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How Does Shortening Your Marketing Copy Benefit Your Customer Engagement?

How Does Shortening Your Marketing Copy Benefit Your Customer Engagement?

Marketing Copy Basics

A marketing copy is basically your written introduction of the product to your target audience. How your copy is written will definitely affect the first impressions of your potential customers.

Not to forget the desire of your loyal customers to continue using your products or services. Marketing copies might be tricky to assemble, especially through time-when you have to offer something new without losing the touch of your core ideas and principles.

Don’t Be Boring!

It’s a well-known fact, that we don’t have too much time nowadays to make our product attention worthy to the customer. Remember the times of TV ads just ruling over the whole globe? People had TV on all the time, so extra 1.5 minute of explanations how your fridge works didn’t seem as boring.

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Well, times have changed and the rhythm of life has become far faster than before. Some of us even get annoyed when a TikTok video is longer than 30 seconds. The challenge is to spark the curiosity in a matter of seconds.

Choose Your Dictionary Accordingly

The choice of words and dictionary in a marketing copy has to be chosen wisely to send clear messages to your target audience. Now, for fun example-let’s consider that your audience is about 20-35 of age.

Imagine creating a marketing copy that uses words from the Shakespeare novel. Well, if some of your audience has read the Romeo and Juliet novel-they might understand your message, but how about the rest of the people? You cannot address their needs in a form of dictionary they are not likely to even understand.

Longer Words and Less Sense

Now that we have discussed the importance of right dictionary, let’s get to the main point of this article-make your copy shorter but just as functional! The more words are in a marketing copy-especially the ones that serve no purpose except for making it awfully larger-the less customer shows interest to read it through to the very end of it.

Imagine writing a blogpost for example-for your company news. You want to showcase your growth, but write just too much. The article that could be a page long, has turned into a multiple-page document that praises a company for too long. After the middle at the very best, the “WOW” effect will be long gone.

Make Your Copy More Fun

Considering the fact, that rhythm of life is already quite stressful, it would be productive to implement fun elements into your marketing copy. Swift humor will leave an unforgettable impression on your customer and the desire to check out some more of your copies.

Less Words-Not Unfinished Sentences

It might seem funny, but the mistake of providing unfinished sentences in the process of shortening the copy is far more common than you can imagine.

Well, sometimes it has a strategic meaning to be fun for the customer or giving them a chance to actually end the sentence to their liking. Yet, sometimes the content is so short-you’re left with more questions than answers. This causes confusion in your customer’s mind and uncertainty later to purchase your products or services.

Infographics-Modern Copy Strategy

In one of our previous articles we have discussed the benefits of incorporating infographics in your social media and web-content.

The great thing about this communication strategy, which is mostly held on Social Media is its combination of visual and textual elements. Well, of course they have to be harmonically fitted for one-another.

Not only do you have a chance to split your marketing copy in a more pleasing graphic manner, but you can also engage your customer to swipe right and left through your posts to find out more about you and your services.

The simplicity of this strategy is exactly what makes it perfect-especially for modern times. A customer gets full information completely by their own will, in a split format-positively affecting your engagement and CTR rates.

What We Offer

For more interesting articles make sure to scroll through our Publications on Edana. And, don’t forget to check our services for professional assistance from your Swiss Digital Agency. Feel free to contact us anytime!

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Online Advertizing (SEA/Display..)

Use E-Mail Marketing To Expand Your Customer Base

Use E-Mail Marketing To Expand Your Customer Base

E-Mail Marketing Basics

E-Mail Marketing is basically targeting the audience via their electronic mails boxes. Now it seems simple at a first glance, but don’t neglect this element of digital marketing in your company. It’s like a widespread stereotype, that people don’t check their mails anymore. But, have you ever thought that maybe an email itself is not interesting enough?

First Impressions Happen Once

Well you’re most likely familiar with the fact, that the first thing that pops up receiving an E-mail is it’s subject. Here is where a good copywriter comes into the game. Email marketing helps you engage with your customers to upgrade your brand and maximize sales. You can do a bunch of things with emails, including selling products, sharing important updates and improving your storytelling related campaigns.

