Traditional Patient Engagement and Education sales included going out to find potential customers. But in a time when executives and healthcare providers are busier than ever before, and are also bombarded with emails, ads, and marketing, it’s more important than ever to adjust your sales strategy to the method they now prefer.
According to a Roper Public Affairs study reported by Forbes, 80% of organization decision-makers claimed they choose to obtain info through articles, not advertisements. 70% of them claimed content makes them feel closer to a firm, and 60% claimed content offered by firms helps them make smarter purchasing choices.
This new technique, called the Inbound Sales Methodology, makes it possible to get leads to reach out to you. Inbound sales means getting in touch with and informing leads using valuable and helpful content. This will help build the brand name and credibility of your company, and will increase your chances of closing sales with the best customers.
Here are some great tips for getting more qualified “Inbound” leads:
Plainly specify your Buyer Personas
The very first step to Inbound Sales is recognizing just what sort of leads you wish to build, and this is where building Buyer Personas comes in. A Buyer Persona is an imaginary personality that shows the obstacles, objectives, and responsibilities of your suitable customer. One of the best ways to develop these personalities is to conduct research of your target market and existing clients. Ask them questions like:
- What are your job responsibilities?
- What systems and tools do you use?
- Who do you report to?
- What are your objectives?
- What difficulties do you have?
Offer hyper-relevant content
Research by Aberdeen Essentials exposed that aligning your content with the buyer’s phase in the buyer’s journey can cause a 72% increase in conversion rates. Once you have built your buyer personas, you and your marketing team can study and brainstorm what content will attract them. In the Awareness phase, leads are just discovering their issues. Information content like blogs, ebooks, and social media posts that help them discover their issues are great. Whitepapers, how-to articles, and webinars with Q&A sessions will help in the Consideration phase. For those in the Decision phase, you could offer comparison charts, trials, case studies, and live demos to help them evaluate your Patient Engagement and Education firm supplies.
Maximize your content for Google search
Optimizing your content using relevant keywords will help make it easier for potential customers to find you via online search. Working with your marketing team, do some research to find out what topics your target market is looking for online. You can use tools like Wordstream, SERPS, or Moz to perform keyword studies. To improve your chances of success with SEO, it’s a good idea to use long-tail search phrases that don’t have much competition. Do not just use keywords, but also keep track of common pain points and trends to keep your content as relevant as possible.
Get the most out of LinkedIn
There are a lot of ways to use LinkedIn to bring in leads. First, you need to enhance your account to show leads what you offer. Detail your success and present your qualifications. You can also bring in new leads by sharing useful content on LinkedIn Pulse, placing you as an authority in the sector. Stay away from adding boring content that is all over LinkedIn. Instead, try subjects that will challenge conventional wisdom. Join LinkedIn groups to further win the trust of leads. React to questions, and people will be more likely to think of you and what your business has to offer. Finally, share your blogs on the LinkedIn newsfeed, bringing in more traffic to your Patient Engagement and Education website.
Make use of visual content
A current Social Media Examiner report found that 19% of businesses found that visuals are some of the best kinds of content. Pictures can bring in interest of your target market and will improve the chances of them looking at your content. Breaking up your blocks of text using images and graphics will help your visitors comprehend and understand your content. Top quality photos of your item will also make your deals look more appealing and improve your chances of making a sale.
Start an e-newsletter
Beginning an opt-in e-newsletter is one of the best ways of developing a long-lasting connection with your suitable customers. You could use the e-newsletter to inform your leads of important topics that will lead to their purchasing choice. To boost your open rates, make sure the subject lines are engaging and appropriate to the content, and also personalized to the individual. Keep the content quick and be sure to include a call to action at the end.
Your B2B content doesn’t always have to be super formal. Like Microsoft, you can share stories of staff members, your products, and your business. This will humanize your company and help build powerful relationships with your leads. You could also ask potential and existing customers to share their own stories on your website. This is a great way to expand your target marketing and extend your reach.
Getting a recommendation from a third-party is a great way to create new leads. When you make a sale, incentivize or ask the customer to refer other individuals that make take interest in the product. This recommendation could lead to someone who is already primed to make a purchase.
The final word
The tips above are all part of the Inbound method. Inbound includes understanding the point of view of your qualified leads and offering them helpful and informative content. It’s critical that every action of your sales process is customer-centered as that is how you can build loyalty with your potential customers and increase the chances of turning them into satisfied clients.
It can be hard to do this alone. Responsify partners with Patient Engagement and Education sales and business development pros to offer strategy, support, and help in carrying out Inbound. By collaborating, we help marketing and also sales teams tactically draw in brand-new website visitors, convert them to qualified leads, and then delighted consumers.
We’ve helped lots of sales pros like you include Inbound in their sales procedures. Don’t hesitate to schedule a totally free strategy session to review your current methods and get free advice on how to bring in more leads.