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Lowering Customer Acquisition Costs for EHR Software Companies

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The saying “it takes money to make money” is especially true when it comes to customer acquisition for your Electronic Health Record (EHR) software firm. You will need to make a financial investment in areas of branding, promotions, and marketing before you will start seeing returns. This investment can be very high when using traditional methods like print, trade shows, and advertisements. The bright side is that you can reduce your customer acquisition costs for Electronic Health Record software by using Inbound Marketing Strategies. Research by Weidert found that Inbound Marketing costs 61% less than traditional marketing.

Here are some ways to use Inbound to lower your customer acquisition costs:

Identify your key target market

The first step to reducing customer acquisition costs is to determine who you are selling to. This will help you target your ideal buyers and keep you from spending money on those with no interest. Buyer Personas are imaginary personalities that resemble optimal clients who you want to target. These could be Clinician Calvin’ or ‘Director Daniel’. What are their roles in the company? What are their objectives? What are their difficulties? A better understanding of your perfect buyers will help you develop a better strategy for reaching them.

Develop your marketing goals

From the start, you need to define what you want to accomplish with your marketing initiatives. For example, if you want to produce more qualified leads, every one of your goals must be set toward marketing to a certain target market, also known as buyer personas. Make sure your objectives are SMART (specific, measurable, attainable, realistic, and time-bound). For example, producing 500 leads every quarter is a more specific example than just wanting to produce more leads. It’s also a good idea to start small and increase your goals as you go.

Plan content development

Producing instructional content that your optimal buyers want is the core of Inbound Marketing. As soon as you’ve set your marketing objectives, you could start your content strategy. The content you produce needs to be full of details to bring in new site visitors and engage existing leads. This will enhance your brand name recognition with your new and old potential customers. Be sure not to go on and on about your company. As great as your Electronic Health Record software services or product are, you want to first build trust with your target market by supplying details and solutions to the troubles they are having as opposed to promoting your firm.

Content can be anything from blog posts, social media, case studies, ebooks, webinars, videos, and whitepapers. Writing visitor blog posts for other prominent Electronic Health Record software blog sites can also be an effective strategy for getting to a larger target audience. Use Search Engine Optimization (SEO) to make it easier for potential customers to find your content through internet search. Do some research to develop which preferred, long-tail keywords are used when your optimal buyers are searching online. Use these phrases in your URLs, headers, content, meta summaries, and photo alt messages. This will give your page a higher position in online search engines and increase your visibility.

Nurture your leads using marketing automation

Your potential customers are probably not ready to buy when they first talk to you. They will need more time to talk to others, ask questions, and do research on alternative options. Effective Email Lead Nurturing will help you keep your potential customers involved until they are ready to make a buying choice. One of the best ways to do this is through marketing automation. You can use a CRM software application like Marketo or HubSpot to automate your email circulation and social media posts to your target market at the right times. Marketing automation allows you to collect emails from your target market and send them important information, like a weekly article. This will help your potential customers know your brand name and boost the chances of you making a sale.

Measure your outcomes

You need to occasionally go back to evaluate how Inbound Marketing is working for your Electronic Health Record software company. A good examination will let you know what strategies are working and which ones need some help. There are lots of tools to help you with this. For example, BuzzSumo will show you the number of times your content is shared on various social media networks. Google Analytics will help track metrics like number of site visitors and bounce rates. Systems like Moz and HubSpot will monitor your SEO development. Using your findings, you will be better able to tweak your Inbound Marketing strategies to better fit your Electronic Health Record software company.

The final takeaway

As the director of all operations, you might have overlooked the impact of traditional marketing on your customer acquisition costs. These marketing methods not only drain your money, but they take all the power away from your marketing team. With Inbound Methodology, you can bring in the right people to your company and nurture them until they become clients.

We’ve worked with many Presidents, CEOs, and Directors to execute Inbound Strategies with their marketing and sales teams. You can ask for a free strategy session to help you review your current methods and take them to the next level to decrease customer acquisition costs.