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The one thing marketers should add to their next healthcare industry conference or scientific annual meeting

By | Blog, Content Marketing, Content Marketing, Event Marketing, Expertise, Healthcare, Industry

We at Write2Market believe that conferences hold extreme marketing value in terms of brand awareness and relationship building when approached with the correct mindset and strategy, particularly in the healthcare industry. Conference season creates a unique environment by bringing together large groups of industry leaders and practitioners. With that in mind, this year we have taken a new approach to make that observation an advantage for one of our healthcare clients, Isoray Medical.

Isoray’s customers are predominantly clinicians scattered across the United States (and a few on other continents) whose time for business activities other than patient treatment is highly limited. This means that scientific annual meetings and conferences are one of the only instances where their customers convene in the same place at the same time. In addition to using these events as a key means of customer engagement, we wanted to utilize this opportunity to create marketing content that will be useful throughout the year. To do this, the team invested in clinician video interviews at the 2018 American Brachytherapy (ABS) Annual Meeting. Here’s why.

Fostering Relationships with Customers, Present and Future

These videos are not only a marketing tool, but also an opportunity for Isoray to deepen one-on-one interactions with their customers, engage with them in a unique way, and get their direct feedback. Involving clinical customers and prospects in marketing testimonials and research helps keep Isoray top-of-mind while creating new points of contact through the videos’ review, approval, publishing and sharing process.

The insights gained help Isoray engage with their target audience that they may not be adequately reaching. Peer-to-Peer conversations tend to carry more weight than Vendor-to-ustomer ones do.

Customer relationships weren’t the only ones fostered throughout this process. Isoray and ABS agreed to co-brand this project with the addition of an Isoray/ABS banner that served as the backdrop for all of the videos. ABS enjoys “carte-blanche” access to every one of the videos to leverage as they please on their own website and social media platforms.

Compelling Content with a Long Lifespan

Over the course of this 2-day conference, Isoray interviewed more than a dozen clinicians that resulted in nearly 30 minutes of total video time post-edit to date. Splitting this content into highly consumable 60-90 second videos released weekly helps keep the content pipe full for nearly an entire quarter.

Given the necessarily slow pace of dissemination of new peer-reviewed data, the content in these videos is likely to remain relevant for 12 months minimum. They also align with Isoray’s overarching corporate and marketing messages and goals, creating a peer-to-peer narrative around their industry and product while making it highly consumable for viewers.

Convenience & Economics

As mentioned earlier, clinicians’ schedules and disparate locations can make collaboration, particularly marketing and education, difficult. Conferences and clinical annual meetings are a unique opportunity to speak directly to scores of them over one or two days. Getting this right can be complicated but here are a few tips:

  • When organizing a project like this at your next conference, you need a plan in place for obtaining these interviews as efficiently and quickly as possible, making sure to speak to as many customers as you can.
  • The project manager in charge of production must ensure the film crew and directors are ready at a moment’s notice while the sales team should be continuously wrangling interviewees to and from the ‘set’.
  • It is good practice to try to schedule interviews in advance, but remaining flexible and opportunistic is paramount to a successful conference video interview project.

The concentration of clinicians and convenience of location is what makes projects like these cost-effective. Conferences are the only environment where it is possible to generate this kind of content in this amount of volume within the healthcare space without spending thousands on travel, crew, and production on a clinician-by-clinician basis. A good target of cost per 60-90 second video is less than $1,000.

It all boils down to the notion that you’re attending an event surrounded by all of your customers anyway – why wouldn’t you invest a little more to create deeper clinical relationships and peer-to-peer marketing content capable of carrying you through your next quarter?

Want to learn more?

Reach out to Write2Market, we’d be happy to discuss your unique business needs.

Reinventing the Email Campaign

By | Blog, Email Marketing, Expertise, Public Relations

Many people associate marketing email campaigns with the mass-mailings that occurred a decade ago. Effectively a simple digital reproduction of the junk mailers that filled our mailboxes for 30 years, mass mailings were often subject to abysmal conversion rates and far more likely to frustrate the recipient than create a sale. Especially in the B2B realm, where relationship sales have long been king, email campaigns have been disdained as ‘spam’ and ‘worthless’. Due to these past negative experiences, business development and marketing decision makers often disregard email as a communication channel, relegating its use to personal outreach from account representatives and customer service. Email is a powerful tool and an important part of our everyday business and personal communications. Ignoring its potential as a marketing channel puts your business at a disadvantage.

