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Six Healthcare Marketing Tactics to Empower Patients image

Healthcare Marketing

Creating the ultimate customer experience is a goal that organizations across all types of industries are talking about. In fact according to Gartner by 2018 more than 50% of businesses will focus their efforts on customer experiences. Healthcare organizations should be at the top of the list, working to make their practices positively connect with their patients. Healthcare marketing clearly revolves around patients’ needs and wants and as they have moved more online, so must marketing to reach and engage them effectively. And they are looking for help with everything including education, option evaluation, condition management, and so on. To serve patients better, marketers need to step-up their role and consider implementing these six strategic marketing tactics. Re-imagined Patient Portal. ...

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How to Implement Experiential Marketing for your Brand image

Experiential Marketing

The movement towards building a customer centric company is leading marketers to consider a shift toward experiential marketing. Experiential marketing or engagement marketing puts the customer and their needs squarely on center stage. It is a strategy that immerses the customer and engages them to experience a brand in creative and unique ways. This helps customers form memorable, emotional connections with a company’s products and services, creating strong customer loyalty. It also allows for customers to have a conversation with a brand rather than just have messages pushed at them. The event or experience may be offline, but that doesn’t mean it can’t generate online content. You might not think that it can create dialogue, but according to the 2016 ...

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Marketing Confidence Strong in 2018 image

AMA Study

A recent study by the American Marketing Association and Kantar Consulting takes a look at marketers’ optimism and abilities in the first Marketers’ Confidence Index of 2018. Marketing’s reach today has evolved into the realm of technology and social media requiring a constant attention to learning new skills and adopting new tools. Examining how marketers feel about their roles and the changing landscape provides an opportunity for reflection and analysis for your own companies as well. According to the survey, marketers from the B2B and B2C arenas are encouraged about the outlook of marketing in their organizations, ranking their confidence at 130. A score of 100 would mean that they simply believe customer spending, marketing budgets, and the investment climate ...

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Promo Codes Help Drive E-commerce Sales image

Promo Codes

As more and more marketing moves toward a digital strategy, companies need to continue to delight and entice customers during their online experience. A pervasive and persuasive tactic happening during online shopping are pop-ups that feature promotion codes. Those great quick offers like – Use 4ofJuly at checkout for $20 off your order over the Fourth of July Weekend. Consumers are even going and looking for promo codes on sites such as RetailMeNot or coupons.com, if they’re not provided one. They offer value to marketers to help consumers feel like they’re getting the best deal around. They also offer companies a way to track the ROI of their campaigns. And there is definitely a psychology behind using promotions/coupons. According to ...

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Google is Officially Mobile-First image

Google Mobile First

Google knows where the future of search lies – on your smartphone screens. After announcing its prioritization of mobile over desktop searches in 2016, Google has finally moved to index mobile-first in order to improve the search experience. What is Happening? Mobile searches have overtaken searches done on desktops, and Google’s noticed. For the past 2 years, Google has really focused on making the search engine more and more mobile-friendly. Now, Google is indexing mobile-first, a goal they first brought up in 2016. Why the delay? Well, they didn’t want search results to dramatically change as a result of the shift, so they’ve gradually taken steps to prioritize mobile search over desktop. Indexing mobile-first was a final step of that. ...

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What is the Next Big Thing in Marketing? image

Big Thing in Marketing

It’s important for all marketers to stay on their toes and adapt to the ever-changing marketing climate. At the very least, it’s critical for their survival against rivaling companies; if they aren’t adopting the newest practices, they can easily fall behind. At the very best, marketers can spot a new way to gain an edge over competitors. So, what is the next big thing in marketing? We explore some possible theories. Voice Search Alexa, Google Voice, Siri – voice search is becoming widely adopted, and quickly. Consider that the trend is one of the most quickly adopted trends in history. 40% of US adults are using voice search at least once per day, and 60% of those have only started ...

