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Understanding the Process of Lead Generation

July 20, 2022

Even if you don’t own or manage a business, you likely have at least a general familiarity with the term “lead generation.” But what, exactly, is lead generation, and how do businesses benefit from it? Furthermore, what is the process of lead generation, and how is it accomplished?

Without effective lead generation, your inbound digital marketing efforts will sputter to a stop before they truly get going. Anyone acquainted with standard inbound marketing pipeline or funnel models will recognize lead generation as an essential first step.

Read on for an in-depth but easy-to-understand explanation of lead generation and the critical role that it plays in the overall online marketing process.

What is Lead Generation and Why It’s Important

Lead generation word concepts banner.Marketing expert Lindsay Kolowich Cox succinctly and accurately defines a “lead” as “any person who indicates interest in a company’s product or service in some way, shape, or form.” But of course, not all leads are created equal.

A quality lead is a consumer prospect that has a genuine interest in the products or services that your company offers and is quite motivated to make a purchase. Therefore, good leads are key when it comes to increasing sales rates and improving overall return on investment (ROI) for your marketing dollar.

Consumers with a pre-existing interest in your company, its products, and/or its services will be eager to take the next steps down the marketing pipeline. They are generally grateful for any outreach that helps them resolve a necessary issue or fulfill a current need.

Mordern marketing concept and tools for important lead generation in digital networks.When a consumer has little or no interest in your company’s offerings, your advertising efforts may only push them farther away. In addition to wasting time and money on marketing that goes nowhere, this can cause only harm to the overall image and public reputation of your business.

As pointed out by Milkshake email template contributor Jack Paxton, the ability of strategic lead generation to match company offerings with target consumers results in a significantly higher rate of customer satisfaction. Of course, the ultimate goal of the lead generation process is to foster lasting consumer relationships that result in repeat business, third-party recommendations, and firm brand loyalty.

The Lead Generation Process

With the value of lead generation foremost in mind, marketing professionals have developed a broad spectrum of strategies and techniques to drive the lead generation process. This requires a tremendous amount of hard work and expertise because a good lead generation campaign will be as unique as the company it promotes.

Lead Generation process concept Beyond the distinct marketing differences that exist among different market sectors and industries, no two companies will have the exact same business requirements, goals, or needs. Although this means that lead generation campaigns must be specifically tailored to each company, the basic frameworks for most of these campaigns tend to be remarkably similar.

In the world of digital marketing, lead generation occurs at the very beginning of the inbound pipeline, and each step that a consumer lead takes brings them further into that pipeline and closer to your business. The basic 4-step process begins when a consumer discovers your company and/or its offerings through one of your marketing channels.

1st Step: Discovering Your Business

illustration of business concept in social mediaThe best marketing channels for your business will depend on the exact nature of that business. Ask yourself where your ideal customer is most likely to spend his or her time online. The answer will give you a good idea as to where to focus your initial lead generation efforts.

While you should certainly try to generate leads through your official website, you will also want to focus on other digital channels that may include social media sites, email, online directories, and blogs. You may also want to post digital coupons on various sites that will not only lead people to your eCommerce platform but will provide them with special pricing or another valuable offer.

2nd Step: Call-to-Action

Illustration of Social media Call to Action concept.No matter where it appears or what specific form it takes, your outreach to promote initial business discovery should include an effective call to action (CTA). Briefly defined, a CTA is a message, image, or button that encourages a specific action on the part of those who encounter it.

This action typically leads to some sort of customer conversion that is important to your company. In terms of lead generation, CTAs might lead consumers to more information, ask for consumer details, or begin the purchase process. Most CTAs make the conversion process as easy as possible by taking the form of a clickable hyperlink or tag.

3rd Step: Landing Page

illustration of landing page in a websiteAfter clicking on a CTA, a consumer generally goes directly to a company landing page. Digital marketers create landing pages to capture specific lead information about each visitor and encourage another step into the inbound marketing pipeline.

Although basic and generic landing pages may try to cater to all kinds of incoming consumers, marketers can more effectively capture a visitor with a landing page that is relevant to the particular CTA that brought him or her to the website in the first place. These types of dedicated landing pages can be designed around specific promotional offers, specific target audiences, or specific products/services.

