Smart Spots

When we meet with prospective clients at Spot On, we often hear something along the lines of “I’m already spending a fortune on marketing.” Our answer? “Yes, but are you getting a return on your investment?” Often, we are met with a blank stare.

Digital marketing is essential in bringing new customers to your business, but if your marketing isn’t effective, you are throwing your money to the wind. Analyzing your ROI, however, is not something that most marketers have a clue about how to do, but the good news is – Spot On is here to teach you how to measure your content marketing ROI.

You are a healthcare-focused SaaS company. By nature, you are obsessed with efficiency, data, and automation. Content marketing may be the last thing you want to see on the budget. But, then again, content marketing brings in 3X as many leads as traditional marketing and costs 62% less, according to HubSpot. Some of your peers shy away from the delayed gratification and perceived lack of control in favor of old-school, outbound approaches. But this is not an old-school field is it? You need to speak to audiences as an insider, a resource, and a friend to gain advantage where competitors may make wild claims and offer inferior products.

Today, Google has over 270 million U.S. unique visitors, with 81% using it to search online for a product or service. Therefore, it is no wonder why pay per click (PPC) continues to be an effective healthcare SaaS product marketing strategy.

Did you know that email produces an incredible 4,200% return on investment? This makes targeted email campaigns one of the most effective marketing channels available to any company.

Content marketing is considered a fundamental strategy of successful B2B marketing. In fact, 93% of B2B marketers use content marketing as part of their ongoing marketing strategy. Particularly for software or tech businesses in the healthcare industry, SaaS marketing blogs are the cornerstone that holds a content marketing strategy together.

B2B SaaS inbound marketing is a highly successful strategy for healthcare software companies to attract and retain customers, and content marketing is a critical component of the plan.

In this week’s Smart Spot, I share step-by-step how to set up blog posts in HubSpot using best practices.

Our first ever Smart Spot explains why you need a content strategy in place.

Healthcare software company marketers frequently utilize content marketing as a tactic. Pay per click advertising is also common. However, much of the time, these two tactics are approached separately, in a silo. But what if these two tactics were approached together for maximum benefit?

We’ve written before about how important a content marketing strategy is for healthcare software companies: it helps generate leads, save money, and keep your target customers engaged throughout the long healthcare sales cycle.  

In the healthcare software industry - as in any other industry these days - it’s very likely that the first interaction your potential customers will have with your company will be via your website.

While we’ve talked about topic clusters a little bit in previous blog posts, we haven’t shared the whole process of how topic clusters can be created and then turned into pillar content. Discover how topic clusters can be used in your content marketing strategy. 

In 2018, everyone is talking about video marketing, social media marketing, user experience marketing, even AI marketing. So is blogging on its way out? 

The answer is a resounding no. Blogging should be a key component of any solid healthcare SaaS marketing strategy. Here’s why.

Now more than ever, content should play a vital role in your SEO strategy. For healthcare tech companies, it's essential to ensure that your website and content are optimized so that potential customers can find your solutions. 

Healthcare SaaS is a tough industry - the marketplace is crowded, the competitors have deep pockets, and the sales cycles are painfully slow. For some healthcare SaaS companies, the last thing on their mind is content marketing. Content marketing takes time and patience, and worse, it can be hard to link it to a direct impact on the bottom line. So why should you bother? 

No business can afford to ignore social media, not when its competitors are developing sprawling networks through LinkedIn and building engaged communities on Facebook. For EdTech companies, an up-to-date social media presence is critical. After all, potential customers include teachers and school administration who are seeking the latest innovations and need tech-savvy businesses to explain the education applications. A smart social media strategy will go a long way toward branding your company as an industry leader.

From 360-degree videos to Facebook Live, marketers are responding to audiences' shorter attention spans by making content more interactive and visual -- and the ROI is astounding.

Ever worked with web developers or SEO experts that promise to put you on page one of Google?

Visual content is to marketing what non-verbal communication is to conversation. Psychology experts claim 55% of communication takes place via body language, 38% via tone of voice, and only 7% is attributed to the spoken word.

Imagine your company's annual awards banquet. There are all the key players, spiffied up and anxiously awaiting the Sales Rep MVP award.