As an EMR interoperability sales professional, you want to speed up the sales cycle. And that’s the same thing every salesperson in the industry desires. The old way of doing this meant big advertising budgets and lots of cold communications. But those approaches don’t always reach your ideal customer.
Times have changed.
Decision makers today have many more tools at their disposal when researching their problems and finding solutions. And this is true for private practice owners, hospital administrators, and others in the healthcare sector. In fact, rather than ads, Earnest Agency discovered that 81% of customers start their buying process by searching for information online.
If this tells us anything, it is that the most effective means of targeting decision makers and holding their attention is by giving them what they are looking for – quality, informative content. This strategy is called Inbound.
If you want to accelerate your sales, the first thing you have got to do is figure out who it is, exactly, that you are targeting. That’s where a Buyer Persona comes in. This is an avatar that represents your ideal customer. For example, your Buyer Personas might include “Clinician Carla,” “Private Practitioner Pete,” or “Medical Director Dan” – each of them being precisely the kinds of customers who would benefit from your EHR product or services. With a little research, you can discover their responsibilities within their organizations, their objectives, and the obstacles that stand in the way of their successes. Creating these Buyer Personas is the first step to turbo-charging your sales process.
With your newly created Buyer Personas in hand, the next step is to regularly craft the kind of content your ideal customers are looking for. This content must address the goals and challenges outlined in the Buyer Personas. Furthermore, you want this content to appeal to your prospects at each of the 3 stages of the Buyer’s Journey – Awareness, Consideration, and Decision stages. To better understand how your ideal customers relate to each stage, conduct surveys, reach out to your existing customers, and read industry journals. In addition to your research, it would be wise to visit online groups and forums where these prospects are active. Take note of the topics they most discuss and outline a schedule for creating content that addresses these topics. For content, consider a mix of social media posts, blog posts, white papers, eBooks, and reports. By doing this frequently, you will begin to establish yourself as an authority in the EHR solutions industry, which means building trust more quickly with your prospects.
More often than not, your EHR company website is the first contact prospects will make with your brand. And it is important that your site gives them an excellent User Experience. For starters, ensure that your site is responsive. In other words, the design must work equally well regardless of the device used to access it (e.g. computers, tablets, smartphones). Use easy-to-read fonts against backgrounds that aren’t hard on the eyes. The menu should be clear and easy to navigate. Equally important is load times. Make sure your pages load quickly. A website that looks clean and professional will keep those prospects returning for more, which increases your chances of making the sale.
By now, it should go without saying that the best-designed websites will not get results if they haven’t been enhanced for Search Engine Optimization (SEO). SEO is one of the best ways for increasing your online presence. Begin with keyword research, identifying the phrases for which you hope to rank in search engine results. Use your keyword phrases in meta descriptions, blog posts, page URL, page headers, and image alt-texts. Internally linking to other pages and posts on your site is another great way to boost SEO. And combining these tactics will boost your rankings and the amount of traffic coming to your site, which means more conversions.
You will want to keep abreast of conversations about the EHR industry, your competitors, and your brand. Social media provides an ideal tool for doing just that. You can scan conversations for blog post topics and engage prospects directly in comments. This interaction elevates your status as an authority.
And you will definitely want to leverage social media for attracting visitors to your website. Use compelling images and brand stories. Include a link to your landing page.
Furthermore, share new content posted to your website. When readers like and share your posts, this will drive even more prospects to your site. And some social media channels will allow you to include a “Buy” button, which can make selling much more efficient.
If you aren’t convinced yet, Sprout Social found that 70% of consumers look to social media before making a buying decision.
Take the time to regularly measure your results. Are your strategies working?
This extra step reveals what is working and what is not. Maybe you will find out where most of your traffic is coming from – social media, marketing emails, or some other place. Also, keep an eye on conversions. What percentage are converting to qualified leads? How many become buying customers?
Powerful software like HubSpot CRM makes it easy to track these metrics.
Are you ready to begin implementing Inbound Sales? Truth be told, it isn’t always easy to get started. Putting Inbound into place requires research, strategy, and some trial and error. But once you have tweaked your sales process to better reflect the Buyer’s Journey and begun to tailor content accordingly, the ROI can be enormous.
We here at Responsify have helped many sales teams integrate Inbound with their existing sales processes, and we would love to help you.
Reserve your free strategy session now and we will get to work evaluating your assets, offering actionable insights, and providing tips to accelerate your sales!