Category Archive : Digital Marketing

Marketing a healthcare business is hard! The Healthcare Industry is a unique field because while dealing with the very sensitive nature of treating your patients, which often makes you scared, vulnerable or confused, you also work in a very scientific and cutting edge industry where treatments, constantly evolving tools and systems. Healthcare providers today rarely get caught up in new health marketing strategy and sales processes or respond to technological advances.

The healthcare marketing landscape has changed dramatically in the last decade with the rise of technology tools, social media, and digital devices. A recent Socialnomics article quotes Tricia Wilkerson, Senior Marketing Specialist at Conifer Health Solutions, on the state of B2B marketing in the healthcare industry: “Healthcare is notoriously behind other industries when responding to advances in technology and audience expectations, so it remains important for marketers to drive the industry forward with smart trend adoption.”

Here are some important statistics to keep in mind as you start planning your marketing strategy:

• As of 2016, there were more than 326 million people in the US, each one with their own personality and each one of them a potential patient.

• 52% of smartphone users collect health-related data from a smartphone.

• 91% of adults have their smartphone within arm’s reach 24/7.

• According to recent data from Facebook, the number one most requested recommendation is a doctor or health care provider.

• There are 8.2 billion views of health-related videos on YouTube.

As in many B2B industries, long sales cycles can mean that change comes slowly to marketing strategy. So to make it a little easier for you, here are some essential truths we’ve discovered about healthcare marketing. Here are the three healthcare marketing secrets and how they can rejuvenate your business:

#1 Research and define your ideal clients

When you’re trying to reach a particular audience, your success depends on how deeply you can guide them. Focusing on a certain market segment to generate and attract leads will not only help you polish your marketing, but will also ensure that the customer association you gain from your sales and marketing operations has a better success rate.

How to reach your target audience in the healthcare industry?

If you’re looking to improve your healthcare marketing, you may have realized that not every message will suit every audience. Partnering with an experienced healthcare marketer is always a smart move. Before you do anything else, you need to consider your audience:

• Who are you creating this report for?

• What do they want to know?

• What will they do with the information?

For any healthcare organization and practice of all kinds—hospitals, manufacturers, physicians and surgeons, dentists, pharmacists, or collectives—the more specifically the target audience is defined, the greater its ability to inspire a positive response.

Once you have identified your target audiences, it is useful to collect information about them. This information can help you determine the information needs of your audience, how you can most effectively communicate with them, and where and how you can contact them.

#2 Create valuable content

How do healthcare marketers develop and promote relevant content? First, they must understand customer needs by building insights through primary research, syndicated sources, and behavioral analytics. Next, they need to create content that meets their needs, such as videos, blogs, articles, and supports brand goals. Finally, promote content in the media where customers interact and share.

According to a new report, 85% of healthcare B2B marketers have a content marketing strategy, but only 4% believe their programs are extremely effective.

For a healthcare marketer focused on a pediatric service line, creating useful content might mean writing an educational article on the merits and concerns of pediatric psychology. When planning to ramp up content production when the vast majority don’t believe their content marketing efforts are highly effective, B2B marketers are potentially set up for failure.

Content marketing fosters a long-term relationship with customers, which is critical in the medical industry.

3 tips to grow your healthcare business with content marketing:

1. Know what your customers want to learn

2. Be a leader in the health industry

3. Capitalize on current events

The following tips will set you up with the knowledge you need to produce better content for your readers. Content marketing is a great way to position your healthcare company as a thought leader and generate new leads and customers for your business. Be creative and offer information that gives real information to your customers.

Target ideal buyers with content

Creating and sharing successful healthcare marketing content is all about your audience: who you’re talking to and what you’re trying to say. To get the most out of your healthcare services, you first need to define the group of people you’re creating your content for and what they’ll find useful. Content marketing involves creating and sharing quality content that is specifically designed to attract your target customers. If you’re not sure how to get started with your content marketing strategy, we can help! Here’s how to target your buyer persona through content marketing.

• Definition and development of Buyer Personas

• Consider the purchasing team

• Mapping content to the buyer’s journey

The beauty of targeted content is that it was created with a specific group in mind to enjoy and learn the way they prefer to consume content. Without a people-based content marketing initiative, you risk allowing your competitors to influence shoppers by talking about their needs and addressing uncertainties through targeted content, increasing purchase consideration over time. road.

That’s especially true for B2B healthcare marketers, many of whom face longer and more complicated sales cycles, making their challenges with creating consistent and compelling content even more problematic. With that in mind, B2B marketers in other industries have a lot to learn from the world of health marketing. Make sure you always engage a specific target audience through different channels and stay relevant.

