My viewpoint of social media has changed as the class inspired me to soul search as to the reason I started my business. It was really to help women going through their breast cancer journey have a more comfortable recovery and feel better inside and out. Since I have learned so much in the past 14 years through plastic surgery conventions, a local support group and reading about breast cancer and reconstructive surgeries, I would like to provide some resources for my customer base through a blog and/or Facebook. I know that I can use Facebook to reach out to my target consumer audience, but it is better for me to market directly to the surgeons so they can filter referrals (right garment and size for the right procedure at the right time—reducing returns), I can also try LinkedIn to find and reach head plastic surgeons at top hospitals. I would also like to research groups that may be beneficial that I can provide co...
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I researched various events and special days for 2021. Here are my sources: https://crestline.com/c/calendar-of-events https://www.timeanddate.com/holidays/us/2021 https://www.healthline.com/health/directory-awareness-months Here is my plan which I will create and schedule quarterly: I am looking forward to getting going. This class has truly been a much needed inspiration. thank you! Truly Inspired, Marla Hope
I feel that for the consumer, Facebook and Instagram are best to start with. At least on FB I can control a paid audience. Also, FB is the correct age demographic for my products. I am most excited about Facebook as I understand it and there can be great interaction. I can also make it a resource and inspirational platform for patients at all stages through their journey. I am also diving more into graphic design and look forward to incorporating it in my communications! My calling for sure! I would like to try a contest combined with a survey to see what products my customer base is interested in. I think there is a way to upload a customer email list and reach them (paid, I believe). It sure would also be a way to gain likes. I feel it would be best to have a library of meaningful posts first in this oversaturated world. I also very much like th...
Facebook Insights for Aztec Brewing Company: In the last 28 days, 7 % less people were reached by Facebook. Yet, the audience you are trying to reach is more engaged—up 33%! The page likes are down 33%, perhaps as new guests were nearly impossible to achieve with the varying laws of restaurant openings. Mobile has always been dominant for Facebook, yet about 30% are now on computers as many people are home. Regarding the top reaching posts, it looks like a trend of types of beer offerings and hours. Perhaps the highest reach was also when the Brewery was open. How interesting that there is little disparity between days of the week when fans are online. No doubt that people have more time all week to go online. Wow, they are on all day from about 8:30 AM to about 9:30. The reactions and comments look like they have been higher around the Election, Veterans Day and Thanksgiving...
I have been using Google Analytics for some time now in my previous job. I looked at clients’ GA accounts with respect to paid advertising versus SEO. Therefore, the first place I would look is acquisition, all traffic and then source medium to see what our internet marketing agency was bringing in versus all other methods. For social media, I would also look at referrals where one can see the various methods. From here, one can surmise which methods are driving the most traffic to the site. That does not always equate to conversions as many searches could be research based. You can also see the revenue generated by each source which actually is the most meaningful data. A business owner can then focus on those sources and spend more effort there. This assumes you have information and links in these places. But this is also useful to try new efforts and analyze the results. ...
The objective for my Facebook campaign would be website clicks. It is the widest net within a targeted audience. When I researched this a few years ago, we could select people who viewed cancer websites. That would be critical for my campaign. Also, the size of the audience does not seem to be working as it was quite different 30 minutes ago…. I have analyzed my Google Analytics and know that most conversions are form Apple products, usually mobile and often tablets. The age range models income requirements as this bracket generates multiple product purchases. I also would target California as I can reach Plastic Surgeons easier here and the highest concentration is also located in California. What is interesting is when you chose targets, the audience increases. When I sold FB ads, we were told to choose fewer targets as they reduced the audience size. Interest...
I noticed ads on social media. The ones that are the most captivating are ones with one focal point (photo) and a brief catchy headline and a CTA. CTA: get a FREE X, join today, order pizza, get Chinese tonight, Thai classics delivered, Tikka Masala to your door. These are to the point, brief and impactful. For my business, I feel these types are too forceful for women who are in a fragile emotional state and want to make a trustworthy choice. The ads all use imagery which is key as a picture speaks a thousand words. Also, it makes sense for small ad formats and Facebook limits text to 20% of the total ad space. I feel that the ads on Yelp with delicious looking food photos are quite enticing! Showing emotion in photos can motivate people; either a pain point or a benefit they can receive if they purchase a product. For me, ads with tacky art, loud text and/or fonts, bright colors...
