Lead generation is extremely vital for the very survival of every business! What are you doing to get more and better leads and new patients?
Many medical practice owners do not consciously think about the fact that success in business is an on-going competition for survival! In order to thrive, you need to get more and better leads — every day!
For your practice to truly be successful you need to meet the needs of both patients and the people you do business with every day (a.k.a. business-to-business networking).
The question becomes which is the best way to reach all segments of available clientele?
I was reading an article in PureB2B.com, and the author Johanna Rivard wrote an excellent piece titled, “15 Effective B2B Lead Generation Ideas for Your Marketing Campaign.”
I was struck because this is exactly what we have been advising our clients [the Doctors we work with] for years. It’s not that we’re so smart, but this information is so important and can mean the difference between success and failure!
Ms. Rivard states that lead generation is at the heart and soul of every business, and today, there are multiple ways of generating prospective customers—either through traditional or online methods.
Why must a clinic owner, who desires success, embrace the strategies listed below? Because sadly, despite all the technological advances that our world has made in the last few decades, no one has created the “new client factory.” The kind of company whose only function is to crank out a fresh batch of new patients, like baby chicks. The product is a patients that have never used your particular services or thought about this subject before. However, all they need is to be imprinted with your brand…
The above comment is a bit tongue in cheek, but Ms. Rivard is absolutely spot on when she says that having a constant flow of new leads is vital to staying in business, but finding different ways to attract leads that will eventually turn into sales is quite a lot of work.
To get positive results and stay ahead of the curve, here are 15 compelling lead generation ideas for your marketing campaign.
Here are some great examples:
1. Online Generation via Social Media: Social media has changed the landscape of lead generation, and has become one of the primary ways of reaching and engaging target customers.
There are a lot of social networks in existence, but the main ones are Facebook, Twitter, Instagram, and Google+.
So, make sure to sign up on these systems and start posting so that your target audience will get to know you better.
2. Email Marketing: It may seem like email marketing has been forgotten because of all the other possible online media. But, in truth, it is still very much alive and is one of the most efficient techniques when it comes to lead generation.
People still use their email on a regular basis, and email marketing is a great place to invest. Optimize this channel by sending your customers information on products or services, so that they’ll be more aware of your offerings.
8. Optimize the Landing Page: The landing page is the first thing that people get to when they go to your website. So it’s vital to pay attention to this page and make a good first impression.
Make sure that visitors would be able to find what they want to know, and navigation from this page to the rest of the site should be easy.
15. Create Diverse Content: What good is a website if it doesn’t have good, diverse content? Make sure that the content you have on your site speaks to customers on every level, at every stage of the buying process. Some of the site visitors will have only begun dealing with you, and some may already have done business before.
The article is very, very good; it has very solid information! The key point to remember, as you read the entire article, is that a company must have a thick and generous amount of vital content within your message to attract clients to your establishment, instead of your competitor’s.
Unfortunately, content marketing has become a catch phrase, an opportunity for people to sound smart but not say anything! Briefly, according to Josh Steimle, contributing author to Forbes Magazine and one of the top 50 marketing influencers in 2016, content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
The key word here is “valuable, engaging and fascinating.” The goal is to provide as much value and interest from your content marketing to as much of your target audience as possible.
Perhaps more important than understanding what content marketing is, is understanding why content marketing is important to your business; because the content you provide is directly tied to the four steps of the client’s buying cycle:
- Awareness. Before awareness, a customer may have a need, but they are not aware there is a solution.
- Research. Once a customer is aware there is a solution, they will perform research to educate themselves. For example, a car buyer will try to find out what different types of cars exist, and which one will fit their needs.
- Consideration. At this point, the customer starts comparing different products from various vendors to make sure they’re getting a high-quality product at a fair price.
Let us briefly discuss email marketing. As mentioned above, this platform is often overlooked, but it’s such a great resource for enhancing your business. The question then becomes, is it overlooked because people suck at communicating? Or, because it’s so obvious it’s fallen into the category an afterthought.
Wordstream.com wrote a very enlightened article; it specifically targets how effective email marketing is your business growth. Email is the one platform that is used by nearly every business.
Texting is fantastic for a quick communication. However, email is superior to other business formats because it allows you to keep a detailed record of the past conversations, offers and proposals (unlike text messaging).
Word stream provides the following office information:
- The number of email users worldwide is forecasted to rise to 2.9 billion by 2019.
- The number of email users in the US is projected to grow to 244.5 million by the end of 2017, and 254.7 million by 2020.
- 73% of millennials identify email as their preferred means of business communication.
- When a prospect or customer who opens an email on a mobile device opens that same email again on another device, they are 65% more likely to click-through to your site/offering.
- Click-through rates are 100.95% higher in segmented email campaigns than non-segmented campaigns.
- 80% of retail professionals indicate that email marketing is their greatest driver of customer retention (the next closest channel? Social media, identified by just 44% of those same professionals).
Other sources like CampaignMonitor.com to point out that email is 40 times more likely to acquire new customers than Facebook or Twitter.
The Direct Marketing Association (DMA) said that over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns. Automated email campaigns account for 21% of email marketing revenue. If a strong return on investment is what motivates you, the DMA also points out that for every $1 you spend on email marketing, you can expect an average return of $38.
Finally, the consumer makes their decision and moves forward with the transaction. Traditional advertising and marketing are great when it comes to the second two steps. Content marketing taps into the first two stages of the buying process by raising awareness of solutions and educating consumers about a product they may have never considered before.
You have to utilize all of your available resources. The vehicles you use to reach your patients have to be well thought out. Your return on investment is a very important factor. At the end of the day, communication is the key to your continued growth.
The only way you will be connecting with your patients is the information you send them. That information must engage, compel, and interest them in calling for office to see you.
This may be a lot to digest, and maybe you’re not at the stage to act on this. Well, if this is the case, we would like to help. We want to be of assistance to you!
We hope you get a lot out of this piece! Should have further questions, please do not hesitate to ask.
From the desk of Steve Cox, co-Founder of StevenVonLoren Marketing Strategists, Direct: 530.210.0890; Personal eMail: firstname.lastname@example.org, Amazon Author Profile, Facebook, Google+, LinkedIn, Twitter