(the blog)

Krystal Galewski

Are Patients Losing Patience with your Hospital’s Website?


I’m reading The New Rules of PR & Marketing by David Meerman Scott and in one particular section, Scott (referring to a real estate company as an example) explains the difficulties in transitioning from traditional advertising to modern-day digital.

After recently attending three of the nation’s biggest Healthcare Marketing conferences, I couldn’t help but to think about hospitals on this matter. Largely, hospitals (many by their own admission) seem to be behind the times when it comes to their website and digital presence.

Let’s be real – a hospital’s website is the first place where most patients or potential patients go to conduct research.

In fact, emagine found that:

  • 35% of U.S. adults Say at one time or another they have gone online specifically to try to figure out what medical condition they or someone else might have.
  • 48% of patients’ research online more than two weeks before scheduling an appointment.
  • 51% of patients would feel more valued as a patient via digital communications. (website, blog, social media, email marketing)
  • 61% of patients visit two or more hospital websites before converting.

I’m a Business Development Representative at a Digital Marketing agency for healthcare – but my perspective is coming from patient prospective (which we all are).

Below are some major factors that should be noted on a hospital’s website. In the age of digital they might seem obvious – but I look at Healthcare websites all day every day and far too few have even accomplished these basic objectives:

  • Mobile friendly: I don’t think that I need to provide statistics on how many patients are researching hospitals on mobile devices. If you’re in a public place right now, look around and see how many people are looking on their mobile devices. But for formality reasons, here are some statistics from emagine’s White Paper: Roughly one in three patients have used mobile devices daily for healthcare research and/or to schedule appointments “. If your hospital does not have a mobile strategy by now, you might as well be Fred Flintstone and living in the Stone Age era.
  • Patients must find what they’re looking for. emagine found that people don’t just typically search the internet for a specific healthcare facility. The White Paper states the percentage of people that search for hospitals and doctors as follows: “38% Symptons or departments (e.g. runny nose, pediatrics) 37% Conditions (allergies, cancer) 19% Hospital brand 6% Treatment.” This all comes down to the word marketers love the most… content. And not just content, but high-quality content.
  • Patient Experience: Your Hospital’s website should adequately support each user persona coming to your website and serve as a helpful tool to quickly get them the information they came to your website for. This might mean a patient who is looking to make an appointment or caregivers who are researching doctors who can treat their loved one. Mapping the site architecture and content delivered throughout a website visit and aligning those with the phases of the patient journey will ensure your website is relevant and helpful to each user persona at each stage of the patient journey.

The online experience of your website should also reflect the offline experience people will have when visiting your Hospital. Imagery that exudes empathy and comfort and an intuitive user experience will translate into a Hospital visit that is seamless with clinical staff who are empathetic and comforting.

Remember – websites influence 80% of care choices and with patients being more empowered than ever before you want their experience with your website to be a positive one.

Take a look at emagine’s White Paper, “The Digital Journey to Healthcare Success: A Guide to Updating and Improving Your Hospital’s Online Presence” to find out more on how digital has changed everything for hospitals and why it should matter to you. There are also some great tips on how to get high-quality content onto your website and social media.

WordCamp US 2016 Recap

emagine-WordCamp1emagine is an active participant in the WordPress community. Many of our team members have spoken and attended WordCamps all over the United States (a conference focused on everything WordPress.) For the second year in a row, 16 emagine team members traveled to Philadelphia, PA to attend WordCamp U.S. Besides the delicious food, bowling, jenga, karaoke and dinosaurs, it was an awesome team-building experience. Here are some of the many takeaways our team got from WordCamp U.S. this year:  

Dan McVay – Web Developer and Maintenance

  • I’ve learned that phone numbers shouldn’t be required on forms … as more and more people are moving away from phones to text messaging… in the year 2007, text messaging overtook phone calls as the primary means of communication and since then hasn’t relinquished the title.  
  • I also learned some interesting things about AMP/html and a few tidbits about Google and SEO and all that.
  • Chris Lema was very engaging. The way he talks, he’d be a perfect pitchman for Nike’s “Just Do It” slogan.

Courtney Melo – Content Implementation Manager

  • I have to agree with Dan on the AMP plugin that we learned about during the Google talk, very cool and the stats that came along with that talk were real eye-openers in the vein of discussing how to write for the web to clients. 80% of b2c site content isn’t read and I think 60% of b2b content isn’t read. Along with that, we discussed https in depth in one talk. That really made it easier to discuss with clients the implications of using https and why it’s a good thing but not the end-all be-all to security. Also learned about an app called Zeplin that converts sketch files into CSS.

Craig Nedell – Web Support/Hosting Associate

  • I found the discussion about Accessibility interesting. They spoke about the importance of making sites disability-friendly. If you don’t consider the visually or hearing impaired, you’re neglecting an enormous number of users. Also, the discussion by Chris Lema I found very interesting. He did a great job of inspiring the audience to, when blogging, write as you speak. Your writing doesn’t need to be perfect. I know it wasn’t earth-shattering info.

Krystal Galewski – Business Development Specialist

  • Most tracks I attended were business or blogging related and they were all great. Chris Lema’s talk on blogging inspired me. I don’t ever think that I have good ideas when I want to write a post on emagine’s blog, but he made me realized that I do have my own unique ideas and I can use my personality to write.
  • It is always nice to “get away” with the emagine team members. We have a great group that always looks out for each other and everyone tries to come up with ideas that make emagine and even better place every day.

