How Health Technology Companies can create Prospect Engagement Strategies
Long sales cycles are common in the health technology field. Prospects come, engage initially but are then lost in the circle of time and emerge a cold lead. Time and energy spent, but no revenue earned. Now, we cannot help prospects who turn cold by choice or have found a different solution, but we can help those who are lost due to communication – by developing an effective engagement strategy!
An engagement strategy will keep you connected with the prospect during the long period of lull in the cycle and will be a means of nurturing them with content to accelerate conversion.
Let’s look at six simple steps.
Step 1: Create your buyer persona and identify the ideal buyer
There is no shortage of potential customers, but sales reps do not go chasing after all of them, because they have an understanding of the ideal buyer. Buyer personas are partially fictitious profiles that outline your ideal consumer.
These are made after market research, combined with existing company data. This triggers the question; do we need buyer personas in healthcare tech? The answer is, every marketing strategy needs buyer personas, irrespective of their industry. Top performing companies have mapped 90% or more of their customer database by persona.
Your ideal buyer persona is a complex identity, that cannot be created in a day. It should be detailed enough for you to understand their role in their organization, what their work is like, their pain points, where they stand in their buyer’s journey, how do they look for information, etc.
With this, you will be able to strategize on how to approach, nurture and convert that specific buyer persona. Craft a persona for every type of consumer you have and personalize their engagement with your brand.
Step 2: Start utilizing LinkedIn to engage prospects
LinkedIn is the professional Instagram. People are here to look for career opportunities, job openings, professional advice, products; everything related to business. It is the appropriate platform to build relationships with prospects and nurture them with content. LinkedIn is the network where all of your relationship-building comes to a summary – you can show off your recognized clients, establish leadership and advertise your value.
Start off with a summary. Summaries are essentially a collection of thoughts for the prospect; something that talks about a service/product of the company as a solution for their problems. Add in a Call-to-Action to make it more effective. Talk about how you want to solve their pain points and direct them to do something – visit your website or sign up.
LinkedIn has 15x more content impressions than job postings, from its 10k B2B business pages, so jump on that wagon. Link it back to your blog, so that interested consumers are re-directed as traffic to your website. Take time to engage in conversations and conversions!
Step 3: Optimize your emails; personalize them!
Prospects still receive emails and if you are lucky, a few also read. But that does not deter companies from implementing a rigorous email marketing campaign. It is also partially because the steady flow of prospects makes it difficult to keep up with everyone, and email provides a way of regular personalized communication with the prospect.
When you send out emails to a prospect, make sure that they are optimized and customized. Personalized emails improve clickthrough rates by 14%, conversion rates by 10%, and drive 18 times more revenue than broadcast emails. Customize your emails for a buyer as per their position in their buying journey. This way, the content you send to them is more relevant.
Ditch the salesy headlines and opt for something attention-grabbing. Educate your prospects through your emails. Put in a CTA, optimize it for mobile devices and send it at the best time. You can use CRM and automation tools to save the time you spend on doing all of this manually.
Step 4: Include Webinars in your marketing strategy
Webinars are an increasingly important part of any marketing strategy, especially after the pandemic locked everyone indoors. Webinars take place in real-time and provide you with a platform to deliver tremendous value.
Companies that organize webinars are seen as leaders; because they have something that important and detailed to share. Also, you can communicate to prospect all around the world from a single place.
Many marketers advise conducting a product demonstration as well. Inviting a guest to the webinar boosts your credibility as well.
Webinars generate new leads and convert the nurtured ones – 73% of marketers agree that webinars are the best way to generate high-quality leads. It keeps people engaged and lays the foundation of a reliable relationship.
Step 5: Nurture Leads with Impactful Content
Competition is everywhere. And what sets you apart from your competitors is your customer experience and your content. Modern buyers are independent researchers; they are well informed and they are already halfway through their buying journey when they contact a sales rep. Hence, the content you produce and post is pivotal in shaping the prospect’s perspective about you.
Nurturing leads with content is one of the ways to gradually help them through the sales funnel. You can do it in any way you think will resonate with your company. One easy way is to repurpose your content to make targeted email campaigns.
Team up with your marketing department, revamp the content on your website – blogs, newsletters, articles, eBooks, white papers, etc. – and deliver it to your prospect’s inbox at regular intervals. Keep in mind that the purpose of these emails is not to sell but to educate your buyer and enable them to solve their problem in a simpler way.
Step 6: Don’t forget the follow-ups!
Time is money. And it holds true to the follow-up aspect of your marketing strategy. Any lethargy or delay in following up with a prospect can cost you the whole deal. Stats reveal that 30-50% of sales go to the vendor that responds first. In fact, if you do not follow up with a prospect/client within an hour of their engagement with your brand, that lead will turn cold.
As soon as someone shows interest in your company by maybe dropping their email or signing up for your newsletter, you need to acknowledge that you value their time and interest and hence, immediately establish a connection. Sometimes, you make promises during sales pitches to get in touch with people later, those are addressed by follow-up emails or calls.
Follow-ups build a sense of trust with the person and help in addressing the problems in good time. Following up after closing a sale also helps you sell more. Just automate your email marketing and you will be done.
The ideas explained here are a part of an inbound marketing strategy, which, along with the outbound strategy, make up the marketing efforts of a business. This part of marketing focuses on building relationships with existing and potential consumers, educating them about the product and their problems, and then converting them into a consumer when you act like a trustworthy advisor.
It is a lot to take in and can be nerve-wracking to implement at first, but it is very successful at helping you filter your prospects, qualify them and determine which are ideal for business. With an inbound marketing system, it will take you less time and effort to sell more healthcare tech and help out a number of people.
However, if you still feel lost, it’s best to seek advice from expert B2B sales and marketing consulting firms. They will help you craft an experience-backed engagement strategy that will not only help boost your engagement but will also establish you as an industry leader!
Do you also wish to create a foolproof engagement strategy for your health-tech company? Contact us today and we will take it up from there.