Just what the Doctor Ordered! Evan Tardy on DrAxe.com’s Digital Success

By Georgia Cross, Guest Blogger | 1.17.18

DrAxe.comWhat do you get when you put an entrepreneur doctor and a curious marketer together? Digital marketing magic with a lot of content.

Nashville AMA’s January 2018 program featured Evan Tardy, President of DrAxe.com, a Nashville-based brand that touts growth of 5,000% in just 4 short years. Evan started working with Dr. Josh Axe when the brand was in its infancy, seizing the opportunity for online growth.

The method behind the madness? A well thought out Content Marketing Strategy, based on the teachings of Gary Vaynerchuck’s books on giving value in the form of content. 

The prescription is simple: Content = Value, and Value = Trust.

People buy from brands they trust. Give them content they are looking for. Most marketers know this part. Here’s the vitamin-induced part of Dr.Axe.com’s digital marketing strategy that helped amplify its growth:

SEO/ SEM- Skyscraper Method: Tells Google you are a subject-matter expert.

  1. Do keyword research to find broad search terms (keywords), such as “coconut oil.”
  2. Write an “epic keyword-rich” article (2,000 words) around “coconut oil.”
  3. Write 4 additional articles on that topic, but these are “long-tail-keyword-rich articles” (400-500 words) linking back to the skyscraper article, such as “how to make a coconut oil face mask.” 


Social Amplification: Sends a message to Facebook to boost the algorithms.

  1. Share the articles (as mentioned above) to your brand’s Facebook page to get organic reach.
  2. Pay to boost the post on Facebook (budget around $100/article) and promote on sister Facebook pages (DrAxe.com has a community recipe page).
  3. Partner with other blogger/brand/business Facebook pages to cross promote.

Maybe not every brand is as well-positioned to provide educational content such as DrAxe.com; however, you must have pain points your customers want to be addressed or points of differentiation from your competitors that you can talk about.

Give value in the form of education to cut through the clutter. Create various levels of content- long articles, short articles, webinars, quick lists, etc. Sometimes the quick and easy content is the most valuable. 

Keep a healthy digital strategy in place by taking the time to figure out what value your brand or products can bring, and then play with your SEO, Social Media, and blogging strategy. Cheers to your brand in 2018!

NAMA Member Brings Husker Fans Together for a Kick-off with a Cause

By Katie Soltas, NAMA Blogger | 10.30.16

Remar, Inc.’s marketing manager and longtime NAMA member, Emily Fay, simply wanted to bond with a few Nebraska Cornhusker fans during football season without leaving her new home of Nashville.

What she started became more than a small group of game day buddies, but a movement that has generated thousands of dollars in college scholarships for Nashvillians and has pumped nearly $240,000 into Music City’s economy through food and beverage sales.

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Fay moved to Nashville in 2007 from Nebraska. In 2009, she performed digital research and recruiting on Facebook and LinkedIn, inviting Husker alumni to watch the football season opener at what was formerly Closing Bell on Demonbreun Hill. Twenty people confirmed their attendance, but 80 fans showed up to the first game – greatly exceeding Fay’s expectations.

Since then, the “Nashville Huskers” migrated to several locations in the city until they landed a permanent home, the Tin Roof 2 in Cool Springs, where they have met the past four seasons.

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More than 150 fans gather each weekend, and Fay has kept detailed records showing the group’s annual financial impact for the establishments where they congregate. Although it can be challenging for restaurants to meet the needs of the large group, the herd brings in up to $40,000 in revenue each football season.

But for Fay, watching the games wasn’t enough.

Through merchandise sales and other means, she led the group in raising $18,000 over the past five years for the University of Nebraska Legends scholarship that goes to three deserving Middle Tennessee college applicants every year.

College football brings the Nashville Huskers together, but the professional networking and relationship-building opportunities is what keeps the group alive and thriving.

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During our interview, Fay rattles off several long-lost relatives and friends that found each other through the group, including her mother and a childhood friend who rekindled their friendship. Two Husker alumni fell in love (let’s assume over beer and wings) during a season and are now married. One Nashville Husker’s friends from Purdue came every year when their team played Nebraska. Last year, he tragically passed away from cancer and his friends still came to Nashville during the Purdue game to honor him.

“Everyone in the group knows each other now, and we are all connected somehow,” said Fay, who is looking forward to their 100th watch party on Nov. 19. “I never imagined it would turn into a true community.”

Mental Health Marketing Conference Sparks the Conversation

By Ryan Stout, Guest Blogger | 5.24.16

The inaugural Mental Health Marketing Conference was held recently at Lipscomb University, and the two-day event was packed with local and national marketing professionals who are leading the charge on mental health marketing. Below is a brief recap of the event.

The Man Behind the Curtain

It’s impossible to start this recap without first mentioning the work of Austin Harrison.

If you don’t know Austin (is that possible?), he is the Relationship Director at Identity Visuals, one of the leading video and motion graphic companies in the Southeast.

Austin was the only reason this event happened. He convinced the speakers to speak, he secured the venue, he signed on the sponsors, he made sure we had snacks and coffee.

He was the conference.

The first day started with a beautiful and moving keynote by Austin. The passion he has for this event is palpable and contagious.

The truth is, putting on a conference is hard work. Especially the first one. You need passion to pull it off, and Austin clearly has it.

I think I can speak for all in attendance when I say Austin did a marvelous job as a first time conference organizer. Way to go!

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“Your web presence has to be as good as your clinical product” – Lee Pepper, Foundation Recovery Network

One of the main themes over the course of the conference was creating digital experiences (websites, videos, campaigns, etc.) for healthcare initiatives that are as sophisticated as what all leading brands have, regardless of industry.

Healthcare is leading the way in several areas, but design, UX/UI, marketing and digital are not typically where.

A bad experience online can lead to missed opportunities.

This was a leading topic in many of the talks and discussions over the two days, and Lee Pepper of Foundations Recovery Network hit the nail on the head with his quote above.

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Users expect a seamless experience from all brands, healthcare or otherwise. If we fail to deliver on this we could miss the chance to help someone.

To surprise and delight is not just for enterprise companies with big budgets. It’s for all companies.

“The whole purpose of marketing now is to start and build a dialogue” – Jerry Youngblutt, Boyden + Youngblutt

As a Partner at Astute Communications, a marketing agency that also serves several healthcare clients, I found Jerry’s comments to be especially insightful.

Content in healthcare marketing is an especially tricky subject to navigate. Not only must we build authority and trust, but there are also regulations (HIPAA/PHI) that cannot be ignored.

Often, creating content for healthcare companies can be especially taxing. The stakes are higher than in most other industries.

Jerry’s recommendation to start a dialogue, to make it a conversation, is a great reminder to speak to healthcare consumers as people, not just patients. Jerry was a wealth of insight and sage advice, drawing on years of healthcare marketing experience to help paint of picture of what successful healthcare marketing looks like.

“Marketing and PR need to be integrated” – Kriste Goad, Revive Health

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The last Keynote of the MHM Conference was from Kriste Goad of Revive Health. Her presentation about combining Marketing and PR – a holistic approach to healthcare marketing – was a great way to cap the event.

With Revive being a leader in that space, she was able to really paint a clear picture of what this approach looks like, and what success looks like as well. By marrying PR and Marketing, Healthcare Marketing can reach and serve more people. Integration of these two departments is vital.

Until Next Year…

In its first year, the conference was able to bring together the Nashville Mental Health Marketing community in a new and exciting fashion. Marketing agencies, healthcare companies, non-profits and many more were able to add their unique perspective to this important topic, to educate and motivate. Until next year…

Ten Things You Should Know about NAMA

By Jamie Dunham, NAMA President-Elect | 12.29.15

top 10

I am a sucker for Top Ten lists, and 2015 has been a good year at the Nashville AMA chapter, so I thought it would be helpful to reflect on the Top Ten Things You Should Know About NAMA:

