According to Forbes, “despite global challenges and escalating consolidation, the medical device and technology market will eclipse $500 billion in sales by 2021.” While that’s great information, it also suggests an increase in competition for Health Insurance and Payment companies.
Because of this, companies have to be more innovative to stand out. You can’t do this by maintaining typical sales strategies like trade shows, workshops, print ads, outbound telemarketing, billboards, and press releases. These strategies are not just annoying but are also quite costly.
A study from Roper Public Affairs found that 80% of company decision-makers said they prefer to get information through blogs, not ads. 70% said content makes them feel closer to a company, and 60% said that content helps them make a smarter buying choice.
A new technique has been developed called “Inbound Methodology.” This smart new approach involves bringing in new potential customers using relevant and informational content. The Earnest Agency found that 81% of consumers start the buying process by searching for details online.
Here are some great ideas for staying ahead of your competition in the Health Insurance and Payment industry using Inbound methods.
Release long-form content
Customers are being bombarded every day with lots of short blogs on practically every topic out there. To attract more attention, you should create long-form content that will capture the interest of your target market and online search. Regularly publishing content like long blogs will place you as an authority in your niche, drive more web traffic to your site, and boost your search engine position. You could also repurpose long-form content into e-newsletters or premium content like ebooks. A study by Odork found that long-form content performs better than short-form content.
Research and use long-tail keyword phrases
Using the best keywords will help improve your search engine position and produce more web traffic. Remember to stay away from short, common keywords that many of your competitors are using. Instead, use long-tail keywords that have less competition. For instance, if you are offering clinical scanning devices in Portland, you can make use of the long-tail key phrase ‘cost-effective clinical scanning tools in Portland’. This long-tail keyword will certainly help bring in a more targeted market compared to a short phrase like ‘clinical scanning tools’.
Create visitor blog posts
Creating guest blog posts for other websites will help place you as an authority in the Health Insurance and Payment market, bring in new web traffic to your site, and produce backlinks to your page. Do some research to find trustworthy Health Insurance and Payment websites that approve visitor blog posts. Look for ones that have excellent domain authority (DA) and a high degree of engagement. Write great posts that resolve topics currently trending in your market. Do not forget to include a link to your company’s site in the writer bio and be receptive when people comment on your posts.
Leverage email marketing
Email is one of the most effective tools for nurturing your leads and transforming them into buyers. According to a State of Marketing report by Salesforce, 80% of companies found that emails substantially add to their total income. You could ask your site visitors to give their email addresses in return for a free ebook or report. When you have a list of subscribers, consistently send emails including informative content that would help engage your leads. Make sure your emails are optimized for digital devices. Write entertaining headlines and subjects to tempt your potential customers to open your emails. An effective email campaign will help you build up your devoted fan base and give you an edge.
Take advantage of user-generated content
When it comes to marketing, social evidence is crucial, particularly for leads that aren’t aware of your brand name. One of the best ways to develop social proof is by leveraging user-generated content (UGC). According to a research study by Bazaarvoice, 84% of customers saif that UGC affects their buying choices. UGC transforms your customers into supporters that endorse your service. For example, you could gather video evaluations from your happy clients and upload them on your website. You could also run a photo competition where customers are asked to upload a photo of themselves using your product. This type of UGC will help produce brand name recognition and bring in more web traffic to your site.
According to Tomoson, 51% of marketing experts said that influencer marketing allows them to draw in more clients. Before connecting with influencers, you should develop your goals for influencer marketing. This can be boosting your social media presence, getting to a new market, or raising your brand name recognition. You need to find influencers to help you with your goals. Look for people popular in the Health INsurance and Payment market and have a big following. They also need to be influencers with a great track record. Make sure to regularly evaluate if the partnership is working.
Use quality calls-to-action
A call-to-action (CTA) is a button or message that gets your site visitors to take a preferred action. When someone clicks the CTA, they are taken to a landing page or an item page. Make sure your CTA is short and clearly describes what your site visitors will get. “Start a free trial,” “Get a free ebook,” and “Join our email list” are examples of CTAs. Make sure the CTA is relevant and include one at the end of every email or blog post.
The final word
Standing out in a very saturated market can seem like a big job, but with the best strategies, you can see a large benefit. Inbound Marketing and Sales will not just help you be a more visible Health Insurance and Payment business but will also develop you as a leader in the industry.
We’ve worked with many CEOs and Directors to integrate Inbound methods with their marketing and sales groups. Don’t hesitate to book your free strategy session to get help in reviewing your methods and advice on how to stay ahead in a competitive market!