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Inbound Marketing Primer image

Inbound Marketing Primer

The term “inbound marketing” originated on Hubspot years ago, but it’s still critical for marketers today. You earn the customer or consumer’s interest, often in a more targeted way, rather than blasting it to the masses via traditional marketing. 4 Phases in the Buying Process There are 4 phases in the a typical buying process: (1) attract, (2) convert, (3) close, (4) delight. The first step involves attracting strangers to your website, turning them into visitors. Then, in turn, interested visitors are turned into leads. You then attempt to close those leads, turning them into customers. Keep customers happy, and they’ll promote for you. Image Source: https://www.hubspot.com/inbound-marketing Step 1: Attract The best ways to attract new visitors include: blogging, SEO, ...

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How to Land a Google Featured Snippet image

Google Featured Snippet

Featured snippets improve the search experience for users, especially in a world where users are increasingly using mobile and voice for their search. Instead of clicking through countless links, the answer will be provided at the top of the search results page. One issue, however, if you thought it was hard enough ranking on the first page, it’s even harder to earn a snippet. But put in some hard work, and you’ll earn position 0 in no time. SEM Rush analyzed 1.3 million snippets; here’s a summary of it’s findings.  PS: Need a refresher on what a featured snippet is? Read our blog here. What do top performers have in common? From SEM Rush’s research, they learned some common factors ...

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What is a Marketing Stack? image

Marketing Stack

“Technology stacks” are the buzzwords of the tech community, but have you ever considered the same concept applied to marketing? Read further on what a tech stack is and how it can be applied to marketing. Back Up: What is a Tech Stack? Essentially, those creating a tech stack treat their entire technology effort like a skyscraper. It starts with a good foundation. Everything built on top of that needs to be strong enough to hold the next layer. Customers will be in awe of said stack like they are of a skyscraper. They don’t necessarily need to know what goes into it, but they do know that it’s working and has earned their interest. How Does This Apply to ...

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How to Win at RankBrain image

SEO

Search engine optimization (SEO) is evolving in 2018 as Google now says 100 percent of its queries are processed through its artificial intelligence (AI) program, RankBrain. RankBrain was actually introduced in October of 2015, but it wasn’t until last year that Google confirmed it is among the top three most influential ranking factors in its overall larger algorithm. What is RankBrain Rankbrain is an AI-powered tool designed to try and understand user intent, to understand what a user is really searching for and present those results. RankBrain is all about making the user experience more relevant. It looks at every user’s search terms, then compares these to billions of other searches and assumes the intent or the interpretation of what ...

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Should You Use Facebook Groups for Your Business? image

Facebook Groups

With organic social reach becoming scarcer than ever, now is the time to get creative when marketing to your target audience. There’s no question that Facebook is a powerful social media channel; as a result, Facebook expects businesses to pay if they want to reach consumers. For the time being, however, there is a loophole. Instead of making a Facebook Page, consider a Facebook Group. Or create a Group in addition to your Page. With better organic reach, businesses are increasingly turning towards Groups to get the word out. Social Report breaks down five reasons why you should create a Facebook Group, which we’ve conveniently listed below. 1. Facebook is Actively Punishing Pages Over the past year, Facebook has been ...

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Event Marketing Preshow Tips image

Trade Shows

Trade shows offer a unique way to connect with your target audience for a little face-to-face time. Businesses in a range of industries including technology, construction, electronics, health & wellness, medical, business services, entertainment, etc. use trade events as a part of their overall marketing strategy. They provide an incredible opportunity to influence decision makers during a quick, in-person presentation or conversation. There’s really nothing like it today. Businesses of any size get to experience exposure to a large number of potential customers with the ability to interact with them personally. Customer engagement is at its highest when attendees and company representatives have some time to begin communicating and building relationships. Many companies understand that in order for this to ...