Be Clear On Your Subject

Just as stated in the previous paragraph, subject options determine the curiosity of your loyal customers to continue their connection with your brand and potential ones to start it with a feeling of a certain benefit. In one of our articles we are also speaking about content segmentation and here is where this segmentation comes in. Let’s review certain examples.

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Maintain The Customer Through E-Mails

Let’s say you are sending an E-Mail to your loyal customers’ base. You have offered them some good sales on your website, Social Media platforms and through your Social Media and E-Commerce streams.

What do we do with an E-Mail now? Leave yourself an Ace up your sleeve as a Promo Code for example. Something your customers will additionally have access to only through E-Mail Marketing campaigns.

Obtaining The Customer Through E-Mails

As for a potential customer, please stop using headlines like: The Best, Suited For You etc. We get lots and lots of E-Mails saying they are the best and suited for us. Instead use the insights and feedbacks on your potential customers. Insights can be the interests your customers are showing towards functionality of your product and the purpose for it.

As for more practical example, let’s suppose your brand produces Energy Drinks. More or less, we know students consume most of energy drinks, especially nights before deadlines.

If you have not considered targeting students yet, start researching insights about their lifestyles and when they are more likely to have midterms or finals. Target your audience at the right time. Possibly-Spring Break would not be the best time right?

Insightful Headings

As for the students’ example, we must keep in mind, that the more time goes on-the more creativity is applauded for in Digital Marketing Campaigns. If you say in the subject that you offer the customers tastiest and most caffeinated energy drink, they might not pay much attention.

But, imagine using a fun line in your subject, like [No Deadline Is Too Close With Brand-Name Energy Drink] that is more likely to capture attention. The point is, make it fun and engaging. Call a customer to action immediately and offer a solution to their issues via your product at the same time.

Build Functional E-Mail Base

Create a subscription form on your website. When people visit your website for starters and like what they see, they’ll want to get updates about your products and services. This will help you collect customer data from your viewers.

You can also offer some online events as well and give access through links via e-mail. This must increase subscription interests. As exemplified in all options above, E-Mail marketing can be just as great and functional if you use it right, so make sure you don’t sleep on it’s potential.

What We Offer

Make sure to scroll through our publications for more interesting articles on Edana and don’t forget to check out our services to upgrade your Digital Marketing Campaigns! Feel free to contact us anytime.

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Paid Advertising Benefits For Your Brand

Paid Advertising Benefits For Your Brand

Paid Advertising is Underrated

Paid-also known as digital advertising is referring to any strategy that focuses on potential customers with certain interests regarding their product or services. This can also be based on their previous interactions with the brand. The main part is experiences at this point.

Now, it’s great to reach your engagement heights via multiple communication strategies, but let’s think about how cost-effective is it? At a certain point time is money and what we mean is-you might just waste your time trying to literally force people into recognizing your brand or service, when in reality you have to start with the ones-already interested. It’s almost like a snowball principle-they start telling others about how great your services are and referrals join the group chat!

Research Customer Behavior

Like we’ve already mentioned in the 1st paragraph-your paid ads strategy depends on your potential customer’s interests, desires, past experiences-which we can call Customer behavior in general.

Now even that behavior can be passive or active, which not always, but in most cases still depends on the consistency of your social media posting habits. Instagram and Facebook give us a great tool of activity insights on a business profile or a page. There you see the audience’s basic habits.

Basic Insights On Audience

Sometimes, even though we had a plan or strategy we thought was extremely productive and even worked out for a while-turns out to wear itself out on quite a short run. Why-you might ask. There can be a lot of environmental factors along the way. Some products and services even depend on seasons-let’s say tourism for certain countries. Maybe Egypt is one of exceptions-they have tourists all year round. As for insights, we were talking about Facebook and Instagram Platforms. Once we access the insights we see almost everything available in the norms of general privacy policy. We see the approximate statistics of our viewers’ genders (which they chose on a platform), time of their activity (most and least) weekdays/weekends and even exact hours. We also see the nationality of our audience and many other interesting details that can serve us well.

