EFFECTIVE MARKETING AND THE KEY TO BUILDING A SUCCESSFUL SALES FUNNEL, PART 1: BRAND EXTENSION

Learn about the role of brand extension in establishing a successful sales funnel.

Are you familiar with the concept of a sales funnel? The sales funnel represents the buying process that companies lead customers through. It begins by addressing a general clientele with general information–a step often called the awareness stage–in each step the focus is narrowed and users are drawn closer into the buying process. The sales funnel stages may vary depending on the particular sales model.

A sales funnel template can help us to visualize the continuous sales process and how the different steps flow into each other. If the process is not smooth and continuous–if there are gaps or bottlenecks in the process–then the funnel will not function optimally. This is the key to building a successful sales funnel–to create continuous, synergetic growth throughout the whole system.

When done properly each employee and each step of the process works like an assembly line creating, expanding, and passing on. Each part of the marketing process comes full circle to feed other parts of the system. Let’s take a look at the first of four parts of your marketing process that need to work together effectively to create a successful sales funnel.

Brand Extension as a Key Element of a Successful Sales Funnel

Every company, every business has a brand. And that doesn’t just mean your logo; a brand is much more than just a logo.

Let’s take a look at what your brand is so we understand its importance in creating an effective sales funnel. Your brand is:

• The identity of your company.
• The look and feel of the company.
• How and to whom you communicate.
• Your unique selling position.
• How your product or services establish value to your client.

For your marketing to be effective you must be very clear on each of these areas and consistently demonstrate it in these five ways:

1. How you segment your leads: You must get the right message to the right client at the right time.
2. Through usability and appearances: You need to make sure that your website is as user friendly and appealing as possible. You need to be consistently putting your best foot forward on your website and other forms of e-marketing
3. In how you communicate in your content strategy: You need to communicate creatively and effectively with your users and make the content your users are looking for readily available.
4. In social media use: Be purposeful in who you engage with and why on social media.
5. Effective retargeting and remarketing: Utilize retargeting and remarketing strategies to re-engage users.

Successful marketing requires a smoothly flowing, interdependent system. If you want to establish an effective sales funnel, then be sure to pay attention to your company’s branding and whether you are supporting all of the important functions beneath that umbrella. To learn more about improving your company’s marketing system or more effective sales funnel management, reach out to the marketing experts here at Farotech by calling us at 267-387-6620 or email us at info@farotech.com today.

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source https://farotech.com/blog/effective-marketing-and-the-key-to-building-a-successful-sales-funnel-part-1-brand-extension/

FOUR CREATIVE DENTAL MARKETING IDEAS

Building connections with patients at a dental practice can be a challenge. After all, no matter how excellent your service is, many potential patients are held back by a deeply rooted anxiety about visits to the dentist. You may be aware that your practice is a safe and comfortable place for patients, but you need to communicate that. With some creative dental marketing ideas, you can connect with with potential patients and strengthen your connection with current clients. All it takes is the willingness to try new things! Check out these four creative strategies from the marketing team at Farotech.

1. Go Live!

When potential patients begin searching for a new dentist, one of the things they are looking for is a personal connection. They want to know that they have found a practice where they will be heard and cared for. The personal touch that can come from a strong doctor-patient relationship can go a long way to relieve anxiety about any trip to the dentist, whether a basic cleaning or a more in-depth procedure. A video introducing your doctors and staff is much more effective than text when it comes to demonstrating your friendly and compassionate nature. Have a little fun with your video, too, and allow patients to see the fun side of your practice!

2. Collaborate with Current Patients

No matter how much creativity you put into your own marketing campaign, nothing can beat the value of strong patient testimonials. No doubt your patients, especially those you’ve worked with for many years, are saying good things about the practice. Now is the time to tap into that resource. Surveys, interviews, and even short video testimonials can provide excellent material for any aspect of your other dental marketing ideas. To get patients excited about participation, offer fun prizes in a drawing for survey or interview participants. After all, who wouldn’t want to answer a few questions for a chance at a gift card to the local coffee shop?

3. Stay Connected

Because your current patients are one of your best resources when it comes to building or expanding a marketing campaign, make sure that you are maintaining a strong relationship with them. After each procedure, make sure that your practice is calling to check in the next day to make sure everything still feels okay. Send birthday cards. And most importantly, make sure you have a strong program in place to thank patients for referrals!

Want More Dental Marketing Ideas?

