The Top Lead Generation Trends in Healthcare 2019
Mastering lead generation for your healthcare facility isn’t easy. It’s simple in theory, but it’s not easy to execute effectively.
Did you know that only 1 in 10 marketers find their lead generation efforts are efficient and effective. Scary statistic, isn’t it?
Many pin it down to the lack of budget, lack of resources or skill set as the reason for the ineffective lead generation campaigns, but how true is this? Can the lack of budget and a sales and marketing team stop you from getting good results with your lead generation efforts? We don’t think so.
Sadly, the market is changing as a result of the world changing with a whopping 90% of marketers failing to change with it. It’s difficult to pin-point the sole reason why most lead generation projects fail, but we have identified that it could be one or more of these mistakes:
- The wrong lead generation strategy.
- The content is severely lacking in substance
- Terrible landing page
- The follow-through is subpar
The list above is pretty general but we will be going into more detail by taking a deeper dive into these mistakes, and we’ll also give you expert tips on how to avoid them or solve them.
We’ve put together a guide (simply because this blog post would be extremely long, and the guide can be printed off so that you have it to hand)
In the guide, we will cover:
The 4 Stages of the Lead Generation Process:
- Stage 1: Content Strategy
- Stage 2: Visual Creation
- Stage 3: Promotion
- Stage 4: Nurturing
Within the guide, we will be looking at the key mistakes that are usually made. So, to help you understand what lead generation in 2019 looks like, and how you can begin to effectively generate leads, we’ll take you back to the beginning.
If you want to skip ahead and download the guide, click here.
Otherwise, let’s begin.
How did Lead Generation start?
As you know, lead generation isn’t a new tactic. It’s been around for many many years. IT has evolved over the years as methods have been adapted and even transformed by new technologies.
Lead generation grew in popularity in the 1950s. I am sure you have heard of David Ogilvy, now he was a lead generation marketing genius.
Quick story-time: David Oglivy worked for a firm that sold advertising space. They were lacking in leads and needed to come up with creative ways to generate more. David suggested writing an article that gave away all the mistakes that people made when advertising. This idea was first rejected as the firm thought it was a ridiculous idea to give away such valuable content, free of charge. Eventually, he was given the go-ahead to publish the article — a test run.
As you can see, it’s a very long article as he went into great detail. David provided his readers with a lot of value. The clever thing? The end of the article required the reader to fill in their details and send it back to the firm. The company generated thousands of leads, from this article alone. What’s even more eye-opening is that the readers that were interested had to physically cut out the section, fill it in and post it!
Recently, with the rise of the internet, smartphones, search engines and social media, lead generation has become increasingly more competitive than ever before. It is also more sophisticated.
So, what is a lead?
According to HubSpot, a lead is “a person who has indicated interest in your company’s product or service in some way, shape or form.”
That interest is usually expressed through the sharing of their contact details such as their name, email address, phone number, company name or website url.
For example, if a visitor to your website fills out a form on your service page, they become a lead. Equally, a visitor that downloads your white paper or ebook in exchange for their details is also a lead.
Okay, so what is lead generation exactly?
Well, lead generation is the process of turning a prospect into a lead. Your main objective is to attract a prospect and get them to become interested in your service/product. This converts them into a lead. Then, you will nurture them until they buy your product/service. It doesn’t stop there though, you want them to love their experience with you and become advocates for your business — promoters.
The lead generation process begins in the ‘attract’ stage (the individual is no longer a stranger but is now a prospect) and ends in the ‘convert’ stage (the prospect is now a lead). But that is only just the beginning. You now need to move the lead through the ‘lead nurturing’ process and turn them into your customer. The key to success is through educating your potential customers by showing them the true value of your product/service, effectively.
So now we’ve covered the ‘basics’ download the guide and you’ll discover how to develop the entire lead generation and lead nurturing process — the correct way.
Great, let’s begin
The original post was published on Digital Beanstalk — Healthcare Marketing Agency , August 30 2019