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Revisiting Your Digital Marketing Strategy Mid-Year: Tips and Tricks

WSI Team
July 21, 2024

At the midpoint of the year, it’s important to revisit your company’s marketing strategies. What may have been working six months ago can quickly become irrelevant if you’re not staying updated with what’s working in digital marketing. 

So, in this blog post, let's explore ten tips and tricks for your marketing throughout 2024!

Effective SEO Techniques and Content Marketing Strategies in 2024

According to our findings, businesses looking to enhance user engagement, SEO performance, and overall profitability should prioritize the following strategies for the latter part of 2024:

1. Emphasizing User Experience (UX)

In 2024, search engines will prioritize websites that focus on the user experience. According to the UX Design Institute, businesses that improve their website's UX design can achieve conversion rates as high as 400%, and 66% of customers say they are willing to pay more for a great user experience.

The key factors to consider for UX are how fast a page loads and if it is easy to use on mobile devices and has simple navigation. The website must be user-friendly and accessible, with valuable information in an easily understandable format. Using the right tools to understand user behavior analysis is crucial for improving the UX and meeting users' and search engines' expectations.

2. Voice Search Optimization

Optimizing for voice search is a must because of the many digital assistants now available. Here are some key statistics you need to know if voice search optimization isn’t already part of your marketing strategy:

These stats show that voice search isn't going anywhere. For a business to be found and succeed online, it needs to adjust its content to match natural language and queries based on questions. We also recommend focusing on long-tail keywords that imitate conversation style.

3. High-Quality, Engaging Content

In 2024's content world, quality is the king. Search engines are increasingly giving more importance to content that is well-researched, informative, and interesting to users rather than content that is stuffed with well-performing but irrelevant keywords.

This means that it's never been more important to create high-quality material that meets your prospects' needs. For example, Google prioritizes helpful, original content that addresses the reader’s search intent. That means crafting content that addresses a user's needs, that delights and entertains. Beyond the value that quality content delivers for UX, creating high-quality content is key from an SEO perspective as well. Creating content that keeps users on the page for longer and generates higher interaction rates is important if you want to reach your SEO goals.

4. Mobile-First Indexing

With the high usage of mobile devices, mobile-first indexing has become more important than ever. Google and other search engines mainly use the mobile version of a website to index and rank a site, which means if the mobile version of your website is slow or poorly optimized, it can negatively impact your SEO rankings.

This highlights the need for mobile optimization for SEO purposes and the overall user experience. Read Google’s mobile-first indexing best practices to learn what it recommends.

5. AI and Machine Learning

Artificial intelligence and machine learning are changing the way we think about SEO strategies. AI tools can help us understand search patterns and how people behave when searching the Internet. According to Bloomreach, this starts with site search tools collecting data from various sources, such as customer demographics and behavior, product information, and historical search data.

This data forms the basis of the search tool's knowledge, allowing it to understand what users are looking for based on how they phrase their queries via natural language processing (NLP). This can help produce more focused content and greatly impact your SEO efforts over the next six months. 

6. Local SEO for Wider Reach

Local SEO is still essential, especially if your business wants to reach people in specific geographical locations. SEO.ai says that 69% of digital traffic arises from local and organic searches. SEO practices like optimizing for local keywords, keeping your Google Business Profile current, and offering location-specific details on websites are critical strategies for improving local presence and drawing the right kind of visitors.

7. Building Quality Backlinks

Backlinking is still a vital SEO strategy, emphasizing the importance of quality. The more relevant backlinks a website has, the more likely search engines will consider it a reliable source of information. Collecting backlinks from trustworthy and high-authority sites shows your reliability and power to search engines, which boosts rankings.

Some tips for building quality backlinks in 2024 include updating old content, publishing original research, getting links from directories and resource pages, reverse engineering competitor backlinks, and getting help from partners, industry contacts, and suppliers.

8. Video Content for Enhanced Engagement

Videos have a significant role in increasing interaction and the time people spend on websites. According to Wistia’s State of Video Report, longer videos on resource pages collect more clicks per page visit because they're packed with more educational info than shorter videos. Most people coming to these landing pages are there because they want more info, making them more likely to make that all-important click.

Marketing videos can help generate brand awareness, engagement, and leads. Optimizing video titles, descriptions, and tags for search engines with useful keywords improves their visibility and attracts more natural visitors.

9. Structured Data for Rich Snippets

Structured data markup plays a crucial role in enhancing your website's visibility and attracting more clicks through the use of rich snippets. By implementing structured data, search engines are better able to understand the content on your website, leading to more relevant and prominent placement in search results.

