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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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October 21, 2019

What are the Best Doctor Review Sites?

By: Kayla Zamary

Consumers have access to more information than ever before to find the right doctor for their care. Both generalized and specialized review sites host multitudes of doctor reviews and ratings that potential patients can browse at their leisure. In recent years, this activity has become an integral part of the physician selection process, as about…

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Consumers have access to more information than ever before to find the right doctor for their care. Both generalized and specialized review sites host multitudes of doctor reviews and ratings that potential patients can browse at their leisure. In recent years, this activity has become an integral part of the physician selection process, as about 60% of patients start their search online, and 40% rely on online reviews to find a doctor, according to Binary Fountain’s 2019 Consumer Healthcare survey.

As a consumer, it is easy enough to find feedback from other patients regarding nearby healthcare providers. A simple Google search can yield results from a number of review platforms, including Google itself. But if you are a healthcare provider, you need to know exactly where potential patients are going to write and read reviews about you. Neglecting any one of these popular doctor reviews sites ultimately hurts your chances of acquiring new patients. Also, failing to see a review can harm your reputation as well as keep you in the dark on methods for improving patient experience as a whole.

There are many healthcare review sites out there, and the list is growing (not to mention the social media platforms and general review sites that reveal healthcare feedback, too). Rather than cover them all, here we will list the doctor review sites that receive the most attention (in no order) and yield the best information for healthcare providers to use.

ZocDoc

ZocDoc attempts to streamline the entire healthcare process by allowing patients to find providers, book appointments, fill out health forms digitally and, of course, leave reviews and ratings. While providers cannot know whether patients will always leave positive online reviews, this site helps doctors gain reviews by requesting feedback from every patient after a doctor visit. In many cases, the number of reviews a doctor has matters just as much as (if not more than) their sentiment (positive or negative) when it comes to patient decision-making.

Vitals

Vitals also aims to be a single source for health information, with over 1 million physician profiles currently on the site. Patients can break down their doctor search in terms of practice, insurance accepted, location and more. Upon finding a physician, the patient can view their profile, complete with name, address and phone information as well as book an appointment, read more about the provider, view the provider’s reviews and read any quick facts. The platform currently boasts over 9 million reviews and ratings.

Healthgrades

Healthgrades is similar to Vitals in many ways, allowing users to categorize their search and containing a comparable number of reviews and profiles on its platform. However, this site is unique in that it also allows healthcare providers to advertise their practice in an effort to reach more patients. Healthgrades also has resources to help providers increase positive online reviews by sending postcards and emails to previous patients, encouraging them to leave a review on the site.

RateMDs

Creating a profile on RateMDs is a must for proper healthcare reputation management. One of the more intuitive doctor review sites, RateMDs has a knack for knowing what patients truly care about. In addition to the site’s more than 1 million reviews, the platform’s five-star physician rating system is broken into categories like Punctuality, Helpfulness and Knowledge. Patients can chime in specifically on things like cleanliness, treatment from the staff and overall value, too.

Wellness.com

What Wellness.com lacks in elegance, it makes up for in sheer information and functionality. Online users can find everything they need when looking for providers and doctors on this platform, from accepted insurance to education history to special services and so much more. Wellness.com offers three tiers for providers who wish to create a profile. The latter two options include tools for featured advertising, boosting search engine presence and reputation management.

Capture Insights from Reviews Across all Platforms

The five doctor review sites outlined above may be among the best, but they are not the only places patients go to leave feedback. For instance, Facebook and Google, while not specifically healthcare review sites, are visited more than any other review platform and carry a large number of physician reviews. With so many disparate places for reviews and ratings, healthcare providers may struggle to gather and analyze all of this data. This is where online reputation management solutions come into play. Binary Fountain’s platform allows organizations access to all of their online reviews and survey data in one place in order to help improve operations, keep up with local competitors, and acquire new patients. So, no matter where your patients talk about you, you will be able to see it all and make changes accordingly.

About the Author

Kayla Zamary
Marketing Manager

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October 16, 2019

How to Not Ask for a Review

By: Kayla Zamary

Having online reviews can often help potential customers make their decision while searching for the right thing. Asking for reviews can feel awkward, but when asked in the right ways, often customers are happy to do it if their experience has been good with your brand. In this article, we will go over the do’s…

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Having online reviews can often help potential customers make their decision while searching for the right thing. Asking for reviews can feel awkward, but when asked in the right ways, often customers are happy to do it if their experience has been good with your brand.

