You might find that your cost per lead is good and you're getting a good number of leads, but your conversion rate is low. Here's what you can do about that.
There are three key variables that impact the success of a campaign:
- The number of leads
- The number of bookings
- The number of conversions (treatment uptake)
At Ignite, we work tirelessly to get the number of leads per month as high as possible, by optimising your campaign at least three times a week.
We do this by using the data we've gathered and the techniques we've developed as a result of helping hundreds of practices with new, high-value leads that convert to booked treatments.
After we deliver the leads to you, the ball is very much in your court.
The number of bookings you achieve is determined by the way your team follows up with the new leads.
That means following up with new leads as quickly as possible, to build rapport and trust with them and to get them to come in for a consultation in the practice.
At Ignite, we help train your team on how to successfully follow up with the leads generated by our campaigns, to help increase the number of bookings and minimise FTAs (failed to attends).
The number of conversions (or treatment uptake), is up to the person holding the consultations, and that's when the quality of your selling skills play a central role.
During the in-person consultation, it's important to not just do a clinical assessment and quotation for the new lead when you have them in the chair, but also to continue building rapport with them.
Just like everyone else, these new patients want to feel important.
So ask questions like:
What do you do for a living?
How has the lockdown affected your day to day?
What is it that concerns you about your smile?
They'll begin to feel more comfortable with you and that will help with building a positive relationship.