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5 Reasons Why Medical Suppliers Should Blog

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The challenges of the COVID-19 pandemic aggravated the global healthcare supply chain. New viruses and supply shortages made it arduous for providers to procure supplies for quality patient care. But after three years of tackling new challenges and making the healthcare supply chain more efficient, providers are now seeking more resiliency from black swan events like COVID-19.

Medical suppliers must work in a more coordinated way with health systems moving forward to create a more integrated healthcare supply chain. One way medical suppliers can communicate their effectiveness and resourcefulness to health systems is through blogging.

Blogging allows medical suppliers to stay in front of provider audiences and show their expertise about industry trends. Using blogs as part of a multichannel marketing strategy allows them to reach current or potential customers along the healthcare supply chain.

Here are 5 reasons why medical suppliers should blog:

1.     Build trust with the healthcare audience. The best performing blogs can answer common questions about a product or service. This helps establish medical suppliers as more knowledgeable, and industry education is a top customer retention strategy. 

2.     Educate and engage. Medical suppliers can use blogs as a touchpoint with the healthcare industry to show their expertise. Each post shouldn’t focus on their products, but be a reliable source of information on the healthcare supply chain.

3.     Expand the brand. Blogging can help customers understand medical suppliers’ day-to-day business. It can also provide entry into a more personable side of the business that customers enjoy connecting with.

4.     Drive website traffic. Medical suppliers with a blog can drive traffic to their website. It keeps their website updated with fresh content through advice and tying in relevant products.

5.     Increase SEO. New content, keywords and indexed pages can improve medical suppliers’ search engine optimization (SEO). The key is quality content and new posts relevant to the healthcare supply chain. Creating blog posts naturally broadens medical suppliers’ use of industry keywords.

Blogging can help medical suppliers provide better understanding about their products, business and place within the healthcare supply chain. It can offer a touchpoint to providers and other customers along the supply chain with informative content, and allow customers to find new and existing products from medical suppliers.

Blogging in many cases can become like homework and easily get pushed to the bottom of your organization’s to-do list. Share Moving Media has developed the tools, resources and expertise to assist.  We write blogs for several of your peers in the medical device world.  Contact sadams@sharemovingmedia.com today to learn about our SEO blog programs and start drawing customers to you.   

5 Content Topics for Medical Suppliers to Blog About Today

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Most B2B marketers see positive ROI from their blogs and 126% higher lead growth than those that don’t blog. However, maintaining a regular blog with relevant content is a significant undertaking as it requires hundreds of quality topic ideas to fill your content calendar each year. Learn what content topics for medical suppliers are most effective for your blog with some examples of successful medical blogs.

Key Takeaways:

  • Blogging increases website traffic by incorporating search terms that your clients use to find authority answers online.
  • Blog posts use a variety of content formats, including video, images, and e-books.
  • Blog content should be for every stage of the buyer’s journey, including attracting, convincing, and converting.
  • Case studies and research are the two most effective content types for B2B blogs.
  • Thought leadership topics build trust with your clients.

Why Should Medical Suppliers Blog More?

Medical supplier blogs are an organic way to drive traffic to your website. Because the content you create remains online forever, your blog posts build on each other to develop a strategy that leads your buyers through all stages of the buyer’s journey.

For this to occur, you must use blogging topics for medical suppliers from every sales funnel stage. For example, your top-of-the-funnel content draws new visitors to your blog. The middle-of-the-funnel content convinces your clients that you are a trustworthy source of information and products through thought leadership and research. Then, your end-of-the-funnel content converts those leads into loyal customers.

When you invest in building an influential blog, you can increase your website traffic by 55%.

Blogging increases website traffic by 55%

Image from Neal Schaffer

What Formats Can Medical Suppliers Use in Their Blog?

