Something that I tend to take for granted in the world of marketing is the concept of “target marketing.” All it really means to you is making sure that all of your marketing efforts are designed to get the attention of, appeal to, and motivate a specific group of people you would like to have as patients.
Some marketing efforts are better than others at staying more targeted, but there is more to it these days. If you are using radio, newspaper, or TV ads you are using the scatter approach to marketing. Basically, you put together an ad with an offer (I hope) and shoot it out to large numbers and hope something sticks. The downside here is that you are paying for the large numbers to hear or see your message instead of just your target market.
Today you have the ability to make specific ads and offers that will appeal to each specific target market you have identified and only pay to put it in front of those people. Yes, I’m talking about the internet and specifically local search marketing. It is the only place where 80% of consumers are actively looking for information on your services. It can be completely targeted to your market and be in front of them at the exact time they are looking for you. Local search marketing can be updated and edited on the fly with no added costs, and you can capture prospective patient information to market to them later if they are not ready to come to your office right away.
The power of local search marketing is just beginning to take shape and those who capitalize on it early (that means now) will be able to dominate the local search landscape and become the “obvious choice” when patients do their research online.
If you have questions or comments about how local search marketing works or would like to learn how we can have you dominating page one of Google for your target market, leave a comment below or give us a call at 720-989-1WEB (1932). I look forward to the conversation.
Bye for now,
Brian