In this article, we will go over the do’s and don’ts of asking for a review.

Email and Text

Email is a classic way of contacting your customers. The key is getting them to open the email. It’s a lot harder than you think now that inboxes are inundated. If you’re going to send an email, be sure that your headline is eye-catching. Here are a few suggestions.

1) “At (your business name) we value your feedback on how to make us the best provider in your area.”

2) “Help someone else find the best (product/service)”

3) “How was your experience with (your business name)”

Those same subject headlines can also work as copy for text messages if you have a texting platform to contact your customers. Texting is a more direct form of contact so you don’t want to use it often, but your message is more likely to be seen due to how many emails come into the average person’s inbox.

If you want to ask for reviews via email, there’s no need to send a paragraph.

A few lines acknowledging the business you recently did, whether it be buying a taco or a house, and asking for their honest feedback on it so other people can experience the same satisfaction is all you need. Followed by a warm thank you, of course!

Here’s a template you can follow:

“Hi (Name), We hope that you are enjoying your (product/service). We hope you enjoyed it and your experience so much so that you might encourage someone else to come see us by taking a moment to leave a review at (link). Thank you so much for supporting us. It means a lot.”

Social Media

Social media is a great place for spreading the word. You can even utilize it as its own separate review forum by reposting reviews and posts from clients. Sometimes people will naturally post about what they love, but they may forget to tag your business account.

The way to get more reviews you can repost or send to a specific place is through hashtags. Having a custom hashtag for your business is always helpful but looking through specific hashtags in your field and industry might reveal some more posts you hadn’t seen before. Be sure to always ask if it’s ok to repost the image and text before doing so.

If you will be using the review in any sort of paid advertising, you’ll need them to sign a release form drafted up by a lawyer.

Asking for a Review in Person

This is likely the most intimidating option of all, but if you have a very relational business, like food service, hospitality, real estate, coaching, counseling, etc., it is likely the most authentic option for you. Here’s how to go about it.

If a moment feels right toward the end of their experience, simply state how much you have enjoyed the experience with them, and you would love to give that same gift to someone else. Then let them know that they can leave an encouraging note to someone else looking for the right business to work with by leaving a review.

How Not to Ask for a Review

There are a few things that can rub people the wrong way and make your reviews seem unauthentic. For example, if you give your customers a particular template in which to send in a review it will be obvious that those comments were manipulated.

Another thing that will cause people to leave lackluster reviews is by paying them or offering something for their review. Incentivizing for reviews can get you kicked off of many review sites, and it doesn’t produce an authentic review.

People are quick to sniff out lackluster reviews provided out of obligation.

Sometimes offering an incentive for leaving a review can actually violate some websites’ policies, which can get you in trouble with the places people use to find your business.

Additionally, you never want to demand customers leave reviews or shame people into filling one out.

Here are the main problems with those options. Someone can always go back and edit their review. While under pressure they may leave 5 stars, but later they can go back and complain about the pushy experience. Shaming has never helped anyone either. It often looks like using the “we are a small business and need your help to survive” line.

You don’t want sympathy reviews from customers that feel sorry for you and don’t provide you valuable insight into your business. Instead, aim for getting reviews from raving fans who are willing to boost your brand’s appearance and suggest ways to improve your product or service.

Overall, you don’t want to give anyone uncomfortable “car salesman” vibes by manipulating them to say what you want, how you want, and when you want. Let your customers be who they are and report on their authentic experience.

Getting this valuable feedback will help you identify problem areas in your customer experience and give you the insight you need to make operational changes.

Boost Your Reputation Management Today!

Having quality online reviews will help you build a trusted brand and can even help you win the local SEO game.

Binary Fountain makes online reputation management easy thanks to our trusted software that puts all of your online reviews in one place so they are easy to manage. It’s an essential tool for anyone wanting to grow their local business, regardless of industry!

Are you ready to take control of your online reputation? Read one of our case studies or e-books to learn more.