Comfort and Minimalism

Keep it simple: Minimalism is still a popular trend with more white space giving a clean and versatile design.

Slow but detailed animations can achieve comfort. The content should be short but focused. This is to make sure that your message is conveyed to visitors at first sight.

Keep in mind that… First impressions last.

Futuristic Designs

When it comes to futuristic design, the designers beat the movies.

When reviewing cutting-edge design, you’ll typically see high-tech work or big data visualization. The data points have increased 20-fold in the last 3 years, making them difficult to understand.

Custom Illustrations, Videos

An image speaks louder than words. In addition, they save space and capture the interest of users.

A study reveals that the time spent on a website increases by 100% when a page includes at least one image or video.

Videos never fail to impress as 85% of buyers would likely make a purchase after seeing a demo.

Shadows to create an illusion of depth

Shadows are popular in the designer world as they create more depth. They allow you to convert your flat design to semi-flat. The shadows, as well as a slight variation of colors, can be used for the following:

  • make CTAs appear raised when they are about to be clicked
  • establish a visual order between the elements

Note: Chorus for using too many shadows.

Responsive Web Design and Logos

Ever since Google became the leader in search engines, web developers have been comfortable using responsive web design. This is also seen in logos. All of this can be attributed to Google.

Brands today need a responsive website and logo design to maintain their presence in front of their target audience, no matter what device they use.

minimalist images

To effectively draw a user’s attention to a particular element, it’s best to use a simple background to focus more on a specific detail. This strategy is always used in e-commerce. Web designers are now applying it to boost CTA.

more blanks

Web designers use white space now more than ever. This is because a negative space makes the user focus on something valuable. This is, for example, the product you are selling with an optimized CTA.

Animations, Cinemagraphs, Gifs

Users prefer to watch stories than read text. Motion could easily capture a user’s interest more than anything else. This is the reason why Instagram is successful.

Animations, cinemagraphs, and Gifs can be used to create eye-catching web pages, newsletters, banners, and more. These terms are familiar to users of social networks.

Add animations to allow users to move smoothly through navigation and loading screens, to name a few.


Microinteractions can be seen everywhere. They differ from animations in a way that is difficult to explain. Just refer to the example below.

They are used to create highly interactive user interfaces so that users do not have to visit and scroll through pages.

Brilliant gradients and vivid colors

After a long period of absence, the gradients are back online. Gradients 2.0, with their different colors, are quickly becoming popular.

Malicious software or computer viruses are the bane of many computer users. Most computer users have encountered a virus at some point. Malicious software is better known as Malware, which is the general term used to describe any type of software or code specifically designed to exploit a computer, or computer data, without consent. ScanSafe is a service that blocks malware and secures the use of the Web and messaging.

ScanSafe was founded in 2004 and was the first company in the world to offer web security through a SaaS (software as a service) model. ScanSafe realized that the Internet was rapidly evolving and realized that there had to be a better solution for the more sophisticated threats that Web 2.0 would bring. They set out to create a solution that would require much less maintenance and be much more cost effective. ScanSafe Web Security was the first cloud solution to scan all web requests for malicious content.

The company was originally co-founded in 1999 by brothers Roy and Eldar Tuvey. The company was then acquired by Cisco Systems in December 2009 and integrated into the Cisco Security Technology Business Unit. ScanSafe has received numerous awards over the years, including SC Magazine’s “Best Content Security” solution four years in a row.

ScanSafe is fully managed and allows you to control how your employees use the Internet. You can easily create different access policies to suit different areas of your business using a visual dashboard. You can create policies based on URL categories, content types, and file types. You can block specific content and provide a custom message to the user when access is denied. In addition to creating a secure work environment where you are protected from malware, you will reduce bandwidth congestion and improve employee productivity.

It works by analyzing each web request to determine if the content is malicious. It will also check if the content is inappropriate or acceptable according to the defined security policy. ScanSafe works with Outbreak Intelligence, which uses a number of detection technologies. Create a detailed view of each web request and the associated security risk.

Deploying ScanSafe on your network is relatively easy. Some minor changes will be required to ensure that all web traffic passes through the ScanSafe service. To ensure that the correct settings are made in your network environment for ScanSafe to work properly, it would be helpful to enlist the help of a specialized integrator.

As tax time approaches, we reach out to many customers and recommend that they make an annual contribution to a tax-advantaged retirement account. Saving for retirement, or whatever the next phase of life is, is generally the most important long-term goal for all investors. It takes discipline and commitment to accumulate the savings necessary for a comfortable and enjoyable retirement lifestyle.

