It’s not always easy to engage decision makers in the consumers, healthcare systems, and providers industry. These high-powered execs, supervisors, and managers are busier than ever before. This makes marketing a Health Insurance and Payment business especially tough. These days, along with their growing work obligations, potential customers are swamped with emails, ads, and calls that interrupt their day. This means it’s more critical than ever before to help your potential customers when they have the time, instead of just sending them messages arbitrarily.
A new type of marketing called Inbound Marketing outlines a technique, not just a collection of strategies, to be helpful to a prospect through their journey from not understanding they have an issue (awareness phase), to comprehending they have an issues and thinking about options (consideration phase), to ultimately making the buying choice (decision phase).
Here are some methods to engage new Health Insurance and Payment leads:
1. Offer Informative and Entertaining Blog Content
We all know it’s true: “Content is king.” According to a study by Roper Public Affairs, 80% of B2B decision-makers choose to get information from a collection of blogs over advertisements. Hubspot found that companies that blog often produce 4.5 times more leads than those that do not. Engage leads by providing regular content that resolves their issues and talks about their passions. Don’t make the posts all about your company’s attributes or turn them into sales pitches, making people think you are just out for their money. One of the best ways to get leads involved is by addressing their typical struggles and obstacles. You could also encourage your customer to add guest blogs or success stories. This will boost the chances of your blogs being shared. Create a customized Inbound Strategy to make sure the content you produce will be important to your potential customers.
2. Encourage Blog Comments and Social Media Feedback
Providing quality content is just the beginning. You want to get engagement from your target market. One of the best ways to do this is by asking questions at the end of your blogs or social media messages. When people leave comments, thank them and offer a solution. This will help develop trust with your company and keep people returning. From time to time, you may get spam comments that are not related to your message. In these cases, you should take some time to weed them out so all comments match the topic of your blog.
3. Host Google Hangouts or Webinars
People enjoy visual content, so a good idea is to use tools like Google Hangout or Webinars to communicate with your consumers in real time. They help you develop stronger relationships with your clients using voice and video. Use of graphics, slides, and video clips make it easy to share your content with your clients. At the end of the Google Hangout or Webinar session, you can have a Q&A to answer any questions. This will build a stronger connection with your consumers than a simple post.
4. Develop a Group or Community
One of the best ways to get new customers involved is with Online Communities or Forums. Your buyers can get special access to your members-only groups. The participants of this group could then connect with each other and talk about topics related to the Health Insurance and Payment industry. Use these forums to share valuable content that is not available to the general public. You can also offer special prices and discounts to the participants. Belonging to such a group will make your clients feel special and improve the chances of repeat sales.
5. Co-Create with Existing Customers
If you are preparing to introduce a new Health Insurance and Payment item, boost your website, or write an ebook, ask your clients for ideas. Getting customers involved with big decisions is a great way to build commitment. At the end of the process, they will feel special that they took part. You can hold an idea competition for your clients and offer incentives to those whose ideas will be used. The award could be a free offer, discount, or a special mention on your site.
6. Celebrate Together!
Commemorating turning points with your consumers is a fantastic method to build more powerful partnerships. A landmark can be anything from winning a much-coveted honor to getting the desired number of YouTube fans. Sharing these messages with your email list, local customers, or social media fans will help make them feel like they are a part of your success. You can thank them by offering special rates. It’s also a good idea to acknowledge the successes of your clients and showcase them when you can.
7. Monitor Social Media Networks
Social media is one of the best ways to engage in conversations about your industry. Check out the topics that are getting the most comments, shares, and likes. This will offer you a better idea of what to cover in blog posts. You can participate in other posts by liking, commenting, and sharing. This will place you as an authority and improve your trust with customers.
8. Build a List of Leads and Nurture Them
Email marketing is tops for nurturing B2B customer connections. According to Hubspot, 86% of people in business prefer to use email for communication. Sending out a value-packed Lead Nurturing Email will keep them interested and involved and will place your brand at the top of their minds. You can update them on the most recent industry news, inform them on appropriate topics, and share recent blogs. This will move them along the Buyer’s Journey. A regular e-newsletter would be great to keep them engaged.
The Final Word
Involving brand-new potential customers is a key to boosting your brand name recognition and producing even more qualified leads so your sales team can turn them into customers. Use the ideas above to engage with prospective leads could be used as a well-crafted Inbound Marketing Strategy.
It could be extremely tough to do every one of this alone. Responsify works with Health Insurance and Payment marketing professionals to offer strategy, support, and help carrying out these tasks. By collaborating, we help marketing experts tactically bring in brand-new website visitors, convert them to qualified leads, and then happy customers.
We’ve helped lots of marketing pros detail and execute customer engagement strategies. Do not hesitate to ask for a complimentary strategy session to help you assess your methods and find ways to get even more leads.