-third of respondents in our 2020 Healthcare Consumer Insight Survey say they prefer receiving information from local healthcare providers via text.

Using mass text messaging campaigns, you can stress the importance of immunizations to different segments of your patient population. Provide links to local landing pages with informational materials, educational videos, physician information, available services, hours and appointment booking options.

Willis-Knighton Health System used text messaging campaigns to send immunization reminders to 45,000+ parents/guardians for its pediatric clinics. The texts were sent out in minutes, but helped increase immunization appointment bookings for months.

4. Leverage Social Media Networks to Promote Vaccine Info

Social media is essential for taking control of your brand narrative and promoting vaccine information. With little upfront cost and effort, you can disperse positive and factual information encouraging people to protect themselves through immunization.

Of course, vaccine marketing messages will flood media channels this winter. It won’t be easy to stand out, as pharmaceutical companies, industry groups and government agencies publish information about vaccine availability and safety.

Connecting your brand with these social media movements, national marketing campaigns and hashtags will bring you success on social media this winter. For example, you can retweet Pfizer’s upcoming COVID-19 shot safety campaign or support campaigns like “Stronger” that are supported by your industry’s trade association. You could also use videos, infographics or social post templates from the American Association of Pediatrics.

Some organizations use a social listening platform to target keywords, helping them engage at the right moments, with the right audience. That way, they know where patients spend time online, which campaigns they engage with on social media, and how to join those conversations.

Even when you promote crucial vaccine information, social media content should be short and visual. The infographic approach, Ahava Leibtag says, is easily usable on Instagram, Facebook and Pinterest. And since a large portion of your flu-focused audience will have a caretaker role, they will frequently surf those and similar sites.

5. Monitor Reviews and Prepare Review Responses

According to our healthcare consumer survey, 60% of people have changed their outlook on patient reviews following the COVID-19 outbreak. Marketers need to use reviews this winter to alleviate fears in a digital, highly visible public forum.

Your reputation management strategy, especially with review monitoring, is key to controlling your brand’s image online as COVID-19 vaccines roll out. After all, patients read an average of nine reviews before choosing a provider. Responding to reviews with helpful, forward-looking information can effectively counter misconceptions and answer questions for future readers.

“It’s all about parents wanting to feel like they have a say in the matter,” Pete Harvey, creative director/partner at advertising agency barrettSF, told Time. “If you say they shouldn’t, they dig their heels further.”

Make sure to have review response templates ready for vaccine-related and flu shot-related reviews – both positive and negative. You might also link to a coronavirus FAQ page in responses to reviews with common concerns, to save time for your staff. Furthermore, using review management tools with assignment and approval features can keep messaging consistent across your brand’s listings.

6. Expect Some Pushback About Vaccines

The AP-NORC survey found 31% of people weren’t sure if they’d get vaccinated. Another one in five said they’d refuse. There is clearly room to convince people through high-quality marketing content.

Consider partnering with influencers to promote vaccine information to skeptical audiences. Even Elvis helped out with a vaccine campaign. You can also take small, everyday actions like blocking, reporting and warning others about vaccine misinformation.

Of course, not every negative review or PR crisis can be avoided as winter comes and COVID-19 vaccines are distributed. Monitoring the online conversation around immunizations and around your brand, along with proactively addressing customer concerns, can prevent things from boiling over.

Sort through potential crises with review monitoring and social media listening tools to determine the urgency and tone of responses. Engage your communities quickly regarding vaccines, and understand the root cause of patient experience problems to add a protective layer to your online reputation.

Read more about healthcare marketing and protecting your online reputation:

About the Author

Aaron Clifford
SVP of Marketing

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November 23, 2020

How to Get Your Business on Google Maps

By: Kayla Zamary

Knowing how to get on Google Maps is absolutely essential for attracting new customers to your business. Having your business properly listed and appearing in search results can be the difference between making it big and being forgotten. This can be even more true when you share a location with another small business, or maybe…

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Knowing how to get on Google Maps is absolutely essential for attracting new customers to your business. Having your business properly listed and appearing in search results can be the difference between making it big and being forgotten.

This can be even more true when you share a location with another small business, or maybe even several businesses. How can you let potential customers know exactly where you are and minimize confusion? Google Maps can be crucial for reaching new customers.

What is Google Maps?

Simply put, Google Maps is a free listing service that connects users with relevant goods and services in their area. Once a standalone application, Google Maps has evolved into a much more sophisticated tool called Google My Business (GMB). Business owners use GMB to help their business profiles show up in search results and update their listings online.

Google My Business is a one-stop-shop for businesses who want to take control of their online presence. With integrations to Google Analytics, AdWords and Google Maps, Google My Business is essential to search engine marketing.

If you have not already done so, set up a Google My Business account. Be sure to read our guide on How to Use and Optimize Google My Business for help setting up your account. Then, you’ll be ready for this article, which will focus specifically on Google Maps.

Step 1: Claim Your Business on Google Maps

The first step to getting your business on Google Maps is to make sure your business is not already listed. Many times, businesses have a spot already on the map but haven’t claimed their listing on Google.

