Health Care Marketers! Why Aren’t You On Instagram Yet?

Health Care Marketers! Why Aren’t You On Instagram Yet?

It’s only eight years old, but the explosive growth of Instagram in that time—and even in the last 18 months—is astonishing. Claiming now more than 1 billion monthly active users, and with a growth of 20% from 2017 to 2018, it’s a platform that brands can no longer ignore.  But Instagram is just for teens you say? Not quite. Because, folks, this 30-something, Elder Millennial is an active, daily user and proponent of the platform for many of our clients. I promise that our agency’s collective recommendations to utilize Instagram go beyond my own personal usage of the platform, though.

Here’s why we recommend Instagram for our health care clients

  1. It’s growing very rapidly. Instagram has been the fastest-growing social networking for the past few years at around 12%, and continues to show steady growth as it has hit the 1 billion mark and 20% growth rate.

     

  2. Your target audiences use it. Nearly 60% of the user base is in what we consider our core target demographic: ages 25 to 64.

     

  3. There’s not a major discrepancy of gender. Men account for 30% of users while women account for 39%—we typically see a larger gap (one way or another) in other social networks.

     

  4. Some Instagrammers have a higher level of disposable income. Around 30% of individual users make more than $75,000 per year, which would be a good indicator of either the ability to pay out of pocket for elective procedures and/or that they have good employer-paid health insurance.

     

  5. The content on Instagram tends to have better sticking power. Stories (the Instagram version of Snapchat) both promoted and organic, has shown to increase ad recall, message association and click through rate (CTR) resulting in greater awareness and action for your campaigns.

These are just a few of the compelling reasons we recommend incorporating Instagram into your content and social media strategy as well as into media plans, but it definitely isn’t an exhaustive list. Sold! Yes? Or maybe you’d like to hear a few of the ways we’ve approached the platform? I bet that’s it, isn’t it?

Five ways Hailey Sault has approached Instagram: A tale of organic and paid media

  1. Humanize brands by featuring people. Instagram is a visual platform. This gives health care brands immense opportunities to create engaging, emotional content.

     

  2. Improve brand relationships through storytelling. We all know the power of using stories to convey our messages. Instagram provides a really great platform to do that since you can take advantage of large images (4:5 aspect ratio has been shown to perform very well), live video and Stories highlights, and through carousel ads—all of which work really well together to share the complete story without posting too much content at one time.

     

  3. Diversify paid social media approaches to increase message recall. We start our media approaches with very clear objectives and measurement expectations, but very often Instagram is a choice channel to further our message to the right people through great targeting data points. If it’s a fit for your objectives, we recommend placing it as a separate ad group to the one you will place in Facebook. This will allow you to allocate a specific budget only to that platform vs. spreading between both Facebook and Instagram and it allows you to set up clearer KPI expectations for cost per click (typically a bit higher) and click through rate (typically on the average side).

     

  4. Increase effectiveness of email campaigns by teasing signature content to email list. To increase overall click through rate through our emails, we have started to tease out ads promoting our signature content to users on Instagram through a custom list that is in our CRM. This allows users to see the content and have a higher recall when the email hits their inbox.

    Bonus: methodically resend the same email, verbatim, to the users who didn’t open it while simultaneously running your Instagram promotion.  

     

  5. Supplement overall content strategies through methodical amplification. Our approach to social media has both an organic and a paid arm. In order to reach goals (and people) we recommend allocating a certain percentage of monthly spend to each of your pillars in your content strategy. For Hailey Sault, this looks like 50% allocation to resources and learning, 25% to highlighting what makes Hailey Sault live up to its mission through our people, and 25% to highlighting how we live up to our mission through the work we complete for our clients.

     

There are several ways other health care brands have used Instagram successfully, and we will continue to give a nod to the network while apply methods used by innovators across verticals.

In the meantime, here are a few simple tips for getting more out of your Instagram efforts and ensuring best practices.

 

  1. Always evaluate your marketing objectives before establishing a presence on a new channel. All content you share on Instagram should be within your brand standards, brand tone, and should be customized to that channel.

