Hospital network promotion Everyone is familiar with the placement of online media advertisements. Today I will talk about how to do network promotion without spending money.
1. Search engine optimization
At present, many hospitals affiliated to large medical groups pay more attention to the promotion of website search engine optimization (SEO) and have achieved remarkable results. Some of the newly established groups in the network department have not really realized the importance of SEO, and they are doing hospital network marketing with the idea of "small advertising". Some of them are unable to carry out it because of the complicated operation of SEO and the lack of special personnel.
Search engine optimization (SEO) generally has two ways:
1) has achieved a good ranking on several popular keywords with a large number of visits, so as to increase the number of exhibitions;
2) Get a good ranking on keywords that are infrequently visited but have a large number (usually thousands) to increase the number of exhibitions. At present, most hospital websites are more suitable for the latter idea.
Do a good job in search engine optimization requires several conditions:
1) Number of target keywords >; 10000;
2) 654.38+ ten thousand articles consistent with the target keywords;
3) import the above data into the hospital website database perfectly;
4) Update the website content in time to ensure that most of them are original articles;
5) The universality of friendship link, description and link.
Because search engine optimization will allow a large number of users to access a large number of pages through a large number of keywords. Therefore, the promotion information should be reasonably placed on the layout of the final page of the website, and the contact information should also be placed in an eye-catching position to reduce communication friction.
2. Content cooperation to build news source.
Content cooperation promotion mode is a new promotion mode in recent years. It has always been a cooperation between portals and vertical portals. However, with the popularity of online collection and copying programs, original content can be conditionally disseminated at an alarming rate. We only need to choose the target cooperation website, and we can greatly increase the number of hospital services in a short time. At present, the best content partner of the hospital may be the local newspaper media. Every time a newspaper soft article is published, it will be published on the newspaper website, which is often the news source of many portal websites. In content cooperation, we should put as much information as possible about hospital services. At the same time, in order to expand the speed of communication, you can selectively package the content and provide free download in the webmaster. To reduce propagation friction.
3.BBS, Baidu Post Bar, Baidu knows.
With the rise of WEB2.0, the form of user-created content has been widely adopted by major websites. At the same time, because of the post, I know that the participants in the 2.0 mode are ordinary netizens, which makes the content provided by users more in line with the keywords used by search users. Therefore, the promotion in similar fields is of great value. However, because this promotion cannot be coordinated by technical means, more manual efforts are needed. It can be used appropriately when the staff time is abundant.
The following is the operation method of Baidu Post Bar:
Step 1: Choose a suitable post, generally do not send a theme post, so the attached URL can be easily deleted. After my practice, I usually reply to the latest posts (no more than 5 replies), which is more effective.
Step 2: How to reply: This is the key. You can't simply send a website address. You must bring something related to the theme. For example, if the topic is inquiry, you can say "Come and have a look, maybe there is an answer". If you are afraid that this kind of thing will be deleted, you can put some publicity slogans about your website (for example, I am trying to promote my hospital online marketing blog recently, and write "Luo Kun online marketing consultant blog gives you a Happy New Year" below). This effect is very good. I have sent a lot, but I have hardly deleted it so far. Stickers must be related to the theme of the post, for example, in Jinan. After posting, you can write the picture as "Welcome to Jinan" and then write your website below the text to make a picture.
The third step: always pay attention to the reply and top it from time to time. Be careful not to use this method too often. It is enough to send 5- 10 reply posts per post every day.
4. Blog promotion
With the vigorous development of Internet websites, webmasters pay more and more attention to the ways and means of website promotion. Blog promotion, as one of the branches, is one of the more effective recommendation methods for website promotion. At present, blog marketing is very popular. In fact, it is beneficial for hospitals to carry out all-staff network marketing, which can not only promote doctors, but also attract netizens, killing two birds with one stone.
