DTS 2021 – FUTURE AHEAD Leave a comment
Marketing your way back to the top
When finances come under scrutiny, the first instinct for many business owners is to pull back on marketing. The initial aim is to reduce outgoings in order to preserve revenue and protect the business, team and clients. However, this is not always the best approach. Streamlining finances is crucial, but reducing or eliminating investment back into the organisation – such as through marketing – can cause more damage in the long-run. It has been a difficult time for UK dental laboratories and finances have definitely taken a hit. But if you’re not attracting new clients or strengthening relationships with existing clients, what will happen to the lab in the next year or two?
Work smarter not harder
So, if we’re suggesting that your marketing should continue, even when you are watching the pennies, you may ask where the money is going to come from. Basically, it’s about making your budget work smarter so that you don’t have to work harder. After all, even a small marketing spend can deliver results when it’s put to good use.
The key is to start small and build up, aiming for quality and consistency. Repetition is essential for effective promotion of any product or service. You will likely have heard of the ‘rule of 7’, which implies that any message needs to be received at least 7 times before the recipient is motivated to act upon it. While there is little science to prove the exact number of repetitions required, the idea stands true and it is beneficial to use the same or similar messages several times to ensure it sinks in.
It is just as important to monitor progress as you go. Calculate how many enquiries you receive from each promotional channel and how many of these turn into paying clients. In doing so, you can identify the avenues working best and focus on them, rather than spreading your money and efforts across lots of different activities that don’t actually bring you any return on investment. In this way, you can ensure that the marketing you do is as effective as it can be.
Careful investment
Effective marketing does not always have to be expensive, so if you don’t have a massive budget – or you don’t currently have a budget at all – there are still several things you can do.
If you think of marketing like a funnel, with the cheapest options at the bottom and more expensive channels towards the top, you have a model for a solid marketing strategy. Especially in challenging times, the majority of your promotions can be low-cost or sometimes even free. For instance, your website (once set-up) and social media accounts cost nothing but time to keep updated. These are highly effective methods by which to communicate key messages with both your existing clients and potential new people. You can share lab news, promote services you offer and highlight your unique selling points to demonstrate why a dentist would benefit from working with you. These are also good platforms to engage with others, to offer advice or share knowledge and resources for the development of all, further boosting your reputation in the profession.
If you do have some budget, consider advertising on social media platforms or organising direct marketing activities to dental practices in your area or those that operate within your dental discipline. You can decide how many businesses to contact and what to send them, allowing you to manage your spend accordingly. The material needn’t be flashy or extensive – just stick to your core messages and include a call to action such as a special offer or an introductory fee for new clients to encourage dentists to get in touch.
Be original
Whatever the focus of your marketing materials, it is crucial to stand out from the crowd in some way and to offer some originality that dentists will remember and respond to. Given the challenges of the last year, you would be forgiven for lacking slightly in inspiration – so why not look for new ideas and stimulation at an event that promotes positivity and forward-thinking?
The Dental Technology Showcase (DTS) 2021 will provide an ideal place to learn from leading lights in the profession and gain practical advice to implement within your own business. There will also be hundreds of like-minded colleagues in attendance to network with, share concerns and hear their perspectives. From marketing to technologies, digital workflows and milling materials, the show will have it all, as well as enhanced CPD, interactive sessions and an extensive trade show!
It will be the perfect platform from which to seek expert guidance and get inspired, helping you market your lab back to the top of its game.