For more creative dental marketing ideas, contact the team at Farotech today! We are excited to help you put these and other strategies into action for your practice.

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source https://farotech.com/blog/four-creative-dental-marketing-ideas-2/

MAKING YOUR WEBSITE WORK FOR YOU: THE KEY FEATURES OF A SEARCH OPTIMIZED SITE

Obtaining a Search Optimized Site

Farotech began in 2001 as a web development company. Since that time, we have been expanding our offered services and are currently specializing in several different areas of online marketing. One of our main focuses is on conducting successful SEO campaigns for our clients. Farotech, unlike other web development companies, commits to each client that their web project will produce the result of a search optimized site. We believe this is a vital first step in the process. Because we have a background in web design and development, we know exactly what it takes to either get your current site up to proper SEO standards or to build you a site from scratch that will be totally SEO compatible.

The Process

Farotech works to provide both on and off page SEO services. We believe that this more well rounded and comprehensive approach gives our clients a leg up on their competitors. About 45% of the SEO services we provide have to do with creating the most search optimized site possible for your business. The other 55% are focused on off page SEO efforts. These include things like:

• creating quality content
• backlinking
• networking
• funneling

When we search-optimize a site for a client we analyze the following factors in great detail:

• metadata
• keywords
• title tags
• meta descriptions
• canonical errors
• proper H1 tag formation
• broken lines
• keyword density
• alt tag definition

Depending on the results we receive from our analyses we continue the process by conducting a series of fixes for your current website problems. We will clearly explain what these problems are and give you a time estimate of how long we think they will take to resolve.

Putting It All Together

Once Farotech has corrected all of the potential problems on your site that could lead to poor SEO results, we move on to implement a host of other factors that will round out your SEO campaign. Once the search optimized site is in place and functioning as it should, things like blogs, SEO content pages, and social media publishing can become the focus.

Our process builds on itself and the first step of optimizing your site for search is really what allows the SEO campaign that follows to reach its fullest potential and bring you the most clients possible. We use these proven methods because we ultimately want to increase our clients’ customer bases and are serious about doing that quickly, effectively and by using best practices.

To learn more about our services, please contact us. We are happy to answer any questions you may have and point you to the next steps of receiving our outstanding services.

The post MAKING YOUR WEBSITE WORK FOR YOU: THE KEY FEATURES OF A SEARCH OPTIMIZED SITE appeared first on Farotech.

source https://farotech.com/blog/making-your-website-work-for-you-the-key-features-of-a-search-optimized-site/

THE TRICK TO TRACKING SUCCESS: KEY MARKETING METRICS EXAMPLES

As a marketing company that has been working in this industry and servicing clients across a wide variety of fields for years, we feel we have some pretty decent insight as to what the average client expects. One thing we’ve heard repeatedly through the years in the common complaint that the last marketing company the client worked with failed to produce timely or practical key marketing metrics that proved their program was really working. No one wants to feel like they’re being taken advantage of and while many marketing companies out there are probably doing great work, they’re not proving it to their clients. So they’re losing them.

“73% of executives don’t believe that marketers are focused enough on results.”

What Are the Key Marketing Metrics Clients Really Care About?

Well, there are plenty of different stats and measurements you could spend time researching and digging up, but when it comes down to it, clients care about the key marketing metrics that indicate your program’s impact on their bottom line. Here are a few simple, but important examples that many marketing companies forget to include in reporting.

Customer Acquisition Cost (CAC)

This all-important metric determines the average price spent by a company in order to acquire one new client or customer. This can be calculated by adding marketing and sales costs together over a 1 month period and dividing by the number of new clients accumulated in the same period. Because numbers can fluctuate significantly from month to month, it is helpful to keep track of this metric regularly in order to get a more accurate average over a longer time span – something more like 12 month’s worth of business. Obviously, the goal for any company is to keep their CAC as low as possible, while still maintaining a good rate of customer acquisition.

YOUR Percentage of the CAC

In other words, take the total dollar amount your client pays your company to do their marketing and divide that by their total marketing/sales costs (as calculated above). This will give you the percentage of the CAC that your agency is responsible for. Be careful with analyzing this metric. It is an important one to honestly be able to share with your client, but be sure to also inform them of what the results might mean. If your company’s percentage of the CAC is high, it may mean that your client is spending too much with you on the marketing services you’re providing. However, it could also simply mean that on their end, your client’s company is failing to perform well in their sales division. Or, it could simply show that the client is at a unique phase in their company’s growth where investment in new marketing techniques is important for future plans.

