You get an online lead from a lead uptake and they don’t book a consultation, maybe they don’t even respond to your outreach. So you think, “this lead is junk, it’s not worth the effort.” Eyemax is stepping in to save you from yourself!
Here’s what you were just handed that you are so quick to throw away… a golden nugget. Someone shot up their hand and provided you with valuable insight:
A.) I have this problem/condition (i.e. wearing glasses/contacts)
B.) I live in the area
C.) I have heard of (insert target treatment or surgery)
D.) I am interested in the possibility of having my condition fixed
E.) Here is my contact information
AND YOU’RE WILLING TO THROW THAT AWAY? 🙀
As marketers, THESE are the leads we work so hard to find everyday. No medium allows us to target these factors as a whole. Instead our marketing dollars are spent to weed through the many who don’t fit to find the ones who do… and we did.
Just because they aren’t ready TODAY, doesn’t mean these leads aren’t valuable and don’t deserve your attention and time. We have been in refractive marketing for 23 years, and throughout those two decades we have seen time and time again leads come around one month, one year or even five years later. When you consider some practices receive 100 of these leads a month that have been tagged as “looky-loos”, junk, or worse, they are never paid any attention to at all, and realize that between 30-60% of these leads eventually are converted, you just threw away between 360-720 patients in a year!
However, what Eyemax does understand is that most practices don’t have a team tasked with never-ending outreach to leads who won’t answer their calls or respond to your staff’s emails. So where does that leave you? Eyemax is here to help!
- Automate how you nurture leads to alleviate staff time.
Set up a process, a schedule and templated message. Make it easy to reach out initially to the top of the pyramid leads, the ones that are in their initial step of looking into the service, and not yet ready for their first step. When your staff has an easy schedule of time-tested, results-driven outreach, they don’t have to guess and it becomes an easy, second-nature important task. Or better yet utilize automated systems to assist in accomplishing these necessary communications. - Have a Lead Management System in place.
Whether it is sophisticated software or an excel spreadsheet, install a way to record and track every single lead, their status and your outreach to them. A practice’s black hole origin story typically begins with the absence of this tool. - Deliver the right information based on where they are at.
They may not be ready to schedule a consultation or exam yet, so stop having that be the only thing you request of them. Instead, tailor your messages to answer FAQs, provide education and remind them of the motivations that enticed them to reach out in the first place. These elements’ objectives are to move the leads down the pyramid of the buying cycle. - Keep the communication flowing…always.
So you’ve taken the steps and you’re following the process and schedule you put in place, but still nothing. So now what? Your focus on these golden nuggets must be to stay top-of-mind and top of their list when they finally get off the fence and are ready to move forward. The key is strategic, automated and consistent marketing. Don’t lose them to your competition because they have forgotten about you. You’ve already captured them, now you need to hold on and motivate!
Don’t get overwhelmed, Eyemax is here to help! We put these processes, messages and automated marketing in place for every one of our clients and we want to help your practice as well. Let’s stop trashing these leads, throwing them aside as low priority and convert them into valuable, converted patients!
