Outbound vs. Inbound Marketing for FemTech: Maximizing LinkedIn for Growth

In the dynamic world of FemTech, where innovative products and services are rapidly emerging to improve women's health and wellness, getting your business in front of the right audience is crucial. LinkedIn, as the top B2B social platform, provides two distinct approaches to connecting with your target market: outbound marketing and inbound marketing. While inbound marketing focuses on attracting prospects through valuable content, outbound marketing actively engages potential customers through direct outreach. In this article, I’ll explore both approaches on LinkedIn, with a special focus on how outbound marketing, when paired with automation tools, can become a powerful driver of growth for FemTech companies.

The Power of Outbound Marketing in FemTech

Outbound marketing has sometimes been labeled as outdated or overly aggressive. However, when executed strategically, especially with the help of modern automation tools, outbound marketing can yield impressive results, particularly in the niche but fast-growing FemTech industry.

In a space where key decision-makers are often hidden behind layers of gatekeepers or lost among the noise, outbound marketing allows you to take the initiative, making the first move to introduce your brand, product, or service to targeted individuals. Unlike inbound marketing, which relies on prospects finding you, outbound marketing ensures that you find your prospects.

Automation Tools for Effective Outbound Marketing on LinkedIn

One of the biggest advantages of outbound marketing today is the availability of automation tools that make it more efficient and scalable. For FemTech companies looking to reach out to healthcare providers, wellness experts, or investors, these tools simplify the process of connecting with the right people, even in a crowded space like LinkedIn.

Using We-Connect for LinkedIn Outreach

We-Connect is one of the best automation tools for LinkedIn, especially for outbound connection-building. It allows users to automate connection requests and follow-up messages. Here’s how it works:

• Step 1: Define Your Target Audience: We-Connect integrates directly with LinkedIn Sales Navigator, which helps you filter and create targeted lists based on specific criteria. For FemTech, this could mean targeting healthcare professionals, medical directors, or wellness entrepreneurs.
• Step 2: Automated Connection Requests: Once you’ve built your list, We-Connect will send automated connection requests to those prospects with personalized messages, increasing your chance of building a network quickly.
• Step 3: Follow-up Sequence: After the connection is accepted, you can set up an automated sequence of follow-up messages that nurture the relationship without overwhelming the prospect. This method keeps the outreach personal yet efficient. For FemTech companies, this approach can be highly effective in creating conversations with stakeholders who may not be actively searching for new solutions but are receptive to an interesting offer when it comes their way.

Taking It to the Next Level: LinkedIn Outbound Messaging and Cold Emails

As your outbound marketing strategy becomes more advanced, you can expand beyond LinkedIn messaging to include cold email outreach. Cold emails, when combined with LinkedIn messaging, create a multi-channel approach, enhancing your chances of reaching potential clients.

Using Apollo for Targeted Lists and Instantly for Cold Email Campaigns

Apollo is a powerful lead generation and filtering tool that allows you to build highly targeted lists. For FemTech companies, this means narrowing down potential leads based on criteria like industry, company size, location, or job titles related to healthcare and wellness. Once you have your targeted list in Apollo, you can integrate it with email outreach platforms like Instantly to send automated cold emails.

• Building the Right List with Apollo: Apollo's strength lies in its deep filtering capabilities. You can segment prospects based on their roles in FemTech-adjacent industries such as gynecology, wellness centers, or telemedicine providers. These highly specific lists ensure that your message is reaching individuals most likely to benefit from your offerings.
• Cold Email Outreach with Instantly: Instantly takes your outbound strategy a step further by allowing you to create personalized email campaigns that complement your LinkedIn outreach. This platform helps you automate email follow-ups and track metrics such as open rates, click rates, and responses. When combined with LinkedIn messaging, cold emails offer multiple touchpoints, ensuring that your prospect is engaging with your brand across channels.

For example, after sending a LinkedIn message through We-Connect, you can follow up with a cold email through Instantly, offering additional information or resources about your FemTech product. This layered approach ensures that your prospects are repeatedly exposed to your message, which improves the likelihood of engagement.

Advanced Outbound Strategy: Adding Phone Calls to the Mix

If you want to push your outbound marketing even further, integrating phone calls into your outreach can make all the difference. This method is particularly effective when combined with LinkedIn messaging and cold emails.

• Step 1: LinkedIn and Email Outreach: Start by warming up your prospects through LinkedIn outreach using We-Connect and cold emails via Instantly. After establishing initial communication, you can use tools like Apollo to gather more in-depth contact information, such as phone numbers.
• Step 2: Follow-up Phone Calls: A well-timed phone call after sending messages and emails can be the final push a potential client needs. Phone outreach allows for more personal conversations and provides the opportunity to address questions or concerns in real-time. It’s an ideal way to follow up with high-priority leads and move them further along the sales funnel.

For FemTech companies, this approach can be especially valuable when targeting healthcare providers or corporate clients, who often appreciate direct communication when considering new partnerships or solutions.

Inbound Marketing: A Complementary Approach

While outbound marketing focuses on direct outreach, inbound marketing takes a more subtle, long-term approach. It is designed to attract potential clients organically by providing valuable content that addresses their needs and interests. Inbound marketing is especially powerful for the FemTech industry, where education and trust are critical to building relationships with healthcare professionals, wellness experts, and end-users.

FemTech companies often need to build credibility and awareness around their innovative products and services. Inbound marketing strategies can help achieve this by engaging with target audiences through meaningful content that draws them in. Instead of reaching out directly, inbound marketing makes it easier for prospects to find you when they’re searching for relevant information.

Here are five examples of how FemTech companies can use inbound marketing on LinkedIn to attract their target audience:

1. Educational Blog Posts

Publishing informative and educational blog posts is a cornerstone of inbound marketing. FemTech companies can write about topics related to women’s health, wellness trends, or new advancements in FemTech products. For example, a company specializing in telemedicine for women’s reproductive health might post a blog explaining how their service can improve access to care in underserved regions.

These posts can be shared on LinkedIn to engage your target audience, such as healthcare providers or women’s wellness coaches. The goal is to provide valuable insights that position your company as a thought leader in the FemTech space.

• Example: A FemTech company that offers hormone tracking apps could write a post on LinkedIn titled “How Hormone Tracking Can Help Optimize Women’s Health and Wellness.”

2. LinkedIn Webinars and Live Events

Hosting webinars and live events on LinkedIn is another effective inbound marketing strategy. These events allow you to educate your audience on key topics, showcase your expertise, and build trust with potential customers. Webinars can be particularly powerful for discussing complex health issues or the science behind your product.

For FemTech companies, a live event could focus on topics like menopause management, fertility tracking, or how technology can support women’s mental health. By sharing actionable insights and real-world case studies, you attract participants who are already interested in what your brand has to offer.

• Example: A FemTech startup that develops wearable devices for pelvic floor therapy could host a webinar on “Innovations in Pelvic Health: How Wearable Technology is Changing Women’s Wellness.”

3. Customer Testimonials and Case Studies

Sharing success stories from real customers can be a compelling way to build trust and showcase your product’s effectiveness. In FemTech, where privacy and health are involved, prospective customers want to know that your product or service is trustworthy and delivers results.

Using LinkedIn to highlight case studies of healthcare providers or women who have successfully used your FemTech product can create a powerful impact. Customer testimonials humanize your brand, making it easier for potential clients to see themselves in the narrative.

• Example: A FemTech company that offers fertility treatments could post a case study on LinkedIn about a customer who successfully conceived after using their solution, showcasing the product’s benefits.

4. Thought Leadership Articles

Publishing long-form thought leadership articles positions your company as an authority in the FemTech industry. These articles can address emerging trends, industry challenges, or your vision for the future of women’s health. By taking a leadership role in discussions about FemTech advancements, you establish your company as a key player in the industry.

Thought leadership articles can be shared through LinkedIn’s publishing platform, drawing in professionals who are seeking expertise or solutions in women’s health technology. This strategy works well for B2B outreach, particularly when targeting investors or healthcare professionals.

• Example: A FemTech CEO might publish an article on LinkedIn titled “The Future of Women’s Health: How FemTech is Shaping a New Era of Wellness.”

5. LinkedIn Polls and Surveys

LinkedIn’s native features, such as polls and surveys, allow you to engage your audience interactively. By asking questions related to women’s health, wellness trends, or the challenges faced by healthcare providers, you not only gain valuable insights but also foster engagement.

FemTech companies can use polls to spark conversations and encourage audience participation. For example, a poll about common women’s health concerns could reveal the most pressing issues your audience faces, allowing you to tailor your content to meet their needs.

• Example: A FemTech brand might create a poll on LinkedIn asking, “What’s the biggest challenge in managing menstrual health?” with options like pain management, tracking cycles, or lack of information.

Conclusion: Combining Inbound and Outbound for Maximum Impact

Inbound marketing is a valuable strategy for building trust and creating organic growth in the FemTech industry. By offering valuable content such as blog posts, webinars, case studies, and thought leadership, FemTech companies can attract and engage with potential clients without the need for direct outreach. However, when combined with outbound marketing efforts—such as automated LinkedIn messaging and cold email outreach—these strategies become even more powerful.

Together, inbound and outbound marketing form a comprehensive approach that allows FemTech companies to both actively seek out their target market and provide value that brings prospects to them. By integrating both methods, companies can achieve sustained growth, build meaningful connections, and position themselves as leaders in the rapidly growing FemTech industry.