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Internal and inbound marketing both have the singular advantage over external marketing, that the currency by which they get done is time & people and not money.
However, many dental business Owners only throw money at external marketing - because they don't have the time or the people.
I can see the place for external marketing - but not in isolation - and I don't blame the external marketing agencies if they send qualified leads to your door that your team don't have the time or the skill to convert - bonkers.
To get "the bang for your buck", you need all three forms of marketing:
External - paying an agency to drive qualified leads to your FOH and/or TCO team;
Internal - enrolling your existing patients as your advocates and unpaid sales force;
Inbound - educating Google that you are the expert in your area.
Internal and Inbound are a dripping tap. Another "never not" exercise.
You are never not:
asking for Google reviews;
asking for video patient (and team) testimonials;
handing our referral business cards with a QR code to the new patient landing page on your website.
You are never not:
Posting to multiple social media channels every day;
Posting a blog once a week;
Publishing and email newsletter once a month;
Writing articles in local digital and print media;
Creating e-books on treatment modalities that can be downloaded, with print media equivalents to hand out;
Creating a podcast interview once a month;
Offering Open Days/Evenings;
Publishing articles in trade journals and using the reprints;
Showing up at local B2B events;
Contacting local Employers with a special deal for employees.
Drip, drip, drip, drip.
Never tighten the tap.