In this digital era, the best ways to generate quality fertility clinic leads is through the internet. Even though word of mouth works great, this is starting to be a follow up after potential customers vet a clinic’s online presense.
Fertility clinics have more opportunities to generate sales qualified leads and obtain clients in this digital era than previous decades when they were restricted in certain locations. Families are looking for amazing providers and options can be limited if they can’t find you online. Patients and your potential clients are searching online for information about fertility that isn’t only limited to services and clinics and how the process works and be well-informed in the topic.
Today, the internet has become the main source of health-related information for the majority of consumers over the past decade.
The trust and comfort that this tool offers have grown, and the trend has spread to many medical fields, including those dealing with sensitive topics like fertility and reproductive health.
But just because people search for fertility information and treatment options using the same channels they use to purchase shoes and games, it doesn’t mean that medical marketers cannot replicate the tactics of those who sell typical items.
You can use the same media, but you will have to adjust your lead generation strategies to the niche and your main goals in order to generate the fertility clinic leads and close deals in the future.
Here, we will be going over the usual marketing strategies you should know but will adjust them to your type of business and clinic. Also, we are going to add a couple more you might not be considering, along with some tips and details.
Focus Your Marketing Plan on the Patients
To increase conversions and lower costs, you need to have a thorough understanding of the mindset of prospective patients at each step of the journey to treatment because, even when you are just generating leads now, you are trying to reach them for a final goal of making them your clients/patients.
For this, you need to engage them with the details they are interested in and apply for their needs and problems. Otherwise, you won’t be showing solutions but just trying to sell a service.
Patients who are still in research may not be ready to become patients. However, if you have the resources, it is possible to market to them and make them interested in your fertility clinic.
It’s better to use a wider range of strokes during this stage. You should allocate a budget for paid search and social ads to deliver top-of-the-funnel, informational content such as webinar invitations or downloadable resources that can help tons as long as they are valuable and with good content.
Although it might be premature to expect patients to book appointments, it is not unreasonable to start building trust and brand recognition with them.
So, there are several strategies you will need to include in the entire plan and make sure they are all designed while thinking about your patients and their intentions with the clinic in the short and long term.
This can be very difficult, but individuals looking for fertility clinics have the usual intent of getting the solution to the problem of not being able to birth to a child.
First Step: Build Awareness
No, the first one isn’t about working with SEO or direct marketing strategies (yet).
Considering that today’s market is one of the most competitive in decades, you need to build your brand awareness to generate quality leads.
Although it might seem simple, branding awareness goes beyond attracting potential buyers and patients in this case.
Potential buyers will have a lasting impression of a company if they are given solutions to their problems or concerns.
A surefire way of increasing visibility and credibility among patients is to use reviews, and if they are recent, that’s ten times better.
You should prioritize authentic patient reviews since they provide a concise, peer-provided service and assistance overview and help others narrow down their focus.
Reviews are candid feedback from your patients about real-world usage, and they don’t contain any marketing hype.
Collectively, reviews offer high-level insights that allow buyers and patients to quickly sort through the vast array of options available for their problems and needs.
Invest Time in Search Ad Targeting
To reach patients actively searching online for fertility solutions, you need to use a specific keyword targeting strategy.
Patients who have spent considerable time researching online and reached the “Therapies(Rx)” or the “Resources” stage of the search are more likely to convert. But how can you tell the difference between these and the ones who are just starting to look for alternatives?
This is where keyword targeting is key to success.
You need to create your keyword strategy to target conversion-driven terms. A patient might search broad terms such as “fertility problems” or “how to get pregnant.” When they do this, you could assume they are in the symptoms stage or are coming into the realization that something is wrong.
Since they are just starting, they are therefore less likely to convert.
A patient who searches for keywords such as “IVF clinic in Miami” or “Fertility clinic in Kansas” “cost to receive donators for fertility” and “in vitro fertilization” will likely have reached the resources stage and are trying to find your clinic and services.
This makes it much more likely that they’ll click on an advertisement and book an appointment for you if you aim for the right keywords.
Create Your Content Strategy
Part of generating leads and building awareness (going a few methods back) is to have authority with your knowledge and make sure your patients or potential ones are aware of it.
This intends to build trust among them and allow leads to understand your solutions and intentions.
This also is important to prepare them for conversations about customer problems and solutions.
Expertise and trust are built through a solid content marketing strategy that provides timely and helpful insights at every step of the hiring journey.
