A B2B product launch is an exciting time. You’ve been planning, preparing and organizing everything so that the launch can go off without a hitch. But how do you make sure it truly resonates with your ideal customer?

Our B2B product launch survival guide offers three tips to help you make the most of your launch and ensure it hits all your revenue goals.

Know Your Buyer

You’ve likely gone through the work of understanding your buyer in terms of their demographics and psychographics, but have you considered the problem they’re looking to solve and the best way to connect your message to them? Just because they tick all of the boxes in terms of what makes an ideal customer doesn’t necessarily mean that they’re at the stage in their customer journey that would prompt a purchase.

Take the time to clearly understand their motivation for buying and how significant that problem is for them. You want to be able to clearly position your product or service as the right solution while providing plenty of supporting material to give them confidence in their buying decision.

And even if the product does match their needs, you still have to deliver it. What sort of marketing are they most in tune with? How can you leverage that marketing to meet them where they are and guide them to where you want them to be?

Know Your Messaging

In B2B, you have a very limited window of opportunity to get attention, which means that your value proposition must be spot on. What does your product do? How does it solve the needs of your audience? Why should people care?

All of your marketing materials at every stage of the funnel should not only answer these questions but support them. Use things like testimonials, video and social proof to further reinforce what you have to offer. Let your content speak to the users’ pain points and needs and then insert it strategically into the marketing channels they’re most likely to use at various stages of the funnel.

Boost Awareness and Lead Generation

Very few of your B2B audience will convert to customers right from the start, which means that your focus should be on brand awareness and lead generation. Take the time to decide which content will move the needle, including not just digital content but print as well. Distribute that content through the aforementioned channels that your target audience frequents, and take special care to support your sales and marketing teams with relevant pieces of content that guide users through the funnel.

Consistently doing each of these things over time will not only improve brand awareness among your customer base but also help you position your product in such a way that users begin to understand its importance and its relevance in solving their problems.

With that in mind, a varied content approach can be extremely helpful in hitting on the aforementioned pain points from a variety of angles. Reach out to the content specialists at Workdom to get greater clarity on your content strategy and let our content writing and marketing experts help you launch your B2B product or service with content that compels your ideal customer to act!

The right case study is not only an excellent resource that demonstrates the potential of your healthtech product or service, but it can also be a powerful marketing tool. As one of the most popular types of content, case studies have the ability to showcase your product in a way that makes it easy for potential customers to take action.

But how do you write one in a way that’s compelling and easy to understand? We’ve got you covered with our free healthtech case study template.

Start with the Title

Use the title to succinctly describe the issue or problem in a single sentence. For example, How Example Healthtech Cut Patient Wait Times By 300%

Follow Up with the Subtitle

The subtitle should elaborate on what your company did and what the results were.

Share Information About the Company

This is where you get to share your achievements and highlights of your brand. What are the things the company is most proud of having achieved?

Talk About the Challenge

For the challenge section, you’ll want to go into detail about what, specifically, was the challenge. What pain points did your solution address or what was the issue that you solved?

Elaborate on the Solution

How did the solution ultimately help the company or their customers? Share details on the solution and how it was implemented.

Share the Results

Finally, share the results. This is a great opportunity to add in testimonials from the executives or project managers or a quote that references how your solution was uniquely positioned to help them see results. Go into detail on the difference that having the solution has made for the company and how they were able to overcome the problem.

Overall, writing a case study can seem daunting, but with the collaboration of your content strategy and writing team, along with graphic designers and sales, you can create a high powered piece of content that continues to showcase your solution as the best fit for the users’ needs.

Remember that in creating a case study, resist the urge to embellish it with a lot of marketing fanfare or sales hype. You want to present a story in such a way that customers can see their own pain points reflected in it, while positioning your solution as the best option. Also, keep in mind that there are many different types of case studies. If you were able to help them save time, money, effort or otherwise improve in some way, it could make a compelling case study.

And if you’re not sure where to begin with having your case study written, reach out to the experts at Workdom. Our knowledgeable, experienced content team can craft a compelling case study that directly positions your product or service as the best option for your ideal customers’ needs while portraying your solution in a way that consistently reinforces its quality. Contact us today to learn more about this and our many other content marketing and strategy services.