 

About the Author

Kayla Zamary
Marketing Manager

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October 14, 2019

How to Use Instagram Stories to Build Your Brand

By: Kayla Zamary

Since civilization began, stories have been the most important way to connect with other human beings. Almost all of our shared experiences, perceptions and biases come from stories we have heard from another person. Today, marketers can create new types of stories: Instagram Stories on the popular social media platform Instagram. This article will help…

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Since civilization began, stories have been the most important way to connect with other human beings. Almost all of our shared experiences, perceptions and biases come from stories we have heard from another person.

Today, marketers can create new types of stories: Instagram Stories on the popular social media platform Instagram.

This article will help you begin to engage with your current and potential customers through Instagram Stories. We will walk you through how to post and engage with your audience.

Engaging with your audience is crucial to the success of your brand. By interacting with your followers on a regular (if not daily) basis, you can reinforce trust and loyalty with your brand. The Instagram Story placement is perfect for building these customer relationships by providing exclusive behind-the-scenes content, current events with your business, and opportunities for audience feedback, as well as easy access to content on your website.

How to Post Instagram Stories

First things first: How do you post an Insta Story? Don’t worry, we all asked that question when we first learned too. Below you’ll find 4 steps to making your first Insta Story.

  1. Open the Instagram app.
  2. Tap the camera icon in the top-left corner.
  3. Tap the white circle at the bottom of the screen to take a picture or press and hold the white circle to take a video.
  4. If you’d rather use a photo or video you already recorded, tap the square gallery icon on the bottom left of your screen, or swipe up anywhere on the screen.

Additionally, you can TYPE, LIVE, BOOMERANG, SUPERZOOM, FOCUS, REWIND, or HANDS-FREE post by selecting one of these options before you tap the white circle.

To select them, tap or swipe over to change the capture settings. Give them a try to learn what each means.

If you take your photos outside the app to post later, be sure that you shoot your IG Stories content vertically so it will take up as much room on the screen as possible. If what you shoot feels like it could look better, simply swipe the screen left or right to add a filter on top of your photo or video. If you upload a photo or video that was captured more than 24 hours ago, a date timestamp will appear on the screen. No worries, that’s not permanent. Simply click and drag the text towards the trashcan icon in the lower middle of the screen to remove.

If you want to kick your Instagram Story content up a notch, you can have a designer create images or videos in a separate program before you post. They will just need to be in the following format:

  • Video or photo aspect ratio: 9:16
  • Video or photo size: 1080 x 1920 pixels
  • Max video length: 15 seconds

If you want to post a video longer than 15 seconds on Instagram Story, you have two options.

  • Record the video directly within Instagram Story, and the app will split up the video in 15-second increments and upload the videos in the correct order.
  • Use a third-party app such as CutStory to slice the video into 15-second increments.

What Should Your Insta Story be About?

Now that you know how to post, let’s talk about what to post. The most important thing to do is not overthink things or turn all of your content into an ad. Remember, you want the content on your Story to be a value-add to the content you’re already sharing in the main feed. Use this placement as an opportunity to expand your overall marketing strategy and really get to know your audience and what content they are interested in.

One of the draws of social media is getting a behind the scenes look at someone’s life or business, so you want to be authentic and genuine.

Not sure where to start? Here are a few different types of posts you can make to help you get moving on your Instagram Story implementation.

The Golden Rule: Tell a Story

People are wired for stories. It’s truly the best way to get people to engage with your brand. You can share anything, but always be authentic and vulnerable when possible. Share the journey of your team: highs and lows, or your shareable, noteworthy client moments. This is a great opportunity to share success stories and prove that your business can meet people’s needs.

The best way to do this is by taking a vertical video, which keeps you from having to write out several stories to tell the entire tale. It does help, however, to type out in a few words what your story is about to really capture the interests of your followers. 30% of Instagram Stories are viewed with the sound off, so this added text can provide context to your content, as well as provide an incentive to turn their sound on and tune in to your post.

You can also post the video you shared in your story to your feed for even more visibility.

Connect with Followers

A great way to interact with your fans is through some of the features created exclusively for the Story placement in Instagram. These features include polls, questions, location, mentions, hashtags, music, countdowns, sliding scales, quizzes, and chat. Below we will break down a description and how-to for the most popular features for engagement.

Polls on Instagram Stories

Polls are interactive stickers that allow you to get direct feedback from viewers. These can be a fun way to engage with your fans and learn a lot about them.

