What’s your “Cause” Story?

Storytelling has become a powerful and compelling tool in content marketing. Each company that has partnered with a cause, has a unique story behind it. How they came together, what they have accomplished and what their future goals are as a partnership. One of the most well-known "cause marketing" campaigns is Whirlpool’s partnership with Habitat for Humanity.

In 1999, Whirlpool partnered with Habitat for Humanity to provide a range and refrigerator for each Habitat for Humanity home built in the U.S. Their objective was "to create a better community, creating a “collective” impact, first focusing on the social safety net to support the health and wellness needs of area residents, then helping to provide safe and affordable housing to best support youth and education development". It wasn’t until 2004, once they hired Reba

McEntire to share the story that their good deeds began to pay off. Whirlpool’s commitment to provide these appliances has not only improved the world’s view of them as a business, it is responsible for their continued growth over the last 10 years.

What was it that helped them improve sales? They were giving to Habitat for Humanity since 1999, why didn’t sales go up then? Because they weren't sharing their story.

The Beginning

Every great story has an epic beginning, so what is yours? How did your company come to partner with a non-profit? In order for a good cause marketing campaign to succeed it is imperative you put a lot of thought into who your company will support:

• Does the cause relate to your brand? 
• Do you or someone in your company have a direct link to the cause? 
• Is your product/service something that the cause needs? 
• Is your cause connected to your community? 

These are the types of questions you should be answering when developing your cause story. Why did you choose the cause you chose? You want to make certain people can connect you with your cause in a way that makes sense.

It’s also important that you and your cause are a good fit, and the charity or non-profit is willing to work with you in a mutually beneficial manner. (Partner with someone willing to promote your brand just as you are promoting them. If you make cigarettes don’t partner with the American Lung Association, because they won’t have anything good to say about you.)

Once you have established a strong connection, the story begins.

The Middle

This is where it gets exciting. What action have you taken? In this section of your “cause story” you should focus on what you have done for your cause. It is well known that donating money is the most efficient way to help a cause, however for marketing purposes, it’s not the most effective. People want to see you doing something, and doing it on a continual basis. This can include:

• Donating your product/service in a way that benefits the cause 
  
• Sponsor a 5k/10k by not only providing the funding, but help to organize it as well 
• Holding a business expo or event for charity 
• Sponsoring an event or auction and donating a percentage of profits to your cause 

These are just a few common ways to help. If your company provides a unique product or service perhaps you can do something more inventive that will really turn some heads. The point is take well thought-out action in order to achieve positive and profitable results.

The Rest of the Story

A good “cause story” has no ending, you and the organization you are working with continue to make positive changes year in and year out. The rest of the story is how you market it. I realize this sounds “sleazy”, I mean aren’t we supposed to be doing good deeds for the sake of doing them, not to impress others, but the grim fact is in order for this to be beneficial to both you and your cause, you need to tell the world what is going on.

Here are the facts. The 2013 Cone Communications/Echo Global CSR Study states that when companies support social or environmental issues, consumers show an overwhelming amount of support:

• 96% of global citizens will have a more positive image of that company 
• 94% will be more likely to trust that company 
• 93% will be more loyal to the company (i.e., continue buying products or services) 

Plus, corporate social responsibility is another driving force behind how consumers choose who they buy from:

• 91% of global consumers are likely to switch brands to one that supports a good cause, given similar price and quality 
• 92% would buy a product with a social and/or environmental benefit if given the opportunity, and more than two-thirds (67%) have done so in the past 12 months 

"Cause Marketing" isn't just a trend. Consumers want the organizations they buy from to care about the community in which they live. Look at your local mom and pop shops, they are favorites among the public, because they are part of the community. Consumers want to know who you are and what you value, therefore it is your job as a business owner to tell them.

If you aren’t working with a non-profit or a charity to grow your business you could be causing your business great harm, because chances are your competition is. Start developing a “cause plan” and put it into action quickly. If you work for a company that isn’t involved, you should be asking yourself why? This trend is not going away. Life continues to “happen” and when it does people need help getting through the hard parts. I’m pretty sure somehow, some way you and your company can help those who need it, so what are you waiting for?

