Create Content that is Ten-Times better than Your Competition

Rand Fishkin posted an article last year for Moz. In a blog article he recommended that content marketers concentrate on creating content that’s ten times better than content already published by their competitors.

Bear in mind that unique, quality content is great for:

Great Channel for Health Marketing- Email Campaigns

Email Campaigns

Social media darling BuzzFeed added over 1 million email subscribers in the past 12 months. How? Analytics found that the fastest and most critical technique to growing an audience (ergo, your practice) is with email campaigns.  As social media moves in the direction of revenue growth, brands are losing the ability to communicate directly with followers. By initiating an email campaign, vhealthportal.com/product-category/add-adhd/, brands get that control back.

For example, The Washington Post now has over 75 e-newsletters, while The New York Times has 12 people dedicated to newsletters.  The CMI/MarketingProfs B2B study found that email was rated as the No. 1 success metric for measuring content marketing.

 

b2b-content-marketing-2017-benchmarks-budgets-trends-north-america

Takeaway: In 2017, we’ll see two things. First, more brands will launch targeted and relevant e-newsletters, which will become the key method to grow their audiences. Second, more brands will take a hard look at the e-newsletters they have and move them from “email as marketing collateral” to “truly amazing and relevant customer experiences.”

Best Practices of Email Marketing

  1. Call to Action

Sending out emails with information is a good start but you want them to have a call-to-action.  A great way to do this without seeming sales, is to have the emails link to your landing pages. Each email ideally would link to a personalized landing page which strengthens your website and further fulfills con their needs through additional content.  You may capture their email address, permission for sending Ezines or get them to make an office appointment for further investigation of their problems.

2. Triggers

Messages can be automatically sent out based on triggers from patient responses. For instance: if a prospective patient visits your website twice in five days and then you don’t see them for a week, an automated email could be sent telling them how much you miss them, and inviting them to come back, perhaps with an incentive like a tip sheet of FAQs (frequently asked questions from your practice)

There is a huge variety of possible trigger points that you can use to send your prospect emails. The purpose of these messages is to build a rapport with your prospective patients and start encouraging them to make a genuine connection with you and your practice.

3. Humanization

In order for your email to stand out above the hundreds of emails that people receive on a daily basis, you need to humanize the email. Besides using their first name, you need to send personalized messages to your viewers and also to make yourself human and approachable while doing it.  The proof in succeeding will be a higher click-through rate.  If there is no response, it’s time to modify how you write the Email.

So, as 2017 approaches, more brands will develop and launch Ezines or e-newsletters specific to their services as the lynchpin to growing readership (and attracting prospective patients).

The next Step

Have you considered e-newsletters yet?  Perhaps it seems like to much work!  No worries!  Outsource it.  Contact 561-325-9664. We can discuss your needs and get your started!

 

Doctors and Copywriters Have Something in Common

This week, I had a tremendous opportunity to share time with some of the greatest copywriters alive today:

  • Clayton Makepeace
  • Dan Kennedy
  • Mark Forde (Michael Masterson)
  • Katie Yeakle
  • Bob Bly
  • John Carlton
  • Richard Armstrong
  • And many others

While these pros are making 7 figures annually, their great accomplishment is their art of persuasion.  You see, they each have been able to get into the head of their prospect and strike a responsive chord.  It’s taking empathy to a whole new level.  Have you ever seen two tuning forks where you hit only one but the other sings the same vibration?  Picture the ability to get everyone in a room to “resonate” or get your vibes!

Though they each may concentrate on different niches or be different people, they each related a similar story of their humble beginnings.  None were born into copywriting.  It was a desire to be one…and not just one but the best.  So, they did what any competitive person would do.  They worked on it and worked on it.  They were open to criticism as they molded and honed their craft.  They poured sweat into it, analyzed it and poured more sweat into the craft.  It wasn’t just a job. It was a passion… a driving force- just like becoming a doctor.  Just like a doctor, copywriters make you feel better about yourself.

Both doctors and copywriters can be motivational and inspirational.  They listen and hear the stories that others tell to better understand them. They validate what others are saying about themselves to help them go beyond their current state.  The ones that can truly do this are the most successful and the ones that are getting the most self-satisfaction.

Are you still in touch with these motivations?  Are you still in touch with your passions and acting upon them?

If you could be in a room with “the greats” in your field, who would they be?

Share your answers and comments in the box below.

5 Easy Steps for Successful Medical Website Copywriting

Effective Web Copy engages the reader with captivating content while maintaining an air of professionalism.  But how is that done?  Below are some easy steps to get you going.

