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ROC Weekly Marketing Minute
Asking for Business: Importance of CTAs and Referrals for Your Rehab Center
Referrals and CTAs are important for gaining new clients and building your database of leads. Both involve you asking current or potential clients to take an action, whether that be providing their information, contacting you, sharing your content with others, or recommending your services to people they know. It is important that you make a conscious effort to implement CTAs and ask for referrals as a common marketing practice.
Benefits of CTAs
Here is a list of benefits of using CTAs:
Directs potential clients: When someone visits your website or social media platforms, clear CTAs can help inform and prompt them on the next action you would like them to take.
Reduces decision fatigue: You can simplify the user journey and convert more leads by clearly instructing them what to do next when they are interacting with your business.
Increases conversions: Simplifying the client journey and being direct about what you want them to do can help increase your number of client conversions.
Creating effective CTAs for your rehab website
Here is a list of steps you can take to create effective CTAs and attract and convert clients for your rehab center:
Identify the problem you can fix: Before you can help anyone, you first need to identify what they need and explain how you have the solution. You can explain why it is important to seek treatment and what doing so can mean in their life. This information helps to make it clear what your potential client will gain if they engage with your CTA.
Make it obvious: Be sure to include your CTA on every page, in a visible format and color. CTAs near the top of a page are typically most successful, as are those with white space around them. Ensure that your CTA exists on every page of your website and don’t forget about including CTAs on social media.
Create urgency: Conveying urgency in your request can help encourage website visitors to take an action. Choose the words that you use carefully. You can use words like:
Contact us immediately
Types of CTA strategies
There are a number of CTA strategies that you can consider implementing, including:
Lead conversion: These CTAs encourage your audience to reach out to you and get started on their recovery journey. CTAs like this can help you interact with potential clients and build your lead database to contact at a later time.
Brand awareness: CTAs that focus on brand awareness can encourage your audience to share your content or news with others.
Information sharing: You can empower and encourage leads through educational content. This can also help position you as a knowledge leader and authority on the subject. Consider collecting audience information before providing eBooks or articles to help build your database.
Referrals are an important way to develop existing relationships with clients and gain new ones. By asking others, especially existing and previous clients, if they know anyone who could use your services, you can expand your reach to potential clients, and find leads who have already met some of your admissions criteria.
Tips to ask for a referral
Here is a list of tips you can use when asking for a referral to your rehab center:
Keep it natural: Try to integrate your request for a referral into the conversation where it fits, and after you have developed a relationship. You don’t want to ask for referrals right when you start talking to a person. Your current clients or leads may feel like that's the only reason you want to talk to them. They may also get discouraged if they feel you are asking them to do something for you right away when they came to you for help.
Ask in happy moments: When asking for a referral, you are more likely to succeed if you ask when the other person is happy. If someone is satisfied with their expereince in your program, they are more likely to refer a friend than before they start or if they were unsatisfied with their expereince.
Be strategic about who you ask: You can be more deliberate about who you ask for referrals by tracking client feedback. Prioritize asking people who expressed the most satisfaction with your facility to increase your chances of them providing you with a referral.
Personalize your request: Whether you send an email or ask in person, it is important to relate to the person directly. You can mention a specific aspect of your program that they seemed to enjoy or benefit from the most to help encourage them to think of others than can also benefit from it.
Identify your biggest fans: Consider the people most likely to speak highly of your facility and approach them about referrals. These are the people most likely to say yes to your request, follow up with their promise, and speak highly of your facility when they do so.
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