As a marketer in the highly-competitive field of electronic health and medical records, you need as much quality traffic as possible visiting your company website. That’s why it is important to develop ehr content strategies that can convert visitors to leads.
Many seem to think that bringing the traffic will solve their problems.
But when traffic does arrive, the real challenges have only begun. Now you need those visitors to hit your Call-to-Actions (CTAs) – “Contact Us” or “Request a Demo” or “Subscribe” or Premium Offer Downloads, Etc..
The reality is that a tiny percentage of visitors will follow through.
Let’s step back and consider that maybe your problems aren’t the visitors you’re getting. What if the problem is the options you’re providing them when they get there? What if they would like to become a qualified lead but not by contacting your company or requesting a demo or subscribing to your newsletter?
As HubSpot puts it, a lead is any visitor showing interest in your products or services. And visitors become leads when you’re able to gather some information about them. For example:
- Email address
So how do you get this information if traditional forms of gathering it aren’t working out for you?
The simple answer… help them take the action they want to take next with your company.
The more advanced answer… give them what they came to your company’s website looking for. They came for searching for content or tools that would help them solve problems or to learn more about your solutions. Offer them the premium ehr content and tools they want in exchange for their information.
Here are some proven ehr content tips for converting website visitors into the leads your Electronic Health Record (EHR) software company desires:
Create focused premium offers
Your most valuable ehr content should be premium. In other words, visitors should expect to exchange their information for it. Examples of premium ehr content would include:
- White papers
- Exclusive podcasts
- Case studies
- Webinar access
- And more
Consistently produce this kind of high-quality, premium ehr content. And ensure that it’s strategically geared toward helping your visitors solve their most pressing challenges.
To encourage this exchange, we need to…
Use effective calls-to-action (CTAs)
A call-to-action is exactly what it sounds like – anything on your website that prompts visitors to take a specific action. “Contact Us” isn’t an effective CTA unless the visitor is ready to do just that.
Instead, get creative. The product page for Oracle’s marketing automation asks visitors to “Learn More” or “Start the Conversation.”
However, your CTA must be appropriate for the content with which you’re using it. A page offering solutions to common records-keeping problems might demand a “Learn More” as opposed to an unrelated CTA asking visitors to “Get Our Latest Report on ‘X’.”
Build focused landing pages
When your visitors click-through your CTA, the best place to take them is a focused landing page. A landing page gives the details of your offer – what it features and how it will benefit them. For example, reading your eBook will help health clinics painlessly modernize their records systems.
Here are some tried-and-true tips for effective landing pages:
- Keep It Simple, Stupid (KISS) – the landing page should be brief and easy to scan without any unnecessary distractions.
- Close the Door Behind Them – you’ve got them here! Now, don’t navigate them away with links to other pages.
- Get Their Info – a clean, simple form for gathering their information is a must. Don’t discourage them by asking for a full dossier. Just get the basics (e.g. name, location, company, email).
- Use Smart Forms – you can make it even easier for visitors to share their information by using smart forms, which automatically populate when they click on its fields.
After they’ve hit that “Submit” button, send them a “thank you” email with a link to download the premium content. And now it’s time to…
Manage your leads
To make the most of your hard won leads, you need the power of proven CRM. And among the best is HubSpot.
Best of all, HubSpot is free, easily integrates into your website, and provides you with the following insights:
- Who is visiting your site
- Where they came from
- What they are looking at
That’s the kind of information that is a marketer’s dream. With these details, you can reach out to the visitor with targeted content. That is a crucial practice for converting leads into satisfied customers.
Focus on the bigger picture
At the beginning of this article, we suggested that traffic isn’t very useful if we aren’t converting visitors into leads. But the same is true of leads…
Leads aren’t doing us any good if we aren’t making customers out of them.
MarketingSherpa found that over 70% of leads never convert to customers. Our own experience has taught us that leads must be nurtured through the sales funnel. To do this, we use Lead Nurturing Emails to:
- Supply leads with strategically created content they will find useful
- Ask them questions about what they want or need to know
- Occasionally test different offers
Eventually, we find that more leads convert to satisfied customers.
Everything we’ve talked about here is just one small part of a greater methodology called Inbound Marketing. When implemented correctly, Inbound Marketing is powerfully effective. But it requires regular, high-quality content to keep the machinery running.
For many Electronic Health Record (EHR) software companies, allocating time and resources to content generation seems impossible. And putting all the components of Inbound Marketing into place often seems to them an even more impossible task.
But you can relax. This is our thing. Content and Inbound Marketing is what we do.
And we’ve got you covered.
We at Responsify partner with Electronic Health Record (EHR) software marketers to develop winning strategies, provide all the support they need, and help them get their Inbound Marketing system pulling in the leads and nurturing them into customers.
We would love to spend some time with you, evaluate your assets, provide some innovative insights, and offer suggestions to get you running in the right direction.