B2B Marketing Tips

Medical Marketing and Media | A Complete Guide for Businesses

Introduction

Today, there is so much information available on the internet that it seems patients do not need to visit a hospital to diagnose the problem. Customers can book online appointments at your medical clinic if your website is placed at a higher place on the search engine result pages. To get your website and services ranked higher in the search results, it is essential to plan healthcare marketing strategies for building brand image and optimizing the patient experience for greater footfall and better results. Medical marketing is a complex framework that assists medical businesses in educating and communicating with prospective patients on important health information, medical agendas, messages, company services & practices, and more.

Fundamental Elements of Healthcare Marketing

For a solid and manageable foundation in the medical industry, it is essential to identify the powerful marketing elements the healthcare business can undertake. Following are the top three fundamentals of medical marketing:

Digital Marketing: Broadly, digital marketing includes everything from mobile applications to online portals & gateways. Everyone around us is connected to the digital world via social media platforms like Facebook, Google, LinkedIn, etc., or online email sites like Yahoo, Gmail, or Hotmail. Digital marketing has the power to target a pinpoint audience by blogging, advertising, hosting online events, and so much more.

Internal Marketing: Internal marketing is about gaining attention and communicating information to those who already know you, such as past patients. It is about retaining patients by enhancing their experience, inspiring patient referrals, converting inquiries, etc. It is a low-risk technique and offers a high return on investment.

External Marketing: By external marketing, you can reach out to new prospective patients by advertising. A social media campaign is an effective strategy to connect and reach out to we have We have interested customers and patients. External marketing can be expensive as compared to other elements of medical marketing but quite effective.

Marketing and Media Trends for Medical Businesses in 2021

It is vital to review the latest medical marketing trends that can help organizations in the medical field grow. Some of the notable trends are listed below:

According to a report, about 85 percent of patients rely on Google reviews and form an opinion even before booking an appointment. Therefore, it is critical to emphasize the online reputation of the business. A dedicated program can be hired to improve or create a favorable image of the provider on Google, Facebook, or a review website.

Prefer an Image or Video over Written Content: Unarguably, videos and images engage consumers better than written content primarily because of the attractive visual elements. According to several reports, consumers will spend approximately 100 minutes per day watching online videos in 2021. Another study stated that videos have higher conversion and interactions with potential clients.

Local SEO: It is important to find website loopholes to generate more traffic on the website. Even a small issue in your website can push it down on the Google result page. Effective medical SEO of your website can offer vital information and leads for a foothold in the medical business.

Strategies to Gain More Clients and Patients for Your Healthcare Business

Search Engine Optimized (SEO) Website and Blogging

Search engines like Google have simplified the online searching process for people to find and receive information that they need. Google runs a combination of algorithms before delivering webpages on the search engine results pages (SERP), which is relevant to the search index. SEO tools can identify and eliminate the loopholes in your website that prevent inbound traffic. SEO Professionals conduct website audits that can increase loading speed, resolve content issues, build meta tags, deliver better crawlability results for the audience, and so much more.

Blogging can significantly impact the quality of SEO by positioning your business’s online site as a suitable solution to customers’ queries and questions. While creating a blog, content writers use several on-page tactics like higher frequency of keywords in the content, which makes the content more appealing and eye-catching to the readers.

Social Media Marketing

Understanding social media marketing in a medical industry setting is essential. A single Facebook or Google post can create many leads for potential patients. Almost everyone, especially millennials and Gen Z, spends most of their time scrolling Facebook or Instagram timelines and making decisions based on the information available. Medical companies can create meaningful content to engage potential patients available on social media.

Following are some essential tips for effective social media medical marketing:

Get a gist of the target audience and devise a relevant strategy for your social media handles like Facebook, Twitter, Instagram, etc.
It is vital to address customer complaints and queries to gain trust and loyalty. Companies can share their contact information online for users to connect with them anytime.
Frequently posting health tips and medicine information on Facebook, Google, etc., are great ways to build a company’s goodwill and reputation online. Quotes and facts can also draw the reader’s attention.
Hosting online events on Google, Facebook, or YouTube is a great strategy to connect and share information with potential patients.

Paid Advertising and PPC Practices

All the ads that one can see on billboards, newspapers, televisions, or radios are paid services offered by a publication company to businesses. Paid advertising is generally quite specific and granular, allowing you to reach out to an audience interested in availing medical services that you offer. It is crucial to broadcast your medical practices and information across multiple and selective advertising channels.

A Pay-Pay-Click, or PPC campaign, is an online advertising strategy in which you pay a fixed fee per click. Though not expensive, it is a profitable strategy for providers to analyze which medical practices receive better results. PPC campaigns offer brilliant work insights which facilitate better decision-making and more. Social network sites like Facebook have low click rates, but the customer-targeting capabilities can make a massive difference in the medical marketing practices of the business.

