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Do You Have a Strategy for Your Content Marketing?

Your Content Marketing Strategy May be Failing Because of This: No Strategy!

Many doctors and health professionals are frustrated.  They put in the time to add fresh content but it does’t seem to bring the effect they are looking for.  Whether it is to retain current patients, attract prospective patients and grow their practice, or sell a book they authored, their content marketing doesn’t seem to show any effect.

Why would this be?  On one hand, you are following the techniques that big business uses with their content marketing, but it doesn’t give the same effect.  In a nutshell, it is because there is no effective strategy.  Do you have a plan?

 

A mere 9% of B2B marketers perceive their organization’s content marketing as effective according to the CMI’s industry survey.

 

Key data from CMI’s survey shows:

CMI-Survey-B2C-Marketers-Marketin-Strategy

Strategy

The Team

Content marketing in medical practices take a team to carry forward.  Assign staff to do posts in topics that they are intimately involved in on a routine basis and assign a day in the week or calendar month when they are responsible for it.  You can’t be expected to take care of all the content marketing for your practice but like anything else in medicine these days, if it’s not written down, it doesn’t exist.  Don’t expect everyone to read your mind or be consistent unless it is written in a content calendar.Content marketing is a method that takes a team to carry forward. If the organization’s individuals are holding some nebulous strategy in their minds, that’s not really a strategy at all. That’s just some thoughts on content marketing.

Types of Content Marketing

Types-of-content

  • Lists
  • Videos
  • Webinars
  • How-tos
  • Polls
  • Infographics
  • Case studies
  • Guides
  • PDF downloads
  • Reviews
  • Interviews
  • Podcasts
  • Tutorials
  • White papers
  • Research

Everyone loves lists.  Think of 5 best ways to…. or 7 types of…..3 steps to…  Most things that you do can be broken down into lists for your reader. The thing is, each of these types of content affect people in different ways and as such, practices can create several in their content strategy.

 

Diversify-content-types

As the image points out, diversify your content.  This keeps it fresh and interesting with viewers returning to see what you’ve just produced. The key is keeping it relevant to your services and the reader.  What does your prospective patient want to read.  Remember, the information is to engage and inform.

Measure ROI

Use analytical tools to show which content is getting the most traction and then concentrate on those.

Scott Severson  tracked specific keyword data to demonstrate content marketing efficacy. He measured performance based on SEO-click value.

Measuring-ROI-based-on-AdWords-Equivalency

 

Measurment-dollars-based-SEO-click-value

Of course, there are other ways to measure ROI and effectiveness. Stick to the parameters that you’e chosen. Set goals and finish the projects when the goals are met.

Need additional help with your content?  

 

Check out  Content Copy Made Easy on Amazon at:

https://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Dstripbooks&field-keywords=content+copy+made+easy

 

 

 

 

Are you Using Reddit for your Health Marketing?

 

Facebook, Twitter and Instagram are the top three social media platforms that you probably think of when you consider putting out your health information. But if that’s all you think about, then you may be leaving a lot of money on the table (and losing many more prospective patients).

 

What is Reddit?

Reddit (or “read it”) is a social newsaggregation, web content rating, and discussion website, or essentially a bulletin board system. (flanked by the mascot seen to the left called a Snoo).  Members can submit posts or direct links. Registration is free and registered users can then vote submissions up or down to organize the posts and determine their position on the site’s pages. The ones receiving the most positive votes appear on the front page or the top of a category. Content is organized by areas of interest called “subreddits”. Topics  include:

 

Category Subreddits
Educational News, Science, Space, DataIsBeautiful, TodayILearned, WorldNews
Entertainment Creepy, Documentaries, Gaming, ListenToThis, Movies, Music, NoSleep, Sports, Television, Videos
Discussion-based AskReddit, AskScience, Books, ExplainLikeImFive, History, IAmA, TwoXChromosomes
Humor/light-hearted Funny, InternetIsBeautiful, Jokes, NotTheOnion, ShowerThoughts, TIFU, UpliftingNews
Image sharing Art, Aww, EarthPorn, Gifs, MildlyInteresting, OldSchoolCool, PhotoshopBattles, Pics
Self-improvement DIY, Food, GetMotivated, LifeProTips, PersonalFinance, Philosophy, WritingPrompts
Technology Futurology, Gadgets
Meta Announcements, Blog
  • Note: There are over 11,400 active subreddits with a default set of 50 subreddits.

