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Blogging for Business 101

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Blogs began as a way for individuals to write about their passions or day-to-today lives in a short-form journal format. Blogging also has many benefits for companies to utilize in marketing campaigns. Today, blogging is leveraged as a tool by many businesses to promote ideas, brands, stories, and products.

Blogging is the creation of media including writing, images, or content that is self-published online. Businesses can incorporate blogs into their websites to promote a more personalized customer experience. Blogs are beneficial for businesses because they incorporate frequent updates, opportunities for consumer engagement, and an informal platform that allows for customer interaction and conversation related to the brand.

For businesses in the medical manufacturing industry, blogs are beneficial because they are an online, cost-effective marketing tactic that has the potential to boost brand engagement. Blogs are traditionally short-form written content, such as the article you are reading now.

So, what are the benefits of blogging for business?

  1. Generates SEO content

Blogs are a chance for a business to increase its Search Engine Optimization (SEO), which is a process used by companies to have greater visibility and circulation on search engines. Through SEO, there is a higher potential for customers to find a company in search results, and therefore businesses are more likely to be clicked on by customers.

  1. Builds Consumer Trust

Customers want to trust the brands they are buying from. They also want to know that the products they are purchasing are legitimate and worth the investment. Blogs allow companies to have a space to demonstrate their expertise, credibility, and product knowledge through online written content.

  1. Engages Brand’s Audience

Traditional business’ websites don’t leave much room for consumer interaction and conversation. Blogs are dynamic sources of content, and a brand’s audience can engage with blogs by leaving comments, sharing it on social media, or recommending products to others.

  1. Share Business Updates

Blogs are a chance for businesses to frequently engage with and update their audience. Blogs can be updated daily, weekly, or monthly depending on a business’ needs, as opposed to a traditional static website. They allow for a brand to share relevant information such as details about a product, sales events, business news, and more.

In the dynamic medical manufacturing and sales industry, it can be hard to find time to focus on creating engaging marketing content. Share Moving Media has extensive experience writing content for the surgical sales industry through the publication of Repertoire Magazine and The Journal of Healthcare Contracting. SMM can help your brand create personalized marketing content specific to the needs of your business. If your business could benefit from an individual session to brainstorm blog or marketing content ideas, please contact Scott Adams at sadams@sharemovingmedia.com to set up a time to meet about marketing campaigns and the potential for blogs to increase your brand’s consumer engagement.

SMM will give away 3 months of free blogs to the first 5 companies to set up a call with Scott. The deadline is August 15, 2023. 

Revisiting Dollar Shave Club Videos: Why Were They a Success?

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Dollar Shave Club videos have gained more than 28 million views on its YouTube-only ads since 2012. The advertisements were a huge success online and generated more than 12,000 new orders for the company within 48 hours, according to a Jilt blog.

The Dollar Shave Club videos revealed just how effective video marketing is in the modern marketing space. The video was successful because it was funny and engaging, kept attention on the product being offered, and identified a gap in the market.

Videos are a successful form of marketing because they have the potential to reach a variety of market segments and have a substantial impact. In the medical distribution industry, it is important to create videos and digital content that sets your brand apart from others.

Read on for why the Dollar Shave Club Videos were successful:

  1. Videos are an effective marketing tool: Videos reach a large market segment and allow a viewer to experience a product firsthand.
  2. Clear and direct marketing approach: The Dollar Shave Club marketing approach reiterates a clear sales pitch that razors are $1 a month, allowing viewers to understand exactly what the brand is offering for sale.
  3. Creative content: Creative content keeps viewers engaged, and the humorous tone of the Dollar Shave Club videos attracted a large following of the brand and product.

It can be difficult to devote time to content creation in the busy and fast-paced medical industry. Share Moving Media has more than 30 years of experience in the industry and publishes Repertoire Magazine and the Journal of Healthcare Consulting. Our team can assist your business in creating video and digital content that garners attention, increases SEO searches, and sets your brand apart.

Developing Brand Image through Social Media

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Exposure to brands surrounds consumers everywhere — in commercials while watching TV, radio advertisements while driving to work, and suggested posts while scrolling through social media.

Companies interested in marketing their product or service can take advantage of the wide variety of technology-based platforms available. Social media has become a popular marketing platform because of its high usership and accessibility. For a company looking to start advertising on social platforms, Instagram, Twitter, Facebook, and LinkedIn are a user-friendly and affordable place to start.

For businesses within the medical supply chain industry, the ideal social media platform to begin marketing efforts on is LinkedIn, a site designed specifically for the business community. LinkedIn is an employment-focused, professional platform on which businesses can publish and share content, promote products and services, recruit talent, and present new job opportunities.

To begin using LinkedIn as a marketing tool, a company must first create a company page on the platform that includes information including the company website, logo, relevant organization information, and contact info. Then, a company should focus on increasing its number of followers by promoting the page online and in other company advertisements. Increased followers encourage greater brand awareness and circulation. Once a page is established, a company can start posting relevant content including company information and brand advertisements.

So, how does a company leverage LinkedIn as a marketing tool?

  1. Promote the Company Page

To promote a company’s LinkedIn platform and leverage posted content as a marketing tool, a brand’s profile should be promoted in all company emails, newsletters, blog posts, etc. This will encourage customers to interact with a brand’s LinkedIn page and ultimately increase its circulation.

