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By OppGenetix

12 Reasons Why Small Businesses Need Digital Marketing

If your small business doesn’t already have a digital marketing strategy in place, then it’s time to start making one.

Understandably, you may be reluctant to put some of your small business’s budget into digital marketing. Rather than thinking about it as a cost, think of it as an investment in your small business — an investment that, when carried out properly, is worth more than the initial investment. If you’re not investing in digital marketing, you actually could be losing more in the long run.

And that’s just one reason why your small business needs digital marketing, and there are several more reasons than that.

 

1. Digital marketing evens the playing field

Small businesses typically lack the resources to create commercials of Super Bowl quality. Depending on the size of a small business and its available resources, a billboard or radio ad may be out of the question.

But digital marketing is an area where small businesses can be on the same level as their larger commercial competitors. The barrier to entry is low, and provided small businesses are able to run a successful campaign, they are likely to reap the benefits of digital marketing.

 

2. There’s a wide variety of digital marketing options

Newspaper ads, posters, billboards, and local radio spots and TV commercials are traditional marketing avenues that don’t offer a lot of variety and fail to garner as much attention as they once did.

Thankfully, digital marketing has a plethora of options and fewer limitations on creative freedom.

 

Search ads

Paid search ads, are text ads shown on search engines like Google or Bing that are tied to keywords consumers search. What makes search ads so effective is that consumers using search engines are further down the marketing funnel. They’re not at the stage of awareness. They’re interested and are considering taking action for whatever it is they’re searching for.

Businesses are typically charged each time a consumer clicks on a search ad. The cost per click (CPC) varies and is based on a bidding system. Businesses bid on how much they feel a certain keyword is worth, and the amount businesses spend per click determine their position on search engine pages.

Search ads are geotargeted, which means these ads are sensitive to a consumer’s location. As a result, it will only display ads to consumers in locations selected by the business itself. For example, if your small business has one location in Columbus, Ohio, then you would want to ensure the people clicking on your search ads are in the Columbus area.

 

Display ads

Display ads are another form of search ads, though unlike their text-only counterparts, they are much more visual. They use images and video and come in a wide variety of sizes.

Display ads are typically run through search engines and are also linked to keywords like search ads are. Rather than appear on search engines, display ads appear on websites that are related to the topic a consumer searches.

Payment-wise, display ads are run on a cost per thousand impressions (CPM) model, which means your business will be charged for every 1,000 views an ad has.

 

Social media ads

Paid social media ads are found on social media sites, like Facebook and Instagram. They use a combination of text and visuals and have even more variety than display ads do. Facebook, for example, allows carousel ads, video ads, collection ads, and more. 

Like PPC ads, Facebook allows you to set a budget and bid on keywords to determine how much you’ll pay for its ads.

Paid social ads use both CPC and CPM payment models, depending on the kind of ad you decide to run for your small business.

 

SEO

Search engine optimization, or SEO, is an organic form of digital marketing, which means it doesn’t require paying a search engine or social media site. SEO is the practice of creating a website that ranks high on search engine results pages (SERP). Ideally, you want your website to be on the first or second pages of Google; it’s pretty rare for consumers to go beyond the second page.

At the very least, SEO requires your small business to have a quick, mobile-friendly website and someone with the ability to create thorough original content about topics related to your business’s offerings. It helps to have tools like Ahrefs to track keywords consumers use to find businesses like yours. Ahrefs tracks page rankings, how difficult it will be to rank for a certain keyword, keyword search volume, and more.

 

3. Digital marketing expands small businesses’ reach

Due to all of the digital marketing channel options, it’s easier than ever to reach different consumers in multiple places at the same time. Some consumers may be at different parts of the marketing funnel, but there are several digital marketing approaches that can be used to reach them.

For consumers at the top of the funnel (awareness and interest) who may have visited your small business’s website but did not take any action beyond the home page, you can create display ads for these consumers. This is referred to as remarketing or retargeting, and it’s a highly effective way to keep your small business’s brand at the forefront of people’s minds.

 

4. Digital marketing is cost-effective 

Google conservatively estimates that for every $1 a business spends on Google Ads, that business makes $8 in profit through Google Ads and Search — an impressive increase from Google’s earlier research that reported $2 in revenue for every $1 spent.

A Wordstream study found that the average cost for Google’s search and display ads across all industries were $2.69 per click and $0.58 per thousand impressions, respectively; Wordstream also found that Facebook ads average $1.72 per click across all industries.