11 Tips for Effective Website Copywriting image shutterstock 111140711

1. Tell a story

Human interest stories are remembered far longer than any data or information that you wish to convey.  If you can evoke emotions, you will have your viewers hooked!

11 Tips for Effective Website Copywriting image shutterstock 162365198

                                                                       Resources from B2C

2. Have contact information visible- make it the star

Have the office address and telephone number upfront and easily seen from each website page.   If prospective patients decide to make an appointment based on your captivating information, make it easy for them to do so.  If clients and patients have to search for your contact information, they probably won’t.  It is easier to click on the next name on the list- your competition!

3. Keep it easy to read

Convey your information in a conversational tone and make it easy for your reader to understand you.  After all, with medicine becoming patient centric, you want patients able to feel that they can pursue the information they are seeking from you.

Make the information scannable.  People like to skim over the information that you have provided.  Give the eyes some resting stops such as subheads in bold font and bullet points.  According to a recent study, internet users typically read only 28 percent of the words on an average web page.  Keep the paragraphs short, limiting them to only 3 or 4 sentences.  If more information is needed, patients can engage you in a conversation or get more details in your blog posts and published articles.

4. Use images and videos

Here is an opportunity to show photographs of your office and staff so that new patients have a sense of familiarity when entering the premises.  Videos allow you the opportunity to explain techniques and procedures that you offer to patients, including preoperative and postoperative instructions.

Separating the most vital information on a page into boxes and headers showcases the content that is most likely to sell them on your products and services.

5. Implement SEO into your web copy

SEO stands for search engine optimization.

By incorporating the keywords into your copy, search engines can identify what you stand for and patients viewing the site can get an understanding of what you are all about.  When search engines rank you well for your keywords, every time a search is done for a term by a patient, you will show up (and being first on the page makes the difference between a call or patient visit vs. being buried on the 8th page!)

If you need help in website creation or you are unsure as to the effectiveness of your copy, call for a free consult- 516-647-3002.

Your Health Written for Further Helpful Use

A patient recently asked “Why is it that I fill out patient information forms everytime I go to a new doctor or dentist? Isn’t there an app I can complete once and send it in…seems like it would be much easier for everyone.

Many patients ask a similar question.

There are two solutions for this problem.
Firstly, You can enter your data into a secure repository source like Microsoft HealthVault which is free to users. Then, whenever you have an appointment to see a dentist (or physician), you can let the office know ahead of time so that they can download the information into your file. Here, you have the liberty to take your time so that the little details as to surgery dates can be researched. You can also enter lab data as well as past medical and family histories.

The second way is by putting all your pertinent details onto a flash drive which the professional can use for the office encounter to get the necessary information. You have merely to update periodically.

Good luck as you pursue this endeavor.

By the way, there are actually many apps that are available now which are interactive. For instance, You can enter your food consumption and calorie counting will keep you on track. You can enter times that you experience pain and a chart will alert you to the times that taking analgesics would be helpful instead of taking pain medication every four hours around the clock. In other apps, you can enter your exercise or the amount that you have walked and it will chart your distance, calories expended, etc.

If you would like to know more about this or additional helpful information about your health, check out my book on Amazon.com- Power To The Patient: The Medical Strategist

How Health Writers Can Get Their Fans Engaged on Facebook

There are 5 Simple Ways to Get Engagement on Your Facebook Page.

Healthcare writers and Health writers tend to report on the latest scientific breakthroughs or what is going on in medicine. But, that is not going to elicit engagement, more than likely. So, ask yourself, once people have “Liked” your Page, how do you keep them engaged? This can be done by posting content that will elicit a response or get your fans to take action.

Here are five simple ways for a health writer to get people engaged:

1. Post pictures. According to a recent report from digital marketing agency Web Liquid, Facebook posts with photos are the most likely to engage users. These posts showed a .37% engagement rate, compared to a .27% rate for text-only posts and a .15% rate for just links. If you think about it, this shouldn’t really come as a surprise. Photos, obviously, grab attention visually and people must click them to get a closer look. So use an intriguing photo to get people’s attention. Be sure to say something about the photo too. We’ve seen people using this space to write more without having to link off Facebook.

2. Post videos. A video is engaging because you can see and hear the speaker. Like photos, people must click on something to get a closer look at a video. They also take up more real estate in a newsfeed, making them easier to notice. Perhaps that’s why, in the Web Liquid study, video posts had the second-highest engagement rate (.31%).

