Lead Marketing Funnels are a great tactic to use to generate new patients and continue to nurture potential patients until they are ready to come in for an appointment. A lot of people ask us about Marketing Funnels and how they work. The main function of marketing is to bring in new leads. So, whether you are sending an email, running a Facebook ad, or a mailing a postcard, the goal is to attract new leads. And, it doesn’t matter what marketing medium you are using, the marketing funnel can work with them all.
What are Lead Marketing Funnels?
First, let’s start with the basics. What exactly are Lead Marketing Funnels? Lead Marketing Funnels are typically broken up into three parts. The first part of the funnel is Attracting New Patients through content. The second part of the funnel is Lead Engagement. And, the last part is Lead Nurturing. Additionally, the funnel is used to attract potential patients and offer them the information they are interested in until they turn into a new patient (marketing qualified lead – MQL).
Let’s go through an example of how Lead Marketing Funnels works. So, let’s say that we are going to attract new patients through a Facebook ad campaign on Dental Implants. The goal is for potential patients to see your offer and click. Once they click they will go to your website with information on Dental Implants. On the page, your goal is to get them to fill out a form for a free brochure on Dental Implants. Next, you can send an email with a special offer off Dental Implants to those who filled out the form. Once they click, they will be taken to an appointment form or pointed towards a call tracking phone number. You will continue to nurture the leads by sending them content on the topic they are interested in until they have an appointment.
Part 1 of the Funnel: Attracting New Patients
The first part of Lead Marketing Funnels is Attracting New Patients. This is why we always stress that your marketing materials need to be eye-catching. And, when you have a design that grabs someone’s attention, they are more likely to click or see what you are promoting. The next part is the offer. The offer is what will potentially get them to click. It is all about the content. Whatever your offer is, the content needs to be compelling. Remember, the goal is to capture their information.
Part 2 of the Funnel: Capturing Information
So, we got the attention of the potential lead – now it is time to capture the information of the lead. The first thing you need to do is to be sure you pair the right offer with the content that drove the lead to your landing page. And, you need to optimize your form so that you increase your chances of conversions. Also, in order for a person to give you their personal information (name, phone, and email), the information you are offering has to be relevant and valuable to that lead. On your landing page, make sure you have multiple CTA’s (call to actions), don’t have multiple offers (stick to the main piece of content), and add visuals (make your form or CTA’s draw the lead in). So, if you stick to the basics, more leads will turn into conversions.
Part 3 of the Funnel: Lead Nurturing
Finally, the reason you do Lead Marketing Funnels is that a lot of the time the potential lead is not ready to buy. For example, if we are doing lead nurturing for Dental Implants, those procedures can be very costly to a potential patient. Getting them to buy into the procedure can be completed through lead nurturing. It is all about building a relationship with the potential patient by delivering relevant content and educating them. Furthermore, continue to provide the lead with information on what they were interested in. Send them information about the doctor, the staff, and/or the practice, or a personalized letter. Or, send them videos on the service or ebooks. You can point them to a blog post or an article. Remember, the buyer’s stages are Awareness, Consideration, and Decision. And, your goal is to nurture the leads until they are ready to make the final decision.
So, Marketing Funnels are a great way to get your patients to buy into becoming a patient or even advancing forward with a specific procedure. And, the first step is your content and offer. Have all the information ready to give the lead or else your funnel can stop. Start by making a graph about what the patient will get at what stage they are in the funnel. Next, make sure you have eye-catching designs. Your designs could make a lead not want to click if it doesn’t look interesting. Finally, carefully monitor and adjust your Marketing Funnels if leads are not converting. Track the progress and analytics. The more information you have, the better you can adjust your funnel into a killer campaign.
What marketing funnels have you created and how did they do? Ask us in the comments section below!
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