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Developing a Strategy

Keep in mind that developing such strategy is in a way more profit oriented and cost-effective. Somehow due to algorithm constantly tweaking-it’s becoming a bit harder to reach the so called “organic views”. Probably now known viral content generally gets the most organic views but just as unfortunately the type of content that is likely to go viral-is least likely to do anything for marketing strategies. It’s very seldom for an unplanned and unorganized content posting to become a key to success. Some of us are not that lucky!

Basic Steps

Now that we’ve spoken about sheer luck, let’s discuss basic Paid Ads strategy construction in its realistic form.

Set Your Campaign Objective

Figure out-what you are trying to reach with your content exactly. Is it views, engagement or maybe even share-worthy content to be found on people’s news feeds? Keep track of what exactly you are trying to accomplish

Choose The Best Platform

Now let’s say-your targeted audience generally uses the Instagram platform and views more reels than Facebook posts. Wouldn’t it be silly to choose any other platform when you know where the treasure box is? Also-certain platforms are connected, so advertising on one platform sometimes ultimately means it will appear on another platform automatically.

Hone in On Your Target

And here we are with customer behavior again. Find the most information you can about your audience’s engagement habits and tailor your communications onto those.

Refine Again and Again

Just like any other marketing strategy-paid ads needs refreshments constantly. Most logically speaking-there is no human/customer on earth who never changes their behavior-especially when it comes to social media engagement. Make sure to monitor and update your strategies constantly!

What We Offer

Make sure to scroll through more interesting articles on our Publications page at Edana and don’t forget to check our services which include Targeted Marketing along with numerous other specialties. Feel free to contact us anytime!

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Marketing Strategies For The Telemedicine Industry

Marketing Strategies For The Telemedicine Industry

Telemedicine Marketing After The Pandemic

The pandemic surely left our daily lifestyle changed quite a bit and even our health-related habits. During global lockdown we started seeing the necessity of using internet communications far more actively.

Now, there are actually a lot of benefits to it, which we found out only after the pandemic. Telemedicine had less of a reputation before, but the need of it has created a wider number of customers who got a chance to try and overview their thoughts about medical services online.

Changes and More Changes

We are not really very fond of changes, even when we keep saying that we want something new in our daily lives. The biggest challenge Telemedicine industry had-was to obtain mutual trust. The same was going on about online classes, but guess what? Now even Harvard University offers officially certified online courses which actually teach you a lot and more comfortably.

Like stated previously-lockdown made us do it and then we saw how much we were missing out on. Sometimes it would take months to get a medical appointment. Now we don’t have to go from one city to another or from state-to state just to get a consultation and a prescription. Isn’t it obviously cost-effective?

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Telemedicine Marketing-Best Practices

Show Care Through Your Communication

Remember that your patients are real people with unique challenges.. Be realistic and careful when providing solutions to their situations and wrap your messaging style to speak directly to their specific symptoms.

Educate Your Customers

Create a detailed guide that brings patients through every step of the process, from how to set up an appointment to what type of technology they’ll need. Use video tutorials to make it easier. And make your patients feel more comfortable by sharing a page with doctors and providers that they may see during their online-appointment video, including headshots, bios, and credentials.  

Subtle Digital Experience to Increase Conversion Rates

The pre-visit workflow is vital to telemedicine success. You don’t want to wait until the day of their appointment to learn that they have a technical issue, which makes them ineligible for visit. Make sure that your pre-visit workflow includes steps to assess and test their technology and ability to reach out.

Share Telemedicine Options with Current Patients

Take the time to hone specific messaging for your ongoing base of patients and send them the resources and educational content you’ve assembled. This could be in the form of a newsletter or email blast, promoted blog post content, etc. You can even segment your patients and provide them with content oriented on their particular cases. For older patients, or people with outstanding appointments, call them by phone and offer to schedule their next appointments as online appointments.

Telemedicine can be an Integral Service

Telemedicine makes it possible for healthcare providers to use their time more productively and connect with more patients. It lets continuity of care between providers.

Benefits Of Telemedicine

Accessible Patient Care-Virtual, yet simple, on-demand care – without the usual waste of time and cost. Patients who live in faraway locations, or who can’t leave home or just can’t take off time from work, can access care digitally.

