To provide solutions to our customers, marketers design a marketing funnel based on the steps a customer takes before making a conversion like a purchase, vote, or any action desired by the organization.
There are many types of funnel models like the perpetual loop, the CLC, the horizontal, and funny enough the “no funnel” funnel. Regardless of your preference, we must answer the question, what makes people move down the funnel? What makes them lose interest?
In this post, I will discuss some tips on designing a digital marketing funnel strategy. How to attract customers on the top, the middle and lower part of the funnel toward your business goals in a dental practice.
Top funnel marketing strategy
This stage of the funnel the customer tries to identify solutions for a need. For example, why do I need a dentist? The strategy is to catch the need. You can build a digital ecosystem starting with SEO and social media targeting of users searching for information regarding dental issues like, how to improve my smile?, getting white teeth, How to clean my teeth, why do I have pain in my teeth? etc.
Users can become leads that you can retarget with social media, newsletters, or other strategies to drive them to your practice.
Mid funnel marketing strategy
At this level, the customer understands that you or your competitors can solve his need. Therefore, you need to differentiate as the best choice. For customers that are already on your database, you could target them with display ads or paid search by promoting a competitive advantage.
An example of an advantage could be that you have minimally invasive technology or same-day dentistry. Even being near or a promotion could be an advantage to drive a customer to make an appointment.
Lower funnel marketing strategy
Finally, the customer understands what they need, and they believe you are the chosen one to solve their problem. But why now and not later? Creating a sense of urgency is critical to get the customer to take that final step of showing up for their appointment, you could use email remainders, or ads targeting the importance of completing your dental cleaning using social media.
Finally, always measure, compare, and adapt your funnel.
It’s important to research your industry for benchmarks on different metrics, to see if you are being successful or not. And to continue looking at your own result across time. Are you improving or not? Why?
With hard work and the right tools ,you will improve your strategy over time to build a successful dental practice.
Questions about this post? please be sure to leave a comment in the section below, and I will personally reach out to you.