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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.

What are Content Conversion Rates and Why are They Important to Calculate?

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In today’s dynamic and competitive marketplace, business performance is important. A successful company knows how they have been performing and how their performance measures against other contenders in the medical supply chain industry.

To evaluate a business’ marketing performance, it is necessary to have a system in place to measure the success of advertising campaigns. Conversion rates are a percentage used in digital marketing to keep track of marketing campaigns, website traffic, and conversions.

Conversions can include any desired action that a brand’s audience takes. Conversions can be as simple as a click on a button on the company website to becoming a customer and making a purchase. For example, in the supply chain industry, a potential customer clicking on a video on a website about a medical device is an example of a conversion.

Tracking Conversion Rates

To calculate the conversion rate, take the number of conversions divided by the total number of visitors. If a website receives 100 visitors in a month and has 25 sales, the conversion rate would be 25 divided by 100, or 25%.

Conversion rate percentages allow a company to measure performance of digital marketing tactics within apps and on the internet. If a business can understand the percentage of users on their sites, they can evaluate if they need to come up with ideas for improvement, keep the website how it is, or make significant changes. Without a system of measuring conversion rates, a company would be completely in the dark about the performance of their marketing efforts.

Many factors impact conversion rates and cause them to increase or decrease. When making improvements, introducing new messaging, including search engine optimization (SEO) techniques, or including videos or images can increase conversion rates.

Conversion rates vary by industry, the value of a product or service, marketing source, and average sales length. When comparing data of other companies’ conversion rates, it is important to evaluate companies in the medical distribution industry as opposed to other industries.

Share Moving Media can assist with the process of creating personalized and effective marketing campaigns to allow your business to track conversion rates. SMM has over 30 years of experience helping companies in the medical manufacturing and sales industry create videos, written content, podcasts, webinars, blogs, and more which have the potential to boost business sales and increase conversion rates. Please contact Scott Adams at sadams@sharemovingmedia.com to set up a time to meet so that your business can plan a successful marketing campaign strategy.

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

How to Emulate the Marketing Strategy of 3 Successful Brands

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Brand recognition is a strategic marketing tool that has the power to establish consumer trust. Successful advertising is memorable and impactful and encourages customers to make purchasing decisions and future associations with a brand.

There are a diverse range of marketing strategies that companies utilize, including campaigns that are entertaining, emotional, captivating, and touching. A brand’s vision is often communicated through these types of ardent and memorable ad campaigns.

For businesses in the medical manufacturing industry, the most successful campaigns have the potential to resonate with consumers and increase overall brand awareness.

The following are examples of three successful marketing campaigns to emulate:

  1. Nike

A well-known and highly successful marketing campaign is Nike’s “Just Do It” campaign. The campaign was launched in the 1980s, and featured athletes sharing accomplishments and encouraging its viewers to also participate.

The tagline continues to represent the brand today and has inspired many to take a leap and make courageous changes within their own lives. The success of the Nike campaign is a result of the emotional connection that the brand develops with the consumer through the ad. The slogan inspires motivation and healthy living that creates a positive customer association with the brand.

  1. Coca-Cola

The international “Share a Coke” campaign, first launched in Australia in 2011, encouraged customers to come together and share a Coca-Cola. It grew into an international and well-known campaign and was introduced to the U.S. in 2016.

Customers were able to choose beverage cans with the label “Share a Coke with…,” and the sentence was completed with customers being able to choose a can with their own name personalized on it. This marketing campaign created a personal connection between customers and the brand that increased brand awareness and trust for Coca-Cola company.

  1. Patagonia

Patagonia’s mission of protecting the planet resonates with customers because of the brand’s strong commitment to its mission. The brand’s marketing content clearly portrays a commitment to environmental sustainability through nature-related user-generated content, corporate sustainability goals and metrics, and a clear commitment to communicating the company’s mission.

Patagonia’s marketing tactics are successful because customers align with the brand’s mission and values, which makes the brand feel relatable and accessible. Consumers who feel personally connected to a brand because of its core values are more likely to make purchasing decisions.

Share Moving Media has published the medical industry magazines Repertoire and The Journal of Healthcare Contracting for over 30 years, and are experienced with assisting brands with content creation for a strong and reputable marketing campaign that will set your company up for marketing success.

Sources:

The Winning Coca-Cola Formula for a Successful Campaign | Blog Wrike

https://www.coca-colacompany.com/au/faqs/what-was-the-share-a-coke-campaign
https://www.patagonia.com/activism/