Cyberwalker Blog

Email marketing for cosmetic surgeons

Email marketing is one of the most effective digital marketing tools that cosmetic surgeons can use to grow their business. According to professionals at a top Ithaca Video Production studio they are also seeing a rise in people wanting videos to include in their emails.

Here’s why: In the world of digital marketing, email can be a highly effective tool to build trust. Patients who are looking for a cosmetic surgeon will seek one they can trust. They are putting their looks and well being in the hands of a stranger. So trust is a prerequisite to close a sale. Today this trust relationship starts on the web, because many purchase decisions start with a web search.

Email marketing for cosmetic surgeons – How it works:

Think of it like this: Julia is browsing for a local cosmetic surgeon. She’s been fed up with her A-cup breast size for years and is considering breast augmentation surgery. She’s thought about it for a long time but she is uncertain about how it’s done, who to get to do it, what type of implants to get, and her financing options. She’s also a bit embarrassed about the whole process, which is why she’s just beginning her search on the web. It’s initially anonymous.

Email marketing for cosmetic surgeons

Julie’s Google search “Cosmetic surgeons in Tampa” turns up 134,000 results. Your site happens to appear in the top four. Since you’re clever, your site differentiates itself because it’s loaded with great information about the procedure she wants.

While she’s browsing a page trying to decide if silicone or saline is right for her she sees a capture box with a message that says: “Considering breast augmentation? We’ll send you a FREE breast augmentation guide with everything you need to know”.  She fills in her email, clicks submit and gets a free guide with everything she needs to know.

You’re now on her short list and you have an opportunity to build a trusting relationship with her. You’ve begun to demonstrate your expertise in your field. You also have her contact information. It’s the start of a beautiful business relationship.

How cosmetic surgeons can use email marketing to build trust

Here are five key steps you can use to implement an effective email marketing system in your cosmetic surgery practice.

Step 1: Build informative and helpful content that can be placed on your web site. A content centric web site will attract visitors to your web site via search engines. It’s important the you post new content regularly. Google rewards sites that refresh their content often.

Step 2: Optimize for search engines. This process is known as search engine optimization (SEO). All the content you generate for your web site should be optimized for search engines. This involves using keyword phrases that are picked up by search engines.

SEO is crucial. It’s important that your ideal customers can find you on the web. If you spend money on a web site but don’t invest in SEO you could be wasting your money.  It’s important to have a strategically designed web site, but if no one can find it, this won’t help you attract new business.

Step 3: Implement lead capture forms. A lead capture form is a web widget that allows you to obtain the contact information of people who visit your web site.  There are two components of an effective capture form:

a) A call to action –  A request that entices site visitors to sign up for your mailing list.

b) Contact information fields – These are spaces where the site visitor will enter their contact information. It allows you to record it into your system.

When a site visitor signs up, what you’ll immediately know about this person is:

  1. They’ve been to your site
  2. They are interested in your business.
  3. They are so interested in your business they signed up for your mailing list
  4. They are now a potential lead that could turn into business

This information is GOLD.

Step 4: Purchase an email marketing CRM system. When a contact signs up via a web capture form their contact information needs to get recorded. This is how you learn who is interested in your business. To gather this information your capture form needs to connect to an email marketing system.

There are basic email marketing platforms available. Popular ones are MailChimp, Omnisend or Constant Contact. However, if you are serious about using email to grow your business you’ll want to buy a smart CRM such as Infusionsoft or Ontraport.

You can do much more with Infusionsoft than all the other simpler delivery platforms. You can use it to build large networks of automated email funnels. Track hot leads. Find out when a lead is ready to buy. You can also build web forms and landing pages. (If you want a free walk through to understand how it compares and how it works, click here.)

Step 5: Build an email funnel for new captured leads. When a potential lead visits your site, signs up on a capture form and goes into your email system, it’s important they receive mail from you immediately.

