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The Patients Falling Through The Cracks In Your Marketing
What does a success dental web marketing campaign look like? Here is one example from “click” to “cash.”
Hi there, Colin Receveur here, bringing you another episode of Fast Thoughts on Dental Marketing. Today is Wednesday March 27th. There are a lot of buzzwords out there in the dental marketing community, SEO, pay-per-click, local search, AdWords, video, five star reviews, website design, autoresponders, free reports, blogging, social media, SEO, video marketing, mobile apps, mobile websites, tablet websites, but what does it all really mean to you as a dentist? How can you actually leverage all of these buzzwords and tools to put new patients into your practice? Stay tuned, I’m going to show you how.
Episode 50, I never dreamed I’d make it this far. It’s kind of a milestone I guess. 50 episodes in the last year. Of course we started out doing them kind of once a week, once every couple of weeks and now we’re really drilling down, I’m trying to get one out once a day. I’m coming pretty close to my goal, we’re getting out about three or four a week of these shorter, more condensed episodes versus the other ones that were 20, 30, 40 minutes long. We’re trying to do more one thought, one video to keep them a little more condensed, a little more on topic.
Today I want to talk about all the buzzwords in marketing and what they mean in terms of new patients in your practice. What do all these, the alphabet soup I call it, SEO and SEM and all those terms and phrases I started out the video with, how does all that work? The first thing is, wherever you’re watching this video from, if it’s YouTube, if it’s Dental Town, if it’s who knows where you found it out there on the internet, I want you to go to our website right now. I’m saying that because I’m going to post some reference material right below this video that’s going to be critically important for you to follow along with our discussion.
If you go to our website, smartboxdentalmarketing.com, and go to the blog, today’s date is Wednesday March 27th, go to that date and you’ll find the blog post here with Episode 50. You can also find us on iTunes but of course the reference material isn’t going to be there. Right below the video I’m going to post our flowchart I call it, and what the flowchart really shows you is how all these buzzwords fit together to form a system that drives not just hits and clicks, but actual new patients into your practice, makes your phone ring, new patients in the practice and you actually put a ROI value to the marketing you’re doing. Not just marketing to market or market because you think you’re getting a better ranking or more clicks into your website, but you’re actually getting phone calls and you’re getting new patients from it.
Starting off over here on the left hand side, we’re going to start with where people are finding you at, tablets, computers, phones, whatever kind of device they’re using. They’re going to search for you in a number of different places; Google, Yahoo, Bing, Google AdWords, Google Local Search, all kinds of different places. And they’re going to search for all kinds of different things, they may search for your city dentist, they may search for your city implant dentist. What you’ll find is that as the searcher becomes more educated and they refine exactly what they want more, a person that searches say Chicago dentist, may end up searching for all on four Chicago Illinois dentist at the end of their search right when they make the phone call. Those long tail keywords are the keywords that you really want to be showing up for because the initial keywords are education and discover; phone calls don’t occur from those kinds of keywords. People search, they figure out what they want, they go back to Google, they revise their search, they tweak it a little bit and they search again. Rarely are people ever going to go to page two so focus on long tail keywords on page one.
Once they find you, when they get to figuring out exactly what they want to search for, you want to make sure that you just dominate that search page. In the illustration your Google AdWords ad, your website, your YouTube videos, your Google Places, Facebook, Twitter, LinkedIn, maybe a webinar, maybe you have a book, maybe press releases, everything out there is going to be pieces of real estate on Google. The more pieces of real estate you claim, the more times you’re going to be seen, the less times your competition is going to be seen.
