Archive for the ‘Effective Medtech marketing’ Category
Let’s talk webinars.
Webinars can be an effective way to:
- reach out to and connect with your audience;
- share your expertise;
- be more visible online;
- provide thought leadership on a regular basis;
- offer clear and specific value for prospective customers; and
- ease prospects down the sales funnel.
So, what is a “webinar” exactly? Typically, it’s:
- A web-based seminar, presentation, lecture, or workshop that is transmitted over the Web.
- A one-way or interactive video.
- Usually 15 minutes to 1 hour in length.
When carefully targeted and produced, Webinars are a key lead nurturing tool.
Webinars are usually more effective later in the sales cycle, when prospects are nearer to a buying decision, but they certainly should not be overlooked in early “awareness” and “consideration” stages.
Instead of serving mainly as a lead generation platform (and just handing attendees contact info over to sales), most marketers now realize that Webinars are more effective when they are part of the buyer’s journey.
When combined with other content marketing tactics — including Case Studies, White Papers, e-newsletters, e-mails, and social media –Webinars yield stronger, more qualified leads.
And with today’s matured technology, companies can gather relevant data on attendee volume, drop-outs, web and e-mail stats, registrations, attendance, live feedback and more. This information helps marketers better screen attendees and score them at particular buying stages before handing them over to sales.
Here are some simple, easy-to-implement lead nurturing strategies using Webinars:
- Create a series of three Webinars. Each Webinar would target different stages of the buying cycle and posted on an “Events” page on your corporate website. This way prospect will know when they are being held. For example, an early “awareness” Webinar could acquaint new prospects to your company, products, or services. It might be 15 to 20 minutes in length. After the Webinar, an e-mail would be sent to all attendees with a link to a Case Study or White Paper. Whereas a Webinar in a later “evaluation” stage would focus more on specific issues relevant to decision makers and influencers.
- Use questions or feedback from the Webinar as an e-newsletter, social media conversation, or for blog material.
- Record the Webinar and include a link of it in a “Thank You for Attending” e-mail. This would enable prospects to listen to it again, perhaps more closely. You’d also want to encourage them to pass it on to other decision makers to get a viral benefit.
- Host a Webinar that interviews third-party experts or satisfied customers. Their “objective” viewpoint can help you better explain concepts and build trust with your prospects.
Webinar Lead Nurturing in Action
Prospect peruses your website, signs up for an upcoming “product/service/company awareness” Webinar.
Prospect is sent e-mail invite to sign up for e-newsletter; next e-newsletter issue will address questions/feedback from “awareness”Webinar.
Prospect is sent e-mail inviting them to upcoming “consideration” stage Webinar with Case Study guest.
Monthly e-newsletter is e-mailed out with information about upcoming “evaluation” stage Webinar. E-newsletter includes FAQs from Case Study Webinar.
Prospect receives e-mail invite to “evaluation” stage Webinar; Webinar will include a third-party expert as special guest, will speak to issues relevant to decision makers and influencers.
Want to hear/see a fun and innovative way to webinar? Check out “This Is How You Webinar.”
Plus, here are 6 ways to measure Webinar ROI.
First off, Happy New Year!
I hope you had a great holiday season and are now ready to kick some content marketing butt in 2015!
Second, take a deep breath because truly effective, compelling content marketing isn’t for sissies. It takes a strong, innovative leader (that, hopefully, would be you), a willingness to strategically plan, execute that plan, and measure it so you can figure out where/how you need to tweak things in order to improve.
So brace yourself – we’re about to go deep into the bowels of content marketing. (Sorry, that’s kind of a gross analogy…)
* Special note: The information you’re about to read was originally laid out in a post titled, “Start Your 2015 ‘Up-My-Game’ Plan for Content Marketing” by Jodi Harris, who is the Director of Editorial Content & Curation at Content Marketing Institute (CMI). She definitely holds true to her job title because the article is essentially a comprehensive curation of numerous posts that CMI has previously published. I think she did an excellent job on the article, however, it is a TON of information. So my post here is really giving you the important nuts and bolts of her article – not just re-post what she wrote. Should you have the time and be so inclined to do so, you can read her full article here.
Keep in mind that while industry advances, changes, and opportunities will always be shifting, the process to developing marketing content that will positively impact your company and your customers stays pretty consistent year after year. So if you can nail down this process, it’ll likely make your job less overwhelming, more efficient, and definitely more productive.
As Harris notes, the most successful marketing people seem to have one key thing in common:
They developed a content marketing strategy to guide their ongoing efforts.”
Here are some resources she provides to help you cover your basis.
Develop a Strategy
- How to Develop Your Content Marketing Strategy
- Overcome the Fear of Building a Content Marketing Strategy
- Getting Organized. Lay out all your content (on a spreadsheet, a white board, something) so you have a clear picture of what you’re working with and where you have holes in your content.