To claim your business, go to your Google My Business dashboard and click “Manage locations” on the left-hand grey bar. Here, you’ll see a list of all your physical locations listed with Google, which will appear on Google Maps.

To add a new location, click on the blue “Add location” button, triggering a drop-down button. You’ll see options to add a single location and to import multiple locations at one time.

In this article, we’ll look at adding a single location. Clicking on this option will make a search field appear where you can find and manage your business. Type your business name to search for your business. If your business appears, claim it to manage your listing.

If you already have an existing listing, do not create a new one. Instead, verify that all of its information is correct, especially if you share a location with other businesses.  Include ample, specific information about your business on your listing and keep it up to date.

If your building includes suite numbers, multiple entrances or other notable factors, include them in your address. This helps both Google and search users understand where to find you.

Step 2: Add Your Business to Google Maps

Google automatically creates unclaimed listings for businesses. Unfortunately, new businesses and locations may not exist in Google’s index when you go to claim your GMB listing. This is normal, simply click “Add Your Business” and create your listing up to 90 days before you open.

The first piece of information you’ll need to give Google is your business’s name. The name you enter must match the name used on your website, business cards, logo, and other marketing and branding materials.

Confirm that your business’s name appears correctly before moving on to the next steps.

Step 3: Add Your Business Category and Services

Next, you will need to choose a primary category for your business. This helps Google and users know what kind of business you operate, and the services you offer. This is extremely important for Google’s ability to display your listing when people search for relevant terms.

For this reason, Google offers preset categories for each industry for you to select from. If you aren’t fully satisfied with the category options provided, just select the best one for now. You will have the opportunity to add subcategories later in the process.

Google also suggests services you can offer. If you don’t see a service you offer in these options, you can add a customized service name.

Step 4: Verify your Address, Contact Information, and Service Area

Next, you need to confirm your address and phone number to complete your NAP, or Name, Address and Phone number. You’ll also need to tell Google your website URL and which locations you serve.

If your business relocates or changes phone numbers, make sure to stay on top of your listing and change it. Nothing erodes trust faster for a consumer than not being able to contact or locate your place of business.

As a result, verifying the accuracy of your address, contact information, and service area are critical.

Use Google’s mediation system if you are encountering an issue because you share a location with another active business. Another common issue is your business’s address being “controlled” by a business that no longer operates there.

You can report an error on Google Maps, such as incorrect street names, missing roads or erroneous marker locations. You can also request access to a listing that was previously verified by another business or individual in your organization.

And finally, you can report and remove duplicate locations. Do this to ensure search users find your business instead of unmanaged and inaccurate duplicate listings.

Step 5: Verify Your Business

Google will send you a postcard with a verification PIN to the location you provided in 1-2 weeks. You may also be given the option to receive your PIN via text, though this is not always applicable.

Once you receive the card, verify your business location right away by following the instructions on the card.

You would be surprised how many businesses throw away their verification PIN because an employee thought it was junk mail. Make sure to communicate with your staff that you are expecting a verification postcard from Google. You should also communicate this to any other parties you share an address with.

Step 6: Get Google Reviews

You’ve taken some important first steps, but having your business show up in local search results isn’t guaranteed. You’ll need to continue to optimize your Google my Business listing as well as get quality reviews from customers. Doing so will help you to move up in the rankings and have your business show up first in local listings.

Online reviews are a ranking factor for organic search results. They also factor into review rich snippets and the coveted “Local 3-Pack” that Google offers searchers.

Need Help with Your Reviews or Listing?

Binary Fountain offers businesses a simple way to manage their online business listings with our patented reputation management software. We know that by using our platform, we can help you reach your business goals.

Schedule a Demo

About the Author

Kayla Zamary
Marketing Manager

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November 20, 2020

[Infographic] The Patient’s Digital Journey Map

By: Kieran McQuilkin

There are five main steps on the digital patient journey map, and each one is an opportunity to deliver patients an exceptional experience. In this infographic, you’ll find new insights from leading healthcare systems’ reputation management initiatives and our fourth annual Healthcare Consumer Insight & Digital Engagement survey to understand crucial touchpoints along the modern…

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digital-patient-journey-map-infographicThere are five main steps on the digital patient journey map, and each one is an opportunity to deliver patients an exceptional experience.

In this infographic, you’ll find new insights from leading healthcare systems’ reputation management initiatives and our fourth annual Healthcare Consumer Insight & Digital Engagement survey to understand crucial touchpoints along the modern healthcare consumer’s path to care.

View Full Infographic

 

1. Finding a Doctor

When healthcare consumers start their patient journey searching for care:

  • 55% ask family and friends for recommendations
  • 53% visit a provider, hospital, or physician website
  • 44% use an online search engine

Meanwhile, third-party directories like Zocdoc, CareDash, Vitals and U.S. News & World Report all have seen triple-digit growth since 2018.

Prisma Health used Binary Star Ratings along with Press Ganey patient experience surveys to publish star ratings on physician profile pages. The transparency initiative increased appointment requests by 56% and quickly improved its CGCAHPS Rate Provider score.

