(Help) Stuck in middle step of social media leads gen funnel

[BlackMagician]

One of my client is Dental equipment manufacturer like dental chairs etc. I have been doing social media management for them like managing and posting.
2 months back we discussed to start doing fb ads and email marketing. I created buyers persona, created lead magnet(free checklist for dentist), op-tin page, landing page, sales section and email campaign.

I created 2 email sequences as drip email with high value content but now i am stuck. I am not getting ideas on what kind of content i share. As per the market need, dentist pain points are less frequency of patients and the equipment's they use have low life expectancy.

My client slogan is Comfortable, Durable and Economical. All their dental products match the slogan.

Now i am confused on creating valuable content for dentist. If i create content which is on growing the practice or getting more patient then how will i link them to my client products for sales?

What kind of valuable content i give in email which will in end relates to the client products and convert them in sales?
@Black_Dragon43 Yesterday i read your thread on funnel. Very insightful thread. Can you please help and guide me?

 

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[Wouter]

As per the market need, dentist pain points are less frequency of patients and the equipment's they use have low life expectancy.

How did you find about this market need? Did you talk to dentists themselves, your client or are these your own assumptions about your target audience?

Now i am confused on creating valuable content for dentist. If i create content which is on growing the practice or getting more patient then how will i link them to my client products for sales?

I wouldn't pitch directly on getting more 'patients'. Your client manufactures dental equipment, which you mentioned has low life expectancy. Assuming this is true, then dentists have to replace this equipment relatively often. I can't imagine this is cheap. So if they buy equipment that is more durable, they'll save money. This links to your clients slogan (Durable and Economical).

Dentist patients expect their dentist to have high-quality equipment (which is Comfortable, the other part of the slogan). If clients have a bad experience while visiting the dentist, they probably won't come back again and look for a better dentist. I assume word-of-mouth is important to dentists, so bad experiences travel fast. Good equipment is part of mitigating that risk.

I assume there's research out there that can help you write content that matches their wants/needs.

 

[BlackMagician]

How did you find about this market need? Did you talk to dentists themselves, your client or are these your own assumptions about your target audience?

My client is a part of many dentist groups of our country and these 2 pain points is what we both analyzed after going through 1000's of posts.

Assuming this is true, then dentists have to replace this equipment relatively often. I can't imagine this is cheap. So if they buy equipment that is more durable, they'll save money. This links to your clients slogan (Durable and Economical).

Completely true. They are using this part to sell and grow in this market.

I assume there's research out there that can help you write content that matches their wants/needs.

Can you guide me where to look? I have been googling more than 1 week but not able to find anything valuable. Just guide me in the right direction and i will figure it out on my own.

 

[Wouter]

Can you guide me where to look? I have been googling more than 1 week but not able to find anything valuable. Just guide me in the right direction and i will figure it out on my own.

These might be of some value to you:

• One
• Two
• Three
• Four
• Five

It's still a niche market, so there's not that much out there that directly relates to what you're looking for. You'll probably have to get a little creative with what's available!

 

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[BlackMagician]

These might be of some value to you:

• One
• Two
• Three
• Four
• Five

It's still a niche market, so there's not that much out there that directly relates to what you're looking for. You'll probably have to get a little creative with what's available!

Wow. Just gave a quick glance and already thought of 2-3 piece of content! Thanks friend. They are little technical and i will need help from my client to dissect the relevant information and make creative content out from them.

I am open for more help and guidance!

 

[Chip01]

Sit and have a discussion with your client about what it is they would like to come from the FB ads etc.

Is it more sales? Is it more brand exposure? Is it more likes?

It might be all of these but find out what matters most. Majority of the time it's going to be sales, but every business is different.

Once you know what they want, find out their goals/targets then discuss offers with them (if they want sales)

If you're struggling with content to post then think about outsourcing that side of things - without reducing your margin by too much, don't go and spend 50% of your profits on a freelancer. I usually pay my assistants £50 per page per month to manage and post content on the page.

Good luck

EDIT: If you go down the outsourcing route, remember to get the hired person to send you weekly reports on the content they're thinking about posting for that week to ensure it meets your standards!

 

[BlackMagician]

Sit and have a discussion with your client about what it is they would like to come from the FB ads etc.

More sales.

If you're struggling with content to post then think about outsourcing that side of things - without reducing your margin by too much, don't go and spend 50% of your profits on a freelancer. I usually pay my assistants £50 per page per month to manage and post content on the page.

I am learning about this niche as much possible so that i can help businesses in this market. You can understand i can't outsource right now before understanding ins-out of dental market. I want to learn so that i can grow, not outsource.
I will outsource later after i have like 5-6 clients.