Today, we’re also pleased to help clients with a more surprising challenge: how do you manage taxes when you’ve done too good a job saving in tax-advantaged retirement accounts?

401Ks were launched in 1978 to supplement and eventually replace traditional workplace pensions. Many young workers heeded the best advice and worked to regularly contribute the maximum allowed, reducing current taxable income and saving for the future. The magic of compounding and a couple of very long bull markets have helped many people amass large and growing retirement accounts in their 50s. It’s easy to think, “I’ve done everything right and I can see this account growing for many years to come.” However, that might not be the best approach.

The challenge is that traditional 401K plans and traditional IRAs require withdrawals starting at age 70½, and these withdrawals will be taxed as ordinary income, both the deposits you made and the principal growth. This works well if you are in a low tax bracket during your retirement. Many successful savers today, however, are forced to make such large required withdrawals in their 70s that they find themselves paying high income taxes well into old age.

By contrast, a Roth IRA only accepts after-tax contributions, but a withdrawal is never required. Plus, after age 59 1/2, all qualifying withdrawals are completely tax-free, both your after-tax deposits and growth.

What can you do to celebrate the big savings you’ve accumulated in that IRA or 401K and still make some smart choices to limit your future tax liability? Here are 4 steps to start now to help avoid high income taxes later in life:

  1. Make a contribution to the Roth IRA each year. If your annual income qualifies, you must make a contribution to a Roth IRA. This year, the limit is $6,000 per person and $7,000 for those 50 and older. If your earned income is above the limits, you may be able to make a “backdoor” contribution by making your deposit into a traditional IRA and then converting it to a Roth IRA.

  1. Switch to Roth 401k contributions instead of traditional contributions at work. Your Roth 401K is funded by after-tax contributions. That means they will no longer reduce your income reported on your W2 each year, but now these funds will grow tax-deferred and when you leave your employer, you can roll them directly into a Roth IRA. You can then choose to withdraw the funds completely tax-free when needed, or leave the funds in the account intact, to grow for your heirs.

  1. Convert traditional IRAs into low income years. If you’ve stopped working or have a year of unusually low taxable income, it might be the perfect time to convert some or all of your Traditional IRA to a Roth IRA. You will pay regular income taxes on any amount in the traditional IRA that you convert to a Roth IRA.

  1. Take distributions or make partial conversions from IRAs. Even if you’re in a high tax bracket, if you have a particularly large IRA today and you’re over age 59 1/2, you might consider taking small distributions each year starting early. Check with your accountant how much you could withdraw (or convert) without moving into a new tax bracket. Sometimes you may even be able to make a small withdrawal/conversion with little or no additional tax for the year. These small amounts can add up over time and help reduce future taxes.

Who would have thought you could “win the retirement game” but lose it all because of taxes? When 401ks were first launched, everyone envisioned a structure that could encourage savings and offer a source of income later in life, when a person’s taxes would be lower. Few of us today expect US tax rates to be lower a few years from now. If you’ve done a great job saving in your company retirement plan or a traditional IRA, you may now realize that you could be forced to withdraw millions of thousands per year one day, at the same or higher rates. taxes than you may be paying today. . Consider these steps you can start now to manage those future taxes.

The words you use have power. It can inspire and captivate a man and make him notice you. What are the words you can use to get a man’s attention effectively?

In the same way that women like to be praised and enjoy being pampered, especially being told that they are capable and beautiful or that they have a pretty and attractive face? They feel happy whenever they receive such compliments from men. The same goes for men. What do men like to hear from women?

If you are a smart woman, will you choose to compliment a man or say things to hurt his ego? Will you say things to make him feel bad or will you say words to make him feel sure that he is good and admired? Confidence is everything that makes a man happy. Men will naturally look at you differently from other women and pay more attention to you.

Effective words will captivate a man and he will remember to use them more often and you will see the difference! Here is a list of effective phrases that you can use to captivate his heart:

1. When can we meet again?

2. I can really trust you

3. How do you know all this? i’m so impressed

4. I have never put any man like you before.

5. I like who I am when I’m with you

6. I am honored to meet you

7. You are really so funny!

8. You look wonderful/great with your new hair look

9. Are you really still single?

10. I like confident guys like you.

11. Hey, you have a special talent.

12. I think you can do it

13. I believe in you when you tell me…

14. You sure can do it

15. You have a great idea

16. You are so different from other men

17. I love the way you look at things

18. You are good at doing things like that

19. Tell me more. I love to hear what you think

20. I am happy when I am with you

21. I agree with what you said

22. You are a great/amazing boy

23. I am speechless

24. I like your jokes

25. I love being with you

26. thank you

27. It is very nice to talk to you

28. You have a nice car

29. You make me laugh

30. You have a nice smile

It’s hard to believe that some ordinary women have the ability to melt a man’s heart. She learns the secret to captivate a man’s heart, appealing to his needs and desires, using simple phrases or flattery can surely bring a smile to his face.

