SERVICE MARKETING STRATEGIES FOR HEALTH

1. Establish your target customers

We conduct a comprehensive online and offline research based on the
geographic, demographic, psychographic, and behavioral information to
identify the most relevant target market for you. Then in our marketing strategy,
we concentrate all our marketing resources towards grabbing the attention of
those relevant customers. Establishing your target audience ensures that we're
creating the right content for the right people. It also helps in achieving
efficiency and effectiveness of the marketing strategy.
2. Study your competition
Your target audience is also targeted by your competitors. That's why we
give greater consideration on identifying competitive issues and influences to
have a proactive plan and strategy in our healthcare marketing strategy to stay
ahead of your competition. We make use of internet, local media such as TV
and Radio commercials, billboards or other media, referrals, and data analysis to
compile good research on your competition.
3. Internal and external evaluation
We do a SWOT (Strength, Weakness, Opportunity, and Threats)
analysis of your business to evaluate your internal and external environment. By
knowing your strong as well as weak areas, and also about the opportunities and
threats of the outside business environment, you are better able to determine the
best use of all your resources for the best result.
4. Decide your long-term and short-term goals
Most marketing plans or strategies are conceived for around a year, but
the best marketing plans are the ones that keep a long-term interest always
aligned with the short-term goals of the brand. We evaluate, prioritize, and
organize the combination of specific marketing strategies and tactics that will be
best suited for you in pursuing your goals.
5. Plan your marketing budget
 Marketing is generally concerned with generating and protecting sources
of revenue. We make a clear objective and task budget for you that specifies
exactly what goals and outcomes are expected. For that, we specify quantifiable
and measurable goals, define marketing strategies and tactics (such as brand
development or enhancement, advertising, public relations, networking, etc.),
evaluate profitability and marketing plan, and launch plan, monitoring and
tracking closely to adjust strategies and tactics as necessary to achieve,
maintain, or exceed the expected profit level.
Tourism
1. Understand Your Customers
The first thing you need to do is to understand your ideal customers. You
need to know their demographic information; as well as what drives them to
book and how they prefer to book. Questions to ask yourself during this
brainstorming session are: What motivates them [your ideal customer] to travel?
Where do they find information about their destination? How do they prefer to
book? What annoys them about the research and booking process?
You can build at least 3 customer personas from your answers to those
questions. You can then develop your branding, website and marketing strategy
around the personas. Keep your unique selling point and what drives you as a
business in mind. You’ll need to convey that in an appealing way to reach your
customers on a more personal level.
2. Optimize Your Website
Your website is the foundation for all your internet marketing efforts. As
such, you should optimize it frequently to improve user experience and boost
your conversion rates.If your site performs poorly on mobile, is cluttered, too
slow, or just too old, you definitely need to optimize it. You can test your site
performance and speed with SEO Grader tool.
3. Focus on Mobile
According to Think with Google, 48 percent of US smartphone users are
comfortable researching, planning and booking their entire trip on their mobile
devices. The stats are similar in Europe: 45 percent of UK travelers and 44
percent of French travelers are comfortable planning and booking their entire
trip on their mobile devices.
That the mobile experience should be as good as the website experience,
if not better. Users need to be able to perform the same tasks, as comfortably, on
their mobile devices as they can on the desktop version of your website. To
highlight the importance of the mobile experience, the same Think with Google
study found that 33 percent of mobile users have a negative perception of a
brand if their mobile experience is slow.
4. Be Social
Social media is one of the most effective marketing channels for the
tourism industry. That’s if you choose the right platform (where your customers
are) and set up a strategy for each platform.
Financial Services
1. Customer Outreach
Customer outreach is one of the oldest and simplest marketing strategies
for banks and financial institutions to adopt. However, it’s also one of the most
effective. Customer outreach is quite simply the concept of reaching out to
customers to fill existing needs surrounding education, awareness, and help.
This scales to a small organization in the form of free consultations and
webinars and to larger ones in the form of financial education such as debt
management programs or financial education in schools.
2. Self-Service and Digitization
Where baby boomers and previous generations largely preferred to
receive products through sales representatives who could advise them and set up
personalized (or not) accounts for them, millennials and Generation Z often
want to do everything themselves with as little contact with human
representatives as possible. Setting up and promoting digitized financial
products and customer service or experience portals that enable customers to
sign up for services online, change products and services online, and view their
information without going into a branch is an effective and increasingly
necessary trend for financial organizations. However, it is not a marketing
strategy that applies to every organization, as you may not sell products only
services.
3. Social Media
United States population is on a social media account and many use
social for up to 4-5 hours per day. Your smart and consistent use of one or more
social media platforms is a valuable financial marketing strategy that you cannot
afford to ignore. Millennials, Generation Z, and even Baby Boomers use social
media platforms to connect with brands, learn from peers, and follow current
events and news. Maintaining a steady presence on one or more sites with a
strategy in place to offer value to followers will help you to build brand trust,
create marketing opportunities, and grow your customer base.
