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Importance of Social Media Training in Healthcare Industry

Social Media today has an undeniable power of spreading information, growing the business and developing community. It is also a vital communication tool in various industries including healthcare. Both individuals and businesses in healthcare industry use social media to stay connected, communicate and sometimes market their products and services. The general public uses social media to research symptoms, local doctors, treatment, and compare options. In fact, social media today is a necessity for the healthcare industry. Even though it’s not an entire answer to improving patient engagement, it plays a huge proponent in connecting with target audiences.

Interesting Facts on the Impact of Social Media on Healthcare
  • In a survey, 41% of general consumer said social media would affect their choice of doctor, hospital or medical facility.
  • Only 31% of healthcare providers use social media to networks.
  • 26% of hospitals currently use social media.
  • Group of 18 to 24 year old are 2 xs more likely to use social media for health-related discussions than the group of 45 to 54 years. 
  • 54% of patients don’t mind with their providers asking advice from online communities for treating their condition better. 
  • 31% of healthcare institutions have their social media guidelines in writing. 
  • 30% adults are ok sharing information about their health on social media sites with other patients, 47% with doctors, 47% with hospitals, 38% with a health insurance company and 32% with a drug company. 
  • 22% of parents look for medically related answers using Facebook and 20% use YouTube. 
  • 60% of doctors say social media improves the quality of care delivered to patients. 
  • There has been a 119% increase in YouTube traffic year-after-year

Although the impact is greater the healthcare industry has somehow still been slower in adapting the world of social media than other industry. On the other hand, healthcare industry also requires some key considerations and etiquette to perform, unlike other industry. Still, there has been a major disconnection in the anticipation and actions of consumers and responses from the healthcare industry. So to meet consumer’s demand and prevalently reaching out to customers, healthcare professionals should constantly learn how to effectively use social media technologies. The best way to learn social media marketing in the healthcare industry is by attending social media training by experts. 
5 Reasons Why Social Media Training in Healthcare Industry is Important: 

Meet Experts – Social media training is probably the best way to meet social media marketing celebrities you ever wanted to communicate with. These experts understand healthcare industry can play an important role on social media by educating people about various diseases and treatment. Social media training usually has 3 to 4 experts addressing the audience. Meeting face-to-face enables a better understanding of how your online presence can benefit your business. Apart from the live sessions you also get to talk to them in person during breaks. Connecting with these professionals can be a fun string apart from getting valid and useful solutions for your queries. 
Connect and communicate with Peers – Training in social media marketing in healthcare industry opens up many opportunities for the healthcare system. It allows professionals to build connections, share their discoveries, and extend credibility as thought leaders. You can learn what motivates them and what’s important and noteworthy. Such training is an opportunities to create valuable in-person relationships and understandings each other’s strengths and weakness. Healthcare industry is very different from other industries, while others focus on likes and followers; healthcare is more about creating impact. For health professionals, social media marketing training is not about sharing the promotional message, but the real value comes from engagement.
Enhance Social Media Skills – Social media is changing constantly with new updates coming up all the times. And healthcare by nature is a busy industry that finds it difficult to keep on top with the latest news and skills about these networks. Chances are an expert trainer will be able to advise plus train you on the most updated changes on each platform. By enhancing social media skills, health care provider can understand patients’ concern by monitoring and tracking, social media forums, blogs and other digital sources. Collecting such insights will further help them create useful and relevant content for the targeted patient segment. 
Hands-on Training – One of the major reasons why healthcare professionals are even interested learning social media is to educate patients. It includes sharing innovative medial cases and responds instantly to patients’ problems. Sharing information regarding outbreaks or health hazards on social media has become an effective way to provide accurate information to patients. By attending social media in healthcare training, professionals get hands-on training on how to live tweet, do Facebook posts or share on LinkedIn forums. In fact, hands-on training includes extremely basic things such using #hashtag, creating Facebook Page, creating a Facebook ad, using LinkedIn profile, social media analyzing, tracking and monitoring etc. Also, you will get an idea on how to maintain professionalism as a health care professional on social media. 
Ongoing Support – Most good social media marketing trainers will not disappear after delivering the session. They will offer you ongoing support and mentoring relationship to ensure you maximize your chances of success. Some of the celebrity trainers also share video lessons, give lifetime access to digital marketing forums to interact and discuss ideas with like-minded people and send weekly e-mail tips as goodies. So, you can be sure of spending the time at the event by listening and engaging with people and not anxiously taking notes.  
It is no secret that people still prefer face-to-face interaction when it comes to consulting healthcare professionals. Yet patients these days are actively participating over social networks for resources to gain guidance on their health decisions. And innovative health care providers are smart at adapting to the dramatic shifts in patient expectations. For any healthcare organization that wants to remain competitive and embraces this digital era of patient interaction should take social media training for healthcare industry very seriously. As such training will teach you to connect to the audience and amplify your messages on social networks in an effective way. The opportunities are endless!
Author Bio