Ariel Sanchez – VP of Client Success

  • CC0 (https://creativecommons.org/faq/#what-is-creative-commons-and-what-do-you-do)
  • Fetch as Google: to see whether Googlebot can access a page on your site, how it renders the page, and whether any page resources (such as images or scripts) are blocked to Googlebot.
  • AMP (and AMP plugins for WP); testing access to AMP pages on my iPhone blew my mind!
  • SNI (Server Name Identification) and the myths about needing your own IP address for security or SEO purposes
  • Let’s Encrypt’s free SSL offering (though it probably isn’t provide enough “insurance” for our clients)
  • The ability to use Chrome’s Dev Tool to test speed of site/pages
  • Based on the newest sites “launched” within the last 3 months, WP sites load slower than others… new initiatives are being put in place to turn this around
  • Google’s impending crackdown on “intrusive interstitials”; i.e. sites that are not mobile-friendly (http://searchengineland.com/interstitialgeddon-google-warns-will-crack-intrusive-interstitials-next-january-257252)
  • Google’s coming shift to primarily indexing the mobile version of a site
  • PWAs (Progressive Web Apps)
  • Use of hreflang tag BuddyPress as a tool for building extensibility into member.

Marc Dunderdale – Director of Talent

  • I honestly thought I was going to be an outsider looking in the entire time. In a world of Development, Design, SEO, etc. I wondered if is there was a spot for Human Resources ‘a people person’. Surprisingly, I was wrong. Shayda Torabi and Chris Lema were just great.
  • Having us all together was a great opportunity for some team building was great. Working on the weekend is always better when you’re working with people you like

Scott Variano – Web Developer

  • Echoing what others have said about Chris Lema, his talk was pretty motivating even if you’re not a blogger, especially when he spoke on not allowing intimidation to stop you from getting your voice out there. I was also happy that accelerated mobile pages were discussed at Maile Ohye’s ‘View from Google’ talk as I’ve been noticing AMP sites at the top of my search results when Googling news stories on my phone. There’s a good 2-part article from Yoast that introduces the concept and their companion plugin to Automattic’s very simple AMP plugin: https://yoast.com/setting-up-wordpress-for-amp-accelerated-mobile-pages.

Ryan Holmes – Web Developer

  • My biggest takeaways were on the topics of security and performance. Google announced that they will start highlighting if a site is secure, or not, within search results. This means a user can pass your site by out of fear, which could have a big impact on a client’s brand. “If Google doesn’t trust this brand, why should I?” Matt Mullenweg also stated that, from now on, WordPress will only be recommending hosts that provide SSL certificates by default and is encouraging everyone to switch to HTTPS. With free services like “Let’s Encrypt”, the only barrier left standing is the effort of setting things up, which is minimal.
  • As for performance, it needs to be at the forefront of every project. A beautiful design is great, but if a user bounces before it loads, it’s worthless. Design considerations need to be taken, especially for mobile, where data is king. With mobile traffic outweighing desktop traffic, we need to ensure that sites load fast on mobile devices, and not just at optimal connection speeds. Google mentioned in their talk that the average mobile connection speed is 2G. We need to test our sites at slower connection speeds to make sure every user has a great experience. The AMP (Accelerated Mobile Pages) Project, is a great way to get started with this initiative. AMP optimized pages appear at the top of Google’s search results, which has obvious SEO benefits, and load super-fast. Best of all, there are already some great plugins that allows us to set this up with minimal effort. (https://wordpress.org/plugins/accelerated-mobile-pages/)
  • Oh, and yea, Chris Lema rocked. I could listen to that guy present anything.

Todd Milliken – Web Developer

  • Last year’s WordCamp U.S. emphasized emerging trends in Web Development such as HTTP/2, SSL certificates, and the proposed WordPress REST API.
  • This year’s WordCamp U.S. demonstrated how the trends of last year are becoming standards in today’s web industry. A large portion of the REST API plugin is merged into Core; the latest release of WordPress 4.7 now features the long-awaited content endpoints. Google is continuing to reward sites with SSL, and is now taking page-speed into consideration when ranking sites with their open-sourced AMP project which was featured heavily in this year’s talks. The AMP (Accelerated Mobile Pages) project delivers high-performant user experience by utilizing Google’s proxy-based content delivery network. Luckily, there are WordPress plugins to help content authors with this. https://wordpress.org/plugins/amp/
  • Lisa Sabin-Wilson’s talk on the latest Buddypress release https://buddypress.org/ was especially helpful to users who want to add a community layer to their websites. Similar to JetPack, Buddypress is essentially a “suite” of plugins that can be toggled on or off depending on the needs of projects. User groups can be easily created for engagements that require a company intranet or portal; user profile pages, activity feeds, and forums can be enabled to create engagement among users. Buddypress can be easily extendable with other popular WordPress plugins such as bbpress.


Lauren Hanson – Web Strategist

  • The most valuable thing I got out of WordCamp U.S. that relates to me is to know who you are and create who you want to be seen as online. Connect with people online and.. take that off line and sell them something.


Kathryn Findlay – Project Manager

  • Scoping with clients – establishing the total value of the project work vs hourly billable project time can be a better prediction of the overall client satisfaction as we scope, clients won’t get fixated on the minutia but instead focus (rightly so) on the bigger deliverable, the site!
  • I happen to sit in two talks which both focused on dealing with difficult clients. The speakers had similar advice. Step away, be objective, and try to find a positive middle ground outcome!
  • My favorite talk which I took the most from was Luca Sartoni’s which was the negotiations talk. He advised to be okay with saying no, at least initially in client discussions. That working with clients and establishing the end-no-point sets up the boundaries of which to have your agreement of work met in the middle,  the outcome being understood expectations on both sides.
  • I also thought Matt Mullenweg’s announcements for the new default templates were super cool!

