If you are like most practices, you continue to invest more internet marketing dollars primarily to generate MORE – more exposure; more traffic, and more leads.
However, if you only generate more revenue by simply spending more, you are probably missing the most important criteria for high ROI: More Conversions!
What if I can help you generate more business with the dollars you are already spending? In many cases, practices already invest enough marketing dollars and generate sufficient exposure and traffic. They simply don’t convert them into leads, and leads into consultations and new customers.
Here are five conversion categories and tips to help you get more with less.
1. Elevate Conversions by Removing the Unknown
So how does this relate to your marketing and getting prospects to take the actions you want them to take?
Keep in mind, humans are generally hard-wired to fear and avoid the unknown. And the vast majority of your new prospects are new to you, your services and industry. They may recognize risks that they may invest and not get the outcome they want. Or they may blame themselves and feel embarrassed for being in the situation they are in.
High conversion strategies focus on bridging the gap and turning these barriers in opportunities that distinguish your practice.
- Knowledge reduces fear - Don’t just promote and sell consultations when prospects don’t even know what is involved. Provide an overview of what to expect; who they will meet; how long will it take; what should they bring; what they will get (add value!).
- Empathy is an antidote for shame – How you write and speak goes a long way to get prospects to take action, open up and build rapport and trust in you and your practice. Reassess your website content, follow-up emails and listen to your intake calls, and take steps to empathize with your prospects.
2. Enhance Conversions Through Building Rapport and Trust
Today, the competition for online marketing is no longer limited to just exposure, or getting to the top of Google. The practice that develops rapport, relationship and a sense of “connection” with online prospects faster than anyone else, wins!
Online consumers have become increasingly savvy and see through generic advertising. No longer can you simply hide behind stock photos and template brochure-type websites. They want something that is more “real” and engaging.
- Custom Photography – This is not an option in most markets; it has become the core design of element for your website and online branding. And don’t sacrifice quality to save a few bucks. Lighting, camera equipment, and experience will make your photos, and ultimately your website stand out.
- Custom Video Production – This is not a commercial. Yes, it is about you and your practice and services; however, it needs to project your personality, emotion, passion and impact (your customers).
- Reviews and Ratings – Reviews and ratings are now a core element to high-converting practices. Not only do you have to make a conscious and consistent effort to stimulate more positive reviews, you must monitor, manage and effectively promote them as well. Consider utilizing a review marketing and management platform.
3. Increase Conversions Through Improved Sales Intake and Follow Up
Most practices recognize that highly-effective intake and follow-up sales efforts can make all the difference between marketing that is mildly effective and campaigns that are wildly successful. Yet, this is universally the weakest part of most failed marketing investments.
Why? The reason is because it is the most challenging area that requires consistent attention, monitoring and training; it requires you, your practice and people to be more accountable. Here are some tips that may help.
- Make intake training and monitoring a part of your office culture. If you only invest in occasional training when you perceive a problem, you have already likely wasted significant opportunities, lost a lot of revenue and will continue to do so. Also, intake team members typically view these training sessions as finger-pointing and get defensive. Unfortunately, they never develop the belief or consistency to improve their habits.
- Follow up with a sense of urgency. Studies show that internet leads grow cold very fast. This is because consumers have an almost unlimited number of options (competitors) at their fingertips 24/7. In addition, the overwhelming nature of the Web has led consumers to have a very short span of attention. They move on quickly. Timely follow up is essential for high conversions.
- Develop a process and sales resources. Practices that conduct one-and-done intake and follow up leave the vast majority of marketing opportunity on the table (or throw it out the window!). Leads are too expensive and valuable to waste. It is vital to arm your intake and sales team members with a written, trained process to manage incoming leads.
It is also essential to develop resources they can provide prospects to nurture and move them through the decision-making process. Many times these are in the form of links to website pages, customer reviews, samples of your results, white papers, videos, FAQs, and even special offers.
4. Improve Conversions by Offering Useful Consumer Resources
The multi-million dollar marketing industry of database and inbound marketing automation incorporates the use of downloadable consumer resources that your audience desires.
The key is to identify and develop useful, interesting, and benefit-rich resources your visitors want. These can consist of consumer guides, checklists, “how-to” instructions, qualification quizzes, presentations, educational videos, etc.
Choosing the right resource will depend on a) the nature of your high-priority topic, b) how consumers will get benefit from it and c) the relevant, highly trafficked page(s) where you promote it.
Start by checking the high priority areas of your competitors’ websites and commit to develop resources that are more compelling, useful, and engaging. Also check your Google Analytics to find frequent consumer search queries that will shed light on what type of information your users are looking to find. An example would be cost-related search queries.
5. Boost Conversions by Making it Easier
We all know that online consumers are busy, get lots of distractions and have developed shorter attention spans. More than ever, it is important to make communicating with your practice easy and effortless for them.
- Provide immediacy – many practices are now offering 24/7 opportunities for prospects to communicate with the practice. If you don’t invest in specialized telephone intake services, at least consider live chat and text messaging alternatives.
- Focus on the phone – be sure to communicate to prospects that the most immediate way to get thorough and valuable answers is a phone call. Your calls-to-action need to emphasize your phone number as the primary action. This is especially true with your mobile layout and design. Touch-to-call phone numbers and graphics are essential, and making them “sticky” as visitors scroll can convert more visitors into leads.
- User data dictates – Just because you think your design has conversion elements on it, doesn’t mean they are as effective as they can be. Make sure you monitor goal conversions in your monthly tracking. Also, consider utilizing heat mapping and eye tracking software to ensure your “easy” elements are designed and positioned effectively.
By investing more attention into your conversion strategies, you can take immediate steps to generate more quality leads without spending more advertising dollars.
If you would like a free evaluation and recommendations to improve your conversions, call us at 800-368-9910, or submit this quick request form.