To compete in a crowded, noisy marketplace today, you must first do your homework to create a smart strategy. We covered how to create your digital health marketing stratgey in the previous three podcasts.
In addition to a sound strategy, you must take a flexible, agile approach to creating and distributing your marketing messages. Today, we’ll look at how to create and distribute your marketing content, and how an agile approach keeps your marketing moving forward.
Let’s get started…
About This Show:
Each Wednesday, Sam Stern, founder and Chief Marketing Technologist at Modallic, an mHealth marketing and brand development firm reveals his winning Mobile, Digital and healthcare IT marketing strategies, shares real life Mobile Health marketing success stories, and offers breakthrough marketing tips and tactics so you can lead the field with your Mobile Health and healthcare IT solutions.
Discover how to craft compelling stories to open doors with key health care system decision makers. Understand how an agile marketing mindset and approach positions you to create a profitable, sustainable business.
Gain insights into Mobile Health and healthcare IT marketing strategy, how to tell your unique mHealth and healthcare IT marketing story, creating your mHealth buyer personas, how to integrate an agile marketing process, mobile health and digital health brand development and market positioning, and learn what really works in attracting and landing mobile health and healthcare IT clients.
Show Notes:
First of all, let’s look at how to…
Build and Create Digital Media
First of all, you need to figure out how to create content. Lots of marketers are stumped with this and it stops their content marketing dead before it even gets started. So…
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How do you Generate ideas for content? A great resource is an article at copyblogger.com- 21 Ways to Create Content When You Don’t Have a Clue.
After you’ve come up with content ideas, you need to…
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Identify your key marketing messages – Tim, the ideas guy says: “An easy way to get everyone saying the same thing within your organization is to develop Key Messages. Those messages that are fundamental to communicating what your organization is all about and what it stands for. Limit key messages to three or five. Support them with a few bullets that illustrate or enhance the message. Use simple language and brief phrases that can prompt personal stories or examples. Put them on handy cards people can tuck into their pockets, diaries or wallets. Distribute them to your social media staff and sales team and the rest of your staff. Message cards enable everyone to make the same points and that increases the power and effectiveness of your message.”
Next is to build in the branding of your messages. How your message is “packaged”, the look and feel of your materials, the perceptions you create with your product and service names helps to position you in your market. For example…
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Make Sure You Outline standards for quality – What are your design templates for blog posts and white papers? How do you produce digital media free from spelling and grammar errors? Is there a certain tone and style you want to maintain?
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Ensure consistency of your message to build trust – How frequently will you post to your blog? Publish a newsletter? Conduct a webinar? It’s better to demonstrate consistency because this builds trust and credibility rather than “going dark” for a period of time.
Get the most out of your content creation efforts. Always look for ways to leverage and reuse content you create in different formats and platforms.
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Repurpose whenever possible – Always look to leverage your digital media. How can you turn a series of related blog posts into a download guide? How can you add slides to this and create an Infographic and a video? How can you take snippets from a blog post and turn them into Tweets or Facebook posts?
Perhaps more important than the content creation is marketing your content. Let’s spend a couple minutes talking about how to…
Organize Content Distribution
A multi-prong approach to promoting and distributing your digital media is key. No one approach or social media platform is the answer. The best, and largest corporate marketers use on average 18 different promotional techniques with their digital media.
An understanding of your Buyer Personas reveals techniques to use. Trial and error and experience, along with closely monitoring activity helps you refine your distribution effectiveness. Testing to optimize what works and improving or eliminating what doesn’t work is also highly recommended. You must adopt an agile approach in creating and promoting your marketing content. Your marketing team must determine and measure the marketing “sprint” efforts. What worked and what didn’t work must be known. Collaboratively, your marketing team decides on necessary modifications to current efforts. The marketing content backlog is reviewed, and a new phase of Marketing “Sprint” Planning begins again.
In addition to the content creation element of this agile marketing approach, an agile mindset must be adopted in…
Selecting the Right Channels for Promoting your Digital Media
Here’s a quick run- down of the various digital marketing platforms and places to promote your content. Please refer to the Show Notes of this podcast on the mHealthMarketer blog for a full listing and links to these content distribution resources.
Search Engines- Use Google Analytics and Google Webmaster Tools to track what search terms are delivering traffic to your site and how well you rank.
Blog/Website- Your website and blog is your “Home Base” of your digital media publishing platform. All your promotion and distribution efforts are focused on driving visitors to your website or blog.
Social Media Platforms- Utilize social media platforms to amplify your message. Social media as we discussed previously, is a good place to listen to the conversation happening, do research of your Buyers build relationships with potential buyers, reach out to Influencers in your space, and thank, recognize, and connect with your supporters. It is NOT the place to directly sell.
YouTube
Google+
Photo/Image Sharing
Flickr
Google+
Video Distribution and Syndication
YouTube
Vimeo
iTunes
Others
Podcasts- Distribution and Syndication
iTunes
Presentation Sharing
SlideShare
Document Sharing- PDFs/White Papers
Scribd
DocShare
CrocaDoc
DocStoc
Webinars
Live Online Events- GoToMeeting
Google+ Hang Outs
Surveys and Interactive Polls
SurveyMonkey
Blog Survey and Quiz Plugin
Mobile Apps
Text
Integration with Social Media
Real-time photos and video
Blast Announcements
Newsletter
Nurturing./educational series
e-Courses
Email and List Management Services:
MailChimp
ConstantContact
aWeber
InfusionSoft
HubSpot
Advertising
Pay per Click
Display and Banner ads through Google Adsense or the Bing Ad Network
In addition, online press releases of new products and services and connecting with professional reporters, through a service such as HARO, who can help spread your marketing story is valuable.
Finally, don’t forget traditional public relations and marketing. Having your digital health story appear in print, meeting industry leaders and prospects and trade shows, and direct mail still works in spreading your marketing message.
And now a bit of promotion from me…
If after listening to this past four series of marketing strategy podcasts, you feel you need direct help in putting together your marketing game plan… and you’d like to explore if we’re a fit to help you do it…
Let’s get on the phone and talk.
Reserve a no-cost, no-obligation, no-risk Digital Health Marketing Consultation today. We’ll explore how these marketing strategies apply in your business, answer your questions about how our process works, and give you an idea of the results you might expect.
Resources:
Podcast #005- Digital Health Marketing Assessment
Podcast #006- Digital Health Marketing- How to Test and Nail Down Buyer Personas
#007- Digital Health Marketing- Identify Content and Communication Gaps
Will You Help Me Get This Message Out There?
Want to get more tips and strategies for marketing your digital health firm? There are three ways you can enjoy these tips and strategies, share them with friends, and help me grow this movement to end the lack of innovation in healthcare:
Sign up for this podcast on iTunes. Click here to subscribe to the podcast on iTunes.
Subscribe to this podcast through the Podcast app on your iPhone or Android phone (free from the app store).
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Finally, if you have a question you’d like answered on a future show — or if you have any feedback in general — please let me know: sstern@modallic.com
Thanks again for your support!
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