Online vs. Offline Advertising Spending Did Change
There was a BIG shift in dental marketing/advertising spending within the majority of dentists over the last eight to ten years. Some dentist somewhere told another dentist somewhere, the secret to success is spending all of your advertising money online. The internet is “where all the patients are!”
Hmmm. Let’s dig into this incredibly errant and expensive theory just a bit.
If this theory is true, there would be no Geico, Progressive, Amazon, WalMart, CarMax, NetFlix, EBay, Yahoo, Dollar Shave Club, Angie’s List, or Uber commercials on TV, Radio, or in print anywhere.
But everywhere you look and listen, on TV, on Radio, and in print – you see ads for virtually EVERY successful online company in the world. If everyone and everything is online, why are (virtually) ALL the big online companies advertising offline?
These big successful companies use offline advertising to drive qualified local traffic to their online properties. Think of a website as a storefront. Think of offline promotion as an ad telling people about the store and where the store is located.
Takeaway: Smart successful dentists will embrace what they see other large successful companies doing. Then, sensibly and within budget, will adapt the same philosophy in advertising to their own dental practice. Here are the main differences between online and offline advertising and why they complement each other SO AMAZINGLY well.
In the world of human behavior, the phrase passive-aggressive is a negative behavioral trait. In the world of effective and efficient dental marketing, the phrase passive/aggressive is THE correct balance.
If we were to point to ONE thing, and one thing only, as the reason our clients stay with us for 5, 10, 15, and even over 20 years – it’s because we establish the proper balance of passive and aggressive advertising in their specific market.
An explanation follows. Please do not assume one is better than the other. Assume they are equally important to a long-lasting effective marketing strategy.
Passive dental advertising: (your website, SEO/organic traffic, paid traffic (PPC/Google AdWords)
Characteristics of passive advertising:
• Nothing of consequence happens until a consumer finds you.
• Consumers’ perception of dentistry is not changed.
• You impose no new information to improve perceived value.
• People are shopping for things they know or perceive they need right now.
Your dental advertising expense is quite literally waiting for someone local to your dental office to have a real or perceived problem or need – then seek out a solution to their problem or need. They go to a search engine (predominantly Google) and seek one or more potential suitors as solutions to their real or perceived need. Another key point about passive advertising. Many times, these consumers have already been diagnosed by another dentist and are simply looking for alternative providers.