Einsight

The Scott Public Relations Healthcare, Insurance and Technology Public Relations Blog

Einsights

The Scott Public Relations Healthcare, Insurance and Technology Public Relations Blog

6 Reasons to Frequently Audit Your Website

time for review_audit website

Blog courtesy of WordWrite Communications, a fellow PRBI member

When was the last time your company performed any kind of audit of your website? Have you reassessed your content and keywords for peak optimization lately? More than likely, you’ve answered “no” to these questions.

If it’s been a while (or never) since you’ve really assessed the content on your website, here’s six great reasons why you should make it a priority today.

1. Ensure content is accurate and up-to-date check list

Performing a website audit allows you to reassess the accuracy of the information on your website. Is your product information out of date? Are there biography pages on your site from former employees? This is all content you shouldn’t have on your website – for good reason – so auditing your website gives you a great opportunity to freshen up the accuracy on your pages.

Think about it. When potential customers are searching for solutions or more information on an issue they’re encountering, they’re searching for relevant content and answers to their questions. This should be reason alone that you should optimize your website content – let alone when they do come across your business organization upon a search engine results page, you’ll want to keep them on your website and coming back again later.

2. Improve SEO

Hopefully by updating the accuracy of content on your website, you’re simultaneously optimizing your keywords for SEO along the way. One of the most important elements – if not THE most important element – of search engine optimization is certainly the keywords on your website. According to the Beginner’s Guide to SEO Keyword Research from Moz.com, “ranking for the ‘right’ keywords can make or break your website.” Therefore, the importance of optimizing the keywords on your website for SEO is crucial.

As Moz.com explains, “search engine optimization involves constant testing, experimenting and improvement.” Take a look at what keywords have performed well against your analytics. Ensure that those keywords are strategically peppered throughout your website. At the same time, take a look at what keywords are performing poorly, and update or remove them from the wrong pages on your website.

3. Identify missed SEO opportunities

You probably didn’t fully understand which keywords would rank better than others when you initially established keywords on your website. But have you reevaluated your webpages since then? Probably not. All the more reason to audit your website to identify any SEO opportunities that you’re missing out on.

HubSpot makes it simple, if you’re using this platform to host your website. They provide extensive page performance statistics and suggestions for better optimizing elements on a page. Pages that have suggestions from HubSpot even have a color-coded icon next to them to add simplicity to the already overloaded marketer’s life. This has been one thing I’m reliant on while truly optimizing a website, ensuring that I’m not missing out on any SEO opportunities.

4. Don’t forget about those images!

SEO doesn’t only apply to keywords on your website pages, but also encompasses optimizing your images, too. Not only should you frequently audit the alt text behind those images that make your website look so pretty, but also keep in mind the image size in regards to optimization. HubSpot recently published a blog entry on optimizing website images to garner more leads that indicates “by decreasing the file size of the images on your landing pages, you can increase conversion rates and get more leads.” Who would have known? Google – that’s who. Keeping current about factors like reducing the size of website images can really help with your overall website optimization for SEO.

5. Reevaluate navigation of website content

By auditing your website, you now have another chance to reevaluate if the navigation of your content makes sense and is as user-friendly as possible. The last thing you want is a prospect visiting your website and getting lost in the complex navigation or who is unable to find information because your website is too simplified. Keeping the navigation elements of your website in mind is certainly a best practice for really optimizing your company site.

6. Keep in mind your buyer personas

As with any facet of inbound marketing, always keep your buyer personas in mind when optimizing your website. The content created and keywords used for SEO should be tailored to fit their goals or challenges they’re facing. If your content is failing to resonate with your target audience, you should be reevaluating your website optimization strategy to ensure you’re answering those necessary questions being asked by prospective customers.

What steps are you taking to continually optimize your website?

