Are you struggling to turn leads into clients of your medical company? Conversions are dependent on how well you nurture your leads. Your visitors must be engaged with your business from the moment they enter your email list, to when they are ready to choose you as a service provider.
To get the most out of your campaign, and enable success, you need to have accounted for each and every step of the client’s journey throughout your lead nurturing process.
This blog post will cover the 6 lead nurturing mistakes that are costing you hundreds of conversions.
Why You Need a Lead Nurturing Campaign
If you are a medical company with excellent products and services but not a single client, chances are, you haven’t been nurturing your leads.
So, what is lead nurturing?
Well, lead nurturing is when you communicate with leads at every step of their sales journey. Your goal is to establish relationships with your site visitors and develop relationships that result in the visitor eventually becoming your client.
Research has found, correcting lead nurturing mistakes can lead to a whopping 79% increase in conversions. That’s a lot of sales!
If done correctly, lead nurturing will help you to generate even more leads. The more leads you generate, the more opportunities you have to convert prospects into clients. And more clients for your medical company means a huge increase in revenue.
Take a look at the infographic created by the Boston Turner Group, detailing what a good lead nurturing process should look like:
So you see, leads won’t convert to clients immediately. It’s a process that requires you to warm them up to your services and products first through systematically developing a relationship with them until they are ready to become your client.
Question is, how do you achieve this?
Through the creation of an individualised journey for each lead that comes across your website – Lead Nurturing
But, it’s not an exact science.
Unfortunately, the fatal mistakes that are made throughout the lead nurturing journey are the reason why conversions fail.
We’ll discuss the 6 fatal mistakes that could be affecting your lead nurturing campaigns that need to be avoided, immediately.
1. Not Doing Any Research At All
If you want to generate leads and ultimately clients for your medical company, you must understand who your ideal client is, above anything else.
This requires a lot of research which many people tend to skip past. Jumping straight into the campaign without doing any research will set you up for failure.
No matter what your services are, or what products you have to sell or even how great they are, you can’t sell your offerings without having a deep understanding of the person that you are selling to.
If you have clients in your medical business, we recommend conducting a survey using lead nurturing emails. Hubspot has put together great email examples ideas that you can use today.
You need to understand your client’s thought processes. Why they are likely to choose you as a provider. Will your services improve their lives? If so, how? Gathering this information is the key to establishing a relationship with potential clients in the future.
We recommend using tools like Facebook’s Audience Insights to gather further insights into your target audience. Did you know that you can even gather insights into your competitor’s followers? To do this, all you need to do is enter your competitor’s Facebook page into the interests field and you’ll be given information on their audience that you can use to your advantage.
Other platforms that we recommend are:
Quora – use Quora to discover the problems that your target market is struggling to overcome. To this, search for a related topic to your service or product offering and see what people are talking about, and more importantly, how they are talking about it.
Here’s what we found when we typed “breast implants” in the search bar:
From the image above, you can see what concerns are being shared regarding ‘breast implants’ and can, therefore, factor topics like this into your lead nurture emails.
2. Poor Optimisation of Your Lead Magnet
You should, hopefully, be using a lead magnet to gather potential client’s details (name and email addresses)
If you are not, you need to as you will want to start capturing email addresses as soon as possible. Without email addresses, you won’t have an email list for your email nurturing campaign.
Once you have a lead magnet, or if you already have one, the next step is to optimise them to boost lead generation and conversions.
The opportunity is there, so you need to ensure that your lead magnet entices your visitors. To help, we have put together 6 top tips to optimising your lead magnets:
- Your lead magnet needs to solve a major problem that your patient persona is experiencing.
- Blog post pages should use content upgrades. These are lead magnets that are created for specific blog posts to prompt users to read further on the topic they are interested in.
- Your opt-in must be fully optimised for conversions. The very best opt-in forms should persuade visitors to enter their email address.
- Your opt-in should be placed on high converting areas on your website. We further recommend including an exit pop-up in addition to embedding forms within your content.
- Be sure to have a well-designed lead magnet with an extremely obvious value proposition to entice your visitor to download it.
- Test different lead magnets to see which offer better resonates with your target audience.
3. Failing to Execute a Solid Lead Nurturing Email Campaign
You may find that you have little to no problems in capturing leads, but you are still struggling to convert those leads into clients. We have found that the main problem is due to a lack of an effecting email nurturing campaign.
Picture this, you are a potential client that has visited a medical company’s website. You like what you see and loved the lead magnet, so you gave the company your details. And that’s it. You never hear from hem again, so now what?
It’s a massive mistake that many healthcare providers that have lead magnets make. Leaving your leads out in the cold can drastically impede your efforts in converting leads into clients.
So to help you, we have put together key steps that you need to take to create a lead nurturing campaign that converts leads into clients.
1. Set A Goal For Your Lead Nurturing Campaign
To have a successful lead nurturing campaign, you need to know what success looks like. To do this, you need to have a goal. For example:
- What is the final resulting action that you want your leads to take?
- What services do you want them to purchase?
- What products do you want them to purchase?
This may be glaringly obvious, however, setting a defined goal will help you to steer the journey that you want your prospect to take to become your client.
2. Segment Your List
Every lead should be segmented into different categories, depending on the type of lead magnet they downloaded to ensure that their journey throughout the email nurturing campaign is tailored to their interests and needs.
Segment your email lists by splitting each lead into smaller groups based on specific criteria. For example:
- Patient Personas
- Stages in the sales cycle
- Demographics, etc.
3. Have a Powerfully-Built Email Marketing Software In Place
To have an effective lead nurturing campaign, you need to have the right tools in place. You must have an email marketing software that is built to handle the segmentation of your list as well as the ability to fulfil your automation needs.