4th Step: Filling Out Forms

Girl stands near a big computer monitor with an arrow in her hands. Points out the registration form in the web site.After bringing visitors to a landing page, a marketer will want to transform them into a lead by getting them to input contact information. Many times, this transformation to sales lead immediately precedes a transition to paying customers.

Even visitors who fail to make an immediate purchase may become loyal repeat customers over time if you can get them to fill out an online form. These online forums are a key part of any good landing page design and often allow visitors to take advantage of an offer that enticed them during the first step of the lead generation process.

Acquire More Leads!

An optimal process of lead generation will lead to more sales, better ROI, and increased customer satisfaction. And only a qualified digital marketing agency like Cleveland, Ohio’s Marketing Done Right can ensure that you are getting more and better leads.

Why Call Tracking Is the Best for Medical Practice Conversions

April 20, 2022

Pause for a moment to think about all of the calls that your medical practice receives and makes on a daily basis. Now, think about the wealth of invaluable existing and potential patient information that you might be able to compile and utilize if you were to make the very most out of each of those direct, person-to-person interactions.

Doctor reading medical records and talking on telephone using a call tracking softwareThe desire to tap the formerly untapped potential of each and every business call was the driving force behind the rapidly evolving field of tracking calls. By integrating the traditional phone call into the larger analytics-driven digital marketing puzzle, organizations of all kinds can do far more than take note of exactly who is calling and why. They can tie inbound calls to the unique medical marketing phone call tracking pipelines that each consumer takes while keeping automatic and accurate records of what matters most to these consumers.

Powered by specialized software, this type of platform allows medical practices to better assess the overall effectiveness of their marketing campaigns by identifying each element of that campaign that led up to each incoming call. Furthermore, phone tracking software can connect that call with any steps in the consumer journey that may come in the wake of that call.  

What Is Call Tracking Software?

medical secretary using call tracking software to receive and manage callsThe phone call is an important metric in both traditional analog-era marketing and modern conversion marketing. Conversion marketing is a highly effective marketing approach that encourages consumers to take one or more specific actions with the ultimate goal of converting a potential customer into an actual one. Because only the internet allows marketers to track these actions with any specificity, conversion marketing was absolutely impossible before the advent of the digital era.

While the purchase of a product or a service may be the prototypical conversion metric, other conversion metrics may range from filling out an online contact form to joining a customer loyalty program. In other words, different types of conversions can take place at any stage of the consumer journey or even replace the “almighty” purchase altogether.

While phone calls obviously comprise an important part of the incoming marketing pipeline, there was simply no tool to track those conversions before the rise of call tracing software in the 2000s. Briefly defined, tracking call is the practice of determining exactly how callers found a business and charting the path that they took to reach that business by phone. Businesses that use tracking can define the exact web pages and online ads that led up to the phone call and even the exact keywords consumers may have entered during their online searches.

Evidence based marketers invented this tracking technology to determine exactly what prompted each incoming call and attribute it to one or more specific marketing channels. In short, when businesses know precisely what is causing their phones to ring, they can accurately assess and optimize their marketing strategies.

Make Your Practice More Profitable

Marketing working with statistics and analytics of their call tracking softwareTracking calls are an indispensable tool for any medical practice that wants to expand its patient base while keeping the one that it already has. Practices that fail to actively analyze their incoming phone calls and place them within a larger marketing pipeline are very likely to lose patients to practices that do.  

With the data garnered by tracking, you can determine which of your marketing tactics are driving your high-value incoming phone calls and which are leading to lesser-value calls or no calls at all. Here are just three specific ways that can make your medical practice more profitable by tracking calls

  • It  Helps Evaluate the Effectivity of Your Marketing Campaign – As previously discussed, tracking calls can help you identify weaknesses in your inbound marketing pipeline and optimize your marketing messaging, ad placement, social media outreach, and direct mail operations among other key campaign elements.
  • It Helps Analyze Your Lead Quality – Tracking produces analytic data about each incoming caller, helping marketers differentiate them by both initial intention and final results. Common lead quality metrics generated by tracking calls include requests for more information and actual appointments set.
  • It Helps Identify Phone Training Opportunities – Tracking the call allows you to analyze and evaluate staff members as well as members of the public. By tracking the performance of your customer service reps, you can boost important conversion rates by effectively refining your telephone customer service policies.   