The most engaging blog posts use a mixture of content formats. Here are some examples of unique medical blog ideas to include in your post:

  • Video and on-demand webinars
  • Infographics
  • Images
  • E-books
  • White papers
  • Surveys and interactive content

How to Find New Blog Topics for Your Medical Supplier Blog

A customer-centric blog will prioritize topics your B2B customers are most interested in reading about. There are several ways to find new blog topics:

  • Keyword research tool: Find the most searched keywords in your industry and incorporate them into blog topics for high ranking and more relevancy.
  • Related Google searches: Look at the questions people also ask section of Google search results for questions users are regularly searching.
  • Send out surveys: Ask your customers directly what they want to read.
  • Social listening: Look on social media, blog post comments, and other digital communities for what your customers are asking for advice on and what topics they are interested in exploring.

5 Content Topics for Medical Suppliers

Learn five of the best topics for a medical blog to get you started with filling out your content calendar with customer-centric topics:

1. Industry Trends

Industry trends are patterns within the medical industry that impact your clients, such as shifts in consumer behavior, manufacturing, price, and sales. Your clients like to keep up with industry trends to help them market more effectively and reach their customers with the best medical care.

For example, you can post industry trends through research your company completes. When you share industry research, consider posting it in a white paper or e-book format where your readers download the digital asset to access the study. By gating the content, you can collect the lead’s information to add to your sales pipeline for nurturing and conversion.

2. Case Studies

About 40% of B2B marketers say case studies are the most valuable content format, making it the second most valuable format under research reports. Case studies are another type of content that works well for middle-of-the-funnel buyers. It’s also effective as conversion copy.

Case studies explore a specific event, client, or product and its impact. For example, you can write a case study about a satisfied customer and how they used your medical supplies or equipment to improve their practice and patient outcomes. Leads will see this first-hand example of the reliability of your products, which will help build trust with them and increase their likelihood of choosing your supplies for their practice.

most valuable content for researching B2B purchases

Image from Marketing Charts

3. Business News

Transparency builds trust with your clients by keeping them updated on the latest news about your company and products. Posting regular news stories like changes in leadership, policies, and new product launches keeps your clients informed and builds a community of loyal customers.

For example, Johnson & Johnson has a section of its blog dedicated entirely to news updates where it posts awards, mentions in the media, new employees, budget updates, and clinical trial news.

4. Educational Content

Educational content will make up the bulk of your top-of-the-funnel content. However, much of the traffic that you’ll attract through your educational posts might not realize they need your supplies or products. Instead, they search for solutions to questions or more information on a new topic without an intent to purchase. You guide those users to your website by targeting those searches and leading them to your website through a blog post where you introduce your supplies.

For example, Cardinal Health uses its extensive blog to reach various medical practices and care workers with educational content. Cardinal Health writes about different equipment solutions, how-to articles on procedures that involve its supplies, and best practices for medical facilities.

5. Thought Leadership

Over half of B2B decision-makers spend over an hour weekly consuming thought leadership content. Thought leadership is content by experts in an industry that inspire or educate your audience with an authoritative voice.

The primary reasons decision-makers read thought leadership includes:

  • Stay updated on the latest thinking
  • Find inspiration for new ideas
  • Gain insights into future trends
  • Understand current trends
  • Discover new products

Some effective formats for thought leadership are interviews with experts and blog posts by authorities in the medical field (whether guest posts or posts from leaders within your company).

To improve the validity of your thought leadership content, publish it along with a biography of the author. The bio tells your readers the credentials of the author. It also helps Google identify the piece as an authority post, boosting your ranking in search results.

Thought leadership topics work well for the top and middle of the funnel as it attracts new clients, then build trust with current leads who are exploring their purchase options.

Learn More Industry Insights

Share Moving Media is a leader in healthcare publishing. If you need help creating regular blogs for your organization we can help.  Please contact Scott Adams at sadams@sharemovingmedia.com to learn about the different option we provide medical manufacturers just like you.

Contact us to learn more about our content marketing solutions.

