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Building a Diverse Content Strategy That Works| Marketing Vitals · Pharmacy Podcast Network

• 0:05
  Speaker 1: You are listening to the global network of podcasters dedicated
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  Speaker 1: to the pharmacy profession.
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  Speaker 2: Welcome to the Pharmacy podcast Network.
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  Speaker 3: As your business is marketing flatlined, find your pulse again
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  Speaker 3: with Marketing Vitals, bringing you innovative, in turn key healthcare
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  Speaker 3: marketing solutions from industry experts who have developed a knack
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  Speaker 3: for solving problems. A co hosted publication from GRX Marketing
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  Speaker 3: and Finch Marketing, sister companies that are passionate and knowledgeable
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  Speaker 3: about healthcare marketing.
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  Speaker 2: Hey everyone, this is Nicole McClure with Bench Marketing and
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  Speaker 2: excited to be back with another episode of Marketing Vitals
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  Speaker 2: podcast again. For thisisode, I will be joined by our VP,
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  Speaker 2: Kelly Bailey.
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  Speaker 1: Kelly, welcome back, Thank you, thanks for joining us.
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  Speaker 2: So today we're going to talk about diverse content strategy
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  Speaker 2: and why it's important for making sure that the copy
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  Speaker 2: that you're using to promote your pharmacy or business is
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  Speaker 2: diverse depending on who you're trying to reach. So this
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  Speaker 2: includes not only the actual copy, but making sure it's
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  Speaker 2: diversified in platforms, different perspective and voices. And throughout the podcast,
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  Speaker 2: we're going to go through some different examples of types
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  Speaker 2: of content that needs to be diversified, and it's really
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  Speaker 2: important to tell different stories such as is an educational, emotional, humorous,
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  Speaker 2: data driven and all this is going to be dependent
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  Speaker 2: on who you're trying to reach and that could be
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  Speaker 2: different depending on your overall business or just within your business,
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  Speaker 2: so you could have different products or services that are
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  Speaker 2: going to have a totally different strategy needed when it
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  Speaker 2: comes to putting your content together. So to get started,
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  Speaker 2: it's important to think about, you know, what are your
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  Speaker 2: overall goals with your content? Is it to drive people
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  Speaker 2: to a website to get them to take some sort
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  Speaker 2: of action. Is it to come into your pharmacy to
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  Speaker 2: either transfer their prescriptions, inquire about a new product.
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  Speaker 1: Or service.
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  Speaker 2: And then from there once you establish your goals and
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  Speaker 2: these should align with your overall marketing plan marketing goals
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  Speaker 2: for twenty twenty six, it's thinking about who are your
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  Speaker 2: targets again, so you can have different target audiences within.
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  Speaker 1: Your kind of core focus.
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  Speaker 2: So maybe you have senior citizens for your packaging, or
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  Speaker 2: you know new prospects for a product that you're trying
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  Speaker 2: to launch. But before you diversify your content, it's really
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  Speaker 2: important to come up with a overall core message. What
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  Speaker 2: main message are you trying to get across to your
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  Speaker 2: targeted groups, no matter where it is, what platform you're using,
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  Speaker 2: how you're using it, because you want to make sure
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  Speaker 2: that while you're going to switch up the content based
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  Speaker 2: on who you're trying to target, that you're still hitting
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  Speaker 2: that core message. So definitely kind of figure out what
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  Speaker 2: the core message is before you start to diversify it,
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  Speaker 2: because then from there you can tweak where based on
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  Speaker 2: where it's running and who it's going to.
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  Speaker 4: So kind of to.
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  Speaker 2: Dive in a little bit more, Kelly tell us about
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  Speaker 2: some benefits of a diverse content strategy.
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  Speaker 4: Yeah, absolutely so.
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  Speaker 5: I mean, first and foremost, the biggest benefit of diverse
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  Speaker 5: strategy is reaching a broader audience. So you know, diverse
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  Speaker 5: audiences are significantly more likely to engage when they feel
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  Speaker 5: or see themselves reflected in the content. So just kind
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  Speaker 5: of some examples. I mean, gen Z consumers are they
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  Speaker 5: want short video.
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  Speaker 4: They don't need you know, a.
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  Speaker 5: Lot of content, they don't need a lot of information.
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  Speaker 5: They want short video because that is what they have
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  Speaker 5: grown up on and what they are customed to. That's
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  Speaker 5: your tiktoks, that's your reels, those types of things.
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  Speaker 4: Whereas, on the other hand, you know, if you're.
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  Speaker 5: Doing like a business to business, you know, client relationship,
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  Speaker 5: they want the long form content. They want email blasts,
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  Speaker 5: they want newsletters, they want blogs, they want data and
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  Speaker 5: information in order to kind of make informed decisions. You know,
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  Speaker 5: really specific niche audiences if that who is that, If
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  Speaker 5: that's you know, who you're trying to target. They want
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  Speaker 5: things like podcasts or forums where they can connect with
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  Speaker 5: other users, get information, you know, check reviews.
