Page 1 Solutions at Digital Summit Denver 2017: Day 2

Internet Marketing for Attorneys, Surgeons, and Dentists

By Samuel Solis, Senior Internet Marketing Consultant

At Page 1 Solutions, we’re all about keeping all of our teams on the cutting edge of what’s new in the industry and what has been proved to work or not work. Today I got to spend some of my day at Digital Summit Denver learning about a variety of things, like using brand archetypes, how to develop remarkable marketing ideas and some interesting mobile traffic data.

Improving Social Media Brand Personas Through Archetypes, Dr. Francisco Conejo, University of Colorado Denver

The definition of archetype for the purposes of this session is in regards to psychology:

“A primitive mental image inherited from the earliest human ancestors, and supposed to be present in the collective unconscious.”

The most common example found in literature and movies is the Hero’s Journey and the archetypes that play a role in that journey. The most famous current example would be "Star Wars." Luke, the hero, with the help of a sidekick and old wise man, Han Solo and Obi Wan, go on a quest against the villain, Darth Vader.

Archetype Examples for Social Media Personas - Dr. Francisco Conejo

So how does this apply to marketing? By selecting an archetype and developing it to match your brand values, you can create a deeper connection with your audience and engage them on a subconscious level.

Some modern marketing examples are the Volkswagen Beetle and Air Jordans. Air Jordan used the archetype of the hero beating adversity, flying above the ground over obstacles. In the 1950s, Volkswagen used the archetype of David vs. Goliath. Since the Volkswagen Beetle was such a small and new car, it had to showcase its strengths over more well-established manufacturers.

Are You the Archetypal Caregiver? Social Media Marketing for Plastic SurgeonsI think a great archetype for our plastic surgery clients would be The Magician or The Caregiver. The Magician focuses on transformation and can bridge the inner world of the mind to the outer world of creation and physical manifestation. The Caregiver is all about compassion and caring for others.  

Something to keep in mind is that when you start to implement whichever archetype you select, you can’t stray that far away from it over time. You must stay consistent. If you don’t, then it begins to cause brand confusion for your customers.

So, in the Caregiver and Magician example above, the ideal archetype for a plastic surgery practice best represents the target audience, the doctor(s) and their philosophy.

Roadmap to Remarkable Marketing, Tyler Farnsworth, August United

This session started off by revealing some basic truths about digital ads today. Globally, the usage of ad blockers grew by 41% year-over-year from 2014-2015, and that number continues to grow. The biggest reasons for this are that people find ads to be annoying, intrusive and disrupt what the user is doing.

However, the presenter, Tyler Farnsworth, made an important distinction. People don’t hate ads – they hate bad experiences. This is where marketers need to get creative and put together their S.T.A.R moment: Something They’ll Always Remember.

Tyler Farnsworth and Samuel Johnson Talk Internet Ads | Denver Digital Summit

Here’s a roadmap to get you and your team to that S.T.A.R moment for clients:

  1. Start with the end in mind: Define your core objective
  2. Determine your core challenge: What’s your biggest obstacle?
  3. Identify or create your right to win: What’s your differentiator, why should you be successful?
  4. Have a killer brainstorm session: Start with silence, let everyone write down their concepts and share it so everyone gets a voice. Start with faucet thinking (All Ideas) and then progress to funnel thinking (Narrow Down). Remove all assumptions from this session.
  5. Tell A Story: Try to fit your idea into a story. It provides more context and is a more human and organic way to interact with your audience.
  6. Measure, Iterate, Repeat: Test your idea in the wild and see the efficacy. With the data you get, be sure to make changes and refine the campaign.

Going Mobile: Adjust Your Marketing Strategy to Fit in a Mobile-First World, Anne Gherini, Inc. Magazine

My final session of the day was all about mobile. As most of us know, mobile traffic continues to grow and the future of marketing is on mobile devices. If you didn’t know, please read this.

Digital Summit Denver Goes Mobile with Inc Magazine's Anne GheriniThe presenter started by saying that mobile devices aren’t just about a screen. The behavior of mobile users is different, too.

Here are some of the main takeaways from this session:

  • Heat maps show that eyes go to the center of a page on mobile devices versus the top for desktop devices. This changes the way we should write our content for mobile.
  • 85% of mobile users expect mobile pages to load as fast as desktop pages. So, as you’re building pages keep in mind site speed for mobile and desktop devices.
  • Native ads like Facebook newsfeed ads are not affected by ad blockers and they’re not in the traditional border spaces that we tend to ignore on websites.
    • Native Ads are seen 53% more than banner ads on mobile.
  • Mobile users like to be remembered:
    • 78% of mobile users will only engage with personalized offers.
    • 75% of mobile users are more likely to buy when a past purchase is referenced.
  • Conversion rates for smartphone users have remained at or below 1.5% over the past 2 years. Traditional marketing channels are at 3.5% or above, so there’s definitely work to be done to convert the increasing mobile traffic at a higher rate.

If you’d like to learn more about these concepts and strategies and how they apply to your Internet marketing strategy, please reach out to your IMC. Or, if you’re not a Page 1 Solutions client yet, give us a call at 800-368-9910 for a free discussion of your online marketing needs and goals.

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