5 Ways a Blog Can Help Your Business Grow in 2022

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Whether you have a thriving healthcare manufacturing business or are a small manufacturer trying to compete with bigger companies, blogging will help you stand out. There is a reason why 59% of B2B marketers say their blog is their most valuable marketing channel. Learn why you should also be blogging and five ways a blog can help your business grow today.

Key Takeaways:

  • Blogging guides your B2B customers through the buyer’s journey with timely and educational content.
  • Blog articles bring traffic to your website that can turn into quality leads.
  • Use your blog posts to build trust through thought leadership content.

Why Should Healthcare Manufacturers Start Blogging?

Nearly 80% of businesses use blogs in their marketing strategy. Healthcare bogs are a live part of your website where you can post regular updates and articles that lead readers to specific static pages on your website, like your pricing page or contact page.

Since 70% of customers prefer articles to digital ads, you have more opportunities to connect with your B2B healthcare customers and move them through the buyer’s journey by regularly publishing healthcare content. As a result, you can attract more traffic, generate more qualified leads, and convert more prospects into loyal customers.

Without a blog backing up your website claims, you rely on your customer’s intuition to make a purchase. Your blog supports your B2B buyers and provides all the information they need to make an informed decision.

Most marketers see results from blogs

Image from FitSmallBusiness

5 Ways a Blog Can Help Your Business Grow

Here are five ways a blog can help your business grow through quality, educational content marketing for healthcare manufacturers.

1. Increase Your Online Traffic

Healthcare blogs for manufacturers bring in 55% more website traffic than your website alone.

Each blog post you create is a way to target new keywords. Those keywords present another opportunity to rank in online searches and bring new visitors to your website.

To ensure your blog posts are ranking well and generating traffic, use the following search engine optimization (SEO) strategies:

  • Use high-traffic keywords with low competition
  • Include several synonyms and variations of those keywords
  • Use internal links
  • Link to reputable third-party websites

Search engines aren’t the only place you can generate new traffic. You can also share your blog post on social media, popular websites, and in your email campaigns.

For example, LinkedIn is the most popular social media platform for B2B marketing because 80% of members drive business decisions. When you share your blog content on LinkedIn, you also share offers, links, and a call-to-action that brings those readers back to your website.

2. Improve Your Lead Quality

Generating quality leads is one of the most popular metrics for measuring your marketing success. Your leads are potential buyers who show interest in your brand.

While generating traffic is a positive sign of growth, it only tells you half the story. For example, are all those leads interested buyers, or are some of those leads individuals who were looking for information on healthcare manufacturing?

The number of leads you generate from your traffic tells you how many of those visitors are serious buyers. About 80% of marketers who blog said their blogging strategies brought in new customers.

You can attract more quality traffic by targeting keywords specific to your ideal buyer. For example, using keywords that patients might use to search for healthcare information will attract patients and healthcare providers. However, using keywords specific to healthcare business searches increases your chances of attracting those website visitors.

You can turn quality traffic into leads through your call-to-action, a link during or at the end of your blog content. For example, this link might ask them to fill in a contact form, sign up for an online event, or request more information. Other ways to capture that lead’s information include lead magnets. These are gated content your readers must exchange information to download or access.

67% increase in leads from B2B marketers who blog over those who don’t

Image from FinancesOnline

3. Build Brand Trust and Authority

Trust builds the foundation for loyal customer relationships. Before a healthcare facility purchases from you, they must trust that you offer the best products and are a reliable partner.

Building authority in the healthcare industry is how you encourage your leads to trust you because you are backing your claims with proof. One of the most effective ways to build authority is through thought leadership content on your blog.