Strategic Alliances: Your new Sales Team

For small business, building and maintaining a strong, powerful sales team can be quite costly and take up a lot of time. One extremely effective sales growth strategy is to establish partnerships with local businesses that benefit one another. This tactic has been practiced for eons, and it's greatest by-product are new sales opportunities. 

Many business owners attempt to take on sales themselves, removing them from what they excel at which is providing the services they are selling. This is a big problem, especially when you are a new business. How else are you going to get any visibility, if you don’t have someone strictly focused on doing just that?

A Strategic Alliance is described as:

An agreement between two or more parties to pursue a set of agreed upon objectives while remaining independent organizations. 

These are formed so both companies can mutually benefit in multiple ways:

• Generating new leads
• Sharing business opportunities
• Sharing industry ideas
• Sharing marketing strategies
• Target specific markets
• Offer a more diverse service than their competitors

When you develop a bound with another company and begin working together, you are essentially doubling your sales team by giving your company another voice to represent it; ultimately doubling your chances of winning more clients.

Choose an alliance that is good for both parties

When considering a partnership with another company, there are several things you should consider. Most importantly, be sure they are critical the success of your business goals or objectives. Remember, they will be representing you in the eyes of the client, and vice versa; take special consideration in who you are choosing. A few things to consider are:

• Reputation- Who are they and what are they known for? Have they been a positive force in your industry?


• Opportunity- What are they bringing to the table and what benefits do they offer your clients? Will this alliance make you a stronger player in your industry?


• Social Awareness- How are they perceived by their employees? By the community? By their competitors?


• Cost- Are they in line with your price structure? Can your clients afford their services as well as they can afford yours?

It is essential when developing these alliances to understand which of these criteria the other party views as strategic. If either partner misunderstands the other’s expectation of the alliance, it is likely to fall apart.

They have your back

When choosing an alliance trust is perhaps the most important factor . This is because you are sharing clients and in some instances you may be able to serve a client on your own and turn your back on your partner, or vice versa. This can create resentment and ruin future deals.

The best way to prevent this from happening is to have a strong emphasis on communication among one another. Share ideas, discuss options and if one partner can offer a better solution than support them.

To ensure transparency, have a member of each party be present during key moments that include:

• The introduction
• Negotiations
• Key business meetings
• Logistical discussions

That way there is never an opportunity for the other "partner' to feel “left out” and start second guessing their partner.

Understand your Partners Community Involvement 

Another point to consider is your new partners social responsibility policy. Do they have one? Are they connected with the community in some positive way? If you opt to donate 10% to a local charity will they support your decision?

Join forces and work together to make a positive difference in the community. By doing so, you can make a greater impact on those you serve and be viewed as positive influencers working together to help others.

Crush your Competition

When it comes to service, the more you offer the more successful your company will be and if you can help your client out in areas they weren’t even expecting, well I’m sure a pleasant surprise will surely improve your chances of keeping that client around for a long time.

Here are some examples of a few well-known strategic alliances:

• Starbucks/Barnes and Noble-1993 Barnes and Noble started allowing
  
  Starbucks to put coffee bars in their stores.


• Apple/AT&T- partnered together along with Motorola, Sony and Ericson to bring you the I-phone.


• Northwest Airlines/Dutch airline KLM-1993 partnered together and saved both airlines from going bankrupt

Examples of strategic business alliances are everywhere and once you take notice you will begin to notice that this practice is very popular. Do not confuse an alliance with a merger such is the E-bay/PayPal merge in 2002. 

When a strategic alliance is formed they work independently of one another. It could be as simple as a strong referral source or collaborating on a large project. Be sure your alliance makes sense, so that your both receiving the benefits of the partnership. 

There are many other ways you can survive without a team of eager sales people eating up your profits such as:

• Networking
• Client referrals
• Word of mouth
• Chamber of Commerce

A strong alliance offers you more than just more business though, it gives your company a chance to grow in ways you never planned on and gives you a chance to grow your business way beyond your dreams; potentially turning your small business venture into the next Fortune 500 company.

The point is to always look for opportunities to grow your business, not potential situations that may ruin it. Choosing your alliance could make or break your business, so be sure you know who you’re getting in bed with and ensure they are willing to give, as well as they receive.

