When you are dedicating resources, time or money or both, to marketing your plastic surgery practice, make sure that you aren’t wasting those resources by not using landing pages on your campaigns.
It’s definitely a good idea to use a content strategy or pay per click ads on Facebook or Google AdWords to help attract your prospects to your website and fill the top of your plastic surgery marketing sales funnel. But what are you doing with all of those prospects once you’ve got them at your site?
If you’re just randomly dropping them on your home page, you’re dropping the marketing ball.
When you are able to get someone to your website, you want to move them into your sales funnel as soon as possible. When you drop them on your home page, there are a million things to distract them from converting into a lead.
Focusing your marketing efforts makes them more effective. As with any strategy regarding your business, you need to set your goal first and then figure out how you will get there. Using targeted landing pages is a great way to make it to your plastic surgery marketing goals.
Here’s why landing pages are crucial to your plastic surgery marketing.
Landing pages help you target your efforts
If you are focused on targeting your digital marketing efforts, as you should be, don’t break that targeting when your prospect gets to your site. Use landing pages to stay targeted and get that conversion.
If you’re running ads on Facebook that talk about nose jobs, you want to send the prospect to a page that is focused on nose jobs. You should also have a form to collect the prospect’s contact information so you can further nurture that lead and warm them up till they’re ready to buy.
You can offer something of value to a prospect on a landing page in exchange for their contact information. You could create an ebook that explains everything your prospect needs to know about a nose job and what to expect before, during and after the procedure.
When you present content that has value to the prospect and isn’t trying to sell them, but instead trying to help them, you’ll find that they react positively.
Landing pages help you get the conversion
When you direct a prospect to a landing page you want to make a connection with whatever got them to that landing page. Use a similar headline as the headline of your ad or your call to action. The worst thing you can do is make someone feel like they made a wrong turn. If that’s the feeling your prospect has you will lose them for sure.
Reinforce the benefits of your offer. What will the ebook do for your prospect? How will it benefit them?
Be direct and don’t get cute. Keep your text short. Use bullets and short headlines that deliver the benefits clearly and with impact.
When it comes to your form, ask for the bare minimum amount of data. Studies have shown that every additional field reduces the number of people who will fill out the form.
Make sure that the form is clear and easy to understand.
When it comes to your form button, don’t use the word submit. Use a benefit on your form like “Get Your Free Ebook” or “Download Ebook Now”. The button stands out from the page, so use it to reinforce your user benefit.
Landing pages allow you to test
You can can really get fancy with your plastic surgery marketing and do some landing page testing. You can use a platform like Instapage, Leadpages or HubSpot to do some a/b testing. a/b Testing is when you show a different version of the landing page to every other visitor. This gives you a scientific test that shows you which landing page gets the best results.
If you do embark on a/b testing, be sure that you only test one variable at a time. That way you can be sure that you are able to identify the variable that is making the difference. So for example, if you want test headlines, the headline should be the only difference between your two landing pages.
If you test multiple variables at one time, you won’t know which one was the one that made the difference.
If you want to do effective digital marketing for your plastic surgery practice, you must use landing pages to ensure that you are getting the best ROI on your marketing efforts.