Written by Whitney Cole
Read up on how creating a marketing strategy with your customer at the center can skyrocket your health tech organization’s growth.
Marketing in the digital health space is sick. And not sick as in cool, but sick as in unwell. Founders and digital health leaders are creating amazing products and technology that has the power to change the way we do healthcare. But when it comes to getting their message out, that’s where things fall apart.
It’s not for a lack of knowing their audience…because they do. They’ve often spent months, years even, immersed in who their target market is and what their challenges are so they can build tech that solves their problems. Turning that into a marketing message that will skyrocket customer acquisition, a message that says to prospects you know them as well as they know themselves…that is hard to do.
The problem? Small marketing teams mean it’s hard to have the bandwidth to create enough content to funnel your customers through the buyer journey to a sales conversation. Creating all this content takes time, energy, and the mental space to be creative.
Fortunately, creating content focused on your buyer and mapping it to your marketing funnel can be simpler than you think.
CHAPTER 1: MAKE YOUR CUSTOMER THE HERO OF YOUR HEALTH TECH MARKETING STORY
Your marketing should not happen haphazardly. A blog post here, a digital ad campaign there, an Instagram pic over there is going to do nothing to help you reach the people who really need you.
Once you’ve validated your message internally and with at least a few external people, use that message to start to create content pillars.
CHAPTER 3: LEARN FROM YOUR HEALTH TECH MARKETING CONTENT TO DRIVE ROI
Developing a core marketing message and marketing strategy is the starting point for further marketing opportunities. Over time your strategy and content may begin to evolve into something different. That doesn’t mean that your initial strategy was a failure; it just means that you’re continuing to grow and morph right alongside your target audience.
That’s why it’s important to keep an open mind, experiment with new ideas, and evaluate them accordingly. Here are some ways you can continue to evaluate and evolve with your market and keep your content relevant.
LEARN FROM YOUR CONTENT
Once you’ve released content, it may seem like your job is done with that particular material, but that’s just not the case. Published content gives you a new opportunity to learn from the response to your content.
Does it resonate?
For starters, is it resonating with your audience? Are you getting more engagement and feedback? If not, there are several things you can do to evaluate and optimize your content that won’t require starting from scratch. Start by checking your headlines. You can do this by using CoSchedule’s Headline Analyzer via their website. The better your headlines, the better chances your content will come up in customer searches. Check out your keywords, too. Maybe you’re not using the best ones and it’s diminishing your SEO.
Beyond that, you may need to look at your topics. It’s possible that the topics you’re focusing on aren’t really covering the pain points of potential buyers. Evaluate your content based on value at this point, too. Are you actually giving your audience something that matters to them? Or has your content turned into a spiel about your company’s abilities?
Does it inspire action?
Enabling buyers to take action and improve their current difficulties is one of the best ways to build trust and establish relationships. If your marketing strategy isn’t inspiring a response from your target audience, it could show up in several different ways. However, here are a few telltale signs that your audience isn’t taking action. For one, they may not respond or interact with social media posts, not even the educational posts. Even worse, you aren’t getting more leads in your funnel within a reasonable timeframe.
If these things are true of your marketing experience, then it’s time to reevaluate the value you’re offering. Does your audience really see worth in the content you’re offering? Are you giving them something they need? Perhaps it’s even simpler than that, though. Are you actually calling them to action with your content? Or are you simply giving them information without asking them to respond?
If so, then you need to up your call to action. That being said, your CTA doesn’t always need to be purchasing your product or service. It could be as simple as offering them a free checklist or guide that helps them implement the ideas you just presented.
LISTEN TO YOUR SALES DEPARTMENT
One of your best assets as you continue to evolve with your market is to listen to your sales department. They’re on the ground each day talking with the exact people you’re trying to reach. If anyone can give you the pulse of your target audience, it’s them. So ask them what they’re hearing from prospects.
In addition, customer success teams can give you insight into customers use of your product. They can provide you with stories of success as well as ways your marketing could better serve buyers.
LISTEN TO THE INDUSTRY
Listening internally plays a major role in marketing progress, but so does listening externally. Outside resources can help you continue to meet the needs of your market. For instance, the leaders in your particular industry have a good feel of customers’ pulse. If you listen to their insights, you’ll be able to know if your content is actually meeting the current needs of your audience.
All this to say, your marketing strategy isn’t static; it’s should be a dynamic approach that helps you connect and stay relevant within your market. This means that once you develop your strategy the goal should be to keep the conversation going with internal departments and external sources like customers and industry leaders.
By continuing to talk and learn, your marketing strategy will stay fresh, and your marketing team will only get sharper and sharper in their field.
Are you ready to create content that gets results?
Download The 5 Steps You Need To Create Health Tech Content Pillars to fill your content engine with blog posts, videos, ebooks, white papers, and more that move your customer through your funnel to a sale.