Businesses spend time and money putting ads in newspapers and magazines. They also build and develop a website. They write blogs. They invest in SEO and content marketing. All of their dental marketing strategies are aimed at generating leads and sales. And based on what businesses are doing these days, all of them should have ranked high on search engines such as Google and Bing.
But that’s not how it works, right? Just because your website is on top of Google’s search results does not mean that it will generate many inquiries that will eventually convert. A high conversion rate is not a guarantee when you are number one on Google’s search results.
When your strategy isn’t generating the lead, inquiry, and sales that you’re expecting, it’s time to change it. When your website is receiving more visitors than before but receiving fewer inquiries, it means the strategy isn’t working. When you spent more on dental marketing strategies than what it converted into in terms of sales, then you need to look for another campaign.
Think of it for a minute. Most businesses are doing all it takes to get on top of Google’s search results, but no guarantee being on top of the search results will increase conversions, decrease bounce rates, and improve inquiries. You can get thousands of new visitors each month, but only one or two inquiries a week.
Most businesses assume that by ranking on top of the search results, all of their dental marketing problems will just go away. The truth is, no matter how many visitors your site gets in a week, it doesn’t matter if you’re not generating leads and converting those into sales. If you’re not profiting from your marketing strategies, it’s time to move on from them.
But many businesses and dental practices reject the idea of moving on from a marketing strategy because they’ve spent so much of their time and capital on it. They refuse to see that a campaign isn’t working for their practice. They prefer to wait it out, in the hopes that they will eventually strike gold with the same marketing campaign that hasn’t been working for them for months.
Here’s the thing: if the dental marketing strategy did not work during the first week of its implementation, it would not work ever. A marketing campaign has an almost real-time effectivity. It should go viral once it was used on social media. Without a viral reaction to your campaign, it is most likely not going to be successful in the future.