Advertising and Marketing Blog

The State of Healthcare Content Marketing in 2017

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Most healthcare marketers have come to view content as a powerful engagement tactic, but many still struggle to measure effectiveness and to consistently create enough high-quality pieces with their current staff.

Those are a few of the key insights from two recently released research reports that examine how firms in the industry are tackling content: The 2017 State of Healthcare Content Marketing, a survey of mostly B2C healthcare firms from TrueNorth Custom, and Content Marketing and the Battle for Attention, a survey of mostly B2B healthcare firms from DamoDigital.

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Are You Guilty of These 7 Major Social Media Mistakes?

Are You Guilty of These 7 Major Social Media Mistakes?
Social media can be a powerful tool for brand promotion and consumer connection, but what happens when buzz goes bad? Whether it’s a minor mix-up, a sudden slip-up, or a major mess-up, many businesses and marketers have suffered the shame of a social media mistake. These social gaffes can happen to any brand at any time, especially since social media is still unfamiliar to many. A marketer or company may have the best intentions, but too many simply don’t understand how to make the most of a social media presence and platform. As a result, they jump into social media and wind up with a marketing mess. The best way to avoid these fiascos is to be aware of the digital don’ts before it’s too late. To help you avoid backlash with your social media marketing, we’re sharing the top seven social media mistakes that you can’t afford to make.

1. Assuming Social Media Marketing Is Free
Joining a social network may be free, but an effective social media strategy demands at least a small investment or it will be a waste of time. Since social media platforms don’t prioritize business posts in news feeds, these messages are often buried beneath countless others. As a result, it’s impossible for a business or a marketer to ensure that their posts are seen.

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The Small-Business Owner’s Local Search Survival Guide

The Small-Business Owner’s Local Search Survival Guide
The inevitability of change in Google’s local results is something every local business needs to embrace. Over the past six years, local business owners have endured transition in everything related to local search—including the enigmatic transition from Google Places to Google My Business, as well as the somewhat ominous Pigeon & Possum updates. To succeed in local search today, business owners need to be more adaptive than ever before. Like it or not, local search dominance is the cornerstone of building a successful local business.

For new local business owners, vying for online visibility has never been more difficult. In addition to needing an engaging, professionally built, mobile friendly website, a business owner must have a vibrant social media presence (or, at the minimum, a regularly utilized Facebook business page, Instagram account, and Twitter account), a listing in various review sites (Yelp, TripAdvisor), and a finely tuned Google My Business profile. Orchestrating and maintaining brand consistency across these properties is a complex endeavor, to say the least. To make matters more complicated, simply having these assets isn’t enough—they must be properly and efficiently utilized to increase the likelihood of standing out in a competitive landscape.

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What to Expect in Healthcare Marketing in the Future

What to Expect in Healthcare Marketing in the Future
Healthcare marketers face extremely challenging HIPAA rules and federal regulations, so it’s vital for them to find creative and innovative ways to market their healthcare organizations while protecting their well-being. According to the Futurescan 2016-2021 report, the healthcare field is similar to the retail industry in many ways. For one, consumers are always shopping for the best healthcare services and insurance plans. Secondly, just like in retail, consumers want to know what kind of experience to expect from the healthcare provider before selecting them. Finally, consumers are exploring their options by conducting extensive online research to understand the unique experience offered by each healthcare provider. To help marketers respond to today’s behavioral shift in healthcare marketing, MarketingProfs.com shared insight on how to survive and thrive amidst the changes.

The Remedy for Attracting Online Healthcare Shoppers
With so many ways to find healthcare information online, consumers are warmly embracing this modern mode of attaining information. Along with the rise in online healthcare shopping has been the explosive popularity of online ratings and review sites. These sites provide public forums for consumers to express their opinions and explain their experiences with a brand.

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Is Facebook the New Face of Travel Recommendations?

Is Facebook the New Face of Travel Recommendations?
Travelers seeking new destination recommendations have found a new place to discover them: Facebook. Recently, the social media platform introduced a new tool to help users explore travel activities and hotel services based on the recommendations of their friends and family. With this tool, users can write a post asking for hotel suggestions, and then turn on the “Recommendations” feature to tell others that they’re seeking advice. Any responses then appear in the original post within a dynamic map that pinpoints the destination of each recommendation. If the suggested hotel has a Facebook Page, the tool will include the Page in the comments. In addition to this feature, the social network has announced a new set of call-to-action buttons that hotels can place on their Facebook Pages. These buttons make it easy for users to request more hotel information, find room rates, and make reservations. For now, Facebook has only rolled out these features on a limited basis in the U.S., but has plans to expand the service very soon. Hotel-Online shared more on how Facebook could become the one and only place where travelers look and book.