It’s no secret that healthtech companies were thrust into the spotlight before they were well and truly ready. With COVID becoming an ever-present threat on a global scale, many healthtech companies had to act, and react, quickly. As such, customer retention has become a relatively new phenomenon for them, particularly because they’ve had to work so hard to shore up their offer in such a way that it attracted customers quickly — and often before it was truly ready for prime-time.

The good news is that many companies have gone through the same unsteady steps as they work to make their offer more visible and attractive to customers. Retaining those customers often seems like more of an afterthought than a key piece of the marketing puzzle. Thankfully, the strategies that work in many other sectors work exceptionally well for healthtech as well, including:

Personalization

Personalization isn’t just a trend or fad designed to rope people into an offer. It’s a genuine connection that shows your client that you’re here to support them every step of the way. Whether they’ve just learned of a diagnosis or they’re helping a friend or family navigate their way through their options, personalization allows them to feel a more individual connection to your brand, and being heard can make all the difference in customer retention.

Customer Support

Customer support isn’t just crucial during the retention stage of the funnel. It’s an intrinsic part of the whole business and marketing process. But for the healthtech field, the need for good customer support goes a step farther. Make it easy for customers to reach you in the way that’s most convenient for them. That means being available by phone, email, and even live chat and responding promptly

Education and Community Building

Education and community building go hand in hand in the healthtech world. Being able to educate your customers, through the use of a knowledge base, video, email series or all of the above, can help them better understand how to properly manage their health and be proactive about the process. When clients are educated, they feel empowered, and when they’re empowered, they stay where they know that they have access to the resources they need to do and feel their best.

In terms of community building, this strategy is excellent for nearly every company out there, but healthtech in particular benefits from creating a sense of community through things like forums and social media groups. Making people feel as if they belong is one of the best ways to ensure customer retention while building loyalty and engagement over time.

Gamification

No one ever said healthtech has to be boring, and that’s where gamification comes in! Using simple gamification techniques like leaderboards, challenges, badges and more create a sense of group togetherness around a unifying goal (better health, better treatment, more treatment options and so on). By gamifying your space around metrics that matter for your healthtech company, you’ll greatly increase the odds that customers will stay.

Ongoing Improvement

And last, but certainly not least is ongoing improvement. As a healthtech company, you’re responsible for keeping a finger on the pulse of upcoming trends in terms of your market and customers as a whole. As you continually work to refine and improve your products and services, let your customers know what your product development roadmap could look like. This encourages them to stay subscribed as they look forward to new advances and updates within your service.

And when you’re ready to take your content strategy to the next level, there’s no better team to have on your side than the content experts at Workdom. Reach out to us today and let’s work together to create a winning strategy that gets results for your healthtech business!

The comparison stage of the funnel is one of the most critical yet often most overlooked parts of the buyer journey. During this stage, the “rubber meets the road” in terms of convincing your prospect to convert, and oftentimes, the odds can seem stacked against you.

In this week’s Workdom blog, we’re tackling which key steps you need to take in order to convince your customers that yours is the best product or service when it comes down to an apples-to-apples comparison of you versus your competition. Here’s how you do it:

Offer Clear and Detailed Product Information

This might sound like a no-brainer, but you’d be surprised how many companies merely scratch the surface when it comes to offering detailed, clear and concise information about their product. Often it’s walled behind a login or member’s area which of course you need to buy in order to access.

That defeats the purpose of helping the customer decide during one of the most critical points of the sales funnel. Don’t worry that you’re giving them too much information too fast: simply give them exactly what information they need in order to make their decision with confidence.

What information is that? Your analytics will tell you. It will show you patterns including which pages your users visit, what they might type into your knowledge base or how they arrived at your site in the first place. Use those details to help you build comprehensive content that answers their questions fully and succinctly!

Back Up Your Claims with Social Proof

Once you’ve made certain claims with regard to your competition, back them up with social proof. Social proof is simply other testimonials from real-life customers (past or present) who have tried your product and perhaps your competitor’s product, and yours has clearly won. Facebook groups and even ad comments can be a rich source of social proof when it comes to the comparison stage of the buyer’s journey.

