Search Results for: lead generation

Lead Generation for Healthcare Manufacturers: 5 Tactics to Keep Your Pipeline Full

December 16, 2020 By John Pritchard

When it comes to lead generation for healthcare manufacturers, quality is more important than quantity. Your marketing tactics need to showcase your brand as a solution that meets customer challenges and needs. If done well, your lead generation strategy will not only elevate your brand awareness and engagement but foster long-term relationships with customers.

While the top priority for healthcare marketers is to generate leads, it’s often difficult to pinpoint which tactics will prove most beneficial to your bottom line. Let’s dive into the top tactics for you to amplify your lead generation strategy to grow your bottom line.

What is Lead Generation for Healthcare Manufactures?

Before jumping into tactics, it’s essential to develop a strategic approach that targets your objectives. A proper lead generation strategy embraces tactics for every stage of the customer journey to attract and convert leads.

Consider the following elements when developing your strategy:

Lead capture: Create a way to capture the lead’s contact information and relevant qualifying details (name, position, email, business, etc.)
Lead magnets: Develop quality content with an incentive that drives engagement
Lead qualification: Build a process that determines how likely the lead is to buy from your brand
Lead segmentation: Segment leads based on common attributes or data so you can deliver a personalized user experience

With the right processes in place, the key to a robust lead marketing strategy is developing quality and informative content. In fact, 96% of customers want to consume content from a brand before making a purchase decision.

5 Lead Generation Tactics for Healthcare Manufacturers

Share Moving Media helps healthcare manufacturers increase their market share through valuable content and promotional strategies. To connect with healthcare facilities or distributors, your lead generation tactics need to boost credibility in the industry and drive qualified leads. Here are the top lead generation tools for healthcare manufacturers to use:

1.Gated Content

Unlike normal landing pages or blog posts, gated content is only accessible to users once they fill out a form and submit their contact information. However, your content needs to valuable enough that your users want to submit their information. Consider creating interesting industry insights or in-depth data about your product offerings in the following formats:

White papers
E-books
Reports
Guides
Checklists
Online tools

Regardless of the format, make sure your website is optimized to highlight your content with a strong call-to-action and placement.

2.Newsletters

With 3.9 billion email users worldwide, developing a must-read email newsletter is a strategic way to encourage prospects to stay in touch with your brand. Utilize a newsletter sign-up form on your website to collect email addresses and share valuable promotions or noteworthy news to stay top of mind with leads. Consider improving your newsletter’s effectiveness by sending special promotions or product demos to move subscribers through your lead funnel.

3.Events

Even in the COVID digital landscape, traditional lead generation strategies like events are still a relevant way to attract your target audience. Utilize a registration form to collect prospect’s contact information for the following virtual or in-person events:

Webinars
Conferences
Workshops
Online classes

4.Live Chat Bots

62% of modern consumers prefer to communicate with a brand via a live chat feature. When users have questions, they expect to have answers fast. Once a user engages with your chatbot, provide an answer and then prompt them to fill out a form to speak with a representative from your company, download a lead magnet, or sign-up for a product demo.

5.Search Engine Optimization

If you want to attract prospective customers to your content, you need a search engine optimization (SEO) strategy to target their search intent. Conduct keyword research to discover what your prospects search for at the top of the funnel so you can better optimize your content to appear in search engine results (SERP). Utilize those keywords in the following assets:

Evergreen content
Meta titles and descriptions
Consistent blog posts
Pay-per-click search marketing
Guest blogs on industry-adjacent platforms
Social media profiles and Google My Business listing
Press releases

Grow with Lead Generation for Healthcare Manufacturers

Lead generation plays a crucial role in your overall marketing strategy for your medical supply brand. With more consumers using the internet to conduct brand research before making a purchasing decision, you need to develop quality lead generation tactics that capture prospect’s attention and drive results toward your bottom line.

Increase your market share through valuable content by contacting Share Moving Media today.

