What Are Your Digital Marketing Must-Haves?
Marketing is a vast landscape of tactics. There are so many different ways in which you can approach building a campaign.
Our goal is to get a handle on what matters most to you in order to create a totally custom strategy.
Some businesses are brand new, and building name recognition is an essential first step in their long-term marketing goals.
Others are looking for direct response activities, so they can fill their opportunity pipeline and increase their sales.
More often than not, we’re supporting healthcare organizations to solve more complex problems, where we’re managing a strategy composed of several different marketing tactics that support the goals of the business and the needs of their client prospects.
There is so much that businesses deserve from their marketing agencies that they just don’t get. To be clear, working with a marketing agency is a partnership — it requires collaboration from both sides in order to be successful.
Here are what I believe are just a few marketing must-haves that will benefit your healthcare business, or any business seeking to create real growth for their organization!
Digital Marketing Must-Haves Clear Marketing Goals
My broad recommendation for all business owners is that you should consider being less focused on specific marketing tactics, and more intent on getting very clear about your goals.
- What are your business’s most important goals?
- How can marketing have the biggest impact on those goals?
- What matters most to your clientele?
Of course, there are several other questions we will explore with you in our discovery sessions, because your answers will help us create a completely personalized marketing plan for your business.
We don’t believe in providing off-the-shelf recommendations, or coming to discovery calls with pitch decks. This, to us, feels presumptuous. It prevents us from learning the nuances of your business.
You end up missing out on a lot of incredible opportunities by talking instead of listening, and we feel it’s our responsibility to be careful observers, active listeners, and probing interviewers. That’s where the magic happens.
The more that you’re thinking about your goals, the more detailed they can be, and the clearer your path in achieving them ultimately becomes, because we can then reverse engineer a strategy designed to support that outcome.
Growing a specific service offering, launching a new product, promoting an event or social media channel all require a different approach. Getting clear about what success looks like will help us create the roadmap for your business.
Digital Marketing Must-Haves: Great Reporting and Recommendations
Every month, our clients receive a detailed report, outlining precisely how their marketing investments are performing.
We block out a day for the entire team to focus on crafting these reports and provide the best, most useful insights.
Each report is highly customized, including service-specific data, and a detailed view of campaign metrics.
In order to be specific about your needs and goals, we build the framework of your report during your onboarding and integration phase to ensure that we’re highlighting the right data. These are “data for data’s sake” accounts — our reporting is intended to be timely, relevant, and actionable. They are built in a manner where new tactics and metrics can be added or revised at any time.
It is also important to note that your reports are not just a reviewing of your current campaign performance. They also include, as a standard, recommendations from services specialists across the Formada team.
- What channels are your opportunities coming from?
- How effectively is your website engaging visitors?
- What tactics are converting into opportunities?
- What are new opportunities that are emerging?
- Are there new tactics that can drive even more growth?
- Should we increase or decrease the budget for certain paid tactics?
These reports are robust, actionable, and confidential. A must-have for any organization seeking growth.
Digital Marketing Must-Haves: A Great Content Strategy
Content lies at the heart of all marketing and advertising. It could be the written word, audio, video, or a visual aesthetic — and it’s usually a combination of those things!
The reason why content matters so much is because of how much it communicates. It’s what creates the perception of your business’s brand while informing your audience of what you do, how it’s different, and why it matters. (Not to mention how they can get it!)
When we help you develop a content strategy, we use our brand questionnaire in order to get a clearer sense of what you want your brand to communicate to the world, using that and other information we’ve gathered to make recommendations about tactics, subjects, and the frequency in which you should publish.
Great content, and a great approach to content, can:
- Distinguish you from your competitors
- Help you reach a broader audience
- Establish authority with search engines
- Convert more customers
- Increase your revenue
When we have a clear understanding of your brand, your goals, and your audience, our team dives into doing the appropriate keyword research and competitor analysis in order to find ways to differentiate your business.
This might mean we lean hard into certain tactics over others, or it could also mean taking a completely different approach to certain tactics or subjects. The good news is that, no matter how much competition you might face, there is an opportunity to differentiate your business and cultivate an audience.
Our content team specializes in creating and publishing content for medical and health-oriented businesses, and has a proven track record of success.
Must-Haves and Most-Deserved: A Trusted Agency Partner
The above examples are just a few of the many things that I feel you absolutely must have in order to get the most out of your marketing. Above all, having a partner you can trust, one who has your best interests at heart is absolutely critical to your success.
We’re not really interested in quantity at Formada — we’re all about quality. We want to do high-quality work, the kind that garners high-quality results.
There are so many options that you have to choose from when it comes to digital marketing support, and we’re deeply grateful for everyone who has trusted us with their marketing strategy.
I can say with confidence that we have established a reputation for doing great work and helping medical and healthcare organizations grow their businesses.