Compare to the Competition

What good is the comparison stage of the funnel if there’s no comparison? Don’t be afraid to compare your product to your competition, honestly and clearly. If there’s something they offer that you don’t, show it, but also don’t be afraid to show those areas where you excel. The purpose of a comparison chart isn’t necessarily to paint your product in the best light (although it should do that as a secondary step) but rather to demonstrate clearly and fully that yours is the best option when everything else is considered.

Some companies even go a step further with regard to their comparison charts and where their competitors have offered something seemingly better (or more of it), and they don’t, there’s a simple “Why?” link with a pop up that explains why their version doesn’t offer this particular feature, or what the drawbacks would be. This serves double duty to not only educate the consumer but also demonstrate your honesty and credibility as a provider by stating “we don’t offer X and this is why.”

Offer a No-Obligation Demonstration

Last, but certainly not least, to help nudge the prospect further down through the funnel, why not offer them a no-obligation demonstration? Trials or demonstrations can let your customers get comfortable with your product which in turn lets them see how it works and what their next actions should be. As always, you should continue to offer support and guidance to make their trial period the best it can be, so that they’ll know to expect something even better when they become a full-fledged paying member.

Ready to get started with a content strategy that helps propel the customer effortlessly through your funnel? Reach out to the experts at Workdom. Our knowledgeable content experts can help you create a winning strategy that gets results no matter what industry you’re in. Connect with us today and let’s talk!

One of the best ways to win at healthtech marketing is to focus on the long game; that is, to set large (but not impossible) goals for your business. But what kind of goals should you set and how do you create them so that your team doesn’t lose their enthusiasm when it comes to performance? We’ve got all the tips to keep your healthtech marketing going strong in this week’s blog post.

Use Previous Marketing Data to Chart Your Future Course

You don’t have to start over completely from scratch when it comes to setting long-term goals for your healthtech company. Leverage your previous marketing data to help you chart a course ahead that’s realistic and do-able.

For example, you may decide that you need to conduct a content audit and gauge how your content is performing in the search engines. After a thorough review of last year’s data, you’ve determined that you can increase page views by 1,000 per month with proper optimization. These are the kinds of measurable, actionable goals your healthtech company can anchor itself to as you chart your future course.

Let Your Marketing Goals Support Your Business Goals

Work with other departments to determine what your company’s goals are as a whole and how marketing can support them. It’s a good idea to have a meeting with your executive team as well as others in your organization who are helping to plan the future course and growth of the business so that you can determine how your healthtech marketing can integrate into those plans and support them.

Know Your Strengths and Weaknesses

Taking the time to do a proper assessment of your company’s strengths and weaknesses will allow you to bolster the things you do well while taking steps to address areas that need some work. The right content strategy can work with your strengths to help exemplify the areas where your business is strongest.

How to Create a Content Strategy that Works Over the Long Term

Content marketing through a variety of pieces including educational blogs, fact sheets, check lists and case studies are excellent options for healthtech companies of all sizes. When you craft relevant B2B content, you help capture the attention of your target audience with actionable content that in turn builds your authority and your position as a thought leader.

In addition, together with search engine optimization, your content marketing initiatives can help position your content higher than those of your competitors while keeping your organization front-of-mind with your target customer. Consistently taking steps to optimize your existing and current content can have both short term and long term benefits, and aligning those messages with the brand that your healthtech company wants to project ensures everyone is on the same page and ready to make it happen.

And if you need help taking your content strategy to the next level, Workdom is here to help! Our background in healthtech marketing makes us uniquely positioned to help your business get more from your existing content while creating a plan of action that helps every piece of content perform to optimal levels. Contact us today to learn more!

When you think of all the content you’ve published under your brand, you likely acknowledge that some of it probably hasn’t aged well. New advances in your industry and in technology in general, shifts in customer perception and other changes can make keeping up with your content strategy a challenge.

In this post, we’ll share one of our best strategies for deciding whether to update or prune underperforming or outdated content — the Content Audit.

What is a Content Audit?