Steps for Creating Polls on Instagram Stories

  1. Take your photo or video.
  2. Tap the folded smiley icon at the top of the screen, which will bring up an assortment of stickers.
  3. Select the POLL sticker.
  4. Enter your question text.
  5. Tap on the default YES and NO buttons to edit them to enter your own poll responses.
  6. You can change the size and placement of it on the screen by pinching it with two fingers. Drag it anywhere you want to change the location of the poll sticker.
  7. If your poll is hard to see, use the brush tool to add a solid color behind the poll sticker to make it stand out. You can find that tool by clicking the marker next to the “Aa” option.

To check the results of your poll, click your story, go to the one with the poll, then swipe up.

You’ll see who voted for which option and get a tally of total votes for each choice. Anyone who answers your poll will be able to see how many votes each option got, but only you can see what option each user voted for.

How to Post Questions

The questions sticker can give you great material to work with for future posts. They provide your audience with an opportunity to share their opinion on a particular topic or ask a question to get to know you or your brand on a deeper level. Here’s how we recommend engaging with your audience via questions:

  1. Take your photo or video.
  2. Tap the folded smiley icon at the top of the screen, which will bring up an assortment of stickers.
  3. Select the QUESTIONS sticker.
  4. Keep the default text “Ask me a question” or tap on it to write your own text.
  5. Tap the color circle at the top of the screen to change the appearance of your questions sticker.
  6. Pinch and drag to change the size and location of the questions sticker.
  7. Once questions start to come in, you can find them by checking your Instagram Story views or by checking your post notifications.
  8. The questions will appear at the top of the list of viewers. If you like, you can tap Reply on any question to share that response (along with your answer) in a new post, or respond directly to the user by providing a response sent via direct message.

If the question asked isn’t too personal or self-identifying, it’s recommended to share these questions and your responses in a new story to show your audience that you’re actively engaged in the conversation.

Be sure to take note of what your viewers seem to respond to the most. Do they ask questions pertaining to your business, or are they more interested in getting to know the people behind the brand? For example, retailers will use the questions sticker as an opportunity to get audience feedback on an upcoming product launch or learn about shopping habits for upcoming seasons, whereas public influencers may utilize the feature to answer what they’re currently watching on Netflix.

For the questions sticker, the worst-case scenario is that no user questions are submitted on the sticker. If this occurs, you can just delete the post and try a different topic another day.

Removing Stories from Instagram

Stories disappear on their own after 24 hours, but if you make a mistake, you can always remove a story sooner than that. Here’s how:

  1. Tap Your story at the top left of the Home screen to bring up your Story.
  2. On the Story you’d like to delete, tap the three dots icon at the bottom right.
  3. Tap Delete, then Delete again.

Note: by deleting a post from your Instagram Story, you will lose all data associated with this post.

Instagram Stories in Summary

At this point, you will have noticed locations, mentions, hashtags, music, countdowns, sliding scales, quizzes, chat, and other fun stickers to add to your story, all available once you tap on the folded smiley icon. The best way to learn about these features is to experiment and see what works best for your business and your audience.

The most important thing to do when it comes to Instagram Stories is to use the feature to grow your brand and engage with your audience. Stories have much more visibility than your posts in your followers’ feed. The more they interact with you and watch your stories, the more your feed posts will be served to them.

We hope this guide helps you get started with Instagram Stories on your own!

Instagram Stories Helps You Build a Brand: We Help you Build a Great Reputation

Instagram stories may help you build a brand, but that’s only part of the online strategy you need in order to be successful.

If you run a local business, you need a great online reputation if you want to be found in local search results or acquire new business. At Binary Fountain, we’ve developed the perfect reputation management software to make it easy for business owners like you to take control of your online presence and gain the valuable insights you need to improve your business.

Download one of our e-books or watch one of our webinars today to learn more about online reputation management.

About the Author

Kayla Zamary
Marketing Manager

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October 10, 2019

Google Knowledge Panel

By: Kayla Zamary

As the years have gone by, Google is constantly looking for opportunities to provide the best user experience possible for searchers. One such enhancement includes Google’s Knowledge Panel, which helps users quickly digest information directly from a search result instead of having to go to a website for answers. Does your company or organization need…

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As the years have gone by, Google is constantly looking for opportunities to provide the best user experience possible for searchers. One such enhancement includes Google’s Knowledge Panel, which helps users quickly digest information directly from a search result instead of having to go to a website for answers.

Does your company or organization need a knowledge panel? It’s hard to say, but even if you do want one, it isn’t a guarantee you will be awarded one. Even worse, the information may not be accurate!

We’ll explore how knowledge panels are awarded and how you can influence what Google displays from an enhanced search result.

What is Google Knowledge Panel?

A Google Knowledge Panel is a type of rich results in Google’s search results pages that shows specific information about a business, person or other type of subject matter.

Example of a Knowledge Card

Knowledge cards can show up for a wide variety of topics including people, businesses, animals, countries etc.

These enhanced search features show up on the right-hand side of your results when you are using a desktop computer. This is all intended to make search results as comprehensive and easy to understand as possible.

How does Google do this? A little enhancement to their machine learning called Knowledge Graph.

How are Knowledge Panels Generated?

Back in 2012, Google launched the Knowledge Graph as a way to map broad connections between data points. In other words, it was created to give Google the ability to group factual points about a subject matter and present that data in an easy to understand visual representation.

Here is a video Google put out in 2012 that explains how Knowledge Graph works.

Over the years, Knowledge Graph has gotten more and more diverse with recipes, list sliders and other enhanced search results options. This has led to an increase in what is called zero click search results.

How to Get a Knowledge Panel

Unfortunately, there is no guarantee your business will get a knowledge panel result, but there are some things you can do to increase your odds if you are a local business.

The first step to getting your own knowledge panel is to claim your Google My Business account. Once you have verified your account, make sure you add as much information to your listing as possible, including:

  • Name
  • Address information
  • Phone number
  • Website
  • Opening hours
  • Photos of your location

After you complete this, make sure you also verify your site on Search Console. This will allow you to better understand how Google interacts with and understands your website.

Finally, for businesses, we recommend you add the structured data markup for your business, especially if you work in a specialized field that requires its own schema. You can find out more about what schema is right for your business on Schema.org.

Doing all of this should greatly increase your chance at getting a knowledge panel for your business.

If your business is more personality or brand driven, Google ultimately decides if you have enough authority or people searching for you for a knowledge panel to appear.

Creating great content, having a great UX experience and building a trustworthy brand are your best chances of gaining a knowledge graph.

How Do You Edit a Knowledge Panel?

If you are lucky enough to win a knowledge panel, you will need to verify it in order to suggest edits to Google. Getting an edit approved on a knowledge panel can take a long time so be patient. The hoops you have to jump through for claiming a knowledge panel will vary based on several different factors.

Note: Google does not have to accept your recommended changes if they feel like the information you provided is inaccurate or if they can’t find information online to support it.

In order to have the best chances of having your edits made, make sure to provide the correct documentation and follow their guidelines. Typically, it is much harder to get a knowledge panel for a personality or brand than it is a business. If you do get one, it’s important to curate it to ensure the information presented is correct at all times to ensure the best possible user experience.

Knowledge is Power

Ultimately, knowledge panels are a great way to give users the information they are looking for quickly and efficiently.

If you own a local business, getting one is almost essential for driving the kind of results you need to grow your business.

If you are interested in further improving your search engine optimization, we recommend checking out our free e-book on how online reviews help or hurt your local rankings.

About the Author

Kayla Zamary
Marketing Manager

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October 03, 2019

What are Local Citations?

By: Kayla Zamary

Before the internet, local business owners would have to set up business listings in places like the Yellow Pages or in the local newspaper. Thankfully, this is no longer necessary due to the rise of online directories and listings. Tools like Google My Business, Facebook and others help businesses show up in search results when…

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Before the internet, local business owners would have to set up business listings in places like the Yellow Pages or in the local newspaper. Thankfully, this is no longer necessary due to the rise of online directories and listings. Tools like Google My Business, Facebook and others help businesses show up in search results when people are searching for services.

Many business owners want to know how to improve their position in search results and increase their chances of being found. One of the many ways to do this is to improve the quality and quantity of your local citations.

We’ll cover what local citations are, how to grow them and what impact they can have on your local business.

What are Local Citations?

A local citation is an online reference to your business that includes company name, phone number, address, zip code and website address.