Digital marketing costs less than traditional ad channels and allows you to place a cap on how much to spend. It’s clearly the superior route to take when it comes to how much you’re investing to advertise your small business.

 

5. Digital marketing targets multiple audiences at once

A print advertisement in the local newspaper typically targets one audience. The problem with this and other traditional forms of marketing is that they miss out on reaching your other audiences.

You can multiple digital marketing campaigns at once for different audiences via different channels, and this can become very specific and granular depending on which marketing channel you’re using.

 

6. Digital marketing keeps consumers engaged

In some cases, quantity isn’t everything. The quality of customers matters, too. In times of economic downturn, you might not be able to rely on occasional customers; you may have to rely on a loyal base of customers instead.

Keeping customers engaged with content, whether it be on your blog or your small business’s social media accounts, can keep them coming back to support your business.

 

7. Digital marketing boosts conversion rates

In digital marketing lingo, a conversion is another term for a goal. Conversions can be several different things: leads, purchases, newsletter subscriptions, engaging with content, visiting specific web pages, and so on.

Whatever your small business’s goal is, digital marketing makes it easy to track conversions and make optimizations to your digital marketing campaign that can boost overall conversion rates. 

 

8. Digital marketing has quantifiable results

Unlike traditional marketing methods, the results of digital marketing can be quantified. You can see the exact numbers, data, and statistics showing the state of your campaign. You can see how many people have “bounced” from your website, the number of people who have converted, and calculate an accurate return on investment.

There’s no guessing how many people bought products or signed up for a newsletter — the data is there.

 

9. Data can be used to improve marketing campaigns

Having quantifiable data can give you some idea of where your digital marketing campaign needs improvement. Sometimes it’ll require a bit of guessing and checking, but if you take a scientific approach to it by running the same ad with one slight difference, you can get an idea of how your small business’s digital marketing campaign can be improved.

 

10. Data can also be used to customize campaigns for highly specific audiences

Digital marketing data can help small businesses learn about their target audiences’ digital habits. There are tools out there that make it much easier to find your target audiences’ interests and discover the best approach to convert them to regular customers.

For example, Facebook offers a lookalike audience targeting option, which uses the information about your current target audiences and runs your advertisements to audiences that share similar features.

You may even find out that your small business has an audience that you never knew about until you started to review customer data. Then you can start making digital marketing campaigns specific to this audience segment, too.

 

11. Successful marketing campaigns can lead to new services and new business locations

Depending on the level of success your digital marketing campaign brings you, you may want to consider expanding your small business.

This could mean adding new services on top of the ones you already offer or even opening up another location. These additions and expansions can bring in even more revenue and customers.

Once you’ve got a strong digital marketing campaign for your main location or current services, you’re more than capable of creating more campaigns for your newer services. More services bring in more customers, more customers bring in more revenue, and more revenue means you can continue to grow your small business. It’s a cycle that continues to grow your business at each turn.

 

12. Resources for digital marketing are everywhere

There are tons of tools and resources for your small business’s digital marketing campaign: Ahrefs, Google Keyword Planner, Google Analytics, and so much more.

Our free digital audit is one great place to get started. For more information and even more digital marketing resources, contact us today.

By OppGenetix

Microsoft Ads for Medical: Give Your Practice A Spark

To say that no one uses Bing is a blatantly false statement. Sure, it’s not Google, a search engine so ingrained into our daily lives to the point that Google is a verb in the Merriam-Webster Dictionary.

Nevertheless, Bing is a fairly popular search engine and one that’s overlooked. Don’t overlook Bing — or Microsoft, for that matter. It’s a pretty powerful contender in the realm of digital advertising, and it’s one that can help medical practices in particular. Its advertising service, Microsoft Advertising (formerly Bing Ads), is worth giving a shot.

 

Reach prospective patients in places where Google can’t

Bing runs 1 in 3 U.S. desktop searches. It’s also the default search engine for Windows 10 users as well as other Microsoft applications like Word, PowerPoint, and Cortana.

Microsoft Advertising can reach 49.4 million users that Google can’t reach. If other clinics are mainly marketing via Google Ads, that means there’s an opportunity for your clinic to find prospects who aren’t searching on Google. Also, Microsoft Advertising isn’t only on Bing; its ads can be seen on Yahoo, AOL, and partner sites like Amazon. Even certain applications, such as Skype and Outlook, display Microsoft Ads search advertisements.

 

Target older audiences with higher incomes

Like Google Ads, Microsoft Advertising offers geotargeted ads, which allow advertisers to target audiences based on location.