Phone and Email Marketing

The main objective of e-mail and phone advertising is to give data access to customers personally and to hear customer expectations and demands. As per a study conducted by Website Builder, the role of e-mail advertising becomes 40 times more successful than Facebook and other social media platforms, when it comes to customer acquisition. Also, Tower Data states that 0ver 91% of consumers in the US read mails every day. It is one of the most functional CRM choices to maintain communication, deliver important information, and automate appointment reminders on behalf of medical providers.

Check out the top e-mail and mobile media tips that medical ventures need:

Consider creating ads and newsletters that can be conveniently viewed on mobile screens.
The online content should be eye-catching and precise.
Track and report metrics to improve performance and effectiveness.
Find ways to run audience feedback campaigns online to enhance customer satisfaction.
Avoid using trigger words to prevent e-mails from ending up in the spam folder.

Why Do Media Marketing Practices Interest Medical Businesses?

There are several reasons why medical providers need medical marketing media services, some of the notable factors are listed below:

By interacting with the audience, medical businesses can ascertain customer demands and requirements, which can help them to improve their services accordingly.
Social media is a powerful platform and can recognize your medical venture on the global stage.
Competitive advertising can keep you ahead of the local competition regarding cost, revenue, and quality of care provided.
Clinicians and physicians can counter online criticism & misinformation by sharing expertise on social media platforms.
It helps you develop and execute strategies for educating patients on strong medicinal trends and information, for example, illustrating COVID-19 solutions.

What are the top Platforms for Medical Marketing?

Google: It allows you to upload PPC ad campaigns with an intuitive set of targeting features such as keyword selection, location, language, time, and more. It enables you to reach out to people of a specific age group, time zone, etc.

Yahoo Bing Network: The YBN network offers low PPC costs and can be an excellent choice for beginners in the medicinal field. It also provides lesser competition than Google ads. As per a report study stated by Koozai, the YBN network involved powerful partners like Amazon and Microsoft, which account for 29% of the market share.

Facebook: With over 900 million daily active users, Facebook is another top-performing digital platform for medical marketing. You can create display ads, engaging content, and so much more to stay connected with the audience. According to National Research Corporation, over 40 percent of US citizens rely on Facebook for health information and related channels.

Bottom Line

Medical businesses that tend to survive in the long run must avail marketing practices to stay ahead of the local competition and increase revenue & profits. By optimizing and selecting the most suitable and accurate category of your services, you can improve your business’s online presence and your reputation in the market. The quality of the content can be the deciding factor for achieving marketing goals as it can list your business website among the top search options on a search engine. It is a cost-effective solution to generate traffic on your website and improve your online reputation.

7 Best B2B Marketing Tips in 2021

July 13, 2021 November 19, 2021 / B2B Marketing, Digital Marketing / B2B Marketing Tips

A Note From Turnkey Mate

83% of B2B companies use email newsletters as part of their content marketing program, and 40% of B2B marketers say these newsletters are most critical to their content marketing success. -Hubspot

"I'd rather be an optimist and a fool than a pessimist and right." - Albert Einstein

How Do You Succeed In B2B Marketing?

In 2021, succeeding in B2B marketing requires a mix of email marketing, content marketing, blog posts, social media campaigns, and search engine optimization. One of the most important factors that determine the success of a B2B campaign, however, is your audience.

Generating leads and converting these leads into customers requires niche content that is targeted at your buyer persona. Ultimately, if you create marketing content for everyone, your marketing efforts reach no one. You will convert more leads with your B2B marketing if you focus on targeting a narrow audience of interested buyers who are willing to engage with your marketing content.

B2B marketing is different from traditional customer-based marketing and it takes more than a couple of social media marketing campaigns to generate leads and create new business. It requires a focused marketing strategy with landing pages that are optimized for the businesses you want to work with.

Here is a list of our top B2B marketing tips to ensure that your B2B marketing content does not fall on deaf ears.

Define Your Target Audience And Niche

Our first tip is to define your audience and niche. Specifying the demographics and preferences of your audience will influence every B2B marketing decision that follows. If you advertise to everyone, you advertise to no one. Once you have found your niche, target your specified audience directly, and make sure you don’t waste resources on content that falls upon people who simply aren’t interested.

B2B Marketing Tips For Identifying Your Target Audience

Naturally, defining your audience is easier said than done. Here are some handy hacks B2B marketers use for identifying the audience you want to reach.

Take a Problem-based Approach When Targeting Your Audience

Think about what kinds of people will benefit from the product or service you are offering. Write a list of the features of what you are offering and highlight the benefits of each feature. Draw up an image of the type of person who will be attracted to these benefits. If your product is designed to make bookkeeping quick and easy, the busy working professional looking to save time is your target. Marketing decisions become more results-focused once you have a specific audience in mind.

Understand Your Current Customer Base

The best place to learn about your audience is from your current customer base. Identify similarities between the people who are already purchasing your product or service. Search for patterns between the businesses that have responded to your marketing efforts so far. Do they all have certain characteristics in common? Using data from your current customer base is a great way to gauge what your archetypical audience looks like.

Build Variations of Your Selling Persona

Visualizing your target persona is valuable when identifying your target audience. Creating an accurate target persona will aid your strategic decision-making moving forward. Note that you do not have to create just one persona. Most businesses have several persona variations and will segment their marketing according to these groups.

