Yesterday I wrote about using e-books as a marketing tool to get visitors who stop by your medical practice website or physician business website to hang around and perhaps even build a relationship with you.
Today, our topic to help you increase your medical practice website “stickiness” is the e-course.
Ever had that experience of receiving an e-mail from someone whose name or company you don’t recognize, and yet they seem to be following up on some action that you undertook?
I have. And it can feel quite intrusive.
Yet, it has been shown that it takes 5 to 7 contacts with a prospective customer for them to register who you are, and what it is you have to offer.
What better way to do it this with visitors to your medical practice website, than an e-course? A serialized piece of training or education devoted to a specific topic of interest to your target market, that is presented as a sequence of emails over a couple of weeks.
Anyone who signs up for your e-course is giving you permission (this is that permission marketing again) to show up regularly in their Inbox with helpful, non-pushy information!
Here then are tips to create an e-course that is valued and appreciated by those who stop by your medical practice website or your physician business website and want to learn something from you:
- divide your content into bite-size chunks, each chunk containing one key learning point
- keep each chunk brief (under five minutes to read and absorb)
- deliver each chunk every 3 to 4 days. More often than that, and your subscriber is likely to get irritated or overwhelmed with too much information!
- set up your series of e-mails in an auto responder to automate your e-mail delivery
- use simple language
- use storytelling wherever possible
- use video and/or audio ( no longer than 3 to 4 minutes) to enhance the “stickiness” of your email sequence
- invite your reader to submit questions to you, and make it easy by linking to your contact form page in the e-mail or including your e-mail address
- always include a call to action. This may be as simple as “check your inbox in three days for part two, part three, part four, etc”. your final e-mail in the sequence should be have a stronger call to action such as “to learn more about ABC Medical Practice / XYZ Physician Business, and to get your free consultation / cholesterol test / blood pressure check / eye exam / allergy test etc., contact us here (include a link to your contact page form)”
I love learning, and when it’s made digestible for me, I am much more likely to be persuaded that the person offering this to me is reliable and to be trusted as an authority. It’s just one of those crazy psychological things!
Here is part 1 of this series on “How can you entice visitors to stay longer on your medical practice website”, in case you missed it.
And when you are ready to learn more about effective medical practice websites, you can get more information at Physician Website Secrets.
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