5 Benefits of Content Marketing for Supply Chain Leaders

April 26, 2022 By John Pritchard

COVID-19 transformed B2B marketing and sales processes. Over the next few years, the healthcare supply chain will shift away from traditional seller-focused strategies and focus on the buyer’s needs and benefits. Content marketing for supply chain leaders will take center stage in this change as more buyers go directly to suppliers instead of working through sales representatives.

Is your healthcare distribution business ready for this shift?

Learn how you can succeed in this new age of marketing and sales through an innovative healthcare content marketing strategy for supply chain leaders.

Key Takeaways:

Content marketing provides essential information for buyers performing the research phase of their journey.
Many buyers are interacting directly with suppliers instead of working through sales representatives.
Your content improves buyer interactions by controlling your online reputation and providing solutions that build trust with your customers.

What Is Content Marketing for Supply Chain Leaders?

Content marketing for supply chain leaders is creating and distributing online content like blog posts, videos, social media posts, and images. These online assets spread brand awareness and build trust with potential buyers.

While some content might turn into a conversion, most of your content aims to provide valuable information as healthcare facilities and workers find solutions and research their options. Your return from content marketing will be greater customer loyalty, more quality leads, and increased trust in your company.

You will also indirectly increase your sales through content marketing. Only 17% of the B2B sales process includes meeting with suppliers. The rest of that journey often occurs through independent research. You can be part of their journey from an earlier point by offering online content that moves them towards your products and solutions.

Chart

Description automatically generated

5 Ways Content Marketing Helps the Healthcare Supply Chain

Here are five reasons why content marketing works for healthcare supply leaders and how marketing helps with supply chain issues.

1. Connects You Directly with Buyers

Gartner reports that by 2025 80% of B2B sales between buyers and suppliers will be through digital channels. Additionally, 44% of millennial buyers would rather connect directly to the suppliers instead of working through a sales representative. This is 2.2x more than previous generations.

Text

Description automatically generated with medium confidence

With more buyers coming directly to suppliers and distributors, your content and online image matter more. When you invest in content marketing, you offer your customers an alternative approach to learning about your products. This approach will increase your sales because of your broader market reach instead of your marketing team relying only on buyers who still use a traditional sales representative approach to find and purchase new products.

2. Controls Your Online Reputation

Over 89% of B2B buyers will conduct online research before purchasing. What shows up online will influence how buyers view your business. If you don’t create online content to inform buyers about your products, they may get their information from online reviews and less credible sources.

Content marketing helps you control your online reputation by managing what information will appear at the top of your buyers’ searches. Here are several ways you can perform online reputation management through content marketing:

Use SEO to rank your content above other information
Control what healthcare decision-makers learn about your business and products
Use social media accounts to interact with customer feedback
Engage personally with buyers on different channels
Encourage positive online feedback

Online reputation management doesn’t include deleting or hiding negative reviews. Keeping negative reviews and addressing them for others to see shows buyers that you strive to resolve issues. It also increases your trustworthiness as a business that only has positive reviews might come across as fake.

3. Creates Solutions for Your Buyers

Your business might sell products, but your content marketing sells solutions. Creating audience-centric content is more effective than sales pitches. Today, 87% of B2B marketers focus on informing their audience rather than promoting a company message or agenda.

The healthcare supply chain has many challenges that hospitals and care facilities are concerned about. You can use your content marketing to address those challenges and solve pain points.

For example, supply chain shortages are weighing heavily on many healthcare facilities as they look to diversify their distributors or stockpile supplies to avoid running out. Your content can offer solutions to their supply chain issues and reassurances about how you combat supply chain challenges to avoid delays in delivering their needed products.

4. Increases Your Return on Investment

Content marketing can increase your ROI by decreasing your marketing spending while improving your results. For example, Marketers say content marketing is 3X more cost-efficient for lead generation than PPC, and those with an active blogging strategy are 13X more likely to increase their ROI.