It’s what can make or break it. It’s what matters at the end of the day. You can pack anything in fancy wrappers and present it with a taste like no one has seen before. You can surprise people to open the elegant package and anticipate wonders. but if the content is not up to par, it will leave a bad taste in consumers’ mouths and you will lose them forever. This is exactly why content matters. Let me rephrase it. This is why unique, exciting, original and thoughtful content is important. It can be in any form; be it a video, a solitary social media post, a Gif, an article, an infographic or an Instagram story; But the heart of the matter is the content. Here’s why content is, was, and always will be king. And especially when it comes to the digital space. Everything and nothing; be it branding, marketing or advertising; the content is the most important. Here’s why content was, is, and always will be king.

Engagement Catalysts:

Good content stimulates the user to talk, act on the form of the content and interact with it. In the social media driven world, a single like or thumbs up is no longer enough. The old five-step process of pause-read-like-share-follow is all about authentic, high-quality content. Otherwise, you are just one of the posts or content that people scroll through and get lost in the crazy social media scene. Make them care. That’s what content is for.

Want to sell? Use good content.

Being in a branding agency, we understand the impact that good content has on brand awareness and the stamp of authority it imposes. Even when trying to sell a product, try to make the content not sound like a pitch a salesperson would give. If you want the user to genuinely care about and engage with your brand, your content needs to make them feel comfortable and make them feel like the brand cares “more than just wanting us to buy their product.” Try too hard to sell and the corner will back down. Turn them into brand advocates and fans of your product with good content, consistently.

Great content doesn’t describe the product, it adds to it.

What else can you do? The product has been created and has a specific purpose, whatever the field. Now, the customer-facing aspect is the product and ‘how you present it to them’, and that’s where good content can make or break. And the customer will always look for what adds the most value to their current situation, or solves a problem, nothing else will. The intangible value is considered more important than a merely functional one. There’s a reason the DIY videos, how-to videos, and small cooking videos on Tasty work like magic.

Enables higher engagement and drives more traffic

Good content is a gift that keeps on giving. And if you consistently deliver it, it adds more traffic to your website. The period of stay on the website, recurring customers, advertisements and referrals; it’s all based on how good the content is and it has the power to capture and then hold the customer’s interest. Engaging content leaves a certain impression, and that’s hard to remove, be it positive or negative.

It is a boon for search engine optimization.

Nowadays it’s all about search engine rankings. As a social media agency/brand agency that ventures into digital every day, we receive many requests from clients that start with “How can I be seen on the first page of Google?”. Our answer is great content. Add to that internal inks, relevant keywords, and links to other websites, etc. it helps in how the product will be perceived. Also, don’t forget how it works wonders for a backlink profile.

We could go on and on, but that would be overdoing it. Let us know your thoughts on why content is king.

Richard Voase offers an interesting collection of case studies on the development of tourism in Western Europe. The case studies are well organized into three thematic areas based on political, economic and socio-cultural contexts. The collection of stories communicates changes in tourism development and practices and reflects how tourism development seeks new ways of thinking about tourism. Voase concludes that tourist experiences, by travelers, show signs of active decision-making with passive consumption. This point leads the reader to think that tourists choose “canned” experiences that are creatively constructed, however accessed through extensive information seeking and decision making.

The case studies are written by a variety of authors with strong local ties to the place they are writing about, allowing extraordinary insight into the issues facing the tourism industry in Europe and North America (although North America is not). is the central theme of this book). This book can be used in a tourism development course to help students identify current issues in tourism (eg, environmental challenges, sustainability, conservation approaches) and develop theoretical definitions and models in tourism.

In his introduction, Voase conveys that the analysis or interpretation of the cases is based on political, economic, sociocultural and technological environments. The analysis captures the multidimensionality of the tourism product and the cultural and social factors that are related to current ideologies, which affect the evolution of tourism. Such ideologies relate to prevailing postmodern approaches that seem to affect consumer behaviors, capturing experiential consumption rather than product or service production processes.