Joanne D’Adamo – Project Manager

  • I thought a lot of the talk topics weren’t applicable to me, but was so pleasantly surprised. Many of the speakers spoke to a broader audience, and I picked up lots of random info. Maile Ohye’s Google talk was great – encryption, AMP, surprising stats on viewing content and mobile users. We/PM’s get asked about https all the time, and while it’s part of a larger hosting discussion, I feel more informed to share information with clients.
  • Chris Lema was so inspiring.. almost made me want to write a post about it!! Lastly, Being outside the office with no distractions, the conferenced prompted some great discussions and brainstorming. And just hanging out with emagineers, getting to know our colleagues better – we have an awesome group!

Melanie Brozek – Content Implementation Manager

  • It’s very important now more than ever to ensure that you have a responsive site. Maile Ohye’s presentation A View from Google: The Latest in search and Mobile brought up that Google is shifting to make their index mobile-first. Users that have separate mobile and desktop sites where their primary content is different will need to consider making changes across their site. This is why using WordPress to build your site is very beneficial because users with a responsive site will not have to worry about making drastic updates for Google’s more mobile-focused index.

The emagine team already has several WordCamps planned throughout the United States for 2017. Keep on the lookout for us!emagine-WordCamp2

Finding YOUR Creativity: How the Dog Got Me to Blog

WordCamp US 2016 was held in Philadelphia 12/2-12/4 – and will move on to another city in the U.S. next year – with emagine making the quest for the second year from our HQ in Massachusetts. A recap of the entire weekend is coming (so have no fear!), but today I’m going to fill you in on one talk that inspired me the most: “Finding Your Voice By Blogging” from Chris Lema.

Chris is a successful public speaker (on and off stage!) and knows WordPress and the WordPress community very, very well. Impressed yet? Just wait until I tell you about his talk… A lot of people have a hard time blogging: finding the time to blog, coming up with blog topics, making sure it’s relevant to your audience, etc. Like many other emagine team members, this talk was inspiring and relatable to me. The list goes on and on. I used to be so scared to write a blog post for emagine. I’m intimidated to write and (quite frankly) insecure in the sense that I don’t think I have good ideas or ideas that other people will want to read about. But I quickly realized what was missing: my personality. I was taking myself too seriously and self-inflicting writer’s block.

How did I get past it all? 
I took someone I’m passionate about and brought her into my writing: my 14-year old, 6-pound white Chihuahua! Jessie was appointed emagine’s Corporate Evangelist in 2014 and became a part of my blogging strategy shortly after.

The first time I incorporated Jessie into my blogs was with my series of Cinco de Mayo posts connecting website and digital marketing with her Mexican heritage. The first was “5 Secret Ingredients For A Successful Website Margarita Mix”, which came to light after Jessie asked me one day “Senorita, what is the secret to a killer website?” The second was “How a Corporate Evangelist Throws a Fiesta on Twitter” that gives social media tips on engaging your followers.

It sounds crazy but it worked for me (and Jessie!) During his talk, Chris made me realize that I am proud of my blogging efforts. One thing that is still tough for me is coming up with blog topics, but I’m learning how to get better at that by not taking myself too seriously and letting my personality show.

And I’m always learning how to take it a step further…
I continue to consult Jessie, but I’ve found that holiday themes work well too, like “17 Reasons Why I’m Lucky To Be In Business Development” for St. Patrick’s Day and “How I Learned to Fall in Love with B2B Lead Generation” for Valentine’s Day.

I’ve also learned to use my personality more for recap posts like this one on the Hospital Marketing National Conference “My Perspective on Hospital Marketing National Conference – Part 1”. They had a good lunch at the first conference in Atlanta and when there’s good food, I’ll let you know!

What’s the point, you ask?
Two things to remember:

1. Take every opportunity to learn from thought leaders in your space – whether it’s live, podcasts, webinars, or on social media. Just get out there and find your inspiration.

2. Write. Even if you think it’s crap (although it probably isn’t), it’s still your crap. Own it and be proud of it! Just start somewhere.

My Perspective on Hospital Marketing National Conference – Part 1


Hospital Marketing National Conference

In June, I got to attend two Hospital Marketing National conferences hosted by DTC Perspectives with some of my emagine team members. We got the inside scoop directly from hospital marketing teams on what has helped them stand out. The first conference took place at the Crown Plaza in Atlanta and the second at the Andaz hotel in San Diego.

Here is my perspective on both conferences:


The HMN 16 Atlanta conference was held at the very top of the Crowne Plaza and overlooked the Atlanta skyline. Not only was the view amazing but the conference started off, in my opinion, the best way a conference should start off… with a delicious, full breakfast. I had scrambled eggs, bacon, a bagel, and full cup of coffee.

The Atlanta sessions stated off with an informative talk by David Vener from Smith and Jones, a marketing communications agency focused on hospitals and health systems. David talked about healthcare marketing trends and I really related to him here, because like emagine, Smith and Jones is trying to get hospitals and healthcare systems to “keep up.” Hospitals have been a little behind the times when it comes to digital marketing and now they appear to finally be adapting. Maybe the new saying should be “Keep up with Smith and Jones!”

The morning continued with some interesting case studies from Jefferson Health, Penn State Hershey, and Mercy Health System on how they used the Six Sigma DMAIC approach to drive growth and stability. The afternoon went in with talks about content and why Nebraska Methodist Health System celebrated their 125th anniversary with a campaign that helped them exceed expectations because consumers know who they are and what direction they are heading in.