Marketing Driven Client Percentage

This metric is even more helpful in really being able to prove the success of your company’s marketing efforts. Since you more than likely have a detailed tracking system that reports on leads generated, you can determine the number of new client acquisitions that were directly originated by the work of your team. Develop a ratio showing the number of new clients you’re responsible for a period of time over the total number of new customers your client gained overall through all means available. This percentage will vary depending on the nature of the client and what kind of internal sales process they have in place, but the bottom line is that you want to be able to show your agency’s significant impact in the overall efforts.

The purpose of researching and showing your clients key marketing metrics is to #1) develop a long-term, trusting relationship with them and #2) prove your value as a marketing tool that your client simply can’t survive without!

The post THE TRICK TO TRACKING SUCCESS: KEY MARKETING METRICS EXAMPLES appeared first on Farotech.

source https://farotech.com/blog/the-trick-to-tracking-success-key-marketing-metrics-examples-2/

THREE CREATIVE PHYSICAL THERAPY MARKETING STRATEGIES YOU SHOULD TRY TODAY

When it comes to physical therapy marketing strategies, typical advice includes developing your social media presence or focusing on branding. While these are both important aspects of any marketing campaign, they can become tedious or tired if they are the only strategies you use. Every once in a while, it is important to add a creative flair to your marketing which will help you to reach new potential patients. At Farotech, we know what it takes to make those key connections; just take a look at our latest ideas!

1. Take Time to Teach

As physical therapists, you have access to a whole realm of knowledge that most people never consider until they need it. Yet, you are probably well aware that prevention is one of the most important aspects of an individual’s wellness. Contact a local community center about offering a seminar for the public. You can even select a target audience, such as seniors or parents of young athletes. Bringing your knowledge to them is one of the best physical therapy marketing strategies, because it demonstrates your concern for their well being while providing a familiar face for when they do need orthopaedic help down the road.

2. Develop Your Personality

When a potential patient is in need of physical therapy, they are most likely not interested in spending hours comparing similar credentials when what they are really interested in is whether or not they will feel comfortable in your office. Take some time to consider the personality of your practice. How can you show patients that you are more than a clinical expert; you are on their team, and will provide the encouragement or compassion necessary to help them achieve their rehabilitative goals.

3. Promote Patient Success Stories

Sometimes, one of the best physical therapy marketing strategies is to let someone else do the work for you! In this case, ask patients to share their stories of recovery. Whether you film them telling the story or post a written review on your website, the personal touch that these testimonials add to your campaign is invaluable. To add an element of fun as you gather the stories, you may even consider doing a promotional drawing for those who participate!

For More Physical Therapy Marketing Strategies

Whether you try one or all of these marketing strategies, your physical therapy practice is sure to see new and strengthened connections as a result. The key, then, is to continue building on this momentum. So, for more physical therapy marketing strategies or help with your online campaign, contact Farotech today. For over a decade, we have been helping practices like yours make the important connections both you and your clients need.

The post THREE CREATIVE PHYSICAL THERAPY MARKETING STRATEGIES YOU SHOULD TRY TODAY appeared first on Farotech.

source https://farotech.com/blog/three-creative-physical-therapy-marketing-strategies-you-should-try-today/

THE INBOUND MARKETING STRATEGY: CONVERTING STRANGERS INTO PROMOTERS

Who doesn’t want a foolproof inbound marketing strategy that is sure to convert strangers into your company’s best promoters? The good news is that inbound marketing doesn’t have to be complicated. We’re not talking rocket science here…just some simple steps that, when executed properly and consistently, can lead to exponential growth for your business. Sound good? If so, then listen in…

4 Steps to an Effective Inbound Marketing Strategy

1.) Attract!

Be careful that you’re not just attracting any and every stranger out there- they won’t all turn into promoters, no matter how hard you try. Create content and aim to attract only specific buyer personas for your company. Once those personas are established, you can go about getting their attention by way of these means: blogging, keyword optimization on site pages, and social media. Depending on your buyer personas, certain ones of these tools will prove to be even more effective than the others, but all of them are essential.

