The Digital Marketing Trends You Need to Implement [WEBINAR]
•Transferir como PPTX, PDF•
0 gostou•965 visualizações
Remember email marketing? It’s making a comeback. According to Geonetric’s recent Digital Marketing for Healthcare survey, it’s the tactic most healthcare marketers plan to focus on in 2014. Also making waves this year: content marketing, blogs and Pinterest. Learn more about what digital marketing tools are poised for growth and how to support established marketing efforts through these popular channels. You’ll also learn how to drive more traffic to your website by breathing new life into your digital tactics. In this webinar, learn how to: Integrate email marketing into your content marketing program. Use email marketing as effective support material for offline marketing efforts. Create fresh content for your blog. Use Pinterest and other visual social media tools more effectively.
Recomendados
Recomendados
Mais conteúdo relacionado
Destaque
Destaque (6)
Mais de Geonetric
Mais de Geonetric (14)
Último
Último (20)
The Digital Marketing Trends You Need to Implement [WEBINAR]
- 1. The Digital Marketing Trends You Need to Implement BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
- 2. Tweet it: #GEOLIVE Today’s Presenter Ben Dillon, MBA | VP & eHealth Evangelist | Geonetric Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, on everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. He’s also a Twitter junkie – follow him at @benatgeo.
- 4. Tweet it: #GEOLIVE About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.
- 5. Tweet it: #GEOLIVE Video Of This Webinar Watch the Video In this webinar, learn more about what digital marketing tools are poised for growth and how to support established marketing efforts through these popular channels. You’ll also learn how to drive more traffic to your website by breathing new life into your digital tactics. Watch the webinar!
- 6. Tweet it: #GEOLIVE New eBook Available
- 7. The Digital Marketing Trends You Need to Implement BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
- 8. Tweet it: #GEOLIVE 6% 16% 19% 22% 27% 23% 35% 45% 48% 48% 58% 59% 66% 64% 62% 67% 79% 77% 86% 91% 97% 8% 5% 6% 4% 3% 11% 7% 10% 12% 13% 10% 8% 3% 6% 13% 15% 7% 10% 3% 3% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Vine Microsoft Ad Center (Bing) Advertisements on Online Music Sites (e.g. Pandora/Spotify) Advertisements on Online Video Sites (e.g. YouTube/Hulu) Foursquare Instagram Advertisements on Consumer Health Sites (e.g. WebMD/Livestrong) Google+ Pinterest Blog(s) Facebook Ads LinkedIn Advertisements on Local Sites (e.g. Patch/local media sites) Google AdWords Content Marketing Email Marketing Twitter Integrated Online/Offline Marketing Campaigns Using Websites for Service Line Promotion YouTube Facebook Adoption of Digital Marketing Tools (Overall) Have Plan to Have in Next Six Months
- 9. Tweet it: #GEOLIVE Content Marketing
- 10. Tweet it: #GEOLIVE Stop Talking About Yourself… And start talking about potential patients’ interests.
- 11. Tweet it: #GEOLIVE Map Content to the Consumer Buying Cycle Awareness Evaluation Purchase Retention
- 14. Tweet it: #GEOLIVE LNO Breast Cancer Event LNO Health & Wellness Event LNO Health & Wellness Event LNO Breast Cancer Event
- 15. Tweet it: #GEOLIVE The “Content” in Content Marketing • Blogs • Podcasts • Videos • Whitepapers • eBooks • Infographics • Social media • Webinars • Magazines • Pamphlets • Infomercials • TV news spots • Ask the doc newspaper column • Events (sometimes)
- 16. Tweet it: #GEOLIVE A Few Tactics Jumping Out • Email • Blogging • Pinterest • Instagram • Vine • Facebook*
- 18. Tweet it: #GEOLIVE Why Email? • Permission-based marketing • Adapting to reduced effectiveness of some other advertising mechanisms
- 20. Tweet it: #GEOLIVE Making Email More Effective Make it Relevant and Useful!
- 21. Tweet it: #GEOLIVE Making Email More Effective Timing
- 22. Tweet it: #GEOLIVE Making Email More Effective Call to Action
- 23. Tweet it: #GEOLIVE Making Email More Effective Monitoring
- 25. Tweet it: #GEOLIVE Know Why You’re Blogging! • Humanize the business? • Engage employees? • Engage patients and the community? • Give the CEO a voice to talk about what’s on her mind? • Drive service line volume? • SEO bait?
- 26. Tweet it: #GEOLIVE Keep It Up…
- 33. Tweet it: #GEOLIVE Pinterest • Pinterest users spend an average 98 min. per month • The average pin is 100 times more viral than a tweet • 47% (yes, almost half) of online shoppers have made a purchase based on Pinterest recommendations Source: Jennifer Cario, author of Pinterest Marketing: An Hour a Day
- 34. Tweet it: #GEOLIVE A Pinterest Strategy • Use a business page – Can convert – Adds analytics! • Site Metrics • Most Recent • Most Repinned • Most Clicked • Export
- 35. Tweet it: #GEOLIVE A Pinterest Strategy • Look at relationships and engagement, not just followers and clicks – The Tools: Follow, like, repin, comment, me ntion, group boards, social sharing – Use them strategically!