4. Automation and Big Data
Most financial organizations have more data than they know what to do
with, but that is quickly changing. Today, customer experience platforms and
automation tools make it easier than ever to utilize and apply data as part of
your marketing strategy for financial services. For example, big data can tell
you who is saving up for a big purchase and most likely to need pre-approval
for a loan, big data can help you identify and offer services before or after they
are needed, it can help you to target specific customers for additional customer
service or digital financial education, and can help you to cut down on needed
customer service.
5. Digital Storytelling
Storytelling is still one of the most effective marketing mediums, whether on
social media, video, ads, or cross-channel platforms extending into the real
world. Here, your marketing strategy should encompass telling a story that
captures interest and evokes emotion to interest, excite, and move the viewer.
Here, your goal is to create relatable and shareable content which can educate,
entertain, or help the reader in some way – and hopefully manage all three at
once.
Logistics
1. Define your service offer
Do you deliver raw materials to factories or finished products to
consumers? What modes of transportation do you use? Do you transport goods
domestically or globally? What type of technology and tracking services do you
provide? These are all crucial questions to ask when chiseling out a concise
definition for your service offer. It’s essential to establish a clear offer to avoid
overpromising and subsequently under-delivering your sellable services to your
clients. To define your service offer properly, develop a Brand Strategy that
cohesively outlines your positioning statement and messaging platform.
2. Determine your primary and secondary markets
Are you managing the logistics of physical items, such as food, materials,
electronics, equipment, or liquids? For new companies, your markets will be
dictated by your capability and capacity for material handling, production,
packaging, inventory, transportation, warehousing, and security.
Establishing your primary and secondary market focuses and reassessing
the market opportunity each year are crucial. Markets shift over time, and so
might the demographics that need your logistics services. By reevaluating your
primary and secondary markets, you’ll be able to adjust your marketing budget
and goals better and, in effect, increase your ROI.
3. Identify your competition
Who are your tier-1 and tier-2 competitors? Are there specific companies
that you consider to be a best-practice reference? What do you offer that your
competitors don’t? How can you offer it differently or better? For example, does
your competition use their own shipping department or a commercial carrier—
and what are the benefits or challenges of each?
As a rule, every company has competition, regardless of how specified or
niche their services or markets may be. Even if your business can’t identify
direct competition, contextual competition still exists. Taking the time to
thoroughly analyze any competition that may be lingering on the sidelines
unnoticed can help your logistics company refine its vision and focus.
4. Articulate your value proposition
Once you evaluate the competition, determine what makes your company
stand out and articulate it in such a way that customers will understand. Is it
lower prices, newer technology, operational efficiencies, or guarantees? What
makes your business stand out in a field that’s flooded with companies offering
similar products or services? If you can’t think of obvious examples that
highlight your business’s advantage, stand-out processes, or deliverable
products, consider reevaluating your value proposition and the aesthetic it
projects to your customers. For many business leaders, it’s difficult to remove
yourself from the day-to-day operations to think strategically about your value
propositions. An excellent way to start is by asking: What do our most satisfied
clients say about us? This frame of mind will help you better understand and
address your target market.
5. Allocate a marketing budget
When marketing logistics companies, determine how much money you
want to spend on marketing and how to segment it. Will you disperse the budget
across certain markets, or will it be spent promoting the company as a whole?
Your logistics marketing strategy and goals depend on what your primary
marketing focus is, which is why it’s crucial to establish a clear perspective and
match budget early in the process. .
6. Develop a tactical marketing plan
Once you finalize your budget, determine what marketing channels you’ll
use to promote your value proposition to your target markets. For example,
where will you advertise, and what industry tradeshows will you attend? What
are your goals when it comes to marketing? Are you generating brand
awareness, building customer interaction with your business, or working on
converting brand familiarity into sales? Having a clear, agreed-upon tactical
marketing plan going forward is paramount to your logistic company’s success
in the coming year, and an integrated marketing approach is most often the best
methodology.
Educational
1. Mobile Optimization
In terms of internet accessing platform, mobile users have surpassed
laptop users, making it clear that mobile is the most common platform used to
access internet. Mobile is also highly popular among students.
Hence, while developing the website, educational institutions must
remember to make their sites mobile-friendly. Mobile optimization is the first
and foremost strategy for higher education. If your site does not support mobile
platforms, then you will be missing out on a great number of potential students.
2. Technical SEO
Today, SEO is no longer limited to keywords and language. Google
Analytics are constantly changing and only the technically strong websites will
be listed on the top search results. However, to optimize your webpage
technically, you may require assistance from a web developer. Nevertheless,
technical SEO is a strategy that educational institutions cannot neglect.
