Ann Siegle

Two great opening questions to really connect with your B2B customers The persona interview – interviewing an existing customer to create a profile of what they (and prospects that look like them) want from your business and your marketing – is critical for establishing what kind of content to produce to attract traffic to your web site and convert them to leads. The persona interview informs the buyer’s journey (the path that customers take to go from strangers to evangelists.) So, how can we…

Once upon a time, doctors, nurses, clinics, and hospitals had to settle for whiskey and cauterization for the latest in sterilization. Thankfully, things are different and there is now no shortage of advanced healthcare technology companies marketing their latest products like 3D printers and MRI machines to the medical community. But while the innovative spirit of healthcare technology is reflected in its products, its industry’s hesitance to adopt digital inbound marketing and sales takes it a step backward. Here’s how…

By Ray Hidalgo The potential buyers of health care products are among the more digitally savvy customers to test the waters of the consumer marketplace. To that end, if a health care vendor – especially a smaller vendor – means to engage with and generate more leads, it needs to rethink traditional marketing. Health care customers are not so easily wooed by interruptive cold calls and cries for attention masquerading as sales pitches. Consider appealing to buyer intelligence; consider implementing…

Health care products and services are high-consideration purchases in the business-to-business space. Health care services for the consumer are typically not high consideration (if you’ve broken your arm, you’ll be looking for the nearest urgent care clinic right away!) The business to business (b2b) space, however, is different. Health care products and services organizations typically are marketing  high-consideration products that are expensive, and often come with a large change-management tag as well. Let’s explore how you can empower a small…

If there is one buzz out there in the social media marketing community this year it’s about live video. We’ve all been using video in marketing for decades – every commercial or infomercial is just one example of how business has used video. What do people watch on Vimeo or YouTube? Cat videos and fail videos. We love to consume video, but we want the unpolished, funny, practical video. Live video? That’s an entirely different animal altogether. It’s not a…

One thing any inbound marketer will tell you is to write blogs on a variety of topics related to your business, and also, write often. This second part (writing often) is surprisingly what most businesses cite as their biggest problem when it comes to their blogging and marketing schemes. The reason that inbound marketing preaches consistent blogging, is because blogs generate traffic to your website. The more blogs you write, the greater the chance that their Google searches land on…

Blogging helps get visitors to your website. Boom. Now if that is not important enough of a reason for a company to begin posting blogs then we don’t know what is. But in all seriousness, the goal of any business is to make their company and product aware to as many people in their target audience as possible. Blogging happens to be an easy, continuous, and relatively cost free way of helping achieve this goal and is an essential tool for any type…

How to capture new customers for your retail e-commerce business using content development, lead capture tools, Facebook, Instagram, Pinterest and Twitter to generate 30 new leads a week for your retail e-commerce store. Lead generation tools, plus social media marketing and blogging are a powerful small business and retail e-commerce combination that works for e-commerce retailers. Let’s look at the combination that is working so well for a client that they’re generating more than 30 qualified prospective customers a week,…

How to keep these web credentials safe and secure! Many clients find themselves in a sticky situation when they begin to update their web site. All of the things they thought they owned – such as their company URL, web site hosting or even their social accounts – are registered or managed by other firms. It gets even trickier when the firm they’re switching from is being less than helpful in the switch to a new web site developer or…