71% of Microsoft Advertising’s audience is at least 35 years old. This makes it an invaluable resource for men’s clinics, plastic surgeons, body contouring practices, HRT practitioners, and hair restoration clinics. Its searchers are also slightly more affluent compared to Google’s, which means they’re able to spend more money online.

Reaching more people in your target audience’s demographic with a higher income is always a good thing.

 

Discover Microsoft Ads’ lower costs and higher conversion rates

As Google Ads becomes more competitive, its cost per click (CPC) is only going to keep rising. This isn’t the case for Microsoft Ads. CPC is significantly less than Google Ads, with a 29% lower cost per sale. Plus, the conversion rates are 35% higher at the same CPC as Google. Search Engine Journal found that specifically in the medical marketing segment, Bing’s CPCs were lower than Google’s 71% of the time

Higher conversion rates at a lower CPC is a goal to strive for in all marketing segments, and with Microsoft Ads, your clinic doesn’t have to strive much for much at all. It’ll already have a lower CPC to start with. 

 

Complement your practice’s current Google Ads campaign

Some people seem to believe that marketing on multiple platforms is bad, and few things can be further from the truth. Advertising on Bing will not make your clinic’s Google Ads campaign suffer or fail. It’s no different than running a TV ad and a newspaper ad for your clinic on the same day, except you have a little more control over who sees your ads and when prospects can see them.

By adding a Microsoft Advertising campaign to your clinic’s overall marketing strategy, you can reach audiences on both Google and Bing. 

Plus, Microsoft Advertising allows you to import campaigns from Google Ads, so you don’t have to start an entirely new campaign from scratch. Be sure to double-check location targeting and any ad extensions you had on Google Ads when importing to Microsoft Advertising, though; you may have to make some adjustments.

Adding a Microsoft Advertising campaign alongside your Google Ads campaign is a smart move and will ensure that more prospects will find your clinic — and even more prospects will convert.

 

Add Microsoft Ads to your practice’s marketing strategy

It’s entirely to your clinic’s advantage to start a Microsoft Advertising campaign. The patients you’ve been waiting for could very well be waiting to find a clinic like yours, so don’t keep them waiting.

To get a head start on your Microsoft Advertising campaign, contact us today.

By OppGenetix

How to Do HRT Marketing for Men vs. Women

Hormone replacement therapy (HRT) may sound like an all-encompassing treatment with one audience, but it’s a surprisingly diverse segment.

Every woman will experience peri- and post-menopause symptoms at some point in her life. HRT and bioidentical hormone replacement therapy (BHRT) are two treatment options that can ease some of those symptoms.

On the flip side, not all men struggle with low testosterone, but those who do may have an option to treat it with testosterone replacement therapy (TRT).

Given the diversity of this segment, you can’t go with a one-size-fits-all approach to marketing HRT. You’ll want to take a few things into consideration depending on your target audience.

 

HRT marketing for women

According to the U.S. Department of Labor, 80% of women make their family’s healthcare decisions. This means they’re more likely to be the ones researching available healthcare and medical options for themselves and their families. Studies have shown that women are also much more likely to out medical care than men. So, what does this mean in terms of marketing BHRT to women?

 

Show what you know

Just because women are more likely to see a doctor than men does not mean that they’re automatically going to hand over their contact information to any clinic. They may be even more discerning than their male counterparts when it comes to finding the best option.

Your landing page’s content should provide useful information that explains what BHRT is and what it does, as well as any side effects, benefits, and the FDA’s stance on BHRT. If you know where or what your bioidentical estrogen is sourced from, share that. Consider including a brief FAQ section.

 

Keep it appropriate and targeted

If you found a hospital’s website plastered in pink with a touch of floral prints, would you go to that hospital? Probably not. Take a moment to reflect on why you wouldn’t go there. The website’s colors and design don’t look professional or clean — two things that most reasonable people (men and women alike) would expect at a hospital. Your website represents your clinic, and if there’s a disconnect between your clinic and website, prospects won’t convert.

There are better ways to market your clinic to women without using a “girly” landing page or website. Remember you’re marketing BHRT to women in their 40s and 50s. Include high-quality stock photos of women who are either near or within that age range. If possible, ask a client to share her experience with HRT for a video.

Consider what message your landing page and/or website is giving prospects. If you’re a man running a clinic, show your wife or a female relative or friend the landing page and information and ask for their honest opinion. You might learn a thing or two that may even help your patients in the long run by listening to their feedback.