Cost Effectiveness & Savings-Telemedicine also reduces unnecessary non-urgent visits and maximally lowers transportation expenses for monthly checkups for example.

Better Patient Engagement-Not only do virtual visits reassure patients that their providers are available and involved, it makes it easier for them to ask quick questions, report early warnings and make a follow-up appointment to make sure they’re not in any danger.

What We Offer

Make sure to scroll through our publications for more interesting articles on Edana and don’t forget to check out our services to boost your company’s engagement quality! Feel free to contact us anytime.

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Online Presence In Digital Marketing

Online Presence In Digital Marketing

Online Presence is a Modern Must

An Online presence is simply your activity through-out the digital platforms you’ve decided to take over to communicate with your target audience. Digital Presence may include all your activities on numerous profiles and your connection and engagement with the audience and their feedbacks in general.

Digital Activities Are Taking Over

Being present has numerous meanings generally. It’s actually really important to present yourself, especially in social situations where it’s beneficial for you to be. The right time and the tight place principle goes digital way too. If you compare the generational statistics of digital activity-it’s very obvious, that potential customers almost always start searching on internet platforms first.

Make Your Digital Presence Appealing

It’s extremely important to have appealing visual side to your digital platform. Now imagine having a digital post about how your service functions and let’s say it’s about clothing industry and fashion trends. Somehow you manage to feature an image of a needle and a thread. Is that really an optimal choice? Or maybe you should consider something more fancy like a beautiful pattern or an image of latest fashion-sense approved outfit. That’s one aspect of functional digital presence. As for your media profiles-make sure they are not chaotic. Messiness is not something a potential customer wants to deal with, especially if you’re a well-founded enterprise.

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How to Increase Your Online Presence Reach

  • Modern Attractive Website
  • Update Your SEO
  • Target Keywords-Business Blog
  • Have a Limit to Platforms
  • Focus on Audience
  • Make a Shareable Post
  • Stay Active
  • Populate Every Field
  • Maintain Your Listings
  • Real Time Monitoring
  • Search Ads
  • Social Ads
  • Display Ads
  • Retargeting Ads
  • Google Local Service Ads
  • E-Mail Marketing
  • Use Guest Posting
  • Use Video Communication
  • Engage Employees
  • Make Accessible Content
  • Make it Diverse
  • Be Mobile-Specific

Benefits Of Online Presence

  • Get discovered – a digital presence allows you to reach a wider audience.
  • Market your business Day/Night – your digital presence runs 24 hours a day, 7 days a week.
  • Save Money – you can do wonders with the right digital strategy.
  • Get more Conversions – calculate the conversion rate on your website and measure the impact of your marketing efforts.
  • Earn Google’s Trust – this will allow you to be better referenced and gain the trust of your target audience.
  • Perfect your Customer Journey – to make the customer experience satisfying.

What We Offer

Improve your Online Presence with us on Edana and make sure to scroll through our publications for more interesting articles! Don’t forget to check the variety of our services and feel free to contact us anytime!

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Modern Marketing Tendencies In Cosmetic Industry To Take Into Account

Modern Marketing Tendencies In Cosmetic Industry To Take Into Account

Decorative and Skincare

For decades decorative and skincare cosmetic brands have been pointing out to their own importance or superiority over one-another-that’s what we call the marketing wars. Now, one or another offers a product, result of which is to be seen by the eye, just hearing is most obviously not enough. Here is where all forms of Visual Communication come in. For the latest decade the social media has changed a lot and that is what we are going to talk about.

Old School & Modern Marketing for Cosmetics

Back in the days we all remember judging the cosmetic product’s quality by looking through catalogs or checking out the banners outside of Sephora-thinking that we want to look just like that. Through time this strategy wore off its efficiency.

Not that we don’t like seeing Rihanna’s eyes at a Fenty Beauty Stand anymore, it’s just that modern society isn’t striving to look just like a model on a banner anymore. In the era of Vloggers on YouTube and modern day reviewers on Platforms like TikTok and Instagram Reels accompanied by body positive movement has pushed the limits of Core Ideas a makeup brand can possibly stand for and of course a bigger focus is on quality. Have you seen the so called Brutal Reviews on makeup brands? Now that’s something you don’t want to be a part of.

