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Alyson Phillips

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Mobile Healthcare Searches: 3 Things Providers Need to Know

Posted by Alyson Phillips on November 9, 2016 at 1:13 PM

While the mobile revolution of the 21st century has changed the face of modern business in nearly every industry, the medical industry has been particularly affected by the rise of smartphones in the U.S. More than half of all smartphone owners have used their phones to look up a medical condition in the past year, and two out of three seeking immediate treatment (at an urgent care facility, emergency room, etc.) check their devices to find the locations closest to them. With mobile healthcare searches on the rise, providers may be wondering how they can connect with new patients and take advantage of this growing trend. Fortunately, the solution starts with two little words:

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Topics: Paid Search Engine Marketing, Search Engine Optimization (SEO), Healthcare

Is Your Advertising Plan in Place for 2017?

Posted by Alyson Phillips on November 4, 2016 at 11:19 AM

Yes, it's time to start your 2017 advertising plan. You know that ads can draw huge traffic to your site and generate business, but without a plan in place, you can quickly overspend without getting much in the way of results. If you're already a forward-thinking person, you might be asking, "But what about products that will be coming onto the market that we don't even know about yet?" This is exactly why you really need to plan.

One of the essential elements of an advertising plan is establishing goals. The path becomes clearer once you know where you're going. Determining your best response to various market trends is more doable when you have an advertising plan, which is not the same thing as a buy.

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Topics: Integrated Marketing

3 Landing Page Copy Mistakes Hurting Your Conversions

Posted by Alyson Phillips on October 7, 2016 at 1:09 PM

While marketers spend a lot of time looking at how page layout, button design and font size on a landing page influence conversions, they may be inadvertently ignoring one of the biggest factors that influences consumers — landing page copy. If you've tried everything and are still not meeting conversion goals, it may be time to go back to the basics and take a hard look at your copy. Keep an eye out for these three common mistakes.

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Topics: Website Design & Development

Health Care Marketing 101

Posted by Alyson Phillips on September 26, 2016 at 10:58 AM

The services they provide are much different than your typical organization, but just like those businesses, health care companies need to make their offerings known to the public.

If you're in the industry, you know that marketing is a critical component of your business' long-term success — but the keys to success are much different for you than they are for, say, a retail company or a restaurant chain. You're tasked with promoting your services while establishing your expertise and building considerable trust among your potential patients. There's plenty to balance in terms of professional ethics, sensitivity to patient needs, and the duty to provide the highest standard of care possible.

So how can you reflect these core values through your marketing? Here are some tips.

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Topics: Video Advertising, Integrated Marketing, Healthcare

Comparison Shopping: How Does Your Business Hold Up?

Posted by Alyson Phillips on September 19, 2016 at 1:47 PM

In a world where almost anything can be bought on Amazon or eBay for a rock-bottom price, many business owners have been dismayed not only by decreased foot traffic, but also the practice of "showrooming," where consumers use brick-and-mortars merely as comparison shopping venues, to then purchase an item online, later. Small and medium-sized businesses (SMBs) have been fighting back in recent years, though, with some proven tactics that are helping to stem what can feel like an overwhelmingly negative tide.

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Topics: Responsive Design, Paid Search Engine Marketing, Mobile Optimization and Advertising

Local Holiday Advertising Do's and Don'ts

Posted by Alyson Phillips on September 8, 2016 at 2:49 PM

Almost every commercial brand looks forward to certain holidays with great anticipation. Taking advantage of these seasonal spikes in business can occupy the better part of a marketing department's calendar year, and for good reason: Some industries see the bulk of their annual sales generated in a single month leading up to some of the most sales-heavy holidays.

With digital and traditional channels to choose from, you have a lot of options at your disposal to create a successful seasonal campaign. That means making the right choices while avoiding costly mistakes. Here's a primer on how to build a local strategy that accomplishes both goals.

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Topics: Integrated Marketing

Is Your Brand Awareness Strategy Missing the Mark?

Posted by Alyson Phillips on September 2, 2016 at 2:04 PM

Brand awareness should be a focal point of any marketing campaign. This tough-to-pin-down metric is a general reflection of how well a given audience recognizes and knows a particular brand. For companies trying to earn recognition, patronage and sustained loyalty from a base of dedicated consumers, developing a brand awareness strategy is the place to start.

Awareness isn't easy to come by: It takes a combination of time, money, resources and creativity to build it among an audience large enough to sustain a company. For a business like Coca-Cola, it's a decades-long work in progress, and one of its best drivers of sales. Few companies today, if any, have the luxury of planning out that far ahead, but there's a simple, universal lesson from Coca-Cola's example: When executed properly, brand awareness strategies can pay dividends for years to come.

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Topics: Integrated Marketing

Understanding Your Customer: Tips and Tools

Posted by Alyson Phillips on August 19, 2016 at 11:32 AM

Understanding your customer is the critical starting point when it comes to generating leads and increasing conversion rates. Your customers' needs drive company growth, which means you must recognize those needs before crafting or adjusting strategies. Capturing these needs, however, isn't always easy. Fortunately, there are many customer insight tools available to help you out.

Data Management

Facebook Business offers insights and tools you can use to understand the market in general, compile data on people who like your page, track conversions (e.g., content consumption and sign-ups) and more. Facebook's Custom Audiences tool can also generate a Lookalike Audience based on a customer list or data from your site. This way, you can identify new customers with behaviors and demographic characteristics similar to your existing customers. With almost 1.6 billion users (as Tech Crunch points out), this data management platform (or DMP) is robust.

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Topics: Integrated Marketing

The Best Call-to-Action Phrases You Haven't Used

Posted by Alyson Phillips on August 12, 2016 at 11:02 AM

Call-to-action phrases (CTAs) can make all the difference when it comes to return on investment. While you want to write compelling copy to engage customers, you also need to figure out how to take that engagement one step further and drive traffic to your site and product pages, which is where CTAs step in.

Check out these five effective call-to-action phrases, and learn why they work and how to write your own. These CTAs don't necessarily have to be the button copy, but they should make your customer want to click.

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Topics: Premium Display and Banner Ads, Interactive Design & Creative, Professional Services

3 Lessons Marketers Can Learn From Voter Behavior Studies

Posted by Alyson Phillips on August 5, 2016 at 10:57 AM

Election season is here, and while marketers may feel it's harder to cut through the noise of the various local, state and federal elections happening during this busy time, the 2016 election season is actually revealing a number of interesting insights about consumer behavior.

In fact, Google recently published a voter behavior report containing the following three insights:

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Topics: Premium Display and Banner Ads, Paid Search Engine Marketing, Search Engine Optimization (SEO), Integrated Marketing

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