Thanks for the guidance!

 

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[Black_Dragon43]

What kind of valuable content i give in email which will in end relates to the client products and convert them in sales?
@Black_Dragon43 Yesterday i read your thread on funnel. Very insightful thread. Can you please help and guide me?

Thanks for creating the thread.

What you're dealing with here is known as education-based marketing. I recommend you get a copy of The Ultimate Sales Machine by Chet Holmes and read chapter 4 (Becoming a Brilliant Strategist) from there - it will go into much more depth into education-based marketing and how you can use it to drive people through your funnel.

However, here's the basic idea: you need to deliver content that prospects actually care about. Nobody cares about dental equipment... as you have correctly identified, they care about getting more sales or reducing costs (every $ saved, is a $ in profit). So your first priority is to build an audience by delivering the content that they're asking for. Your second priority is to promote your client's products by showing how they help them get more sales or reduce costs. I would say that 2-3 emails should be content-focused, and 1 should be promotional.

Remember that getting the first priority sorted is more important than the second one. If you have an engaged audience who loves reading your emails and trusts you, you've won more than half the battle.

Even your promotional emails though should be delivering value. For example -> are you worried that clients don't stick around and your monthly revenue fluctuatues too much? Other dental practices were struggling with the same issue until they started offering a subscription-based oral hygiene package. Read on to find out how this creative offer transformed struggling clinics into market leaders with sustainable revenue. (at some later point you will show how one of your client's products helps them perform this service better or helps them reduce costs - maybe some of the tools they need are provided by your client etc. - having testimonials and social proof here and mixing it in with a story-telling approach is super powerful).

You will also want to research as @Creed suggested and uncover statistics about how different dental equipment impacts revenue, customer retention, satisfaction, etc. Market research is what will distinguish you from others. The better your research, the easier it will be to provide valuable content to dentists about growing their practice and how equipment can impact profitability. Over time, you may also want to do your own market research, your client may also be interested in this down the line.

So remember, first focus on providing value and showing dentists how to grow their clinic and reduce costs. Get this right first, it's more than half the battle. After that, you can focus on bringing in the promotional material.

Another idea for you to try are product reviews. Let's say there are 4 options to choose from for a certain type of dental chair. Review all options (including your own), and then let people choose. Even if you're driving some of them to competitiors, you are still the market leader who is setting the buying criteria, and ultimately they will come back to you because they TRUST you (and trust is the most important component of having a smooth sales funnel, as I have detailed here).

 

[Black_Dragon43]

More sales.

I am learning about this niche as much possible so that i can help businesses in this market. You can understand i can't outsource right now before understanding ins-out of dental market. I want to learn so that i can grow, not outsource.
I will outsource later after i have like 5-6 clients.

Thanks for the guidance!

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This was also a good article that I've read a few weeks ago and I thought about it as I read your thread

 

[BlackMagician]

What you're dealing with here is known as education-based marketing. I recommend you get a copy of The Ultimate Sales Machine by Chet Holmes and read chapter 4 (Becoming a Brilliant Strategist) from there - it will go into much more depth into education-based marketing and how you can use it to drive people through your funnel.

I have the book in shelf. Will read it.

However, here's the basic idea: you need to deliver content that prospects actually care about. Nobody cares about dental equipment... as you have correctly identified, they care about getting more sales or reducing costs (every $ saved, is a $ in profit). So your first priority is to build an audience by delivering the content that they're asking for. Your second priority is to promote your client's products by showing how they help them get more sales or reduce costs. I would say that 2-3 emails should be content-focused, and 1 should be promotional.

THIS clears the fog. I was really skeptical about this. How to write content which solves the dentist problems but this is how it should be done.

I will discuss with my client and execute the first priority. Will focus later on second part.

You will also want to research as @Creed suggested and uncover statistics about how different dental equipment impacts revenue, customer retention, satisfaction, etc. Market research is what will distinguish you from others. The better your research, the easier it will be to provide valuable content to dentists about growing their practice and how equipment can impact profitability. Over time, you may also want to do your own market research, your client may also be interested in this down the line.

Noted! Though this will be very difficult for me as i will need to understand this from a point of manufacturer of product as well as from dentist. Heavy lifting here but i have to do it since i can leverage this knowledge and skills from this client to new clients in same vertical.

So remember, first focus on providing value and showing dentists how to grow their clinic and reduce costs. Get this right first, it's more than half the battle. After that, you can focus on bringing in the promotional material.

Thanks @Black_Dragon43. Where is the rep bank at this time?

 

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