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Anna Kuser 
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Share Scaling a healthcare technology company is no easy task. You need the right ‘people’ to build your product and market and sell it. Then you need the right ‘process’ to take a company to real and sustainable growth. After B2B companies play out the standard strategies of acquiring new customers through referrals, partnerships, buying lists, going to trade shows, blasting self-promotional emails, etc., they need new and more sustainable ways to grow. Continue reading to learn how to increase revenue in healthcare by implementing Inbound Methodology. That’s where a new process of attracting ideal customers comes into the mix called ‘Inbound’ marketing and sales (or ‘smarketing’). More and more companies of various industries are beginning to incorporate the Inbound methodology as part of their overall marketing and sales strategies. According to a recent State of Inbound Report by Hubspot, companies are 3 times more likely to observe higher ROI on carrying out Inbound campaigns than using traditional, disruptive marketing and sales tactics. Inbound strategies have several advantages including:
Flex-A-Seal is a company that designs and manufactures mechanical seals for industrial pumps. When the workers at Flex-A-Seal realized that they weren’t getting enough traffic to the website, they partnered with an Inbound agency to try out a different way of marketing. The agency redid the company’s website and optimized it for search engines using relevant keywords. As a result, the website ranked first in search results for targeted keywords and the organic web traffic increased by more than 95%. The Inbound agency also created free tip sheets that visitors to Flex-A-Seal’s website could download in return for their contact information. This strategy generated more than 50 qualified leads in 4 months. That’s a perfect example of how to increase revenue in healthcare! Flex-A-Seal also had a manufacturing plant in Brazil and wanted to boost their sales in the South American market. The Inbound agency created flexaseal.mx, a microsite targeted specifically at Spanish speakers. This generated multiple leads across different Latin American countries and increased Flex-A-Seal’s sales by 400%. Besides focusing on their website, Flex-A-Seal wanted to generate more leads via social media. The Inbound agency created a LinkedIn account for the company and trained key executives and sales reps on prospecting and engagement. As a result of this campaign, Flex-A-Seal increased their LinkedIn followers by 800% and established themselves as an authority in the fluid sealing industry!
Bell Performance is a leading manufacturer of oil and fuel additives. Initially, the company didn’t have a website that they could use to generate leads online. Since they wanted to create more brand awareness, the first step was to build a professional website. To begin this endeavor, Bell Performance sought the services of an Inbound agency. The agency first helped Bell Performance identify their buyer personas and build a custom website with content that targeted their ideal buyers. This initial step boosted their organic web traffic by 700% in one year. The Inbound agency also created landing pages with the purpose of capturing website visitors’ contact information. Different offers were promoted through social media and email marketing to direct potential customers to the landing pages. This resulted in an increase in the company’s lead generation by 1400% within just two years. By applying Inbound strategies, Bell Performance was able to close 600 new online sales in the first year. In the second year, the amount of online sales increased by 80%!
HUI Manufacturing is a company that specializes in sheet metal fabrication of medical carts and industrial products. This company had previously used pay-per-click (PPC) advertising to generate leads and wanted to explore new strategies for attracting organic traffic. They too decided to ask an Inbound agency for assistance. This agency helped HUI Manufacturing create the Medical Carts blog and developed a 6-month editorial schedule with blog posts that were relevant to the potential customers’ needs. They also created long-form content such as cheat sheets, eBooks and extensive guides that required the viewers to submit their contact info before downloading. This content was promoted mainly through targeted LinkedIn groups. The result was a 68% increase in organic traffic and 115% increase in traffic from LinkedIn alone. Website lead conversions were also boosted approximately by 150%. In the first eleven months, the total new sales generated via Inbound tactics resulted in more than a few million dollars of new revenue!
Corrugated Metals is a company that offers metal corrugating products and services for the defense, transportation, equipment and construction industries. This company had struggled to attract quality leads and boost their sales revenue. To overcome this problem, they decided to hire an Inbound agency to help them achieve their objectives. The first step was to redesign the entire company website and come up with a responsive design that displayed well on mobile devices and computers. Then, they created blog content on subjects like ‘energy efficient building materials’ to attract organic traffic with keywords optimized for the search engines. This content was promoted via different social media channels to have even more people visit Corrugated Metals’ website. Through this marketing campaign, Corrugated Metals experienced a 198% increase in web traffic and a 285% jump in leads!
The world is changing quickly and it’s very important that every aspect of a business is up-to-date to match the needs of its clients. Modern day buyers will not stop viewing traditional and generalized content entirely, but will appreciate educational, relevant content produced using ‘Inbound’ strategies. It’s time to put your prospects first and your company last so you can stand out to your prospects and boost your revenue. As Inbound specialists, Responsify has helped many marketers and sales teams incorporate Inbound into their lead generating and nurturing processes. Feel free to reserve your free strategy session now. We can help you evaluate your assets and get free insights and suggestions to help scale your health technology company!
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