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Inclusivity is a MUST

So far we have spoken about pushing the limits of Core Ideas a makeup brand/skincare brand can stand for and right now is the best time, because possibilities have become endless. Keeping up with modern day issues your target audience has to face a huge part of creating proper communication strategies.

Now, let’s speak of certain brands that has quite an issue deciding to stick with their prestigious names and didn’t bother to be in the moment. Anyone who’s into cosmetics surely knows about YSL. So far they have numerous beautiful lipstick shades which stand out with their pigmentation and longevity, BUT; In the later 2010s (2017/2018) the brand was called out for not having enough foundation shades, especially in darker skin tones, which led to a very harsh critique from their own target audience.

To this day, the issue on acceptance, especially when it comes to an individual skin color, is still hard on people’s lives and to have such a huge brand not even trying to do their part in resolving this issue-thus, ignoring the problem their customers have to face in real-daily life is a huge No-No.

Influencer Marketing in Cosmetics

Social Media has formed a huge base of information on skincare and makeup for all the audience that’s interested in it. Influencers play a huge part in this communication strategy. If you scroll through Reels, TikTok or Makeup Channels on You Tube, you will see hundreds of influencers receiving the PR Boxes from certain companies.

The most viewers are watching influencers who tell the truth. They focus on maintaining the trust of audience, rather than receiving more PR Boxes from luxury brands for their own good. If you want to go for Influencer Marketing strategy-that’s the type of a blogger/vlogger you are looking for.

Skincare Routines

Nowadays it’s almost a must to have a day/night skincare routine. Both Makeup and Skincare are now conditioned to avoid animal cruelty at all costs, or at least have a vegan-friendly version of their products. Again, this is how a brand shows that they care for their customer’s essential concerns.

Back in the early 2000’s even skincare was fragranced and the package was all too heavily designed, but now-Minimalism is taking over. If you have a closer look at current skincare products which are popular on the market, like: Ordinary, Attirance, Tula, Dermalogica, Beekman etc. they all have a clean design and have if not completely not fragranced, than at least mildly smelling products.

Like we mentioned in previous paragraphs, there has been a competition on which one’s more important-skincare or makeup. Yet, modern influencers have shown the audience, that both are important for healthy skin. Prepping, Decorating and Refreshing is the procedure we need both types of cosmetics for.

Less is More

After a roller-coaster of trends like extreme KKW contouring, with harshly contoured brows-followed by strobing and bushy eyebrows like Cara Delevingne-here we are finally, trending to embrace our natural features and use only necessary amount of products. Right now the classic “Less is More” principle is on the rise.

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Why Use Digital Audit For Functional Re-Branding?

Why Use Digital Audit For Functional Re-Branding?

Re-Construct Your Website Wisely

During the times of re-branding, especially when it comes to larger enterprises, professional assistance is a must. In this case Digital Audit is a necessary element. A digital audit is an assessment of all active media channels and to evaluate how effective they are in the current campaign. Audits are useful to conduct in advance of the planning stage of your strategy to build a foundation on historical performance and to understand the available channels to include in your plan. A digital audit includes a complete report on your website – how it’s doing, what the rank is, what users like, and how much ROI it’s generating. It’s important to do a complete website audit during the marketing audit to ensure everything about your website is on point.

Why use the Audit and what is ROI

A digital audit is crucial for online business success. It is what you need to evaluate, assess, and determine the power of your implemented digital marketing strategy to achieve targeted results and ROIs. Now, the ROI is Return on investment, or ROI, is a mathematical formula that investors can use to evaluate their investments and judge how well a particular investment has performed compared to others. An ROI calculation is sometimes used with other approaches to develop a business case for a given proposal. ROI formula is basically subtracting the initial value of the investment from the final value of the investment (which equals the net return), then dividing this new number (the net return) by the cost of the investment, and, finally, multiplying it by 100.