Rich snippets are additional pieces of information that appear alongside your website's listing in search results, providing users with a quick preview of what your content has to offer. These rich snippets can include images, ratings, pricing information, and more, making your listing stand out and increasing the likelihood of users clicking through to your website.

In essence, structured data acts as a roadmap for search engines, guiding them through your site's content and helping them better interpret its relevance to user queries. By leveraging structured data markup effectively, you can not only improve your website's visibility but also establish yourself as a credible and authoritative source of information in your industry.

Incorporating structured data into your SEO strategy is a powerful way to optimize your website for search engines and enhance the overall user experience. By providing search engines with clear and organized information about your content, you can increase the chances of your website appearing in rich snippets, ultimately driving more traffic and engagement to your site.

10. Staying Updated with Algorithm Updates

Staying updated with algorithm updates is crucial for maintaining SEO success in the ever-evolving digital landscape. Search engine algorithms are constantly being refined and updated to provide users with the most relevant and high-quality search results. This means that businesses must be adaptable and flexible in their SEO strategies to keep up with these changes and stay ahead of the competition.

By staying informed about algorithm updates and understanding how they impact search rankings, businesses can make necessary adjustments to their SEO tactics to ensure continued visibility and success online. This proactive approach to algorithm changes allows businesses to pivot quickly and optimize their strategies for improved performance.


Doing well in 2024 with SEO techniques and content marketing strategies requires adaptability and a varying approach. Prioritise the user experience, use new technologies, and focus on high-quality content. When businesses follow these strategies and keep up with industry trends, the best results can be achieved.


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Here are some other blog posts you may be interested in.

From Skeptic to Advocate: How Smart Marketing Converts Healthcare Prospects into Loyal Patients (or Buyers)

By Pamela Bell • March 23, 2025
The healthcare industry faces a unique challenge: skepticism. Whether it's a new medical device, a cutting-edge treatment, or even a hospital looking to attract more patients, skepticism can create significant barriers to trust, adoption, and long-term engagement. Patients are hesitant to switch providers. Doctors are wary of new technology. Hospital administrators want proven solutions before making purchasing decisions. But with the right marketing approach, skepticism can be transformed into trust, and trust into loyalty. This blog will explore how smart, strategic marketing can convert doubters into long-term patients or buyers by focusing on education, credibility, and relationship-building. Understanding Skepticism in Healthcare Skepticism in healthcare is deeply rooted in three core concerns: Fear of the Unknown – Many patients fear new treatments or providers, while healthcare professionals hesitate to adopt new technologies without substantial evidence. Mistrust Due to Overpromising – The medical field has seen its fair share of exaggerated claims. If something sounds too good to be true, it probably is. Lack of Education and Awareness – A lack of accessible, transparent information leads to uncertainty and resistance. Marketing strategies that address these concerns head-on can move healthcare prospects from uncertainty to advocacy. Here’s how: 1. Leverage Data-Driven Storytelling Through Case Studies A well-crafted case study transforms skepticism into trust. Instead of saying your hospital offers the best patient care or your medical device is revolutionary, show it. How to Create Effective Case Studies Feature Real Patients or Healthcare Providers – Authentic experiences build credibility. Highlight Before-and-After Scenarios – Show measurable improvement in health outcomes, efficiency, or patient satisfaction. Include Data and Testimonials – Hard facts combined with personal stories make the strongest impact. Example in Action A hospital launching a new robotic-assisted surgery program might face initial skepticism. A well-documented case study showcasing a surgeon’s experience, patient recovery times, and measurable success rates turns speculation into proof. Result : When potential patients and referring physicians see positive results, trust grows, and adoption increases. 