On December 17, 2008 Permission TV released its survey findings on online video initiatives for 2009. 2 out of 3 respondents listed online video as a primary focus of their 2009 digital marketing campaigns – higher than every other category, including social media and search. So what does this mean for orthodontic marketing?
With the introduction of technology, new opportunities are opened up all of the time. Smart phones are something that helps tremendously too. The internet and cell phones are a great place to invest advertising because this is becoming a way of life for people.
Moving on to the next step of internet marketing strategies is email marketing. In this method you have to effectively exploit the email system. You can get mail ids of people who search for products similar to that of yours. Then the next obvious step in the strategy comes is to send the email to them. The content in the mail has to be in such a way that person who reads it gets captivated by it. This is important other wise next time you mails will land up in the spam list of user’s mail box.
When someone sees an ad, they either think of it as annoying or something that really interests them. Even though some videos or captions are funny, it does not mean that they are something this is going to help the customer remember what product or service is in the ad. People may remember the ad though.
But digital marketer is more than that. Why are so many companies jumping on the social media bandwagon? Because they too would like to have 4000 friends to spew their empty thoughts on? Maybe, but mostly to connect with you, the consumer. Say you went on a cruise or are looking to do so. Royal Caribbean has a Facebook page (probably a twitter and every other social sewage as well) in which people are asking questions as well as reading feedback from others that have already been on the cruises. Everything is done to build a brand, if you don’t know what a brand is, it is the connection between the product and the consumer. And what better way to connect to your consumers than to constantly chat with them?
Now that you got them hooked (hopefully), it’s time to reel them in. You can seal the deal by offering an incentive to purchase from you. The incentive can be anything. For example, a 2 for 1, an extra month of service, or a related bonus product. The point here is to offer your customer some added value and not just some junk product that’s non-related.
Knowing what to say and how to say it to your target audience is a very important thing to consider. First step is actually having the right title and the right tagline to catch the attention of your audience. Something that they can relate to, something that they would say themselves, or something that would touch their hearts or make them laugh. Depending on the niche of your product, your articles should bridge the gap between you and your customers. Next is having a good, no, GREAT content. Content that is so engaging and interesting, that the gap between you and your audience will totally diminish, to the point that they will come to you for information, not you to them. This is a great way to compete with the best even if you’re just a small company.
Many beginners decide to go it on their own when starting. This is fine if you are a determined, self-disciplined person, but if you really want to get ahead and not discouraged, I suggest you go the coaching route.