Lead generation is the process of attracting leads, or potential clients, into a marketing software system or contact management to nurture them throughout the sales process, educate them about your cosmetic dermatology practice’s services, and convert them into paying clients.
The strategies used to generate these leads are put in place for your practice to ensure that these contacts are qualified and worth nurturing, whether in the present or future. Moreover, lead generation is about building trust with your audience and educating them about the industry, your expertise, and your offerings.
What is a lead?
A lead is any individual who manifests an interest in a company’s products or services in any way, shape, or form. Leads would commonly hear from a company or organization after opening communication (e.g., sharing personal information for an offer, free trial, or subscription) instead of getting a random cold call from a representative.
For example, you take an online survey to share how you take care of your skin. Afterward, you receive an email from the dermatology clinic that created the study and reaches out to you on how they can educate and help you further. This process would be less intrusive than if they suddenly called you without knowledge of whether or not you’re interested in what they offer. This is how a lead is born.
Leads are part of consumers’ broader lifecycle when they transition from visitors to customers. Although, not all leads are neither created equal nor are they qualified the same. There are different types of leads based on their qualifications and stage in the lifecycle they are currently in. With that, here are five steps to a more effective lead generation:
1. Acquire leads
Begin by attracting leads to your website through posting engagement content that you can share throughout your various marketing channels. Create quality content about your practice through blog posts, images, infographics, or anything else that would help catch your audience’s attention. Distribute your content across your social media channels, email, and other platforms where your potential customers are active.
You may post short-form content such as blog posts, tweets, short video clips, and photos that includes no barrier to viewing or reading. However, it would help if you also had some of your content be long-form, requiring a signup form to access. Once a lead has reached a point of interest in viewing a long-form piece of content, they will fill out a signup form and become a part of your contact management system and email list. This visitor has now turned into a lead.
2. Nurture existing leads
Once a lead becomes a part of your email list or leads management system, it is vital to continually nurture them to ensure they are moved into the sales funnel. Maintaining their interest in being part of your email list is critical. Establish a long-term relationship that involves loyalty and trust with your dermatology practice.
Set up email autoresponders that trigger to send customized emails to a lead once they download a piece of content from your site or any other interaction a lead might have with your website and its content. The entire process of nurturing a lead might vary as it could take anywhere from a month to more than a year, if not longer, to convert them into a paying client. Take your time establishing a healthy relationship over the phone or email, and focus on when the lead might be ready to take the next step with your practice.
3. Score each lead
Scoring leads allows your practice to understand which ones in your system are more valuable than others. Profiling your leads progressively over time can help build a clear picture of who your lead is and how qualified they are to convert. Focus your team’s efforts on nurturing quality leads predicted to significantly impact your sales, given that these leads are already interested in your content and services.
Analyze every lead’s score’s rise and fall to understand better the stage where most leads start to fall off and how your team can correct this. Likewise, analyze when leads are ready to be passed off to sales.
4. Pass leads to sales
Your sales team has to focus on moving the desire a lead has initially triggered during the marketing process to take action in the form of conversion. Once a client has used any of your services, it is the sales team’s responsibility to enrich that customer experience and retain them. Segment your leads and determine those who are ready to be passed on to sales and the ones that still need nurturing.
Some common ways to identify a sales-ready lead is if you have created a flourishing profile about them from different data points, and you see that their lead score is high, shows high interest in specific behavioral attributes, has an expedited buying timeline, etc.
5. Evaluate the lead generation process
One of the most effective strategies to have a considerable impact on your lead generation process is determining where your leads drop off and attempting to address the issue while working on recapturing leads that were lost. Many leads drop off before passing through the sales funnel because they had an initial interest in your practice but did not progress from being an interest to a desire. Although you may still recapture these warm leads, it can cost you and your team more time, money, and effort. This tells us the vast significance of not losing these leads in the first place.
Does your cosmetic dermatology practice have an effective lead generation strategy? Partner with Growth99 to get started! Book a free consultation today to learn more about our team and what we can do to help your practice grow!