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  Speaker 4: That type of stuff.
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  Speaker 5: You know, any cultural references as it's applicable to either
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  Speaker 5: your product, your service, or you're just your unity and
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  Speaker 5: the demographic that you're targeting those, you know, making sure
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  Speaker 5: that you were hitting those on the mark with your
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  Speaker 5: content strategy is going to increase trust, it's going to
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  Speaker 5: increase engagement.
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  Speaker 4: So you're gonna be able to hit a very.
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  Speaker 5: Broad audience by creating this diverse strategy depending on who
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  Speaker 5: you're talking to. Additionally, kind of going back to that
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  Speaker 5: last bullet is you know, the diverse content strategy helps
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  Speaker 5: build a stronger brand authenticity and trust. You know, having
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  Speaker 5: multiple voices connected with the brand can humanize it.
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  Speaker 4: If it's if it's.
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  Speaker 5: The same voice saying the same message over and over
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  Speaker 5: and over again, eventually people are going to stop hearing
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  Speaker 5: it because it's not new or different or culturally relevant
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  Speaker 5: to them. And you know it's additionally, having those multiple
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  Speaker 5: voices adds, you know, some authentic storytelling. That's why people
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  Speaker 5: utilize influencers is they're able to connect with people. The
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  Speaker 5: influencers are able to connect with their specific audience using
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  Speaker 5: their specific voice, and people listen to it because they
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  Speaker 5: hear them in that they trust that voice, and so
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  Speaker 5: it definitely adds that level of authenticity there. And additionally,
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  Speaker 5: kind of like I said before, diverse content avoids content fatigue.
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  Speaker 5: If you say the same thing over and over again
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  Speaker 5: using the same words and the same audiences, they're never
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  Speaker 5: going they're going to just tune you out.
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  Speaker 4: You're going to be white noise.
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  Speaker 5: And so by having a very diverse strategy in terms
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  Speaker 5: of do you take the data drive an approach, do
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  Speaker 5: you take the humorous approach, do you take an emotional approach?
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  Speaker 4: You know, it's a really great way to.
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  Speaker 5: Make sure that your content stays fresh and exciting and
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  Speaker 5: engaging to people. I mean, if you think about just
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  Speaker 5: somebody like Nike or Apple, some of these major corporations,
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  Speaker 5: they have modified what they have done year over year
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  Speaker 5: in order to not only stay relevant, but to mix
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  Speaker 5: up their message and how people engage and interact.
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  Speaker 4: With their brands.
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  Speaker 5: And then the last kind of bigger, you know benefit
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  Speaker 5: is it you know it serves people at different stages
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  Speaker 5: of the sales funnel, so you know, hitting people where
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  Speaker 5: they are in their buying process. So you know, if
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  Speaker 5: you're focusing on you know, short form videos and social media,
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  Speaker 5: you know you're hitting people who are kind of in
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  Speaker 5: a more just awareness type, you know level of the
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  Speaker 5: sales funnel.
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  Speaker 4: You know, people who are reading your blogs or case studies.
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  Speaker 5: As you're developing some more of that long form content,
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  Speaker 5: they're they're moving kind of more to that consideration level
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  Speaker 5: where there's one step closer to actually converting for you.
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  Speaker 5: And then you know people who are looking at testimonials
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  Speaker 5: and like opening your email blasts. Those are the ones
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  Speaker 5: that are right at the end of that sales funnel
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  Speaker 5: and they're they're more likely to con hurt. So if
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  Speaker 5: you're only sticking to one avenue and one strategy, you're
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  Speaker 5: not necessarily hitting people where they are ready.
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  Speaker 4: To be you know, targeted essentially.
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  Speaker 5: So yeah, so those are some of the I guess
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  Speaker 5: benefits kind of switching gears, Nicole, Do you want to
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  Speaker 5: focus on some of the some of the pitfalls and
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  Speaker 5: mistakes that people make?
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  Speaker 1: Yeah?
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  Speaker 2: Yeah, and thanks for that benefit summary. Really good ideas
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  Speaker 2: and tips there. So one of the main things in
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  Speaker 2: Kelly touched on this a little bit earlier is don't
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  Speaker 2: chase trends with no regard to your strategy or goals.
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  Speaker 2: It's easy to get hung up on maybe something new
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  Speaker 2: on TikTok that your kids told you about that you
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  Speaker 2: should try, or you know, something like that. And it's
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  Speaker 2: not to say that you can't have fun with things,
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  Speaker 2: but you know, you don't want to constantly kind of
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  Speaker 2: divert from your overall goals with your content, because then
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  Speaker 2: it can start to murky up what you're trying to accomplish.