Provide content that addresses your patients’ concerns and questions as they go through the process, building trust and brand credibility.
They will look up to you as an expert in the field for their future needs and remember your brand as a source of information.
You can create curated content or personal content if you have the marketing resources to meet the needs of a particular type of high-value lead.
This could result in leads that convert most frequently or who are most willing to spend the most money with your company.
Segment-specific information can be used to create content and calls to action (CTAs) that help buyers navigate the purchase process and address common concerns.
From the first time, a lead sees your services to their last questions about hiring, include messaging that addresses hurdles. If in doubt, concentrate on the main reasons patients choose a service provider when they first search.
We Just Said It: Trust
Fertility marketing requires a very sensitive approach when it comes to content and generating your leads since people don’t want a clinic or service provider to approach the topic without any tact.
They might be aware of what you are trying to say and the fact they need your services, but that doesn’t mean you won’t be sensible about it.
It doesn’t matter how much money you spend on digital advertising and other online lead generation strategies; unless you have a relationship with your clients on a personal level to gain their trust and build it, you won’t see any meaningful results.
You must do everything possible to show the credibility of your brand. This includes creating engaging video content that highlights your doctors, staff, and facilities, hosting free webinars online to educate potential patients, and displaying testimonials and reviews from patients on your website and social channels.
It can be difficult to achieve success in fertility practice to generate marketing leads due to all the different considerations.
However, fertility clinics can leverage existing consumer trends to generate more leads and conversions and ultimately a better revenue stream by using the right approach to campaign structure, keyword targeting, and messaging, as we have mentioned so far.
So, we just wanted to remark this and ensure you are dedicating enough time to this building trust part.
Search engine optimization (SEO) for fertility clinics
93% of Internet users begin their browsing sessions using a search engine such as Google, but that’s something you already know since before and the fact we started with ads and all the targeting aspects.
Thus, this means your site must appear in search results if you want users to find information about fertility clinics and have yours included based on the services you offer and your location.
For this, it is when SEO enters the picture.
Many factors can affect how well you rank in search engine results. However, the most important is to include the keywords and phrases that potential patients are searching for throughout your pages.
Yes, we are going back to keywords and how crucial they are since they are part of the base of generating traffic, leads, and bringing potential conversions.
But how do keywords help this? They allow search engines to understand your pages and help them deliver your site as a result of relevant searches.
SEO can also improve the user experience of your website, so you are killing two birds with one bullet.
You Can Still Use Affiliate Marketing
This can sound a bit difficult for fertility clinics and their goal of generating leads since most businesses utilize affiliate marketing for regular products and services that aren’t as sensible.
Now, before telling you how YOU can use it, let’s make clear that affiliate marketing allows companies the opportunity to leverage influencers, experts, and podcasts to promote products or services in exchange for a commission.
Affiliate marketing is becoming more popular with the popularity of social media marketing. By 2022, spending is expected to hit $8+ billion.
With this in mind, fertility clinics can use an affiliate network to help them manage the program and connect with creatives and publishers in the industry that are worth promoting.
You can also set up your own affiliate program and manage it within your company.
It is about setting a smart strategy that works around influencers or pages related to this for fertility clinics.
Health blogs, maternity influences, or anyone that is slightly yet crucially related to the niche can be a good target for the program. Just make sure you offer sensible and reasonable rewards when designing it.
Optimize Your Landing Pages
You can optimize your content for the inbound market, so it continues to be profitable long after it is published with SEO and the optimization parts we have mentioned so far.
52% of marketers use landing pages to support future campaigns, and since you are working around the same ideas for your fertility clinic, it isn’t bad to keep this in mind.
For it, it is important to continue creating recurring content to increase your sales team’s potential leads overtime or the personnel in charge of handling your patients.
Your website must be composed of many components that work in harmony
to attract patients and generate leads.
Optimizing your landing pages, infographics, and lead-capture software are all important to ensure your visitors stay on it.
Thus the page optimization involves more than just keywords and the usual SEO metrics:
- Proper structuring of URLs.
- Use clear meta descriptions.
- Limiting the number of fields in the form.
- Optimize images and call to action.
- Use internal links.
Call-to-Actions Are Always Welcomed
Talking about this in the previous strategy, we will continue it here.
Your website’s call to action (CTA) is the most important part of every page. CTAs that grab attention will hopefully encourage visitors to complete one of your online forms and take a specific step you are nurturing them for.
