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Break Free B2B Series: Emily Thompson on the Power of Content Marketing in Health Care

Break Free B2B Interview with Emily Thompson

Break Free B2B Interview with Emily Thompson Trust is the linchpin of modern marketing. It plays a crucial role in every vertical, industry, or niche. But nowhere is trust a more essential crux than in health care, where the personal stakes are immense. “We’re in an industry where, you know, it’s serious,” says Emily Thompson in her interview for Break Free B2B. “This is about people’s health and well being, and a lot of times people get very nervous — they’re scared, they’re sick.” As a Boston-based freelance writer and content strategist who primarily focuses on the health care sector, where she has worked with a wide variety of clients ranging from startups to enterprise, Emily acutely understands the impactful nuances of messaging. She says seeing things from the other side — as a first-time mother who frequently sought information online — helped her develop a more empathetic view. She incorporates this into her craft, creating patient-focused copy designed to build trust and confidence, and offers valuable insight for B2B marketers everywhere. In the interview, she shares some tactics and techniques that are being used effectively in her industry to achieve this rapport, from smartphone apps to user-generated content to data-driven personalization and beyond.  [bctt tweet=”Research says that 93 million Americans have searched for a health-related topic online. So If we know people are going online, we have to be there too. @BosCreativeCopy #HealthcareMarketing #BreakFreeB2B” username=”toprank”] Watch my conversation with Emily below, and let her experiences and perspectives help guide you toward building healthier relationships with your B2B customers. 

Break Free B2B Interview with Emily Thompson


If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.

  • 03:46 – The emerging focus of content marketing in health care
  • 07:05 – Big data in health care marketing
  • 09:42 – Responsible data usage and personalization in health care marketing
  • 12:35 – Leveraging traditional and emerging channels in health care marketing
  • 13:42 – Counterproductive mindsets in health care marketing
  • 16:14 – User generated content in health care
  • 19:55 – Challenges that span across industries
  • 22:17 – Rising demands from patients for digital 24/7 access

Nick: Can content marketing build trust in the patient care continuum? Emily: That’s really what, to me, content marketing is all about. It’s building trust with the consumer, whether that’s a patient or a referring physician. And, I think that … when an organization can deliver strong content that helps inform people, it only builds that trust. And if you think about the patients that are watching, often they’re frightened, they’re overwhelmed, they don’t know where to go. And so there’s just a lot of opportunity in health care for marketers to really rely on content to help them build that trust. When an organization can deliver strong content that helps inform people, it only builds that trust. @BosCreativeCopy #BreakFreeB2B #ContentMarketing #healthcare Nick: Transparency is key in managing health care data. How else can marketers benefit the health care system?  Emily: I think it comes down to messaging too, and if you make sure that your content is ultimately really helpful to the consumer. So, for example, I was on these apps [after giving birth to my son], and I was being served up a toy that might work for my son in his age and developmentally where he was at. Or food — we were struggling with a type of formula or milk that would be good for him.  Ultimately, people just want information that’s helpful to them. It helps calm them down whether they’re nervous about their health information or they’re, you know, a new mom. It’s hard to be frustrated when an app is using information about myself that is ultimately benefiting me, helping me out. Nick: Is there anything that stands out to you as a real opportunity for marketers, and specifically those who are working in the B2B space, to break free of something that might be inhibiting them? Emily: Yeah. Break free from fear. I think that health care can be a very conservative market. And, you know, to be fair, there are reasons for that. We’re in an industry where, you know, it’s serious. This is about people’s health and well being, and a lot of times people get very nervous — they’re scared, they’re sick. But I think that isn’t a reason to hold back from trying new things. I think that especially with digital, it’s very easy today to try a new type of message, or a new type of way of communicating to someone. Let’s say you never blogged before, why not try a blog? Let’s say you never did email marketing, why not try it? Or a new type of message?  The worst that can happen is you measure it, you learn from it, and you try something new. I think that often, as health care marketers, we can get stuck in the same way of doing things. And, a lot of times it’s a little too safe. [bctt tweet=”As health care marketers, we can get stuck in the same way of doing things. The worst that can happen is you measure it, you learn from it, and you try something new. @BosCreativeCopy #BreakFreeB2B #ContentMarketing #healthcare” username=”toprank”] Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few interviews to whet your appetite:

If you’re hungry for more insight and advice on the state of trust in marketing, check out our Trust Factors series:

The post Break Free B2B Series: Emily Thompson on the Power of Content Marketing in Health Care appeared first on Online Marketing Blog – TopRank®.

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5 Stars: 20+ Tips to Invigorate Your B2B Marketing Using Testimonials & Reviews

Hand holding one of five white stars image.

