Inbound Marketing for your Medical Specialty

Transcription

1 Inbound Marketing for your Medical Specialty Kevin Asp, CRT, RPSGT President, SomnoSure President, InboundMed Founder, Alaska Sleep Clinic Soldotna, Alaska Kenai River and Aidan 1

2 #Disclaimer 2

3 What is Traditional (Outbound) Marketing? TV Outbound Marketing Examples Radio Cold Calls Direct Mail Inundated by information whether we wanted it or not, but now. 3

4 TiVo Can Spam 4

5 What is Inbound Marketing? Inbound marketing is advertising a company through blogs, podcasts, video, ebooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing. Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content. (AKA Permission Marketing) Source Wikipedia 70% ZMOT 5

6 How Do I? earn the attention of customers make my company easy to be found draw customers to my website by producing interesting content Ultimately increase traffic to my website and Convert leads to customers Start with Why? 6

7 WHY Fundamentally understand why we do what we do Helps to convey trust Our content has to be honest and transparent We need to be great storytellers Identified as the thought leaders in your industry Inbound Methodology 7

8 Stage 1: Eyeballs (Actions) 8

9 10/6/2015 Blogging Content is KING A blog is content written online Purpose: is to earn the attention of customers by producing interesting content. It is not meant to advertise or we we, rather to inform Earn the trust of the customer through transparent, honest and engaging storytelling Companies that blog get 55% more website visitors. Source Hubspot 9

10 72% of internet users say they looked online for health information within the past year. 10

11 100 Billion searches are conducted every month on Google. 11

12 How Can I Be Found? Words Matter! Picking the right keywords can make your blogs easy to be found Use keyword tools to find low difficulty/moderate traffic keywords to go after the Low hanging fruit Short and longtail keywords CPAP CPAP in Alaska CPAP Equipment Providers in Alaska 12

13 LISTEN! They ask, We answer! The Big 5 Cost/Price Problems Vs or comparison based Review based Best of 13

14 Other Blogs: Seasonal Articles Spring: Summer: Fall: Winter: Allergies Sleep Hygiene School Start Time SAD 14

15 Repurpose Blogs and other Channels Staff use them as s Hijack examples, Digital David Social Media Podcasts Periscope Blab Content is King, but Context is GOD! Stage 2: Conversion 15

16 Call to Actions Call to Action (CTA) is an image or text that prompts visitors to take action, such as subscribe to a newsletter, ebooks, view a webinar, or receive an offer The goal is to drive traffic to landing pages. They then become Leads 16

17 Landing Pages Is a web page that allows you to capture a visitor s information thru a lead form This is where you convert traffic to leads Use an image that relates to the topic Use a clear title, description, and layout to instantly convey the value of your offer Structure the forms with the user in mind so they re not too long or invasive. 17

18 Thank You Page 18

19 Stage 3: Lead Nurturing Lead Nurturing Automated Follow up Hi kevin, We are thrilled that you downloaded all three of our E books. Whether the information was for you, a loved one, or your patients, we sincerely hope that you found the e books informative and valuable. Have you checked out our articles "How Much Does a Sleep Study Cost?" or "Does Insurance Cover Sleep Studies?" These two articles, while not included in the e books, can offer practical answers to patient questions concerning how to pay for their sleep studies and CPAP therapy. We hope you find these two additional articles equally informative. Don't forget that you can always subscribe to our blog to sign up for new educational articles for The Alaska Sleep Clinic by clicking the subscription tab below. We are always up for suggestions on articles that you would find informative. So, if you'd like more information on a broad or specific topic respond back with your ideas. Sincerely, The Alaska Sleep Clinic 19

20 Case Study Alaska Sleep Clinic Results Alaska Sleep Clinic 20

21 Inbound Marketing in a Nutshell We are the BEST teachers of the problems we solve! one more thing 21

22 The PIXAR Code Emma Coats, former story artist at Pixar, Once upon a time there was. Emma Coats, former story artist at Pixar, 22

23 Once upon a time there was. Every day,. Emma Coats, former story artist at Pixar, Once upon a time there was. Every day,. One day. Emma Coats, former story artist at Pixar, 23

24 Once upon a time there was. Every day,. One day. Because of that,. Emma Coats, former story artist at Pixar, Once upon a time there was. Every day,. One day. Because of that,. Because of that,. Emma Coats, former story artist at Pixar, 24

25 Once upon a time there was. Every day,. One day. Because of that,. Because of that,. Until Finally,. Emma Coats, former story artist at Pixar, 25

26 Once upon a time, there was a widowed fish named Marlin who was extremely protective of his only son, Nemo. Every day, Marlin warned Nemo of the ocean s dangers and implored him not to swim far away. One Day, in an act of defiance, Nemo ignores his father s warnings and swims into the open water., Because of that, he is captured by a diver and ends up as a pet in the fish tank of a dentist in Sydney. Because of that, Marlin sets off on a journey to recover Nemo, enlisting the help of other sea creatures along the way. Until finally, Marlin and Nemo find each other, reunite, and learn that love depends on trust. 26

27 Once upon a time, getting out our message about the importance of sleep mostly fell upon deaf ears. Every day, health care providers and family members alike felt that it was impossible to get the word out in a manner that could be heard and found. 27

28 One day, a few pioneers decided to change the game. Because of that, ideas like creating content online that was relevant and addressed the they ask, we answer philosophy. 28

29 Because of that, hundreds of thousands of people found answers to their questions and found they weren t alone. Until finally, the awareness was such that millions of people world wide appreciated the importance of sleep and sought help from those that they could trust! 29

30 Thank you! 30