In a fast paced healthcare technology market, continuous customer acquisition is critical to survival. One of the most powerful and cost-effective ways of acquiring customers is through a new method coined ‘Inbound’ marketing and sales. This involves creating health IT business strategy and leveraging useful and targeted content to attract prospects to your website, nurturing them into leads and closing them into customers. Inbound marketing and sales has been proven to produce better results compared to traditional methods such as print advertising, TV and radio ads, digital ads, email blasts, cold calling, trade show and conferences, and purchasing lists. According to a recent Hubspot study, 92% of B2B companies said that they got more website traffic and leads using Inbound strategies!
Here are some top health IT business strategy to take advantage of the Inbound method:
Define your audience and strategy
The first step towards customer acquisition is defining who your ideal customer is. Take time to create Buyer Personas (fictional representations of your ideal customer) such as ‘Private Practitioner Peter‘ or ‘Medical Director Deitrick‘. Carry out some research to find out more about them. What is their role in the organization? What are their goals? What common challenges do they face in the workplace? How do they make decisions? Where do they get information? Having all these details about your ideal customer will make it easier to target them with your content. Then either develop your own extensive health IT business strategy, or seek help from experts. A successful health IT business strategy includes clear Buyer Persona profiles, a map of their Buyer’s Journey, extensive SEO keyword research, content campaign outlining, content outlining, and promotional outlining for social media and email lead nurturing.
Produce quality content regularly
Creating quality content on a regular basis will keep your audience engaged and establish you as an expert in the industry. Optimizing your content using keywords will boost your search engine rankings and make it easier for customers to find you online. There are different forms of content that can be useful for customer acquisition:
- Blog posts – A study by Hubspot revealed that companies that published more than 16 blog posts each month had almost 3.5 times more traffic than companies that published 4 or less posts per month! Your blog posts should cover topics that would be helpful to your target audience. Create a blogging schedule and stick to it. If you don’t have the time to write, you could hire a freelance writer or partner with an agency that focuses on content creation
- Webinars – A webinar gives you the opportunity to share your expertise with prospects in an interactive forum. You can even respond to questions in real time at the end of the webinar. To get more mileage, you could consider inviting an industry influencer as a guest speaker
- eBook – Long form content such as eBooks are great for covering subjects mentioned in your weekly blog posts more in-depth. This will position you as an expert and win the trust of your audience. You could create a landing page where visitors to your website can submit their contact details and receive your eBook. You can then use the emails collected to nurture your new leads until they convert to buyers
- Case studies – Most people search for proofs of your product or service’s benefits before making a purchasing decision. They want to be sure that what they are buying will actually meet their needs. You could therefore create case studies featuring some of your previous customers’ experience. Explain in detail how your product or service helped solve the customer’s problem and what results were achieved. For instance, you could say that the customer’s sales increased by 70% in six months
Design effective call-to-actions
A call-to-action (CTA) refers to texts or graphics that tell visitors what they should do next. Visitors should know what exactly they will get when they click on the CTA that contains a link to one of your landing pages. ‘Download the eBook now‘ and ‘Join our mailing list‘ are examples of descriptive CTAs that create a sense of urgency and give your visitors the impression that they have to take an action soon. Ask your website design team to position your CTA ‘above the fold’ to enable your visitors to see it without having to scroll. Also ask them to make sure all buttons are big enough to draw attention to them and move the viewers to click on them on mobile devices. If your landing page is lengthy, you could have a second call-to-action in the middle, and a third one near the bottom of the page.
Build effective landing pages
The landing page is one of the most overlooked elements in the customer acquisition process. This is the page where your website visitors land after clicking on your call-to-action. It could be a contact us page, signup page or product page. Make sure your landing page has a compelling headline, a strong value proposition and some social proof. It should also have an eye-catching image and a powerful call-to-action for more from your healthtech website. A research by Switch Video revealed that having a demo video on your landing page can boost your conversions by 10-20%. Alternatively, you could use screenshots of your content. Remember to include keywords which will help you attract organic traffic and exclude navigation links which would tempt the visitor to leave the page before taking the desired action. Using color psychology techniques can also be very effective in compelling visitors to take action.
The final word
Acquiring new customers can easily feel like an impossible task when your resources are limited and the traditional marketing and sales tactics continue to fail you. With Inbound marketing and sales, you can set up strategies and carry through for a long-term process of steadily acquiring new visitors, prospects and eventually, customers.
We’ve worked with many CEOs and Managing Directors to incorporate Inbound Methodology into their marketing and sales team’s processes. Feel free to reserve your free strategy session now. We can help you evaluate your assets and gain valuable insights and health IT business strategy to acquire new healthcare technology customers before your competition!