2. Evaluating Care Options

Location is a top factor for 49% of healthcare consumers in evaluating physicians. Patients use multiple channels and tools in their decision- making process:

patient-journey-infographic-evaluate-doctors

Tidewater Physicians Multispecialty Group used Binary Fountain’s listings and reputation management solutions to optimize Google My Business pages, analyze patient feedback and improve quality of care. The initiative drove up patient experience and engagement metrics across the board.

3. Booking Appointments

Offer multiple channels for patients to schedule an appointment. Consumers are using third-party sites to book appointments nearly 70% more than in 2018. Plus, incorrect or missing contact information and services not being listed are the top booking frustrations for patients.

Willis-Knighton Health System used mass text messaging campaigns to send immunization reminders to 45,000 pediatric parents and guardians during COVID-19. It reported a 60-100% increase in average online appointment bookings in the three following months.

4. Evaluating Patient Experience

Time spent waiting to see the doctor was cited by 32% of survey respondents as the most frustrating part of the patient experience, followed by:

patient-journey-infographic-patient-experience

Temple University Health System used Binary Star Ratings to automate survey intelligence and publish physician directory pages across three medical groups. In one year, the reputation management program led to 53% higher review volume, including a 153% increase in Google Reviews.

5. Reviews and Surveys

Evaluating patient feedback can inform review generation strategies. Only 18% of consumers have never shared healthcare feedback on online platforms. The top sites where patients share their healthcare experiences online are:

patient-journey-infographic-sharing

And there’s much more. Check out the full infographic:

View Infographic

 

For more on patient experience and reputation management, you can visit our COVID-19 Resources Page and browse these articles:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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November 19, 2020

[HCIC 2020 Session Recap] Own Your Ratings: Using Review Campaigns to Power Brand Reputation

By: Kieran McQuilkin

Review generation is the secret weapon propelling digitally savvy health systems to the top of search rankings, provider directories and local listings. One of those savvy organizations, Baptist Health South Florida, joined Binary Fountain to talk about how its text-based review campaigns vastly improved star ratings for all its urgent care centers. In this session from the HCIC@home virtual conference, Baptist Health…

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webinar-hcic-2020-baptist-healthReview generation is the secret weapon propelling digitally savvy health systems to the top of search rankings, provider directories and local listings.

One of those savvy organizations, Baptist Health South Florida, joined Binary Fountain to talk about how its text-based review campaigns vastly improved star ratings for all its urgent care centers.

In this session from the HCIC@home virtual conference, Baptist Health communications director Valeska Valencia walks through how the healthcare organization used reputation management strategies to plan review generation campaigns, craft its messaging, target and engage its audience, and improve the patient experience across all its locations.

Here are some key takeaways from the session:

The Problem for Baptist Health

The Baptist Health marketing team’s digital advertising campaigns were not efficiently attracting patients to urgent care facilities. Before looking at producing marketing materials, this time, Valencia’s team looked at Google ratings.

The urgent care locations had historically low star ratings on Google Reviews, driven primarily by a lack of review volume. Some locations had lifetime review counts in the single digits.

“Consumers searching for ‘urgent care near me’ on Google were not frequently seeing Baptist Health listings,” Valencia says. “So, the way I see it, reputation is revenue.”

Meanwhile, local search results are crucial when quick care is needed. According to Binary Fountain’s recent survey, 49% of consumers say location is a top factor for choosing a care provider. And reviews are a top factor for 35% of consumers, who read an average of nine reviews before selecting a provider.

The survey results mirrored Valencia’s experience at Baptist Health, where consumers were using Google more than any other platform to both search for care and leave reviews.

“Google was where we were hurting, and that’s where people are searching for urgent care facilities and leaving reviews,” Valencia says.

In a nutshell, Baptist Health needed to generate more reviews for its urgent care centers to improve their star ratings and search rankings, Valencia says. So, it engaged Binary Fountain, who already supplied its review management solution, to launch Mobile Testimonial campaigns.

BHSF Mobile TestimonialThe Mobile Testimonial Campaigns

Identifying the need to capture real-time patient feedback, Baptist Health leveraged SMS text-based testimonial campaigns to dramatically increase Google review volume while improving its brand reputation and online visibility.

The marketing department used feedback data from Binary Fountain’s review management platform to figure out which urgent care locations to target for improvement.

For the best potential conversion rate, text messages were an easy choice over email. According to Binary Fountain’s 2020 healthcare consumer survey, 29% of consumers want to hear from providers via text – more than ever before.

Baptist Health started its first mobile testimonial campaigns in December 2019 with a goal of reaching a minimum 4.0 star rating and 100 reviews for each location. It automatically sent texts between 5 and 7 p.m. ET, when patients were likely available, making it easy to provide feedback.

The campaigns showed significant positive results within 30 days, and have continued strongly since then.

Results: Review Volume, Ratings & Search Rankings

In six months, Baptist Health’s text messaging campaigns delivered a 322% increase in online reviews across urgent care facilities, growing from 1,500 to 6,300. That includes April and May 2020, Valencia notes, during which Google had suspended new reviews.

With an average conversion rate of 15.2%, the campaigns increased ratings by an average of 0.8 stars in just six months – some adding 1.6 stars in that time. Now, every location has a 4.3 Google star rating or above.

