Throughout the last few months, we’ve shared several of the digital marketing best practices designed to help you promote your addiction treatment center to your ideal audience. Some of these tactics were probably easier to implement on your own than others. But when executed correctly, each one should have driven more leads to your center.

For those you were able to tackle yourself, how can you be sure they were effective? You’ve put quite a bit of work into your digital marketing strategy, and your progress directly impacts the number of lives you change—or even save—depending on the circumstances.

We get it. You’ve got a lot on the line. That’s why today we’re turning our attention from new approaches to measurement. We’ve put together this round-up of the tools you should be using to measure the success of your digital marketing strategy. With this information, you can evaluate what you’ve been doing well (and not so well) as you work through your annual marketing plan.

Is Your Paid Search Successful?

We’re fans of paid search, and for good reason. Twenty-seven percent of website traffic comes from paid search.¹

Before setting up your paid advertising campaigns, you’ll need to secure a LegitScript Certification for your addiction treatment center. This accreditation is required by Google to run PPC campaigns targeting addiction related keywords. 

When evaluating the success of your paid advertising campaigns, a great place to start is with your click-through-rate (CTR).

1. CTR

CTR works well because Google Analytics’ measurements make clicks easy to track. And these statistics are actually revealing, because clicks are the goal of paid searches. When users click through to your lead page or website from a paid ad, you know your campaign is working.

2. Lead-to-close rate

But let’s take this a step further and determine how many of your paid search click-throughs yield conversions. Calculate your lead-to-close rate by dividing the number of converted leads into the number of leads generated by the campaign.

Is Your SEO Strategy Successful?

Although some marketing strategists claim you don’t need both paid search and SEO, we believe the best digital marketing strategies include both. So check out these metrics to ensure your SEO is optimized for 2023.

1. Google Rank

The goal of SEO is to push your website pages to the first page of search results for as many keywords as possible. For ranking, the best way to find out if you’ve been successful is to test the results yourself in the wild. Just open an incognito window and start Googling.

Think about what search terms your clients are likely to use to find you. Then run a few searches to see which of your pages rank for those terms. This type of practice search is also helpful to gauge how your competition ranks and to identify new keyword opportunities.

2. Google Analytics

Google Analytics provides more information than you’ll know what to do with. But in terms of SEO, start by checking impressions and organic traffic.²

Impressions is how often your addiction treatment center’s website appears in search results but isn’t clicked. Depending on your perspective, impressions also help you find new SEO opportunities. 

Organic traffic measures the number of users who arrive at your website without the assistance of paid search or other promotions.

Is Your Addiction Treatment Center’s Content Successful?

Measuring the success of a content strategy is a little trickier because there are so many types of inbound digital marketing. But for today’s purposes, we’ll focus on blog articles and social content.

1. Blogs

When you’re evaluating blogs, total pageviews is important. This metric tells you how many potential leads landed on the URL and saw the article. But that’s just the first step to evaluating your content. 

After all your hard work of crafting original content, writing, editing and publishing, how do you know anyone is even reading your articles? Measure time on page to find out if users are actually reading your posts.³ Make sure they spend enough time on the page to read most, if not all, of your content.

2. Social Media

Social media success is even more difficult to measure.⁴ Why? Because visiting a social media page doesn’t necessarily mean the user consumed your content. For this reason, count the total number of likes, shares, and comments when you’re evaluating your social media success.

After looking at a few of these metrics, do you like what you learned about your digital marketing strategy? If yes, great! But if the answer’s no, call 888.412.7791 to schedule a strategy session to improve your digital marketing and increase your campaign’s returns.

 

 

For a list of references, please contact us.