Tracking Lead Quality for Your Dental Practice
Leads are a crucial part of any good dental marketing strategy. The whole reason you strive to create quality content, offer patients a positive online experience, and put the time and effort into inbound marketing and SEO is because the culmination of these efforts lead to the generation of leads.
Leads are prospective customers that have a solid interest in what your business has to offer. In the case of a dental office, a lead might be a person seeking teeth whitening and inquiring about it via an online form or someone looking for total dental restoration.
Whatever the type of sales lead, there are several criteria you can use as a business to determine what is a quality lead and what might be a dead lead – someone who isn’t that interested in what your practice has to offer.
Not All Leads Are Good
You might have been told that all leads are good leads or had someone approach you with the promise of luring in many more leads than what you already have. But not all leads are good leads. Only about 27% of leads received are actually qualified for a sales call. The remainder are in need of nurturing as they’re more than likely just kicking tires.
Not Everything Requires a Lengthy Process
Smaller businesses might find the idea of creating a complex scoring criteria for leads incredibly daunting. A more complex process will require a more complex CRM. Even if you have a very basic CRM, creating a simple process of scoring leads as “hot” or “cold” can help boost ROI up to 138% when compared to companies that do not use a lead scoring criteria.
Lead Nurturing is Essential to Getting Good Leads
The best way to produce quality leads is to nurture your leads. While only 27% of the people that come to your website will be ready to take the leap and make a purchase, the remainder are potential leads that could convert if nurtured appropriately. It’s been proven that companies that nurture leads increase their sales opportunities by 20% compared to those who do not.
Gauging Whether a Lead is a Fit
While your sales team is often your eyes and ears, it’s important to remember that they’re not your only resource when it comes to understanding your lead quality. By marrying your sales and marketing teams (smarketing), you’ll ensure both units are in sync and using their unique knowledge bases to understand if a lead is high enough quality or not.
When marketing and sales are aligned in marketing strategies for dentists, great things can happen, including a 20% increase in annual sales! Conversely, a lack of alignment can lead to a decrease in annual sales of about 4%.
Don’t Set Your Buyer Persona in Stone
The cornerstone of many dental marketing ideas relies on buyer personas. These are an important part of identifying quality leads, as the buyer persona helps you develop content that caters to your target market. Over the last five years more and more decision makers have played a part in the buying process.
With that in mind, your buyer persona will help you target these individuals, but it’s important that you be flexible and willing to bend if needed.
Social Media Can Produce Quality Leads
While many people think that social media is dead, that statement couldn’t be further from the truth. Social media has a 100% higher lead-to-close rate than outbound marketing. Social media is used by about 70% of companies out there, which means that this is one of the many marketing ideas for dentists that can almost guarantee a large payoff. And, if you aren’t active on social media, there’s a large chance your competitors are and they’re after your potential leads.
It’s tempting to want to provide service to leads who have expressed a clear readiness to make a purchase, but it’s important that you pursue all leads that fall within your review process. Leads that have engaged actively with your practice in a short period of time, for example, should be passed to the sales team for review and a qualification call.
External Agencies Help Produce Leads
While many practices what to keep their lead generation in-house, turning it over to agency can actually help produce up to 43% better results than in-house efforts.
This is often because agencies tend to offer unique insight and an outsider’s opinion, all of which can help refresh your dental marketing and lead to an increase in quality leads.
It’s Not Just About Being Sales Ready
As a business owner you are likely to want to jump at the idea that a sales ready lead is the best lead, but this isn’t necessarily true. In fact, even if an individual isn’t ready to become a customer, providing them with useful information that meets them at their stage of the buyer’s journey can help turn them into sales down the line.
Essentially, you recycle lost opportunities into opportunities for nurturing. About 15-25% of those individuals will become sales at some point or another. There’s also the possibility that individuals who feel as if they’re getting the right information at the right time from your company will also be more inclined to spread the word about your business. If their friends hear about you from a friend, they’re more likely to become sales in the end.
It’s About More Than Explicit Data
Explicit data is what we call demographic data that can help a person qualify a lead. This includes where they live and their age. However, alongside explicit data is a data set known as implicit data. This can be incredibly valuable when it comes to qualifying leads.
Implicit data is data that comes from the actions people take on your practice’s website. For example, how many times they visited, what pages they were on, emails they opened, and leads forms they completed.
When you take implicit and explicit data you can begin to draw conclusions between lead qualification and place that lead into the category in which it belongs.