How to grow a dental business? | Fatrank lead generation

Kasra Dash: So I'm joined with James and today we're going to be talking about how to grow a dental practice. I think we should probably start off with potentially new dental practices and we can then deep dive into like let's say more established businesses. But let's say you're starting off, potentially you've franchised, you've got a dental practice in South Florida and now you want to open up a new one in Orlando. How would you go about doing that?

James Dooley: So if you're looking at how to grow a dentist company then the first thing I would look to try and start setting up is making sure I've got a website. So having the website and then doing SEO to the website. With regards to search engine optimisation I would want to be ranking in Google, Bing and also if I can, if I've got any videos, ranking certain videos in YouTube as well. Videos could be either of the actual dental practice itself showing the facility, showing the cleanliness and stuff like that. It could be of certain testimonials from clients saying what an amazing job. If they did teeth implants and stuff like that I try to get all that. Teeth whitening before and after photos, if they do teeth whitening videos before and after, of teeth whitening and stuff. All the different products and services that they do within their dental practice I want to be trying to promote everywhere I possibly can online.

SEO I would start with as being the number one thing that I'd be looking to try to do. Not just for generating leads but for brand building. Making certain that you've got those testimonials. Because if I'm looking to have a new set of teeth I'm going to be doing my research and I want to see previous job case studies and testimonials.

Kasra Dash: Even with Invisalign. Invisalign probably in the UK costs about three, three and a half thousand pound. In the US it's probably about four and a half, five thousand dollars depending on the state and stuff like that. We're talking averages here. But even Invisalign, it's quite a big decision on somebody's life and if you don't have the trust factors, if you've not got that social media presence, if you've not got the before and afters, if you don't have any video testimonials and case studies, then at the end of the day they're probably going to go with one of your competitors that does have all of that. I think the next piece as well is if you are spending a lot of money on photography or videography within the business on brand building you want to also be leveraging the money that you've spent on the images and videos for social media. Posting all the time. Posting whether it's in LinkedIn, on Twitter, on Facebook, on Instagram. Pinning anything that you've done on Pinterest. Being present everywhere so that again if someone is just looking at your social media account they go yeah I can trust this company. This is a company that I want to have my Invisalign braces done with or teeth whitening kits done with. I want to be everywhere. And again I'm coming back to branding and just making certain that every so often I keep throwing in testimonials, what people are saying.

James Dooley: One thing to just add to what you've said. Try to get your own images. Like I don't know what dentist you actually use but a lot of dentists that I look at, their social media, they're just using stock images. And I don't know what your thoughts are but as somebody that's being trained up especially in the digital marketing world, I look at them and I'm like I don't trust that company. I don't know if that's just my—

Kasra Dash: No I completely agree. I mean a lot of times you can tell it is a stock image. Sometimes the less professional image, as long as it's got to look good. At the end of the day if you're doing a before and after shot you want to make certain ideally they've got yellow teeth at the start and at the end they've got white teeth. So you want to try and make certain that that is set up in that manner. But having unique images is key but also it's key for ranking in Google Images as well. And I think sometimes that this is a very visual. If you're getting new teeth, if you're doing some sort of cosmetic dentistry, you want to be making certain that you're ranking in the Google Images and you're being seen on places like Flickr and Pinterest and places like that because they want to go oh I want that. Oh mine seem a bit more yellow than that maybe I should have this being done now. I mean you might have coffee stains in the teeth or whatever it is but trying to get that out there is key.

But then the next part I'd say for growing a dentist or dental practice. If you've got a product or service in an area, so you said South Florida right, or let's say you were saying you're opening up the new office in Orlando. If I'm brilliant at Invisalign braces in Orlando, at that point I might be able to run PPC. Now I won't just go and run PPC for cosmetic dentistry in Orlando because it's very expensive. But if you have a specific product or service that you've got a great hook with and a great conversion and it makes you good profit, at that point you could run PPC. Massive caveat. There's a lot of click fraud and it's very expensive unless you're using a professional agency to get that set up right. I don't know what your thoughts are on PPC.

