LASIK Marketing Agency - February 2020

LASIK Marketing Agency - February 2020

02.20

MY SECRET TO CLOSING STUBBORN LEADS DON’T DISMISS THE POWER OF THE WEBINAR

THE SPECTATOR LASIK

Before I dive into today’s topic, I have to tell you something: I’m completely and totally excited for 2020. If you read last month’s newsletter, you already know that I set big, ambitious goals for this year, and you even got a bit of a preview on them. But to be honest, what’s in the works now is even more exciting than I realized last month. I won’t say much more yet, but in the next edition of this newsletter, I’ll dive into the initiative that has been my baby for the last six months: the Clinic Marketing System course. I think you’re going to love it. For now though, let’s jump into our regularly scheduled programming. I’ve worked in the LASIK field for more than a decade, and in that time, I’ve run dozens of webinars. Webinars often get a bad rap for being difficult and nerve-wracking to run or for not being worth a marketer’s time. But in my experience, those stereotypes couldn’t be further from the truth. Over the course of 18 months, one of my clients once registered a total of 1,213 people for six webinars. Those 1,213 leads became 649 consults and, eventually, 273 LASIK surgeries and 69 PRK surgeries. Not bad for a few hours of work up front. A webinar isn’t a place to cultivate leads. Rather, it’s an ideal tool to implement after you have your marketing set up, have a good amount of lead flow, and are looking to push those leads through the rest of the funnel. Webinars do three vital things that help convert leads to consults then patients: 1. They give leads a chance to learn more about the procedure and ask additional questions before buying in. 2. They offer your surgeon and clinic a chance to build trust and familiarity. (Spoiler: Your surgeon should be on the webinar.) 3. They create a relaxed, low-risk environment that makes leads feel comfortable posing concerns.

When you offer patients a well-crafted webinar designed to answer their questions, assuage their fears, and encourage them to take the next step in their journey, you’ll add value to your product in their minds, overcome their hidden objections, and condense their buying cycle. It’s that simple. What’s a bit less simple is the process of creating a webinar. Maybe that is what has been holding you back from running one. Or maybe, you’re worried you won’t know what to say or that no one will show up to hear the presentation you’ve created over. All of those fears are unfounded — particularly if you bring our team on to help you design and run your first foray into webinar marketing. In a first-time webinar, errors can be forgiven. Webinars embrace the human-to-human approach, so speaking to people in a real, conversational, unscripted, and even imperfect way can work to your advantage. At the end of the day, there are four things you need to do in order to have a successful webinar: get people to register, get people to show up, put together and run a great show with a limited time offer at the end, and follow up with attendees afterward. My team and I are experts at all four of these steps, and we can guide you through the process from start to finish. We even have a precreated webinar system that has proven successful for dozens of our clients and acts as their secret weapon for lead conversion. Call 206-437- 0529 today to learn more and put the power of webinars to work for you. With this tool in your back pocket, you’ll be set to make your 2020 as exciting, game-changing, and invigorating as mine. Join me now and hit the ground running!

3620 40th Street Court NW Gig Harbor, WA 98335

206-437-0529

www.lasikmarketingagency.com

“I’ve worked in the LASIK field for more than a decade, and in that time, I’ve run dozens —maybe hundreds! — of webinars.”

– Michael King

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206-437-0529

Published by The Newsletter Pro

TURN AMAZING CUSTOMER SERVICE INTO A MAJOR REVENUE SOURCE GIVE LOVE, GET LOVE Boosting customer retention by any

powerful asset. They can do a lot of your marketing for you through social media and other word-of-mouth channels, convincing others that your business exists and has value. But how do you get to that point? How do you develop a strong bond with your customers that is hard to break and will keep them coming back time and time again?

customer interactions, your response to problems, your response time , and your approachability on social media. Look to businesses that have figured out how to do customer service right, like Apple, LEGO, and other beloved businesses in your community. Consider what you can incorporate into your own customer service experience or become a customer yourself and see just how far other businesses are willing to go for you. Another way you can win loyal customers is just by being present. One way to do that is by answering phone calls, emails, and online inquiries immediately . The more time you put between the initial customer contact and your response, the worse it looks for you. When people visit your business in person, be there to offer a hello, answer questions, and engage in casual conversation. When you’re there for your customers, your customers want to be there for you.

amount can have a huge impact on your revenue. A study conducted by Bain & Company and reported by the Harvard Business Review found that even a 5% increase in retention can boost revenue by 25%–95%. In short, your ability to retain the right customers can make or break your business. Businesses are constantly searching for ways to achieve customer loyalty. After all, it’s far more

It really starts with stellar customer service. Poor customer

cost-effective to keep the same customers coming back to you than it is to constantly go after new ones. Marketing to new customers can cost up to 25 times more than simply catering to your existing customer base.

service is the No. 1 cause of customer

loss. Upward of 71% of people say they cut ties with businesses over poor customer service.

Loyal customers who love your business are an incredibly

Customer service includes your employee-

PULL BACK THE CURTAIN ON YOUR COMPETITION 2 TOOLS THAT REVEAL YOUR COMPETITORS’ MARKETING STRATEGIES

If you want to know what your competition is up to, a simple Google search won’t cut it. Here’s why: Google knows what you want to see. Because it has your past search history, Google modifies your search results when you look up your competitors, making it impossible to know where you stand from a customer perspective. That said, the information you’re looking for is out there. There are tools that will show you exactly what a customer sees when Googling your industry and provide you the exact ads your competition is running. With that information, you can co-opt their most successful strategies for your own marketing campaign. You just have to know where to look. Here at LASIK Marketing Agency, we know those back doors, and we’re ready to share our secrets. Here are two resources you should take advantage of. BRIGHTLOCAL.COM This is the place to go if you want to pull back the Google curtain. Using BrightLocal, you can change your location on Google

before you enter in your search terms, effectively making yourself into just another citizen of your chosen market. This lets you see through the lens of potential patients and research what people in your industry are doing in other markets. If you want to check out the ads the top LASIK clinic in Chicago is running, you can do it with a click. THE FACEBOOK AD LIBRARY Did you know that Facebook offers a free, searchable library of the ads running on its platforms? Pull up this tool by Googling “Facebook Ad Library” and clicking on the first link that appears. Once you’re in, simply type in the name of any practice you’re curious about (competition in your area, the country’s largest LASIK clinic, etc.) and their Facebook ads will pop up. You can spend the time and money to use these tools yourself, or you can use the work we’ve already done for you. Our team has compiled two, 100-plus-pages documents packed with >Page 1 Page 2 Page 3 Page 4

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