To truly understand blog promotion, we need to understand the basic characteristics of blog communication first. Because blog is an individual-centered expression and communication, its characteristics can basically be described by several key words: personalized performance, niche audience, knowledgeable content, and efficient divergence in the communication process. To put it more vividly, if compared with traditional marketing methods, it can be summarized by magazine performance, diversified communication, opinion guidance, word-of-mouth communication and powerful viral marketing ability. Chen Tong, editor-in-chief of Sina. com. Com, once commented on blog communication. He said: "The communication channels between blogs have been established conveniently, which makes the transmission of corresponding information reach an unprecedented high efficiency." Chen Tong's words "between blogs" and "corresponding information" actually refer to the information circle and audience circle created by like-minded bloggers. And this is the most powerful part of blog communication. Because blog information is distributed by blogs, the divergence of "many-to-many" communication is sometimes more vitality and expansibility than "one-to-many" mass communication, while maintaining the diversity of communication paths.
Advertising gives people a perceptual knowledge in the process of publicity, which people don't know much about, but it is just a simple cognition; If you add blog input and publicity in the later period, it will definitely impress people, so as to achieve the final communication effect. It can be seen that there is a certain connection between blog and advertisement in the process of website image promotion, and the combination of blog and advertisement has become the fastest and most efficient way of communication in modern hospitals.
5. Friendly links increase the weight of the website.
Before 2002, friendly links could bring more traffic to the website. After the second time, its function gradually weakened. So far, the function of friendship links is only to improve the weight (PR value) of websites in search engines through mutual links, thus improving search rankings.
What method does Google use to measure the quality of a website? The answer is the Pagerank system of Google.
Google's ranking algorithm mainly uses two parts. The first part is its text content matching system, which Google uses to find web pages related to search words typed by searchers. The second part is also the most important part of the ranking algorithm, which is the page-level technology (PR value, Pagerank) patented by Google.
Let's reveal some skills of Baidu's collection: when searching for keywords on websites, Google will give higher weight to keywords appearing in its meta-title, so you should make sure that the title tag of your website contains the most important keywords, that is, you should decide the content of the page title around your most important keywords. However, the title of a web page should not be too long, and it is generally better to be between 35 and 40 characters. Many hospital websites have added many articles, but the inclusion rate is not high. A very important reason is that the title is not done well and there is no focus on the key words.
6. Post more websites, the more the better.
Until today, a good website collection can still bring a lot of traffic to the website. At present, the collection of websites adopts a free policy, but the review of website content is extremely strict and it is difficult to pass. As long as the hospital website improves the website content, you can try to submit it to it. Search engines will naturally rank high.
There are many ways to promote hospital websites without spending money, such as QQ, email and SNS. The following are seven main common methods for your reference.
Hospital website promotion plan
1. What are the network promotion methods suitable for hospitals?
1- 1, keyword advertisement:
Baidu bidding and Google adwords are the most commonly used promotion methods in most hospitals at present, but without good experience and skills, the tricks and expenses are too much, just like burning money, and the cost is too high.
1-2, SEO (search engine optimization)
SEO is a low-cost and effective means, but it needs to invest more time and energy. Plus the correct SEO strategy, you can get better results. Because SEO investment is small, it is a very cost-effective means compared with bidding advertising.
1-3, Database Marketing
This is a very important marketing tool, but most hospitals have not used it well. If this strategy is adopted, the effect of network marketing can be greatly improved.
1-4, word-of-mouth marketing
For hospitals, the most important promotion means is word of mouth, because the quality of word of mouth determines the strength and level of this hospital. Hospitals are institutions that help people solve diseases, and cannot be purely commercial institutions. Therefore, if the hospital wants to upgrade, it needs to work hard in this regard.
1-5, blog marketing
Doctors in hospitals are experts, and experts are suitable for consulting marketing. Therefore, blog marketing is a very good means, which can not only popularize health knowledge for everyone, but also improve the popularity of experts.
1-6, other strategies
BBS promotion, link exchange, alliance advertising and so on are not detailed here.
Second, how do hospitals use the Internet to do database marketing?
2- 1, collecting patient database
In order to obtain a large number of patient database materials, we must first give these patients some valuable knowledge or services for free. How to give them what we can do with the following strategies. It costs an average of tens or even hundreds of yuan to get a consultation through bidding advertising, and the cost is very high. However, through the following strategies, hundreds of patients can be consulted at almost no cost, and only some energy is needed.