Sorav Jain has been recognized as one of the ‘Top 25 Social Media Professionals of India’. He is an avid blogger and has written several social media blogs not just on his own blog site but has guest blogged as well. He has delivered numerous informative lectures at the Confederation of Indian Industry, NASSCOM. He has hosted over 300+ social media workshops across India, Sri Lanka, and Dubai. His numerous writings, on the social media subject, range from the latest social media marketing strategies to be implemented on Facebook advertisements to Instagram marketing and a lot of other related topics. He also spearheads EchoVME, that was recognized as ‘The Best Social Media Agency of 2013’ by CMO Asia.

Are You Using the Right Attribution Model in Google Ads?

Do you know the value of your Google Ads investment?

As marketers, we have what can feel like endless options to utilize our often limited marketing budgets.

How do you know where to invest? PPC is often a low-funnel highly-targeted place to start, but how do you justify the results you are driving? Should you be spending more? Less?

All these questions are crucial to getting the most out of your broader marketing mix. But the answer isn’t always as straightforward as it seems, even in the world of PPC where calculating your ROI is often much easier than most other digital channels (and certainly easier than more traditional marketing channels).

It sounds simple. You have Google Analytics and conversion tracking set up. So you ask yourself, “did my click result in a conversion?”

But many other questions come from this. How much is a conversion worth? How often do your conversions result in revenue? What are your margins?

These are much larger questions that we’ll save for another blog post. The one we’ll focus on here is simply, “who deserves credit for a conversion?” And that brings us to attribution.

What is Attribution?

Attribution is considered by many to be the most important marketing argument. In marketing, attribution is the action of deducing what deserves credit for a conversion. Sounds relatively straightforward, right?

However, things can get messy quickly as sales funnels get longer. For instance, what deserves credit for the conversion in this user path scenario?

Example of a user path with five touchpoints before conversion.Example of a user path with five touchpoints before conversion.


Google Ads and Google Analytics both default to an attribution model called last click. So with those defaults in place, as many businesses use, 100% of the credit for the conversion above would go to a direct site visit, despite the heavy influence paid search, paid social, and display played in the nine-step path this user traveled down on their way to converting.

When you lay it out like that, it’s easy to see there are unlimited different combinations of touchpoints that could result in a conversion…so maybe last click doesn’t always fit.

Let’s take a look at the other attribution models available within Google Ads.

Attribution Models

In Google Ads, there are six different attribution models to choose from that distribute credit in different ways. I’ll go through them and discuss when you might want to use each.

Last Click

Last click attribution gives 100% of the credit for a conversion to an ad when it was the last click that led to the conversion (again, this is the default setting).

Visual representation of last click attributionVisual representation of last click attribution

Example: This model is best used when trying to identify which channels are most responsible for bottom of the funnel deal closing.


First Click

First click gives 100% of the credit for a conversion to an ad that was the first click in a path that led to a conversion.

Visual representation of first click attributionVisual representation of first click attribution

Example: This model is best used when trying to identify how users are introduced to your brand (new users).



Credit is distributed evenly across all clicks that the user had on their way to a conversion.

Visual representation of linear attributionVisual representation of linear attribution

Example: This model is more useful when you are trying to understand how all your channels are playing a role in a conversion.


Time Decay

Credit is weighed by the click’s proximity to the conversion using a seven-day half-life. A click eight days before a conversion gets half the credit of a click one day before the conversion.

Visual representation of time decay attributionVisual representation of time decay attribution

Example: This model is best used when trying to learn what strategies are better brand introducers and what strategies drive the most conversions.



Credit is distributed with 40% credit towards the first click and 40% credit towards the last clicks. The remaining 20% is spread evenly between the clicks in the middle.

