B2B healthcare lead generation can be a tricky field. In the business-to-business healthcare space, customers range from every marketplace in the world, from Health Systems, Insurance Providers, Private Practices, and more. While all of them share an aspiration to become successful, they all have very different needs and require personalized approaches from marketers and sales teams. 80% of American web users look online for health information according to Pew Research and 86% of physicians use Internet. So how come only 58% of healthcare marketers use blogs versus 74% of all marketers? (According to a survey of the Content Marketing Institute). That is a good amount of people doing their research! I mean, why not? Since information is so readily available to the average consumer, it’s easy to just look something up now instead of asking someone you may know about a product or service.
In order to stay ahead of the curve, you need an advantage. Medicine is always evolving, and so are healthcare products and services. It’s imperative to inform your audience and ideal customers the benefits your business has compared to the rest. Outbound marketing has been around forever, but Inbound marketing is the new kid on the block and he’s here to stay. Due to information being so readily available through digital platforms for businesses and people alike, providing quality content about plausible solutions to your ideal consumer’s needs is the foundation of Inbound content marketing. People do their research before paying for anything, even regarding their health, so it would be smart to learn how you can take advantage of this modern marketing technique.
In this article, we are going to explain why content is key to generating the coveted B2B healthcare leads you have been looking for and what it takes to get there.
Here’s some useful tips to help you in your B2B Healthcare Lead Generation:
Master the art of blogging and SEO
If your business owns a website, the next thing on the list is content! If you are going to take the Inbound route to market within the B2B Healthcare marketplace, you’ll need to take advantage of the golden nugget of information you are holding on to. When you are able to provide solutions and quality information to your ideal customer’s needs and wants, you are creating trust and brand awareness, for starters. Now let’s say you have your relevant content to cater to your Buyer Persona needs, the second part of creating the best piece of content is by adding Search Engine Optimization or better know as SEO. You want to match your idea customers search patterns with specific keywords that rank and help your content rank higher when someone is searching for something they may not know what it may be. These two combos are a recipe for success within the B2B Healthcare Lead Generation marketplace.
Make a moderate use of Content Creation
Keep in mind that you are still selling a product or service that is supposed to help improve your customer’s wants or needs. The whole point of Inbound Marketing is to let customers come to you once they have found the piece of content that is released and find useful. Content marketing should not be written in the form of selling your service but to help your consumer in need to understand their options toward finding the best solution. It just so happens that your solution is the most viable because of how solid your product or service is!
Just remember these few appropriate precautions :
- Search engines such as Google like well-crafted content, and creating content that answers your readers main concerns about health should boost your SEO as well. Don’t just focus on every keyword out there as well, focus on the ones that matter to your solution.
- Take into account the need of patients of professionals to share tips and insights on the topics you handle. They will appreciate you allowing them to comment on an article and share their views on a specific topic. You want to create a community surrounding your topic, not the other way around.
- Don’t mix up your sales pitch with your blog articles. Your blog is here to educate your reader and ultimately help him improve his quality of life. Let him decide if your service or your product will help achieve this second goal. Leave talking to your sales team after your content piece has done it’s job.
Get customers interested in your company through social media.
In this day and age, no matter your age or profession, everyone and their mother has a social media handle. Social media is such a valuable tool to utilize as a business. Many businesses believe they don’t need to focus on social media, and they are wrong. Social media is the boost you need to jumpstart your Inbound content naturally. The main social handles are Facebook, LinkedIn, Twitter and Instagram. Each have their own purpose in helping your business attain the traffic you are looking for.
Don’t just let your businesses social handles get kicked to the curb. Utilize them to the fullest, as they are intended to be used, as a boost to your product or service. People love to share and receive information. Creating a schedule on when to post your content is very helpful. Remember, you don’t want to bombard your ideal consumer, you want to educate them so the quality of your content should be of the highest.
Ask yourself these questions before hitting “post”: Will at least 50 percent of your target audience members be interested in this? Will they believe it? Does it add value to our audience’s life in an easily understandable way? Does it help build positive bias towards our brand in some manner? Does it help our followers feel good about themselves because of their identification with us?
Publish white papers and free eBooks to generate leads
Once your audience reads your quality piece of content and feels informed, they will generally see a call-to-action set by the writer or business. It’s exactly how it sounds. By providing information and resources, you are exchanging for their personal information such as name, email address, title and company. Once you acquire this piece of information, you now just received your first quality leads! Hoorah! It’s not about the number of leads, but about the quality, always remember.
When you offer something that’s free, it’s hard to pass it up, generally as a consumer. I mean, why not? It’s free and it’ll help me. So this is what you want your customer to realize and take advantage on. Being in the industry of healthcare, content will be king and by providing a call-to-action at the end, you basically added the cherry on top for your ideal buyer.
When you create the call-to-action form for the buyer’s to download your eBook, for example, you want it to be a smooth and easy process. You want the user experience to be pleasurable and not difficult by no means. If you make it complicated, people will give up easily and just drop it and find what they need elsewhere. It’s the reality of the human attention span now thanks to social media and other forms of media.
According to the McKinsey & Company consulting firm they found that “Email is almost 40 times better at acquiring new customers than Facebook and Twitter.” Ultimately, this needs to be a very important part of your sales process.
The Bottom Line
As you may have learned through your own experience, generating qualified leads for healthcare companies is no easy task. When you are able to develop the right content to match your customer’s needs and able to sprinkle SEO throughout the piece, you are on the right path. Now, add a few awesome call-to-actions at the bottom of your piece and you just delighted your customer even more than you already have. Use social media as an avenue to boost your content into the public eye. Start buzz about your product or service through quality information, not garbage, gimmicky information.
Although there are a lot of resources online that may be around your industry, that’s ok! That’s why SEO is here to save the day. SEO will help keep your content relevant and in the public eye when someone is searching for issues surrounding your solution. The better the SEO, the better the content will rank when searched through search engines like Google.
Don’t forget to also create the right strategy involving the right Buyer Personas. If your research is off, so will your marketing funnel. Don’t miss out on the benefits Inbound marketing has to offer.
One solution to your Inbound marketing needs in attracting the right leads for your business is by utilizing the latest technology. Majority of businesses need to hire externally or internally, such as marketers, writers, editors and web producers. By utilizing technology, you will be able to save money on hiring so much talent and focus on the actual task at hand, content marketing. Responsify is an all-in-one Inbound “Growth” Marketing solution to businesses in need of quality leads.
If you are curious to learn more about how Inbound Marketing can increase the number of quality leads within your healthcare marketplace, schedule a 1-on-1 strategy session today with Responsify!