Every Patient Engagement and Education marketing professional wants to get as many customers as possible to their company’s site. But that can be a challenge. When they do get people to their site, the new challenge is getting individuals to fill out “Contact Us,” “Request a Demo,” or “Subscribe to the Newsletter” forms. The only problem is, a very low percentage of people do this.
But let’s think for a minute. What happens if your site visitors are not wanting to take one of the above actions? Then you haven’t provided them an option THEY want to take. Which means you’ve lost another lead who might never come back.
According to Hubspot, a lead is a person that has revealed some sort of interest in your product or service. Site visitors convert to leads when you have spent some time engaging with them and getting their information. This can be their name, location, market, and email.
So what can you do if a visitor doesn’t want to take the usual route on your site to help you sell to them? You need to help them take an action THEY want to take. Provide customized content and tools that help them find out their own information. When they read your blog or look for more information about your site, make sure you are strategically producing and advertising premium offers for them (beyond just “Contact Us,” Request a Demo,” or “Subscribe”).
Here are some ways to convert even more of your Patient Engagement and Education site visitors right into qualified leads:
An offer is any kind of useful content that you give on your site. This can include whitepapers, ebooks, podcasts, case studies, infographics, images, webinars, videos, instructional overviews, and much more. The objective of the offer is to give information that resolves the potential customers’ difficulties or issues. In return for the offer, site visitors should be required to supply at least their name and email address.
A call to action is anything on your site that triggers visitors to act. An example is Oracle’s marketing automation items page that has CTAs like “Start the Conversation” and “Learn More.” You have to make your CTA luring enough to convert site visitors into leads. The most effective CTAs are those that align with the page content and demand a specific action. Use intriguing graphics, styles, and colors to make your CTA stand out. Position your CTA in a good spot on the page, ideally above the fold. If your blog post is about “Improving Hospital Operational Efficiency,” do not have a CTA about “Lowering Medical Bill Costs,” as there is little opportunity the visitors are interested in both topics.
Ideally, when your visitors click the CTA, they should be taken to a Landing Page. This is a page that talks about exactly what your offer described and how site visitors can take advantage of it. It also has a form to collect information. For optimum performance, keep your landing page as brief as possible (see the Halogen landing page). Site visitors must be able to look at is quickly and decided. Keep in mind, the more unique and valuable the offer, the more likely they will give their information. Lastly, your landing page needs to have no navigation. This will keep visitors on the page without the ability to click to go to other pages on the site.
Site visitors are turned into leads once they have completed the form on the landing page. Customize the forms based on what you are offering. If you are providing a small item of content, like a two-page report, the form should not ask for too much. On the other hand, you can request more information if when offering larger content, like ebooks. To keep the signup process as easy as possible, use smart forms that populate answers automatically when site visitors click. Once they click “send,” on your landing page, your site visitors should get a “thank you email with the download link for the offer.
To successfully manage your leads, you need to have an effective CRM, like Hubspot. It provides free tools that you can integrate into your site. It will help you recognize who is looking at your site, where they came from, and what content they looked at. With this info, you will have the ability to target them with targeting emails and calls. Sending out appropriate details will improve opportunities of transforming them into customers.
Having a big list of contact information is pointless if it doesn’t improve your bottom line. Research by MarketingSherpa found that more than 70% of leads never turn into clients. Start sending out strategically produced Lead Nurturing Emails to your contacts with helpful details until you see conversions. Ask questions to see just what they want to know. Every so often, offer deals to see which ones produce the best leads.
The site visitor conversion steps above are part of a bigger approach called Inbound Marketing. This method emphasizes the significance of having quality and useful content for your site visitors. Content can be used to continuously engage those who haven’t converted into qualified leads. Your Patient Engagement and Education firm could make use of Inbound to bring in brand-new visitors to your website, convert them right into leads, and also nurture them into dedicated clients.
It can be difficult to do this alone. But don’t worry. Responsify works with Patient Engagement and Education online marketers to offer strategy, support, and help carrying out these Inbound Marketing tasks right into their existing marketing mix.
If you want to review methods to assist your Patient Engagement and Education firm turn more site visitors into qualified leads, do not hesitate to ask for a totally free strategy session. We’re happy to help you examine your current methods and offer free advice on how to make them better.