Acquiring new customers for your healthcare technology company can be a very costly and time consuming exercise. This is especially the case if you use traditional marketing and sales techniques where you try to reach as many people as possible though they may not completely be your ideal audience. Fortunately, there is an easier and less costly way of getting new customers: the Inbound Methodology. Instead of the traditional way of attracting random individuals who may or may not have an interest in what you have to offer, Inbound helps you attract the right people using helpful content with the appropriate growth strategy in healthcare. According to research by Hubspot, 83.9% of companies increased leads within 7 months after using the Inbound strategies.
Here are some great ideas for acquiring new customers using an Inbound growth strategy in healthcare:
Create great content regularly
One of the most effective ways of driving more traffic to your website is by providing helpful and informative content. If prospects find your content valuable, they will keep coming back for more. In addition, they are likely to share your content with others, thus attracting more traffic to your site. Here are some great content ideas that you could consider:
- Host a Google+ Hangout discussing current industry developments
- Write blog posts addressing common concerns raised by your ideal buyers
- Publish an eBook covering a controversies arising in the healthtech industry
- Create a demo video showcasing the main features of your product or service
- Share video reviews from your existing customers
- Create an FAQ section on your site addressing common problems your prospects encounter
- Publish a white paper on the state of the healthcare technology industry
- Publish presentations on slideshare
- Create an infographic highlighting the health solutions your product or service provides
To enhance your visibility online, make sure all of your content is optimized with keywords. Don’t forget to promote your content via social media as well as email. You could also partner with an influencer to ensure that your content reaches all those who are interested in the solution you have to offer.
Join professional networks
With the optimal growth strategy in healthcare in mind, joining a professional network gives you the opportunity to reach qualified leads and make valuable connections. LinkedIn has one of the best opportunities for networking with other professionals in the healthcare tech industry. There are numerous LinkedIn groups for healthcare professionals that you could join to showcase the awesome content from your website and share your own expertise. Share valuable and helpful posts and downloadables regularly with other group members and participate in ongoing discussions. This will help establish a proper growth strategy in healthcare as you become an authority in the healthtech industry and attract new customers.
Write guest blog posts
Contributing guest posts to other blogs in your industry is a very powerful growth strategy in healthcare for driving more traffic to your site and generating leads. Guest blogging also allows you to demonstrate your expertise and win the trust of your prospects. When looking for blogs to write for, focus on those that have a good domain authority (DA) as well as a good reputation. In addition, these blogs should be ones that generate a high rate of engagement with their readers. There are many healthcare technology blogs out there that you can choose to spread your wisdom to and attract qualified leads.
Many people find it easier to make buying decisions after reading testimonials on company websites or review profiles. Testimonials by respected hospitals or healthcare companies can especially be effective for attracting new customers. When customers praise your product or service on Twitter or Facebook, you can embed the post on your website. You could also ask customers to leave recommendations on your LinkedIn profile. If your company has been mentioned on recognized media outlets, use a snippet of the article as a testimonial, linking back to the original post. The best thing about such social media endorsements is that they can be verified by clicking back to the original source. Allowing your existing customers to become your own promoters is an excellent way to attract new customers.
Provide answers to common questions
Your prospects are always asking questions on different online groups, networks and forums. This includes Google+ communities, LinkedIn groups, Facebook groups, and more. Join several healthcare technology groups and take a few minutes every day to provide the best answer to some of the questions being asked. If people find value in your answers, they might also be interested in knowing more about you. This will drive traffic to your site and generate more leads as an effective part of the optimal growth strategy in healthcare.
Take advantage of “smarketing”
It’s very important that you engage with your ideal buyers via different online forums to acquire new customers. Another vital part in attracting people to your company is helping those who are in charge of creating your website’s content–your marketing and sales teams–so that they are always on the same page. This idea of aligning your marketing and sales teams is termed “smarketing“. Hold regular meetings for your two teams and attend events altogether. Also, make sure that the two teams constantly keep each other up-to-date so the funnel and pipeline always flow smoothly.
Measure your efforts
As often as possible, take time to measure the performance of your Inbound strategies. You can assess things such as webinar attendance, blog activity, social media engagement, web analytics and revenue earned. The easiest way of keeping track of your performance is by using marketing automation software that allows you to manage all your campaigns with one system. You will be able to keep track of your prospects, all the way from the time they make initial contact to your site to their conversion to a customer.
The bottom line
Attracting new customers to your healthcare technology company can be quite some work. Incorporating Inbound takes a lot of time because you need to strategize, lay out a definitive process, and create replicable content. However, once you have it all laid out, we assure you that it will be worth the effort and you will be acquiring new accounts in no time.
We’ve worked with countless CEOs and Founders to help them and their team start practicing Inbound Marketing and Sales. Feel free to reserve your free strategy session now to help you evaluate your assets and get free insights and suggestions to acquire new ideal customers!