The book consists of eleven chapters. The first four chapters are addressed under the lens of an analysis of the political context. The first chapter, by Meethan, introduces the role of tourism marketing and public policy in the counties of Devon and Cornwall, England. Meethan concludes that for these two countries “marketing was one aspect of a broader integrated policy that aims to incorporate tourism more fully into the regional economy” and these programs would not have been possible without European Union (EU) funding. . “The Devon and Cornwall cases also demonstrate how new organizational forms emerge in response to broader structural changes.”

Chapter 2, by Morpeth, focuses on the role of leisure and tourism as policy instruments in Britain during the 1980s. Leisure and recreation policies were used by central and local governments as an extension of urban policy to balance the negative effects of unemployment and the evident structural problems in England in the 1980s. Morpeth analyzes the case of the city of Middlesbrough and the role of Thatcherite policies on the city, which focused on the generation of inner cities and the use of tourism as a tool for regeneration.

Chapter 3, by Voase, analyzes the influence of political, economic and social change in a mature tourist destination; the Isle of Thanet in southeastern England. Voase concludes that the process of tourism policy, planning and development in a mature destination is not always straightforward. The antagonistic policy between the actors involved in tourism development generated inconsistencies in the development of the destination. Chapter 4, by Robledo and Batle, focuses on Mallorca as a case study for rethinking tourism development of a mature destination using Butler’s (1980) product life cycle concept. As a mature destination, Mallorca needs a sustainable development strategy to survive in the future. This recognition led the Tourism Department of the Balearic Islands Government to establish a regulation of the tourist offer to protect the environment. However, this plan, as identified by Robledo and Bade, is an interesting case of struggle between different groups (ie government, environmental groups, municipalities, hoteliers, construction industry) that defend their interests in tourism development. Voase identifies these first four chapters with three common factors: the role and interaction of local levels of government in the formulation and implementation of policies, the role of politics as a vehicle for the promotion and management of economic interests, and the powerful influence of social interests. -cultural factors. While these common factors are not directly evident in the case studies presented, Voase fills that gap in her writing. These common factors may stimulate further discussion about what is the role of politics in tourism and how politics can affect researchers and practitioners in the field.

The second part of the book focuses on the economic context of tourism and its use as a tool for regeneration and wealth creation. Chapter 5, by Lewis, focuses on two agri-environmental schemes, Tir Cymen and Tir Gofal, and how they affected recreational access in rural Wales. This chapter presents how these schemes caused many changes in farming practices in Wales. These changes positively affected recreation opportunities in Wale’s agricultural landscape and changed the relationships between “new rural and urban demands and rural access, all of which now reflect the interdependence of environmental health, local social and economic needs, and access to land for recreation”.

Chapter 6, by Lindroth and Soisalon-Soinimen, looks at how a historic tourism product was developed in Loviisa, Finland. The objective of the tourism development was to create an image of Loviisa as a historical tourist destination and to create new products aligned with the historical theme. Lindroth and Soisalon-Soinimen identified that without the support of the tourist office, as well as the National Board of Antiquities, the development would not have progressed significantly. In addition, funding from the European Union helped with training and expert help. The professionals and project leaders involved in the process shaped the project through their enthusiastic actions described in detail in the case study.

Chapter 7, by Bohn and Elbe, describes the story of one man and how his vision for the municipality of Alvdalen, Sweden, transformed the town into a tourist destination. The most important element of this story is that this man created a destination without being an expert in the field of tourism development. He used the current notion of relationship marketing to achieve successful development without realizing its full value as a marketing tool. This chapter also underlines the importance of cooperation between the actors involved in tourism. Voase identifies factors that these three cases share: the role of the individual entrepreneur in product development, the consumption of natural resources, and tourism focused on past heritage.

The third part of the book focuses on the sociocultural context of tourism in four case studies. Chapter 8, by Finn, looks at the change of European football from being an amateur sport to being a spectator sport. Finn identifies current sports marketing approaches, which build a product or an experience in which the identity of the fans does not fit with the current “civilized” consumption processes and, instead, the identity of the spectators fits with the images and procedures promoted by sports marketing specialists inside and outside of football. stadiums.

Chapter 9, by Baron-Yelles, focuses on nature-based tourism and tourism policies and how the ‘Large National Site at La Point du Raz’ underwent changes in tourism provision services and infrastructure to meet the demands of tourists. the reader can observe the trade-offs between natural resources and the provision of tourist experiences. This case study also shows how a destination responded to stakeholder views on coastal conservation, public access, and permitted visitation levels.

