Finding new sales opportunities is a major goal for every Patient Engagement and Education firm. Nevertheless, traditional sales methods like buying lists, cold-calling, and offering generic pitches are not as effective as they used to be.
These days, with the surge of mobile technology and accessibility to internet search, leads hold the key to the sales process. People prefer to research by themselves, which normally starts with a Google search. According to Roper Public Affairs, 80% of B2B decision-makers like to get information from a collection of articles over advertisements.
Which brings us to a new customer acquisition technique called Inbound Sales that includes drawing in potential customers using customized content so you can develop new sales opportunities.
Below are some great ways to develop new sales possibilities for your Patient Engagement and Education business:
People are constantly trying to find information that will help them fix their issues or address their concerns via the web. Knowing this, you could create a blog to share useful content with your target market. According to Hubspot, B2B firms that post to their blogs more than 11 times a month saw nearly three times more organic web traffic compared to those that only blogged once a month. To improve your search engine position, be sure your article uses relevant keywords in the URL, body, and alt photo messages. To get to a larger audience, share your posts on your social media networks. Make sure to target people who fit your buyer persona. When your posts are shared on social media, they will reach more individuals and help produce more sales.
“What do I get out of it?” is a question many site visitors ask when they find themselves on your landing page. Your offer needs to be engaging enough to encourage these new site visitors to give their contact information. It would also be a good idea to have an offer for each phase of the Buyer’s Journey. A person in the “Awareness phase” could use an ebook or report that gives information about a topic. In the “Consideration phase,” whitepapers, webinars, and case studies would be a good way to help leads identify their issues. Free trials, demos, and price charts are perfect for the “Decision phase,” when your leads are ready to make a purchasing choice.
A call-to-action (CTA) is a message to motivate action with a clickable button, photo, or link that is created to encourage visitors to take the next step. To get new sales for your Patient Engagement and Education company, you have to boost the quality of your CTAs. Make sure your CTAs are shown “above the fold” to make sure that site visitors can see them without needing to scroll. Be clear just what the CTA offers. If the offer is a complimentary ebook, say “Download our FREE eBook on Patient Engagement and Education Forecasts 2018′ as opposed to simply ‘Download Now.’ The color of your CTA should contrast with your website’s color theme to make it stand out. Any time you write a new post for your blog, include a premium content CTA at the end of the article. Interesting content like webinars, overviews, reports, and ebooks are great for this.
The landing page is where your leads are directed after they click a call-to-action. Make sure the headline of the page corresponds to the CTA to make sure visitors know they are on the right page. Keep the landing page brief. Asking for too much information might dissuade potential customers. Quickly give details of the advantages of the offer in bullet points. You could also show a photo of your offer on the landing page. For instance, if the offer is an ebook, overview, or whitepaper, you can include a screenshot of its cover page. Remove navigation options so visitors are forced to stay on the page until they take an action.
This is the page that shows up after your leads give their information on the landing page. Beyond just saying “Thank You,” this page could be helpful in other ways. Share links to other content on your site to keep your new customers involved. You should also link to your social media channels and encourage users to follow you.
It’s not enough to just collect email addresses. You should nurture your leads consistently until they become customers. There are many email automation tools that could make it easy to perform lead nurturing. Send your leads valuable information at least once a week to keep them involved. Do not forget to include relevant content from your Patient Engagement and Education website. Keep the messages in these emails as short as possible. Use quick paragraphs and bullets to make your emails easy to read. Make use of an eye-catching subject link to urge your readers to open your emails and check the content. It should plainly point out how the customer will benefit from reading the email. Don’t use boring subject lines like “Patient Engagement and Education E-newsletter No. 14,” and be sure to individualize them with their names and what they are looking for.
Just as the Patient Engagement and Education industry has evolved over the years, so have sales methods. Instead of traditional sales, which many people have the tendency to ignore, Inbound sales will help your business not only bring in new site visitors, but also new leads to help your sales funnel.
We’ve helped many founders, CEOs, and executives integrate Inbound right into their marketing and sales process. Don’t hesitate to book your free strategy session to assess your current processes and get free advice on how to develop brand-new sales possibilities for your Patient Engagement and Education business!