The whole point of email marketing is to engage with that potential lead on a regular basis.  You’ll be using email to build awareness, affinity and trust with your brand.

It’s also important to remember that if they just signed up on your mailing list they are interested in you.  And interest dies fast so you need to keep the conversation going in a manner which is enticing, helpful and intriguing.

As a cosmetic surgeon, you could send content such as the following:

  • Informative articles about specific types of surgical procedures
  • Articles on payment options
  • Videos with tutorial about procedures
  • Client testimonials (this could be in a written or video format. If written include pictures)
  • Free informational events
  • Offers for a free consultation

The other thing you need to know, is that it’s important you don’t just send them mail for the sake of sending it, but it should have purpose. So, you need to plan out a strategy ahead of time.

Here is how a cosmetic surgeon could use email marketing effectively:

1. When a potential lead is browsing a page on your site about breast implants they click a “Click here to find out about the different types of implants” and that puts them on an breast augmentation specific mailing list.

2. Now that you know they want to know about breast implants, you use email to share your expertise with them. Teach them which implants are the best, then send them some videos with before and after testimonials. Keep sending them great stuff every week. This moves the conversation along.

3. Watch your open rates. If the contact is opening your mail and clicking links they are interested in you. So, keep sending them great stuff. You could send them information about payment plans, offers for free consultations etc.

So, why aren’t all cosmetic surgeons using email marketing?

Email marketing is a relatively new field and the original rules have recently changed. There are only a handful of email experts that know how to use email effectively to grow businesses. So, not many people have caught on to how to use this incredible digital tool.

At CWD, we’ve used email before to help businesses in the health and wellness industry increase their annual revenue.  (Visit our case studies page to read how we helped Julie Daniluk and Big Brain Productions)

To get a free site audit or to book a virtual or in-person meeting with Kay Svela, so you can learn how CWD can help you generate more leads for your business, CLICK HERE.

How to turn leads into buyers using digital marketing

If you’re confused about which digital marketing platforms your business should be using to attract potential customers to your site, or you want to know how to turn leads into buyers, this Digital Marketing Lead Conversion infographic could help you:

SEE BELOW FOR AN EXPLANATION OF THE ENTIRE LEAD CONVERSION PROCESS PRESENTED IN THIS INFOGRAPHIC:

how to turn leads into buyers using digital marketing strategies

Explaining the digital marketing lead conversion process:

There are 4 Phases that a potential buyer goes through from the moment they find you on the web to the moment they make contact with your business. This is mostly true of all buyers . However, buyers who NEED your services/products NOW can go from Phase 1 to Phase 4, so they are an exception.But – if you want to find your leads in your target market and turn those leads into buyers here are the digital tools to establish and how to use them:

Phase 1: Discovery

There are four digital marketing tactics you should use to have potential customers find you on the web:

  1. Social Media: Post content on social media that grabs the attention of the people in your target market and directs them to your web site, blog or web store.
  2. Search Engine Optimization (SEO): Learn or hire a team to do SEO for you. SEO involves identifying specific keywords and placing them in specific areas on each page of your site. It will help your web site, blog, or web store get picked up by search engines Google and Bing.
  3.  Email Marketing: You can generate leads using email by engaging with customers who recommend you to their friends. Think of this as a word of mouth referral, but on the web.  Tip: Many email software programs have share buttons you can add to the bottom of your email so you can make it easy for people to pass along great content.
  4. SEM: It stands for search engine marketing. It’s using web advertisements that are strategically placed to drive traffic to your site.

Phase 2:  Engagement

Once a potential lead finds you, connect with them regularly using various engagement platforms. Generate useful content and share it with your target audience. Build a content library or blog on your web site. Then, write great content regularly and push it through to your audience on email, youtube, or social media.Social media platforms you should have for your business to be competitive in today’s online marketplace:

  • Twitter
  • Facebook
  • Linkedin
  • Google +
  • Pinterest

Phase 3: Trust

If you engage with your potential leads regularly you’ll build a reputation in your target market. It’s important that you find out what they want. If you know what they want you can create content that speaks to their needs. The goal here is to build interest, brand awareness and affinity.

