By As a smart healthcare marketing leader, you have a lot of tools at your disposal (many free), along with some that seem out of reach. Understanding what you have to work with and how those tools impact B2B healthcare ROI is essential to driving revenue and increasing your access to better marketing tools and even higher ROI over time.
This B2B toolkit provides a wealth of tools many healthcare marketers forget to use, missing out on a fast and easy ROI boost.
1. Buyer Personas
Buyer personas are personified representations of your ideal customer. To create this customer data-based composite, ask the data questions like:
- What are the common goals and challenges?
- What does an average workday look like?
- What questions do they have about a B2B healthcare product like yours?
- What qualifying questions do you need to ask to ensure your product is a good fit?
How does this improve ROI? It allows you to personalize your message. Instead of trying to speak to everyone, you'll speak to the right ones.
You'll stop talking about your healthcare company and start making a real connection. This reduces waste on ineffectual B2B marketing content. It delivers the right message at the right time to further the buyer's journey.
2. A Competitive Analysis
Outside forces impact every marketing campaign, initiative, or decision. That's not an excuse. It's a reality. You have to know what the competition is doing and how they're doing it to differentiate and gain market share.
Too many businesses launch an online marketing strategy without first evaluating who they're competing against for the B2B healthcare decision maker's time. It may not be who you think.
Putting a formal analysis in your ROI toolkit will help you improve everything about your B2B healthcare marketing and how you relate to buyers.
3. Style Guide
Don't miss out on an opportunity to make a good impression because a potential lead didn't realize the campaign was yours. When the average B2B buyer needs 7-13 touchpoints before buying, that's a huge waste of resources that negatively impacts ROI.
You likely have several content creators. They all need to be on the same page regarding your color schemes, messaging, style, tone, and more. This ensures each touchpoint delivers sales-qualified leads and ROI.
4. Content Assets
Build out your content assets around your buyer persona and the different stages people go through when becoming customers. They go from Awareness > Consideration > Decision-Making > Happy Customer.
Treat content as an asset to make every piece you create work harder for you. Organize it and keep it for repurposing and re-optimizing. Reuse it and re-hash it. It's yours to use any way you need to connect with customers.
This minimizes the time and effort you must invest in content generation. It allows you to maintain a high quality in your content to get results.
Review engagement and conversion metrics to understand content performance over time and which types of content, topics, visuals, and messages perform well with your buyer persona at different stages of their journey. Use the information to reduce waste in content creation and create more impactful content.
A content asset library should include a variety of types of B2B marketing content, such as:
- Short-form and long-form blog posts
- Videos
- Case studies
- White papers
- Emails
- Social media posts
- Troubleshooting guides for existing customer
- Sales-enablement content
- Visuals
Use content as part of your overall inbound marketing strategy. Inbound marketing costs less than traditional outbound marketing. It attracts your ideal customers naturally. Consistently generate more, higher quality leads through your B2B healthcare marketing efforts. This area of your toolkit leads to significant ROI.
5. Journey Mapping
Content alone will not increase your conversion rate. In order to increase your lead generation potential and improve the quality of those leads, you need to design a clear path strangers take to become customers. But before you can manipulate this path, you have to understand the natural journey they go through by journey mapping.
The better you align your content to this natural path, the higher your healthcare marketing ROI will be.
Employ analytics to discover:
- Where did they first hear about you?
- At what point do they seek you out?
- How do they navigate your website?
- What convinced them you're the right company for them?
Learn the most direct way to turn a stranger into a sales-qualified lead. Test and optimize this area of your healthcare marketing toolkit to personalize your sales funnel and continually improve ROI.
6. Better Analytics
Better analytics isn’t free, but it's a game-changer. Your ROI toolkit must include both the technology and systems in place to consistently measure important B2B marketing metrics like:
- Social media engagement
- Website traffic
- Lead conversion rate
- Lead to customer rate
- ROI
Struggling to maximize ROI? We've helped B2B healthcare companies like this one increase their ROI by implementing marketing automation and inbound marketing methods. If you want to learn how to improve tracking and reporting, then start with an assessment. Relequint’s B2B Balanced Scorecard will help you align your overall business goals with your strategy to increase your healthcare company’s ROI. Click here to learn more.
