Lead Generation

6 Factors That Affect Medical Robotics Revenue Growth

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Every Healthcare Robotics CEO, President, or Director wants to grow their revenue. In a competitive landscape, with long sales cycles, some of the best ways to enhance revenue development is by using a unique marketing and sales technique called “Inbound.”

According to Hubspot, 49.7% of businesses using Inbound marketing and sales boost their sales within seven months. Traditional marketing and sales methods like print ads, website pop-ups, self-promotional emails, trade shows, and cold-calling to people who may or may not have any interest in your Healthcare Robotics service just won’t cut it. On the other hand, Inbound brings in qualified leads using academic content that helps solve the customer’s needs. Inbound strategies help bring in qualified traffic to your site, develop brand name recognition, boost the sales process, and grow your profits.

Here are six variables that influence your revenue growth in the Healthcare Robotics market:

1. Clearly identifying your ideal customers

Different organizations have different ideal customers. A buyer persona is an imaginary personality that represents your Healthcare Robotics firm’s ideal customer. Better understanding of your buyer personas will help your marketing and sales teams produce content that pertains to the buyer’s needs, which will draw in more potential customers and boost the customer close rate. According to Salesforce, it’s vital to think about the following concerns when developing Buyer Personas:

Success factors – What kinds of things does the customer associate with success?
Perceived barriers – Are there any business or personal barriers that would send your lead to a competitor?
Change drivers – What events make a prospect have a change in behavior or feel like they need to make a change?
Buyer’s journey – When the customer goes through the buying process, what questions do they ask?
Priority initiatives – How does the lead spend their time and budget?
Decision criteria – How does the lead make a decision?

2. Develop a content strategy

Once you have created Buyer Personas, you can work with your marketing and sales teams to create a content strategy that would bring in potential customers to your site, convert them to leads, and then transform them into clients. Make sure your content addresses the most common questions asked by your leads and use keywords searched by your ideal buyers. Posting optimized content on your site will enhance your search engine position and bring in even more organic web traffic. It will also develop your Healthcare Robotics business as an authority in the market and with the trust of your potential customers. You could develop content like blogs, ebooks, whitepapers, infographics, reports, and case studies that will both inform and get them wanting more. Sharing your content on social media will help you reach a larger audience and build the opportunities for income growth.

3. Create effective landing pages

What’s the point of growing your web traffic if when they get to your site they leave and never come back? You need to convert these site visitors into leads by getting their contact information. Doing this means you must develop a landing page where new visitors can give their information in return for premium content like an ebook, whitepaper, or report. Make sure your call-to-action is punchy and produces a feeling of urgency to get users to take action. “Download our free ebook now!” and “Get your free report today!” are great examples of well-crafted CTAs. A current study by Hubspot found that businesses with 40 or more landing pages get 12 times more leads than those with five or less.

4. Carefully nurture your leads

Once you get their contact information, your sales team should take the time to nurture your leads through email until they become customers. You can use tools like Marketo, Eloqua, Customer.io, Constant Contact, and Hubspot to automate your lead nurturing projects. To get the best click-through rates, make sure the emails are personalized with “from” sections that have the name of your salesperson along with their email address. The subject line should develop a sense of urgency. Add a clear CTA in all of the emails. The CTA needs to show up clearly to boost the chances of it getting clicked. To get to an even bigger target market, your emails should have social sharing buttons. A lot of email marketing tools have design templates that feature integrated social buttons. One of the most important things to remember is to supply value. Send out links to blog articles and free premium content is a great way to engage with leads on a regular basis.

5. Develop mobile accessibility

According to ComScore, people invest approximately 69% of their online time on smart devices. For that reason, it is important to optimize your website for mobile use, just as you would for desktops or tablets. Your web development group should make sure the CTAs are big enough to click and are placed above the fold to make them noticeable on phones. The content should be brief and not jumbled with photos. Text on phones should be big enough to review without hurting the eyes. Pop-ups and flash should be disabled because they distract customers from your content. Navigation should also be easy.

6. Measure the results

To optimize your return on investment (ROI), make sure to monitor marketing methods like overall site visits, channel-specific traffic, bounce rates, conversions, lead-to-close ratios, customer retention rates, etc. Evaluating these metros will give you an idea of what needs to be enhanced or changed in order to improve revenue. Tools like Mixpanel, Heap Analytics, Kissmetrics, and Kapost’s Content Scoring are excellent for determining various metrics and initiatives.

The bottom line

As important as it is for any company, profit growth doesn’t just happen overnight. Unless you concentrate your marketing and sales initiatives on the ideal target market, it will be hard to close any kind of sales and have substantial profits. With Inbound Marketing and Sales, though, you will have the ability to bring in qualified leads, nurture them to customers, and then transform them into supporters of your Healthcare Robotics service or product.

We’ve worked with many business leaders to improve their marketing and sales procedures by applying Inbound strategy and support. Don’t hesitate to book your complimentary strategy session to help you review your properties and get free advice on how to grow your profits.