     

  2. Incorporate Instagram into your ongoing content calendar to ensure you’re consistently posting quality (it is quality over quantity).

     

  3. When possible, post with a location. Posts with locations tend to get more engagement—reportedly 79% more.

     

  4. Consider featuring user-generated content (UGC) where it makes sense. Brands have reported seeing a 4.5% higher conversion rate on posts that had user-generated content. Just be sure to share those that are from well-trusted sources.

     

  5. Utilize hashtags where it makes sense.  It’s been shown that around 60% of the top brands on Instagram use one consistent hashtag to attain more predictable post engagement. Oftentimes you can reach new people by incorporating the right hashtags into your posts. Just be sure the hashtag isn’t too noisy (too many other posts) and that it doesn’t go against your brand in any way.

Content Marketing To Nurture The Health Care B2B Sale

Content Marketing To Nurture The Health Care B2B Sale

Content marketing for B2B has one core purpose: to encourage a sale. In health care B2B, where sales cycles can be 18–24 months or longer, with multiple decision-makers, content marketing is a powerful—but an often underutilized—strategy for creating new opportunities and closing more deals.

A Content Marketing Institute national survey revealed that 91% of B2B brands have a content marketing program, but only 35% can measure ROI from their content efforts. This statistic suggests that most organizations embrace content marketing, but are unclear how to leverage content to drive the sales process.

That’s why in this post I want to share five essential strategies for creating ROI-rich content marketing strategies for health care B2B sales.

 

Strategy 1: Your content marketing should help your prospective clients to solve smaller, but significant problems.

Think about it. When you are stuck and need a solution, you often go to Google for answers. So do your prospective clients.

ROI-rich content is content that helps your prospective clients to solve problems.

If you think of your content strategy as a staircase, the top step represents their biggest problems: problems they would gladly pay for help solving. Those paid solutions are where your company or organization comes into play. But down at the bottom of the staircase are those smaller but significant problems that your prospective clients wrestle with every day.

Create content that helps your prospects solve those smaller problems. In doing so, you earn relevance, trust, and credibility that ultimately invites a sales conversation.

Strategy 2: Be generous with your insights but in bite-size nuggets.

Like you, I’ve fallen for “click bait” in the past: headlines that promise the moon but after I’ve clicked-through or downloaded the content, I realize I’ve been suckered. The content is too general, too broad, and holds back from truly helping me solve my problems. That’s why everything you create should be of high value. Your company’s integrity and your personal reputation shouldn’t ever be called into question.

At the same time, you want your content to provide “quick wins” for your audience. Our attention spans are at an all-time low, and that’s why most content marketing for B2B benefits from being “bite-sized”: just detailed enough to convey rich insights, but short enough to be consumed—and applied.

There are exceptions to this rule.

For example, one realtor I know publishes for free the complete steps for selling your home by yourself. Literally, he goes step by step in explaining how to sell your home without a realtor. But he knows that most of his prospective home sellers who download the e-book quickly realize the process is much more time-intensive than they would like. So they call him to list their homes!

Decide for yourself and your organization what your “sweet spot” is in sharing insights while avoiding burning out your audience’s attention span.

Strategy 3: Content marketing allows the sales team to approach prospects with “the giving hand.”

High-value content, whether it be blog posts, reports, annual surveys, webcasts or videos, provides the sales team with tools for approaching prospects by adding value. Prospects tend to have a high distrust of salespeople, thanks to past experiences with less-than-stellar salespeople.

That’s why prospects often find it refreshing when salespeople share valuable resources and tools with them. Instead of asking for something, the salespeople come with “the giving hand,” helping to establish rapport, trust, and be seen as advisers. While we love when our content yields an organic search result from a high-value prospect, it’s equally powerful when a salesperson links to a blog post in an email to a prospect and writes, “I thought you might find this post of interest.”

Strategy 4: Great content marketing encourages prospects to feel that the salesperson and company brand “get them.”

Great content provides solutions to problems. The more you know about your prospect’s business life and challenges, the more relevant and problem-solving your content can be. People do business with people they know, like and trust.

