The days where you could set yourself apart from other medical device firms using just contemporary marketing and sales techniques are long gone. Marketing to a general audience through advertisements and making sales through cold-calling to make generalized sales pitches will now hurt your company rather than increase brand recognition. Additionally, these approaches can be pricey both monetarily and time-wise compared to the minuscule results that they produce. This article explains how to market a medical device utilizing a cost-effective method called ‘Inbound’.
According to a study by Roper Public Affairs, 80% of B2B decision-makers prefer to obtain information from a collection of articles rather than advertisements.
The most effective way to compete in today’s saturated market by providing your possible clients relevant and beneficial content to keep them engaged. Simply put, offer ‘value’ to your prospects. This sort of marketing and sales is known as the ‘Inbound Methodology,’ and it has been shown to dramatically increase website traffic and leads, according to Hubspot.
Below are some ideas on how to market a medical device using Inbound to stand out in a saturated medical device market:
Focus on your ideal buyers
When individuals first come to your site, they’re not ready to make a purchasing choice. They’re more than likely in the middle of investigating their issues and feasible options rather than looking for a specific product or service. As a result, your sales and marketing approach has to change accordingly. You should focus on providing info, tips, and insights that seek to answer the questions that your prospects have. For instance, you could create blog posts, e-books, case studies, and infographics on subjects concerning picking the ideal medical device solution, things to avoid, existing pattern in the medical device sector, and more. Educating prospects on such subjects will establish you as an authority in the medical device industry and will set you apart from the competition.
Be consistent and steady
According to a study by Content Marketing Institute, 88% of B2B marketing experts state that content is a crucial component of their total marketing strategy. To stick out in a saturated market, you need to be consistent in your content strategy. Consistency applies to your ‘voice,’ brand name positioning, and publishing regularity on all the systems where you share content. Your leads will be able to identify your brand even if the logo is not displayed. A regular supply of high-quality content will help keep your brand name on your leads’ minds and will help improve the possibilities of them making a purchasing decision.
Leverage employee content.
It’s simple to just concentrate on obtaining the viewpoints of external thought leaders, neglecting the views of your own company’s employees in the process. Your workers are a significant source of valuable information. For example, they can share their journey, and why they love being at your company. They might even add their experienced viewpoint on current events in the medical device market. If you were to produce a demo video, you should consider using one of the current employees rather than going with an outside hire. Using employee content will humanize your company and strengthen your bond with your prospects.
Use relevant key phrases and expressions
Enhancing your website by using keyword phrases and expressions is crucial for drawing in natural web traffic from search engines such as Google or Bing. Research what words your leads are using when they are researching online. Devices such as Google Keyword Planner, Wordstream, and SEO Book can be handy for SEO. Make sure to focus on less competitive, long-tail keywords for more success!
Maintain a strong social media presence
According to a study by Social Media Examiner, 92% of entrepreneurs agree that social media is an integral part of their business. To stay relevant in a crowded market, maintaining a social media presence is crucial to success. Develop an account on all the social media platforms that your leads are engaging on. Routinely release content on those platforms to make sure that your followers can interact with you. Monitor conversations about the medical device market and make sure to provide your input whenever you can. When you release brand-new content on your blog, make sure to share it on all of your platforms; posting links to your content wherever you can, can only increase traffic to your website which will boost your sales!
Nurture your leads over time
Being unique in the saturated medical device market does not stop at just getting visitors to your site. As soon as your marketing group puts the brand-new leads into the channel, your salesmen must nurture them to turn them into customers hopefully. Reliable Lead Nurturing takes place with regular, purposeful outreach, such a weekly email containing relevant content that your leads may find useful. See to it each email is individualized, beginning with the subject line, so it improves the click-through rate. You could also make use of email automation from websites such as HubSpot to help with the job. Nurturing your leads with an individualized strategy will allow your firm to attract attention even in the most saturated of markets.
The big takeaway
The key to standing out in a saturated medical device market is making it easier for people to find you. As opposed to costly advertisements or making arbitrary cold calls, Inbound Marketing and Sales will undoubtedly help you develop as a leader in the medical device market and will draw people to you without you having to reach out everywhere.
We’ve teamed up with several Founders, CEOs, and execs to execute the Inbound Methodology for their medical device organizations. Don’t hesitate to schedule your free strategy session now to get help evaluating where you stand and gain insights on how to stand out in a competitive market!