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The Power of Omni Channel Marketing

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Technology is integrated into our everyday lives, especially in the fast-paced global healthcare industry. Medical suppliers can use technology to their advantage to create an engaging and sales-boosting marketing strategy with other supply chain stakeholders. 

Omni channel marketing is a brand’s presence across multiple channels. Online channels include websites, apps, social media, and email. This form of marketing exposure also includes face-to-face interaction through traditional brick-and-mortar stores and company events.

Medical suppliers increase their exposure through creation of a consistent brand experience. Omni channel marketing is a customer-centric form of brand promotion, meaning customers can interact with a business on their own terms, resulting in a better overall experience. 

Here are 3 preliminary steps to creating a seamless brand experience:

  1. Start with a website and social media accounts.

Websites are often the primary place a customer checks for relevant information. Websites can outline information, highlight products, and address customer questions. Additionally, posting consistently to social media channels such as Facebook, Instagram, LinkedIn, etc., increases customer engagement. 

  1. Use the same message across channels.

Brand messaging should be consistent across platforms. The key is to create a concise message while considering the differences between each platform. For instance, LinkedIn is often more professional and concise, while Instagram is more visual and creative.

  1. Create an app presence.

Evaluate your industry and product. Could a mobile device application increase a customer’s positive brand experience? Apps can increase a customer’s engagement and provide a more user-friendly experience. Apps can be developed directly or through hiring a freelance developer.

RepConnect is an example of a user-friendly app with tools, resources, and news that reps can utilize for important health industry information.

Numerous companies have developed a successful campaign through omni-channel marketing, and it has been proven to maintain brand consistency and increase user engagement.

Creating an omni channel marketing strategy assists medical suppliers in providing a consistent brand message. Developing a message across multiple channels can take time and patience, and Share Moving Media, the creators of RepConnect, have the expertise to assist you in gaining more visibility in the medical distribution industry. If you’d like to stay front of mind with over 5000 distribution reps and can market share please contact https://sharemovingmedia.com/.

How to Use Online Content to Create Lasting Brand Awareness

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Content marketing is very much alive and well in every market from medical supplies to psychic readings. If your goal is to create brand recognition with staying power, you need a supply of fresh new content that consistently represents your company’s voice, tone, and values.

In a competitive and technical industry like GPO IDN healthcare sales where expensive advertisement campaigns abound, relatable and helpful content that connects with consumers on an emotional level is what builds a long-term bond that converts. Whether your company’s goal is business-to-business (B2B) sales, business-to-consumer (B2C) sales, or both, you need more than high-pressure salesy ad campaigns to build a well-known and trustworthy brand image. You need content that creates the face of your brand.

Content versus Copy for GPO IDN Healthcare Brands

Brands that decide to get serious about their digital marketing campaigns often face confusion around the differences between content and copy. Marketing copy is advertisement – its purpose is to make a sale as soon as possible and as often as possible. The descriptions of the products and services you sell on your website, for example, are created using copywriting.

Content, on the other hand, plays a comparatively long game. Both content and copy marketing campaigns are imperative to the success of your business. The importance of content, however, tends to be overlooked. A solid content campaign does more than draw in quick sales. It utilizes repeated exposure to build your brand’s authority and recognition over time, while also telling the story of your company. Content creates the kind of familiarity, trust, and loyalty that pays off in repeat clients for years to come.

5 Types of Content to Increase Brand Recognition 

Online content comes in all shapes and sizes and each one plays a unique part in your brand becoming renowned, recognized, and trusted by your potential customer base.

1. Email Newsletters

Source: Superoffice

Despite what some of the trendier self-proclaimed marketing gurus may insist on, there is no denying that email is still king when it comes to profitable, fast, direct, and effective communication with medical suppliers. Email marketing is the most reliable method for converting leads into sales during all stages of the sales funnel.

The average return on investment (ROI) for email marketing is $42for every dollar spent. This beats every other form of content marketing. For that reason, all other forms of digital marketing you use should drive your audience to subscribe to your email list. Sales announcements, discount codes, and exclusive early product launches are some of the most effective ways to gain and retain subscribers to your brand’s email newsletter. 

2. Blog Posts 

Company blogs provide several opportunities to advance your brand while also providing useful, informative content to your potential clients or consumers.

