6 Steps to a Successful Digital Marketing Plan
Health spending has increased by 20% over the past year. Despite the rapid growth the industry is experiencing, marketers face challenges in implementing digital campaigns. New technologies, data and privacy issues, legislative and regulatory changes, and costs are just a few of the factors marketers face when creating a digital marketing plan.
To help your organization thrive, implement the following steps in your digital marketing plan or download the infographic.
Know your unique value
It’s essential in any industry, but it’s especially important in the crowded healthcare market. Determining your unique value will become the foundation of your marketing strategy.
Know your audience
With so many players in healthcare, don’t waste your efforts on a one-size-fits-all marketing approach. What do you offer that provides the best resource to your target audience? You should always consider:
- What character are you talking to
- Pain points you are trying to resolve
- Where does your persona fit in the buyer’s journey?
Be personal
Personalize content for each persona in the path to purchase. Here are some criteria you can use to create personalized content:
- Behviour: Have your users visited your site before or is this the first time? Did they download a certain item or did they go to a specific page?
- The context: What device, time of day, day of the week did the person use?
- Demography: What city/state/country are they in? What is their sex? Age? Income level?
Map the buyer’s journey to find the right content for each person at every stage. Personalization can cross multiple media and impact your digital campaign.
Create multi-channel multimedia content
Content is what keeps buyers engaged. Provide related resources at each stage of the buyer’s journey to guide your visitors through the process. Learn how to reuse your best content to present it in different ways, like creating a webinar, white paper, blog post, or infographic.
Make sure people can find you
The healthcare space is especially crowded, so it’s essential that your target audience can easily find your solution in the crowd.
- Do a keyword research: Make sure your website and online documents are optimized for the keywords your buyers are most likely to use.
- Use long tail keywords: Eliminate people who search under more generic terms.
- Develop landing pages or microsites for your keywords: This will help you capture lead information.
Nurture your prospects throughout
When sales are complicated and the sales cycle is long, especially in healthcare, the ability to strategically deliver value to customers and prospects throughout the sales process can keep them active and engaged. .
Implementing a smart and strategic digital marketing campaign will give your business an edge, so make sure you don’t miss the most valuable tips on creating a digital campaign. Download infographic
