Website Conversion 101: A prospect fills out a form on your website. What’s your next step?
The Crucial Role Healthcare Marketing Plays in Developing an Effective Follow-Up Process for Form Fill Leads
Every lead is precious
Healthcare marketing teams invest significant resources in driving traffic to their websites and encouraging visitors to fill out forms. Very few do it. According to Geckoboard, the average conversion rate (visitors doing something you wanted them to do) across industries ranges between 2.35% and 5.31%. Ruler Analytics determined that 91% of marketers say that lead generation is their most important goal. BTS Consulting is one of them. Our survival depends on serving our current clients and finding new ones. HubSpot found 27% of marketers consider lead generation one of their most important metrics for measuring the effectiveness of their content marketing strategy.
Capturing leads is just the beginning of the journey
Once you have a website conversion, the challenge lies in effectively following up on these leads, determining their purchase timeframe, and providing valuable data to the sales team. This article delves into the critical role marketing and healthcare marketing agencies play in this process and how it can lead to higher conversion rates and improved sales efficiency.
Understanding the Importance of Form Fill Leads
Form fill leads are a goldmine of potential for businesses. Unsurprisingly, Ruler Analytics reported 84% of marketers use form submissions to generate leads. Almost 50% of marketers agree that web forms are their highest converting lead generation tool according to HubSpot.
Since these leads have taken the first step by expressing interest, it makes them more likely to buy compared to cold leads who may have no interest in your services. Your content has done its job. It has pulled in a prospect who wants to learn more. Your work is far from complete. You need to nurture this lead and move him towards being a paying customer. Without a carefully crafted strategic follow-up process, these leads can quickly go cold. Marketing must step up and ensure that each lead is nurtured and moved down the sales funnel effectively.
Developing an Effective Follow-Up Process
- Immediate Acknowledgment
Would you believe that only 38% of people who fill out web forms receive verification emails? 11% receive no contact at all from a company after filling out a form. (The Manifest). The first step in any follow-up process is to acknowledge the lead immediately. Automated responses can be set up to thank the lead for their interest and assure them that their inquiry is being processed. This initial contact is crucial as it sets the tone for future interactions and reassures the lead that they are valued.
- Lead Scoring and Segmentation
Not all leads are created equal. Marketing teams must implement a lead scoring system to prioritize leads based on their likelihood to convert. Factors such as the lead’s interaction with the website, their industry, and the specific information they have requested can help in scoring. Segmenting leads allows for more personalized follow-up strategies, ensuring that the communication is relevant to each lead’s needs and stage in the buying process. The most effective strategies for email marketing are subscriber segmentation with HubSpot reporting 78% increase in response rate and 72% when you use message personalization. Campaign Monitor found that segmented email campaigns can increase revenue by as much as 760%.
- Nurturing Through Automated Campaigns
Marketing automation tools are invaluable in nurturing leads. By setting up drip campaigns (a marketing strategy that involves sending a series of automated emails to people who take a specific action on a website), marketing teams can send targeted content over time to keep the lead engaged. These campaigns should include educational content, infographics, case studies, and testimonials that address common pain points and highlight the benefits of the product or service. The goal is to build trust and keep the brand top-of-mind until the lead is ready to make a purchase.
- Gathering Key Information
An essential part of the follow-up process is gathering more information about the lead’s needs and their buying timeframe. This can be achieved through follow-up emails, surveys, and even direct phone calls. Marketing teams should craft these interactions to be non-intrusive and value-driven, offering something beneficial in return for the information, such as a free consultation or a valuable piece of content. A common technique is to have high-value gated content that can be accessed by a lead after filling out more detailed information.
Providing Valuable Data to the Sales Team
- Detailed Lead Profiles
Marketing should compile all the information gathered during the follow-up process into detailed lead profiles. These profiles should include the lead’s contact information, their interactions with marketing content, their pain points, and any specific requirements they have mentioned. This data equips the sales team with the insights they need to have more meaningful and productive conversations with the leads.
- Identifying the Buying Timeframe
Understanding the lead’s buying timeframe is crucial for the sales team. Marketing can help identify this by asking direct questions during follow-ups or analyzing the lead’s behavior and engagement with content. For example, a lead who frequently interacts with certain webpages or requests a demo is likely closer to making a purchase. This information allows the sales team to prioritize their efforts and tailor their approach based on the lead’s readiness to buy.
- Continuous Feedback Loop
Besides using a robust CRM to track a contact’s journey, a successful follow-up process also involves a continuous feedback loop between marketing and sales. Regular meetings should be held to discuss the quality of leads, the effectiveness of follow-up strategies, and any adjustments needed. Sales teams can provide valuable insights into which leads are converting and why, allowing marketing to refine their lead nurturing tactics.
Conclusion
Healthcare marketing plays a pivotal role in developing an effective follow-up process for form fill leads. By implementing a process for immediate acknowledgment, lead scoring, personalized nurturing, and gathering crucial information, marketing ensures that leads are properly nurtured and handed off to sales with valuable data. This collaboration between marketing and sales not only increases the chances of a lead becoming a client but also creates a more efficient and streamlined sales process. In the end, it is this teamwork and constructive collaboration that drives business growth and success.
BTS Consulting is a full-service strategy and marketing consulting company. With our background as laboratory researchers developing diagnostic tests and discovering drug candidates, senior product managers, and pharmaceutical sales professionals, we have proven to be a valuable resource to develop content for pharmaceutical, medical device, diagnostics, and health service providers. We look forward to collaborating with you
