– So, if you first started your practice, put all your money or the majority of your money invested in here. That will give you the faster result, instant gratification, higher return on investment, then, as you grow bigger, you got more time and resource and money to spend your marketing, then you focus on that 60 percent. That’s a long-term engagement. So, in marketing, there’s always a dilemma of which channel or how much money should I spend and where do I spend it, right?
It’s really important to understand your target market first, all right? What do I mean by that? In a service I would provide, there’s obviously what we call direct marketing or intention-based marketing, right? Where the potential patients are actively searching for your service, all right? And this is what we call the 10 percent, all right? These are people who are, whether they have an emergency or they need to, they already made up their mind they need to see a dentist, they will go online, and they usually use search engine or AdWords or Search Engine Marketing so that’s Google Ads and things, to find you, all right?
The intention is to get myself out of pain so, that’s why an emergency dentist, all right? And we use a Search Engine Optimization so that you rank well for that kind of search terms, and AdWords is a complementary way to bringing the people searching for your service into the surrounding suburbs. And those 10 percent are usually very high return on investment, all right? Because they’re ready to engage you now, right? Now, the next part is the 60 percent. So, these are the people who are not ready to engage you, all right?
They open to suggestions, they’re able to be open-minded about learning something from you. And this way, we use social media to engage them, all right? And this is what we call discovery-based marketing, all right, because they’re not ready to engage you but when they see a video about you need to send your kids to a dentist after they turn two, before the teeth erupts, or things like that. Or when you bring your kid first time to the dentist, this is the psychology you need to think about, all right? When they see that video, they, oh, that’s interesting because I’m expecting to have kids but they’re not there yet, watch this video. All right, so these are what we call longterm-based marketing.
So, they might watch a video from you and after a few week, they saw another one, after a few more weeks they see another one. And then, as you become sort of the top of mind when they’re ready to engage someone, all right? So, this is what we call the mere-exposure effect, alright? It’s the same phenomenon that you experience when you go to the supermarket. You’re sitting there, there’s 20 brands of milk, and you don’t know which one to choose. You go for the one that you’re most familiar with, right? In social media it’s the same thing. People will go, when they’re ready to engage, they’ll go for the one they’re most familiar with. So, if you have engaged with your content and your website and your social media over the last few weeks, you’ll be the top of the mind, all right? So, we use social media specifically, video. All right, that’s engaging, that’s educational, right?
Yeah, so that’s the 10 percent that would get immediate impact but smaller percentage of people. 60 percent of your potential patients, well, you use social media to engage them, all right? And then lastly, there’s the 30 percent, all right? So, these are the people who would never engage you. All right, so whether they already have work that they go to or they don’t value their own health or they just don’t use social media, all right? So, be very much aware of this 30 percent because if you constantly trying to aim for perfection and trying to get everyone in your suburb or in your area, that’s gonna be impossible, all right?
So, put your money where the return on investment is. As I said, direct one is higher return on investment. So, if you first started you practice, put all your money or majority of your money investment in here. That will the faster result, instant gratification, higher return on investment. Then, as you grow bigger, you got more time and resource and money to spend on your marketing, then you focus on that 60 percent. That’s a long-term engagement. Yeah, so hopefully, that helps you sort of think about where you should put your marketing dollars at and which channel you should be hitting, all right?