Written by Ana Perrone
PMU, unlike hair coloring or nails, is not an art that can be performed on the same client every month without significant consequences. The continuous and repetitive tattooing of a customer would ultimately result in them running out of skin space!
Hence, it presents a genuine concern for professional artists and trainers to obtain new clients regularly.
Whether you are embarking on your PMU business venture or have been in the game long enough, transforming unresponsive leads into profitable clients can become an exhausting task.
So, let’s discuss one way to yield a return on your investment by converting potential prospects using digital best practices!
Why It’s Crucial You Learn How to Convert Leads as a PMU Artist
Who among us hasn’t dealt with online trolls who wasted our time trying to boost their online presence?
Who hasn’t felt lost when missing prospective consumers’ calls solely to learn that they opted for your competitor’s services because he/she was faster and more efficient in answering their queries?
Consequently, “the conversion” becomes imperative in the marketing world; it refers to transforming promising leads into valuable-paying customers.
This phenomenon encompasses all aspects of marketing techniques – whether it is Search Engine Optimization (SEO), paid advertisement campaigns or social media engagements.
PMU Marketing Dictionary
- Prospect – a potential customer
- Query – a question from a potential customer (asking for information, trying to book consults or a treatment, and similar)
- Lead – a query from a potential client achieved as a result of your promotional efforts
- Conversion – the act of turning as a lead into a customer
- SEO (Search Engine Optimization) – a collection of practices in web page creation and management that ensures the page is ranked higher on search engines, like Google
- Lead capture (or generation) form – a form through which a person can send in their information or questions directly on a web page
- Conversational marketing – a form of promotion through conversation with leads, like live chat directly on a web page
- CRM (Customer Relationship Management) system – practices and technologies that allow for communication with leads to be tracked and analyzed
Conversational Marketing – The Best Way to Convert Leads into Bookings
Starting real-time conversations with buyers and customers can be achieved through conversational marketing. By using targeted messaging and sophisticated chatbots, there is no need to force people to fill in lead capture forms.
In fact, the use of conversational marketing is revolutionizing the way in which clients book online.
Asking visitors to your website or social media readers to fill out forms is not the only means of converting traffic anymore. That process can be replaced with something more streamlined – intelligent chatbots that engage prospective clients when they’re visiting your site.
The original method involved incessantly monitoring leads once their information was entered into CRM systems; calling them, texting them, then retargeting them if no feedback was received initially.
Do you recognize this tedious ordeal?
Image source: Freepik
With conversational marketing methods however, things have changed!
In today’s world, who finds filling out forms to be enjoyable? Can you personally recall completing any of the last two dozen website forms that you have visited?
It is probable that your potential clients feel the same way.
Customers and buyers appear to be too occupied and do not wish to waste time with excessive administrative tasks like form-filling.
It has become increasingly difficult for purchasers to make bookings online due a growing lack of personal connection from businesses.
Conversational marketing has emerged as a dynamic technique for businesses to engage their leads and convert them into bookings.
The approach pivots on the concept that by starting authentic conversations with customers, companies can shape lasting relationships and generate loyalty.
Essentially, conversational marketing puts customers at the heart of operations, offering tailored solutions based on individual needs.
What Makes for Effective Conversational Marketing?
There are several hallmarks of effective conversational marketing in practice, but an individualized approach to every client is what gets the job done.
Personalization is key, demonstrating that companies understand every customer is different and strive to connect based on their specific concerns or interests.
For example, an online travel agency might leverage data input from past search history or preferences when dealing with a lead via chatbot.
5 Steps to Make Bookings Feel Personal Again
To restore a sense of personalization to the booking process, we must implement a 5-step strategy.
These steps are:
1. Build trust
2. Engage when the leads want it, not when it’s convenient for you
3. Make leads feel special
4. Collect names and phone numbers
5. Close the deal (book the lead!)
Let’s explain each step.
Step 1 – Build Trust
The first step consists of building trust and establishing a rapport with potential clients even before they visit our website.
It requires us to collect and highlight positive reviews about our business.
By showcasing commendable customer experiences through these online reviews, we can communicate professionalism while strengthening relationships with future patrons which will ultimately lead to successful bookings down the line.
How This Works in Practice:
Google reviews are highly beneficial as they not only enhance search rankings but also attract serious clients who are ready to book immediately. It’s essential that we understand the significant influence good reviews can have on the decision-making process of prospective customers.
