An important part of any marketing plan is the ability to generate new leads from advertising, so it is under your control. A great way to do that is to create adverts in Google Adwords that focus on keyword phrases that combine a treatment type or condition with the town names and postcode areas in your catchment area, e.g. “osteopath near sutton surrey”, “back pain treatment epsom”. You send these advert clicks to a “landing page” that has a message related to the search query, demonstrating how your practice can help and giving some extra value in the form of a relevant report or guide or maybe making an offer related to treating the condition.
Generic lead generation campaign
We have produced a “generic” campaign that is based on broad local search terms for “physiotherapy”, “physiotherapist”, “osteopath” and other similar terms. We send the advert clicks to an optin page where we ask for the person's email address in return for sending them our guide about how to choose the best treatment type and also shows them a list of local practitioners.
We use this to have a look at the search volumes in an area (in this case, the SM postcode area around Sutton, Surrey) and the terms people are using and to see how well the various search phrases convert into clicks through to a practice to make an appointment. We can also understand the bid levels needed to get our adverts shown and the likely overall cost of generating a new lead.
After we have done this research and proven that the funnel works, we will talk with local practices to see if any of them want to work with us to carry on getting the extra leads and for use to customise the funel mor toward just theuir own practice.
This is our general landing page for the SM postcode area. Feel free to give it a try:
(stayfantastic.com is a site we use for our own testing and running campaigns to end-users / customers / patients)
Once you enter your details you will be taken to our list of local therapists and you will also be sent an email with a link to download our free guide.
We will also automatically follow up with reminders to download the guide if you haven't already and also links to visit our list of local therpaists to book an appointment.
This is all part of an automated”sales funnel” that takes people from the initial search and seeing our advert through to booking an appointment with a local therapist.
Use this link to see more about the way this sales funnel works and do get in touch if you would like us to do something like this for you.
It is very easy to adapt this funnel to run for a single type of practitioner, e.g. osteopaths, or to focus on a particular type of condition, e.g. back pain or arthritis. We would prduce a different version of the “lead magnet” report and change the wording og the opt-in page to relate to the target search terms.
Being more focussed on a narrower range of search terms usually leads to a lower costs per click from the adverts and also a better conversion of visitors to appointments.
In practice, we start wide with a generic funnel to determine search levels, advert costs and the most effective local practices and then start to add on additional and more focussed funnels to target the most profitable types of lead.