Lunch was served at 12:30 and I just about went into a food coma because of the delicious Italian they served. Although I could have stuck with the nice salad they had out, I allowed myself to indulge in fettucine alfredo and lasagna.

The last talk of the first day really grabbed my attention. Karin Daly, VP of Integrated Media at Cancer Treatment Centers of America spoke on their online advertising efforts and the power of online video. It was emotional to hear how much a well thought out video can positively impact someone’s life who may be suffering from cancer and provide comfort that they are not alone.

Off to San Diego…

HMN 16 San Diego started off a little peculiar, because the exhibit hall was previously a night club. The emagine exhibit table even had a few VIP tables near it! We really enjoyed the scenery because it was not your average exhibit hall. (Maybe next time we will request the DJ booth for our exhibit!)

The first day kicked off on with an excellent speaker, Lonnie Hirsch, Founder and CEO of Hirsch Healthcare Consulting. I hadn’t even had a full cup of coffee yet, but Lonnie got my full attention! He talked about how the Affordable Care Act requires hospitals and health care systems to rethink the way they position and brand themselves to patients and physicians. Some critical digital marketing points were brought up such as reputation management, online reviews, the increase of search through mobile devices, and that fact that finding what you are looking for on a hospital website can be challenging. Lonnie also made an interesting point and said that a lot of hospitals are hiring a Chief Experience Officer to keep track of patients’ journeys.

By 11:15 I was starting to get hungry and all I could think about was lunch, but Steve Millerman, President of Emcay, got my mind off of the food (temporarily) and spoke on Multicultural Patient Engagement. Since I work out of emagine’s South Florida office, I am very close to Miami, which has quite a few hospitals with a large Hispanic audience. Steve talked about how the market requires a specialized communication approach that if done properly, can result in better patient engagement.

Even though lunch was still on my mind, I found the first afternoon talk particularly interesting, where Mark Shipley from Smith and Jones and Todd Blackington, Director of Marketing at Portneuf Medical Center spoke on the marketing efforts that went into Portneuf Medical Center transitioning from non-profit status to joining with Texas-based hospital group LHP. The partnership allowed for the Eastern Idaho Community to not only recieve a brand new hospital, but one that was quickly looked at as “the palace on the hill.” Portneuf Medical Center shared their tactics on how they successfully repositioned their brand and impact their community.

Steve Millerman’s Multicultural talk set the mood perfectly because at 12:30 we went up to a beautiful rooftop at the Andaz Hotel and had delicious Mexican food for lunch! The rest of the afternoon was filled with some great, informative marketing talks such as transforming hospital images through research and how the hospital market is adapting to more targeted and patient-centric approach. The evening started up with a networking cocktail party (we already had the bar in our night club!) and then we had the awards dinner.

Although we know digital marketing tactics are always changing, it was very informative to hear hospital marketing personnel share their own tactics and experiences. Keep on the lookout for the emagine team! In September we will be heading to SHMD in Chicago and then November HCIC hosted by Greystone in Las Vegas!  

How-To Survive Your First WordCamp



One of the perks of being married to emagine’s President, Bill Gadless, is that I get to be his “sidekick.” And that means I get to accompany him when he speaks at Wordcamps all over the United States! WordCamp is a conference about everything WordPress. The events are informal and on weekends where WordPress users can come together to network and learn about all of the different, unique things about WordPress.

I have had the pleasure of attending several WordCamps in the past year, having been Bill’s sidekick while he spoke in Asheville, Baltimore, Los Angeles, and Jacksonville. I’ve also volunteered in Miami, and organized a company-wide trip to Wordcamp US in Philadelphia where emagineers from all over the East Coast attended. I won’t keep bragging, but I got this WordCamp thing down!

From my own WordCamp experience, you can see that I am qualified to share a few tips for surviving these information-packed events! To help you survive your next WordCamp, I’ve narrowed down five things to help your plan of attack.

Stay Organized

Since I’ve attend many Wordcamp conferences all over the United States with Bill and other emagine team members, I’ve learned it is imperative to stay organized. Because each WordCamp is organized by a local volunteer, no two Wordcamp conferences are the same. From check-in location, where the tracks are held, and even the assigned parking varies from each WordCamp. To help stay on top of important information, I created a “WordCamp” email folder with subfolders under it for each one. The emails contain tickets, directions, parking information, etc.

Also, when I attend a WordCamp with multiple emagine team members, we create a Slack channel so that we can all keep in touch with each other using our cellphones.

Snag Your Swag

Who doesn’t love free stuff? But free stuff goes fast! The key to getting the good size t-shirts is to get them early. The volunteers helping with registration usually know your size from when you purchase your ticket, but some WordCamps have different colored t-shirts, so you want to get to registration right on time to choose. Sponsors that give away t-shirts and other swag might run out, so right after registration is a great time to go check out the t-shirts and swag from the sponsors.

Know the Schedule/Tracks

Because a majority of the content presented at WordCamp is focused on using and developing on WordPress, there is always a “developer” track during each time slot. However, there are also many Design, User, Blogging, SEO, Social Media and Business tracks that appeal to a wider audience. Some WordCamps only have 2 sessions on the schedule during a given time slot, but others may have up to four. Knowing the schedule ahead of time and highlighting the tracks you are most interested in are important so that you don’t miss out on anything you planned on attending.

Leverage Social Media

From my experience, Twitter is the most effective social media platform to leverage during WordCamp. Because every WordCamp has its own unique hashtag, you can easily follow it to see what’s going on in other tracks or who else is in attendance. When you attend a track, it’s common to tweet some insights from the presentation speaker – they’ll really appreciate the shout out – or simply let the speaker know you enjoyed their track and think they did a good job. This is also a great way to let others at the event know what your interested in and may encourage them to connect with you.

