Before marketing your dental practice, determine your marketing budget. Marketing budgets vary. In our experience, a marketing budget of 20% of gross revenue is a good starting point. If you’re just starting out, you’ll have to make some projections. If you have the budget, the best marketing plans are omni-channel. They may include radio, television, print, direct mail, and digital channels.
There are essentially two types of marketing: brand marketing and direct marketing. Brand marketing’s goal is to increase top-of-mind awareness. Direct marketing always includes an offer and has a goal of generating a response (call, contact, appointment, etc.).
Prior to purchase, prospects are in one of three phases of the “sales funnel.” Phases of the sales funnel are awareness; consideration and comparison; and decision. Your marketing plan needs to meet the needs of prospects in each phase of your funnel.
Content marketing is a great option because it can be used for brand and direct marketing initiatives, and it’s highly effective in engaging prospects and moving them through phases of your sales funnel.