- 36. Tweet it: #GEOLIVE A Pinterest Strategy • Be a pin originator, not just a curator – Many people chase pins back to their source – be the source! – Spread out your pinning
- 37. Tweet it: #GEOLIVE A Pinterest Strategy • Create visual content
- 38. Tweet it: #GEOLIVE A Pinterest Strategy • Rich Pins – Five types: movie, recipe, article, product, an d place
- 39. Tweet it: #GEOLIVE A Pinterest Strategy • Keep your boards organized!
- 41. Tweet it: #GEOLIVE A Pinterest Strategy (Coming Soon) • Promoted pins
- 42. Tweet it: #GEOLIVE Honorable Mentions
- 43. Tweet it: #GEOLIVE Honorable Mention - Instagram -
- 45. Tweet it: #GEOLIVE Honorable Mention - Vine -
- 46. Tweet it: #GEOLIVE Vine Tips • Have a plan • Catch something spontaneous • Doesn’t need to be perfect • Mind the audio • More is more
- 49. Tweet it: #GEOLIVE Time To Up Your Facebook Game • Post more often – reach declines means you’re not hitting followers more often • Encourage sharing, not just liking – memes, for example • Use links – clicks are a part of reach metrics • Prepare to pay – Advertising impacts organic reach…and compensates for your loss of reach • Track and measure – things are still changing. Find what works for you!
- 50. Tweet it: #GEOLIVE Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo
- 51. Tweet it: #GEOLIVE New eBook Available
Notas do Editor
- The Digital Marketing Trends You Need to ImplementRemember email marketing? It’s making a comeback. According to Geonetric’s recent Digital Marketing for Healthcare survey, it’s the tactic most healthcare marketers plan to focus on in 2014. Also making waves this year: content marketing, blogs and Pinterest. Attend this session and learn more about what digital marketing tools are poised for growth and how to support established marketing efforts through these popular channels. You’ll also learn how to drive more traffic to your website by breathing new life into your digital tactics. You'll learn how to:Integrate email marketing into your content marketing programUse email marketing as effective support material for offline marketing efforts Create fresh content for your blog Use Pinterest and other visual social media tools more effectively Agenda:Big push on content marketingMore than a tactic – a change of philosophy?A few tactics jumping outEmailBloggingPinterestInject a FB update re: drops to organic reach?
- This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
- We provide marketing services to leading healthcare systems, hospitals, and practices. <http://www.geonetric.com/services/>We create VitalSite, the Healthcare CMS for hospitals, systems and healthcare organizations. <http://www.geonetric.com/vitalsite/cms/>
- Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2014/digital-marketing-trends/
- Download this Free Report with Geonetric's eHealth Survey FindingsThere are very few sources of data describing how healthcare marketers are adopting digital tools. Chances are you know more about how other industries are embracing digital than how your own healthcare counterparts are. That’s why Geonetric polled more than 250 healthcare organizations to see how they use the Web and digital marketing to connect with their patients and communities.https://www.geonetric.com/resources/white-papers/download-ehealth-survey-results/
- Today – use that as a jumping off point. Tips on how to be successful with these fast-growing tactics.
- 62% have/13% adding in 2014Content Marketing: More than a tactic – a change of philosophy?1. Email Marketing (15%)2. Content Marketing (13%)3. Blogs (13%)4. Pinterest (12%)5. Instagram (11%)
- Many types of content – need channels to hold that content (website, health library, blogs, youtube), share that content (FB/Twitter), and assemble that content in one place (website, microsites)
- Needs to be original content!
- Content can be lots of things!Patient ed events are often death by ppt as delivered by a medical pro.St. Vincents in Jacksonville, FL, Lady’s Night Out (LNO)Leverage the heck out of this!Take one event and blog about it, promo in social media, take photos and videos and post those out there, make infographics and share of these through your email channel, etc.If you’re creating something unique like this – leverage it 20 ways outside of the event itself!
- 67% have today/15% adding in 2014After years of languishing in the shadow of social media - Biggest growth of any marketing tactic
- A recent McKinsey study cited email is nearly 40 times better than Facebook and Twitter at acquiring customers. - ClickZ "Email Blows Social Media Out the Door -- Any More Questions?" (2014) www.emailstatcenter.comA new Yesmail study shows revenues per click on mobile marketing emails exceeded those on desktop, at $7.14 vs. $3.26. - ClickZ "Email Blows Social Media Out the Door -- Any More Questions?" (2014) 60% of marketers agree email marketing is producing ROI for their organization. 32% believe it will eventually produce ROI. - MarketingSherpa "Email Marketing Benchmark Survey" (2013)***In 2013, 41% of marketers confirm inbound produces measurable ROI, and a staggering 82% of marketers who blog see positive ROI for their inbound marketing. - HubSpot"2013 State of Inbound Marketing Report" (2013)Email marketers estimate 30% of email revenue derives from targeting to specific segments; activity and lifecycle-based triggers produced 22% of total email marketing revenue. - DMA "National Client Email Report" (2013)DMA data supports the common marketing belief that it’s more cost-effective to cultivate existing customers than to find new ones. The median return on investment for customer emails was $28.50, compared to a mean customer acquisition cost of $55.24. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)The recent McKinsey study cited email is nearly 40 times better than Facebook and Twitter at acquiring customers. - ClickZ "Email Blows Social Media Out the Door -- Any More Questions?" (2014)
- When I think about what’s going to make ME open an email newsletter or marketing offer that I receive…nothing is higher than if I found the information that I received last time I opened one from that person/organization INTERESTING, RELEVANT, USEFUL and ACTIONABLETarget and segment audiences when you can.Make the information something that visitors can use.When I see ENLs with articles on “new patient tower signs”, “get to know our new hospitalist”, “Memory changes in your loved ones” and “make your own baby food” in the same ENL – I wonder who would care about all of these???