7 Ways to Improve Your Health Care Marketing Strategy

One key element of a successful business is a strong marketing strategy, a plan of action that fits the specific industry, and for the healthcare provider, it can be quite comprehensive. The trick is to capitalize on “word-of-mouth” however that can be quite tricky considering your main competitor is your chosen insurance providers. The objective is to get people walking through the door, so you can provide them with an amazing patient experience, in which they will share with others.

This begins with a strong digital presence. The internet is where people go to find you, and learn all about the services you provide and the majority of those people can and will research their decision before they choose.

• Online search for healthcare providers is the 3^rd most popular internet activity
• 80% of American web users look online for health information
• 44% of American web users look online for information about doctors or other health professionals

Don't panic, you have some control of how visible you are on the web and it all comes down to the quality of content you have online.

Website

Your website is the digital face of your practice, therefore it should look good. When a potential patient is scrolling through the multitude of providers, it only makes sense that you will be judged based on what your website is saying about you:

• A professionally designed website delivers a sense of comfort and stability. You want those visiting your site to feel you are well established, therefore a well-designed site with a medical appearance will ease the prospect into further review.
• Your website should not only explain all your services, it should also be informative. When someone is looking for a medical professional, it’s because they need to. They want answers, it’s your job to give them a source and provide them with a solution to their problem.
• Online appointment scheduler. Provide them a way to set an appointment and half the battle is one. (21% of patients book appointments online.) If they find a nice website for a provider that has answers, and they can set an appointment immediately, problem solved.
• Provide them with the ability to preregister, saving them and your practice valuable time.

A great website can do most of the work for you by making it simple for the patient to see the value in what you provide.

Today, ensuring your website is mobile ready is vital for success.

• 1/3 of patients search via phone or tablet
• 44% schedule an appointment via mobile device

People are relying more and more on their phones to do virtually everything, so when they start searching for a doctor, your website better be view-able on their phone.

Blog

Interesting fact, 58% of healthcare providers use blogs to educate their patients. Blogging is a great way to drive traffic to your website, especially when you are writing about specific symptoms and conditions.

• 41% of searches start with symptoms
• 38% of searches start with specific conditions

Your blog should be informative enough for the reader to find value in what you are writing, and give them a sense of comfort in your ability. Educate your future patient on how you can help and provide a link that directs them to your appointment scheduler , you may find yourself hiring more staff to handle the overflow.

Social Media

People are talking about your services, and they are doing it at an unprecedented rate. Before social media it was just informing those they knew and came across. These days, one person can inform literally 1000’s with one click. 12% of all your clients can and will post online about an experience at your office, make sure it is a good one.

Social media plays a role in your visibility as well. The more traffic linking to your site, the better off you are when it comes to search. It’s High School all over again and the popular kids are getting all the attention. If you want to be seen, be sure you're dating the quarterback.

These days one cannot survive on Facebook alone. Your digital presence should be everywhere. I realize this takes time, I suggest either outsourcing  or hiring someone to do it. The ROI is priceless and your practice will benefit in a multitude of ways.

Video

Your social media and blog should contain plenty of video.

• YouTube traffic to healthcare providers has increased 119% year-after-year
• 30% who watched a video booked an appointment (have a link to scheduler)
• 43% watch testimonials
• 64% watch to learn about your practice
• 56% watch videos to learn about procedures

Video drives online engagement and if you're not providing something, you're missing a great opportunity. Have a variety of video’s that will educate your prospective clients on such things as:

• What you do and how you do it
• Symptoms/conditions/treatments
• How to deal with health insurance companies

Follow your videos up with testimonials and have a link directly to the appointment scheduler and you have a recipe for success. I suggest using a high quality photographer for all your video and image needs, this will add an even more professional appearance to you and your practice.

Direct Marketing

As a healthcare provider, your efforts cannot be focused on digital alone. Many providers have great success using direct mail campaigns to inform the neighborhood on:

• Who they are
• What they do
• How to reach them
• Provide special offers and free consultations

Direct mail is a cost effective way to reach a very large target audience and will surely bring in plenty of new clients.

To learn more about direct mail marketing read Genius Marketing

You should also have a variety of brochures and counter cards to hand out. Share them with like-minded services so they may help get the word out about your business. Creating a couple strategic alliances with your fellow healthcare providers is a great way to grow your business so be sure they have plenty of brochures, cards and flyers about your practice, making it simple for the patient to connect with you.

