Recently, we introduced the landing page: an effective but underutilized healthcare and business marketing technique. The main idea behind a landing page is to convince visitors to give you their contact information, usually in exchange for something like an eBook or a consultation. Let’s talk about some ways to help lay the foundation for an appealing and Brand-enhancing landing page to convert more visitors to leads and strengthen your marketing and Brand strategy.
Healthcare Brand Growth Blog
“Customers don't buy your product, they buy your Brand.”
It's a phrase as old as marketing, but it becomes increasingly relevant every day. Gone are the days of doing business behind a front of slick images and catchy tunes. In today's transparent and always connected world, your Brand is your product. In light of this, I have a deceptively simple question: what is your “Brand?"
Closed-loop marketing (CLM) is an in-depth marketing technique. It’s an underutilized technique but – in the long run – the insights you gain from the process is worth the extra time and effort. Your healthcare and business marketing efforts will thank you later.
The goal of CLM, for those of you unfamiliar with the concept, is to track customer or patient data and actions. For example, CLM would track how a visitor landed on your website, as well as the pages they viewed and interacted with. You can then analyze this data and apply it to your company’s marketing and customer/patient acquisition process to improve your overall performance and strengthen your inbound marketing.
Of all of the landing pages on the Internet, a potential customer or patient lands on yours. Is it appealing enough to hold their attention? Does it make them want to take some time to fill out a form? Is it clear what you're offering them and how they benefit? Wait a second – what is a landing page?
A landing page is a web page that is designed to funnel a reader to a very specific action, often to capture a visitor's information through a lead form. Completing the information form on a landing page may be the first step in the pre-purchase experience, and it’s an important and influential touchpoint for customers in the decision-making process. You need to make sure your landing page is appealing enough to capture a visitor’s attention.
That's what your patients and customers have. Given the opportunity, your Brand could be the perfect fit for them – but right now, they might see your Brand as little more than one of the options.
That power of choice may not seem substantial to your customers or patients, but it's everything to your bottom line. Without the benefit of experiencing your cutting-edge technology or your top-notch product quality, what’s going to cause them to choose you?
So we’ve convinced you to give email marketing a second chance for your business or healthcare Brand. You’ve thought awhile about how to make this email happen. You’ve created a catchy subject line and combined it with a great deal that you know your targeted customers will love. You’ve read our eBook cover to cover. It’s time to pull the trigger and start reeling in the customers, right? Almost.
For those of you who’ve heard the idea of using email to build your Brand was dead – you might want to think again. In 2013 alone, 100 billion emails were sent and received per day. Technology market research firm, The Radicati Group, expects business-related emails will account for over 132 billion emails sent and received per day by the end of 2017.
Think of your organization’s efforts to build your Brand over the past few years. How did you send your message out to consumers? Did your organization bother using email marketing to its full potential?
Unless some miracle communication technology comes out within the next three years, you should consider re-evaluating email campaigns as an important part of your healthcare or business marketing campaign.
Our cast of characters here at Hult Marketing is quite the hodgepodge of personalities. Knit together like one of Jim's flashy Christmas sweaters, our various talents merge to create extraordinary things for our clients. (You didn't realize coffee speed-drinking was a talent, did you?)
Buzzing around the office day after day makes time seem to fly at warp speed, so we're grateful for the opportunity to slow down and consider what means the most to us each Thanksgiving. We picked six of them to share with you:
The post-purchase experience in the Brand-customer relationship remains one of the most underleveraged yet potentially powerful ways to drive sustainable, profitable, and long-term value back to the company. If more companies considered these words, then marketing budgets might be spent a little differently.
The post-purchase experience – from the point the sale was made until…forever – often takes a back seat to customer acquisition efforts, if it gets any attention at all. Your bottom line is business growth, which can only be achieved by attracting new customers, right?
Every sport has a “one shot” moment that makes fans grip their seats and hold their breaths. In basketball, it's the fourth-quarter free throw. In football, it's the field goal at the 40-yard line. When it comes to marketing, it's that defining moment when a company's customer acquisition efforts are on the line: the purchase touchpoints.
Everything done up until now has been incredibly important; the customer has likely been reached at one or more pre-purchase touchpoints, and the competition has been whittled away. Now, she's aiming at your Brand. What happens at this step determines whether she pulls the trigger.