When items (links or text posts) are submitted to a subreddit, the users, called “redditors” can vote for or against them (upvote/down vote). The front page of the site itself shows a combination of the highest-rated posts out of all the subreddits a user is subscribed to.

Front-page rank – for both the general front page and for individual subreddits – is determined by the age of the submission, positive (“upvoted”) to negative (“downvoted”) feedback ratio and the total vote-count.Dozens of submissions cycle through these front pages daily.

 

Community 

The site is known for its open nature and diverse user community.  that generate its content. Smaller subreddits serve niche purposes which would be in keeping with your health marketing though main subreddits are quite diverse and can garner a great deal of attention.   Reddit’s popularity has provided unprecedented advantage of a large community. Its innovative socially ranked rating and sorting system drives a method that is useful for fulfilling certain goals of viewership or simply finding answers to interesting questions.

If you submit an article for consideration and it is accepted, the article is promoted to huge audiences.  Readers will share it with followers and the chance of going viral is greater than in other mediums.

 

Reddit has gotten more popular over the last couple of years as a way to drive traffic. Here are their statistics:

image29

With page views sitting at around 150 million a month, there’s no doubt Reddit is a powerful tool, also enabling you to set yourself  up as an expert.

How to drive Reddit traffic

1. Sign up for an account

2. Identify relevant subreddits. Locate them with  the subreddit search tool and use the general search tool to find content related to your niche or topic.

3. Use your account.

When you find subreddits you’re interested in using, spend a month or so answering questions and being helpful in whatever subreddits you are interested in.  Though it takes time, you will get a lot out of it.

4. Provide valuable content.

Once you’ve gotten a sense of what the subreddit is like, create a long post that’s absolutely value-packed. I recommend writing articles just for Reddit. Then, include a link to your site at the beginning or end. (You can also try Reddit ads.)

More

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Check out this Medical Marketing- Health Marketing Strategy

The post today comes from Mike Capuzzi who reminds us all of how clever Gary Halbert was.  Mike has done a new twist on this.  Perhaps you can use it in your marketing strategy.

 

Use This Stress Card Marketing Idea to Get Attention

Are you stressed out trying to come up with your next effective marketing idea?

If so, I have a powerful idea and one you may have not seen used before.

I call it my stress card marketing letter and it’s adaptable for any type of business – including yours!

mike-capuzzi-stress-card-marketing-halbert

Now before I share the details, I have to give credit where credit is due. I first saw this stress card marketing letter in a Gary Halbert 1988 newsletter.

As soon as I saw it, I loved it because of its unique approach and the fact that it shouldn’t add any additional weight to your direct mail piece.  So you can the BANG of  interactive, dimensional mail without having to pay lumpy mail postage.

I am not sure if Gary came up with this inexpensive marketing idea, but it sure is different and it does a great job at one of the most critical jobs of any marketing piece – to get the attention of the reader.

mike-capuzzi-stress-card-marketing-2

As soon I saw an opportunity to use the stress card in a direct mail campaign, I contacted my Private Client and trusted promotional marketing expert, Phil Brakefield, who found me a full-color, plastic stress card which I could customize with my information and logo for less than $1.00/card.

mike-capuzzi-stress-card-marketing-1

I then crafted a four-page letter and attached the stress card to it.  As of the posting of this article, my response rate to this specific letter has been 36%!!!