  1. Informed Marketing Insights
    Our members say that learning the latest marketing trends is one of the top member benefits. To ensure that learning continues, our NAMA Programming team spends hours juggling calendars, contacts, hot topics and research to bring us programming from informed leaders in their fields.Some of the topics from 2015 Power Lunches have included Experiential Marketing, Video Innovation, Non-Profit Marketing, Marketing to Women, Social Media experts and Sports Marketing leaders. Each speaker provided current information and insights not found by just reading blogs or reading books, and they were very generous in sharing their current experience in their fields.After the 2015 Super Bowl, we heard from Nissan on its approach to the Super Bowl campaign from enlisting top bloggers early-on to actual advertising and social media, and we were able to hear first-hand results.
  1. Shared Expertise
    At NAMA, we have hosted member-only events that provide shared expertise in a variety of subjects from how to hone your presentations to how to deal with clients. Karl Sakas, an agency consultant and business coach, met with us this month to provide his insights on creating great client relationships and how to deal with difficult client situations.
  1. Category Knowledge
    We have several special interest groups within NAMA that provide excellent programs targeted at specific categories – Business to Business, Healthcare Marketing, Non-Profit Marketing, Technology Marketing and our newest group Research. Our Healthcare group regularly brings in market leaders like Rebecca Climer, SVP of Marketing and Communications at Saint Thomas Health to discuss their marketing strategy. Research hosted a round table as their initial event this year.  And our B2B group brought in Gannett to talk about marketing strategy.
  1. Relationships
    NAMA is an extremely welcoming group. With the growth in the Nashville marketing community, NAMA provides a home for marketers where they can make peer relationships not available elsewhere. Getting involved, attending meetings and working on committees provide opportunities for marketing relationships that live beyond your current job.I have several close friendships with persons I have met through NAMA. These relationships have made my life richer and my professional life more relevant. I count on these friends for important advice, special insights and referrals to specialists I might not know.
  1. Inside Scoop
    I have a friend who always says, “What’s the scoop?’ Well, when you are involved at NAMA, you have inside information on business changes, corporate changes and new jobs. This information makes your cocktail conversation richer, and friends will look at you as the “person in the know.”
  1. National Perspective
    NAMA is part of the American Marketing Association, a national organization that provides an array of resources (also a top member benefit). Its website provides excellent resources, events, webinars, publications, and content helpful to marketers. Take a minute to read The AMA’s Top 10 Marketing Stories of 2015.
  1. Local Leaders
    Where else are you going to meet some of Nashville’s top marketing leaders? We host top leaders across all disciplines and brands. In our friendly and inclusive environment, we encourage NAMA participants to learn from these leaders. And, many times, these leaders are looking for talent. Win-win!
  1. Experience and Career Growth
    We encourage all volunteers and board members to add their NAMA experience to their resume and LinkedIn profile. NAMA is a great way to gain leadership experience and to build competency in a different marketing discipline. Prospective employers are always interested in your passion for your industry and participating in NAMA is a great way to exhibit that passion.
  1. Valuable Partnerships
    NAMA has been asked to participate in several other marketing events throughout 2015. We provided volunteers to Emma’s Marketing United Conference and the Fuel Lines New Business Conference.In exchange, discounts were available to our members. These conferences were highlights of the marketing year in Nashville and were enjoyed by our members.
  1. Networking
    I left networking for the end of the list. Most people say networking is an important benefit to participation in NAMA; however, I think participation is the key to networking.Just showing up at a meeting, collecting business cards, and pestering people for coffees and lunches is not effective networking.Networking comes from really engaging with fellow members, getting to know about them on a personal level and working/learning together provides the foundation for real and sustained networking. I’m confident that many of my fellow members will join me in this insight.Getting to know folks at NAMA is easy. We provide many venues – monthly coffees, monthly mixers, breakfasts, lunches and parties. So jump in!

If you are not currently a member of NAMA, 2016 might be a good time to join so you can enjoy more NAMA benefits. By the way, 95 percent of our members say they are satisfied with the NAMA membership.

How Patagonia is Using Cause Marketing to Define Their Brand and Drive Sales

by Jaylyn Carlyle

To end our theme this month, I wanted to share this article by Sara Spivey found on BazaarVoice.com about Patagonia, who was doing cause marketing before it had a title. What I love about this company, and what I think we should take away from their example, is not necessarily their tactics, though that’s definitely noteworthy. What makes this company so successful in this area is its authenticity–its genuine passion for giving back. Of all the lessons learned, this is the one to take away. 

 

by 

In the last decade or so, it seems we’ve entered the age of the conscientious consumer. A recent Nielsen report showed that 55% of people are willing to pay extra for products and services from companies committed to making positive social and environmental impacts. Similarly, a study conducted by MSLGROUP and Research Now found that nearly 70% of millennials want businesses to make it easier for consumers to do their part in addressing issues such as health, the economy, and environmental sustainability. In turn, more and more, businesses are engaging consumers by eschewing business plans that prize growth above all in favor of objectives that factor in “the greater good.”

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Read more here.

 

Brands from KFC to Gucci are Jumping on the Cause Marketing Bandwagon

by Jaylyn Carlyle

Sometimes the best way to learn is by looking at what’s working–and what’s not working–for others. Check out this recent article by Traction CEO Adam Kleinberg in Ad Age that serves up several companies with which to start your research. 

 

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Cause marketing is big. Brands as diverse as KFC and Gucci are jumping on the bandwagon. Clients are asking if they should, too.

Well, what’s really working? Google “cause marketing,” and you’ll find plenty of research that confirms it: People want to buy from companies that “do good.” Yet a great deal of cause marketing fails to make an impact. The issue is that often people find cause marketing to be confusing at best — and flat out dishonest at worst.

