Author: Anastasiia Lavrinenko

Anastasia is the director of marketing at Tempesta Media. Her non-stop devouring of various pieces of research and analytics content focused on PR, SEO, content marketing, SMM, and email marketing continues to inspire her to master new fields of marketing and develop new views on digital marketing tactics. She is an enthusiastic person who loves to travel and takes an interest in new languages and cultures.

Social Media Content Ideas That Perform Best for Healthcare

Posted on by Anastasiia Lavrinenko

Trust is crucial in healthcare. Without it, you’ll have trouble connecting with your audience and gaining new patients. These proven social media content ideas can help your healthcare organization build trust with your patients.

Social media platforms are a great way to reach an audience. Facebook — the most-used social media site — has more than 2.9 billion monthly active users, with two-thirds checking the platform daily.

Healthcare marketers and providers need to understand how to use social media to:

  • Promote positive health behaviors.
  • Establish your organization as a trusted source.
  • Engage patients in their care.
  • Highlight successes.

These social media content ideas perform best online and can help you build your audience.

social media profile

Preventive Care News

A recent study looked at the way communities benefited from social media during the COVID-19 outbreak. However, social media is also a place where misinformation spreads quickly. You can combat this by curating good information from sources like the U.S. Preventive Services Task Force.

Keeping Up With the Latest Recommendations

Official guidelines for preventive care change regularly. For example, the USPSTF recently recommended adults aged 50 to 80 who currently smoke or have smoked within the past 15 years to get an annual lung cancer screening using a CT scan.

Publish this information on social media and make it easy to share online. This helps patients navigate through confusing (and sometimes incorrect) information.

Educate Patients About the Importance of Screenings

With preventive care representing over a third of health center visits, it’s one of the primary reasons why patients seek care. However, millions of Americans don’t have access to preventative care or are unable to keep up with official recommendations from screenings and other recommended appointments.

From discussing routine vaccination to cancer screenings, social media posts can act as powerful reminders to schedule these important appointments.

Your role is also to educate your audience about what happens during these visits and how preventive care can mitigate health risks. You can also discuss how early diagnosis and treatment can significantly improve health outcomes in many cases.

More Preventive Care Content Ideas

These content ideas will help you place preventive care at the core of your healthcare social media marketing campaign:

  • Share patients’ success stories that show how a routine screening led to an early diagnosis.
  • Facts and numbers about the prevalence of a health condition can make the risk feel more tangible and motivate patients to seek preventive care.
  • Educate about early symptoms to recognize, or how a healthcare professional can use diagnostic tools to screen for a specific condition.
  • Address and remove potential barriers to seeking preventive care by educating your audience about insurance options, income-based assistance programs, or discounts.

content

Educational Content

People go online to find information about symptoms, diseases, and treatment options. A study published in the peer-reviewed journal PLOS ONE found that about 20% of online searches were health-related.

That presents many opportunities for healthcare organizations, but it also has some pitfalls for patients. Remember, not all information online is accurate, and sometimes it’s hard to sort through what’s good and bad.

Curating Content

You can make this easier for patients by sharing educational content on social media. Create this content from scratch or share information from reputable sources. The best are government sites, educational sites, and non-profit scientific or medical research societies.

With a plethora of educational content available from trusted sources, educating your audience can become a pillar of your healthcare social media marketing strategy.

You can schedule regular posts where you simply share links to government resources, peer-reviewed publications, and other trustworthy resources.

Adding Value with Your Own Content

In spite of the internet making health information readily available, an estimated 88% of adults don’t possess a level of health literacy that allows them to navigate the healthcare system and receive the care they need.

You can help bridge this gap by developing content that is educational and engaging. As a health organization, you have unique insights into your community and the health risks that exist among the population you serve.

Take a more personalized approach to educating your audience by focusing on health risks that are prevalent among your community and the demographics you serve.

Another way to create value is to make educational content feel more accessible. Peer-reviewed studies and other publications can be dry and technical. Creating engaging summaries of the latest studies, official recommendations, and other important health information are great ways to keep your audience engaged.

Social Media and Blogging

Did you know that 68% of marketers use blogs? Blogging remains one of the most effective ways of connecting with your audience while supporting your SEO efforts with a steady stream of fresh content.

Don’t make the mistake of developing your blogging strategy independently from social media. You’ll get more out of your content marketing efforts if you create blog posts with social media in mind.

A blog with a weekly publication schedule will provide you with regular updates you can share on social media. Social media can become a powerful channel for driving organic traffic to your blog with engaging posts that feature eye-catching images and interesting facts your audience can learn more about by clicking on your latest blog post.

More Social Media Content Ideas

There are other healthcare social media marketing strategies you can use to make educational content feel more engaging:

  • Host a Q&A on social media so users can send their questions and get answers from an expert.
  • Take advantage of events like cancer awareness months to publish a series of posts designed to educate your audience about a specific condition, symptoms to watch for, and the importance of regular screenings.
  • Sum up important information in an infographic to help your audience learn about a new topic at a glance.
  • Share a quick fact of the day. A series of bite-sized posts with impactful statistics and other important facts can increase awareness of health risks and treatment options.
  • Have a specialist take over your social media account for the day. It’s an engaging way to have them share their expertise while increasing awareness for a specific condition or treatment.
  • Social media surveys can be an effective tool for assessing health literacy among your audience and designing better educational programs.

social media networking

Raise Awareness for Events and New Treatments

Healthcare is a field that evolves at a fast pace. Help patients keep up by turning social media into a hub where you share the latest updates for your organization.

Updates about Your Organization

Sharing regular updates about your organization will keep your audience involved while showing that you’re growing and evolving to better support the community.

These updates can also increase the usage rate of new services. Don’t just announce what’s new at your facility. Create content that connects new services with benefits that resonate with patients.

Better yet, keep your audience involved by sharing updates throughout the process of rolling out a new service, building a new location, or hiring a new physician. This approach will strengthen your connection to your community and create anticipation for upcoming changes.

Plus, with the digital healthcare market expected to grow at an annual rate of more than 16%, social media can become an effective tool for communicating the new digital tools you’re adopting and helping patients feel comfortable with this new environment.

