Every clinical administration and backend software marketing pro wants to attract as many potential customers as possible to their site. But this can be a challenge. And then once they are there, they have to get the visitors to hand over their contact information, or “Request a Demo,” or “Subscribe to the Newsletter.” Very few people do this, though. And you probably know this all too well.
But what if things were different? What if your site visitors don’t want to take one of the above actions. Then you have lost the chance for them to take any action they want to take. And that means another lost lead you probably won’t get back.
HubSpot defines a lead as someone who has revealed some sort of interest in your products or services. A visitor becomes a lead once they have given you some information. This could be their name, their location, their business, or their email address.
So what’s the next step if site visitors don’t want to take one of the actions you have offered them? You need to help them take an action they want to take. Provide customized content and tools that help them find what they need. As they read your blog or browse through your site, make sure you have strategically placed offers and deals right in front of them (beyond just “Contact Us,” “Request a Demo,” or “Subscribe to a Newsletter”).
An offer is any kind of useful content that you provide on your site. This could be done through whitepapers, ebooks, podcasts, case studies, infographics, pictures, webinars, videos, instructional overviews, etc. You want the offer to give information that helps resolve the leads’ obstacles or concerns. In return for the offer, visitors have to give you some form of contact information, like their name and email address.
Before you come up with these offers, identify your target markets by creating Buyer Personas. Then, map out their Buyer’s Journey. This will help you create the kind of content your site visitors can use, and will help you attract more leads.
A CTA is anything on your site that will motivate visitors to do something. Oracle’s marketing automation pages on their site have CTAs like “Start the conversation” or “Learn more.” Make sure your CTA is enticing enough to turn visitors into leads. Align your CTAs with the content on the page and urge action. Use graphics, layouts, and vibrant colors to make your CTA stand out. Place the CTA in a prominent spot on the page, specifically above the fold. If your message is all about “Improving Hospital Operational Efficiency,” don’t make your CTA about “Lowering Medical Billing Costs.” It’s possible that visitors won’t care about both topics.
Once your site visitor clicks on the CTA, make sure they are taken to the correct Landing Page. This page will discuss exactly what you offer and gives information on how visitors can benefit. It also features a way to get contact information from the visitor. Keep your landing pages as easy to read (see the Halogen landing page). Site visitors must have the ability to glance rapidly and make their decisions. Bear in mind, the more unique the offer, the more likely the visitor will be to give their information. Finally, don’t include a navigation bar. This will make sure visitors stay on the landing page because they don’t have a way to click to other pages on the site.
Visitors become leads once they fill out and submit their information on your landing page. Make these forms targeted and aligned to the content provided. If you are giving a small content offer, like a two-page report, the form should not require too many details. On the other hand, if you give longer content, like ebooks, you can request more information. Use smart forms to make the signup process easier, so the form populates automatically. After they submit on your landing page, your site visitors should immediately get a thank you email with a download link for the offer.
Efficiently take care of leads using a CRM, like HubSpot. It’s a cost-free tool that you can include on your site. It will help you identify who is looking at your site, where they came from, and what they are looking at. Once you have this info, you will be able to target them with appropriate emails and calls. Sending them this strategic content will help transform them into buyers.
A long list of numbers and contacts means nothing if it doesn’t increase your bottom line. Research by MarketingSherpa found that more than 70% of leads never turn into customers. Send out Lead Nurturing Emails with valuable information until you see conversions. Ask questions to find out more about exactly what they want to know. Every so often, test which content and communications are most effective for converting leads.
The steps above are part of a bigger approach called Inbound Marketing. Relevant and quality content are critical for this approach. Content can also be used to keep leads and prospects engaged until they have transitioned into qualified leads and customers. Your clinical administration and backend software business could use Inbound to bring in brand-new site visitors, convert them right into leads, and nurture them into dedicated clients.
It can be really tough to do every one of this alone. Don’t worry. We at Responsify work with clinical administration and backend software marketing professionals to offer strategy, support, and help to carry out these Inbound Marketing tasks in their existing marketing mix.
If you want to go over methods to assist your clinical administration and backend software firm turn even more of its site visitors to produce qualified leads, don’t hesitate to ask for a free strategy session. We’d love to take time to assess your current strategies and offer advice on how to gain more success.