In the medical marketing world, budgets are stretched thin and employees wear many hats when it comes to continued medical education (CME) promotion. Marketing for CME products and courses gets pushed to the bottom of the priority list as most accrediting bodies have their regular attendees and repeat customers. However, with today’s digital world and transient attendee trends, your associate or institution could greatly benefit with these tips when it comes to improving your CME website medical marketing strategies.
Infuse Your Content with Keywords
Often times this step is unintentionally skipped, forgotten, or not a priority when it comes to marketing your continued medical education (CME) website; however, it’s one of the easiest strategies to implement. Search engines frequently crawl your website trying to learn as much as they can about what webpages are about. Therefore, it’s important to ensure keywords are throughout your content.
The easiest way to do this is to use a spreadsheet. In that spreadsheet, include each and every one of your webpages and then create a few keywords for each page. From there, go through your existing content and look for ways to add those keywords throughout the page. Stick to using the keyword 2-3 times per page. It’s important not to “stuff” the page with your keywords. Many search engines will use it against your website if they think you are using your keywords too many times on the page. A good rule of thumb is to just make sure your content flows.
RELATED: Discover Google’s Keyword Planner
Review Your Meta Titles and Descriptions
Once you have your keyword spreadsheet, add a column for a meta title and one for the meta description. Go into your website admin dashboard or website code and find your current meta titles and descriptions for each page. Look through each meta title and description and ensure it has a keyword or two in each. This immediately tells the search engine what the page is about and for what you want your web pages to show up in a search.
Use this formula guide to help come up with valuable meta information:
Meta Title Formula: Primary Keyword | Secondary Keyword | Company
Meta Title Example: CME Solutions | CME Software | MedEd Manager SaaS LMS
Meta Description Formula: A sentence describing page that includes the primary keyword. A sentence describing an action.
Meta Description Example: MedEd Manager is a SaaS LMS built for medical education course management. Manage your CME courses and events in an easy to use platform. Request a live demo.
Start a Blog
Many times when it’s suggested to start a blog, the idea is immediately turned down because of the amount of assumed work. Just because you have a blog on your website doesn’t mean you have to write on a daily, or even weekly, basis. The purpose of your blog is to add content to your website that helps with education, brand awareness, and boosts keyword content. If you can commit to a few blog posts per month on topics that your audience would appreciate that includes your targeted keywords, you’ll soon see the benefits.
RELATED: Starting a blog and content calendar can be time consuming. This article on how and why to grow your blog is a great starting point for getting your blog off the ground.
Your website content is the most important part of your website. Once you have a solid foundation of copy and search engine optimization, you can explore graphics, forms, offers, and other best practices of Inbound Marketing for CME marketing.
Alex Slack is a Project Manager and Content Creator. Her magic formula for marketing success is summarized by the 3Cs: communication, creativity, and care. She will help manage your project from the initial brainstorm session, to the height of your campaign and beyond. Let Alex guide you and help simplify this crazy world of digital marketing!
