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Patient Attraction Episode 559: Are YOU Making These Common Dental Marketing Mistakes (Part 6)?
I’m a big fan of the saying, “If it ain’t broke, don’t fix it.” Of course, you have to know when something is broken, and I’ll get more into that when we return.
– Hi, Colin Receveur here, CEO and founder of SmartBox Web Marketing.
– Today I want to tell you about a mistake that dentists make that is all-too common, yet unbelievable at the same time.
– Here’s how it happens:
– A doctor finds a successful marketing campaign either through research, skill and strategy or just dumb luck.
– But he has this print ad or AdWords campaign or TV commercial or an internal marketing email sequence that is going like gangbusters.
– And the piece gets him great results at first and then levels off to a good and consistent level of phone calls.
– Over time, the doctor gets bored with it and decides he wants something new.
– And he can’t capture lightning in a bottle again.
– He tries numerous other ads, but he just can’t figure out what went wrong.
– What went wrong was he changed something that wasn’t broken on a whim!
– If I had a machine that gave you back $5 for every $1 you put in, you would gather up every dollar you could get your hands on and never stop putting them in that machine!
– Yet that’s exactly what dentists do with successful marketing.
– What doctors are afraid of losing is the opportunity cost.
– Could another ad or campaign or radio spot or whatever do BETTER than the one I have that is working well?
– Here is where I urge you to do BOTH.
– You don’t have to stop a successful piece to try a new piece.
– In fact, this idea of trying to two different variables to see which performs better is a core tenet of basic marketing.
– It’s called A/B testing.
– Not only is it OK, it is encouraged.
– Does this cost a little more?
– But if you have a champion ad, and through the process of A/B testing find an even more successful ad, then you have increased your ROI.
– I will reiterate something I told you earlier in this series: you must have a system in place that allows you to track the effectiveness of your various marketing pieces.
– Without objective, trackable data, you will not KNOW the results of your A/B tests or even the true results of a single piece.
– Thanks for joining me today, and keep moving forward.