Much of that improvement was due to review volume, Valencia says. More than 90% of locations using Mobile Testimonials now have more than 100 Google reviews, with an average of 353 reviews.

Given reviews’ impact on search rankings, Baptist Health now reports that it is getting ranked higher on search results because of the text message campaigns – which means more new patients. Plus, the influx of patient feedback gives its operations team the insights it needs to provide better care.

And there’s much more. You can read about Baptist Health’s mobile testimonial campaigns in this case study.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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November 17, 2020

Tracking Coronavirus Search Trends on Google – November 2020

By: Kieran McQuilkin

A vaccine looms in the near future, but COVID-19 shows no sign of slowing across much of the U.S. Consumer behavior continues to change in response, as uncertainty remains high and patients hesitate to return to healthcare facilities. To understand patients’ current needs, healthcare marketers are looking to Google Search in November for guidance. Search trends give us a real-time picture of consumer sentiment and…

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coronavirus-search-trends-novemberA vaccine looms in the near future, but COVID-19 shows no sign of slowing across much of the U.S. Consumer behavior continues to change in response, as uncertainty remains high and patients hesitate to return to healthcare facilities.

To understand patients’ current needs, healthcare marketers are looking to Google Search in November for guidance.

Search trends give us a real-time picture of consumer sentiment and knowledge gaps. Healthcare consumers, specifically, are grappling with changing hours, medical facility policies and telemedicine services. Using Google Search as a guide, marketers can address common questions on their local listings, website, brand communications and social media pages.

In this article, we break down real-time search data on Google to understand what types of information healthcare consumers are looking for. Here are coronavirus search trends that digital marketers should monitor in November.

Coronavirus Search Trends for Healthcare Organizations

COVID-19 continues to arise frequently in search queries and business listings, though related searches have gradually declined in recent months.

Here are some notable November trends on Google Search, based on data from our healthcare partners:

According to Binary Fountain client data, total searches for healthcare organizations haven’t yet returned to pre-pandemic levels. There are now about 8% fewer monthly searches for healthcare clients than in February, but totals are climbing.

Clicks on healthcare companies’ Google My Business (GMB) profiles rebounded more rapidly, however, now up 17% from late-February click volume. Meanwhile, clicks to phone calls have increased by 45% from pre-outbreak levels. Weekly clicks on GMB profiles for driving directions are down about 10% since February, but climbing toward average levels.

Clearly, healthcare marketers need to prioritize updating local listings with phone numbers, URLs, hours and contact information for each facility.

Google Searches for Coronavirus in November

To survey the coronavirus search landscape, Google Trends has daily updates for the top related keywords and queries broken down by category and geography.

In November, global search volume for “vaccine” reached an all-time high. Below are the top search terms used related to vaccines.

The trending coronavirus questions on Google in the U.S. relate to vaccines, lockdown and the virus’ spread. The past week’s highest-searched COVID-19 questions were:

  1. Is there a vaccine for coronavirus?
  2. What states are on lockdown?
  3. When will coronavirus vaccine be ready?
  4. Why are Covid cases increasing?
  5. Who is most at risk for the coronavirus disease?

Google is also keeping track of where people are searching for COVID-19 testing information in real time. This geographical indicator can help predict when local consumers will need authoritative information from providers about tests, treatments or vaccines.

Follow these instructions to get your coronavirus testing site listed on Google Search. Google also recently added a new feature tracking real-time searches related to different symptoms, which you can find here.

The shorthand “covid” and “corona” continue to appear frequently, so it should join your keyword lists for any social listening initiatives.

Location-based news and information about COVID-19 risks, meanwhile, remain high in demand from searchers. As local authorities on the topic, healthcare brands need to include location-specific keywords in marketing content, business listings, review responses and social media.

Other COVID-19 Google Trends

Most search trends regarding coronavirus in November concern health guidelines and news of its spread. But other search trends offer healthcare organizations insights that can further weigh into a patient’s decision to seek medical care.

You should be prepared for questions that arise as new updates reach consumers. For example, searches for “elective surgery during coronavirus” increased by 600% this week.

Meanwhile, face masks have become especially relevant to U.S. searchers in recent weeks, as states reconsider lockdown plans. Be on the lookout for search terms including “mask mandate” and “mask policy,” which have spiked in recent weeks.

Employment and economic uncertainty also remain top of mind for searchers. We see continued high search volume for unemployment benefits, unemployment offices and coronavirus relief bills.

Search Trends for Helping Healthcare Providers

Not all coronavirus search trends in November are negative. Digital marketers can engage the many people looking to support local healthcare organizations during the pandemic.

For example, search volume for “how to help healthcare workers during coronavirus” doubled in the past week.

Brands should answer these questions – on Google My Business, local landing pages and social media – about supporting local providers. Google recommends the following methods of using its platform to help consumers and support healthcare workers:

  • Let people know that solutions are available whenever, wherever.
  • Assess when people need you most, whether through your own first-party data or Google Trends.
  • Frequently update or publish content that informs, entertains, connects and promotes wellness.
  • Consider who the heroes are among your employees or your local community.