3. Link Building
Link Building must be your fundamental criteria while formulating an
effective SEO strategy for your educational institution. Today, the quality of a
web page is not restricted to content alone. The average time spent by on your
website by a visitor depends on relevant back links present on your website.
 Suppose your website is devoid of backlinks. Then, the user will skim
through your website information and then jump to another website for more
information. However, when you provide several backlinks to access other
related information on your website, the user engagement can be retained as
they navigate through your website for a much longer duration. Hence, include
a lot of backlinks to engage and retain your webpage visitors.
4. Re-targeting Campaigns
Re-targeting is a slow but steady process and has higher effectiveness than
traditional targeting. Re-targeting is not only cost effective, but also yields more
conversion rates.The major advantage of retargeting is that it enables you to
reach out to prospective students who have shown an interest in your education
services via various channels across the internet. Re-targeting is also a
successful strategy to expand the size of your target audience.You can initially
start the campaign to spread brand awareness and later on you can re-target
prospective students who have considered your educational institution as an
option.
5. Managed Ad Placement
Managed Placement is a process of placing your PPC ads on relevant web
pages that are related to your program. For example, suppose if you want to
promote your latest online course on data management – then it is beneficial to
place your ads on a website related to data education, which is more likely to be
visited by a potential student for that course. You can also display you ads on
web pages that are dedicate to higher education and career advancement. In this
way, managed ad placement not only helps to regulate marketing budget, but
also helps to reach the most appropriate prospects in an efficient way.
6. On-page SEO
SEO is an indispensible element of every successful digital marketing
strategy. After all, it is SEO that enhances your brand visibility on search
engines, which is the primary platform for a user’s searches. So make sure that
the content on your web page is well optimized for searches.You need to
consider several criteria such as including affluent title tags, appropriate meta-
descriptions, optimum keyword density, refined headers, internal links, etc.
7. Conversion-Oriented Content
Initially, the desired rate of conversion must be decided based on your
business objectives. This helps to craft quality content that is focused on
enhancing conversion rate. Conversion-oriented content, by its nature, aims at
addressing potential students in the sales funnel. Conversion-oriented content
can be generated by describing details about your institution such as its
amenities, infrastructure, campus facilities, faculty details, placement records,
fees structure etc. which will directly persuade students to link with you.
8. Traffic Oriented Content
In a successful digital marketing strategy, language is not the only
parameter considered in generating quality content. Today, the ‘quality’ of
content is determined by whether the content is capable of increasing traffic as
well as page ranking. So make sure that your content is focused towards
generating more traffic and enhancing rankings. This can be achieved by
carrying out a keyword research with special focus on long-tail variations of
core keywords.
Online Marketing
Effective online marketing programs leverage consumer data and
customer relationship management (CRM) systems. Online marketing connects
organizations with qualified potential customers and takes business
development to a much higher level than traditional marketing.It also helps a
company raise its brand awareness by establishing its online presence across the
Internet.
Online marketing combines the internet's creative and technical tools,
including design, development, sales and advertising, while focusing on the
following primary business models:
 E-commerce.
 Lead-based websites.
 Affiliate marketing.
 Local search.
 Social media.
Online marketing has several advantages, including
1. Low costs
Large audiences are reachable at a fraction of traditional advertising
budgets, allowing businesses to create appealing consumer ads. Many
advertising platforms also allow for scalable ads with different levels of reach
that are proportioned to the advertising budget. Rather than committing a large
amount of money to advertising, smaller companies can spend a small amount
and still increase their reach.
2. Flexibility and convenience
Consumers may research and purchase products and services at their
leisure. Business blogs can be used to let consumers and prospects conduct their
own research on the business's products as well as provide their feedback and
reviews.
3. Analytics
Efficient statistical results are facilitated without extra costs. Many
advertising tools include their own analytics platforms where all data can be
neatly organized and observed. This facilitates business intelligence efforts and
data-driven decision making.
4. Multiple options
Advertising tools include pay-per-click advertising, email marketing,
interstitial ads and banners, social media advertising, and local search
integration (like Google Maps). Digital marketing companies usually offer their
services across various online advertising channels by tuning their offer to the
individual client’s needs.
5. Demographic targeting
Consumers can be demographically targeted much more effectively in an
online rather than an offline process. Coupled with the increased analytics
potential explained above, organizations can improve their targeting over time,
have a clearer understanding of their customer base, and create specific offers
that are shown only to certain demographics.
The main limitation of online marketing is the lack of tangibility, which
means that consumers are unable to try out, or try on items they might wish to
purchase. Generous return policies are the main way to circumvent such buyer
apprehension.Online marketing has outsold traditional advertising in recent
years and continues to be a high-growth industry.