Today’s buyers are savvier than they were in the past. You can’t just invite them to a trade show or connect with them with traditional marketing methods. These tactics are inefficient in getting the interest of your target market. These days, people do research online to find the information they need instead of looking at advertisements or generic sales pitches. This includes ideal buyers in healthcare.
A recent study by Hubspot found that 92.7% of businesses using Inbound strategies found more leads compared to those that still use traditional marketing and sales tactics.
Knowing that, it’s clear that the very best way to get the interest of today’s buyers is by supplying helpful content that they will find valuable.
This marketing and sales method, jointly called Inbound Methodology, will lead you to more sales and will enhance your market share in the Patient Engagement and Education market.
Here are some fantastic suggestions for boosting your market share making use of the Inbound Methodology:
Specify your ideal buyers
Raising your market share doesn’t just mean trying to get everyone’s attention. Instead, you need to bring in people who are most likely thinking about your Patient Engagement and Education services. Buyer Personas are fictional personalities that represent your ideal clients, and you can work with your sales and marketing teams to identify them for your business.
- Start by charting out exactly what markets you can serve.
- Choose the market that you want to concentrate on that will produce the most return.
- Detail what ideal business contacts are available in that market.
- Specify the ideal people in those companies, including decision-makers and influencers by asking:
- What are their roles?
- What are their goals and difficulties?
- What would stop them from buying?
- What encourages them to buy?
- How do they make their buying choices?
- Where do they get their information?
Name your identities so everybody could quickly describe them (‘Hospital Administrator Aidan’, ‘Private Practitioner Peter’, and so on).
Aligning your marketing and sales content with the needs of your ideal customers will help you find more qualified leads and close more sales.
Optimize your content for various devices
Mobile Marketing Association found that cell phones play a critical role at every phase of the buyer’s journey, as people can find information with just one tap. You will never know if your target audience is viewing your content from a computer, tablet, or smartphone. Because of this, it’s important that your content is enhanced for viewers on all devices. The dimensions of your CTA buttons, as well as font sizes, content length, and website format are all variables to consider with optimizing for different devices. Your emails should also be optimized for both desktop and mobile.
Develop social media ad campaigns
Social media marketing is an effective and affordable way to grow your fans and followers quickly. With just a few dollars a day, you could get to hundreds of targeted potential customers around the world using networks like Facebook and LinkedIn. To make the most of these channels, keep your ads brief, as most people don’t have the time to “read more” for more information. Don’t use jargon that is hard to understand and make sure your content is aligned with the Patient Engagement and Education sector. You might take into consideration utilizing emojis, GIFs, or brief video clips to engage your target market. Split test different ads to see which works best for your company.
Nurture your leads with customized emails
Mass emails can be irritating, but if used correctly, email newsletters can be a great strategy for nurturing your leads until they convert into customers. Giving your customers informational content regularly allows you to engage your leads and build trust. To enhance click-through rates of your emails, you can individualize subject lines with your lead’s name and use other keywords to grab their attention. Don’t use your emails to only advertise your product or services as you don’t want to turn them away. Instead, offer instructional content that will equip your target market and help them make the best decision.
Use case studies
Before they make a buying choice, many potential customers will want more evidence that your Patient Engagement and Education service or product will satisfy their demands. Use case studies to give examples of existing clients that found value in your services. Use clients in your case studies that resemble your lead’s buyer persona. This will make it easier for leads to relate to the story. A case study should talk about customer’s needs and objectives and how they were met with the service. Use real numbers and data. For example, you could say that Private Practitioner Peter had 50% more visits to his office after he used your Patient Engagement and Education service. Repurpose your case studies into new content like infographics, YouTube videos, and podcasts to reach different types of learners.
Use engaging calls-to-action
A call-to-action (CTA) is a graphic or text that gets your site visitors to take a wanted action. Messages like “Try our product today” or “Click now” produce a sense of urgency that will encourage visitors to act right away. Make sure the CTAs inform leads on exactly what you want them to do. To catch their attention, use different colors for the CTAs. A well-designed CTA could substantially up your conversion rates.
A lot of people like watching videos more than reading a write-up. Video marketing could help you engage a large portion of your target market more than blogs, reports, whitepapers, or ebooks. Your videos should concentrate on giving information, not driving sales. Tell stories about how the business started, how your products are developed, and why your employees like working for the business. This will help build a relationship and trust from your leads. Remember to use a CTA like “Follow/like our page” or “Leave a comment.”
The last takeaway
Enhancing your Patient Engagement and Education business’s market share can be difficult because it’s tough to recognize which areas of the company you need to tweak. We can confidently say, though, that making adjustments to your marketing and sales processes to match the minds of today’s buyers will prove effective.
We’ve aided various CEOs and Directors execute Inbound marketing and sales for their Patient Engagement and Education companies. Don’t hesitate to schedule your complimentary strategy session to get help examining your methods and getting suggestions to enhance your market share.