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  Speaker 2: If you're constantly kind of doing these different things without
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  Speaker 2: rhyme or reason, just to diversify, it doesn't really help
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  Speaker 2: your overall messaging because potential clients or patients are going
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  Speaker 2: to kind of get confused on what are you actually
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  Speaker 2: trying to tell them, So try as you might, to
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  Speaker 2: not jump on that kind of bandwagon of trying these
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  Speaker 2: new things for your overall marketing messaging.
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  Speaker 1: I think the next.
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  Speaker 2: Thing is does overall only having surface level representation, so
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  Speaker 2: just kind of constantly just keeping that your messaging high
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  Speaker 2: level with kind of not getting down into those funnels.
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  Speaker 2: So kind of like Kelly talked to you about before,
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  Speaker 2: of you know, if trying to convert somebody to either
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  Speaker 2: get them to reach out to you to inquire about
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  Speaker 2: a demo or maybe transfer their prescriptions, not switching up
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  Speaker 2: that copy that content kind of as people move through
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  Speaker 2: that funnel is a pitfall to where you're going to
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  Speaker 2: just lose out on people if they feel like it's
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  Speaker 2: the same copy from you the entire time. And probably
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  Speaker 2: one of the biggest things that we see is just
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  Speaker 2: copy and pasting content across platforms without adaptation. So you know,
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  Speaker 2: you're posting the same thing on LinkedIn that you're that
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  Speaker 2: you have on Facebook, and while it's easier to do,
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  Speaker 2: the pitfall of the is it's two totally different audiences.
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  Speaker 2: So typically with Facebook, you're gearing that content towards your
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  Speaker 2: patients or people that maybe you want to become your patients.
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  Speaker 2: Come into the pharmacy or if you're a B to
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  Speaker 2: B business, it's kind of just you know, messaging to
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  Speaker 2: have messaging, I guess. But for LinkedIn, you know that
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  Speaker 2: on the pharmacy side is going to be geared towards
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  Speaker 2: other local business owners or prescribers and more of kind
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  Speaker 2: of that healthcare partnership arena.
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  Speaker 1: So your focus is going to be different there.
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  Speaker 2: So while it may seem easier and just fine to
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  Speaker 2: you know, blast the same content everywhere, it's definitely important
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  Speaker 2: to be mindful of who is going to see what.
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  Speaker 2: And with that in social media in particular, I mean,
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  Speaker 2: you can do some.
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  Speaker 1: Pretty easy tweaks with.
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  Speaker 2: Are you're going to post on different different platforms. I
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  Speaker 2: mean again kind of back to what I was talking
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  Speaker 2: about earlier, Start with your core message and then tweak
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  Speaker 2: it from there. So you know, start with what you
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  Speaker 2: really want to get across and then tweak it slightly
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  Speaker 2: for Facebook or tweak it slightly for LinkedIn, so you're
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  Speaker 2: not having to reinvent the wheel every time. And I
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  Speaker 2: would say probably the last mistake that we see with
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  Speaker 2: not diversifying your your content, or you are diversifying it,
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  Speaker 2: but you're not tracking it.
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  Speaker 1: And this really goes with any sort.
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  Speaker 2: Of marketing initiative that you're trying to do, is you
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  Speaker 2: could put the best content out there, but if you're
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  Speaker 2: not tracking it, it doesn't really matter. You know, you
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  Speaker 2: may think it sounds amazing, but it might not land
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  Speaker 2: with your your patients or potential customers.
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  Speaker 1: So you want to.
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  Speaker 2: Make sure that wherever you post it, whether it's through
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  Speaker 2: social media, email, on your website, you know, look at
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  Speaker 2: your Google analytics if you're not seeing any traction, or
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  Speaker 2: maybe people are coming to your social media so you're reaching.
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  Speaker 1: Them, but they're not engaging with it.
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  Speaker 2: So you want to make sure that you are are
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  Speaker 2: keeping track of that along with the different types of messaging.
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  Speaker 2: So the great thing is is a lot of platforms
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  Speaker 2: kind of do that for you. So you know, Facebook, LinkedIn, Twitter, Instagram,
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  Speaker 2: They're all going to have kind of insight tools that
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  Speaker 2: you can use where you can see, you know, by post,
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  Speaker 2: which ones perform the best, which ones were commented on,
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  Speaker 2: that sort of thing. So then you can really start
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  Speaker 2: to dial in, Okay, I got the best response from
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  Speaker 2: these types of posts. This type of messaging is really
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  Speaker 2: resonating with my audience. Kind of email you know, you
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  Speaker 2: can again see based on number of open rates, click
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  Speaker 2: through rates, what types of messaging people were engaged with.
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  Speaker 1: Email, you can do ab.
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  Speaker 2: Testing saying with your website, so putting two different types
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  Speaker 2: of messages on there and see what does better. But
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  Speaker 2: there's lots of different ways that you want to make
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  Speaker 2: sure you're tracking your messaging to to really see what's
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  Speaker 2: the most effective for you. So with that, now let's
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  Speaker 2: talk about some specific examples of how diverse content can
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  Speaker 2: be broken down by Avenue. So Kelly get us started
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  Speaker 2: with website and SEO, Yeah, for sure.