Using a customized stress card in your marketing (like a direct mail sales letter) is an attention-grabbing, “get the reader involved” marketing idea that works in any business or niche for many different reasons, including:

  • It allows you to use teaser copy on the envelope to tease the recipient about something special inside.
  • It is a hard-to-miss “dimensional” mailer that feels different than a standard sales letter in the hands of the recipient.
  • Because of its slim design, it should not add any extra postage costs to your mailing.
  • It has the added benefit of not only easily being added to a direct mail piece, but also makes for a powerful business-card handout, bookmark tradeshow giveaway, etc.
  • It’s an interactive, involvement device that gets your recipient involved, not only in removing it from the letter, but also using it (can you imagine somebody NOT at least trying it out?).
  • It’s a fact that the more involved you can get your recipient in your marketing, the better your results. This is why Columbia House Records used to use those little stamps to get you thinking not about “should I buy these records?” but instead about “what records do I want to buy?
  • It allows you to press an emotional “stress button” and tap into the fact that there’s an excellent chance your prospects and customers feel some level of stress about something related to your business or product or service. This gives you a quick and easy, fill-in-the-blank template for your headline, like this:

“Are you stressing out over ________? Then do this!” or “Is _____________ causing you stress?”

Here are some niche-specific examples to get you thinking:

For the insurance niche: “Is the Cost of Your Auto Insurance Causing You Stress?”

For chiropractors: “Feeling Stressed Out? We Can Help!”

For a gift retailer: “Stressing Over Your Anniversary Gift?”

For a CPA: “Is the Thought of Filing your Own 2015 Tax Return Stressing You Out?”

You get the idea and with a few seconds of creative thinking, I’m sure you can come up with a few ways to leverage this idea in your marketing.

mike-capuzzi-stress-card-marketing-3

High Impact Marketing Member and insurance agency owner, Michael Carroll did not waste anytime creating a version for his agency and mailing out starting this week.

Not all stress cards are created equal!

It’s important to note, while you can find many suppliers of these cards online, not all cards are created equal. The cards Phil found for me are plastic cards which probably won’t get thrown away and they offer optional full-color customization. Your price will vary depending on your quantity ordered and if you do customization. If you want to use the ones I used, contact Phil Brakefield:

Phil’s email: heybrakes@gmail.com

Phil’s phone: (847) 458-1100

By the way, these stress cards really do measure your “stress level.” When you’re stressed, your fingers become cooler. That’s because your blood is rushing to your muscles and heart to prepare you for “fight or flight.” Relax and your hands become warmer as blood flows freely once more. The stress square on the mood card registers the changes in temperature, and thus tells you how stressed you are.

If you would like to devise a winning strategy like this for yourself, please contact me.  Barbara@TheWriteTreatment.com    Speak to you soon!

How to Use LinkedIn for Your Medical Practice or Health Marketing

Are you confused about LinkedIn?

When I speak on the topic of LinkedIn today, there are many people in the audience who say “A friend invited me so I said “yes,” but I don’t really know what I’m doing.”

I want to change that. I want to clear up the confusion so you can leverage the lead-generating power of LinkedIn.

As of March 2014, with more than 277 million members (it was 75 million in 2010) in over 200 countries, LinkedIn is the world’s largest professional networking site. By interacting with members, via groups and discussions, you give other like-minded colleagues the opportunity to get to know, like and trust you – 3 vital keys to building successful relationships.

Copywriting Tips to Optimize Your Profile with Keywords

Creating your professional profile is more than just posting your resume. Similar to your Web site, when you’re writing content, it’s important to utilize keyword phrases in your profile. After all, when prospects are searching for someone like you, you’ll show up high on LinkedIn’s results list.

For instance, a couple of the phrases I use in my headline are “web copywriter,” and “copywriting services.” So, I have these keywords placed throughout in at least 6 strategic locations. Here are the 6 places to include your keywords when setting up your profile:

1. Your professional “headline” – this appears right below your name. Be concise. Use those phrases you think someone might search to find a professional like you. Unless you work for a big-name brand, it’s not likely someone will be searching for “President of the ABC Company.”