Content marketing is a strategy that continues to work even after you initially invest in content creation. You don’t have to continue to pay like with PPC ads or compensate sales representatives. Instead, your content sells itself and your business if you create it using SEO strategies that help it rank well.

Content marketing works best alongside your other marketing efforts to broaden your reach and fill in marketing gaps different strategies might miss.

5. Builds Trust with Your Buyers

About 88% of marketers said their online content created brand awareness and built credibility with buyers. Those were the top content marketing results that B2B brands saw from their efforts.

Consider using these methods for building trust with your buyers through your online content:

Create thought leadership in the healthcare industry
Write at a higher level and avoid fluff
Share and support your business values
Personalize the customer experience
Share case studies and feedback

Most importantly, always remain authentic with your content. Over 90% of customers want to do business with genuine companies. An authentic company is real and honest about who they are, what they value, and what it can offer its buyer.

The following video explains how to make content marketing work in 2022, so you can continue receiving these five results of effective healthcare marketing.

Transform Your Marketing Strategies

Are you ready to upgrade your marketing strategies?

Share Moving Media are experts in healthcare distribution marketing and can help you succeed with your new content marketing strategies. Our training, publications, and industry insights provide the data and knowledge you need to grow an effective content marketing strategy in 2022.

Contact us to learn more about our healthcare marketing solutions.

5 Reasons to Partner with a Trade Publisher for Content

October 17, 2022 By Scott Adams

About 91% of marketers say lead generation is a top goal, yet 37% say generating quality leads is their ultimate challenge. Finding those quality leads to fill your pipeline starts with reaching your target audience with your marketing content. When you partner with a trade publisher, you have a higher chance of reaching that audience with your message and filling your pipeline with quality leads in the medical field.

Key Takeaways:

A trade publisher distributes journals and magazines to a niche audience in a specific profession or trade.
Partnering with trade publishers allows you also to access that target audience.
Trade publishers already have authority in their field, which you can benefit from when partnering with them for content distribution.

What Is a Trade Publisher?

A trade publisher creates and distributes regular industry trade publications like a trade magazine or journal focused on a specific trade or profession.

For example, Share Moving Media is a trade publisher with two industry-leading publications in the medical field: Repertoire Magazine and The Journal of Healthcare Contracting.

When you partner with a trade publisher, you submit your content to the publication where their large readership will see your message.

5 Advantages of Partnering with a Medical Trade Publisher

There are five primary benefits to partnering with a medical trade publisher like Share Moving Media to reach your target audience.

1. Reach an Engaged Audience

Customer engagement is the interactions between you and your customers. B2B businesses that successfully engage buyers see 50% higher productivity and 63% lower customer attrition. Strong engagement is when you reach out to your buyers, and they respond to you. The best way to encourage this engagement is by using multiple marketing channels. About 78% of customers prefer omnichannel customer engagement.

Partnering with a trade publisher adds another channel to your engagement strategy for reaching your target audience and encouraging a response. One of the primary reasons a trade publication is more effective at engaging your audience is that the readers are already engaged when they see your content.

When you publish online content, not everyone who sees it is interested in reading or engaging with the content. However, the readers of trade publications actively subscribe and consciously decide to pick up the magazine to read information about the medical industry. This means they are already interested in your content and are ready to engage with it.

In addition, printed content is one of the most engaging formats. About 73% of adults prefer print over digital content. In addition, 62% of readers will respond to a magazine ad.

Image from Apptentive

2. Target Your Message

Having a target audience saves you time and resources because you can attract leads with a high intent to purchase from your brand. Once you know your target audience, you can create content dedicated to that audience. Through targeted B2B medical content, you generate quality leads interested in that content because they find it relevant to their situation and it meets their needs.

There’s a missing piece in this formula. It’s the bridge that connects your targeted message to that relevant audience with a high buying intent. Just over 90% of website pages don’t see any traffic, so relying on digital publication alone isn’t guaranteed to work for content marketing.