 

Emphasize natural treatments

To most prospects, BHRT and HRT look like alphabet soup. Unfortunately, the full names don’t really explain what they are or the differences between treatment options, either.

It’s important to focus on the word natural when marketing BHRT. BHRT is commonly advertised as natural because bioidentical hormones are derived from plant estrogen (as opposed to estrogen extracted from a pregnant mare’s urine, as is often the case with HRT).

You may believe “natural” is an overhyped, meaningless buzzword, but it’s still a word that holds value to women seeking treatment for menopause.

 

HRT marketing for men

A Cleveland Clinic survey found that 72% of men would rather do chores than see their doctor, and 77% of men in relationships would prefer to go shopping with their significant other than go into the doctor’s office. The same survey also found that one-fifth of men withheld information from their doctors and 46% of men aren’t comfortable talking to their doctor about sex-related concerns.

It’s imperative that if your clinic offers testosterone replacement therapy (TRT) for men that you have a strong marketing campaign.

 

Earn their trust

If you get a lead for your TRT, call the lead immediately. But don’t expect them to schedule an appointment right away.

Accept that it will take some time to earn a lead’s trust in this particular segment and there are a few ways to do that. Combine a regular content schedule. Collect positive reviews from patients. Track and remarket prospects who have visited the site more than once.

Low testosterone and the side effects that come with it are ones that men often find shameful. They may feel isolated and alone. In your messaging, it’s important that you remind prospects that low T is not their fault. Share statistics on the commonality of it to remind them that they are not the only one who’s struggling with it. Tell them that having low testosterone, a medical condition, does not make them any less manly than anyone else.

These messages are ones that will get through to prospects, slowly but surely.

 

Share stories

Help prospects feel less alone by sharing success stories on your landing page, website, or social media accounts. Get a quote from patients about their experience. Some may not want to share their name or other identifying information, so ask if it’s OK if you include initials or a first name followed by the last initial. Use high-quality stock photos if needed.

Getting guys to open up about their experience can help pave the way for others to take the first step into your office.

 

Segment your audiences

Remember that men and women play more roles than just men and women. People can be spouses, single, divorced, parents, grandparents, coworkers, friends, family, and so on. It’s worth segmenting your audience even further than just by male or female. Take the time to do in-depth research about your audiences. After all, it’s better to know than to assume.

If you need some more advice or help for improving your HRT marketing campaign, contact us today.

By OppGenetix

Was Netflix’s Award Marketing Campaign a Success?

The Wall Street Journal reports that Netflix spent over $100 million in a marketing award campaign for some of its original movies. The same article finds that most of those funds went to campaigning for The Irishman and Marriage Story, both of which were Oscar contenders. 

Netflix’s head of original films, however, denies that the streaming service spent that much money on award marketing campaigns.

 

Is that a lot of money to spend on an award marketing campaign?

As The Wall Street Journal notes, traditional Oscar campaigns usually cost about $20 million for a single film. Given that Netflix’s films received 24 Oscar nominations this year for eight films (The Irishman, Marriage Story, The Two Popes, Klaus, I Lost My Body, American Factory, Life Overtakes Me, and The Edge of Democracy), the estimated $100 million does even things out. If the funds were distributed evenly, that would be about $12.5 million per film, which falls a little short of that typical $20 million.

 

What did Netflix’s award marketing campaign entail?

According to The New York Times, Netflix took some non-conventional marketing routes, like sending film-related merchandise to reporters and film critics.

Netflix even went as far as to send members of the Broadcast Film Critics Association on free trips to meet actors and actresses and other people in the film industry at expensive locations and hotels — a move that upset traditional studios.

The streaming company also created a magazine, Queue, which included photos, articles, essays, and podcasts, to bolster the reputations of its nominated films.

 

Was Netflix’s award marketing campaign a success?

If Netflix’s goal was to receive more Oscar nominations than any other Hollywood studio this year (they did) and an impressive 34 Golden Globe nominations, then that could be considered a successful marketing campaign.

However, winning the nominated categories is the end goal, and Netflix fell short there. At the Golden Globes, Netflix walked away with two wins: Laura Dern for best supporting actress in Marriage Story and Olivia Coleman for best actress in The Crown. That would mean it cost Netflix roughly $50 million per win, assuming the reported campaign investment is correct. 

Out of its 24 Oscar nominations, Netflix also won two awards: Laura Dern for best supporting actress in Marriage Story and American Factory for best documentary.

All in all, Netflix’s awards marketing campaign was a mixed success.