Hand holding one of five white stars image.

What’s in a review?

With the right client testimonials and customer reviews, B2B brands can increase trust and loyalty in uncertain times while strengthening existing connections and fostering new ones. Your brand may even be sitting on a goldmine of evergreen trust-building user-generated content.

Let’s take a look at 20+ tips to invigorate and expand your B2B marketing toolkit with a smart customer review and testimonial strategy.

Making The Statistical Case For Testimonials & Reviews

With some surveys showing that  90 percent of adult Internet users rely on reviews before making purchases, and others placing the figure even higher at nearly 99 percent, it’s important for B2B brands to make sure they feature the reviews and testimonials their customers have taken the time to write and share online.

Despite their unique power to build brand trust, just 43 percent of B2B businesses use reviews in their marketing toolkit.

Conversion rates can skyrocket by as much as 270 percent when online reviews are smartly incorporated, however, as shown in the Website Builder Expert data below.

Website Builder Expert Image

Some 30 percent of businesses said that customer reviews had a major impact on their overall success, and just over 26 percent said reviews also had a major impact on profitability, as shown in the following chart from a recent ZenBusiness survey.

ZenBusiness Chart

The same survey revealed that 52.2 percent of older businesses monitor online reviews weekly and 18.5 percent do so daily, while 47 percent of newer firms monitor weekly, and 39.3 percent monitor daily, suggesting that more established brands have settled into a weekly cadence, while younger firms tend to keep a more frequent watch over reviews.

Businesses tend to monitor a multitude of online review platforms for reviews, with 67.6 percent using Google, 55.1 percent Facebook, and 46.3 percent Yelp, followed by others as shown below.

ZenBusiness Chart

Only 11.9 percent of businesses said that they respond to every review left for them, while 60 percent said that they interact with either some or most reviews they receive, the same survey noted.

Younger B2B buyers are increasingly looking for reviews and testimonials to be delivered to them in methods that differ from those of older buyers, creating an opportunity for some brands looking to connect with younger audiences.

“Sixty-one percent of Millennial buyer decisions are influenced by user reviews that they trust,” Brian Fanzo recently noted in “Meet The Millennials: How Marketers Can Effectively Connect With The New B2B Buyer,” urging smart B2B marketers to not rely solely on traditional websites, and to instead “bring the testimonials — the trusted user reviews — to the buyer.”

Brian was one of the 13 B2B social media marketing leaders offering trends and predictions in our "13 Top B2B Social Media Marketing Trends & Predictions for 2020."

His sentiments are largely echoed in report data recently examined by Social Media Today.

[bctt tweet="“In 2020 social media marketing will shift from vanity metrics to transparent and authentic channels to focus on real-time customer engagement.” @iSocialFanz" username="toprank"]

You May Already Have a Goldmine of Testimonials

Many established B2B brands may already have a fantastic cache of glowing testimonials from clients, however because some firms don't have any established practice for gathering, collecting, and most importantly utilizing them in marketing efforts, they remain mostly hidden.

Gathering existing reviews and testimonials can be a great way to get new insight into your most loyal customers, unearth any points of customer dissatisfaction, and to build new mechanisms for improving communication with your customers.

“Your offerings should be so attractive to your loyalists that they have no reason to look elsewhere for additional products or services,” Rob Markey wrote in an insightful Harvard Business Review look at how to “Make It Easier for Happy Customers to Buy More.”

Client and customer kudos today comes from more channels than ever, which can make it challenging to gather and compile into a dedicated testimonials file. A list of only a few of the digital channels to search for possible existing testimonials includes:

  • Email Correspondence
  • Online Collaboration Tool Chat History
  • Private Social Media Posts
  • Public Social Media Posts
  • Mobile Device Text Message History
  • Voicemail Transcripts

Whether it's each quarter, weekly, or every day, taking the time to mine testimonials from each of the channels your firm user is a great way to unearth potentially powerful customer and client testimonials.

Tactfully encouraging clients to consider leaving a review or testimonial is a nuanced process best customized on a per-client basis, however there are also some universal methods to help guide a good strategy, such as those outlined in “14 Proven Ways to Encourage Customers to Write Reviews.”

Social media and search engine firms have also done their part to try boosting the visibility of customer reviews, such as Google adding highlighted business reviews in Google Posts.

[bctt tweet="“Whether it's each quarter, weekly, or every day, taking the time to mine testimonials from each of the channels your firm user is a great way to unearth potentially powerful customer and client testimonials.” — Lane R. Ellis @lanerellis" username="toprank"]

Testimonials & Reviews Increase Trust & Loyalty

Trust is paramount as B2B marketers seek to attract, engage, and convert new clients, and testimonials and reviews from satisfied existing customers are among the most powerful forms of messaging when it comes to earning the business of potential new clients.

