As they say, talk is cheap. Showcasing your dental marketing strategies and services is great! However, it’s always about the bottom line: “How much money am I making in return”
Some dental marketing companies are struggling to prove the ROI from all the marketing campaigns proposed and executed.
Each client and campaign and goal is different. A great dental marketing agency knows that it is not only the noise or conversions are being shown, but the data needed to prove shows that the agency was able to drive the estimated return of investment from the campaign.
A great dental marketing agency can show you the right metrics and be transparent about it to their client. It shows the clients how their metrics are progressing during and after a campaign.
Integrity is one of the major cards of the game. Establishing trust through an ROI report can help you build a long-lasting rapport and pursue upcoming campaigns with your agency.
Different Types of Metrics
A typical digital campaign usually includes data analysis that your dental marketing agency has collected. It is extracted from the campaign and reported to you in a simplified format to understand the data.
Data Collection and Analysis Format
Data collection and analysis are shown in different formats and methods. Your number of social media followings, Google analytics, landing page conversions, click-through rate are some of the format examples.
Data collection and metrics reports can vary depending on the platform that you are focusing on and the goal for each campaign. A great metric report will be short and direct to the point to only focus on your goal and how well are you moving the needle.
From the report, your dental marketing agency can suggest in which direction are you going to move forward.
Before you start any marketing campaign, it’s worth checking out some of the different metrics that you can use as a reference to see if you are achieving your campaign goal and ROI for your dental practice. This is how the best dental marketing agency shows the metrics and ROI.
A well-thought blog should be able to convert new readers and to make them consistently read your content.
Your blog should not only bring traffic, but your content should be high quality as well to attract the same level of high-quality leads to sign up for either your newsletter or for your 30-minute free consultation.
Google Analytics is one of the most common tools that most dental marketing companies will recommend as a reference point. It provides comprehensive website traffic data including the number of people who viewed your page on a specific date and time.
From the web traffic, you can also see where is the traffic coming from such as the country where they belong, the user flow, and their behavior.
This type of data can help you understand the audience you are attracting and how you can either improve or change your content or keywords to target your desired audience.
The organic traffic and sign-ups should showcase if you are getting traction and sales, and see if you are getting your return of investment.
In proving the ROI for a specific web page, and established dental marketing agency will check a specific link from your page. They can determine the required investment on the keywords that will use for your blog post to rank organically.
Your email marketing’s aim should nourish your new and existing leads to make them sign up to book a call with you via your website or the actual email.
Great email marketing can tell your dental practice’s story, bring out the soul of your brand in front of your audience, and speaks to your patients’ pain points, and of course, provide the solution which is your services.
An increased email list, web traffic and a potential booked appointment can be a great indicator of a strong email marketing strategy.
You can simply measure the metrics, using the email marketing platform you are using as well as your goal and Google Analytics for the web traffic derived from the email campaigns.
Ideally, your number of conversions and average order value are some of the factors to consider in calculating your email ROI.
Other tools like SendGrid can provide you with the data for the conversion, clickthrough rate, bounce rate, and potential ROI depending on the industry you are in.
They offer a free ROI calculator for you to try.
Ah yes, Google ads. For some, it might be overwhelming to learn about Google Ads.
To make it simple, Google Analytics is another tool being used to measure your pay-per-click traffic from your Google ad campaign.
Your post-click landing pages, website home page, or sales pages are some of the pages where you can keep on track with the conversion rates and sales analytics.
Some dental marketing services offer other advanced tools where you can track your average cost per visitor and how much it cost to attract lead.
A reputable dental marketing agency can help you optimize your ads and their cost per conversion to oversee the actual ROI for your Google Ads campaign.
Social media platforms already have a built-in tool for you to see the basic metrics. Your number of followers, your audience demographics, and when you create a social media campaign, Facebook, Instagram, Twitter analytics can help you see the web traffic, cost per click, and the clickthrough rate and oversee if your campaign was successful.
Some dental marketing agencies also show consumer conversations. From this, you can determine the type of comments that consumers post. You can identify your audiences’ comments.
It can help you create or retain better content and eventually convert them into an actual sale.
In marketing for dentists, we usually suggest that having your brand perception analyzed first before creating any campaign can also help you identify the consumer perception of your brand. It also indicates which campaign could be successful based on your audience’s perception.
It can help you project if your campaign will be a success or not, identify the purchasing behaviour, increase in your web traffic, sales conversion, email sign-ups, and backlinks.
Some dental marketing agencies will swoon you with fancy designs as part of their dental marketing services.
However, marketing should have a balance of design and data.
Sure, your website looks fancy but does the design is easy for the eye to deliver the message?
Google Analytics can help you gather the data both before and after the design project starts. That way, you have the numbers to compare the performance from the previous and newest design.
A bounce rate is an indicator of how quickly does your audience exits your website.
Aside from raising campaigns during Christmas or other holidays, having a low bounce rate and high page view every quarter is a good indicator of ROI.
It also shows that the revised website design is aesthetically clear and moving to your audience to stay and navigate your page for a long period.
A successful website page should drive success on an average of 5 years or more.
We have discussed the different platforms that a dental marketing agency can conduct your dental marketing campaign and show the ROI.
Each platform has its indicator and tools to see if your campaign will bring brand awareness and return on your investment.
Remember that the metrics will depend on what type of channel you want to start the campaign and your campaign’s goals.
The dental marketing agency that you hired can execute the marketing campaign efficiently and gather the data, report the metrics in line with your goals and expectations, and the tools used to extract the in-depth analysis.
Your overall success will be based on the dental marketing agency that you will hire.
We have discussed the overview of how ROI can be proven. However, if you are still not sure which digital campaign you would try or fit, we are offering a free 30-minute call to help you assess your dental marketing services and needs. Contact us here, and get your free consultation today.