When’s the Best Time of Year to Downgrade Your Marketing?
It can take months for a PPC campaign to reach its full potential and if you don’t let it marinate long enough before pulling the plug, you will never get to see how many patients your campaign could have delivered. According to the rule of 20, someone needs to be exposed to your brand about 20 times before they give you a call. If you cut them off too early, it will all just be wasted money. This is applicable to not just PPC, but all aspects of your marketing strategy.
There’s not really a wrong time of year to upgrade your marketing strategy. However, if you’re thinking of scaling back or making drastic changes, we don’t recommend doing so in January. January is usually when your practice will start picking back up after the holidays.
Instead, we recommend making any changes to your marketing strategy during the slowest times for your office. For most dental offices, this is during the holiday season. If you’re not sure what time of year is the least busy, take a look at appointment history through the years. After you determine the least busy time of year, dedicate those months of extra time towards checking in with your marketing strategy. This will help relieve stress and pressure from you. Additionally, your strategy will get a few months to marinate during a less crucial time.
On the other hand, if you invested in a new marketing strategy and six months later it’s not helping you get any new patients, this sounds like a good reason to switch it up. If anything, it indicates that you should change marketing companies.