2. Establish Authority Through Educational Content The more people understand a treatment, hospital, or medical device, the less skeptical they become. Smart marketing educates first and sells second. Ways to Educate Healthcare Prospects SEO-Optimized Blog Posts – Answer common questions and provide well-researched insights. Webinars and Q&A Sessions – Allow prospects to interact with experts and address concerns in real time. Short-Form Video Explainers – Break down complex concepts in a digestible format. Example in Action A medical device company launching a new AI-powered diagnostic tool might create a blog series explaining how AI enhances accuracy, followed by a webinar featuring a physician who has successfully used the tool. Result : Instead of feeling overwhelmed by new technology, healthcare professionals gain confidence in its capabilities and applications. 3. Build Trust with Thought Leadership and Social Proof People trust industry experts. By positioning your hospital, medical center, or medical device company as a thought leader, you become the go-to resource in your field. Ways to Build Thought Leadership Feature Doctors and Experts in Content – Whether in a podcast, blog, or video, expert-backed insights establish authority. Publish Original Research or Whitepapers – Providing credible, peer-reviewed research instills confidence. Encourage Patient & Doctor Testimonials – Social proof reinforces real-world value. Example in Action A digital health startup launching a virtual physical therapy program could partner with renowned orthopedic specialists for content collaborations and publish patient success stories. Result : When patients and doctors see trusted names validating the service, they are more likely to consider adoption. 4. Humanize Your Brand with Relatable Messaging The healthcare industry often falls into the trap of being overly technical or robotic. Patients and healthcare professionals alike respond better to humanized messaging. How to Make Messaging More Relatable Use Clear, Jargon-Free Language – Avoid medical complexity unless speaking to specialists. Share Patient Stories in an Emotional, Authentic Way – Healthcare decisions are personal. Engage on Social Media in a Conversational Tone – Respond to questions, comments, and concerns promptly. Example in Action A fertility clinic looking to increase patient inquiries might shift from “We use cutting-edge reproductive technology” to “Your journey to parenthood starts here, and we’ll guide you every step of the way.” Result : The shift from cold, clinical language to warm, empathetic communication improves engagement and trust. 5. Remove Risk with Free Trials, Demos, or Consultations Fear of making the wrong choice holds patients and buyers back. Eliminating risk is one of the most powerful marketing strategies. Ways to Reduce Risk Free Consultations for Patients – Removes hesitation about visiting a new provider. Demo Programs for Medical Devices – Allows hospitals and clinics to test before committing. Money-Back or Performance Guarantees – If applicable, this can reinforce confidence. Example in Action A new telehealth platform struggling with physician adoption could offer a free trial period for hospitals to test the platform’s efficiency before committing. Result : Physicians who see direct value become advocates for the platform within their hospital networks. The Final Transformation: Turning Skepticism Into Loyalty Skepticism is natural, but it’s not permanent. By using strategic marketing built on education, credibility, and transparency, medical centers and medical device companies can: Reduce fear and hesitation around new treatments and technologies. Build long-term trust through data-backed results and real-world applications. Strengthen engagement and retention by aligning marketing with patient/provider needs. When done right, marketing doesn’t just sell—it creates advocates who champion your hospital, device, or service within the healthcare ecosystem. Now the question is: What steps will you take to turn skeptics into your strongest supporters?

