Your Delaware Valley, Maryland, or Southern Pennsylvania business might be missing the mark when it comes to lead generation. Today’s consumer has taken control of their buying process. Instead of waiting to hear from your business, they are searching for your business first. If your business relies on a constant stream of new clients, then lead generation is a crucial part of your business’s growth and survival. And, if your strategy doesn’t help the customer find you, then it needs a revamp.
Here’s how you can fix your lead generation strategy and create a line to your business:
1. Radio gets the search started.
Nielsen’s 2016 Comparable Metrics Report confirms that 93% of all adult consumers listen to the radio on a weekly basis, more than they engage with TV or their smartphones. That means your customers are out there, and radio might be the way for them to find you.
Radio’s greatest value is inspiring consumer actions. Maybe a radio advertisement reminds them they need to find a realtor or they want to get their home landscaped. Either way, radio is a powerful tool to use to build brand and solution awareness. If the advertisement is relevant to the buyer, it will stick in their minds until they begin their search for more and stumble upon your business.
With radio’s exceptional target ability, your business can target the right customer in your area. In fact, DBCi works directly with nine radio stations covering Delaware, Maryland, South Jersey and Southern Pennsylvania. With our expertise in all things radio, we can connect your business to radio to increase leads and improve your lead generation strategy. Radio is just the starting point to helping customers find you. Having a strong search engine ranking is the next step.
Most of the consumers today start their searches for the services they need online. As a result, effective lead generation involves making your practice visible online right away.
If your local business comes up first on search engine results, it has a big advantage over big-name competitors. Buyers will find your business ahead of competitors on online platforms through search engine optimization or SEO. SEO determines where your website shows up in search results. To rank at the top of search engines like Google, Yelp, or Bing, your business needs to understand long tail and short tail keywords, discussed next.
3. Use keywords and SEM to your advantage to find local traffic.
Under Search Engine Marketing (SEM), which includes paid search, there’s a strategy known as long tail keywords and short tail keywords. Long tail keywords are more detailed and geographically focused, such as “Delaware Valley Dentist.” Using a short tail keyword would be just using “Dentist.” It can be challenging to achieve high organic rankings for short tail terms, so using keywords that are more specific is key.
By focusing on long tail keywords as part of your strategy, you can achieve a more desirable position while targeting the right people and keeping cost down.
Another powerful way to get attention on search engines is through Dynamic PPC or pay-per-click ads. Dynamic PPC allows you to buy search engine ads, paying based on the number of clicks to your site, instead of relying on the search engine to rank your site listing. Using Dynamic PPC, your local business can be super targeted about which ads show up on search engines.
DBCi is the place to turn to for SEM and Dynamic PPC. We have the tools and insights to help your lead generation strategy bring a constant funnel of customers to your store.
4. Create a positive mobile experience for potential buyers.
More than 50 percent of Google searches take place on some sort of mobile device. If your business doesn’t have a mobile responsive website, mobile buyers may not be willing to interact with your site and move on to your competitor.
Users don’t want to fool around with zooming and shrinking the text or images on screen to see your business’s vital information, like shop hours or address. With a responsive design, all of the content automatically adjusts to the screen of the device. This makes it easier and more convenient for users to read and navigate your site. In fact, 85 percent of consumers believe that a mobile site must be as good, if not better than, a desktop site.
Have a site that stands out on mobile and desktop devices. It’ll make the difference.
5. Find new leads when buyers need your services.
Stay ahead of the competition by connecting to buyers when they need you. Here’s the way to skip waiting for customers to search for your services. Use geofencing to lead those buyers straight to your door.
Maybe you’ve heard of geofencing before. Here’s how it works: Each mobile device is similar to a tracking device, using GPS, Wi-Fi, and radio frequency to give off its individual location. Geo-fencing sends mobile ads to the virtual fenced market area to connect and communicate with mobile users once they enter a geo-fenced region. Geo-fencing lets your service reach buyers nearby at the right time, in the right place, with the right message.
Let’s say your landscaping service is trying to attract new clients. Instead of using direct mail postcards to cover entire neighborhoods, geo-fencing allows you to target customers once they need your service. Once buyers enter say, a home center, you can send out display ads to websites and mobile apps with offers for your landscaping service. Once the buyer realizes they have a need, your business can deliver a solution instantly through geo-fencing.