Updates about your organization are also a great way to get feedback from your audience. Keep track of engagement and take the time to read the comments and questions you receive.

Comments can provide you with valuable insights into the expectations and needs of your audience. Use this information to inform future decisions regarding events, classes, and more.

Social Media and Hiring

Leveraging your social media presence can support your recruitment efforts. As a majority of healthcare organizations face a staff shortage, it’s more important than ever to use digital channels to reach out to a wide pool of potential candidates and show how your organization is innovating and making a positive difference to attract talent.

Plus, you can use social media to promote job fairs, open positions, and other events related to hiring. Increasing your outreach will help you find the best talent in the healthcare field.

For healthcare organizations with a volunteer program, social media can become a powerful tool for showcasing the accomplishments of these volunteers. You can promote new volunteering opportunities, reach out to a wider audience of potential volunteers, and celebrate everything your volunteers do.

Preventive Care and Health Literacy

Digital tools can help connect patients to health resources. A study from UC Davis showed that using an electronic population tool had a significant impact on helping patients receive the preventive care they needed.

Social media can be a valuable tool for increasing awareness of health fairs, screenings, and other events or services.

You can share dates for these events ahead of time and show images and other content from these events. Those who didn’t attend might decide to take part in the next event after seeing this content on social media.

As more organizations adopt a holistic approach to healthcare, more physicians develop personalized treatment plans that encompass societal and environmental factors.

Your Facebook posts or tweets can raise awareness for these issues and promote classes, webinars, Q&As, and other events designed to increase health literacy for these issues.

Plus, you can share content from these classes on social media as part of your outreach efforts. Filming portions of a class can be an engaging way to educate your audience, but you can also have an instructor share their thoughts in a Facebook post.

New Services

Keeping up with the latest trends and treatments in the healthcare field is challenging for 68% of physicians. Patients run into the same challenge of not knowing about the latest diagnosis or treatment methods, making it difficult for them to feel empowered and act as advocates for their own health.

Leverage social media to educate patients about the latest services you’re offering:

  • Discuss new drug trials you’re participating in.
  • Let your audience know about new equipment you’re investing in.
  • If you’re hiring a new specialist, introduce this professional to your audience in a social media post.
  • Tell your audience about your plans to launch a new patient management platform.
  • Show the benefits of scheduling a telemedicine appointment if you’re offering this service.

Educating patients about your services can increase their usage rate. It can also improve health outcomes. Something as simple as educating patients about what happens during a regular check-up, by sharing tips on how to prepare ahead of the appointment, can help patients get the most out of this service.

Fundraising

On average, Americans gave 4% more in 2021 compared to the previous year. If your organization uses fundraising to finance some projects, social media has the potential to become a cornerstone of your fundraising efforts.

A mix of organic posts and paid ads can help you target potential donors in your community. You can use social media to promote in-person events or request donations via a digital portal.

Using social media to celebrate accomplishments or educate your audience about new services will also show donors how their contributions are having a positive impact on the community.

smiling-coworkers

Staff Highlights and Accomplishments

When your staff is dedicated to your mission, they make patients feel comfortable about coming in for care. Highlight the great things your staff does by creating social media spotlights of them.

Use Visual Content

“Get to know you” posts with a picture of a friendly face are a great way to introduce staff members to your audience.

You can also use video to your advantage here, letting the staff member discuss their job and talk about why they love the work they do. It doesn’t require advanced video editing skills, just a smartphone and a room with good lighting.

Build Trust With Staff Highlights

With only 38% of Americans saying they trust the healthcare system, building trust is more important than ever.

Staff highlights can help repair trust by putting a human face on your organization. This type of content can also show what goes on behind the scenes and support your branding efforts by helping you create a unique voice.

Seeing content that features a caring healthcare expert can be a pivotal moment for a prospective patient who is still hesitating about seeking care. Staff highlights can also reassure patients that providing the best care possible is a top priority and having staff members discuss their job results in concrete examples of how you provide quality care.

Connect Staff Highlights to Your Other Goals

Beyond establishing trust, this type of content can support other goals such as educating patients about the services you offer or the importance of preventive care while sharing information in an engaging format.

Plus, highlighting staff accomplishments is a great way to celebrate those who make a difference. It can shape your organization’s culture and send a positive message to your audience about your values.

As mergers and acquisitions continue to shape the healthcare industry, focusing on your staff and using social media to put forward the human dimension of providing care can help you stand out.

Staff highlights can also send a powerful message to your workforce. As stress, burnout, and fatigue continue to create challenges in the healthcare field, using your healthcare social media marketing campaign to show how much you value care providers can help reduce the average 19.5% turnover rate.

User-Generated Content

One of the biggest misconceptions about social media content is that you have to create everything you post. Many successful organizations encourage users to create content they can post online.

For example, CaringBridge is a non-profit that helps people create websites to update family and friends about their healthcare journey. They frequently ask followers to share information and ideas on their Facebook page about various topics related to healthcare and overcoming illness.

However, there is one important caveat to sharing consumer content in the healthcare industry.

UGC and HIPAA Requirements

Patient privacy laws (HIPAA) protect your patients’ privacy. Sharing protected health information without the patient’s written consent can get you in legal trouble and cost you a lot in fines.

Anyone can comment or share information on your social media sites without you worrying about HIPAA violations, but if you plan to share something about a patient, make sure you have their written permission to do so.

You can prevent HIPAA violations by developing a process with clear guidelines for the creation of user-generated content. This process should include guidelines for identifying patients who are good candidates for sharing their stories, as well as best practices for obtaining their consent and keeping track of this documentation.

UGC and Testimonials

Patients can bring a unique viewpoint when discussing their experience with an illness or what receiving care at your facility was like.

Having patients recount these experiences via testimonials will result in content that feels relatable. For a prospective patient, seeing another human go through a similar health struggle can be inspiring and act as a pivotal moment in the decision to seek care.