Your CTAs will be more effective in converting visitors to leads, and if you personalize them, you are more likely to generate over 150% more leads than usual.
However, it’s not just the quality of your CTAs, but also how many and where they are placed, that is important.
Emails containing a single CTA have a lot more success than regular ones; this applies to sales or signing for your services and getting information.
CTAs in videos are also more valuable than those on sidebars and fixed areas inside a website, so you might consider this for your general strategy.
You can increase the effectiveness and impact of your call to action elements by:
- Limit the number CTAs.
- Write relevant texts.
- Try different lead magnets.
- To find the most effective variant, conduct A/B testing.
Create & Share Case Studies or Results
Many marketers and businesses will use this strategy as one of the best options. Still, not many understand how case studies are especially beneficial for clinics and companies like yours.
But it is simple: they demonstrate your company’s track record and proven results.
Marketing case studies can be used in many ways.
- Extracts from case studies as PDFs and emails.
- Optimized landing pages to support case studies.
- Testimonials for your homepage.
- Blog posts and social media posts.
- Videos and presentations showcasing exemplary cases.
It is about presenting what you’re capable of and giving your patients more reasons to choose you over others.
Just think about it; when you are trying to choose a service, especially a medical one, you want to make sure the people you consider can achieve the results you expect. Otherwise, would you hire them?
Your patients want the same, and many will be much pickier in the long run if you don’t show real results and case studies that apply.
Thus, take the time to build this strategy as it is key for fertility clinic leads.
Nurturing High-Quality Leads
After you have made contact with potential patients, your marketing team will hand over the details to the sales or organizational team, and as much as this looks like a deal closed, it isn’t quite yet.
When you generate high-quality leads, you need a lead nurturing strategy that works from the first contact to their hiring or purchase decision, so they maintain their interest and don’t regret choosing you or are stolen by other fertility clinics.
This is why your sales team should be able to work with marketing teams throughout the buying process, staying in touch with patients’ concerns and questions.
Marketing teams should interact with high-value leads throughout the purchase process, depending on their resource level, and provide helpful content to answer common queries.
Meanwhile, the same teams should consider the content that potential clients require and the best channels to share this information. This type of targeted nurture campaign aims to reach patients with the right content and assets at the time that they are most useful.
When moving to the moment of hiring your services, the patients should e continuously informed and verify they are not making a wrong decision with you.
Create Your Email Marketing Strategy… And Make It Functional
An effective email marketing strategy will allow you to provide personalized content to patients, engage them and build a lasting relationship that is especially crucial for this market.
Every email that patients receive must be valuable. Understanding their needs will be crucial to creating an effective email campaign that doesn’t annoy them when just getting the first email or continuous ones.
In this strategy, it is obvious that the patients’ email addresses are the most common way to contact you. What we mean is: they are most likely to send you an email for the information and details.
If you add an AI-driven chatbot to speed the process, it can recognize patients who arrive at the website via email and send them messages. This includes reminding them of existing offers or alternatives for their needs.
On the other hand, interactive emails have an advantage over static emails. The first ones include tools that allow your patients to respond to your offers. This type of conversational marketing can be very effective for fertility clinics.
You can use welcome emails to attract customers or AI chatbots and redirect them to your main site.
Organize Free Virtual Events & Win Patients
Virtual events such as webinars and other interactive sessions have grown in popularity due to the COVID-19 pandemic, and believe us when we say that fertility patients will need them the most.
Virtual sessions are meant to clear their doubts, provide answers to some questions, and make sure they understand what you can do for them in specific.
Virtual events are extremely popular and can be shared to all corners of the globe, which can also boost your lead generation strategy but kind of make your competitors and others copy your strategy.
Overall, using this method allows you to keep track of your leads using sufficient data. It will give you the exact number of attendees, their details, and their requirements.
To turn potential clients into patients, you can track them and follow them up.
For some fertility clinics, this can feel a bit unfamiliar or informal. Still, if you are professional and organize it well, there’s no reason not to take advantage of this method.
After all, you are running a fertility clinic with only doctors and qualified teams, right?
Create Gated Content
Inbound marketing is effective if you create valuable content that can be used to attract your patients.
You cannot share all the information at once. Therefore, you will need to gather some details about your users before giving out your information.
This is the concept behind gated content. Only after the user has provided their personal information for you to contact them, like an email address or phone number, will they be able to access the content.