Use Digital Audit for higher Profits

So far, previous two paragraphs were a general introduction to the Digital Audit and the ROI formula. Now, let’s speak about it’s necessity for the Re-Branding procedure. Generally, Re-Branding itself happens either, when a brand simply wants to re-evaluate their persona and offer the target audience something new, or in the worst case scenario it’s because the previous digital or non-digital marketing strategies stopped serving the well-being of a brand and now it needs the transformation to enter the marketplace with improved strategies, communications etc.  There are certain fields of business, where sometimes the Audit is only seen as the pain, but in the case of Digital Audit, it can rather be a blessing.

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We like to say, that the main focus of all sorts of B2C or B2B communication is based on human connection and trust, but of course completely discrediting the actual costs of professional assistance would be just as much of a mistake. Statistics matter, whether we like it or not and especially in digital code-based world which is empowered by genuine human curiosity.

Creative and Practical Solutions

A Digital Audit offers solutions, just as the Creative team does. So, in case of re-branding these two are likely to cooperate as well. A creative team offers solutions based on human communications, what might interest them and what swipes their attention, building the brand persona as interesting as possible for the target audience and the digital audit calculates more mathematical result or expected results based on those strategies and pretty much converting them into the ROI metric. Remember when in school years-teachers would explain the specifics of brain’s two halves? They used to say, that left side is more mathematically/logically functioning and the right side is more visual oriented and took up more images than words. So if someone-an individual was more into arts programs was believed to have a higher functioning right side of the brain and if there would be another individual who, for example preferred playing chess, was believed to have a higher functioning logical side of the brain.

Now, in that case we are speaking of people, but imagine that your brand has a brain, but it has to have an equally high functioning logical and creative aspects to gain more profits from the outside world that it’s navigating in-in this case the outside world is a marketplace.

What We Offer

For more interesting articles make sure to scroll through our publications on Edana and don’t forget to roam through our services, which include the Digital Audit. Feel free to contact us anytime!

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B2B Digital Marketing Strategies For Further Success

B2B Digital Marketing Strategies For Further Success

B2B and B2C Marketing

In comparison to reaching out to the individuals, Business to Business A.K.A. B2B marketing strategies need a totally different approach, or should we say specific.

Start from reconsidering if your website actually meets the needs of your business, a little help from your team can never be extra. Carefully look through your website data and make sure it’s up to date in the first place.

Inspiring Communication

Double check how relevant is your communication for your target audience, improve mobility and response quality. Include clear messages which call to action, such as:

  • Request a Quote
  • Schedule a Demo
  • Download a White Paper

Feature the links to your Social Media pages, of course don’t miss out on the LinkedIn when working on this one, which is one of the best platforms for B2B communications.

Consistency is Important

Just like the individual customer oriented digital marketing strategy, also make sure to maintain regular, real time monitoring and updates.

Do the research! Keep in mind, that in some cases you might actually need to switch the target audience.

Good Blogging leads to better Sales

And of course, SEO is a must! As mentioned above, B2B digital marketing strategies can be quite specific, so consider looking for outside engagement as well. For example, guest blogging opportunities, that link back to your blog and website.

Don’t forget the Visual Media Content which can have the educational value for your potential customers. At the moment, TikTok is a platform not to be missing out from! 15 second short videos just might do wonders on the statistics of your engagement.

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Engage Online and Offline

Integrating your online and offline marketing can be extremely helpful as well. Such integration can be:

  • Direct offline activity online using a landing page, QR code or keyword
  • Gather email addresses at offline events such as conferences or networking events
  • Use custom URLs on offline marketing activities so you can track activity

Check the Modern Tendencies

Tapping into social media is a modern tendency which is undeniably useful. The uses for social media can be to provide industry tips, news, pain point solutions and updates on your products or services.

Creative Solutions

You must keep in mind, that all the communication you use for your B2B strategy, must be entertaining for the target audience to stay interested in your updates. FAQ and SAQ posts are just as important to understand how to have a better tone in the digital communications. Let’s say-if your target audience is more of a young/fun persona, a strictly business tone would actually push the potential collaborations away.

For some, a tone that’s too familiar in any of your blog-posts might represent you as not serious enough to make a business deal with.

Research Again!