You can also create content that features patients and the medical team they worked with. The patient’s testimony will feel engaging and relatable while the medical team can make the content feel authoritative, providing your audience with a behind-the-scenes look into how your organization develops treatment plans.

Use Patient Voices to Raise Awareness

User-generated content can also break down the stigma associated with certain health problems. For instance, experts believe that as many as 50 million Americans suffer from mental health problems, but it’s a topic many struggle to discuss openly.

Seeing patients discuss mental health, sexual health issues, or even aging can feel empowering and encourage patients to open up about their symptoms.

social media channels

Take Your Healthcare Social Media Marketing Campaign to the Next Level

Social media can have many benefits for healthcare organizations, including:

  • Educating patients about the importance of preventive care and boosting usage rates for various services.
  • Creating a meaningful connection to the community by sharing updates and celebrating achievements.
  • Inspiring prospective patients to seek care through user-generated and educational content.
  • Providing value to patients with content that supports health literacy.
  • Supporting your organizational values and culture.

Implementing a successful healthcare social media marketing campaign is a worthwhile project, but it can be challenging, especially for organizations that lack time and resources.

How Tempesta Media Can Help

It’s where a managed service provider can make a difference. Tempesta Media has been helping healthcare organizations for more than a decade and can develop a highly customized approach to social media marketing, reflecting the unique goals of your organization.

As a managed service provider, our first step is to learn as much as possible about your organization with our Prova digital marketing assessment. It’s a 90-point assessment that takes two weeks to complete. It gives us a comprehensive idea of your goals and challenges so we can tailor our approach.

Next, we’ll use our Performica turnkey solution to put together a personalized marketing plan. Performica is a flexible platform with different digital marketing modules that allows us to create a unique plan with social media marketing strategies, content creation services, SEO, analytics, and much more.

This approach allows us to implement the right strategies for your goals and budget while delivering measurable results. Contact us to learn more or get started with our Prova assessment!

A CMO’s Guide for Better Content, Social and Influencer Marketing Teams

Posted on by Anastasiia Lavrinenko

Learn how to create better social and influencer marketing teams with better content.

This eBook is the ultimate guide to creating a top-notch marketing team while building content that produces results. Content creation is more important than ever, but not all content ranks the same. Get insight into the types of content that will work best for your business and inspire your marketing team to create with purpose.

Improve your marketing team’s performance

Did you know your marketing team can quickly improve its content just by having the right plan? In this eBook, you’ll see how to improve each stage of your content production cycle. You’ll learn how to see growth, higher ROI, and lower costs in your campaigns.

You can greatly improve your marketing program simply by leaving the strategy and content to third-party vendors like Tempesta Media.

Learn from our expert marketing team

Specialists from Tempesta Media offer tips on how they create effective campaigns, including:

  • Program strategy
  • Objectives and action
  • Metrics and tech tools
  • The right marketing team
  • Workflow and reporting
  • Optimizing and audits
  • Third-party resource options

This eBook will cover the latest marketing trends, and guide you on how to use them to your advantage. It will explain how to make your content marketing accountable and see trackable results. The marketing experts behind this guide have over a decade of experience in various industries and are ranked in the top 3% of marketing specialists.

Download eGuide

Download the eBook today to get your marketing team on the road to better productivity using the recommendations from the marketing experts behind this guide have over a decade of experience.

Tempesta Media Is Cited as an Example of a Preferred Digital Marketing Approach

Posted on by Anastasiia Lavrinenko

Howard Tullman explained well in Inc. Magazine the reasons why CEOs consider themselves great specialists in each business field, and waste their time and energy to showcase that and its consequences. Most importantly, he highlights the ways to overcome it, including an excellent case for outsourcing, including content marketing. This article named the benefits of Tempesta Media as a marketing managed service solution for businesses that deliver high ROI and ROT.

This blog post provided actionable recommendations on how founders easily can:

  • Have a greater focus on managing their core business tasks;
  • Stop attempting to do everything themselves; 
  • Refrain from wasting time and resources trying to produce effective content marketing programs that they could never do well in-house.

Learn this article to get more insights from Howard Tullman in Inc. Magazine.

6 Key B2B Content Marketing Trends to Follow in 2022

Posted on by Anastasiia Lavrinenko

If you want to succeed in B2B content marketing, you’ll need to adapt to today’s competitive realities by considering six key trends for outsized performance for B2B marketers.

Field sales are quickly becoming a thing of the past. Since Covid-19 came on very quickly, companies have been trying to adapt due to being unable to meet their prospects and customers in person. So, they quickly started using Zoom and other remote-based communications.

This blog will describe how the B2B world has changed and how content marketing strategies have adapted, providing six different trends to follow and succeed in your business.

Key factors that changed the B2B world

There are three crucial factors that have contributed to a significant change in the B2B world. You have to quickly find ways to adapt to these changes and keep succeeding in your businesses.

Web presence is key to your marketing success

This phenomenon is not limited to small B2B purchases. The website was always the focal point of communications before Covid.

Before the pandemic, the website may have been a supporting entity part of an overall communication mix. Now, it is the focal point, and other forms of communication support it.

Big-ticket for B2B purchases are happening remotely and through digital self-service

These purchases are generally defined as 50,000 dollars or more.

While the vast majority of big-ticket items are still happening in person, a growing percentage of those, especially between 50,000 and a half million, is happening remotely.

As a B2B marketer, you’ve got to tell your story, provide your value proposition and critical differentiators on your site, and do so concisely. You have to stand over the crowd, which will get the point across to your website’s target audience.

The content of your website is crucial for your brand presence and domain authority

If you have a poorly constructed website and are not focused on taking that customer through the buying journey, you will rapidly see its deceleration and an increase in your competition’s sales and higher domain authority.

6 key trends for content marketing success

1. Crafting longer content: Blog posts are getting longer   

Only very long-form content is driving results for marketers. So, if you are writing blog posts that are <600 words, don’t waste your time. You have to show up in the search engines and have a chance at achieving a top-10 listing.

In one SEMrush study, articles with at least 3,000 words generated 3x more traffic, 4x more shares, and 3.5x more backlinks than short-form articles. You’ve got to have content and write 1,500 words at a minimum (or, better yet, between 2,500 and 3,000 words).

