MY SECRET TO CLOSING STUBBORN LEADS DON’T DISMISS THE POWER OF THE WEBINAR
THE SPECTATOR LASIK
Before I dive into today’s topic, I have to tell you something: I’m completely and totally excited for 2020. If you read last month’s newsletter, you already know that I set big, ambitious goals for this year, and you even got a bit of a preview on them. But to be honest, what’s in the works now is even more exciting than I realized last month. I won’t say much more yet, but in the next edition of this newsletter, I’ll dive into the initiative that has been my baby for the last six months: the Clinic Marketing System course. I think you’re going to love it. For now though, let’s jump into our regularly scheduled programming. I’ve worked in the LASIK field for more than a decade, and in that time, I’ve run dozens of webinars. Webinars often get a bad rap for being difficult and nerve-wracking to run or for not being worth a marketer’s time. But in my experience, those stereotypes couldn’t be further from the truth. Over the course of 18 months, one of my clients once registered a total of 1,213 people for six webinars. Those 1,213 leads became 649 consults and, eventually, 273 LASIK surgeries and 69 PRK surgeries. Not bad for a few hours of work up front. A webinar isn’t a place to cultivate leads. Rather, it’s an ideal tool to implement after you have your marketing set up, have a good amount of lead flow, and are looking to push those leads through the rest of the funnel. Webinars do three vital things that help convert leads to consults then patients: 1. They give leads a chance to learn more about the procedure and ask additional questions before buying in. 2. They offer your surgeon and clinic a chance to build trust and familiarity. (Spoiler: Your surgeon should be on the webinar.) 3. They create a relaxed, low-risk environment that makes leads feel comfortable posing concerns.
When you offer patients a well-crafted webinar designed to answer their questions, assuage their fears, and encourage them to take the next step in their journey, you’ll add value to your product in their minds, overcome their hidden objections, and condense their buying cycle. It’s that simple. What’s a bit less simple is the process of creating a webinar. Maybe that is what has been holding you back from running one. Or maybe, you’re worried you won’t know what to say or that no one will show up to hear the presentation you’ve created over. All of those fears are unfounded — particularly if you bring our team on to help you design and run your first foray into webinar marketing. In a first-time webinar, errors can be forgiven. Webinars embrace the human-to-human approach, so speaking to people in a real, conversational, unscripted, and even imperfect way can work to your advantage. At the end of the day, there are four things you need to do in order to have a successful webinar: get people to register, get people to show up, put together and run a great show with a limited time offer at the end, and follow up with attendees afterward. My team and I are experts at all four of these steps, and we can guide you through the process from start to finish. We even have a precreated webinar system that has proven successful for dozens of our clients and acts as their secret weapon for lead conversion. Call 206-437- 0529 today to learn more and put the power of webinars to work for you. With this tool in your back pocket, you’ll be set to make your 2020 as exciting, game-changing, and invigorating as mine. Join me now and hit the ground running!
3620 40th Street Court NW Gig Harbor, WA 98335
“I’ve worked in the LASIK field for more than a decade, and in that time, I’ve run dozens —maybe hundreds! — of webinars.”
– Michael King
Published by The Newsletter Prolasikmarketingagency.com
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