“Optimize” Your Content Marketing Plan
- Reinvigorate Your Stale Online Content Marketing
- Ask yourself new questions. For example:
7 Thoughts That Will Change Your Content Marketing Strategy
- Scale Your Content Marketing Strategy
Make Specific Goals
- Use The 3 ‘Cs’: Curated content, Context, Conversion
- Determine how your content is going to help drive revenue
- Figure out how you’re going to measure success (e.g. Google Analytics)
Obtain Data, Use it
- 6 Steps to a Data-Driven Content Marketing Strategy
- How to Use Data to Improve Your Content Marketing Strategy
Put the Right People and Processes in Place
Here’s the thing about content. It’s not something that you, the marketing point person, can do alone. You might be a writing wiz, but there just aren’t enough hours in the day for you to develop a marketing plan, manage it, conduct all the research, write all the necessary content, curate all the content, design it, distribute it, and measure it’s effectiveness. You might be a marketing superhero, but you need a team.
- Build A Go-To Team That Can Conquer Any Content Marketing Challenge. This includes a copywriter, designer, internal stakeholders willing to contribute to content, a list of subject matter experts, a social media point person, and an analytics expert.
- How to Find the Right Writer for Content Creation
- Tap Into the Content Creators Within Your Organization
- Build a Successful Editorial Plan
- Create an Editorial Calendar
Create Compelling Content
Your customers and clients have a voracious appetite for valuable content. So in order to keep them engaged with your company and earn their trust, you must give it to them. Not doing so could sabotage your company’s sales and production efforts.
While your copywriter and internal support team can help you come up with good ideas for content, as the marketing person, the buck stops with you. It’s daunting, I know. Fortunately, there’s help!
- The Great Content Checklist: Tips, Tools, and Examples
- A Quick Exercise to Find Big Ideas for Your Content Marketing Strategy
- The Content Marketing Pyramid: Create More With Less
- New Data: Mix Types of Content for Successful Content Marketing
- A Guide to Creating Content in the Formats Your Audience Loves
- 9 Content Curation Ideas for Bulking Up Your Editorial Calendar
- 3 Strategies to Stand Out From the Content Creation Crowd
- Ideas to Spark Your B2B Content Marketing Imagination
Incorporate Visual Content and Design
- Have your content professionally designed. This doesn’t have to cost you an arm and a leg. For example, 99Designs connects passionate designers with customers who need quality, affordable design services.
- Use Visual Content to Engage Your Audience: 9 Tips and 25 Examples
- The Visual Content Inspiration You Need: Standout Examples
- How to Create Visual Content with this Simple, Dirt Cheap Tool
- 3 Ways to Improve Marketing ROI with Video Content
Measure Your Content Marketing
- One Key to Content Marketing Measurement Success
- Measuring Marketing Effectiveness: Find Out if Your Content Converts
- 6 Ways to Measure B2B Content Marketing Performance
- Finding the Right Content Marketing Measurement Tools: Expert Advice
- A Simple Plan for Measuring the Marketing Effectiveness of Content
Get Your Content in Front of the Right Audience at the Right Time
- A 3-Pronged Plan for Optimizing Your Online Content Distribution
- Publish Content Where It Will Reach Your Target Audience: 3 Key Steps
- Thought Leadership Strategy: A 3-Step Framework for Influencer Outreach
- Combine Earned and Paid Promotion
- Finding Potential Content Publishers: A 3-Step Outreach Process
- Blog Content: The Future of Guest Posts and Date Stamping
As a marketer, you have a challenging job. Fortunately, you don’t have to figure it all out by yourself. There are a TON of smart, savvy content marketing people out there who have great ideas, insights, and strategies to help you successfully do your job. If you’re ever feeling lost or overwhelmed, I encourage you to go to the Content Marketing Institute’s blog and search for the topic or issue that is stumping you. You’re bound to find it, along with helpful, step-by-step answers.
Good luck in your 2015 marketing efforts. And should you need help writing some of the content you’ll need to develop, give me a call!
To contact me, just go to www.LenoxPowellCopywriting.com.
I hope you all had a fabulous Thanksgiving! Still can’t quite comprehend that it’s that time of year again…
Not only is it the season of festive lights, holiday parties,and giving, for most businesses, it’s also the season of planning for the coming year.
I get a lot of clients asking me about what I think they should do, from a content standpoint, to improve or enhance their marketing. Should we be blogging, they ask? What about white papers? Are case studies good to have? What should we say on our website? How about an email campaign …
My answer is, it depends.
It depends on what your marketing plan, marketing strategy, content marketing plan and content marketing strategy is. While these are all intertwined, they are not the same thing.
In a 2-part blog, I’ll address what each one is and does, and how you can/should use each one to maximize your marketing efforts.
*A word of caution, your head might spin a bit after reading this information (as mine did in the process of trying to write it!). But don’t fret. As you start tackling each one, your mind will open to all the great opportunities you have to communicate your value in an impactful way.
So grab some eggnog and let’s get to it!
First up, the Marketing Plan Read the rest of this entry »
I just re-read Joe Pulizzi and Newt Barrett’s book, Get Content, Get Customers. I really appreciate how clearly it addresses three fundamental marketing questions and offers keen insights on how companies should develop content.
The 3 main questions are:
1. What are the fundamental changes occurring in marketing?
2. What is the B.E.S.T. formula for content marketing?
3. How are results-oriented marketers creating content and effectively disseminating it?
These questions are critical for all companies—especially medical technology companies — to ask themselves and be able to confidently answer.
Fundamental Changes in Marketing
Whether you realized it or not, the old ways of mass marketing your innovations and technological solutions are losing their effectiveness in today’s Google-ized, Internet-centric world.
In a world of infinite informational choices, buyers will stop for only what is relevant and ignore the rest. (Get Content, Get Customers)
For well over a decade there’s been an irreversible shift away from media-driven company content and toward content created specifically for customers. Companies need to not only create products and services for their customers, but they need to also provide information that will help their customers prosper and succeed.
Ideally, your content should deliver relevant information to your prospects and customers and offer solutions to some of the toughest problems they face.
By delivering content that is vital and relevant to your target market, you will begin to take on an important role in your customers’ lives. This applies to your online, print, and in-person communications.”
For medical technology companies, this presents a substantial opportunity to educate potential buyers about possible solutions choices, best practices, and the right questions to ask—all before they call you, walk through your doors, or interact with you at a trade show.
The B.E.S.T. Content Marketing Formula
Pulizzi and Barrett’s B.E.S.T. acronym stands for:
If it’s not B.E.S.T., it’s simply NOT content marketing.”
The concept of the B.E.S.T. formula is similar to a creative brief in that the goal is to help marketers gain clarity about what they want their content marketing to achieve.
Behavioral – What action do we want them to take? How do we want our customers to feel?
Essential – What are the mandatory elements of the campaign? What do our buyers really want/need to know?
Strategic – How does this content marketing effort help us achieve our strategic goals? How does it integrate with our other strategic initiatives?
Targeted – Do we really understand our prospects’ professional roles, needs, and goals? Do we understand how they view the product/service we offer?
Integrating the B.E.S.T. formula within your organization is imperative for growing and sustaining a profitable business.”
Creating and Disseminating Effective Content
Once you’ve taken the time to understand your organizational goals (e.g., increase sales of xyz device by 10 percent; get 3 new customers by 2nd quarter of 2015), and clearly defined the informational needs of your customer, you need to actually plan and develop your content.
This is easy to conceptualize but hard to do, which is why, according to the Custom Publishing Council, approximately half of all U.S.-based companies outsource a portion—or all—of their content activities to an outside content expert (i.e. freelance copywriter) or journalist (or someone with a journalism background).
Let’s face it: marketers are so busy focusing on their products and driving demand that it’s difficult for them to step back and think about customers’ informational needs the way [journalists, copywriters, etc.] do. Also, great writing is an art form and takes talent. If you have that talent in-house, great. If not, find an expert from the outside. Companies, no matter what their size, may not always be able to outsource the complete project, but they can always afford to hire a great writer.”
So you’ve planned your content strategy, hired a freelance copywriter to help you write it, and determined how you’re going to measure results.
But great content is only effective if you understand how to market it.
All too often, a brand will engage in a content project, not see positive results, and halt the initiative, thinking that the content didn’t meet the customer need. The majority of the time, the problem was not necessarily in the content, but in the marketing of the content.
Whatever media you use (white papers, corporate blog, newsletters, articles, video series, etc.), content must be delivered consistently.
If you can’t commit to a schedule, don’t do the project. While great content can make a difference, going dark for a period of time or delivering your content inconsistently will damage the perception of your brand.”
Here’s the main takeaway point: Before you create any more ‘great content,’ figure out how you are going to market it first. For example:
- Social Media Marketing (LinkedIn, Twitter, YouTube, etc.)
- Search Engine Optimization (improving your “organic” search engine rankings on Google, etc.)
- RSS or Really Simple Syndication (allows you to syndicate your Web content to individuals with an RSS reader application)
- Press releases (finding good reasons to send releases any time, not just when “big news” happens; add social media tags; create releases that appeal directly to your customers, etc.)
Smart companies know that they need to be something more than just vendors, so they’ve learned to become significant content providers for their current and future customers.”
Companies that fail to develop and deploy successful content marketing strategies will not only miss incredible opportunities to build relationships with prospects, but they are likely to lose market share as their medical innovations and services continually get overshadowed by Medtech companies that are doing a better job of engaging with prospects and customers.
“You can’t start the change unless dare to be different.”
~ Toba Beta
Even when I’m provided with a detailed creative brief and explicit instructions from a client, I still conduct my own research so that I can develop content that will set my client and their company/product/services apart.
I’ll be honest – in the world of medical technology and services, this is not an easy process. Usually after 30 to 60 minutes of focused research, I’m cross-eyed, have a slight headache, and am ready for a nap! Why, you ask? Because I’m having to wade through incomprehensible jargon, company-focused content, and what I refer to as “me too” messaging.
“Me too” messaging is content that says the same thing as what everyone else is saying Read the rest of this entry »