However, publications do offer a guarantee. For instance, The Journal of Healthcare Contracting reaches 12,400 healthcare executives. Therefore, the content you publish in that trade journal will land in front of those potential buyers within your target healthcare audience.

In addition, you don’t have to wait for that target audience to stumble on your content. Instead, it comes right to their inbox or mailbox, where they will see it rather than relying on unpredictable search algorithms.

https://www.youtube.com/watch?v=FzEkHlYt2uA

3. Adds Credibility to Your Message

Building authority shows your customers that they can trust your brand and products. It’s essential for attracting new customers and retaining current customers. The average B2B buyer engages with at least ten pieces of content before they make a purchase decision. Your content can offer the research and information they need to make a purchase decision while also building trust, which is one of the top goals content marketers achieve through their content.

A reputable trade publication in your industry builds on that foundation of trust. The publication already has a faithful community of subscribers who trust their magazine or journal to be an authority in the industry. When you publish in a trade magazine, you not only build trust from your content but also receive an extra measure of loyalty because of the backing from the authority publication that your audience trusts.

Image from 99Firms

4. Stand Out from Other Content

Content creators publish over six million blog posts each day. When you publish digital content, it only remains relevant briefly before newer content replaces it. In addition, you need to fight for your audience’s attention.

However, publishing through a partner trade publisher helps you combat your competition. You can reach your audience through a less saturated channel without as many pop-up ads, competing links, and web pages that draw your audience’s attention away.

5. Makes Marketing More Convenient

Creating content is just one step in a very long content marketing process. In addition to researching and creating content, you must optimize it, distribute it, and collect data reports.

However, you can’t skimp on the writing stage, as quality content is the most important part of a modern content marketing strategy. Quality is what helps you stand out from your competition. Quality content is well written, with updated information and relevant content for your audience.

When you partner with a trade publisher, they take care of the distribution and marketing so you can focus on content creation. This allows you to invest more time creating content to see better results. Then the trade publishers focus on generating a large readership and getting your content to that audience.

Partner with a Trade Publisher

Do you want to reach your target healthcare audience more effectively with your marketing content? Consider partnering with Share Moving Media and advertising through our publications that reach key decision-makers in the medical field.

Contact us to learn more about our partnership opportunities.

5 Ways You Can Use Webinars in Healthcare to Achieve Marketing Goals

September 13, 2022 By John Pritchard

It took a pandemic to show us just how valuable the internet can be for maintaining business productivity. Quarantines, stay-at-home mandates, and school closures are the reason 71% of American workers are currently working from home. All of these people rely on the internet to remain connected to their business associates and clients. From online meetings to virtual workshops, the internet has been essential nowadays in propelling businesses forward.

The healthcare industry is no exception. In particular, webinars in healthcare have been an effective tool in helping healthcare suppliers achieve their marketing goals. These video workshops allow people to tune in from all over the world and attend educational seminars about the latest in industry trends and products.

They’re an efficient and engaging way to distribute important information to a large audience with minimal effort. Their numerous benefits make them a powerful communication tool and should be considered in any healthcare business’s digital marketing strategy.

5 Ways Webinars Help Reach Marketing Goals

Regardless of product, service, or niche, all healthcare suppliers have one thing in common: they all have marketing goals to drive sales. From medical sales to hospital distribution, healthcare suppliers industry-wide can benefit from the use of webinars. Here are five ways you can use webinars to achieve your healthcare marketing goals.

1. Reach a Wider Audience

With webinars, there are no geographic constraints. Since people don’t have to travel to attend, they can tune in from anywhere in the world. Many webinar services allow you to record the session and post a link to the webinar after it’s gone live. You don’t have to worry about time zones as people can watch when it’s convenient for them. By eliminating borders, webinars enable you to reach a global audience you otherwise may have missed.

Also, because attendees aren’t traveling to a destination to attend in person, they don’t have to take time away from work to participate in the seminar. They can simply close their door and watch from their desk during lunch hour. This appeals to people who may not have gotten approval to leave the office or are otherwise too busy to attend a workshop in person. Webinars help broaden your reach to a much larger target audience.