A content audit is simply a deep-dive into your current content, including content published in past years, in terms of its performance, ranking and other factors that influence how it’s received by your target audience.

With the pace of modern technology, it’s a good idea to do a content audit every quarter so that you can gauge whether or not a piece can be left as is, updated or repurposed in some other fashion. This will not only show your target audience that you’re keen on making sure they get the latest updates from your industry, but also helps position you as a thought leader and an authority in your field.

Companies who consistently update their content also tend to get more attention from the search engines and users get the most up-to-date information available — in short, everyone wins.

The good news is that you can use this simple guide when doing your content deep-dive to determine what your next steps should be with each piece.

The Content Can Stay As-Is

Content that ranks well, is timely, authoritative and helpful can often stay as it is with minimal, if any updating. These are often your “pillar pieces” that serve as the cornerstones of your content strategy. You can leave these alone and be confident that they’ll continue to perform.

The Content Needs to Be Updated or Refreshed

In some cases, the information that’s being presented has changed and the content needs to be updated or refreshed. If the information has changed drastically and a simple refresh won’t cut it, it may be best to scrap it and start over from scratch. Pay attention to how much time you’re spending on an update and what has changed so that you can consistently keep your content ranking as high as possible.

The Content Should Be Repurposed

Sometimes your content isn’t performing as well as you’d liked, due to being outdated, no longer as relevant or other factors. But the core message or teaching is still valuable. If that’s the case, look to see if you can repurpose the content in some other way. Could you turn it into an infographic? A video? A checklist? The possibilities are endless!

The Content Can Be Retired

Last but not least, if none of these questions apply, it may be time to retire the content. Industry changes happen faster than ever, and fresh new ideas are always bubbling to the surface. Now’s the time to shelve the old content so you can be poised to pounce on the new changes and advances that are happening in your field.

And if you’re ready to take the next step and zero in on the best content marketing strategy for your niche or industry, now’s the time to reach out to the experts at Workdom. Our experienced and knowledgeable content creators, researchers and advertising specialists can help you formulate a winning content strategy that positions your business front-of-mind when it comes to reaching your prospects at all stages of the sales funnel. Get in touch today!

Consideration. It’s the second stage of the sales funnel and often one of the most difficult. This is the stage at which your prospects have heard of your brand and they’re aware of the solution you offer, yet they haven’t yet converted into customers. They’re still weighing their options from all of the available choices out there.

Is there anything you can do to help nudge the needle in your direction?

As it turns out, these four types of content work best to help give your business more weight and credibility in their eyes:

Newsletters

If the prospect has signed up to your mailing list, you’ve piqued their interest enough to convince them to give you their email address. This is the first step on the customer journey for many. Now you have to make it worth their while with newsletters that continue to keep them up-to-date on news related to your industry or product while encouraging them to do business with you.

The goal of your newsletter is to walk the delicate balance of providing value but also keeping your brand front-of-mind. Companies who are able to do this well more successfully convert their users than those who simply use newsletters as an opportunity to sell, sell, sell.

Whitepapers

Whitepapers are a longer-form type of content in which you deliver some background information about your industry and introduce a given problem while positioning your product or service as a solution without outwardly or markedly saying so. Whitepapers help to not only present your solution as an option for consideration but also further demonstrates your expertise as a thought leader and authority in your chosen niche or industry.

Webinars

Webinars are a step beyond whitepapers and other downloadables in that they allow you to present your knowledge in a way that’s easy for viewers to understand and digest. The key to a successful webinar is to meet your prospects where they are, with the concern they have, and then work with them to show them how your solution can help them overcome it or make the process easier in some way. A webinar, when it’s held live, can be an excellent way to demonstrate your experience and knowledge in your field. If it’s pre-recorded and evergreen (meaning the information you share doesn’t quickly go out of date), it can still prove to be incredibly valuable if the question it’s answering is broad enough that many people share the same concern and are looking for direction or guidance.

Case Studies

Although case studies seem similar to whitepapers on the surface, a case study is a more targeted version. Rather than answering a broad question in the way that a webinar or whitepaper would, a case study looks at how a particular problem was solved, usually by one of your clients. If there’s a concern that several people in your industry have, which you’ve solved by way of your product or service, a case study allows you to demonstrate how your actions helped that client in some way.

