Generate leads using industry-targeted inbound marketing

People often turn to digital means to find solutions to their problems. This is true for all industries, but more so for some industries than others. For example, 1 in 10 of her Americans use social media to find information about health care, and 66% use the Internet to research a specific medical issue.

While many people explore the challenges they face using the Internet, the majority do not see online advertising as relevant, a missed opportunity for marketers. To reach these potential online clients, the industry is turning to inbound his marketing techniques to find leads.

Inbound marketing explained

For years, outbound marketing has been the primary way to find prospects who have become customers. Outbound marketing includes the process of tracking potential clients. This included cold calling techniques and direct sales pitches.

Inbound marketing, by contrast, takes a more personal approach. Hubspot defines an inbound methodology as “a way to grow an organization by building meaningful and lasting relationships with consumers, prospects, and customers.” It’s about valuing and empowering these people to reach their goals at any stage of their journey with you.

This approach is popular with younger generations who prioritize personalization and being treated individually rather than as a number. It’s also a preferred marketing strategy in industries where personal relationships really matter, such as healthcare.

According to Bob McIntosh, we need personalization across digital marketing. He said, “Simply presenting broad digital advertising or content with mass appeal to a generalized audience tends to be ineffective today. Most successful companies and marketing professionals We understand that digital marketing works better when it’s personalized to your target audience.

There are three ways to apply this inbound methodology. It is attraction, engagement and pleasure.

Attract

Conversational marketing is an inbound marketing strategy that allows companies to engage potential customers by interacting directly with prospects.

Live chat and chatbots are generally the first methods of conversational marketing that come to mind, but other tools that facilitate real-time conversations also apply. This includes using email, social media, and text messaging tools.

Conversational marketing is especially relevant to the healthcare industry. Health is a personal matter and having effective communication skills with potential patients is essential. His 2019 study by Accenture showed that 69% of patients were more likely to choose a healthcare provider who reached out to them via email. Another survey by Redpoint Global revealed that nearly half of respondents prefer digital communication with their healthcare providers.

Making personal connections through conversation humanizes marketing. Rather than pushing products and services, marketers who use this interaction-driven approach build relationships with their customers. And as connections turn into leads, that relationship becomes a foundation of trust.

engaged

Engage is this second step in the inbound marketing method. This is where lead generation comes into play. When a company attracts and interacts with potential leads, sales engages and engages potential clients by providing relevant information.

At this point, these individuals are directed to a call to action that leads to an offer. Offers can look like landing pages, ebooks, or classes that directly address a personal need. When a potential client uses a form to provide information, they officially become a lead.

Co-founders Bradley Rand Martin and Theo Nguyen created the Client Connection Group to connect dentists with new patients. We turn potential clients into leads using a multi-platform approach including Google, Instagram, Tik Tok, and Facebook.

Mr Nguyen said: Once they provide us with information, we can use texts and emails to reach out strategically over his next 60 days. We take care to keep the information relevant and applicable.

This example shows how the healthcare industry has mastered inbound marketing, but other industries can use this approach to generate unique leads. Once leads are generated, this strategy will help them act on specific calls to action and keep customers engaged along the way.

joy

Keeping prospects who have interacted with your brand happy is an important part of your inbound methodology. Chatbots have become an effective way for former clients to keep in touch with you and build an ongoing connection.

Interacting with previous clients gives you the opportunity to publish surveys and ask questions. This will give you more information on how to change your lead generation flow to make it better and more effective. Responding to feedback shows your listening skills and willingness to change. This is an important way to please former clients.

Amanda Brinkman, Chief Brand and Communications Officer, Deluxe said: It costs nothing to listen, and the insights you gather can be invaluable.

Apart from surveys and surveys, social media is a great way to hear the needs of your former and current clients. Often they post complaints or praise, but both forms of feedback are extremely valuable. If your client is on a particular platform, whether it’s Instagram, TikTok, or Snapchat, they should be there.

Inbound marketing is a remarkable approach for all industries. As personalization becomes more of a consumer priority, inbound marketing needs to become a standard marketing strategy. Examples of industries that have already adapted to this change can help put companies on track to adapt, but don’t wait too long to try this technique.