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  Speaker 5: So when it comes to a diverse content strategy with
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  Speaker 5: your website and SEO, there's a lot of different things
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  Speaker 5: that you can do.
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  Speaker 4: To kind of incorporate that.
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  Speaker 5: So some high level examples blogs obviously are a good one.
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  Speaker 5: Online guides, things like case studies, your success stories for
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  Speaker 5: your product or service, landing pages that are optimized for
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  Speaker 5: keywords or products or services. Additionally, they could be based
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  Speaker 5: on your campaigns as well, FAQs, and you know, things
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  Speaker 5: like interactive tools like calculators or quizzes. That's just a
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  Speaker 5: variety of different things that you could implement on your
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  Speaker 5: website and into your SEO strategy. And the nice thing
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  Speaker 5: is is not all blogs are specifically just towards one
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  Speaker 5: audience as well. You can write a blog that's targeted
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  Speaker 5: towards your investors, you can write a blog that's targeted
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  Speaker 5: towards your end users, you can write a blog that's
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  Speaker 5: targeted towards the IT professionals that utilize your service, those
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  Speaker 5: types of things.
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  Speaker 4: It doesn't all just have to be one audience in
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  Speaker 4: your blogs.
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  Speaker 5: You can absolutely diversify within the blogs itself. Additionally, FAQs,
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  Speaker 5: having an FAQ towards your patients versus an FAQ towards
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  Speaker 5: providers two very different things. You know, with the IRA
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  Speaker 5: changes that are happening within the world of pharmacy, we've
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  Speaker 5: created some faques that are targeted towards the patient to
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  Speaker 5: educate them on what that means for them, as well
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  Speaker 5: as an FAQ targeted towards just pharmacies and pharmacy owners
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  Speaker 5: so that they can help kind of understand what they
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  Speaker 5: need to know. So it does just because you have
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  Speaker 5: an FAQ doesn't mean you're limited to just a single
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  Speaker 5: audience from that side of things. So definitely making sure
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  Speaker 5: that your website is up to date with a very
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  Speaker 5: diverse strategy. Hitting a variety your all you know, every
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  Speaker 5: audience and you know, as much as possible without having
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  Speaker 5: it be overwhelming for you obviously.
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  Speaker 4: Is going to be great. And then kind of along
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  Speaker 4: those lines.
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  Speaker 5: In addition to, you know, for other SEO purposes is
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  Speaker 5: social media, so you know, diversifying what you're posting by
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  Speaker 5: including things like short form videos. They can either be
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  Speaker 5: you know, live videos or videos that you recorded in
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  Speaker 5: your office or on site somewhere, or they can be
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  Speaker 5: you know, your animated type videos doing your carousels, so
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  Speaker 5: having the multiple images of products or services or team members,
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  Speaker 5: things like that.
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  Speaker 4: Memes and trend based content.
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  Speaker 5: Again, you don't want to go you know, crazy with
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  Speaker 5: those if it's not applicable or relevant to who you
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  Speaker 5: are in your overall core message. But for those that
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  Speaker 5: it does make sense, or maybe you're trying to just
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  Speaker 5: interject a little bit of humor to see how your
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  Speaker 5: audience responds, those can be a great way to do
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  Speaker 5: that as well, you know, behind the scenes posts just
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  Speaker 5: helping people to understand what you do and how you
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  Speaker 5: work and how your company operates.
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  Speaker 4: Those are always great ones.
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  Speaker 5: Users are generated content, so things like testimonials or you know,
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  Speaker 5: again influencers like how are you getting other people to
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  Speaker 5: engage with your product or service on social media? You know, additionally,
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  Speaker 5: things like polls, you know, questions and answers, you know,
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  Speaker 5: fact versus myths, stories, All those different types of things
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  Speaker 5: are different strategies that you can utilize, and again they
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  Speaker 5: can all be targeted to a variety of different audiences. So,
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  Speaker 5: you know, like Nicle mentioned earlier, with social media, you
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  Speaker 5: don't have to be on every platform if it doesn't
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  Speaker 5: make sense for your business. You know, oftentimes, you know,
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  Speaker 5: being on you know, the Twitter and X doesn't make
• 16:44
  Speaker 5: sense if you don't have a lot of you know,
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  Speaker 5: photo based products to post, maybe Instagram isn't the best
• 16:50
  Speaker 5: one for you. If you're primarily a B to B
• 16:52
  Speaker 5: Facebook may you know, you might have a Facebook account
• 16:55
  Speaker 5: just for the se O, but you don't really utilize it.
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  Speaker 5: But you still need to make sure that you're representing
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  Speaker 5: your company appropriately on that platform. So tailoring what you
• 17:04
  Speaker 5: do on social media to each platform as it makes
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  Speaker 5: sense for your business is going to be a crucial
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  Speaker 5: way of developing that diverse content strategy.