For more on managing your business listings and brand reputation during the pandemic, visit our COVID-19 Resources Page or browse these resources:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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November 11, 2020

Reputation Management KPIs: Tracking Key Metrics of Your Online Presence

By: Kieran McQuilkin

In today’s digital world, what consumers think, say and share about your company matters. There are few, if any, expectations for any industry. Warren Buffet famously said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” If you’ve put work into…

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reputation-management-kpi

In today’s digital world, what consumers think, say and share about your company matters. There are few, if any, expectations for any industry.

Warren Buffet famously said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

If you’ve put work into managing your online reputation, chances are you know just how true that quote is. Building a stellar business listing online takes time, dedication, and a strategy to put your best foot forward for customer acquisition.

But how do you know if all your work is having the desired impact? What KPIs should you be measuring for your reputation management program?

Understanding the right way to choose and measure KPIs is critical to determining your campaign’s return on investment (ROI). Ignoring vanity metrics will help you build a strong online brand. Focus on metrics that help you attract new customers and retain the ones you currently have.

Below are some of the most important reputation management KPIs to measure the success of your program.

Volume and Quality of Online Reviews

Increasing the number of customer reviews and raising the average rating are cornerstones of an effective reputation management campaign.

Reviews are social proof that potential customers use to determine if your business will meet their needs. Most customers are looking for a high volume of reviews on the top review platforms for your industry. A large quantity of reviews makes your business look credible, experienced and like a vital part of the local community.

With the right review management software, you can easily manage your listings on the most popular platforms. Use this tool to be everywhere your customers are looking. Staying up to date on these sites can boost your overall search engine optimization (SEO) rankings. As a result, this allows you to be more easily found in relevant Google searches.

If you are seeing an improvement in the number and quality of your online reviews, you are on the right track.

Here are some other key performance metrics to measure your online presence:

  • Overall customer sentiment
  • Referrals or leads from review sites
  • Website traffic from organic search and social media platforms

Online reviews can greatly help attract new customers. They’re also a positive indicator that you will retain the business of current customers. Take special care to respond to both positive and negative reviews. Not only does it encourages customer interaction, but it also offers insight into improving the customer experience.

Additionally, review manager software can pick out reviews that best match your marketing metrics and SEO keywords. Once collected, it makes them readily available to display across multiple platforms. Publishing verified, rich patient survey comments to your physician directory webpages can help increase SEO and attract consumers seeking a physician.

Turning Fans into Advocates

One of the goals of any reputation management program should be building a lifelong relationship with your customer.

Growing a business isn’t just about acquiring new customers. It’s about taking the customers you have now and making them advocates for your brand.

metrics-reputation-management

If you are focusing on the customer experience and meeting their expectations, you likely already have strong support from your community. Patients are increasingly embracing their role as consumers and seek out reviews before choosing a provider. This new customer role makes it increasingly important for organizations to engage with customers online.

If you are struggling to satisfy your current customer base, you need to be measuring loyalty and advocacy. Make sure you are measuring the current impact of your brand advocates. Then, identify highly satisfied customers, who are perfect candidates for sharing information about your business on social media platforms.

Your KPIs for turning your customers into advocates include:

  • Volume of customer testimonials shared on social media profiles
  • Customer engagement metrics on your website and social media channels
  • Number of brand advocates (social listening metrics)
  • Positive comments on public, third-party directories

Don’t Forget to Monitor Offline KPIs

There are plenty of offline KPIs to track in order to measure your reputation management program’s ROI. For example, reducing customer churn or increasing patient retention is far more important to your business than social media review counts.

As a customer experience manager or marketer, you need to ensure your efforts have a downstream impact. By the same token, it’s critical to avoid measuring vanity metrics.

Reputation management solutions powered by natural language processing (NLP) automatically gather insights. NLP technology identifies actionable insights from unstructured text data in online reviews and surveys. As a result, the software provides insights at a speed much great than would be possible via manual processes.

When evaluating the impact of a reputation management campaign, be sure to look at these offline metrics:

  • Customer lifetime value (CLV)
  • Customer satisfaction surveys (both quality and number of responses)
  • Word-of-mouth customer referrals
  • Estimated market share
  • Net promoter score

Seeing improvements in these offline KPIs will lead to the business growth you need from a reputation management program. Your review manager software can help you boost these KPIs. Additionally, the software can uncover areas of improvement, help you make operational changes and improve the customer experience.

Get the Most Out of Your Reputation Management Campaign

Nothing is more important than delivering as much bottom-line value as possible to your customers and to your business.

Using these KPIs will help you identify areas where you can improve the customer experience and simultaneously attract new business leads. As a result, meaningful reputation management campaign KPIs ensure your investment is worth the invested time and money.

Take advantage of the opportunity to listen, analyze and act on the plethora of feedback available with reputation management software. Binary Fountain’s reputation management software is designed to give your business actionable insights. Our clients use them to improve their business operations and better meet their customers’ expectations.

With our proprietary natural language processing (NLP) technology and data analysis, you can create customized online reputation management solutions. Tools such as digital surveys can provide a pathway to rapid feedback collection through quick analysis of trends and comments.
Want to learn more about how Binary Fountain can improve your online reputation?

