In the fast-paced Healthcare Robotics industry, constant customer acquisition is critical for survival. One of the best and most cost-effective ways to get customers is through a new technique called “Inbound” marketing and sales. This includes developing and leveraging helpful and targeted content to bring in people to your site, nurture them into leads, and then turn them into customers.
Inbound marketing and sales has been proved to create better outcomes compared to traditional methods like print ads, tv and radio ads, emails blasts, cold calls, trade shows, and buying lists. According to Hubspot, 92% of B2B companies said they get more web traffic and leads using Inbound strategies.
Getting new hospitals and health systems accounts takes a lot of time and effort, and Inbound could help you engage key decision-makers and influencers to speed up the process.
Here are some top Healthcare Robotics customer acquisition strategies to make the most of Inbound:
The first step to customer acquisition is identifying your ideal customer. Take time to build Buyer Personas (fictional descriptions of your perfect customer) like “Private Practitioner Peter” or “Medial Director Deitrick.” Do some research to find out more about them. What is their role in the company? What are their goals? What difficulties do they face at work? How do they make buying decisions? Where do they get their information? Having all of this information will help make it easier to target them with your content. After that, you can build your Inbound strategy or look for help from specialists. An effective strategy includes clear Buyer Personas, a map of the Buyer’s Journey, SEO keyword research, content mapping, and marketing for social media and email lead nurturing.
Creating high-quality content regularly will help keep your target market engaged and develop you as a professional in the market. Enhance your content using keywords to help your search engine position and make it easier for people to find you online. There are lots of types of content you could use for customer acquisition:
Blogs: Research by Hubspot found that companies that post more than 16 blogs every month had 3.5 times more web traffic than those that released four or fewer times a month. Your blogs should cover topics that would be valuable to your target market. Create a schedule and stick to it. If you don’t have the time to write the posts, work with a freelance author or partner with a company that does content development.
Webinars: A webinar offers you the chance to share your expertise with potential customers in an interactive online forum. You could respond to questions in real time at the end of the webinar. To get even more out of it, consider partnering with a market influencer as a guest speaker.
eBooks: Long-form content like ebooks are great ways to cover topics in a more thorough way. This will place you as a specialist and with the trust of your target market. You can create a landing page where site visitors can give their contact information and get your ebook. You could then use the emails gathered to nurture your new leads until they become customers.
Case studies: Most people look for evidence that your product or service is effective before they make a buying decision. They want to know that what they are buying will meet their needs. You could make case studies to talk about previous customers’ experiences. Talk about how your product or service helped them fix their issues and what outcomes happened. For example, you can say that the customer’s sales increased by 70% in six months.
A call-to-action (CTA) is a link or button that informs site visitors what they need to do. Visitors should recognize what they will get if they click the CTA, which then will link them to one of your landing pages. “Download the ebook now” and “Join our email list” are great examples of effective CTAs that develop a sense of urgency and clearly show users what they are doing. Put your CTAs “above the fold” on your page so users can see them without having to scroll. Make sure the buttons are big enough to see them and use them on mobile devices. If your landing page is long, use a second CTA in the middle, and a third at the end.
The landing page is one of the most ignored parts in the customer acquisition process. This is the page where your site visitors come after clicking your CTA. It could be a contact us, sign up, or product page. Make sure your landing page has an engaging headline, a solid value proposition, and some social proof. It is also a good idea to have an engaging photo and CTA for more from your Healthcare Robotics site. A study by Switch Video found that a demo video on your landing page could improve conversions by 10-20%. You can also use screenshots of your content. Use keywords that will help bring in more organic traffic, and remove navigation to keep users on the page until the take the desired action. Use color psychology to make the page even more engaging.
Getting new clients can seem like a hard job when you have limited resources and traditional marketing and sales techniques aren’t working. With Inbound Marketing and Sales, you can establish strategies to bring in new site visitors, leads, and ultimately clients.
We’ve worked with lots of CEOS and Managing Directors to include Inbound Methodology right into their marketing and sales group’s procedures. Do not hesitate to schedule your free strategy session. We could help you assess your current methods and give you beneficial understandings and strategies to get brand-new Healthcare Robotics clients before your competitors!