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a blog by Chris Barrow

Slicing the marketing pizza (again)

This conversation is happening every week.

Client – how much should I be investing into marketing?

Coach – 5% of gross revenues

Client – what do I invest in?

Coach –

  1. SEO

  2. Paid Media

  3. Print Media

  4. Direct marketing

  5. Lifecycle marketing (white papers, email and e-newsletters)

  6. Reactivation

  7. Word of Mouth

Client – what is the split of my budget across these areas?

Coach – that depends – there is no “one size fits all” solution.

It depends on location, age of practice, size of practice, preferred treatment modalities, preferred demographic, pricing strategy, growth targets and other individual circumstances.

Client – do I have to invest in everything?

Coach – yes – to some extent or other – a piecemeal approach will be ineffective.

Client – are most of these services outsourced?

Coach – yes – it is highly unlikely that any member of your team (or you) will have the time and experience to do the job properly.

Client – how do I find the right outsource agencies?

Coach – by recommendation from other dentists or people like me.

Client – how do I know if I’m getting the right result?

Coach – by creating the habit of monthly feedback reports from all outsourced agencies to tell you exactly what they have achieved with your money.

Client – so why do I need a marketing manager?

Coach – to manage your marketing budget, to hold the agencies accountable, to provide the stories that will populate your campaigns, to work with the rest of the team to make sure that all this effort isn’t wasted by an ineffective patient journey, to manage some non-digital marketing activities in your community such as B2B and B2C networking and local print media.

Client – so where do I start?

Coach – with a Marketing Action Plan M.A.P.

Client – and where do I get a M.A.P.?

Coach – ask me.

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