Another social media tactic that is becoming increasingly popular is live video. Facebook Live is a fun way to connect with your Facebook audience and give them a behind-the-scenes look at what’s going on. We recently tried using this feature at WordCamp Jacksonville in April. It turned out to be great! Our viewers really enjoyed it and we enjoyed doing it.


The happiness bar, lunch, and after parties are all great ways to meet new friends, business partners, employees, or employers. They are also great places to try and connect with speakers. Sometimes WordCamp speakers are limited on time for questions after their talk, so connecting with them after can allow for more time to really connect.

If you are a WordPress user and are interested in attending any upcoming WordCamps in the future, you can find the schedule here. You can find me at WordCamp Asheville this weekend where emagine’s President, Bill Gadless, will be speaking: Should I Freelance or Build an Agency? Also, I will be attending WordCamp Boston with Bill and some of the emagine North team members July 23rd and 24th . Hope to see you there! 

How a Corporate Evangelist Throws a Fiesta on Twitter


twitter tips

Happy Cinco de Mayo!

If you’re new to emagine’s blog, you may not be familiar with our Corporate Evangelist, Jessie Gadless. Coming in at a slender 6 pounds, full white coat, and originating from Chihuahua, Mexico, Jessie now resides in South Florida with the emagine south office. Jessie made her debut appearance on our blog last year, where she gained a better understanding of what a high-performance website should consist of. Because Jessie likes to stick to her Mexican roots, we helped her grasp the concept by comparing website elements to the ingredients needed to make a margarita… fitting, right?

Well, with each year comes new goals and this year, Jessie is determined to master the world of Twitter. As her official “launch” party, she figured a Cinco de Mayo fiesta would be the perfect way to grow her followers, build new relationships, and gain insights from similar evangelists like herself. I explained to Jessie that the real name for her fiesta is actually called a Twitter Chat, which is basically a party on Twitter where like-minded industry professionals chat together for an hour or so. Since she is new to Social Media, I decided to give her a few more tips to make #JessiesFiesta a hit.

#1. Do your research! 

As the host of #JessiesFiesta, it’s important that she is well-skilled and up to date on the information she is going to be talking about. Because this chat is a simple Cinco de Mayo fiesta celebrating her heritage in hopes to increase her brand visibility and build new relationships, I made sure Jessie did her due diligence on the meaning of Cinco de Mayo. What she found may surprise you, too…

In the United States, Cinco de Mayo is sometimes mistaken to be Mexico’s Independence Day, which is celebrated on September 16. May 5 is actually observed to commemorate the Mexican army‘s unlikely victory over French forces at the Battle of Puebla. Since the battle, no country in the Americas has subsequently been invaded by any other European military force.

I also had her do some research on the individuals she wanted to invite to #JessiesFiesta, because we wanted to make sure she was inviting the right audience that would provide value to her as well. More on this in the coming steps.

#2. Come up with a branded hashtag.

A hashtag (#hashtag) is a word or phrase used to identify a specific topic, subject or brand. When choosing the hashtag, you want associated with your fiesta/chat, it’s best to keep it short and simple so that users can easily remember to use it in their tweets. It should also be relevant to the topic of your chat. There is a flip side to this however, because you don’t want your hashtag to come up in unrelated conversation, it should have an element of your brand or a unique differentiator to help those attending keep up with the flow of information.

Originally, Jessie threw out the hashtag idea of #fiesta, but I had to remind her that this was too generic and could easily be mixed up in tweets that she doesn’t associate her brand with. I recommended she use a branded version, #JessiesFiesta. This tells others that her Twitter Chat is a fun and engaging event based around Cinco de Mayo. Even more, if #JessiesFiesta gains enough traction to become a weekly chat, she can easily make unique fiestas for the unique topics she wants to discuss.

#3. Spread the word.

You can have every influencer following you on Twitter but that doesn’t mean they will all show up to #JessiesFiesta. Some may not be in the mood to fiesta, but others – that Jessie doesn’t follow or vise versa – may be! This is all the reason to do a little extra research when it comes to inviting guests to come chat on Twitter. If you’re like our Corporate Evangelist and promoting your chat through your corporate blog or email blast, I told Jessie not to forget including her hashtag, #JessiesFiesta, on all marketing materials. You can also ‘pin’ a tweet to the top of your Twitter timeline with all the information on the fiesta so whenever someone lands on her page, it’s the first thing they see.

Jessie also mentioned that she wanted to look for other Chihuahuas to invite to the fiesta. Well, you can search for them on Twitter using the search bar. Here are some great search tips directly from Twitter to help you. If you find some furry friends that you would like to attend, sent them a message with the e-vite! Don’t be scared to reach out to others who you would like to attend (Cookiedabooboo, we’re looking at you!), just make sure to always include your hashtag!

#4. Provide value!

Like any host of any party, you have to provide your guests with a value for coming. I told Jessie as the host of #JessiesFiesta, she had to find and create unique and valuable content that would entertain her guests and encourage them to continue to discussion. Also, before the fiesta, things might come up such time, topic, and other questions. We can keep your guests informed about these things on Twitter using #JessieFiesta on every post. For example, “Reminder: Sombreros are encouraged at #JessieFiesta!” Keep in mind that tweets can’t go over 140 characters so be sure to keep your tweets brief. Thanks to Buffer, you can even schedule these tweets ahead of time to make sure you don’t forget!

#5. Utilize images.