3. Ask questions to increase comments. When you ask questions you’re giving people permission to engage with you. They know you want their opinions. Take a good look at their responses. Often, it will give you a big clue as to what people would want to see posted next. Is it the latest treatment? Is it the latest in health care reform? Not everyone will comment, but you’ll encourage those who are already predisposed to do so. Just be sure to ask your fans explicitly for a comment.

4. Use clear calls to action. Don’t assume that people will take the action that you expected, or even any action at all! Would you like someone to comment, share, or “Like” your update? All you have to do is ask. Another recent report, this time from Momentus Media, showed that posts asking users to “like” them had an engagement rate of .38%, compared to an .11% rate for posts without that call to action.

5. Write longer updates including stories. People connect with stories and tend to remember them, more than any facts that you include in your posts. You may think short and sweet is the way to go but you shouldn’’t be afraid to share longer stories with your fans. Longer Facebook status updates show higher interaction than shorter ones. So elaborate when you need to. This may give readers a better chance to connect with your update.

Have you started a Facebook page yet? How have your responses been?

Health Writers and Health care Writers Can Benefit from Google Alerts

Alerts

In February of 2003, Google engineer Naga Sridhar put together an application that would email him when a news story broke that matched a specified query. Naga demonstrated his prototype to co-founder Sergey Brin, who set up a news alert for “google.” With encouragement from both Sergey and Marissa Mayer (Google’s Director of Consumer Products), Naga began working full-time on what has become News Alerts. Six months later, links to News Alerts were added to Google Labs’ home page and to Google News.

Google then added Web Alerts to track changes to web pages. Now both News Alerts and Web Alerts have been merged into a single service: Google Alerts. An Alert can watch the news, the web, or both. It can also watch Google Groups.

How does an Alert work? You specify the query or queries you’d like Google to monitor. As Google searches the Internet, if it finds a change that you’ve asked to be notified about — that is, one of your Alerts — you’ll get an email message. Google will tell you about new results once a week, once a day, or as soon as they’re found. (You won’t necessarily get a message every day or week. Google only sends email if there’s something new to report.)

Google Alerts are useful to:

monitor a developing news story
keep current on a competitor or industry
learn where you or your company is cited or quoted
get the latest on a celebrity or event
keep tabs on your favorite sports teams
find when people link to your site
discover new websites on a certain topic
and more.

Note: Google Alerts is just one of several different services that will email you Google search results. Google Alert, a similarly-named third-party service available at www.googlealert.com, is one of those services.

To set up Google Alerts, go to www.google.com/alerts. What happens next will depend on whether you have a Google Account or not:

If you have a Google Account, you’ll be working with the Manage Your Alerts page. Here you can create, edit, and delete alerts.
If you don’t have a Google Account, you’ll use the Google Alerts home page. You’ll create your alerts from this page and manage them via email. This isn’t as convenient as the Manage Your Alerts page, but it’s useful if you don’t want a Google Account.
We’ll start by discussing the Google Alerts home page. Later we’ll cover the Manage Your Alerts page.

1. The Google Alerts Home Page
If you have a Google Account, skip ahead to Section 2, “The Manage Your Alerts Page”.

When you want to create an alert, first you’ll need to have a query in mind. This query takes the same form as a query that you’d type into a Google search box. For instance, if you wanted to know what’s new with Google Guide, you could use the query [ “Google Guide” ] — including the quotes.

Tip: If you’ve just done a search from some other Google pages — especially a News page — look for an “Alerts” link on that page. Clicking it takes you straight to the Alerts page with the query already filled in.

When you go to the Google Alerts page www.google.com/alerts your screen should look something like this:

The “Search terms:” box has the query you’d like Google to monitor.

To search news sources — online newspapers, for instance — choose “News” from the “Type:” drop-down. To search general web pages, choose “Web” instead. Choose “News & Web” to search both. To search Google Groups, choose “Groups.”

On the “How often:” drop-down, set how often Google should tell you about new results.

Put your email address in the “Your email:” box. This is the address where Google will send Alerts. Click the Create Alert button.

Now Google will send a confirmation message by email to be sure your address is correct. The confirmation message will have links to click to confirm or cancel the Alert. (If you can’t click the links, copy the web address into a web browser.)

Once the alert is verified, you should see a Google Alert Verified screen.

Sometime in the future you’ll receive an email message from Google Alerts, like the one shown below, to tell you about new search results for this query. Click on the title (here, “IRS Freedom of Information”) to see the page. You’ll get email about this query from time to time until you cancel the Alert. You can cancel an Alert by clicking the link at the end of an Alert email message.

(To edit an alert, cancel it and create a new one.)

