Great here are 10 things you can try that range from scrappy to Ad investment.
1. You want to ensure you have instrumented your site to capture data that will help inform your marketing in the future. Implement something like Google analytics - this will tell you the keywords people are using to find your site, the sites they are coming from, the Geo, demographics and interest affinities. This will give you clues into finding more people who look and act alike.
2. When you type in mileage tracker into any search engine you want to make sure you show up organically on the first page of the search results. You want to either work with a a marketer/agency or study yourself on the topic of SEO Search engine optimization. They will tell you things you can do to ensure that you rank high in search results for relevant keywords. These things will include optimizing your site as well as the content strategy Rachel T. mentioned above.
3. While you do step 2 which is an ongoing must do but can take time...you can pay to show up on those pages by buying relevant keywords through adwords and the like on the various search engines. Leverage the insights from point #1 to help develop your keyword list as well as using keyword planner and suggestion tools available through the search engines or more sophisticated premium tools that are available.
4. You didn't get specific on the Job title/roles of the buying decision makers which is key to cost efficient marketing. This tells me that you likely have not done any persona work which would be extremely helpful in informing your go-to-market strategy. But here's how you would use that data - on Linkedin and Facebook for example you can get ads infront of people in specific roles at specific Healthcare companies at specific company sizes in specific Geo's using their targeting parameters.
5. In conjunction with point #4 you want to put a Facebook and google retargeting pixel on your website and on each product SKU...this will allow you to re-market Ads to anyone who came to your site and didnt take an action. You essentially can get an ad and test different messaging and follow them as they navigate the web and Facebook. You have probably experienced this yourself...gone to a website looked at a product ...left ..and now as you surf the web or are on Facebook you see the product remarketed to you. It is highly effective.
6. You want to position yourself as a thought leader on the topic and relevant subtopics get the folks at Ebyline to come up with a regular cadence of content monthly that can be posted to your blog...ensure the content follows the SEO principles you learned in point #2 and then use a service like Outbrain, taboola or gravity to distribute your content throughout the web driving people back to your site. Remember now these people who land on your site will be put in the retargeting pools and picked up by your marketing tactics in point #5
7. Repurpose the content from point #6 in your social channels, newsletter, email marketing and ensure every url is wrapped with a Radiumone shortner...that brings all kinds of goodness and expands your targeting pool.
8. The 20 webinars number a month didn't make any sense to me ... I signed up for the webinar and I think you could probably prerecord the webinar and put it behind a gate so that as soon as people give you their info they get immediate access to the pre-recorded webinar and then your email nuture stream can kick in if they don't purchase right away and you can drive them to other content via email and now this is the point where the Appointment setter makes sense or Tele... deliver those leads to Tele or sales teams or your appointment setters to further qualify and set up real sales calls. If you have set up the infrastructure for 1-8 you will be a good candidate for Marketing Automation - check out Marketo and the like.
9. Along with step #1 you want to check out a tool like Adbeat or Adgooroo...put your competitors urls in and you will gain insights into how much they are spending in advertising, where they are advertising, keywords working for them, you can even see their Ads and landing pages for messaging insights. If they are too small to have data look for other competitive analysis tools that look at one area like search to help inform your marketing strategy.
10. Scoring a relationship with Verizon seems to me like a huge accomplishment....you need a partner marketing Ninja to help you with a strategy for through-partner marketing who can help you milk every customer touchpoint and marketing opportunities in their existing channels.
1-9 are just baseline tactics that every organization should do as part of their "always on" marketing. I think you could also be doing a ton of strategic partnerships in the business travel arena and retail. I hope this was helpful. If you can only do 2-3 things I would go all in on Search, targeted Social Ads and content through Outbrain - all three tactics are self serve, you can start and stop anytime and you can start with any size budget and once you hit your sweet spot set up it can run in the background consistently driving leads while you work on strategic partnerships. Hire someone on Elance to set it all up for you.
PS...start to type in the word Mileage in the search box on amazon.com
and you'll get a sense of how people a searching the keywords they use and the fact that they are doing it on amazon should tell you something...you can develop a whole Amazon strategy that includes selling on their site or simply advertising. Just a thought...that was fun ....I love marketing :) and we haven't even talked about affiliate marketing or referral marketing....or look at what reviews do to your sales check this out