Images are a powerful to increase engagements on your tweets. Because web users scan, instead of read, they are able to understand a concept much quicker when it is depicted by an image or place within one. When making special announcements (or asking questions for your Twitter Chat), you can use a free tool such as Canva, or Pablo by Buffer to make attractive and informative images that will help your guests retain the information quicker and easier.

Post-event etiquette… 

Don’t forget to thank your guests for attending and always let them know of any upcoming fiestas, or recaps that will be uploaded to your website and blog. After the fiesta, track your hashtag and see what others have said that you may missed and retweet some of your favorites to return the love. Good luck at #JessiesFiesta!

A few words from Jessie herself:

“Wow Senorita, that certainly was a lot of helpful information! Gracias! Make sure to stop by #JessiesFiesta today on Twitter by following me @emaginejessie. Hope to see you there!”


How I Learned to Fall in Love with B2B Lead Generation



Establishing relationships is a process that involves many components working together. And it takes a lot of time. There are 2 relationships that mean the word to me and that is my family and my job. This Valentine’s Day, I decided to reflect on my relationship with my job.

Becoming a B2B Lead Generation Specialist was not something that just happened naturally to me. I had to learn to the ins-and-outs of this profession in order to fall in love with it like I have. Many people don’t realize all the hard work behind B2B lead generation. After doing tons of research just to ensure a lead is considered a perfect match, you then have to find the right integration of marketing tactics to build a lasting relationship. Because each lead is as unique as their business, experimenting is the only way to know what tactics work and which ones don’t. Finding that sweet spot of interaction is one major reason I love my job.

Here are a few more reasons I fell in love with B2B Lead Generation:

The Research –  Are you the right one for me? Am I the right one for you? Lead scoring was intimidating to for me, at first, but I quickly realized what a huge asset it was. I’ve learned to love relentlessly digging to find the right contacts at the right companies.

The Process – Unfortunately our targeted prospects are not waiting by the phone for us to call. They are busy with their day-to-day responsibilities and it can take many voicemails, emails and social interactions just to spark their attention. While I am confident that emagine and I have a lot to offer to a prospect, they aren’t.  This process of building up a relationship and getting to know the actual person behind their professional title is exciting and teaches me something new every day. 

The Pipeline – And are they still interested in me? Did they find someone else? Feeding prospects into my sales pipeline was a slow process, but it grows every day. It’s up to me to keep my prospects interested by spoiling them with gifts and surprises such as White Papers, Case Studies, Video and other content that will be valuable to them. 

Social Media – I love connecting with my prospects on Social Media so that I can engage with them on a more personal level. I like to try to offer my social followers with a mix of informative and entertaining content, it’s even more important to pay attention to the content they are creating, consuming and sharing themselves. After all, a relationship is a two-way street.

My relationship with LinkedIn started off slow. It was hard because I am very fast-paced and can become impatient when it comes to creating valuable LinkedIn connections that happen over time. However, I’ve learned that LinkedIn is a great way to keep in touch with my connections by sharing relevant content and allows for prospects to build trust with me outside our email communications.

LinkedIn and I still have our arguments, but we’ve grown tremendously! Twitter, on the other hand, is a completely different story. Although LinkedIn is my main squeeze, Twitter and I fell in love at first sight. Everything was quick and right up to my speed. With the 140-character limit, tweets allow us to keep it sweet, short and right the point. As my followers quickly started coming in I knew, right away, that Twitter and I were a match made in heaven for work! With the help of Buffer, I can schedule posts as soon as I find new content that I know my followers will love. And Twitter chats have allowed me to participate in discussions in industries relevant to both me and my prospects.

As for Google+, I tried to connect my prospects, but very few were on Google+ and if they were, they were not active. I continued to post content until recently. There might be a lot of value in Google+ for certain companies, but we are not meant for each other, right now. Google+ and I ended our relationship.

A good qualified lead that is passed on to one of emagine’s Account Managers is indeed worth all the hard work behind it. I can then tell myself, “that’s a true match made.”

What do you love about your job? Share the love and have a Happy Valentine’s Day!

10 Ways To Land Your Next Lead on Twitter


Twitter for B2B Marketing

Twitter has come a long way since it’s official launch in March of 2006, coming in as the 2nd most highly used platform for B2B marketing in the 2016 B2B Content Marketing Trends report. While LinkedIn is still the golden child, B2B companies are finally grasping how to utilize and leverage Twitter not only in their own digital marketing strategy, but also in their sales prospecting as well. However, B2B lead generation can be overwhelming, especially in the fast-paced world of Twitter. As I’ve been using this powerful platform to supplement my own business development strategy, I’ve picked up a few pointers to help you land your next lead on Twitter with you below:

