The Lowest Cost Traffic in The Hearing Care Industry
Written by Phil M Jones
There are so many misconceptions in this industry
In fact, “misconceptions” is a nice way of putting it.
They’re darn right BS.
- SEO/ranking highly on Google is all that matters
- The number of “Likes” on your Facebook page is important
- The average age of website visitors is 65+
But one of the most annoying things I see in this industry is the belief that the number of impressions or clicks that your ads get are important.
The only metric that matters when it comes to any form of marketing is CONVERSIONS.
The number of people that register an interest with intent.
All that matters is how many conversions you get and how much you pay per conversion.
A conversion can be classed as an online form being completed, a phone call, or a download of a free guide.
This is all that matters.
During the past 12 months, I’ve been in a fortunate position to run online advertising on multiple platforms on behalf of our clients.
We run traffic on Google, Google’s Display Network, Facebook, Twitter, Instagram, LinkedIn, YouTube, and, more recently, we’re even studying new platforms like TikTok and WeChat.
I’m a proper marketing geek. We’re always trying new things.
But when it comes to the best priced CONVERSIONS across all key traffic platforms at the moment…
…Nothing is coming close to Facebook.
One campaign in particular is driving some incredible results.
Just look at these results from within Facebook’s Advert Manager:
As you can see, we’ve had 461 results.
This is 461 people that have completed a form registering for a complimentary hearing assessment.
Each of these leads has cost $12.87.
Currently, this campaign has been turned down to just $15.00 per day as they are super busy – but at its peak, it was at $100/day – driving 7 patient inquiries from Monday to Friday.
But let me put a big disclaimer here …
… because, let’s not beat around the bush, some patients are better than others.
It doesn’t matter if we’re getting one dollar leads if they moan and think everything is overpriced and awkward to deal with.
And around 70% of the leads that came through this campaign were exactly that.
They came through because they were seeking anything free, and the first sign that they might have to pay some money has them running for the hills.
We quickly addressed this by stating in the first follow-up email what the process after having their hearing assessed looks like.
This means that 30% of the leads – around a third – are much better qualified leads that have the right qualities to be great patients.
It’s then down to the follow-up process and team to convert them.
What Does The Ad Look Like?
I’m sure you’ve seen the “21 people needed for a trial” ad or many of the other common ones.
This is a little different (and a little bit cheeky).
Because for this ad, we made up a month-long incentive called “Better Hearing Month.
And guess what? Every month is “Better Hearing Month.”
We used this hook to say that we’re offering 100 complimentary hearing assessments to celebrate “Better Hearing Month.”
We then used a style of ad called a ‘Facebook Lead Ad’ – which allows the user to complete a form within Facebook without leaving that looks like this:
When somebody completes this form, we then have it integrated so that the data reaches the PCC within the office for immediate follow-up, it goes into a Google Sheet for management, and it goes into a CRM marketing system for an automated email & SMS series.
This is the best machine we’ve found for converting leads to patients for the lowest possible cost – although we’re constantly trying and you’ll be the first to hear when we do it.
WHITE-PAPER: Four Shocking Online Statistics That The Hearing Care Industry Needs to Know
Free White-Paper: The Four Shocking Online Statistics That The Hearing Care Industry Needs to Know