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Topic Clusters: What You Need to Know About the Latest SEO Strategy

Posted by Mary Ann Hegvold on May 18, 2017

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Remember back in the earlier days of SEO when the main goal was to fill a webpage with a keyword or two that you wanted to rank for in search results? Sometimes it would even seem a little ridiculous when you were reading "SEO'd" content because you felt like a broken record reading the same key phrase over and over in a few paragraphs where it didn't really belong.

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Topics: Inbound Marketing, SEO

5 Ways Healthcare B2B Marketing Can Influence Software Selection

Posted by Mary Ann Hegvold on April 13, 2017

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Is it possible to get a healthcare facility to switch to using a new software system, especially the one they use everyday for electronic health record management? It seems a little bit daunting when you consider that this type of change would affect every patient and every employee at a healthcare facility.

It does happen, and often. Especially when you consider that many facilities hastily picked EHR software a few years ago to meet the government requirement that one be in place.  Now these facilities are starting to realize the good and the bad about their selection. Not every EHR is good for every medical facility. And if they chose one that's not giving them what they need to function properly and ensure that billing goes smoothly, they're likely to start looking around. What can you do as a healthcare B2B marketer to be sure your software is one being considered?

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Topics: Inbound Marketing, Website Lead Generation, B2B Healthcare Marketing

How to Produce More Engaging Healthcare B2B Marketing Content

Posted by Mary Ann Hegvold on September 28, 2016

healthcare-b2b-target-marketing.jpegHIMSS recently published the State of Content Marketing 2016 report with data from healthcare B2B marketers across the U.S. There were some surprising results in that report, including:

  • 85% of healthcare B2B marketers have a content marketing strategy, but
  • Only 4% of them said their content marketing programs are extremely effective.

This is a bit worrisome since 58% of respondents said that they use content marketing to achieve lead generation. Do you see the disconnect?

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Topics: Inbound Marketing, Lead Generation, B2B Healthcare Marketing

How to Use Inbound Marketing for Software Companies to Close More Deals

Posted by Mary Ann Hegvold on September 20, 2016

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In Hubspot's recent report, The State of Inbound 2016, we were able to get a glimpse into what companies are most interested in accomplishing over the next year. 
Click to download Hubspot's full report: The State of Inbound 2016. 

Overwhelmingly in the software industry, and in the other 10 industries interviewed, the #1 top sales priority is "closing more deals." Makes sense, right? That's how you make more money. But there's a lot that goes into "closing more deals." How do you get to that point, especially when:

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Topics: Inbound Marketing

4 Problems Solved by Inbound Marketing

Posted by Mary Ann Hegvold on July 5, 2016

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Using an inbound marketing strategy solves marketing problems that many people often face. Here are four ways inbound marketing will help you overcome some of the biggest problems with growing your online presence and leads generated from the web:

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Topics: Inbound Marketing

Five Ways to Create Original Inbound Marketing Content

Posted by Mary Ann Hegvold on June 21, 2016

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The idea of inbound marketing is easy to fall in love with. It makes so much sense:

  1. Create content that draws visitors to your website. 
  2. Share your expertise with those who are interested in your products or services.
  3. Convert them to leads and then (hopefully) customers with your educational marketing approach. 

The inbound marketing process sounds great... but then you have to get it all done. And that starts largely with creating content.

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Topics: Inbound Marketing, Marketing ROI, Website Lead Generation

Why Selling EHR Software Requires More Than a Free Demo Offer

Posted by Mary Ann Hegvold on July 13, 2015

EHR-software-sales-leadsWhen medical practices first started their research on EHR software, they were most likely searching online for really broad terms. Things like: 

  • Which EHR software is right for my medical practice?
  • Best EHR software
  • Best cloud EHR software
  • Best EHR software for [insert specialty]

But now that most practices have been using an EHR system in their offices for anywhere from a few months to a few years, you now have a more sophisticated buyer with specific questions they need answered in order to consider your software. Ultimately they only want to switch if another software can solve the problems they're currently having. A free demo may offer insight, but how do they narrow down the list of companies to request a demo from?

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Topics: Inbound Marketing, Marketing to Doctors, B2B Healthcare Marketing

How to Write Sales Emails That Really Work

Posted by Mary Ann Hegvold on January 16, 2015

reading-emailWe've all been there... either on the writing side or the receiving side... of a sales email. We spend lots of time thinking about what it should say and then making sure we check and double check it before clicking the send button. Then you wonder... did they read it? We don't want to use the read receipt function because we know that's pretty much considered rude. So now you're left with a fabulously written email and no clues as to what the reader thought when they read it. If they read it.

Here are some tips on how to write sales emails collected in the Sidekick 2014 Email Open Report that can help you improve email campaigns andyour chance of getting a response!

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Topics: Inbound Marketing, Lead Generation

How to Create a Successful Landing Page

Posted by Mary Ann Hegvold on November 11, 2014

landing-page-examplesJust about every decision we make for our business, including sales lead generation, could be done in a variety of ways. You’ve chosen the way that works best for you, right? What if there is a better way to get leads without having to bang on doors or spend hours on the phone or in networking meetings?

What if you could make your website create leads for you without spending as much time per lead? There is! It’s called inbound marketing. And one of the key elements of inbound marketing is the use of landing pages to direct interested (anonymous) website visitors to some specific information they’re interested in.

On the landing page you’ll collect some information that turns these unknown website visitors into identifiable leads. Voila. Just like that. But do you have a strategy for how you’ll make these landing pages really turn visitors into leads?

Here are four tips for your landing page strategy that will help you increase the number of leads you receive.

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Topics: Inbound Marketing, Landing Page Strategy

Three Website Design Tips That Will Change How Your Website Sells

Posted by Mary Ann Hegvold on September 18, 2014

twins-website-bannerWe all know the phrase that you shouldn’t judge a book by its cover. But honestly, that really only works when judging people. And maybe books. But it’s not the case when it comes to websites. Truth is, we all make snap judgments about a company within moments of arriving at their website, including a judgment on their:
  • Professionalism
  • Trustworthiness
  • Knowledge on a topic
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Topics: Inbound Marketing, Marketing ROI, Website Design