On February 10, 2011 in Newton, MA, the Medical Development Group’s (MDG) Marketing and Sales SIG (Special Interest Group) will be moderating a panel discussion entitled, “Put Inbound Marketing to Work for Your Business.” The discussion will detail the simple, 6-step process medical device makers can employ to grow their businesses through the fundamentals of inbound marketing.
6-Step Process For Medical Device Inbound Marketing
Step 1: Define your unique value proposition. Don’t be like everyone else. In order to be marketable, you need your content to be remarkable. What knowledge or innovation can you share to make your audience smarter? Share that.
Step 2: Build a content factory to attract qualified audiences. Marketers today must be 1/2 'marketer' and 1/2 'content generator.' Start and keep blogging to generate inbound links, search engine results, and ultimately visitors who are looking for what you offer. This will pull people in.
Step 3: Optimize your content for search engines, social media, and any industry specific sites. Using short, keyword-rich but provocative headlines will help draw the right people to your content. Consider which post you would read: "Analytics Results of Field Test for Medical Whatsit" vs. "5 Applications of Medical Whatsit to Relieve Chronic Pain."
Step 4: Content that is remarkable gets shared, and sharing lets your investment in content grow like an annuity, delivering more traffic and leads over time. Although your first post may not reach a broad audience, each post helps increase subscriptions and shares by a few more readers who ultimately help with exponential growth that gets you on the radar of your most targeted buyers.
Step 5: Develop “killer” calls to action. Once you've attracted a visitor to your site, offer something for “free” to engage them, educate them, and give you a chance to get back in touch. You know your market best -- will it be a deeper dive study on the results of your medical device or an exclusive invitation to a live demonstration in one of 10 cities?
Step 6: Duplicate what works. Your last step is to analyze what is actually happening and close the loop on all of your marketing efforts. Do you know if your pay-per-click is paying off? Use web and email analytics to determine which channels and offers provide the most sales so you can spend that investment more wisely.
“The manufacturing industry in general and medical device manufacturing specifically could benefit significantly from proven inbound marketing techniques," said John M. Knott, president of JD Technologies, LLC, a field sales company in the manufacturing space. "We represent a number of manufacturers and become their direct sales in the territory. The lead-to-close efficiency goes up exponentially when the lead is inbound versus the conventional outbound marketing efforts."