Blog Status Update: Room for Improvement

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Overall, my blog hasn’t performed as well as I’d like. I’ve had 31 visitors, which isn’t too bad considering I’ve put no effort into procuring visitors to my website. I post my content, then leave it. So, I’d assume most of these visitors are coming from random web searches that my blog somehow came up in, which is nice, because those visitors are free of charge. However, my posts have only received a total of 54 views. In the scope of the online w0rld, this is practically nothing.

One metric I’d like to focus on to increase the performance of my blog is my audience growth rate. I’d also like to focus on my reach. These are highly related.

I want the biggest reach possible for my blog content. To increase my reach, I will closely monitor which blog posts reach the largest audience. For example, if I post something about a particular company and it gets no views, I won’t write about that company anymore. If I write about a certain topic and get a huge reach, I may continue to explore that topic.

Along with these, I will measure my audience growth rate. This will tell me how successful certain changes I make are. For example, if one week I write about a company and my audience count is low, and the next week I write about a different company and my audience rate improves only slightly, the change wasn’t necessarily that successful. Since I’m attempting to get the highest reach possible in the shortest amount of time, I won’t waste my times on changes that only provide slight changes in my audience growth rate.

I would also be interested in tracking my bounce rate. I believe a high bounce rate would imply that the content I’m producing is of a low quality. If I were to see my blog had a high bounce rate, I would improve my content. If and when I finally had a low bounce rate, that would be my cue that the content I was producing was of a respectable quality. This would also signal to me that it would be a good choice to start sharing links to my blog on other social sites.

One goal that I wanted to reach with my social media presence was to change what showed up when people googled my name. By focusing on my blog’s audience growth rate and reach, I’ll be able to make my blog popular in the online world as quickly as possible. Since my blog has my name plastered all over it, this should help to get my blog to come up when people google my name. Hopefully, my blog will help to drown out some of the other random and old sites that come up when my name is googled.

A lot of my other goals were focused around Twitter, both tweeting more and posting a larger variety of content. If I am able to increase the reach of my blog and therefore my blog’s success in the scope of the online world, I will be willing to tweet links to it through my Twitter. If my blog does become successful enough for me to feel comfortable doing this, it will give me great content to tweet about and link to.

Finally, I had an interest in redoing my LinkedIn a bit. I wanted to change it to better fit my current professional goals. As I mentioned above, a low bounce rate on my blog would signal to me that the content I was producing was of a decent quality. By securing a low bounce rate on my blog posts, I would feel comfortable adding my blog content to my LinkedIn. I think having a blog where I produce quality content about the industry I plan to work in would greatly help me meet my LinkedIn goals.

The next step for me is to start using a more advanced monitoring system, as the WordPress system doesn’t seem to provide all of the analytics I would like to track. Google analytics, here I come.

 

 

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COMFORT Communication Campaign Plan: Target audience and key messaging

COMFORT Communication is an organization specializing in communication training for nurses. They are the first to have developed a research-backed curriculum for communication training for nurses in the palliative care field. They are in the middle of a name change to Palliative Care Communication Institute and have recently rolled out their new curriculum. The online reputation for this organization needs to be improved, especially with the recent name change. I aim to build their reputation as an online thought leader in the healthcare communication field and encourage professionals to seek their classes and training.

The two focal audiences for COMFORT will be “Facebook nurses” and “healthcare decision makers”. The respective demographics, psychographics and key messaging are detailed below.

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AUDIENCE 1

Facebook nurses: Nurses active on Facebook who discuss their job and convene with other nurses on nursing groups and fan pages.

Demographics: According to Minority Nursing, less than 10% of registered nurses are male. So, as a general statement, we can define our audience as female. The average age of registered nurses in the US is 45-46, although nurses vary widely by age, so I will define our audience as being between 24-50. According to the same survey by minority nursing, 75% of nurses identify as white and 23% as black, so these are the top two races that make up this audience.

Psychographics: According to an article on NursingTogether.com, nurses are so active on social media that they’ve had to develop guides for nurses’ Facebook communication. Because of this, my plan will focus on reaching this audience through Facebook. We will create short, engaging, shareable content that will be shared with nurses on Facebook pages and groups like Nurses Rock, which has over 700,000 likes. This will allow us to reach nurses in a natural environment and start a conversation with them, rather than advertising to them.

We will also focus on appealing to nurses who went into their profession to help people, as opposed to those who chose their field for prestige or money. We will pull on the emotions of nurses to help them accept our key message. We will demonstrate that communication training will help them develop stronger relationships with their patients and make their patients’ experiences much better.

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Key Messages: Communication training from COMFORT is necessary to having the best relationship with patients.

Proper communication will improve patients’ experiences.

 

AUDIENCE 2

Healthcare decision makers: Leaders in the healthcare field who make financial and procedural decisions for the organizations’ they work for.

Demographics: The hospital decision maker that we would like to reach is a male or female, age 40-60. They make a minimum of $100,000 a year and work at a large hospital or medium to large-sized nursing home, where they make financial and procedural decisions.

Psychographics: This audience cares deeply about the future of the healthcare facility that they work for and even more so for the patients they serve. They expect the most from their employees and see no room error when it comes to patient care. We will use these personality traits to reach this audience. They want the most for their patients, and COMFORT can offer training to help their employees do better for the patients.

That being said, as leaders in the healthcare field, they will need hard research and evidence to be convinced that they need our product. They won’t throw their organization’s money at any business who offers training to their employees. We must use research-backed materials to establish COMFORT’s credibility. The plan here will be to develop an online content hub full of research-backed articles about issues in the healthcare field to establish credibility. It will show the decision makers that COMFORT knows what they’re talking about. These articles can then be shared through other mediums, including Facebook.

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Key messages: COMFORT is an expert in healthcare communication

COMFORT will improve nurses’ expertise and improve patients’ overall quality of life.

 

These two audiences are key in increasing the number of nurses using the new curriculum and establishing COMFORT as experts in the healthcare communication field. For this campaign, we will use our key messaging to reach these two audiences and reach our communication goals.

Sources:

Minority Nursing – http://minoritynurse.com/nursing-statistics/

Nurses Rock – https://www.facebook.com/allnursesrock

Nursing Together – http://www.nursetogether.com/nurses-and-facebook-good-bad-and-ugly