Roughly 54% of decision-makers will spend over an hour reading thought leadership content weekly. The five top reasons why decision-makers engage with thought leadership include:

  • Staying up to date with the latest thinking
  • Stimulating their thoughts and generating new ideas
  • Gaining insights into emerging trends
  • Understanding current trends
  • Discovering new products

4. Engage Your Customers

Engaging your customers is how you keep them interested in your brand and build relationships so they want to continue buying products from you. Some ways you know if your blog content is engaging is that customers are:

  • Liking the content
  • Sharing the content
  • Commenting on the content
  • Clicking on links
  • Watching video
  • Participating in polls

According to Neal Schaffer, about 94% of readers will share blog posts when they think the content can help someone else. Therefore, creating educational, quality content is key to increasing your engagement.

5. Nurture Leads for More Sales

While most of your blog articles will be top-of-the-funnel content, that isn’t the only type of article you can create. Even after you attract those visitors to your website and generate leads, you can continue using blogging to move those leads through the buyer’s journey.

Strategically post content for each stage of the customer sales journey to address concerns and questions. For example, talking about challenges in healthcare might be a way to attract new leads to your website. However, discussing the benefit of a specific product you offer is a topic that will resonate well with leads looking for solutions and are ready to buy.

Grow Your Healthcare Business through Blogging

Getting started with blogging requires several tools and industry-specific knowledge to help your articles rank well and help you to maximize your return. Our healthcare content marketing experts can help you succeed with your B2B healthcare blog with our training, resources, and industry insights.

Contact us and get connected to the information you need to build a successful blog.

Blogging, LinkedIn, and Email: Winning Healthcare Sales Tactics

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If you’ve been searching for the ultimate marketing combination for maximum return on investment, look no further. Three of the top healthcare sales tactics today are blogging consistently, investing in email marketing, and taking advantage of all the tools that B2B mastermind LinkedIn has to offer.

Are you ready to jump in and learn what you need to know to attract ideal customers, gain qualified leads, and boost sales? Then read on.

Key Takeaways:

  • Healthcare businesses should speak directly to their target consumers, providing solutions to pressing problems and pain points.
  • While your business could incorporate numerous content marketing strategies, blogging, LinkedIn, and email are three absolute must-haves.
  • Businesses that prioritize blogging see 13x the ROI of organizations that don’t.
  • Email marketing scores businesses an average ROI of $42 for every $1 spent.
  • LinkedIn’s audience has twice the buying power of the average web audience, and four out of five members drive business decisions.

The Importance of Content Marketing for Healthcare Industries

Content marketing for healthcare should communicate complex topics and ideas clearly. Healthcare businesses should speak directly to their target consumers, providing solutions to pressing problems and pain points. Effective content marketing should also empower your business to generate new leads and boost your bottom line.

To achieve your content marketing potential, you must have a deep understanding of your target audience (and their target audience) so you can meet them where they are. By providing answers and addressing concerns, you can become a trusted resource and authority in your field. 

Suppose you’re a medical supplier. In that case, you can target healthcare decision-makers and buyers by explaining how your products work, why they’re the best, and how they can help patients and ensure profitability.

By following the right strategies, you can build authentic relationships with people and win loyal, returning customers over time.

Top Healthcare Sales Tactics to Use Online

While you have numerous content marketing options to generate leads and make sales in your business, these three tactics should top your list.

1. Blogging

According to HubSpot, blogging is the third most common content marketing strategy for businesses. Businesses that prioritize blogging see 13x the ROI of companies that don’t.

If your business hasn’t started blogging yet or hasn’t invested enough time and effort to do it effectively, you could be missing out on tremendous profit potential. To get started blogging (or improve your current efforts), begin mapping out the buyer’s journey. In healthcare industries, it typically follows this pattern:

  • Awareness stage
  • Evaluation stage
  • Decision stage
  • Loyalty/post-purchase stage

You’ll want to create content that addresses prospects at each stage of the buyer’s journey. That way, you’ll move leads down the sales funnel, regardless of where they jump in.

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Follow these steps, and you’ll be well on your way toward attracting quality leads to your website and capturing their attention through content creation.

