Every medical device online marketer tries to have as many prospects seeing their company’s website as possible. Doing so is not an easy task. When they do get visitors, the following difficulty is getting those site visitors to “Contact Us” or “Request a Demo” or “Subscribe to Newsletter.” The issue is that an extremely tiny portion of individuals interact with these calls-to-action. Sound familiar? Sadly, this problem is a common one.
Let us take a moment to think though. What would happen if your website site visitors are not looking to participate in those three common activities? Well, then you have lost the chance for them to take an action that THEY desire or want to make. That’s another lead lost that you will probably never get back.
According to HubSpot, a lead is somebody that has revealed some passion for your service or product. Site visitors convert to leads once you gather some information about them. This can be their name, area, industry, email address, etc.
So, precisely what can you do if a visitor is not all set to partake in the everyday activities on your site tailored towards helping YOU sell to them? The million dollar answer: Help them take an action THEY wish to make. Provide customized content and devices that help inform them in exchange for their information. When they read your blog or are merely surfing to find out more about your business, make sure that you are tactically producing and advertising premium deals for them (more than just “Contact Us” or “Request a Demo” or “Subscribe to a Newsletter”).
An offer is any kind of type of valuable content that you can provide on your site. This can be through white papers, digital books, podcasts, case studies, infographics, images, webinars, video clips, instructional overviews, webinar, slide shows, and a lot more. The goal of the offer is to offer particular solutions that alleviate the potential customers’ difficulties or troubles. In return for the offer, site visitors should be required to at least provide a name and their email address.
Before creating an offer, make an effort to specify your target market by developing details Buyer Personas. Furthermore, you should draw up their Buyer’s Journey. This will help you develop content that your site visitors need, hence creating a supply and demand effect to generate even more leads.
A call to action is anything on your web page that asks site visitors to act. An example is Oracle‘s marketing automation products page that has CTAs such as ‘Start the Conversation’ as well as ‘Learn More.’ You have to make your CTA enticing enough to convert site visitors into leads. The very best CTAs are those aligned with the page content and request a certain action. Use attractive graphics, layouts, and eye-catching colors to help make your CTA stand out on the page. Put your call-to-action on an easy-to-see part of your page, ideally over the fold. Most of all, make certain the CTA is well aligned to the content on your page. If your article has to do with “Improving Hospital Operational Efficiency,” do not have a CTA that says “Lowering Medical Billing Costs,” as there’s little possibility the visitor has an interest in both subjects.
Preferably, when your site visitors click the CTA, they should wind up on what’s called a Landing Page. This is a page that details exactly what your offer is, as well as how site visitors can take advantage of it. It also has a form made to gather site visitors’ information. For optimum efficiency, make sure that your landing web pages are as short as possible (see the Halogen landing page). Site visitors ought to have the ability to glance swiftly and decide quickly. Keep in mind, the better the offer is, the more likely it is that they will fill out the form with their information. Keep in mind that there should be no navigation bar on the landing page. Doing so will minimize the number of people that end up wandering away from the landing page.
Site visitors transform into leads once they fill out and send the form on your landing page. You need to tailor the form based upon the content being provided. If you’re offering an item that contains a small amount of content, such as a two-page study, the form should not ask for too much info. On the other hand, you could request even more information when supplying more comprehensive content, such as an eBook. Making the signup process less complicated, make use of smart forms that can fill out sections of the form automatically when visitors click on it. Once they click ‘send’ on your landing page, your site visitors should get a ‘thanks’ email with a download link for the offer.
To take care of leads efficiently, you will certainly need an effective CRM such as HubSpot. HubSpot offers a free software application that you can use to contribute to your site quickly. It will certainly help you to recognize who is seeing your site, where they originated from, and what content they are taking a look at on your site. With this info, you will have the ability to target them with the best info via email as well as calls. Sending out relevant info often will undoubtedly boost the chance of transforming leads into buyers.
Having a lengthy list of contacts is pointless if it does not improve your bottom line. A research study by MarketingSherpa found that more than 70% of leads are never converted into customers. Try to avoid this by sending out meticulously developed Lead Nurturing Emails to your contacts with helpful information up until you see some conversions. Ask them questions to figure out just what they need to know. Every so often, you can try different premium offers to see which one is the most effective at producing leads.
The website visitor conversion actions detailed above are just a component of the bigger marketing approach called Inbound Marketing. This approach emphasizes the significance of having appropriate and beneficial content for your website site visitors. Content could be used utilized to engage with those that have transformed into qualified leads. Your medical device company could make use of Inbound Marketing to bring in new site visitors, convert them into leads, and nurture them into faithful clients.
Seems like a lot of work to do on your own, right? Don’t sweat it! We here at Responsify team up with medical device marketers to offer strategy, support, and assistance in implementing Inbound Marketing techniques into pre-existing marketing plans.
If you would like to talk about ways to help your medical device business generate more qualified leads, Feel free to request a free strategy session now. We’re happy to assess where you currently reside and provide free advice and recommendations to help lead you in the right direction.