Take a look at this free Search Engine Optimization kit from our friends at HubSpot to really get the most out of your website optimization and SEO strategy.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

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Marketing Automation: How to Effectively Streamline Your B2B Sales Process

shutterstock_136860638_leads into customers

C-suite executives at B2B healthcare, insurance, and technology companies are presented with new marketing options regularly, but they are often left wondering what the benefits are to investing in these new marketing tools. They also may be wondering, “Does marketing automation help lead to more sales?” or “What does it even mean?”

A simple explanation: marketing automation software is the tool that unites the sales and marketing aspects of a business. While many B2B businesses treat marketing and sales as independent areas, Katherine Dollar’s article “4 Ways Marketing Automation Helps the B2B Sales Process” describes how effectively utilizing marketing automation can help you merge these two operations and achieve the bigger goal of turning website visitors into actual paying customers.

Marketing automation helps you with the following in the B2B sales process:shutterstock_148902341_B2B image

  • This automation software can improve your data collection abilities and help you create web-visitor profiles. Providing content good enough to get visitors to give you information like their title, company, and even budget equips you with profiles good enough to enable effective conversations with potential customers.
  • Creating high quality content on a variety of topics can also help automation software segment web visitors into lists based on their preferences and interests. The data from these lists helps marketers single out higher-potential buyers through targeted emails and can help keep people who are qualified in your visitor pool.
  • Automation can even reduce the need for cold-calling in sales by giving visitors ample opportunities to indicate they’re ready for the next step throughout their web visit—sales reps then only have to review the potential buyer’s information on the website and begin the conversation.

Marketing automation is a trend that’s here to stay, and the functionality of such software programs is continuing to improve as companies continue adding new features and capabilities to their programs. Instead of waiting to begin integrating, start improving your marketing and sales connectivity and building your customer relationship management system (CRM). The more complicated the software gets, the more difficult it is to implement.

Scott Public Relations will continue to monitor this trend and provide updates, but we want to hear from you! Do you use marketing automation software?  If so, do you find that it helps you streamline your B2B sales process? Submit a comment or share with us on our social media pages by clicking one of the links below.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

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10 Tips for Your Thought Leadership Campaign in 2014

thinker_from Marx Communications blog

As part of PR Boutiques International (PRBI), we follow members’ blogs and enjoy sharing good content, such as a recent blog from Wendy Marx at Marx Communications. We agree with Marx’s stance on thought leadership that “When executed correctly, thought leadership is a valuable way of branding yourself and your company.”

Here are 10 tips that Marx highlights in her recent blog post, “Power Up Your Personal Brand with Thought Leadership in 2014,” that we found useful for healthcare, insurance, and technology companies:

  1. Develop and share a coherent, compelling story – Discuss the key, unique ways that your company stands out and presents its customer service abilities.
  2. Get on the podium – You will become more noticed and will gain more credibility from key influencers if you volunteer to speak at industry conferences.
  3. Evaluate your content marketing strategy – Write content that reflects your ability to cater to your customer’s needs, as well as demonstrates your professional strengths. This can be done through blog posts, videos articles, and social media posts.
  4. Follow influential journalists, bloggers, and thought leaders on Twitter – A good way to get in touch with key influencers is to first determine who they are, and then follow and engage with them on their social profiles.
  5. Don’t just tout your product or service – Have purposeful and specific answers for your customers as to what your product or service is about.
  6. Talk in plain English – It’s okay not to sound like a corporate robot; Customers will gain a better understanding about your brand if you write to them in a way that they will be able to.
  7. Tell an exciting story – You will have an easier time getting the attention of your customers if you include a plethora of visuals that help demonstrate your main objectives. With that said, tell a story that is timely and relates to a current news story, and then send it to key publications for them to feature it.
  8. Get others to tell your story – You will acquire more validity if you share actual testimonials and case studies from your customers and partners.
  9. Expand your circle of influence – Use a variety of content marketing strategies to promote your brand and content, such as on the various social media sites, through videos or even through emails.
  10. Curate content – Write brief recaps of articles that are related to your industry and share them (along with the article links) on your social media streams. People will want to her your personal viewpoint on these types of subjects.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

Tags: , , , , , , , , , , , , , , , , , , , , , , , ,