Leading a growing Healthcare Robotics company into development is a big job. The standard methods of growth would be to put money into traditional advertising and marketing methods to a huge market, hoping to get a couple of bites. This uses a great deal of money and human capital, without a substantial ROI.
A new marketing and sales technique is called Inbound. Inbound includes bringing in and nurturing potential customers with content based on their interests, objectives, and obstacles. According to a current report on the state of Inbound by MIT, 68% of businesses state that Inbound strategies have helped cause rapid growth.
Here are some strategies for using Inbound to grow your Healthcare Robotics business:
To grow your organization, you should have a clear understanding of who you are targeting. Take time to create Buyer Personas (imaginary personalities of your ideal customer). What are their work duties? What are their goals? What are their obstacles? How do they make decisions? Where do they get their information? Getting the answers to these questions will help make it easier to understand your target market.
Your leads are constantly searching for information on various topics. One of the best ways to bring in and engage leads is by regularly releasing a variety of content that would inform them. This could be anything from blogs, infographics, videos, whitepapers, webinars, ebooks, and reports. Expanding your content options will help you reach a broader target market and will enhance your conversion rates. You could ask your market team to put together a content schedule that will help you get out your content on a regular basis. According to Hubspot, B2B online marketers that use blog sites get 67% more leads compared to those that do not.
Enhancing your website for internet search will also boost your position and make it easier for people to find you online. The first step is to research what keywords or phrases your potential customers are using when looking online. Tools like Google Keyword Planner could help your research. You could work with your marketing and sales teams to come up with key phrases that match your buyer personas and use the tools to find the words. When you have a great list, include the words into your headlines, URLs, picture captions, alt messages, and web content. SEO also helps with backlinks, and external and internal linking.
A call-to-action (CTA) is a message link or button that encourages users to take a certain action. This could be buying an item, sharing your content, or joining your newsletter. Your web developers and marketing experts could use CTAs that prompt excitement in your leads like “Download the free ebook now!” A good CTA should create a sense of urgency (“Buy today!”). Make your CTA stand out by using different colors.
Getting your content released on popular and respected sites will help develop you as an authority in the Healthcare Robotics industry and bring in more traffic to your site. What sites should you write for? Try to find ones that cover the same topic as your own. If you have a Healthcare Robotics site, it wouldn’t make any sense to share on a style site. The sites you create for should have solid domain authority (DA), excellent credibility, and lots of engagement. Check out the comment area to see if people share and comment on the posts. The more involved the target market, the more influence your article will have. Find out if the site allows backlinks to your site or allows contact in the writer bios. These backlinks from an authority site will help your search engine ranking.
It’s not enough just to have good content on your site. You need to advertise the content to bring in more web traffic. Social media networks like Facebook, LinkedIn, Instagram, Twitter, and Google+ are great venues to advertise your content. If your fans or followers find the content valuable, they may see your site and share it with their networks. This means more brand recognition for your company and greater web traffic. According to a Social Media Industry Report, 90% of all marketing experts said that their social media initiatives have produced more direct exposure for their organizations.
Email marketing is a great way to nurture leads until they turn into a customer. You should offer leads freemium content like ebooks or reports in exchange for their contact information. Once you have their email addresses, you could send them e-newsletters with valuable content regularly. Providing your list special content will help them feel valued and will improve commitment. This will help increase the number of sales made. Research by McKinsey found that email is 40 times more effective at transforming new clients compared to Facebook or Twitter.
All the tips above are part of Inbound Methodology. A handful of businesses in a variety of sectors have started using these new marketing and sales methods and have seen considerable success. The Healthcare Robotics market is no exception.
We’ve helped several CEOs and Managing Directors execute Inbound into their Healthcare Robotics companies. Do not hesitate to schedule your complimentary strategy session to help you review your current processes and develop ways to take them to the next level.