With So Many Marketing Agencies Competing for Your Business, Here’s How You Select the Right One
There’s a wide variety of marketing agencies out there competing for your dental practice’s business. And while many of them bring extensive experience working with big name brands and cool Silicon Valley startups, how do you know which marketing firm is the best for you?
Like many dental practices, you have a specific budget set aside for marketing. Your goal is to get the largest return on investment possible from these dollars. Your results, however, will depend on the strategy implemented. Not every dental office is created alike, which means not every agency is the best marketing choice for an office.
How do you go about choosing the best dental marketing agency for your needs?
Ask the Hard Questions
Before you start to look at dental marketing agencies, you need to ask yourself some hard questions. These answers will help you choose a firm and will also help them better serve your needs.
Ask whether you have a clear, compelling message or if you need help developing one. To develop a clear message you’ll also need to understand who your target market is. Is it upper class stay at home moms who are looking for a dentist for their children or middle aged working women who are looking for teeth whitening. It doesn’t matter who they are, just that you know them.
Another important questions to ask yourself is what cost per acquisition is acceptable to you. How much are you willing to spend on each customer?
Finally, the most important question is to ask whether you’re truly ready for a partnership with a dental marketing agency? Are you in a position to listen to their expertise and trust them to guide your practice through the marketing waters.
Clear answers to each of these questions will help your dental marketing be as effective as possible.
Look for One With Experience With Dentists
Marketing a dental office is completely different from marketing a software product or food item. It takes a company that has a solid understanding of the ins and outs of running a dental practice, as well as the legalities behind what you can say and what you can’t say.
Imagine working with a marketing firm that has no understanding of how your industry works. How would they know how to analyze your audience or speak to them if they don’t understand what your industry is all about?
The right dental marketing consultant will be one who is willing to learn about your industry, understand your needs, and take action on that information. The best consultant will be one who has years of experience working with dentists.
Look at their Portfolio
When looking for a dental marketing consultant, make it a point to look at their portfolio. This should include links to active websites they’ve worked on. Ask for websites that have similar functions to what you are looking for.
For example, if you want your patients to be able to book appointments online, ask to see websites that have that capability. Check each website on your desktop, tablet, and mobile device.
Additionally, look at how well the marketing firm’s portfolio websites rank for certain terms that they might be targeting. This will give you an idea of how well they can carry out a search engine optimization strategy (read our article on search engine optimization here).
Finally, ask to see website reports for some of their clients. This will help you see what they report on and what kind of results they get. When looking at the reports pay attention to more than just buzzwords. Thoroughly read the report and research anything you might have questions about.
Reputation is Everything
The reputation of the firm you work with is incredibly important. Be sure to research the ratings of the firm you are looking at hiring. Read their facebook reviews and Google reviews. Ask to speak to some of their clients.
Once you speak to a client, ask them what their experience was like working with the company. Ask about the process from start to finish and what you might expect when working with the firm.
Make it a point to understand what strategy was used for these clients, what types of services they had, and what the partnership looked like between them and the firm.
In all of this you are looking for a clear idea of what the marketing firm’s track record is for winning success for dental offices. Just because a firm has worked with software companies or cereal companies doesn’t mean that they have the expertise to make your marketing strategy one that is a success.
A firm with experience in the dental field is the best option because they will understand your needs, have a clear idea of how to meet them, and understand how to execute the strategy.