Your content marketing is a way to open a door to a meaningful conversation with a prospective client. The more they feel understood, the more open they are likely to be in sharing their biggest challenges with the salesperson. Content helps to open the door to that important conversation.

Strategy 5: The most effective content marketing has a significant point of view that attracts the right prospects and repels the wrong prospects.

In the content marketing world, a common type of blog post is called a “listicle,” which uses a list-like structure to convey the points. (This post is a “listicle.”)

The reality is, most content, including “listicle” posts, are generic: the content could be published by just about any brand or organization. Your content marketing—and the content marketing that is ROI-rich—should have a point of view and perspective that is unique, relevant and engaging.

Having a strong point of view can come from many places: your organization’s brand positioning, your organization’s unique differentiator in the marketplace, or even your organization’s depth of expertise in the topic.

A strong point of view allows your content to go beyond the general, all-purpose insights into something substantial, compelling and memorable. That point of view can serve as a magnet for other like-minded, ideal client prospects and repel those who might not be a good fit for your organization and solutions.

At Hailey Sault, our positioning is “We believe in better.” Our mission is to create a healthier world with our clients. Our culture is purpose-driven.

While we help our clients to achieve results, we achieve these results with a mission-mindset. That’s why our content transcends marketing and also addresses job satisfaction and purpose for being. This is very appealing to our clients and many of our prospective clients. But this positioning might not appeal to other prospective clients who have a different outlook or different criteria for what they want from a branding and strategic marketing firm.

For your content marketing, explore how your organization’s brand, positioning, and point of view can inform your content. This will help you to create richer, more substantial content that is of higher value and of high interest to your audiences.

 

Reverse-Engineering The Sale With Your Content

Creating ROI-driven content marketing for health care B2B brands is a large but important undertaking. I don’t want to end this post without offering two simple steps to help you have more impact on your content marketing and sales efforts.

Step One: Identify your prospective client’s problems, challenges, stresses, and desired future state.

Most B2B sales happen when the prospect believes that a salesperson, company or solution can help his or her career advancement. That’s why it’s important—before any content ideas are brainstormed—to first appreciate what your prospective client is going through on a daily basis.

That’s why you should ask and answer:

  • What are your prospect’s current problems?
  • What challenges does your prospect currently face?
  • What are the stressors in your prospect’s life?
  • What is your prospect’s desired future state? (In other words, what does the prospect really, really want?)

Your product or service may not address/answer or solve all their problems, challenges, stresses. But you are far likelier to create content that resonates with your prospect once you have identified these pain points.

When it comes to your prospect’s desired future state, have a clear sense of what your prospect really, really wants. After all, that’s what they’re really buying when they decide to do business with you.

Step Two: Identify where these problems, challenges, stressors, and desired future state fit within your prospect’s buying journey.

Let’s return to the staircase metaphor I shared at the beginning of this post. Each step of that staircase represents a problem your content marketing can help your prospect to solve. As your prospect ascends the staircase, the problems your content helps to solve get bigger and bigger … until the natural next step is simply to hire your organization to solve your prospect’s biggest problems.

Along the same lines, what problems/challenges/stressors are most top-of-mind for your prospect along the buyer’s journey? Quite often, when a prospect is early in the B2B buying journey, he or she is dealing with more immediate problems: the kind of problems that land at his or her desk each day.

Later in the buyer journey, when the prospect is in the Consideration/Intent stage, he or she is often working with leaders and other stakeholders. These problems/challenges/stressors often involve other people: getting others on the same page, for example, or making the case that the solution the prospect wants (i.e., your company) is the right solution.

By framing your content marketing strategy around solving problems along the buyer journey, your content helps to nurture the sales opportunity.

I hope you found this article helpful. If so, please leave a comment and share with a colleague.

Influencer Marketing

Influencer Marketing

Health care companies are finding innovative ways to reach their targeted audiences. One approach to creating new connections is leveraging influencer marketing. But is influencer marketing still relevant and does it fit for the future of the health care industry?

Influencer marketing is defined as the ability for one person or campaign to sway the purchase decision of a customer or prospective customer. According to the Association of National Advertisers, 75% of advertisers in the U.S. make use of influencer marketing and, due to the success of it, 43% of them expect to increase their spending on it over the next 12 months.

