The biggest objective of every Health Insurance and Payment Chief Executive Officer or Director is to increase business. One of the best ways to building your organization to have a reliable marketing and sales strategy. Traditional marketing means spending lots of cash on print and publication advertisements. It also includes lots of cold-calls and making sales pitches to people that weren’t necessarily ready to find out more information. Key influencers and decision makers in the consumers, healthcare systems, and providers space are no exemption.
These days, a great way to grow your business is through a new technique called “Inbound Methodology.” This marketing and sales strategy concentrates on drawing in leads online (when they are looking) and transforming them to clients using valuable, relevant content and reliable nurturing strategies. Current research by Hubspot found that 93% of companies who use this Inbound Methodology reported a greater return on investment (ROI).
Here are seven ways you could broaden your Health Insurance and Payment business using Inbound Methodologies:
1. Understand and identify your ideal customer
To grow your business, you will need to have a complete understanding of your best clients. This can evolve a bit as your company expands and has more offerings. Take some time to develop Buyer Personas for your excellent clients. This needs to be a comprehensive endeavor, and should answer the following questions:
- What are their work roles?
- What are their unique obligations?
- What are their obstacles?
- How do they make decisions?
- Where do they get their information?
Once you better understand who your Health Insurance and Payment firm is targeting, your marketing and sales teams could work together to plan content to inform and nurture leads appropriately.
2. Develop clear objectives for organization development
If you don’t have an objective, it’s tough to measure. Establish clear goals that you want to accomplish within a set period of time. For example, you can make the goal of bringing in 300 leads in the next six months. This means 5 leads a month or 10 leads a week. You should also set objectives about the number of customers you want and your desired revenue. Keep an eye on the progression of these goals and make edits where necessary.
3. Develop a targeted content strategy to engage
A strategic content strategy will help you bring in site visitors and convert them into leads. You should guarantee that the content your marketing and sales group creates is aligned with every phase of the Buyer’s Journey: Awareness, Consideration, and Decision.
Prospective customers in the Awareness phase are just starting to understand they have a need. Content at this phase should supply as much information as possible to determine your potential customer’s needs with little or no sales pitch. Blogs, videos, and infographics are great for this. A State of Marketing report by Hubspot found that 92% of companies that blog multiple times a day get more clients with their blog sites.
Potential customers in the Consideration phase are more aware of their needs and are looking for a service to fix it. To help them outline potential options, premium content like ebooks, overviews, slideshares, and lists are good types of content for this phase. You could ask leads to give their contact information in exchange for these resources. Keep sending them useful information using email as you nurture them in the direction of transforming them into clients.
In the Decision phase, leads have compared options and are ready to buy. This is when you can talk about your product and tell them why they should select if over others in the Health Insurance and Payment market. You could support your claims using case studies, white documents, and reports.
4. Discover the keywords ideal clients are looking for
According to a study by GE Capital Retail Bank, 81% of buyers do research online before making a buying choice. Optimize your content for internet search to improve your site’s rankings and make it easier for you to be found online. Your marketing group should do some research to find out which keywords your potential customers are using when searching online. These keywords could be used in the page headline, message, meta summary, URL, and alt photo messages. Remember this: long tail keywords that have less competition will help improve your opportunities for success. Stay away from overusing keywords as they might lead to search engine penalties.
5. Advertise your content via the right networks
Having relevant and optimized content will not instantly bring visitors to your site. You have to advertise your content to produce more web traffic. Share links to your posts on your social media networks. Premium content like ebooks and whitepapers can be advertised via your email list. Targeted social media marketing is another effective way to advertise your content.
6. Take advantage of marketing automation
Hubspot says that marketing automation is using software to automate marketing procedures like project monitoring, customer information collection, and customer segmentation. Using marketing automation lets processes that would normally be done manually be done more efficiently. You can choose from many tools out there like Marketo, MailChimp, GetResponse, Hubspot, and Eloqua. The majority of these tools include great functions for Lead Nurturing, website visitor monitoring, CRM, social media, and analytics. Using marketing automation software will help simplify your marketing tasks, saving you time and leading to increased earnings.
7. Align your marketing and sales teams
It’s essential to generate great content. It is also essential to build a reliable lead nurturing plan. But, if you have a marketing team and a sales team with differing objectives and projects, you’ll have some trouble. That’s where “smarketing” comes in. As the supervisor, it’s advised that you hold regular meetings for your marketing and sales teams to help them update each other with new information, go over objectives, and get on the same page. Make sure they are working with each other instead of competing by offering incentives that benefit both teams.
The final word
There you have it: 7 remarkable ways to broaden your Health Insurance and Payment business. Inbound Marketing and Sales is new, and if you make the most of it you will be able to scale your company and make your employees happy.
We’ve helped many owners and CEOs include Inbound into their marketing and sales programs. Do not hesitate to ask for a free strategy session to help you examine your methods and get free advice on how to grow your business.