1. How do users convert?
Mainly through forms. Forms that do not only have to be contact or appointment forms. Forms that can also be for enquiries or subscription to your newsletter. A newsletter with which you can send more information related to content of interest to these users.
Let’s assume that your website and your blog section already have the relevant forms to get the data of new users. Most likely, if you have worked the structure of your website and you know your potential customers and their browsing preferences, you know where these forms should be located, if they should appear modal windows or not, right?
If there is something that is fundamental when it comes to convert users who visit your website into contacts, it is to know your target audience. Know your potential customers. Because this way, you can expand the number of forms with which to convert them. Including forms on specific pages that offer additional content (ebook, manual) of value to these users.
2. And how do they translate into appointments?
To get these contacts to request an appointment at your clinic you must first build a database of opportunities.
Now, think carefully: what happens to all the contacts in your database? There are a wide variety of people in it who could be your potential customers. Do you just wait for them to act on their own? Do you think they can trust your clinic to treat them overnight?
Attracting traffic, as well as getting some users to fill out a form, isn’t everything. If you think about it, most forms your contacts fill out are not first appointment forms. For that, you first need them to trust your brand and that’s not always that easy. For this reason, you must give them enough reasons so that the next form they fill out is, how?
3. Through Lead Nurturing
Lead Nurturing is the strategy by which you send content (mainly via email, but you can also use other channels such as social networks) to users who have performed an action:
- Forold customers, this action can translate into new queries on your website or blog, which leads them to belong to a list in your database of more active contacts.
- For new contacts, this action is based on a recent conversion (form submission), which demonstrates a current interest in your content and/or services.
Based on the content that is of interest to them, you can determine at what stage of their buying cycle they are in. That is, if they have the information they need to decide whether or not to request an appointment. If your intention is to get them to this step, you must send the right message (content) at the right time, to the right person.
During the exploration stage, the information you must provide them is linked to the searches that these contacts perform on problems or doubts they have regarding a topic related to your sector. Normally, new contacts do not usually exchange email at this stage, so most of the contacts at this stage who return to initiate a search will be former clients of your practice. For example, you can have a list of contacts (customers of your clinic) who have performed an action (on your blog or social networks) in the last 30 days.
During the consideration stage, users evaluate different options that provide a solution to the problem or doubt they have in the previous phase. As it is a more advanced phase, the type of content can be much more specific, relevant and personalized. If you have a record of the pages they have visited and the information they have consulted on your website or blog, you can divide these users into different lists based on their interests and send them the content you know they will consume.
During the decision stage, when your contacts evaluate which type of solution to choose, both emotional and rational factors come into play. This is the time to talk about your brand and present its values so that they trust you, once they already have all the information they need. This is the most commercial stage where the ‘Ask for an appointment’ form is easily accessible, for example, through a link button in your emails.