In the fast-paced Electronic Health Record software marketing, constant customer acquisition is critical to survival. One of the best and most affordable ways to get clients is through the new technique called “Inbound” marketing and sales. This includes creating and leveraging beneficial and targeted content to bring in new leads to your site, nurture them into leads, and then turn them into clients. Inbound marketing and sales has been shown to create better results than traditional methods like print ads, television and radio ads, email blasts, cold calls, trade shows, and buying lists. According to current Hubspot research, 92% of B2B companies said they saw even more web traffic and got more leads using Inbound strategies.
Getting new private practices, hospitals, and health system accounts takes time and effort, and the Inbound approach can help key decision makers and influencers speed up the buying process.
Below are some leading Electronic Health Record software customer acquisition strategies using the Inbound techniques
Identify your audience and strategy
The first step to customer acquisition is identifying your ideal customer. Take some time to develop Buyer Personas (imaginary descriptions of your ideal customer) like “Private Practitioner Peter” or “Medical Director Deitrick.” Do some research to learn more about them. What is their role in the company? What are their goals? What are the obstacles they encounter? How do they make decisions? Where do they get information? Having this information about your ideal customer will help make it easier to target them with your content. Then, you can either create your own comprehensive Inbound strategy, or look for help from professionals. An effective strategy includes clear Buyer Personas, a map of their buyer’s journey, robust SEO keyword research, content creation timelines, a social media plan, and email lead nurturing.
Create regular quality content
Developing high-quality content regularly will help keep your target market engaged and will position you as a specialist in the industry. Optimizing your content using keywords will help improve your search engine positions and make it easier for customers to find you online. There are many types of content that can help with customer acquisition.
Blogs: Research by Hubspot found that companies that posted more than 16 blogs a month had about 3.5 times more site traffic compared to those that posted four or fewer blogs a month. Your blogs should cover topics that will be practical to your target market. Develop a blog calendar and stick to it. If you don’t have time to create blog content, hire a freelance writer or work with a company that focuses on content development.
Webinars: A webinar provides you the chance to share your expertise with potential customers in an interactive online forum. You can also react to questions in real-time at the end of the webinar. To get even more out of it, consider collaborating with a market influencer as a webinar guest.
eBooks: Long-form content like ebooks are great for covering topics in a more in-depth way. This will place you as a leader in the industry and will help win the trust of your target market. You should create a landing page where site visitors to your site can give their contact information in exchange for your ebook. You can then take those emails to nurture the leads until they convert into customers.
Case studies: Most people look for evidence of your product or services’ advantages before they make a purchase. They want to be sure that what they are buying will help solve their problems. You can develop case studies including the experiences of previous clients. Show how your services or products helped resolve the customer’s issue and what outcomes were accomplished. For example, say that the customer’s sales rose by 70% in six months.
Create effective call-to-actions
A call-to-action (CTA) is a button or link that encourages visitors to take an action. Site visitors should know exactly what they will get when they click on the CTA, which links to your landing pages. “Download the ebook now” and “join our newsletter” are great examples of CTAs that produce a feeling of urgency and show the impact of acting quickly. Ask your site designers to place the CTA “above the fold” to let your site visitors see it without having to scroll. You should also make sure the buttons are large enough to see and click on from mobile devices. If your landing page is long, consider another CTA in the middle and end of the page.
Develop effective landing pages
The landing page is frequently an overlooked part of the customer acquisition process. This is the page where your site visitors land after clicking the call-to-action. This could be a contact us page, signup page, or product page. Make sure your landing page has an engaging headline, a solid value proposition, and some sort of social proof. It should also have an exciting photo and eye-catching call-to-action for more Electronic Health Record software site. Research by Switch Video found that having a demo video on your landing page can increase your conversions by 10-20%. You can also take screenshots of your content. Use keywords that will help bring in more organic web traffic and take out navigation opportunities so that the visitor has to stay on the page until they take the desired action. Using color psychology methods can also help get site visitors to act.
The final word
Getting new clients may seem like a difficult job when your resources are restricted and traditional marketing and sales strategies aren’t working. With Inbound marketing and sales, you can develop strategies and create a constant process of bringing in new site visitors, leads, and, eventually, customers.
We’ve worked with many CEOs and Managing Directors to help integrate Inbound Methodology into their marketing and sales methods. Don’t hesitate to book your free strategy session now. We could help you look at your current strategies and find better ways to gain an edge over your Electronic Health Record software company competitors.