Top Trends in Digital Marketing

The Consult YHN Marketing Team recently attended the Philadelphia Digital Summit, a 2-day event focused on all things interactive — websites, SEO, PPC, social media, email marketing, and more! We came back energized (much like our Associates do after Consult YHN’s annual Convention) and want to share some core findings to help you refine your digital marketing strategy.

Connecting with customers via content isn’t optional.

Content was one of the main topics discussed during the event because, in today’s world, marketing is all about storytelling. The content that you produce is key to connecting with your customers and establishing a rapport via your digital marketing activities. While it’s important to determine how you’re going to reach customers — through SEO, Social Media, PPC — it’s just as important to plan what you’re going to share so that customers engage with your brand.

Start by assessing the most visited pages on your website — this is intelligent insight that can influence your messaging strategy! Developing content around these pages allows you to generate information based on what your audience is most interested in consuming.

Individuals want information, not simply promotional messages and the most effective way to connect with people is on an emotional level. In fact, 88 percent of consumers say that personally relevant content improves how they feel about a brand. While crafting messaging, ask yourself questions like: What problem is my customer looking to solve? How will my services offer customers a better quality of life? What’s in it for the customer?

Still not sure where to begin? Think about the questions customers ask you and your staff most often and let those drive your editorial calendar for blog posts, social media content, and more. You stand a greater chance of effectively engaging your customers with the information that’s most relevant to them.

Stop sabotaging your email marketing efforts.

Email marketing was another hot-button topic during the conference. Across the board, the focus was on how to strategically influence your email marketing activities for optimal impact, instead of continuing to “batch blast” your entire contact list. It’s so important to pay attention to this activity to engage your customers because email is the preferred method of communication, according to 78 percent of consumers.

Enhance your email marketing game with these top two tips:

1. List Segmentation

Let’s start with your goldmine — your customer list, which is by far the biggest make or break factor in your email marketing strategy. It’s imperative to take the time to understand your customers based on their needs and start thinking about the customer journey for every segment of your list (think Tested Not Sold (TNS), Out of Warranty (OOW), and Wellness). If you spend the time to truly define your list thoughtfully, it will pay off.

2. Relevant Messaging

Put your consumer hat on for a second…do you ignore or delete emails that aren’t relevant to your situation at the time? If you answered “yes,” realize that your customers do the same thing!

Gone are the days when your entire email marketing strategy can consist of blasting out a quarterly newsletter to your full database. Today’s consumers expect more thoughtful, relevant and timely communication than ever before. One way you can appeal to this desire is to personalize content and messaging as much as possible based on what you know about that customer. Start small — in fact, personalized subject lines alone can increase email open rates by 26 percent, so add that one element to your next email communication before you hit “send.”

How much do consumers care about mobile?

Simply put, more people own a mobile phone than a toothbrush. Yes, you read that correctly. The world is more connected via mobile devices than ever before. In fact, mobile connectivity overtook desktop for the first time in 2016.

What does all this mean for your website? Be sure that your site has a responsive and/or mobile design to function smoothly on tablets and smartphones. Since nearly 60 percent of search queries now come from a mobile device, it’s important for customers to be able to easily access your site for research or location information on the go.

The Digital Marketing Wrap-Up: Top 3 Takeaways

  1. Content is king! If you have an authentic dialogue with your customers frequently — via emotional messaging that focuses on their interests — you’ll build trust and loyalty.
  2. Focus on your email strategy by developing a plan and mapping out which message will be sent to the different segments of your customer database.
  3. Accessing information via mobile devices is becoming a way of life for consumers. Be sure that your website is built with responsive and/or mobile in mind.

Digital marketing moves at lightning speed, but Consult YHN is here to help! Contact Consult YHN Marketing at marketing@ConsultYHN.com to discuss the latest digital marketing trends and how you can stay relevant.

About the Author

Keara M. Piekanski joined Consult YHN in 2010 and serves as Director, Product Management. She has over 13 years of marketing experience and develops products and services for Associates. She graduated Magna Cum Laude from the University of Pittsburgh, is Lean Six Sigma Green Belt certified, and is pursuing an MBA at Villanova University.

The Importance of Customer Surveys

Most of us start the day raring to go – energized after our first cup of coffee, ready to tackle the day’s activities and anything that comes our way! Even though we may have the best of intentions and believe that we are expressing ourselves positively in front of customers, plus offering the best in class service, often, there’s a disconnect between perception and reality. What we believe to be true may not necessarily align with our customers’ viewpoint. That’s why it’s so important to solicit feedback from our customers – candid commentary regarding their experience on every visit.

Why Customer Surveys?

Beyond being a courtesy to customers – truly caring about their interaction with personnel by asking for their overall satisfaction – surveys gauge customer loyalty in real time. We all know that the records in the patient database are a primary key to business success, but did you know that businesses are fourteen times more likely to sell to an existing customer than a new one? This means intimately understanding the patient journey and correcting any bumps along the way. Administering surveys and reviewing feedback regularly allows insight into any systemic issues within the business that need attention. Also, if there are any unhappy customers, reaching out ASAP to remedy their grievance is the best practice and may turn a soured customer into a champion.

