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Generally speaking, someone with a c-suite title like Chief Executive Officer has a tremendous amount of knowledge and experience in all aspects of business. Because of this, a CEO is the perfect person to know what is more and less likely to work. So what are the top 5 tried and true marketing strategies that executives recommend to other business leaders? As part of this interview series, we had the pleasure of interviewing Erik Pham.

Erik Pham

Erik Pham

Erik is the CEO of an online publication with 100% remote workers, HealthCanal.com, and it’s been doing well so far under his leadership. He started the business 3 years ago, and now his team has more than 20 members around the globe.

Thank you so much for doing this with us! Before we dig in, our readers would love to learn a bit more about you. Can you tell us what brought you to this specific career path?

I have always had a strong passion for healthcare and helping people be the best version of themselves, and I was interested in learning more about how technology could make access to health information easier for everyone. After some research, I discovered that creating an online health platform would be the perfect way to do this.

That's when I decided to become the CEO of a health website. I wanted to create an online platform that would make it easy for people to access health information and services, while also making sure that the content provided is reliable and up-to-date. To do this, I teamed up with some of the best healthcare professionals in the industry and created a team of experts who could help guide and develop the content on the website.

Since launching, the website has become a trusted source for people to access reliable health information and services. I'm proud of the team we have created and all the hard work that has gone into making this platform successful. It's been an incredible journey so far and I am excited to see what the future holds for our health website.

None of us are able to achieve success without some help along the way. Is there a particular person you are grateful towards who helped get you to where you are?

I am incredibly grateful to my mentor, who I have known since college. When I was considering starting my own health website, he was instrumental in providing the guidance and support that I needed to make it a success. He gave me valuable advice about how to develop a successful business plan and build a strong team of talented professionals. He also believed in my vision and was there to help me over the bumps in the road.

His unwavering encouragement and belief in my ability to succeed led me to where I am today—CEO of a successful health website. I will always be thankful for his guidance and friendship throughout this journey.

What do you think makes your company stand out?

On our website, we take pride in providing a comprehensive health resource for everyone. Our content is written by experienced health professionals who understand the need for accurate, up-to-date information. We strive to ensure that our visitors have access to reliable facts and advice on topics ranging from nutrition and fitness to mental health and well-being.  

To make our website stand out, we have a vibrant community forum where visitors can ask questions, share their experiences, and get advice from experts in various fields. We also strive to create a visually appealing experience with quality images and videos.

Are you working on any exciting new projects now?

As the CEO of a health website, I'm currently working on several new initiatives that are designed to help people take control of their own health and well-being. Our newest project is an online platform that brings together resources from healthcare providers, community organizations, and other stakeholders to create more accessible and efficient access to healthcare services.

Through this platform, users can easily and efficiently connect with healthcare providers, locate nearby health centers and services, find knowledgeable resources and content on different health topics, as well as remain updated on the latest news in the healthcare industry. We believe this platform will empower people to make more informed decisions about their healthcare and be more involved in managing their own health.

With so many different types of marketing, has any one area had a bigger impact over the rest? Have any changed over time?

In my experience, I would say that digital marketing has had the biggest impact on businesses over the past few years. Digital marketing strategies such as SEO and content creation have become increasingly important for companies to effectively reach their target audiences. This is especially true in today's digital world, where consumers are spending more and more time online.

Additionally, social media marketing has become an essential part of any successful business strategy, as it allows companies to interact with their customers and build relationships. As technology advances, digital marketing strategies are constantly evolving and becoming more sophisticated, ensuring that businesses stay at the forefront of innovation. Therefore, I believe that digital marketing will continue to be a major factor in future business success.

How often do you try a new marketing strategy, and which ‘boxes’ does it need to tick before you’re willing to implement it?

As the CEO of an organization, it is my responsibility to make sure that our marketing strategies are effective and up-to-date. I am always seeking out new and innovative ways to reach our target audience and drive sales. One way I do this is by staying abreast of the latest trends in digital marketing, including social media and streaming services. I also regularly attend conferences and seminars to stay informed on the latest marketing tools and strategies.

When deciding to try a new marketing strategy, I take into account the company's overall budget, as well as how much time and resources I can dedicate to implementing that strategy. If it is feasible for us to do so without stretching our resources too thin, we go ahead and implement the strategy. We then track the results of our efforts to see if it is a viable option for us in the future. If it proves successful, I incorporate it into our regular marketing mix. 

In your opinion, is it better to try out new marketing tactics or to stick with what you know works? How do you decide where to allocate budget and resources?

It’s important to consider the risks and rewards of each option. If a tactic is untested, there is a risk that it won't work as expected but if successful, could provide strong returns. On the other hand, coming back to known tactics can provide a safer return but may lead to stagnation and a lack of growth. 

It’s important to do this before you decide how to allocate your budget and resources. Research the various options available and consider what is most appropriate for your business needs. Take into account factors such as the cost, timeline, expected returns, and potential risks in order to make the best decision. Additionally, it can be helpful to speak with experts and get their opinions on what they think will work best for your company.

What are your top five most successful marketing strategies, and what results did you see? 

1 .  Utilize Customer Insights: Gathering customer insights is one of the most important aspects of marketing, as it allows you to understand your customers better and determine which strategies are most effective in reaching them. By using customer data to inform decisions, you can maximize the impact of your marketing efforts and ensure that you get the right audience.