Chapter 10, by Lohmann and Mundt, focuses on mature markets for cultural tourism in Germany. The chapter looks at how tourism shapes culture through the sharing of experiences between travelers and residents of a destination. Travel and tourism are discussed as constituents of culture. Lohmann and Mundt conclude that traveling has become an important part of people’s lives and, in turn, they are exposed to other cultures, which can affect their own.

Chapter 11, by East and Luger, focuses on youth culture and tourism development in the mountains of Austria. East and Luger share interesting insights into youth reactions and behavioral adjustments toward tourists. They report that youth who become involved in tourism through family businesses tend to be more respectful of tourists. Youth from rural mountain areas were found to be interested in urban experiences.

Voase concludes that these final four cases have three underlying themes. The first theme is that the consumption experience is staged or produced. This theme brings to mind MacCannell’s (1976) notion of front and backstage realities. The front stage is the presentation of a destination to visitors, while the back stage is the actual or truer nature of a destination. The second issue is that commercialization and commodification are not synonymous terms. The third theme is that environments are often manipulated to influence people. Voase explains how sports environments have changed and have caused spectators to change as well.

Overall, this book is useful for professionals and academics because it provides case studies offered by people with close connections to the tourism industry, thus providing an insider’s point of view. Voase, as a tourism and academic tourism marketing professional, effectively assembles case studies focusing on Western European tourism and communicates concepts that change “old” tourism principles for “new”. His introductions to each collection of cases (ie, economic, political, and sociocultural) are insightful. Voase, however, does not dispute the introduction of the euro in January 2002. This is a major change in the economic structure of all EU member countries and their socio-cultural development. The interconnection of the EU countries through the common currency could create a sense of a larger community, potentially affecting tourism through the cultural, social, political and economic aspects of the EU member countries.

Finally, Voase’s final piece is insightful. Its conclusions identify the demographic, environmental and consumer trends that will influence tourism in Western Europe during the 21st century. He concludes that population ageing, global warming, and active and passive consumer segments are elements of a ‘new’ tourism. All three trends will potentially affect future research in the field of tourism development and marketing. Both academics and practitioners need to be aware of these trends. Voase, as a professional and academic, makes a significant contribution through these thematic case studies and the identification of the main themes and trends in tourism in Western Europe.

The heart of any business is the connection you have with other businesses and individuals you can call on to help meet your needs. Networking, any activity designed to create, maintain, and use interpersonal connections, is an essential business skill. But not all entrepreneurs take the time to truly master it. However, without a solid understanding of how to network effectively and efficiently, no business can establish the vital connections it needs to survive and thrive in today’s super-connected economy. Here are some tips you can use to increase the success of your network and your business.

Go with a goal. One of the first and most common mistakes people make when entering a networking situation (planned or not) is not having a firm goal in mind. Are you looking to acquire new prospects, meet colleagues for potential collaborations, create a mutual referral association, build name recognition for you and your business, find financing, or simply “shop” for exciting news and trends you can use? If you haven’t taken the time to figure out what your goals are for the next few games, you’ll have a hard time meeting them.

Of course, most businesses have a number of different needs, but in many cases any networking opportunity is unlikely to deliver more than one or two types of results, depending on the situation at hand. For example, if you attend an event comprised primarily of other people in your industry or trade, it’s unlikely you’ll meet prospects, as they’ll all be vendors like you, and you’re also unlikely to find referral partners, as nearly all of them will. . be a direct competitor. So if your primary needs are clients and referrals, such events, while not a waste of time, might not be their best use. On the other hand, if you are desperately looking for a partner to expand or are looking for the latest and greatest technology in the field to offer to your customer base, then you are definitely in the right place.

Honest your message. When someone asks what you do, can you clearly and concisely articulate not only your business but also the benefit to them? How about your 15-second “elevator pitch” or intro: is it crisp, direct, and compelling, or do people’s eyes glaze over before you get to the end? This is not the time to give a dry and deadly boring job description. Save that for your resume. When someone asks about you and your business, you are giving them a golden, but brief, opportunity to blow their minds and persuade them that you are the best thing that has happened to them since sliced ​​bread. Make sure you do.

Important: leave your sales pitch at home! Networking is networking, and sales is sales. Confuse the two and you will lose on both. No one wants to be sold to, especially when you’re clearly not in a sales environment. And remember that anyone trying to work a networking event under the “three-foot rule” (anyone within three feet is an opportunity to make a sale) is likely to find others unwilling to approach it. within three feet of them in a very short period. of time.