Understanding How Tracking Calls in Medical Practices Work

medical secretary using call tracking software to receive and manage callsAs we have seen, tracking inbound calls has the potential to positively impact your practice’s financial bottom line in a variety of ways. It has almost unlimited potential to improve patient touchpoints leading to more conversion opportunities, billable services, and satisfied patients.

But how exactly does this work? Although the processes of tracking are quite technical and complex, its basic operational model is fairly simple and easy to grasp.

When a consumer calls a phone number supplied by a call trailing platform, that platform can aggregate the unique digital data associated with that consumer and tie that consumer’s previous online activity to the phone call. All of this happens automatically and nearly instantaneously with no interruption or delay of phone service and no alteration of the phone call experience.

Equating the digital tag of a consumer’s phone call with the digital tags associated with his or her online activities, a good call tracker platform can identify every previous step in the larger consumer journey. Even better, it can link to future consumer actions, creating a full picture of the entire marketing relationship.

Start Tracking Calls Now

By leveraging the power of tracking inbound calls, a specialized digital marketing agency like Marketing Done Right can help all types of medical practices operate more successfully, generate more revenue, and serve more highly satisfied patients. From boosting local SEO rankings to reaching more potential new patients with digital ads, Marketing Done Right handles all facets of internet marketing, even those, like call tracking services, that intersect with traditional communications and media interaction.

Why videos help with your website’s SEO: creative marketing videos

December 2, 2019

If you haven’t included creative marketing videos into your digital marketing strategy, you need to start now. While a plain old website can get you some results, adding video will help you take things to the next level in several ways.

Increasing Webpage Retention

Creative marketing videos gives your website visitors more reason to stick around. Ideally, this gives you more time to convince them to buy something. Even if it can’t, it still helps your website retention statistics.

Mark Wayner, a video strategist, and producer at Mark Wayner Creative mentioned that one of his clients saw an increase of 342% for Time Spent on Page when utilizing video on their website.

“Video, when done effectively, provides your audience a great reason to stay engaged with your content,” Mark stated. 

“It gives you the space to promote your brand’s message, and more importantly, enables you the opportunity to build trust with your audience. This, in turn, will cause them to come back to your site for more content.”

Better Search Engine Optimization

The time spent on your website is a major factor in SEO. The search engine optimization algorithms can’t exactly tell how useful your website is, but they can make educated guesses. If someone clicked off of your website right away, they probably didn’t find what they were looking for, and you shouldn’t have been that high for that search. If they spend a long time on your website, they probably found useful information that they wanted to stay and read.

Video marketing helps add to how long visitors stay on your website by giving them something to watch. And it matches the intent of the SEO algorithms because your visitors don’t have to watch the entire video unless they think it’s useful.

Better User Experience

Different visitors like to receive information in different ways. Some like to read, some like to be told, and some like to look at pictures. Adding video gives them more of these options. Having videos can also save them from having to dig through multiple pages since you can put a few videos in the space of a single paragraph of text.

While it’s true that some people don’t view videos, remember that you’re not replacing anything with your videos. You’re just giving an extra option.

Easier/Better to Share

Most videos can be shared with a single push of a button. In addition, most email and text apps even show the video inside of the app rather than forcing the recipient to open the link. That’s much faster than copying and pasting a link and telling someone where to scroll to read what you want them to.

Deliver More Information in a Shorter Time

Just a few minutes of video with diagrams can cover several pages of written information. Instead of reading your website page by page until they find what they’re looking for, they can push one button to hear everything they need to know all at once.

To learn more about how to integrate videos into your digital marketing strategy, call Marketing Done Right based in Cleveland Ohio at 619-354-0355 or reach us anytime on our Contact Page.

 

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