Few advertisements and articles on hearing clinic websites indicate that hearing aids can help a person overcome the stigma of wearing them, such as thoughts of feeling old or being seen as incompetent.
Added to the problem is that no one is reading the informational article in full.
Your marketing strategy needs intentional content. One key strategy is using empowerment content.
How receptive are you to reading educational content?
Plenty of free educational content online gives people access to a wide range of knowledge and information, but no one reads all of it.
Reading and absorbing information requires time, effort, and motivation.
Many believe their SEO content makes visitors read the full articles and effectively converts them into considering booking an appointment to get their hearing evaluated. If people are skimming, how effective are your messages really converting?
Are people bouncing off or bouncing in?
The bounce rate, a metric for website views, indicates the effectiveness of your informational content pages. Look for percentages to indicate the bounce rate for each webpage.
The bounce rate is the number of people who leave your page after a set time, often 10 seconds by default.
25% are likely making it this far down the page
What do you think the remaining people are doing with your content? You will be surprised how little people actually read. Typically, only 25% of people read past the opening of each online article.
How you display your content matters
You may attempt to make your copy accessible for visitors to read as skimmers. Headlines, paragraphs, spaced sentences, and bullet points help.
Except is it working?
However, more must be done to market stigmatized products like hearing aids.
A bonus tactic to influence and destigmatize
By showing the potential buyer how you will help them overcome their stigma, it can be a powerful tool.
To influence perception, consider writing empowerment content and avoid providing fact-based content.
I’m not discussing building a digital cheerleading squad and creating rah-rah content.
Empowering content here isn’t wishful thinking or aspirational. This content allows people to be in the driver’s seat, in control and power.
Studies show that when prospects have internalized stigma, they react better to offers that they perceive as empowering and that can assist them with overcoming it.
Steps to shape your content for more impact
Here are the three stages of empowerment interactions and processes.
- Discuss the person’s current position. Use storytelling and visual representation to discuss their situation, highlighting their powerlessness and disadvantages.
- Show that when there is a will, there is a way. Shift the content to encourage the ready to want to address their disadvantages.
- Be the guide, and give them the power. Guide, not direct, the individuals to provide them with the tools and resources to gain control. This could be your call to book an appointment or provide resources and solutions for the people who choose to take action to address their disadvantages.
Remember, this isn’t a one-and-done thing.
Brief contact using educational articles on your website about hearing loss and getting someone to change isn’t a one-and-done thing.
Human contact with visitors to your website is far more impactful than educational content for impacting those who are on the fence about changing their mindset about addressing their hearing loss.