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

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

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

Quality or Quantity: Which is Better?

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

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

Understanding Google’s Approach to New Pages

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

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

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

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

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

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

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

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

1. Determine Your Marketing Goals 

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

2. Assess Your Previously Published Content 

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

3. Tune In to Your Traffic Channels 

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

4. Know Your Audience 

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

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

5. Sometimes It Simply Comes Down to Trial and Error 

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

Drive Traffic with Share Moving Media’s Expert Blog Strategists

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

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

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

Healthcare Industry Branding: 5 Surefire Ways to Get Your Industry Association Talking About Your Brand

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There are currently 784,626 healthcare companies in business nationwide. From hospital purchasing to hospital distributors, that’s a lot of competition throughout the healthcare supply chain. To increase visibility in a saturated market, healthcare suppliers need to find ways to set themselves apart from the competition.

Joining industry associations is an effective way to gain a foothold in the healthcare industry. Developing professional relationships with other healthcare providers can help drive traffic through referrals, create a support system for brainstorming and problem-solving, and help with sales growth.

Becoming an association member isn’t enough to make a significant impact on your business. You need to encourage industry associations to spread the word about your brand. Promotion from an established and respected association can raise awareness about your business, expand your overall reach, and generate revenue for your healthcare business.

How Industry Associations Help Business

From the Health Industry Distributors Association to the Medical Device Manufacturers Association, there are numerous organizations for healthcare providers to join. Becoming a member of a trusted industry association brings numerous benefits. There are three main ways in which an association can enrich your business.

1. Networking with Peers and Colleagues 

Associations consist of professionals who share similar concerns, obstacles, and opportunities. Whether you meet in person or connect online, you’re able to join conversations with a large pool of like-minded healthcare suppliers, end-users, and purchasers. You can break down barriers and learn from others’ experiences, gain insight into how you could be improving your own processes, and share your expertise to help others. 

2. Standardization of Best Practices

By sharing knowledge and experiences with other healthcare professionals, you’re able to develop a series of best practices. From curating important information and separating it from trendy buzzwords to researching industry benchmarks, associations help determine a level of expectation for practices and procedures. As expectations evolve, associations assist with developing and communicating standards to help streamline conversations and practices industry-wide.

3. Individual and Professional Development

Career development is a leading reason people join industry associations. Associations provide educational resources for their members. From training and seminars to bringing in guest speakers who are experts in their field, associations develop knowledge and expertise for healthcare professionals. Mentorship opportunities guide professionals in decision-making and problem-solving. Individual chapters provide leadership roles, which help build management skills and develop a trusted reputation.

5 Ways to Gain Brand Awareness Within Your Industry Association 

With so much to gain from an industry association, businesses need to leverage their membership in these five ways to develop brand recognition and revenue.

1. Contribute to the Conversation 

A major perk to industry associations is having access to a huge audience with shared interests yet different experiences. When you see forums or discussion threads, whether online or in person, join the conversation. Add your own experience and insight to provide helpful resources for others in your industry. By providing relevant, detailed answers to questions, you present a new perspective to the conversation and set yourself apart as an industry leader.

The more people see your name and your company involved in these discussions, the more you’ll build a trusted network of followers who look to you for advice and input. Eventually, members will think of your name when they have questions, need to problem-solve, and ultimately need your services.

2. Generate Insightful Data 

Draw attention to your business with researched facts and figures. Through polls and surveys, you can ask important questions that others in the industry may also have. Analyze the results and share those studies and their findings with the members of your association. 

This helps to educate them on industry-wide topics, which strengthens the industry as a whole. It shows that you take the initiative to seek out answers. You’re willing to share the information with your fellow members as a means to help their personal and professional development.

Whether you post this data on online channels or submit it to an association publication, insightful data can gain you publicity from press coverage to social media posts. All of this raises awareness about your brand and helps to build a loyal following.

3. Join Forces with Other Members 

Associations encourage collaboration among their members. Consider collaborating with another company within the association. By working together, you position yourself as a team player. You also double your audience by appealing to your followers as well as those of the other company. 

Whether you combine your expertise to conduct industry studies or work together to write an educational article, collaboration tends to attract more attention from association membership and leaders. When people see two reputable companies discussing something of interest, they’re more likely to tune in. Position yourself as a thought leader by joining forces with an association partner.

4. Stay Front of Mind 

Create meaningful content and consistently share it with your association. Develop social media posts that deliver useful information and are easy for others to share. Encourage members to leave comments and join discussions to build engagement among viewership. Not only will your fellow members begin talking about your business. Association management is sure to see your involvement and will be more inclined to promote your brand to others in the industry.