Typically, the most basic forms of citation contain the name, address and phone number of a business (NAP). Citations help local people find business locations and can have an impact on your search engine rankings in your area.

Citations can be found in a variety of online spaces, including social media platforms, business directories, event websites and even on apps.

In order to get the most out of local citations, you will want to actively manage your listings to ensure accuracy. Inaccurate listing information can cause confusion for users and discredit your information for search engines.

What Information Do local Citations Contain?

In addition to NAP, local citations can contain:

  • Business categories or specializations
  • Hours of operation (including holiday hours)
  • Website address
  • Business description
  • Customer reviews
  • Location images
  • Social media links
  • Department specific phone numbers
  • Videos
  • Payment forms accepted
  • Geo-coordinates
  • Email addresses
  • Fax number

Do local Citations Always Contain Links?

While citations don’t always contain links back to your website, that doesn’t mean that they aren’t valuable. Search engines are smart enough to understand the value of a listing, even if there isn’t a direct link back to your website.

Having said that, backlinks are always valuable. Backlinks are one of the major ways that search engines determine the authority a website has and typically prioritize sites with a better backlink profile. Because a citation is a very authoritative link, citations that include links are better than citations without links.

It also gives a human visitor a chance to go directly to your site without having to look it up online.

How do Citations Impact Search Engine Rankings?

At a very basic level, online citations help search engines, like Google, verify that your business exists where you say it does. The more citations you have (and the better quality) the more legitimate your business is in the eyes of search engines.

Depending on a variety of factors, local citations can either have a positive or negative impact on your local search engine rankings.

Some of those factors include:

  • Correctness of data
  • Number of citations
  • Quality of listing

When search engines compile data, they want to make sure that the information they are displaying is accurate. This means you are less likely to rank well if you have inconsistent information in your local citations. Cleaning up citations is the first step to improving your local SEO.

The number of citations you have also matters. You will want to be listed in almost every relevant business directory or local website. Relevancy is the key here since having your business listed everywhere could confuse search engines seeking to understand what your business is about and is not helpful for a user who is less likely to interact with a listing that does not meet their initial user intent.

Finally, the quality of the citation also matters. Is the website it appears on trustworthy? Is it relevant? These are questions you should be asking before adding a citation.

Some examples of high-quality citations include:

  • Yellowpages
  • Facebook
  • BBB
  • Yelp
  • Bing Places
  • Apple Maps
  • Acxiom
  • Industry specific listings
  • Official city directories

Having all three of these factors covered (accuracy, number and quality) is an easy way to bolster your online reputation with search engines and increase the likelihood of your business appearing when people are searching for your services.

How to Build Citations for Your Business

Now that you know what citations are, it’s time to help you build a quality citation profile for your business.

To build local citations:

  • Make sure NAP is the same on every site. Consistency is key to getting the most value of your citations. There will be some variations in formatting, but don’t worry about that. Just follow the directions and fill out the information accordingly.
  • Add as much description as possible including what your business does, images, logos and even categories of what you do. Again, consistency is always preferred here.
  • Make sure to claim your listings like on Google my Business, Bing and Apple Maps. We have an entire guide on how to claim a Google My Business account if you need help.
  • Make sure you’ve covered the essential places for a citation (listed above) before trying to find new citations.

How to Find New Citations

To find new citation locations, start by looking at industry-based organizations that provide listings specific to your location.

You may want to start by searching your specific location for something like “city* business listings” or “industry* business directory.”

This should give you an idea of what kinds of local opportunities exist that will help you get the edge on your competition when it comes to owning the most citations.

Improve Your Online Reputation and Your Citations

Building quality citations will certainly help your business be found by search engines and users alike, but it is only part of a comprehensive local SEO strategy.

In order to really have a leg up on to your local competition, we encourage you to cultivate a good reputation management program in addition to citations. Having a sparkling online reputation gives you the authority search engines are looking for while also gaining your potential customers’ trust.

You need to have both to win in the game of local search!

Binary Fountain makes online reputation management and citation management easy with our reputation management software.

Are you ready to grow your business? Learn more about what our software does for businesses just like yours today. Read one of our case studies or e-books to learn more.

