If you’ve been following our inbound marketing blog series, you’ve already learned about what inbound marketing is, and how it can benefit your practice. In this post, we’ll discuss exactly how inbound marketing works to increase your leads. According to Hubspot, 93% of companies that use inbound marketing strategies increase their lead generation. Lastly, we will explore why inbound creates better leads for your practice.
If your dental, legal, plastic surgery or ophthalmology practice were a car, then leads would be the gasoline. They are the what keep your business up and running. The more leads you continually draw to your business, the greater chance you’ll have for long-term success. There are two major mechanisms at play that will determine how many leads you are generating from your website and online marketing efforts. The first deals with increasing your online visibility and drawing more visitors to your website. Second is increasing the percentage of those visitors that become actual leads.
Draw More Visitors to Your Website
Inbound marketing focuses on increasing your online visibility and drawing the right people to your website. Every day, people conduct millions of online searches. A large majority of these people are specifically seeking to purchase a product or service. When you invest in blogging, social media, email marketing, search engine and on-site optimization, and pay-per-click advertising, the chances of people finding your business website increases dramatically. Along with this, focus on creating superb content that can be used across multiple channels. It is of the utmost importance to know everything about your target audience, and create content and construct a brand voice that best aligns with them. This will maximize the number of people clicking on your ads, your social posts, and organic search placings. Similarly, it will increase the likelihood that your site visitors will stick around and keep coming back for more
Convert More Visitors to Leads, and More Leads to Customers
Every website has a conversion rate, which is the percentage of site visitors that become sales leads. As mentioned before, you can invest in strategies to boost your site traffic, which would increase leads based on a fixed percentage. Additionally, you can increase the actual percentage of people that convert. Ideally you should aim to improve upon both, and this is where inbound marketing really shines. Now you have a steady flow of traffic to your website. How can you increase your conversion rates, or turn more visitors into leads?
The number one priority is to produce compelling, relevant, custom content for your visitors to consume. Marketing is becoming increasingly quid pro quo- that is to say a customer’s interest and loyalty must be earned. There needs to be a sense of value in your offerings, with the credibility and social proof to along with it. Creating custom downloading content that directly addresses searcher’s/visitor’s needs accomplishes this. The statistics speak for themselves!
The next step is to strategically place attractive calls-to-actions on your website. With terms such as “download now”, or “learn more”, calls-to-action help people know exactly where to go next, and progress along their journey of meeting a need or solving a problem. It encourages them to proceed along the sales funnel. Most people are willing to give out very basic information such as their name and email in exchange for helpful, relevant, easily downloaded content such as an ebook, whitepaper, or tipsheet. This is the key to increasing your conversion rates, and generating more leads for your practice!
Inbound Leads are Better Leads
Inbound marketing helps you to meet your potential clients where they already want to be. By creating quality content that aligns with your customer's needs and interests, they'll naturally be drawn to your practice and want to find out more. Furthermore, by investing in the aforementioned strategies to increase your practice's online visibility, you are more likely to attract people already in the buyer’s journey.
Ultimately the focus should be on helping people, not merely selling to them. If people discover you, if your content aligns with their wants and needs, and if you work to build a relationship based on trust and credibility, they will be more ready and willing to become paying clients.
Have you had success with inbound marketing? Do you have any questions about how your practice can start implementing inbound methodology? Leave a comment below and we will get back to you in a timely manner.