Additional online tools: I would like to focus on selling to plastic surgeons. Therefore, I have researched groups in LinkedIn to meet other reps calling on this specific target market. I am not particularly a local business although I do sell to the San Diego market and offer special service to people locally. As this is not my first preference to sell to the general public and I do not have a storefront, Google My Business or Yelp would not appropriate. Regarding Facebook, perhaps reviews may be helpful as I can reference them on my site for potential surgeons to view. I feel that specific associations for plastic surgeons would be one of the best ways to connect with this target. Also, by me following key PS on Facebook and Instagram, they can become familiar with my company. Other ideas are welcome. I researched groups on Linked In and was excited to see these although they may not be specific ...
I did some research to see where I may be able to reach potential plastic surgeons directly. I found that my current Plastic Surgeon accounts are in fact on LinkedIn. I can try to connect with them, but I feel that most likely they would connect with their peers as they are typically Chief of Plastic Surgery at their institution. Perhaps the best idea with LinkedIn is to gather names of other Chiefs of Plastic Surgery of my target hospitals to then directly reach out to them. Also, regarding Twitter, I feel that I need to follow key hospitals and their Chiefs of Plastic Surgery to both be updated on their news and to hope that they will follow me back. I just need to make sure to post interesting, useable content. The strategy is both to reach out to the plastic surgery staffs who likely recommend products to patients as well as directly to the PS to remain top of mind awareness. ...
I think it would be helpful and appropriate to send a monthly newsletter. As I reach new customers that are at different stages of their recovery and seasons or holidays are good themes to tie into. Plus, the “woman” power to write it would be comfortable on this timetable. I am not on an email list for my competitors, but thanks to this class, I will check them out and sign up to learn about what they are doing. The content my business could use is information about the breast cancer journey, the process of reconstructive surgery, recovery and how patients get through it. I can also include the fashion part of the business; fibers, manufacturing process, zippers used, colors chosen, fit and laundering. In addition, customer feedback can be welcome content. Communicatively, Marla Hope
As breast cancer patients today have typically been looking for information along their own journeys, they would likely be interested in learning more about the process of reconstructive surgery, recovery and how patients get through it. Actually, they also like to share their own stories with me which can be an opportunity to request and share these stories to perhaps even more patients. Here are some categories that I would like to start with and the audience to reach: TIPS : to share information with women about to have surgeries and to promote our products. RESOURCES: such as types of surgeries, community support, websites for patients to attract patients who are conducting their own research and looking for direction. We would include how our products can help patients. CUSTOMER STORIES : to build trust with new potential customers to encourage them to purchase products. PRODUCT SHOWCASE : to attract new cus...
I am a firm believer that telling a story about someone helps readers identify with them, especially when they may be entering a new experience. This is especially helpful for my customers who have typically gone through breast cancer treatments and are nearing the end of their journey when undergoing reconstructive surgery. Their emotions have been heighted for a while at this point ad they usually have felt quite a bit of fear, anxiety and sadness. Affirming that they are nearing the end of this chapter with a new look can certainly offer them hope. Such a simple item like recovery bra has given my customers so much happiness, a feeling of hope, being taken care of and relief that they will be given a new “normal” look. I am excited to tell some real hopeful patient stories that have truly brought me to tears of joy. I think it is meaningful to offer a personal touch in almo...
Here are my findings on researching hashtags in my industry. Ana Ono Intimates https://www.instagram.com/anaonointimates/ They have various areas to discover; about us collections for sports bras, mastectomy sexy bras, flat chests, etc. It is helpful and really makes each woman feel special. There are actual customer photos and text on some posts for inspiration and thought. I believe it is very effective. They have 6,800 followers and post once per day with the last one 8 hours ago. They get between 100 to 200 likes per post. The most popular one was about bras being donated to newly diagnosed women in financial need. Another was a bra day event at the university of Penn with over 1000 likes. It seems like cause posts generate the most engagement; not just about their products which is what I have learned by being in the business. They do not get any comments to note; just likes and simple responses...