James Dooley: No I agree. So what we've typically found is with PPC, let's take Invisalign for an example. A lot of people shop around. So even though let's say Google's charging you 50 or 100 dollars for the actual click, that click might not actually convert with you, it might actually convert with one of your competitors. So again that's the other benefit of SEO. So once you've started ranking you're kind of getting the click. It doesn't matter if they're shopping around, you're there. With PPC you're going to need a lot of trust factors in place, you're going to need a good back end. So it needs to be very profitable for your dental practice.

And also if you've got potential upsells. So let's say for example yes they've come in for Invisalign but if you can upsell them for teeth whitening and if you can upsell them as a yearly checkup client then that lifetime value of that client maybe went from let's say two and a half or four thousand dollars to let's say six thousand dollars. So you can ultimately just spend more on your marketing because you're getting a lot more profit in the back end. But yeah what else would you recommend?

Kasra Dash: So there's other things that people talk about quite a lot in dentistry. Traditional marketing. Billboards, TV ads, radio ads, magazines. Now if I'm being honest I hate doing this and the reason why I hate doing it is because there's no tracking of conversion rate optimisation. There's no tracking on was it that billboard that got me this inquiry which led to this profit. So it's so difficult for someone to turn around and put a return on investment value on traditional marketing. I'm not saying it doesn't work. It does work well at times. However I feel there's much better ways now of spending that money. Run Facebook ads and target certain demographic. You can go into Orlando and say within 50 miles of Orlando.

You can target a specific. You might start realising that some of the work that you do caters more towards females. So a billboard just caters to everyone that drives past it where Facebook Ads you could say okay I'm realising that teenagers don't have the money to have implants or don't need it. It's 30 to 60 year olds female within 50 miles of Orlando and you can put all them filters in place. So it's a lot of different filters and stuff you can do via social media advertising which can work well. But also via your SEO strategies you can be making certain that you're targeting the towns or Orlando as the major city, specifically the products and stuff of what you want to sell. So for me I'm not a big fan of traditional marketing. And do you know what, over in the US I think every business owner wants to be an entrepreneur and they feel that they have to have a big billboard of their picture being on there. And I'm like are you tracking return on investment? And as a business mentor or a fractional CMO at times I'm like I would take that money and I would then spend it more wisely in other areas.

James Dooley: Definitely. A few other things that you can actually do and this works well. A lot of dentists, dental practices, they want families. And in the US you can sponsor kids' baseball games or kids' soccer games and football games and stuff like that. So that's a good way of getting in front of the parents. I spoke about this on my YouTube channel a couple days ago. I remember when I was in high school there was actually a practice that came in and they were like telling us how to brush your teeth and what sweets you should avoid and what fruits and stuff that you should eat. You could do something like that. I personally don't think that works as well because you're in front of the kids, they're not the actual decision makers. But again you can test that out.

And another strategy that works very well is influencer marketing. So for example you can get some B-list celebrities in Orlando or wherever you're located. Get them in, get some free teeth whitening done and in return they essentially repost your work on their social media following. And because they are actually located within that area that might be actually presented to four or five thousand people within Orlando or Miami or wherever and then they will essentially enquire with you. So that's another strategy.

Kasra Dash: It's a good strategy. I mean another one is lead generation companies. So over at f atrank.com you could apply to try cosmetic dentistry. They only generally deal with the high-end type services, so like implants and stuff like that. Or if it is cosmetic dentistry, that type of work as opposed to just checkups and stuff. But if they do qualify they do get a no-risk supply of inquiries that come through.