  • Informative, news, or how-to articles establish your brand as an authority on industry-related topics
  • A subscription option on your blog page serves as another way to build your email list
  • Direct communication with your audience through your blog post’s comment section

3. Videos 

Every single day over a billion hours of video content is viewed on YouTube. The latest short-form viral video platform, TikTok, is experiencing rapid growth with users averaging over 850 minutes per month spent watching videos on the app. Even though your company is selling to other manufacturers and distributors, there are human beings at the helm of those businesses. Video content tends to be incredibly effective at connecting with those fellow humans through the use of humor, connection, and empathy.

4. Social Media Accounts

In 2021, brands are expected to maintain a presence on mainstream social media platforms like Facebook, Twitter, and Pinterest. The right content posted on your company’s social media accounts combined with the perfect amount of direct witty banter with your audience can lead to massive boosts in brand awareness and social approval. An entertaining social media presence is the new “street cred” for brands Additionally, social media accounts offer invaluable analytical tools for tracking the types of content that resonate with your brand’s audience.

Source: Twitter

5. White Papers

White papers offer a unique opportunity for your brand to be seen as an absolute authority on the products and services you provide. These long-form content marketing tools can be divided into three main types of documents:

  • Problem-solution white papers promote a specific product or service as the solution to a long-standing problem for the business you’re attempting to sell to.
  • Listicle white papers list features, tips, or questions pertaining to a specific business issue and your product’s unique ability to provide the best solution.
  • Background white pages are in-depth, long-form descriptions of a product or service’s features, evaluations, and price points.

Leverage Meaningful Storytelling 

Effective content needs more than just helpful tips and entertaining commentary to cement your brand in the minds of your audience. Human connection is the most powerful sales tool of all time. Stories can bring people together and bring their eyes, ears, and trust directly to your business’s products and services. 

Your content is where you can share the story of how your company was founded. Post a photo of your great grandfather, who paved the way by inventing the first disposable exam table paper. Take the time to reveal behind-the-scenes snippets of the process with your audience during the development of a new product. The people calling the shots at the companies you want to sell your products to are bound to relate to other people putting in the work to make their company a success. 

Content and Conversion Rates will Always go Hand in Hand

The sales industry comes down to human connections, even if you’re selling to massive corporations. That human factor cannot be removed from the equation and that means content can’t either. Your content is what makes your brand unique, trustworthy, and relatable to consumers of any size, and that is worth its weight in gold. 

SMM can help you with all of these types of content.  Please email Scott Adams at sadams@sharemovingmedia for a free content marketing evaluation. 

Why Medical Suppliers Need to Create Content Distributors Can Use

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The world of medical sales is competitive, with over 10,000 establishments in the U.S. alone. As a medical supplier, you know that you need to sell your products and services to get the revenue you need. But you also know you must build a relationship with your customers. They need to know who you are, what you are offering, and why you are the best choice for them. This means more than just selling to them; it means adding value to their lives. To do this, medical suppliers must create content that distributors can use to market their products and services.

Your job as a medical supplier is to help your customers see you as an authority on the subject matter they are discussing. While many customers searching for medical products and services will sometimes look up medical suppliers directly, they will likely run into distributors first. 

Distributors are the ones who are most likely going to be selling your products and services to their customers. They will tell your customers who you are and what you are offering, and they cannot do that without the right content. 

Key Takeaways

  • Distributors use your content to educate themselves and buyers, so having high-quality physical (or digital) content at the ready is crucial.
  • Without the right content from medical suppliers, distributors cannot communicate the benefits of your products to buyers.
  • Supplying your distributors with high-quality content can help build brand recognition and trust. 

Benefits of Creating Useful Medical Supplier Content for Distributors
Medical suppliers have a lot on their plate these days when it comes to running their businesses. Not only do they have to think about their own daily operations, such as their supply chain needs and customer service, but they also need to think about their distributors and how they can help them sell their products. 

Medical distributors are the big movers when it comes to getting your products into the hands of doctors and patients. While you have a lot of control over the products you sell and the services you provide, your distributors are the ones who will likely make the final sale. However, to do this, you must provide them with the right tools and resources, and this comes in the form of content. 

From product descriptions to how-to videos, the content that you provide your distributors can make or break their ability to sell your products. In today’s digital world, distributors will often provide information to their customers through text and video. This means that you need to have on-the-go content that distributors can use as a quick and effective way to answer questions or concerns that buyers may have about your products. 

