In today's episode we dive in and we talk about setting up your funnel starting with:
- A well targeted Facebook ad
- A Landing Page
- A Thank You Page
- A Follow-up email or phone call
Aaron: [00:00:00] And it all starts with a landing page, a thank you page, and then some way to follow up with them whether it's email or phone, and actually prior to all of that, it all has to have a traffic source so we'll talk about the ad as well. So we're going to break down each one of these steps inside of the dentistry.
Narrator: [00:00:17] This is Marketing Natives, providing actionable ways to grow, improve, and succeed in your business, and now your hosts, Christian, Aaron, and Franklin.
Franklin: [00:00:31] What's going on, guys? Welcome back to the Marketing Natives, the official podcast of BitBranding, and today, we are going to be talking about how a dentist can use Facebook advertising to generate more leads. Now I am the photo in the video guy. That is what I do. It is the lane that I stay in. So I am going to chime in whenever I can and actually give you guys what my tidbits on how I do what I do in my parts of the advertising, but we have someone here that's going to be the expert at this.
Christian: [00:01:06] Yeah. Aaron Pearson.
Aaron: [00:01:08] Yeah I guess. All right so, before we jump into some of the offers and some of the strategies we're going to tell you guys about, we want to tell you how to make this happen, and it all starts with a funnel. So we're going to break down a funnel, and it all starts with a landing page, a thank you page, and then some way to follow up with them whether it's email or phone. And actually prior to all of that, it all has to have a traffic source so we'll talk about the ad as well. So we're going to break down each one of these steps inside of the dentistry.
Christian: [00:01:40] Yeah, absolutely. So I mean, just to begin here, growing a brand new dental office is, you know, super challenging especially with healthcare and insurance industries changing every single day. So in order to achieve a steady flow of new customers, a sales funnel on Facebook is a great, great alternative for you to get that steady flow. And number one thing, like Aaron said, is a well-targeted Facebook ad, and to do this you really need to offer a great deal, something that's going to get people interested in your dentist's office and what we call a lead generation. So the most effective service will be something like a dental examination. You don't have to do a free dental examination. You can just do something that is pretty cheap and then upsell them once they get there. I mean a lot of people do have other problems with their mouth.
Aaron: [00:02:39] Yes. I was going to say that a lot of times you see the dentist twice a year anyway so it's basically like your loss. Later you get them in the door, get dedicated to your business, but to Christian's point, if you don't give a great deal, Facebook is not a platform where people like to be sold on, but it is where they're at. So if you give them a great deal, it will stop them and make them take action, but you know it's going to make them worth their time basically.
Christian: [00:03:04] Yeah, exactly. So with this great deal, like I said, you know, you want to get- you don't have to do a free dental examination, but you can do, you know, something for as little as possible exclusively for new patients. That's a key word right there. And then once they're there, yeah, try to upsell them into a paid service such as, you know, a deep cleaning or cavity repairs, something of the sorts. Right. And then another thing with this well-targeted ad, something that- you know, maybe some examples will be brides who are about to get married or are maybe someone who's going on vacation and they want their teeth to be super white.
Franklin: [00:03:45] Sparkly.
Christian: [00:03:45] Sparkling white. You know?
Franklin: [00:03:47] They want them to be as white as that dress.
Christian: [00:03:50] I mean, that's a great targeted ad. You're being very specific to a very segmented part of Facebook, of your community, and trying to get people that way. So the idea here is not to just have one sales funnel working for you but to have multiple ones depending on your targeted audience.
Aaron: [00:04:10] Right, and the main thing to point out with that is to have a different offer. Don't use the same offer. So you could do a bridal offer and something specific to like teeth cleaning, but don't do the same offer for different audiences unless it makes sense to do so.
Franklin: [00:04:26] Right.
Christian: [00:04:28] The next thing would be the landing page.
