Don’t Get Burned by Your Marketing Company

I really don’t like to speak poorly of anyone. I don’t make a habit of it, and I don’t plan on starting now. But given that I take responsibility for pointing you in a SMART direction for growing your practice, I’d be negligent if I didn’t mention something.

And that thing is that there are a lot of places you can invest in that promise to help you get patients online.

Sadly, they aren’t exactly focused on achieving that goal.

For example, it seems like common sense that getting your practice an extremely high ranking on Google® would bring the patients running to your door, right?

And that’s why you don’t have to look very hard to find a long list of people who are willing to help you achieve that goal.

Make no mistake, getting a #1 ranking on Google® or any search engine is no small feat. And should you get there yourself, you can pat yourself on the back.

There’s just one problem with that, however…

Just because you’re ranked well in the search engines doesn’t mean that the patients are going to come. It can be extremely frustrating when you think that’s going to happen and you go to all of the work and expense to get exposure in the search engines.

But really, which is more important to the future success of your practice? Would you rather “get found,” or would you rather GET PATIENTS?

So the choice you have is whether or not you’re going to focus on the ultimate goal you want to achieve or not.

There are plenty of people out there making a living helping you achieve intermediate goals.

But before you invest in those things, just make sure that’s all you want.

In the work we do with our clients, we really only have one focus: NEW PATIENTS. That level of clarity makes it much easier to make decisions. With each step we take, we simply ask, “Will this deliver measurable progress to attracting more patients or not?”

Now sure, “getting found” feels good. Facebook Likes, Twitter followers, and so on will warm the cockles of your heart. But by themselves, they won’t make you a dime.

What’s your new patient conversion rate from social media?

What does each Facebook Like for your business page cost you?

What is your ACTUAL ROI from social media? And how do you tell?

If you’re focused – like we are – on helping you convert prospects to more and better patients, you have to know what your marketing is doing for you.

Otherwise, you’re almost certainly throwing money away. And how long can you continue to do that?

So, be careful to understand exactly what you’re getting from the person or company that offers to help you establish an online presence. And make sure that what they offer is what you need, not necessarily just what feels good.

If they’re not helping you get more and better patients, why would you hire them?




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About the author
Colin Receveur is a nationally recognized speaker, author, and dental web marketing expert who has pioneered the way dentists market themselves online for the past decade. Since incorporating in 2001, Colin has established a rock solid track record with his dentist clients and turned SmartBox into a stalwart of proven results for hundreds of dental practices.