Tag Archives: hospital marketing

5 Key Benefits of Inbound Marketing

2 November 2016 smashdeck Leave a comment Healthcare, Inbound Marketing, Sales Growth

Have you ever wondered why some companies resist inbound marketing? Here are 3 possible reasons:

  1. They don’t really know what it is and are too embarrassed to admit it
  2. They want sales! And they don’t understand how content can generate actual revenue
  3. They don’t have the time or money to hire someone to oversee it in-house

Well, let me start by saying that inbound marketing is highly-strategic methodology designed to educate and nurture prospects through their sales journey. It’s not “in your face.” Instead, it’s about providing prospects with something of value without asking for anything in return. And who doesn’t like to get something for nothing?

I’ll give you an example of how it works: In our last blog, The Easiest Way to Get in Front of Hospital Buyers, we revealed that most hospital administrators conduct research online before EVER coming in contact with a sales person. That means that they’re not sitting around waiting for your phone call. In fact, they’re probably dodging your calls until they’ve done their research. The goal of inbound marketing is to provide that research so the buyer can find you on their own.

It’s about delivering the right information at the right time in the right place.

Still aren’t convinced? Then have a look at these 5 Key Benefits of Inbound Marketing:

Benefit 1 – Simplifies the Jobs of Sales AND Marketing

With inbound, your sales and marketing teams join forces to create powerful content for prospects. Sales people are the source for key insights into what the customers need and want at different stages of their buying journey. Armed with that information, marketing can create highly-targeted content that educates the buyer, answers their questions and solves their problems. Together, sales and marketing can utilize and distribute that information to drive leads, increase conversions and nurture existing customers.

Benefit 2 – Increases Visibility and Brand Awareness

The digital world has made it possible for even the smallest brands to gain worldwide recognition. By producing content that is aligned with the the buyer’s journey, your target audience will be able to find your information as they conduct their research. If you’re not out there, they won’t find you. It’s that simple. Oh, and bonus! If prospects like what you’ve written, they’ll share your content with their social networks – dramatically increasing your visibility and solidifying your reputation as a credible resource.

Benefit 3 – Educates Prospects in the Digital World They Live In

Prospects are doing their research online. The latest statistic by CEB says that most B2B buyers are 57%-70% through their buying research before first contacting the seller. With a bit of research and clearly defined buyer personas, you will understand WHERE those key prospects are searching for information, and you can position your information strategically for them to see.

[Tweet ““67% of the buyer’s journey is now done digitally.” @siriusdecisions“]

Benefit 4 – Increases Trust and Credibility

Many buyers have shunned outbound marketing. They don’t want their day to be interrupted by your call or email. They want to consume information at their own leisure. Always remember: inbound marketing is on the buyer’s terms. If you can swallow your pride, dial back your enthusiasm and target prospects in a less direct, yet more effective way (ie: Inbound), you’ll gain their trust and pop in their minds when they’re ready to make a purchase.

Benefit 5 – Generates Quality Traffic & Leads

Finally, the part you’ve been waiting for. How does inbound generate sales? Well, we’re not saying it generates sales. We’re saying it generates relationships that lead to sales. Content targeted at your key audience will drive quality traffic and leads to your website. The more frequently you produce content, the more often those prospects are likely to visit your site – and when they do, you’ll be ready for them with calls to actions, top-notch landing pages and content offers that will help them make their decision – thus, leading them down the path towards conversion.

Well, if that wasn’t a long-winded explanation of why you need an inbound marketing program in place, then I don’t know what is. But it’s important to understand that inbound marketing is one of the most effective strategies in today’s busy world.

 

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What you can do to make sure hospital buyers find you 

27 April 2015 Christina Hall Leave a comment Healthcare, Sales Growth

A company that sells into hospitals and healthcare systems understand complex sales transactions. Hospital buyers and supply chain executives are always looking for cost saving opportunities. However, new product initiatives are time consuming to implement because of multiple decision makers and committee approvals.

Consider the perspective of the modern healthcare supply chain executive who is tasked with sourcing innovative products while also finding cost saving solutions. If he or she is looking for a new vendor, a capital asset, or a multi-department purchase, then research is inevitable. One role of marketing is to help these decision makers find you.

So what can you do?

Make sure your testimonials and case studies stand out

Testimonials and case studies are one of the more important marketing assets a company can have. Prospects love to see prior success because it means you understand their problem and can provide a solution.

Create helpful blog content

A blog article can be no different than a salesperson talking to a prospect or sending a prospect an email. The difference is that content lives on the web, and can be searched. Can you afford not to be found online?

Arm the sales team with content that supports the unique selling points of the product or the brand proposition of the company

I am not just talking about a product brochure that lists features and benefits but advanced content, such as white papers or guides that speak to multiple buyer personas and can actually influence a purchase.

Clinicians need different information than a purchasing manager does to make a buying decision.

Sometimes the sales conversation stalls if there is no additional information a sales representative can provide to help the prospect move forward. I wrote about this recently in another post.

Content can be used to help a company get found in search and it can also be used to facilitate a sales transaction.

We all make decisions based on the information we read, hear and see. Hospital and health system executives are no different.

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