Rural Marketing: 2 Major Challenges
In this week’s episode, Jenny chats with Hedy & Hopp’s own Director of Digital Activation, Lindsey Brown to talk about rural marketing. They discuss the unique challenges and opportunities that working with regional hospital systems or payors in rural communities present:
Challenge 1: Channel
Lindsey states that access to channels may differ from marketing in urban areas. Rural areas may have more limited or no access to things like fiber internet, cable TV, and even billboards and signage. However, that doesn’t mean rural areas are disconnected, the opportunities to connect are just through different channels:
Digitally, rural areas are ultra connected through streaming services, video platforms like YouTube, and social media.
Beyond digital, in rural areas, you’ll find that partnerships with local entities like high schools and local businesses play a powerful role in building reputation for your brand
Challenge 2: Content
The second challenge Lindsey brings up is that the framing of content looks a little bit different in rural areas. Differentiators like “24/7” or “get seen today” may not be possible in rural communities depending on a number of factors, like staffing, distance, etc. Instead, practical messages that emphasize convenience and scheduling ahead of time ring more important.
Finally, Jenny and Lindsey offer a few areas to research if you are marketing in a rural community:
Social Media - in rural areas social can drive higher conversion rates as people tend to be more connected on social media than urban areas
Programmatic - in rural areas, a tight, conversion-focused message may go further than general brand awareness for programmatic
Key Events - partnerships with companies, events, and even signage can all be great opportunities to build brand awareness and reputation
Paid Search - don’t underestimate the power of conversion-focused, bottom of funnel paid search tactics
Connect with Jenny:
/ jennybristow
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