Long gone are the days when you could make your Health Insurance and Payment business stand out using traditional marketing and sales methods. Marketing to arbitrary target market using ads and making cold-calls with a generic sales pitch can harm the reputation of your firm instead of boosting brand name recognition. Additionally, these techniques can be both pricey and time-consuming, with little return.
According to Roper Public Affairs, 80% of B2B decision-makers like to get information using blogs and reports over ads.
The best way to compete in a saturated market these days is to give your potential clients relevant and beneficial content and keeping them engaged. Simply put, you need to offer “value” to your leads. This kind of marketing and sales technique is known as “Inbound Methodology” and has been proven to dramatically produce more web traffic and leads naturally, according to Hubspot.
Here are a few ways to use Inbound to help bring attention to your company in the saturated Health Insurance and Payment market:
Concentrate on your ideal buyers
When people first see your business website, they’re not ready to make an immediate buying decision. They’re probably in the middle of identifying their issues and looking for potential solutions. For that reason, your marketing and sales initiatives must be focused on supplying information, giving suggestions, and understandings to address your leads’ questions. For example, you could create blogs, ebooks, case studies, and infographics on topics concerning the best Health Insurance and Payment products, points to avoid, existing trends in the Health Insurance and Payment industry and so on. Informing potential customers on these topics will help develop you as an authority in the Health Insurance and Payment industry and help you stand out from your competition.
According to a Content Marketing Institute study, 88% of B2B marketing professionals claim that content is a crucial part of their marketing strategy. To stand out in a saturated market, you need to be consistent in your message. This helps develop your “voice,” and brand name positioning and posting regularly where you share content will help make your company more visible. Your leads need to have the ability to recognize your brand name instantly even when the logo is not there. A regular supply of quality content will help keep your brand name in the leads’ minds and boost chances of making a sale.
Use staff content
It’s easy to just focus on getting the viewpoints of external idea leaders and forget about company staff members. But, your workers are great resources of useful information. For example, they could share their own journey in the company and why they like working there. They could also share information on new trends in the Health Insurance and Payment sector. If you were to develop a demo video, it would be a good idea to use a staff member instead of an outsider. Using such content will help humanize your company and will create better connections with your leads.
Use relevant keywords and phrases
Optimizing your website using keywords and phrases is critical to bring in organic web traffic from online search engines like Google or Bing. Do some research to find the keywords used by your leads when they are looking online. Tools like Google Keyword Planner, Wordstream, and SEO Book are great for this. Focus on less competitive, long tail keywords.
Maintain a steady social media presence
According to Social Media Examiner, 92% of local business owners agree that social media is crucial for their organizations. To stand out in the saturated market, you need to maintain a solid social media presence. Make an account on all networks that your leads use. Have a calendar for releasing content to keep your followers engaged. Track the conversations talking about the Health Insurance and Payment industry and offer useful information. When you release new content on your blog, make sure to share it on social media. This will bring in more web traffic and improve your sales.
Nurture your leads
Standing out in the saturated Health Insurance and Payment market does not stop at bringing in new visitors to your site. When your marketing puts the new leads into the funnel, your sales team needs to nurture them until they turn into clients. Reliable lead nurturing happens through strategic connections, like weekly emails full of helpful content that your potential customers might need. Make sure the emails are individualized, 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 this job. Nurture your leads with a customized strategy and you will help your company have an edge in a crowded market.
The big takeaway
The key to being seen in the middle of the saturated Health Insurance and Payment market is making your site easily found. Instead of pricey advertisements and sales calls that many people won’t value, Inbound Marketing and Sales will help develop you as a leader in the Health Insurance and Payment sector and attract qualified individuals to you without you connecting to them.
We’ve collaborated with several Founders, CEOs, and execs to integrate Inbound Methodology into their Health Insurance and Payment services. Don’t hesitate to schedule your free strategy session to get advice on how you can stand out!