As a dental marketer, you’ve probably been focusing on metrics like click through rates, cost per acquisition and lead attributions. After all, you have executives and shareholders to answer to. So when was the last time you thought about branding?
Branding has always been notoriously difficult to measure in terms of ROI, while lead generation strategies offer more trackable and timely reports, and that may be a big reason why branding has been undervalued, but that doesn’t mean that it doesn’t deserve a piece of your marketing budget.
Shifting to a Full-Funnel Marketing Approach
We need to start taking into account all of the marketing and sales efforts, from branding to lead nurturing to conversions. At the bottom of the funnel are the lead conversions – the ultimate goal. But in order to convert enough leads, you’ve got to keep the top of the funnel filled, and that is where branding comes in.
Today, a dentist may see your ad and click through to the landing page, but then click away until they’ve done more research...does that render your ad ineffective?
Of course not. That online ad could have been the very tactic that put your product/service on the dentist’s radar in the first place. However it presents a challenge for marketers – what source should get the credit for this new lead?
Using a combination of tools like Google Analytics and lead conversion as well as click attribution reports, marketers can start to take into account the entire marketing process when determining the ROI. And clients of Doctor Distillery have the added advantage of utilizing our proprietary technology to also consider lead attribution to ads and landing pages for an even more precise calculation of the impact and return on each campaign.
Learn More About Full-Funnel Marketing
Check out a recent article published online at Apex360 and authored by Doctor Distillery’s own CEO, Naomi Cooper, on the power and scope of full-funnel marketing here. And fill out the contact form here on the blog to connect with Doctor Distillery to learn how to develop a more comprehensive, quantifiable and profitable online strategy for your organization.
Naomi Cooper is CEO and Co-Founder of Doctor Distillery. With over 15 years in the dental industry, she is a respected dental marketing executive, strategist, consultant, author, speaker and industry opinion leader. Naomi has worked with dozens of leading companies across the dental industry, helping them to develop a cohesive marketing approach and creating tangible results for their marketing efforts aimed at the dental professional. For more information about how Doctor Distillery can help dental marketers reach 180K dentists online, email Naomi at naomi@doctordistillery.com or simply click here.
