The Importance Of Lead Generation in Content Marketing

How To Create Content For Each Sale Funnel Stage

June 25, 2021/in Articles, Attraction Marketing, Blog, Content Marketing, Directors /by Dan Gartlan

Even though you may not realize it, you go through a process before buying something, unless, of course, you are an impulse buyer. This process is called a sale funnel. It refers to “the buying process that companies lead customers through when they are purchasing products.” But for any company to succeed, its process must have quality content. Having quality content is having leadership, which is a part of attraction marketing. Here is how to create quality content:

Phases of a standard funnel

Top of the funnel (TOFU): awareness stage

At this point, your followers do not know they have a problem or are just now realizing they do. TOFU involves driving traffic to you as well as providing free surface information with “how to”, “improve”, and “prevent” content.

Middle of the funnel (MOFU): consideration stage

When a potential buyer gets here, they graduate to a potential lead. They need the best solution for their problem and are willing to make possible future purchase commitments. For this stage, begin providing deep content with a wide coverage of topics.

Bottom of the funnel (BOFU): decision stage

Here, someone is making a final purchase decision. Still, there is no guarantee. A little nudge from the right content and assistanced from a call to action will win the customer over.

[Read to learn about the importance of lead generating content marketing]

Creating sale funnel content for each stage

TOFU

Content can be in the form of an eBook, checklist, podcast, whitepaper, etc. It should be rich with key words, compelling, informational, correctly format, and delivered in a timely manner. Do not attempt to sell at this stage because the potential customer is not yet considered a qualified lead. Make your content both easy to understand and enjoyable to read. Try to obtain the potential customer’s personal contact information at this point through forms and landing pages to use later in the lead qualifying process.

MOFU

As your visitors transition to this stage, your content should transition with them. This content can be in the form of case studies, demonstration videos, trial offers, cost estimates, etc. You should offer expert, in-depth content. For example: “The Complete Checklist for a Refurbished Phone.”

As they look to expand their personal understanding, usher in lead nurturing techniques such as personal engagement and email marketing. This is usually the longest phase because potential customers need to weigh their options and research further. However, an advantage to this wait is that you can take time to filter out unqualified leads and instead focus your resources on marketing qualified leads.

BOFU

When your leads reach the final stage, you will probably be a little anxious, but don’t push too much. Offer content to make them understand why you are the best best option for them. Position yourself as a solution to their problem. Be careful not to sound too much like a sales person, and focus your content on their needs. “Guidelines For Success” or “How to Implement Inbound Marketing Strategies” are some examples of content you should provide in order to convert your leads into sales.

How to Drive Website Conversions with the Buyer’s Journey

May 4, 2021/in Articles, Attraction Marketing, Content Marketing, Directors, Lead Nuturing /by Nicole Wagner

Before any customer commits to purchasing a product, they will have to go through the sales funnel. The sales funnel is comprised of several stages that the buyer will go through, from identifying the problem they have to making a decision. In online marketing, the sales funnel expands from a prospective buyer to a buyer looking to purchase. Marketers are responsible for guiding prospective clients along the sales funnel until they eventually make a purchase. Attraction marketing is what will catch the attention of customers.

Growing social media usage gives marketers a chance to engage their prospective buyers by creating customized content. However, some marketers still find it challenging to identify the most effective content for each step. The following is a guide to creating the right content to drive website conversions at each step of the sales funnel.

Top of the Funnel: Awareness and Research

This is the primary step where prospective customers realize they have a problem or a need to fulfill. Buyers at the top of the funnel are searching for high quality and relevant information to point them towards the solution

Over 80% of buyers research products online before buying. The best way to attract them is by offering exactly what they need: highly optimized content with original research. Additionally, posting explainer videos that contain demonstrations can have a huge impact on your site. Lastly, create attractive landing pages to offer your visitors solutions at the click of a button.