 

Featured image: Screenshot via YouTube © Netflix

By OppGenetix

The Best Super Bowl LIV Commercials, According to OppGenetix

By now, you and your coworkers have probably spent all morning discussing and rewatching the latest Super Bowl LIV ads. As it turns out, your favorite commercials are all probably very different from their favorites. 

Maybe a coworker liked one that was more emotional. A different coworker found one commercial hilarious while another didn’t even crack a smile while watching it.

Even in a workspace that specializes in marketing might find itself divided over what the best commercial was the day after the Super Bowl. Case in point: OppGenetix’s employees all had very different opinions about which commercial was their favorite.

 

Alex Sheets, Digital Marketing Analyst

#BeforeAlexa (Amazon)


The one that made me laugh the most was the Ellen DeGeneres Amazon/Alexa commercial talking about having assistants named Alexa in different periods in history. It was well thought out and executed, and the ending was great.

 

Loretta (Google)

The one that made me feel something the most was the Google commercial with the old guy using Google to remind him of the great things about his wife. My grandma has Alzheimer’s, so it hit close to home and gives me chills every time I think about it.

 

Connor Potts, Digital Marketing Analyst

#SnickersFixtheWorld (Snickers)

My favorite was the Snickers commercial where they fed the Snickers bars to the earth because it hasn’t been a great year so far.

 

Tribute (Planters)

I don’t think it is a good commercial; I just think from a campaign standpoint, it is generating a lot of buzz, especially when #RIPMrNut happened.

 

Zain Khan, Director of Operations

Tom Brady’s Big Announcement (Hulu)

My favorite Super Bowl commercial this year was the Hulu commercial featuring Tom Brady. Every year, over the last at least 6 or 7 years, there has always been a debate about Tom Brady retiring from football because he is “too old” at age 42. I genuinely thought he was announcing his retirement, but he was really talking about TV dying rather than him retiring.

The relevance, simplicity, and timing of it couldn’t have been more perfect for me. Hulu took the greatest-ever to play the sport, made it seem like he was announcing his retirement, which could potentially be a bigger moment than the Super Bowl itself, and in that context, made a point about TV dying. That is creative simplicity, which was refreshing to see.

 

Cody Palmer, Senior Analyst

Love Takes Action (New York Life)

One that I thought was well-made and remember was New York Life. I liked how they took one word (love) and broke it down into the four Greek words for love.

 

Van Le, Graphic Designer

SodaStream Discovers Water on Mars (SodaStream)

I had a few shots forced on me, so I really didn’t remember much of the ads. I just remember the Mars and soda water one because it was a bit ridiculous. The rest, not so much.

 

Alex Francis, Developer

Inside Post’s Brain (Budweiser)

Because of the humor.

 

Sydney Schulte, Content Writer

Heroes (Toyota)

OK, I’ll admit: I didn’t watch the Super Bowl. But I did watch just about every 2020 Super Bowl commercial for this blog post, so I think it’d be a mistake to not contribute. As a self-proclaimed geek who’s spent an unhealthy amount of time mourning the losses of characters in TV shows and movies who sacrifice themselves so everyone else can live, I really appreciated Toyota’s commercial. It poked fun at that overdone valiant sacrifice trope with the most unlikely hero of all: Cobie Smulders behind the wheel of a Toyota Highlander — the ultimate soccer mom car.

 

Alonzo Foreman, Partner

Groundhog Day (Jeep)

My top Super Bowl ad this year was Groundhog Day from Jeep. For me, it connected emotionally seeing Bill Murray reprise his role as Phil from the iconic film, but with a modern-day twist. It does a fantastic job of reinforcing the company’s value proposition while still offering an experience that’s light-hearted and fun. And most importantly, I remembered the product and the brand!

 

And the award for the best Super Bowl LIV commercial goes to…

When it really comes down to it, it may be impossible to determine the best commercial. That hasn’t stopped USA Today from running its Super Bowl Ad Meter, which ranks what it considers to be the best Super Bowl commercial. Ad Meter scores ads using the average of a panel’s rating. This year’s top-ranked commercial? Jeep’s Groundhog Day.

 

Featured image: Screenshot via YouTube © Jeep

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12 Reasons Why Small Businesses Need Digital Marketing
Microsoft Ads for Medical: Give Your Practice A Spark
How to Do HRT Marketing for Men vs. Women
Was Netflix’s Award Marketing Campaign a Success?
The Best Super Bowl LIV Commercials, According to OppGenetix