When it comes to customer acquisition for your Healthcare Robotics company, you know that the saying “it takes money to make money” is very true. You have to make financial investments in branding, promotions, and marketing before you start seeing results. This investment is particularly high when using traditional methods of marketing like print, trade shows, and ads. Fortunately, you can reduce your customer acquisition costs for your Healthcare Robotics company by using Inbound Marketing strategies. Research by Weidert found that Inbound Marketing costs 61% less than standard marketing.
Here are some ways to include Inbound into your business to reduce your customer acquisition rates:
1. Identify your target market
The first step in reducing customer acquisition costs is to determine who you are selling to. Doing this will help you target your ideal buyers and keep you from investing money on those who are not interested. Buyer Personas are imaginary personality that represent these perfect customers that you want to target. They could be “Clinician Calvin” or “Director Daniel.” What are their roles in the company? What are their goals? What are their obstacles? A complete understanding of your ideal customers will help you develop a better strategy for reaching them.
2. Develop your marketing goals
From the start, you should know exactly what you want to accomplish with your marketing goals. For example, if you decide you want to get more qualified leads, every one of your initiatives must be set to market to a particular target audience, known as your buyer personas. Make sure your goals are SMART (specific, measurable, attainable, realistic, and time-bound). For example, getting 500 leads every quarter would be a more specific objective than just “get more leads.” It is a good idea to start small and build your goals as you grow.
3. Plan content production
Producing information content that your ideal customers want is the core of Inbound marketing. As soon as you’ve developed your marketing goals, you can start creating a content strategy. The content you produce should be filled with useful information to bring in new site visitors and engage your existing leads. This will boost your brand name recognition with your new and old leads. Stay away from babbling on about your business, though. As amazing as your Healthcare Robotics service or product is, you want to first build trust with your target market by relevant information on issues they are facing instead of just promoting your company.
Content can be anything from blogs, social media posts, case studies, ebooks, webinars, videos, and whitepapers. Creating guest posts is also a great way to reach a bigger audience. To keep it easy for potential customers to find you online, be sure to use Search Engine Optimization (SEO). Perform research to find which long-tail key phrases are used when your ideal buyers are doing their online research. Use these key phrases in your URLs, headlines, content body, meta summaries, and alt messages. This will improve your site’s search engine ranking and enhance your exposure.
4. Nurture your leads using marketing automation
Your potential customers are probably not ready to buy after the first call. They will need time to talk to others, ask questions, and look at alternatives. Consistent Email Lead Nurturing will help keep your leads engaged until they are ready to make a buying decision. One of the best ways to do this is with marketing automation. You could use CRM software applications like Marketo or Hubspot to automate your emails and social media posts to best target your market at ideal times. Marketing automation allows you to collect emails from your target market and send them useful information, like a once a week article. This will help keep your brand name in their mind and will boost the chances of you making a sale.
5. Measure your outcomes
Occasionally, you have to go back to assess how your Inbound marketing is working for your Healthcare Robotics firm. This type of evaluation will help you know what strategies are working and that needs redone. There are many tools to help you with this. For example, BuzzSumo will show you the number of times your content got shared on social media. Google Analytics will show you your site visitors and bounce rates. Moz and Hubspot help track SEO. Using these tools will help you tweak your Inbound marketing strategies to best fit your Healthcare Robotics company.
The final takeaway
As the director all of projects, you might have overlooked the impact that traditional marketing has on your customer acquisition costs. These marketing methods drain money from your business and take away the power from your marketing team. But, with Inbound Methodology, you can bring in your ideal customers and nurture them until they convert into customers.
We’ve worked with lots of Presidents, CEOs, and Directors to apply Inbound strategies into marketing and sales for their teams. You could request a free strategy session to let us help you evaluate your current process and find free ways to lower your customer acquisition rates.