Another important factor for crafting longer content is updating older blog posts, making them longer and more valuable to their target audience by refreshing them with new thinking and adding more images.

2. Increasing content publication frequency

Long blog posts need to be published weekly to generate results. In a competitive industry, you need to post more frequently. Expect to post 2–3 times weekly to gain market share. Depending on where you’re in the industry and how competitive it is, you may post anywhere from 2 to 5 times a week.

3. Adding more images

Something very important to consider is that people read and comprehend content differently. For example, some people are visual, others are auditory, and others simply want to read.

Many companies thought it would be sufficient to include an image at the top of the blog post or article, and they felt that their work was done. However, the reality is that adding one image for every 250–300 words of content is optimal for generating better results in the SERPs.

When you create your content, it is crucial not to build it in a model style but to instead incorporate different elements that appeal to further learning or concept absorption for the readers. For example, integrating more images into your content gives you a better ranking performance, better user engagement, and more sales for your company.

4. Incorporating structured data

Incorporating structured data is crucial since it improves your content and gives it better visibility. Incorporating structured data can be known as Google taking elements of your content and adding code around it.

Featured snippets create a new distribution channel for your content. They always appear on the first page of specific search results and are often above the fold so that the search engines know that this is a structured snippet that can appear in other parts of the SERPs.

5. Increasing content promotion

To increase content promotion, you should attempt to look inward first; you should look to start controlling and owning your media versus trying to focus on paid media by considering the following recommendations:

  • Try guest posting: Public relations, speaking events, and guest posting have become the three most important ways to increase promotion. The most successful content marketers use these tactics more frequently than most other companies.
  • Expand your LinkedIn presence: LinkedIn outperforms all other social media for B2B. As your budget becomes increasingly constrained due to competition and inflation, you will need to focus your social media programs on LinkedIn at the expense of other venues.

6. Owning distribution

Our “employee advocacy program” is a capability within our managed service. This program allows you to build your corporation and community.

Starting an Employee Advocacy Program (EAP) provides two significant opportunities.

  • Your employees can become your distribution channel, leveraging their brand to promote your company, driving thought leadership, introducing your company to new prospects, and reducing overall marketing costs.
  • You can build a corporate-owned community. Companies that establish online communities for their customers and prospects set themselves apart from the competition.

Another thing you need to do is take advantage of the social network and group capability. For example, you can create groups focusing on the business and discuss the issues their prospective audience faces.

In summary

In 2022, focus on the basic blocking and tackling tasks that you need to follow, increasing the word length of your content, incorporating images, and publishing more frequently.

Also, make sure you have content that targets your audience in a segmented fashion, resonating with that audience in search engines.

Do those things consistently, and you will have results this year. Be ready for a very strong 2023. Tempesta Media can help you out with the process. To know all about our content marketing solution managed service, don’t hesitate to contact us today.

3 Reasons Your Business Should Invest in Digital Marketing

Posted on by Anastasiia Lavrinenko

Using digital marketing to grow your business.

Investment in marketing is important

There are two ways to look at marketing: paid and owned media. Paid media is when you pay a third party, such as an advertising property like Google or Facebook, to drive traffic back to your site.

Owned media is created by you and doesn’t involve a third party. It could be a blog, social media page, or website.

Two important factors to consider when measuring the effectiveness of any marketing campaign are durability and sustainability. However, if you’re looking for more short-term results, you must be prepared to continue investing in that campaign month after month.

The key is finding a balance between the two extremes. It can be tough to justify investing in marketing and advertising because their return on investment (ROI) is very low. Costs have gone up while profits have decreased, making it hard for businesses to see a positive outcome from any marketing campaign.

However, there are two exceptions to this rule:

  • Ownable media. With ownable media, you’re investing dollars but getting very few leads in return.
  • Honorable media. With honorable media, you’re making an initial investment and then receiving a consistent flow of leads over time as long as you continue the campaign.
business growth

Where businesses should invest

Investments are an important part of any company, and just like in any other investment, there is a certain expectation of what you should get back. For example, if your company has an internal ROI threshold of 15%, that means for every dollar you invest, you should get $1.50 back within six months. But, of course, this also starts generating a return on your investment.

As a result, you need to find a project that will give you the best ROI in the shortest amount of time. There are many different opportunities right now in marketing, but one area where CMOs are seriously investing in research is social media.

CMOs quickly realize they can’t do everything in-house, and it’s not cost-effective to try. In addition, they struggle to find staff who are trained and capable in all aspects of marketing, from content writing to social media management. As a result, you should consider the following solutions:

  • Outsourcing. You can examine each component of the marketing team separately to determine what can be outsourced effectively.

  • Automation. A lot of companies are looking into automation because digital marketing has become increasingly reliant on technology over the last five years. The amount of money you need to spend to keep up with the competition has increased exponentially. So it’s important to be mindful of this when deciding on your marketing strategy.

Trying to build an in-house tech stack can be expensive and time-consuming; instead, it’s often easier to look for external solutions, cobble them together using tools like Zapier, and use that as your tech stack. That way, you can focus on your core business instead of trying to do everything internally. Again, this is an example of making an investment.

digital marketing discussion

Three reasons to invest in digital marketing

With everything digital, from social media to blogging and email marketing, it can be easy to feel overwhelmed. But it’s important to remember that finding the right balance is key.

So don’t let yourself get bogged down — focus on integrating one or two new digital marketing efforts at a time and see how they go. If you’re still not sure whether digital marketing is the right step for your business, here are three key reasons to invest in digital marketing.

Brand recognition

It’s common knowledge that to increase brand awareness, you need to do some amount of brand advertising. The more visible your company is, the easier it becomes for your sales team to sell and close new business. This also means you’ll get more inbound leads because, based on the strength of your brand, people will be interested in what you offer.

Word of mouth

Word-of-mouth marketing is a powerful tool. Referred customers are often more loyal and profitable than other customers, so it’s important to have a system that encourages referrals.