2: Give Credibility to Your Brand

Webinars are highly cost effective since there are no venue or travel expenses involved. For this reason, you’re able to bring in high-quality keynote speakers who are experts in their field. Since they can host the event remotely, they’re often much more affordable for webinars. When you can bring in top talent to address your audience, you give credibility to your brand.

Experts can provide quality insights that answer your audience’s questions, allowing you to serve as a resource for your prospects. When you deliver this kind of value, you position yourself as an authority in your field. This helps build trust among your followers and drive brand loyalty.

3. Increase Content for SEO

A big marketing goal for healthcare suppliers is increasing conversion rates through SEO. The key to maximize SEO is content. The more quality content you have on your website, the more material search engines have to scan and index for ranking purposes. This increases your chances of landing a high search engine ranking, which increases your brand awareness and drives traffic to your site.

Webinars are a great way to generate content for SEO. You can turn previous material into an interactive webinar that keeps people on your site longer and entices them to engage more with your brand. You can also take a webinar you’ve already hosted and convert it into a blog post, an article, or an email. You don’t have to reinvent the wheel. By simply repurposing your own material, you can create a positive experience for your audience and develop valuable content that boosts rankings and conversions.

4. Achieve Best Lead Generation

While webinars are typically free to attend, they do require registration that, at the very least, includes an email address. This is essential for you because it means you’re gaining contact information from people who are showing an interest in your business. This opens the door for easy marketing communications since you know they’re looking to you for meaningful information.

New prospects may be drawn to your business because of your webinar subject. Sales qualified leads who are ready to buy may be registering to compare your product to your competitor’s. Either way, webinars are invaluable for meeting your customers at any point in their sales journey and navigating them through the sales funnel.

5. Educate Current Customers

Webinars are extremely versatile and provide numerous ways to educate your customers. Workshops can be informative with experts explaining the latest in healthcare regulations. They can be product demonstrations, showing real-time use and highlighting key features that may not make sense in a still photo. Your company could host a Q&A forum, allowing customers to ask company leaders questions about your business.

Webinars allow you to meet the specific needs of your audience and educate them on your business, your products, and how you fit into the healthcare marketplace. This is important because people like to make informed purchase decisions, especially in the healthcare industry where customer goals are to provide dependable, proven, and safe products to their end users. Webinars can answer their questions, build their confidence, and make them comfortable buying from you.

Share Moving Media Includes Webinars in Your Marketing Strategy

The majority of people are currently relying on the internet as a way to remain connected for business productivity. Today, webinars are an especially important element of digital marketing strategy. Share Moving Media is a full-service content and media company that develops videos, graphics, articles, and webinars for the healthcare industry. We pride ourselves on providing our customers with the tools they need to boost mindshare, profitability, and market share.

If you’re ready to grow your business and deliver valuable content through quality webinars, contact us today!

What Content Types Work Best in Healthcare?

July 25, 2022 By John Pritchard

Despite how widespread content marketing is, 72% of marketers say their content was only slightly successful or not successful at all. Creating content isn’t enough to succeed in content marketing. You need to focus on the right content types.

Learn seven of the best types of content for healthcare marketing that will give your content marketing a boost in 2022.

Key Takeaways:

Content marketing requires different strategies for each stage in the sales funnel.
Video is the most effective form of content marketing in 2022.
You can build relationships with your audience through webinars or social media marketing.

How to Choose the Best Content-Type

Not all your content has the same goal. Content marketing is a broad strategy that covers every step of the sales funnel, from awareness to brand loyalty. The content you create should reflect the goal of each step.

Before choosing a content type, start by outlining the goal of your content. The top marketing goal is lead generation, followed closely by increasing website traffic. Surprisingly, most marketers say sales and product promotion aren’t the highest content marketing objectives, although there are some exceptions.