Here are good tools that we thoroughly recommend:
4. Map Out The Entire Email Campaign
Develop a plan that clearly outlines the emails that you will be sending to each segment of your list. The emails need to be a good mixture of value-driven emails and offer-driven emails so that you can build trust with your subscribers over time and eventually convert them into clients with little objection.
Remember, nurturing leads is a marathon and not a sprint. Many leads may not buy from you from the first moment you ask for the sale, but continuing to build their trust will eventually lead to a conversion further down the road.
5. Write Your Automation Sequence
Automation is the response that subscribers get from downloading your lead magnet, automatically. For this to be a success, you need to create an email sequence. This is a huge topic in itself, so we will instead write a separate blog post to cover this for you.
Generally speaking, your emails need to be written as if you are talking to the lead on an individual basis. Use language that they can relate to and steer clear from using medical jargon, unless it’s absolutely necessary.
6. Continuously Monitor and Improve Your Campaign
You must continuously monitor and improve your email nurturing campaigns. Don’t just set it and forget it.
Use the analytics panel from your email marketing software to discover where your subscribers may be dropping off, then improve on this. You’ll need to perform a series of tests to find out the perfect sequence that keeps your audience engaged through to becoming your client.
You can also send quick surveys to your list at critical stages in your sequence to help you get a better understanding of why leads aren’t converting into clients.
7. Not Following-Up
This is a critical error that causes a facepalm moment whenever we come across this in medical businesses.
The moment a lead has expressed an interest in your product or services, you must follow up with them.
Maybe they didn’t covert immediately because they need time to think about it, but you should be reminding that that they need to make a decision.
The bottom line is that for you to successfully turn a lead into a purchasing client largely depends on how well you follow up with the lead. In other words, the major roadblock that gets in your way of converting a lead into a client is in failing to follow up with them.
Shocking research has found that approximately 40%-50% of leads are not being followed up. This is a huge opportunity that is simply going to waste, and possibly to your competitors.
Here are some eye-opening statistics that should give you more reason to follow up:
- 50% of sales happen after the 5th contact
- 44% of salespeople give up after one follow-up
- 75% of online buyers want to receive between 2-4 phone calls before a company gives up
- 12% would like a company to try as many times as it takes to get a hold of them
- 92% of salespeople give up after no sales on the 4th call.
- 60% of customers say no four times before saying yes
Now that you can see the importance in following-up, we are going to share with you 4 best practices in following-up that you can use today:
- You need to have a CRM system in place to be able to track leads. Once you have this setup, use this system to track the leads that need to be followed-up.
- Always be happy to provide value to your prospective clients. The more questions you answer and the value that you provide, the quicker the trust in your company will develop.
- Get in touch with your potential clients within the hour. According to the Harvard Business Review, businesses that do this are nearly 7 times more likely to convert leads!
- Automate as many parts of your follow-up system that you can, such as your lead nurturing campaign and even your call scheduling.
We’ve put together a list of recommended tools that you can use to make the follow-up process a lot easier to manage:
- FollowUp.cc is a great tool that you can use to keep your conversations and tasks from slipping through the cracks. You can set reminders that arrive at the top of your inbox, so you never miss an opportunity again
- Olark is a great live chat tool that enables you to follow up with prospects as they are browsing your site
- Sales Hub is a great tool that saves your time each day by eliminating manual data entry, easily automating time-consuming tasks
5. Not Using An Effective Sales Pitch
The sales process may begin with clients that are interested in what you have to offer, and may continue with an effective follow-up, but it doesn’t (and shouldn’t) end there.
You need to master your sales pitch because it is your sales pitch that will determine your company’s success or failure.
So, what is a good sales pitch?
The rules slightly differ in the healthcare industry, In other industries, you would need to demonstrate how the prospective client needs your product, and how your product is better than your competitor’s. However, in healthcare, you need to demonstrate why you are the right provider to help them solve their problem, on an individual level.
Other industries can develop sales pitches that cater to the masses, but you need to make yours more personal to truly engage with your prospect’s needs and requirements.
It’s important to remember that this is the last chance that you have to convert prospects into clients, so make this moment count.
6. Failure To Test and Improve Campaigns
The last and final mistake that many medical companies make when running lead nurturing campaigns is the failure to test and improve campaigns.
Understandably, testing can seem to be quite overwhelming. You need to have a hypothesis in place to be able to test campaigns, and also need to create variations of your campaigns to suit. You’ll also need to spend time analysing results to be able to understand what worked and what didn’t work in your campaign. If the technology you are using isn’t easy as it could be, the whole process can start to get quite daunting.
Digital Beanstalk is on hand to help you manage your entire lead generation and lead nurturing campaign. Book your 30-minute FREE strategy session with us today to get actionable strategies and tactics that we use for our clients daily.
Now, you’ll also be pleased to know that technology is evolving and improving the testing and analysis of your campaigns. We are going to share with you our top recommendations of tools that simplify the process and maximises your conversions:
- HotJar is a great tool that enables you to map out the actions that your website users take. It is also a great tool that helps you to evaluate why users aren’t filling out your contact forms.
- Convertize is a powerful AB testing and multivariate testing tool that delivers personalised messages and convert more visitors into customers.
There We Have It
The bottom line in ensuring a successful lead nurturing campaign is by understanding your prospect well and tailoring the journey to their needs, starting from the moment they subscribe to your email list via your lead magnets.
Start by addressing the first mistake we’ve discussed in this blog post as understanding your prospective client is the hardest part and requires the most effort to ensure the rest of the campaign is set up for success.
What other mistakes have you come across? Have you come across any other fantastic tools? We’d love to hear your thoughts in the comments?