Today’s buyers are smarter than ever. Inviting them to trade shows or messaging via traditional marketing strategies have become less reliable ways to get the attention of your target market. These days, everyone searches on the web to find the information they need, instead of relying on public ads or generic sales pitches. This includes key buyers in private practices, hospitals, and health systems.
A current study by Hubspot found that 92.7% of businesses using Inbound strategies found substantially more leads compared to those that just used traditional marketing and sales methods.
This means that you need to get the attention of modern buyers using helpful content that they find valuable.
This marketing and sales strategy, jointly called Inbound Marketing, will lead to more sales and will boost the market share in the Electronic Health Record (EHR) software industry.
Here are 7 tips for raising your market sharing using Inbound:
1. Identify your optimal buyers
Increasing your market share doesn’t mean trying to get everyone’s attention. Instead, you need to bring in people who are most likely to be interested in finding out about your Electronic Health record software services. Buyer Personas are imaginary personalities that represent your ideal customers, and you can work with your marketing and sales teams to build them for your business.
Start by charting out what markets you could attract. Select the one you want to concentrate on–the one that will see the biggest return. Describe what best business associates exist in the target market. Identify your optimal buyers in those companies, including decisionmakers and influencers by asking the following questions:
- What are their job roles?
- What are their objectives and obstacles?
- What would stop them from buying?
- What prompts them to buy?
- How do they make buying decisions?
- How do they get their information?
Name your buyer personas so everyone can conveniently talk about them (‘ Hospital Administrator Aidan’, ‘Private Practitioner Peter’, and so on).
Align your marketing and sales content to meet the needs of your personas and you will find even more leads and improve your sales.
2. Optimize content for different devices
According to the Mobile Marketing Association, smartphones play a big role in every phase of the buyer’s journey as anyone can see information with one click. You will never know if your target market is looking at your content on a phone, tablet, or computer. For that reason, be sure that your content is optimized to provide potential customers with a good experience on any device. The sizes of your CTA buttons, fonts, and content should be considered. Your emails should also computer and mobile-friendly.
3. Use a social media marketing campaign
Social media advertising and marketing is an effective and affordable way to grow your fans and followers quickly. By spending just a few dollars a day, you could reach countless targeted potential customers around the world using networks like Facebook and LinkedIn. To take full advantage, keep your ads informative for those who don’t have the time to “find out more” by clicking through. Keep away from using lingo that might be confusing and make sure your advertisement is clear on what your Electronic Health Record (EHR) company does. You could consider using emojis, GIFs, or videos to engage your target market. Do split tests to see which ad does best.
4. Nurture your leads with customized emails
Mass emails can get annoying, but if done right, email newsletters can be an effective way to nurture leads until they turn into clients. Give your clients helpful information to engage them and build trust. Raise click-through rates by personalizing the subject lines with the prospect’s name and other key phrases that might get their focus. Don’t use all your emails to advertise services or products. Instead, give informative content that will encourage your target market and help them make a better buying decision.
5. Use case studies
Before they make a buying choice, many potential customers will want evidence that your Electronic Health Record software services or product will help meet their needs. You can use case studies to tell stories of existing customers that found value in your product. Make sure the customers in your case studies align to your buyer personas. This will make it easier for the potential customers to relate. A case study needs to describe the customer’s objectives and how you helped. Use real numbers to show what was achieved. For example, you can claim that Private Practitioner Peter had 50% more customers come to his office after he integrated your Electronic Health Record software option. Repurpose your case studies into other content like infographics, videos, or podcasts.
6. Usage of call-to-actions
A call-to-action (CTA) is a button or message to attract your site visitors to take a wanted action. Use messages like “try our system today” or “click now” to produce a feeling of urgency. Ensure the CTA informs the potential customer what you want them to do. To get their attention with the CTA, use different colors. Have a photo of someone checking out the CTA to increase interest. A well-designed CTA can dramatically increase your conversion rates.
7. Use video content
Many people favor videos more than written content. Video marketing can help you engage a large part of your target market better than blogs, reports, whitepapers, or books. Your videos should not focus on selling, but should have informative stories. Show how your company started, how your products are made, or why staff likes to work there. This will help build a strong connection with your potential customers and develop trust. Remember to include a CTA like “follow/like our page” and “leave a comment.”
The final word
Raising your Electronic Health Record (EHR) software business’s market share could be difficult because it’s hard to identify which areas of your organization need help. We can say with confidence that tweaking your marketing and sales methods to meet the needs of modern buyers will be a huge help.
We’ve worked with many CEOs and Directors to apply Inbound marketing and sales into their Electronic Health Record (EHR) software organizations. Don’t hesitate to schedule your free strategy session to get new ideas on how to increase your market share!