Every Healthcare Robotics marketing expert wants to have as many potential customers as possible by looking at their business’s website. But this can be difficult. When they do get people to their site, the next obstacle is getting these visitors to click on “Contact Us,” or “Request a demo,” or “Subscribe to the newsletter.” But very few people do. Sound familiar? Sadly this issue is all too real.
But let’s think for a minute. Suppose your site visitors are not wanting to take on of the three above actions? Then you have lost the chance for them to take an action THEY want to take. This means you have lost a lead that will likely never come back.
According to HubSpot, a lead is someone that has revealed some sort of interest in your product or service. Site visitors convert to leads once you get some information about them. This can be their name, location, business, or email.
So what can you do if a visitor is not ready to take one of the typical actions that you provide to them? You need to help them take an action they want to take. Provide customized content and tools that help them discover information for themselves. When they read your blog or look for info on your company, be sure that you are strategically developing and advertising superior deals for them (beyond just “Contact Us,” Request a demo,” or “Subscribe”).
Here are some ways to convert even more of your Healthcare Robotics website site visitors right into qualified leads:
Offers are useful content that you provide on your site. This could be whitepapers, ebooks, podcasts, case studies, infographics, images, webinars, videos, reports, and more. The objective of the offer is to give information that deals with the leads’ obstacles or issues. In return for the offer, visitors have to give at least their name and email address.
Before creating the offer, take time to identify your target market by creating Buyer Personas. You should also draw up the Buyer’s Journey. This will help you produce content that your site visitors need, developing demand and creating even more leads.
Prior to producing an offer, put in the time to specify your target market by producing details Buyer Personas. Furthermore, you have to draw up their Buyer’s Journey. This will certainly help you produce content that your site visitors need, therefore developing a supply as well as need impact to create even more leads.
A call-to-action is anything on your site that motivates visitors to do something. An example is Oracle’s marketing automation items page that has CTAs like “Start the conversation” and “Learn more.” You should make your CTA tempting enough to convert site visitors into leads. The most effective CTAs are aligned with the content of the page and demand a specific action. Use engaging graphics, layouts, and colors to make your CTA stick out. Put a CTA in a popular place on the page, ideally above the fold. Make sure the CTA is relevant to the content on the page. If your article is about “Improving Hospital Operational Efficiency,” don’t have a CTA about “Lowering Medical Billing Costs,” as there is little possibility the visitor will have an interest in both.
When your site visitors click the CTA, they should ideally end up on a Landing Page. This is a page that describes exactly what your offer is about and how visitors can take advantage of it. It also includes a place to collect visitor information. For best results, keep your landing pages as short as possible (see the Halogen landing page). Site visitors need to be able to look quickly. Keep in mind that the more unique the offer, the more likely they will give their information. Remember to remove navigation from the page. This will keep people on the page until they have taken the desired action.
Visitors are turned into leads once they fill out and submit the form on your landing page. You must personalize the forms based on what content is being provided. If you’re using a small offer, like a two-page report, the form should not require too many details. On the other hand, you can request more information if you are giving a better offer, like an ebook. Making the sign up easier, using smart forms that populate automatically, and you will be more likely to get a response. Once they click the “send” button on your landing page, your site visitors will need to get a “thank you” email with a download link for the offer.
To effectively take care of leads, you need to use a good CRM, like HubSpot. It is a cost-free software application that you can integrate into your site. It will help you better understand who is looking at your site, where they came from, and what content they are looking at. With this information, you will be able to target them with appropriate details in emails and calls. Sending out relevant information regularly will boost the possibilities of turning them into customers.
Having a long email list will do you no good if it doesn’t improve your bottom line. Research by MarketingSherpa found that more than 70% of leads never turn into customers. Keep sending out strategically created Lead Nurturing Emails to your contacts with valuable information until you see conversions. Ask questions to see exactly what they want to know. Every so often, you could test various types of content to see which best produces leads.
The site visitor conversion steps laid out above are a part of the bigger marketing technique called Inbound Marketing. This method places importance on relevant and useful content for your site visitors. Content can then be used to engage those who have turned into qualified leads. Your Healthcare Robotics firm could use Inbound to draw in brand-new visitors to your website, convert them right into leads, and then nurture them into loyal customers.
This can all be hard to do alone. We at Responsify work with Healthcare Robotics online marketers to offer strategy, support, and help in executing these Inbound Marketing tasks right into their existing marketing mix.
If you want to talk about ways to help your Healthcare Robotics firm expose even more of its site visitors to produce qualified leads, don’t hesitate to ask for a complimentary strategy session. We’d be happy to help with free advice on how to turn more visitors into leads.