Some marketers may opt for any of these common online marketing strategies such as Social media advertising, Google ads, Bing ads and may often ignore email marketing.
Why?
Healthcare email marketing requires a strategic approach for it to be successful.
According to this survey, 51% of B2B marketers use email as one of their major income generating channels.
Email marketing has a lot of untapped opportunities and is one of the best ways to create a marketing strategy that converts prospects into paying customers.
Would you like to incorporate email marketing into your marketing strategy?
This article will discuss how both startups and established health technology businesses can include email marketing into their marketing strategy to boost sales of their softwares and products.
Create Authoritative And Valuable Web Content
Content is king only when it is backed by an effective content marketing strategy.
An effective marketing strategy starts with thorough audience research to understand them and to identify the type of content your audience or customer will engage most with.
Market research is an important step of content creation that most marketers skip. It determines whether your marketing campaigns will succeed or not. Market research helps you to know what your customers want, their pains, challenges, fears, desires, and goals.
You can do a primary research(collecting your own data) using online survey tools like Survey monkey or through a secondary research using relevant data from a huge database.
Using platforms like Quora and Amazon reviews of your competitor’s products will reveal what your target customer likes and dislikes.
After market research, create a target customer persona so that your content will be creating to add value and solve their problems.
Here are some specific questions you should answer to define your customer:
- Who are my dream customers? Specify their career, interests, geographical location, income level, gender, dreams and desires.
- What keeps my customer awake every night?
- What are they afraid of and angry about?
- How will your product/service solve the problems your customers pass through?
- Where can you find these customers?
Click the link below to get your free guide on how to create an effective content marketing strategy for your business.
Content Marketing Strategy Guide
Build And Grow An Email List
An email list is a collection of subscribers that have shown an interest in your company’s products.
Permission based email marketing practice in which the subscriber confirms subscription is recommended to improve email deliverability.
Entice website visitors with a short lead magnet (free report) that provides value to them and ask in exchange for their email addresses. This converts website visitors into email subscribers that you can send newsletters regularly to build relationships and email sales promos for product sales.
To start and grow your email list, here are a few steps to take:
- Add signup forms at strategic places in your company’s website page to encourage subscribers to sign up. For instance, static signup forms can be placed at the company sidebar or at the header of the homepage.
- Create continuous lead magnets in form of short templates or cheat sheets at the end of each blog post so that blog post readers are converted to subscribers.
- Nurture your subscribers by sending regular newsletters that informs and adds value to them.
- Create quality benefit focussed email content that’s shareable and encourage current subscribers to share your email content within their network.
- Host social media contests and giveaways with your followers on your social media pages. Encourage contestants with a bonus offer to sign up on your website
As your email list grows, segment your subscribers based on customer behaviour on the website and specific customer needs and persona.
Email Automation
Email automation is a set of pre-programmed email messages sent to an email list when trigger by either web form sign ups or certain customer behaviours.
Email automation helps business owners and marketers to have more time to focus on other business activities that will boost the business sales and revenue.
Email automation triggers should be considered before setting up an email automation sequence. For example, certain customer behaviours such as incomplete sales process could trigger specific automation sequences that will send email messages containing content and reminders to encourage the customer to complete the purchase.
Email Campaign Evaluation
Email marketing campaigns should have key performance indicators to evaluate the success of every campaign.
There are various metrics but the most common ones are:
- Open rates
- Click through rates
- Conversions
Depending on the goal of the email marketing campaign, the marketer should check if these key metrics are increasing or decreasing.
Email open rate shows you the percentage of subscribers that open your email while click through rates indicates the percentage of subscribers who click on links in an email.
Conversions are the best metric for tracking profitable customer actions such as sales or leads.
Email messages should be split tested to identify the content subscribers engage more with and to continue with the most engaged content types.
Conclusion
Email marketing is one of the most effective digital marketing strategies that health tech companies can use to generate sales and to build leads continuously.
An effective email marketing strategy involves creating valuable content, converting web visitors into subscribers, growing your email list, automating email campaigns, and evaluating key performance metrics.
With the right process, email marketing provides a better return on investment than other marketing channels.
Which of these email marketing strategies have you implemented in your business?
Let us discuss in the comment below and please share this article in social your network.
