Laser Treatment Leads

Three Key Points to Consider for LASIK Website Marketing

LASIK marketing in general, and website marketing for LASIK surgeons in particular, share three critical components.  In fact, marketing your LASIK practice online is not really different from your marketing efforts offline.

Why is that?

Well, the reason is simple.  The heart of effective marketing is communicating the value your solutions provide to a receptive audience.

Let’s unpack this a bit.

LASIK Marketing

In the deceptively simple statement above, there are two critical factors evident:

1. communicating value (i.e. having a “message”)
2. communicating to a “receptive audience”

First, your marketing message should (NEEDS to) focus on the needs of your audience, not on yourself.  There’s just so much “me too” marketing out there that we naturally tune it out.

The second part means you’ve identified a group of people that are receptive to your message.  Meaning, you should have…

1. a good idea of who needs your service(s)
2. a relatively good idea of where to find them

Okay, so that’s one and two.  What about the third element?

That involves follow up.  Meaning, when your message reaches your intended audience and the RESPOND to what you have to say, what do you do next?  How do you react to the leads generated by your marketing?

Now let’s shift this conversation to what happens when you market online.

LASIK Website Marketing

When we turn online, the principles of solid marketing remain the same.  The only difference is the method of delivery, and the speed at which you receive feedback from your marketing efforts.

For example, in the internet marketing world we describe these three features as…

1. Traffic
2. Conversion
3. Follow Up

Or T, C and F.

When looking at web traffic, it’s actually much easier to generate targeted traffic then offline.

Why?

Well, the answer is simple.  Using pay per click marketing techniques it’s easy to generate “clicks” based on your ad.  That’s part one.

On a sidenote, despite what you may have heard, pay per click marketing does generate targeted traffic.  And that’s because the ad is generated by you, designed to get someone who is a good fit for your services to respond to your mini-marketing message, the ad.

Now, here’s where online marketing is much easier than offline.  Remember when we noted that first you need a message that communicates your value, and then to come up with a good idea of where to find your next patient?

Well, online this happens quite naturally.  And that’s because people use the internet to find a solution for their problem.  And when you understand that, it’s easy to see why they would click on your ad to learn more about what you do.

The next phase of internet marketing is conversion.  This happens on your “landing page” (the page where your web traffic is directed.

Conversion is process where a web visitor becomes a lead.  The idea is to get the web visitor to take action, to do something on your site.  It could be to call your office, send an email, request more information.

Whatever.

The point is, you control this part of the process.  Because you control the “call to action” where you ask someone what to do to take the next step.

Follow up is what you do with the lead when it comes to your office, either by phone call or email.  What system do you have in place in your office?  Do you know what your conversion percentage is?

Web Marketing for LASIK Surgeons

Hopefully you found this brief article useful and informative.  We’ve been quietly helping business owners and lasik surgeons for some time.

We use solid marketing principles, combined with cutting edge internet marketing principles, designed to generate high quality leads to your practice.

So what can you do to get started to see how we can help you?  Well…

1. You can leave a comment on our site, and we’ll get in touch with you, or
2. You can send us an email — and include a phone number if you’d like a call back, or
3. You can use the contact form below:

[contact-form 1 "Contact form 1"]

We look forward to hearing from you.

Internet marketing for LASIK surgeons involves three key components.   They are:

1. Traffic
2. Conversion
3. Follow Up

So how do these basic principles of online success relate to your LASIK practice?  Let’s find out…

Internet Marketing & Website Traffic

Believe it or not, there are only two sources of internet traffic.

Now, some people will say that there are three sources of traffic.  But as you read on you’ll see why we insist that there are only two. Those sources of traffic are:

1. Paid
2. Free

Yeah, I know.  Pretty basic stuff.  So let’s unpack this a bit…

Paid Traffic:

Paid traffic can take many forms, but most people are familiar with Pay Per Click Marketing.  And it turns out that this is, by and large, the most common form of paid traffic.

It is very effective… IF you know what you’re doing.  Pay attention to all the details of a successfully set up and managed campaign, and your site will receive TARGETED traffic.

Free Traffic:

Free traffic boils down to spending time and effort instead of money.  SEO and Social Marketing all involve helping your site rise to the top of the search results rankings when someone types in a search term that you are targeting and optimizing.

Today, will millions of sites out there, you have to know what you’re doing, and then do it well, to see results here.  Free traffic is often less targeted than paid, but since the traffic is “free” this really isn’t a problem.

Internet Marketing & Website Conversion

Okay, so now people are coming to your site.  Now what?

You’d be surprised how many people just figure that once folks are on your site they’ll know what to do.  As if the job of internet marketing was someone done once people showed up at the site.

Nothing could be further from the truth!

What do you want your web visitors to do when they get to your site? Have you thought this through?

Here is a short list of common mistakes (in no particular order) that should help boost your website’s conversion:

1. Don’t send paid traffic to your “Home” page
2. Include a clear “Call to action” on the site
3. Lose the flash video
4. Use “conversation language” on your site (i.e. lose the “techn-babble”)
5. And for goodness sake, stop talking about yourself (truth be told, no one cares what school you went to, what your hobbies are, the name of your golden retriever — focus on THEIR needs)

Fixing these elements will go a long way toward having your site actually work for you.

Internet Marketing & Follow Up

So far we’ve discussed elements for generating leads from your site.

Sidebar: actually, we actually do al this “stuff” for lasik surgeons by providing a turnkey solution for their internet marketing problems, i.e. having online traffic become qualified leads to their office.

Your web visitor has taken the action you asked them to take on the site (call the office, send an email, whatever).  So now you have a lead.

What’s next?

Well, hopefully you’re following up with them.  Calling them back, or replying to their email.  In other words, now the ball is in your court and it’s your job to convert that “lead” into a “patient.”

We recenly met with Dr. Jeff to get him started with our program.  And before we wrapped up I asked him…

“what percentage of people who come in for an initial consultation become patients?”

He wasn’t sure.  It wasn’t something that was being tracked.  His answer?  “It’s a pretty high percentage.”

So what’s the lesson here?

Internet marketing for lasik surgeons should be able to get some online traffic to your site.  And converting some percentage of that traffic into a “lead.”

But once that happens, once someone raises their proverbial hand to request more info, request an initial consultation or whatever, it’s up to you to get them into your office and into a paying patient.

Now doesn’t that clarify things a bit?

If you found this article useful, please feel free to leave us a comment.  You can even leave us a request to cover a topic of your choice.

To discover how our turnkey web marketing programs will benefit you, kindly leave a comment on our site, or send an email by clicking the button below:

We’d be happy to schedule a 10 minute phone interview with you to discover how we can help your practice grow.