If you track your website’s performance with Google Analytics, you need to read this. In October 2020, Google released the 4th iteration of its analytics suite: Google Analytics 4 — GA4. It has since moved on from its previous program Universal Analytics, but some end users are still slow to adopt the new product. Why should you do this? How do you do this? What if you don’t want to? What are the drawbacks? If you’re yet to join the GA4 bandwagon, don’t worry. This article will cover everything you need to know, including: What is Google Analytics 4? The key...

Every year always begins with hype around new marketing technologies and trends that will supposedly define the year ahead. However, like the “You’ll never see me in that!” fashions that walk down a Parisian catwalk each season, some of the year’s digital marketing trends may take more than twelve months to become practical and relevant to most mainstream marketing strategies – particularly in more conservative industries like healthcare and finance. Yes, we could talk about AI, the Internet of Things or interactive content, which are all definitely things right now. We...

With every technological development, the healthcare industry grows even more competitive. Why? Not only do customers judge the quality of your products and services; they’re also influenced by your online presence, including your website. How easy is it to use? Does it load quickly, and is it easily found on search engines? This is where SEO and user experience comes in. SEO can help healthcare organisations expand their digital presence, reaching new and wider audiences online. While navigating this may seem like a minefield at first, by focusing your efforts on the below strategies...

As a healthcare brand, it is vital to rank well on Google for your branded keywords. You want to be able to outrank any eCommerce retail websites that sell your products. Doing so will allow you to build brand authority, which helps build trust with your target market. This will help you gain new customers while retaining old ones. So, how can you do this? One way is through SEO content expansion, a method that enables you to expand the search visibility of your content. When utilized correctly, you will benefit from improved rankings and, ultimately, more website...

Are you using digital advertising to promote and grow your business? It’s one of the best ways to get your brand front and centre with your target market without spending all your marketing budget. If you are, then perhaps you may have heard about programmatic advertising, since it’s gaining a lot of attention among online marketers these days. If you’re looking to improve Return On Ad Spend (ROAS) for your campaigns, then it’s something you must know about. In this article, we’ll cover everything you need to know about programmatic advertising. This easy-to-use guide will...

Over the last decade, the world's ad consumption has shifted from television, print, and radio to mostly online advertising. In fact, in 2019, over 53.2% of Australian ad spend was digital. In recent years, programmatic advertising has emerged as a new digital advertising delivery method that uses powerful algorithm-based technology to buy and sell ads in real-time. As a practice, it has radically shaken up the world of digital display advertising. Most industries have embraced programmatic advertising, but why hasn’t the healthcare and pharmaceutical industry? When it comes to...

Did you know that there are 3.5 billion daily searches on Google? As a healthcare brand, you must have some form of representation amongst the Search Engine Results Pages (SERPs). There are several ways to get noticed on Google; increasing your search visibility generally takes time and effort. To rank well for organic search results, you need a solid SEO strategy. This will involve building quality backlinks through high-quality content marketing. Another option, a shortcut of sorts, is paid advertising with the Google Ads platform. With the right PPC strategy, you can get your brand...

Are you a healthcare brand that sells its products through third-party retailers? Are you unsure how or why you should differentiate your website and your brand from these third-party retailers? Your website plays a vital role in your sales cycle, even if you don’t sell anything on it. It’s a hub of information that allows your brand to speak its voice and communicate with consumers directly. Remember, consumers might only know as much about your brand as what is provided on a third-party eCommerce retail website. Your brand needs to be the authority when it comes to its products, not...

As a healthcare brand, it’s important that the information shown on your website is accurate. The internet’s a rampant, misinformation-ridden free market; it’s essential you are your own source of truth regarding your products. Failure to meet these ethical standards could put your readers and prospective customers at serious risk. Your content marketing strategy must address this concern while optimising for search engines at the same time. It’s very much a balancing act between authenticity and SEO. In this article, we’ll cover everything you need to know, including:...