Inbound Marketing for Medical Specialty - kansas-sleep.com 2105 - Slides - Asp... · Inbound...
30
10/6/2015 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
Transcript of Inbound Marketing for Medical Specialty - kansas-sleep.com 2105 - Slides - Asp... · Inbound...
10/6/2015
1
Inbound Marketing for your Medical Specialty
Kevin Asp, CRT, RPSGTPresident, SomnoSurePresident, InboundMed
Founder, Alaska Sleep Clinic
Soldotna, Alaska Kenai River and Aidan
10/6/2015
2
#Disclaimer
10/6/2015
3
What is Traditional (Outbound) Marketing?
Outbound Marketing Examples
• TV• Radio• Cold Calls• Direct Mail• Email• Inundated by information whether we wanted it or not, but now….
10/6/2015
4
TiVoCan‐Spam
10/6/2015
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
10/6/2015
6
How Do I?
• earn the attention of customers• make my company easy to be found• draw customers to my website by producinginteresting content
• Ultimately increase traffic to my website and Convert leads to customers
Start with Why?
10/6/2015
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
10/6/2015
8
Stage 1: Eyeballs (Actions)
10/6/2015
9
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
website visitors.55% more
Source Hubspot
10/6/2015
10
72%of internet users say they looked online for health information within the past year.
10/6/2015
11
100 Billion searches are conducted every month on Google.
10/6/2015
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
10/6/2015
13
LISTEN!
They ask, We answer!
The Big 5
• Cost/Price• Problems • Vs or comparison based • Review based• Best of
10/6/2015
14
Other Blogs: Seasonal Articles
• Spring: Allergies• Summer: Sleep Hygiene• Fall: School Start Time• Winter: SAD
10/6/2015
15
Repurpose Blogs and other Channels
• Staff use them as emails• Hijack…examples, Digital David• Social Media• Podcasts• Periscope • Blab• Content is King, but Context is GOD!
Stage 2: Conversion
10/6/2015
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
10/6/2015
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.
10/6/2015
18
Thank You Page
10/6/2015
19
Stage 3: Lead Nurturing
Lead NurturingAutomated Follow‐up Email :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
10/6/2015
20
Case Study ‐ Alaska Sleep Clinic
Results ‐ Alaska Sleep Clinic
10/6/2015
21
Inbound Marketing in a NutshellWe are the BEST teachers of the problems
we solve!
one more thing…
10/6/2015
22
Emma Coats, former story artist at Pixar, http://www.emmacoats.com
ThePIXARCode
Emma Coats, former story artist at Pixar, http://www.emmacoats.com
Once upon a time there was ______________.
10/6/2015
23
Emma Coats, former story artist at Pixar, http://www.emmacoats.com
Once upon a time there was ______________. Every day, ____________.
Emma Coats, former story artist at Pixar, http://www.emmacoats.com
Once upon a time there was ______________. Every day, ____________.One day_________.
10/6/2015
24
Emma Coats, former story artist at Pixar, http://www.emmacoats.com
Once upon a time there was ______________. Every day, ____________.One day____________. Because of that, _________________.
Emma Coats, former story artist at Pixar, http://www.emmacoats.com
Once upon a time there was ______________. Every day, ____________.One day____________. Because of that, _________________. Because of that, ______________.
10/6/2015
25
Emma Coats, former story artist at Pixar, http://www.emmacoats.com
Once upon a time there was ______________. Every day, ____________.One day____________. Because of that, _________________. Because of that, ______________. Until Finally, __________.
10/6/2015
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, Nemoignores 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.
10/6/2015
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.
10/6/2015
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.
10/6/2015
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!
10/6/2015
30
Thank you!
