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Anna Kuser 
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Share When doing Healthcare IT online marketing, you want to have as many prospects as possible visiting their company’s website. Doing so is a challenge in itself. When they do get people to their website, the next challenge is getting those visitors to “Contact Us” or “Request a Demo” or “Subscribe to Newsletter”. The only problem is, a very small percentage of people actually do so. Sound familiar? Unfortunately this problem is all too common. To help you overcome this challenge and turn your visitors into potential leads, we’ve put together six proven healthcare IT online marketing steps for you to follow. Now let’s think for a moment. What if your website visitors are not looking to take one of those three common actions? Well then you have lost the opportunity for them to take an action that THEY want or are willing to take. You guessed it, another lost lead you’ll likely never get back again. According to HubSpot, a lead is someone who has shown some interest in your product or service. Visitors convert to leads once you collect some details about them. This could be their name, location, industry and email address. So, what can you do if a visitor is not ready to take one of your common actions on your site geared to helping YOU sell to them? The million dollar answer: Help them take an action THEY want to take. Give them tailored content and tools that help them learn in exchange for their information. When they are reading your blog, or simply browsing to learn about your company, make sure you are strategically creating and promoting premium offers for them (beyond “Contact Us” or “Request a Demo” or “Subscribe to Newsletter”).
In healthcare IT online marketing, an offer is any kind of helpful content that you provide on your site. This could be in the form of white papers, eBooks, podcasts, case studies, infographics, photos, webinars, videos, educational guides, webinar, slideshows, and more. The aim of the offer is to provide specific information that addresses the prospects’ challenges or problems. In return for the offer, visitors should be required to provide at least their name and email address. Before creating an offer, take the time to define your target audience by creating specific Buyer Personas. In addition, you need to map out their Buyer’s Journey. This will help you create content that your visitors need, thus creating a supply and demand effect to generate more leads.
In the healthcare IT online marketing jargon, a call to action is anything on your web page that prompts visitors to take action. A good example is Oracle’s marketing automation products page that has CTAs such as ‘Start the Conversation’ and ‘Learn More’. You need to make your CTA enticing enough to convert visitors into leads. The best CTAs are those aligned with the page content and request specific action. Use interesting graphics, designs and bright colors to make your CTA stand out on your page. Place your call to action in a prominent position on your page, preferably above the fold. And above all, make sure the CTA is well aligned to the content on your page. If your post is about “Improving Hospital Operational Efficiency”, don’t have a call to action about “Lowering Medical Billing Costs”, as there’s a small chance the reader is interested in both topics.
Ideally, when your visitors click on the CTA, they should end up on what’s called a Landing Page. This is a page that explains what your offer is all about and how visitors will benefit from it. It also comes with a form used to collect visitors’ contact information. For maximum effectiveness, keep your landing pages as brief as possible (see the Halogen landing page). Visitors should be able to skim through quickly and make a decision. Remember, the more useful and exclusive the offer is, the more likely they are to submit their information. Finally, your landing pages should not display your navigation menu. Doing so will keep visitors on your landing page since they don’t have the option of clicking to other pages of your site.
Visitors are converted into leads once they fill in and submit the form on your landing page. You should customize the forms based on the content being offered. If you’re offering a small piece of content, such as a two-page report, the form shouldn’t request for too much information. On the other hand, you can ask for more details when offering longer content, such as eBooks. To make the signup process easier, use smart forms which have the ability to populate automatically when visitors click on the fields. Once they click ‘submit’ on your landing page, your visitors will receive a ‘thank you’ email with a download link for the offer.
To manage healthcare IT online marketing leads effectively, you will need a powerful CRM such as HubSpot. It provides free software that you can easily add to your site. It will help you know who is visiting your site, the source they came from, and what content they looking at on your site. With this information, you will be able to target them with the right information through email and calls. Sending relevant information on a regular basis will enhance chances of converting leads into buyers.
Having a long list of healthcare IT online marketing contacts is pointless if it is does not boost your bottom line. A recent study by MarketingSherpa revealed that more than 70% of leads never convert into customers. Continue sending carefully created Lead Nurturing Emails to your contacts with useful information until you see some conversions. Ask them questions to find out what they want to know. Once in a while, you can test different offers to see which one generates the best leads.
The website visitor conversion steps outlined above are only a part of the larger marketing methodology called Inbound Marketing. This method stresses the importance of having relevant and valuable content for your website visitors. Content can then also be used to continue to engage those who’ve converted to qualified leads. Your healthcare technology company can utilize Inbound to attract new visitors to your website, convert them into leads, and nurture these leads into loyal customers. It can be very challenging to do all of this alone. Don’t sweat it. We here at Responsify partner with health technology marketers to offer strategy, support, and help implementing these Inbound Marketing activities into their existing marketing mix. If you’d like to discuss ways to help your Healthcare Technology company reveal more of its visitors to generate qualified leads, feel free to request a free strategy session now. We’re happy to spend time helping you evaluate your assets and offer free insights and suggestions to guide you in the right direction.
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