Facebook as a Place for Travel Ideas
Consumers’ growing reliance on mobile and social, has meant Facebook is closely connected to today’s travel experience. In fact, research has shown that more than half of Facebook users turn to the photos of friends and family for travel inspiration. But the social network isn’t only serving as a place to browse through travel photos, it’s also being used as a powerful research tool, with 87% of Millennials now checking out Facebook before booking a trip.

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3 Ways Social Media Data Can Be Your Link to Future Trends

3 Ways Social Media Data Can Be Your Link to Future Trends
Could keeping an eye on social media keep you in the know about the top trends of the future? This appears to be true because analyzing social media data offers a wealth of consumer insight that can benefit brands and marketers. By listening in on consumer conversations on social platforms, manufacturers and marketers can discover just what will be trendy today or expired tomorrow and leverage this information to attract the largest audience. Marketing Land shared three inspired ways to predict what’s likely to be popular and pay off in the future.

1. Serving Up a Taste of Tomorrow’s Hottest Food Trends
Social media data can pretty accurately dish up the latest trends the foodie world is buzzing about. It’s no secret that nutritional tastes change over time. One day fat is in favor, but the next day everyone’s all about low-fat diets or the latest fat-free products. Today, fat is back in fashion, and perhaps unsurprisingly social media data forecast that diet direction. Positive social media posts and mentions about ‘good fats’ almost doubled between 2010 and 2015, while social mentions about low-carb diets and the buzz about low-fat eating plans steadily decreased.

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Which Types of Marketing Messages Do Consumers Trust Today?

Which Types of Marketing Messages Do Consumers Trust Today?
Lately, there has been a lot of doubt and debate about whether consumers trust branded advertising messages. And with influencer marketing becoming much more prevalent, it makes brands wonder whether their advertising efforts and dollars are truly worth it. But, recent research has shown that there has been an undeniable shift in the marketing methods and sources that consumers are using to decide on product purchase. According to a MarketingSherpa survey from late last year, 80% or more of U.S. Internet users said they trusted print ads in magazines and newspapers, as well as TV ads, when deciding which products and brands to buy. This revelation came after much speculation about the validity and value of advertising for consumers. For a look at the different degrees of trust that consumers are placing in advertisements and different marketing messages, eMarketer featured details on why consumers may be more trusting of certain ad formats and marketing efforts than they are of others.

Is Digital Dependable for Consumers?
Interestingly, some consumers have admitted placing less trust in brand messages like ads, but more trust in digital sources like online peer reviews. Complicating the matter even further, other consumers have said the direct opposite and actually believe in ads more than reviews. This dichotomy is creating both confusion and challenges for marketers that are searching for the most effective, efficient, and trustworthy ad formats and marketing tools to help them reach online shoppers.

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Have You Heard How Social Listening Can Increase Sales?

Have You Heard How Social Listening Can Increase Sales?
Today, too many marketers are not listening to the need for social listening. As a result, they’re not using their social media presence to its fullest potential and profitability. That’s because most marketers only focus on customer acquisition and completely overlook the importance of customer retention. But studies show that the cost of retaining customers is just a fraction of the price of attracting new prospects. In fact, as reported by MarketingProfs, businesses can see a 95% increase in profit by improving customer loyalty by only 5%. That’s great news for all! Luckily, MarketingProfs shared four winning ways to use social listening to catch the ears and eyes of consumers.

1. Be Fast with Feedback
In the age of instant gratification, people no longer have the patience to wait for responses on social media. They want immediate answers and they want them at the moment they post an inquiry on a social platform. That’s why brands must give consumers the immediate responses they want by using social monitoring. This tactic allows a business to be constantly aware of when a reply or resolution is requested and lets them act at a moment’s notice. Providing an immediate answer makes people feel valued by the brand and encourages their engagement. And since all of the brand’s social responses will be seen by other people, this can significantly improve its image, as well as attract new prospects and earn the loyalty of current customers.

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Why Hotels Must Welcome Guests’ New Booking Behaviors

Why Hotels Must Welcome Guests’ New Booking Behaviors
They say that change is the only constant in life and this adage also applies to the consumer’s travel booking journey. Every decade ushers in innovative ways for travelers to connect with the hospitality experience through new technology and cultural preferences. Today’s rapidly evolving digital age has led to bigger changes than ever and it’s driving hotels to reevaluate the ways they bring in guests. Forbes offered a look at how travel booking is changing once again and how hotels need to respond to arrive at continued success.

Societal Shifts Lead to Exploring Modern Booking Methods
There’s no denying that people’s interests and desires change over time. Before the Great Recession of 2008, society focused on the collection and consumption of objects. Even the government encouraged shopping and spending to keep the economy strong. After the financial disaster of 2008, excess spending on objects was far less desirable, and people started spending more on travel and dining experiences. Soon, collecting memorable experiences was more valuable than amassing objects.

