Whether this is the first time, or hundredth time, you’ve heard about inbound marketing, you probably have a few questions. But even though there’s no such thing as a bad question, you may still be hesitant to ask.
To help answer your questions, here are the answers to 10 frequently asked questions related to inbound marketing for healthcare Brands.
1. Do we need inbound marketing? How is it better?
Marketing is constantly evolving, and recently healthcare marketing has been moving away from traditional marketing methods such as radio, newspaper and direct mail advertisements. Instead of talking at patients, your Brand needs to be talking with them.
Inbound methodologies focus on building strong relationships with both current and prospective patients by providing them with the right content at the right time. By emphasizing patient-geared, informational content, inbound marketing helps nurture visitors into loyal patients for your healthcare Brand.
Furthermore, inbound marketing is cheaper. Studies show that on average inbound marketing costs 61% less than traditional marketing methods.
2. How does inbound marketing help our healthcare Brand?
Ultimately, using inbound marketing techniques helps grow your Brand by generating leads and increasing conversions and sales. What’s more, inbound also helps differentiate your healthcare Brand by capitalizing on your Unique Value Propositions (UVPs).
3. What are the key components of inbound marketing?
There are several components of inbound marketing that work together seamlessly to attract, convert, close and delight. The following components differentiate the inbound methodology from traditional marketing:
- Patient personas
- Content development (blogging and social media)
- Search Engine Optimization (SEO)
- Landing pages
4. Why do we need personas?
Patient personas are detailed, semi-fictional people that represent the ideal patient for your healthcare practice. Since inbound marketing is structured around patients – what they want and need - patient personas are the foundation for your Brand’s inbound marketing strategy. Using them allows your healthcare Brand to develop content catered specifically to individual patients instead of a generalized audience.
5. What is the best inbound marketing software?
Since every healthcare practice is unique, one software platform that works best for one practice may not be the best for your practice. Some inbound marketing software to consider includes Pardot, Marketo and Oracle Eloqua.
On a personal note, the inbound marketing software we have found to be most beneficial and recommend often for our clients is HubSpot.
6. How do we measure Inbound ROI?
Measuring your return on investment (ROI) depends on your goal. One way to do so is to keep track of and measure your Key Performance Indicators (KPIs) by using tools and metrics. This is where using marketing analytics proves to be a key component of inbound marketing.
7. Why do we need downloadable content like eBooks?
When you already publish lots of content via your blog, social media posts and email newsletters, downloadable content may seem unnecessary. However, whitepapers and eBooks are very important parts of inbound marketing.
Providing patients with helpful, downloadable content allows your healthcare Brand to collect valuable data. Patients will give you their name, email and other such information in exchange for content they see as beneficial to them. From there your Brand can use that data to nurture those leads with enriching content.
8. Where should we put calls-to-action?
You should include a call-to-action (CTA) on every webpage and content piece. CTAs provide direction, leading patients to what they need to do next.
If placing a CTA on every page of your healthcare website seems like a lot, take a closer look at your CTAs. Do they sound sales-y? Are they unrelated to the content? You want to make sure that you’re providing patients with relevant calls-to-action.
9. When will we see results?
Inbound marketing is a process of developing strong relationships with your patients. It’s long term so your healthcare Brand isn’t going to see results immediately. It’s important for your practice to set realistic goals and be consistent with your inbound marketing strategy.
Don’t be discouraged if your healthcare Brand does not see results for the first few months, or quarters, after implementing your inbound marketing strategy. HubSpot points out that it “takes around six months to begin creating and sharing content that then has to be indexed by search engines like Google in order to start generating traffic and leads.”
10. Why should we hire an inbound marketing agency?
From planning, to developing content, to keeping up with analytics, there are many moving parts of an inbound marketing plan that need to be monitored, created and updated frequently. Having an outside inbound marketing agency work with your healthcare Brand can make your overall inbound marketing strategy more efficient and successful.
If you think of any other questions about inbound marketing, feel free to contact us at Hult Marketing.
Want to learn even more about inbound marketing? Read on in our free eBook, Tools of the trade: 7 Fundamentals of an Effective Inbound Marketing Campaign.
By integrating inbound marketing into your practice’s current marketing strategies, you’ll be able to attract more patients to your Brand. Let's chat and put the Hult Team’s experience to work for you. You can reach me at 309-673-8191 or firstname.lastname@example.org, and together, we can grow your healthcare Brand.