Increasing website traffic is the second-highest priority for companies using content marketing.
That’s no surprise -- website traffic is important. It’s one of the primary ways to move prospects down the sales funnel and gauge the effectiveness of your marketing strategy.
But when you get down to it, high website traffic doesn’t amount to much if most of the visitors aren’t actual prospects who have the potential to become leads, and later, happy customers.
Digital marketing for medical devices in the B2B world requires attracting the right people with the right message at a time.
Here’s our list of the 5 elements that contribute to successful digital marketing for medical devices:
5 Strategic Elements of Digital Marketing for Medical Devices
Medical device marketing strategies should always include these 5 elements:
- Buyer persona
- Relevant content
- An audit of past marketing efforts
- SMART goals
- CTAs sprinkled liberally throughout your website
1. A Buyer Persona
A buyer persona is the foundation of any solid inbound marketing strategy. It helps you dig into your ideal customer’s mindset and understand their:
- Pain points
Without a buyer persona, you’ll have a tough time reaching prospects on their buyer’s journey. Content and lead nurturing strategies are always more effective when attached to a well-developed persona.
2. Relevant Content
A steady stream of useful, helpful, and optimized content (blogs, videos, webinars, images, etc.) tailored to your ideal buyer persona engages prospects at all stages of their buyer’s journey. It should also keep them coming back to your website and help establish your company as an industry thought leader.
Pro tip: Each and every piece of content you create can be source material for a social media post. What’s better than using content once? Using it twice.
3. Auditing Past Marketing Efforts
To know where to go with your digital marketing for medical devices, you need to know where you've been. Take a hard look at what your past marketing efforts have been. Gauge what worked and what didn’t.
- Are your blog calls to action driving traffic to other parts of your site?
- Which pieces of content are reaching new prospects? Can you duplicate that success?
- What types of social media posts saw the most activity?
4. SMART Goals
Just like any marketing effort, a digital marketing strategy needs clear objectives to help you move in the right direction. SMART goals are more sophisticated than simply setting milestones. They’re metric-centric and provide clarity about what your marketing strategy is to achieve.
SMART stands for:
5. Calls to Action (CTAs) Throughout Blog Posts and Webpages
Getting prospects to your website is one thing. But what else can they do once they’re there? Or what about after they leave?
CTAs encourage website visitors to take another step in their relationship with your company, whether it’s downloading an ebook or signing up for your newsletter. As an added bonus, CTAs open the door for direct engagement with a prospect.
Bonus Component: Demo Opportunities
A CTA is also a great way to open up demo opportunities. Getting your product in front of a prospect for a demo can be the deciding factor in a prospect moving from the Consideration stage to the Decision stage of their buyer's journey.
Another Bonus Component: An Automated Email Strategy
Automated emails help keep prospects and leads engaged on a regular basis at an appropriate cadence. Because your team can create an email or series of emails ahead of time and then automate for specific triggering actions, you won’t have to worry about how you’ll begin nurturing leads when your office gets busy.
Done tactfully with the right content and messaging, your automated emails can become something prospects and leads look forward to.
Automated emails provide additional opportunities for personalized prospect engagement, such as:
- Video conferences
- Phone calls
- In-person meetings
Putting These Components to Work for Your Company
These strategies for digital marketing medical device companies have proven themselves time and time again. Want to learn more about how they can fit into your digital marketing strategy? Check out our guide to Creating an Inbound Marketing Strategy in Healthcare Technology: