Content Marketing for Audiology

A blog can be defined as a personal website or web page on which an individual records opinions, links to other sites, etc. on a regular basis. In the early days of blogging, people wrote blogs along the lines of a diary, a way to express their thoughts and feelings.

The Role of the Blog

Over time businesses began to embrace the role of blogging as a way to provide information to both potentially new and existing customers. Business owners began to realize that blogging online gave them the ability to expand the information provided to customers about existing products and services, answer the most frequently asked questions, address common misconceptions, introduce new products and services and so on.

Blogging is also important for giving your practice exposure and to build a sense of community. It’s one of the best ways for you to establish you and your practice as the authority in your area for all things related to Audiology and hearing healthcare.  What else can a blog do for your practice?

Preventing Buyer’s Remorse

You have just spent an hour, maybe an hour and half convincing a patient that spending upwards of several thousand dollars for a set of hearing aids is a great idea. They are now about to leave your office. One of the best ways to prevent buyer’s remorse is to use your blogs to continue the sales process once your patient leaves the office, for example:

“Mr. Jones, when you go home take some time to go through our website. I know I gave you a lot of information over the past hour. Most of what I just told you can be found on our website, but you may also find a answer to a question or two that you hadn’t even thought of. We like you to know that we have the answers to your questions 24/7.”

Your website and in particular your blogs represent you and your practice 24 hours a day, 7 days a week. It’s almost like have a full-time employee who does nothing but answers patient’s questions 24/7 and who never calls out sick.

Content Marketing and Ranking

Content marketing is a type of marketing that involves the creation and sharing of online material, for example blogs that do not explicitly promote a brand but are intended to stimulate interest in it’s products or services.

Your blog should be designed to answer a question.  Today’s search engine are designed to respond to real (or natural) language queries.  Natural language search is search carried out in everyday language, phrasing questions as you would ask them if you were talking to someone. These queries can be typed into a search engine, spoken aloud with voice search, or posed as a question to a digital assistant like Siri.

Why the Evolution of Search?

First of all, search engines – particularly Google – have improved their search capabilities so much over the years that people expect to find exactly what they’re looking for on the first try.

Secondly, search technology has improved to the point where we can begin to teach search engines to understand longer, more complex queries, with different components that modify each other and can’t operate independently.

The third key component contributing to the development of natural language search is the rise of voice search and digital assistants. It’s becoming a lot more common for people to search by talking into their phone.

Quality content is far more than just a buzzword marketers throw around for fun.  It’s what savvy marketers strive for, and what Google and people look for. It’s what separates the winners from the losers online; it’s what will help your site rank well in the search engines, and what will help you build trust, credibility, and authority with your audience.

Everything You Need to Know About Targeted Marketing Campaigns

What are Targeted Marketing Campaigns?

Targeted Marketing Campaigns (TMC) are digital marketing campaigns offered by our sister company, Obelis Media. They are designed to generate leads via the Internet. We use a combination of social media advertising and search engine advertising to generate a significant increase in new traffic to your site. More traffic means more leads.

Target Marketing Campaigns will provide you with immediate results that are quantifiable and can be acted on immediately.

AdWords, Facebook Ads, Google Display Ads, etc. can be complicated. We know how to manipulate the variables including:

• choice of keywords/key phrases
• content of the landing page
• geographical reach
• choice of ad venue (Facebook, Twitter, Google…)
• device type (mobile, desktop…)

We make frequent, sometimes daily, adjustments based on our analysis of your data. Our job is to get the right people to your website to produce the leads you’re looking for while conserving as much of your advertising budget as possible.

What to Expect From TMC

Generate leads

The primary purpose of most advertising campaigns is to generate leads. Efficiency and economy of scale allow our system to generate leads while keeping the cost per lead well below the industry average.

Provide immediate and consistent traffic

As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.

Provide an increase in the efficient delivery of your product or service to the intended consumer

The delivery of the campaign can be determined by any number of factors including, but not limited to:

• geography (by town, state or distance from a particular town or zip code, etc.)
• demographics (age, race, religion, gender, etc.)
• interests (hiking, photography, fishing, etc.)
• Increase in the efficiency of campaign development
• The same ad can be tested in using differing criteria to assess the effectiveness of the ad from market to market. Known as split testing we can quickly change the parameters of each campaign to maximize the CPL.

Our campaigns are designed to easily integrate with offline marketing

The ads used in your targeted campaigns can be provided to you in a PDF format. The ad can be used in print media campaigns to allow coordination between your offline and online marketing campaigns. Print ready artwork can be provided for an additional fee.

Allow for a more effective allotment of advertising resources

Your ads will be analyzed daily to assess the effectiveness. The ads, target markets, budget and so on can be instantly reconfigured to provide the optimal cost per lead (CPL).

Produces campaigns that are measurable

Our proprietary dashboard will allow you to see the effectiveness of every ad campaign run by Obelis Media. We make it as easy as possible for you to determine the return on investment (ROI) of each ad campaign by providing you with the data needed to determine your cost per lead (CPL).