It's no secret that for many years study after study has shown that testimonials and reviews hold the power to build trust, and ultimately help persuade people to engage your company's services.

Some 90 percent of B2B buyers said that they are more likely to complete a purchase after seeing a positive review.

[bctt tweet="“High rates of loyalty are a huge asset in business. They provide a necessary foundation for profitable growth.” — Rob Markey @rgmarkey" username="toprank"]

The earned power of trust becomes even more apparent when paired with survey data showing that globally 54 percent of consumers would still buy from a brand even after a negative product experience if they felt that a firm hadn’t broken trust.

When trust has been lost, however, some 82 percent said that they would not purchase again from the brand, highlighting the importance of building brand trust — something reviews and testimonials excel at.

Testimonials & Reviews Strengthen Existing Connections & Foster New Ones

Testimonials and reviews showcase the ability of your business to provide best-answer solutions so well that people take the time to personally write appreciative messages sharing their gratitude.

Testimonials and reviews also take good business partnerships and strengthen them, and help bring B2B relationships to new levels of commitment and trust.

62 percent of consumers leave positive reviews in order to help others in making buying decisions, while 52 percent say they leave negative reviews to warn others, as shown below.

Website Builder Expert Image

The connections forged through testimonials and reviews makes the relationship between your business and your clients stronger, and also serve as an important and visible example for potential new clients who are looking for information about your company.

More firms are also making it easy for customers to leave video feedback, such as a method Airbnb has implemented that mimics the ease of use users have come to expect for sharing videos on YouTube or Instagram.

The video review format has led some customers to share lengthier and more precise feedback, which in turn allows businesses greater insight into their customers.

“Videos can be richly emotional — offering the real voice and face of the customer. That emotion, transmitted directly to front-line employees and leaders, often generates the sort of empathy that inspires and motivates thoughtful action,” Rob Markey has noted.

By making video reviews a simple and optional part of customer feedback surveys, brands can have the best of both traditional text-based input and — for those who choose — the advantages of video reviews.

“If they say yes, then we've incorporated a video widget into the survey where they can just turn the camera on on their phone or computer and leave a response,” Airbnb customer insights manager Raj Sivasubramanian has said.

“The customers that chose that option really embraced it. And we actually had a lot of customers tell us in the video, ‘This is really cool. I love the fact that I can do this,’” Sivasubramanian added.

B2B firms can also utilize more formal video testimonials into their feedback efforts, as Business 2 Community explored in a helpful how-to guide, “How to Shoot the Perfect Video Testimonial.

[bctt tweet="“Testimonials and reviews take good business partnerships and strengthen them, and help bring B2B relationships to new levels of commitment and trust.” — Lane R. Ellis @lanerellis" username="toprank"]

The Challenge of Combating Inauthentic Reviews

While no firm wants poor reviews, they are nonetheless important in their own way to consumers. 62 percent of U.S. consumers found that negative reviews were just as important as positive ones when it came time to make purchasing decisions.

Customers have grown to be suspicious of businesses that have conspicuously uniform five-star reviews, however, and more now say that they look to utilize multiple sources of reviews when researching a firm.

Despite this, 65 percent of U.S. adult consumers believe the reviews they read are generally accurate, however.

Recent survey data has also shown that 55 percent of consumers see the biggest red flag with reviews that use the same wording, while 35 percent view an overwhelming number of positive reviews to be indicative of inauthentic reviews, as shown below.

Bazaarvoice Chart

Testimonials & Reviews Are Evergreen

Most testimonials focus on the things that a client or customer loved about working with your team, and these are also largely the type of praise that isn't particularly directed at a specific time, which makes testimonials excellent sources of evergreen content that can often remain relevant and convincing for years.

HubSpot has compiled an extensive list of good examples of testimonial pages that can serve as inspiration, in Lindsay Kolowich’s “14 Testimonial Page Examples You'll Want to Copy,” showing how to implement quotes, video, audio, case study, customer interview and other types of testimonials.

To help you along your path to building more powerful testimonials and reviews into your current strategy, or to begin implementing your first such plan, here are several additional recent resources that have been published:

Reinvigorate Your B2B Marketing Testimonial Strategy

We hope this introductory look at the power of client testimonials and customer reviews to help B2B brands boost trust and loyalty and strengthen connections has been helpful, and that the tips and statistics we’ve shared will help make your marketing testimonial strategy more robust and successful.

The post 5 Stars: 20+ Tips to Invigorate Your B2B Marketing Using Testimonials & Reviews appeared first on Online Marketing Blog - TopRank®.

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