For several decades companies measured marketing success in terms of two basic metrics: reach and frequency.
Reach was a measure of how many people, or households, saw a certain print advertisement or TV spot, whereas frequency referred to the number of times the advertisement was seen.
These two marketing metrics were major drivers for strategic decision making throughout the advertising world, and they still are in many quarters. It’s easy to understand why.
Traditional advertising mediums like newspaper and radio pack a serious punch when it comes to reach. Powerhouse newspapers like USA Today and The Wall Street Journal boast circulation numbers of about 1.6 and 1 million respectively.
Nielsen numbers show that about 271 million Americans listen to AM/FM radio on a weekly basis. Without a doubt, reach and frequency are important factors to consider.
But now we have the Internet.
With the advent of the Digital Age, and all of the analytical capabilities that are intrinsic to the World Wide Web, reach and frequency are no longer the sole drivers of an effective marketing strategy.
Digital marketing needs to supplement print marketing and other traditional advertising mediums. “See” metrics have to work in conjunction with measurements of what customers, “think” and “do” for companies to truly enjoy sustainable marketing success.
Why is this so crucial?
Marketing your company has to be about more than just throwing out generic buzzwords. Your marketing needs to represent everything your company does and stands for.
The best way to build an excellent marketing plan that leads to happier customers and higher profit margins? Pairing with the right marketing firm. Because when you want something done right, it’s always better to let an expert do it for you, isn’t it?
Let’s take a look at four signs that you know you have the right marketing firm.
With 400 hours of video content uploaded to YouTube every minute, YouTube continues to grow faster than anyone can keep up with. The power of video continues to be validated by these shocking statistics about YouTube. There is no shortage of content on YouTube and it doesn’t seem to be slowing.
According to “The Digital Journey to Wellness,” a Google and Compete Inc. hospital study, 77% of patients used search engines and 83% used hospital sites before booking an appointment. In today’s digital world, prospective patients are now ACTIVE PARTNERS in their medical journeys. If you are a part of this journey, you will be able to increase patient acquisition for your hospital.
This creates a huge opportunity for you. Hospitals are in an inevitable position with lots of in-house experts, as well as a hungry audience eager to research a vast amount of health-related topics. Many healthcare organizations have expanded their priorities from simply growing their online and social media presence to actually engaging with patients and consumers on various platforms.
And there’s arguably no better engagement tool than video marketing. Video can connect and educate while humanizing the organization.
Trends continue to show more of the buyer’s online journey is moving to the digital world. A recent Forrester report, “2016 B2B Budget Plans Show That It’s Time For A Digital Wake-up,” B2B marketers are in need of new ways to generate more compelling customer experiences. “Simply sticking with what worked previously is a poor strategy,” the report says, “given that business buyers have become more sophisticated in their digital and mobile use.”
One of the report’s recommendations is that marketers should be, “focusing content marketing efforts on video…”
This doesn’t have to be complicated or expensive. There are so many different types of videos that can be created and utilized in many different digital channels.
As you know, content marketing touches every marketing and sales channel. There is an opportunity for video to enhance each of your customer and prospect touch points.
Is anyone busier than doctors these days? We bet if you ask anybody in Marketing Communications or Sales Management; their answer would be an enthusiastic, “No!”
In addition to a doctor’s primary passion of caring for patients, he or she must also supervise staff, juggle changing fee structures, deal with new insurance policies stemming from the Affordable Care Act, and manage electronic medical records (EMRs). Physicians also must make time to read medical journal reports pertinent to their specialty, exchange information with their peers, attend medical conferences and sometimes conduct research studies of their own.
It’s no wonder that the doctor’s door is closed more often today to marketing representatives. They simply have less time. And in the biotechnology, molecular genetics and genomic fields, the information you need in HCP education changes often and is complex, requiring more time.
Doctors with less time vs. communication that takes more time? That’s a no-win situation in HCP marketing, you say. And it leaves you with the less dynamic text-only options of email and PDFs.
We are all racing to bring in new customers or clients. It seems to be a race to be the first, yell the loudest and push the hardest. But I argue that there is a better way to win the race. With the mounting evidence that visual content is crucial in driving both brand awareness and conversions, digital video is entering the forefront of many marketing strategies. But what type of video would work best for your needs?
Naturally, a plethora of video ideas float around the web and could be utilized to suit your marketing strategy. Today, I’m going to focus on a company explainer video to help drive new customers to your business and differentiate you from the competition. Industries having to market complicated products or services, such as healthcare, simply explaining what your company does is an important part of the conversion process. Relating to your audience and helping them understand how you solve for their situation is what an explainer video is all about.
In recent years, we have really seen video marketing come to the forefront of the digital marketing industry. As internet connections have allowed for higher bandwidth usage, videos have become a go-to marketing choice for some of the largest brands. And have made large brands out of small companies.
However, many businesses jump head-first into video creation without taking the time to stop and ask themselves if the way that they are going about it is putting them in a position to improve their revenue and connect with their audience.
Uploading a PowerPoint presentation with music playing over the top of it isn’t effective video marketing, and in most cases, your time would be better spent on other tasks. But, there are some simple tips that you can follow that help to ensure that your businesses video marketing efforts are effective. Following these video marketing strategies can lead to successful videos.
Facebook is already one of the world’s largest social networks. Its large user base is logging on more often and more frequently as Facebook introduces new concepts into its growing network. One of the many changes the site has introduced is Facebook Video, which allows users to easily share their videos. This feature has been widely successful and is growing in use every day. Learn how thousands of businesses are starting to take advantage of Facebook Video and why this feature could replace video streaming giants like YouTube in the future.