You can also use content to establish yourself as an expert in your field. Either way, the content that you provide your distributors is vital to not only their success, but yours as well.

5 Types of Content That Medical Suppliers Should Be Creating for Distributors

Many medical supplies and equipment distributors offer their clients professional advice on what medical supplies to use in what situations. However, as a distributor, they must first educate themselves on the products they are selling and the medical supplies they are recommending. From there, they can provide the correct information to their customers.

Therefore, as a medical supplier, you must create content for distributors to use for themselves and their customers. Here are five types of content that you can create to help your distributors:

1. How-To Articles/Guides

Arguably one of the most beneficial types of content you can create for your distributors is how-to articles and guides. These pieces of content are useful for several reasons, including: 

  • They are easy to read and understand
  • They are written to inform, educate, and answer questions
  • They guide the reader on how to use a specific product or inform them on how a service can address their particular pain point, concern, etc.

How-to articles/guides are designed to be a go-to resource for distributors and customers alike. They are a great way to provide your distributors with the information they need to be successful. So taking the time to put care and detail into these pieces of content is essential. 

Source: Biologics By McKesson

2. Case Studies

Case studies can help your distributors and customers better understand how to use the products you offer and best use them to address their needs. They also show your distributors how your products have helped other people. This can help build trust and help your distributors feel more comfortable selling your products.

3. Research Studies

Research studies are designed to provide facts and figures that prove why your products are superior to the competition. This is especially important when trying to convince distributors to carry your products. Taking the time to put together a well-researched study can significantly impact those on the fence about whether or not they should carry your products.

4. Video Content

Videos provide information to your distributors and customers that they can refer to anytime, making them one of the most successful types of content. Video content is often much easier to break down and understand than text, which can be especially helpful when explaining the benefits of your products to someone unfamiliar. 

Here’s an example:

5. Informative Blog Posts

Blog posts can inform your distributors and customers about new products, services, and programs that you offer. They can also keep your distributors and customers up to date on the latest news and developments in your industry.

Example of an informative blog post targeting medical distributors and how they can prevent healthcare product shortages. 

Image Source: Repertoire Dail-eNews

Create Content Your Distributors Can Use with Share Moving Media

Content is the backbone of any marketing strategy. It can help build a strong connection between your brand and your customers. However, when it comes to medical suppliers, content is also a great way to help your distributors. 

By creating content that your distributors can use to answer questions, provide guidance, and help build your brand awareness, you can help them better serve your customers, leading to more sales for your business.

Here at Share Moving Media, we can help you build and execute a content marketing strategy that will help you not only connect with your customers, but help your distributors do the same.

Are you a medical supplier needing guidance on creating content your distributors can use? Contact us at Share Moving Media today, and we’ll help you get started.

Social Media Isn’t Enough: Why You Need Content to Feed Your Media Mix

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Social media is an effective way to connect with and engage your online audience. However, when it comes to an impactful content marketing strategy, social media isn’t enough. 

Today’s consumers spend nearly 3 hours a day on social media. It’s a great way to reach a highly targeted audience with custom messages, and users can share information easily for an even broader reach. But social media posts are just one aspect of a successful content marketing strategy. To reach more people in the healthcare supply chain, medical sales, and hospital purchasing, you should create an omnichannel media mix that will attract attention, drive traffic to your site, and generate revenue.

Keep reading to learn about content marketing and why social media isn’t enough to feed your media mix.

Quick Takeaways

  • Content marketing is the creation and distribution of information that provides tailored solutions and answers to users’ unique needs.
  • Social media should be one element of an omnichannel content marketing strategy.
  • There are five main reasons why social media isn’t enough for a successful content marketing strategy, from limited visibility to hindered conversions.

What Exactly Is Content Marketing?

Content marketing is the creation and distribution of useful information that answers users’ specific questions and addresses their unique needs. Forms of content marketing include:

  • Email campaigns
  • Blog articles
  • Social media posts
  • Videos
  • Newsletters
  • Print materials (like direct mail and brochures)

Today’s consumers are more discerning than ever before. With the help of the internet, they’re able to conduct their own research and find the brands and products they feel will best meet their needs. For this reason, content marketing is extremely important. Content that resonates with readers delivers numerous benefits. It helps to:

  • Raise brand awareness
  • Set you apart from the competition
  • Deliver valuable resources to your readers
  • Establish your business as a thought leader
  • Provide expert information
  • Drive traffic to your site
  • Solidify brand loyalty and repeat business

Content marketing is an impactful way to establish and foster relationships on a deeper level. People will think of your business for their solutions and will be more likely to recommend you to their network of contacts. This helps build a successful media mix that drives business, increases sales, and continues to grow your company. 