About the Author

Kayla Zamary
Marketing Manager

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September 30, 2019

Using Technology to Improve Patient Experience

By: Kayla Zamary

Healthcare providers rely on patient feedback in order to address common concerns, adjust operations accordingly and improve the patient experience as a whole. In this era of rampant information, there is no shortage of this kind of data. Patients are discussing the good, bad and ugly parts of their healthcare experiences over social media sites,…

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Healthcare providers rely on patient feedback in order to address common concerns, adjust operations accordingly and improve the patient experience as a whole. In this era of rampant information, there is no shortage of this kind of data. Patients are discussing the good, bad and ugly parts of their healthcare experiences over social media sites, review platforms, surveys and more. While this abundance of feedback is a boon for healthcare providers, it also poses a problem: there is simply too much data to efficiently store, analyze and synthesize in meaningful ways.

These data problems translate to other types of health information, too, such as prognosis and record-keeping. Providers must sort through data on each patient and analyze it to help determine diagnoses and treatment solutions. Lacking an efficient means for handling all of this data also impacts patient satisfaction, as manual processes may increase wait times and limit the number of patients a provider can accommodate. So, what can be done? How can healthcare providers efficiently manage healthcare data analytics and do so in a way that improves patient experience?

The answer is technology; more specifically, automation and artificial intelligence. Here we will explore in greater detail how healthcare providers can use technology to manage all their data and improve the patient experience.

Automate Survey Intelligence

Patient satisfaction surveys remain one of the best ways for you to gain insight into every aspect of your organization, from wait times to physician thoroughness. These surveys are designed to measure patient experience on a rated scale in order to simplify analysis. However, with so many patients in your network, you might still struggle to gather and interpret all of this survey data.

By automating survey intelligence, computer algorithms can collect, read, analyze and report survey data with incredible speed and efficiency, saving an organization crucial resources. Best of all, Binary Fountain’s innovative Star Rating solution converts internal survey data into ratings and reviews that can be published on your website. This helps you build trust with current and potential patients, which is vital in implementing a successful consumer engagement plan. Just as importantly, tar ratings give you a clearer view of what your patients think of you, as well as how your organization stacks up against the competition.

Use Algorithms and Data Analytics

Automated algorithms are useful in analyzing other forms of healthcare data, too, such as prognosis and patient medical history information. Sorting through patient info manually is limiting and prone to human error. As a result, you run the risk of delivering an incorrect or late diagnosis. Algorithms and data analytics can help address nuances and predict outcomes that escape human awareness so you can diagnose problems earlier and with greater accuracy, improving the lives of your patients.

Analyze what’s being said with Natural Language Processing (NLP)

Both surveys and reviews may contain longer chains of text that, in the past, could only be interpreted by a human being. Today, however, strides in artificial intelligence have made it possible for computer programs to read, interpret and summarize long-form, unstructured feedback. This technology is known as Natural Language Processing (NLP). NLP can target and analyze keywords and phrases from social media, online review sites and post-care surveys, uncovering key phrases and insights that speak to your organization’s strengths and weaknesses. The algorithm can then report on areas that need attention so you can spend more time finding ways to improve patient experience and less time manually reading long reviews and scouring for useful data.

Root Cause Analysis

As you uncover patient concerns and insights, there may still be uncertainty regarding the underlying causes of certain issues. This is where Root Cause Analysis (RCA) comes in handy. RCA tools can help you diagnose the origin of organizational problems, and highlight strengths, too. For instance, if a hospital receives negative patient experience scores, RCA software can read through comments to determine specific issues, such as bedside manner, rude staff or difficulties setting up an appointment. In this way, RCA tools are often linked to NLP features, since deep text analysis is involved. By uncovering the root causes of your company’s problems, you can more effectively implement lasting changes that will improve patient experience and boost your reputation.

The Many Benefits of Tech in Health Data Management

These emerging technologies of automation and artificial intelligence are helping healthcare organizations everywhere identify key patterns, discover exciting breakthroughs, increase patient satisfaction and reduce employee burden. On top of all that, healthcare data analytics also help organizations devise patient engagement strategies both online and offline that ultimately increase brand loyalty and helps providers maintain their reputation. Human touch is required to improve the life of each individual patient, but technology is paving the way for better patient experience and health outcomes in the broader sense.

Are you interested in using Binary Fountain’s tools to improve your organization’s patient experience? Schedule a demo with us today to learn more. 

About the Author

Kayla Zamary
Marketing Manager

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