Check your team. Make sure you have everything you need to make a good impression. Are your business cards or other brochures up to date and as professional looking as possible? If it’s a planned event, do you know who’s coming and have you isolated a few people you definitely want to make sure you meet, or are you going blind and resigned to improvising?

And don’t forget to check the time, date and location. Nothing is more irritating than showing up only to find out you’re too early, too late, or can’t find a parking space less than a quarter mile away.

Educate your audience. Are you looking for a collaborative partner for a project? Then make sure everyone knows what the project is and what kind of partner you’re looking for (and the general parameters of the partnership they’ll be investing their time in). If you’re looking for referrals, do your potential referral sources know what constitutes a good referral for you? It is a waste of time and a drain on your referrer’s goodwill and reputation if you reject or do a poor job for everyone who refers to you because the referrals were inappropriate. Similarly, a well-educated referral source might end up sending you fewer referrals, but they are much more likely to be quality leads that have a high probability of becoming solid customers.

On the other hand, if you are prospecting directly, do your prospects know that you are the answer to their prayers and why? Remember that all prospects are tuned in to WII-FM – What’s In It For Me – and unless you make sure they know why they should consider working with you, they won’t.

Go ahead. The most important part of networking happens after the initial contact. The best impression, the most agile laser marketing message, and the deepest desire to work together will vanish if they don’t hear from you in a timely manner, or worse, never hear from you. No matter who said what about calling whom, always follow up quickly and in a way designed to strengthen the relationship and add value for the other person.

A simple follow-up email may be fine for old contacts touching base, but for a new contact who may provide you with crucial financing or top referrals, or an attractive prospect eager to clear your warehouse of your prime merchandise, your marketing needs follow-through have all the finesse, power and grace of a figure skater’s best jump, and all the gripping power of a solid landing.

There are three keys to effective follow-up:

  • Reinforce the original intention of the contact. Refer back to your original conversation, restating any key points and reaffirming any agreements that were made or implied. Fulfill any promises you’ve made to deliver information, provide samples, start a meeting, submit an application, whatever, before the follow-up call, unless time constraints or lead times make it impossible.
  • It carries the scent of enthusiasm without the stench of despair. Follow up as promptly and regularly or as often as circumstances warrant, but don’t become a stalker or pest. And if you can find a way to add value to the relationship through your skills, influence, position, or connections, by all means offer to do so, but don’t cross the line from generous partner to sycophantic. And if the other person makes it clear that they are not interested, move on. “Kicking and screaming” is not an acceptable level of net participation, and neither is “punched into submission.”
  • Includes the seeds for the next contact. Don’t get sucked into the dead end of tracking. Unless it is clear that an additional relationship is not warranted or desired, make sure there is some agreement on the next step or arrangement to continue the conversation. Make that phone call and, in the end, schedule a lunch date in a few weeks. At lunch, offer to send an important report or offer to broker a desirable presentation to someone higher up the food chain, and so on. Make sure you never leave the table without an invitation to return to your seat at a later date.

Like a good golf swing or a dazzling presentation, effective networking boils down to three essential stages of activity: preparation, delivery, and follow-up. And like an electrical circuit with a short or an interruption, a failure at any of these points stops the flow of connective energy that gives life: the healthy and continuously renewed cycle that your business requires to maintain a strong and stable growth potential. . resilience and success.

Mastering the art of effective networking, like any other business activity, requires time, dedication, and attention. But in the end, the dividends it pays are well worth the time it took to grow them. Take the time to master these five tips and you will be amply rewarded with the wonderful fruits of your networking.

Why is it important to support the arts in your community? Looking at the big picture, does it make a difference if you attend a community theater production?

The answer is yes. Whether semi-professional or completely amateur, community theater contributes, not only to the arts, but to their community as a whole.

First, community theater allows aspiring actors and lifelong theatergoers to come together and hone their craft. Create a sense of accomplishment and build a community spirit as the cast and crew work toward a common goal. Whether performers intend to fly to an audition in New York City after the curtain falls, or simply plan to return home to their families and day jobs, a community theater production provides its cast and team a second family, a support system, and a strong sense of pride in their contribution to the arts in their community.

But a local production doesn’t just give back to those on stage, it also gives the community a chance to come together to celebrate creativity and teamwork. This side of theater is too often dismissed when discussing its advantages in a community setting. The role of the audience is as important, if not more so, than that of the actor. Getting together to see a local production is an exciting experience, whether the performance is fantastic or a dud. Maybe a local production of a musical is the first time a future Oscar winner has experienced live theater, or maybe it’s the setting for a romantic evening that leads to a lasting relationship. You might make a new friend, discover a new interest, or just find a new set of tunes to sing in the car.

