When asked how satisfied you are with your website and social media service provider, I will often hear, “They’re great,” or “Very satisfied.” But when I expand upon that question and ask, “What makes you satisfied that they’re doing a good job?” more than not I get a lot of blank stares and comments like, “Oh, I just really like them.”
Marketing is an Investment
It’s time to think about marketing as more of an investment, not an expense. The way you should gauge the success of your digital marketing efforts is by looking at the numbers. Is your provider delivering the eyeballs to your website that result in getting butts in your chair?
Know Your Numbers
Let’s compare numbers. The average number of people that visit my website per day is 379. The percentage of visits to my website that is local to my practice is 14% so roughly 54 local people are checking out my website each day. Take that number and multiply by your website’s conversion rate (the number of times people make an appointment by form, phone, chat, etc.) and you’ll get an approximate number of “butts in chairs” based on website visitor traffic.
This will help you determine your marketing “ROI”, or return on investment. If only 10% of those people book an exam, which is a very conservative estimate you generate 5.4 patients per day. Multiply that by 7 days a week (even though you may be closed people still search and call) and you get 38; that’s 38 new patients per month through your internet marketing effort.
Calculating Digital Marketing ROI
Assuming each patient is worth about $250 per visit to your practice, that is $9500 in revenue on an approximate $2000 spend per month. This is an INCREDIBLE return on investment. That’s why I implore everyone to think about marketing as an investment, not an expense. This is a conservative investment which estimates the low end of what you can achieve with a sophisticated marketing effort. Problem is most of us don’t have a sophisticated marketing effort – we look to save money on marketing and in doing so leave tens thousands of dollars on the table over the course of the year.
Get More Help with a Digital Marketing Partner
My partner is Surefire Local. By using sophisticated software and a deep understanding of how Google works, they’ve helped me to more effectively target people who are searching for the products and services my practice offers AND to people who are NEAR me. It’s irrelevant how many total people visit your website. To optimize your marketing investment, you need to know how many people your website and digital marketing provider exposes you to LOCALLY and then how that traffic is converting once it visits your website.
This is what Surefire Local helped me to understand. I thought my overall traffic and organic traffic was great. Surefire helped me see the opportunities for improvement to the traffic that really mattered to me – my local traffic. And since I started working with Surefire, my local organic traffic has increased by 15% and my website conversion rate has improved about 30%.
*Disclosure: I brought Surefire into the eye care industry after seeing what they were doing in other industries. Optometry had nothing like the marketing products they offered and after a year of using them for my practice, I was sold. I begged them to open an Optometry vertical and now I consult with them on the optometric aspects of website development, social media marketing, and search optimization. Over a thousand Surefire customers recognize the value they bring to an independent practice every week. For a free website evaluation and phone consult (without any hard sell) call 888-804-8685 or email email@example.com.