Get involved with the Community

You are a healer. That is an amazing profession, and if you show the people you generally care about them, than they will follow you for life.

Get involved with the community by helping out with school organizations, local events and sponsor a local sports team. Show the people you aren't doing it for the money and the people will love you.

The Message

The message you are sending is key. If you're your message revolves around
wellness and preventative care, your missing the mark.  All human behavior, at it's root is related to escaping some form of pain, therefore as a healer provide them with relief.

People don't seek out a doctor for entertainment, they do so because they need you. You entire strategy should revolve around how you can help by providing a solution to whatever ails them. They won’t waste time seeking you out, they want answers and they want them now. Make it easy for them to find you and your half way there.

Pain is a great motivator, so be great and sharing how you relieve it. If you're focusing on your digital content, be sure to provide solutions to the pain. If you're sending direct mail, your message should acknowledge their pain and your call to action should direct them to your practice so you can take it away.

What’s next? Steps to Success with your Direct Mail Campaign

You have finally done it, you have committed to starting a direct mail campaign (DMC). Your cards are in the mail and now all you need to do is sit back and relax and wait for the customers to  come flocking in, right?

WRONG! 

The definition of campaign is to work in an organized and active way toward a particular goal. The key word here is work, therefore you have committed to do the work that it takes to grow your business. The mailer you created is simply an invitation for the public to follow the directions provided and heed a call to action. It is still your job to follow up and ensure they are coming.

When I hear someone say,” I tried direct mail and honestly, it just didn’t work for me.” I have one question I ask, “What did you do after you sent the card out?”

This usually prompts a response like, "What do you mean?" and gives me a pretty good idea of what what wrong.

Most people in this business will tell you that to create a successful direct mail piece you need to focus on 3 things: 

1.       The target audience


2.       The message


3.       The incentive

While these are all VERY important keys to your success, there is one more aspect that not many touch upon and that is ensuring that the audience knows who you are. If you are invited to a party, would you go if you didn’t know who the host was and what they were all about? No, therefore it’s your job to introduce yourself properly.

Press Releases

Depending on what type of product or service you offer, a press release may be a good idea. Check your local papers, community websites, bulletin boards and local online news sites and post a comment or ad letting the community know you will be sending them an “invitation to do business”. Tell them to keep an eye out for it as it has a great offer they don’t want to miss. What this will do is put a hint in the back of their mind and when they see your mailer they will remember, “Hey, I remember reading something about this.” This may earn you a closer look at your mailer.

Volunteer

The more you learn about mean, the more you will see me mention this tactic a lot. It is one of the best ways to get you and your business positive visibility. What better way is there to get noticed than by getting noticed helping others? Wear a company t-shirt or polo with your logo and if someone asks, just let them know who you are. Don’t try to sell them anything because that will create a negative image, just be there and do something good. Maybe the community is doing a neighborhood clean-up, or a 5k for charity, show up as a team and support them in any way possible. The idea here is you want to put a face to the name and then when the mailer is delivered, they will recognize who you are.

Set up a booth

Vendor fairs, local business expos, and school and community functions are great opportunities for you to get out and meet the community. Take advantage of them and set up a booth to promote awareness of who you are and what you do. Get out there and make your presence known. It’s hard these days to get noticed, there are too many distractions calling our attention away so sometimes we need to be shaken a little bit. Check your local papers and find out what events are going on around the time your mailer will be delivered and get out let yourself be seen beforehand. You can even hand some of the cards out, that way when they see them again they will make the connection.

Pick up the phone

I know it seems barbaric, but try it. A few days after your mailer goes out, pick

up the phone and start calling the locals. If you’re starting a new business, tell them who you are and to be on the lookout for an “Invitation to do business”. That’s it. When it comes to Direct mail it’s not about the quantity of people you bring in, it’s about the quality and if you’re calling ahead to let your prospects know they have a great offer on its way, they may give it a second look and give you a call.

The beauty of direct mail is the ROI, return on investment. Based on your business, a successful DMC will pay for itself with only a few new prospects. The rest is all bonus!