Read More: How To Use The Buyer’s Journey To Create Great Content

Middle of the Funnel: Evaluation

During the second stage of the sales funnel, buyers are trying to sort through their best options that you and your competitors are offering. It’s the seller’s job to explain why they are the best solution for the customer’s problem. The purpose of this section of the funnel is to highlight your expertise and begin the process of lead nurturing.

The best content for this stage are webinars and live communication features. These give the marketers and customers a space to interact with live questions and discussions. Email marketing is also a great way to offer relevant and consistent content. Don’t forget to include clear calls to action that will convert leads.

Bottom of the Funnel: Purchase

At the final stage, the buyer has decided they are ready to make a purchase, but they have not yet decided the source of their purchase. Providing them with access to the solution as well as some incentives will likely turn a prospective buyer to a customer.

Clear calls to action linked to trial offers, video tutorials, and product information can have a huge impact on prospective customers. Aligning your offers with educational and entertaining testimonials is an effective technique. It’s also wise to creating a purchasable demo based on a free plan that entices customers to access its premium features.

Pay Attention to the Buyer’s Journey

Above all, remember to consider your clients’ needs first. From there, develop your funnel in order to fulfill these needs at each stage. If the sales funnel is implemented correctly and your content is helpful to customers, your lead conversion rate will definitely increase.

Brand Storytelling Examples to Learn From

April 7, 2021/in Articles, Brand Development, Brand Positioning, Content Marketing /by Stevens and Tate

Your brand identity goes beyond your name, logo, and the products or services you provide. A brand identity is all-encompassing: it also includes your goals, your beliefs, and the feelings you elicit from your audience. To create a strong brand identity, you need to create a narrative that’s consistent across all channels. This is where brand storytelling comes in. Brand storytelling involves using storytelling techniques that bring together both facts and emotions to create your brand identity. The following are five brand storytelling examples that you should use as inspiration to help create and drive your own brand story:

1. Apple

Apple is arguably one of the greatest examples of successful marketing in the history of marketing. They were able to capture a small corner of a market dominated by Microsoft and, through the use of incredibly effective brand storytelling, turn themselves into a behemoth. Knowing that they were up against Microsoft, Apple decided that their message would be to go against the grain. They would position themselves as a revolutionary innovator. Their “think different” tagline showcases this, as does all of their other advertising. Their most famous ad is the most obvious example: the 1984 ad in which a woman defiantly smashes the screen with a sledgehammer.

2. Ikea

Ikea has built its brand on the functionality and simplicity of its products, which they showcase using lighthearted humor. Their most famous commercial “Lamp” highlights this. It’s a commercial showing an old lamp being replaced and being thrown away. It’s a sob story until a narrator shows up to exclaim that the viewer is crazy to feel bad about the old lamp since it doesn’t have feelings, and the new one is much better. It gets a great laugh and emphasizes the need to update old products with newer, higher-quality versions.

3. Old Spice

Old Spice used to be a brand associated with older men. The word “old” certainly didn’t help. They altered their brand storytelling to emphasize that the scent of old spice was how men should smell. They used humor and great writing to convey this, but what made the storytelling particularly effective was that they didn’t target men — they targeted women. Old Spice essentially focused on delivering a message to women about how their men should smell, so that they could influence men on Old Spice’s behalf.

How to build your own brand story

4. SoulCycle

What’s interesting about SoulCycle is that it basically consists of a class full of people riding exercise bikes. That’s it. There’s nothing more to it. But their brand storytelling has lifted this simple service into something much greater. They have positioned themselves as a high-end fitness service that’s not just a service, but a lifestyle. This lifestyle includes the use of teachers who are essentially fitness influencers and classes that are almost club-like in their atmosphere. Members feel like they belong to a community, not a gym. Without their incredibly effective brand storytelling, you could argue that they would be a glorified gym with limited equipment.

5. Warby Parker

Warby Parker is a glasses frame manufacturer that has positioned itself as a company that sells fashionable frames at reasonable prices. Their storytelling focuses on how they build their frames and on the customers that buy them. In fact, much of their content is user-generated, which helps emphasize that they are frames built for everyone. Their message gets across because they keep their brand storytelling simple and focused.

These are a few brand storytelling examples to keep in mind when crafting your brand story strategy. Successful brand storytelling will strengthen your company’s identity, thereby making it easier to evoke an emotional response from your audience and to build long-lasting connections with them. By implementing an effective brand storytelling strategy, you’ll be more likely to increase your company’s visibility, impact, and — eventually — profit.

Different Types Of Content Marketing For Lead Generation

January 4, 2021/in Articles, Content Marketing, Directors /by Nicole Wagner

“CONTENT IS KING.” It’s a phrase we have all heard before. But today, especially, it couldn’t be more true. Content, at its core, is what is essentially going to draw prospects to your brand. It is what makes you valuable. What others want to share and recommend. And it is the essence of what Inbound Attraction Marketing is all about. The trick is this: making the experience of your content one that will delight your readers and visitors and keep them coming back for more. Read more

30 Ways to Boost Instagram Engagement & Following

July 20, 2020/in Articles, Attraction Marketing, B2B Marketing, Behavioral Marketing, Blog, Brand Development, Brand Story Telling, Content Marketing, Digital Media, Direct Marketing, Directors, Hubspot, Lead Generation, Marketing Strategy, Mobile Advertising, News & Insights, Social Media, Trending, Video Marketing /by Nicole Wagner

Looking for ways to boost your social media brand presence? Knowing how to increase brand engagement on Instagram, the latest and hippest social media platform app, is a great start. People are online all day due to working from home. Virtual shopping has risen due to restrictions and pandemic fears. As we have geared toward a more online world, your brand’s presence on the web is more important now than ever.

Why Instagram?

According to Forbes, 80% of Instagram users follow at least one business or brand, and 200 million users on Instagram visit business profiles daily. 70% of users turn to Instagram to look up a brand, and 60% learn about new products using Instagram. Now is the time to catch up with the competition that is already using these trends to their advantage.

Here is a compilation of our 30 best marketing tips for businesses to grow Instagram engagement and following in 2020:

Instagram Profile and Posting Habits

Get to know the Instagram app and master how to use its basic features such as uploading posts and stories.
Write a compelling Instagram bio and integrate it into your brand personality.
Keep posts visually consistent to meet your brand’s style guide and tone.
Incorporate categorized pinned stories on your Instagram page so it is easily navigable and can be used as a resource for sharing your brand identity to consumers.
Optimize captions using brand hashtags and relevant hashtags with high popularity. (Determine if a hashtag is trending by typing the hashtag in the instagram search bar to see how many posts come up with the hashtag.)
Use tools such as Hashtagsforlikes to optimize hashtags to use for your business sector.
Create and promote a specific branded hashtag for a campaign. Encourage others to share the hashtag with it theming around a relevant, trending topic that consumers are passionate about.
Use local hashtags and geotags on posts in order to attract local users on Instagram in a similar way SEO works for the web.
Post consistently with both posts and stories, including videos, polls, and other interactive elements to keep followers engaged and entertained with your content.
Start conversations using Instagram stories stickers and polls.
Schedule Instagram stories to generate more views.
Keep in mind that 40% of Instagram videos do not have sound on, so ensure you caption relevant verbal content.
Convert instagram followers into email subscribers by making your Instagram a business account and promoting your email subscriptions in your Instagram posts and stories.
Monitor your tagged photos to ensure a good reputation, and un-tag your account on posts that are irrelevant or spam, so they do not appear on your profile.
Add a link to instagram stories in order to generate website traffic.
Use humor through gif’s and memes to execute your brand message through a creative angle.

Increasing your Instagram following

Optimize SEO on instagram by paying vital attention to your Instagram handle and name. It is very important that your handle (@…) reflects your business industry. Try to make it short, sweet, and with relevant words. The account name should reflect the account handle and industry because it is what Instagram checks its searches against when users type a word or emoji in the search bar.
Partner with micro influencers.
Run a contest, giveaway, or raffle entry through your account page.
Invest in Instagram ads, which targets customers with personalization and buyer persona techniques.
Create “savable” content, or posts that are aesthetically pleasing, informationally useful or relevant. This will entice followers to save the content to their library and increases the chances of further brand awareness. Simultaneously, creating desirable content provides people a reason to continue following your page and share your content.
Participate in popular conversations on accounts with high following and public relevance in order to get your instagram handle out there and quickly generate new followers.
Encourage followers to re-share your Instagram stories through incentives of discount promotion codes and/or contests.
Open up about your business with a weekly featured vlog of the day in the life of an employee, an interesting biographical picture and captioned story of the founders, or inspirational quote from the CEO.
Follow relevant accounts and users following competition in your industry to gain followers back.
Promote your Instagram on other social media accounts. Feature your Instagram account in your Twitter and Facebook bios, and make a post promoting your Instagram page with a link.
If your Facebook has many likes or followers already, consider linking your Facebook and Instagram together to boost your Instagram following.

6 Social Media Trends to Follow in 2020

Keeping Track of your Instagram Performance

Ensure your account is in business mode to automatically receive valuable insights and analytics on how your posts are doing.
Regularly test and analyze new content to post to your Instagram.
Use a free follower tracking app to regularly unfollow accounts that do not follow yours back in order to maintain a good follower/following ratio while continuously following new accounts.

We hope these 30 tips with various resources serve you well on your journey to becoming an Instagram lead-generation powerhouse. Happy “gram-ing”!

Why Conducting A Content Audit Is Important For Your Company In Today’s Marketing Environment

May 13, 2020/in Articles, Content Marketing, Directors /by Mark Beebe

As the years go by, your business’s content audit is going to evolve in a variety of different ways. Your audience may change, your products or services may change, your message may change, and your branding may change. These elements may not change much, but if your company is around for more than a few years, odds are that something will change in some way. In some cases, as we’re seeing today amidst a world that’s staying at home during a pandemic, the business environment changes.

All of this means that the content you’ve been generating may change as well. As a result, it’s important that you perform a content audit to make sure that existing content remains effective and that new content helps to address your goals.

Performing a Content Audit

A content audit is essentially a thorough evaluation of the existing content living on your website. You will want to make sure that all of your content aligns with your current brand identity and messaging. Not to mention that if your target audience changed, it means that some of your older content may no longer be relevant. It’s one of the main reasons you’ll want to develop your buyer personas if you haven’t already. You should also look for content that has outdated information. The last thing you want to do is provide content that’s backed by data that’s inaccurate because it’s outdated. In many cases, you can just update this content to ensure that it’s accurate.

In addition to removing content that is no longer relevant and updating content to ensure it’s accuracy, you should also identify gaps in your content library. For example, you may find that you have a significant amount of content that targets three of your four buyer personas; however, you have very little content targeting that fourth persona. You will want to fill in this gap by focusing your content creation on that fourth buyer persona. You may also find gaps in regards to the type of content you’re creating that you’ll want to address as well.

Enjoy The Article: The Importance of Lead Generation and Content Marketing Agencies

Adjusting Your Strategy During COVID-19

The marketing environment has changed drastically. For example, you can no longer attend trade shows or in-person events in order to generate awareness about your brand. The production of new video content is limited as well. However, online marketing remains effective. In fact, if you adjust your content strategy accordingly, you may be able to reach even more potential leads. This is because more people are at home than ever before. As a result, many of these people have more time to explore your content. With that in mind, the following are a few types of content you should focus on creating for your audience during COVID-19:

Blog content

If you’re not regularly producing and promoting new blog content, then you should focus on doing so. Begin publishing content more often since your audience is going to have more time on their hands. Don’t shy away from tying your content in with current events (specifically, COVID-19) either. The more helpful your content is, the better.

Use chat more

Since your website will become a much more prominent part of your marketing strategy than ever before, invest in live chat and chatbot features. Online chat features are a great way to keep audiences engaged. They also help provide important information that can guide your leads through their website experience.

Webinars

Webinars are a great way to educate your audience about various topics. They also tend to be more engaging than other types of content. Webinars don’t require any production value — any of your company’s leadership can film a webinar out of the comfort of their own home. The success of a webinar is mostly dependent on the information provided. Additionally, viewers can ask questions during live webinars, making them all the more engaging.

Virtual events:

Virtual events can be similar to webinars; however, webinars don’t necessarily have to be live. By hosting a live virtual event that requires registration, you can generate more interest. People are more likely to tune in if there’s a chance of missing out, after all. There’s also a good chance that you’ll draw a larger audience in today’s environment since more people will be available to attend. There are a lot of different types of virtual events you can hold, such as Q and A sessions with industry influencers or CEOs.

There are still opportunities for effective marketing during COVID-19. First of all, make sure that you perform a thorough content audit. Doing so will ensure that all existing content supports your current marketing goals. You will also be able to identify any gaps in your content marketing efforts that need to be addressed. While some of your marketing efforts will be limited, you can use this opportunity to focus on creating content that will be effective at increasing engagement during COVID-19. For example, by producing more blog content, virtual events, and webinars.

Effective Advertising Requires Authenticity and Humanizing Ads

May 11, 2020/in Articles, Brand Story Telling, Content Marketing, Directors /by Dan Gartlan

Many businesses assume that effective advertising is achieved when your marketing efforts lead to more leads and more sales. Unfortunately, many companies become overly promotional as a result. Advertising isn’t just about promoting products and services. It’s also about providing value to your customers in other ways. Trying to convince a customer why they should buy your product is rarely an effective advertising technique. Instead, you should be less promotional. For example, creating humanizing ads can make your brand more relatable to your audience. Such ads also show your audience that the bottom line isn’t the only thing you care about. Doing so also helps build a more authentic brand identity.

Providing Value To Your Audience

One of the common mistakes businesses make is to focus too much on showcasing their products and services. Before you can try to demonstrate the value of your products and services, you need to demonstrate the value of your brand. Creating an authentic brand identity is crucial to being able to sell your products and services.

To demonstrate the value of your brand, you will need to add value in a non-promotional way Achieving this requires that you understand who your audience is and what their needs are. For example, many small businesses aren’t going to be investing in new products or services as a result of the COVID-19 situation. This is especially true for small businesses that aren’t considered essential. Trying to convince small business owners to purchase your products or services isn’t going to be effective right now. However, content that can help educate small business owners during COVID-19 is going to be very useful to them. For example, content about the recent small business stimulus program that explains how to go about obtaining funds.

Creating such content provides immediate value to your target audience. Additionally, it shows your audience that you understand what their needs are. The ability to demonstrate this understanding will help increase your brand authority, resulting in more trust. As a direct result, your audience will be more likely to believe that the products and services that you offer will help them address their needs once they are capable of making new purchases.

Enjoy the article: Visual Storytelling Techniques That Will Take You To The Next Level

Creating Soft-Selling Ads

In addition to creating content that offers value to your audience, you should also create soft-selling ads. Soft-selling ads help to advertise your brand without doing so explicitly. Traditional ads are known for being more aggressive. They will often end with a clear call-to-action to buy a product or invest in a service. For example, a traditional cereal commercial might show a person enjoying a bowl of cereal. It might also list all of the healthy benefits. A soft-selling ad does not focus on the product or service that you’re trying to sell.

Some companies are focusing on spreading awareness for important information about COVID-19 using soft-selling ads, such as emphasizing the importance of social distancing. Budweiser has focused many of its new ads on highlighting the heroic work being done on the frontlines by everyone from healthcare workers to grocery store workers. These ads are effective because they aren’t shoving their products in the faces of viewers. However, their efforts to deliver valuable information to everyone showcases their authenticity.

Another great example is Jack Daniels. They produced an ad showing people socializing over video chat from the comforts of their own home. This ad highlights the importance of staying at home during the pandemic. It is also accompanied by a great slogan: Dear humanity, cheers to making social distancing, social. With love, Jack.” This ad is humanizing without every attempting to sell a product. As a result, it helps to lend the brand authenticity. If they had ended the commercial trying to sell their whiskey, it wouldn’t have been nearly as impactful.

Authenticity Matters

One thing to keep in mind when creating content for your audience is that you need to be authentic. You can’t come across as pandering or as taking advantage of a situation. The audience will always know. The only way to avoid such a pitfall is to truly have your target audience in mind when you create your content. Focus on your buyer personas and think about what their needs, problems, wants, and fears are, both in general and in the world today. Doing so is the only way to ensure effective advertising.

6 Essential Steps to Healthcare Content Marketing

April 13, 2020/in Articles, Content Marketing, Directors /by Dan Gartlan

When it comes to healthcare and wellness, roughly 80 percent of people tend to use search engines like Google to find information and advice. As a healthcare provider, you should take advantage of this by investing in a robust healthcare content marketing strategy. By implementing a good healthcare content marketing strategy, you’ll not only be able to establish yourself as a healthcare authority, which will help to earn more trust amongst potential patients, but you’ll be able to generate more leads as well. Keeping that in mind, the following are six healthcare content marketing tactics that you should leverage in order to improve engagement with potential patients.

1. Write A Blog Focusing On Your Niche

A website blog is one of the easiest ways to produce and publish informative content on a regular basis that can help to attract new leads as well as keep existing leads coming back. Create content that focuses on medical information relevant to your niche. In fact, by focusing on your niche. you’re more likely to attract your target audience. For example, if you’re a general health practitioner, then writing a blog post on steps to take to avoid the coronavirus is relevant to your practice. However, if you’re a dental practice, such a post is not relevant to your medical niche. Make sure that the content you create is helpful and informative to your specific audience.

2. Post Patient Testimonials On Your Website

Building trust is absolutely essential to the success of a healthcare marketing strategy in general. Since new patients are putting their health in your hands, you will need to find ways to build that trust. While creating high-quality content can go a long way in building trust, you should also create patient testimonials. Patient testimonials are essentially positive reviews from previous patients. Potential patients are going to be much more at ease if they see that you have a lot of patients who had a good experience with your healthcare services.

Set up a dedicated patient testimonial page on your site so that it’s easy to find. Although you can simply post written comments from past patients, you should consider creating patient testimonial videos, which are even more effective.

3. Introduce Your Team Of Healthcare Professionals

Being able to put a face (or faces) to your healthcare business is going to help make potential customers feel much more comfortable about scheduling an appointment or contacting you. After all, it’s not knowing about what they’re getting into that tends to put people ill at ease. With that in mind, flesh out your about page with content about your healthcare professionals. For example, a photograph of each doctor along with a short background paragraph can make a big difference. If you want to go the extra mile, post a video interview with each one of your doctors (or main healthcare providers).

Similar Article: 5 Key Healthcare Marketing Strategies to Implement in 2020

4. Create Interactive Content

The majority of people who are searching for healthcare-related content are looking for information that pertains to their own health. As such, creating interactive content can help you to address their needs more effectively. For example, health assessments and quizzes allow them to go over their symptoms in order to get a general idea about their current health. This type of content tends to be highly engaging, not to mention that it can lead to more appointments being scheduled as well.

5. Establish A Relatable Brand Personality

In order for potential patients to be able to trust you, they have to feel like they know you. While fleshing out your about page can help, it’s also important that you establish a brand personality that they can connect with on a more personal level. If your content is too dry and has no personality, it will feel like they’re just getting information from a textbook. You want it to feel like they are getting information from one of your healthcare professionals. Keep this in mind when creating your content. Additionally, get your personality across by interacting with leads directly. Whether through a live chat feature, on the comment section of your blog, or on social media.

