Scaling a Health Insurance and Payment company isn’t easy. You need the right people to build your product, to market it, and to sell it. After that, you need the best “process” to give the company sustainable growth. Once B2B companies have gone through the basic strategies of getting new customers through referrals, collaborations, buying lists, trade shows, self-promotional emails, and so on, they need to find new and lasting methods to grow. Marketing options to people in the consumer, healthcare systems, and providers space is no different.
There is a new process of bringing in the ideal customers called “Inbound” marketing and sales (“smarketing”).
More and more companies are starting to include Inbound techniques into their marketing and sales strategies. According to a State of Inbound Report by Hubspot, companies are three times for likely to see greater return on investment (ROI) when executing Inbound methods compared to traditional marketing and sales techniques. Inbound strategies have quite a few benefits, including:
- Helps boost brand name recognition
- Costs less than traditional techniques like ads, cold-calling, trade shows, etc
- Lets you develop lasting relationships with customers by regularly giving them information on relevant topics
- Creates high-quality web traffic and leads
- Builds trust from your potential customers
Here are four B2B companies that scaled their development by executing the Inbound Methodology
Flex-A-Seal is a company that creates mechanical seals for commercial pumps.
When the team at Flex-a-Seal saw that they weren’t getting enough web traffic to their site, they partnered with an Inbound company to try new ways of marketing. The firm redesigned the business’s site and enhanced it for online search engine using relevant search phrases. Because of this, the site ranked first search engine results for targeted keywords and the organic web traffic by more than 95%. The Inbound company also developed free tip sheets that visitors site could download in exchange for their contact information. This strategy produces more than 50 qualified leads in four months.
Flex-A-Seal also had a factory in Brazil and wanted to enhance their sales in the South American market. The inbound company created flexaseal.mx, a microsite targeted at Spanish speakers. This produced many leads through Latin American countries and increased Flex-A-Seal’s sales by 40%.
Beyond concentrating on their website, Flex-a-Seal wanted to produce more leads through social media. The Inbound firm developed a LinkedIn account for the company to increase their engagement. Because of this, Flex-a-Seal increased their LinkedIn fans by 800% and developed themselves as an authority in the fluid sealing industry.
Bell Performance is a leading supplier of oil and gas additives.
At first, the company didn’t have a website they could use to produce leads online. Since they wanted to create more brand name recognition, the first step was to create a more professional website. To start this project, Bell Performanced partnered with an Inbound company. The company first helped Bell Performance determine their ideal buyer personas and build a custom-made site with content targeted at their ideal buyers. The first step enhanced their organic web traffic by 700% in one year. The Inbound firm also produced landing pages with the goal of collecting site visitors’ contact information. Various offers were advertised via social media and email marketing to guide prospective clients to the landing pages. This led to a rise in the company’s lead generation by 1400% in just two years.
By using Inbound strategies, Bell Performance closed 600 new online sales in the first year. In the second year, internet sales grew by 80%!
HUI Manufacturing is a company that creates sheet metal fabrication of medical carts and industrial products.
The company used to use pay-per-click (PPC) marketing to create leads and wanted new ideas to bring in organic web traffic. They worked with an Inbound company for help. The firm helped HUI Manufacturing create the Medical Carts blog and established a 6-month content schedule with content connected to their prospect’s needs. They also created long-form content like ebooks, overviews, and cheat sheets that customers could receive by offering their contact information. This content was shared on social media and targeted LinkedIn groups.
This resulted in a 68% boost in organic web traffic and a 115% boost in web traffic from LinkedIn alone. Website lead conversions also increased by 150%. In the first eleven months, the new sales created through Inbound strategies created two million bucks in new profits.
Corrugated Metals is a company that uses steel corrugating services and products for the protection, transport, equipment and construction markets.
The company had a hard time bringing in new leads and improving their sales earnings. To overcome this problem, they worked with an Inbound company. First, they updated their company website and created a responsive layout that worked well on smartphones and computers. Then, they created blog content with topics like “energy efficient building materials” to bring in organic web traffic with keywords optimized for online search. This content was advertised using social media networks to have more people go to the Corrugated Metals website.
With these new marketing efforts, Corrugated Metals saw a 198% rise in site traffic and 285% more leads.
The Final Word
The world is quickly evolving and it’s very important that businesses keep up with the changes to meet the needs of clients. Today’s buyers will not avoid traditional and generic content totally, but they value informative content created using “Inbound strategies.” It’s time to put your leads first and your leads last so you can stand out to your potential customers and improve your revenue.
As Inbound professionals, Responsify has helped many online marketers and sales groups integrate Inbound into their lead producing and nurturing efforts. Don’t hesitate to schedule your free strategy session. We can help you find new ways to help scale your Health Insurance and Payment company.