Traditional Health Insurance and Payment sales meant going out and looking for possible customers. In a day were executives in the consumers, healthcare systems, and providers space are busier than ever before, and sidetracked by a bombardment of messages and advertisements, it’s critical to adjust your sales technique to meet the way they want to buy.
According to a report by Report Public Affairs by Forbes, 80% of business decision-makers stated that they like to get information using short blogs, not ads. 70% said that content makes them feel more connected to the firm, and 60% said the content supplied by firms helps them make a smarter buying choice.
This new method, called the Inbound Sales Methodology, makes it easier to bring leads to you. Inbound sales includes connecting with and informing leads using informational and relevant content. This will help you build trust with them, ultimately raising your opportunities of closing sales with the ideal customers.
Here are some tips for getting the best leads to come to you:
Clearly define your Buyer Personas
The first step in the Inbound Sales process is understanding your potential customers and this is where Buyer Personas come in. A Buyer Persona is an imaginary personality that shows the obstacles, objectives, and tasks of your ideal customer. One of the best ways to develop these personas is by asking questions of your target market and existing customers. You could ask:
- What are your responsibilities?
- What tools do you use?
- Who do you report to?
- What are your goals?
- What obstacles are you facing?
Give hyper-relevant content
Research by Aberdeen Essentials found that aligning content with the prospect’s phase in the buyer’s journey creates a 72% higher conversion rate. After you specify your Buyer Personas, you and your marketing group can research and create content that will interest them. At the Awareness phase, leads are trying to determine their issues. Educational content like blogs, ebooks, and social media that helps them figure it out is ideal. Whitepapers, how-to overviews, and webinars with Q&A sessions are perfect for the Consideration phase when potential customers are looking into options to the issues they’ve recognized. For your potential customers in the Decision phase, you could share comparison graphs, free trials, case studies, and live demonstrations to show them the benefits your Health Insurance and Payment firm provides.
Optimize your content for Google search
Optimizing your content using relevant keywords will make it easier for leads to find you via internet search engine. Working with your marketing group, do some research to learn the primary topics and words your target market is looking for online. You could use tools like Wordstream, SERPs, or Moz to do this research. To boost your opportunities of success with SEO, it would be a good idea to use long-tail search phrases that do not have much competition. Do not just use these phrases to improve your search position, but monitor words to better understand the topics your content should cover.
There are lots of ways to use LinkedIn to bring in leads. First, you should maximize your account to show potential customers what type of value you offer. Show your success and awards. You could also bring in new leads by sharing useful content on LinkedIn Pulse, placing you as an authority in your sector. Stay away from common headlines like “Top mistakes” or “How to” blog posts that swamp LinkedIn. Instead, pick topics that will test individuals’ common logic. Sign up for LinkedIn groups is another great way to build trust with leads. As you answer questions, people are more likely to be curious about what you (and your business) offers. Ultimately, you could share links to your blog articles on the LinkedIn newsfeed, bringing in more traffic to your Health Insurance and Payment website.
Make use of visual content
A Social Media Examiner report found that 19% of businesses found visuals to be one of the best forms of content. Pictures and visuals grab the attention of your target market and boost the chances of them reviewing your content. Additionally, breaking up big blogs of text using images or graphics will help your reader better understand and digest the content. High-quality photos of your item or solutions will help make your offers look eye-catching and will improve your chances of making a sale.
Start an e-newsletter
If you want to build a long-lasting relationship with your leads, it’s a good idea to start an opt-in e-newsletter. You can use the e-newsletter to inform your leads on relevant topics that will help with their buying choice. To improve your open rates, make sure the email subject line is memorable and related to the content. It should also be customized for the lead. Keep the content brief and include a call-to-action at the end.
B2B content doesn’t always need to be formal. Follow Microsoft’s lead and share stories of staff, your products, and your company. This will humanize your company and help build stronger relationships with your potential customers. You could also ask existing customers to share their own stories on your website. This is a great way to broaden your target market and bring in more people.
Getting a referral from a third-party is an effective strategy for producing new leads. When you make a sale, incentivize or ask the customer to refer other people that might be interested in your services or product. Chances are high that the referral will be a qualified lead that will be ready to make a buying choice.
The Final Word
The steps outlined above are part of the Inbound method. Inbound includes looking from the point of view of your qualified leads and supplying them with valuable and educational content. It’s critical that every action in your sales process is customer-centered to help you build trust with your leads and boost the chances of turning them into happy customers.
This can be a lot of work to do alone. Responsify works with Health Insurance and Payment sales and business development pros to offer strategy, support, and help in carrying out Inbound. By collaborating, we help marketing and salespeople purposefully draw in brand-new website visitors, convert them to qualified leads, and then delighted clients.
We’ve helped lots of sales pros like you integrate Inbound right into their sales procedures. Schedule a free strategy session to get tips on how to use Inbound and find more leads.