6. Analyze The Performance Of Your Content

Monitor the performance of your content over time using analytics. Track metrics such as page rankings, traffic generated, traffic generated by source, click-through-rates, social signals, backlinks earned, and conversion rates. This will allow you to identify content that’s performing well so that you can make adjustments to improve your healthcare content marketing strategy over time.

These are just six tactics that you should focus on when implementing a healthcare content marketing strategy. With an effective healthcare content marketing strategy, you’ll find that your ability to attract new patients and to engage with them will improve significantly over time. As a result, there will be more leads, brand awareness, and an increase in brand trust.

How Healthcare Content Marketing Companies Can Step Up in 2020

April 10, 2020/in Articles, Content Marketing, Directors /by Nicole Wagner

With the COVID-19 pandemic spreading across the nation, healthcare content marketing is more valued than ever before. We have always needed healthcare companies to create the innovative products and services to help us deal with life’s ailments. However, with so much uncertainty in the world, now is the time for leaders in the healthcare field to realize that sharing what they know is just as important as delivering their products and services. As a result here are a few ways healthcare content marketing companies can aid the public during these times of uncertainty.

Make Your Content Reliable

Healthcare content marketing, or any kind of content marketing, should make good on the promises that people will read in your meta description. Nothing is more frustrating to a reader, than following up on an enticing description, only to find generic filler content. Now, with a crisis causing a nearly unprecedented amount of uncertainty, the public is looking for whatever concrete solutions that they can find.

For example, if you’re a B2B company who sells ventilators, then provide as many details as possible. That way uncertain decision makers, will know all they need to about your equipment, and view your company as a credible source of information. Another way to remain reliable in a crisis is to have a 24/7 live helpline open to anyone seeking aid. You can even incorporate chatbots into your company website; that way you can be available with a fast follow-up the next morning.

Make sure to have in-depth content prepared in advance and tailor it to each departmental decision maker. That way department leaders, such as medical directors, can assess their needs, in regards to the equipment your company can provide. Above all else, make sure that your content and sales teams work in tandem beforehand so that all of your messaging aligns properly. Whatever else you offer, your company’s B2B content must be personalized, accurate, and actionable.

Create Specific Landing Pages

In addition to timely blog posts, articles, and press releases, creating a landing page is another way healthcare content marketing companies, can aid the public. More specifically, you should focus on creating a landing page that’s a hub for all things crisis related and link it back to your homepage. A unique landing page is an efficient strategy to route people to the right resources as quickly as possible.

Enjoy the article: 5 Key Healthcare Marketing Strategies to Implement in 2020

Incorporate Customer & Patient Feedback

A good way to build reassurance from the public is for them know that there are others who have benefited from your advice, products or services. For B2B companies, knowing exactly which facilities have used your products to solve internal crises can help turn potential customers into paid ones. Furthermore, when you include your customer’s feedback into your content, you’re providing information that can drive decisions.

Make Sure You Are Mobile Optimized

When something newsworthy occurs, chances are your customers aren’t going to pull out their desktops to get information. They’ll more than likely reach into their pockets and pull out whatever mobile device they have. If your content isn’t mobile-optimized, your company is likely leaving a lot of business on the table.

Additionally, mobile loading speed is something to be weary of. While tolerable most of the time, a slow loading and poorly optimized website, runs the risk of scaring away potential customers. As a result, your audience will likely abandon your content in favor of your competitors. This is especially true during times of crisis, as the public will want quick access to vital information. With a good majority of all online traffic in the U.S coming from mobile devices, it’s a good idea to make sure that your content gets into their hands first.

Empathize With Your Patients and Customers

During these trying times, your patience and empathy will be needed more than ever. However, this is only the first step. Your customers will need actionable information that they can digest quickly, in order to feel more at ease.

Use bullet points or subheadings, so that people can scan your content clearly. Be sure to include visuals in your display. Chances are, they’ll help your customers remember information much better than text alone. With that in mind, try to keep your content accurate and easy to read. Think about what it is that your target customers or patients want to know, then create your content around that.

