Laser Treatment Leads

To generate leads online for your business, there are a few key principles to understand.  And then put into practice.  Or better yet, use a company with a proven track record to help generate new business for you.

Now, before we discuss the three essential steps EVERY business needs to follow to turn the web from marketing EXPENSE to business ASSET, it’s important to underscore one essential FACT:

Internet Marketing & Lead Generation…

is PROCESS driven.

Let me explain.

Too many times we speak with business owners, professionals, LASIK doctors, dentists and other and they all seem to have one idea in common…

that marketing online is somehow “easier” than other forms of marketing.

Now, I’m not sure why they seem to think that way.  Maybe it’s because marketing online:

1. is usually more cost effective than offline methods
2. is easier to implement than offline marketing (if you know what you’re doing)
3. generates faster results than offline marketing

Or maybe all of the above.  Whatever.  It doesn’t matter.  What does matter is that, to do online lead generation effectively (as in, get more leads to call your office) you need to focus on…

PROCESS.

What does that mean for you.  And your lasik practice or laser treatment center?

Let’s review the three essential steps hinted at above, and link them to the crucial need to set up a process for lead generation:

1. Generate Traffic
2. Your Landing Page
3. Converting Traffic into a Lead

Sounds simple enough.  And when you break each component into actionable steps, it’s not that difficult to get things up and running.  And working for you.

But the thing is, without a process you’ll never achieve the results you could.  And the results you want.

Why?

Because a process helps you to optimize your performance.  A PROCESS helps you analyze where elements of your marketing are breaking down.  And once you identify the steps that are not working, you’re able to implement changes to boost performance.

For example…

A good friend (and client) mailed postcards as a way to drive traffic to his site.  We set up a page on his site that could only be reached if you typed in the page – which was found on the postcard.  This allowed us to track the results of the mailing.

From the webpage, people were asked to either schedule an appointment or to request more information.  This allowed us to track elements on the page.

So what does this mean for you?

Breaking each element of your online lead generation into discrete steps means you can TEST and MEASURE your performance.  And identify problem areas in the process to make changes and improve results.

It’s not rocket science.  But it does require a bit of effort.

So What’s Next?

As of today we are in the process of completing our certification with Google to become an AdWords Qualified Company.

Even though we’ve been managing pay per click for clients for a while (along with other elements of online marketing), we only just decided to get “qualified.”

And though we are busy helping LASIK practices like yourself generate more business, we anticipate that there will be an increasing demand for our services increases.  And when that happens two things are going to happen:

1. We will raise our fees.
2. We will turn people away (actually, we’re already doing that).

That’s not being mean.  Or arrogant.  It’s just reality.  So, to learn how we can help you starting today, you can:

1. Leave a comment here (and we’ll get in touch with you), or
2. Call us (our number is on the right side of the page)
3. Request your free 30 minute consultation by following the link to our internet marketing coaching program

It’s that simple.

So why not get started today?  It might be the best thing you can do to grow your business and build your practice.

Is marketing your LASIK practice that different from marketing any other product or service?

Well, yes and no.

How’s that for an answer.  Actually, there is no SUBSTANTIAL difference.  Regardless of what your product or service is (on or offline) there are three essential elements you need to get right in order to profit from your marketing efforts.

LASIK Marketing: Three Key Elements to Consider

1.  Traffic

The first element to discuss is traffic.  Only online is it possible to generate “free” traffic.  Of course, by “free” we mean you either…

• hired a company to do SEO for your website
• spent money learning about SEO
• and/or spent time optimizing your own site

Traffic is the first key to marketing success.  You need to communicate your marketing message to a targeted audience.

Plain and simple.

In the offline world, the closest thing to “free” traffic would be when one of your patients refers you other patients.

So far, marketing your LASIK practice is the same as any other kind of business.  And if you need to learn how to sell online, think about your offline marketing efforts first.

Which brings us to…

2.  Your Offer

Quite simply, when we talk about your OFFER we are discussing how you talk about your service.  Meaning, why should someone decide to schedule an appointment with you versus another doctor.

There are a number of items to consider when creating an offer that communicates the total value of your service.

Here is a short list of elements you may want to consider (in no particular order):

1. your convenience
2. your policies
3. terms
4. pricing
5. quality
6. perceived value
7. your guarantee
8. your reputation

As you can probably see, how you use these elements IS unique to your LASIK practice.  It’s about crafting a message that resonates with your target audience, so that they’ll take action.

On that note, that brings us to…

3.  Conversion

As you can imagine, conversion is about the exchange of value.  In a business setting, we’re talking about you making money.

Plain and simple.

The first item to get a handle on is KNOWING what your conversion rate is.  How well do leads convert on your website?  From other forms of marketing?

If you don’t know what your sales conversion figures are, we need to talk.  You simply can’t improve a process without having, and knowing, the data.

Once you have the data, the next step is to identify breakdowns in your sales process.  Look, you’re not going to convert 100% of your leads.  But knowing where breakdowns occur allows you to fine tune the system to improve your results.

It’s a question of profitability.  Getting more bang from your marketing buck.

Wrap Up

Hopefully you found the points raised here useful for you and your practice.  If you’d like to ask a question, feel free to leave a comment below.  If you’d like to learn how we can help you with your LASIK marketing issues, feel free to send an us an email:

We look forward to hearing from you.