  1. Have a Professional Photo: No, Twitter is not LinkedIn, but it’s still important to keep a consistent image for both you and the brand your representing. Therefore, you want to have a professional photo of yourself or your company logo as your profile photo to help prospects remember your face and your company as they interact with you through various channels outside of social media. The recommended size is 400 x 400 pixels in JPEG, PNG or GIF format with the file size no larger than 10MB. Also, it’s a good idea to upload your own background image to make your page inviting and engaging. Twitter recommends the size for this image as 1500 x 500 pixels.
  1. Post Valuable Content: You want potential prospects to be impressed by your tweets enough to follow you. Like any social media network, the content you share with your followers should contain relevant and valuable content about your industry as well the industries your prospects serve. And try not to be so vanilla! Give your content some life. People don’t want to read dry tweets.
  1. Be Educational (and not so promotional!): While Twitter is another platform to leverage your message, don’t be too quick to use it only as a vehicle to promote, promote, promote. Your followers know what you do, they want to know why they need what your offering and how it can benefit their business. Do so by educating your followers on the “whys” and “hows” and support your claims with outside content from already trusted sources. This will help not only to position you as a thought leader personally, but search engines will thank you by ranking your content higher as well.
  1. Use Images: Tweets with images get more views because people love eye candy. A recent Social Bakers study highlighted that content containing images is retweeted 35% more than content without. And size matters so that your photo displays correctly. The recommended size to post a photo in your Twitter content is 440 x 220 pixels or a ratio of 2:1 with the file size no larger than 5MB or 3MB for animated GIFs.
  1. Schedule Your Tweets: If your tweets aren’t scheduled by now, it’s time to get with the times! Take some time each morning and evening to browse articles that you think your audience will enjoy and appreciate. And when inspiration strikes, schedule a personal thought, question or insight to bring more personality into your content. This will save you time and energy during the day that can be used towards engaging with prospects, rather than researching new articles. I personally use Buffer, but there are many great tools to add to your Social Media Toolkit to help you find and schedule content for your tweets. It is also very helpful to have a content curator, such as Feedly, to have plenty of content to browse through. Thanks to browser extensions and apps for cellphones and tablets, you can easily streamline your social media scheduling no matter where you are or what you are doing. When scheduling your tweets, keep in mind that not everyone is in your time zone – this gives you more opportunity to share your content again and increase engagement. Another quick side note: (most) everyone in this day in age knows most social media updates are scheduled, but there is no need to make it obvious! Be mindful of your automation and don’t forget to throw in some personal insights and thoughts throughout the day, too!
  1. Create Lists: Twitter lists are a great way to keep organized. Once you begin to gain more followers, Twitter’s newsfeed can be fast and overwhelming. I find that it helps to create lists by subject, that way you can add people to the appropriate lists and see their feed when you choose to. Also, if you aren’t following someone, you can still add him or her to a list. This allows you to still read their tweets and interact with them (which hopefully will get them to follow you). If you don’t want everyone to know what list you’ve placed them on, you can keep your Twitter lists private.
  1. Engage: “I don’t want to follow them because they won’t follow me back” is a popular mindset when it comes to Twitter. Well, you can change that. The best way to get relevant followers in your industry is to engage with them. An established industry “guru” is not going to follow you back for the sake of just following you. They want relevant content and interaction. When a voice in your industry tweets something that you find interesting, don’t just retweet it. Leave a comment, thank them for sharing or ask a question to keep the conversation going. It is easy for a person to ignore the fact you’re tweeting their content or retweeting their tweets, but they are more likely to react to a direct mention, which can lead to a direct conversation.
  1. Participate in Twitter Chats: Twitter Chats are live discussions moderated by a host centered on a particular topic in the form of a hashtag. Anyone that is interested in the topic can follow, participate or simply listen to the insights by following the live feed curated from that particular twitter chat hashtag. I’ve personally seen the benefits from Twitter Chats as we’ve started to incorporate our own #DigiHealthChat into emagine’s social media strategy. It’s a great way to network with others, demonstrate my own expertise on a specific topic and learn more insights straight from those in that industry. As the audience of twitter chats increases, you may find it helpful to use a site such as TWUBS to keep up with the high volume of tweets. Another personal tip: If you are running a popular chat with a lot of people, it is helpful to turn off the retweets option while you are reading and tweeting.
  1. Use Hashtags #: Hashtags have almost become their own form of language, but it’s crucial to remember the quality over quantity rule here. Don’t overuse hashtags! Using a hashtag for every twitter post and using too many hastags in one tweet makes you appear desperate. Guy Kawasaki’s book, The Art of Social Media, states that 3-4 hashtags per tweet is appropriate. If you create your own branded hashtag for an event or twitter chat, keep it simple, relevant and easy to understand. 
  1. Mind Your Manners: There is such thing as social media etiquette, and it is just as important as your etiquette in an in-person professional setting. Remembering the rules of the Social Media Cocktail Party will help keep your virtual manners in check.

The B2B Twitter scene is alive, active and FULL of conversation. Have you used Twitter in your B2B sales and marketing efforts? Share your insights in the comments below!

5 Secret Ingredients For A Successful Website Margarita Mix

b2b website strategy

I couldn’t think of a better occasion than today to introduce to our readers, Jessie, my 6-pound all white Chihuahua. Jessie is rather different from most dogs, as she spends her days trying to gain more knowledge on business and the digital marketing world. So much that the other day when I got home Jessie asked me, “Senorita, what is the secret to a killer website?” I figured the easiest way to explain was to compare it to something she was familiar with…a margarita! Yes, that’s right, Jessie loves margaritas (on the rocks, extra salt…and don’t forget the umbrella!).JESSIE (1)

To help our spicy little brand evangelist gain a better understanding of a killer B2B website, I pulled some “recipes” from my favorite digital marketing experts to show her it’s just like a killer margarita. If you want it to taste right, you have to use all the correct ingredients and always, always, always measure!