Gated content improves lead generation by over 42%, and if you have a hard time understanding how to work with this or what this content is, these are just a few examples:
- Content Updates: Users can upgrade their features after providing their details.
- Webinars: This will allow you to have interactive sessions about the services, very similar to what we mentioned before about online sessions.
- Online Demo: Once a user registers on your website, they will be able to access all demos and sessions related to your service. In return, you’ll have their details.
It is basically exchanging information for information. They get value based on their interest, and you get their contact details to capture them and continue nurturing your fertility-qualified leads over time.
The Local Lead Generation Process for Your Fertility Clinic Business
All right! So, everything is about building properties and generating leads. But how does the process actually take place? Are there other steps I need to know?
The steps I mention below are what students from our local lead generation program follow to generate leads for businesses like yourself. So I’ll help you see what we do. And how if you join our program, you can simply generate leads for your own business (unless you want to start a side hustle and build a laptop lifestyle business).
Essentially, our lead generation can be divided into four steps:
The first is prospecting. You need to take the time to do market research on a niche (industry) and determine how many phone-driven businesses are there.
Keep in mind that this is local research as you need to know how many companies need leads. For example, you may search for “plumbing services Youngstown OH.”
You will find dozens or even hundreds of businesses trying to get themselves in front of the customers by ranking on Map Listings, organic results, and even Ad.
The second step, building. When you find a niche (plumbing, tree services, a software company, real estate…), you will need to start building your digital properties. You don’t need to be an expert in HTML or coding. It can be easy with the right tools.
The third step is now taking time to rank your lead gen website. With the site done, you need to work on SEO strategies and start dominating those Google search results. If you’re new to SEO, it stands for Search Engine Optimization.
To keep it simple, it consists of the entire process of growing a company’s visibility on search engines like Google and generating organic traffic. And remember this, local lead generation is part of the strategies.
Moving on to step four, once you rank the site, you will start getting your ROI and profits. You only need to rent it out to a local business interested in the leads the site generates. You can offer a couple of free leads to their move on with the actual pay per lead.
To review steps 1-4 above, I described it to a normal student who is building a lead gen business to help local service providers generate more calls. But replace the student with you as the business owner. And replace sending the leads to a business to simply siphoning the leads to your personal business.
By the way, fun fact, about 20% of our students in our local lead gen program are actually business owners who went through the program. And they use the skillsets we teach to generate leads for their own business.
An Example of Lead Generation: Home Advisor
You must be thinking, “if lead generation sounds so good so far, how come I haven’t seen any company?” That’s the thing; there are many out there. You just don’t know they are dedicated to it.
HomeAdvisor is one of the best examples you can find on the Internet as it is a top lead generation company that has spent millions building its brand but also earned even more zeros for this same reason.
They started small as everyone else but invested in building their brand awareness to make people who are looking for home services go to their website and find what they need. They are over 75% of people’s first choice when they need those services.
If you don’t get HomeAdvisor that much or need a refresh, users need to submit their information to request a service and get a professional or expert who can provide it.
HomeAdvisor’s job is to share your information, which makes you a lead, with local companies so they can contact you and offer the service you’re requesting. For sharing this lead information, HomeAdvisor gets paid by the companies. This happens for every single lead they send to multiple businesses.
Business owners who don’t have marketing skills or don’t even know how to have any online presence will always rely on those pages to list their services. They will save time and effort, but companies like HomeAdvisor can make them spend lots of money as leads aren’t exclusive (one lead is sent to multiple companies after all).
Using Facebook Ads aka Paid Ad Platforms: Do They Generate Leads?
They DO generate leads. If not, no one would use them.
However, you need to remember two facts:
- Paid ads or platforms can be expensive.
- They don’t generate “natural” leads.
Whenever someone sees or clicks in one of those ads, over 80% of them did it by accident or are trying to close/report it.
Why? Because they aren’t looking for those services. At least not at the moment.
What those ads do instead is interrupt their time on the platforms. Users aren’t there to find companies or businesses unless they are searching for a specific company’s user, and for that, there’s a search bar. This is why it is hard to convert them to actual customers who will show interest in the companies’ services. Also, you’re limited by a budget.
When using lead generation, everything is organic. You aren’t forcing others to pay attention to your business but rather being there when they need you. This is why Google’s organic traffic will always beat paid ads, and the reason companies continue investing in it, which is a lot cheaper as well.