First, the use of fees for profit exchange of community collection
Establishing a non-profit communication community website for a certain disease can attract and stick a large number of patients to communicate on this website. The cost of such a website is several thousand yuan every year. Because it is a non-profit communication community, a little promotion can attract many patients to join in.
B, using patient communication QQ group to collect.
Publishing group numbers in related forums, post bars, caring questions and other places will soon attract a large number of patients to join the QQ group, thus obtaining the contact information of these patients.
C, establish expert blog subscription, collection,
Open expert blogs in the largest 10 portal and health portal, and regularly publish articles about general knowledge, such as patients' problems and how to treat them. , and then through the blog post subscription collection.
Focus: Use the blog subscription function to collect the contact information of a large number of potential customers. Note: Most people start blogging, but they don't recommend that their readers subscribe to their own blogs. For example, by using tools such as feedburner, their blogs can automatically send every updated content to subscribers' mailboxes.
2-2. Follow up these potential patients
By phone, SMS, email, etc. We constantly send some helpful knowledge to these patients, so that they can feel that whether he is a patient in your hospital or not, you have been caring for him and trying to help him.
Be careful not to advertise directly, because no one likes advertising, but if you only care about patients, patients will naturally care about your hospital, thus achieving the effect of advertising embellishment.
2-3. How to conduct word-of-mouth marketing
Do a good job in all aspects of detailed services, and regularly pay a return visit to patients with success information by email, SMS, telephone, etc. Let them feel that you have been paying attention to his health, and they will naturally help you with word-of-mouth publicity for free.
Third, how do hospitals do a good job in search engine marketing
3- 1, how to do keyword advertising
There are too many tricks in it. A few simple details here can help you greatly reduce the cost of bidding advertising and improve the effect of bidding advertising.
1. Turn off content alliance advertising.
By default, most of the traffic is not from search results, but from content alliances, and the quality of these traffic is poor, wasting potential. Once a friend turned off his phone, saving 80% of the advertising fee, and the effect was the same.
2. The matching degree of advertising design should be high.
Don't let all advertisements go directly to the home page, but go directly to the corresponding webpage.
3. Advertising language design is unique and eye-catching.
Advertisements don't rank high by clicking. As long as your advertisement appears above the fold, your advertising language is attractive. Even if you rank fourth, you can get a higher click-through rate than the first one.
4. Detect the conversion rate of different keywords.
GoogleAnalytics is a tool that can help you detect the conversion rates of different keywords in Baidu and Google advertisements, and can help you gradually eliminate those keywords with low conversion rates.
3-2, how to do a good job in search engine optimization SEO
1, keyword strategy
Hot keywords, there are advertisements in front of Baidu, and the competition on the left side of Google is fierce. You can't just rely on hot keywords, but you must rely on a lot of long-tail keywords. So you can choose 200 long tail keywords to SEO, and the effect is faster and more obvious.
2. Multi-site strategy
The website cost is relatively low, so you can make a website for each department separately, and multiple websites can do SEO together, which can achieve better results.
3. Content strategy
Don't just build content in the form of collecting articles, you can build content around the target long tail keywords by building a knowledge base. Search engines prefer such content.
4. Keyword layout
Every web page, according to SEO standards, carries out keyword layout in every detail of the web page, so that its density is natural and reasonable.
5. Search engine submission and ranking improvement.
A series of strategies such as website map making and submission, internal link framework, reverse link increase plan, etc. To improve the collection and PR value of the website, the next effect is only a matter of time.
SEO should be done well, one is details and the other is strategy. If these two points can be done well, the effect will be very ideal.
If you don't have the experience and skills to do marketing on the Internet, spending millions is like pouring water out, because money may not produce good results. If you can master good experience and skills, you can get good results without spending too much money.
Finally, I will take out three of the many details mentioned in the last article. As long as you implement them, you can save at least half of your advertising investment or double your sales.
1. Is your bidding advertising content alliance closed?
2. Have you followed up the potential customers you consulted?
3. The strategies mentioned in this article are all you can do at once.