These types of content can help more potential customers make a concentrated decision to choose you over your competition by not only positioning you as a recognized authority in your industry or field, but also showcasing your knowledge and your commitment to helping customers find a solution.

To learn more about creating the type of content that helps your prospects choose you over your competitors, reach out to the experts at Workdom. Our knowledgeable content strategists and writers can help you craft and market your content to the right prospects at the right time with the right information. Contact us today to learn more!

Part of what makes a powerful content strategy is knowing how and when to use your content decisively to help the prospect at every stage of the funnel. And while most marketers understand this means using different types of content at different times and tuned for different audiences, many don’t understand how to gauge the performance of that content.

In other words, is it achieving its goal? If not, what can be done about it? Does anything need to be done at all?

That’s where a content matrix can help.

Drawing the Content Matrix

Your matrix can be as simple or as advanced as you want, but let’s begin with something basic to illustrate the idea. Divide a sheet of paper into four quadrants. Label them as follows:

High-aligned and low-performing

This is your healthtech marketing content that has been fully optimized with the right keywords, brand voice and tone and is designed to reach your target audience but for whatever reason, it’s not performing.

Content that fits into this quadrant may need another review in terms of target audience, proper optimization, and even the format that it’s in to determine how best to make sure it gets noticed.

High-aligned and high-performing

This is the content that’s not only designed to perform well, it’s ticking all the boxes in terms of conversion and traffic. You’ve got your content optimized and fully zeroed into what your prospects want and the results are reflected in your ranking and conversion rate. Look at this content and determine how you can bring your other pieces up to its level.

Low-aligned and high-performing

This content isn’t exactly tuned to your brand voice and tone yet it does well in the search results. It might not be aligned to your goals, so it’s worth revisiting it and updating it if possible so that it’s more in line with your content goals.

Low-aligned and low-performing

This is content you’ve created that simply doesn’t hit the mark. It’s not optimized well and it doesn’t rank or convert well as a result. Is it possible to look at this content through the lens of your high-performing, high-aligned content and see what you can do to improve it, or is it better to scrap it and start over fresh? That’s a decision you’ll need to make as you compare these particular pieces with the others in your matrix.

Using the Content Matrix Effectively

Now that you have your healthtech marketing content pieces added to the matrix, it’s time to look at the key facets that unite those that are performing best, whether through intention or by sheer luck. What do they all have in common? What can you learn from them? And can you apply what you’ve learned to the ones that aren’t performing well to give them a boost?

Keep in mind there may be instances where no amount of attention will make a piece of content work any better. As you lay them all out on the matrix, you’ll have an excellent overview of what’s working, what isn’t, and what could use a little help.

And if you need a fresh new approach to your content strategy, look no further than the content strategy pros at Workdom. Our experience in the healthcare technology market as well our years of experience developing content and strategies surrounding that content makes us uniquely positioned to help you get the highest ROI from your content while tailoring it to better serve the needs of your target audience.

“What do you do?”

It’s a common icebreaker question, but in the world of marketing, it goes so much deeper. A great deal of marketing is centered around communicating this very point to users in such a way that they become invested in wanting to learn more about the brand and decide for themselves if it’s something that warrants more of their attention, to the point of registration, subscription or purchase.

“No, really, what do you do?”

Many marketers have prepared quick, 30-second elevator speeches for just this type of question, yet now more than ever, we’re short on time, short on attention and short on patience. We don’t have the time or the desire to go trawling through page after page of search results to find something that can help us with our most pressing need or health concern.

As a healthtech company, this is where you step in. With the right amount of brand awareness, not only do your prospects instantly know the answer to this question, but they feel motivated enough to want to learn more and potentially continue through the funnel.

The question is, how do you create the kind of brand awareness that gets your prospects to take these actions while positioning your company in such a way that your brand becomes synonymous with the solution you offer?

Here are the brand awareness-building techniques that deliver the best ROI while helping to position your healthtech company as a thought leader in your industry.

Articles and Blog Content

The most valuable resource any business has when it comes to building brand awareness is their content, and this is especially important for healthtech companies and health SaaS businesses.