Finding individuals who are passionate about your company, organization, or product is key as user-generated content grows in popularity and as a means to build brand loyalty. Often, influencer-focused content is more authentic than content created by a company or brand. Listen to this Q&A with our digital experts on what influencer marketing is, if it’s a good fit for health care brands and what to expect for the future.

 

Q&A with digital strategist Brittney Hanson and content strategist Lindsey Edson

Influencer Marketing:

L:  We should get out boxing gloves for this.

B:  So what is influencer marketing?

L:  Essentially it’s leveraging an influencer—for example, a celebrity or a micro-influencer who could just be a local business owner who has a lot of influence in your local community to market and reach an intended target audience.

B:  Oftentimes it’s somebody who has had an experience with your brand. Someone who has recovered or gotten treatment and a great experience that they had at the organization as well. So, yeah I think OB of course is kind of a natural fit, in talking to mommy bloggers and tapping into more of the micro-influencer in your local community versus, a macro influencer of an Olympic athlete or a celebrity and that type of thing which is oftentimes much more expensive for the brands.

L:  Right. And so I think that’s why the health care marketing industry as a whole could tap into influencers, especially on a micro scale as an opportunity to reach audience in a really authentic and relevant way.

B:  Maybe that’s a good transition to the future of influencer marketing. Because I think the future is bleak.

L:  I think there’s an opportunity to see the influencer marketing potential reshape for other industries.

B:  So, one key thing you said was ‘authentic’ and I feel like from a target audience standpoint, when you work through influencers, it doesn’t feel as authentic. That’s why I feel like there’s more value, or there’s increasingly more value placed on authentic, owned content or tapping into friends, relatives, etc. I know it’s hard but I think that holds more weight than these Instagram stars that are gonna slowly…

L:  Fade.

B:  Fade! Exactly! But that’s just my take on it.

L:  I still think there will always be a home and a place for influencers. We’ve seen celebrities market for a long time when Pepsi was featured in a TV commercial and there was product placement. I think that influencer marketing is just going to evolve as social channels evolve and how they’re being used. Speaking of influencers, follow us on our Hailey Sault blog and our social media platforms for more.

9 Questions that drive next level health care marketing plans

Avoiding Mistakes on Social Media

Avoiding Mistakes on Social Media

Do you ever question the effectiveness of your social media marketing strategy?

As social platforms constantly evolve and change, so should we as marketers—in order to best reach and engage with our audiences.

It’s easy to get lost in the routine of planning content and not re-visit strategic goals and ways to optimize your social media marketing. This kind of routine can lead to commonly missed opportunities. As with all mistakes, the first step is becoming aware of them. Take a look as we review the top social media mistakes you should avoid as a health care marketer, and what you can start doing about them.

Q&A with digital strategist Brittney Hanson and content strategist Lindsey Edson

B:  Today we are talking about some of the big mistakes that we see health care brands making in social media.

L:  I  know one is a great opportunity for some health care marketers to leverage their evergreen content. If there is content—whether it be blog, using email, social or on the website—that is not time sensitive, is still relevant for your audience, there is still an opportunity to re-purpose that,  repackage it in a way with new images and copy, to make that content work a little harder for you.

B:  Yes, so basically it’s not: posted out on Facebook, on Twitter twice, on Instagram and then call it a day, right?

L:  Right. Let’s talk about targeting.

B:  (This is) another missed opportunity or mistake that health care brands are making. Obviously you have a Facebook page, you have Twitter, and they’re trying to reach a broad audience for different service lines. Even though (for example) a male liker of your page or a male follower of your page is probably not going to be as receptive to content talking about mammograms. You can take advantage of the native targeting within the platform.

L:  Sometimes it is easy to schedule a post, leave it and forget it. And often a missed opportunity is to engage with your followers. See who’s liking it, who is reacting or responding, commenting, and participate in the conversation—just to increase your engagement level and humanize your brand.

B:  Using it as a loyalty tool as well as a customer service tool. I think there’s huge opportunity for a lot of health care brands, a lot of our clients, to take advantage of that as a 1:1 means of reaching your target audience, reaching your customer, and really turning them into a loyal advocate for your brand.

