Known for her belief in enhancing company culture to get powerful results through content marketing, Krista helped make Block Imaging a digital leader in the medical imaging space. Her work has been recognized by Social Media Examiner, {grow}, Ragan’s Health Care Communications and the Mayo Clinic’s Social Media Health Network.

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Here are the highlights of our conversation with our guest:

Krista’s mission of humanizing and democratizing brands was only awakened a couple of years back but it was spawned by wanting to balance results and relationships in business. She is a family person and doing business with people thousands miles away made her want to earn relationships from afar. This led to the things that she put in place in their marketing department

She got married shortly after college and they moved to Michigan so her husband can start graduate school there. Her degree was in History and English but they just started with doing odd jobs at that time. She interviewed to be a receptionist at Block Imaging and didn’t even get the job. After six months, she applied again and was hired as a temp employee. From there, she got to know the business, gradually asked for more challenges tasks, and became proactive in finding needs to be resolved. She slowly expanded what she needed to take on and finally grew a Marketing Department.

When she first came in, Krista saw a lot of hurdles and things to work on in their company’s website, especially in gaining more web traffic so she shares her inbound strategies which led their leads to jump from 10 leads / month to 880 leads / month in the course of 3 years. She also shares the pros and cons of managing from home.

Krista shares what Block Imaging is and her tactics and best practices which enabled them to scale and get through hurdles: Be able to fully extract the metrics and data so that you have the ability to understand what’s happening and what you are doing, take control of your properties so you can leverage on this information and have the ability to act agilely and quickly to get through it and, democratize your ability to market.

Krista walks us through how she is using digital to inform and engage customers and how mobile has shifted the way she designs her strategies. She also shares their undertaking in going mobile friendly and their line of thinking when it comes to prioritizing which ones to work on first.

Krista wrote a piece about Block Imaging and their case studies in Marcus Sheridan’s book, They Ask You Answer, so check it out!

Rapid Fire Questions

• What is your definition of innovation?

Innovation is progress in meaningful work.

• Would you put more emphasis on the idea or the execution? How would you weigh each of them and why?

There is no shortage of ideas so execution is the bigger challenge for people and what usually takes more energy. It’s 90% – 10%.

• What is your biggest learning lesson on your journey so far?

Turning disadvantages into advantages. Working away from my team, for example, may be viewed as a disadvantage but it led me to become more innovative and creative such us learning to use new tools to effectively communicate with them.

• What is your favorite business book?

Daring Greatly by Brene Brown

The 4 Disciplines of Execution by Chris McChesney

The Progress Principle by Teresa Amabile

Turn the Ship Around! By L. David Marquet

• What is your favorite digital resource?

Weather apps

LinkedIn

Instagram

• What is your favorite app and why?

Kindle