What Is Local SEO?
Don’t worry… I didn’t get it at first either. Following the short explanation, local SEO focuses on scaling businesses’ visibility on search engines. However, this is only for those who serve their communities face-to-face.
What does this mean?
Experts and professionals like painters, plumbers, and dentists (but not only them) offer their services to their local customers. Why? Because they can’t deliver them unless they are located in the same area of their customers.
To make sure those businesses get more leads, you need to rank them locally by claiming the business listing on Google to place them on Map Listings. Local SEO also involves online reviews, citation management, and how you manage your entire online presence in the local area.
If you are going to bet on lead gen, you need to adapt yourself to today’s world: The Internet.
Keep in mind that although traditional channels and methods like billboards, warm calls, and pamphlets still work, they aren’t part of your tools. Whenever someone needs a service, they go to Google and search for it.
“Dentist in Miami” or “plumbing services in Orlando,” etc. And you can keep coming up with services or professionals people need and look for. Thus, you need to make sure you’re using Google to get the companies in front of their clients.
Users will always click on the first search results (those near the top), and many of them will be either Ad links (people paid to place their websites there), Map Listing, and then you get websites. Almost all of them are your goal and where you should always aim to place yourself.
Can My Fertility Clinic Business Utilize a Local Lead Generation Strategy?
If you want customers, you better know you need it. Following the previous explanation, lead gen is all about placing businesses in front of their customers, choosing them over their competitors.
Put it simply – it’s all about closing deals and having clients for those companies to make money. The main difference with the usual methods companies use for this is how lead generation approaches different channels to get them in the right place of the market to get customers.
Those channels are all focused on the Internet as most people are searching for products but also services across the net. The issue is that the Internet is way too broad, and businesses don’t know how to place themselves. They usually try, but they get one common result: losing money and time.
How Powerful Are Organic Fertility Clinic Leads from Google?
For companies looking for customers, it’s everything. For you? Pretty much the same. When you build a business with digital properties, you get to make thousands of dollars a month.
This isn’t a “get started today and get rich tomorrow” thing, but it is HIGHLY scalable, and ROI + positive results are guaranteed. Learning a fairly decent and very needed set of skills to create your digital properties and start ranking them on Google is required.
I have invested in several online businesses over the years, and if there’s something uncertain, whether you will get your ROI or not, even more than the actual profit.
However, this business moved my earnings from five figures a year to a month in ONLY passive income while sitting comfortably at home.
On my laptop. Anywhere. Anytime.
You can look at one of the first sites I built back in 2016, and it continues making me over $1.000+ every month. The best part is that I don’t need to touch it or the rest I’ve built over the years, just like this digital property.
What Makes Lead Generation SO Alluring?
Here it goes: you can work from home.
The main issue with regular business opportunities is how much you need to invest in staff, equipment, or rent to have a place to sell your products or offer your services.
We all know the hassles of traditional businesses that involve regular expenses, which are extremely high. Can you afford it? I don’t think so, and even if you can, is it worth it? Now, it isn’t only about the money. You also need to put in a lot of work, and it isn’t only during the first couple of months or years. Usually, it is as long as you continue running it.
You can save yourself those headaches and bone-breaking tasks and expenses with lead gen since it is more about generating leads with digital channels—mainly websites.
Websites can be VERY cheap to build, and with many tools online, you get to do it in a couple of hours instead of days. Any virtual or digital business is scalable and won’t need constant maintenance.
So, let’s summarize this:
- You save money in regular expenses with traditional and most online businesses as what you need is yourself and digital properties (websites).
- You can bet on passive income.
- There’s no need to hire more people to get started.
- You can generate leads in multiple industries, which allows you to work on any niche you want.
How Can I Get Started in the Local Lead Generation Program?
Anyone can start and learn. That’s the beauty of this business model. I knew nothing about SEO, Map Listing, and everything I’ve mentioned so far. It is all about learning the skills, gaining experience, and deciding to take the step.
Remember that this business model will never get old as business owners are always looking for leads. They need to do business and scale their companies. Why not do the same while helping others and still making money?
You can start with this local lead generation course highly recommended for anyone wanting to grow in the business. It is a close training that will take you through each step and make sure you are able to get your ROI, profits and take control of your life.
You will be added to an incredible lead generation family ready to help you 24/7 when asking questions on the group. Anyone is welcome who’s willing to put in the work. Click here to watch the lead gen webinar.