Seven ways: Improve your digital marketing

1 Take a multichannel approach

Using a full range of channels is the surest way to fully market your practice. This might include pay per click advertising, social media, blogs, emails, texts and display advertising.

Each could be likened to a stop on the ‘customer bus journey’, which can be tracked and analysed through data insights, according to OptiCommerce digital marketing manager Chris Mantle. ‘You can engage with people three or four times but you need to be in as many channels as possible to make sure all those engagements resonate with people,’ he says.

2 Reach multiple devices

In addition to the established desktop, laptop, tablet and mobile phone devices, ‘voice’ is emerging as a common search technology. Because more people are talking into their devices in this way, through assistants such as Amazon’s Alexa and Apple’s Siri, search terms are also getting longer.