The biggest goal of any Patient Engagement and Education Chief Executive Officer or Director is to grow their business. One of the best ways to grow any type of company is to have a reliable marketing and sales strategy. Traditional marketing relied on spending money on newspaper ads and other kinds of paid tv ads and marketing. It also included cold-calling and making sales pitches to people that weren’t even prepared to hear about their product. Key influencers and decision-makers in healthcare are no exception.
However, the last few years have brought a much more effective way to grow your organization with a new approach called “Inbound Methodology.” This marketing and sales strategy concentrates on bringing in leads online (when they are researching), and transforming them into customers using informative, useful content and nurturing strategies. Current research by Hubspot found that 93% of businesses that use Inbound Methodology reported a greater return on investment (ROI).
Below are seven ways you could increase your Patient Engagement and Education company utilizing the Inbound Methodology:
Understand and define your perfect customer
Growing your business requires having a good understanding of your ideal customers. This can change as the business grows and its offerings evolve. Take some time to produce Buyer Personas of your ideal clients. This should be an extensive exercise, but be sure to ask basic questions, like:
- What are their goals?
- What are their biggest obstacles?
- How do they make decisions?
- Where do they get their information?
Once you better understand who your Patient Engagement and Education business is targeting, your marketing and sales teams can work together to plan content to inform and nurture leads as necessary.
Develop clear objectives for organization development
If you don’t have a goal, you can’t grade yourself. Establish clear objectives that you want to achieve in a specific period of time. For example, you may want to bring in 300 new leads in the next six months. This means 50 leads a month, or ten leads a week. You should also establish objectives around the number of customers you want to get and how much you want to earn. Track your development and make changes as necessary.
Produce a targeted content strategy to engage
An effective content strategy will help draw in site visitors and convert them to leads. You want to be sure that the content your marketing and sales teams generate is aligned with every phase of the Buyer’s Journey: Awareness, Consideration, and Decision.
Potential customers in the Awareness phase are just starting to understand that they have a need or issue. Content in this phase should offer as much information as possible to recognize your potential clients’ troubles without a sales pitch. Blogs, informational videos, and infographics are great for this phase. A current State of Marketing research by Hubspot disclosed that 92% of firms that blog multiple times a day get more clients via their blog sites.
In the Consideration phase, customers are aware of their needs and are trying to find an option to solve it. In order to help them find possible remedies, premium content like ebooks, design templates, overviews, slideshares, and checklists are great forms of content. You could also ask them to send their contact information in exchange for this content. Continue giving them useful information by email as you nurture them into clients.
Leads in the Decision phase have compared their choices and are ready to buy. This is where you could talk about your products or services and let them know why they should pick you over others in the Patient Engagement and Education market. You can support your claims using case studies, whitepapers, and reports.
Discover the keywords ideal prospects are looking for
According to a research study by GE Capital Retail Bank, 81% of buyers research online before making a purchasing choice. Maximize your content for internet search to enhance your site’s ranking, therefore making you more visible online. Your marketing team should perform research to discover which keywords your leads use when searching online. These words and phrases can then be used in your titles, blogs, meta summaries, page URLs, and alt picture messages. Another good tip is to use long-tail search phrases. They have much less competition and will boost your chances of success. Don’t be tempted to use too many keywords, though, as this might lead to penalization by search engines.
Advertise your content via the right networks
Having useful and optimized content doesn’t mean your site will be instantly swarmed with visitors. You will want to promote your content to get more web traffic. Share links to your posts on your social media networks. Premium content like ebooks and whitepapers can be promoted to your email list. Targeted social media ads and marketing can also be useful means of promoting your content.
Use marketing automation wisely
According to Hubspot, marketing automation is using a software program to automate marketing procedures like project administration, customer data integration, and customer segmentation. Using marketing automation will allow for procedures that were formally done manually to be accomplished more effectively. You could choose from a variety of systems, like Marketo, MailChimp, GetResponse, Hubspot, and Eloqua. A lot of these systems have fantastic attributes for Lead Nurturing, website visitor monitoring, CRM, social media, reporting, and analytics. Using automation will help improve your marketing tasks, conserve your important time, and boost your sales.
Connect your marketing and sales teams
It is critical to create great content. It’s also important to plan efficient lead nurturing. Nevertheless, if you have a marketing group and sales group with different objectives, you’ll have problems. That’s where “smarketing” comes in. As a supervisor that manages all tasks, it’s suggested that you hold regular meetings for your marketing and sales teams to help them update each other with new information, review goals, and get on the same page. Make sure they are connecting and working with each other instead of competing.
The bottom line
There you have it: seven great methods to use to grow your Patient Engagement and Education firm. Inbound Marketing and Sales is pretty new, and if you make the most of it, you will not just have the ability to grow your business, but you will also have happy employees who work well together.
We’ve worked with lots of owners and CEOs to help include Inbound right into their marketing and sales programs. Don’t hesitate to ask for a free strategy session to help you review your methods and help you and your team grow your business!