Learning goals
● Inbound vs Outbound marketing
● Content marketing
● Website evaluation / upgrade
● Print marketing
● AdWords
● Next steps
Inbound Marketing
Definition:
Inbound [marketing] is about creating and sharing content with the world. By
creating content specifically designed to appeal to your dream customers,
inbound attracts qualified prospects to your business and keeps them coming
back for more.
Source: HubSpot
Content Marketing
Definition:
Content marketing is the marketing and business process for creating and
distributing relevant and valuable content to attract, acquire, and engage a
clearly defined and understood target audience – with the objective of driving
profitable customer action.
Source: The Content Marketing Institute
Your (Digital) Soapbox
● Social networks
● Industry specific forums
● Email correspondences
● Your website
● Reference in other content
Website Evaluation
Freshness
• Does your website contain your latest products?
• Have you added any information in the last two months?
• Is the most recent information visible on the homepage to
show you have fresh content?
Website Evaluation
Refreshability
If you think of something to change on your
website now, how long would it take to make it
happen?
PrintPrint Marketing
Pros
• Looks amazing
• Tactile
• Presence with doctor
Cons
• Cost
• Refreshability
• Audience
Three quick starter items
● Evaluate your website for freshness and refreshability
● Develop a direct mail campaign for one service/product
and find a vendor to produce them for you
● Look at your lab’s offerings and pick two
services/materials you would market with AdWords