SMX_Advanced_Veronika_Höller (1).pptx

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ADVANCED SOCIAL MEDIA MARKETING
STRATEGIES OR HOW TO USE THE BACK
DOOR FOR BRAND AWARENESS,
CUSTOMERS AND RELEVANT LEADS 1

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Hi I´m Veronika
I´m a Global Senior SEO Manager in
the Digital Marketing Center of
Excellence CompuGroup Medical
@HollerVeronika #SMXAdvanced Veronika Höller 2

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"No one should suffer or die just because
sometime, somewhere, medical information is
missing." Frank Gotthardt, founder of
CompuGroup Medical

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We offer: Software & Hardware: for
doctors, clinics, therapists, medical
staff, pharmacies, dentists etc.

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Our mission - is the digital transformation of CGM
Medical worldwide – Synchronizing Healthcare

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To drive digital transformation, we
created social media channels

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Current status:
Strangely, the posts on our social media channels
didn't convert very well - and we lost followers…

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So, I started with
an # Research
@HollerVeronika #SMXAdvanced Veronika Höller
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It´s easier to start an # research,
if you have one topic/Keyword in
my case
"e-rezept"

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After we had analyzed the #, competition &
comments we take a deeper look into the
demographics

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Facebook 48 % male 52% female
Twitter 56 % male 34% female
LinkedIN 42 % male 58% female
Instagram 41 % male 59 % female
Comments under the posts „demographics“
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And create digital, active Personas
– they are important because they
are decision makers or close to
them

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For the creation of the profiles, we have
summarized all data:
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From
social media insights, Google
Ads and Matomo (our Analytics tool)

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Is looking for practical video consultation hours/online
appointment providers for her boss, which will make the
administrative work easier for her and her colleagues.
MOTIVATION
Target PROBLEMs
Finding a solution that simplifies
the work processes in practice and
makes everyone happy, especially
her boss.
There are many offers on the
market; at first glance she cannot
see any clear differences
between the individual products.
BIOGRAphy
Lina is 28 years old and comes from Dortmund NRW. She is interested in:
Loves indie & alternative rock for travel, glasses & contact lenses & is
enthusiastic about water sports. At the moment she is very professional.
LINA the ambitious
internet affine
female
28
PROFIL
:
Gender:
Age:
MTA jack of all
trades
Professi
on:
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LINA the ambitious
Lina wants to please her boss and deliver the right product. She is determined, committed and wants to
continue to be successful in her job. She would like to continue her education in the medical field and hopes for
good contacts from her boss.
BackgrounD
IDENTIFIcATION
Lina knows her way around the www, she finds a lot of providers for online calendars and video consultations
quickly and purposefully.
A strong brand with many recommendations is very important to her
Trust elements such as "TÜV" certified should be clearly listed on the website
She also scours social channels to get the full picture
Best Solution
Trial version of the software or presentation opportunity before purchase
Sufficient information material to download free of charge as well as clear communication of advantages on
the website 20

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Would like to make her everyday work easier so that many discussions with her
boss and her colleagues are eliminated and she can make her everyday work
more relaxed, especially at the end of the quarter.
MOTIVATION
Target
PROBLEMs
Finding a solution that relieves her boss, her colleagues and herself. So that she
has more time for herself and her upcoming family planning.
Now they are still working with old systems, changing software is not always
easy, similar to insurance companies, and she has no idea which tool would
really make the work easier.
BIOGRAphy
Sandra is 32 years old and comes from Frankfurt am Main, she has been
working as a medical assistant in the practice for 7 years. She loves to surf
privately for children's rooms, engagement rings & baby clothes as she is in the
middle of family planning.
Sandra the easy one
Likes to surf
privately
female
32
PROFIL :
Gender:
Age:
Doctor's
assistant
Profession:
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Sandra the easy one
Sandra was commissioned by her boss to find a software solution that would make everyday practice easier. She
has no idea what to look for as she surfs the internet a lot more privately than professionally.
BackgrounD
IDENTIFIcATION
Sandra enters complex questions into the search engine's search field
She would like to find these fully answered on the LP, the clear benefit communication should be described as
high up as possible.
A clear description of the features should be easy to find, Sandra doesn't feel like downloading documents.
She doesn't want to research long and hard
Best Solution
Offer a presentation appointment and a free consultation
Easy navigation on the website to the forms for the trial version, the consultation appointment or the
presentation appointment
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Would like to get the most out of his soon-to-be own practice. Work processes
should be organized, structured and possible without much effort. His practice
team should be able to concentrate more on the patients - he is open to new,
modern technologies
MOTIVATION
Target
PROBLEMs
Many satisfied patients, organizing appointments online, being able to stay
close to patients thanks to secure video consultation hour providers
The medical practices are stuck with old software solutions, the practice team
would have to be trained for new modern technologies. Patients are reluctant
to try new procedures.
BIOGRAPHY
Pavlo is 36 years old, comes from Cologne and is an aspiring general practitioner. He
is extremely athletic, listens to jazz music and is very interested in travelling. He is
open to new technologies and enjoys using the internet for his research.
Pavlo the networker
Committed doctor in
training / athlete
Sportler
male
36
PROFIL :
GENDER:
AGE:
Aspiring general
medical practitioner
Profession:
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Pavlo the networker
Pavlo would like to run a modern, well-frequented practice. More time for patients. His practice team should
actively support him and not sink into the administrative jungle. In return, he is willing to spend more for stable,
secure tools that relieve the practice team.
Background
IDENTIFIcATION
The tools are easy to use without long training sessions for his team
Trial versions that can be booked without much effort
Clear, transparent pricing policy on the website
Good and transparent offers can be requested without much effort
Pavlo researches reviews, recommendations and social media channels
Best Solution
Transparent pricing policy directly on the website
No annoying sales calls, just offer a demo directly
Clear benefit communication directly above-the-fold and answering the objection communication. 24