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  Speaker 2: Yeah, and then moving on to email, like it kind
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  Speaker 2: of touched on earlier. So some different diverse strategy ideas
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  Speaker 2: are newsletters, product updates and launches, educational campaigns, personalized recommendations.
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  Speaker 2: So maybe as the pharmacist, you can give recommendations on
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  Speaker 2: vitamins or you know, tips for staying healthy during the
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  Speaker 2: cold and flu season.
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  Speaker 1: As far as B.
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  Speaker 2: To B goes, you know, giving recommendations maybe how to
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  Speaker 2: use your product or service better. Maybe you're finding that
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  Speaker 2: people are asking a lot of the same questions or
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  Speaker 2: not utilizing one feature of your overall product. Customer stories
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  Speaker 2: to stimonials, giving real world examples of how people are
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  Speaker 2: using your products or service, you know, examples of things
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  Speaker 2: that have happened in the pharmacy. The benefit of those
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  Speaker 2: types of content is it humanizes what you're trying to
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  Speaker 2: promote or educate people on. So people typically tend to
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  Speaker 2: identify more with those types of stories because they'll resonate
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  Speaker 2: with them. And then lastly, an example for email is
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  Speaker 2: re engagement campaign. So this could be you know, a
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  Speaker 2: lost patient that maybe hasn't been in the pharmacy for
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  Speaker 2: three to six months, or you had somebody that was
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  Speaker 2: using your service they stopped using you guys, and so
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  Speaker 2: just reaching back out to them re engaging them. But again,
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  Speaker 2: depending on what kind of client they were, you know,
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  Speaker 2: maybe they just bought one thing from you, or maybe
• 18:55
  Speaker 2: they are a big client. You know, you're going to
• 18:57
  Speaker 2: want to diversify that content to make sure that you're
• 19:00
  Speaker 2: messaging is on point. Now shifting over to video video,
• 19:05
  Speaker 2: you can do a lot of different things with YouTube,
• 19:09
  Speaker 2: long form videos, so just longer going through maybe a
• 19:13
  Speaker 2: product demonstration or something like that. Webinars live streams. Webinars
• 19:19
  Speaker 2: are a great way to explain different content that you
• 19:24
  Speaker 2: have or maybe you know, as the pharmacy owner, you
• 19:27
  Speaker 2: do a short webinar on gop ones and maybe some
• 19:32
  Speaker 2: vitamin support that you need to go along with it
• 19:35
  Speaker 2: if you're taking that sort of medication.
• 19:38
  Speaker 1: And again you could tailor that to you know.
• 19:41
  Speaker 2: People that maybe just started the gop one medication, maybe
• 19:44
  Speaker 2: those that have been on it for a while, or
• 19:46
  Speaker 2: those that have decided to go off it, you know,
• 19:48
  Speaker 2: does their supplemental needs change kind of as they go
• 19:52
  Speaker 2: through that cycle. Another one would be podcasts. So like
• 19:57
  Speaker 2: we're doing right now, you know, when we write our content,
• 20:01
  Speaker 2: we try to make sure it's hitting the right messaging
• 20:05
  Speaker 2: for you guys. So again, podcasts are a great way
• 20:08
  Speaker 2: to talk about different things. You can have it tailored
• 20:11
  Speaker 2: for different audiences, kind of depending on who you're trying
• 20:14
  Speaker 2: to reach. The last two would be short form clips,
• 20:17
  Speaker 2: so kind of like long form videos, but just shorter,
• 20:20
  Speaker 2: kind of more bite sized information that you can use. Again,
• 20:24
  Speaker 2: as Kelly said initially that those are great for like
• 20:28
  Speaker 2: gen z kind of those that younger demographic. And then
• 20:33
  Speaker 2: finally looking at like product videos walkthroughs kind of similar
• 20:38
  Speaker 2: to like webinars, but just walking through like how would
• 20:44
  Speaker 2: you use a PMS system or something like that, just
• 20:48
  Speaker 2: giving little tidbits of helping people, you know, if there's
• 20:52
  Speaker 2: common areas that people are always getting stuck at or
• 20:56
  Speaker 2: unsure of how to do something, you know, maybe creating
• 20:58
  Speaker 2: short little videos to explain that process. So to wrap
• 21:03
  Speaker 2: up our examples, Kelly tell us about PR and sales content.
• 21:07
  Speaker 4: Yeah, for sure.
• 21:08
  Speaker 5: So PR, for those of you who don't know, stands
• 21:11
  Speaker 5: for public relations and that can include a variety of
• 21:14
  Speaker 5: different things. A lot of times people mostly think about
• 21:17
  Speaker 5: it as press releases, which is true to an extent,
• 21:19
  Speaker 5: but there's a lot of other parts of PR as well.