Unfortunately, many companies don’t take advantage of this strategy because they don’t know how to track referrals. But with the right tools, you can easily measure the success of your referral program.

Competitor analysis

Many companies aspire to be the top player in their field but focus only on their direct competitors. While this is a good start, it’s important to remember that you’re also competing with indirect compe

titors. These businesses may not offer the same product or service as you, but they still threaten your success.

It’s crucial to understand who these companies are and what makes them different from yours. This should include evaluating your performance against theirs and identifying their strengths and weaknesses so you can capitalize on any opportunities.

In summary

To succeed in digital marketing, start considering investments in automation and outsourcing. Such measures can help you achieve your objectives quickly. At the same time, building your brand is an example of an investment that will pay off in the long run.

If your company prioritizes programs that generate fast internal returns on investment, you’ll be setting yourself up for long-term success. You can track and measure your success in the short term and make necessary adjustments along the way. 

With Tempesta Media, your investments in digital marketing are safe. Contact us today if you would like to accelerate your success with managed content marketing

 

The Pros of a Managed Content Marketing Service for E-commerce Companies

Posted on by Anastasiia Lavrinenko

The rise of e-commerce is the defining trend of the retail industry over the past decade. As brands compete to grow their online presence, content marketing has an important role to play.

Between brick-and-mortar retailers developing their online presence, online giants transforming the shopping experience, and small retailers finding their niche online, e-commerce is a diverse space.

This market keeps growing, which translates into more opportunities to reach customers. However, it’s also a competitive space. Brands can stand out by leveraging an online shopping platform to deliver a unique experience and go further by investing in a managed content marketing service to connect with their audience.

The role of content

The online shopping journey differs from in-person purchases. Consumers have access to an unparalleled breadth of information to research a purchase and compare options.

From branded content to online reviews, consumers are likely to go on a rich content consumption journey before making a buying decision. This journey will also continue after the purchase, with content designed to upsell, generate repeat sales, or increase loyalty.

You need to deliver a meaningful experience at every step of this journey by offering content that is engaging and meets your audience’s expectations. Getting help from a content marketing service can make a difference since you’ll have access to a team of experts who know how to create content that engages and converts.

What You Should Know About Bank Content Marketing

Meeting the expectations of your audience

Common challenges for retailers are understanding and meeting the expectations of their target audience. Consumers have expectations regarding product quality, but they also want a convenient experience when buying something or contacting customer service.

A content marketing service can help you identify the expectations of your audience and create content that meets these expectations, in terms of both adopting a branding strategy that reflects consumers’ values and sharing a message aligned with the pain points shoppers are experiencing.

The rise of user-generated content

Branded content is everywhere, but a new type of content is quickly taking over the online shopping space. As consumers become more aware of the strategies that brands use to share promotional messages, the content generated by users has established itself as a more relatable and trustworthy source of information.

Leveraging user-generated content can create a sense of community for your fans. Engaging with the users who create content can also result in a more organic and genuine connection with your brand.

User-generated content can become a driver of scalable growth if you build a strong community of loyal fans who can help with word-of-mouth marketing.

Many brands are also focusing on influencer marketing. This approach often feels more genuine and relatable. With 49% of shoppers depending on recommendations from influencers and 37% trusting influencers more than brands, this type of UGC can have a significant impact on sales.

Partnering with influencers can help you grow awareness in certain niches, but don’t lose sight of the fact that every customer has the potential to create content. Shoppers can share online reviews, testimonials, social media posts, etc.

Engaging with these users post-purchase and encouraging them to share their content is important for word-of-mouth marketing. It will also establish social proof for your brand since 38% of shoppers consider online reviews as very important.

Thanks to their comprehensive approach, managed marketing services can help you implement successful programs for connecting with influencers and customers and promoting user-generated content.

content strategy

The omnichannel experience

We’ve already established the importance of meeting your audience’s expectations with quality content. However, shoppers have additional expectations regarding content consumption.

In order to deliver an optimal experience, you need to meet prospects and shoppers where they are and share content on their preferred channels. Blogs, email, and social media are common channels. Some retailers are going further with the omnichannel experience by using podcasts, videos, or live chat features.

You also need to keep up with new trends and incorporate the latest popular channels into your omnichannel strategy. For instance, many brands are currently focusing on TikTok to reach its 136 million U.S. users.

Developing an omnichannel experience is another area where a managed service can make a difference. You’ll get to work with experts who can help you identify the best channels for your target audience and ensure that your marketing efforts remain consistent from one channel to another.

The importance of thought leadership

With the rise of online shopping, brands are always challenging themselves to stand out with value and creativity. This competitive environment gives shoppers access to more options than ever, but it can also feel overwhelming.

Experts believe that shoppers are happiest with fewer options. The more options a shopper has to compare, the more difficult the decision will be. It can result in analysis paralysis. Shoppers can also second-guess their decision and regret their purchase because they didn’t get to try the myriad of other products available.

The best way to prevent analysis paralysis is to instill confidence in your audience with thought leadership. If shoppers feel they can trust you, they’ll have the peace of mind to know they made the best decision possible by following your advice.

Outsourcing content creation to a team of experts can help build trust and authority. You can work with a managed service to develop content that educates about your products and shows how they solve pain points in an authoritative manner.

Get help with content marketing

A strong content marketing strategy is paramount to the success of your online shop brand. Content is the primary channel through which you can form a meaningful connection with your audience and deliver a memorable experience.

However, many brands don’t have the time or resources necessary to implement the right content marketing strategies. If you find yourself in this situation, getting help from a team of content marketing experts is an option worth exploring.

As a managed content marketing service, Tempesta Media can help you grow your online presence through compelling content. Besides creating and publishing content on your behalf, Tempesta Media can implement a social media marketing or influencer marketing strategy to help you get the most out of these channels.

Get in touch with us to learn more about the services we offer, or take a look at our 100 digital marketing mistakes e-book for more advice about content marketing.

Suitable Keyword Match Types For Your Google Ads Campaign

Posted on by Anastasiia Lavrinenko

Exact match keywords are an efficient brand advertising strategy.

