It’s no secret that a strong digital marketing strategy brings big returns to your business in the form of client conversions and sales. But for a company selling health products or services, why is it especially important to use inbound marketing?
Well, because it has to do with the consumers’ most precious resource: their health!
Especially right now with COVID-19 bringing a shift in where sales are done, and the kind of products that are seeing an increase in sales (hint: your kind), it’s imperative that you refresh your digital content marketing strategy.
So what should you focus on? Inbound marketing! Create an inbound marketing strategy with a copy professional that attracts leads to your company, rather than your company having to waste time broadcasting out. In fact, according to a recent study (Hubspot), about 60% of marketing teams have already embraced inbound marketing strategies in order to keep up with the competition.
Inbound strategies not only bring you a bigger ROI, but also build the infrastructure to bring in a steady stream of prospective consumers.
So what kind of online content are consumers (and Google search bots) interested in?
SEO-optimized, accessible, and engaging content.
SEO-optimized content, among other factors, tells Google AI to rank your website higher so more eyes can see it. The more eyes that see your content and convert to customers, the more these search bots will register your website as authoritative, and therefore necessary to rank higher--see the cyclical effect?
Here is a quick read on the top five strategies you can implement with your marketing team or freelance copywriters.
1. Routine Blog Posts
Every medical and health website should have a blog with scheduled posts as one of their main forms of inbound marketing. Period.
With how SEO is configured, the more you blog using popular keywords and are backlinked in other blogs, the higher up in search rankings Google will display your content, and the more likely potential clients will find you.
People and businesses are searching for the latest information on the health and wellness topics, and typically for long-term relationships they can trust.
With inbound content marking such as weekly blog posts that cover relevant health topics, you can attract those people to you and position yourself as an expert within your field--without even having to explicitly market your product!
Displaying your expertise to consumers through a routinely updated blog not only will provide information they need, but make it more likely for them to choose YOUR business.
2. Social Media Marketing
If you don’t market yourself across multiple social media streams, you’re leaving a huge chunk of brand recognition opportunities on the table.
Social media is about making human connections, and in this current age, using social media is one of the most effective ways your company can earn trust and genuine consumer connections.
A website is the foundation of any modern business, but sharing your blog posts from your website to Twitter, LinkedIn Publisher, Facebook, etc. will cast your net so much farther.
When you use social media, you are getting the advantage of connecting with other businesses that will in turn be more aware of what you have to offer. This will increase your traffic and client leads far beyond having just your website.
3. Be Our Guest
Guest posting on other websites’ blogs is a powerful way to attract traffic to your own website. The trick here is making sure your marketing team works with websites who themselves have engaged readers.
Ways to measure this? See how high up in Google search they are featured due to their SEO content and backlinks.
Also check out their blog itself. A good blog will have consistent, timely posts, with reader comments, shares, and likes as proof of engagement. That’s a win-win for both of you! For example, the business blogs I write for have a ton of engagement--which is not only good for them, but for me to attract eyes to my own website!
Blog posts require time and you want to position yourself as a leader by being featured and backlinked on other people’s sites. Therefore, make sure your guest posts are worth the investment you put in by targeting quality blogs.
A great example of this: I was recently contacted by a marketing website to write about how I successfully built my copywriting business and clientele list in a matter of months (hurrah!).
I recognized the value in writing for them, because I knew they were a leading copywriting resource on the web for my professional circle (Blog post to be shared once it is posted--but click here for my own blog!).
People love getting things for free. Once leads are coming in, offer them useful content that will convince them to give you their contact information. It has to be attractive enough for them to willingly fill out that contact form!
Don’t offer them useless information that seems aggressively sales-driven, and DON’T spam their emails. In the health and wellness space, you want to come off as an approachable expert, not a car salesperson.
Selling health-focused products like supplements or exercise equipment requires trust over time. In order to build that positive correlation with your product and company, you have to offer free content that engages them and also puts them at ease.
Give people access to webinars about how your product works, or offer up free case studies about how your product is positioned to benefit new consumers. Maybe even offer up a 30-minute live Q&A session once a month, where potential customers can be reassured about what you are offering via face-to-face interaction.
Whatever will personalize their experience, while you benefit by getting leads. What is important here is their contact information—namely, their email address, which brings me to today’s final strategy.
5. Email Campaigns
Once you have a steady stream of leads and their contact information, you have a powerful way of converting leads into clients.
According to research, email marketing is one of the biggest ROIs you can funnel your marketing budget into—for every dollar spent, the average return is $44.25! If that doesn’t convince you that having lists of potential clients’ emails is valuable, I don’t know what will.
However, don't blast just anything out to them. Make sure your content is effective, or you will have the masses quickly unsubbing from your emails. Offer consistent, valuable, and attractive information catered to your leads’ specific interest in your company.
Don’t spam, don’t directly sell, until you are providing emails with content they want to know more about. Over the long term, this email funneling technique will bring steady conversion streams.
Remember, inbound marketing brings potential customers to your website who are already interested in what your company has to offer, they just need to be convinced that you are the right choice.
Inbound marketing, as opposed to casting a wide net with outbound marketing, will cut down on the funds and time your company spends. With these strategies, the right leads will be attracted to your website. Once they are there, you can convert said curious leads into clients by giving them quality content that proves you are a health industry powerhouse.
Annie-Eliza Stevens is a full-time freelance health marketing copywriter in Boston, available remote. She helps her clients engage and educate consumers, attract leads, and convert them into loyal customers. When she isn't writing, she is cooking up a storm, reading, and caring for animals. Say hello at: firstname.lastname@example.org