Offering something of value, often referred to as a lead magnet, can be a great way to generate new leads for your practice.
To receive the free offer, the person has to be willing to provide their contact information, which also implies their consent to receive future communications from you. That contact information is sometimes just a name and email address, but you can collect other information like phone number, mailing address, or personal information.
Of course, the more information you ask for, the better your promotional offer needs to be.
In this video from Xaña Winans, who runs one of the most experienced dental marketing agencies in the country, Xaña will share some of the most important things you need to consider when choosing the right lead magnet for your campaign.
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Are patients attracted to you?
No, I’m not talking about your good looks. I’m referring to the new patient offers (otherwise known as lead magnets) on your landing pages. Are they enticing enough to bring new leads to your dental practice?
Hi, I’m Xaña Winans, owner and CEO of Golden Proportions Marketing, the most experienced dental marketing company in the country. Today we’re going to talk about how to determine the best lead magnets for your marketing campaigns.
First, let’s talk about what a lead magnet is.
A lead magnet is marketing lingo for something of value you offer to people for free, usually potential new patients. I say free, but there is one small catch. To receive the free offer, the person has to be willing to provide their contact information, which also implies their consent to receive future communications from you. That contact information is sometimes just a name and email address, but you can collect other information like phone number, mailing address, or personal information.
Of course, the more information you ask for, the better your lead magnet needs to be. If new patient leads aren’t lining up for your free offers, I may know why.
Does your lead magnet solve a problem? Provide a solution? Satisfy a need or desire? If you’re giving them something you want them to have instead of something they really want to have, guess what their response will be?
“Thanks, but no thanks.”
Is it something they really want?
Make sure you understand who your target audience is, and what they want and need. Then give them something they can’t possibly pass up.
Is it fast and easy?
If you hook them with an offer, make sure they can get it quickly and without any hassle. If you drag out the process or make them jump through too many hoops to get it, rational thought will start to take over and they’ll begin to question whether or not it’s really worth it.
Name. Email. Click. Done!
Are you being too pushy?
Remember, your goal is to just get them to take the very first step of the new patient journey. You don’t need them to book an appointment on the spot. Once you have their contact information you’ll be able to share valuable content with them and gain their trust. They’ll decide when the time is right to make the big move, so be patient. Believe me, if you do it right it will pay off.
Is it specific enough?
Your lead magnet should be zeroed in on your target audience. Picture who your ideal patient is and imagine what kind of free offer that person would appreciate most. Consider age, gender, location, income, and lifestyle.
For example, if you’re a general practice, you may be targeting moms with school-age children. If you’re a fee-for service implant specialist, then retirees in nice neighborhoods may be who you’re looking for. Cosmetic practices will probably zero in on women in an upper income bracket.
Is it something unique?
Are you giving away the same thing other dentists in your area are also giving away? Always try to be better than your competitors and provide more value than any other office in town.
If you need some inspiration for some unique lead magnet ideas for your dental practice, download our FREE Dental Promotional Offer Idea Guide.
And yes, that’s an example of a great lead magnet!
Thanks for watching!