B:  So we have many more ideas of mistakes made by health care brands in social media, but  this video has probably gone on long enough. So we can cut it short!

L:  Follow us on social media and our blog to look for more solutions on social media marketing.

9 Questions that drive next level health care marketing plans

Who is generation Z? The top 4 things you need to know about their digital behavior and how to reach them.

Who is generation Z? The top 4 things you need to know about their digital behavior and how to reach them.

Generation Z is comprised of people born after 1996. They have a buying power of $143 billion, and are well on track to becoming the largest generation of consumers by 2020.

85% of Generation Z is on social media, and are 59% more likely than previous generations to connect with brands on social media. The challenge? Generation Z has an attention span of only 8 seconds. Having grown up bridging the gap between a young Millennial or older Generation Z, I know as well as anyone. With a generation as robust as this, health care marketers should understand how Generation Zers interact with—and impact—brands like health care.

Here are four  things to know about Generation Z  to engage and impact them with your health care brand.

1. Ditch the stereotype.

Before you try to market to Generation Z, you should ditch the stereotype that they are a  generation with a social media addiction, a screen obsession, and a lack of focus.

Their digital intelligence should be embraced, rather than discarded. Grace Masback, a renowned voice for her generation, does a wonderful job expressing this in her book, The Voice of Gen Z. Understanding the Attitudes & Attributes of America’s Next “Greatest Generation, by stating:

“The key to understanding Gen Z is that we’ve taken the notoriously short attention span of millennials and reduced it further, not because we can’t dive deep into topics, but because as technology or digital “natives” we’ve spent our whole lives training to engage with the constantly changing technology landscape, and can process digital content with amazing speed.”

You should no longer look at their 8-second attention span as a lack of focus, but as an impressively fast digital processing time. Once you ditch the negative stereotypes of Generation Z, you will be able to effectively target the digital mediums needed to reach this generation.

Health Care Branding: 6 benefits to discovering your archetype.

Health Care Branding: 6 benefits to discovering your archetype.

Do you want to build trust and be top-of-mind with your audience in a way that is more authentic and true to your brand? Do you want to leave no doubt in your health care consumers’ minds about what differentiates you from your competition? Dig into archetypes, what they are and how to use them successfully with our director of visual identity, Joe Gunderson.

Most organizations know who they are but they have a hard time communicating that to an audience. So, that’s why we’re going to talk about archetypes today. Let’s start out with the definition of what archetypes actually are. They are universal characteristics or symbols that help develop your brand. An easy way to understand archetypes would be to look at celebrities such as Oprah or John Wayne. They each have certain qualities that we quickly and immediately associate with who they are and what they’re about.

When I think of Oprah, I think of giving. I think of a connector. I think, for some, she’s hope. John Wayne was very blunt, stoic. Other cowboys wanted to be him, that’s how big of a cowboy he was.

There are six reasons archetypes can help benefit your organization:

  1. They humanize your organization. Consumers and audiences are looking for organizations that they can trust and connect with. And being authentic in the marketplace is priority number one.
  2. Archetypes provide a clear purpose. We’ve worked with a lot of organizations, health care primarily, that need to be defined with their purpose. They do understand who they are, but they need to better understand how to communicate that outwardly to their audience.
  3. They define your voice. This would be your brand voice. When you have an authentic voice that is true to you, it really helps build that trust with your audience.
  4. Archetypes can benefit you through your visual identity or visual strategy. Here at Hailey Sault, we have an icon that we created for our visual brand. Symbols just like this immediately impact your audience in the same way a personality characteristic can.
  5. Archetypes can differentiate you in the marketplace. By knowing who you are, you can better position yourself so your audience knows exactly what you are about.
  6. Which leads me to my final point and that is to know your competitor. When you better understand their archetypes, you can better understand how you can position yourself in the marketplace.

These are my six reasons you can benefit from using archetypes. Hope you enjoyed this and learned something. Comment below or reach out to us on haileysault.com if you have questions or want to discuss archetypes with us.