Looking for immediate results? Inject your healthcare organization’s online presence with triggers.
As a Nonprofit Healthcare Organization, you’ve got the opportunity to promote your mission and services from within the organization — that means putting out your own, specialized brand of Thought Leadership on your website, in blog posts, eBooks and anything in which you can package your knowledge. So what do you do with all that packaged knowledge out there? You direct your audience to take specific action:
- Subscribe to the blog to receive further information.
- Sign up to receive the company newsletter.
- Visit your website.
- Pick up the phone and call.
These are the basic prompts that form a trigger. But what’s a trigger? A trigger is something that tells people to perform a behavior right now.
So what makes a trigger different from a call to action? A trigger isn’t always necessarily text-based like a call to action. Triggers can also be design-focused and may even have an interactive function.
There are three types of triggers:
- A Spark is a trigger that motivates behavior.
- A Facilitator makes behavior easier.
- A Signal indicates or reminds.
Sparks are rooted in awareness. The purpose is simply to let people know you’re here and that you’ve got something for them. These are meant to inspire targeted behavior for targeted segments of people. Sparks include a call to action, plus some sort of motivator. Something like: Click here and receive a free eBook that will teach you more about that thing you didn’t know you needed.
Facilitators make life seem easier. Your prospective patients, supporters and donors might be highly motivated to learn more about you, but they might have an aversion because it’s too “hard.” Obviously, this might seem a little dramatic, but we all have a million things making noise around us each day and clicking a button is just another inconvenience. Facilitators include a call to action, and some messaging that says “it’s easy.” Something like: Subscribe to our newsletter with one easy click and receive the latest posts right in your inbox!
Signals are follow-ups, reminders, and additional offers that further drive your targeted message. These are used if your audience has both the motivation and ability to engage with you immediately. You don’t have to flush out additional messaging or bog down the singular reminder with more motivational info. Just remind. Something like: We’ve just published a new whitepaper! Don’t forget to stop by our website and download it.
There’s also an art to making your triggers seem urgent and easy. Using words like “free,” “immediately,” and “available now” can greatly increase the impulse to click or engage.
Regardless of the type of trigger, the key is to drive people back to you — redirecting to the source where they can find something that will improve their lives. So re-examine your web presence; are you using triggers?