Brand & Capture

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3 Organizations Using the Power of Patients in Healthcare Marketing

Annie Zelm
Posted by Annie Zelm

All companies should be concerned about protecting the privacy of their customers, but for healthcare organizations, it's not just good business practice—it's the law. 

It's understandable, then, that healthcare marketers might be reluctant to weave patient testimonials into the story they tell. Besides concerns about patient privacy, marketers might assume patients don't want to talk about their experiences, or it's too difficult to track down someone who will agree to be featured on camera. 

When they're done right, however, patient stories are powerful. Healthcare marketers who make it easy for patients to share as they feel compelled to do so won't have to go out every so often in search of a patient willing to sign a photo release or be interviewed; the stories will come to them naturally.

Here's a look at three healthcare companies that have mastered patient-centered marketing and what your company can learn from them.

7 Technology Companies with Killer Video Marketing Strategies

Steven Beller
Posted by Steven Beller

With the continuous rise of inbound and content marketing, companies are looking for great video content to use in every step of their buyers' journey. What does this mean for 2015? Success will be less about quantity and more about quality—since everyone is jumping on the video marketing bandwagon, companies will need to set themselves apart by creating higher quality, more interactive strategic videos.

Let's take a look at a few early adopters of video marketing. Here are seven technology companies already doing video marketing the right way!

Blending Growth Hacking and Inbound Marketing for Startup Success

John McTigue
Posted by John McTigue

For those of you who haven't read about or experimented with "growth hacking" yet, it might be one of those buzzwords better left unsaid. But for thousands of entrepreneurs and startup VC's, growth hacking is the new marketing. Stories abound from successful startups like Uber, Spotify and Dollar Shave Club about how they launched with just a clever move that brought in millions of early subscribers. What's in it for you?

Spotify, for example, went viral by integrating with Facebook back in 2011. Dollar Shave Club did it with a viral video. None of these "hacks" came cheap, but cheap isn't the point in growth hacking. Growth is the point—rapid growth. The idea is to come up with really clever ideas (or "hacks") to generate tons of traffic to your site, where your free trial lies waiting. If you use other hacks, like removing barriers to conversion and personalizing your content, you can generate lots and lots of leads. But here's where growth hacking often breaks down.

Case Study: How Startups Can Acquire Customers for Disruptive Products

Stephanie Kapera
Posted by Stephanie Kapera

As someone who is getting married in 2015, I’ve made a few observations recently about the state of the wedding industry; namely, that it’s ripe for disruption. The whole setup seems like something that might have worked a decade or two ago, at a time when people got married while they were still in college and could meet with caterers on their breaks between Stats 101 and Intro to Art History.

Now, though, it’s a bit frustrating to see wedding vendors acting like brides and grooms have tons of time on their hands. Bridal shops, for example, close at 5 p.m., aren’t open on Sundays, and are booked every Saturday two months out. Caterers want to have an introductory phone call and an in-person meeting with you (also on Saturdays) before they even let you taste their food or give you a price quote. Without any reason to change their ways, most wedding industry vendors continue to operate as if it’s still 1979.

Why You Should Use Visual Content to Engage Manufacturing Audiences

Brianne Carlon Rush
Posted by Brianne Carlon Rush

More manufacturing brands are opting to utilize the power of content marketing than ever before. In fact, in 2014, a whopping 86 percent of manufacturering marketers reported using it to develop their audiences, garner leads and procure customers. That is not far below the industry average of 93 percent of B2B marketers who have adopted content marketing. In 2015, though, gauging content marketing success will be just as (if not more) important than simply publishing. 

So how can manufacturers prove success with content marketing?

4 Reasons Why Having a Blog Establishes Credibility in Healthcare

Carrie Dagenhard
Posted by Carrie Dagenhard

Love it or hate it, blogging isn’t going anywhere.

In fact, at least 77 percent of internet users are now reading blogs, according to an infographic by IgniteSpot.

Once exclusive to industries such as fashion and technology, blogging has become a universally accepted form of brand communication. From retail to manufacturing, finance to agriculture—and, yes, healthcare—nearly every industry is represented in the modern blogosphere.

Why? Well, to be frank, because blogging is directly linked to an increase in leads.

But, there’s more to the benefits of regularly publishing high quality content than lining your company’s pockets. Blogging is essential for giving your brand a human element, directly communicating with current and potential customers and patients, and guiding prospects toward the appropriate next step in the buyer journey. Moreover, though, blogging offers healthcare companies virtually unlimited opportunity for establishing credibility.

Need more convincing? Here are the top four reasons a blog adds validity to your healthcare brand.

How SaaS Marketers Can Create A Killer Content Calendar This Year

Annie Zelm
Posted by Annie Zelm

After the champagne and the chance to reconnect with old friends, one of the best parts of the New Year is starting with a clean slate. It's a time for shiny new marketing campaigns, a time to fill in a blank planner that hasn't yet become cluttered with meetings or deadlines. And it's a time to resolve your content will be better than ever. 

Just as you won't get in shape without a detailed plan of action, you can't achieve your content marketing resolutions without a roadmap: Your editorial calendar. 

If staring at a blank Excel spreadsheet gives you anxiety, you're not alone. Here are five steps you can use to create a killer content calendar that will help you sell more software this year. 

Healthcare Marketing: Being Distinguishable Online in 2015

Amanda Bray
Posted by Amanda Bray

“Healthcare on the Internet”—that phrase alone was laughable just 10 years ago. But now, healthcare providers are recognizing that if virtual medicine will become the norm in the next 10 years, then having an active online presence is no longer an optional bullet point in a yearly marketing strategy.

I’ve watched both sides of this rocky relationship: healthcare practices searching for an effective online marketing solution and struggling old-hat marketers trying to piece together internet “strategies.” At the Medical Group Management Association’s annual conference in Las Vegas last year, there were less than five booths that offered holistic healthcare marketing solutions for healthcare practices. And the few that were present had piecemeal strategies that fell short of the inbound marketing standard.

If you’re at the start of evaluating marketing options for your healthcare practice, this blog likely isn’t for you. I’d recommend clicking here. If your healthcare practice is online and you’ve been tasked with “really being online” in 2015, read more about what I think will help healthcare distinguish itself in the coming months.

5 Ways UX Design Improves Inbound Marketing

John McTigue
Posted by John McTigue

We're used to thinking about UX (or User Experience) design as a visual way to plan and optimize for users, and most commonly we see UX as a key initial step in product design and website design and development. The Big Idea is that without proper UX design and testing, we can't really build or market products users will love. UX designs are often wireframes or flow charts that help us envision the path a user will most often take in using our product or site and what the roadblocks might be that could prevent purchase and, ultimately, customer loyalty and brand advocacy. The Customer is most often the primary user, but there are other users in the sales, marketing and support of our products.

How can good UX make it easier for us to market, sell and support our customers?