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Plastic Surgery Marketing Automation – Whiteboard Wednesday

What is marketing automation and how do we create an effective marketing automation campaign? In this weeks Whiteboard Wednesday, Marc dives into some great questions we can ask ourselves when creating a new campaign to ensure success.

“Plastic Surgery Lead Nurturing”, Presented by Marc Ohmann, www.MDWebPro.com

Hi Everybody,

Marc Ohmann with MDWebPro and we’re back today with another Whiteboard Wednesday.   Today we’re going to talk about Lead Nurturing.  I’m going to go through some common questions we can ask ourselves when putting together a Lead Nurturing Campaign.  First I’ll describe what Lead Nurturing is.  Lead Nurturing goes by many names.  We call it Marketing Automation, Email-Drift Campaigns, Auto-Responders, any name that’s an automated tool you use on your website to communicate with people who’ve expressed interest in your service.  This falls in line with Email Marketing because Email Marketing is easily automated, but also because Email Marketing can also have that personalized feel, so we can really communicate with individual users based on a profile we created by actions they’ve taken on your site.  So Lead Nurturing is when you go to a site and you fill out a form and you immediately get an email response.  You might get another email 5, 10, 20 or even 30 days later.  That’s a campaign that was created one time and set up in the system, but it’s a campaign that runs at different intervals based on when people have taken actions on your site.  It’s a great tool to show users that you’re able to give a timely response to their actions on your site and if set up correctly you can really send a targeted message to the user to really provide value to them.  So once we have the tools in place, we’re using a system that allows us to do this, that gives us this marketing automation ability.  There’re many tools out there, Eloqua, our own tool, there’s a lot of tools out there you can use.  To do this you need to get a tool set up properly and configured on your site and once that’s been done a campaign needs to be created.  When creating any campaign, I always think it’s a great idea to sit back and ask ourselves some questions to help put us in the state of mind of the user  and to make sure we’re creating the best campaign we can.  In Marketing Automation, one of the first questions we want to ask is “What is the value of our message”?  We’re going to create these email messages that are going to go out to users based on their action on the site.  And believe it or not, people aren’t excited to get email in their inbox anymore, it’s not 1998, and they don’t run to the computer hoping there’s a message there.  Most people are pretty sick of getting their inbox filled with messages that don’t have any value.

So the #1 question is “What is the value of our message”?  Now in plastic surgery that’s a pretty easy question to answer because we have a lot of opportunities to add value.  We can let the user know about a promotion, we can educate them, we can even provide some humor, but based on the profile we built on their activity from the site, these messages can be very targeted towards the user and therefore provide value to the user.  For instance, if they came to our site researching laser hair removal, spray tanning, facelift and we send them a promotion based on the content they’re looking at, that’s valuable.  If they came to the site to look for a tummy-tuck operation and all of a sudden you’re sending them information on laser hair removal, there’s not as much value in that.  Same thing with education, if they came to the site previously to look at content targeted around a procedure and we sent more information when we published additional information pertaining to that procedure and said “Hey, we noticed you liked our last video with Dr. Joe talking about the latest facelift procedure and we wanted to let you know that there’s a brand new video uploaded onto our site on facelifts and new procedures going on in facelifts today.”  That’s value, all of a sudden they’re interested because we sent them a targeted message.  We want to be very clear on what is the value of our message.

#2 is “What do we want them to do”?  Generally there’s going to be an action we want them to take, what’s the reason for sending this message, we’re going to have a link in the email back to that facelift video and we want them to watch our video.  We haven’t defined yet what we want them to do.  We want to make sure we know this in the forefront because that’s how we measure success after the campaign has been run.  So, did they actually do what we set out to have them do?  It’s not always the case where we’ll include a link in the email with a measureable action on the web for every email we send.  Now it’s great when we do include a link because that’s what we can actually measure, but sometimes we want them to perceive something about our clinic.  What sets us apart from the competition?  Maybe we just brought on a new doctor, what are his credentials, communicate that everybody’s board certified, we just renovated our lobby, we bought new equipment,  exciting things about the clinic can give them the impression that you’re a cut above your competition.  Those are OK messages to send when you’re targeted towards the user and when we can send information they might be interested in.  In this case, there wouldn’t directly be a link that would bring them back to the site, sometimes it can just be news, for example “We were ranked Top Docs in the area, we received an exciting award.”  Both examples are an appropriate email to send out to a segment of your users.  Also, what do we want them to learn?  Going back to that facelift video, maybe we simply want them to come back and watch the video, learn more about the procedure and see you as the experts because you’re the one educating them.

What basically goes into #1 and #2 is what comes out in #3.  “How can we build their profile”?  With the automated marketing system you’re using to track everything they’re doing on your website, based on the form they completed, we know their name and we know when they’re coming back to the site.  We’re building a profile of that user.  Which procedures is that user interested in, what’s their name, basically we’re building a demographic profile on them.  So in the email we’re going to send out, how can we build that profile?  Can we find out if they’re male, female, a mom or a dad, maybe they’re a brand new Botox user,  they’re more interested in new user information, they may be an experienced user that might be interested in finding a qualified doctor that will give them the best price on Botox, while being someone they can trust.  So we want to build that profile with an idea of what kind of future messages will we want to send to them based on their new profile.  That’s another value we can get from their emails, did we add to their profile?  We can further profile them and identify what stage of the purchasing process they’re in.  We do all this through unique questions, framing the email in the right way in order to determine when they click-thru on the link.  That link could put them into a category such as an article on “10 Things to Consider Before getting Botox for the First Time.”  Users who click on that link might be first time Botox users and now we can score them.  If it’s a major procedure, what stage of the buying process are they in, where are they at, what types of information do they need based on that score?

I hope you found some of this interesting.  Marketing Automation is very exciting and drives a lot of reward especially for plastic surgery clinics.  We know from experience that all the leads you can generate from your website, from an effective website, that shows up in the search engine rankings, that drives targeted traffic through Conversion Forms and Calls-to-Action will benefit you in the long run.  If you’re increasing the number of leads on your site, you need a great way to stay in touch with all those leads, and Marketing Automation and Lead Nurturing is the answer!

Thanks for watching and we’ll see you next week!  Bye!

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About Marc
Marc Ohmann is president of Digital Solutions, Inc in Minneapolis. Digital Solutions is the company behind the MDWebPro blog and tool set. Marc was a computer science and engineering student at the University of Minnesota in 1999 when he started Digital Solutions. Marc, now a husband and father of 3, greatly enjoys the clients and creativity he is involved in each day through Digital Solutions. Follow Marc on Twitter @marcohmann and @MDWebPro and also on Google Plus

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