The Value of a Tool is in How You Use It

You would not use a paring knife to carve a roast or peel vegetables with a meat cleaver. Choosing the correct tool is dependant on how you wield it and even the perfect tool can be useless if employed improperly.

What if I told you that email can be an enormously valuable communication and sales channel, executed en masse, while avoiding all of the pitfalls of traditional email campaigns? Account Based Marketing (ABM) strategies that segment prospects and customers based on key attributes give us the model for nurture and drip campaigns that are custom tailored to each recipient while still being executed and monitored autonomously and in large batches. ABM advocates create personalized campaigns that resonate with the target accounts and points of contact. Personalized campaigns show that you know and understand the pain points your prospects face and help build the personal relationships that B2B sales rely on.

The traditional ABM sales strategy has significant strengths in conversion rate but requires high levels of capital, training, and seamless process execution to effectively scale over orders of magnitude. By taking the philosophy of ABM – that prospects respond to personalized targeted content that they care about – you can structure a lead nurturing campaign that positions your company as the top-of-mind thought leader that is automatically associated with the products and services in your industry.

Targeted, Personalized Campaigns

Segmenting prospects by job role, company, industry, company size, ‘warmth’ and any other important factors allows you identify each specific subgroup. These segments may change or expand over time as your prospect-mix changes. By understanding each sub-group, targeted content can be delivered that is tailored to that audience. Understanding the sub-group is only half the battle: The content delivered needs to be topical, compelling and informative. It does not need to include a traditional call-to-action, it needs to be relevant to their role and their business. The goal is brand awareness and thought leadership – being a resource your audience wants to consume content from.

Measure & Adjust

ABM allows you to get the best value out of marketing and align specific marketing efforts with account strategies that are targeted and tailored to a specific company, as well as to the individual and their role. To make any marketing effective, key metrics should be monitored and campaigns should be adjusted for the best effects. Traditional inbound marketing that treats all ‘cold’ or ‘warm’ leads the same is easier to monitor and measure because a singular campaign is executed and monitored. For a focused ABM-style nurture email campaign, the effects of each sub-group campaign needs to be independently monitored, creating expanded analytics overhead if executed manually. Understanding the open-rates, the number of click-throughs and responses, and (most importantly) leads and sales directly generated, allows you to adjust campaigns to be the most effective. There are numerous CRM solutions as well as email campaign management tools, like Mailchimp, that make setting up and executing these campaigns much easier through automation, including recording and reporting on campaign metrics.

Would you like to learn more about ABM and targeted email campaigns?

Reach out to Write2Market, we’d be happy to discuss your unique business needs.

The Hidden Benefits to Letting Your Industry Conferences Guide Your Quarterly Marketing Activities

By | Blog, Expertise, Industry Events, Public Relations, Speaking Opportunity

Most growth stage companies in the B2B space make meaningful investments in multiple industry conferences or webinars across multiple vertical prospect types each year. This is a common request in the Write2Market healthcare practice. One client needs to address the provider, payer and pharmaceutical manufacturer verticals. Two others sell into or need to influence physicians, hospitals, payers and patients. Even if they’re not evenly spaced in the 12 month calendar, maximizing your investment in three to four priority conferences or webinars can guide your sales and marketing efforts year-round.

Here’s how you can make it work:

1. Crystalize topline messaging for what is clearly a priority audience.

If you are investing time and treasure on the registration, travel and possibly sponsorship on an industry event, it better be a priority audience. “What do we want to share” should be the question the team asks at least three months in advance of every event. Bring the sales and marketing teams together (team leads + anyone attending) to formulate, affirm and adjust top messages and proof points to ensure you are all aligned with current industry status, prospect challenges, and how you meet them.

2. Develop assets useful to the audience in advance, onsite and beyond.

Of course you will have your backdrop and your business cards at the booth, but what else do you want a prospect to takeaway? Ensure your one pagers and trifolds are up-to-date (taking a quarterly approach to three to four target audiences ensures these are fresh annually).

But what can you share in advance? Scheduling meetings well in advance of the event date is one way top marketing and sales team members make the most out of conferences. How do you get your prospects to say yes to your calendar invite? What’s in the email campaign that you’re sending them over the four to six weeks in advance of the show? Equally important, what do you most want to share with them onsite or afterwards?

