As Guy Kawasaki so eloquently put it. If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on Inbound Marketing.
Not only is inbound marketing a less expensive way to market to your audience, it holds a wider range of benefits that will generate a higher return long term. It allows you to create a reason for your customer to naturally gravitate to your organization when the need arises.
Whether you are just starting to explore inbound marketing strategies for your healthcare organization or are looking for the most effective techniques to strengthen your current strategy, you’ve come to the right place.
We know you’re busy, so we put together the top 3 components you need for a great inbound marketing strategy. Trust us, they are definitely worth spending some time on. Let’s get started.
1. Start with Stellar SEO
As my good friend John Lynn says “SEO (Search Engine Optimization) can be one of the best ways to drive traffic to your healthcare organization. Done right, it can be the gift that keeps on giving month after month. Done wrong and you can just end up pouring money down the SEO drain.”
In a nutshell, SEO is the process of optimizing your website’s content in order to receive organic placements on search engine results pages. A good place to start is to identify the most important keywords that your target audience would be searching for. Use those keywords throughout your site and content. This will ensure that Google is able to index your site’s content to have it appear for FREE as users search online.
Having SEO as a part of your inbound strategy is extremely important because let’s face it, if you can’t be found, then you won’t be getting any business!
2. Create Content
Now that you have done some leg work to attract your buyer to your site, you need to be prepared to serve them something. You don’t want to leave them empty-handed. One of the most common and most effective forms of inbound marketing is content creation. Content plays a big role in attracting new visitors, gaining returning visitors, and convincing warmer leads to buy.
The easiest place to start is by writing blogs or articles that keep your audience informed and prove that you are a thought-leader in your market. You can then create longer-form content pieces that help nurture your leads through the buying process. Whitepapers, ebooks, and guides help inform your buyer how your product or service will help them. Case studies and testimonials help convince your audience who are further down the process to buy.
3. Share on Social Media
So you’ve created content and now you can sit back and relax right? Wrong! Creating content is just another piece of your inbound marketing strategy. You now have to ensure that your content is being consumed by your audience. Enter social media! Social gives you the power to engage with a wide range of your audience and generate the visibility you need to build a loyal audience. These days almost everyone is on some form of social media; your audience is likely on multiple channels. Start by determining which channels your audience is likely to be on and which channels allow your organization to effectively share your content. Tip: a social media promotion plan is a great way to help you determine how to distribute your content to the right people, analyze your top performing content, and even pay to gain even more traffic to the content that’s resonating with your audience.
Starting with these three tactics will provide a solid base for an amazing inbound marketing strategy. Good luck!
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