No matter the size of your budget, you can maximize your marketing efforts. With a little ingenuity, you can meet or even exceed the goals you’ve outlined for your practice. Here are a few tips to help you prioritize your marketing budget.
Define your goals.
Many new practice owners want to see their practice boom and focus too much on the bottom line. They don’t implement a plan for the future but expect to grow their patient base.Thanks to the internet and social media, you don’t have to sacrifice aggressiveness to stick with the financial resources you have. Digital marketing offers several marketing tactics such as social media, email, reputation management and more that get results for a fraction of the cost of traditional marketing. Start by looking at your business overall. If your practice is new, your goals will be different than an established practice. Marketing budget 15% of revenue.
Use data as a guide.
Not sure what strategy is the best for you? Have doubts whether past efforts raked in any results? The best thing to do is to look at the information you have. Data would point you in the right direction so you can learn what types of content resonates with your patients, how your direct mail pieces increased hearing test scheduling, and whether or not social media helps you connect with your patient base.
One of the issues with traditional marketing is the difficulty of tracking relevant information. Digital marketing addresses these issues so you know exactly where your marketing efforts stand.
Review what marketing you did last year. What worked, what didn’t.
Allocate your budget to best performing media vehicles
Do your patients prefer Facebook over other social media platforms? Do their online activities suggest they prefer content-based posts over visual designs? How long do they stay on your page before they click off or fill out a form to schedule a test?
In order to reach your goals, you have to adjust your marketing strategy according to your patients’ preferences and behavior. Identify which method resonates the most with your patients and develop a long-term marketing strategy and define your marketing budget.
The specifics of how to budget your marketing resources aren’t set in stone and are unique to each business and industry. If your unsure of how to get started, contact us today.