Visual representation of position based attributionVisual representation of position based attribution

Example: This model is most useful when you value brand introduction and conversion driving the most.



Data Driven

Credit is shared based on the weight of each click. Clicks that play a more significant role historically in driving conversion earn more weight. This model is specific to each advertiser’s individual conversion data.

Visual representation of data driven attributionVisual representation of data driven attribution

Example: This model is the most scientific. It uses algorithms to weigh conversions, and with enough data, is most useful when trying to understand which channels are playing the largest role in driving conversions.


Each model has pros and cons inherently. So how do you pick one that is going to work for you?

Choosing an Attribution Model

In many cases, we are all so used to last click attribution that it’s hard to buck the trend and start fresh with something new, even if we know it is misrepresenting the data. We all have reports to create and people to report to.

With that in mind, it’s important to decide on a model using facts, data, and a clear understanding of your goals and expectations.

Google Analytics has a nifty tool to help.

Model Comparison Tool

In Google Analytics under Conversions > Attribution you will find the Model Comparison Tool.

Screenshot showing where to locate the model comparison tool in Google AnalyticsScreenshot showing where to locate the model comparison tool in Google Analytics


This tool allows you to pit up to three different attribution models against one another for the same data set to see how your conversion data changes as you begin to consider different models.

Specifically, you can toggle the tool to just view Google Ads data.


Screenshot of the model comparison toolScreenshot of the model comparison tool


Start with Last Interaction (i.e. last click) and start comparing different models. Check the “% change in conversion” column to begin to get a picture of how Google Ads performs differently with a different model in place. You’ll start to notice that some campaigns and strategies are affected differently by different models.

Before Making a Switch

There is a lot to consider before making the jump to a new model in Google Ads.

Consider your business goals. What are you trying to get out of Google Ads? If you are investing significant budget into Google Ads, it’s likely you are expecting conversions. But are you limiting yourself in scenarios like the one we outlined at the start?

Review your Top Conversion Paths in Google Analytics to learn what paths users are most often taking.

Screenshot showing where to locate the top conversion paths in Google AnalyticsScreenshot showing where to locate the top conversion paths in Google Analytics


When you do change your attribution model in the Conversions section of Google Ads, your data will begin to shift and it will not retroactively update historical data. You’ve most likely been optimizing towards one model for some time, so make sure everyone is on the same page before switching.

Final Thoughts

Attribution is a huge question, and most of the biggest brands and highest spending advertisers struggle with it. There is very likely not a one size fits all answer to “the right” attribution model for you.

But just because the industry default has historically been last click doesn’t mean you have to continue the trend. Weigh your options, look at the data, consider your goals, and pick a model that reflects your strategies and business.

Once you settle on a new, more accurate model, you can begin collecting new data. In theory, the new data will be more representative of your goals, so you should be able to start making optimizations off it that will help improve your overall business KPIs.

The post Are You Using the Right Attribution Model in Google Ads? appeared first on Portent.

6 Best Practices for Your Link Building Email Campaigns

If You Just Build It, They Might Not Come

The saying “content is king” has been echoed by countless digital marketers across the globe. While creating useful and significant content for your brand is imperative for SEO success, it’s not enough. In order for your content to rank in competitive search engine result pages (SERPs), people need to link to it. Digital marketers can speed up this process of gaining valuable backlinks by conducting link building campaigns (otherwise known here as “outreach”).

While there are several link building strategies you can implement, all of them have one thing in common—email. Most people have a love/hate (mostly hate) with their email inbox, but distributing your content or guest post inquiries through email is the best way to build links. Yes, outreach can be done through other communication channels, like social media or messenger apps, but email trumps in comparison. Email is still the preferred communication method amongst most people (especially business professionals). In fact, Statista reports that there were approximately 281 billion emails sent and received in 2018.

With that many emails being sent out in the marketplace, it’s important for you to know how to stick out from the crowd. Luckily, we’ve written a guide to help you do this. Without further ado, here are six components of the best email practices for link building.

1. Hit the Right Target

This one may seem obvious, but outreach gets a bad rap due to not-so-savvy internet marketers promoting themselves or their content to the wrong people. Just like most things in digital marketing, targeting the right group of people is essential for success. Before you send off hundreds or even thousands of emails, it’s important that you do three things:

Find the Right Person

Fortunately for all of us, there are several ways for link builders to find the right audience to pitch themselves or their content to. The easiest way is to use Google search queries to find publications and influencers who are in your industry. On that same vein, setting up Google Alerts for industry-related keywords will bring fresh new content (a.k.a. publications to pitch) to your inbox on a daily basis.

