How to Track and Measure Your Dental Marketing Efforts

Effective Dental Marketing:  You can apply every marketing strategy in the book, but if they aren’t effective, those efforts won’t bring new patients to your dental practice. Tracking what’s working and what isn’t is how you measure dental marketing effectiveness. Are your dental marketing efforts hitting your key performance indicators (KPIs)? Do they help your […]

Effective Dental Marketing

You can apply every marketing strategy in the book, but if they aren’t effective, those efforts won’t bring new patients to your dental practice. Tracking what’s working and what isn’t is how you measure dental marketing effectiveness. Are your dental marketing efforts hitting your key performance indicators (KPIs)? Do they help your dental practice to reach its financial goals? Are the marketing costs worth it? By measuring your dental marketing outcomes, you can ensure a high marketing ROI (or return on investment). 

How do we measure marketing?

Above all, the question to ask when planning a dental marketing strategy is, “How can I measure it?” If your marketing goals are not quantifiable, then you won’t be able to accurately assess your marketing ROI. In other words, you won’t be able to see if your dental marketing spend is actually a liability. Measuring success involves tracking your metrics monthly, and, depending on the marketing activity, even weekly. There are many metrics you can track, such as email clicks, social likes, and dental website visits, but not all of them will be relevant to you. The metrics you choose to analyze should relate to your overarching marketing goals. As a dentist, one of your primary aims is to attract new patients to grow your dental practice. 

Examining your dental marketing analytics and tracking dental marketing KPIs can help you measure your success. Let’s look at each one separately. 

Dental Marketing Analytics

Dental marketing analytics are the numbers behind your campaigns. Insights into patterns can inform your strategy for both paid and organic dental marketing campaigns. By taking a highly data-driven approach, you can increase your marketing ROI.

Below are a few analytics to consider:

  • Website Traffic: Who is visiting your dental site? How many new vs returning visitors do you have? How long are people staying on your site? What are the top 3 pages on your site? What are your most popular dental blog posts? These are some trends to consider when analyzing website traffic. Google Analytics is one of the most popular platforms to track website traffic.
  • Social Media Followers: How many new followers do you have on each social platform? Which platform has the highest engagement rate? Which posts are being reshared? Reports of ongoing trends can help you figure out which social media strategies are effective. You can use a tool like Hootsuite or Sprout to generate reports that analyze the data. 
  • Email Subscribers: How many people are opening your emails? How many unsubscribes are you getting from each email campaign? Which links are people clicking? Asking these questions can reveal the effectiveness of your subject lines and copy. Hubspot is a great program for tracking email marketing campaigns. 
  • SEO and Keyword Rankings: What keywords are leading people to your site? What is your Google ranking for keywords related to dentists in your city? What is your website’s visibility? By tracking a few of these metrics, you can determine things such as if your meta descriptions need to be improved or if you need to increase the dental marketing spend on SEO optimization. Use Google Analytics to track your SEO efforts. 

Dental Marketing KPIs

Dental marketing KPIs are measures that track how successful your dental marketing campaigns are. In other words, how is your marketing campaign performing? KPIs are measurable and quantifiable. Let’s look at a few marketing KPIs to measure your dental marketing strategies. 

  • Leads (or Qualified Leads): A lead is when you get a potential patient’s contact information. Marketing qualified leads (MQL) refer to patients that show interest in your practice. Sales qualified leads (SQL) would be patients who are closer to booking an appointment with you. 
  • Conversions (or Cost Per Conversion): This is how much it costs you to get a real patient. Cost per conversion is calculated by dividing an ad campaign investment by the number of conversions (patients) over the length of the ad campaign. This metric is important to track to ensure that your costs are not higher than your conversions.
  • Customer Acquisition Cost: How much did it cost to get a patient to book an appointment with you? This metric tracks how much dental marketing spend was needed to acquire one patient. The customer acquisition cost can be calculated by dividing your total marketing investment by the number of patients acquired.
  • Sales: One of the best ways to know how well your marketing campaigns are performing is by tracking your sales. This KPI refer to your practice’s growth in revenue from patients paying for your dental services. In particular, determine how much of your revenue came directly from your marketing efforts.

Effective Dental Marketing Takes Time and Consistency

Don’t be discouraged if you’re not seeing instant results from your marketing efforts. It takes time to start seeing more traffic and leads from your marketing efforts. Give your campaigns time before hastily switching to something else. 

Moreover, showing up consistently builds trust among potential patients. If you’ve set a goal to make 2 blog posts a month and 3-4 social media posts a week, stick to your plan. Keeping things updated and following specific brand guidelines will give patients a reason to keep engaging with your brand. Make sure that your strategy is something you can maintain. One way to do this is to create a content calendar, which will help you to plan a long term strategy.

Set a Marketing Budget

Once you’ve identified your marketing goals, it’s time to create a marketing budget. Your strategy will help you determine which distribution channels are most effective to reach your target audience. One way to calculate your budget is to base it on a percentage of your gross revenue. You can also determine how much getting one goal conversion might cost, basing your overall budget on this figure. Don’t forget to include the cost of your marketing tools, software, and labor into your budget. By analyzing your marketing campaigns, you can ensure that you are not going over your budget. 

In conclusion, there is no one size fits all marketing budget. For instance, a cosmetic dentist in Beverly Hills might use an influencer marketing strategy. That is to say, the practice would have to budget for paid collaborations with celebrities and influencers. A family dentist in Dallas will have a different target audience and might focus on content marketing, Google Ads, and SEO optimization. 

Hiring a Marketing Agency

All of this talk about KPIs and dental marketing ROI might sound overwhelming. Let our team at Pain-Free Dental Marketing take over the game plan and analytics for you. We’ve got marketing strategies and solutions customizable to your dental practice, and we’re ready to help. Contact us here