85% of expert marketers state that lead generation is the most significant element in their marketing arsenal. However, only 42% of business owners have an active marketing plan. If your cosmetic dermatology practice does not have a lead generation tactic yet, you have been missing a huge chunk of revenue. Why?
All businesses of all industries need customers to expand. And to attract these customers, they need to market to their current client base first and grab their leads’ attention. There is where the lead generation strategy comes into play. The leads acquired can then be nurtured to usher and convert them into paying clients.
This generally involves adding these leads to an email list for further nurturing. And with today’s advanced technologies, business intelligence software can track customer trends and product demand from lead generation data.
What is lead generation?
In digital marketing, a “lead” pertains to a potential customer in your target audience who is interested in being treated by your practice. That means “lead generation” is the process of attracting these potential clients to your cosmetic dermatology practice. To capture these leads, which also means making them take the first step toward your sales funnel, digital marketing companies see value in utilizing different marketing strategies.
Furthermore, they leverage these strategies, mainly lead generation, by making a user sign up for something online by completing a form, directly contacting a business, or even walking into the physical location. Are you ready to learn more about lead generation? Read on to learn the five steps you should take to achieve a successful lead-generation campaign for your cosmetic dermatology practice.
1- Capture leads through website forms.
The first step into capturing leads is putting a simple opt-in form on your website pages and asking your web visitors to fill it out in exchange for something of value, such as an eBook, newsletter, how-to video, infographic, etc. The idea is to blend the lead capture form with your web design. The trick is always to look to provide something your qualified leads can benefit from. Be it appealing visual content or tips for a proper skincare routine in exchange for their contact information, time and attention will all be worth it in the end.
2- Generate leads through Google Ads
One might wonder how Google Ads can be used for the act of lead generation. It is not as complicated as it may seem. You may run targeted ads around significant keywords on Google that can capture a qualified lead’s attention while searching for your practice’s keywords online. This lead is then redirected to your website or landing page, where you can employ additional tactics to capture this user as a lead.
And here’s the best part: you only pay when the user clicks on your ad! This has helped many business owners kick off their lead-generation campaigns on Google. And for your cosmetic dermatology practice, every time you get a boost in sales through Google, you go ahead and ring the victory bell!
3- Use email lists to capture fresh leads.
Marketers have permanently stressed the importance of having an email marketing campaign in every business’s overall marketing plan. In this regard, email marketing automation can be an excellent way to capture new leads and clients. When you have an additional dermatology service in your medical spa, you may opt to design and execute an email marketing campaign surrounding this new service while you target new leads.
Email campaigns can discuss your innovative service, launch details, and service offering information. The data you get with email response, sign-ups, and conversion rate will not only give you potential leads who may be interested in your services, but it can also help you dissect important information like market trends and customer preferences.
4- Utilize direct emails to attract more leads
Another practical step in lead generation is sending direct emails to your target audience. This communication will announce what your practice can do to help people, and you can even include hot sales and promotions in your emails! Thus, this will improve brand awareness, and your audience will be more familiar with your brand. As emails have become a vital way of communication in various fields, you certainly cannot afford to miss out on them in your lead generation campaign. Moreover, email marketing is cost-effective. Talk about return on investment!
5- Never neglect your social media leads.
Contrary to others, the lead generation process doesn’t have to be complicated. Even straightforward yet practical tasks can lead to the capture of quality lead prospects for your practice. One platform that can help make this happen is social media. How? People spend somewhere around five to six hours a day on social media.
They use platforms like Facebook, Instagram, and Twitter not only to stay connected with family and friends but also to impart their opinions on brands, both positive and negative. This opportunity gives aesthetic practitioners many options to listen to their current clients online and engage with their leads. Lead generation marketing can take place on similar pages or even direct messages.
You can also whip things up and facilitate contests on social media in exchange for prizes and freebies. Users are often urged to upload pictures, refer their friends, or get into a Q&A competition to avail of the contest giveaway. Creating a fun and exciting way to engage users on social media is adequate for your practice to capture qualified leads.
Are you ready to take your lead generation campaign to the next level?