Aaron: [00:04:30] All right, and so landing page, we're going to do- we're going to break this down into two main things. What is a landing page basically? And then some best practices. So a landing page is a singular website or singular web page that has one objective. You want people to either give you the email address. You want them to find out more information. Typically it's to capture the email address or phone number so you can follow up with them later, which we're going to talk about a little bit later on, but the point is that it's separate from your website because you don't want all those buttons and social media icons for people to click away from it. You want them to take one singular action.
Franklin: [00:05:07] And I think that the simplicity of a landing page was one of the things that you and I have continued to go back and forth on and, like, practice on, like, nailing down what the best practices for a landing page are. Like, it's wild, but at the same time, it's super simple and really easy to create.
Aaron: [00:05:29] Right. The KISS acronym is probably most prevalent with this one. Keep it super simple because people who are on Facebook- it's supposed to be some other acronym. Christian's, like, raising his eyebrows. I'm going to keep this-
Franklin: [00:05:44] PG.
Aaron: [00:05:45] Not necessarily PG, but just not as demoralizing, I guess. So keep it super simple. Like, we tried all these fancy things, made it look good, and the conversion rates were like 15. We made it super simple, really big buttons, colors were contrasting, and it converts around 30 percent, and I don't think you really care what the page looks like as long as people are given you the email addresses. So don't overcomplicated it is what we're saying. So keep it super simple. Contrasting colors are a good thing. Have a good call to action and be clear about what the offer is. People want to know what they're getting for that. You can't just say, hey, give us your email address, and we'll, you know, we'll contact you. It needs to be super clear what it is, what the deal and the offer is, and also make sure that the ad and your landing page are- they look similar.
Franklin: [00:06:35] And they correspond.
Christian: [00:06:37] Yeah, the image and the page, the text should be very consistent. Even use the same image from the ad and incorporate it somehow into the landing page so they know that, you know, this is the right page. This is, you know, what I'm expecting really to see.
Franklin: [00:06:54] And then another thing, and this is my last point, is eliminating steps for people. One thing that we cut down on is the amount of fields that they have to plug in information and the amount of- the amount of, like, space that there is for scrolling for them to actually scroll through information. That also helps.
Christian: [00:07:12] Yes, it should be a fast, painless experience, and that's it.
Franklin: [00:07:15] Exactly.
Aaron: [00:07:15] Right. And if you don't need their first and last name, phone number, email, whatever. If you just need a first name and an e-mail, do that because the more fields you add, the conversion rate drops dramatically.
Christian: [00:07:27] And then the next thing right after a landing page, and a lot of people don't do this, is a thank you page. And you know, after potential future patients fill this landing page and they click "Yes," and they'll- you want them to be added automatically to your e-mail list and redirected to this thank you page where there's a few elements in there that you should always have.
Aaron: [00:07:52] Right so, one of those is a completely different topic, but Google the Facebook pixel. You want to have that on there just because you want to track the people who went to your thank you page and not- or went to your landing page but not your thank you page because those are people who have spent the time and effort to go there, but they just didn't give you the e-mail address yet. So you want to track the users so it's lower and it's more targeted and you get a higher conversion rate. Another thing is to give them another page to go to. Send them back to your website or this is a great opportunity for you to upsell them, and maybe if they sign in or if they refer a friend or maybe if they text in, something like that, you can give them, hey, bring in a friend and we'll, you know, we'll give you a month free of toothbrushes or something funny. Something that's going to be a great offer. It is different than the offer you have currently, but something that they're going to opt in on and that you may make a few dollars off of. Maybe you could sell something for five or six dollars that's a really high value. Maybe $50 value and you give it away for five. So this is a great point for- a great place to put those secondary offers.
Christian: [00:08:59] At the very least, just put the, you know, shared this special offer with your friends and put the social links in there so they can just click on it and automatically share it on their social platforms. And then the very last thing, the most important thing, is the follow up, and this is where a lot of people just dropped the ball really. I mean, as a digital marketing company we can get you 100 leads a month, but if you're not following up, calling back, e-mailing in a timely manner you're not going to get these customers in your door.
