What is inbound marketing? It is the purposeful content created by your practice, waiting to be found by consumers and thus establishing a meaningful and profitable connection with your office. While outbound marketing is made up of direct advertising, inbound marketing is a broader mindset and methodology used to draw in customers through various avenues such as content marketing, social media, search engine optimization, and branding. Consider inbound marketing as a full funnel experience, where you attract a large volume of relevant prospects, convert them to clients and then continue to engage clientele long after their first purchase.
Attract Customers Through Inbound Marketing:
The initial stage of inbound marketing brings in the consumer. You attract potential patients by putting out timely and meaningful content on your website, blog, and social media accounts. This should include educational topics that address the most commonly searched terms, using easy and quick methods for reviewing this information such as infographics and Q&A formatting. By adding rich media formats like videos and audio, your content is more interactive and accessible for all learning types.
Tools to Attract:
– Ads
– Videos
– Q&A
– Blogging
– Social media
– Content
To attract the kind of customers that are likely to stick around, you will need memorable content that proves you can help them solve their problems. This information will keep them on your page and even provide them something they will want to share with friends or family. By putting out relevant information at the time patients are looking for it, (i.e. body contouring to get ready for the upcoming bathing suit season) you draw in the ‘right’ customers, who are then more likely to become leads and are simpler to convert. Choose your searchable terms wisely, then use this pillar content to branch outward. This process also builds your authority in Google searches, increasing your rankings for the specified topic. By crafting meaningful solutions to your client’s problems, you expand their knowledge base and their trust in your practice.
Engage Customers Through Inbound Marketing:
Once you have attracted a prospective patient, the next thing to do is to keep them engaged with your practice. This is done through communication tools such as targeted email marketing, appointment reminders, and conversation bots on your website. Talk to your potential patients and open up an easy, inviting method for them to speak with you. This provides a sense that your practice is human and very helpful. Prospects get peace of mind with the answers and responses they need to make a decision about potential procedures.
Tools to Engage:
– Email marketing
– Appointment reminders
– Conversation bots
– Live chat
– Lead magnets
Once you have created your pillar content, interested traffic should be coming to your site. As the consumers arrive, you will need to convert them into leads. Consider doing this through Call-to-Actions or a ‘lead magnet’ which asks for the patient’s email in exchange for a unique piece of content such as an eBook, webinar, video, or complimentary consultation.
Conversations with prospective patients are a valuable way to build trust and long-lasting relationships. Be sure to use the channels your intended demographic is most comfortable responding to, such as an email, texting or live chats. Forms, CTAs (call-to-action) and lead flows also allow you to capture vital information from these prospective patients. In the future, you will be able to keep in touch with the clients you want to focus on most using segmentation tools. These tools make the sales process convenient for you and pleasant for your customers.
Delight Customers Through Inbound Marketing:
The final aspect of inbound marketing is to delight your customers by creating a positive experience that exceeds their expectations. This means going above and beyond, creating a memorable experience that they will remember when another need should arise or a friend asks for a recommendation. Fostering this emotional connection creates a sense of goodwill that will ensure long-term brand loyalty.
Tools to Delight:
– Reviews
– Testimonials
– Smart content geared to the specific consumer
– Email marketing
– Attribution reporting
By creating an inbound marketing experience that delights customers before, during and after the sale, you will gain a competitive advantage for repeat business. Happy customers are known to remain brand loyal. In today’s internet savvy world, it is easier than ever for patients to switch providers in the drop of a hat. Unhappy customers not only leave your business, but they share their negative experiences on social forums such as Yelp and Google Reviews – damaging your bridge to new customers. Delighting your patients can mean the difference between growing your practice or seeing it struggle.
Conclusion
More than a simple set of tactics, inbound marketing is a mindset and a theory of practice. Learn more about inbound marketing with MD Internet Marketing by calling our Houston office at (954) 993-5154. Consultations are available Monday through Friday, and weekends by appointment.