Recently, we have encountered some problems. There is a lack of coordination between the consulting department and the marketing department, and both parties are blaming each other:
We have brought traffic, but why has the number of inquiries been declining?
What kind of traffic are you bringing? You don’t even get calls.
That’s your consultant’s problem, why can’t you retain users?
Fundamentally, your traffic is not the target user!
…………
Because I have a lot of contact with consultants and know something about the consulting department, some consultants reported to me: The user's intentions are not clear, and they ask questions about this and that, and we are confused and unable to find them. At the critical point, we are confused and we don’t know if we have explained it clearly to the users. The users may be even more confused. In the end, a very interested user may be lost.
First of all, we need to understand, what is the purpose of users coming to our website and asking for consultation?
Users come to our website and form consultations for two purposes.
1. There is a need, but it is not clear. I would like to know some specific knowledge and information about my needs.
2. There is a demand, and it is very clear, but I have concerns. I hope to get answers and give me a certain confidence in the operation.
Once we understand the user's purpose clearly, we can purposefully judge the user and provide corresponding consulting services. This article starts with receiving users, breaks down the steps of receiving users, and analyzes the key points of each link.
2 steps for consultants to receive users
1. Analyze the source of users
There are several categories of keywords. In my article "Plastic Surgery Hospital Promotion, Seize the Heart of Patients", I have already done some analysis. In fact, the user's intention is already reflected in the keyword source.
The word-of-mouth effect, including those who directly enter the website address or search the hospital name, is what we value most. This type of user often has more development value. First of all, the user has already recognized our brand, and the purpose of this user is: to enter directly , looking for solutions to your needs.
When external links enter, track this external link. The content of this external link (blog, forum, etc.) must have some content that arouses the interest of users before they can enter our website, and users also hope that the website or consultants can provide some solutions. .
2. Analyze users’ landing pages and needs
After the user enters the website, what is the landing page? How many pages does the visitor apply for a conversation after visiting? Which page does the visitor apply for a conversation? Consultants actually need to track the user based on the user's access track and know what the user's needs are. Can be targeted.
For example: the user's landing page is the article "Analysis of Rhinoplasty Prosthesis", then visits "Sequelae of Rhinoplasty Surgery", "Rhinoplasty Surgery Price", and then stays on this page, then the consultant mainly solves the problem It’s still the above three, don’t tangle too much with the patient, clearly introduce our advantages in the above three issues, dispel the customer’s concerns, and give the customer a psychological price that they can afford, that’s enough!
The above two points are only the things that need to be paid attention to in the early stage of online consultation. In the later stage, such as professional knowledge answers, contact information inquiries, introduction of doctors and hospital brands, communication of surgery prices, return visits, confirmation of arrival, and after surgery. I can't give a detailed explanation one by one about timely return visits, word-of-mouth spread, etc. It may become a big stall and cannot be recovered. I still hope that more professional seniors and colleagues can give answers.
I am not a professional consultant, and I am not very proficient in professional knowledge. This article is just some of my personal insights. I hope to share and discuss it with more people, hoping to improve the consultant's business capabilities.
The original text was first published by: Shengguang (Beijing-Yunyue) Plastic Surgery Hospital Marketing www.zhengxingboke.com
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