Five reasons to take another look at native advertising

Five reasons to take another look at native advertising

Native advertising is content that looks like editorial but is actually paid for by an advertiser. It’s a newer form of digital advertising that savvy marketers are using—and you probably should be, too. According to a study from IHS on behalf of Facebook, by 2020, the majority of mobile display ads will be native and represent $53 billion in advertiser spend. Here are five reasons to take another look at native advertising.

Reason 1: You’re already writing the content.
Native advertising is the perfect match for an existing content marketing strategy, because blogs, e-guides and case studies that you’re already creating can be easily adapted as native ads. If you’re already writing the content, why not do something with it?

Reason 2: You can do a deeper dive.
If your product or company requires more explanation than the five words that can fit on a banner ad, native is for you. Add in illustrations, figures, photos or video to help tell your story to readers that are already in the right brain space to read your content.

Reason 3: It is more engaging than traditional display.
Native ads deliver up to 60% more engagement and up to three times greater retention than other digital advertising. That’s because readers are more likely to engage with a sponsored article that provides relevant information, and more likely to share it with friends and colleagues, than a display ad with minimal information. Click through rates can be two or three times higher than display ads.

Reason 4: It’s good for thought-leadership positioning.
Not only can native drive clicks to your site for a free trial, e-guide or webinar, it’s a chance to elevate your thought-leadership position, as well. Hand company executives a pen and invite them to share insights on trends related to your industry—the article can include a byline and mini bio.

Reason 5: It’s flexible.
Launch a native campaign in a trade publication for a one-month period with a few articles. Watch how many clicks the articles are getting and extend the run of the popular articles and swap out the unpopular ones—native is an incredibly flexible addition to your marketing mix.

Are you interested in investigating a native campaign for your company? Many of our clients are seeing success with it, so we’re well-versed in the practice. Give us a call or drop us a line if you’d like some help.

Is your content on point?

Our pencils are sharpened.

Marketing healthcare to millennials and Gen Z

Marketing healthcare to millennials and Gen Z

The youngest adults among us present a marketing challenge for those in the healthcare space because they don’t follow the commonly accepted “rules” of the healthcare system. As an example, according to the Accenture 2019 Digital Health Consumer Survey, only 55 percent of people in Generation Z, born in 1997 and onward; and 67 percent of millennials, born in 1981 to 1996, have a primary care physician (PCP). In comparison, 84 percent of Baby Boomers have a PCP.

But younger adults are key for healthcare marketers because they have a lifetime of potential brand loyalty ahead of them. And they’re powerful, using their voices and spending power to support what matters to them. According to Pew, young adult households earn more than most older Americans did at the same age; they’re better educated than their grandparents; and Gen Z, millennials, and Gen X outvoted older generations in the 2018 midterm elections.

Here are three things to keep in mind when marketing healthcare to millennials and Gen Z.

They don’t care about your TV ad
Though 44 percent of millennials do watch their favorite shows on broadcast or cable, the youngest adults were raised on digital. That’s why display advertising, search engine marketing, social media advertising, native advertising, pay per click and other types of digital ads should take up a large piece of the pie when targeting this demographic. And make sure your website is mobile friendly—92 percent of millennials use smartphones and, since smartphones were introduced in 1992, Gen Zers have never lived in a world without them.

They’re staying single longer—or for good
Don’t assume that since the oldest millennials are in their mid-to-late 30s, they’re focused on family healthcare. According to Pew, 46 percent of millennials ages 25 to 37 are married, compared to 83 percent of those in the Silent generation who were married in 1968. And they may never marry. “The share of adults who have never married is increasing with each successive generation. If current patterns continue, an estimated one-in-four of today’s young adults will have never married by the time they reach their mid-40s to early 50s—a record high share.” Focus on marketing care for the individual, not the family, to reach a wider swath of this audience.

They’re an excellent source of feedback
Younger adults seek online reviews before they make a decision about a purchase—or a doctor. In fact, 97 percent of consumers aged 18—34 read local business reviews online. (Source: Search Engine Land) That means that it’s important to ensure that your reviews are enabled on social media and solicit positive feedback from current patients—and respond to negative feedback instead of burying your head in the sand. And because younger adults also provide reviews, they’re a great source of feedback. Monitor ratings and review sites, health apps, and online communities for useful insights into how your patients feel about your practice or organization, so you know what’s working and what isn’t.

Market to patients like customers

Top three reasons why your site should have a blog

Top three reasons why your site should have a blog

Building a website is not enough. It’s important to consider how to drive visitors to your site. Blogging is the #1 way to draw traffic to your website. Publishing blog articles optimized for search will help you generate leads. Consider:

Creating a blog is just the start; you need to develop an editorial calendar and fill it with topics of interest and information of value to your customers. Mix in a little company personality and fun. Dedicate time and resources to keeping the blog fresh and employ Hootsuite or another social media management platform to automatically share your blogs to social.

Need help getting started? Contact us and we’ll get you up and running in no time. We can help you achieve the right content mix to engage, inform, and entice key targets to keep in contact with your company or organization.

Content feeling stale?

Our professional writers are here to help.

Predictive lookalike marketing

Predictive lookalike marketing

Artificial intelligence (AI) is changing the way we find and acquire qualified leads. By providing a list of top customers and their URLs, together with any needed filters, you can identify lookalike targets using AI.

There are a lot of companies popping up offering this service. Make sure you do your homework to find the best fit. Our recommendation is to use a company that offers targeted human validation, like LeadCrunch. According to LeadCrunch, “Every lead will be validated using their direct calling teams to verbally confirm opt-ins and business card details as well as answers to any custom profiling requirements needed.”

These are much more focused leads for your sales team to follow up on, because Artificial Intelligence is designed to identify ideal customers. Here are the top three best practices for predictive lead follow-up according to LeadCrunch:

#1: Be persistent

  • Ideally, with predictable prospecting, you should follow-up with a well-designed cadence of touches using email, phone, and LinkedIn across five weeks.
  • Don’t give up on reaching these contacts—LeadCrunch has already engaged with them by phone.
  • Giving up too soon is the sure-fire way not to see ROI for a campaign.
  • Be sure not to discard any of these leads, we can always continue nurturing them with the blog email newsletter.

#2: Leverage multiple channels like email, phone, LinkedIn

  • These prospects are bombarded with vanilla-style follow-up.
  • Use the tools and templates we provide as directional help, put your own spin on them to personalize your approach in a tone and manner consistent with your communication style.
  • Stand out and let them know you are a human, genuinely trying to help solve their problem.

#3: Be patient

  • These leads are designed to identify companies early on in their buying cycle.
  • That doesn’t mean you won’t find low-hanging fruit.
  • Be prepared to nurture for mid-term and long-term opportunities.

Need help with lead generation?

We’re fluent in developing campaigns that attract leads.