While there are general digital marketing best practices to keep in mind when building a campaign, these do’s and don’ts will vary tremendously from industry to industry, and from brand to brand. With that in mind, here is everything that you need to know about successfully designing a digital marketing campaign for healthcare providers in the USA and Canada.
Understand Patients and Their Needs
As with any other digital marketing campaign, you will need to garner a good understanding of your target market. You will need to find out the following:
- What motivates them,
- What health problems they may be experiencing,
- What they are searching for with regard to these particular health problems, and
- What questions they have about these specific health problems.
You will also need to ask yourself who your patients actually are from a demographics perspective and, most importantly, what is it that eventually drives them to make that appointment with your healthcare practice or establishment.
Once you understand what health conditions your patients are suffering from and what information they are seeking relevant to these conditions, you can begin to implement a content marketing approach to your advantage. This means supplying them with informative and accurate answers to their questions, all the while establishing your healthcare practice as a trusted, thought-leading authority on the matter.
Become More Relatable
Utilize social media marketing to make it easier for prospective patients to relate to your practice and to feel comfortable turning to it for help. Engage openly with followers and do your best to remain as sensitive as possible to their feelings and needs.
Here at The Digital Marketing People, we are ready to assist your healthcare practice by creating and implementing an appropriate digital marketing strategy that is sure to generate results. Contact us today to learn more.
Email marketing is an exceptionally powerful tool when it comes to the digital world. The secret to making it work for your brand is to ensure that you have built a high-converting email funnel that is tailored to your unique customers. An email funnel is essentially an email marketing strategy designed to nurture leads and drive conversions. It is a chain of emails that are sent automatically to your customers at different stages of the buyer’s journey.
Ultimately, it is this buyer’s journey that dictates how your email funnel should function.
The Different Stages of the Buyer’s Journey
The key to creating a high-converting email funnel is sending the right email at the right time. This means developing a strong understanding of the many different stages of the buyer’s journey. The generalized stages look something like this (although they may vary based on your brand):
Stage 1 Is Awareness:
This is when the customer has only recently learned about your brand and what it is that you have to offer. Emails sent during this stage need to be helpful and informative, and they need to aid in establishing your brand as a thought-leading entity.
Stage 2 Is Consideration:
This is when the customer is still contemplating whether or not your product or service is right for them, and whether they should buy from you or another brand. Be careful about sending emails that oversell during this stage. The focus should still be on teaching and providing helpful information, as well as addressing the customer’s possible pain points and questions.
Stage 3 Is Conversion:
This is the time when the customer decides to buy from you. It is that delicate stage when leads either convert into sales or when then customer decides not to proceed. The focus of your email content during this time should be on backing up the features of your products and services with relevant benefits. You should also strive to entice them to make that purchase with the help of discounts or promotions.
Stage 4 Is Loyalty:
The funnel does not end when the customer makes a conversion. After all, you will want them consistently coming back for more! Stage 4 focuses on turning customers into fans. This means sending targeted content that will engage and delight.
Stage 5 Is Advocacy:
This is when you will be convincing your fans to share their knowledge of your brand and its products/services with the world. Strive to send plenty of shareable content that is personalized to them.
Need assistance with perfecting your email marketing strategy and your email funnel specifically? Get in touch with The Digital Marketing People. We specialize in email marketing, content marketing, marketing automation, and more.
Partnership marketing allows you to develop your audience size by tapping into another business brand’s audience. It can help both business brands promote their brand’s work by working on a shared project that helps market both businesses. The process could be as simple as giving shoutouts to one another or furnishing links on their respective social media platforms or official brand website. A partnership marketing strategy can also help reduce marketing costs on both ends because you’ll be helping each other grow by using your separate channels.
How to Go About Partnership Marketing
If you choose the right partnership digital marketing partner, you can potentially grow your customer base, provide excellent product selection to your audience and clients, and increase your sales as well. Here is how to go about partnership marketing:
Complement Other Brands by Using Partnership Marketing
Companies can complement other brands using partnership marketing without the two companies being in direct competition. For instance, when Disney partnered with YOOX, it helped drive new types of customers to YOOX. Another example was when Taylor Swift partnered with TicketMaster to help make tickets easily accessible to her fans.