In fact, potential clients within proximity will be able to ascertain from these reviews whether we are the best service provider in this area.
Step 2 – Engage When the Leads Want It, Not When It’s Convenient for You
Collaborate on their time, not yours.
In this phase, you should aim to accommodate your client’s schedule when seeking feedback from them. Avoid causing them frustration by actively engaging with them at the most appropriate and convenient times for them.
Remember that prioritizing their requirements is always vital in maintaining good rapport throughout any professional engagement. Maintaining open lines of communication during discussions is also crucial, as it ensures transparency and cooperation.
Let’s paint this scenario: as a sales rep of a small business encompassing a physical space (e.g., clothing store), your aide comes into play when you spot customers entering through your doors.
Should you pretend to be unaware of their presence and let them browse unassumingly? Or perhaps, do you pester them with pushy sales tactics as if they are prey?
Certainly not! Timing is an indispensable factor that any individual who has worked in retail can attest to. Therefore, why not apply those tried-and-true retail customs to our website or Google Business Profile?
To attract and retain new clients, it’s important to prioritize their needs.
One way to do this is by welcoming them and asking if there’s anything specific they’re looking for. From there, you can suggest your most popular or top-selling services, showcasing them with visual aids like pictures, videos or even animated GIFs.
It’s crucial not to turn away from approaching potential customers because keeping them engaged means a better chance of securing a booking.
Once you have their contact information (name, phone number and/or email), make sure the check-out process is a breeze by offering convenient online booking or access to live customer service representatives.
How This Works in Practice:
I suggest utilizing chatbot technology in conjunction with live agents. There are numerous options available today, each with varying price points to suit any budget.
Deploying these chatbots on both your website and Google Business Profile is recommended.
By incorporating a chatbot onto your website, you can address FAQs, display videos and graphics, as well as entice potential customers to schedule service appointments or buy products.
One final aspect that should be emphasized is discretion; ensure customers that their personal information will remain confidential and that you’ll only reach out during business hours.
By implementing these strategies and showing at every step of the way, you can cultivate long-term loyalty within your client base.
Step 3 – Make Leads Feel Special
Ensure that your customer service is just as exceptional and personalized as your unique services.
Many individuals shy away from conversing with a chatbot due to the feeling of being treated merely as another number.
How This Works in Practice:
It’s important to develop a chatbot that appears human-like, answering frequently asked questions while providing helpful suggestions based on clients’ responses to key inquiries which keep conversations engaging by integrating videos, photos, and humorous animations (GIFs).
Step 4 – Collect Names and Phone Numbers
Determining whether a lead is truly interested and ready to book a service can be a challenge.
However, one telling sign of their level of commitment is when they willingly offer their phone number. This gesture typically indicates that the individual is seeking more personalized communication and intends to act towards securing a booking in the immediate future.
Ideally, at that point, it’s time for a person to jump in!
How This Works in Practice:
In my case, I have setup my chatbots on my websites and Google Business Profiles to notify me via push notification and text message to spring into action as soon as the leads share their phone numbers, which enables me or one of my employees to dive right in and replace the chatbot for a “live agent” without any delay.
Step 5 – Book the Lead!
If you ticked all the boxes above, closing the deal should be easy. They just need to make that final step and book the treatment or consults, and your role, or the role of the tools and solutions you use, is to not hinder them.
Getting that final step right is what ultimately secures you income!
How This Works in Practice:
The best way to secure leads is definitely a person getting back to them and setting up the booking.
But on many occasions outside of standard business hours, after collecting their names and phone numbers, it’s possible to set up your chat bot to redirect leads to an online booking page for self-booking assistance.
In these cases, it’s truly fulfilling to see new clients enter without any queries because their concerns have already been addressed by online resources: website or Google Business Profile chatbot).
So, if you set everything right, you can secure new clients with ease even when you’re sleeping! The process of booking these individuals is virtually effortless for me.
Final Note – How to Handle Deposits
Whether or not to ask for a deposit is a matter of personal preference. Some artists do it in order to protect themselves from customers who aren’t serious about going through with the treatment. Others choose not to ask for a deposit for any number of reasons.
In consideration of the variety of services I offer, I request a booking fee from new clients for some but not all.
With experience, I have become familiar with the patronage associated with each service and consequently, determine who needs prepayment to secure their spot on my business’ schedule.