Looking for ways to attract more qualified leads to your healthcare company's website?
Now that you’ve decided to adopt the inbound marketing methodology for your healthcare business, you might be wondering: how exactly do you attract leads? And how do you know that the leads you do attract will be qualified?
It’s a tough road—you can attract a thousand leads, but if only two of them are qualified, you’ve made very little headway in your path towards finding customers. On the other hand, attracting fewer leads that are more qualified increases the chance that you’ll be able to convert them into customers, making your time spent attracting and nurturing them more profitable.
There are a handful of great ways to draw in the most qualified leads for your company; we’ve listed a few of them below.
Determine Your Company’s Definition of a Qualified Lead
Before you can create a strategy for attracting qualified healthcare leads, you need to determine your company’s definition of a qualified lead.
As we stated in our post, “3 Tips for Creating an SLA for Your Smarketing Efforts,” your sales and marketing teams needs to work together to build your definition of a qualified lead.
Determine some criteria for classifying a lead and determining that lead’s level of qualification:
- Is the lead qualified and authorized to buy from you? Are they decision-makers or do they answer to the decision-makers in their company?
- How many pages did the lead view on your website? A higher number of pages viewed often indicates increased interest in your products or services
- What pages did they view on your website? If you have access to this information, you can see how much time they spent perusing your about me, products or services pages.
- Has the lead downloaded an eBook or white paper? Have they participated in a free trial, attended a webinar or downloaded a demo? If they’ve actively sought out an experience with your products or services, they’re more qualified.
- Has the lead opened your company’s emails? Even more specifically, have they clicked through your company’s emails before?
Another important part of determining qualified leads is lead scoring, a process that helps you assign a numerical value to a lead based on their behavior on your site, overall interest in and engagement with your company and some personal information.
For more insight on lead scoring, check out “All About Lead Scoring: How Can It Help Your Business?”
Before you can track, manage and analyze this information, you’ll need a powerful CRM to provide you with the analytics you need.
Diversify Your Content
Offering great content to everyone who visits your site is a must.
This helps to establish your brand as an industry authority and create tendrils of trust between yourself and your audience. It also helps to provide specialized information for prospects in all stages of the buying cycle.
Another way that diverse content helps attract qualified leads is that it offers ample opportunity for a truly qualified lead to convert.
While less qualified leads might download an eBook or guide, a more qualified one might sign up for a free trial, download a case study or ask for a free consultation on your products. If these types of conversion opportunities are not available, a qualified lead won’t be able to engage with your company. When you give them the option for a free trial or consultation, you’ve created the opportunity for a qualified lead to interact one-on-one with your product or sales people.
Your chosen CRM plays a huge role in allowing you to track these interactions and categorize your leads more intuitively than ever, so researching and investing in the right software is hugely important to your success—especially as you scale upwards, towards more leads and customers.
Utilizing Social Media—Effectively
Social media is also an important part of attracting qualified leads, especially in the landscape of today’s consumer.
Strategically posting and promoting content that appeals to a more qualified lead is important. Facebook even has a CTA option to help you get those qualified leads onto your website’s landing pages, where the opportunity to convert will be clear and attractive.
Again, before you can launch a social media campaign or initiative that centers on attracting qualified leads, you have to have the content a qualified lead is looking for.
Understand your company’s definition of a qualified lead, create the content that will encourage them to convert, and invest in the software and tools that will help you categorize and keep track of your most qualified leads.
This process will empower both your marketing and your sales teams to perform at their highest levels, among prospects that truly want and need your services.