Partner with a Business Brand that Complements Your Brand
A brand partnership helps increase brand awareness of your partner with a business brand your audience will love. However, to achieve this, your partnership must be logical. Make sure that you partner with a business brand that complements your brand without any direct competition.
Partner with a Brand with a Strong and Positive Reputation
Brand partnerships should mutually benefit both brands by improving their small business marketing. It also helps to find a brand with a strong and positive reputation.
Partner with Bloggers
Partnering with bloggers can also help you reach a greater audience because they can feature collaborations with various artists and brands.
Support Your Brand Partners
It is crucial to link out to your brand partners, as well. The success of any partnership is reliant on SEO linking out to their brands on your website. For example, if they sell products in a category on Amazon, you can choose to add a link with their name on top of your top navigation.
Get a Written Contract
While brand partnerships are essential, both of you must sign a written contract to ascertain the partnership to make sure both parties follow the guideline. Whether you need to send emails regularly, post about them online several times weekly, keep their link of your top navigation or other guidelines, you must get it in writing. Hence, if your partner fails to uphold their end of the contract, you can quickly terminate the partnership.
Remember that a partnership shouldn’t just be about taking; it’s more about giving as well. Hence, make sure you meet your partner as often as possible to discuss partnership promotion ideas and deals. Remember to treat them like a partner and not a promoter, and provide value to their content marketing as well.
Contact The Digital Marketing People to learn more about partnership marketing.
Tired lawyer jokes aside, when people seek legal advice, they are normally emotional, vulnerable and in a bad mood. To catch their attention, law firms should offer germane content on their website. To put prospective clients at ease, gain their trust and get their business, use digital marketing techniques such as lead generation and reputation management.
Content is (Still) King
Not only do small law practices who have blogs on their websites show 126% higher lead growth than those that don’t, content marketing results in conversion rates six times higher than other marketing methods.
When looking for a lawyer, people want authority and authenticity. Your prospects want to feel connected to your firm before they commit.
Well-crafted content shapes you as a go-to source for fresh insights, innovative solutions and legal trends in your clients’ industries. While search engine optimization and keyword research have tremendous value, content marketing pays long-term dividends, and therefore quality trumps SEO.
Legalese is what puts regular folk off the law. Share your knowledge, processes and history in a way that is understandable by the layman, interesting and, where possible, constructed as a story.
No matter how great a lawyer you are, how you and your firm are perceived carries more weight than your track record. Social media has given a voice to anyone who wants to say anything about you, and positive and negative reviews, comments and conversations about your business abound.
It is essential that you control and improve how your firm is regarded by others by encouraging feedback, constant monitoring, having a response plan ready, handling negative comments skilfully and following through.
Ask the Experts
Are you in the legal field and interested in digital marketing methods and strategies to boost your status and help you generate new leads? The Digital Marketing People (a digital marketing agency) offers a range of internet marketing techniques, including local lead generation, online reputation management and Google reviews that can be customized for your firm. For more information, contact us today.
Often referred to simply as “UMP” – and often confused with USP – your unique marketing point is a phrase coined by Samantha Noble and refers to the “data and insights on visitors that come and interact with any of the platforms that belong to you”, which cannot be replicated by your competitors.
Where to Gather Insights
The platforms you use each have their own built-in tools to gather the data that you can convert into usable information to boost your marketing campaigns. Below we investigate a couple:
Google is such a household name that it has become a verb! This makes their analysis tools particularly powerful. It does require commitment, though, as Google Analytics is known for its thoroughness, not its user-friendliness.
Once you have added your Google Analytics code to every page template on your site, go to the “Audience” section, and from there “Demographics.” Here you will learn who visits your site – age and gender, types of content that they browse online and the types of products or services that your customer base are also in the market for.
Hand-in-hand with Google Analytics is AdWords. Used to track campaign statistics or view specific data for ad groups, ads or keywords, AdWords breaks the data into finer sub-sections.