- The weekend is generally bad.Traditionally, mid week (t-th) in the morning was best. Here’s the thing – we’ve all seen that data now.So people are bombarded by email during those timeframes! And may be less likely to pick you out of the clutter…In other words: EXPERIMENT!
- Marketers obsess over what drives each open and click.From and subject lines => opensHeadlines, blurbs and offers => clicksGood to look at each step of that process and analyze effectivenessBut don’t just look at the emailWhat action do you want the recipient to take? Is it compelling? Reasonable? Appropriate and targeted?Value of a click to your website (on it’s own) is $0Where are you sending them? Should be an optimized landing page, specific to that add/message/creative?Look at this whole experience for the recipient and optimize all of the way from sign-up to walking in the door!!!
- When I start talking about KPIs and operational metrics for email, I immediately see eyes glaze over.There are just too many numbers and it’s very tough to track from email to email as factors vary so greatly (subject, for example)So, 1) important to monitor and act on data. 2) experiment with a/b tests in a single message sendOne change at a time
- Social home base
- I could tell you to develop a voice, be fun, casual, interesting even! I could encourage you to use lots of imagery and some video to keep it engaging.Mostly, though, if you’re going to do this, just do it.This space is littered with abandoned healthcare blogs…Starting a blog is like adopting a puppy. Constant work & long-term commitment!This blog still up – haven’t posted for 2 years!
- Crozer-Keystone Health System’s blog, Healthbeat, offers posts authored by physicians, experts and leadership from across the health system. The blog focuses on community health, fitness, women’s health and family medicine topics.
- talks about Healthy Choices, highlight employees as Faces of Altru, and provides tips specific to Modern Moms.(not shown)patient stories in the form of Altru Moments,
- Where do the mom’s hang out? This is the place!***Oh, and there are now more US pinterest users than Twitter users! (21% vs. 18% of internet users)
- Pinterest demographics from Pew late last yearTwitter is still dominated by a young audience, but Pinterest is different.23% of US internet users over age 50 use Pinterest. Women are four times more likely to use Pinterest than men.Highly educated, wealthy suburban women.
- A quick and dirty pinterest strategyPins from your site, number of peopleActions they take, clicks to the siteMost recent/most repined also includes what people are adding with itCan look at days/date ranges, etc.
- Many ways to use Pinterest. Pin content. Repin/curate. Creating content worthy of pinning. Making it easy to pin that content.
- Meaningful visualsTall > Wide
- Product name/in stock/priceOriginator site/blurbPaleo/40 min to make/serves 8/ingredientsDependent on Schema.org + request, but it’s a direction to move!
- Animation:* Audiences. In the future, with more pins, we see healthcare organizations refocus on more specific health subjects (diabetes)General health and fitnessRecipes and crafts
- --Starting to test--—Tasteful. No flashy banners or pop-up ads.—Transparent. We’ll always let you know if someone paid for what you see, or where you see it.—Relevant. These pins should be about stuff you’re actually interested in, like a delicious recipe, or a jacket that’s your style.—Improved based on your feedback. Keep letting us know what you think, and we’ll keep working to make things better.
- 23% have/11% adding in 2014Most using as a convenient sharing toolShare photos as you would on other channels (more or less) like FB and Twitter – staff, events, behind the scenes, supplement text-based live-tweeted surgeries…the list is endless
- Advocate's first major Instagram campaign, #StoriesoftheGirls, coincides with Breast Cancer Awareness Month, and encourages women to upload photos of their "best girl moments" using the hashtag for chances to win prizes. The aim of the campaign is to raise awareness of breast cancer care and prevention as well as Advocate's services.AHC has more than 1,000 followers.
- 6% have/8% adding in 2014This is a category, too incl. Instagram’s 15 sec videos…
- Storyboard – easy to talk for a hour. But 5 min? That I need to think about!More…viners like to poke around. Give them a few videos to play with.
- 97%/1%
- Download this Free Report with Geonetric's eHealth Survey FindingsThere are very few sources of data describing how healthcare marketers are adopting digital tools. Chances are you know more about how other industries are embracing digital than how your own healthcare counterparts are. That’s why Geonetric polled more than 250 healthcare organizations to see how they use the Web and digital marketing to connect with their patients and communities.https://www.geonetric.com/resources/white-papers/download-ehealth-survey-results/