Creating a lead magnet to get eye surgery leads
As an advertiser for your practice’s services, understand that your advertising aims to generate leads (patients come later) from your traffic. The most effective way to generate leads is to use a lead magnet.
This post will cover a lead magnet and the different types of lead magnets. I’ll also share what to think about before you build a lead magnet and the elements of an effective lead magnet.
What is a lead magnet?
A lead magnet is an irresistible offer you present to prospects in exchange for their contact information.
Lead magnets are essential because they:
- Provide value in advance of a commitment
- Build authority
- Build trust
- Help you get prospects into your funnel
Our Practice Scorecard is an example of one of our lead magnets.
Different types of lead magnets
Lead magnets come in a variety of styles. You likely have seen lead magnets before – even in eye surgery marketing. Here are a few examples of lead magnets:
- A self-test
- A short pricing guide
- A short information guide
- A decision tree
Another effective lead magnet is a pricing guide.
Both lead magnets pass the lead magnet test:
“Is this a small ‘chunk’ of value that solves a SPECIFIC problem or question for a SPECIFIC market in exchange for an opt-in?
The answer is YES. The self-test answers the SPECIFIC question: “Am I suitable for laser eye surgery”. The pricing guide answers the question: “What does laser eye surgery cost?”
Before you start building a lead magnet
We build every one of our customers a lead magnet before they start advertising. If you wish to build your own, we advise you to
- Make sure you know your customer. It’s important to know what your customer wants/needs so you can provide content they want to engage with.
- Make sure you know the next offer. To create a seamless transition, you need to know what you’ll offer your customers after this.
- Do your research. Take note of what kinds of lead magnets already exist for your customers in your specific market, and make something new (or a better version of something out there). If you’re first in your market to offer a self-test, then a simple self-test will do. If everyone in your market offers a self-test – how can you make yours add more value? Can you offer something else instead?
Elements of an effective lead magnet
Once you’ve determined what kind of lead magnet your customer wants, building it out is pretty easy.
You could even give the task to an outsourcer if you’re short on time.
In either case, here are some suggestions for making sure your lead magnet will be a success. Your lead magnet should:
Be Specific: The more specific the promise you deliver in your Lead Magnet, the better.
Speak to the Desired End Result: Figure out what desired outcome your prospect wants, and keep that the focus throughout
Provide Immediate Results: people want a quick win, so make sure whatever they are doing, they don’t have to wait to see results.
Be Easily Consumed: People don’t want a long, drawn-out process. Again, quick results (i.e. 5 minutes) are essential!
Be Valuable: It needs to be worthy of giving up contact information, so make sure it’s packed full of valuable information
If you’re a LiveseySolar customer, we’ll create a lead magnet that ticks the boxes on all of these elements.
A lead magnet is an essential tool for any advertiser because it generates leads that turn into patients. By now, you should understand what a lead magnet is, the different types of lead magnets, and how to create an effective one. Keep these principles in mind as you develop your lead magnet strategy.
Book a compatibility call with us today if you need help getting started or need expert advice. During this call, we’ll review your specific needs and see if we’re a good fit to work together.
NOTE: The best way to answer that nagging question about practice growth or marketing or patient volume in the back of your mind is to book a free 15-minute compatibility call. Get some options and go away with a clear idea of what’s possible.
About the author
Founder & Fractional CMO
Rod co-founded LiveseySolar and acts as a Fractional CMO for our customers. He’s on a mission to help transform the lives of 10,000 people through vision correction surgery by 2024. To achieve that, he inspires his customers to make confident decisions that will help 50,000 people take the first step towards vision correction.
Meet our Founders
Founder & Fractional CMO
Rod co-founded LiveseySolar and acts as a Fractional CMO for our customers. He’s on a mission to help transform the lives of 10,000 people with vision correction surgery by 2024. To achieve that, he inspires his customers to make confident decisions that will help 50,000 people take the first step towards vision correction.
LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.
— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO
Founder & CEO
Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.
Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.
— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK