Determine Where to Allocate Your Marketing Dollars
Deciding where your Internet marketing dollars are most effectively spent is a complex process. A variety of marketing strategies are available to you, including website optimization, directory listings, PPC advertisements, and even traditional media marketing. Objective measures are needed to evaluate which of these strategies or combination of strategies are delivering the greatest return on your investment. Patients who appear to arrive at your office from word-of-mouth sources further complicate the evaluation process because, in many cases, they may have relied on the Internet to support their word-of-mouth reference — or on search engines to look up your phone number. In other words, what appears to be a traditional lead may be an Internet lead. Only by tracking your results will you be able to spend your dollars where they count.
Analytics: Your Marketing Advantage
Google Analytics monitor and record the happenings on your website. This data is extremely valuable for a variety of reasons. Which pages visitors like, which pages they don't like, how long they stay and where they come from is information you need to know — information that quality analytics provide. Evaluating and taking advantage of the information obtained from these sophisticated programs is challenging. Practices that understand the nuances can fully capitalize on the data collected.
Email and Call Tracking: Pursue Your Success
Marketing campaigns are your primary source of business and therefore critical to the success of your practice. Patients arrive at your practice from a variety of sources: some may have typed your name or the term "dental veneers" into a search engine while others are referred from friends. Some may have heard your radio advertisement. Email and call tracking capture objective lead- and consultation-related data that is essential to gauging which elements of your program are providing a favorable return on your investment.