Create Your Website

If you haven’t got a website, your content marketing efforts are unlikely to succeed in the long-run. Supposedly, more than 80% of buyers will visit a website before they make a purchase. If you don’t have a place to send your potential customers to get more information, the majority of your potential customers will not even consider making a purchase. Make sure you have a proper landing page set up or most of your marketing efforts will be wasted.

Optimize Your Online Presence

It’s all very well having a website with great information but if nobody lands on your site, lead generation via your content cannot and will not happen. If you want people to find you through a search engine, your content needs to be optimized. SEO strategy is dependent on multiple factors, both on and off your site. Building backlinks, keyword inclusion, and site speed are all key factors that contribute to the discoverability of your blog content and web content.

Focus On Mobile Optimization And User Experience

User experience is a major factor when it comes to how Google ranks web content. More than half of global web traffic comes from mobile devices and yet many sites are not properly optimized from mobile. If users have a hard time navigating your site, they are likely to click off your site. This negatively impacts your bounce rate which in turn affects your rankings.

What’s more, even if your users do not click off your page, frustrated users are more challenging to convert into customers. Horizontal scrolling and small dropdown menus are detrimental to a mobile user’s experience. Frustrated customers usually aren’t inclined to make a purchase.

Tips For Making Your Website Mobile-Friendly

If your website requires a lot of work, it is probably best to hire a web developer to make your site mobile-friendly. If you are looking to make improvements internally, here are some tips that Google suggests for improving user experience on mobile devices:

Visit Google’s guide to mobile-friendly sites for a comprehensive guide on how to make your site mobile-friendly.

Take Google’s Mobile-Friendly Test to see how much work needs to be done to optimize your site for mobile viewing. This will show you how Googlebot views the pages when determining search results.

Use Webmaster Tools to generate a Mobile Usability Report. This identifies issues with your website when it is viewed on a mobile device.

If you are looking for quick solutions, the best place to start is making sure that your website fits on any mobile device screen size. If you are looking to fully optimize your website for mobile, consider making an app where users can easily navigate your site content.

Launch PPC Campaigns

Our next tip is directed at B2B companies looking to increase their ROI from paid ads. Launching pay-per-click (PPC) campaigns will help you get your content in front of the right people via search engines and social media.

When running a PPC campaign, don’t just advertise your services. Raise awareness of your brand by marketing your social media pages, blog, or brand philosophy.

To maximize the ROI of your campaigns, incorporate your buyer persona data and boost content that is target at them. A person who has never heard of you or your brand will not be searching for your exact product. They are more likely to be searching for the product feature they are looking for to solve their business-related problems. These are the categories you should be targeting as this is what your potential customers are searching for.

Personalize The Buyers Experience

You can yield better results from your B2B marketing efforts by personalizing your buyer’s experience. According to Accenture, 50% of B2B buyers identified personalization being a key feature among suppliers they would consider working with.

There are several ways to utilize personalization when marketing to business people. For example, social media platforms allow you to engage in personal conversations with your customers. When people engage with B2B companies on social media, they expect a quick, non-automated response.

Email marketing is also a great way to send out personalized campaigns. You can learn more about email marketing in B2B campaigns in the next section.

Use B2B Email Marketing

Even in the age of social media, email marketing remains one of the most effective ways to convert leads into customers. In fact, 93% of B2B marketers use email. If you’re not one of them, this could be why your content marketing efforts are not yielding the results you want.

Email marketing is an excellent tool for sharing your brand’s content and demonstrating the value of your offer. If you can use email marketing to clarify how your product or service can help B2B customers save time and increase their profits, you are onto a winner.

B2B Email Marketing Tips

Most B2B companies are subscribed to multiple newsletters and so if you want your email marketing content to yield results, it’s essential that you make every email count. Here are our top tips for effective email marketing.

Write Enticing Subject Lines

Your subject line should entice recipients to open the email. Create email subject lines that create a feeling of intrigue, FOMO, or curiosity. If people aren’t hooked on your subject lines, they won’t read your content or follow through to your landing pages. If your subject line is poor, the marketing content within your email cannot and will not succeed.

Write a Clear Call To Action

Each email should have just one call-to-action (CTA). Your email should contain one clear message that directs recipients towards one clear CTA.

Utilize Email List Segmentation

Your email list will contain all kinds of audiences. Instead of sending the same newsletter out to everyone, segment your email list so that you can send personal emails that demonstrate an understanding of your audience.

Use B2B Content Marketing

When it comes to B2B marketing, there are multiple routes you can go down. In-person events and trade shows are great ways to network but in the digital age of content marketing, newsletters, blog content, and social media are highly effective too.

By creating different kinds of content targeted at segmented audiences, you can better engage your audience and convert your leads into paying customers. When you create informative blog content, you attract new B2B customers who will be more than happy to subscribe to your email list in exchange for whitepaper or a useful PDF.

Instead of solely focusing on ads and trade shows, invest in content marketing to reach new people, generate leads, and join the B2B marketers who are seeing success with their content marketing strategy.