If you are considering using a lead generation company for Aesthetic clinics, there are a few things you should know first.
Whilst this can be a useful way of identifying clients, there are arguably better alternatives, and we will look at these in due course.
First, let’s look at some of the most common problems you are likely to encounter with lead generation companies.
The Problem with Lead Generation Companies
Poor Quality Leads
The biggest issue with buying leads is the quality of those leads; often, they will turn out to be poor quality leads.
When you are buying sales leads or appointments from a lead generation company, your priorities will differ somewhat from theirs.
Their priority is to get as many leads as possible to sell them on to you.
The company may have used all kinds of tactics to secure the leads, but that does not mean they will be high-quality leads that you can turn into customers.
Waste of Time and Money
In most cases, you are paying for a lead, not necessarily a qualified lead.
Depending on how this lead was found, they might have expressed interest in either services or products that are related to your company, but their interest could have nothing to do with your business specifically.
Businesses waste a lot of money chasing these leads.
Also, remember that you will need to invest time in briefing the agency about your product or service and what you are looking for.
Demotivating For Your Team
I’ve talked to clients in the insurance and mortgage industries who are tired of paying for leads that were not qualified, not even close.
It can be a waste of time and money and extremely demotivating for your team if they are travelling to appointments and finding it to be a total waste of time.
Damaging to Your Brand
Lead generation companies could even cause damage to your brand if the person being called feels pressured.
A potential customer might decide not to use your company in the future just because the caller made a bad impression.
Lack of Commitment
Consider the scenario if the company you use is being paid per appointment they secure.
If they experience low success rates, they might decide it is no longer worth their while to continue.
With no long-term incentive or commitment to you, they will want to work with a company with which they can secure the most appointments to ensure a better return for them.
What About Free Leads?
There is no such thing as free leads.
If you see an enticement to try a lead generation company that says they are going to give you a certain number of free leads, turn the other way and run.
The leads are free for a reason – they are usually duds or cold leads and working them gets you nowhere.
The other thing to remember is this: if you signed up to get free leads, guess what? You just became a lead yourself.
Once you filter through the leads, what are you left with?
The chances are, not much.
The Alternative
It is far better to spend a decent portion of your marketing budget on getting solid leads that convert.
These are the kinds of leads that are pre-screened, pre-qualified, and virtually ready to go, so research your chosen lead generation company with care.
Other than that, the best option is to generate your own highly qualified leads through inbound and content marketing.
Inbound Marketing
In the past, businesses targeted their customers primarily through outbound marketing. Advertising on TV, radio, printed material, trade-shows, and cold calling, we’re all used to reach out to customers in the hope that a business could attract their attention.
Inbound marketing involves pulling the customer in, typically of their own accord, as a result of them seeing informational materials that stimulate their interest.
This includes the use of digital content marketing, whereby a customer is drawn to a business’s website via blogs, white papers, eBooks, and promotional tactics on social media.
A properly formulated marketing strategy will reach out to your target audience in the right place at the right time and in the right way.
Not only will it reach them, it will pull them in, and give you the best chance of converting those customer enquiries into real leads and sales.
Content Marketing
Content marketing means that a business uses real content to attract customers, rather than advertising materials.
You will want to consult the experts to help you with formulating engaging content that your customers will love.
The Advantages of Inbound and Content Marketing
Far better for generating leads, the advantage of inbound and content marketing is that a customer approaches you as a result of information they have come across.
They already know a bit about your company and your product or service, as opposed to being pressured into an appointment with a sales team.
Finally, inbound marketing is an ongoing process; you will be generating a steady flow of leads on an ongoing basis, instead of bulk buying a load of leads that get you nowhere.