Producing new sales opportunities is a significant objective for every Health Insurance and Payment firm. Nevertheless, traditional sales strategies like buying lists, cold-calling, and generic pitches are not as effective as they used to be.
These days, with the increase of mobile technology and accessibility to online search, leads typically hold the keys to the sales process. People prefer to research on their own, which usually starts with a Google search. According to Roper Public Affairs, 80% of B2B decision-makers like to get their information from a collection of posts more than advertisements.
That brings us to a new customer acquisition approach called Inbound Sales that involves bringing in potential customers using customized content so you can develop new sales possibilities.
Here are some ways to develop new sales opportunities for your Health Insurance and Payment business.
People are constantly seeking ways to fix their problems or answer their questions online. Understanding this, you could start a blog to share valuable content with your target market. According to Hubspot research, B2B firms that posted a blog more than 11 times a month had nearly three times more web traffic compared to those blogging only once a month. To improve your search engine position, make sure your blogs include relevant keywords in the URL, headline, content body, and alt photo messages. To get to a larger target market, post your articles on various social media networks. Make sure to specifically target people who fit your buyer personas. When your messages are shared on social media, they will get to a lot more people and produce more sales.
“What’s in it for me” is a question many site visitors ask themselves when they find themselves on your landing page. Your offer needs to be engaging enough to persuade these visitors to send their contact information. It’s a good idea to have an offer for every phase of the Buyer’s Journey. Someone in the “Awareness Phase” could be interested in an ebook or report that supplies fundamental information regarding a topic. At the “Consideration Phase,” whitepapers, webinars, and case studies are great to help potential customers specify an option for their troubles. Free trials, tests, and price charts are great for the “Decision Phase” when your leads are trying to make an informed buying choice.
A call-to-action (CTA) is a message to motivate action with a button, photo, or link that urges site visitors to act. To develop new sales for your Health Insurance and Payment service, you need to have top-quality CTAs. Ensure your CTAs are visible “above the fold” to make sure site visitors see them without having to scroll. Be clear what the CTA is supplying. If the offer is a free ebook, say ‘Download our FREE eBook on Health Insurance and Payment Forecasts 2018’ rather than just ‘Download Now’. The color of your CTA should contrast with the webpage to draw attention. Anytime you create new content for your blog, find premium content offers and include a CTA at the end of the post. Interesting content like webinars, overviews, reports, and ebooks work well for this.
The landing page is the page where your leads go once they click the CTA. To show your potential customer that they are on the right page and to avoid any confusion, make sure the headline of the landing page refers to the CTA. Keep the landing page brief. Asking for a lot of information can turn away leads. Quickly describe the advantages of the offer in bullet points. You can also use a picture to show the offer. For example, if the offer is an ebook, overview, or white paper, present a screenshot of its cover page. Remove all navigation options from the page to help visitors concentrate on the offer.
The thank you page shows up after your potential customers gives their information on the landing page. Beyond just stating “Thank You,” this page can be valuable in many ways. Share links to other content on your site to keep new clients engaged. Connect to your social media accounts to urge your new leads to follow you.
Gathering email addresses is not enough. You need to nurture your leads constantly until they become customers. There are many email automation tools that can make a lead nurturing project easy. Send your customers useful information every week to keep them involved. Don’t forget to include links to content on your Health Insurance and Payment website. Keep the message short. Use brief paragraphs and bullet points to keep it easy to read. Make use of eye-catching subject lines to entice recipients to open the emails and read the content. It must clearly point out exactly what they will find in the message. Stay away from boring subject lines like “Health Insurance and Payment Newsletter #5” and try to individualize them with their names and what they are looking for.
Just as the Health Insurance and Payment industry has grown over the last few years, sales strategies need to evolve to keep up. Instead of traditional sales which many people have the tendency to dismiss, Inbound sales will help your firm bring in new site visitors and develop new sales opportunities by boosting your list building.
We’ve helped several Presidents, Founders, and CEOs integrate Inbound into their marketing and sales process. Don’t hesitate to schedule your complimentary strategy session to help you examine methods and get tips to find brand-new sales possibilities for your Health Insurance and Payment firm!