Outreachers can also use Reddit, Twitter, LinkedIn, and other social media platforms to conduct audience research. Additionally, paid tools like Buzzsumo allow you to conduct thorough research on the top publications and influencers who are discussing topics related to your field.

Make It Relevant for That Person

The contacts that you will email need to find value in the content you are promoting. You want to make their lives easier—not annoy them by crowding their inbox with useless or irrelevant information. Before sending a pitch to one of your contacts ask yourself, “How does this email add value to this person?” If you can’t confidently answer this question, then you need to reevaluate why you are sending that pitch to them. Your pitch has to be relevant, and useful to them or their readers.

Use the Right Tools to Reach That Person

As I mentioned above, you can use Google search queries and social media to find the right audience. But how do you find the best email address? How can you possibly keep track of all of the people you’re emailing? And how do you know if they are opening your emails? We’ve written about the best tools for outreach, so definitely check that out. There are several tools available to find your contact’s email address and keep track of your link building campaigns—organization is key here.

2. Obsess Over Your Subject Line

Subject lines will make or break your link building efforts. You need to grab your recipient’s attention and give them a reason to open your email. If they don’t open your email, then the chances of getting your content covered are extremely slim.

Quick Tips for Great Subject Lines

  • Leave out unnecessary information. Minor details should only be in your email body.
  • Try using different subject lines for your follow-ups; test out a different angle.
  • Use buzzwords that will interest your contact, pose a question, or offer a solution to a problem.
  • Use alerts like [Data], [Survey], [Report], or [Map] to describe your content.

Example: Let’s say that you want to obtain a backlink on a huge sports publication via guest posting. You spend a significant amount of time looking for the perfect contact and crafting the ultimate pitch. However, you send the sports editor an email with this subject line:

Screenshot example of a bad email subject line that reads "accepting guest posts?"Screenshot example of a bad email subject line that reads "accepting guest posts?"


Unless the editor is desperate for writers, you are most likely not going to get a response.

Instead, try being more specific and timely with your subject lines:

Screenshot example of a good email subject line that reads "Experienced Freelance Sports Writer Looking to Contribute About NBA Free Agency."Screenshot example of a good email subject line that reads "Experienced Freelance Sports Writer Looking to Contribute About NBA Free Agency."


Don’t be afraid to A/B test your subject lines as well. If a high number of your contacts aren’t opening your emails, try sending them the same pitch with a different subject line.

3. Personalize, Personalize, and Then Personalize Some More!

Editors, bloggers, and influencers enjoy authenticity. Personalizing your emails lets them know that you’re an actual person—not a robot spammer. Additionally, it shows that you put forth the effort to get to know them and their line of work. Personalization goes a long way, and it increases your response rates.

In fact, Backlinko recently conducted a study where they analyzed 12 million outreach emails. They found that emails with personalized message bodies have a 32.7% better response rate. Additionally, they found that personalized subject lines boost response rates by 30.5%. Personalization is the name of the game.

How to Personalize

You need to do more than include your contact’s first name in your email. Any robot can do that! Here are some quick personalization tips:

  • Talk about their work in a conversational, authentic, complimentary tone. Skim something they’ve written (obviously you can’t read hundreds of articles for your outreach, but get an idea of what they’ve published). Try to be specific–if you’re too vague, it can come off as disingenuous.
  • Ask relevant questions about their work. Asking thought-provoking questions to your contacts will most likely lead them to engage with you.
  • Personalize yourself. There’s no harm in introducing yourself. Providing background information about yourself helps your recipients visualize you as an actual person. Be brief if you do this, though.

While personalization leads to higher response rates, the true magic of personalization is that it helps you build long-term relationships with people relevant to your industry. These relationships can excel your link building efforts for years to come.

4. Get to the Point Quickly

While it is true that there are wildly successful long pitches, most editors and journalists that receive your pitch see hundreds of emails daily. Here are some tips to keep things concise:

  • Get to the point of your email as quickly as possible.
  • Summarize succinctly.
  • Have a clear call-to-action, and only one to avoid confusion.
  • Use bullet points for easy skimming.
  • If you’re promoting content, include a link at the bottom of your email to a Google Drive folder with all the assets your contact will need to write an entire article.