Schedule a Demo

To learn more on managing your online reputation, see these resources:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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November 10, 2020

[Webinar Recap] Tips for 2021: Content Creation for Flu and COVID-19 Season

By: Kieran McQuilkin

Winters are challenging when it comes to managing health, but never more so than in 2020 and 2021. No matter the symptom, your audience is going to crave empathetic, informational and reassuring content. In this webinar, Aha Media Group President Ahava Leibtag joins Binary Fountain to offer three content ideas and strategies for healthcare communicators that…

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tips-2021-content-webinarWinters are challenging when it comes to managing health, but never more so than in 2020 and 2021. No matter the symptom, your audience is going to crave empathetic, informational and reassuring content.

In this webinar, Aha Media Group President Ahava Leibtag joins Binary Fountain to offer three content ideas and strategies for healthcare communicators that will gain consumer trust this season.

For a quick 15 minutes, Leibtag covers content trends, SEO strategies, and expert tips that you can immediately use to engage patients, involve physicians in digital marketing content, and influence the online conversation around your brand.

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Here are some key takeaways from the webinar:

Monitor Search Data in 2021

To create quality marketing content, you need to know what people are searching for. To start, Google Trends has a vast amount of real-time data on which search terms are popular and trending.

Drilling down into trends for keywords like “flu,” “cold,” “covid” and “coronavirus” can tell you which terms are used with different symptoms. You can see daily and weekly trends in whether consumers are looking at “coronavirus symptoms vs. flu symptoms,” “covid symptoms vs. flu,” “cold vs. coronavirus,” and so on.

With search data in tow, answer questions that your audience is searching, especially those that appear on Google knowledge graphs for symptom searches. Healthcare consumers currently are asking whether it’s possible to have the flu and COVID-19 at same time, common symptoms, which illness is more severe, and what differences are in symptom development.

“These are specific questions,” Leibtag says. “People are drilling down into what matters for them, so in your content, be as specific as possible answering their questions.”

Leibtag says healthcare marketers can also find content inspiration from Google Images. Searching for flu and COVID-19 symptoms will bring up different ways similar organizations have tried to present this information. To create the most engaging content, use search data to see what pulls consumers into your website and directly address their frequent questions.

Use Experts in Your Content

Consumers want expertise, authority and trust when it comes to healthcare information, Leibtag says. And Google wants the same: It gives higher rank to more trustworthy pages, like government health organizations and national hospital brands.

The best way to earn trust through content is let your audience hear directly from doctors, nurses and health officials. Use plain language to deliver authoritative, but understandable information.

The Cedars-Sinai Hospital blog is a great example of featuring articles by doctors to talk about differences between cold, flu and COVID-19 symptoms. For another example, Pomona Valley Hospital published a Q&A with a physician going over common questions regarding flu season and COVID-19. His picture at the top of the article, wearing a mask, makes the brand appear authentic and trustworthy.

There are many digital channels to distribute this information. What’s important is that, regardless of medium, you infuse your content with exactly the information your patients or caregivers need, when they need it. It’s just as important that they get the information fast.

Use Fast Content About Flu and COVID-19

People are going to get symptoms, colds, and allergies, and are going to get nervous this winter. Your content needs to provide fast, clear answers.

Take information from the CDC and other central sources and convert it into digestible, easy-to-understand formats like charts and infographics. For reference, WebMD has a good example of a graphic for cold symptoms compared to COVID-19, and Beaumont uses a table with checkmarks to compare flu, cold and COVID-19 symptoms.

The infographic approach, Leibtag says, is easily usable on social media such as Instagram, Facebook and Pinterest. Since a large portion of your flu-focused audience will have a caretaker role, they will frequently surf those and similar sites, looking at quick content. Creative healthcare marketing departments might even think about using Snapchat or Tiktok to spread their message.

And there’s much more. Watch the 15-minute webinar on demand:

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Check out more episodes of our Tips for 21 webinar series:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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November 05, 2020

[Webinar Recap] Tips for 2021: Social Media’s Biggest Opportunities

By: Kieran McQuilkin

Your healthcare organization’s social media presence has never meant more to your bottom line: Consumers are using social media to find physicians 300% more than they did in 2017. In this on-demand webinar, Intrepy Healthcare Marketing co-founder Kelley Knott joins Binary Fountain to discuss the greatest opportunities for healthcare marketers to leverage social media, engage local consumers, and drive…

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webinar-tips-2021-social-mediaYour healthcare organization’s social media presence has never meant more to your bottom line: Consumers are using social media to find physicians 300% more than they did in 2017.

In this on-demand webinar, Intrepy Healthcare Marketing co-founder Kelley Knott joins Binary Fountain to discuss the greatest opportunities for healthcare marketers to leverage social media, engage local consumers, and drive new patient revenue.

In just 15 minutes, Knott lays out the trends and opportunities in social media that will impact healthcare marketers the most in 2021. She covers monitoring and influence the online conversation around your brand, which platforms offer the best value for healthcare marketing budgets, how to involve physicians in your brand’s social media activities, and much more.

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Here are some key takeaways from the webinar:

Create Trending Social Media Content

Social media is providing more and more opportunities for healthcare providers as patients move to digital platforms.