2. The Manage Your Alerts Page
(If you don’t have a Google Account, the previous section describes how to manage your alerts.) Google Account holders use the Manage Your Alerts window to create, edit, and delete Alerts.

You’ll need to be signed in to your Google Account, too. If you aren’t, after you go to the Google Alerts page www.google.com/alerts, click the “Sign in” link.

This is the Manage Your Alerts window:

To create a new Alert, enter a query in the Search Terms box — just as you would for a standard Google search. (If you’ve come to the Manage Your Alerts page from another Google Search page, your last query may be filled in for you. You can edit it if you want to.)

To search news sources, choose “News” from the “Type:” drop-down. Choosing “Web” searches general web pages, Choose “News & Web” to search both. Choosing “Groups” searches Google Groups.

On the “How often:” drop-down, set how often Google should tell you about new results.

Click the Create Alert button. This new alert should move to the list of Your Google Alerts.

To edit or delete any of your existing Alerts, simply click “edit” or “delete” at the right end of its line.

Exercises
This problem set gives you practice with Google Alerts. For hints and answers to selected problems, see the Solutions page.

Set up a Google Alert to automatically email you about new pages in Google Guide.
tags (keywords): accounts, alerts, news, services, URLs

This page was last modified on: Tuesday March 13, 2007

How to Measure Your Newsletter Writing Success

Do you know whether the newsletter you write is actually being read?
If it is an electronic or e-newsletter, the way to determine whether your missive is being read is by the open rate.

The open rate is figured by the number of emails opened divided by the number of emails sent or bounces (so a 30% open rate means that for every 10 emails sent to an inbox, 3 were opened) (whether or not it was actually read can be determined by analytics- seeing the time spent by an opener on any given page) (Of course if the reader just opened the page and went for coffee or zoned out can not be determined)

Unless your newsletter is about something personal that everyone is searching for, the average open rate is between 20-40%.

So, how do you get your newsletter opened by more people?
*Try changing up your subject line with the topic details right in the subject line instead of the name of the newsletter
*Put the juicy details of the article up front
*Experiment with days of the week that the newsletter comes out- people are too busy on certain days

Another helpful way to spark interest is to have your newsletter attached to social media. Enable your faithful reader or fan to tweet it to his/her twibe. Enable the reader to forward a copy of your newsletter to friends for additional reader sign-ups.

Enjoy writing the newsletter and your fans will enjoy reading it. But remember, give them what they want to read.

If you need help with your newsletter, feel free to drop me a line.

Call to Action

Because this is such an important part of your business, regardless of what business that is, I am sharing this article written by Dan Kennedy with you. Dan is the Ultimate marketer and now after making millions, helps others to emulate him and make millions as well.

What Makes Prospects Buy?
By Dan Kennedy

Let’s talk about what I believe is the single most important device that gets your customers or prospects to buy… the call to action!

The call-to-action in the form of a response device: In person-to-person professional selling one of the most common failings in sales people is the fear of closing the sale. Or in other words, the reluctance to ask for the order.
Master sales trainer Ziglar says that asking for the order is what separates the poorly paid professional visitor from the kingly compensated professional sales person.

Just as closing the sale is a vital skill in face-to-face marketing, asking for the desired action clearly is a vital skill in advertising. Incidentally experience in effectively closing sales in person is a valuable asset in creating effective advertising.

The same techniques, words, phrases and ideas used in personal selling can be used in print selling.

A strong direct call-to-action in direct mail is vital. Tell the reader exactly what you want them to do, how to do it and when to do it. If response to your offer is any way complicated you may want to number the instructions, one, two, and three.

The call-to-action may appear in several places in the typical direct marketing package, such as the letter, the main brochure, and most importantly in the response device. A response device is the coupon to be redeemed, the order form, or the reply card. Whatever your response device is it should restate the basic offer and bonus and present the call-to-action. You can learn to use these techniques to develop effective direct mail marketing materials for your businesses, products and services. Incidentally, all this transfers to online marketing; to web sites and to e-mail too.

Facebook Ad Tip

When advertising on Facebook, send the clicks to a Facebook page
and not to your web site, advise Perry Marshall and Thomas
Meloche in their new book “The Ultimate Guide to Facebook
Advertising” (Entrepreneur Press).

Reason: If you send your clicks to a Facebook page, then the
visitors land in known and comfortable surroundings.

Says Marshall, “Their defenses are much lower than when they are
taken to a foreign web site for the first time, and they are
more likely to engage more frequently with your content.”

In addition, visitors don’t have to worry that you’re about to
install a virus on their computer, post offensive material, or
assault them with pop-ups and ads.