MARKETING MINUTE
How Qualified Web Traffic Improves Sales in Healthcare By Scott Adams
Content marketing is creating online content that
Gain Qualified Web Traffic
leads to sales. However, it’s pointless without a return on investment (ROI). That means you want to be making more money from sales than you are putting into marketing. Here is the basic strategy of content marketing, known as the sales funnel: ʯ Attract web traffic ʯ Turn the traffic into leads ʯ Convert the leads into sales
Here are three ways to customize your content and gain qualified web traffic that double your sales.
However, qualified web traffic, or visitors who are likely to turn a sale, takes out the middle step – giving you a straight line from your web traffic to sales. This means less work for you and more sales for your team.
The Benefit of Website Traffic for Medical Suppliers Your website traffic is the people visiting your site. Your goal is to make a sale from that traffic. You can generate this traffic by creating content that ranks well in searches, shows up through paid ads, or shares on social media. The problem is, not everyone who visits your site ends with a sale. You could spend thousands of dollars to gain traffic, but if none of that traffic includes healthcare companies, the traffic is pointless. It would be equal to owning a pet store, but only non-pet owners visit your store. Web traffic isn’t enough for generating sales. But, by customizing your content and marketing techniques, you can rank higher for people who may make a purchase instead of ranking highly in general searches. These potential leads are called qualified web traffic.
No. 1: Create Lead-Specific Content. Your content is at the top of your marketing funnel. It’s what attracts leads to your website. If you want only to attract qualified traffic versus all traffic, gear your content towards your audience. You can target your content by addressing a specific audience (like this article addresses medical suppliers), using relevant market research, and covering healthcare trends. This strategy appeals to the interests of your target audience and positions you as an expert in their field. No. 2: Optimize Your Content for Healthcare Professionals. When you optimize your web content, you can target a specific audience. For example, if you want healthcare professionals to find your website in their searches, create headlines and content using standard healthcare search terms. Regular SEO research tells you common searches. You may gain a large amount of traffic by using standard search terms. But, by taking the extra time to know what healthcare professionals specifically want and need, you can narrow your search focus to qualified leads. No. 3: Link to Relevant Articles. Whenever you create web content, use links to gain exposure both in searches and within other sites. For example, healthcare providers will learn to associate your brand with healthcare supplies by linking to other relevant medical websites. Nearly 74% of websites will receive a reciprocal link. So with that in mind, when you link to those popular websites, you are leading qualified traffic back to your site through those reciprocal links.
To read the full article (which includes more ways to gain web traffic), visit https:// sharemovingmedia.com/how-qualified-web-traffic-improves-sales-in-healthcare.
52
October 2021
•
www.repertoiremag.com
