People frequently use digital tools to solve their difficulties. Every industry is affected by this, although some more severely than others. One in ten Americans, for instance, use social media to find information on healthcare, and 66% of Americans use the internet to look up specific medical conditions.
The majority of individuals do not believe online advertisements to be relevant, despite the fact that many people use the internet to investigate the difficulties they experience, which is a missed opportunity for marketers. Industries are using inbound marketing strategies to find leads in an effort to more effectively connect with these potential internet customers.
How Inbound Marketing Works
Outbound marketing has long been the most popular strategy for generating leads that become paying clients. Outbound marketing entails the pursuit of prospective customers. Cold calling strategies and overt sales pitches were among them.
In comparison, inbound marketing adopts a more individualised strategy. According to Hubspot, inbound technique is “the process of expanding your business through the development of deep, long-lasting relationships with consumers, prospects, and clients.” At every step of their journey with you, these people need to feel valued and empowered to achieve their goals.
Younger generations, who value individuality and not just being regarded like a number, are more likely to favour this strategy. Additionally, it’s a recommended marketing tactic in sectors like healthcare where client relationships really count.
According to Bob McIntosh, personalisation is necessary for all forms of digital marketing. He claimed that it is no longer usually effective to simply deliver a broad-based digital advertisement or piece of content with mass appeal to a general audience. The most prosperous companies and marketing experts are aware of how much more effectively digital marketing is when it is tailored to the target market.
By engaging in direct communication with potential customers, firms can draw them in using conversational marketing, an inbound marketing method.
While live chat and chatbots are typically the first conversational marketing techniques that come to mind, this also applies to any other platform that enables in-person dialogues. This covers the use of text messaging, social media, and email.
Healthcare marketing is one sector where conversational marketing is very useful. Potential patients value effective communication since their health is a personal concern. An Accenture research from 2019 found that 69% of respondents said they were more inclined to choose a healthcare professional who connected with them via email. Nearly half of respondents in another survey conducted by Redpoint Global said they prefer to communicate with their healthcare providers digitally.
Conversations that foster a personal connection humanise marketing. Marketing professionals who employ this dialogue-driven strategy build relationships with customers rather than pushing a product or service. And as connections develop into leads, that relationship serves as a basis for trust.
The second stage of the inbound marketing process is where Engage is at. Lead generation becomes important in this situation. Sales get involved and try to engage a possible client by giving them pertinent information once a company has drawn and connected with a potential lead.
These people are now being directed in the direction of a call to action that will take them to an offer. An offer can take the form of a landing page, an ebook, or a course that satisfies their specific demands. The potential customer has officially become a lead once they have submitted their information via a form.
To connect dentists with new patients, co-founders Bradley Rand Martin and Theo Nguyen established Client Connection Group. To convert prospective customers into leads, they employ a multi-platform strategy that makes use of Google, Instagram, Tik Tok, and Facebook.
Using pre-qualifying campaign procedures, Nguyen explained, “We develop campaigns across many channels that guide potential patients through a funnel crammed full of information perfectly suited to their needs. Once they’ve given us their contact information, we may use SMS and email to reach out to them in a thoughtful manner throughout the course of the following 60 days. We take care to maintain the information’s applicability and relevance.
While the healthcare sector is the focus of this example, other businesses can employ inbound marketing to create their own leads. Once leads are created, this tactic can assist them in carrying out their specific call to action and maintaining client engagement.
After a potential customer has interacted with your brand, it’s important to keep them satisfied. Former customers can reconnect with you and maintain relationships by using chatbots once again.
Interacting with previous customers gives you the chance to send out surveys and ask inquiries that will provide you additional information on how to change your lead generating flow to make it more appropriate and efficient. Responding to criticism shows that you have good listening skills and are open to change, which is a big strategy to win back former customers.
The chief brand and communications officer of Deluxe, Amanda Brinkman, advises that your main goal should be to learn more about your customers through listening to them. You have nothing to lose by listening, and the knowledge you gain could be priceless.
Social media is a fantastic approach to learn about the demands of previous and present customers outside of surveys and questionnaires. They frequently express compliments or complaints, and both kinds of feedback are quite helpful. Whether it’s Instagram, TikTok, or Snapchat, you need to be there where your customers are, whether that’s where they are on a particular platform.
For all industries, inbound marketing is a remarkable strategy. Consumers are prioritising personalisation more and more, therefore inbound marketing will need to become a regular marketing technique. Using examples from sectors that have previously adapted to this transition can help your business, but don’t wait too long to give it a try.