DBCi understands the ways geofencing could help your business, and even figure out what the messages should say. We can incorporate geofencing into your lead generation strategy to have buyers find you when they are in the market.
Stop searching for leads, let the leads find you.
Finding a constant stream of new customers can be tricky with the big-name competition. With some touch-ups to your business’s lead generation strategy, customers can find you. DBCi can help change your marketing to better fit with customers’ buying processes. To find out how to get buyers to find you, contact us today for a consultation.
Marketing a healthcare business certainly has a unique set of challenges. The FDA’s heavy regulation on medical marketing messages combines with HIPAA compliance regulations that restrict how patient information is used and stored. It’s not only difficult to find new and effective ways to market to potential patients, it can also be intimidating.
How can you take advantage of new marketing techniques in such a heavily regulated industry?
It’s no longer argued whether digital marketing is effective in reaching potential patients and customers. It is. Even though regulations makes it hard for many type of medical businesses to adapt quickly to new technology, medical patients still lead the way in adopting new digital behaviors. As a result, people expect medical and healthcare businesses, including dentists, pharmacies, dermatologists and aesthetic healthcare specialists, to be tech-savvy.
According to recent studies, 84% of patients used both online and offline sources for things like hospital research. And according to the same Google research, 44% of patients who researched hospitals on mobile devices also went on to schedule an appointment.
So which digital tools should consider to help you do a better job of marketing your business to tech-savvy patients and customers?
Start with Search Engine Optimization
More and more patients and customers are going online to find and research health issues and health providers. That’s why it’s so important that your business has a clear search engine optimization (SEO) strategy. You need to make sure that when customers and patients in your business area are looking for expert care, your business is found quickly.
Maybe you’ve looked into buying keywords before, and found that there is a lot of competition for your keywords. Don’t get discouraged. There are cost-effective strategies that will help you show up in searches. DBCi starts by researching keywords to find the ones used most often for a business like yours. We often combine those search words with terms that only businesses in your area would use. For example, we might recommend a dentist use combinations of keywords like “Cavities,” “Central Avenue,” and “Wilmington,” instead relying on broad terms like “Dentist.” These long combinations of words are called long tail keywords.
We then help businesses populate website pages, website programming, landing pages, and social media with these long tail keywords. We also do periodic updates to optimize keywords and search terms. After all, large search engines like Google and Bing are always updating their algorithms.
Importantly, DBCi is a Google Partner which gives us an edge on search engine marketing. In fact, we often get notified directly by Google of upcoming changes, so we can be proactive for our clients.
Create Interest and Awareness with Digital Display Ads
Getting people to your site isn’t easy. Even with a strong SEO program, you may need to reach out to find the people who will be most likely to be your future patients or customers. Digital ads may help. There are many types of digital display ads, including banner ads, rich media and more. Unlike the text-based ads you see on many search engines, digital display advertising allows you to get creative with images, animation, audio and video. DBCi can help you create and place ads that are dynamic enough to get attention, without being so complicated they’re slow to load.
Digital display ads can be placed on hundreds of thousands of sites, and can be formatted to be shown on desktop, tablets or a variety of mobile devices. You can limit your ads by geography and by type of site or content on site, so your ad is always shown in the places that make sense for your business and your patients and customers.
Reach More Patients and Customers with Retargeting
Even if you use SEO and digital display ads to get people to your site, you may still need help in converting them from lookers to customers. After all, no matter how great your website is, people tend to jump on and off sites pretty quickly. So how can you keep such distracted prospects engaged? With such quick visits, your potential patients and customers will probably need to revisit your site a few times before absorbing enough information to take action.
To keep patients and customers coming back to your site, consider retargeting them with ads. DBCi can help you create ads that capture attention, and send them only to the people who have visited your site. We can even retarget based on which pages they viewed. We can exclude current patients and customers to enable you to send super-targeted messages to the right people at the right time. We’ll help you keep your products and services top-of-mind until your prospective patients or customers are ready to start using your services.
Every business is different, and not every solution we list here is right for everyone. If you want to amplify your medical or healthcare business, contact us now, and we’ll create custom-built recommendations to meet your unique marketing needs.