Whether you’re a well-known Patient Engagement and Education business or a start-up entering the sector, you need an appropriate marketing strategy to bring in website visitors and convert them into leads. This includes recognizing the target market and applying an effective strategy to connect with them. Marketing professionals these days need a wide variety of expertise, including strategy, content writing, email marketing, social media marketing, and SEO, among others.
Below are some great ways to construct an Inbound Marketing Plan for your Patient Engagement and Education firm so you can bring in new site visitors, convert them into qualified leads, and then turn them into customers.
1. Produce Buyer Personas
Before you can start marketing your services or product, you need to understand who you are targeting, what they need, and what type of message will attract them. This means the first step in your marketing strategy should be to build Buyer Personas (imaginary personalities that mirror your perfect clients). For example, individuals that might be interested in your product or service could be called ‘Health Services Manager Mary’, ‘Private Practice Owner Otis,’ or ‘Physician Philip’. Each of these buyers has various duties, objectives, and obstacles. Specifying each Buyer Personas will allow you to develop content that will interest them.
2. Draw Up Buyer Journeys
After producing your Buyer Personas, take some time to recognize exactly how they think and what would encourage them to make a buying choice. Meet with clients who fit your different Buyer Personas, and ask them about their obstacles, objectives, obligations, and concerns regarding making a purchase. According to Hubspot, the Buyer’s Journey has three phases: Awareness, Consideration, and Decision. Recognizing the phases of your Buyer Personas will help you produce targeted content that meets their needs.
3. Establish Your Marketing Goals
Determine exactly what you intend to achieve with your marketing strategy and when you want to achieve a return on investment (ROI). Make sure to have specific objectives that are quantifiable, attainable, relevant, and timely. Include Key Performance Indicators (KPIs) like:
- Your web traffic sources (email, social media, blogs, SEO, PPC)
- Unique web visitors
- Number of inbound leads
- Visitor-to-lead conversion rate
- Lead-to-customer conversion rate
You can use one of many ROI measuring tools to make your job easier. Hubspot gives the very best analytics across the board, all in one system.
4. Put together a Marketing Team
Inbound Marketing requires a diverse group of abilities, like copywriting, blog writing, web design, internet analytics, email marketing, SEO, social media marketing, and conversion rate optimization. If you don’t have all these skills internally, it’s a good idea to contract out some jobs to Inbound specialists. This could set you back nearly $150K a year by employing consultants handled through firms, or more than $350K a year to work with in-house staff members. Collaborating with a specialized Inbound Partner, like Responsify, will likely save you more than 50% after that do it yourself (DIY) approach, and it will also guarantee you get the strategy and resources to make Inbound Marketing work for your team.
5. Develop Your Content Strategy
Your site visitors go through various phases of the Buyer’s Journey, so you need to create a content strategy for each phase. They are:
Awareness Phase: At this phases, your Buyer Personas are looking for information to help them recognize the issues they are having. Your objective is not to advertise your Patient Engagement and Education firm, but to supply them with great information that will help them identify their issues. Content like infographics, blogs, slideshares, and videos are great pieces for this phase.
Consideration Phase: In the Consideration phase, your buyers are figuring out their troubles and looking for options. This is a good time to give content that offers solutions and recommends services. With your content, you can build trust with your target market and can collect their contact information by giving them premium content in exchange for their info. Keep in mind that you shouldn’t give away all of the solutions in this content. You are the ultimate solution, after all.
Decision Phase: In the Decision phase, people have determined their issues and are looking for options. This group of Buyer Personas is ready to review from a variety of products and services that will help them solve their problems. In this phase, give them content that is both informative and also offers your Patient Engagement and Education firm’s options to them. Demo videos, reports, blogs, directories, sales brochures, case studies, and spec sheets are all great ways to advertise your brand.
6. Develop Your Audience
If leads don’t have the details they need, they won’t buy. One of the best ways to keep your leads engaged and informed is through automated Lead Nurturing Emails. According to research by Email Monday, more than 70% of companies get their biggest ROI from Email Marketing. There are a lot of ways to grow your email list. First, offer an opt-in right on your site’s homepage. Offer a free gift (like an ebook) where people must give their contact information in exchange for the book. Social media and webinars are also great ways to build your list.
7. Maximize Your Blog Content
Your blog is an important part of your overall Marketing Plan. Optimizing your blog content is a great way to build a relationship with your target market, increase your search engine position, and drive even more traffic to your site. Compose a long-form blog (more than 750 words at least, more than 2,000 words is better) for a better search engine position. Remember to use other types of interactive content, like podcasts, videos, infographics, surveys, and polls. Use lots of visuals to keep the interest of your audience. Because many people will look at your blog via mobile phone, make sure your website is responsive.
8. Boost Your Social Media Strategy
Research from Business 2 Community found that people find details about services via social media. Having an effective social media strategy allows you to engage followers with your content, boosting your chances of transforming them into leads or customers. Be sure to have goals for every social media post. This might be to create more shares and likes. Share great content that resolves the issues of your target market. This could be photos, curated content, video clips, or short blog articles. Always remember to share, like, and comment on the posts of your followers.
The Final Word
All of these tips for developing a marketing strategy are part of the Attraction and Conversion phases of a unique marketing technique called Inbound Marketing. Inbound places importance on the value of informative content for your site visitors that will help convert them into leads. Your Patient Engagement and Education firm could use Inbound to bring in brand-new site visitors, convert them into leads, and nurture them into happy customers.
This is a lot to do all alone. Responsify works with Patient Engagement and Education online marketers to offer strategy, support, and assistance in applying these tasks. By collaborating, we aid online marketers to tactically draw in brand-new website visitors, convert them to qualified leads, and then satisfied consumers.
We’ve helped plenty of marketing pros execute Inbound Marketing Plans. Do not hesitate to book a totally free strategy session to help you evaluate your current methods.