Whether you’re a recognized Health Insurance and Payment business or a start-up entering the market, you need an appropriate marketing strategy to bring in website visitors and convert them into leads. It includes determining the target market and building a strategy to reach them. Nowadays, marketing pros need a wide variety of skills, including strategy, content writing, email marketing, social media, SEO, and more.
Here are some ways to build an Inbound Marketing Plan for your Health Insurance and Payment firm, so you could draw in website visitors, convert them to qualified leads, and turn them into clients:
1. Develop Buyer Personas
Before you start marketing your services or product, you need to understand who you are targeting, what they need, and what type of message will connect with them. This means that the first step in your marketing strategy should be to specify your Buyer Personas (imaginary personalities that mirror your optimal customers). For example, people who may be thinking about purchasing your service or product could be ‘Health Services Manager Mary’, ‘Private Practice Owner Otis ‘, or ‘Physician Philip’. Each of these buyers has various obligations, objectives, and obstacles. Specifying each Buyer Personas will allow you to produce content that will interest them.
2. Draw Up Buyer Journeys
Once you have developed your Buyer Personas, take some time to understand how they learn and what would encourage them to make a buying choice. Meet with customers who fit your Buyer Personas and ask them about their struggles, objectives, and obligations. Ask them about how they found your service. According to Hubspot, the Buyer’s Journey has three phases: Awareness, Consideration, and Decision. Understanding these phases of your Buyer Personas will help you develop strategic content that meets their needs.
3. Establish Your Marketing Goals
Find out what you need to complete with your marketing strategy and when you want to see a return on investment (ROI). Make sure your objectives are specific, measurable, attainable, relevant, and timely. A few key performance indicators (KPIs) could be:
- Source of web traffic (email, social media, blog writing, SEO, PPC)
- Unique web visitors
- Number of inbound leads
- Visitor-to-lead conversion rate
- Lead-to-customer conversion rate
There are many ROI monitoring tools that can help make your job easier. Hubspot gives the very best analytics across the board, all in one system.
4. Employ a Marketing Team
Inbound marketing requires an array of abilities like copywriting, blog writing, website design, internet analytics, email marketing, SEO, social media, and conversion rate optimization. If you don’t have these skills internally, it is a good idea to contract out some jobs to Inbound professionals. This could set your firm back about $150K a year by working with consultants or $350K a year working with staff in-house. Partnering with a specialized Inbound Partner, like Reponsify, will help you save more than 50% over those do-it-yourself (DIY) techniques and will guarantee you the insight and resources you need to make Inbound Marketing effective for your business.
5. Develop Your Content Strategy
Site visitors go through different phases of the Buyer’s Journey, so you need to craft a different content strategy for each phase. The phases are:
Awareness Phase: Here, you Buyer Personas are seeking information to help determine issues they are having. Your objective is not to advertise your Health Insurance and Payment firm to them, but to supply information that will help them identify their issues. Content like infographics, blogs, slideshares, and instructional videos would be ideal for the awareness phase.
Consideration Phase: In this phase, your ideal buyers understand their issues and are looking for solutions. This is where you can show you understand their needs and recommend a service. With your amazing content, you can develop trust with your target market and collect their contact information using premium content like ebooks or information reports. Keep in mind to not give out all the information in your content. You need to be the best remedy for the problems, but don’t say that just yet.
Decision Phase: People in this phase understand their issues and are looking for remedies. This group of Buyer Personas is ready to look at different services or products that will help them solve their problems now. In this phase, you can use content to inform and suggest your Health Insurance and Payment business’s services to them. Demo video clips, corresponding evaluations, posts, brochures, pamphlets, case studies, and spec sheets are great ways of advertising your brand name to these buyers.
6. Build Your Audience
Often, leads won’t make a buying decision because they don’t have enough information. One of the best ways to keep your leads educated is by a collection of automated Lead Nurturing Emails. According to research by Email Monday, more than 70% of firms get their best ROI from Email Marketing. There are many ways to grow your email list. First, show an opt-in clearly on your site’s homepage or as a popup. Offer free gifts like ebooks where people must give their contact information to receive it. Social media materials and webinars are terrific choices for developing email lists.
7. Optimize Your Blog Content
Your blog is a crucial part of the general Marketing Plan. Enhancing your blog content is a good way to build trust with your target market, increase your search engine position, and drive more traffic to your site. Create long-form content (usually more than 750 words, better if more than 2,000 words) for a better search engine position. Don’t forget other interactive content options like podcasts, videos, infographics, surveys, and polls. Use lots of visuals to grab the attention of your target market. Since people often read content on their phones, make sure your site is optimized for mobile and is responsive.
8. Enhance Your Social Media Strategy
Research by Business 2 Community found that many people discover information about organizations through social media. Having a solid social media strategy will let you engage with fans with your content, boosting chances of turning them into leads or buyers. Make sure to have a specific purpose for each and every blog post. This can be getting more shares or more likes. Share content that relates to the issues of your target market. This can be images, curated content, social videos, and blots. Remember to share, like, and comment on your followers’ messages.
The Final Word
The suggestions laid out above to produce a marketing strategy are part of the Attraction and Conversion phases of a unique marketing method called Inbound Marketing. Inbound stresses the importance of developing informational content for your site visitors that will turn them into qualified leads. Your Health Insurance and Payment business could use Inbound to draw in brand-new visitors to your website, convert them right into leads, and then nurture them into customers.
It could be extremely difficult this alone. We at Responsify partner with Health Insurance and Payment marketing experts to offer strategy, support, and help in carrying out these tasks. By collaborating, we help marketing experts tactically draw in brand-new website visitors, convert them to qualified leads, and then satisfied consumers.
We’ve helped many marketing pros execute Inbound Marketing Plans. Don’t hesitate to book a totally free strategy session to help you evaluate your current methods and build a plan to make them even better.