What’s missing in the conversation is who’s doing it right — which cause campaigns are breaking through. There are plenty of expert opinions, but no real research on consumer impact. Which messages are sticking and which brands are consumers opening their wallets for?

Read more here.

 

5 Tips for Running Successful Cause Marketing Campaigns

by Jaylyn Carlyle

Planning a cause marketing campaign? Be sure to keep handy this list from the American Express Open Forum by Mashable’s Social Good Assistant Editor Zachary Sniderman. Not your standard How-Tos, there are a few nuggets in here you might not have previously considered. 

 

by Zachary Sniderman

The Cause Marketing Forum has some pretty convincing numbers: In 2009, 72 percent of American consumers said they avoided purchasing products from companies whose practices they disagreed with. Accordingly, two-thirds of brands started engaging in cause marketing in 2010, up from 58 percent in 2009, according to a study by PRWeek and Barkely PR.

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Consumers have been taking a healthy shift towards doing good, with 86 percent of global buyers believing that businesses need to place at least equal weight on societal interests as on business interests, according to an Edelman survey. It’s not enough to make money—businesses also need to do good.

Okay, so you need to get on the cause marketing train. Unfortunately, the term has received a strange reputation thanks to cries of “greenwashing” and “cause-washing”—the act of hijacking important causes just to sell more stuff.

How do you run a successful cause marketing campaign that reflects well on your brand and also does some serious good? We’ve got five tips for you:

1. Do your homework

You can’t just pull off a cause marketing campaign overnight. It’s important to take a look at a several non-profits and causes and make sure that they have enough infrastructure to pair up with your business. This may not seem like a big deal for small business, but if you’re Pepsi or Justin Bieber, you need to make sure your non-profit partner can handle the increase in donations and Web traffic without crashing or losing track of funds.

It’s also important to properly vet any non-profit to make sure their track record is above-board. Look them up on sites like GuideStar.org or request their financial records so that you know exactly with whom you’re going into business. Nothing can deflate your brand faster than launching a campaign that turns out to be a scam.

Read more here.

 

 

8 Cause-Based Marketing Trends to Look for in 2015

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2014 seemed like the year of fundraising through storytelling — and we definitely witnessed some killer campaigns.Now that 2015 is in full swing, we asked eight entrepreneurs from Young Entrepreneur Council (YEC) to share their top predictions for socially minded storytelling, especially in light of some of the big brand stories of the past year. What makes a viral ask really stick? And does the success of certain cause campaigns mean that all brands are going to have to step up and do good?Their best predictions are below.

1. Building trust is the new cornerstone of successful storytelling

Brock Stechman

This year has been a big one for trust issues in the media. People want to work with brands who have social concerns beyond their own profits. I think we’ll continue to see these two issues come together. We all want to work with high-integrity companies that demonstrate those values. Big brands are being more socially mindful, and we can expect to see that even more.

Brock Stechman, DivvyHQ

Read more here.

Image Source: FLICKR, KYMBERLY JANISCH

 

 

Cause Marketing Matters to Consumers

“Social responsibility makes consumers take notice. Follow these 5 steps to create a successful cause-based marketing campaign.”

by Jaylyn Carlyle

If you missed joining the cause-marketing bandwagon last year, rest easy. Because it’s not going away any time soon, we’re going to be spending some time revisiting the topic this month. To start us off, before heading into the holiday weekend, here’s an easy read from Kim T. Gordon at Entrepreneur you can peruse while sitting pool side. 

Have a safe and happy Fourth of July!

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by Kim T. Gordon

In this new era of social responsibility, what you don’t do can cost you. “Cause marketing” is now the norm, and customers who visit your website and see your advertising want to know that you share their desire to make the world a better place by supporting an important cause.

If your business or brand doesn’t stand for a cause, consumers may turn to your competitors. The number of consumers who say they would switch from one brand to another if the other brand were associated with a good cause has climbed to 87 percent, a dramatic increase in recent years, according to a Cone Cause Evolution Survey.

Even niche markets, such as the nation’s college students, now show a striking preference for brands they believe to be socially responsible. According to a newly released College Explorer study from Alloy Media, nearly 95 percent of students say they are less likely to ignore an ad that promotes a brand’s partnership with a cause.

There’s a strong connection between entrepreneurship and giving. The challenge is to make your socially responsible efforts a winning proposition for the nonprofit group you support, the community and your business. You can master this marketing challenge by following these five important steps:

Read more here.

 

Image Source: blog.firespring.com/wp-content/uploads/2011/05/The-Importance-of-Cause-Marketing-to-Your-Business.jpg