As a medical supplier, you can spend anywhere from $2,000-$20,000 a month on content marketing.

Content marketing is creating online content that leads to sales. However, it’s pointless without a return on investment (ROI). That means you want to be making more money from sales than you are putting into marketing.

Here is the basic strategy of content marketing, known as the sales funnel:

• Attract web traffic
• Turn the traffic into leads
• Convert the leads into sales

However, qualified web traffic, or visitors who are likely to turn a sale, takes out the middle step – giving you a straight line from your web traffic to sales. This means less work for you and more sales for your team.

Here is how web traffic improves sales in healthcare and a few ways you can generate qualified web traffic.

Key Takeaways

• Qualified traffic is more likely to lead to sales than regular traffic.
• You can increase your qualified traffic through content optimization.
• Qualified traffic leads to a greater conversion rate.

The Benefit of Website Traffic for Medical Suppliers

Your website traffic is the people visiting your site. Your goal is to make a sale from that traffic. You can generate this traffic by creating content that ranks well in searches, shows up through paid ads, or shares on social media.

The problem is – not everyone who visits your site ends with a sale.

You could spend thousands of dollars to gain traffic, but if none of that traffic includes healthcare companies, the traffic is pointless. It would be equal to owning a pet store, but only non-pet owners visit your store.

Web traffic isn’t enough for generating sales. But, by customizing your content and marketing techniques, you can rank higher for people who may make a purchase instead of ranking highly in general searches.

These potential leads are called qualified web traffic.

How You Can Gain Qualified Web Traffic to Your Medical Website

Here are five ways to customize your content and gain qualified web traffic that double your sales.

Create Lead-Specific Content

Your content is at the top of your marketing funnel. It’s what attracts leads to your website. If you want only to attract qualified traffic versus all traffic, gear your content towards your audience.

You can target your content by addressing a specific audience (like this article addresses medical suppliers), using relevant market research, and covering healthcare trends. This strategy appeals to the interests of your target audience and positions you as an expert in their field.

Optimize Your Content for Healthcare Professionals

When you optimize your web content, you can target a specific audience. For example, if you want healthcare professionals to find your website in their searches, create headlines and content using standard healthcare search terms.

Regular SEO research tells you common searches. You may gain a large amount of traffic by using standard search terms. But, by taking the extra time to know what healthcare professionals specifically want and need, you can narrow your search focus to qualified leads.

Reach Out Through Social Channels

Social media is a powerful tool for gaining traffic. While 87% of marketers claim social media increases their brand exposure, nearly 80% say it also increases their traffic.

Use your social media strategically by sharing and tagging content that relates to the medical field. Then, instead of all social media users seeing your posts, you are targeting niche channels. That means those most likely to see and click on links to your medical supply website will be healthcare professionals.

Link to Relevant Articles

Whenever you create web content, use links to gain exposure both in searches and within other sites. For example, healthcare providers will learn to associate your brand with healthcare supplies by linking to other relevant medical websites.

Nearly 74% of websites will receive a reciprocal link. So with that in mind, when you link to those popular websites, you are leading qualified traffic back to your site through those reciprocal links.

Initiate Contact with Potential Leads

If you want qualified traffic, don’t wait for them to come to you. Instead, find the traffic you want and invite it to your website. You locate these potential leads through:

• Market research
• Email lists
• Online feedback and comments
• In-person connections

How is Qualified Traffic Measured?

Your website’s success is more than the number of traffic you receive. It is also measured by:

• Length of time spent on your website
• New versus returning visitors
• Your conversion rates

You don’t just want dozens of visitors to click then bounce from your website. You need to generate content that retains visitors to your website and encourages them to browse your products.

You also want those visitors to end with a sale.

For example, if 100 people visit your website a day, that’s a good level of web traffic. But, if only one healthcare professional makes a sale, your ROI is unsuccessful.

On the other hand, if 10 out of 20 visitors ended in a sale, you would have a positive ROI. This ratio is your conversion rate. In the first scenario, your conversion rate is 1%, while your conversion rate is 50% in the second scenario.

If you want to increase your conversion rate, focus on retaining customers instead of attracting new traffic. Your chance of selling to a previous customer is 60%-70%, whereas selling to a new customer is just 5%-20%.

Using Qualified Web Traffic to Improve Sales in Healthcare

Here are four ways you can encourage your qualified traffic to make a sale:

• Offer an incentive along with a purchase
• Add a call-to-action at the end of each content piece
• Gather contact information to follow up with potential customers
• Make your website easy to navigate and make purchases

Share Moving Media has a staff of editors and writers to help create “content in context” for the audience you want to reach. Over the past year, Repertoire’s site traffic has jumped from 80,000 clicks to 307,000 clicks. Let us help you grow your traffic and sales!