You want your Healthcare Technology prospects to buy your medtech sales and service solution. Your solution is better than the competition for a variety of reasons. Am I right? What stands in the way of getting them to see that and become customers? Education. The more they understand the value of your solution the more interested they become. By providing educational content you can expedite and optimize their learning throughout their research process. Subsequently you can then close more sales for your company. Offering helpful and relevant content has several benefits. Here are a handful:
Pre-contact research is a vital part of the sales process. Defining your Buyer Persona will help you customize your content accordingly, thus enhancing the chances of getting a favorable response. You can visit your prospects’ LinkedIn profiles to get an idea of what their roles are in the company. Their Facebook profiles could also reveal some useful information about their interests and hobbies. You might even discover that you have a mutual connection who could act as a referral. It would also be advisable to visit their company website to get some background information. Where are they located? How long have they been in business? What are their values? What are their long-term plans? You could also check out their competitors’ websites to see what you can learn. Having all of this information from the onset will help you engage your prospects more effectively.
According to Curata, 15.74% of companies agree that content marketing is an effective way of generating more qualified leads, but using content to draw people in should not be limited to a marketing person’s task. There are many different kinds of content that you can use to educate and nurture your prospects. You need to know what kind of content to use for each stage of the buyer’s journey.
eBooks are less technical and focused on educating readers on different topics regarding your industry. Providing such insights will establish you as an authority in your industry, thus boosting your credibility.
A study by the Content Marketing Institute reveals that email is one of the most effective content distribution channels. You could ask your prospects to sign up for your mailing list in exchange for a free eBook or report. You can then segment your list accordingly and send helpful information on a once a week basis. Be sure to only share content, and not to include any messaging or information about your medtech sales and service solution (don’t be at all self-promotional). Nurturing your prospects respectfully over time through personalized email will enhance chances of converting them to customers.
Utilizing educational content to engage your prospects and personalizing your approach to help them address their needs and solve problems with your medtech sales and service solutions are a part of the larger body of strategies within the Inbound Methodology. Your healthcare technology company can implement Inbound to shorten sale cycles, close more sales and, ultimately, achieve a higher ROI.
It can be very challenging to do all of this alone. We here at Responsify partner with health technology sales and business development pros to offer strategy, support, and help implementing these activities. By collaborating we help marketing and salespeople strategically attract new website visitors, convert them to qualified leads and happy customers.
We’ve helped many brilliant sales pros educate their prospects with content and speed up their sales cycle. Feel free to reserve a free strategy session now to help you evaluate your assets and get insights and tailored suggestions to guide you in the right direction.