5. Communicate Value in Your Email Body

At the end of the day, you need to provide value to your email recipients. Whether you’re pitching yourself as a guest author for their blog or you’re promoting a recent content piece you want them to link to, you need to quickly explain why your pitch is worthwhile.

If you’re pitching yourself for a guest post, tell your contact that your expertise in your field in unique. Showcase your previous work, tell them why you’re a fit for their publication, and let them know that your article will be useful for their readers.

If you’re promoting a piece of content on your site, tell your contacts why they should cover and link to it. Does your content piece contain data that nobody else has? Is it the most up-to-date piece in your industry? Will their readers find it useful? Why?

The most successful outreachers are those that follow a simple rule—be a giver, not a taker.

6. Follow-Up

In the Backlinko study we mentioned above, emailing the same contact multiple times leads to 2x more responses. Website editors, reporters, and bloggers get hundreds—if not thousands—of emails in any given day. It can be easy for your outreach pitches to get lost in the abyss of a never-ending email inbox.

Follow-ups ensure that your pitches rise above the noise of a crowded inbox. However, sending short and generic follow-ups can actually do more harm than good. Each time you follow-up with someone, make sure to provide them with more value. It can be more information about yourself, a fresh idea for their site, or previously undisclosed data from your content piece.

Let’s Review

In all of your link building efforts, it’s important for you to prioritize quality over quantity. Emailing the appropriate person, crafting an outstanding subject line, personalization, communicating value, and following-up takes a lot of effort.

Resilience and persistence are the keystones of the most successful outreach campaigns. Your efforts will pay dividends, and over time, your successes will turn into great coverage, quality backlinks, a healthier backlink profile, and better organic search visibility—which makes everyone happy, right? Just remember to use the right metrics to prove your success!

The post 6 Best Practices for Your Link Building Email Campaigns appeared first on Portent.

Instagram: The Perfect Social Networking Platform for Businesses

It has already been discovered that Instagram has been responsible for surpassing both Facebook as well as Twitter in terms of the total number of users who are active. Currently, Instagram is the most preferred social networking platform that most of the businesses use for marketing their business. Instagram is simple, convenient, and user-friendly. The growing popularity of Instagram is what has helped businesses to trust this platform more in comparison to the various other platforms that are there. There are few businesses that are still confused as to why Instagram is ideal for them as well. According to, there are almost 25 million businesses on Instagram.
Consider the list of reasons to find out why Instagram is going to be perfect for your newly established business.

Instagram hashtags are on the rise

You already know about the Instagram hashtags and this is not something new. Hashtags are responsible for making the Instagram posts discoverable and people who are looking for the type of business that you are into will easily come across your business with the help of hashtags. Hashtags are considered to be one of the most straightforward ways of connecting with people who are interested in your business and the services and products that you are offering. If you use appropriate and relevant hashtags, you can be assured that you are going to get more customers, and this can even increase your business revenue. You can also use Like4Like in the caption so as to receive more likes on your posts.
Business profiles on Instagram

Businesses that are on Instagram can make use of the business profiles in order to make them look more professional. Business profiles have numerous advantages and you will have the option of adding your contact details as well. The contact details will help people to locate you or contact you in case if they have any kinds of questions. Apart from that, you will have the option of understanding how all your posts are performing.
You will get detailed knowledge regarding when your audience is active and also the kinds of content that they are interested in receiving from you. In addition, you will also understand the number of website clicks that you are receiving. If you have just started your business on Instagram, it is suggested that you switch to your business profile so that you can get the best out of it.
Increased duration of videos

Earlier, videos on Instagram had a length of 15 seconds only. This made it extremely tough for marketers to highlight the important stuff. However, currently the duration of the videos on Instagram has been increased to one minute and this has been proving to be truly beneficial for numerous businesses already. You can make use of Instagram videos for displaying how your products are created or interesting behind-the-scenes, that will arouse the interest of your present and potential audience.

There is no denying the fact that marketing on social media is crucial for all businesses, whether they are big or small. Make sure that you are also taking your business to Instagram so that you can taste success faster in comparison to the other social networking sites.
Author Bio

Walter Moore is a notable management consultant and digital marketing expert. He is an experienced digital marketer and has helped e-commerce businesses in all niches gain with his effective marketing strategies and guidance.