Savvy: there's no better word to describe the modern consumer or business-to-business buyer. It's never been easier to research, rate, and review the products and services we enjoy, which means an unprecedented number of pre-purchase touchpoints. Knowing what those touchpoints are - and taking advantage of the most profitable ones - makes all the difference in Brand-driven marketing.
At what precise point does a customer consider your Brand and think: Yes, this is the right decision for me? Is it a pre-purchase touchpoint, when he sees your logo and thinks about a recent interaction with a sales associate (I can really trust their expertise, I should give them a call)? Or is it a post-purchase touchpoint, when she receives a gratuitous follow-up call from an attentive nurse (I feel genuinely cared for here, I'll make them my primary care provider)?
There's unlikely to be a single “golden” touchpoint, or Brand contact, that seals the deal for every customer – the needs and triggers of each person are too diverse. And, while touchpoints are different in business-to-business and consumer Brand marketing, they have more in common than one would think. That's why it's so important to evaluate every existing and potential touchpoint along the sales experience: pre-purchase, purchase, and post-purchase. For some companies, the sales environment includes both B2B and B2C touchpoints. It's not a single experience, but a combination of experiences that turns each contact into a customer and each customer into a repeat customer or better yet a Brand evangelist.
Last week, we drilled home the importance of having Brand touchpoint metrics – that is, goals and measurements to determine your Brand's effectiveness when it comes into contact with customers. It's important to know for certain whether your Brand building efforts are paying off for the Brand; but ultimately, you're not building a Brand for it's own sake. You're building a business. With that in mind, we're going to add a few more Brand metrics to your measuring goals.
Brand metrics measure how healthy the Brand is and how that Brand is impacting business growth. Metrics are essential to charting an appropriate course of action; you need to assess your Brand's strength to effectively measure its impact on your bottom line.
It's time to review how well this quarter's initiatives are paying off.
How is the website performing? Let's look over the analytics data.
What about those print ads? Better bring up the statistics from call tracking.
How is the Brand performing? Good question!
There's a definitive method to measuring nearly every marketing investment, but Brand metrics aren't always so straightforward. If you've been investing at all in Brand Development, you already understand that your Brand is a tangible asset – perhaps, one of the most important asset you have, in fact. However, as with any investment in business, the day will come when you need to answer the big question: has this been successful?
Here's a little quiz to find out the level of influence your Brand strategy has on your business. Don't worry, it's only one question!
Within my company’s budget, the Brand strategy's primary presence:
a) is nonexistent – we haven't made it a priority
b) is listed right along with other marketing expenses
c) directs how all money is spent
In our latest article, we drove home the fact that no matter how high your marketing budget, your Brand cannot succeed without getting employees engaged. That's a pretty strong statement, and undoubtedly a lot of decision makers out there are wondering: what's the most effective way to communicate our core values and key Claims of Distinction to employees? In other words, how can we go beyond the “memo” to get employees fired up for our Brand?
After all, your employees are arguably the most powerful ambassadors of your Brand, which means they hold a lot of control over your organization. While many organizations won't bat an eye at investing time and money in communicating the Brand to an external audience, most forget that communicating the Brand internally is critical for success.
Let's hypothetically expand your current marketing budget. Think commercials during prime time, a sky-high digital budget, and ads in so many places that people still see your logo when their eyes are closed. If this imaginary situation has you drooling (it happens to the best of us), we're about to top it with a more powerful Brand-building scenario – on a much smaller budget, we might add. Get ready for this: Your employees. Fully engaged. With your Brand.
If someone asked you, “Who runs the Brand in your company?” what would your response be? If your answer is anyone other than “the CEO,” we need to talk. Marketing circles have thrown around the idea of creating “Brand ambassadors” out of your customers for years, but it's time we focus on the ambassador with the potential to champion or destroy any endeavors to become a Brand-driven business: the CEO.
Where does your Brand live? If you're like the majority of organizations, it's probably right at home in the marketing department along with a license for “creative interpretation.” However, if you happen to be Southwest Airlines, considered to be among the most successful Brands, your Brand lives in the office of every executive, behind every airport kiosk and telephone, and at the head chair of every meeting. No matter what your marketing budget is, the only companies with successful Brands are the ones that are living the Brand.
Whether you're already in the process of developing your Brand or just beginning to consider the possibility, it's important to check in periodically to gauge whether your company is leveraging its greatest asset - your Brand - by delivering on the promises it makes, both within and outside the company. You're on the right track if you can confidently say these five things are true about your organization: