We’re almost in the second quarter of 2018, but according to Smart Insights, the number of organizations without a digital strategy in place is 46%. Digital marketing is important, and a digital marketing strategy is essential. Here are a few tips for a solid digital marketing strategy going into Q2.
Know Your Objective
The first thing you should ask yourself when planning your digital marketing strategy is: what is my main goal? Are you looking to bring in new patients or are you looking to reactivate current ones? Once you’ve defined your objective, you can define your KPIs (key performance indicators) and how you’ll measure them. Your first step is to review your previous marketing efforts. This will help you aim for a positive, yet realistic increase in results. If your goal is to get new patients, then a good KPI can increase patients by X% in X months. Once you know your KPI, then decide how you’ll measure it. The best way to do so is by reviewing the data of your individual campaigns. Once you review the data, you can calculate metrics (i.e. percentages). After that, you can establish a list of action items to improve.
Decide on your platforms
Considering that 84% of people find organizations with websites to be more credible (Verisign), your primary digital platform should be your website. After that, consider email marketing, since 86% of people say they want to receive emails from organizations they like (Statista). Social media, PPC (pay-per-click), and display ads are also effective tools to add to your digital arsenal. When deciding to use one or all of them, think about which will resonate with your patients more – do you have patients that actively Tweet or update their Facebook statuses? Or do you think that PPC is a better route for you, since WordStream reports that 65% of people click on Google ads when searching for a product or service.
Know Your Audience
Apart from your objective, the second most important aspect of a digital marketing strategy is knowing your audience. Not only will this help you choose the platforms that are most popular with your patients, but you can then tailor your messaging. Once you know who you are marketing to, you can set up targeted, personalized campaigns. As an example, the DMA found that targeted and segmented emails are responsible for 58% of all revenue. How do you personalize your digital marketing campaigns for your patients? Speak to them in a language they understand – don’t use industry jargon when speaking to the importance of teeth cleaning. Mind data you receive about your patients – don’t set up a social media campaign advertising braces to target your patients with dentures. Finally, a touch of personalization could be as simple as adding your patients’ name to your emails.
Know Your Budget
A budget can make or break your digital marketing strategy. It’s important to know how much you want to spend on each aspect of your marketing plan so you can determine what channels are essential for you to meet your KPIs. The first thing you can do is take stock of your current digital marketing and find out how much you are currently spending, and whether those channels delivered results. For example, if you are interested in paid social media ads or online display ads but only one of those delivered quality leads, then you can reallocate your budget to boost the better platform for you.Once you’ve decided on what platforms you’ll use, it’s good to reevaluate them and your budget to see if you are over or underspending.
Defining your digital strategy can be difficult. For more tips on how your dental practice can make the most of digital marketing, contact BlueWing Dental today.