We’ve done posts before about the importance of landing pages as a key marketing strategy, where a web page is purpose-built as the target for an email, social, or pay-per-click campaign. By stripping away distractions, landing pages focus your visitor on a single call-to-action, optimizing conversions for a singular transactional purpose.
After helping many aesthetics practices implement landing pages to promote HydraFacials, Fillers, Profound®, CoolSculpting®, and other services, we have learned a lot about what makes them successful. Our key finding — the biggest factor in your landing page’s success is how you nurture the leads.
My landing page is getting visitors. Now what?
When people visit your landing page and register their interest by calling you or submitting a form, what you do next will make all the difference in the success of your campaign.
Many practices do not have the processes in place to systematically and consistently follow up with the leads coming from their landing pages. When your lead has responded to your campaign and you’ve done the work to get them in for a consultation, often they leave saying, “I’ll think about it and let you know.” For too many practices, the conversation ends there. Without a well-defined set of steps and messages to move your leads through the sales funnel, you will not be effective at converting the leads to sales.
DermPRO has developed a turn-key system that pairs an effective CoolSculpting landing page with tracking, lead management, remarketing, quoting, and post-consultation offers and purchasing.
Components of Success
DermPRO’s “Coolest Landing Page Service” is a turn-key solution that addresses the entire process required to convert your landing page leads to purchase. Comprised of a set of integrated tools that work together to optimize revenues, this solution ensures your return on investment in a CoolSculpting campaign and landing page.
- A Landing Page with a lead form and back-end tracking
- Customized SalesForce.com CRM interface that helps you track leads through the sales funnel
- Built-in email templates for each stage of the sales cycle, easing your follow-up with leads and ensuring consistent messaging that works
- Quoting tool for use with the leads when they come in for consultations
- Automated remarketing that reaches out to leads post-consultation
- Special Offers page with purchase capability to help close the sale
Attract: The Landing Page
A custom-designed, beautiful and effective landing page will feature two primary calls to action—a phone number, and a lead form. Both of these will be tracked so that the leads are automatically sent to the proper recipients and all subsequent communications are tracked. Learn more about Landing Pages for Aesthetics Practices.
Nurture: Lead Management the Right Way
Lead nurturing is the process of building a relationship with the leads that have come in from your landing page, in order to optimize their likelihood to buy. We turned to the world’s #1 CRM platform, Salesforce.com, to provide the lead management piece of our solution. Not a CRM expert? No problem. Our customized module automatically captures lead information by office, technician and channel, creating pertinent tasks and notifying your staff of the next steps.
How do you follow up after your lead has had a consultation? The package includes pre-configured email templates for converting at each stage of the sales cycle. This will help you send just the right message to move your lead through the sales funnel, from lead to consultation to purchase.
Differentiate: Quoting Engine
With the integrated Quoting Engine option, you can send and track quotes so that your patients know exactly what you are recommending and what their cost will be. This exciting, ecommerce-enabled Quoting Tool features various calls to action based on how you want to configure promotions, quote expiration, and behavior based remarketing.
For example, you may want to send a special promotion to people who have opened their quote more than 5 times. This automated remarketing is a powerful tool that plugs the gaps where your staff may be falling short, and uses proven tactics that get results.
Close: Special Offer Page
When you are remarketing to patients who have had consultations, you may decide to influence their decision with a promotional offer. Better yet, add a sense of urgency with a timed offer. When you send the patient to a commerce-enabled, time-limited, Special Offer page, you give yourself the best chance to close the sale.
Pulling it all together, analytics help you keep your eye on real results and understand your return on investment.
Final Thoughts
With manufacturers offering co-op funds, now is a great time to hone your landing page strategy and resolve to make some changes that will increase the effectiveness of your campaigns, landing pages, and follow-up. If you’re a CoolSculpting provider, contact DermPRO to learn more about our exciting Coolest Landing Page service.