Leading a new Patient Engagement and Education business toward growth can be a big job. The traditional method of development would be to put money into conventional or e-marketing to a huge market, hoping to get a few bites. This can use a lot of manpower and money, without a big return on investment.
A new marketing and sales approach called Inbound includes identifying and nurturing potential customers with content based on their passions, objectives, and obstacles. According to a report on Inbound by MIT, 68% of firms say that Inbound strategies have helped with rapid growth.
Here are some strategies for accomplishing Inbound to grow your Patient Engagement and Education firm:
To grow your company, you need to have a good understanding of who you are targeting. Take some time to build Buyer Personas (imaginary identities of your ideal customer). What are their needs? What are their goals? What are their obstacles? How do they make decisions? Where do they find their information? Answering these questions will help make it easier for you to identify your audience.
Your potential customers are constantly seeking information on a variety of topics. One of the best ways to engage them is by frequently releasing a variety of content that will intrigue them. This can be anything from blogs, infographics, videos, whitepapers, webinars, ebooks, and reports. Expanding your content will help you reach a larger target market and will enhance your conversion rates. You could work with your marketing group to produce a content schedule that will help you prepare your content on a month-to-month or daily basis. This will help you remain focused and consistent. According to Hubspot, B2B marketing professionals that use blogs get 67% more leads compared to those that do not.
Optimizing your website for online search engines will help boost your position and make it easier for people to find you online. The first step is to find out which keywords or phrases your potential customers are using when searching online. Tools like Google Keyword Planner could come in handy for keyword research. You could work with your marketing and sales teams to think about keyword phrases that match your buyer personas and use tools to find associated words. When you have completed this research, include these words and phrases in headers, photo captions, URLs, alt photo messages, and web content. Other places to use them are backlinks, and internal and external links.
A call-to-action (CTA) is button or link that urges people to take a certain action. This can be buying an item, sharing your content, or joining your newsletter. Your web content developers and marketing professionals could use CTAs that promote interest for your leads to “Download the free ebook now,” for instance. A good CTA must have the sense of urgency (like “Buy today!”). To make your CTA stand out, make sure the colors vary from the page.
Getting your content posted on other popular and reputable websites will help develop you as an authority in the Patient Engagement and Education sector and also draw in even more web traffic to your site. So how do you pick a good site to post on? Look for ones that cover the same topics as your own. If you have a Patient Engagement and Education site, it would not be helpful to guest post on a fashion website. Make sure the websites have good Domain Authority (DA), a good track record, and lots of engagement. Check the comment area of existing messages to find if people are sharing the blog and leaving remarks. The more involved the audience, the more influence your guest post will have. Lastly, see if the site allows backlinks to your site in the content or writer biography. These backlinks from a reputable site will enhance your search engine ranking substantially.
It’s not enough to just have great content on your website. You need to share it to bring in more traffic. Social networks like Facebook, Instagram, Twitter, and Google+ could be helpful for advertising your content. Be sure that all blog posts are shared on these networks. If your fans or followers find the content useful, they may see your site and share what they have found with their followers. This means that you will have more brand name recognition and greater web traffic to your site. 90% of all marketing experts suggested that their social media initiatives have produced a lot more direct exposure for their organizations.
Email marketing is an effective method to nurture leads until they convert to customers. You should offer potential customers free premium content like ebooks or reports in exchange for their contact information. As soon as you have created your newsletter, you could send them to your clients regularly. Giving your email list helpful information will make them feel valued and will boost their commitment to you. This will up the number of sales you close. Research by McKinsey exposed that email is 40 times more efficient at converting new clients compared to Facebook or Twitter.
The steps outlined above are what’s called Inbound Methodology. A handful of businesses in different markets are using the new collection of marketing and sales methods and have seen massive success. The Patient Engagement and Education market is no exemption.
We’ve helped lots of CEOs and Managing Directors put Inbound right into their Patient Engagement and Education companies. Don’t hesitate to schedule your totally-free strategy session. We could help you review your properties and offer beneficial understandings and suggestions to grow faster!