MARKETING Success Strategies in the New Economy

Scott F. Peterson DDS, PA.

What Is MARKETING?

Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments.

Marketing is further defined by the AMA as an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Source: Wikipedia

Types of MARKETING?

There are many types of marketing such as inbound (relationship) , outbound (brand and advertising), internal, external, database, multi-level, digital, article, video, email, permission, affiliate …and many more.

What we are mostly going to talk about here today is “digital marketing”. Digital marketing involves digital channels such as TV, Radio, Internet, Mobile and Social Media.

Digital media is broken up into “pull” (websites and blogs) and “push”(Email, SMS, RSS) marketing.

Overall GROWTH Strategies For DENTISTS

Attracting NEW PATIENTS

Retaining EXISTING PATIENTS

Reactivation of those who have left the practice. (Monitor...Why? Fix-it, Prevent it, Invite them back with an offer).

Costs much less to reactive a patient that’s been in the practice, than it is to ATTRACT a new patient.

Message, Market and Media

“Instead of one-way interruption, Web marketing is about delivering USEFUL CONTENT at just the

precise moment that a buyer needs it.”-David Meerman Scott, Marketing Strategist

Right message, at the right time. Are you reaching your prospect at the right time in their

buying cycle?

Message - The WHATMarket - The WHOMedia - The HOW

No BS Income Explosion Guide 8: 4:00’ Dan Kennedy

EDUCATIONAL SCALE and READINESS of Your Prospective Buyer

Benefits of Purchasing (Message is to the Unaware Market, the 1’s)

Objections to Purchasing (FAQ’s and Answers to the 4’s, 5’s and 6’s who are Aware, but need more information)

Seller Selection Standards (Who is going to do the work? Message must spell out USP’s of the doctor; answers question WHY should I buy from you? People who can afford to pay don’t want PRICE offers….they want an EXPERT, an authority… the “Celebrity”!

1___________________5___________________10 Unaware -----------------Aware --------------

Ready to buy

Marketing INFORMATION to Niches

Ready NOW buyers - vs – NOT READY YET “information gatherers”

Keeping in mind the concept: Message – Market – Media WHAT is your message to WHO and HOW will you reach them?

INTERURPT – ENGAGE – EDUCATE – OFFER

The Internet is an information gatherer’s best tool, so as a marketer of information we give them the information they want through

REPORTS, eBOOKS, WHITE PAPERS, BOOKS, VIDEOS and AUDIOS through “opt-in” forms.

Now we are perceived as “authors”, authority figures and experts; we have captured the gatherer’s contact information; now it’s our job to build “like and

trust” with multi-step, multi-media campaigns using proven strategies and tools to continue to educate them with benefits of ownership of our

product/service, answering objections to ownership, all while spelling out our USP’s (unique selling propositions) and why they should come buy from us

when they are ready to buy!

Proven Methods for MARKETING a Dental Practice

• Search Engine Marketing (SEM, SEO & PPC)

•Websites that are easily found online

• Blogging

•Targeted Email Marketing

• Social Media Marketing (Twitter, Facebook and LinkedIn)

• Video Marketing – YouTube (2nd to Google.com)

• Mobile Marketing – Smart Phones, iPhone, iPad, etc.

Some Interesting Search Statistics

Search Engine Marketing

Marketing a business to be strategically located on the Search Engine Results Pages

Three ways for a local business to market themselves using the Internet

1. Organic Results

2. Local Business Results (Google Places, Yahoo & Bing Local)

3. Paid Results

- Pay Per Click- Banner Ads- Media Buys

Organic Results

•80% Click Through Rate

•Higher Trust

•Higher Visitor Value

•PPC Awareness

•High ROI

•Long Haul Game

•Based on Trusted, Theme and Authority Links to your website

•Transparency and Exposure

Google Places

•Since 2010, Google has integrated places with organic search.

•Mostly based on Services, not products

•Need good SEO and back linking with website to rank well

•Based on Trust and Citations

•Must Claim Listings – use www.GetListed.org - This works for Google, Bing and Yahoo

• Get into Google Places here: www.Google.com/Local/AddNeed To Know:

Over 50 Million Google Places pages, and only 4 million have been claimed!

