If you’ve been searching for the ultimate marketing combination for maximum return on investment, look no further. Three of the top healthcare sales tactics today are blogging consistently, investing in email marketing, and taking advantage of all the tools that B2B mastermind LinkedIn has to offer.
Are you ready to jump in and learn what you need to know to attract ideal customers, gain qualified leads, and boost sales? Then read on.
Key Takeaways:
- Healthcare businesses should speak directly to their target consumers, providing solutions to pressing problems and pain points.
- While your business could incorporate numerous content marketing strategies, blogging, LinkedIn, and email are three absolute must-haves.
- Businesses that prioritize blogging see 13x the ROI of organizations that don’t.
- Email marketing scores businesses an average ROI of $42 for every $1 spent.
- LinkedIn’s audience has twice the buying power of the average web audience, and four out of five members drive business decisions.
The Importance of Content Marketing for Healthcare Industries
Content marketing for healthcare should communicate complex topics and ideas clearly. Healthcare businesses should speak directly to their target consumers, providing solutions to pressing problems and pain points. Effective content marketing should also empower your business to generate new leads and boost your bottom line.
To achieve your content marketing potential, you must have a deep understanding of your target audience (and their target audience) so you can meet them where they are. By providing answers and addressing concerns, you can become a trusted resource and authority in your field.
Suppose you’re a medical supplier. In that case, you can target healthcare decision-makers and buyers by explaining how your products work, why they’re the best, and how they can help patients and ensure profitability.
By following the right strategies, you can build authentic relationships with people and win loyal, returning customers over time.
Top Healthcare Sales Tactics to Use Online
While you have numerous content marketing options to generate leads and make sales in your business, these three tactics should top your list.
1. Blogging
According to HubSpot, blogging is the third most common content marketing strategy for businesses. Businesses that prioritize blogging see 13x the ROI of companies that don’t.
If your business hasn’t started blogging yet or hasn’t invested enough time and effort to do it effectively, you could be missing out on tremendous profit potential. To get started blogging (or improve your current efforts), begin mapping out the buyer’s journey. In healthcare industries, it typically follows this pattern:
- Awareness stage
- Evaluation stage
- Decision stage
- Loyalty/post-purchase stage
You’ll want to create content that addresses prospects at each stage of the buyer’s journey. That way, you’ll move leads down the sales funnel, regardless of where they jump in.
Follow these steps, and you’ll be well on your way toward attracting quality leads to your website and capturing their attention through content creation.
- Choose keywords and categories to attract ideal consumers.
- Blog about topics your audience craves, covering them in engaging ways.
- Choose popular formats that are easy to digest, like listicles, how-to guides, and answers to frequently asked questions.
- Create a blogging schedule you can stick to. Consistency is key!
- Make blog posts visually compelling by adding graphics and photos.
- Optimize every post for maximum visibility on search engines.
- Share and promote your posts.
2. Email Marketing
Email marketing is another no-brainer, with an ROI of $42 for every $1 spent. How do medical suppliers and other healthcare businesses take full advantage of everything email has to offer, you ask? Here are some tips.
Nurturing Leads
Email is one of the best ways to engage with leads and nurture them over time. If someone signs up for your email list, they’re already showing interest in your business. Sending personalized, customized content to your buyer personas can help you build solid relationships and provide value.
Tracking KPIs
Choosing the right key performance indicators (KPIs) to track is essential. At the very least, make sure you measure email open rate, click-through rate, unsubscribe rate, and bounces for every email you send. You’ll understand exactly how your emails are performing and can make adjustments over time to improve results.
Creating Engaging Campaigns
Every campaign should have an end goal in mind, a target audience, and a strategy. Keep your emails concise, clean, and easy to follow. For example, maybe you have an in-depth guide you want contacts to download and read, to become more educated on a specific product you offer.
In every email, include engaging content and a clear call to action. Subject lines and preview text should always be catchy and persuade contacts to open. Personalize your emails with individual customer names. Also consider conducting A/B tests to discover what types of emails perform best.
3. LinkedIn
LinkedIn is an excellent B2B platform for creating genuine connections, engaging with potential customers, and converting leads into clients. It’s also a leading social platform for decision-makers. LinkedIn’s audience has twice the buying power of the average web audience, and four out of five members drive business decisions.
Here are a few of the marketing tools you can utilize as a healthcare business on LinkedIn.
- Paid advertising: Build brand awareness, generate leads, and drive qualified traffic to your website with sponsored content and messages.
- Organic outreach: Publish quality content for free to get in front of potential customers organically. You can also reach out to prospects through direct messaging.
- Build custom audiences: Create customized contact lists to target specific groups of people, such as key decision-makers or directors.
- Retargeting: You can remarket to different audiences using LinkedIn’s matched audience feature. Reach people who have already engaged with your company at least once.
Need Help Implementing These Healthcare Sales Tactics?
Share Moving Media is a leading content production and publishing company. We work specifically with manufacturers and distributors in the medical field, helping them grow their audiences and win new customers through content marketing. If that includes you, please reach out! We’d love to help you crush the competition and smash your top business goals.
Contact us to learn more or get started.