Leveling up your communication will take a while, all the good stuff is generally more time consuming, which means-you will have to sometimes go back to all the steps mentioned above. Stay up to date, because in another case you just might realize at the finish-line, that all your efforts have led to no results, because you didn’t update the vital elements to your effective digital communication.

Re-Define & Re-Organize

It’s obviously time to redefine our views on digital marketing and broaden the horizons, digital world is constantly changing and so should we to give better services and develop as a result. Yet, keep in mind, that digitalizing the service doesn’t mean de-humanizing it. The dialogue might be code-based, but communication is still human.

Our Role in your further Success

Our team can provide you with the necessary services to develop and successfully re-activate your brand’s engagement status. Recently we had a great experience working with the HorseCare24.com. With the right marketing and design plans we made it possible to increase Google Ranking by 800%, +300% Click through rate on Ads and +1000 Targeted Followers on Social Media. For more detailed information feel free to contact us on www.edana.ch and don’t forget to scroll through some of our finished projects.

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Why is Digital Marketing Healthy for Healthcare Industries?

Why is Digital Marketing Healthy for Healthcare Industries?

The demand on digital marketing has grown in many industries, the frequent use of internet made people more dependent on online sources. Implementing it in healthcare (HC) industry has become crucial for future development.

You may have noticed that the last years have played a huge role in changing the direction of work environment and the healthcare industry should adapt to it.

How would digital marketing influence modern healthcare?

As you may know, everyone, including potential patients, use digital world for different purposes, so informing them about the news, or giving them information about a doctor may increase his visit rate. For example, showing the professionalism, dedication, reputation and reliability of med personal becomes easier with the digital world and the targeted audience becomes bigger. Shortly, the internet will allow you to personalize the information for specific regions or community.

What influence does digital marketing have on consumers?

“Word of mouth” has always been the best way to get information even before internet came by, nowadays everything works exactly the same way but virtually. People give a lot of value to the things that are provided by an online community and even choose a doctor or a medical facility based on other’s experience. The quality of services provided by the personal has also improved thanks to digital reviews, which has become a key factor for further development.

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What has changed in the healthcare industry?

The transformation of healthcare industry brought not only opportunities but also challenges for marketers. Changes has been seen in the customers experience, who became digitally empowered and in the factors for paying fees to healthcare. Indeed, instead of just paying for services, the consumer now also pays for the satisfaction, quality and transparency.

To explain it specifically, the consumers have become avid researchers and they no longer accept blindly what doctor prescribes, they became more involved in their healthcare, thanks to the internet.

4 benefits of digital marketing in healthcare industry

Up until now we talked about the methods of gaining patients and the impact of modern technologies on them. Now it is time to discuss the benefits a digital marketing has for the healthcare industry:

  1. It is a cost-effective method to advertise the services you propose, indeed, using cost-per-acquisition (CPA) can cut on the costs of ads by using digital marketing,
  2. Using traditional marketing methods to track potential patient information is time consuming. That’s were digital marketing comes in handy ; by using information from their database such as age, location, gender and more, professionals can target their consumers more efficiently.
  3. Digital marketing made the search of patient information much easier. On top of that, it helps healthcare industries to take decisions based on the data it collected and good results are more likely to be guaranteed in a short period of time.
  4. Did you know that one out of every 20 google user is looking up a healthcare-related information? For example: wellness tips, symptoms of diseases, how to diet, what products to use and more. Using digital marketing can help you improve search engine visibility and you may appear on top of the first page on google, whenever a client searches for a service you are related to.

In conclusion

There is no doubt that digital marketing gave a new life to healthcare industries by making hospital services visible in online space.

It is crucial to establish an online presence, since it helps you reach bigger audience and the satisfaction of your clients is more likely to be guaranteed.

In this fast paced era, the only thing left to do is to hop on the trends and make the best out of it and if you need help with it, Edana is here to help you.

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Online Advertizing (SEA/Display..) Search Engine Optimization Social Media Marketing (SMM) Web Development

Why is Digital Marketing the Future of Financial Companies?

Why is Digital Marketing the Future of Financial Companies?

Over the time the financial world has expended, which results in people becoming wealthier. While there are more opportunities created on the market, the competition has become fiercer and as a result a demand on digital marketing has increased rapidly.

