By Adriana Santiago, Internet Marketing Consultant
Traffic to the website is great, but we all know that ultimately leads drive your business. While many users are visiting the website of your practice and making a quick decision on your product or service, just as many users are abandoning the pages or deciding not to go through with a decision just yet.
In these scenarios where users abandon your website before converting, the lawyers, doctors and dentists we serve wonder just how to recapture the attention of prospective leads and give them the final push to convert.
In many industries, users don't convert for a variety of reasons. They may be shopping around looking for the best deals, the best services or the best reviews. Others may just be looking towards the future and are not ready to pull the trigger so soon on a big investment like a major dental, LASIK or plastic surgery procedure. Others may just feel overwhelmed by the variety of options available to them online.
Whatever the case may be, it's important that your practice focuses its attention on these "lost leads". Why? They have already shown interest in your brand, which makes them that much more likely to be a high-quality lead!
1) Inbound Marketing – Attract
Inbound marketing is a way to attract new customers through premium content that is helpful and informative to your visitors. This is a valuable way to attract what we would call "warm" leads to convert.
Why are they considered "warm leads"? Typically, higher costing services and products won't get conversions on the first visit. Effective content marketing includes creating unique and valuable information that will entice visitors to access the website to seek answers or information from an authoritative provider.
When you are creating content, you are creating very specific eBooks, white papers, etc. that only relevant leads would be enticed by. For example, a "What to Know before Getting Breast Surgery" blog is likely to interest visitors who are looking to get a breast procedure done and are in the early stages of preparation. The user will then visit your website and share their contact details in order to receive the material in return. Once you begin collecting contact information for each of these leads, you can begin the process of reaching out via email and remarketing towards these individuals, knowing in advance where their interest lies. This type of inbound database marketing is a valuable way to showcase your expertise in the industry.
By doing this,you then position yourself as a figure of authority within your field. Through this process, you can help the prospect’s understanding of the service grow, which in turn builds their confidence in buying and buying from your business specifically.
2) Rеmаrkеtіng Ads – Convert
Paid advertising products ѕuсh аѕ Gооglе Adwоrdѕ or AdRоll enable advertisers tо роѕіtіоn their ads tо a dеfіnеd аudіеnсе of uѕеrѕ who have previously vіѕіtеd a particular website. These programs аllоw you to “retarget” уоur ads to uѕеrѕ who may hаvе vіѕіtеd уоur website but dіd nоt book a соnѕultаtіоn or саll your buѕіnеѕѕ (i.e. convert into a lead).
There are several ways to utilize these remarketing tools. You could set up a campaign for your entire remarketing list (everyone who has visited your website) and create banner ads that follow them on third-party websites they visit later on.
You could also utilize the ads to provide a special promotion or offer to give the user that final "nudge" to come back to your website. Don't have any discounts to give away? Try wording the messaging in your ads to sound enticing without providing a discount. Such as:
“#1 Law Firm in Orlando. More than 50 million dollars in verdicts & settlements".
By evaluating at which point the consumer was "lost", you can better direct your ads towards them specifically. For example, if someone came to the Breast Augmentation Pricing page on your plastic surgery website and then abandoned the page from there, you could then created ads geared towards them that read something like "Looking for financing options for your breast augmentation procedure? or "Unsure which breast augmentation procedure is right for you? Call now for your free consultation".
This messaging allows you to reconnect with your audience by showing them relevant, more personalized advertising to get users to come back and contact your practice. These platforms also provide valuable insight on how many people come back to your website and convert based on the remarketing list specifically. Finally, you can use tools to monitor how your campaigns are performing, where your ads are showing and what price per click you are paying.
3) Utіlіzіng Email Marketing – Nurture
Email marketing is another valuable and often underutilized source for recapturing lost leads. Keeping an accurate and segmented email list of leads who have contacted your practice is very beneficial.
Often times, people become busy and preoccupied with their daily lives, even if they are interested in your product or service. Email marketing is important because it enables you to follow up with leads who have reached out but may have not followed through with booking an appointment or coming into your office.
With a segmented email list, you can better separate the leads based on interest and follow-up. An example below:
- List A: Breast Surgery Leads; Not Yet Booked
- List B: Liposuction Leads; Not Yet Booked
- List C: Active Patients
Using the example above, the practice owner can now use these different lists to create more refined, targeted emails to visitors. For example, you might create an email reaching out with special news and offers relating specifically to breast surgery to List A. This also prevents List B and C, who may have shown interest in a different service/product, from growing annoyed by the influx of emails irrelevant to their needs.
Similar to remarketing ads, retargeting emails work to follow up with users who may have visited your website or advertisement, but did not convert into a leads. Upon a user's arrival to the website, many businesses offer some sort of incentive in exchange for the visitor's email information. This could be in the form of a pop-up or banner image to sign up for a newsletter.
Once these lists are built and segmented you, you can send follow-up emails to the appropriate lists to re-engage them and get them to come back and visit your website/contact your business. A high-quality follow-up email should contain a response/relevant information to their query, a call to action and visually appealing imagery.
Note: Be careful when using pop-up ads. Due to recent changes with Google's search algorithm, pop ups and marketing overlays may cause a negative impact on your SEO.