Healthcare marketing integrates multi-channel and targeted online and offline tactics that are designed to find and acquire the right customers for your business.
Generating leads — both high in quantity and quality — is the most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. Why?
There can be a lot of moving parts in any lead generation campaign, and oftentimes it’s difficult to know which parts need fine-tuning.
So, what goes into a best-of-class lead generation engine?
What Is Lead Generation?
Before you jump into lead generation, you need to first define a lead. A lead is a person who indicates interest in your company’s product or service in some way, shape, or form.
As a marketer, you want to attract and convert these leads into people who are delighted customers and maybe even promoters of your company’s product or service.
This is lead generation — the process of finding and acquiring the right customers for your business, making that transition from stranger to customer much more natural, and getting them on the path to eventually buying.
Marketing rely on leads metrics because leads correlate to a tangible return on investment.
The Mechanics of Online Lead Generation
So how do you generate leads? First, a visitor discovers your business through one of your marketing channels, such as your website, blog, or social media page.
To turn a visitor into a lead from a tactical perspective, a marketer needs four crucial elements to make inbound lead generation happen. The best lead generation campaigns contain most, if not all, of these components.
Lead Generation Campaign Component 1: An Offer
An offer is a piece of content that is perceived high in value. Offers include eBooks, whitepapers, free consultations, coupons, and product demonstrations.
Whether they are guides, quizzes, checklists, or an offer for a free consultation, these irresistible pieces of content position your business as a trusted resource and can create awareness that your business understands the potential lead’s problem along with possible solutions. You are ultimately building a trusting relationship with leads before you ever meet them face to face.
Lead Generation Campaign Component 2: A Call-to-Action
A call-to-action (CTA) is either text, an image, or a button that links directly to a landing page so people can find and download your offer — and it is the secret sauce to driving people to your offer.
CTAs can be used on website pages (non-landing pages), in display ads, email, social media, direct mail, and pretty much anywhere you can market your offer.
Lead Generation Campaign Component 3: A Landing Page
A landing page, unlike normal website pages, is a specialized page that contains information about one particular offer and a form to download that offer.
Landing pages are one of the most important elements of lead generation. The use of landing pages enables marketers to direct website visitors to highly optimized pages that capture leads at a much higher rate.
Lead Generation Campaign Component 4: A Form
You can’t capture leads without forms. Forms will collect contact information from a visitor in exchange for an offer. Forms come in handy when it’s time for people to sign up, subscribe to your site, or download an offer.
How Everything Fits Together to Generate Leads
So, what does a best-of-class lead generation engine look like?
A visitor clicks on a call-to-action
That takes them to a landing page
Where they fill out a form
To get an offer
At which point they become a lead.
Generating leads online has the power to transform your marketing. Using great offers, calls-to-action, landing pages, and forms — while promoting them in multi-channel environments — can reduce your cost-per-lead while delivering higher quality prospects to your sales team.