Just having a website and just doing SEO, that’s why docs that just spend a little money here and there on SEO or doing pay-per-click never really gain any traction, because they’re never really getting seen. Prospects see them here and there, they go oh Dr. Smith, whoever, yeah, I’ll click on him, see what he’s about, they go back to the search and they probably never find you again. The National Sales Executive Association, I’m actually working on a version 2 of my social media book, How to Stay In Front of Your Patients Until They’re Ready to Buy, and the National Sales Executive Association says that for service oriented businesses 90% of your sales transactions are going to occur after the seventh touch. Seven times a person has to see you before they’re going to initiate a sale with you. Just doing SEO you’re never even going to get past one or two. Even if you add in pay-per-click, three or four. You’ve got to have a way to get seen many, many times, to keep your name in front of people, keep touching people and that’s what the successful dentists are doing right now. They’ve got a website that’s dominating, SEO, pay-per-click, local search, AdWords Express. They’ve got social media and press releases and books out there floating around that are driving in traffic. They have autoresponders and free reports that people can come to your website, get more information and now we’re going to automatically send you stuff once or twice a week forever.
Emails have a shelf life of course, we also do sending out direct mail cards within these coordinated marketing campaigns where on week two somebody gets an email, week four they get a postcard, week six an email, week eight another postcard, constantly keeping your name in front of them and giving them more information.
The other thing you have to make sure you’re doing is tracking, tracking everything. We give away phone call tracking, it’s like candy. Without tracking you just simply can’t know what’s working and what’s not, especially if you are marketing in multiple avenues. If the only thing you’re marketing with your practice is a direct mail postcard then anything that comes in and you can be sure that it’s a result of that direct mail postcard. But if you’ve got direct mail and TV and a website going, the chances that your prospect is going to accurately remember, even with three or four marketing avenues, and this is something that we have tested. We have tested doctors that have three or four or five marketing avenues and tested what the patient says they found you at versus what the phone call tracking says they found you at, and our results have been anywhere from 45 – 70% that the patient is wrong with where they actually found you at, or what piece of marketing they saw that finally prompted them to pick up the phone and call you.
The phone call tracking, even if you pay for it, you’re talking about pennies on the dollar. We have our Zetetics system of course, we can track any of your traditional marketing, web marketing, online, TV, radio, billboard, newspaper, magazine, whatever it may be, and show you exactly what you’re getting. We record the calls and not only that, we have a ROI calculator, we can show you dollars coming back in, exact dollars generated from anything you’re doing.
Of course, after a call comes in, after somebody comes to your website, follow up with them. If you’re looking at the flow chart, the top on the right hand side. Send them letters, emails, text messages. This should all be automated; don’t have a staff member involved with touching this stuff all the time, you’ll drive yourselves crazy, you’ll spend hours and hours on it. Technology’s out there that does this for you.
Make sure your staff is answering the phones correctly. Phone training. If you’ve got a line that new calls are coming in on, record the calls, listen to the calls at your staff meeting. Phone training’s great, there are a lot of great phone trainers out there. I promise you if you listen to yourself answer the phones, or listen to your staff answer the phones in a constructive group environment, you will correct 75% of any phone training problems that you have. If you’re a halfway intelligent guy, you’re already a doctor so I’m sure you are, and you just listen and think about what you’re saying, what the patient is saying, you can correct a lot of your problems. The problem is we don’t take the time to sit down and listen to ourselves and how we sound and what we’re saying. It’s a painful process to listen to yourself talk but it’s critically important if you want to improve, to review yourself and see how you’re doing.
The bottom right is tracking, like I talked about. Every marketing campaign, what you’re getting from it, what you’re doing, what it’s generating for you. The single biggest tool we have with any kind of marketing online these days is video. If you want to stand out from your competition, if you want to differentiate yourself, if you want to humanize your practice, if you want to be the expert dentist, the celebrity dentist that people think about you simply can’t do that with words on a page. Video is the only way to accomplish those four things. Any successful, super successful web marketing campaign has to contain an element of video to humanize, make you the expert and make you the likeable dentist. People do business with people they like. It’s not rocket science, it’s just human nature. We all want to enjoy the people around us and surround ourselves with people we enjoy so make yourself a likeable dentist, a guy or gal, and if you create the kind of video that answers peoples questions, don’t talk about yourself, answer the questions that people are asking, educate them, we’re strong believers in educational based marketing, you’ll win over more new patients and your phone will start ringing.
Take a look at the flow chart, again Wednesday March 27th, this is Episode 50 of the Fast Thoughts on Dental Marketing. Keep moving forward.