You want your Patient Engagement and Education leads to buy your product or service. Your service is better than your competition, for a variety of reasons. Right? What stands in the way of them understanding that and becoming customers? Education. The more potential customers see the value of your option, the more interested they will be. By giving them informational content, you can maximize their understanding. It also helps you close even more sales. Using helpful and relevant content has many advantages, like:
Learning at their own page: When you supply the informational content, students (leads) can review it when they have the time, as opposed to being bombarded by sales emails and phone calls at inopportune times. This allows them to self-educate and start to sell themselves on the value of your product before you connect with them later on the buyer’s journey.
Build trust in the brand: Quality content will help develop you as an authority in the Patient Engagement and Education sector and improve your credibility in the eyes of potential customers. If they find your free content useful, they might be more interested in what you are selling.
Getting qualified leads: The more prospective clients look at your content, the more they will understand what you are offering. This will make it easier to convert them into qualified leads, and ultimately clients.
Enhancing website traffic: Optimizing your content using key phrases will help improve your online search engine position and will create more traffic to your Patient Engagement and Education website. You could draw in much more site visitors by sharing your content on social media and emails.
Generating pleased consumers: Educational content helps customers make an informed buying decision. When the customer is happier, they are more likely to choose your product.
Product evangelism: If your leads find your content helpful, they are more likely to share it with their connections. Getting to a larger target market means that there is more brand name recognition and creates an opportunity for more sales.
Below are some concepts for enlightening your potential customers on the value of your Patient Engagement and Education remedy:
Obtain info concerning your leads
Pre-contact research is a big part of the sales process. By creating Buyer Personas, you will be able to better tailor your content, and improve the possibilities of getting positive feedback. You can see your potential customer’s LinkedIn accounts to get ideas on what they do for work. Their Facebook accounts can give more information on their hobbies and passions. You could also see if you have a common connection that can make the introduction. It’s also a good idea to look at their company site to see if there is a bio. Where are they from? How long have they worked there? What are they worth? What are their strategies? You can look at competitor sites, too. Having all the details at the beginning will help you engage leads better.
Use a variety of content
According to Curata, 15.74% of firms agree that content marketing works for getting more leads, but know that content is not just the responsibility of the marketer. There are various types of content that you could use to inform and nurture potential clients. You need to identify what content to use for every phase of the buyer’s journey:
Blogs: Choose Impulse found that companies that blog a least once a month get 70% more leads compared to those that don’t. Use blogs to share ideas on topics related to the industry.
Whitepapers and ebooks: Well-researched, long-form content can be helpful in informing leads. A whitepaper is a technical record that goes over everything your company does, including your products and their benefits. Whitepapers respond to questions that leads commonly ask. Ebooks are much less technical and are concentrated on informing readers on various topics. Supplying this type of information will help develop you as an authority in the market, increasing your reputation.
Case studies: Many potential customers will want some evidence that your products and services will meet their needs. Giving them a case study is a great way to show them how you can solve their issues. Make sure the case study highlights the customer experience from start to finish. What issue did they have at the start? What strategy did you use to solve it? What were the outcomes? Use real numbers that reveal just what was accomplished. For example, you can say that a customer’s email list grew by 40% in two months of using your plan.
Reviews: According to Social Media Today, customer endorsements have a performance score of 89% in content marketing. Favorable endorsements from your existing clients will help them overcome any hesitation and will inspire them to make a buying choice. Be sure to stay away from developing phony reviews, as this will have a negative impact on your reputation.
Use email automation
A research study by the Content Marketing Institute found that email is one of the best ways to distribute content. You could ask potential customers to sign up for your newsletter in return for a free ebook or report. You could then segment your list to send out targeted information on a weekly basis. Be sure to share content, not talk about your services (don’t make it a sales-pitch). Nurturing your potential customers slowly with targeted emails will boost your chances of turning them into customers.
The Final Word
Using academic content to engage your leads and individualizing your technique to help them fix their troubles belong to the bigger body of strategies within the Inbound Methodology. Your Patient Engagement and Education business could execute Inbound to reduce sale cycles, close even more sales, and attain a greater ROI.
It could be extremely tough to do all this alone. We at Responsify partner with Patient Engagement and Education sales and business development pros to offer strategy, support, and help carrying out these tasks. By collaborating, we help marketing and sales teams tactically bring in brand-new site visitors, convert them to qualified leads, and then happy clients.
We’ve helped several dazzling sales pros inform their leads with content and also accelerate their sales cycle. Do not hesitate to book a free strategy session to help you better inform your leads and turn them into clients.