Online marketing will drive more qualified enquiries and sales if done correctly
I have been undertaking a small study with one of my customers lately in relation to lead sources. Where they come from, what type of enquiry they are and what happens with them. It has thrown up some interesting and personally satisfying results.
I firmly believe that the internet is and should be the primary marketing channel of all local Independent hearing healthcare practices. The very fact that you are local gives you an advantage in localised searches undertaken therefore your online audiology marketing is key.
I also think that an internet strategy if done correctly will deliver quality enquiries and therefore footfall to your practice. It needs to be done correctly though, that is an imperative. The results of the study, although only undertaken over one quarter, seem to confirm my belief.
- Close to a third of enquiries over that quarter came via the internet.
- 90% of those enquiries converted to appointments
- Close to 95% of those enquiries converted to sales
- Sales undertaken had a higher average ASP
The conversion rate at every step was higher than from any other enquiry source, the question is why this was so? The company in question has an excellent web strategy using in depth content, inbound marketing, social media, SEO, video content, social proof and half decent web design combined in a clear strategy. In essence they are top of their game when it comes to online audiology marketing.
We feel that because of this customers that come to the company via their web presence are much better informed and therefore much better qualified enquiries or leads. We think this is reflected in the higher conversion rate at every step and slightly higher ASP.
It appears that by the time they have decided to make the enquiry they have decided that they are going to purchase and they are going to purchase from this company. I hope to continue this study over the next year and continue to drill down through the figures. I shall continue to give updates in relation to it.
Even with the limited time data we have though, can you afford to ignore the web? I have heard a lot of clap trap about the internet and web presence in the last couple of years. The web is whether you like it or not an exceptionally important channel for hearing healthcare practices.
Your customers are online, they are searching for information on products and services. The percentage of your customers who are not online have their children or advocates searching online for products and services. Word of mouth has already moved online as we can see from the popularity of forums and sites such as Yelp.
So, if you do not have a clear and in-depth internet strategy it is hurting you. I don’t mean it will hurt you in the near future, I mean it has been hurting you for the past few years to some extent and it is really hurting you now.
So enough of the obfuscation, the rubbish and the claptrap, no more incessant bleating, I have always done this and my Patients don’t use the internet. Enough, you drive me crazy, sort out your web presence, set out your strategy and drive it forward. Your online audiology marketing strategy has never been more important. What are you afraid of and is this fear greater than the implications of not changing?
Because if you don’t it will have major implications for inward enquiries which will damage your footfall which will have a knock on effect on your cash flow which will threaten your sustainability.
Regards
Geoff
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