Getting your first customers (healthcare providers) is more of an art than a science. You don’t have spreadsheets full of data to draw from, no existing segments, and you don’t even know who will hire your services. You’re simply experimenting with various methods to “see what sticks” and what you should double down on. To reach your potential clients, you should use a combination of marketing and customer development and effective Digital Marketing Strategies. With each tactic, you should aim to not only acquire a new healthcare provider but also to learn more about who they are and what they are interested in. More than anything else, you need to know who these providers are, and then use that information to enhance your ROI.
Here’s a comprehensive list of effective Digital Marketing Strategies for reaching your potential clients:
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1. Ask Your Audience
Reaching out to your existing network and asking specific questions about your services and market is a quick way to do some customer development. If you’re coming up with a specialty for a specific niche, chances are you already know healthcare providers or physicians in that niche. You can also search your existing LinkedIn contacts for providers in your industry and send them an email to reach them.
2. Focus on SEO
Due to increased competition, ranking high for competitive search terms is becoming increasingly difficult.
Despite all of these competitors, how can you continue to generate traffic and leads through search? One method is to concentrate on long-tail keywords. Rather than ranking for “billing companies” try ranking for something more specific, such as “outsourcing the best medical billing companies.” In fact, you will generate a significant amount of traffic if you consistently publish high-quality, long-tail content over time.
3. Try a Cold Email
Cold email is one of the most straightforward ways to reach your potential healthcare providers and other physicians. It’s relatively simple to find your prospects’ email addresses and reach out to a large number of physicians and hospitals in a short period of time. A well-framed email template generates a 57 percent open rate, 21 percent response rate, and 16 new customers, according to HubSpot.
4. Run Paid Google AdWords
Google AdWords allows you to target prospects at the “decision” stage of the customer’s journey. According to Pardot, 72 percent of clients such as healthcare organizations, clinics, etc. use Google to learn more about their pain points, allowing you to present your service to them precisely when they are aware of their problem and eager to solve it. To reach your potential customers, you can bid on specific keywords in your niche while using Google AdWords.
5. Turn to Your Online Community
Online communities are essentially scalable versions of industry conferences—you can interact with like-minded people, provide them with something of value, stay in touch, and potentially gain some new paying customers.
You don’t want to go to a conference and hard sell everyone you meet on the first interaction. A better strategy is to get to know them, understand their issues, and then follow up later. Similarly, you don’t want to bombard an online community with promotions and links to your website before they’ve even met you. You must first add value to that community, and how you do so will vary depending on the community you are attempting to join.
6. Provide a Free Trial to Your Audience
This is related to the use of Beta list. Offering a free trial or a free option for your service once it has passed the beta stage is a great way to gain more customers. These two pricing methods have become standard for a reason: users won’t know if a service is right for them unless they try it out.
If you believe your service will not work well in this pricing structure, set your introductory price low enough that healthcare providers will feel comfortable making the initial investment, but high enough that they will not question the quality of what you are offering.
The journey from Zero to Infinite Clients!
Keep in mind that the effective Digital Marketing Strategies for getting from zero to 100 customers are not the same as those for getting from 100 to 1,000 customers. You might be putting in a lot of your own time at first, sending out cold emails, LinkedIn messages, or creating paid advertising campaigns.
You could be interacting one-on-one with your subscribers, asking questions, and responding to each email. You could use sites like Quora to find long-tail keywords and write content around them to generate search traffic. There are numerous methods for reaching your potential clients and they’ll all involve doing things that don’t scale in some way.
What effective Digital Marketing Strategies have you used to generate the most customers? If still exploring, reach the experts of Info Hub Digital.