Tips and Tricks to Master the Digital Conversation: Lead Conversion Handbook

Posted in Branding, Business Practices, Competitive Focus, Copywriting, Digital, Increasing Web Traffic, Marketing, Miller Public Relations, Reputation Management, Social Media, Track Your Leads | February 13,2017

Transform more of your online leads into happy patients

This resource, which will come to you in a six-part series, is designed to set you up for success when you’re following up with prospects that come into the practice as online and social media leads.

As you know, these online prospects can be difficult to get on the phone when you first call them. But by taking a multimedia outreach approach, and by letting them ‘warm up’ before trying to book the consult, you can turn more of these leads into happy patients.

The goal of this series is to give you the scripts and tools you need to make this a reality.

I. Set the Stage

  • Types of Online Leads (Not All Created Equal)
  • Buyer awareness – What Level Are They On?

II. Communication Modalities

  • Phone – A Fresh Take on an Old Classic
  • Email – My 7-Part “Write Winning Emails” Formula
  • Text Messaging – Everyone’s Favorite
  • Facebook Messenger – The Next Big Thing

III. In Conclusion

  • Common Mistakes to Avoid
  • Next Steps

Types of Online Leads (Not All Created Equal)

Before we discuss the different ways to follow up with online prospects, it’s vital to note that not all leads are created equal.

It’s because prospects fall into different States of Awareness.

For example, Sally Jones responds to a Facebook newsfeed ad. She was scrolling through Facebook, and you caught her eye, and she said, “Oh what the heck, I’ve thought about this before.”

In contrast to John Smith, who just dropped his last disposable contact on the restaurant bathroom floor. John is so sick of the inconvenience, and he sends you a web form on your site that says, “Can I get LASIK before I go on my beach vacation next month?”

Sally is early in the awareness phase. She’s not even really thinking about LASIK, nor is she thinking about how much she hates her glasses and contacts.

Sally will take longer to sell. Sally will take more education to sell. Sally will take more agitating of her problem to sell.

If we were talking relationships, Sally is on a first date. Are you going to propose (aka ask for the sale) on the first date? At your own peril.

But John…

He’s highly aware. Aware of his problem. Aware of his frustrations. Aware of the possible solutions. John is even aware of when and why he wants to gain access to the solution.

John is ready to get hitched. So do you flirt around with him? No. Just get him in the door, get him a great result and take his money.

Do you always know someone’s awareness level at first contact? No. But you can guess effectively. For example:

  • Facebook ad – low-to-medium awareness
  • Facebook Messenger – medium-to-high awareness
  • Website – medium-to-high awareness

Rule of thumb – If someone seeks you out, they are going to be a warmer lead vs. someone who passively engages on Facebook.

One is not better than the other. They both have money, they both have a problem that you can solve. Take the right approach with each, and you can turn both into patients.

Questions about how to master the digital conversation for your business?

Call us.

The Miller Public Relations Team

Now that we have discussed the types of leads and their awareness levels, let’s get into the first communication modality – phone.