The Ghost Patients Problem: Why Your Website Gets Traffic but No Appointments (And How to Fix It)

By Pamela Bell • March 23, 2025
Your hospital or clinic’s website is buzzing with visitors. Analytics show steady traffic, and your SEO strategy seems to be working. But there’s one major problem—those visitors aren’t turning into patients. They browse, they click, but they never schedule an appointment. This is the "Ghost Patients" problem—where potential patients visit your website but never take the next step. And if your website isn’t converting visitors into actual appointments, it’s not doing its job. So, what’s stopping people from booking? A frustrating user experience, lack of trust, unclear calls to action, and ineffective content are just a few of the culprits. In this guide, we’ll diagnose the common issues that drive potential patients away and provide a clear action plan to turn clicks into booked appointments. Why Are Patients Ghosting Your Website? If your website traffic is high but appointment bookings are low, it’s time to examine the patient journey on your site. The following are the most common reasons why visitors leave without scheduling an appointment: 1. Your Website is Confusing or Hard to Navigate Patients don’t have time to hunt for information. If your site is cluttered, difficult to navigate, or lacks clear next steps, they’ll leave before booking. Common Problems: No obvious “Schedule an Appointment” button Confusing or excessive menu options Important information buried in long paragraphs Too many pop-ups or distractions Fix It: Simplify the menu and make it easy to find key pages (appointments, services, contact info). Place clear call-to-action (CTA) buttons on every page. Use easy-to-read headings and bullet points to highlight important information. 2. Your Online Booking Process is Too Complicated Even if a patient wants to book an appointment, a complex or outdated scheduling process can stop them in their tracks. Common Problems: No online booking option—only a phone number (which means extra effort). Appointment forms that are too long or confusing. A slow or glitchy booking system that doesn’t work well on mobile. Fix It: Offer simple online scheduling where patients can book in just a few clicks. Reduce the number of required fields—ask only for essential information. Ensure your scheduling tool works seamlessly on mobile (most visitors are using their phones). 3. Your Website Lacks Trust-Building Elements Would you schedule an appointment with a doctor or hospital you weren’t sure you could trust? Probably not. Patients need reassurance before making a decision . Common Problems: No patient reviews or testimonials. No credentials, certifications, or trust signals. Outdated or incomplete doctor profiles. Fix It: Add real patient testimonials and success stories. Highlight doctor credentials, awards, and board certifications. Include high-quality staff photos and bios to humanize your hospital. 4. Your Content Doesn’t Speak to Patient Concerns Your website shouldn’t just list your services—it should speak directly to the concerns, fears, and questions that patients have. Common Problems: Generic, uninspiring content that doesn’t answer patient questions. No blog or educational content to help guide patients. Lack of location-specific information (which hurts local SEO). Fix It: Create helpful, patient-focused content (e.g., “What to Expect During Your First Visit”). Develop a blog with localized health advice (“Flu Prevention in [City]”). Write in a warm, conversational tone—not cold medical jargon. 5. Your Website is Slow and Not Mobile-Friendly Patients expect a fast, seamless experience—especially on their phones. If your website takes too long to load or doesn’t work well on mobile, they’ll leave. Common Problems: Slow page speed (causing frustration and abandonment). Poor mobile experience (buttons too small, text hard to read). Broken links or outdated pages. Fix It: Use Google’s PageSpeed Insights to check your site speed and fix any issues. Optimize your website for mobile-first browsing (since most users are on smartphones). Regularly audit your website for broken links and outdated content. How to Fix the Ghost Patients Problem and Increase Bookings 1. Streamline the Booking Process Add a clear, visible “Book Now” button on every key page. Offer online appointment scheduling with just a few clicks. Minimize the number of steps required to book. 2. Build Trust with Patients Feature authentic patient testimonials and reviews. Highlight doctor credentials and team bios. Use high-quality photos to make your hospital feel more personal. 3. Improve Website Navigation & User Experience Make it easy to find information (services, contact, appointment booking). Use a clean, simple layout with a focus on clear CTAs. Ensure your site loads fast and is mobile-friendly. 4. Create Engaging, Educational Content Develop a patient-focused blog that answers common questions. Address local healthcare concerns (e.g., seasonal health trends). Use plain, conversational language instead of complex medical jargon. 5. Optimize for Local Search (SEO) Claim and optimize your Google My Business profile. Use local keywords (e.g., “pediatric care in [City]”). Encourage patients to leave online reviews to boost credibility. Turning Website Visitors into Patients A high-traffic website with low conversion rates is a wasted opportunity. If your hospital’s site isn’t actively turning visitors into patients, you need to rethink your digital strategy. By simplifying the booking process, improving user experience, building trust, and optimizing content for patient concerns, you can increase appointment bookings and ensure your hospital thrives online. It’s time to stop losing patients before they even step through the door. Start making the necessary changes today—and watch your website go from a passive information hub to a powerful patient-generating machine.

Medical Device Marketing in the TikTok Era: How Short-Form Video is Disrupting B2B Healthcare Sales

