You absolutely need to understand your overall dental marketing strategy before you can begin to plan the many different campaigns that will drive it.
Too many dentists plan their marketing in a haphazard way. There is no strategy and they struggle.
Here’s one problem I see.
Dental clinics are using local media to advertise their existence, but are failing to realise this kind of push marketing should only ever be one channel of many. We are now in a world where your prospects will pull information from you on their own terms, rather than being receptive to a constant stream of adverts.
Pull marketing offers you a whole new world of effective channels to market your clinic through. All of which can be easily automated, yet provide a ton of value and trust.
Are You Guilty Of This?
People randomly find your clinic, they raise their hand and identify themselves as someone in pain, but there are no processes in place to follow up in an educational and entertaining manner.
If this is the case with your own marketing and you are continually looking for one solid strategy for your own business, I recommend you read on …
The best dental marketing strategy is to ensure all your marketing campaigns are set so as together they consistently compel all of your prospects to trust you and follow predetermined paths to your clinic front door.
Each campaign should be thought of as a funnel. One where you put your prospects in at the top and see patients come out of the sprout! This only becomes a reality when you take the time to determine every single step you want your prospects to take.
You must be very deliberate in how you direct your prospects through your virtual marketing funnels. It’s a big mistake to assume that your prospects know what to do next as they read your adverts, leaflets, and newsletter. As well as when they are browsing your website, watching your videos, or listening to your podcasts.
You Can’t Leave Your Clinic’s Success Down To Someone Else’s Guesswork.
Unless you carefully consider your marketing strategy, I can assure you the direction you would like your prospects to take won’t be obvious to them. To be honest they are frustrated and used to lazy advertising and marketing where the next step is far from clear.
You can learn a lot from how the large supermarket chains plan where they place their merchandise.
The supermarkets are switched on at guiding you around their store, NOTHING is left to chance!
They understand how YOU shop and where to position products and special offers for maximum returns.
Take The Supermarket Test And Compare It To Your Dental Clinic
Next time you are in a supermarket like Tescos check out how many calls to action they present to you and the marketing funnel associated with each one.
Each step of the way you need to offer your prospect a “call to action”.
As an example it simply isn’t good enough to only write “call for more information” on your leaflets. This approach always represents a lame attempt at marketing.
It immediately makes them wonder a number of things such as, what should they specifically ask for on the call, or is there no available company brochure and more times than not they fear they will end up on a high pressured sales pitch.
A strong call to action will guide the prospect through the next step of your marketing funnel.
People like to be led.
Thus the call for more information is ignored because it isn’t specific enough.
Try using …
“Stop Your Suffering And Enjoy Life Again By Calling 01234 567890 To Make An Appointment”
“Get Relief From Your Tooth Ache By Calling 01234 567890 For A 30 Minute Free Assessment”
To Help You Further Here’s Some Proven Advice You Can Start To Implement In Your Clinic Today:
1. Don’t only give out leaflets but instead give out consumer awareness reports, online and offline, that encourage people to sign up as part of a marketing funnel.
Learn to educate your prospects by following up with evergreen autoresponder messages.
2. Don’t send your paid traffic to your homepage.
The majority of homepages do not have a strong call to action. There is no clear message for the visitor to read and act on in pursuit of solving their exact problem. Home pages are on the whole designed with too many options due to the many links to different parts of the site. It’s an expensive business to invest in gaining more traffic only to see potential clients visit without leaving their contact details.
When you don’t lead your prospects down the path you want them to follow, they will run around your site without being captured and never return again.
3. Check your Google Analytics reports to see the paths people currently take to navigate your site; you can even see this in real time!
You will definitely be surprised, I can guarantee that!