Online marketing is real, and it won the 2016 election!
Regardless of which side of the political aisle you sit on, the facts are in, and the brilliant use of online marketing won the day! This should by a classic lesson for every Doctor wishing to attract more and better patients!
Let’s face it, the current economic conditions haven’t been kind, and have touched everyone. To overcome, succeed and excel, you need to adopt better marketing techniques. Further, if you are using online promotion, you will want to read this blog and upgrade what you’re doing.
The online phenomena was first mastered and seen four years ago during the Obama-Romney race. Actually, we saw it at its earliest stages during the Obama-McCain run.
According to noted marketing and sales strategist, David Meerman Scott, author of “News Jacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage.”:
“We live in a 24/7/354 world, second-by-second news environment! The most prosperous and savvy operators realize there are new ways to generate media attention.
The rules have changed. The traditional PR model—sticking closely to a pre-set script and campaign timeline—no longer works as before. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative.
To be effective, you must launch your business ahead of the competition and attract the attention of highly-engaged audiences. You do this by taking advantage of breaking news. Additionally, you do that by generating attention and growing business in a real-time world.
Our always-on, web-driven world has new rules for competing and growing business. ‘Advance’ planning is out and agile is in! Those who embrace new ways will be far more successful than those who stay stuck and afraid to change.”
Recently, he wrote and interesting piece and an accompanying video on th 2016 Campaign. The piece is titled: How Inbound Marketing and Sales Decided the 2016 US Election. He believes that Donald Trump won because he understood his buyer personas better than the Clinton campaign. He passed that information via his online domination.
Meerman-Scott says that Trump created a strong, memorable message from the moment he announced his candidacy in 2014. “Make America Great Again” (#MAGA) captured his promise to buyer personas. People all over the country knew the slogan. Trump used inbound marketing to make himself the 45th President of the United States.
David states openly that his piece is a marketing blog, not a political blog! He emphatically stresses that he is not commenting on any candidate’s views nor is he publicly supporting either candidate. I write about the US Presidential election because it is a massive marketing case study.
“If you ever need to demonstrate how powerful online marketing is to someone who isn’t technically minded, you can prove it in a single word: hashtag. Even for people who don’t use Twitter or Instagram, hashtags have become unavoidable parts of modern culture. They’re standard branding tools in everything from fast food commercials to music videos, condensing a marketable idea or emotion into a simple, shareable concept.”
A hashtag is simply a means to organize and advertise an idea. Hashtags are shared with appealing ideas, the more likely the hashtag is to be shared. Once you understand how hashtags work, you can greatly increase the odds that your social media campaigns on hashtag-friendly platforms will actually see real-world results in conversions and pass-alongs.
Like Donald Trump, you can benefit from live tweet during big events. Both Clinton and Trump demonstrated the most effective ways of using hashtags when they live-tweeted their events.
In your case, you would use your company Twitter account during a shared cultural experience, using the event hashtags. Besides elections, sports championships and other major media events are ideal for attracting potential patients.
To conclude, your success comes from targeting your market and developing a reputation as an exceptional resource. You need to establish that are trustworthy, knowledgeable, and close at hand. Your goal is to become the lord of a small, profitable domain of your choosing. Within that domain, you will attract more and better patients, including those you want most. Your online marketing campaign provides multiple opportunities to build your authority status.
Naturally, such results require thoughtful and consistent efforts. These efforts will take many different forms, but underlying and guiding them are just six basic principles:
• Targeting the best prospective patients
• Developing a unique market niche
• Positioning your business as the best solution
• Maintaining your visibility (ie. online marketing)
• Enhancing your credibility
• Establishing your brand and reputation
Working on these principles is your recipe for getting out of the anonymity trap, establishing yourself as the leading expert, and building a successful practice.
I know that there is a lot to absorb. You may not have time to take on yet one more task. Maybe this will help? We have been directly responsible for many highly successful promotional campaigns for over two decades. I would like to extend an invitation to you; we will gift you our exclusive 15-minute Content Strategy Audit Session and review your current promotional piece and make vital suggestions. Just give us a call.
We have been directly responsible for many highly successful brand marketing campaigns for several professional practices. Also, we would like to extend to you or your selected staff members, our proprietary 10-minute Content Strategy Audit Session (i.e. blog posts, social media campaigns, magazine articles, website content, patient newsletters etc.).
We invite you to learn how Steve and Claudio can help you immediately. Increase the success of your practice, give them a call at 916.750.6319.
From the desk of Steven Cox, co-founder of StevenVonLoren Marketing Strategists, Direct: 916.750.6319; Amazon Author Profile, Facebook, Google+, LinkedIn, Twitter, Personal email: firstname.lastname@example.org