The Net Promoter Score

Net Promoter Score IconsOne way to measure customer engagement is by establishing a business’ Net Promotor Score (NPS), a leading indicator of customer loyalty that has been adopted by more than two-thirds of Fortune 1000 companies. The NPS, measured on a scale of zero to one hundred, establishes how connected a customer is to a business. Ultimately, every business’ score should be upwards of seventy, which equals “world class” service. The only way to evaluate whether a business’ NPS is on the “world class” level is to first understand the current NPS score and then make strides to improve customer experience, if needed.

As a consumer yourself, you likely know more about the NPS rating than you think. If you’ve ever rated a business via an online survey by answering the question “How likely is it that you would recommend this company to a friend or colleague?” then you’ve helped a business better understand their own NPS rating!

By soliciting your customers’ opinions about their experiences, you are not only extending them a courtesy, but you’re actively evaluating how connected they are to your business. Your overall profit can benefit in a big way from keeping customers loyal to your practice – and that requires asking how satisfied every patient is with his or her experience after leaving your office.

Interested in learning more about customer surveys? Contact Consult YHN’s Marketing department for details about our exclusive Consumer Survey Program – 800.984.3272, option 8 or marketing@consultyhn.com.

About the Author

Keara M. Piekanski joined Consult YHN in 2010 and serves as Director, Product Management. She has over 13 years of marketing experience and develops products and services for Associates. She graduated Magna Cum Laude from the University of Pittsburgh, is Lean Six Sigma Green Belt certified, and is pursuing an MBA at Villanova University.

A Decade of Marketing: a journey through change and transformation

When I began my career in marketing over a decade ago, my world was very different. Reflecting upon this time with what I now know, I admit that there was a lot of guesswork, trial and error was often a “strategy,” and the concept of tracking was a “nice to have.” It wasn’t just because it was early in my own career; it’s just how things were done. At the time, most of my clients were focused on their newspaper and direct mail efforts and were obsessed with the creative side of things. They reluctantly dabbled in digital media [which was barely a “thing”] with a “state-of-the-art” HTML website – and this was only when they had a few dollars left in the budget and were told ad nauseam it was a good idea. These approaches were acceptable for the time, but there’s been a LOT of evolution at a breakneck pace over the past decade. As a marketer, I’ve continued to run to keep up [and have enjoyed every minute of it]!

Truth be told, during the early 2000’s it was a bit of a “churn and burn” approach to marketing – which campaign can we implement now to obtain a few new customers, never to think about them again after purchase? Since there wasn’t much data analysis, when a client “felt” like something didn’t work, they’d pull the plug and often prematurely abort an otherwise successful program. Plus, social media was in its infancy and you were lucky if you carried the latest flip phone…

Fast forward to [almost] 2015 and it’s truly a different world. There are many things I’m grateful for – the focus on segmented, targeted messaging, a high level of importance placed on tracking and analytics and the power of the consumer. The last point might be the most significant switch – as marketers we need to constantly focus on customer experience, retention and communication preference. 10yrsThis concept is a wonderful touchstone to consider when planning and implementing marketing strategies. We now find ourselves continuously asking: What resonates with the customer? How do they like to be reached [via text, email, direct mail, etc.]? What does “great” look like to them? How can we better reach, speak with and connect with our customer?

Successful communication with the customer is hinged upon targeted messaging via the appropriate medium, not just about the creative campaign – this is a significant cultural shift in the world of marketing. The mass messaging approach of yester year is a waste of time, energy and resources. Today’s consumer is highly educated and motivated to purchase based on their needs and preferred buying habits. Understanding these preferences – and communicating to each consumer in a relevant way – is the key to capturing their business, making them a repeat buyer and [hopefully] obtaining referrals for your business and/or product.

The main way today’s consumers become so informed and savvy is through online research, including price  shopping, product reviews, and referrals from peer-to-peer interactions [social media]. These are the main reasons that today’s marketing strategies and tactics are so digitally focused. It’s important for potential clients to be able to find your business via online mediums. You’ll want to ensure that you’re online reputation is stellar; this is accomplished through online reviews, social media exposure and ongoing content [regular blog postings].

Regardless of the industry, times change and marketing is often a significant driving force. I know that both my professional and personal experiences have changed because of marketing. Those who pay attention to the changes, embrace the journey and transform along the way are the ones who’ll have the most success!

Plan to Measure & Measure the Plan

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As 2014 is coming to a close (we can tell by the plethora of holiday décor in every retail store), we want you to seriously consider your marketing strategy for 2015.  If you don’t already have your plan in place – and some do – you may not be sure where to begin.  Our number one recommendation is to look backward before looking forward, meaning assess your marketing efforts from 2014 and how each one contributed to the bottom line before embarking on a plan for the next 12-months.