5. Volunteer 

Although many associations survive on dues, most still run on volunteerism. One surefire way to get noticed is to help out wherever you can. From offering to coordinate industry-wide or local chapter events to serving on a discussion panel, by donating your time to the greater good, you can become a household name among association leadership. Fellow members will also get to know you and your business. 

The more involved you are in the association, the more opportunities you have to gain visibility, build trust, and create buzz about your business.

Let Share Moving Media Help Increase Brand Awareness

There are numerous benefits to joining an industry association. If you’re ready to take membership to the next level, hire an expert to help you create content that can help gain the attention of your industry association. 

Contact Share Moving Media today to create a strategy that will build brand awareness among your industry association.

Email Marketing for Healthcare: Reaching the Right Audience

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For the healthcare industry, email marketing is an effective way to communicate information about your services to current and prospective customers. From manufacturing processes and new product introductions to policy changes and event announcements, email marketing for healthcare is a convenient way to reach a large number of people with minimal effort and expense.

When used correctly, email is an extremely powerful marketing tool. Not only is it a leading method of communication (3.9 billion people worldwide used email last year), but it also allows you to target a specific audience,  reaching the right person at the right time. The key to improving open rates and increasing ROI is personalization. 82% of marketers who used email personalization saw an increase in open rates. 

Many people have difficulty navigating the healthcare supply chain. With so many products and services available to the industry, making decisions for hospital purchasing can be confusing. That’s why digital marketing in healthcare is important. Your customers appreciate receiving information to inform, educate, and help them make the best decisions to benefit their business and their end users. 

Email marketing is only effective if you reach the right audience. Through custom content and careful planning, your email marketing campaign can engage your readers, generate new leads, and increase your healthcare manufacturing business.

5 Steps to Reaching the Right Audience with Email Marketing for Healthcare

Today’s consumers have come to expect a certain level of personalization. Without customized content, recipients are more likely to delete unread messages – or worse, mark them as spam. 

Though highly effective, email personalization only works if you understand your target audience. Here are 5 steps to creating personalized content and reaching the right audience with your email marketing campaigns.

1. Gather the Right Data 

Any successful email campaign begins by gathering user data. 

Carefully consider the information you want to collect from your audience. After all, your contact list will only be as strong as the information you put into it. 

What details about your audience would help you personalize a message for them? Identify those qualifiers and be sure to capture that information in your registration forms.

2. Familiarize Yourself with Your Audience 

Take some time to explore your contact list. Note things like company, gender, end users, and manufacturing needs. 

Identify which people share commonalities and determine whether you can group them together. Use that information to create personas for your most frequent customers. Use quantitative categories like age and employment as well as qualitative data like behaviors and interests.

3. Use Audience Segmentation

Categorize your audience into like groups. Develop and test messages to them based on their common traits.

Whether you use information you’ve deduced yourself or data you’ve collected through surveys or questionnaires, consider segments like:

  • Demographics: Narrow your audience by commonalities such as age, gender, job title, and medical field.
  • Consumer cycle: People have different needs based on where they are in their journey with your business. Current customers might like emails about updates to your shipping policies while new customers would rather hear about introductory offers. 
  • Prior campaign history: Determine how people responded to previous email marketing campaigns. Look at open rates, engagement, and testing, and use that data to develop effective follow-up emails.

Audience segmentation can help you create tailored email content that your readers will find meaningful. Customize your emails for each segment so you touch on what’s important to them. This will boost engagement and increase conversions.

4. Employ Audience Mirroring 

Email marketing for healthcare is effective in maintaining your existing following as well as attracting prospective customers. 

By gaining a complete understanding of your current audience, you can create segments that mirror those groups. Create content that has been successful with your primary audience and simply use that to target new groups. 

Audience mirroring not only allows you to increase your marketing channels. It also helps you generate like-minded leads with minimal effort.

5. Personalize All Content 

Consider every aspect of your email message, from the subject line to the body text to the images supporting your text. 

Emails are full of opportunities for personalization. Use readers’ first names in subject lines or to begin the body text. Avoid stock images and instead, incorporate images of the readers’ location. This can increase click-through rates by 29%. 

You can even customize the From field in your campaign. All these details provide a tailored message that resonates with readers and makes them feel valued.

Develop Targeted Email Marketing Campaigns with Share Moving Media

For the healthcare industry, email personalization is key to reaching the right audience. Leave email marketing to a full-service media company like Share Moving Media so you can focus on running your business. 

Share Moving Media develops and distributes compelling, quality content that prospects want to read. Let us help you raise your market share in the healthcare industry with an email marketing campaign that gains new followers faster. 

Contact Share Moving Media today for help with your next email marketing campaign.

4 Women Leaders in Healthcare Who are Changing the Face of the Industry

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Historically, healthcare has been a male-dominated industry. 