• 21:22
  Speaker 5: But press releases are great to announce things like partnerships
• 21:26
  Speaker 5: or company changes, anniversaries, you know.
• 21:29
  Speaker 4: Things along those lines. You know, you can do founder interviews.
• 21:32
  Speaker 5: So you know, with GRX Marketing celebrating its fifteen year anniversary,
• 21:36
  Speaker 5: we did a press release where we talked about talking
• 21:39
  Speaker 5: to Cole about you know, what it means to be
• 21:42
  Speaker 5: in business for fifteen years and how things have changed
• 21:44
  Speaker 5: in that time.
• 21:45
  Speaker 4: So that's definitely an option there. Things like guest articles.
• 21:49
  Speaker 5: I mean, you know, finding a like an influencer or
• 21:51
  Speaker 5: a partner who has experienced with your company that can
• 21:55
  Speaker 5: provide some unique perspective and some unique insight, which again
• 21:58
  Speaker 5: can also be posted as like a blog or included
• 22:01
  Speaker 5: as a press release, or little snippets can be put
• 22:03
  Speaker 5: into social media posts. Those types of things. You know,
• 22:07
  Speaker 5: industry reports and data studies. As you do that data analysis,
• 22:11
  Speaker 5: you know, taking what you have learned and putting it
• 22:13
  Speaker 5: into digestible information for your specific audience. So again, is
• 22:17
  Speaker 5: it is it for your business partners that would like
• 22:19
  Speaker 5: to know that information? Is it potential customers that you
• 22:22
  Speaker 5: know would love to hear a success story? Those types
• 22:24
  Speaker 5: of things. Any awards or announcements, so you know, obviously
• 22:28
  Speaker 5: as you get certifications as you're given awards, as you're nominated,
• 22:31
  Speaker 5: you know, all those types of things, making sure that
• 22:33
  Speaker 5: you are doing the proper public relations so that everybody
• 22:36
  Speaker 5: knows how great you are. And podcasts is also a
• 22:40
  Speaker 5: great way to you know, kind of do some pr
• 22:42
  Speaker 5: for your company. It does take some work, as Nicole
• 22:45
  Speaker 5: and I can attest to, but it is a great
• 22:48
  Speaker 5: omative to just help educate and inform and provide you know,
• 22:53
  Speaker 5: additional resources for people who they might need marketing services,
• 22:57
  Speaker 5: and they might already have marketing services, but they're looking
• 23:00
  Speaker 5: to kind of just get some additional ideas and insights.
• 23:02
  Speaker 4: So that's kind of the press release standpoint.
• 23:06
  Speaker 5: And then for sales content, this is probably what most
• 23:10
  Speaker 5: people are already most familiar with because you know, the
• 23:12
  Speaker 5: marketing and sales do you know, kind of go hand
• 23:15
  Speaker 5: in hand. But you know it's things like one pagers
• 23:17
  Speaker 5: and you know, pitch decks like we've already mentioned, some
• 23:21
  Speaker 5: demo videos, ROI calculators, you know, comparison sheets, all those
• 23:25
  Speaker 5: typical things that you think of if you go to
• 23:28
  Speaker 5: a trade show or you do you know, outreach or
• 23:30
  Speaker 5: sales from that standpoint, and it's just you know, as
• 23:33
  Speaker 5: you as you go out and do these things, you
• 23:35
  Speaker 5: kind of recognize that, you know, different people in different
• 23:37
  Speaker 5: audiences want different information and so you know, if you're
• 23:41
  Speaker 5: in a sales position, this is not news to you.
• 23:43
  Speaker 5: But if you have never done sales before and you're
• 23:45
  Speaker 5: going to be going out and doing sales, you're going
• 23:47
  Speaker 5: to quickly realize that you need a lot of different pieces.
• 23:49
  Speaker 4: They might look similar and they might feel similar.
• 23:52
  Speaker 5: But the content within and it's going to be you know,
• 23:54
  Speaker 5: specifically targeted to the different audiences.
• 23:58
  Speaker 4: And so that's just making sure that you have the information.
• 24:00
  Speaker 5: That you need, but asking questions, I mean, the another
• 24:05
  Speaker 5: great tool just to help diversify your content is just
• 24:08
  Speaker 5: figuring out what people want, what information are people looking for,
• 24:11
  Speaker 5: and then creating content specifically targeted to that. So those
• 24:15
  Speaker 5: are just kind of quite there's that's quite a few
• 24:17
  Speaker 5: examples we just threw you for, you know, different ways
• 24:19
  Speaker 5: to you know, utilize a different content strategy. So, Nicole,
• 24:24
  Speaker 5: do you want to kind of talk about what people
• 24:25
  Speaker 5: can do in terms of next steps for them.
