Why 100% outsource of practice marketing generally falls short
We quite regularly receive enquiries from dentists who are looking for a completely outsourced dental marketing service – so with the intention that there is zero involvement from the practice team. In today’s blog we’ll take a look at why that strategy is now sub-optimal and why the local team have to be involved in some activities if the best results are to be achieved. This will also illustrate why companies who proclaim to do it all for you, should be treated with caution.
To make it as clear as possible, I will illustrate the elements which can (and generally should) be outsourced, followed by those which need at least some local involvement; together with brief explanations. We will also take a quick look at dental marketing activities which can be shared between the practice team and an outsource partner. None of this is “rocket science” and should be fairly easy to differentiate.
“Done for you” dental marketing:
- website design – this is the foundation of your digital marketing and acts as the hub through which the majority of web enquiries will flow. Whilst DIY website building tools have improved, they are still a long way behind what an experienced design can achieve for you. One of our blogs from a few weeks back looked at why your website isn’t just about aesthetics and why it must be underpinned with numerous technical features and suitably marketing orientated. So whilst you need to get involved with the content and overall direction of your website, the configuration and incorporation of best practice, is best left to those with experience.
- search engine optimisation – this is another area where DIY can do more harm than good. Frankly it’s difficult enough for full-time SEO guys to stay abreast of all of Google’s updates and changes so trying to do this in-house doesn’t really make sense. Budget for it appropriately and choose an expert with a suitable track record.
- set up and optimisation of essential web business properties; e.g. Google My Business, Analytics, Search Console etc. These are all tools which underpin your digital marketing activities, including monitoring performance. Some are a little quirky and ideally would be set up (in the practice’s name and accounts) by your marketing partner.
- Pay-per-click marketing (AdWords, Facebook etc) – this is an area where we see more errors and wasted cash than any other. Setting up and running pay-per-click is not for the inexperienced so get help with this. As a minimum have an experienced PPC guy set up the campaigns for you and then get some basic training if you want to try to maintain the accounts going forward; however, in reality what you save on click-costs will likely be more than the fee you would pay for an expert to do it all for you.
- traditional advertising – contrary to some advice, although traditional print advertising has declined significantly, it’s certainly not dead. Your marketing agency will be able to assist you with the design of adverts for local papers, leaflets, newsletters etc which can still work very well for raising your profile in the local community.
We can see here that most of these are “digital” activities i.e. creating an excellent web presence and then broadcasting your services expertly via the web. However, the web isn’t the exclusive domain of your external marketing partner as we’ll see later.
“Done by you” dental marketing