Marketing Your

Dental LabLab Day Chicago 2015

Learning goals

● Inbound vs Outbound marketing

● Content marketing

● Website evaluation / upgrade

● Print marketing

● AdWords

● Next steps

Outbound Marketing

Examples

Outbound Marketing

● Buckshot approach

● Timing misaligned

● Bad economics

● Lack of consistency

Digital Marketing

● Inbound approach

● Always live

● Low entry cost

● Fluid/Scalable

Inbound Marketing

Definition:

Inbound [marketing] is about creating and sharing content with the world. By

creating content specifically designed to appeal to your dream customers,

inbound attracts qualified prospects to your business and keeps them coming

back for more.

Source: HubSpot

Inbound Methodology

Content Marketing

Definition:

Content marketing is the marketing and business process for creating and

distributing relevant and valuable content to attract, acquire, and engage a

clearly defined and understood target audience – with the objective of driving

profitable customer action.

Source: The Content Marketing Institute

Content Marketing

Blog Posts

Content Marketing

Your (Digital) Soapbox

● Social networks

● Industry specific forums

● Email correspondences

● Your website

● Reference in other content

Start Small, Think Big

● Low cost of entry

● Scalable

● New growth tracks

● Separate from pack

Start Small, Think Big

Website Evaluation

Freshness

• Does your website contain your latest products?

• Have you added any information in the last two months?

• Is the most recent information visible on the homepage to

show you have fresh content?

Website Evaluation

Refreshability

If you think of something to change on your

website now, how long would it take to make it

happen?

Options

PrintPrint Marketing

PrintPrint Marketing

PrintPrint Marketing

Pros

• Looks amazing

• Tactile

• Presence with doctor

Cons

• Cost

• Refreshability

• Audience

AdWords Marketing

Examples

Three quick starter items

● Evaluate your website for freshness and refreshability

● Develop a direct mail campaign for one service/product

and find a vendor to produce them for you

● Look at your lab’s offerings and pick two

services/materials you would market with AdWords

Questions?

Thank You