To get the best indication of what is or is not working, import a Google Analytics view into AdWords and examine these data columns:
- Bounce Rate,
- Average visit duration, and
- % of new visits.
In Their Own Words
- Bing Ads Intelligence is a powerful keyword research tool that allows customers to build and expand on their keyword lists using the Excel interface. Customers can easily gauge the performance of relevant keywords and apply those insights to improve their keyword selection and campaign performance.
- Facebook Audience Insights gives you aggregated information about two groups of people – people connected to your Page and people on Facebook – so you can create content that resonates and easily find more people like the ones in your current audience.
The Digital Marketing People
Email marketing is still the most effective way to reach your audience and convert them into paying customers. Sending regularly-scheduled emails to everyone on your list keeps you top of your fans’ minds and allows you to nurture strong relationships with your contacts.
How To Keep Subscribers Engaged
Hands up, if you have been tickled pink by a company and you, therefore, happily subscribed to their newsletter. However, fast-forward to a couple of months later, and your inbox is overflowing with newsletters you haven’t even opened, and your enthusiasm has waned considerably. As with all types of marketing, success is not guaranteed when it comes to email marketing. Spam traps, unsubscribes and ignored messages are just some of the stumbling blocks to the success of your campaign.
So, how do you keep your subscribers hooked and interested with your email newsletter design? Here are a hand full of tips:
Know Who the Message Is Aimed at
All the platforms available for automating your email marketing include the necessary tools to keep your business GDPR compliant, to keep your records accurate and up to date and to filter or segment your database according to your subscribers’ interests and needs.
Getting your email to the right contacts increases your conversions – and keeps your readers wanting more.
Keep it Short and Sweet
Ask anyone how they are, and ten-to-one they’ll reply “Busy!” Bear that in mind as you design your email and make it easy for your readers to scan the content so as to get your message across in minimal time.
Cut unnecessary noise and focus on only one message you want your readers to remember.
Share Your Personality
Simple formats are the easiest to read. But that doesn’t mean that you need to be boring. Add some personality to your emails to reflect you, your company and your message with originality.
At each pause, make sure that it is crystal clear to your readers what your call to action is.
The Digital Marketing People
Whether you own or do marketing for an e-commerce business, you need to know which KPIs to track. These are some of the indicators that should be on your radar:
The first indicator is pretty obvious – sales:
- Sales And Customer Growth
Sales and customer growth are always the most important indicators of health for a business. Every business tracks sales on an hourly, daily, weekly, monthly and/or quarterly basis. You also want to track your sales by promotions and channels so that you know which acquisition efforts are working, where they are working and when they are working. This will help you to spend your ad dollars more effectively.
- Average Sale
You also want to track your average sale on a customer’s first, second and third purchase. Knowing this will give you insights at how purchasing changes over time, such as whether it increases or decreases after the first sale, so that you can develop strategies to improve growth.
- Profit per Order
Profit per order is something else you want to track. It’s important to understand who your high-profit clients are and where they come from.
- Retention Rate
The next thing you need to track is the retention rate, with a ‘retained customer’ being described as one who has purchased from you three or more times. Your e-commerce business’ retention rate is important because it helps you understand how customers feel about your brand and whether they will become advocates or not.
Retained customers are your most profitable customers. A great example is from Zappos: 70% of the company’s sales come from retained customers, in other words – those who have made shopping at Zappos a habit.
Data-driven marketing is the latest buzzword in the industry, and for good reason. It is really all about driving more relevant conversations with your audience and the customers in your organization.
It makes a huge difference when you are able to give the right message to the right person at the right time and place. While this may sound simple enough, it can be tough to get right. When you are having conversations across so many different channels, you will quickly realize that you have opportunities on mobile, social media, through your website as well as your call centre.
Customers are looking for an experience that ensures regardless of on which platform (where) they are interacting with you, you need to know everything about them. They expect you to know that they were just on your website and are now calling the customer help-desk about a specific problem.
Most of us have had some kind of disastrous encounter with a call centre, where you explain your problem to one person, only to get put through to the next person (where you have to explain the problem yet again). It’s bad enough when this happens on one channel, but when it happens across multiple channels, the effects can be harmful.
This is the type of problem that data-driven marketing promises to solve. With the proliferation of data, the Internet of Things and cloud computing, we have more information on customers than ever before. We are now at the tip where the opportunities of what we can do to create better customer experiences will explode.
Data-driven marketing, when combined with smart digital marketing strategies, can help to set you apart from your competitors. Contact the Digital Marketing People for more information about small business marketing today.
Interactive email and email automation are both highly effective email marketing tools. They are used for reaching out to your desired target audience, through content marketing, and can drive sales and revenue to your business.
What Is an Interactive Email?
An interactive email allows your reader to perform an action which activates or sets off an event within the said email. Using interactive email in email marketing is a very effective tool as it keeps the user intrigued and in the inbox for longer periods of time as they perform the required actions.
Email automation allows for an email to be automatically sent when a specific trigger or action has been met. For example, when a user subscribes to your webpage an automated email welcoming them and helping them to get started might be sent.
Now that we understand what interactive email and email automation are, we can look at what steps need to be taken to ensure a successful email campaign.
Step 1 – What Exactly Would You Like Your Email to Achieve?
It would be in your best interest to understand your goals and know exactly what you would like to achieve through your email campaign, as this will ultimately determine who needs to be targeted, what type of email is to be sent and what marketing automation content is required.
Step 2 – Build Your List of Email Addresses
This can be done in one of two ways depending on whether you want to target existing users or rather obtain email addresses you might not have already:
- Existing Customers
If it is existing customers you plan on getting in touch with, you can simply import a list of your known contacts’ email addresses into your chosen email marketing tool.
- New Customers
On the other hand, if it is new customers you plan on acquiring, then this will be done by manually building a new list from scratch.
Step 3 – What Type of Email Campaign Is Needed?
Should you be sending out a newsletter, a marketing offer, an event invitation or simply just an announcement? Ultimately what you decide on here will be influenced by the goals you decided on in step 1.
Step 4 – Create the Desired Email Campaign
Now that your goals are decided on and you have built a list of email addresses and selected the type of campaign you would like to send out, you can begin to build your email. In short, it should be easy to read, have engaging images and visual content, be personalized and be relevant to each subscriber.
Follow these four basic steps to be able to quickly and easily start your email marketing campaign, and send out that first email which will deliver amazing results for your business.
A great deal of time and effort has gone into building up your email marketing list and you have written amazing content. You have formatted an easy to use sign-up form and offered hard to resist deals to entice your audience. You send out your first email to your target market via your marketing automation system. Yet, people still unsubscribe.
Don’t panic! Every email marketing list has people who unsubscribe. The only way to avoid this would be to not have an email list at all.
Identifying the reasons for people unsubscribing from your email marketing list is key to bringing those numbers down. Here is what to do:
Do Not Go Overboard in Your Subject Lines
Overuse of caps, emojis, exclamation points and keywords such as “free”, ”give away”, “sex”, “deposit”, and the like, can identify your email as spam and move it to your junk folder or cause your reader to hit the unsubscribe button.
Write Engaging, Well-Thought-Out Content
Your content should have a clear and concise purpose, which starts with the subject line, is carried through in the following paragraph and continues to be elaborated on throughout the email body. Finally, your message or point should be brought to a strong conclusion in your CTA.
Deliver on What You Promise
Your reader opens the email, intrigued by what is offered and clicks on the CTA link in the hopes of finding that something amazing – which was promised to them. At this point, if they are unhappy with what they find, they will hit the unsubscribe button without a doubt. Your subscriber needs you to deliver on what you promised – each and every time!
Make Unsubscribing Less Obvious
Legally an unsubscribe option is required in your content marketing, but this can be done in less obvious ways. You don’t want to make unsubscribing too easy. Try writing it in smaller text next to other options such as “please provide feedback” and don’t allow too much white space around it.
Email marketing is highly effective and, therefore, important. By following the few basic guidelines above, your unsubscribe rates will drop for sure.