Google Places Results

What is Local Internet Marketing

• Also referred to as i-marketing, web marketing, online marketing, eMarketing, electronic marketing

• Same as Traditional Marketing – except with a different medium – The Internet

• Find and Nurture RelationshipsAdvantages•Cost Effective

•Measurable

•Quick ROI

•Efficient

Limitations•Newer technologies over traditional

•Technology Restrictions (low Internet speeds)

•Education

Why Local Internet Marketing

• 67% of people searching online actually purchase their product offline at a local business!

• Internet Advertising for a local business in 2008 - $3 Billion

• Internet Advertising for a local business in 2010 - $13 Billion

• As of Jan 2011 – 2.4 billion searches are made monthly with local intent.

• 43% of ALL searches on Google include a Geographical Modifier

- Like a city, ZIP code, or county- 61% of this group make their purchase within 24hrs OFFLINE

• Communicate with potential patients on a more personal level

• Deepening the relationship with current patients

Be where paying customers are looking

Websites

• Speak the right message to the right audience- Multiple target markets

- Ready to buy dental services- Looking for more information (info marketing)

- A job in a dental practice- Contracted work (specialty services)

• Always achieve a Call-to-Action (CTA)- Can be phone call, email, form, comment

• Don’t reinvent the wheel!

• Offer Value for Stickiness

• Measure and Analyze

• Plan, Do, Review and do it again!

Your Website Receives Traffic Many Ways

Blogging

Companies that have a blog:

- Have 97% more links (for better ranking)

- Have 79% more twitter followers

- Have 55% more website visitors

(Source: HubSpot blog survey of over 2,100 customers)

Targeted Email Marketing –Retention Strategy

• Direct Marketing• Cost effective• Highly targeted and customized• Measurable

• Maria’s story and how it affected a dental practice

• Direct Communication – Build, nurture relationships – increase trust and loyalty

• CAN-SPAM Act of 2003

• Bottom line: Build your database of patients by capturing name and e-mail.

Social Media Marketing

Using social networks, blogs, online press releases, marketing and customer service.

- Facebook, Twitter, LinkedIn, YouTube

1. Used to create buzz2. Word of Mouth on steroids (fans)3. Conversational (little control)4. Deepening relationships

Local Facebook Marketing

Setup a Facebook Fan Page For Your Business

1. First impressions are important no matter where people find you. Be sure you have a professional image of you or your business.

2. Fill in the “Additional” information as much as possible. I.e. Education, work, hobbies, music, books you read, etc.

3. Share your photos, videos, links on your Fan Page as this makes you real to you visitors (60% social, 40% relevant). Contests and competitions with you fans gets them engaged.

4. Above all, add good, quality content. This will draw people to your fan page to find out more about you and what you offer.

5. Be social! Get involved with the people who are a part of your social network.

Local Facebook Marketing

Example of a good Fan Page:

Facebook.com/DrScottConsulting

- Impressive image of dentist

- Interactive graphic to get you to like their page

- Close to 100 likes.

- Video presentation.

Local Facebook Marketing

The is replacing the

= =

Social Media Marketing

• 800,000 people DAILY signing up to Facebook – 3rd largest country!• 50% daily usage• 45% of US audience is older than 26 yrs• 47% of US audience has household income

above $50k• Fastest growing group, women 45-55 yrs

• Twitter is fastest growing marketing medium – EVER!• Inexpensive – FREE!• 80% on mobile• Early phases of mobile marketing• 01/09 > 9% 09/09 > 16%

business twitter usage. AMAZING climb.

How Big Is Mobile Marketing?

• 5 billion text messages sent everyday

• 98% of text messages read in 15 minutes

• 91% of Americans have cell phone

• 95% of U.S. mobile phones receive text messaging

• EBay & Amazon each did $1 billion in mobile sales

• Google $6B offer for Groupon (294 cities) declined

• Google says 2/3 of purchases are Mobile and more searches on Mobile than desktop by 2015