In the good old days, advertising was mainly about persistence. Remember the age old adage that a buyer should hear or see a marketing message at least 7 times before they buy something? Well it’s safe to say that the good old days are well and truly behind us.
Today your advertising and marketing absolutely must not be led by a sales-only message. Instead it should add value to your brand in a way that helps your potential clients trust you and to believe that you are the safest pair of hands to solve their problem for them. This is also the way you will attract more patients and become a more profitable dental implant practice.
Lifecycle marketing, as Chris Barrow described to The Implant Hub last year, can make your marketing strategy contextual, so you can nurture relationships through to the point of sale. Technology now makes it possible for your communications to be even more timely, intelligent and impactful, without the need for you to be constantly sending out emails.
Marketing automation allows you to build 1:1 relationships with prospective clients via targeted, smart and engaging campaigns.
As you know, lifecycles are the paths prospective clients go through before they’re ready for purchase. Automation allows you to design these paths for them, also letting you build 1:1 relationships along the way.
Workflows – the planned activities to take place after a contact has been enrolled – enable marketers to nurture and qualify top-of-the-funnel leads, this is driven through high-quality content.
Providing value means defining what your prospective clients find valuable. Identifying keywords, consumer objectives and topics of interest will define strategy and set the action points needed to craft high-quality content at every stage of their lifecycle.
Publishing quality content will expand your reach to ideal clients. Your content hub needs to be your website, as it allows you to control the visitor experience and encourages exploration of your website. Promotion of this content can be completed elsewhere, however, on channels such as Twitter, Facebook or LinkedIn – knowing where your prospective clients are will help determine the best option.
Being able to reach these new prospects is not the only benefit of publishing this, though. Your brand could become a major influence in your marketplace, allowing you to add further value. There’s also proven SEO benefits to continually publishing high-quality content.
Prospects should be enrolled in workflows once they have converted on a top-of-the-funnel content offering. Top-of-the-funnel content offerings are typically short guides, playbooks, infographics or even short videos – these can be exchanged for a name and email address of the prospect.
The objective of content should be to advance prospects onto the next stage of the buying process. Workflows can then promote content at the next-stage of the lifecycle, and so on. As content becomes more in-depth and specific, you can begin to request more information in exchange for your content – this can be used to qualify leads.
Conversion rates measure the percentage of people that fill-in a data capture on certain pieces of content. This allows you to qualify leads as they advance through workflows.
After nurturing, it’s time to feature your product or solution. Remember, leads will have built a relationship with your brand, so leads will be ‘warmed up’ and sales ready. The most effective closing conversions come in the form of free consultations or trials – not an off-putting sales pitch.
Remarketing is fundamental to practice growth. It allows you to grow your profits without sinking time and money into new projects to attract new clients. It will gain you repeat business and all-important advocacy.
This is where the marketing automation loop closes, as happy clients will share their experiences on social media and serve as social proof. Your social following will grow and you will start to gain a core following from your content efforts.
Unlike other marketing activities, workflows aren’t made redundant after a campaign so once you’ve put the initial effort in you can expect to generate enquiries without doing much work at all. If you continue to create great content you will expand your reach and conversions. As your workflows populate, you’ll have the data needed to optimise your workflows for conversions.
Marketing automation can give you the platform to continuously generate high-quality leads, and that’s exactly what new marketing technology can enable you to do. It’s not completely autonomous though – it requires a constant stream of high-quality content, high-impact email designs and a content hub that’s designed for conversions.
Remember, you need the right content, content hub and email templates in order to make sure your automated marketing activity gets off to a great start. If you need any help whatsoever to do with your Marketing Automation, please contact Digital Results on 020 7209 5621 or visit www.digital-results.com.
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