Developing novel medical device sales opportunities is a vital objective for every medical device firm. However, standard sales strategies such as buying lists, cold-calling, and giving generic pitches aren’t an effective approach anymore.
Nowadays, with the increase of mobile technology and the accessibility of search engines, leads are the ones that hold the key to the sales process. People prefer to research solutions online, by themselves. Most of this research begins with a simple Google search. Roper Public Affairs found in a study that 80% of B2B decision-makers prefer to find information from a collection of online articles over getting info through advertisements.
This brings us to a new development in customer acquisition, the Inbound Sales Methodology. Inbound endeavors to bring in potential customers through customized content so that new medical device sales opportunities can be generated.
People are always using the internet to quickly find a solution or remedy to the problems they have. Understanding this, you could begin a blog to share valuable content with your target market. According to a Hubspot research study, B2B firms that published on their blog sites more than eleven times a month nearly tripled their organic website traffic compared to companies that only post to the blog once a month. To improve your search engine position, be sure to include relevant keyword phrases in the URL, heading, text body, and image alt texts. To get to a broader target market, advertise your article on various social media platforms. Make certain to target individuals that fit your buyer persona especially. When your articles are shared on social media, your content will get even more visibility, creating more medical device sales opportunities for your team.
‘What’s in it for me?’ is the question most site visitors ask themselves when they find themselves on your landing page. To make sure that these potential leads don’t click away, you need to incentivize these visitors to send their info. For your landing page, it is ideal that you have an offer for every stage of the Buyer’s Journey. Somebody at the ‘Awareness phase’ may be thinking about an eBook or study that supplies general information regarding a subject or subject as a whole. At the ‘Consideration phase’ whitepapers, webinars, and case studies are ideal for helping your leads to identify the right service for their obstacles. Free tests, demonstrations, and price charts are the most suitable for the ‘Decision phase’ when your leads are preparing to make an informed purchasing choice.
A call-to-action (CTA) is a message that compels visitors to take action with a clickable button, photo, or text link that is developed to urge site visitors to move onto the next step in the process. To generate new sales for your medical device service, you have to enhance the quality of your CTAs. Ensure every one of your calls-to-action show up ‘above the fold’ to make sure that the CTA will be easy for the visitor the find. Be clear about what your CTA is offering to visitors that interact. If the offer is a totally free eBook, say ‘Download our FREE eBook on medical device Forecasts 2018’ as opposed to just ‘Download Now.’ The color of your CTA should also contrast with your website’s color design to make it stand out as much as possible. Anytime you create a new item for your blog, find relevant premium content that you can attach to the item, and add a call-to-action to the post. Interesting content such as webinars, guides, reports, and ebooks are particularly effective offers.
The landing page is the page that your potential customers end up at after they click a call-to-action. To assure your leads that they’re on the right page, and to get rid of the chance of confusion, you should make sure that the heading of the page refers to the exact CTA that they clicked on. Make sure that the form on the landing page is short. For most situations, a name and an email is enough information for you to work with. Requesting for additional information can deter your leads from signing up. Succinctly describe the benefits that you are providing so that your leads know precisely why they would want to fill out a form. You could also display a photo of your offer on the landing page. For instance, if the offer is an eBook, guide, or white paper, you could show a screenshot of its cover page. Another way to improve the performance of your landing page is to remove the navigation tabs on the page. This will help your visitors focus on the offer, as opposed to wandering off to another part of your site.
This is the page that shows up after your leads provide their information on the landing page. Besides merely saying ‘Thank You’ this page can be used for a variety of things. Share links to other content on your site to keep your new subscribers engaged with your content. Include links to your social media platforms and encourage your new leads to follow you.
Just gathering email addresses is not enough. You have to nurture your leads right until they convert into consumers. Many email automation devices can make it easy to nurture your leads. Send your customers practical details at least once a week to keep them engaged. Remember to include relevant links to blog posts on your medical device website. Keep the text in your e-mails as succinct as possible. Use brief paragraphs and bullet points to make your email easy for your leads to read. Make use of eye-catching subject lines to urge your recipients to open your e-mails and review the content. The subject line should make it very clear what the reader will get out of opening the email. Stay clear of boring and generic subject lines such as’ medical device E-newsletter No. 14.’ Try personalizing the subject lines with their names and mention just what they could be missing by not opening the email.
Just as medical device has evolved over the last few years, sales techniques need to change to stay relevant to society. As opposed to conventional sales, which many choose to ignore outright, Inbound sales will undoubtedly help your business not only bring in new site visitors but will also produce new medical device sales opportunities by enhancing your qualified lead generation.
We’ve helped many top executives, Founders, and CEOs incorporate Inbound into their marketing and sales strategies. Do not hesitate to schedule your free strategy session now to help you evaluate your assets and get insights and how you can bring in even more medical device sales opportunities for your medical device firm!