By Pamela Bell • March 23, 2025
The way healthcare professionals and decision-makers consume content is changing—fast. Traditional whitepapers, dense product brochures, and long-form webinars are no longer the only viable ways to communicate complex medical device solutions. Today’s buyers, from hospital administrators to physicians, are turning to short-form video for quick, digestible insights on the latest healthcare innovations. With platforms like TikTok, LinkedIn Video, YouTube Shorts, and Instagram Reels rapidly reshaping content consumption, medical device companies must rethink their approach to B2B marketing. The industry is shifting toward fast-paced, highly visual content that can break down complex medical technologies in 60 seconds or less. In this blog, we’ll explore how short-form video is revolutionizing healthcare sales, why B2B buyers in medical tech are engaging with this format, and how your company can leverage video to drive leads, sales, and brand awareness. Why Short-Form Video Works for Medical Device Marketing Healthcare buyers are busy, skeptical, and data-driven. They don’t have time for lengthy pitch decks or endless sales calls. Short-form video allows medical device companies to: ✅ Simplify Complex Products – Show, don’t tell. A 30-second demo can explain a device’s function better than a 10-page spec sheet. ✅ Capture Attention Quickly – The average LinkedIn user scrolls through hundreds of posts daily. Short-form videos make them stop, watch, and absorb key information. ✅ Build Brand Authority – Posting frequent, informative content on TikTok, LinkedIn, or YouTube Shorts helps position your company as an industry thought leader. ✅ Increase Engagement – Video content gets higher engagement rates than static posts, leading to better visibility in search results and social media feeds. ✅ Appeal to Mobile Users – 70% of healthcare professionals consume digital content on their smartphones. Short-form videos fit perfectly into their on-the-go lifestyle. Where Are Medical Professionals Watching Short-Form Video? While TikTok may seem like an unlikely platform for B2B healthcare marketing, its influence on professional decision-making is growing. However, TikTok isn’t the only game in town. Here’s where medical device companies should focus their short-form video strategies: 1. LinkedIn Video (Best for B2B & Professional Engagement) The #1 platform for B2B healthcare decision-makers. Short explainer videos, success stories, and quick product overviews perform well. Example: A 45-second video showcasing how a new diagnostic tool improves patient outcomes. 2. YouTube Shorts (Best for Searchability & Evergreen Content) Second-largest search engine (after Google). Great for educational videos, product how-tos, and industry insights. Example: A 60-second video explaining the 5 key benefits of a new robotic surgery device. 3. TikTok (Best for Brand Awareness & Humanizing Your Company) Surgeons, nurses, and healthcare administrators are active on TikTok. Use TikTok to break down technical details into engaging, casual videos. Example: A behind-the-scenes look at a medical device prototype in action. 4. Instagram Reels (Best for Younger Physicians & Dynamic Content) Growing platform for early-career medical professionals. A great space to showcase testimonials, quick case studies, and industry trends. Example: A 30-second “Before & After” clip of how a medical imaging device improves diagnostics. How to Use Short-Form Video to Drive B2B Medical Device Sales 1. Show the Device in Action Forget static images and long product descriptions—healthcare professionals want to see how a device actually works. Short videos demonstrating usability, results, and patient benefits perform best. 💡 Example: A 60-second time-lapse of a portable ultrasound system being set up and used in real-time. 2. Feature Doctor & Technician Testimonials A surgeon or clinician explaining how your device improves patient care is more impactful than any sales pitch. 💡 Example: A 30-second testimonial from a radiologist discussing the faster diagnosis times achieved with your AI-driven imaging software. 3. Answer Common Questions in Bite-Sized Clips Physicians have specific concerns before investing in new medical technology. Address these pain points in quick, FAQ-style videos. 💡 Example: A 45-second video answering, “How does this robotic-assisted surgery device reduce operation time?” 4. Educate Instead of Selling B2B healthcare sales are trust-driven. Instead of hard selling, use short-form videos to educate your audience. 💡 Example: A 30-second explainer video on “The Top 3 Mistakes Hospitals Make When Choosing a Patient Monitoring System.” 5. Use Captions & On-Screen Text Many healthcare professionals watch videos without sound while in clinics or hospitals. Adding text overlays and captions ensures they still absorb your message. 💡 Example: A quick product comparison between your device and a competitor’s, with key benefits displayed on-screen. 6. Leverage Trending Topics & Challenges Jumping on industry trends and hashtags can boost reach. Monitor what’s trending in medical and healthcare discussions. 💡 Example: A short “Myth vs. Fact” video debunking misconceptions about your device. Real-World Example: How One Medical Device Company Used Short-Form Video to Increase Leads A leading endoscopy device manufacturer struggled to capture the attention of busy gastroenterologists. Their traditional sales methods (cold outreach, brochures, and lengthy PDFs) were generating low engagement. The Strategy: Launched a LinkedIn video series featuring short 60-second clips from doctors explaining how they use the device. Created YouTube Shorts showing real-time product use cases in hospitals. Engaged in TikTok trends by posting simplified, easy-to-understand surgical tool demonstrations. The Results: ✅ 200% increase in inbound inquiries within three months. ✅ 3x more engagement on LinkedIn posts compared to traditional content. ✅ Higher trust from doctors who found value in bite-sized, expert-driven content. Final Thoughts: Medical Device Marketing Needs to Adapt to the TikTok Era Medical professionals aren’t flipping through brochures anymore—they’re watching videos. Short-form content isn’t just a B2C trend—it’s now a powerful tool in B2B healthcare sales. Medical device companies that fail to embrace video marketing risk falling behind while their competitors educate, engage, and sell more effectively. ✅ Start now: Test LinkedIn Video for quick educational clips. Try YouTube Shorts for product breakdowns. Experiment with TikTok and Instagram Reels for a humanized, engaging brand presence. The future of medical device marketing isn’t just about what you say—it’s about how fast, clear, and engaging you can say it. Ready to take your medical device marketing into the TikTok era? Let’s make your brand’s video content stand out!
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