The method individuals use to make purchasing decisions has changed significantly in the past decade. Health technology buyers are no exception. The online search engines such as Google and Bing, and sites like Amazon and Netflix have conditioned individuals with an expectation: People desire precisely what they want when they want it.
Today, customers are empowered like never before. Reports show that up to 80% of the B2B consumers’ research process is finished online before an individual is comfortable connecting to a sales agent.
This extreme shift in behavior is an extraordinary chance. In the new-school business environment, companies that are helpful have the upper hand. The objective is to develop beneficial content that will aid in the customer’s research process. Integrating content with a consultative sales approach helps prospects discover the best solution. This is your roadway to success!
Instead of talking with a prospect that’s currently finished the majority of their research process, you can reach them with helpful, educational content much earlier in the process and develop trust along the way.
Taking this approach enables you to shift the focus from “what you offer”, to “what your consumers need.” If the fit is right, the alignment in between the two appears naturally to your clients.
Something is abundantly clear: The method online marketers need to establish b2b content marketing strategies has changed.
Selecting the top b2b marketing strategies for digital health companies
Now that we understand precisely what potential customers desire, the most efficient modern technique to use is Inbound Marketing.
According to Wikipedia’s description of Inbound Marketing:
“Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.”
With a thoughtful inbound marketing strategy, you can establish content that people can enjoy, attract them to your site, and convert them into interested leads!
Here at Responsify, we call a content and inbound marketing strategy an “Inbound GamePlan.” It assists online marketers in comprehending where their business is today and helps establish a strategy to work to their objectives.
An Inbound GamePlan recognizes target buyer personas and investigates potential consumer concerns. The result will be a thorough inbound strategy constructed to draw in, convert, close, and thrill your target buyer personas.
The core phases of an effective Inbound GamePlan
At a high level, the list below stages allows online marketers to get their tactical content “ducks in a row.” Each stage consists of a minimum of 8-12 hours of research study and advancement over a 4-6 week duration.
Stage goal: Unite your sales and marketing groups by producing insights on where you are now, what marketing properties you have, and your organizational development objectives.
In this stage, you truthfully examine where you reside to set a brand-new target for your marketing efforts.
2. Buyer Persona Development
Stage goal: Discover your target Buyer Personas. Chart each persona’s journey as they perform their research study online.
In this stage, you detail and specify a total image of who your buyers are. This stage needs you to work together with your associates to settle on who your personalities are, and preferably get feedback from existing or possible consumers.
Learn more about Buyer Personas with our free worksheet.
3. Buyer Journey Mapping
Stage goal: Outline offers and email subject lines that convert, qualify, and nurture your leads throughout the buyer persona journeys.
In this stage offers such as eBooks and email subject lines are laid out to convert, qualify, and nurture your leads throughout your buyer persona journeys.
4. Inbound Campaign Setup
Stage goal: Develop an in-depth content strategy to bring in personalities by addressing typical concerns through your blog and premium content offers.
In this stage, all content concepts come together in an inbound campaign strategy.
The Bottom Line
Research on how individuals want to connect with brand names is changing the way we approach marketing. Creating a strategy that assists you in taking advantage of tactical content to draw in brand-new leads is the key to creating for your digital health business!
To learn about what’s needed to develop an effective Content and Inbound Strategy, grab our free eBook here!
If you have any questions about how to get started with an Inbound Strategy for your company, don’t be shy, reserve a time to speak with us here. We’re happy to help!