Information And Advice About Your Marketing Plan

If you are in the process of developing a marketing plan then it is important to be aware of the various forms of marketing and how they work. You should never focus all of your attention on one technique since this effort may fail. It is therefore important to consider direct and indirect marketing techniques.

Direct marketing can be in the form of a leaflet or brochure that looks specifically at what you are offering. It informs the reader about the great product or service that you have to offer them. This allows you to target a particular group of people. Indirect marketing is less targeted and as the name suggests, less direct. This form of marketing could be something like a calendar which is useful and can feature the company logo on each of the pages. This is not too over powering yet the consumer will have the logo embedded in their minds.

Marketing is an incredibly powerful way of getting your products and services noticed. It is therefore important to pay attention to your marketing plan. Both forms of marketing work well, therefore you will want to experiment with each of them in order to find the one that works the best for you. Using the wrong type of marketing will result in you losing money so therefore you will need to consider your choices carefully. When making your choice you will need to take into account your target audience and your marketing budget.

Your marketing plan needs to be carefully considered, sending the wrong message or targeting the wrong audience is a complete waste of time and money. You should take the time to understand your target audience in order to develop an effective marketing campaign.

One way of successfully marketing your business is to develop the right mailing list. A professional and reliable list broker can provide you with an email list providing that you are willing to pay for it. This will of course require trust as you will be purchasing it and unfortunately there are untrustworthy people out there who are prepared to rip you off. If you do not want to purchase the list outright then it is recommended that you develop your own mailing list as part of your marketing plan. If you have your own website then it is a good idea to offer a freebie or newsletter in return for the persons email address. This is a far more successful way of building an email list as these people have an interest in your product or service and therefore your marketing plan will be more effective.

Effective Marketing Tips for Your Dental Office

Any successful dental advertising campaign begins with research. Before layouts are drafted, headlines are written or artwork is chosen, the savvy marketer learns everything they can about the target customer. It is important to research patients and also think like them. What are their pain points? What’s the number one thing they look for in a practice? What would keep them coming back to the same dentist?

Discovering current demographics is part of this research. Demographic information should include age, gender, household income, number of household members and physical location. There are many ways this data can help inform marketing decisions. For example, Patient News’s research, data analysis and years of experience show that women make more than 80 percent of all healthcare decisions, so most dental correspondence is addressed to the female head of house.

The next step is taking an honest look at your strengths and weaknesses as a practice. Once these are identified, marketing messages should highlight strengths and turn weaknesses into positives. If your practice excels at customer service, focus on the personal and friendly experience a patient will have at your office. If customer service is identified as a weakness because your front desk is understaffed, turn this into a positive point by telling customers you keep overhead low and pass those savings on to them.

Determining a budget is a critical part of any dental marketing campaign. Break down projected costs to determine the overall budget and then look at how often you can contact customers within that budget. Whether it is big or small, sticking to the projected costs and using them as a guideline for decision making will help your campaign be a success.

Once these pieces are in place, a marketing strategy can be developed. This strategy will outline clear goals, action items and measures of success. This is also the point at which the direct mail campaign is developed. This includes creating collateral, a mail calendar and mailing lists. The overall marketing plan and the direct mail campaign should be integrated and combined to complement and support one another. For example, if an advertisement for your practice runs in the local paper, send an acquisition mailing to new prospects at the same time.

Whatever the medium for the messages, they should be meaningful and resonate with the target demographic. Sending a direct mail piece about denture services to young families is a waste of time and money, as is sending a postcard about children’s dental care to a zip code with many retirement homes. You also need to determine if you are trying to attract new customers or retain existing ones. The messaging for these two audiences should be very different.

Throughout the dental marketing campaign it is important to remain focused on the strategy and goals. If a new dental advertising opportunity arises during the campaign, hold it up against your current goals and budget to see if it complements them, and take a pass if it doesn’t. A marketing schedule or calendar is an important tool to stay focused on the bigger picture. Gathering data and response to the campaign should occur throughout the process. Measurement systems can include response rates for direct mail, new patient acquisition, lapsed patient renewal, or many other performance indicators.

Email Marketing Explained

What is Email Marketing?

Over the past ten years email marketing has taken its place amongst the top most effective direct marketing campaigns being used. With the economy still struggling to revive itself and competition more fierce than ever, business professionals are having to re-evaluate how they market their services and products in a cost-effective way. Electronic marketing via email, Facebook and other social mediums has become monumentally important in these times.

Email marketing in basic terms is the use of electronic communications, or emails, in direct marketing schemes. How it works is that a customer or potential customer provides your company with an email address. This may be collected on customer satisfaction surveys, at booths during social events, through referrals and so on. You or your marketing director would then put together some sort of promotional material, such as a flyer, newsletter or coupon page, which could be easily attached and emailed to return and potential customers.

Email marketing is ideal for creating relationships with your customers. This gives you an opportunity to let them know a bit about yourself and your company. The more familiar they feel, the more loyal they are bound to be and the more business comes your way. Sending newsletters can be effective and can make customers feel that they are “in the know”. Try to make them both informational and entertaining. Humour can be a positive aspect of a company newsletter. Another option is to send coupons via email for services or products. Use this tool wisely and the return on investment could be great.

To determine whether or not email and social marketing is working for your company, track the results and compare them with other types of marketing you are utilizing. Just be cautious when studying spamming laws and other Internet ethical guidelines to make sure you are not violating any rules. Remember, you want to entice the customers, not irritate them.

Ultimately, electronic direct marketing is low-cost and can bring in business on a tight budget, so it is certainly worth exploring in these difficult economic times.