Google is a unique platform where you can offer your products. According to recent Google Search Statistics, Google processes over 8.5 billion product searches per day. In addition, Google has a very relevant advertising service: Google Ads. Users pay for advertising that appears in the search results. 

The focus of Google Ads is keywords. As the name suggests, keywords refer to terms and phrases people enter into a search engine when looking for specific information. So selecting keywords is crucial for your business to grow through advertising. What makes keywords so valuable is that they tell search engines about your website’s page content. 

Google Adwords

Get started with Google Ads

To start using Google Ads, you need to select a relevant list of keywords. This list generally consists of words people would likely use when searching for the product. You bid on those keywords by choosing the amount of money you are willing to pay for that ad click. What determines the ad position on the SERP is the quality Google assigns to ads, combined with that bid. 

To begin using Google Ads, follow these steps: 

  1. Define a goal by heading to the Google Ads homepage.
  2. Select keywords list.
  3. Choose your target audience.
  4. Decide on the billing.

Some of the benefits that the Google Ads service provides is that you can target your ads. This allows you to get to people with specific interests, so you can show them ads they are interested in. Another benefit is that you can control your costs and decide on the billing according to your budget. You can also measure success and manage your business campaigns. 

That is why it is so important to choose the right type of keyword when you create your ad. Each type of keyword has its own benefits and drawbacks. You should find out more about them to create a successful campaign.

In this blog, we will see what exact match, broad match, and phrase match keywords are, their differences, and how to use them effectively for content marketing success. 

Types of keyword matches

Exact match keywords

Exact match is a Google keyword type of match. When a searcher types a word exactly as the word or phrase you are bidding on, your ad will be shown. As the name implies, the terms you are entering are the exact terms that the searcher is looking for when they’re on Google. Exact match keywords, when used correctly, can have a dramatically positive impact on your paid marketing program. 

For instance, if your search term is “gold bar prices,” and you have that term as an exact match term, your advertisement will only appear if a searcher types in that exact phrase into the search box. If they make any change to it, like, even though they may be similar, as a result, your ad won’t appear.

The benefits of targeting your message using exact match keywords are: 

  • Higher click rate and high click-through rate.

Your ad will be very tight on point and have a much higher click rate, which is very important because it directly affects your quality score. In addition, when you advertise on relevant queries, you are attracting the highest number of people to your offering, achieving a high click-through rate.

  • Lower costs and better ad positions. 

Your quality score, that Google assigns, is going to be high since an exact match lowers the search term-to-keyword ratio. Higher quality scores mean lower costs and better ad positions. 

  • Lower cost per click.

Your cost per click is going to be optimized and potentially lower, as you bid for that exact keyword. This match type lowers the amount of traffic your ad produces significantly, which works great for your budget. An exact match produces such extremely targeted traffic that has the highest chance of converting. A reason for this is that users are looking for the exact term related to the product you’re offering.

You might want to start bidding on exact match keywords if your advertising budget is tight. Using exact match keywords can give you a better revenue on your ad budget. 

However, there are also some downsides to going with exact match keywords. The first downside is that you’re going to have fewer opportunities to be able to serve and add up to your potential audience. Other disadvantages are the low volume and that you’re going to need to have different ads. 

Sometimes, there may be a mismatch between the message and what the search was searching for, which could hurt you and require more work. The compromise solution to that is using dynamic ad units, which Google rolled out a while ago, that can potentially help solve that problem for you.   

Keywords improve SEO

Phrase match keywords 

As the name implies, phrase match ensures that you can include a particular phrase in the query. So, let’s say the searcher was doing a question to find the best job posting services in Illinois. That’s the query that the user entered. So, if you set up a phrase match of “job posting service,“ then any search query that includes the exact phrase of job posting service will fire your advertisement. 

The advantages of using phrase match are that: 

  • You get tighter targeting.
  • You exclude a lot of what you would perceive to be garbage queries.

But at the same time, you don’t limit your search volume as much as you would under mapped exact match phrases. So, many times, phrase match can be a happy medium for SEO success. 

For phrase match to be successful, you need to overlay – terms on the ad group for on at the pain level to ensure that the other portions of the query that the user enters don’t go against your objectives. So a phrase match is meant to be the happy medium between an exact match and a broad match.

Broad match keywords

This match type is called broad because it matches your ad with a wide variety of other keyword searches that are similar to yours, which helps you reach a wider audience. An example would be the term “job.“ If that were set to broad match, Google would serve up any queries, including variance of job.

The problem with broad match is that you have your ads served on too many garbage search queries. So what ends up happening is that you spend a lot of money on targeted traffic, and your message will not be on target. On the contrary, you may show up on specific keyword phrases, which harm your brand. 

A positive aspect of a broad match is that it’s an excellent opportunity to get a large number of impressions on your advertisement in a brief period. In addition, broad match phrases sometimes will come in at a much lower cost per click because of their general nature. 

The other benefit is that you can still apply geo-targeting or geographic targeting to the term, further narrowing down who you’re going after, and giving you more control.  

Tips in using exact, phrase, and broad match keywords

The best approach you can do is to use phrase match for most of your keywords with an extensive and well-built term list. 

For those areas that are highly competitive and expensive, where the conversion rate is of critical importance it’s better to use exact match phrases.  

Using broad match keyword phrases should never be applied within a pay-per-click program within Google AdWords. It’s a recipe for disaster.

It is essential to choose the right keyword match type during the PPC planning process. 

In summary

Google is an excellent platform where you can offer your products. And as Google focuses on keywords to show your ads, Google Ads is a perfect option to make your business grow. 

Deciding on which keyword type to choose when start creating your campaign design for the first time may be difficult. But the good thing is that after some period of testing, you will see what works and what doesn’t for you. Continue experimenting to get a mixture of keyword match types that are convenient for you. 

As a managed service provider, Tempesta Media can take over your paid campaign. Our experienced team can develop a new campaign for you or optimize existing one as a part of your overall digital marketing strategy. Visit our managed services page or contact us to learn more.

Content Marketing Tips to Help Your Business Grow and Thrive

Posted on by Anastasiia Lavrinenko

Increasing conversion using proven tactics.

