No one likes pushy salespeople when they’re in a store just looking around. This can happen online as well — constant pop-ups, pushy CTAs, and aggressive emails can send potential clients running for the hills. What your healthcare marketing team needs is content that sells, and our team is here to help you achieve it.
Your two biggest tools for creating healthcare marketing that sells are buyer personas and inbound marketing. Buyer personas help you better understand your ideal client to create content tailored to them. Inbound marketing flips the script on the traditional sales funnel by focusing on developing customer relationships long after the sale has finished.
There is no best form of content that sells. You need to use a variety of mediums to attract, engage, and delight your customers. This can be through videos, chatbots, blog posts, and email marketing campaigns. Our team can help you create a digital content strategy that works to increase sales and achieve your long-term goals.
How To Create Content That Sells for Digital Healthcare
There’s no shortage of sales content on the internet. Unfortunately, not every piece of content intended to sell a healthcare product or service succeeds. You could have the most well-thought-out digital marketing strategy known to man. However, if your copy isn’t leading visitors further down the sales funnel then it’s not doing its job. Fortunately, there are helpful steps that you can take in reaching your target audience.
Buyer Personas: Your Secret Tool for Selling
As content creators ourselves, one of the biggest mistakes we see our clients make is not having buyer personas. Think of them as your target audience — the people that your entire content strategy should be centered around. You should be keeping your buyer personas in mind as you create content to ensure that your audience makes it to the bottom of the funnel.
But what are buyer personas, exactly? According to HubSpot, a buyer persona is “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”
To determine who your buyer personas are, take a long, close look at their:
- Behavior patterns
- Demographics
- Motivations
- Goals
Here’s an example of one we created for a client in the past:
Having concrete buyer personas in place can help provide structure to your content marketing. This can include blog posts, social media posts, or even case studies. With a clear idea of who your target audience is, you will be more prepared to communicate and convert visitors into long-lasting customers.
Read our blog on customer acquisition for SaaS practice management systems to learn about buyer personas and much more!
Turn Your Sales Into Relationships With Inbound Marketing
Buyer personas are the cornerstone of inbound marketing, a marketing methodology for the 21st century. Rather than focusing on a single sale, inbound marketing focuses on creating long-lasting relationships with your clients. It establishes you as a guide rather than a vendor, making you an indispensable resource for their success (and your own).
The key to inbound marketing is the inbound flywheel. More than a traditional sales funnel, it provides a foundation for you to keep customers coming back again and again. With this methodology, you have a much better chance of influencing your customer’s buying decision in the internet age.
The flywheel has three phases:
- Attract
- Engage
- Delight
The attract stage involves creating your buyer personas and creating content that appeals to them directly. During the engage phase, you begin to interact with them on a deeper level by identifying their pain points and providing solutions. For the delight stage, you establish your HealthTech business as a trusted advisor and guide instead of just another marketing vendor.
To learn more about growing your MedTech Business with inbound marketing, read our blog!
Types of Digital Content That Sells
There is no one type of content that sells best for every industry. Instead, you need to utilize a variety of content types to get the most out of your digital marketing strategy.
This includes:
- Videos
- Chatbots
- Blog posts
- Email marketing campaigns
Videos are one of the most engaging ways to create content that sells to your customers. Unlike ads which can be an annoyance, having robust video channels on social media platforms such as YouTube allows you to show rather than tell visitors about your product in greater detail. This allows viewers to see the value of your product instead of simply telling them about it in your sales copy.
Click here to read our blog on the benefits of using video in your HealthTech content!
With chatbots, you can automate your sales process with messaging based on your buyer personas. They add a human element to your website without the need for added manpower. When correctly scripted, chatbots can help to draw in visitors, gradually convert them into customers, and have them coming back for more.
Never underestimate the power of a blog post. They allow you to create informative and authoritative content while also taking advantage of search engine optimization (SEO). By knowing what keywords your potential customers are using in search engines, you can craft blogs that answer their questions as well as get promoted higher in the search results.
Email marketing campaigns provide you with the perfect opportunity to keep your customers abreast of what your HealthTech business is up to. From new products and special events to company culture, they help you engage your email list long after the sale has closed. This draws them deeper through the flywheel, helping you delight them with your expertise and guidance.
Partner With Baker Labs for Healthcare Marketing Content That Sells
Our team at Baker Marketing has a decade of experience helping HealthTech and healthcare clients achieve their content goals. Whether it’s videos, chatbots, blogs, or email marketing campaigns, we can create content that sells to your ideal customer. At Baker Marketing, we’re more than a content vendor — we’re your guide to help navigate the digital landscape.
Do you need HealthTech content that sells? Schedule a call with our marketing experts today for a free 30-minute strategy consultation!
Buyer personas and inbound marketing are your two biggest tools for creating healthcare marketing that sells. With buyer personas, you can gain a better understanding of your ideal customer and craft content that appeals directly to them. With inbound marketing, you replace the sales funnel with the inbound flywheel to focus on relationships rather than a single sale.
Content that sells comes in all shapes and sizes so there’s no need to focus on only one. You can use videos, chatbots, blog posts, and email marketing to attract, engage, and delight your customers. At Baker Marketing, our team has a decade of experience in healthcare marketing, helping our clients develop digital content strategies that achieve their long-term goals.
Baker Marketing Laboratory has spent years helping healthcare businesses find their footing in the digital world. Through a combination of inbound digital marketing and powerful messaging strategies, we help you craft a marketing campaign that resonates with your ideal customer. Contact us today to schedule a call and learn the difference we can make for your business.
