The days when you could make a name for your Patient Engagement and Education business using traditional marketing and sales methods are long gone. Marketing to a general target audience using ads and making cold calls using a generic sales pitch will tarnish your brand instead of getting it more recognition. These techniques can also be very expensive, both financially and timewise, compared to the outcomes they bring.
According to a study by Roper Public Affairs, 80% of B2B decision-makers like to get information from articles rather than advertisements.
The best way to keep up with a saturated market these days is by supplying your prospective customers with useful content and keeping them engaged. To put it simply, offer “value” to your potential customers. This sort of marketing and sales is described as “Inbound Methodology,” and it has been shown to create more website traffic and leads organically, according to Hubspot.
Below are some suggestions for using Inbound to help you get more attention in the competitive Patient Engagement and Education market:
Concentrate on your ideal buyers
When people first see your company website, they are not ready to buy your products or services right away. They are more likely in the middle of researching their concerning issues and looking for options, instead of trying to find a specific brand or product. For that reason, your marketing and sales initiatives should be concentrated on giving information, pointers, and understandings that will help your leads’ needs. For example, you can provide blogs, ebooks, case studies, and infographics on topics pertaining to selecting the right Patient Engagement and Education items, things to avoid, current trends in the Patient Engagement and Education sector, and more. Giving potential customers useful information about these topics will help develop you as an authority in the Patient Engagement and Education market and help you stand out among your competition.
According to a Content Marketing Institute study, 88% of B2B marketing experts claim that content is an essential aspect of their general marketing strategy. To stand out in a saturated market, you need to have a consistent content strategy. This consistency applies to your “voice”, brand name positioning, and posting regularly on all channels where you share content. Your potential customers must have the ability to identify your brand name quickly, even when the logo is not presented. A regular supply of top-quality content will help maintain your brand name, keeping it at the top of leads’ minds and improving the possibility of purchase.
Use employee content
It can be easy to concentrate on just getting the point-of-views of external thought leaders and ignore your company’s workers. Nevertheless, your staff members are an essential resource for important information. For example, they could share their own journey in the company and why they like working there. They can also share professional points-of-views on current trends in the Patient Engagement and Education sector. If you make an item trial video, it would be a good idea to use a worker instead of an outsider. Using employee content will help humanize your company and create stronger relationships with your potential customers.
Use relevant keywords and expressions
Optimizing your website using keywords and phrases is crucial for bringing in organic web traffic from online search engines like Google or Bing. Do some research to find the words that your leads use when researching online. Tools like Google Keyword Planner, Wordstream, and SEO Book are great to use. Try to use less competitive, long-tail phases, too.
Keep up a solid social media presence
Social Media Examiner found that 92% of local business owners agree that social media is essential to their services. To stay noticeable in a saturated market, you need to maintain a solid social media presence. Make an account on all social media channels that your potential customers use. Have a schedule for releasing content often to keep your leads engaged. Track the comments raving about the Patient Engagement and Education sector and offer beneficial information. When you release new content on your blog, share it on social media. This will bring in even more traffic to your site and will increase your sales.
Nurture your leads with time
Standing out in a competitive Patient Engagement and Education market does not stop after you have brought new people to your site. When your marketing team puts the new leads into the funnel, your sales team must nurture them to help them turn into customers. Efficient Lead Nurturing takes place through meaningful contacts, like weekly emails including informative content that your leads might need. Be sure each email is customized, starting with the subject line, so it boosts the click-through rate. You could also use email automation software from websites like Hubspot to help with the endeavor. Nurturing your leads via a targeted method will help you remain competitive in a saturated market.
The significant takeaway
The key to standing out among the crowded Patient Engagement and Education market is easier than you might think. Instead of expensive ads and sales calls that have little value, Inbound Marketing and Sales will help develop you as a leader in the Patient Engagement and Education sector and attract qualified individuals to you without you connecting to them.
We’ve collaborated with numerous Founders, CEOs, and executives to carry out Inbound Methodology for their Patient Engagement and Education organizations. Don’t hesitate to schedule your cost-free strategy session to get help reviewing your methods and get tips on how to be noticed in a competitive industry!