With 2018 just around the corner, and the digital marketing sphere constantly evolving, keep an eye on these four trends as you work to successfully market your product or organization.
Many other medical marketing tactics fall on the shoulders of content marketing. Especially in regards to B2B buyers, most will consume several pieces of content before making a decision. No buyer will move forward unless they can trust the product and can clearly see the value. Work with your content writing team to get inside the head of your ideal consumer and target audience. What are their pain points? What are their burning questions and concerns? How can your education and expertise alleviate that, and calm their overwhelm? By personalizing your content in an extremely targeted fashion, you are breaking those barriers from the get-go, shortening the buying process and positively impacting your brand.
The amount of time buyers, sellers, consumers, and marketers spend on social media is increasing at an exponential rate; social media influences 93% of buying decisions. Even further, social media is becoming a viable and trusted source for product-related information, reviews, testimonials, selling, etc. 57% of consumers say they are influenced by online reviews. That being said, your approach needs to be strategic and laser-focused. Every post and interaction should resonate with your target audience and radiate your brand, just as the content does.
Organizations have been fairly resistant to this trend, though its effectiveness in telling a story, evoking emotions, and the ability to say much more in much less time, is engaging and compelling. With a culture that is fast-paced and focused on instant gratification, video marketing is the ideal type of marketing to be consumed on-the-go and in only a matter of seconds.
This should come as no surprise, but mobile is the future and will continue to be. All of your medical organization’s marketing efforts should be mobile-focused first, desktop second. Create and deploy your website, newsletter, landing pages and more with the mobile user experience in mind, and your content, material, and brand will resonate much more positively.
Marketing trends in general, let alone digital marketing trends, are evolving at a pace we can hardly keep up with. Now, more than ever is the right time to start planning and prepping for a successful 2018.
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