To become a thought leader in your practice’s specialties, marketers need to create engaging content with expert authority and original insights. And originality is key, Knott says: The biggest social content mistake healthcare providers make is posting about too many other blogs and sources, driving patients away from your website and listings.

To stay authentic and original, Knott recommends that healthcare marketers divulge their organization’s secret sauce: “Be the expert – give away your secrets to create real value for your audience.”

In terms of format, video is king for consumer engagement. Knott recommends keeping social media videos under 2 minutes, and don’t forget about captions. Consumers like to read first, then will add volume later if they’re interested.

Knott says to be creative with content, with a mix of how to’s, videos, FAQs and visuals. Providers and patients should be the stars, when appropriate – consumers want to see and hear from the specialists and patients themselves.

Your content can take many forms on social media, but it should be visually engaging: “Share x-rays, surgical images, before-and-after pictures,” Knott said. “We want to see the blood, guts and gore.”

Best Social Media Platforms for Healthcare

Healthcare marketers should pick the social platform that works best for their brand, then repackage high-performing content on the other platforms to see what works.

Knott’s favorite platform for healthcare marketing is LinkedIn, due to its filters, searches and networking. Facebook is even better for patient-centric content, and it has a review system that helps engage consumers.

On both Facebook and LinkedIn, groups are great ways to spread your message. Or, as Knott puts it, “the riches are in the niches.” Support groups for specific conditions, for example, are important for patients and members appreciate hearing from your healthcare experts.

Twitter, meanwhile, is a great way to grow your audience through trending hashtags. And Instagram is a highly significant platform for practices with aesthetic videos/images to share, such as plastic surgery, weight loss or dermatology.

Involve Physicians and Boost ROI in 2021

Knott also offers tips for involving physicians in social media and getting the most ROI for time spent creating content.

Marketers should find out which content matters most to a provider’s audience and patients. Then, make it easy for them when you point and shoot the camera – “so all physicians have to do is talk about what they know best.”

Knott recommends advertising value-based content on social media that patients can opt into, such as cheat sheets, quizzes and other downloads. Further down the funnel, they can engage more with organic blogs and long-form materials, completing what she calls the “Know, Like, Trust” relationship.

And there’s much more. Watch the 15-minute webinar on demand:

Watch Now

 

Check out the next episode of our Tips for 21 webinar series:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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November 03, 2020

11 Multifamily Marketing Blogs and Newsletters for Busy Property Managers

By: Kieran McQuilkin

Multifamily marketing is busy work. With large brand reputations and resident attraction and loyalty on the line, there’s little time left to read blogs, news and trends that influence perceptions of your properties. But everything is easier when it’s on a list. That’s why we curated a list of multifamily marketing blogs and newsletters that will keep you up to…

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multifamily-marketing-blogs-newslettersMultifamily marketing is busy work. With large brand reputations and resident attraction and loyalty on the line, there’s little time left to read blogs, news and trends that influence perceptions of your properties.

But everything is easier when it’s on a list. That’s why we curated a list of multifamily marketing blogs and newsletters that will keep you up to date – in a hurry.

Though the property marketing industry constantly changes – whether it’s Google algorithms, Facebook ad policies or best practices for video – the right answers are out there. To help keep your content and campaigns targeted and relevant, these publications offer search trends, resident review strategies, new marketing tools, and more.

If you’re looking for how-to’s, property management industry insights, or that small dose of inspiration for your next blog post or tweet, start with this list. Here are some of the best multifamily marketing newsletters and blogs that every property manager should read.

 

Appfolio Property Manager – Appfolio

Software provider Appfolio’s blog content is timely and digestible, mostly focused on leveraging technology to deliver a better resident experience. The Appfolio Property Manager blog posts multiple times per week and covers topics spanning from digital marketing to resident retention and property management trends.

 

Multifamily Executive – Handy Wood Media

Multifamily Executive is a must-read news publication for property managers of all creeds. The publication offers up-to-date information on housing market news, industry demographics, and executive leadership moves, along with events and podcasts. Additionally, its articles and newsletters frequently feature innovative technologies for multifamily marketers and community managers. Subscribe here.

 

The Balance Sheet – Yardi

The Balance Sheet is Yardi Systems’ corporate blog, and is paired with a weekly digest newsletter of recently published articles. Its content focuses strongly on digital marketing and resident experience strategies and tools. These topics include resident satisfaction, winter event ideas, how different demographics search for apartments, web design, and more. The Balance Sheet also has a full section dedicated to marketing and reputation management. Subscribe here.

 

Apartment Marketing – Multifamily Insiders

Multifamily Insider covers industry news, publishes press releases and runs large vendor directories for property management marketing. Its posts from multifamily professionals, including a category specific to apartment marketing, are great for property managers looking for a leg up from industry insiders. Visit Multifamily Insiders if you’re looking for a high volume of content that goes into specific topics like technology, training and legal insights.

webinar-key-metrics-reputation-management

 

Property Management Newsletter – Multi-Housing News

Multi-Housing News covers news stories from multifamily properties across the country, making it one of the more locally focused publications on this list. The publication is a leader in breaking news for multifamily deals, and is a good source for location-specific information. Along with business updates, which you can sort by region, Multi-Housing News maintains a research section full of data and market trends. Subscribe here.