• 24:28
  Speaker 2: Yeah, So just to kind of wrap things up a
• 24:31
  Speaker 2: little bit of everything that we gave you, The first
• 24:35
  Speaker 2: and probably the most important is determine your core message,
• 24:40
  Speaker 2: what are you trying to get across, and then from
• 24:42
  Speaker 2: there diversify your content. Make sure you look at what
• 24:46
  Speaker 2: your current content is, is what you're already putting out
• 24:50
  Speaker 2: there before you go and create anything new hitting the
• 24:54
  Speaker 2: right message or the right voice. Do are you targeting
• 24:57
  Speaker 2: the right audiences anything that you're missing? You know, maybe
• 25:01
  Speaker 2: you have good content out there, you just need to
• 25:04
  Speaker 2: go back and tweak it a little bit based on
• 25:06
  Speaker 2: your target audience.
• 25:08
  Speaker 1: And it's important to start small.
• 25:10
  Speaker 2: I mean, Kelly and I just throw a lot of
• 25:12
  Speaker 2: different examples that you of where you can diversify your content.
• 25:16
  Speaker 2: Please don't feel like you have to do all of them.
• 25:19
  Speaker 2: It's going to be overwhelming and burn you out. So
• 25:22
  Speaker 2: pick one area, whether that's social media, a press release,
• 25:27
  Speaker 2: you know, kind of depending on your focus, sales content,
• 25:30
  Speaker 2: whatever it is, and just start there, you know, and
• 25:33
  Speaker 2: kind of drill down that content. And then once you
• 25:35
  Speaker 2: get that tweak to how you want, you can move
• 25:38
  Speaker 2: on to a different platform, but just make sure again
• 25:41
  Speaker 2: that you're keeping tabs on it through tracking.
• 25:44
  Speaker 1: And then finally.
• 25:45
  Speaker 2: Get more people involved as the marketing person for a
• 25:49
  Speaker 2: company or you know, the pharmacy owner.
• 25:52
  Speaker 1: Don't feel like you have to do all of it.
• 25:55
  Speaker 2: You know, you can employ your marketing team hired Gear
• 26:00
  Speaker 2: or Finch, but or just have your pharmacy team help you.
• 26:05
  Speaker 2: You know, a lot of times technicians they love to
• 26:08
  Speaker 2: get involved in social media for example, grade at taking photos,
• 26:12
  Speaker 2: posting a Facebook, Instagram, whatnot. So they usually love kind
• 26:17
  Speaker 2: of that creative outlet that's part of their job. So
• 26:21
  Speaker 2: those are just kind of some next steps I think
• 26:23
  Speaker 2: to wrap up, Kelly is going to give a example,
• 26:27
  Speaker 2: a real world example, and then we'll wrap up the show.
• 26:31
  Speaker 4: Yeah, so.
• 26:33
  Speaker 5: Since we just threw just a ton of information at you,
• 26:36
  Speaker 5: we wanted to kind of do it a little bit
• 26:38
  Speaker 5: different this time and provide you with a real world example.
• 26:40
  Speaker 4: Of how all of this looks putting it all together.
• 26:44
  Speaker 5: So to start, we're going to pick the topic and
• 26:47
  Speaker 5: we're going to write a long form blog or video.
• 26:50
  Speaker 5: So this is going to be what we're gonna call
• 26:52
  Speaker 5: our anchor asset. So the core message that we are
• 26:55
  Speaker 5: trying to hit in this example is how to cut
• 26:57
  Speaker 5: customer onboarding time in half.
• 27:00
  Speaker 4: This may or may not be applicable for you.
• 27:01
  Speaker 5: This is just kind of the example that we're putting
• 27:03
  Speaker 5: together that could applied to a variety of people. So
• 27:06
  Speaker 5: to start, we're going to go ahead and in this example,
• 27:09
  Speaker 5: we're gonna start with our website. So we're going to
• 27:12
  Speaker 5: we have our long form blog that we did, so
• 27:14
  Speaker 5: we're going to pull content from the blog, and in
• 27:17
  Speaker 5: addition to posting it as a blog, we're going to
• 27:18
  Speaker 5: break it down into an FAQ. We're going to pull
• 27:21
  Speaker 5: from the subheadings of the blog and you know, kind
• 27:24
  Speaker 5: of answer some of the common questions that are within that.
• 27:27
  Speaker 5: We can take that blog and make it an individual
• 27:29
  Speaker 5: landing page on the importance of optimized onboarding, and on
• 27:34
  Speaker 5: that landing page we can include a lead capture tool
• 27:37
  Speaker 5: such as you know, download our download our onboarding checklist
• 27:41
  Speaker 5: to try to you know, capture people who need support
• 27:43
  Speaker 5: with onboarding or who might benefit from this tool, thereby increasing.
• 27:47
  Speaker 4: Our you know, leads to our business.
