Let’s start off by answering a basic question: what is inbound marketing?
At its core, the inbound methodology is a marketing strategy that attracts potential customers with content tailored to their buying process and needs. Instead of you interrupting your way into their lives (cold calls, LinkedIn messages, etc…), they find you (Google, social, etc…) because you have content that helps them with their problem or opportunity.
That basically means that with Inbound, rather than shoving advertisements in your prospects’ faces, you’re simply making your business easier to find online so they can come to you of their own accord.
The goal of inbound marketing is to attract, engage, and delight customers, so they view their relationship with your business as a connection to a trusted resource, rather than another company just trying to sell them something.
4 Inbound Marketing Tactics to Increase Brand Awareness
1. SEO for Healthcare Tech
Search Engine Optimization, or SEO, is the foundation of effective inbound marketing. It is the practice of optimizing your website and content in compliance with Google’s best practices so that your website will appear higher in search engine results pages (SERPs).
There are two main kinds of SEO: on-site and off-site.
On-site SEO is, like it sounds, changes that can be implemented directly on your website or in your content. This could mean using optimized keywords in your blogs, making sure that each page of your site has a distinct and compliant title tag and meta description, and appropriate use of H1-6 headings.
Off-site SEO consists of changes that affect your site, but are not necessarily directly on it. This primarily consists of your linking strategy and the overall health and quality of the backlinks you have accumulated.
2. Content Strategy for Healthcare Tech
Content is the fuel of inbound marketing. Consistently creating helpful blog content is one of the most effective ways to reach your target audience. Having an effective content strategy is how you will establish your brand as a thought-leader in your industry, as well as provide the answers your prospects are looking for online.
Producing SEO-optimized content that satisfies your potential customers’ needs will not only increase your authority on the topics you cover, but will also provide multiple opportunities to rank for relevant keywords that will ultimately mimic the queries prospects are searching.
3. Social media for Healthcare Tech
A high-quality social content strategy is a necessity when it comes to digital marketing, inbound or otherwise. Providing your followers with relevant, original (as well as third-party) content on a consistent basis is the key to accumulating a consistent stream of traffic and engagement.
Eventually, once your followers see that you are producing blogs, graphics, or video content that provides a solution to one of their pain points, they will start coming back to consume more content that answers more of their questions.
Long gone are the days where cold-calls were the go-to strategy for marketing a product or service. It’s not lost on us (or anyone else) that people don’t tend to answer a phone call from a number they don’t know.
A much more effective method to reach prospects is through email. With inbound, you can simply create automated email workflows to contact prospects and existing clients directly with content or information you think will interest them.
The bottom line is that inbound marketing will increase your brand awareness, whether you use one of these tactics or all of them, and increasing brand awareness ultimately leads to more sales - which means you’re seeing a return on your investment.
Utilizing an inbound marketing strategy in the Healthcare Technology field can be extremely valuable. Need more proof? Check out our case study below!