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Domain Name Opportunities and Protection image

Domain Name Opportunities & Protection

You’ve got a great name for your website. It reflects your brand and provides credibility to your budding business. You’re good, right? It’s time to sit back and relax and reap the benefits of having a solid domain name. Not so fast. Now, you need to keep your domain name protected as well as expand on any additional opportunities. You did the hard work of developing a name and researching it so as to not infringe on a trademark or cause any confusion with the name of another site. You want the same thing for your site too. You don’t want someone to take your name at .net or .biz or grab something similar and use it on Twitter or ...

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Seven Tips for Perfecting the Domain Name Game image

Domain Name Game

A key aspect of starting a business, is starting a website. Once you’ve spent the time and resources to develop and test an idea or service, you’re then ready to bring it to the marketplace. And no matter how you’ve chosen to sell your product, you need a website. Consumers essentially live online so you need to meet them in their space. You might think then that an app or social media is where you need to spend time initially. But a high performing website is what you really need first. Because what good does generating traffic do for you, unless you have a place called home to convert the traffic. Thoughts about website design and color schemes may be ...

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Beyond AI: Marketing Makes Way for Machine Learning image

Machine Learning

So many of our everyday marketing decisions are driven by data. Companies have caught on to the importance of gathering data, and do so now from across multiple platforms. In fact, so much data is being collected these days that by 2020 it will have quadrupled what was accumulated in 2015, according to the market research firm, International Data Corp. Data’s value though comes from using it to garner insights and then putting those insights into practice to improve your business. That’s why artificial intelligence has made its way into marketing lingo over the past few years. Something needed to be done to harness all the data. Today, sites like Pinterest use AI to program their systems to assist with ...

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Turn that Frown Upside Down – Responding to Negativity on Social Media image

Social Media

In a recent blog post regarding social media we mentioned the importance of being positive and not complaining when posting on social media. That is because social media continues to grow in use, and more and more people have access to a large audience to voice their opinions and be heard. And while these platforms allow for greater dialogue, some comments and opinions are not positive and some use the anonymity of hiding behind their screens to deliberately express harsh, negative, or even untrue thoughts. While there continues to be a growing debate now about whether social media is inherently good or bad, it has become clear that companies have moved into this space to reach more people with their ...

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Got a Second? Try Microblogging image

Microblogging

The benefits of social media marketing (SMM) seem to be increasing yearly with the overriding impact being the improvement of visibility and recognition of your products and services. Social media marketing is an incredibly cost-efficient way to digitally spread content to a wide range of consumers. Because the bottom line is – when customers are purchasing a product, they are more likely to choose a product they are familiar with. Social media marketing is really about using creativity to create quality content. There are many different types of platforms you can share this on. But first, you must understand and believe in the value of utilizing this approach because it does also require a thought-out strategy in order to deliver ...

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Time to Follow the New Google Better Ads Standards image

Google Ads

Have you noticed any less annoying ads while you’ve been surfing the web lately? In February, Google started blocking ads that violate the Coalition for Better Ads standards on mobile and desktop websites that are accessed through its Chrome browser. The Coalition for Better Advertising, which is comprised of advertising companies, tech companies (including Google, Facebook, and Microsoft), and publishers, surveyed 25,000 consumer internet users in North American and Europe to figure out what ads they considered are the most annoying. They used the results to develop a set of guidelines called the Better Ads Standards. Only ads that violate the standards will be blocked. “Advertising is a critical component of the web, keeping content open and free for everyone. ...

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Engage Customers on the Platforms They’re Using Everyday image

2 technology platforms

Many companies enjoy a local community setting where they’ve established roots and gotten to know their customers. To ensure their business continues growing, most companies have also harnessed the power of technology to reach even more people online. Some companies even solely conduct their business just online. Understanding the impact technology can have on your business seems to go without saying. It clearly is helping both small and large companies achieve greater success. However, staying on top of new technology trends, which have been changing so rapidly has become a tougher initiative. Marketers see 2018 and the next couple years really requiring an accelerated approach to adoption. So just thinking in terms of community, here are two social technology platforms ...