Aside from the social aspect, theater can be educational while still being entertaining. For example, a local production of Shakespeare allows high school students to view the Bard’s work, rather than simply reading it in the classroom. Many plays and musicals deal with important historical events; they might pique the writer’s interest in you or liven up a research project for a class, especially if they highlight an aspect of a particular era that isn’t usually focused on.

Community theater is a place of new discoveries and lifelong learning. It can open your eyes to a new hobby, a new relationship, or a new path in life. It contributes to the arts in a community, as well as teaching many important skills, such as teamwork, problem solving, and confidence in public speaking. It strengthens the cultural environment of a community, provides catharsis for its participants and viewers, and is a safe place for people of all ages, cultures, and experiences to come together and work towards a common goal.

Support the arts in your community by visiting your local theater!

Create the most effective social media marketing plan

There is a vast sea of ​​social media information out there. Experts are everywhere and there are so many opinions on best practices and tactics.

Not only that, but the platforms themselves are constantly changing, whether it’s adding new features, increasing character limits, or changing the rules.

That’s why I’ve created this guide to help you understand how to set social media goals for 2020. This article is especially good for you if you’ve never taken stock of your marketing campaigns or created goals.

Throughout this process, it is very important to be honest about your successes and failures. It’s okay to admit that some of what you’ve done has been a wasted effort, which is why we’re here.

Here is my 3-step process for setting social media goals for 2020:

1. Review your reports

Keeping reports is a must if you want to properly assess the effectiveness and efficiency of what you’ve spent time sharing online. There are many ways to set up a report, but if you need direction and inspiration, Smartsheet has a free social media report template to get you started.

You need to learn to look beyond the number of impressions and understand how your content is actually performing. Do people like it, share it, comment on it?

Pay close attention to metrics like engagement – ​​this valuable information is like your prospects telling you what they liked or didn’t like. So keep that in mind when planning 2020 content.

For example, I make an effort to share valuable content every day on our Twitter account.

From Twitter to Facebook, each platform offers free analytics on profile performance, so use it!

This free report helps you see what you’ve shared that worked well and what didn’t. Look for topics that visitors and followers have consistently been interested in and share more of that content in the future.

If you’re up for the challenge, you can do some paid promotion for your business. Remember, you can always contact us and let us handle the heavy lifting so you can focus on running your business.

We are constantly on Facebook, Twitter, LinkedIn, YouTube and Instagram. And we stay on top of the latest trends and tips and love analyzing reports and statistics!

2. Study your analytics

Yes, you want to look forward, but you also need to look back. You can share content from left to right, but unless you’re directing visitors to your website, you’re not serving your purpose. You want to drive people to your site, where they will hopefully engage more and buy a product or service from you.

Google Analytics is a free tool provided by Google that is key to planning your social media in 2020. It shows you how your social media actions are driving traffic for your business, broken down into many relevant stats.

To view these results, navigate to your Acquisition for Social section, then click Network Referrals. You can select the previous year as the date range. You should then be able to see how many people have clicked on your posts and subsequently landed on your website.

Read 5 Social Media Marketing Tips for 2020

Is social media marketing no longer working for you?

Wondering what you should change to get better results?

In our Tea Time Tip: Marketing for Busy Entrepreneurs, I share 5 valuable tips so you can learn what works, what doesn’t, and what you need to focus on more. Read more on our website.

3. Set your goals

The first two steps should give you an idea of ​​where you are, and now it’s time to create your plan. You have a great idea of ​​what kind of content worked, what platforms your target audience is on, and where you should focus your efforts in the coming year.

Other things you need to do to reach your goals:

  • Track the growth of your followers month by month. If you’re not gaining new followers throughout the year, you need to see why that is.
  • Keep an eye on the seasons when your content is most popular on a particular platform. For example, Pinterest trends show higher usage in the summer and around Christmas, with big drops in spring and fall.
  • Only share content that has value. You want to sell without scaring people away. You also want to give people non-sales resources like blogs, inspirational quotes, events, whatever makes sense for your brand and audience.

For example, I share articles, events and news on our company’s LinkedIn account.

The biggest mistake you can make is allowing your marketing campaigns to become a chore, rather than a positive part of your business. When you’re having fun, you’ll find that you share more engaging and interactive content.

As you set your goals for conquering social media in 2020, keep in mind that you may not reach all of them. That is not a failure! As long as you’re prepared with a solid social media marketing plan and what you share is authentic and honest, then you’ll be doing a great job!