• 27:51
  Speaker 5: From there, after the website is done, we're gonna send
• 27:54
  Speaker 5: out an email. We're going to send out a newsletter
• 27:56
  Speaker 5: on three ways to cut onboarding time in half. Again,
• 27:58
  Speaker 5: this content can be pulled from the blog you already
• 28:01
  Speaker 5: created and just tweak it. Depending on who you're emailing,
• 28:04
  Speaker 5: whether this be potential patients, you know, partners, whoever it
• 28:07
  Speaker 5: may be. We're going to create a drip campaign that
• 28:11
  Speaker 5: breaks the blog down into three to four smaller digestible sections,
• 28:15
  Speaker 5: so you know, starting with the problem and then putting
• 28:18
  Speaker 5: together the framework and then including a case study.
• 28:20
  Speaker 4: We're going to do sales email with a link to
• 28:23
  Speaker 4: the blog with the.
• 28:24
  Speaker 5: Landing page and the lead capture form on there to
• 28:26
  Speaker 5: try to again collect some of those leads. Additionally, we're
• 28:30
  Speaker 5: going to take that blog and we're going to post
• 28:32
  Speaker 5: it on social media.
• 28:33
  Speaker 4: We're going to link to the blog and the landing.
• 28:35
  Speaker 5: Page on the appropriate platform depending on who your audience is.
• 28:39
  Speaker 5: We're going to pull statistics from the blog. We're going
• 28:42
  Speaker 5: to include the faq into individual posts, so you know,
• 28:45
  Speaker 5: five things that extend your onboarding and step by step
• 28:49
  Speaker 5: ways to reduce onboarding. And if it takes you more
• 28:51
  Speaker 5: than five days to onboard, read this type messaging. So
• 28:55
  Speaker 5: again it's it's all the same content, just modified and
• 28:58
  Speaker 5: tweaked for the specific audience and down in different ways
• 29:01
  Speaker 5: for the different platforms.
• 29:03
  Speaker 4: Along those lines, doing a podcast, so.
• 29:06
  Speaker 5: Having somebody on your team record a podcast or a
• 29:09
  Speaker 5: webinar about how to cut onboarding time in half, doing
• 29:13
  Speaker 5: some videos you know, you know, five to ten clips
• 29:16
  Speaker 5: at fifteen seconds to sixty seconds each for social media
• 29:20
  Speaker 5: and focusing on one FAQ or you know before and
• 29:23
  Speaker 5: after benefits of optimized onboarding, a quick framework explanation those
• 29:28
  Speaker 5: types of things, or like I said, a thirty to
• 29:30
  Speaker 5: forty five minute webinar kind of explaining your onboarding checklist,
• 29:34
  Speaker 5: or you know, how you how your company can help
• 29:37
  Speaker 5: with onboarding from a sales perspective, putting together a one
• 29:41
  Speaker 5: pager you know, before versus after. So you know, if
• 29:45
  Speaker 5: this is what your onboarding looks like, you have problems,
• 29:47
  Speaker 5: here's how you can fix it. Demo talking points, so
• 29:50
  Speaker 5: again kind of focusing on the framework discussion, talking about
• 29:53
  Speaker 5: your case study. You know, all of these are things
• 29:56
  Speaker 5: that you can do to hit a variety of different
• 29:59
  Speaker 5: audiences using the same content, but just tweaked depending on
• 30:03
  Speaker 5: the avenue that you're in.
• 30:05
  Speaker 4: So that's kind of a real world example.
• 30:07
  Speaker 5: It's it's a lot of information and again it's not
• 30:09
  Speaker 5: applicable to everybody for onboarding that specifically, but you know,
• 30:13
  Speaker 5: every every company can benefit from this diverse strategy where
• 30:16
  Speaker 5: if you really truly think about what your core message
• 30:18
  Speaker 5: is and what it is you're trying to sell, and
• 30:21
  Speaker 5: how your audio different.
• 30:22
  Speaker 4: Audiences need to be engaged.
• 30:25
  Speaker 5: It's really it's an important part of your overall marketing strategy.
• 30:29
  Speaker 1: Yeah.
• 30:29
  Speaker 2: No, great example, and I think it's even though the
• 30:32
  Speaker 2: specific example may not apply to everyone, how you broke
• 30:36
  Speaker 2: it down with the different ways definitely would.
• 30:38
  Speaker 1: So well.
• 30:39
  Speaker 2: Thank you for joining me on another episode of Marketing
• 30:42
  Speaker 2: Vinyls podcast.
• 30:43
  Speaker 1: It's always good to have you on in chat.
• 30:45
  Speaker 4: Absolutely, I love it.
• 30:47
  Speaker 1: Thank you everybody for joining us.
• 30:49
  Speaker 2: For more information on diversifying your content or just marketing
• 30:54
  Speaker 2: in general. Pharmacies please reach out to us at g
• 30:57
  Speaker 2: RX Marketing dot com. Other healthcare businesses B two B
• 31:01
  Speaker 2: guys reach out to us at Finch Marketingsolutions dot com.
• 31:05
  Speaker 4: Thanks so much