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Tactics to Keep Your Paid Search Campaign Going Strong image

Pay Per Click

Let’s take a few minutes and have quick refresher lesson on paid advertisement. Many organizations, probably including you, are using paid search, also known as pay per click (PPC), to get visitors to click through to your site vs. just finding you through SEO. In fact, PPC can be a powerful search strategy while you are in the process of building your organic search. Today, Google AdWord display advertisements typically appear at the top and bottom of a search engine result page (SERP). This was not the case a year or so ago when they also appeared on the right-hand side of a SERP as well. The ads were more distinguishable then from organic results too, but things are always ...

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Marketing Technology Decisions Every Company Must Make image

Marketing technology

Many companies are developing and implementing a multichannel marketing approach to successfully reach their annual sales goals. Understanding the value of their online presence, marketers have become steadfastly committed to strategies that advance their growing ecommerce objectives. And as companies’ consumers, whether that is B2B or B2C, continue utilizing all kinds of devices to interact with them, converting their digital activity into revenue becomes a number-one priority. To meet the challenge, marketing technology tools are critical to help create website interaction and conversion opportunities. So the stakes are high when investments need to be made on which tools or providers to use. The good news is that there are an abundant of marketing technology solutions available today and digital marketing ...

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How to Create Viral Content image

Viral Content

Since the early days of the internet, everyone, from YouTubers to ordinary people to businesses and beyond, have wanted to create content that resonates with a wide audience and is shared worldwide. As the days of the internet have gone on, there’s more opportunity than ever to go viral – you have a variety of platforms to choose from, minimal barriers to entry; virtually anyone, anywhere can do it. However, that means there’s also an increasing number of content to compete against. So how do you create content that gets a plentitude of shares and traffic to your site? We’ll break down the trends of viral content and how you can achieve it yourself. Viral Content Trends Viral content comes ...

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Should Your Meta Description Be 320 Characters? image

Meta Description

Back in December, Google increased meta descriptions from 160 characters to 320 characters. Just how will this affect your meta description length? Well, there are plenty of factors to consider. Why did Google do it? Straight from the source, a Google spokesperson told Search Engine Land: “We recently made a change to provide more descriptive and useful snippets, to help people better understand how pages are relevant to their searches. This resulted in snippets becoming slightly longer, on average.” Always keeping its visitors in mind, Google made the update to make snippets more descriptive and useful. Desktop vs. Mobile While the lengthened meta descriptions allows you to be more descriptive, it’s important to consider that the lengthened description may not ...

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Benjamin Franklin—The Father of Content Marketing? image

content marketing guide

Per Wikipedia (or your history books), Benjamin Franklin was an […] author, printer, political theorist, politician, freemason, postmaster, scientist, inventor, humorist, civic activist, statesman, diplomat. But among these titles, one may be missing—The Father of Content Marketing. Content Marketing is Older Than You Think “But Steve,” you may think to yourself, “Content marketing is a new concept. We just adopted it within the last decade and we’re on the cutting edge.” First off, I’m happy that you know my name. Second, like you, I thought I was one of the early adopters. Third, both of us are only partially right. Oxford Dictionaries Got it Wrong Even if both of us were early adopters of the Oxford Dictionary definition of content ...

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How to Put Digital Marketing Analytics to Work for Your Business image

Marketing Analytics

For many businesses your company’s website is typically the first way prospective customers reach you. Therefore, it’s imperative that your website is effectively generating leads and providing useful information that is attracting and engaging customers. In order to get a handle on how well your website is achieving these goals, it requires tapping into what is sometimes considered a scary resource, your digital marketing analytics. Digital marketing analytics should not be feared, but revered, as they have the power to provide you with valuable information about who and how people are interacting with your company on the Internet. It helps marketers understand which facets of their marketing efforts are working or not working and how to potentially spend their marketing ...

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