How to leverage your website as a powerful marketing tool

One of the biggest marketing traps we see practice owners regularly falling into is trying to endlessly create new content. Don’t get us wrong, new content is fantastic if it’s the right content, and it’s being created for the right reasons. 

New content created for the wrong reasons equates to a waste of your time, and a potential loss of clients as they may begin to feel your website is no longer relevant to their needs. 

To ascertain whether you’re producing the right kinds of content for your practice, it’s vital to have a solid marketing strategy in place. By implementing an effective marketing strategy, you’ll quickly realise that, just because your marketing is now more targeted, it doesn’t mean you have to discard all your old content. In fact, it’s important you adapt and expand upon this pre-existing content to make it work for your business. 

Your old content probably still has some very important information that you wish to impart to your clients, it might just need a bit of a rework. Leveraging both your existing and new content gives you the opportunity to achieve some great engagement results off your website, without you needing to create new content just for content’s sake. 

To find out more about the effectiveness of your online content, you can use a keyword planning tool and Google Analytics 4 (GA4) and you’ll very quickly discover that repurposing some of your old content is definitely a prime example of how to work smarter, not harder.

How to increase engagement on your website with existing content

Before you run out and throw thousands of dollars at multiple fancy SEO software suites, you need to be aware that there are better, more cost-effective ways to track your webpage’s performance.

Planning and scheduling content can very easily be achieved based purely on insights generated via Google Analytics 4. 

There are also some really basic and common-sense strategies out there that you can easily utilise to increase engagement on your existing content pages.

The Forbes Agency Council created this comprehensive list of tactics of which some of our favourites include: 

  • Investing in video which can easily be embedded on existing pages 
  • Creating digital purchase paths and links to other content on your site and;
  • Making sure your data is as specific to your practice’s specialty area as possible.

A quick word to the wise if you’re contemplating using ChatGPT to generate some “easy” content – please don’t. It may seem easy but there are some significant drawbacks. While the technology is clever, it’s not quite there yet and there is real potential for you to be filling your website with some really bland, uninteresting, error-filled and unreferenced content.

What is keyword planning?

One of the first steps in developing an ongoing strategy for your content marketing is keyword planning.

Keywords are what search engines like Google use to correlate queries to data on websites. 

When a user types in “postnatal physio near me” or “bird vet North Melbourne”, your website needs to be designed in such a way that Google finds it quickly, and puts it high in the rankings of the search you want to be found for.  

There’s a lot to learn about Search Engine Optimisation (SEO) and how it relates to keywords and keyword planning, and Moz provides a great beginner’s guide. 

Making sure that you are using the right keywords in the content on your website is vital.

Primarily, it increases your website’s visibility to search engines, consequently driving more traffic to your site.

Secondly, effective keyword planning ensures that your website then offers more opportunities to genuinely engage those that read your content which then leads to more clients or patients on your doorstep.

What is Google Analytics 4?

Many business owners are probably familiar with Google Analytics and how it works. If your default browser is Google, then you should know about the importance of using Google Analytics 4 (GA4) for all your web data analysis.

GA4 is Google’s next-generation analytics tool which enables business owners to track both website and app data.

The way it collects data is significantly different to the traditional Google Analytics model. This highly specific data allows you to much better understand which content is working and which isn’t, allowing you to further hone your content marketing strategy.

Setup is simple and you can even use your existing analytics account details. Then it’s just a matter of setting up your website as a “property” and following the instructions as they apply to your practice.

How Google Analytics 4 can help you leverage your website

Delving into the new reporting functionalities in GA4 is the best way for you as a practice owner to figure out what is working on your site and or app and how to implement it further into your marketing strategy.

Some of the reports you can now tap into via GA4 include:

  • Home Page Report: This summarises where your new web traffic is coming from, what your top performing campaigns have been and which of your webpages are getting the most views.
  • Real-Time Report: This shows you events that have happened on your webpage in the last 30 minutes.
  • Life Cycle Report: This allows you to analyse how users enter any conversion funnels, and how they behave once they’re there.
  • Analysis Hub Reports: These offer exceptionally detailed metrics on things such as cohort similarities, user lifetime reports and path and funnel analysis.

GA4 just offers so much more visibility and accuracy with regard to how users are behaving on your website. This knowledge can then be built upon to expand, amend and create content in line with what your clients are best responding to, which takes the guesswork out of what to promote next.

The tools are very much at your fingertips for you to proactively boost engagement and traffic to your website. 

By using the right tools and planning ahead with an effective content management strategy, you’ll very quickly find that content creation for your business will feel like much less of a chore – especially when you start seeing the results of increased engagement and, in turn, increased business to your practice.

Getting the right strategy in place does take time however and, if like many other practice owners out there, time is not something you have to spare, we can help.

Contact Quay Content Marketing and we can discuss our various content marketing packages that may benefit your practice immensely.


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