Making the Right Investments in Your Marketing with Dan DelMain – 023

Marketing is Hyaj! That wasn’t a typo.

It’s really Huge. Especially when you are trying to grow – and make more money than you have made for the past 82 years.

Check out my man Dan DelMain. The guy knows marketing. Especially for you dentists out there!

Grab some coffee/tea/wine, or your 23 days cleanse, and listen in!

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Our podcasts are interviews between Justin Krane, Krane Financial Solution’s President, and various professionals, one or more of which are or have been Krane Financial Solutions clients. However, nothing stated within the podcasts should be considered a testimonial or endorsement of Krane Financial Solutions or Justin Krane, and the professionals have not been directly or indirectly compensated for being interviewed.

Our podcasts are interviews between Justin Krane, Krane Financial Solution’s President and various third-party professionals. Noting stated within the podcasts should be considered a testimonial or endorsement of Krane Financial Solutions or Justin Krane, and the professionals have not been directly or indirectly compensated for being interviewed.

Dan DelMain is the owner of Delmain Analytics, a digital marketing agency based in Portland, OR. Since 2009, Dan and the Delmain team have helped dentists across the US drive website traffic, attract the right patients, and achieve real results through their website and online marketing and advertising efforts. Dan is a proud member of the Academy of Dental Management Consultants and is a frequent contributor to dental publications, podcasts, and conferences including Dentistry IQ, Dental Town, and Bulletproof Dental Practice.
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Marketing is an Investment, not an Expense

• Marketing is an investment because of the impact it has for your business in the long run.
• Search Engine Optimization (SEO) is an investment because of the continual effect it has on a practice’s website visibility, credibility, and traffic.
• The amount of marketing expenditure varies. It should be around 3 to 7% of total revenue going toward marketing, advertising, and targeting new patients.
• Existing patients are the cheapest patients but there’s always opportunity to bring in new patients. That is where marketing, advertising, and other avenues really come into play for dentists.

Teamwork Makes the Dream Work

• When looking for marketing services, an agency with several areas of expertise can make a collective, collaborative effort to solve problems for a dental operation.
• An example of the different departments include: account management, SEO advertising, content marketing, and web design and development.
• By having a multi-functional team with different skill sets and disciplines, it enables a marketing agency to achieve the desired results learned from the initial dentist discovery call.
• Communication, loyalty, and other valuable intangibles are why dentists stick with a marketing team for the long term.

Less is More? Or do it All?

• It depends on where the practice is at. If a new practice, Google Ads makes sense to throttle patient growth.
• A more established, multi-location practice should put a stronger investment into social media to play up brand visibility to touch as many new or existing patients as possible.
• Practices in the middle should focus on SEO and content marketing.
• Think of the target patient audience and which social platforms they’re using. Get really good at those platforms and don’t worry too much about the rest.

Measuring ROI

• There is a solution for every stage/size and a focus should be placed on just a couple things with the best ROI.
• It is important to monitor ROI in marketing efforts, track and communicate results.
• Every dollar put into Google Ads, Bing Ads, and Facebook Ads is 100% measurable.
• It is possible to get very detailed in data reporting from several areas of operations. The value of form submissions, phone calls, instant messenger widgets, and online scheduling applications can be measured throughout the lifetime of the patient.

 

Best Quotes:

 

“It’s an investment [marketing]. Especially when we talk about search engine optimization, and keyword rankings, and website visibility, and website traffic. I use the analogy of it’s a snowball, right? So as you’re sort of building up your site’s credibility in the eyes of Google and other search engines like Yahoo and Bing, the snowball continues to get bigger and bigger and bigger.” (6:01)

Anywhere from three to seven percent potentially of what your revenues are should be going into marketing, advertising, and targeting those new patients.” (8:21)

“It’s also important to point out, Justin, that your existing patients are your cheapest patients, right? But there’s always opportunity to bring in new patients and that’s really where marketing, advertising, and other avenues really come into play for dentists.” (8:34)

“I’m not a big proponent of doing a lot of different things when you can concentrate on maybe one, two, or three things where you know you’re going to get the best return on your investment.” (15:56)

“Once it kind of feeds into the practice, you’re looking at the lifetime value of a client and really you can kind of parse that data all the way to that first form submission or that phone call from two years ago. And that patient that came in basically worked their way up to a crown, then an implant, right? So the lifetime value is high. You can trace it all the way back.” (19:11)

 

Connect With Dan

Email | Website

 

 

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