In the W2M healthcare practice, we try to generate content that serves as many purposes or “type opportunities” as possible. Can your top messages, to-dos, insights and supporting data generate a series of contributed articles? Can you get those published in advance of the event? Are you planning to produce an insights blog or contributed article following the show? Can you distill that content into an ebook to share in your show follow-up? Those are questions we ask ourselves and our clients when letting top industry events and audiences guide quarterly tactics and assignments.

3. Generate new prospects before the event, not just onsite.

Your CRM should give you a good indication on prospective, if not likely, conference attendees and your onsite interactions should always generate new ones. But if you look a quarter or more ahead you can request a registration list in advance. You will need to put this on your calendar as a to-do when the time is right, and the odds on acquiring it from the organizer increases with participation and sponsorship levels, but how do you really put that list to work?

Those lists rarely, if ever, come with email addresses. They will, however, provide enough detail to warrant ‘mining’ them to find those email addresses. How? That’s an iterative search process for which most intrepid marketers will have their own process. I know I have my own, but it varies widely based on what my initial search for that person (including the likely URL for their email address) generates. Ten newly discovered email addresses in which you are confident per hour from a conference registration list is an excellent rate. We recently added 17 highly targeted, “right title” contacts and email addresses in the insurer space on behalf of one of the W2M healthcare practice clients. The activity and process itself will seem a slog for some, but I actually find it a stimulating, rewarding, value-based challenge.

Can we help your company reach a national audience?

Could you use some amplification in the value derived from your investment in industry conferences? Contact us today.

Stop Targeting Useless Keywords for SEO

By | Blog, Content Development, SEO

Many companies have employees, contractors or vendors dedicated to providing SEO (Search Engine Optimization) support to digital marketing. This process typically involves a regular strategy session where stakeholders brainstorm keywords that they want to target and combine those with keywords targeted by competitors. By analyzing and filtering this compiled list, keywords are chosen for content over the next period.

Once armed with a list of target keywords, content can be created. The team gets bombarded with maxims:

“Longer-form content than your competition helps you rank higher.”

“Understanding your clients helps to create compelling content to target the ideal audience.”

“Choosing topics and keeping up with relevant conversations in the marketplace is as important as choosing the correct keywords to target.”

All of these are true and should be followed. Despite analyzing metrics, reviewing progress and attaining the coveted 1st-page search ranking for the keywords by creating compelling, targeted content, there is still no increase in key target metrics. These metrics could be new qualified leads, increased digital channel revenue or some other target ‘conversion’. Even more concerning is when increased traffic from ‘successful’ SEO is coupled with rising bounce rate metrics and a decline in critical conversion rates. You obeyed the rules, you got to page 1 – what is wrong!?

The keywords are driving web traffic but it is likely that the visitors are not part of your target audience – SEO has not been successful at all! Or rather, it has been successful but has been targeting ineffective keywords.

What is the objective of SEO?

The first problem that marketers need to address is setting the proper objective. Is your primary objective for a website visitor a purchase? A phone call? A sign-up or form? Brand awareness? After determining your objective and ideal audience, you have to choose keywords that will actually bring you that audience.

Let’s talk about a hypothetical small company who manufactures oyster crackers. The SEO strategy for the local oyster cracker manufacturer can’t be to drive traffic from the obvious keywords that can be related to the company or product. Why not? Those keywords are just as likely to generate mistargeted traffic as they are to reach the correct audience – if not more likely!

The first instinct may be to pick “oyster” or “cracker” as keywords. The problem is, our small company is not the only one trying to rank for such broad, general keywords and it will be both hard and expensive to compete. Also, a large number of people searching those specific words aren’t actually trying to find oyster crackers. Particularly with “oyster” top competitors would be sites like Wikipedia, seafood restaurants, blogs and zoological pages. And most people would be searching for the creature, not the cracker.

We would suggest this manufacturer try product-related keywords like “clam chowder;” “Philadelphia cracker;” “Trenton cracker;” and “water cracker”. These keywords have less search volume than “oyster” or “cracker”, but also have less competition while still generating a decent amount of volume. SemRush comes in handy for this; it will allow you to research a phrase and its related keywords, along with the competitiveness, the volume of people searching, and other relevant statistics for each.

The secret to executing this process successfully is understanding your goals and your audience, including how and what they search. Generic keywords, keywords with many popular meanings or uses, or keywords that span industries outside your target audience are likely to drive traffic from outside your target group that converts poorly. Choosing keywords which clearly describe your business or services with little room for alternate interpretations or meanings drives the highest quality traffic.

Choosing Keywords

Keen marketers will choose keywords that emulate the terms and language used by their audience when searching for similar services online. Simply analyzing the words and phrases your team associates with the business leaves you open to setting the net too wide. By targeting the behavior and search language of successful conversions, marketers can optimize keywords specifically for your audience. With a well-targeted audience, even significantly less volume can be more effective than choosing the highest volume keywords associated with your business that attract visitors outside your audience.

Test, Test, Test

Making use of site analytics such as Google Analytics and Webmasters Tools is key to understanding the behavior of site traffic and who converts. Setting events and goals and following behavior allows you to analyze what is effective within your site, but also to understand where pages rank for keywords and who lands where. Closely monitoring not only traffic volume but the traffic quality associated with keyword optimization can give you a much deeper insight into the efficiency of your keyword strategy.

Keeping a weekly tally on key metrics is a good start, but having a plan to adjust your process and goals is key. Reviewing strategies, metrics and progress quarterly allows the SEO team to see the effects of the strategy over a period and make the adjustments needed to ensure that critical goals are met.

Check out more SEO Tips from Write2Market!

Can we help your company reach a national audience?

Write2Market drives quality leads by creating engaging thought-leadership content that sparks interest and creates awareness. Contact us today and see how your brand can benefit from a focused content strategy.

The Summer Brings New Recognition, New Marketing Tactics & New Hires for W2M Clients

By | Blog, Content Marketing, Content Marketing, Industry Leadership, Public Relations

We have been hard at work with our clients this summer, from expanding their brand awareness to expanding their team. Our clients have received recognition from the media, upgraded their marketing strategies, and added new faces to their companies this summer. Here’s an overview on what’s happened so far.

Media Recognition

Our clients are industry leaders and have been featured in media outlets ranging from trade publications to local television stations.

Dune Medical recently published a surgeon spotlight on Dr. Jennifer Simmons, a breast surgeon in Pennsylvania, that was picked up by FOX 29. Joyce Evans, a FOX 29 reporter, conducted an interview with Dr. Simmons on her experience as a breast cancer surgeon and her experience with Dune Medical’s MarginProbe device. The interview discussed the benefits that MarginProbe can provide for the surgeon and the patient and the positive effect that the device has had on Dr. Simmons’ re-excision rates. You can view the FOX 29 interview with Dr. Simmons here.

SmartCommerce and their CEO, Jennnifer Silverberg, are taking the retail world by storm with their expertise in the online customer buying experience. Jennifer was recently named one of the top women changing the retail world by Retail Leader, being recognized alongside women leaders from companies like Walmart, Kohls, Starbucks, and more! Jennifer is also looking forward to speaking at the Path to Purchase Expo this fall for the second year in a row.

Kim Withrow, General Counsel for Bibby Financial Services (BFS), was profiled in the June issue of The Secured Lender for her commercial lending expertise. The feature highlighted her previous experience in the commercial lending industry, her responsibilities in her current position at BFS, and the advice that she would offer to any women joining the finance industry that is largely dominated by men. We’ll be writing a win blog and spreading the word!

New Channels & New Branding

This past month we posted a blog on how to use a podcast as a new marketing tool for your business, and the inspiration for that post came from our client, John Maxwell Company. We have been working with them since April to produce their first podcast, and our next recording session is scheduled for this month. We have eight episodes live so far and you can check them out here!

ASP Global is also undergoing a marketing change, including a complete rebranding of their company. W2M has been helping them update their website and they recently launched ASPMedical.com, the official rebranding of Tiger Medical. Stay tuned for news and updates on more rebranding from ASP.

Fresh Faces

Acensium has expanded their leadership team by welcoming Cale Collier as the new VP of Scan & Model Services. With Acensium’s business growth increasing their demand, Cale’s main responsibilities will be running the division and expanding the scan and model team to capture the majority market share of industrial scan and model services. We’re excited to collaborate with Cale on future projects for Acensium this summer!

And last but not least, we’ve added a new face to our team as well! This past May, we welcomed Victoria Jackson as our new Junior Account Executive. She just graduated from Auburn University with a major in Communication and a minor in Marketing. She was raised in sunny South Florida, but grew up an Atlanta Falcons fan and is excited to finally be close enough to attend some football games this fall. She previously interned for Coca-Cola Studios while still in college and some of her hobbies include reading, listening to podcasts, and video editing. Welcome to the team, Victoria. We’re so excited to have you!

Don’t let your PR and marketing take a summer holiday. Contact us to see how we can help!