Inside Dental Technology

January 2012, Volume 3, Issue 1
Published by AEGIS Communications

10x10 Marketing Strategies

Consider using these 10 marketing strategies to help generate leads and increase your customer base.

By Darren Somo

After having answered the questions posed in the author’s October Business Watch article, you now have all the data you need to formulate an effective marketing plan. All you have to do now is analyze that data and select the best marketing strategies to reach your target segments and address their needs. Without knowing the specifics of your business, or your target segments, the author cannot tell you which of these 10 strategies to use, but can offer an example of a 10x10 plan that contains some strategies that you might want to consider.

1. Formalized Referral Program

The key here is the word “formalized.” The problem with referrals is that most business owners wait for them to fall into their lap. If referrals are going to be a key marketing strategy for your business, then you need to have a systemized method for getting three to five referrals from every single one of your “A” level customers. You must develop a polished process for when and how to ask for, and get, referrals.

2. Strategic Alliance Partners

Identify businesses that target the same level of customer that you do without competing for your services, and form a strategic alliance partnership with several of them. This should include the obvious choices, such as dental product companies and practice management consultants, but should also extend beyond those obvious choices. Why not partner with a CPA or legal firm, or a web design or IT company that focuses on dental practices?

3. Networking

Owners often tell this author, “If I can just get somebody to listen to me for a few minutes, they typically end up trying my laboratory.” What better way to get a few minutes of somebody’s time than at a networking event?

4. E-mail

The hit rates can be low, but if you have been building your e-mail database, this can be an extremely cost-effective way to deliver a key message to a large audience. In addition, those hit rates will go up dramatically if you have a consistent e-mail campaign through which you deliver valuable content and information, as opposed to constantly selling. If you do not have a good database of your own, then purchase an e-blast list through a proven database to effectively reach untapped markets.

5. Direct Mail

Contrary to popular belief, “snail mail” is not dead. The key to making it effective is twofold. First, it needs to be “lumpy.” Put something in the envelope to make it stand out from the rest of the junk mail (key chain with your logo, plastic tooth, etc). Be creative and come up with a gimmick. Handwrite the address and use colored envelopes to make your direct-mail piece stand out. Secondly, follow up with phone calls. › › Hit rates increase dramatically with phone follow-up. However, do not go crazy and send out 2,000 letters. Start with a small mailing of 100 laser-targeted prospects, as part of a multiple-touch campaign, and then refine your offer before increasing the quantity.

6. Newsletters

This should be fairly self-explanatory. Not all marketing is geared toward an immediate sale. You simply want to stay in sight and in mind. Newsletters are a great way to provide readership value. Remember, you need at least seven touches to make a sale, and this could be one or more of them.

7. Web Presence

Having an informative, professional website can be a huge asset for your business. In this day and age, a lot of people do not want to be marketed or sold to. They want to find the information on their own, and come to their own conclusions. That is where your website comes into play. Of course, you will need to do some good, subtle marketing to drive them to your site.

8. Social Media

Think of social media as your new database. Get your customers and prospects to connect with you via Facebook, LinkedIn, and/or Twitter. Use these sites to update them with useful information, and keep them abreast of your company’s initiatives. Create groups and forums to share information and exchange ideas. Once they are part of your social network, there are endless possibilities for leveraging those connections to generate more business.

9. Internet Advertising/Listings

First of all, make sure you can be found on every free business listing available. There are plenty of them, and you should take advantage of each one. Then, decide if you want to pay for online advertising. This can be an effective way to reach a specific audience or geography. A lot of people do not realize that you can tightly target the location of your advertisements, or you can make them available to the world. Either way, decide if you are better off with a pay-per-click or pay-per-placement advertisement, and then be sure to carefully watch your budget. Start with daily limits until you get the hang of it, and then expand from there.

10. Host Beneficiary Events

This is one of the author’s personal favorites. Find one of those strategic alliance partners and work with them to host a beneficiary event. Provide them with a special offer or service that they can make available to their customers. This benefits your partner by allowing them to provide a value-added service to their customers, and it benefits you by allowing you to tap into their customer database. You could then offer your strategic partner the chance to reciprocate by providing a special service that would be of value to your customers. You can even establish cross-promotions for each other’s businesses.

Remember, your plan may look very different from the example plan shown here, depending on your business, your budget, your target markets, and your goals. The key, however, is to have a plan. Now, you might be wondering… “Does it have to be a 10x10 Plan?” The answer is no. There is nothing magical about the number 10. For your business, a 5x20 plan may be more appropriate, or maybe you will find that there are seven strategies that work best for you. The main point is that you cannot rely on one, two, or even three strategies, if you hope to grow your business. You should be implementing at least five—if not 10—marketing strategies that can deliver the leads you need to achieve your goals.

For more information about these and other products, visit: www.dentalaegis.com/products

Read Darren Somo’s October Business Watch article for Tips on developing your Marketing Strategies by visiting: www.dentalaegis.com/go/idt14

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