Before getting right to the subject, we have to analyze the use of internet first. According to CISCO in 2018, 90% of the world population used internet but they are expecting an increase of the number up to 92% in 2023. Reaching bigger audience using digital marketing strategies and having access to targeted audience will become easier.

With the world becoming increasingly digitalized the need of people meeting face to face has changed, there is no need to physically travel to places since it is possible using internet. If you hop on this opportunity, it gives you an advantage but if you don’t, you cede the ground to your competitor who will know where to meet people (on internet). But for some reason, financial institutions are not adapting to the current trends and are lacking in this area.

Why you should invest in digital marketing

There are many reasons to prove why the digital marketing is more productive.

First of all, there are no distance limitations, you can reach your targeted audience anywhere and instead of local market, you target a bigger audience. Digital marketing uses different features to not only target the specific audience but categorize them into sub categories and tailor your product specifically for them.

Secondly, since everything happens online you can monitor your success rate, how many customers have you attracted and based on the information you get from page views, shares and clicks you get to know how profitable your digital marketing campaign was.

Last but not least, while other big companies that still use traditional methods of marketing spend millions of dollars to advertise their campaign, digital marketing users have an advantage of being visible to the customers in a cost-efficient manner and outrank them while doing so.

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Because of these reasons digital marketing is used in many fields nowadays and institutions are trying their best to digitalize themselves in order to be on par with trends, but for some reason financial services tend to be a step behind in this regard. In this era where e-commerce and mobile technologies are becoming popular day by day, customer’s needs are changing. They tend to handle their needs online ; online shopping, handling their finances, communicating with friends and family.

Some of the institutions fail to embrace social media marketing, they underestimate how a customer’s review can influence their business. These days instead of “one fits all” the service providers choose to customize their services to specific people so that they get maximum satisfaction and choose the provider once more. The companies that have taken this into account have become more successful and are leading the market.

There are five main digital marketing channels and tactics that can be used by a financial institution:

Search engine optimization (SEO) for a financial company

The main goal is to rank as high as possible on Google or Bing or any other search engines. The higher the ranking is the bigger chance of having free traffic to your website. The higher you are on the search engine the more chance of getting potential clients.

Digital marketing channel consists of three parts:

  • On-page SEO – the main focus is the content of the website. The main goal it to create content using keywords that are frequently asked by the clients and answering their questions.
  • Off-page SEO – in this case everything happens away from your website, it consists mainly of the backlinks, which also effects your ranking.
  • Technical SEO – the main focus here is the back end of the website. Many engines such as Google have their own factors such as: site architecture, CSS, the coding and e.t. so taking into account these factors are also important.

PPC

We have all noticed ads popping up while using the apps right?

Companies often use pay per click as a mean of advertisement, they pay to the publicist every time an interested persona clicks on an ad. Its main purpose is to lower the costs on advertisement while keeping the goals in mind. They usually match the business profile and the interests of specific audience to increase the use of website.

Social media marketing

It allows you to promote your brand on different social media platforms. The logic behind it is that more traffic equals to more leads for your business. For this purpose there are many social media platforms that can be used, such as: Facebook, Twitter, Instagram, Youtube, TikTok and e.t.

Content marketing

Updating your content and introducing your product is a must to attract clients even for big financial companies, they usually conduct a survey to firstly identify the needs of potential customers and then provide necessary information to attract them. Another way they succeed each time is by analyzing the market and current trends that are presented and use it to their advantage, which gives the potential clients the reasons why they should choose them over others. So in order to make customers remember what you are about, creating a content that envisions the ways you can help them reach their goal is a must.

Email marketing

Email is widely used in business world for presenting the companies and their services to others and it can be first of all tailored specifically for targeted audience and use it to drive traffic back to your website. It is low on cost and effective on long run.

Final conclusion

In an era where digital world is expending and the younger generation are becoming even more centered on using internet for different purposes, having a strong digital marketing strategy is a must for not only success but to also increase competitiveness on the financial market. If your financial company aspires to be up to date and gain more success but do not know how to achieve it, Edana can help you with it.