2. Current work experience – include the keyword phrase(s) in the title and in the description of the work you do.

3. Past work experience – weave the keyword phrase(s) in where you can, if it’s appropriate.

4. Skills and endorsements (for those with profiles dating back to 2007, this used to be called “specialties”) – list the key areas that you specialize in – areas of expertise that you want others to endorse you for.

5. Web sites – include links for up to 3 different pages on your site (or to 3 different sites, if you have more than one) and use keyword phrases to describe them. Don’t use LinkedIn’s generic defaults (i.e. Personal Website, Company Website, Blog).

6. Summary – the most important section because it communicates who you are. It also conveys what you’re passionate about and how you can help others. Avoid having really long paragraphs. Shorter ones make the content more inviting to the readers’ eyes. And, use sub-headings.

Whether you’re already a LinkedIn member or thinking about it, take advantage of these 6 strategies when you’re writing your profile. They’ll help you harness the power of the world’s largest professional networking site. It’s a place to access valuable information . . . become part of a conversation . . . connect with other professionals.

I’d love to connect with you. And, if you’re just getting started, Implement these easy-to-use tips and let me know how it goes.

Reach out to me on my LinkedIn network. Visit me at: http://linkedin.com/in/barbarahales.   See you there!

 

 

Health Marketing Strategy- Have a Landing Page that Converts

 

According to MarketingSherpa’s Landing Page Optimization Benchmarks Report,a major key to success in performance of websites and landing pages, is the layout.      

Unlike a homepage for your site where viewers are not sure how to navigate the site and where to go next, landing pages make a big impression on new leads along with converting these leads into patients and clients.

 5 Tips to Designing an Effective Landing Page That Converts

1) What’s your point?

Let the viewer know what your products and services are- and more importantly how they provide the solution to the problems they are struggling with, as briefly as possible.

Make your copy user-friendly for scanners.  Think of what catches attention from a person with a “darting” eye.  Have subheads in bold print that stands out along with bullet points instead of wordy paragraphs.

2) Who are you?

What makes you unique from everyone else who has the same medical practice, the same specialty, the same business?  Once you can answer this, it is something that you want to shout out for everyone to hear!  This is branding and it promotes you.  Branding strategies include:

  • logo
  • mission statement
  • Tag line
  • Banner
  • Specific colors that continue through every site.  When someone sees those colors, they recognize you.  (just like a national flag)

Have the logo on every page so that when your viewers are navigating through your site, they remember that it’s you.  Have the logo in the same place on each landing page to get viewers used to seeing it. (and remembering it!)

3) What’s your call to action?

Whatever it is that you want your viewer to do, must stand out on the page.  Calls to action (CTA) can be signing up for a discount coupon, a free newsletter, an ebook, free guide, tip sheet, etc.  You want them to take a specific action and you want to capture the name and email address for further connections.  This way you can send out more information to them.

However, no action will take place if your viewers don’t notice the CTA on the page.  Make it pop.  This can be done with different color fonts, or even stars and red circles.  (See Mike Capuzzi’s site: http://www.copydoodles.com  He has some great stuff!)

4) Add testimonials

Do your patients think that you are the next best thing to sliced bread.  Can they say that you saved their lives, changed their lives, made an ultimate difference to them and their families?  Do your clients feel that your business had just the solutions that they had been looking for?  Now’s the time for “bragging rights”.  Give social proof by having satisfied clients writing a glowing testimonial about you.  If they don’t like to write, shoot a little video clip and put it on your site instead.  The video is actually better because it appears more real and not faked.  Make sure that your client is willing to have his/her name up with the testimonial (or it is worthless)

5) Avoid overstimulating the eye 

Too many visuals are distracting.  Studies show that having areas of “white space” leaves a landing place for the eyes to rest before moving on. Another key issue with graphic is that they delay the website  loading time and   according to the Aberdeen Group, “a one-second delay in page-load time results in 11% fewer page views, a 16% decrease in customer satisfaction, and a 7% loss in conversions.”

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