Engaging decision makers in clinics, hospitals, or health systems is no easy job, to say the least. These high-powered executives and supervisors are busier than ever before. This makes marketing to potential B2B software customers specifically challenging. These days, in addition to their work duties, leads are flooded with emails, ads, and calls that interrupt their day. This means you need to connect with leads when they have time instead of sending out arbitrary messages.
A new type of marketing called Inbound outlines a method, not just a collection of tips, to be helpful to potential customers throughout the whole buyer’s trip, from knowing they have an issue (awareness phase), to knowing they have an issue and considering a solution (consideration phase), to making the choice of which solution they want (decision phase).
Here are some steps to engage new B2B software customers:
1. Offer B2B software customers informative and entertaining blog content
“Content is King.” According to a study by Roper Public Affairs, 80% of B2B software customers like to get information from a collection of articles rather than ads. Hubspot also found that companies that blog often get 4.5 times more leads compared to those that do not. Engage leads by sharing consistent content that resolves their issues and increases their interest. Make sure that the posts aren’t all about your company or making a sale. People will think you just want their money. Some of the best ways to get leads engaged are by offering research studies and solutions to their common issues. You can also urge your clients to add comments or success stories to the end of blogs. This will help boost the chances of your posts being shared. Develop a customized Inbound strategy to make sure the content you develop will be beneficial to your leads.
2. Monitor social media
Social media is one of the best ways to engage in conversations with your market. Look at the topics that are getting the most comments, likes, and shares. This will provide you with ideas on what to cover in your blog posts. You can also participate in the discussion by liking and commenting. This will place you as an authority and improve your reputation with clients.
3. Host Google Hangouts or webinars
People like visual content, so you can and should make use of effective tools like Google Hangout or webinars to communicate with customers in real time. They help you develop a personal connection to your consumers using voice or video. Using graphics, slides, and videos will make it easy to share content with your visitors. At the end of the Google Hangout or Webinar, hold a Q&A session to answer any questions. This will help build an even stronger relationship with your clients as compared to just posting written content.
4. Create groups or communities
An effective way to engage new clients is by using special online communities or forums. Your customers could get access to these members-only groups. Then, members can connect with each other to talk about topics related to B2B Technology. Use online forums to help share helpful content that is not available to the general public. You could also offer special prices to members. Belonging to such a group will make your consumers feel special and will improve the chances of repeat purchase.
5. Co-create with existing customers
If you are getting ready to launch a new B2B Technology product, redesign your website, or create an ebook, ask your customers for recommendations. Depending on the situation, getting customers involved with the big choices you make can be a great way to cultivate commitment. At the end of the process, they will feel happy they took part. You can also hold a competition for clients to offer suggestions, and offer incentives to those with the best ideas. The incentive could be a giveaway, price cut, or special mention on your site.
6. Celebrate together!
Celebrating big milestones with your clients is a great way to build more powerful partnerships. A big event could be anything from a much-coveted honor to reaching a certain number of YouTube followers. Sharing these moments with your email list and social media followers will help them feel like a part of your process. You could also thank them by offering special pricing. Additionally, celebrate the wins of your clients and include them when you can.
7. Encourage blog comments and social media feedback
Supplying excellent content is a tricky component of the plan and just the start. You want to get engagement from your target market. One of the best ways to do this is by asking questions at the end of your posts or on social media messages. When people leave comments, thank them for responding and provide any necessary answers. This will help build trust and keep your leads and customers coming back. From time to time, you might get spam remarks that aren’t related to your message. In these cases, just take some time to check through comments and remove those that don’t fit.
8. Build a list of leads and nurture them
Email marketing is a reliable strategy for nurturing relationships with B2B software customers. According to Hubspot, 86% of people in companies prefer to use emails as their method of communication. Sending out a value-packed lead nurturing email will help keep them interested and engaged and put your brand name at the top of their minds. You can update them with new market trends, give them new information, and share content from your blog. This will help them along the Buyer’s Journey. A weekly e-newsletter will help keep them involved.
The final word
Engaging new customers is critical to enhancing your brand name recognition and creating even more leads so your sales group can convert them into customers. Interested in the stats on digital marketing? Check out our blog post. Using data and the pointers above can be used with a well-crafted Inbound Marketing Strategy.
It’s a lot to do on your own, though. Responsify works with B2B Technology marketing pros to offer strategy, support, and help in carrying out these tasks. By working together, we help you purposefully bring in new site visitors, turn them into qualified leads, and then happy customers.
We’ve helped many marketing professionals plan and carry out customer engagement strategies. Don’t hesitate to ask for a free strategy session to get better ideas and tips on how to create more leads and engaged customers.