What Can TMC Do for You? – Real Results

Instead of just telling you what TMC can do for you, we’d rather show you real-life results. Below we have numbers from an Ohio-based audiology practice. We tracked the practice numbers before and after beginning a Total Marketing Campaign (TMC).

In the month prior to beginning TMC, their results were as follows:

screen-shot-2016-09-22-at-12-15-54-pm

The main results we’re looking at here are calls received and top traffic sources. They received 0 calls within the month and their top referral sources were referring little to no traffic, meaning web visitors were having to find the practice via search engine or organically. They were not putting their practice right in front of their target demographic.

In the month after beginning TMC, their results were as follows:

screen-shot-2016-09-22-at-12-16-25-pm

After running one Facebook marketing campaign for only one month, they saw drastic results. Their website visits went up almost 400%, they received 13 calls from online marketing, and their top referral source was the marketing medium on which we ran the campaigns.

Their results 5 months later are still consistent and growing:

screen-shot-2016-09-22-at-12-19-54-pm

The number of website visits has remained consistent, but the number of calls has almost quadrupled as a result of constant monitoring and campaign tweaks to reach the optimal audience. Facebook (the campaign platform) is consistently the highest traffic referral source.

Targeted Marketing Campaigns puts your practice in front of your target audience and keeps you there. With the lengthy sales cycle of hearing aids, it is important to have contact with potential consumers – early and often. TMC keeps you in your demographic’s minds eye, so that when they are ready to purchase, you’re the business they trust with their purchase.

To learn more,

visit obelismedia.com

How to Set Better Content Goals and Achieve Them

When I’m writing blogs every week, I learn new things all the time. While looking for an idea to write about this week, I stumbled upon a great article by Copyblogger about wide versus deep content. I’ve read a lot about creating content, but this article made me think about content in a whole new way. When you’re writing content, there should be many goals attached to it. Usually, you want to inform the reader about the topic you’re writing on, but what else are you trying to achieve? Gain your readers’ trust? Attract new readers? There are many things you can achieve when you create content. So how can wide or deep content help, and when should you use them? The following is a bit of Copyblogger’s article discussing these questions.

“Creating effective content is hard. I don’t want to deter you from crafting content for your business, but you need to set goals for everything you create.
Whether you produce content that is timely or evergreen, audio or text, knowing your goals will ensure you maximize the return on your time and resources invested in content marketing.
Each piece of content needs to be placed into one of two categories: wide or deep.
And each category has one specific goal:
• Wide content attracts new audience members.
• Deep content strengthens relationships with your existing audience members.
An effective content marketing strategy uses both wide and deep content, but an individual piece of content shouldn’t try to meet both goals.
Let’s explore each type of content goal.

Going Wide with your Content

When you create a piece of wide content, you attempt to reach the most readers, listeners, and customers as possible. In short, going wide is how to use content to find customers.
Wide content is not about immediate results. Instead, it positions your net to continually find new people who fill the top of your funnel.
You will notice a pattern with wide content: it’s perfect for repurposing. With a little planning and forethought, you will be able to repurpose wide content into different formats to reach a broader audience.

SEO Helps you Go Wide

The foundation of all wide content is built upon SEO, and Google is a top source of new traffic and visitors to websites.
Because of this, we need to consistently create useful and relevant content for our website visitors. It’s an excellent first step for all wide content pieces.
Our net spreads even further when people link to and share remarkable wide content.

Wide Content and Podcasting

With the recent rise in popularity of podcasting, content creators should utilize the reach of audio. Think of iTunes the same way you think of Google: it’s a massive search engine that helps your audience find you.
Starting a podcast does not have to be a daunting task. You just need the right platform.
In fact, podcasting is an excellent way to repurpose popular content from your website. If an article has been popular as a written piece, with minor alterations to the text, you may be sitting on a great podcast episode or two.
Cast your proven content far and wide, and craft audio content as you would any other content you publish on your website:
• Write engaging headlines for titles.
• Provide keyword-rich show notes.
• Keep a consistent publishing schedule.

Going Deep with your Content

When creating wide content, your goal is to reach as many potential readers, listeners, and customers as possible — but you shouldn’t try to reach everyone.
Always keep your focus on your perfect customer.
Going deep with your content nourishes and strengthens your relationships with those people you attracted with your wide content.
Deep content moves people from cold audience members to warm audience members, and then to customers. It’s like the second date and beyond with your audience.

How to Use Email to Go Deep

For years, people have been touting the death of email. Yet, to this day, email is the most powerful tool we have in our arsenal as content marketers.
There is no better way to deepen our relationships with our audience members than through access to their inboxes.
Email content, when done right, is powerful value exchange. You’re able to provide multiple points of value to your audience in exchange for their attention.
You could:
• Write a newsletter.
• Curate content your audience will love.
• Craft a useful email autoresponder series.
All deep content marketing strategies need to include email marketing.

Is your email marketing lacking? Here’s the easiest way to optimize your email marketing campaigns.

Can Social Media be Deep?

Social media is often viewed as a wide content vehicle, but when you think about it this way, you overlook its deepest value.
For example, think about why you follow someone on Twitter. Are you there to see an endless stream of promotion, or are you looking for a behind-the-scenes view?
Of course, social media can and should be used to promote your content, but without interesting personal insights mixed into it, your social media presence will flounder rather than flourish.

Clarify your Content Goals by Going Wide or Deep

As with everything in your business, crafting content without specific goals will diminish both the short-term and long-term benefits of the work you are putting in today.
As a bonus, there is often an overlap between content created to go wide and content created to go deep.
For example, your goal may be to go deep, but the same content may also help you find new audience members. Remember that this is a side benefit and shouldn’t be confused with your original goal.
Always focus on one type of goal for each piece of content you create.
Your goal is to either find new audience members or form deeper connections with existing audience members.”

Creating Your Content Marketing Strategy

Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

Jennifer Delony, the Director of VT Small Business Marketing Associates defines the basics of content marketing for small businesses. Click here for the complete article.

The Basics of Content Marketing for Small Business

When a small business jumps right in to the ‘How’ and ‘Why’ of content marketing, the process can seem a bit overwhelming. It is a good idea to step back and look at all the elements of a content marketing strategy (CMS) in order to gain perspective and recognize that, while strategic combinations can be infinite, the overall strategy is finite.

Here are a few features of content marketing that a small business should have in place before launching a strategy. Once you have created a basic strategy, you can begin to adjust and grow the strategy for larger and diverse target audiences.

1. Your Website

In content marketing, your website is the hub for all your content, and all other associated marketing and digital assets should direct people back to your hub. When people engage with your content, they should be doing it as often as possible at your hub so that you have the opportunity to give them a call to action.

There are many calls you can set up on your website (e.g., subscribe to a newsletter, enter a contest, use a coupon, contact a representative), but it is a good idea to focus on one strategic call to action at a time.

2. Social Media Networks

Social media networks (e.g., Facebook, Twitter, Pinterest) work within your CMS to capture network users and direct them back to your hub.

While being present in many social networks is a great idea, do not overwhelm yourself or your strategy. Get to know different networks and discover how to create content that will capture network users. What works in Facebook and Twitter, will not work in Pinterest, for example.

3. Buyer Persona

A detailed overview of your target audience (i.e., buyer persona) is a critical element of your CMS. The process of building this model of your target audience will tell you what your target audience likes and needs, what their challenges are, where they get their information, where they spend their time, and who their influencers are.

These details ultimately direct what kind of content you share and where you share it so you can build a meaningful relationship with your target audience and they trust your brand.

Note that a target audience may not be a group of buyers, per se. Some organizations rely on referral business, and referrers should be the primary target audience for the CMS, even if that group does not do any actual buying. Over time, you will want to build a buyer persona for all of your target audiences.

4. Curated Content

Content that is created by others can be a powerful connecting mechanism for your CMS. When you share content from other entities (i.e., curate content), you become more visible to those entities and their audience members.

Your goal should be to curate content and observe both what audience members gravitate to and what content is not available. You can begin to fill that void with your own content so people will recognize you as an originator and trust you as a resource. That trust will begin to translate into trust for your brand, and those people will be more likely to become customers or referrers.

5. Statistics And Analytics

There is no end to the depth of statistical analysis you can build into your CMS. The more you track your content, who is engaging with it, when they engage with it, and what they like the most, the easier it will be to adjust your strategy and focus on activities that produce conversion to buying behavior.

Remember that content marketing analytics involve more than likes, faves and shares. These statistics must be followed along the buying stages so you will understand which content is actually converting a like to a sale.

{For more insight, check out the presentation Four ROIs of Social Networks for Content Marketing.}

6. Keywords

Your business keywords and phrases will go a long way in your CMS to building a presence for your content in search engines. Use your keywords and phrases regularly within your content.

7. Short Links

Sharing content from your website (e.g., a blog post) within social networks can be awkward when you use the original links created for your web pages. They are usually very long, which makes them visually unappealing within a post, and they may take up an excessive number of characters within character-limited networks, such as Twitter.

URL shortener providers, such as http://goo.gl, also include a tracking feature. When you use a short URL in a post, you will be able to see how many people click through to your content. You can use a different short URL for the same page when you share that page in more than one social network. This approach will demonstrate which network produces the most traffic.

Why Content Marketing is Important

Traditional marketing is becoming less effective. The purpose of content marketing is to communicate with your customers and prospective customers without selling. Instead of pitching your products or services, you are delivering information that provides the customer with information. The essence of this content strategy is the belief that if you deliver consistent, ongoing valuable information to buyers, they will ultimately reward you with their business and loyalty. Content marketing does work and it is worth the effort.