In this blog post, you discovered the need to create an agile Buyer Persona.
Now, let’s dig deeper and understand how these various Buyer Personas use technology, the Internet, and their online behaviors. This understanding is vital when creating an effective search engine optimization strategy and having your prospects discover your mHealth solutions.
Identify Initial Contact Buyer Personas
In The Tipping Point, Malcolm Gladwell describes three different Agent of Change types: Influencer, Connector, Maven.
You are likely to encounter these three Agents of Change in your mHealth marketing.
Connectors link us up with the world. Connectors bring people together. They make friends and acquaintances easily and naturally. They have the ability, as Gladwell states, to “span many different worlds”. The Connectors are crucial in getting buy-in from all stakeholders, and ultimately helping you successfully implementing your solutions.
Influencers are those charismatic people with powerful negotiation skills. Influencers typically have an indefinable trait that goes beyond what they say, which makes others want to agree with them. In your marketing and sales efforts, you will need to persuade the Influencers to make the sale.
Mavens act as “information specialists”. These are the people who connect us with new information. They gather new data and knowledge and share it with others. As Gladwell states, “Mavens are really information brokers, sharing and trading what they know.”
Mavens are where your marketing story begins. A Chief Marketing Officer “Maven” is likely to use different search phrases than the Chief Information Officer. The Chief Nursing Officer acting as a Maven will use search phrases different from both the CMO and the CIO.
Roles and Responsibilities Determine Search Phrases
The role and responsibility within the health care organization, the individual’s role as a stakeholder to implement and use your mobile health solution, and influence in the buying decision all influence how someone is likely to use search.
The individual’s use of technology- his/her comfort level, bias and prejudices about certain technology solutions- also will determine the search and Internet research savvy of this person.
Is he/she comfortable using Mobile apps and search, both personally and professionally? Does he/she use social media- Twitter, Linkedin, Facebook- to augment search research?
Realize that the individual who does the initial research to discover your mHealth solution will have perceptions and personal preferences. These perceptions and preferences will impact your SEO strategy.
Optimze SEO for Multiple Buyer Personas
Recognize that you will encounter multiple Buyer Personas in your marketing efforts, including the initial search for your products and services.
The CMO may use the phrase “patient engagement system” while the CIO may be looking for “clinical software solutions”. The CMO calls it “cardiac patient care communications” while the CIO searches for “cardiac care user systems”. The role and perception of the individual determines the search phrase used.
It’s crucial to recognize the Mavens- who are those individuals tasked with gathering and sharing the new information about your mHealth solution. In addition, you must recognize that all Mavens are not alike. A Marketing Maven within a health care organization will have a different role, responsibility, mindset, and personal perceptions than the Information Technology Maven.
Keep these two elements in mind when doing keyword research and creating content for your mHealth website.
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