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How Content Can Help Your Healthcare Marketing

How Content Can Help Your Healthcare Marketing
The overwhelming amount of regulations and compliance involved in healthcare content marketing means healthcare practices have been hesitant to examine the benefits content marketing provides. But since healthcare is one of the industries best suited to content marketing, it’s time to forget the fears and discover how this strategy can improve the health of a practice. Forbes.com provided some savvy and sound suggestions for adding content marketing to a healthcare practice’s operations.

The Prescription for Compliance
In the healthcare industry, HIPAA compliance is a must in every aspect of operations. If providers fail to follow HIPAA rules, they face enormous fines and penalties. HIPAA compliance is especially important in marketing. The following guidelines make it easy for a practice to develop marketing that remains HIPAA compliant: CONTINUE READING THIS CONTENT »

Watch Where the Digital Video Audience Is Headed

Watch Where the Digital Video Audience Is Headed
In 2017, expect the digital video audience to be on the up-and-up. According to research from eMarketer, viewership among the digital video audience is forecast to increase up to 8.2% this year. This is a virtual explosion in digital video viewership. What has led to this eye-popping global growth? Experts are attributing the rapid rise of digital video audiences to the worldwide expansion of both Internet and mobile Internet use, the more widespread availability of data and Wi-Fi in developing countries, and the advent of much faster mobile internet connections. For a closer view of where the digital video audience is headed in 2017, eMarketer provided the play-by-play.

A World of Digital Media Viewers
Digital video is no longer only for teens and Millennials who enjoy watching funny YouTube videos. Today, digital video is viewed by people of all ages, at all times of the day, and all over the world. And in 2017, more than 62% of the internet users worldwide will tune in to digital videos, showing a 1.2% increase from last year.

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Marketing to Moms: 5 Things Brands Need to Know [Infographic]

If moms could send marketers to their rooms without dinner, they probably would.

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4 Ways to Upgrade Your Hospitality Marketing Strategies

4 Ways to Upgrade Your Hospitality Marketing Strategies
Today, it’s more important than ever for hotels and hospitality marketers to stay on top of the latest travel tactics and tools, and then make room for these techniques in their overall marketing strategies. With the ever-increasing popularity of the sharing economy and online travel agencies (OTAs), competition for travelers is at an all-time high. As a result, travel brands simply can’t afford to continue using outdated marketing practices and platforms. With the new year just underway, now is the ideal time to review and revise your dull, dated plans and discover innovative ways to make your marketing strategies much more effective and efficient. The key is basing your strategies on the needs of your target audience, the leading trends in the industry, and the goals of your travel brand. Aligning all of these elements with your hospitality marketing strategy is truly the key to better marketing performance, a solid competitive advantage, and a larger share of the travel market. If you’re ready to open the door to smarter marketing, Hotel News Resource offered four trending and trusted tactics to greatly improve your hospitality marketing results.

1. Embrace Digital Marketing
Most hoteliers are known for underinvesting in digital hotel marketing and over relying on OTAs. And according to HTrends.com, the most cost-effective bookings come from a hotel’s direct online channel. This strategy requires digital marketing in order to work effectively and grow exponentially. As such, industry experts strongly recommend prioritizing website bookings by allotting up to 75% of the hotel’s marketing budget to digital and keeping those funds flexible to accommodate for changes in the industry and the needs of the target audience.

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Why Facebook Live Is a Healthy Move for Healthcare Marketing

Why Facebook Live Is a Healthy Move for Healthcare Marketing
While most healthcare brands have been hesitant to get involved with online video streaming, Facebook Live may be the remedy to their uncertainties. While Twitter pioneered the concept of streaming personal video with its Vine six-second videos, followed by it’s Periscope live streaming app, it appears that Facebook is on the verge of popularizing personal video with Facebook Live. eConsultancy shared more on why Facebook may be just what the doctor ordered for healthcare marketing.

Facebook Is Putting Its Heart into Personal Video
Facebook founder Mark Zuckerberg is focused on making Facebook Live a part of our daily lives. He has already invested $50 million in contracts to encourage publishers and celebrities to begin using the feature. This huge investment has made Facebook a major threat to competitors like Twitter’s Periscope and Google’s YouTube, yet it’s what the concept demands to get the exposure it deserves.

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8 Ways Storytelling Makes Consumers Listen to a Brand

8 Ways Storytelling Makes Consumers Listen to a Brand
A story can capture a person’s attention in ways that an ad never could. That’s because storytelling invokes an emotional response that makes consumers more likely to listen, act, and share on social media. As a result, more and more brands are using the art of storytelling to get ahead in business. PRDaily.com shared eight savvy strategies to help brands craft compelling stories that will make people follow and share.

1. Read Into Brand Positioning
Before a brand can tell a story, it must know the public perception of the company in order to properly evolve. Everything changes over time, including a company’s personality and voice. The only way for a brand to determine how to move forward is by knowing where it began.

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