Using an inbound marketing strategy solves marketing problems that many people often face. Here are four ways inbound marketing will help you overcome some of the biggest problems with growing your online presence and leads generated from the web:
Problem 1: How do you show up in search results amongst a world of competition?
Probably the #1 question we're asked is: When will my website show up on the first page of results? The answer is always: That depends. But there things that we know, based on of data available to us through the Hubspot software, that will help us understand what people are searching, how often they're searching and how much competition is out there for the phrases you want to rank for. It will also help you stay in touch with the phrases that people are really using to search your topics vs what you think it might be. Many times in healthcare marketing a more technical phrase is less used than the more commonly used phrase, so we try to use the common phrase were appropriate.
You also want to think about long-tail keywords. Many times people will type in almost an entire sentence to find what they need. Take advantage of that! With inbound marketing, and the Hubspot software in particular, your content can be very carefully focused after you do the research and choose the terms that will give you the best opportunities for showing up in search results.
Problem 2: Potential customers don't see the value in choosing you over a competitor.
Create a trusting relationship using inbound marketing.
When someone is doing their online research before making a purchase -- whether you're targeting a healthcare administrator making a B2B purchase or a mom researching decisions that are best for her family -- you need to establish your expertise by educating them. Regardless of whether they're a mom or an executive (and many times they're both), at the end of they day they're still human and need to establish trust with someone they want to do business with.
Create content that will grow trust with other humans, speaking the language they are comfortable with. (See #1 above on using key phrases that are common for your target audience and long tail key phrases.)
- Top of the funnel offers - Create this for people who are at the start of their buying journey. Try not to overload them with every detail of the topic they're interested in. And remember, this isn't about selling your company. It's about solving their problem using your expertise. Try not do any "hard selling" on why your product is better in this phase.
- Middle of the funnel offers - This is for someone who has done some research and may be to the point of narrowing down their selection. Give them more meat without giving away the farm. But again, stay focused on educating and being a trusted resource for your potential buyer. And, feel free to require a little more information from these leads in order to access your more advanced content.
By creating content for visitors that is not simply "request a quote" or "free trial", you're guiding them through the entire decision making process, developing a sense of trust in your organization and reinforcing the fact that you know what you're doing. Now when it comes time for a purchase decision they already know you and trust you. That will go a long way in differentiating you from the competition.
Problem 3: How can you tell if a lead is worth your time?
All leads are not created equal. Some are hot and some are just fishing. How can you tell the difference and avoid spinning your wheels? We love the scoring feature of Hubspot. We can setup a system that assigns a value to the lead based on what they do on your website, emails they open or links they click. The more engaged they are, the higher the score. The higher the score, the more attention you may want to pay to that lead.
Your sales team can then use this as a guide to see who has been back to the website or shown more interest in your advanced content over others who may not have demonstrated as much interest. But without the scoring system you can't tell which is which.
Problem 4: You need to get the most bang for my marketing dollar. What's the best way?
One of the greatest things about creating content is that even after you've paid for it, the SEO value continues to grow. Compare this to when you run an ad campaign. When you stop advertising you don't have anything left to show for your money. It only works for as long as you're paying for it. As soon as the budget runs out on a PPC ad campaign, you're no longer showing up for specific key phrases unless you've invested in search engine optimization.
When you pay for inbound marketing and blog writing, you can see the benefits of that blog for weeks, months and quite often years to come. It keeps drawing in visitors. And knowing which content is most popular, you can then create calls-to-action for those visitors that helps turn them from a blog reader into a lead.
While there are many other marketing challenges that you may face, these are some of the most common that can be solved using a solid inbound marketing strategy and the Hubspot software.
If you would like to learn more about how to get an ROI on your marketing read our free ebook: How to Unlock the ROI of Your Marketing With Analytics.
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