  • Choose keywords and categories to attract ideal consumers.
  • Blog about topics your audience craves, covering them in engaging ways.
  • Choose popular formats that are easy to digest, like listicles, how-to guides, and answers to frequently asked questions.
  • Create a blogging schedule you can stick to. Consistency is key!
  • Make blog posts visually compelling by adding graphics and photos.
  • Optimize every post for maximum visibility on search engines.
  • Share and promote your posts.

2. Email Marketing

Email marketing is another no-brainer, with an ROI of $42 for every $1 spent. How do medical suppliers and other healthcare businesses take full advantage of everything email has to offer, you ask? Here are some tips.

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Nurturing Leads

Email is one of the best ways to engage with leads and nurture them over time. If someone signs up for your email list, they’re already showing interest in your business. Sending personalized, customized content to your buyer personas can help you build solid relationships and provide value.

Tracking KPIs

Choosing the right key performance indicators (KPIs) to track is essential. At the very least, make sure you measure email open rate, click-through rate, unsubscribe rate, and bounces for every email you send. You’ll understand exactly how your emails are performing and can make adjustments over time to improve results.

Creating Engaging Campaigns

Every campaign should have an end goal in mind, a target audience, and a strategy. Keep your emails concise, clean, and easy to follow. For example, maybe you have an in-depth guide you want contacts to download and read, to become more educated on a specific product you offer.

In every email, include engaging content and a clear call to action. Subject lines and preview text should always be catchy and persuade contacts to open. Personalize your emails with individual customer names. Also consider conducting A/B tests to discover what types of emails perform best.

3. LinkedIn

LinkedIn is an excellent B2B platform for creating genuine connections, engaging with potential customers, and converting leads into clients. It’s also a leading social platform for decision-makers. LinkedIn’s audience has twice the buying power of the average web audience, and four out of five members drive business decisions.

Here are a few of the marketing tools you can utilize as a healthcare business on LinkedIn.

  • Paid advertising: Build brand awareness, generate leads, and drive qualified traffic to your website with sponsored content and messages.
  • Organic outreach: Publish quality content for free to get in front of potential customers organically. You can also reach out to prospects through direct messaging.
  • Build custom audiences: Create customized contact lists to target specific groups of people, such as key decision-makers or directors.
  • Retargeting: You can remarket to different audiences using LinkedIn’s matched audience feature. Reach people who have already engaged with your company at least once.
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Need Help Implementing These Healthcare Sales Tactics?

Share Moving Media is a leading content production and publishing company. We work specifically with manufacturers and distributors in the medical field, helping them grow their audiences and win new customers through content marketing. If that includes you, please reach out! We’d love to help you crush the competition and smash your top business goals.

Contact us to learn more or get started.

5 Steps to Determine Blog Frequency to Grow Your B2B Healthcare Site’s Web Traffic

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The goal of every healthcare supplier’s website is the same: drive traffic, engage an audience, and convert customers. The way to do this is through search engine optimization (SEO), and the key to effective SEO is content. The more high-quality, relevant information you post on your site, the more material search engines have to scan and index. When a site is useful to its visitors, search engines will grant it higher placement in rankings. This means more visibility and more traffic.

Blogging is the most logical way to add valuable content to your website. Today, more than 31 million Americans host a blog and post at least once a month. That’s a ton of content. The question is, how many blog posts does it take to grow B2B web traffic in healthcare? 

Quality or Quantity: Which is Better?

When it comes to content, quality will always win over quantity. You must post meaningful information that brings readers value. A single, high-quality blog post will outperform a dozen mediocre fluff pieces every time. As long as you’re producing valuable content, you can then start strategizing blog frequency to help drive traffic to your site and increase your conversion rates.

The number of blog posts it will take to boost traffic depends on several factors. Every business is different, and the needs of every target audience are unique. What works for one company may not work for another. Details like how and when an audience prefers to receive information, company size, and blog length are all contributing factors to a blog’s success. Before you can begin to develop an effective blogging strategy, you’ll need to do some research.