Aaron: [00:09:34] Right. I think I saw an article that said that most people expect to be called within 30 minutes. So if they fill this out- I mean, obviously if it's 11:00 at night, they understand that, but if they're filling it out at 2:00 o'clock in the afternoon, they expect a call within 30 minutes and 70 percent of people, so a big chunk of them, expect it within a couple of hours. So if you're letting these leads go through and then it takes a day or two, you're not going to convert them to customers. So that's a huge part of it, and you can do a follow up e-mail with them, just kind of send him a coupon code. If it's a phone number, you could do SMS text messaging, which may be a little advanced, but at least an e-mail that goes directly to them thanking them for signing up and then ability of saying, hey, somebody's going to fall with you shortly or within a couple hours or whatever you know is going to happen, you know, within 12 hours or whatever else it is.
Christian: [00:10:24] For this part, the follow up, for that to work, you really need to establish a routine. Dedicate, you know, 30 minutes to an hour every day at the same hour and make those calls to those potential new patients, but yeah, you have to do it. If they- if patients- if these potential customers took the time to fill out that form and go through all that process, they want to be contacted. I mean, there's no other way around this.
Aaron: [00:10:53] Right, and this is the same stuff that you see in your mailboxes at the, like, apartment complexes or your house. The same offers that you're already giving away. We're just offering you a digital version of this which will be a much lower cost. You know, you can reach people for pennies to dollars instead of, I don't know how much it cost to send out hundreds and hundreds of those things, but you can reach a lot more people. So this is just an alternative to sending out that bulk mail basically.
Franklin: [00:11:20] Right. I think we went to one meeting a couple of months ago where someone said they were spending like five hundred dollars a month on mailers.
Christian: [00:11:28] That's crazy.
Franklin: [00:11:29] And I know me. I'm sorry, but like, whenever I get a mailer in the mail and I know that it's not a product that I'm going to use, it goes right in the trash.
Aaron: [00:11:37] Recycle hopefully.
Christian: [00:11:39] Yeah. And the recycling thing. So the big takeaway here is create a funnel. Four easy steps. Create a well-targeted Facebook ad, do your landing page, create a thank you page, and then a follow up e-mail or a phone call. Aaron, just very quickly here. Any software that people can use for maybe landing pages, the follow up e-mail stuff, phone calls maybe?
Aaron: [00:12:02] Right, so if you already have an e-mail provider, I would use that. Most of them are- that people are familiar with are MailChimp or in Constant Contact. Those will be perfect for what you're doing now. If you want to get in something more advanced, ConvertKit is a great option for you, but for landing page software, we use Instapage at BitBranding. This is not an affiliate link. Maybe we should have one, but Instapage, Leadpages, and then ClickFunnels. So all of those all have templates you can go off of, and depending on your pricing level, you could chat with people about it or just shoot us a message if you have questions or you want us to review the landing pages as well.
Christian: [00:12:39] And then for the phone call, wasn't there a new?
Aaron: [00:12:41] Yes. So to do the phone calls, and you can actually record the calls which is great if you're a manager and you want to know if your salespeople are actually taking initiative to talk and how they're communicating, but that is called CallRail.
Christian: [00:12:54] CallRail, and it's c-a-l-l-r-a-i-l dot com.
Aaron: [00:12:58] Like the train.
Franklin: [00:12:59] Like railroad track.
Christian: [00:13:00] Okay. Gotcha. Yeah, so those are- Yes. Just some resources for you to check out if you want to get started with these the sales funnel on Facebook.
Aaron: [00:13:10] All right. I think that is it. Hope you guys who are not dentists are getting a lot out of this. I know this was a lot of fun for us, and if you've gotten this far in you know what we're going to say which is to subscribe and then share this with a friend, and we'll walk you through. Click those three buttons down on the right hand corner. That will pop up a share option. You copy that link, send it to somebody you care about, or somebody who's about to start their dentistry. It does not matter. It's just another dentistry, and so they can get some value out of this.
Christian: [00:13:42] Yeah.
Franklin: [00:13:42] I think I feel like I need to go brush my teeth now.
Christian: [00:13:46] Right.
Aaron: [00:13:46] All right.
Christian: [00:13:47] See you next week.