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How to Create a Winning Mobile Content-Marketing Strategy?

February 6th, 2014 | Vets and Pets
How to Create a Winning Mobile Content-Marketing Strategy?

Smart technology made its presence felt very strongly all through 2013. A number of new trends emerged as a result and the consumer market changed in more ways than one. Faster access to information while on the go was among the leading consumer market demands; the spotlight turned towards the mobile marketers recognized it as a growing driver of traffic. So what does this mean for veterinary practices?

Well for one, an increasing number of potential clients now search for and access information about veterinary practices as well as various aspects about pet health care using their mobile devices. So if your site and your marketing efforts are not being channeled to deliver optimized user experience over the devices clients use, then you are going to lose a major chunk of your client base. The area of focus for veterinary marketing therefore is to create mobile-optimized content marketing strategies. Here are a few ways in which you can do just that:

Localized Content is a Key Aspect
Potential clients are looking for you and a variety of pet related information while on the go – according to a study conducted by Nielsen, 40% of all mobile searches were carried out with a local intent. This means you will have to start focusing on finding out what potential clients are searching for locally. One way to research local search trends within a particular location is by using Google Trends. Enter the search terms you are looking to target and select a geographical location you want information on; this should deliver a deeper insight into client expectations. Configuring Google Alerts to deliver regular updates on trending topics within a given region can also provide you with the information you need.

Develop a Video Content Marketing Strategy
A study by Nielsen found that 28 percent of online consumers watch video over their mobile devices at least once a day. Now more than ever, veterinary practices will need to start focusing on creating video content to reach their target audience. Short is indeed sweet and short form videos over Vine and Instagram are perfect for capturing the attention of your mobile audience. Include relevant hashtags for your videos over Vine so as to make it easy for viewers to locate your content.

Focus on Conversational & Voice Search
The combination of keywords with a location is no longer enough or viable. Veterinary practices will need to start considering user intent and the context behind search queries. Keep in mind that potential clients today use voice search which means you need to develop a mobile SEO strategy which focuses on incorporating conversational search terms within its content. You can use Google Analytics to find exact keywords that your mobile visitors are use to locate your site. Once you have a list of keywords and relevant search terms ready, start incorporating them in your content.

Deliver a User Friendly Experience
As mobile usage improves, the emphasis on delivering improved mobile user experience will continue to gain prominence. In addition to impacting your site rankings, an improved mobile user experience will also be a major driver for visitor engagement and conversion. Content will get shorter which means veterinary practices will need to start providing information keeping in mind its mobile viewing appeal. Another aspect of delivering an optimized mobile user-experience and conversion relates to page load speeds. Google expects mobile pages to load within a time frame of one second or less; this will ensure a visitor is engaged and also help in delivering a positive user experience.

Do you have any questions or doubts regarding incorporating marketing into your practice? Fill the form below and our team will get back to you with answers!
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