 

Multifamily Industry News – MultifamilyBiz

MultifamilyBiz is a large media platform for the multifamily housing industry that offers a high volume of news, event listings and resources. The blog and newsletter are curated daily from third-party sources and joined by a deep list of industry conferences. You can find vendors, jobs, news and educational content, and can also distribute your own brand’s resources.

 

Real Estate Management News – IREM

Real Estate Management News, IREM’s weekly newsletter, lets you customize your news feed from across the industry. Articles are curated based on your interests, containing information about current events, awards programming and webinars. You can find national trends in real estate management, regional real estate news, trade publication articles and new job postings, among other helpful content. Subscribe here (paid membership required).

 

Bisnow Multifamily Newsletter – Bisnow

Bisnow is a major news source across North America and the U.K., catered toward mid-level professionals to executives within the CRE industry. Though focused on the business of commercial real estate, Bisnow looks to humanize its data-driven stories and publish quick, easy reads for busy property managers. Events, branded content and video accompany the articles and newsletters, which Bisnow says reach 18 million readers. Subscribe here.

 

Units Magazine – National Apartment Association

Units Magazine is a full-color trade publication from the National Apartment Association that features news and newsmakers from the apartment housing industry. Alongside the digital magazine and news articles, the NAA also publishes the monthly marketing newsletter Marketing Buzz, containing trends and tips on the marketing and leasing of apartment homes. Other frequent Units and Marketing Buzz topics include communications, crisis management, virtual leasing and hiring strategies.

 

Rental Housing Journal

The Rental Housing Journal’s blog posts aim to solve specific, day-to-day problems in the management of rental properties. The publisher’s educational information and news include useful content ranging from how to market apartment vacancies, to landlord-tenant laws, to multifamily property management basics. As a national publication, RHJ is made up of six regional print monthlies with a circulation over 20,000.

 

Reputation Roundup – Binary Fountain

Get the latest updates on online reputation strategies and listings management from Binary Fountain’s email newsletter. Every three weeks, we’ll send you a list of recent blog posts, case studies and e-books focused on the world of mulifamily property management. We’ll also let you know about upcoming webinars that you won’t want to miss.

 

Check out more recent blog posts and webinars about multifamily marketing:

Want to learn more about how Binary Fountain can improve your online reputation?

Schedule a Demo

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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October 29, 2020

Apple Search Engine: What We Know About Apple’s Competitor to Google Search

By: Kieran McQuilkin

An Apple search engine could be in the works as the technology company looks to add a Google Search competitor. Apple has significantly increased its efforts to develop in-house search technology for iPhones, according to a new report from The Financial Times. The company’s search engine ambitions have been rumored in recent years. But this is the best indication yet that marketers soon will need to add…

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apple-search-engine-conceptAn Apple search engine could be in the works as the technology company looks to add a Google Search competitor.

Apple has significantly increased its efforts to develop in-house search technology for iPhones, according to a new report from The Financial Times.

The company’s search engine ambitions have been rumored in recent years. But this is the best indication yet that marketers soon will need to add Apple search optimization to their list of concerns.

What is the Apple Search Engine?

It’s not yet clear how an Apple search engine would look and function. But there are some clues.

The company’s Applebot, introduced 2014, has significantly increased its rate of crawling the web, according to The Financial Times.

Furthermore, Apple is showing its own search results on iOS 14’s home screen search, bypassing Google and linking directly to websites. When iPhone users with iOS 14 type in the search window, Apple displays search results instead of Google’s, according to CNBC.

These developments mark a significant increase in Apple’s in-house search development and likely contribute to a broader push into search. These initiatives could range from Spotlight search and Siri voice search enhancements to a full-blown, Google-type search engine. We will update this post as more details emerge.

How Would Apple Search Engine Affect My Business Listings?

One of Apple’s primary selling points is privacy, which would likely be a key feature in an Apple search engine.

The company might try to build a search engine that doesn’t store personal information nor track users, similarly to DuckDuckGo. Unlike Google, it does not rely on advertising income, so it may not need as much personal data from users to sell search ads.

One question that arises, then, is how Apple would create a successful search engine without collecting users’ browsing data en masse. Local search marketing and SEO strategies would need to adjust to Apple’s privacy limitations – which may not offer geographic or device-specific search results.

Another question is whether only Apple devices would have access to this search engine, and how that would affect search and engagement data connected to device usage.

What Does This Mean for Local Listings and Google Search?

On every Apple device, Google is the default search engine for the Safari app. That may change, meaning millions of users will get different search results than before – an opportunity for savvy digital marketers who optimize their business listings early.

Google pays Apple at least $7 billion annually to be the main search provider on Apple devices, but that deal expires soon and Google is currently under antitrust scrutiny.

Apple’s entry into the search landscape also recently included Apple Maps ratings, which you can read more about here. The thumbs-up/thumbs-down recommendations are starting to appear in local business listings on Apple devices’ default Maps app.

 

Here are some related posts about local search, SEO and online reputation management:

Want to learn more about how Binary Fountain can improve your listings and online reputation?

Schedule a Demo

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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