Now that you’re attracting prospects, it’s time to transform them into loyal customers. The field of content marketing may seem like it’s based on luck, but in reality, it is all about planning and consistency. We will show you some content marketing tips that can tilt the scales in your favor with repeatable strategies for content marketing success.

Speaking of referrals

Referrals make a big difference in conversion rates. Up to 65% of new business opportunities are due to referrals. In addition, a staggering 81% of all purchases are influenced by online posts from friends and family. Whether online or face-to-face, referrals are critical to any business’ growth.

  • Experiential referrals. These are often used when the product or service is vastly different from expected. If a customer purchases a product far better than they anticipated, this can generate an experiential referral. Of course, the opposite is also true where stories of a poor experience can spread like wildfire.
  • Consequential referrals. A byproduct of advertising occurs when traditional marketing spurs discussions and word of mouth about the product. These referrals boost the effectiveness of the advertising.
  • Intentional referrals. When an influencer is paid to extoll the virtues of a product or service, it is considered willful. This individual could be a social media personality up to a Hollywood celebrity. Intentions are one of the least common forms of referrals due to the uncertainty in reception by the audience and difficulty in measuring ROI.

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Creative content is winning content

Your content should not only speak to your audience, but it should be something they want to share. Use catchy, benefit-oriented titles and headlines to draw them in. Make sure the content is entertaining and informative to keep them engaged. The goal is to get your audience to want to take action based on your content. That action could be something as simple as looking for more information. What you’re looking for are steps towards conversion that can be nurtured.

Get social with content

You can leverage social media to educate prospects about your company and product. While detailed blogs and articles are very effective conversion tools, visual media should not be ignored. Videos have a much higher reach in social media than articles, although often at the cost of detail. Interactive videos are another option, where proposals and demos can be pre-recorded and delivered to a prospect. Video proposals have demonstrated a 41% higher close rate than traditional methods.

Create industry-relevant thought leadership blogs

What better way of showing customers that you are an excellent source of information than with articles and blogs? Using a mixture of expert opinions and advice about prospects’ and customers’ pain points, your content can become a trusted resource for the industry. By using public data and customer experiences, you can write fantastic articles that help cement you as an industry leader. When prospects don’t have to wonder about your knowledge level, converting them becomes that much easier.

SEO

SEO savvy

One of the most commonly mentioned content marketing tips is to optimize SEO. But what does that mean? If you think just throwing a few keywords into an article counts as SEO, guess again. Nearly 100% of people do not look past the first page of a search. You are not being found if you aren’t on the first page. You need to understand the algorithms, write and post in a manner that boosts rankings and be ready to update in the event of search engine changes.

Automate

The future of managed content marketing is automation. SEO and many other marketing functions can be made more accessible through AI. Rather than have multiple people working on editing, optimizing and delivery, AI can do the same with a far smaller workforce. You can even have AI respond to prospects’ questions to vet those who are serious and help drive them towards a personal interaction.

Make your website friendly to mobile users

Today, more than half of web traffic comes from mobile users. Unlike a desktop or TV, a smartphone is almost always on our person, meaning you have much greater access to prospects. However, if your website is not adaptive, where it can optimize for either desktop or mobile displays, you’re at risk of losing prospects. If your website still uses frames and tiled backgrounds, it’s time to upgrade to a more flexible interface.

Take action

Adding a call to action (CTA) at the end of the content can often nudge a prospect or lead to a sale. However, CTAs do not have to be heavy-handed. A simple invitation to follow a link, visit a website or connect with someone is all that’s needed. If appropriate, a suggestion to make a purchase can also be utilized. Remember, everything in marketing is about building relationships, not forcing a sale too soon.

Don’t buy leads

You may come across services that offer leads for a specific price. While this may sound like a good idea, there are several reasons why this is not a winning strategy:

  • There is no guarantee the leads are fresh. The leads you bought could have been sold before. And if they have been sold, there’s a high probability that they have been converted already. Do you want to buy a lead that your competitors have scooped up?
  • It is costly. There is no way to validate the return on investment. The money you spend on buying stale leads could have been used to generate your fresh leads organically.
  • Quality is often low. Many of these leads are not validated and are essentially glorified cold calls. Some leads do not even have accurate contact information, wasting your time and money.

Instead of buying leads, work on building genuine relationships through content marketing. While it does take more time initially, the trust it builds helps not only with that lead but with referrals. Studies show that companies that work on growing warm leads spend 33% less and make 50% more sales than those who chase cold leads.

In summary

Converting prospects to leads and then to sales takes work. But with the right tactics, it is far from fruitless labor. In fact, by applying these content marketing tips and staying consistent, you will see your business thrive faster than you expected. Contact us today if you would like to accelerate your success with managed content marketing.

How Do You Know When to Outsource Content Writing?

Posted on by Anastasiia Lavrinenko

Knowing when to outsource content writing to a professional will help you bring your business visibility to the next level.

Unfortunately, creating content involves an overwhelming amount of work. This isn’t great news if you don’t have a strong content marketing program. Fortunately, you can outsource content writing and let the pros handle it.

The biggest perk to marketing your business online is the amount of money you can make from the traffic you receive. The resulting engagement will lead to more new customers and clients and help you retain existing ones. This is how your ROI grows online. Content gives you the greatest visibility for your brand and business. You want to create a vast amount of meaningful content to keep the flow of visitors high and constant.

But if you are the type of business owner or company who wants to focus solely on building your business and creating unique content, there is hope. You are one of the best candidates to outsource your content production to an agency that works with professional writers.

Outsourcing content writing allows you to focus on other aspects of running a successful company while still producing top-notch content.

If you’re wondering when you should outsource your content writing, keep reading.thinkingWho Should Have the Final Word in Approving Content in Your CompanyWho Should Have the Final Word in Approving Content in Your CompanyWho Should Have the Final Word in Approving Content in Your Company

When should you outsource content writing?