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Andreana wants to give patients a good feeling and pick them up humanely,
with listening and friendly conversations. This is often lost in the general
administrative jungle, she has to constantly answer the phone and make
appointments with patients who are already in a bad mood if they don't come
through directly.
MOTIVATION
Target
PROBLEMs
More time for patients, online calendar, more freedom for your boss through
video consultation hours instead of home visits and more pleasant work for
the entire team.
Many of your colleagues shy away from new tools, your boss is afraid that he
will have additional financial expenses for innovations - costs, benefits must be
clearly weighed up beforehand
BIOGRAphy
Many of your colleagues shy away from new tools, your boss is afraid that
he will have additional financial expenses for innovations - costs, benefits
must be clearly weighed up beforehand
Andreana the patient-oriented
Loves her work
female
30
PROFIL :
GEnder:
Age:
Doctors
Assistent
Profession:
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Andreana the patient-oriented
Many of your colleagues shy away from new tools, your boss fears additional financial expenditure for
innovations - costs and benefits must be clearly weighed up beforehand
Background
IDENTIFIcATION
She wants tools that make everyday practice easier, easy to use, many additional functions and real added
value
Advantage communication should be clearly present on the LP, trust elements, many product images, videos,
information
It would be nice to have a clear, transparent pricing policy so that she could explain the costs and benefits to
her boss, she would like to be informed about government subsidies.
Recommendations and ratings are irrelevant to her
Best Solution
Free consultation appointments, presentation appointments, demo versions
Clear benefit communication directly above the fold and answering the objection communication. 26

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The deep look at the various data showed us
that our target group is not the
buyer/decision-maker persona

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But the employees, children,
grandchildren etc.

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Translate insights into a lead-driven
digital marketing strategy
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Think tank how can we use the newly
gained information for lead-oriented
optimization?

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1. Collect content ideas for/from the
social media channels
2. Shoot short videos - from satisfied
customers

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3. Training videos for our customers
4. Explanatory videos for interested
users

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5. build special LPs - tailored to the target
groups
6. Run A/B tests with different
text/creatives variants

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7. Writing content attracts new customers
to our website with: work-life balance,
sports at work, childcare, lifestyle etc.
topics.

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Step 1: We started posting different posts on the social
media channels according to the intentions of the
users, which we evaluated based on the comments,
engagement and insights
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Step 1:
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Step 1:
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Step 2: Shoot Videos from happy customers and
how to videos
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Step 1:
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Step 3: Training Videos for our customers + Step 4:
Explaining Videos for new Users
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Step 1:
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Step 1:
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Step 5: Building special LP´s for different target
groups run A/B tests.
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We use this LP for SMM, PPC
& SEO, with all content and
creatives that runs best

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Step 1:
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Step 1:
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Step 1:
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Step 1:
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We generate Conversions over Social Media,
PPC and SEO with this Page!
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The bounce rate is under 30%, the user stay,
read or viewing the videos and convert.
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YouTube
Now we have created a lot of videos for
Costumers, Patients, maybe New Costumers – so
of course place all your material on your YouTube
Channel
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Don't forget that Tik Tok is also an important
channel for B2B
85% Gen Z User are on TikTok – They are the
Future!

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Hashtag Counts views
#eHealth 419,5K views
#eRezept 152,2K views
#ePharmacy 1,5M views
#Apotheke 137,9M views
#DigitalHealth 2,2M views
#OnlineHealth 29,5K views
#DigitalHealthcare 255,0K views
#HealthcareInnovation 648,5K views
#HealthyLiving 9,7B views
#HealthcareLife 58,9M views

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Name Follower Notice
@docalinawalbrun 109,2K Check about medical topics
@doktorweigl 17,7K Medical Consulting
@der.hausarzt 10,3K Informative TikToks about
medical topics
@doctommy 42,3K Informations & Tipps about
medical topics
@doctor.ela 1002 Medical topics for women

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To do´s
Create TikTok
Account for CGM
Medical

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Time to think out of the Box
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But how can we use all the data to attract
users to our site - who might become
potential customers - but not specifically
search for our products, services, keywords?

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We use all the insights we can get from social media
accounts. What topics does our target group deal with?
Lifestyle topics for example.
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Work life balance - stay fit at work
Childcare during the pandemic for parents who
cannot work from home music, events, healthy
back etc.
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We get a lot of traffic over our
magazine and online articles

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Which aren't related to selling our
products and services

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We place internal links and see that
customers find our product pages
through the articles.

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This is my back door - to lure future customers to
the website with topics that concern them but do
not immediately encourage them to make a
purchase
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To get this I spent time on # analyses, commentary
analyses, target group, hobbies & search behavior
analyses
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Use all the data for your
overall digital marketing
strategy
Create special
content/creatives for every
platform!
Summary
Social Media Marketing
is more than a
Engagement Rate!
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Think about all Personas
– the employees of the
Buyer Persona is often
the person who
searches after Products
& Services
Bring a little bit social
media on your
Websites
You don´t have an
TikTok Account? It´s
time now to create
one!
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Schedule time to do an
in-depth # analysis for
top keywords weekly or
use
https://sparktoro.com/
Do you have your own
Podcast? Place it also on
your Website
Run A/B test which
creative, content
runs best
create the perfect
landing page after
the tests

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Thank you for your
Attention! You want to know
more or want to discuss about
my topic?! You find me on
Twitter & LinkedIN.

SMX_Advanced_Veronika_Höller (1).pptx

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SMX_Advanced_Veronika_Höller (1).pptx