How smart dentists know if their Facebook and Google ads are working…
With multiple advertising campaigns running on social media and search engines, it’s hard to know which ones are working to reel in new patients and which ones are draining money.
We know that more than 70% of dental patients book their first appointments over the phone. But how did they find your practice?
And if you’re not getting as many new patient leads as you want, where are you going wrong?
The answers may lie in a simple process called Call Tracking.
What exactly is Call Tracking?
It’s important to try different digital advertising campaigns to find out which is the best fit for your specific practice that delivers the best results.
But running multiple marketing campaigns can be costly if you don’t actually know what is working, and what isn’t. This is a problem Call Tracking can solve! Call Tracking allows you and your team to track the source of every lead that comes through your clinic doors.
This process gives you an insight into the success or failure of marketing campaigns. This way you know exactly where to invest to see a good return and when to cut spending on marketing campaigns that aren’t working for you.
How does Call Tracking work?
Never underestimate the power of the telephone! Especially for health care marketing where a majority of leads come through on the phone.
Website number pools
Call Tracking works by allocating unique tracking numbers (these are called a “number pool”) to each visitor to your website.
So, when a potential patient clicks on your website and wants to book an appointment, they will call one of the unique numbers in the number pool. Any calls that you get via the number pool are diverted back to your main contact number.
Dedicated Campaign numbers
And if you want to track leads from offline marketing campaigns (flyers, letterbox mail, billboards, radio ads, etc) or even direct clicks from digital ads you can allocate unique campaign tracking numbers for those campaigns. These are also diverted to your main contact number.
And, even when the call tracking numbers are diverted to the mainline number, at a glance you’ll always be able to tell what marketing campaign your lead came from to make that call.
Why use Call Tracking?
1. Track ROI and Find Out Which Online Ad Campaigns Make Your Phone Ring
Not only will you be able to see where each lead came from but, this also means you can see which campaigns are giving you a great ROI and which ones are tanking.
– $500 a month on Facebook Ads
– $200 a month on Google Ads
– $500 a month on Instagram Ads
In that month, your Facebook ad brings in 2 unqualified leads, your Google ad brings in 4 qualified leads and your Instagram ad has 0 leads.
From here you can optimise a campaign by investing more money into Ads that are already working for you resulting in more patient appointments, fast. Plus you can put a hold on any Ads that aren’t working for you and try new angles or creative content to attract more, qualified leads.
2. What Missed Calls Are Costing You…
In the dentistry business, every missed or fumbled call is a missed opportunity – it leads to poor business performance AND invites prospective patients to go to a competitor.
Getting leads to make the call is not even half the battle. Closing the appointment and turning calls into real patients lies with your team during the phone call.
A report from a Call Tracking System allows you to see:
- Where did the calls come from? Eg. Facebook or Google
- What does it cost you for the inbound call?
- What was the duration of the calls? A short call may indicate poor lead quality.
- Were the calls answered?
Here’s an example of what your report could look like:
3. Seamless Customer Service
“More than 60% of callers hang up when they’re put on hold.”
As a busy dentist, it’s not feasible for you to continually check in with your reception staff to ensure they’re delivering the best customer service on the phone. Plus, you don’t want to have to micro-manage your team.
Call Tracking enables you to see which times of the day the most phone calls are made, as well as who in your team is most successful at qualifying leads.
It’s important not only that you can make sure every lead is called or sent a follow-up SMS, but there is an automation in place to notify staff members to follow up with potential patients.
Plus, as an additional (but optional) feature, Call Tracking allows you to record and playback phone conversations so you can review the exchange and improve your customer service.
With this feature, you can highlight areas where you could be providing better customer service, and fine-tune your call answering processes so your team can become masters of turning casual inquiries into scheduled appointments and repeat patients.
4. Track Offline Ad Campaigns
While digital analytics have been used for years to measure data for online marketing, measuring data from offline marketing has been nearly impossible – but that doesn’t mean offline marketing campaigns are less effective.
With Call Tracking, we can finally measure the scope of our offline marketing efforts.
This makes it even easier to track your patient’s journey and follow up on potential patient leads that might not have been ready to commit at an earlier date.
In essence, Call Tracking allows you to streamline your marketing efforts, improve your overall customer service, and maximise your ROI on marketing – saving you money and getting you more bookings.
If you’d like to find out more about Call Tracking or about how we can help you to get more patients through your doors, give us a call on 1300 269 811 or text us directly on our business number: 0481 611 414 (P.S. You too can have your own inbound text number for your dental practice.)
Thanks for reading, catch you on the next one!