Modify Tactics According to Your Goal
Big game hunters use different tactics than geese or pheasant hunters. One stalks their prey or waits silently in a carefully designed blind, knowing that one, accurate shot is all they’ll get. The others take a literal scatter-shot approach after going where the prey is. They wait for birds to fly out or overhead and, because of the multiple targets on the move, have guns designed for rapid-fire with multiple projectiles that can bring down a bird.
If your goal is to get big cases or a niche type of patient, you will need to wait for the right opportunity and then capitalize big on those with a well-designed campaign that will get the click and convert at a high rate. You can’t afford to show up ill-prepared with a dental marketing campaign that is just going to waste your marketing budget and let the prospective patient get away.
If your goal is patient volume and you have a practice designed to pretty-much take all comers, then you need to optimize your campaign for endurance and the lowest possible cost per conversion. It is a literal numbers game where you try to bring in the most leads for the lowest amount of money per lead, knowing that they will not all convert and that your profit margins are probably lower than with the “big game” targets.
Pull the Trigger on Marketing that Works
Your marketing should be working for you on multiple fronts: