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.
For many companies, Valentine’s Day is one of the most profitable events and occasions of the year. However, just how successful it will be, will depend heavily on the digital marketing campaign that you decide to run and how effectively it will grab and entice your target audience. Below, we highlight three amazing Valentine’s Day marketing campaigns over the past few years that really hit the mark.
Ford’s Valentine’s Day Video
Ford embraced the power of video content marketing for Valentine’s Day of 2015. They created a hilarious prank video that gave ‘speed’ dating a whole new meaning. The video went viral and sky-rocketed the Ford Mustang’s popularity not only for the duration of the special occasion, but also for many months thereafter.
The Body Shop’s Instagram Competition
Another example of how a simple digital marketing strategy can transform sales and maximize engagement. The competition was based on Instagram and simply asked followers to ‘send’ a kiss to a friend via the platform. The winner would nab themselves and their friend a gift pack of the brand’s newly released fruit-scented lip balms. The friends were tagged in the posts, which increased the reach. And, the task itself was easy, meaning more people than expected chose to get involved.
Omaze and Influencer Marketing
Omaze, a philanthropic-auction platform, decided to utilize influencer marketing to its advantage, roping in popular British celebrity, Idris Elba, to help raise funds for the W.E. Can Lead project. The goal was to supply hundreds of young girls in Sierra Leone with year-long empowerment workshops. The ultimate prize was to win a trip to London and the opportunity to spend a romantic evening at a restaurant with Mr. Elba himself. In order to gain entry into the competition, participants would need to donate a minimum of $10 to W.E. Can Lead. The end result was double the anticipated amount, with a total of $750,000 raised.
Are you keen to make the realm of digital marketing work for you this Valentine’s Day, as well as beyond? Then it is time to call on The Digital Marketing People. We are specialists in small business marketing, email marketing, SEO, social media marketing, and more. Get in touch today!
You can’t ignore how fast the digital marketing world is growing. From fast and rapid advancements being made annually in visual search and the rapid rise of interactive chatbots in most social messaging platforms aiding social media marketing to the advancing implementation of AI in various marketing functions across vast industries and markets.
2019 was a very competitive season among all digital marketers with all the evolving technologies that were utilized. With technology getting more sophisticated, modern customers will have to be very tech-savvy.
Three Digital Marketing Trends to be on the Lookout for in 2020:
There is no denying that this technological feature keeps getting more advanced, and we can expect that more and more digital marketers will want to utilize this feature in 2020.
For instance, this year alone, most searches have been done by voice searching. One can simply make a mobile query on Google using voice search.
Even though it won’t be easy to replace text-based search, the voice search feature will present an opportunity for digital marketers in 2020 that will help them expand their existing market.
Video marketing has been one of the fastest-growing strategies over the past few years, and it keeps growing. Small businesses with limited resources should consider leveraging this digital marketing strategy as part of their email marketing by 2020. This will make it easier for small companies to start doing their own video production and stop relying on external agencies.
Cisco estimated that 82% of internet traffic will be via video by 2022, which means that you won’t have to wait too long to incorporate video as part of your growing business. This efficient marketing tool will mainly be useful for small business marketing as well as social media marketing.
More and more businesses are leveraging visual search due to how fast and easy one can obtain information online using visual search. The image recognition market keeps growing, and it will only be more efficient in 2020.
With visual search, you can easily find a product review online or identify species of plants just by taking a photo or uploading a picture of the object.
This is a fast, interactive, and fun feature that will help small businesses leverage processing visual information using this visual search trend.
Contact The Digital Marketing People to learn more about digital marketing trends you should be on the lookout for in 2020.
B2B marketing may come with challenges. But, it also has a number of innate advantages when compared to consumer-based marketing. As a B2B marketer, you are playing in a narrow field in which your prospects are not merely members of a giant mass of consumers, but specific operators within a particular field. Their needs should be relatively apparent to you, and you have the means to fulfill those needs, or you wouldn’t be targeting this particular market in the first place.
Having established this advantage, how does a small business successfully market itself to its clients? Here are the 3 broad and basic steps you should divide your efforts into:
Establish a Firm Knowledge of Your Audience
How well do you really understand the potential clients you are addressing? No matter how well you think you know them, get even better acquainted. Study them, the language they speak, the platforms they frequent, everything about them. Even if you serve a large industry, your market is still quite small compared to companies that target consumers. That only makes it easier for you to understand your audience inside and out. Once you’ve done your research, you will not only know how to address them, but also where.
Build Links Between Your Product and Your Audience
Look at your audience and your product. What is the connection between them? What will the one do for the other? You now know how to reach your audience and how to address them, so now you just have to relate your product to them. Here’s where your marketing creativity kicks in as you tell them; via their preferred platforms (the appropriate social media sites, and the like); why they need your product. And, remember to open the channels they need to acquire it.
Analyze Your Data – And Repeat
This is probably the most important step. Make good use of your analytical tools. Count your clicks and conversions. And, either keep doing what you’re doing or change it as necessary. Keep a constant watch on your data and adjust your approach as you go. This forms a feedback loop that will maintain and strengthen your marketing efforts.
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.
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In the world of digital marketing, having a high Google ranking has always been a primary goal.
What is Google Ranking?
When a user; whether it is a researcher or a potential mega-spending client; types in a keyword or a phrase for Google to search, the position in which your website is listed in the search engine result pages (SERPs) is called your Google keyword ranking.
Because most search results show ten listings per page, a ranking of 1 means you are at the top of the list, while a ranking of 11 means you are on the second page. The higher your position on a SERP, the more organic traffic your webpage should get, which is why SEO has been such a mainstay of small business marketing.
Although Google’s algorithms change regularly, these are some factors that will up your ranking:
Behind the Scenes
When using Google, Bing and so on, the loading speed of your pages is estimated by search engine “spiders” based on the HTML code of your site. Chrome user data adds to the accuracy when Chrome is the search engine of choice. The faster, the better.
The old adage that “content is king” still holds true as there are no shortcuts and appropriate content will always be Google’s friend. However, keeping your content up to date is important as the indexing infrastructure, Google Caffeine, values recently published content.
Also, remember to regard your images as a type of content. By optimizing them with their file name, alt text, title, description and captions, you are sending relevancy signals to Google’s bots.
According to Google’s John Mueller, “Having a keyword that appears in the first 100 words of a page’s content is correlated to first page Google rankings, and having your keyword(s) appear as a subheading tag in HTML help us to understand the structure of the page.”
But don’t be tempted to over stuff your content with keywords – see point above!
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If you are creating content online and want to attract new business online, you need a cross-channel marketing strategy. This type of strategy will set out to ensure that as many potential clients as possible are exposed to your brand and messages online, regardless of where they spend their time.
Before you start to create social media profiles on every platform available, there are a few things you need to determine, such as:
Who Are You Marketing To?
You not only need to know exactly who your ideal clients are, but also what their needs and desires are. By knowing who your target audience is, you will be able to create content that appeals to them specifically.
Where Do They Spend Their Time Online?
You likely have a few ‘ideal customers’, with some of them reading white papers and the others waiting for more visual content on Instagram. Knowing where your audience spends their time will help you tailor your cross-channel marketing strategy for your brand.
What Challenges Do They Face?
Instead of writing about how great your product is, write search engine optimized blog posts that address the problems they have.
A visual representation of this information will help you identify the trigger points where you can engage with the right customer at the right time. If a person has downloaded your mobile app, then triggering a push notification if they haven’t opened the app yet is a good example of a cross-marketing trigger point that can be automated as part of your digital strategy.
Customers expect a seamless experience with brands. According to Oracle, close to 80% of consumers now use at least two communication channels before making a buying decision. In addition, 30% use three or more channels before making a buying decision.
Map out every possible scenario of consumer engagement with your brand to find new communication opportunities. If you need help with your small business marketing, SEO or social media marketing, contact the Digital Marketing People today.
Creating sponsored content ads on LinkedIn is a great way to make sure your content reaches your target audience. In this blog post, we discuss how you can go about creating LinkedIn sponsored content ads:
Choose The Content
The first step is to choose what content you want to promote. It may be a blog post or a web page featuring a promotion. Copy the URL, go to your company page on LinkedIn and paste the URL into the update box where it reads: “Share an article or photo” and post the article, photo or link.
The post will now appear in your timeline. Above the post, you will see a grey arrow with the words “Sponsor now”. When you click on the link, you will be taken to your LinkedIn campaign manager.
The Campaign Manager
Once you are in your LinkedIn campaign manager, you can go through all the processes you need to in order to promote your content. LinkedIn’s campaign manager is very similar to Facebook’s campaign manager. Click on the article link that you want to promote and click on “create a campaign” in the top right corner.
You can choose whether you want to promote your content with targeted native advertising, drive traffic from the desktop with ads, or send targeted messages directly to people. If you want to sponsor the content, click on the top option that reads: “Promote your content with targeted native advertising”.
Next, you will name your campaign, choose your objectives, select your audiences, the location you want to target, and how you want to target them. You can target people by fields of study, member groups, job titles, job function, years of experience, and a host of other options that aren’t available to you with Facebook ads.
If you want to improve your social media marketing strategy or your online reputation management, then LinkedIn Sponsored content ads are a great way to do this. Contact The Digital Marketing People for advice today.
If you own a business that operates within the travel and tourism industry, you are probably wondering how you can make sure digital marketing works for you. So, where do you start? And how can you really make the most of your efforts? We have got some helpful tips for you below:
Get Involved On Social Media
The only thing bigger than travel related photos, quotes and videos on social media is #foodporn. Basically, social media is the biggest and most advantageous tool at your disposal when it comes to generating interest in your travel and tourism business. If you are not using social media to promote it and attract followers, you are missing out on a world of opportunity to grow your online reputation.
Why not run a competition where you encourage your followers to send through their best travel snaps? You can use these inspirational pictures in future campaigns, as long as you tag the person who sent them to you and get their permission first. Studies have shown that user-generated content marketing gets more engagement and interest – which is great news for your business!
Optimize Your Website
Seeing as though most people will use your website to browse information about certain destinations and, most importantly, for making bookings, you will need to ensure that it is fully optimized to accommodate heavy traffic, as well as a wide variety of devices that may be used for browsing. This includes smartphones and tablets. A responsive, easy to navigate website will enhance user experience and give you a boost in Google rankings.
When it comes to expert digital marketing, social media marketing and content marketing, The Digital Marketing People have got you covered. For more information, do not hesitate to get in touch.
Digital marketing seems pretty straightforward, right? You build a website, start email marketing and spend as much time promoting your brand on social media as possible. Think again! Unless you have a very clear strategy with very clear goals, it is easy to make tragic mistakes when it comes to digital marketing and your brand’s online reputation. Here are a few common mistakes that you definitely want to avoid at all costs:
Neglecting Mobile Users
Nowadays, the majority of Google searches are conducted using a mobile device, like a smartphone or a tablet. Never mind the new algorithm updates that seem to penalize websites and their rankings if they have not optimized for mobile. Basically, if you have not made sure that your website is responsive and accommodating to all methods of browsing, you are losing out on a lot of business, and you can be sure that it is one of the main reasons why you can’t seem to make that top spot on Google.
Not Using Content Marketing To Your Advantage
From blogs to videos, digital marketing is all about content: creating content, sharing content, engaging with content. If you are not doing any of this, you can be sure that you are not reaping the maximum rewards of your online marketing efforts.
Digital marketing can be a relatively affordable exercise if you know who you are targeting. With so many tools that allow you to target your audience incredibly specifically, from age and gender to online behaviour and interests, you can achieve incredible results with the minimum budget if you use these tools correctly and do proper research into who your customer really is. Not only will this knowledge help you in the realm of digital marketing, but it will also help you with every other aspect of your business too.
If you are looking for expert assistance when it comes to digital marketing, small business marketing, email marketing, SEO and social media marketing, look no further than the Digital Marketing People. Contact us today to learn more.