Two Consult YHN colleagues recently co-authored an article in Hearing Review that sums up this idea perfectly: Know Your Marketing; Know Your ROI.  By having a defined marketing plan and tracking its efficacy (plus course correcting along the way), you’ll be able to capture beneficial trends from your data and eliminate wasteful spending.

But first, you have to actually develop the plan.  After allocating 10-12% of your overall budget towards marketing, we recommend:

  • Using a targeted multi-media approach with frequency and consistency (including direct mail, print and digital media)
  • Ensuring you are communicating with both your current customers and prospects via mail, telemarketing, etc.
  • Creating messaging that resonates with your target audiences; i.e. speak to individuals about what matters to them via their preferred communication channels – email, print, text, etc.

Once your plan is up and running, track the results.  As recommended in Know Your Marketing; Know Your ROI, many computer programs are available to facilitate and simplify tracking (Consult YHN has one), but typically a person(s) in your office must physically input the response data.  It’s important to consistently gather this data because you will use it to calculate your return on investment, or ROI.

Once you gather the data, then what?  Consult YHN recommends a quarterly assessment of all marketing initiatives to analyze trends, assess the performance of the plan, and ensure marketing dollars are being spent wisely.  Some key metrics to pay attention to: number of calls (how many times did the phone ring from each initiative), number of appointments set and number of hearing devices sold.  The aggregate of these metrics will contribute to your ROI calculation.  To discover how to properly calculate ROI, click here.

Remember, marketing 101 tells us that developing a plan and working that plan frequently and consistently yields success; couple that with tracking your results, calculating ROI and analyzing those results in order to tweak your plan will put you on a successful marketing trajectory.

 

For questions or a free 30 minute marketing consultation, contact marketing at marketing@ConsultYHN.com.

Honesty In Online Communication

We learned in kindergarten that honesty is the best policy but how many of us actually apply this advice on a daily basis?  In a culture that’s increasingly driven by countless forms of communication resulting in 24-hour access with fewer and fewer chances to be ‘off the grid,’ has it become easier to stretch the truth, feign ignorance or simply lie? According to Jeffrey Hancock, associate professor of communication and information science at Cornell University, being perceived as deceptive can seriously harm reputations and relationships, regardless of the medium.  His studies have also shown [surprisingly] that we tend to lie less online than in person or over the telephone; perhaps it’s because our online, documented posts, comments, status updates, and pictures will be around for a long time.  As a business owner, the type of communication you put in front of your audience adds up – and honesty is a big part of tipping the scales in your favor.

Enter social media. 

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Honest and open communication is the cornerstone of social messaging.

Whether it’s Facebook, Twitter or LinkedIn for business or Pinterest, Instgram or YouTube for pleasure, have you thought about how you are representing yourself online?  The first thing to do is learn how to engage online responsibly and assume you are speaking in public at all times.  We’ll say it again: the internet is not forgiving; posts, comments, status updates, and pictures will live on for the foreseeable future.  Make sure your professional social presence is one you are proud of now and will be in years to come.

Also, be yourself – honest and open communication is the cornerstone of social messaging.  Customers, or potential customers, will respect genuine communication that matters to them.  For instance, use the 4-1-1 rule; post 4 interesting, funny or informational ideas, 1 promotional post and 1 re-post [share with a friend, answer a question, hit the ‘like’ button, etc.], all of which need to be relevant to your audience.  Regardless of whether you post a few times daily or a few times per month, follow the rule above for a targeted strategy that will resonate with your audience.  And as a general rule, before posting on any social medium, ask yourself if the information is honest and relevant.

The review sites.

Here’s where honesty may be most beneficial.  What happens when online reviews about your business begin popping up via Yelp and Google?   If they are positive, great!  But what about the other side of that coin?  We’d all like to think that we give 100% all day every day, but the reality is that sometimes we fall short.  It’s inevitable that you’ll see a less than stellar business review at some point.  When confronted with this ‘bad’ review, it’s how you handle this perceived setback that can set you apart.

Be courageous in the face of bad news, honorably standing tall despite conflict [even if you suspect the negative review is the handiwork of your competitor down the street].  If tempted to avoid the issue, or to make an excuse, think of how you’d feel if a comment you made went unaddressed or simply ignored.  Not pleased, right?  Human beings are deeply attracted to courageous honesty, but sometimes when we are on the other side of the complaint it’s difficult not to be defensive.  It’s best to apologize and do everything we can to make things right — right away.  A February 2014 study by the Social Media Marketing University found that 52% of US marketers respond to negative online comments within 24 hours.  That means responding diplomatically to the comment online, calling the customer [if you can] and remedying the situation ASAP!  The Retail Consumer Report found that of consumers who received a reply in response to their negative review, 33% posted a positive review and 34% deleted their original negative review.  That means by handling the issue, you might even get that nasty, negative comment retracted!

It will work. Honest.

If you believe in what you are doing and are passionate about why you get up every day, this honesty task will be a piece of cake.  Communicating with a broader audience is easier today than ever before, but remember, your message needs to be relevant, timely and genuine.