Your Nonprofit Healthcare Organization’s Thought Leadership is nothing without clear calls to action.
As a principle of Advertising 101, calls to action are essential for any marketing piece. Sometimes there’s an aversion to sounding too “salesy,” but if done with some tact, calls to action tell the reader/viewer exactly what to do — driving them to where you want them to be.
There’s an entire psychology about using advertising to motivate people to act, but I’ll save that for another blog post. Instead, let’s explore the practical applications. How do you bring attention to your NPHO and get people to believe in you?
I’ve written a good deal about Thought Leadership — using your expertise to create content on behalf of your organization — and that’s where this starts. Nonprofit Healthcare Organization can establish Thought Leadership by strategic use of traditional media stories (PR), submitted bylined articles in trade publications, webinars, videos, newsletters, and eBlasts. But one of the best [and most manageable] vehicles for Thought Leadership is creating and maintaining a blog.
Most Nonprofit Healthcare Organizations are engaged in social media, but hardly any operate a blog. That means they’re lacking a great repository of original content that could help position them as healthcare leaders.
Methods of Thought Leadership, like blogging, can establish credibility, but what does the director of an NPHO do with buy-in from an audience? You direct them to take specific action:
- Subscribe to the blog to receive further information.
- Sign up to receive the company newsletter.
- Download the latest eBook.
- Visit your website.
- Pick up the phone and call.
The key is to drive people back to you — redirect to the source where they can find something that will improve their lives. As an NPHO, you’ve got business and clinical experts on staff, which means that you’ve got the opportunity to promote your mission and services from within the organization. By creating a Thought Leadership platform [like a blog] and redirecting back to your brand can create immeasurable value.
Suddenly you’re a resource for patients, supporters, and donors who will come to rely on you for information. Just like a phone number and website address at the end of a TV commercial, you want people to know that there’s always more information to be found and that you’ve got then answers.
Click the link below to download our free eBook on Thought Leadership to learn more about applying the process to your NPHO.