Consider outsourcing immediately if any of these apply to you:

  • Your business is making enough money to hire a professional content team.
  • You want to focus strictly on growing and improving your business.
  • You don’t have a team to dedicate to content marketing.
  • You don’t have time to develop, produce, edit, and publish content.
  • You want to scale your business and increase traffic.

Before hiring an agency, make sure they have the best writers available — regardless of location or experience level.

Top writers are usually in high demand. That means working with an agency that has a first-class writing team gives you access to superior writers to create content for your company — and you don’t even have to look for them.

Outsourcing content writing is less expensive than producing content in-house. When you don’t need to hire full-time employees to handle content production, you outsource only the amount of content that needs to be written and pay for that amount of work.

What to consider before you outsource

When choosing a partner, pick one who:

  • Is reliable and can meet deadlines.
  • Can create original blog posts and other written material representing your business and brand.
  • Knows your industry and can create content that attracts potential customers or clients.

Put your content writing in the hands of professionals

Our team at Tempesta Media has helped many businesses achieve their goals by leveraging our content marketing expertise and providing high-quality blog posts that are optimized for SEO.

Tempesta Media is a one-stop shop for all your content production needs. We serve customers in business services, financial services, healthcare, and more who have chosen to outsource content writing. Our 23,000 continuously vetted professional writers can give you a quick turnaround time on any project from start to finish! We offer results-oriented companies like yours the solutions they seek.

Contact us today to learn more about how we can help boost your visibility with content writing.

How to Understand the Importance of MSP Marketing Services

Posted on by Anastasiia Lavrinenko

Attract more customers with MSP marketing than an in-house team.

Managed service provider (MSP) marketing is on the rise, with expected growth reaching approximately $492.15 billion by 2027. According to Statista, projections suggest it could be a $356 billion market by 2025.

With the above in mind, you have only seven seconds to make a good impression and capture the attention of your prospects and clients. You should use standard MSP marketing services as well as creative solutions to make the best possible impression on your audience.

Your constant and ongoing goal is to use that good impression, along with trust and your compelling content, to inspire your audience to become your clients. Then you can rely on that relationship for referral generation to inspire new buyers.

It’s an ongoing role that continues to grow as you build your broadening network base, reinforce those relationships, and keep your long-term clients both now and in the future.

What is MSP marketing?

MSP marketing is about generating interest and leads for your business. You might already use some of the same marketing strategies that an MSP uses, but an MSP takes these to another level. In short, MSP marketing does the following:

  • Combines the best in email marketing, inbound marketing, and outbound marketing.
  • Allows you to take full advantage of social media sites.
  • Streamlines your marketing efforts to save you time and money.
  • Helps you develop and tell your story, which inspires greater trust and reinforces buy-in.

benefits of content marketing

Benefits of MSP marketing services

MSP marketing services allow you to develop comprehensive growth plans and then proceed through the steps predictably. There are so many great benefits of MSP marketing:

  • Content marketing. You can build a relationship with your clients via the content you create and distribute. You also build ongoing trust.
  • Email marketing. You can generate more leads via high-quality and consistent emails. It’s still one of the most appealing channels to many consumers.
  • Search engine optimization (SEO). You can target your ideal audience and use SEO to make your marketing campaigns more visible.
  • Social media marketing. You can generate new leads and build relationships with your clients and prospects.

A full-service marketing agency approaches your audience from all fronts so you can build a comprehensive and effective marketing campaign that reaches and converts them.

But it goes further. It continues to reinforce the buy-in of those leads and generate new clients from the wealth of data you gather from your inbound and outbound marketing efforts.

What about the cost?

Although many marketing methods can lead to some success, MSP marketing services are the best, most cost-effective method to generate leads and convert your prospects into clients. When you compare the cost of hiring an in-house marketing team with the cost of MSP marketing services, you’ll see that you can save time and money by outsourcing those essential tasks. While the in-house solution may offer more on-site availability, you’re faced with higher personnel costs, lack of support during sick or vacation times, lots of downtime, and generally lower levels of expertise.

With an MSP, you can determine your level of preferred service and scale with a broader skill set. You also have access to 24/7 support for your IT systems, so you should never experience downtime.

Besides showing you greater value with an MSP, your cost-benefit analysis will also show how you save money in nearly every aspect of your organization. Relying on a trusted team of experts means getting it right the first time, lowering the amount of time and money you waste. The result is that you not only beat the competition but also succeed and thrive no matter what challenges you face.

man typing

Where do you start with MSP marketing?

After considering the points above, maybe you like the idea of working with an MSP. But you won’t know what steps to take unless you first consider where you’re going, what you’re selling, and how you can tap into your new and developing network.

Once you’ve settled those questions, you’ll need to move forward by asking other essential questions that will allow you to better develop content and target your audiences. Here are some examples:

  • What are you selling? What is the product or service you’re offering?
  • What do potential clients want or need? Why do they come to you for your products or services?
  • Why are you better? How do you stand out in a competitive analysis? What makes you different?

These questions can help you take a thorough inventory of your value proposition. Then, a full-service marketing agency can help you develop a content marketing strategy that interacts with and responds to your clients’ needs and interests.

Which industries does MSP marketing serve?

Armed with a clear value proposition, you’ll want to find MSP marketing services that specialize in your field. MSP marketing spans a broad range of industry verticals, such as:

But MSP marketing is not a one-size-fits-all approach. That’s why it’s so important to find a full-service marketing agency offering custom solutions that will meet your needs, no matter what industry you work in. Your industry has its own specialized knowledge and its own audience, so you need consulting services and advice that will improve your chances of speaking to your target audience, then inspire them to move forward with you.

The takeaway

You can discover the spectacular results that MSP marketing can bring to your industry and your company, and they will inspire you to keep coming back for guaranteed outstanding services and support. You’ll never want to spend big dollars on in-house marketing when you have so much success with MSP marketing.

As a full-service marketing agency, Tempesta Media can help you launch, optimize, and scale your content marketing programs. Our MSP marketing services extend far beyond content production to provide the most comprehensive and reliable content marketing services available.

If your program isn’t performing or delivering the results you need, contact us. We offer several services and content marketing packages to fit your company’s needs.

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