So in honor of Cinco de Mayo, here are 5 ingredients for a successful website margarita mix:

  1. 1. Responsive – A B2B website must work on all devices. Not only do you want your prospects and customers to be able to enjoy your site perfectly anytime, anywhere, but as of recently, Google officially made “mobile-friendliness” a ranking factor and your website will be penalized if it is not built for mobile devices.
  1. 2. Content Management System – It’s 2015, and we now have the ability to manage our B2B websites without having to go through developers. A good CMS, like WordPress, is the secret ingredient to any successful website project.
  1. 3. SEO-Friendly Architecture – You have this awesome website, but it means nothing if no one can find it, use it or enjoy it. Similar to a poorly mixed margarita, poor site architecture can lead to indexing issues, inefficient conversion rate optimization, and other SEO consequences. A website without this ingredient is sure to leave your visitors with a bad taste in their mouth.
  1. 4. Design – We all know that the quality of ingredients can make or break a margarita, right? Well the same goes for the quality of design on your website. This ingredient gives your visitors an immediate positive (or negative) perception of your brand and services you provide.
  1. 5. Content – A successful content strategy is a must have for a B2B website and having a blog is a necessity.  Not only does a good content marketing strategy help your business rank better in the search engines, it also allows potential prospects to see that you are an expert in your industry.

Thankfully, these 5 ingredients helped Jessie get a better understanding of what a high-performance website should look like, so I hope it helps you too! And as always, if you find yourself forgetting an ingredient, emagine’s team of digital marketing experts is always here to help!

17 Reasons Why I’m Lucky To Be In Business Development

business developmentBeing in Business Development in the B2B and Healthcare marketing world at eMagine is a very challenging yet rewarding position.  A successful business developer in these industries must possess many key skills and traits; including perseverance, thick skin, time management, the ability to build rapport, being resourceful, and an understanding that sales and marketing are high rejection trades.  We live for the few “yes’s”.  This St. Patrick’s Day, in honor of the leprechaun, I am sharing 17 reasons why I am lucky to be a business developer.

1.) The Internet:  It only makes sense for the Internet to be first, considering I wouldn’t have this job without it.  I am grateful for the Internet (thank you Al Gore) and for the ability to research.

2.) Google:  There are many reasons why all of us at eMagine are thankful for Google, but as for the business development aspect, it is very useful for research on the Internet.

3.) Social Media:

  • LinkedIn – I am grateful to have the ability to connect with professionals and keep in touch with them.  AlsoLinkedIn has been a great tool to find contacts and actual titles with targeted prospects.
  • Twitter – To Interact with and engage professionals through quick posts on the B2B, Healthcare, and Digital Marketing industry.  Also, thank you Twitter for the ability to create lists to help keep my connections organized.
  • Hootsuite – This is a great tool for managing social presence, especially for Twitter.  I also like to have the option to automate posts, especially if I know I am going to be out of the office and on weekends. (For those of you who aren’t scheduling and timing your social posts, you’re missing a lot of opportunity!) Here is an informative infographic on the best and worst times to post on social media.

4.) Content Resources:

  • Feedly – I am a big fan of Feedly as content aggregator. It helps me find inspirational articles to post on social media or to just read and catch up.
  • Flipboard – The social-network aggregation, magazine-format mobile app Flipboard is a helpful tool to quickly browse articles on social media.  It gives me the ability to click through and scan articles and posts when I’m on a mobile device.

5.) Insightful Blog Posts:  To add onto Feedly and Flipboard.

6.) Inspirational People:  Being surrounded in person and on social media by Digital Marketing gurus inspires me to want to learn more.  And I am thankful for their content to be able to read and share.

7.) Thought Leadership:  Having such great educational material available, such as White Papers, to provide to my prospects.

8.) The Telephone:  This is where I personally thank Alexander Graham Bell for the handy device.  As a B2B and Healthcare prospector, sometimes I feel like I am back in time when I hear ringing and actually get an operator!  However, the ability to be able to leave professionals voicemails is STILL an invaluable prospecting tool.  Those who claim outbound calling is dead just don’t want to do it.  Trust me, I know first hand based on results.

9.) Email:  And when that voicemail can be accompanied by an email, it makes communication more cohesive.  Professionals today are often traveling or on the go.  With the prevalence of mobile devices, it is much easier for a person to respond to an email rather than a call back.

10.) Subject Lines:  This magical little field allows me to experiment with various wording to grab recipients’ attention.

11.) Mobile Devices:  Making myself reachable and responsive 24/7 has been not only very beneficial, but a requirement for success.  If a lead in another time zone responds after hours, or even a local prospect happens to check all of their emails in the evening, I believe that me responding more immediately yields results.  Sales success never comes from shutting off after hours or on weekends (or even on vacations).  Being connected at all times makes all of that possible.

12.) CRM:  Everyone in a sales position should be thankful for a simple, easy to use CRM to manage contacts and the sales process.  Seems like a no-brainer, but I also know that many sales people ignore the power of CRM.

13.) Website Analysis:  When one of eMagine’s talented Web Strategists can put together a detailed website analysis tailored to a specific company, it gives prospects valuable insights into their company website and Digital Marketing.  As any marketer knows, educating your audience (for free) is immensely powerful.

14.) Marketing:  Like the Internet, if it weren’t for Digital Marketing, of course, I would not have my job.  But I am also grateful for old-fashioned marketing techniques.  As much as we all love the Internet, I have learned the impact of traditional marketing, such as direct mail and other printed collateral supplementing digital channels.

15.) Attitude:  A positive attitude can make a big difference in the B2B Business Development role. I am grateful that, at most times, I am able to keep my head up and know that results take time.

16.) Account Managers:  It’s a good feeling to know that I have such competent account managers pitching the potential client.

17.) Coworkers:  I am fortunate enough to live and work in South Florida, where the sun is usually shining and it is warm in the winter.  But I am also lucky enough to have some amazing coworkers, who are experts in various trades in both eMagine’s Boston and South Florida offices.

I am very thankful for my position at eMagine and I learn new things everyday.  Have you thought about what you are lucky for when it comes to your job this St. Patrick’s day?


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