Ok, if you want a good laugh, check out this audio recording from a guy who does search engine optimization (SEO). This is the type of nonsense that takes money from orthodontists and dentists who don’t know what to look for when it comes to good online marketing. The gist of the audio is that you shouldn’t ask how long it will take for your marketing to work, how much it should cost, or when you should expect a clear return on investment.
That is crazy! Even in the ever changing world of online marketing you should expect to see some clear results within 6 months or less. What kind of results? That depends on what your marketing goals are. And if anyone tries to tell you that you shouldn’t or can’t track the results of any marketing campaign, I recommend that you politely escort them to the door.
Today we have the ability to track just about everything that is happening online. If you want to get more traffic to your orthodontic website, that can be tracked through Google Analytics for free. If you want to know if a different headline in your dental website will get more clicks you will know with ease. If you want your orthodontic ad through Google Adwords to be split tested so you get the best possible return and cost per click, the system is designed for that. You can even track results from different outbound marketing campaigns through coupon codes, email address, or special website pages.
So please don’t let anyone tell you that tracking and results “don’t matter” and that you should just always be marketing. That is the kind of lazy thinking that drives me nuts. Let me know your thoughts, questions, and comments. Have you ever been told any of these things? Let me know by leaving me a comment below.
Bye for now,
Brian
