I was there, at the beginning of the revolution.
The inbound revolution.
When it became obvious that interrupting people with spam or unwanted commercial messages (outbound) was becoming less and less effective.
What many have correctly concluded is that because of Google, buyers will find you. When they were good and ready.
That created a huge market for e-books, white papers, blog posts and other digital assets (inbound).
Both gated (requiring the visitor to surrender their email address) or ungated.
This approach was based on the belief that by generously offering helpful information it would:
• Identify interested prospects
• Start to build a relationship
• Create brand identity
• Establish rapport and trust
• Eventually culminate in a sale
The inbound revolution was a revolution—and it worked.
Positioning You as the Expert
Ghost written on your behalf, an e-book or similar digital asset presents you as the expert. After all, you wrote a book!
And while it may only be 12 pages, it positions you as an expert in your field.
• What You Should Ask Before Seeing an Acupuncturist
• How to Make Sure You Choose the Right Chiropractor
• What Is Functional Medicine and Why Does It Matter?
• Why the Psychologist You Choose Makes a Difference
• 5 Reasons to Consult an Ophthalmologists
The list goes on, but you get the idea. You’re automatically assumed to be the best in your field by offering helpful information to prospective patients.
The Importance of Landing Pages
Whether you promote your e-book on Facebook, Google AdWords or some other digital medium, you must employ a landing page.
A rookie mistake is to send interested parties to the home page of the website.
It’s convenient. It already exists. Done.
Instead, direct them to a page on your website created specifically to receive their click. That way you can connect in a way appropriate to what brought them there.
Complicated? Not really. Let’s work together to enhance the click through rate to your landing page. And introduce more prospective new patients to your service.
Email Follow-Ups Turn Visitors into New Patients
If you choose to gate your digital asset, you’ll want to think about a follow-up routine.
That’s typically a series of three emails. Their spacing and content are based on the buying cycle for your service.
Do prospective patients typically arrange an appointment on the same day they visit your website? Or does it take a week or longer before they commit?
Don’t know? Let’s find out. Because this is important.
Arrange a No-Obligation Consultation
Am I the content resource that you and your team need to grow your practice? Find out. Schedule a Content Consultation. Let’s discuss your project and the possibilities.