But then also talk to me a little bit because you've been working a lot in the dental. You are Mr Dental Practice Growth man. So obviously you kind of mark yourself as a fractional CMO but you do a lot with dentists and dental practices. So why don't you talk a little bit about yourself as being a consultant or a fractional CMO where you can go in and help. Dentists are very good at fixing teeth or making teeth look nice. That doesn't mean to say they're good at advertising and marketing. Every dentist should have some sort of freelance CMO or consultant that is helping them, knowing where to spend the money. Because the amount of people that waste money on buying the wrong type of leads or using the wrong SEO agency and burning money, you may as well just go and get some money and set it on fire. Literally burning money. So explain a little bit more about you in the dental practice space. Of like obviously you've kind of, not saying fell into that trade, but you've been working for so many different companies but you just seem to have mastered the dental practice space and managed to grow so many dentist companies. So can you talk a little bit more on that?

James Dooley: So yeah basically we've both been doing SEO for many years now. Growing businesses, investing into actual businesses. And one thing that I found was that dental practice owners, they are really good at their job. However in university and college they've not actually been trained up to actually advertise. They know how to do cosmetic dentistry, they know how to do Invisalign, checkups, they're really good at what they do. But advertising just isn't their forte. And that's just come from me speaking to various dental practices over the years.

So I've basically been able to kind of position myself as the dental growth expert. As much as I don't like calling myself an expert this is what people title me as. And I can basically look at what they're advertising on, what they're spending on and say to them like hey you're overspending on your PPC or actually your PPC hasn't generated you any actual inquiries for your business. Why don't we switch that off and reallocate that budget to something that is working. Whether that is social media posts, whether it's Facebook Ads, whether it's SEO, whatever the case may be. And you'd be surprised as to how many people are actually spending on billboard ads and not actually tracking that or potentially they've done some radio ads or potentially they've done some newspaper ads or even some flyers and stuff like that and it's just not generating them the ROI. So I've basically come in and I can evaluate your business and I could say right okay we're spending six grand overall or six K on advertising every single month. Why don't we just reallocate that six K to doing these two things as opposed to doing these six things and you're going to get a lot more bang for your buck. And it works out very well. A lot of business owners they don't realise how much they're wasting money. And potentially they've outsourced their SEO to what we like to call SEO cowboys. There's a lot out there. It's quite disheartening to say that because SEO can work for a lot of businesses but if you're not correctly vetting or if you don't know how to track the KPIs in SEO you can get essentially taken for a ride. So I think it's kind of a win-win really. So if there is any dentist business owners now that are saying I like this video, I'm looking to grow, how can they initially contact you? How do they get a hold of you to say do you know what I want to book a strategy session with you and I want you to look at my business, wherever it's based, and this is what we do and this is what we're spending money on now. And they can listen, they cannot listen. But obviously you're going to come along as a fractional CMO. So that's a CMO that understands all angles of marketing and you can give your honest opinion. If I think you're overspending here and you're not spending enough in a certain place. And the good thing is that these business owners, they should be setting KPIs even on yourself. If they came to you as a consultant and said we're spending £10,000 a month and we're getting this amount of clients and you was to turn around and say well I think you should allocate some of the budget here, you need to be showing them that you're getting them more than what there was the previous months. But how can a dentist or dental practice get a hold of you to initially have this strategy session?

Kasra Dash: Just go over to my website kasra dash.com or check the link down in the description as well.

James Dooley: So if anyone is looking to grow the dental practice first and foremost I'd strongly recommend booking a call with Kasra. Kasra can go through everything that we've spoken about in this video of how to grow more dentistry leads. But then it's also, it's not just about the volume of leads, it's trying to build and improve upon that average transactional value and lifetime value of existing customers. Obviously you've got an amazing CRM system in there as well for some dentist companies that might want to be using that which can do text message follow ups, email follow ups, even WhatsApp follow ups and stuff like that.

These people like you said are brilliant at fixing people's teeth and working on cosmetic dentistry but they're not marketers and this is where you can come in. So head over to kasra dash.com or check out the link in the description.