Reaching a wider audience. Building your reputation. Gaining credibility. You need all three to advance to greater marketing goals.
In the healthcare manufacturing industry, earning a trustworthy reputation is vital, because your products have a direct and lasting impact on people’s lives. A solid reputation also may be the deciding factor when a customer is choosing between you and a competitor.
This is where online media coverage can give your business a huge boost.
Online media coverage is PR (public relations) carried out digitally. Rather than earning mentions in print news stories or TV/radio broadcasts, you’ll pop up in social media feeds, search engine results, online articles, blogs, and other digital media formats.
And, unlike traditional PR, you can build your online media coverage by publishing authoritative content on your website. This accomplishes three goals:
- Showcases your expertise
- Builds trust with your existing audience
- Creates inroads with a wider audience as that content is shared, reshared, and mentioned across various channels
Let’s dive deeper into the ways reputation-building marketing tactics like online media coverage boosts your brand recall and bottom-line.
3 Ways Online Media Coverage Earns Results for Your Healthcare Marketing Strategy
Greater visibility in online media means greater visibility for your brand. In turn, greater visibility is your ticket to more leads, more customers, and more revenue. Here’s how.
1. Online Media Coverage Builds Brand Awareness and Recall Through Greater Reach & Repetition
To ensure your target audience knows who you are and what you sell, you need the power of online media coverage in the form of content.
70% of marketers actively invest in content, so you’re in good company.
It takes many forms, but some of the best types that effectively build brand awareness and brand recall for your business include blog posts and guest blogs.
Blog Posts
These are one of the best tools for online media coverage in healthcare for a few reasons.
First, your company blog is under your complete control. It’s the ideal place to inform and educate your audience about your expertise and your products.
Second, blog posts can be endlessly repurposed. You can share and distribute posts across social media channels and reuse them to create new content assets, such as infographics and videos.
Finally, blog content created with SEO techniques gives you greater visibility in Google search results. That means, when customers are searching for a solution or expertise like yours on search engines, they’ll find you.
This cycle of sharing and repetition is inherent in creating blog content, and is one of the keys to building brand awareness online.
Guest Blogs
These have most of the same benefits as blog posts, but they offer one additional asset: they get your name, company, and expertise in front of another brand’s audience. And, if you play your cards correctly, this audience will overlap with yours.
Most guest blogging opportunities allow you to include one promotional link to your website in a byline. So, it’s a good way to expand your reach and pull in more potential customers.
2. Online Media Coverage in Healthcare Draws in Traffic & Leads
Online media coverage is a direct way to draw in more traffic and leads to your website.
It’s pretty simple. Increase the targeted places you appear on the web, and more of the right people will notice you. Produce more quality content, and you’ll increase your chances of getting shared, getting ranked on Google, and earning links from other websites.
Each of these represents another opportunity for a new customer to click your link.
3. It Turns One-Time Customers into Repeat Buyers
In the healthcare industry, trust is at a premium. Your customers must be able to trust that your products are safe, reliable, and effective. That means they must also put their trust in your brand overall.
If you can effectively build your trustworthiness in the eyes of your audience, you’ll have an easier time turning them into not just one-time customers but repeat buyers and loyal followers as well.
Trust is never built in a day. That’s why consistent online media coverage is so important. It adds up over time. Here are a few examples:
- You consistently appear in trusted media outlets (like a reputed digital magazine or blog).
- You continually publish high-quality content on your website.
- You routinely get your content shared and mentioned on trusted social media accounts with large followings.
Think of each appearance, mention, and share as a vote in your favor. As your vote count builds, so does your authority and trustworthiness.
Build Your Online Media Coverage in the Healthcare Industry, Build your Brand Rep & Revenue
Think of online media coverage in the healthcare industry as a compounding investment.
It’s one of the top ways to get your business noticed, to reach a wider audience, and to pull in more traffic and revenue.
The more you put in, the more you’ll get out.
Ready to start boosting your online media coverage? We can help. Contact us at Share Moving Media today to get started.