2.) Convert

Once the attracting has taken place and your specific, targeted clientele become familiar with your website and decide that they like what they see, it is time to start getting them to convert from strangers into customers and ultimately, into promoters for your business. After all, that is the goal of this inbound marketing strategy! In order to convert visitors into friends, you will need to utilize this set of tools: landing pages, calls to action, forms and contacts. Give the visitors a variety of places to get involved and interact with your site.

3.) Close

Now it is time for the turning point of this inbound marketing strategy; turning your accumulated leads into customers. This can be done with the help of these tools: email marketing automation, lead nurturing, and closed-loop reporting. Depending on the type of leads you wish to generate and keep, certain ones of these tools can be given greater priority than the others. Keeping track of not only the ways you choose to use these inbound marketing strategies, but also the results they are producing is crucial to your long term success.

4.) Retain

Keeping customers is just as important as getting them in the first place. Delighting customers and making sure they are always satisfied will your products and services will build your business’ reputation as one that actually cares about the people they are in contact with and provides their customers with helpful content and great service. The tool set to use here include: continued automated marketing, great thank you pages and social media.

The post THE INBOUND MARKETING STRATEGY: CONVERTING STRANGERS INTO PROMOTERS appeared first on Farotech.

source https://farotech.com/blog/the-inbound-marketing-strategy-converting-strangers-into-promoters-2/

3 IDEAS ON HOW TO GET MORE PATIENTS INTO YOUR DENTAL PRACTICE

How to Get More Patients into Your Dental Practice

If you’re stuck in a slump with no new patients coming in, or you have a low retention rate, it’s time to change things up. Find out how to get more patients into your dental practice and retain them as well. It’s not as difficult or expensive as you think. After you’ve taken the first step to research different options, commit to trying something new at least once a month to get more business going.

1. Check Out Your Online Analytics

Where do you turn when you need to find a new solution or service provider? Chances are, you do at least some of your research online… and so do your potential patients! If your website is the first–and sometimes only–impression that you make on a visitor, it is important that your website is clearly visible and conveying the right message.

Start by taking a look at how your website is performing. If you don’t know how to do this, get in touch with your web designer or developer. Look at details like how many visitors you get, where those visitors are coming from, and how long they spend on the site. If you are getting a lot of traffic but aren’t see this translate into customers, something isn’t right. Your visitors may be getting lost on the site, or navigating away quickly if they don’t immediately find what they are looking for. If you don’t have an easy to use website, we can help provide you with more information on how to get more patients into your dental office through quality web design.

2. Prioritize Local Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is all about getting visitors to your website. Essentially, the goal is to optimize your website so it shows up high in the results on search engines like Google, Yahoo, and Bing when potential patients search for keywords like “dental office” or “where do I get Invisalign?”

Unfortunately, many dental offices make the mistake of focusing too much on regular SEO and not enough on local SEO. Local SEO includes geographical modifiers with those keywords (like dental office in Conshohocken) to ensure they are getting the right message to the right person. Fortunately, these geo-modified keywords are actually easier to rank for than broader keywords like “dental office.” Take advantage of that and run some local SEO campaigns. And since many potential patients will be searching on their phone, a local search with a map automatically comes up. So you’ll want to focus on ranking in each town or city near you. That’s one of the best ways to get more patients into your dental practice!

3. Manage Your Online Reputation

Of course, your website isn’t the only place online that potential patients will go to learn about your services and staff. Many will look at online reviews, such as Google Reviews or even Yelp. (It’s not just for restaurants!) So shouldn’t you know what is being said about your practice there? If you find negative reviews, take the time to respond, to show you are working to resolve the complaint. If you find positive reviews, be sure to thank those who wrote them!

And if there aren’t any reviews yet, you can do something about that as well. Create an incentive program– such as entry into a raffle for a free electronic toothbrush, or other prize–to encourage your happy customers to share their experiences online.

Action Items & Takeaways

• Review the analytics on your website. If you don’t know how, schedule your complimentary assessment.
• Identify which geographical areas you want to target, and put together a local SEO campaign.
• Find out what your patients are saying about you in online reviews. If there aren’t any, consider offering an incentive to those who leave a review!
• Consider starting a blog where you can incorporate keywords and phrases, including local geographical modifiers. If you don’t think you can keep up with regular blogging, contact Farotech today for help!

The post 3 IDEAS ON HOW TO GET MORE PATIENTS INTO YOUR DENTAL PRACTICE appeared first on Farotech.

source https://farotech.com/blog/3-ideas-on-how-to-get-more-patients-into-your-dental-practice-2/