Remember, this is all about them. Not you. They don’t care what you are selling, they care about what it will do for them. They also need to feel like they are receiving a benefit from you in order to give up their contact info. Keep the focus on the customer.
Be succinct.
Obviously, you would never do that intentionally, but especially in healthcare marketing, there are nuances. Don’t say something like, “You need our help!” It may not elicit the reaction you were hoping for.
Even in b2b marketing, you’re still connecting with a person. Being too stiff and stoic won’t allow for a human connection. Write conversationally, in a tone that is appropriate for a friendly colleague.
You need to be credible. Add a few proof points on your landing page to back up the claims you’ve made in the ad that drove them there.
People are afraid of pigeon-holing themselves, but an even more dangerous prospect is not being known for anything specific. Call out the target persona you’ve designed the landing page around. Outline a clear use case. Do not, under any circumstances, note only that you provide your customers with “data analytics” for “actionable decision making.”
Check out our list of interesting ones we like for healthcare marketing.
How much contact info are you asking for? How many keystrokes and clicks is it taking to download your lead magnet? Are you making it more difficult than it really needs to be? Don’t do that.
The asset you’re offering has to feel valuable to your target audience.
People are influenced by visuals, and a good design will make the brand seem more credible and make the user experience easier. Check out our tips on how to design for conversions.
If you’re not getting the conversions you want, one or more of these factors may be causing issues.