I utilized customer insights and the results were tremendous. I saw an increase in the number of leads generated, as well as a spike in conversions from those leads. For example, after implementing a tailored campaign based on customer data analysis, I was able to generate 3500% more leads with 14% conversion rates. This was a major success for my business, and it proved how powerful customer insights can be when used correctly.

2 . Invest in Content Marketing: Content marketing is one of the most effective strategies for engaging with customers and increasing brand awareness. Creating content that resonates with your target audience can help to drive leads, conversions, and revenue for your business.

I utilized content marketing and saw an increase in my website traffic which ultimately resulted in more conversions. For example, I created a blog post about the benefits of using my product, and by doing so, I was able to demonstrate my expertise in the field and provide valuable information that drew readers in. This increased website traffic as more people were interested in learning about what I had to offer. Ultimately, it resulted in an increase in conversions as visitors read about my product and saw the value in it.

3 . Leverage Social Media: Social media is one of the most powerful tools for connecting with customers and building relationships. Through careful targeting, you can increase engagement rates and reach a larger audience.

One example of how this strategy worked was when I ran a promotion on our Facebook page. This promotion involved offering discounts to anyone who liked the post and shared it with their own followers. Within minutes, the post had gone viral and resulted in thousands of likes and shares within just a few hours! The campaign generated a surge of new visitors to our website, which translated into more conversions and sales. I was amazed at how effective this strategy was—truly a testament to the power of leveraging Social Media! 

4 . Focus on Small Wins: It's easy to get caught up in the big wins, but small wins are just as important when it comes to marketing. Taking the time to measure and analyze your progress can help you identify areas for improvement and create more effective campaigns.

As an example, I implemented strategies such as offering a free health guide to first-time visitors and providing incentives for loyal customers who subscribed. These tactics helped increase the website's visibility and reputation, which led to more subscribers in the end.

5 . Measure Your Results: The most successful CMOs understand that data is key when it comes to marketing. Measuring the results of your efforts allows you to identify what works and what doesn't, allowing you to make adjustments as needed and maximize your success. By consistently evaluating your progress, you can ensure that your strategies remain effective.

When I implemented the Measure Your Results strategy on my website, I saw tremendous results. Within a few weeks, traffic had increased by more than 50%, and page views were up 25%. People came to the site for reliable health information, but also stayed because of the interesting content and great visuals. Plus, with this strategy in place, I was able to track user engagement and use the data to inform my future content strategy. It allowed me to better understand what topics resonated with users, leading to even more successful marketing campaigns in the future. Additionally, I was able to measure the return on investment of different strategies, which helped me make smarter decisions about where and how I used my resources.

Can you share a time when a strategy didn’t deliver the results you expected and what you learned from the experience?

I once worked on a health website where our marketing strategy was to use email campaigns and SEO techniques to drive more traffic to the site. We had high expectations for the results of this strategy, but unfortunately, it didn't deliver what we had hoped for. This experience taught me that it is important to understand your target audience and tailor marketing efforts toward them.

I also learned that sometimes one single approach is not enough and multiple strategies must be incorporated to achieve desired outcomes. This experience showed me the importance of continuously testing, learning, and refining campaigns to get the best results.

What tips can you share with those starting to build their marketing strategy?

When it comes to developing a successful marketing strategy, there are several expert tips that anyone can use to get the best possible results. 

1. Start with setting clear objectives: As you create your marketing plan, begin by defining what you want to achieve and how you will measure success. This will provide direction for each step of the process and will help you effectively assess the results of your efforts. 

2. Understand your audience: Take the time to research and understand your target audience so that you can create content and campaigns that are specifically tailored to their needs. Knowing who you are targeting will also help inform where and how you choose to market your product or service. 

3. Leverage the power of analytics: Use data-driven insights to improve campaigns, refine targeting, and better understand ROI. Track your performance regularly and make adjustments as needed to ensure you’re getting the most out of your marketing efforts.

4. Invest in quality content: Quality content that is well-written and relevant will always be more effective than content that is hastily put together. Make sure that the content you create speaks to your target audience and helps you achieve your goals.

5. Ask for feedback: Regularly solicit customer feedback to make sure that you’re always on track with your marketing strategy and ability to adapt as needed.  Feedback can also help you develop better content and campaigns that are more effective.

You are a person of great influence. If you could inspire a movement that would bring a great amount of good, what would it be? You never know what your idea can trigger!

I believe that the most important movement we can start is one that champions education and knowledge in all forms. Education is a fundamental human right, and it empowers individuals to improve their lives, as well as the communities around them. 

With this in mind, I would like to create a movement based around inspiring people of all ages to pursue learning and knowledge. This movement would provide support to those who want to learn in any way they can, whether that be through traditional education or alternate sources. It would also campaign for broader access to learning opportunities and resources, as well as create incentives for people to continue their education even after formal schooling. 

In order to make this movement successful, I believe that it should start at a local level and expand its reach outwards. By collaborating with local schools, organizations, educational institutions, and individuals to create learning opportunities, we can spread the message of lifelong education and empower more people in our communities.

How can our readers further follow your work online?

The best way to follow along with our business is to visit Healthcanal.com. You can also follow us on social media sites like Facebook and Youtube, or follow me personally on Linkedin and the Forbes Business Councils.

Stephanie Hood
By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.