Decades ago, women had limited educational opportunities, couldn’t work outside the home as it wasn’t socially acceptable, and openly discussing women’s health was considered taboo.

Now, as social norms have changed, more women are seeking a career in the healthcare industry. In fact, women currently make up 65% of the healthcare workforce.  

There are numerous ways women contribute to the healthcare industry. Whether practicing medicine, conducting research for scientific studies, or developing technology to benefit healthcare workers and patients, women are changing the face of the healthcare industry.

Four Women Leaders Impacting the Healthcare Industry

As medical doctors, scientists, and professors, women are making significant contributions to the healthcare industry. 

1. Emmanuelle Charpentier

Professor Charpentier is a renowned researcher in microbiology, biochemistry, and genetics. She has completed lab work studying how pneumonia-causing bacteria use mobile genetic elements to adapt its genome. Dr. Charpentier also worked in a skin cell biologist’s lab to study gene manipulation in mammals.

Her experience as Research Associate at the St. Jude Children’s Research Hospital and Skirball Institute of Biomolecular Medicine in New York helped project her career as a lab head and guest faculty at the Laboratory for Molecular Infection Medicine in Sweden. From there, she transferred to Germany, where she became an Alexander von Humboldt professor.

Dr. Charpentier’s experience in molecular studies led her to identify the molecular mechanisms of CRISPR/Cas9 – a bacterial immune system – and repurposing it for genome editing. This discovery has enabled scientists to successfully change the DNA of animals and plants. Charpentier and her research partner, Jennifer Doudna, won the Nobel Prize in Chemistry for this discovery. This is the first scientific Nobel Prize ever awarded to two women. 

2. Maliha Hashmi 

Dr. Hashmi is an expert in strategic planning and healthcare. 

A graduate of Harvard and MIT, she is a leader on many boards and programs for countless corporations, foundations, non-profit organizations, hospitals, and research centers. 

Her outside-the-box strategies bring creative solutions to the healthcare industry. 

Hashmi partnered with the Berkman Klein Center for Internet & Society at Harvard Law School to develop the United Nations World Food Program’s Freerice initiative. This multiple-choice quiz game is a free website and mobile app that lets players donate rice to people in need.

Additionally, Dr. Hashmi has:

  • Engaged in strategic partnership with scholars and world leaders in four continents
  • Served as CEO of an educational consultancy firm in Bahrain
  • Authored several publications for research, corporate, and academic sectors
  • Held executive roles in high-level organizations worldwide and is known globally for her contributions to the health industry

She is currently the Executive Director and Deputy Sector Head for the Health, Wellbeing and Biotech Sector at NEOM. She is also the Deputy Chair of the NEOM COVID-19 Leadership Taskforce, working to find solutions to the global pandemic.

3. Frances H. Arnold 

Dr. Arnold is a chemical engineer and the current Linus Pauling Professor of Chemical Engineering, Bioengineering, and Biochemistry at California Technical Institute. 

Among many awards and honors, she received the Nobel Prize in Chemistry for developing the use of directed evolution to create enzymes. 

Typically, evolution by natural selection leads to proteins that can complete biological duties. These genetic mutations take place over time. Arnold’s directed evolution introduces mutations early in the process. She can use research and data to determine which mutations to apply for a more efficient progression. If it yields positive results, she can optimize it further for even more promising outcomes.

Not only does Arnold’s work benefit people but also the environment. Her directed evolution contributions have helped produce renewable fuels and pharmaceutical products that are more ecologically friendly. 

4. Nancy Howell Agee

As president and CEO, Agee oversees the Carilion Clinic – a $2 billion not-for-profit healthcare organization in Virginia. Under her leadership, the Carilion Clinic went from a group of hospitals to a physician-led integrated clinic. As a result, Virginia Tech partnered with the clinic to develop an allopathic medical school and research institute.

The Carilion Clinic employs over 1,000 physicians and consists of seven hospitals, ranging from small rural to the third largest in the state. The organization also provides the following free services to more than one million citizens across Virginia and West Virginia:

  • Home health services
  • Imaging technologies
  • Pharmacies
  • Surgical clinics

Agee is nationally renowned as an innovative healthcare leader. She’s chair of the American Hospital Association and has been named one of Modern Healthcare’s most influential people.

Create Quality Content with Share Moving Media

From medical sales and hospital purchasing to healthcare supplies procurement and hospital distribution, more women are taking an interest in advancing in the healthcare industry. 

This means your publication’s target audience is shifting. Ensure brand recognition by developing content that resonates with female readers. Share Moving Media is a full-service media company that creates and distributes quality content to increase your market share in the healthcare industry. 

Contact Share Moving Media today for more information about developing your content strategy.