The most important point to keep in mind when crafting informational articles and blog content is to write on your audience’s level. That means whether they’re learning about treatment options for a specific illness or condition or they’re doctors or clinical professionals in a more formal setting, the content you create has to be able to resonate with those people, and most importantly, reach them where they are at that stage in the funnel.

Since we’re talking about brand awareness, your articles and brand content should focus on content that introduces your shared values with your audience — content that meets them where they are and answers the most common questions they may have about how your product or service works and how it benefits them.

Video Marketing

Video marketing can be a pricier investment than simply writing content, but it has the effect of, you guessed it, a picture being a thousand words. Depending on what you have to offer, some products are better demonstrated through video and then built upon through FAQs and other types of content. Videos that introduce, demonstrate and explain are particularly helpful at this stage in the funnel.

Infographics

Like videos, infographics can also distill information and filter it in a way that’s easier for people to understand. Infographics are particularly adept at sharing statistics and important milestones in a way that doesn’t bore people to tears. People who wouldn’t ordinarily read clinical research can easily visually digest infographics to learn some surprising facts or information about their treatment or condition in a way that’s much more user-friendly and accessible to them.

Social Media

Last but not least, social media is an excellent method for building brand awareness, and we’re not just focusing solely on ads at the awareness stage of the funnel. Building a Facebook group and welcoming members to ask questions, get insights, host interviews and much more can be a great way for your brand to connect with people who are looking to know more and provide them with content that addresses their concern or issue in a way that is open and helpful.

Creating all of this content, however, is a tall order to fill. That’s why Workdom is here. We help healthtech companies and health SaaS providers leverage their content strategy in unique and engaging ways to attract more leads, boost their sales and increase their conversion rates. Reach out to us today to learn more about how we can help you take your content strategy to the next level!

You’d be forgiven for thinking that marketing collateral is only something that customers get — things like fact sheets or white papers or checklists. But your marketing material can also serve as an invaluable sales tool when used correctly. Here are some of the best uses for your existing content as a sales tool:

Case Studies

Case studies are a fantastic way to give your prospects a real-world look into how your product or service can solve their problem. By showing the results they’ve achieved, you demonstrate not only your credibility as a company, but also the value of your solution in a way that allows your users to visualize their own potential results.

Product Demos

Demos are an invaluable sales tool when used correctly. Rather than just hoping users will sign up for a demo of their own accord, it’s important to remember that people don’t like being sold to, and will hesitate to sign up for a product demo if they think it’s going to be a 30 minute sales pitch. As such, you’ll want to be sure that your product demo addresses the user’s personal pain points rather than simply broadly explaining what your product does.

Whitepapers and Checklists

Whitepapers and checklists aren’t just for downloads. A well-written whitepaper demonstrates the effectiveness of your solution, especially when compared with others in your industry. A combination case study and marketing tool, whitepapers are especially helpful in positioning your company as a thought leader and helping to educate your prospects by going in more detail about how your solution can serve them.

Testimonials

Testimonials can do much more than just showcase your company’s expertise on your website. Testimonials (and their closely-related cousin, social proof) can act as a direct, real-life look at precisely how your product or service helps others, straight from those who have used it. Video testimonials are perhaps the most influential, followed by audio and text, but when used concurrently with the type of content you’re sharing (for example, a testimonial of a user who didn’t know anything about the brand before trying it, and having a fantastic experience as a result) would be well-suited as a way to attract users who are still in the awareness stage of the funnel.

All of these types of marketing collateral can be extremely helpful to your sales team in giving them the freedom and flexibility to draw from multiple different points to better demonstrate your company’s commitment to being the best in the industry. From users that have experienced it to demonstrations that walk the user through it, to white papers that go in detail and case studies that show a sampling of the kinds of results users can achieve, each one of these types of marketing collateral serves a different sales purpose.

Knowing how to use them all together as part of a concentrated and direct marketing plan is part of a well-formed content strategy. Count on the experts at Workdom to help you take the next step in formulating a powerful, results-driven content strategy for your own business. Reach out to us today to learn more about how we can help!