With the current news and hype over reported cases of ebola in the U.S., healthcare providers have a great opportunity to serve their communities. By dispelling myths and instilling confidence that they are taking the appropriate measures to ensure their community will be safe, health systems can help calm a panicked public. A good communication tool to use for this purpose is social media.
Don’t ignore the situation like an ostrich. Post a statement. Communicating with your community and patients is critical at a time when they are looking to their healthcare provider for information on a crisis (or perceived crisis) that is relevant to them.… Read the rest
Thought leadership is a term that is becoming more and more common in the manufacturing industry. When I think of “thought leadership” many concepts come in mind that create this visual representation of someone who is an expert in their industry, but there is so much more to it than that. So I plugged the term “what is thought leadership” into a little known search engine called Google, this was its response:
Sounds pretty awesome if you ask me. … Read the rest
I need to proclaim my love for Eric Wittlake’s recent post in Business 2 Community, where he talks about the underlying message behind a LinkedIn event he attended (Tech Connect 14). In it, the founder of Khan Academy, Salman Khan, talked about his vision of delivering a “world-class education.” Wittlake takes this message and runs with it, challenging marketers to rethink their approach to content quality.
Essentially, Wittlake says that B2B buyers aren’t only raising their expectations—they’re restructuring them at an elemental level.… Read the rest
Is your company interrupting potential clients with your digital marketing initiatives, or are you seeking their permission to share useful content with them? If you’re only doing the former and not including the latter, then you might want to reconsider your digital strategy.
Marketing guru Seth Godin was the first to coin the distinction between permission marketing and interruption marketing. Traditional media heavily relies upon interruption marketing, a method which involves purchasing the right to interrupt your target audience with advertising.… Read the rest
3 in 4 consumers say online research will help them decide which gifts and brands they’ll buy this holiday.
Much like 2013, holiday marketing in 2014 is more critical than usual because the holiday shopping season is shorter. With Thanksgiving falling at the end of November, this season has relatively few shopping days, making each single one more valuable. By knowing and preparing ahead of time, retail marketers can set realistic expectations with their bosses and budget accordingly.… Read the rest