17 types of content for each stage of the funnel

Image from Orbit Media Studios

7 Content Types You Should Use in Healthcare Marketing

Explore seven of the top healthcare marketing content formats you should use in your strategies to reach your marketing objectives.

1. SEO Blog Content

Blog content is one of the most well-known content marketing formats. This long-form content type engages the audience, answers questions, and encourages action. Some examples of popular blog content include:

How-to articles
List articles
Educational content
Interviews
Company insights
Thought leadership

Blogging drives more traffic to your website by ranking in online searches. To rank in search engines, you target specific search phrases combined with linking to authority sites that boost your reputation. In this way, when your target audience is researching products or solutions, your content is more likely to appear in their searches. Today, nearly 70% of marketers invest in search engine optimization.

Blogging is also a key lead generation and nurturing strategy. Once you attract traffic to your website, you address their pain points and offer valuable information that will lead them through the sales cycle and encourage them to subscribe.

2. Social Media Posts

Over half of the world’s population is on social media. These platforms aren’t just spaces for posting pictures of your cat or lunch. They have transformed into legitimate business platforms where you network, engage and convert your audience through various content types for social media.

Social media has become a crucial part of content marketing for healthcare and requires a dedicated content marketing strategy. For example, suppose you repost your blog articles on social media. In that case, they won’t perform as well as creating dedicated content for your social audience optimized for the platform.

You can use a combination of videos, images, and text to build relationships with your audience through the platform since social media is social first and supports customer interactions. While Facebook and Instagram work well for B2C connections, for businesses that want to connect with other businesses, LinkedIn is the best platform.

3. Lead Magnets

Lead magnets are content that you exchange for your reader’s contact information. The primary purpose of the content is to generate leads. Without this exchange of information, you will lose your readers when they leave your page because you have no way to follow up.

Instead, you know who is looking at your content through lead magnets. You can use their contact information to qualify them as a lead and focus on those with a high buyer’s intent when nurturing those prospects.

Roughly 72% of marketers saw increased leads from their content marketing.

Some content formats that work well as lead magnets include:

Ebooks
Case studies
Original research
Whitepapers
Webinars or live events

4. Webinars and Live Events

Over 90% of marketers say their webinars are the most valuable content channel for generating qualified leads. A webinar is an online event where a presenter provides information to a target audience.

Webinars effectively educate your audience, promote products, and convert customers. For example, in healthcare distribution, you can use webinars to explain how new products work or build trust by educating your audience on the latest healthcare trends.

5. Case Studies

Case studies prove your claims as a business. For example, you can show it through a case study instead of just saying your product results in better patient outcomes. A case study tells a story of how your products or business helped a client. It uses data and emotional storytelling to convince your audience that they can also see those transformative effects if they use your products.

6. Videos

Forty-one percent of marketers say that increasing the amount of video content they produce significantly influenced their success. Video is one of the most powerful mediums for conveying your message. It creates an immersive experience that holds your audience’s attention and sends a memorable message.

Healthcare marketers have been successfully using video content over the past few years. For example, you can share patient or customer stories, demonstrate a new product, or address issues in the industry to help your customers make better decisions.

Some of the places you can share your video include:

YouTube
Social media
Company website

Image from SEMrush

7. Landing Pages

If all your online traffic is coming through your homepage, you’re missing out on a valuable conversion opportunity. Homepages are just the doorway to your other content. A landing page is different because it’s the destination.

A landing page has one goal and removes all unnecessary or distracting elements that might keep your audience from that objective. For instance, if you want your audience to sign up for a webinar, you will create a landing page that doesn’t have a navigation bar or other content. The only content they would see is information about the webinar and a form for signing up.

Landing pages are a key element of your end-funnel content marketing strategy. They help lead your customers to make that final action.

Create More Content Your Audience Will Read

We can help you upgrade your content marketing strategies with our unique insights and industry data. Our communication and educational services will transform the way you perform healthcare content marketing.

Contact us to learn more about our content marketing solutions.