Leading a growing Electronic Health Record (EHR) software company into growth is a big job. The traditional method of accomplishing development would be to pump money into conventional marketing tactics to a big market, hoping to get a couple hits. This takes up a lot of time and money, without a substantial return on investment (ROI).
A new marketing and sales technique called Inbound involves bringing in and nurturing potential customers with content based on their passions, needs, and obstacles. According to a study of Inbound by MIT, 68% of companies said that Inbound strategies helped them see rapid growth.
Here are some ways to incorporate Inbound right into your Electronic Health Record software company.
To grow your company, you need to have a clear awareness of who you are targeting. Take some time to develop Buyer Personas (imaginary representations of your ideal customer). What are their responsibilities? What are their objectives? What are their obstacles? How do they choose? Where do they get their information? Getting this intel will help make it easier to understand your target market.
Your leads are constantly looking for information on various topics. One of the best ways to bring in and engage them is by regularly releasing different types of content that will interest them. This could be anything from blogs to infographics, videos, whitepapers, webinars, ebooks, and reports. Having more content will help you reach a broader target market and improve your conversion rates. You could work with your marketing group to produce a content calendar that will help you schedule your content month-to-month or on a daily basis. This will keep you consistent. According to Hubspot, B2B marketing pros that use their blogs see 67% more leads compared to those who do not.
Enhancing your website for online search will help boost your position and make it easier for leads to find you online. The first step is to find out what phrases and words your potential customers are searching when looking online. Tools like Google Keyword Planner can be very helpful for this. You can work with your marketing and sales teams to find keyword phrases that match your buyer personas and use the tools to find words that people search online. When you have a list of these words, you should start including them into headers, photo names, URLs, and content. Backlinks, external links, and internal links can also help SEO.
A call-to-action (CTA) is a button or link that urges potential clients to take a desired action. This could be downloading an offer, sharing your content, or joining your subscriber list. Your web developers and marketing experts could use CTAs that prompt interest in your leads like “Download our free ebook now!” An effective CTA should produce a sense of urgency (like “Buy today!”). Make your CTA attract attention by making its color different than the rest of the page.
Getting your content released on popular and highly-regarded sites will help develop you as an authority in the Electronic Health Record software market and bring in more web traffic to your site. How do you pick these sites? Look for ones that cover the same topic as your own. If you have an Electronic Health Record site, it doesn’t make sense to guest on a style blog. The sites should also have good Domain Authority (DA), a good online reputation, and energetic engagement. Check out the comment sections to see if people are sharing the posts or leaving remarks. The more involved the target market, the more successful your guest post will be. See if the site allows backlinks to your site in the content or writer bio. These backlinks from an authority site will help increase your search engine ranking.
It’s not enough just to have great content on your site. You need to advertise this content to bring in more traffic. Use social media sites like Facebook, LinkedIn, Instagram, Twitter, and Google+. Make sure all content on your firm’s site is shared here. If your fans or followers find the content helpful, they might share it with their contacts. This means that your brand name recognition will grow even more and site traffic will increase. According to a current Social Media Marketing Industry Report, 90% of all marketing experts suggested that their social media initiatives have produced more exposure to their companies.
Email marketing is great for nurturing leads until they become customers. You need to offer potential customers premium content like ebooks or reports for their contact info. When you have compiled your newsletter, you could send it to your contact list on a regular basis. Sending this list special content will help them feel valued and will boost commitment. This will enhance the number of sales you close. Research by McKinsey found that email is 40 times more reliable at transforming new leads than Facebook or Twitter.
All of the steps discussed above are part of the Inbound Methodology. Companies in a variety of markets use Inbound marketing and sales and have seen substantial results. The Electronic Health Record (EHR) software market is no exemption.
We’ve helped several CEOs and Managing Directors apply Inbound right into their Electronic Health Record (EHR) software services. Don’t hesitate to schedule your cost-free strategy session. We could help you find ways to take your company to the next level!