Identifying the demand for your service in your service area is a huge part of your digital marketing strategy. Identifying the demand for your service will help you evaluate what services to invest in and how you can ramp up the marketing spending for services that actually bring potential clients to your clinic.
With the help of some (free) tools from Google, you can easily determine the demand for MRI scans and CT scans in your area. This tool will also help you identify the competition in your industry and give you an idea of how effective your marketing strategy might be.
Let’s take a look at some simple ways you can tackle this issue.
Find out how many people are searching for your service in your area
Google Keyword Tool is a convenient tool that is available when you sign up for a Google Ads account. Even if you are not interested in running ads in the near future, there are still plenty of free perks that are available with Google Ads, especially tools that can help you identify demands for your services.
Google and similar search engines are the key tools that help people find new services, and so this is a great tool that can help you research demands for your services.
With the Keyword Tool on Google Ads, you can easily find:
- The potential reach for your service area in Tampa, Florida
- The keyword search volume for services that you offer
- Suggestions for new keywords with higher search volumes that you can target with your digital marketing strategy.
Let’s take a look.
Keyword Planner to assess demands for MRI and CT scans in your area
First, you can open Google Ads, and under Tools & Settings > Planning, you will be able to find the Keyword Planner tool.
Remember that you can only access this tool if you have a Google Ads account, so if you don’t have it already, make sure to sign up first.
In your keyword planner, make sure to adjust the location setting to “Tampa, Florida.” That way, you can pin down the exact location of the users searching for these terms in the area surrounding your business. In the screenshot here, Google has also neatly estimated the potential reach as 4,790,000 people. This is the number of people you’ll potentially reach in this particular area.
Why is this important? Google provides search results that are relevant to the user’s search queries using not just the keywords but also the user’s location. Imagine if a user is in Tampa, Florida, but when searching for “open MRI,” they only see services in California. Even if they are interested in this service, they won’t be visiting any clinic that’s too far away.
Targeting potential clients around your business makes your services much more relevant to the clients’ immediate needs, and they are more likely to make a visit.
Then, you can hit the big “+” button and type in keywords that are related to the services that you offer, such as “heart scans near me,” “medical imaging Tampa,” “medical imaging,” “open MRI,” etc.
Afterward, you will get the result that tells you how many people search for these keywords each month and whether any of your competition is targeting the same keywords. “Low competition” means that you likely won’t have to compete with anyone when targeting the same keyword, but it doesn’t necessarily mean a good thing. It may just be that the keyword you are targeting gets a very low search volume, in which case it may not be worth it to focus on that keyword.
In the screenshot here, you can see that many of the keywords have a low monthly search volume of 10 – 100 searches. That’s not a lot, but if the competition is low and the area is small enough, you may get some interested customers.
The sweet spot is the keyword with a good search volume like “open MRI” but has low competition. You can tell that a lot of people search for this keyword, but your competitors are not targeting them.
If your research generates a disappointing result, don’t worry just yet. You can branch out your search to long-tail keywords. These are more specific keywords that are more likely to be used by a customer when they are looking for a specific product or service near the “point of sales.” In this case, you can look for “MRI scans in Tampa,” “radiology clinic near me,” “mammogram near me” to assess the search volume.
Although the search volume for long-tail keywords is lower, people who search for these keywords often already have concrete intent to make an appointment with a radiology clinic, so this will give you a better idea of the actual demand for your services in your area. This is why long-tail keywords are very useful for businesses wanting to attract more customers in their areas.
Get ideas for new keywords
If the keywords you have in mind generate a low search volume, it doesn’t mean people are not interested in your service. It may be the case that people are using a slightly different search term to find services like yours.
In this case, Google Keyword planner also has an excellent tool that you can use to see what people are searching for to find radiology clinics like yours.
On the left-hand side of the screen, you will see the “Keyword Ideas” tab, right under the Google Ads logo. When you click on this tool, you can enter keywords that are related to your clinic, for example, “medical imaging,” “open MRI,” “heart scans near me.”
After clicking “Get Results,” you can find a list of keywords that people are searching for when seeking radiology clinics like yours. Sorting by “Average Monthly Searches” will give you a better idea of the search volume, which will help you have a clear idea of the demand for your service.
These keyword tools are really useful when you want to find out the demand for MRI and CT scans in your area so that you can figure out a good marketing strategy for your services. These tools are also excellent ways to help you identify the keywords that you will need to highlight in your SEO and Google Ads strategy so that your service can get in front of clients who are seeking them.
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