  1. Encourage Content Engagement

A brand should determine its target audience and create advertisements that its specific customer base will engage with. LinkedIn allows companies to learn more about their audience because it allows profile viewers to interact with, comment, like, and share posts with others.

  1. Publish Engaging Content

Companies should focus on posting unique, engaging, and creative content on LinkedIn that their audiences will want to read. Social content includes images, videos, presentations, company updates, etc., posted on social media to create an authentic and visual representation of the company.

By posting engaging and creative content on their LinkedIn accounts, brands can attract potential customers and increase company awareness. Share Moving Media is experienced with content creation for the medical supply chain industry and can help your brand produce individualized and effective marketing content that boosts your social media presence.

The Psychology Behind Successful Marketing Campaigns

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Successful marketing campaigns entail influencing a consumer’s decision-making process. So, what causes us to make certain purchasing decisions over others as consumers? And how do different marketing tactics influence an individual’s decision-making process?

Understanding the answers to these important questions can help businesses create audience-targeted and effective marketing campaigns that better promote their products and services.

To help a company attract customers and encourage purchases, the following human behavior and psychology tactics should be considered when creating advertisements:

  1. Emotional Marketing

Brands can foster trust by emotionally connecting with their customer base. According to Forbes on The Psychology Behind Marketing, brands that evoke emotion in their ads create a personal connection with customers. Established relationships with customers can eventually lead to brand commitment and automatic purchasing decisions.

  1. Photo Recognition

The human brain can process images and visuals faster than it can process writing. This is an advantage for marketers, as we live in a highly visual world with technology. An advertisement with engaging visuals has the power to gain the attention of customers and push them to do further research into the details of a brand.

  1.  Call-To-Action Technique

Brands that utilize call-to-action marketing tactics prompt a more immediate response from consumers. Phrasing in an advertisement that calls for consumer action encourages motivation to act toward making a purchasing decision. Examples include requests to subscribe to a company’s newsletter or encouraging viewers in an advertisement to sign up for a company’s service.

  1. Color Psychology

Color psychology is the concept that color can evoke emotion, inspire reactions, and change modes of thinking, according to the London Image Institute. For example, red is associated with strong emotion and attracts a viewer’s attention.

  1. Framing

Information can be phrased in a certain way to invoke a positive consumer response. For example, when phrasing and advertisement with “Option A costs $50” or “Option B is on sale for 50% off the price of $100,” a marketer using framing would choose Option B, because the consumer would perceive it as receiving a discount.

Whether you are in the medical manufacturing or sales industry, your company can leverage psychological tactics to increase the reach of your marketing campaigns. Share Moving Media publishes the reputable magazines Repertoire and Journal of Healthcare Contracting for the healthcare sales industry and is experienced in creating content and advertisements that stand out. We can assist your business with creating print and digital content that captures the attention of your company’s audience. For more information, contact Scott Adams at sadams@sharemovingmedia.com to set up a time to learn more about how SMM can assist your business with marketing campaign strategies.

Why Tracking Marketing ROI is Essential for Medical Suppliers

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Marketing has the potential to spread the word about a company and greatly increase awareness, profit, and trust in a brand when successful. In the medical supply chain industry, it is necessary to evaluate the performance and impact of marketing campaigns to ensure they are effective in promoting a business.

Marketing Return on Investment (MROI) is a way to measure how much return a company experiences from its marketing spending. ROI determines how marketing contributes to a company’s revenue growth.

It is often a good decision for medical suppliers to spend money on marketing, because if done right, it can increase profit and help a company improve its bottom line.

MROI is calculated through a straightforward equation, with incremental financial value gained as a result of the marketing investment minus the cost of the marketing investment over the cost of the marketing investment. Completing these calculations can be outsourced or calculated by a company’s in-person finance team.

So, what are the benefits of measuring marketing ROI?

  1. Deciding what to spend money on.

MROI is often calculated on each individual marketing campaign that is developed. The advantage of measuring the effectiveness of each campaign allows a business to understand which efforts have the highest return. By calculating MROI, decisions can also be made about what marketing efforts were most effective and what to spend budgets on going forward.

  1. Comparing marketing efficiency to competitors.

When a company measures its MROI, they can use the data to track and analyze their marketing statistics. The data collected can be compared against other medical supply chain businesses within the industry. The process of comparing data can assist a business with changing or creating new and improved forms of marketing that help a business to stand out.

  1. Justifying a business’ marketing spend.

Marketing is a significant expense for a business. Measuring MROI can exemplify that allocating resources to marketing efforts is impactful and contributes to higher profitability for a business. Measuring MROI can also justify making changes and reevaluating a brand’s marketing strategy.

Whether you’re trying to reach healthcare supply executives or medical distribution sales reps with your marketing efforts Share Moving Media can assist you with the process of developing content. With extensive experience in the medical manufacturing and sales industry, SMM can help your business create written content, podcasts, videos, webinars, and more that have the potential to boost your company’s Marketing ROI.  As you come up with your strategies around these two customer types we would love the opportunity to do a free one hour brainstorming session with you on best practices we’ve seen over the past 30 years in the business.  Please contact Scott Adams at sadams@sharemovingmedia.com to set up this free session.

Sources: Marketing ROI: Definition and How to Measure It | Marketing Evolution