Phase 4: Registration

When a potential lead trusts your brand and the time is right for them to buy it’s likely they will go to you. A potential lead becomes a lead when they take action by doing things like contacting you, sign up for your mailing list, or making a purchase.This is the registration phase. And it’s the whole reason why you would want to use digital marketing tactics. Don’t use digital tactics just to use them. Use them with a strategy.

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How to select the best SEO keywords

When was the last time you typed in “cars” into Google when looking to buy a car?

Perhaps, if you live in Boise, you typed in “Toyota Corolla deal Boise” or if you are a really hip parent in Sacramento you might have typed “fully loaded used Honda Odyssey”.

Optimizing your web sites for high value keywords may be a waste of time. Especially if you are not a national brand. People are searching for regional information and Google is also sorting content based on the searchers location, especially when it comes to mobile searches.

When you start you keyword research be sure to use keyword phrases not words.

How to select the best SEO keywords

Here are seven tips that are critical in learning how to select the best SEO keywords :

1) Optimize for local. That means cities, counties and states (or provinces) that your web site serves by including the add on “in Chicago” or “in Montana” or even in a neighbourhood like “in Haight Ashbury” for local businesses.

2) If you are a national brand be sure to provide regional information, such as store locations, regional offices and the like. People like to deal with local. Support your region reps and drive traffic to them.

3) Think like a searcher and design keyword phrases they may type to find your product or service. Poll your a barista, your neighbours and your likely customers. Taxi drivers, if you sell to consumers, are always good for consumer research.

4) Don’t chase single word keywords unless you are patient and have a huge budget to put behind content development. No content related to that term, no traffic.

5) Google rewards content-rich web sites with high rankings if they generate voluminous and helpful content that demonstrates that the they are the topic expert. This strategy will guarantee that over time you will earn traffic from Google for all kinds of keyword phrases.

6) Research how difficult a keyword phrase is to win. Use a tool like Wordtracker. Don’t chase the  hard to get keywords. Optimize for the low-hanging fruit first then work on moving up the rankings on the more competitive keywords and keyword phrases.

7) A handy free research tool is Google Adwords. It can be used to find related phrases and keywords to the most obvious keywords and keyword phrases. You don’t have to buy ads to use it.

How to write great sales copy that converts visitors to buyers

The No. 1 secret that will turn potential customers of your products or services into buyers effortlessly is: GREAT COPY.

Well-written copy grabs the attention of readers in your target market. The best approach is to present the solution to an immediate problem that they are dealing with. Then, address any concerns they have that could be in the way of them making a purchase.

Writing effective sales copy is not easy unless you know the acronym in the infographic below.  First, let’s give credit to the person that made it famous. His name is John Carlton.

Carlton is one of the best copywriters in the world. His course:”Kick-Ass Copywriting Secrets of a Marketing Rebel”, teaches the AIDA acronym. It stands for: ATTENTION – INTEREST – DESIRE – ACTION.

Here is an infographic with the AIDA acronym  that will teach you how to write great sales copy:

[Download the AIDA Infographic – right click and choose Save As]

If you find it useful please pay it forward.  Pass this infographic on to a friend or co-worker you think will benefit by clicking on one of the buttons below.  Post it to social media or send it to them by email. They will kiss the ground you walk on!

5 online sales tactics that many businesses ignore

Working in sales today just isn’t what it used to be.  The Internet has knocked the entire sales process on its butt.  Physically knocking on doors, calling businesses, or sending out direct mail advertisements, while still effective, can take a lot of time and cost a lot of money for your business. Nowadays, you can reach thousands of people sitting at your desk typing on your keyboard sing online sales tactics.  And since many business ignore them you are at an advantage if you implement them.

Online sales tactics you should not ignore

Here are 5 online sales tactics that will help you generate leads online. Most businesses don’t use them all. Or, know how to use them together.

1) Build a content site.  No really. Not just a goofy brochure that says why you are great. Produce great content on your web site that engages your customers and shows them your expertise and teaches them to trust it. Having a web site for your business is like having a phone line . A great one creates perception they dealing with a good company. It’s like have a great knowledgeable receptionist that answers your phone and delights and helps callers. In fact, in some ways have a great web site is more important than a phone line. More people use search engines to seek out businesses they are looking for than they use the Yellow Pages (see image and article that shows Yellow Pages  decline from SearchEnglineLand.com).

Yellow Pages Decline in usage

 

 

 

 

 

 

 

 

If a consumer does a search and they don’t find you, they won’t come to you.  Bottom line: Before you do anything, get a great web site and fill it full of helpful content .

2) Produce great content. Publishing articles, blog posts, FAQs and even video  to your web site is crucial for your business.  If you  provide valuable information to your target market you build trust and become a go-to resource for your potential customers. You can use in turn to attract search engine links using Search Engine Optimization techniques (see #3). It can also be used in social media and in your email marketing.

3) Optimize Your Site for Search.  In the business we call this SEO.  Search engine optimization.  What does that mean? It’s the work done to your web site to rank it well on search engines.  If you have a web site but you aren’t using smart SEO strategies to show up in search engines well, you are killing your potential for attracting new business.   The closer you are to the top of the first page of results page on Google and Bing search engines, the more likely it is someone will seek out your business.  SEO will get you there. It gets overlooked all the time.  Read our article on if you should learn SEO yourself or hire someone to do it for you. SEO is extremely important. And you will be blown away what it will do for your business.

4) Social Media.  You can generate a great volume of leads from social media platforms.  Once again there are specific ways to go about doing this. To be competitive in your marketplace the social media platforms you need to establish for your business are:

  • Facebook – Get a Facebook page, and/or a Facebook group and start a community around the topic covered by your business. Facebook is the number one platform you should start on.
  • Twitter -Tweet great helpful content every day – from your site from related sites that help your potential customers
  • LinkedIn – Build alliances with businesses or find contact information for people you want to work with. Use it to prospect. Share what your business is up to. Share content from your website on your company page.
  • Google + – It’s Google’s version of Facebook. It’s not mandatory but some people use this over Facebook. Google also references your Google+ page in relation to your web site. It’s important for SEO.
  • Pinterest –  If you have a product or service that you market to women especially, you want to use Pinterest. It’s highly visual and the stats say women use it most. It’s also a powerful emerging platform that’s very appealing. Share great images and content.

Use social media to attract your target market.  You can create business alliances. You can establish expertise for your brand. And you can post valuable information that brings people to you. You can do it all while you sleep! (Tip: Use Hootsuite and schedule posts)

5) Email Marketing.  There aren’t many people that know how to properly email market. However, when used correctly, email marketing can turn the traffic that comes to your web site, or through social media, into buyers of your services and products. Done right it’s email selling, not email marketing.

Want to learn how to do it all?   Our Digital Fundamentals online course will train you on all five ways to generate leads for your business. CLICK HERE.

5 online sales tactics that many businesses ignore

Email marketing for cosmetic surgeons

Email marketing for cosmetic surgeons is one of the most important and highly underused strategies for growing your practice. To find out more, CLICK HERE.

How to select the best SEO keywords

7 secrets to finding the best SEO keywords to optimize your web site for. You’ll be surprised and how simple it really is when you read the little know SEO tactics in this post.

5 online sales tactics that many businesses ignore

Working in sales today just isn’t what it used to be. The Internet has knocked the entire sales process on it’s butt. Physically knocking on doors or calling, while still effective, can take time and cost money. You can reach thousands of people typing on your keyboard. Here are 5 effective ways.

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