The following video explains the ins and outs of content marketing and the best approach for optimal results:

5 Reasons Why Social Media Isn’t Enough

Although social media is an effective channel to incorporate into your content marketing plan, it cannot singlehandedly sustain your efforts. Here are five reasons why social media isn’t enough.

1. It Doesn’t Reach Your Entire Audience

It’s true that 82% of the U.S. population actively uses social media. However, by using social posts as your sole means of content distribution, you could exclude a significant portion of your prospective customers. Social media use differs between demographic groups. If you’re targeting people between 18 to 29 or 65 and older, you’re not reaching them through this medium. That’s why it’s important to include social media as an omnichannel approach. 

Social media use varies by demographic.

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For maximum results, it’s best to reach people where they’re spending their time. This means sending email campaigns, publishing blog articles, and posting on social platforms to ensure a wider reach. The more channels you use, the more people you’ll connect with and deliver content that resonates. 

2. It Limits Visibility

Social media platforms use algorithms that affect who sees your posts in their timelines. Organic posts that don’t boost through paid ads offer no guarantee that your audience will see them. As a result, tracking reach and overall impact of this aspect of your content marketing campaign can be difficult. Email campaigns and display ads not only increase visibility but also provide trackable data that can help improve the effectiveness of your efforts. While social media can limit your visibility, including it as part of a media mix is a good way to engage your audience while increasing brand awareness. 

3. You Don’t Own Your Content

Any time you share content on social media, the platform obtains ownership of the material and can redistribute it for its benefit. If your entire content marketing plan revolves around social media, then you don’t own any of your material. Expert blog posts are an effective way to create original content your company owns. You control who sees it and how it’s used. You also reap the financial benefits. 

Losing ownership of social media content isn’t detrimental as long as you have other material in your content marketing arsenal (like blog articles and whitepapers) that belongs to you and is under your control.

4. Online Experiences Begin with Search Engines

Studies show that 93% of all online experiences begin with a search engine. When healthcare suppliers or group purchasing networks are looking for products and services, they don’t immediately head to social media platforms. They enter their question into a search engine, which directs them to websites that provide answers and solutions. If you’re only focusing on social media posts as your content distribution method, you’re unlikely to appear on search engine result listings. That means you’re losing business to companies who appear on the listings. 

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To stand apart from the competition, you need to create a well-rounded content marketing campaign that includes multiple sources for content. This enables search engines to identify you as a helpful resource for their users and rank your company among their recommendations.

5. Doesn’t Drive Traffic Straight to Your Website

To get people to make a purchase, you need to drive traffic directly to your website. While social media posts can help build brand awareness and increase audience engagement, they don’t necessarily help conversions. To reach your site, social media users must click on one more link, adding another step to becoming a customer. While social media posts can be a tool to help guide people to your website, they don’t directly boost conversion rates. 

Develop an Effective Content Marketing Strategy 

Share Moving Media is a media and content company that provides communication and educational resources to healthcare businesses. Whether in group contracting or hospital distribution, our experts can help you create a content marketing strategy that gains market share and positions you as a leader in the healthcare industry. 

Contact us today to learn how we can help you create an effective content marketing strategy!

Outstanding E-Book Examples: The Powerful Content Marketing Tool You Might Be Missing

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What do a killer content marketing strategy and your next vacation have in common? E-books. Too many companies underestimate the impact that e-books can have in attracting high-quality leads, building their brand, and developing trust with potential customers. But data shows that e-books as content marketing tools are on the rise. In a recent NetLine study, e-books were the number one most requested marketing content. Take a look at these outstanding e-book examples to discover how to make e-books work for you.

Key Takeaways

  • E-books help position your brand and attract high-quality leads.
  • Your e-book should meet an unmet need for your potential customers.
  • The best e-books are formatted professionally to reflect the writer’s brand and values.
  • An effective landing page is a vital component of your e-book strategy.

The Benefits of E-Books as a Content Marketing Tool

Why are e-books such a powerful content marketing tool? Creating an e-book has many benefits, from positioning you as an industry expert to generating more high-quality leads. With an e-book, you will:

Offer Value

E-books are one of the best ways to build value with your audience. Many people worry about giving so much information away for free, thinking their e-book will replace the need for their services. In fact, the opposite is true.