Understanding Google’s Approach to New Pages

To schedule a blogging plan that works, it’s helpful to first understand how Google ranks pages based on content alone. Google uses a ranking factor called QDF (query deserves freshness) that prioritizes news stories based on these types of searches:

  • Current events: timely articles that talk about things happening right now.
  • Regularly recurring events: the latest information about anticipated events.
  • Frequent updates: the most current details surrounding information that changes often.

QDF means that websites that post fresh, updated content can outperform their competitors. Whether it’s an older site that’s maintaining the relevancy of its past posts, or a new page releasing brand new authoritative content, Google rewards sites that remain consistently current.

Updated posts are especially important for healthcare blogs. Research findings, regulations, and new products are constantly changing, and people in this industry want the most up-to-date information. By consistently posting fresh content, you can increase brand awareness, position yourself as an authority in the healthcare supply chain, gain higher Google rankings, and drive more traffic to your site.

How Many Blog Posts Does It Take to Grow Your B2B Healthcare Site’s Web Traffic?

Research shows that organizations that consistently post 16 blog entries each month drive more traffic than those who don’t. While that may be a good starting point, determining the right frequency for your organization depends on several factors. Even if you were to blog every day, it can take time to develop an article that resonates with readers and drives tons of traffic to your site. 

How Often Should You Post on Your Blog? 5 Steps to Know

Here are five steps to determine how many blog posts you should publish to grow B2B traffic in healthcare.

1. Determine Your Marketing Goals 

Know what it is you’re trying to achieve with your blog posts. Identify how you can attract an audience and provide them with a positive experience. Maybe the way to do this is through guest blogs, or video content, or infographics. Find out what’s best for your audience. A plan without clearly defined goals is far less likely to succeed.

2. Assess Your Previously Published Content 

A website that already has some great cornerstone content doesn’t need to post new content as frequently. Take a look at the number of posts you already have on your blog. Of those posts, identify which ones helped you reach major traffic milestones. This will help you find the relationship between the number of blogs and how many visitors they gained. Use this pattern to plan future posts for continued success.

3. Tune In to Your Traffic Channels 

The two most prominent sources for blog content are social media networks and search engine visibility through Google rankings. Social media posts generally last for about a day. For that reason, you can’t rely on a single post to drive ongoing traffic to your site. However, search engine rankings are much more reliable. If you can create evergreen content that gets you on the front page of their listings, you’re more likely to reach more people and drive more traffic to your site.

4. Know Your Audience 

Write with your audience in mind. That means you must know their needs and preferences, like how often they want to hear from you. Some companies who increase their blog post frequency actually see a decline in traffic. Their audience doesn’t want to see so much new content so frequently.

You also need to know what kind of material is the most useful to them. Promotional posts that contain pieces of content like ebooks, webinars, or downloadable resources tend to generate the highest number of leads.

5. Sometimes It Simply Comes Down to Trial and Error 

Once you determine a blog post schedule that you think will work, give it a try. Implement different times of day and days of the week. Try various approaches to the type of content. Remember your plan isn’t set in stone. If you’re not getting the results you’d hoped for, rethink your strategy and try something new. While you want to post frequently to stay front of mind and continue to be viewed as an authority in your field, quantity should never jeopardize quality. 

Drive Traffic with Share Moving Media’s Expert Blog Strategists

A healthcare company that knows its audience and adheres to its marketing goals can create a content strategy that earns high search engine placement and drives traffic to its site. Share Moving Media is a full-service media and content company that provides healthcare suppliers with the tools needed to increase their market share. 

From hospital purchasing to hospital distribution, healthcare companies can benefit from Share Moving Media’s services in developing an effective blog post schedule that meets audience needs. 

If you’re ready to increase visibility and drive traffic to your site, contact us today.