Finally, transparency is another way to reassure others of your sincerity. The more actionable and proactive your information is, the others will see your commitment to their well-being. Furthermore, you lessen the risk of needing reputation management further down the road. In conclusion by applying these principles, you can help millions feel reassurance that their life is in the right hands.

A GUIDE TO EFFECTIVE MOBILE MARKETING TECHNIQUES

Figuring Out Your Bounce Rate Benchmark

January 27, 2020/in Articles, Content Marketing, Directors /by Nicole Wagner

When it comes to your website, it’s important to monitor how it’s performing. Tracking performance allows you to adjust different tactics. Thereby ensuring that you have the best chance of attracting high-quality leads and converting them while they’re exploring your site. One metric that you should be sure to monitor is the bounce rate. However, the bounce rate benchmark isn’t as easy to read as you might think.

What Is The Bounce Rate?

A “bounce” occurs whenever someone who has visited your webpage leaves the page without engaging further. This is generally seen as a bad thing since visitors who leave without engaging may not be interested in your content, may have a poor first impression of your website, or did no0t find what they were looking for. A bounce can be triggered when a visitor returns to their original search results, closes their browser, stays inactive on your page and the session times out, clicks on an outbound link, or enters a new URL into the address bar.

While a high bounce rate might indicate that there’s something wrong with your page (for example, it’s not loading fast enough, resulting in visitors returning to their search results in frustration), it’s not always a bad thing. In some cases, certain pages simply have naturally high bounce rates. For example, contact pages often have high bounce rates. This is not because the visitor is leaving as a result of a negative experience — instead, they may simply be using the contact information they’ve found to reach you. With that in mind, you’ll want to set a different bounce rate benchmark for different types of pages.

Setting Your Bounce Rate Benchmark

Setting a bounce rate benchmark is important. When you monitor your bounce rate of certain pages, you’ll want to be able to identify if the bounce rate is too high or not. A bounce rate under 40 percent is considered normal, while a bounce rate between 20 and 30 percent is excellent. However, there are other factors to consider as well. Sometimes a 50 percent bounce rate isn’t necessarily a bad thing. With that in mind, the following are some of the factors you’ll need to consider when setting your bounce rate benchmark for different pages on your site.

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The type of page

As previously mentioned, some pages are going to have higher bounce rates than other pages because of the type of page that they are. Content-based pages, such as blog pages, tend to have higher bounce rates. A visitor might spend some time reading a long-form blog post and then leave after finishing. Unfortunately, this can trigger a bounce if all they did was read the post. But this isn’t necessarily a negative thing — if they stayed on the page and finished reading the entire post, then there’s always a chance they’ll come back to your site in the future.

Additionally, content pages are often visited via links posted on social media. This means that someone who came to your site, via a link to your blog that you posted on Facebook may go back to your Facebook page after they’re done. Just because they didn’t engage further on your website, doesn’t mean that they’re not engaging on your social pages afterwards. In addition to content-based pages, reference pages tend to have high bounce rates as well. For example, FAQ pages, form submission pages, and sales confirmation pages.

The device used

The device the user is on affects the bounce rate as well. People using a desktop are more likely to engage with a webpage that they are visiting because they have more time. Mobile users tend to be in more of a hurry and are more likely to bounce as a result.

The origin of the traffic

Knowing what channels your traffic is coming from is helpful since the origin of the traffic can affect the bounce rate. Visitors coming to your site from social media pages tend to go back to the social channel they came from. It’s why social media bounce rates are usually two to three times higher than bounce rates from other channels. The highest bounce rates come from display ad traffic. As far as the lowest bounce rates go, they tend to come from referral and email traffic. This is because visitors coming to your site from a referral or email link, are more likely to have an existing interest in your brand and are more likely to continue engaging on your site.

Although bounce rates are an excellent metric to track in order to monitor your website’s performance, it’s important to understand the factors that contribute to your bounce rate. Understanding why the bounce rate is what it is will make it easier to judge the performance of your pages.