Your e-book is an example of the expertise you can offer clients. By giving it away for free or at a low price, you are giving potential customers a substantive sample of what your services can do for them. When you demonstrate the value you can provide, you build confidence and value in your paid services too. 

Example: software company Devsu offers its e-book on “Tech as a Revenue Driver” to address one of its customers’ key goals. It offers quality insights that can directly assist its clients and demonstrates the value it brings to the table with its services.

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Generate Leads

E-books are an effective lead magnet: a free item you give away in exchange for the potential customer’s contact details. It’s not easy to convince people to part with their valuable contact information. However, if you give away professionally presented, in-depth information in exchange, people will likely perceive it as a worthwhile trade.

That’s why e-books are an effective way to generate leads that convert. They offer a win-win situation: your audience receives valuable and substantial insights, and you receive the contact information of people who self-identify as needing your service.

Example: fitness company Transform offers a free e-book of hunger control shake recipes. Its lean contact form makes it easy for anyone interested in weight loss to sign up for its book. The company can follow up knowing that these potential customers already need its products and services.

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Build Your Brand

Forty-six percent of consumers prefer a brand they know and trust. That’s why e-books are a fantastic opportunity to position yourself in the marketplace and build audience understanding of what your business offers.

Your brand can really shine in an e-book. Every page of your e-book, from the layout and color scheme to the content itself, will convey important messages about your brand, including:

  • Who you are
  • Your points of differentiation
  • Your level of expertise
  • Your brand’s purpose and values

E-books help build familiarity with potential customers, translating into higher brand recognition and more leads.

Example: utility company Surple uses consistent imaging throughout its e-book to convey its brand identity and values.

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Position Yourself as an Authority

When we refer to experts, we often use the phrase “they wrote the book on the subject.” Books, including e-books, carry weight and convey a sense of authority. Providing your valuable insights and expertise in e-book form helps position you as a thought leader and authority in your industry. This translates into greater recognition, trust, and ultimately sales.

Example: social media expert Gary Vaynerchuk‘s e-book “How to Make 64 Pieces of Content in a Day” is an impressive resource that clearly positions him as a leader in his field.

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Writing an Effective E-Book: Examples of How to Use E-Books in Your Content Marketing Strategy

Not all e-books are created equal. To implement an e-book as an effective component of your content marketing strategy, several important aspects must be kept in mind.

Choose an E-Book Subject That Meets Your Potential Clients’ Needs

Like any marketing content, it’s important to consider your audience carefully. You should identify your target audience and choose a topic that fulfills a need. Potential customers are significantly more likely to download an e-book that addresses their unmet needs.

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Example: cyber security company Celerity offers its e-book on “Cyber Security Priorities” to educate potential customers looking for ways to improve their cyber security. The landing page and e-book target the reader’s unmet needs.

Format Your E-Book Professionally to Reflect Your Brand

The best and most effective e-books are:

  • Visual
  • Interactive
  • Easy to digest

Think beyond the words to how you present them. Your e-book is a reflection of your brand, so it’s important for the formatting and presentation to look professional, clean, and consistent with your brand. 

Example: Dropbox‘s e-book “Don’t Let Large Files Slow You Down” effectively uses white space and graphics to present the information in easily digestible chunks.

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Entice Potential Customers with an Effective Landing Page

Your landing page is another vital aspect of implementing your e-book successfully. It should:

  • Tell readers exactly what to expect
  • Give them a preview of the e-book
  • Display social proof in the form of testimonials and reviews

These elements help convince potential customers that your e-book offers them value, making them more likely to provide their contact information in exchange.

Example: this e-book from hosting platform Flywheel offers a stand-out landing page example. The page is attractive and easily digestible. When visitors scroll down, there’s a visual preview of the chapters, giving them a clear idea of what they can expect to learn.

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This Flux Academy episode goes into depth on five crucial elements for an effective landing page:

Outsource Your E-Book to the Pros

When creating an e-book for your content marketing strategy, there’s a lot to consider. Fortunately, Share Moving Media is here to help. Our content marketing specialists know how to craft unique and compelling e-books to help you build your brand and attract the leads you want. 

Contact us today to find out how we can boost your business with an e-book.