In the fast-paced world of Health Insurance and Payment, constant customer acquisition is crucial to survival. One of the most effective and cost-efficient ways of getting clients is through a new approach called “Inbound” marketing and sales. This includes creating and leveraging useful and targeted content to bring in potential customers to your website, nurturing them into leads, and then clients. Inbound marketing and sales has been proven to create better outcomes compared to traditional approaches like tv ads, radio ads, email blasts, cold calls, trade shows, and buying lists. According to a current Hubspot research study, 92% of B2B firms said they got even more web traffic and leads using Inbound.
Getting new consumers, healthcare systems, and providers accounts takes time and dedication, and the Inbound technique could help you engage your key decision makers and influencers to move along the process.
Below are a few leading Health Insurance and Payment customer acquisition strategies using the Inbound approach:
The first step to getting more customers is to identify your optimal customer. Take some time to develop Buyer Personas (imaginary descriptions of your ideal buyer), like “Private Practitioner Peter” or “Medical Director Deitrick.” Do some research to learn more about them. What are their roles in the company? What are their objectives? What are their obstacles at work? How do they make decisions? Where do they get their information? Having all this knowledge of your optimal customer will make it easier to target them with your content. Then, you can create a personal Inbound plan, or look for help from professionals. An effective strategy includes clear Buyer Personas, a map of their Buyer’s Journey, SEO keyword study, content building, and marketing for social media and email lead nurturing.
Developing high-quality content regularly will help you engage your target market and develop yourself as a specialist in the market. Enhancing your content using keyword phrases will help you improve your search engine position and make it easier for clients to find you online. There are many kinds of content that can be used for customer acquisition:
Blogs: Research by Hubspot found that companies that released more than 16 blogs every month had 3.5 more web traffic than companies that posted less than four times a month. Your blog needs to cover topics that will be practical for your target market. Create a blog calendar and stick to it. If you don’t have the time to write, you could work with a freelance writer or company that does content production.
Ebook: Long-form content like ebooks are a great way to go over topics in a more comprehensive way. This will place you as a specialist and win the trust of your target market. You can develop a landing page where site visitors give their contact information in exchange for the ebook. You can then use emails collected to nurture your new leads until they become buyers.
Case studies: Many people look for evidence of your service’s advantages before making a buying choice. They want to make sure that what they are buying will meet their needs. You can produce case studies showcasing your previous clients’ experience. Talk about how your product or service helped that customer fix their problems and what outcomes were accomplished. For example, you can say that sales boosted by 70% in six months.
A call-to-action (CTA) is a link or button that informs site visitors what they need to do. Site visitors must understand exactly what they will get when they click the CTA, which will link to one of your landing pages. “Download the ebook now” and “Join our subscriber list” are examples of great CTAs that produce a feeling of urgency and provide site visitors the idea they must act quickly. Ask your website designers to place your CTAs “above the fold” to allow visitors to see the CTA without scrolling. Make sure the buttons are big enough to use on mobile phones. If your landing page is too long, consider a second call-to-action in the middle and at the end of the page.
The landing page is often a forgotten part in the customer acquisition process. This is the page where your site visitors land after clicking on your call-to-action. This could be a contact us page, a signup page, or a product page. Make sure your landing page has a good headline, a solid value proposal, and social proof. It should also have an engaging photo and an effective call-to-action to find out more. Research by Switch Video found that have a trial video on your landing page could improve your conversions by 10-20%. You could also include screenshots of your content. Remember to include keywords that will help bring in organic web traffic and remove navigation links that will help keep visitors on the page until they take action. Use color psychology to make the landing page more exciting.
Getting new customers can be difficult when your resources are restricted and traditional marketing and sales strategies aren’t working. With Inbound marketing and sales, you can use strategies and execute a sustainable process of bringing in new site visitors, leads, and clients.
We’ve worked with lots of CEOs and Managing Directors to integrate the Inbound Methodology into their marketing and sales methods. Don’t hesitate to schedule your free strategy session. We can help you examine your current processes and get advice on how to new Health Insurance and Payments clients before your competition!