There are four Golden principles with marketing which, if you choose to ignore you do so at your peril. HOW you choose to implement each of these four steps will be very personal to you, but whatever you do make sure you go through every step.
Those four steps follow the mnemonic AIDA
Step 1 – ATTENTION
Before anyone can take any action at all, before they can come to your dental practice, before they can phone, before they can visit your website you need to capture their attention. They need to know that you physically exist and that you are there.
The first stage of any marketing campaign should be to grab people’s attention. If you were at the recent dentistry show in Birmingham think big drums, bhangra music and oompahloompahs! Big drums, bhangra music and oompahloompahs may not be how you wish to grab people’s attention, that’s fine but the principle remains, in order for anyone to take any action at all they need to know you exist and this kind of marketing, along with people like Richard Branson and sailing around the world in a balloon is brilliant at grabbing people’s attention.
Step 2 – INTEREST
Once we’ve grabbed someone’s attention and they know you exist we can start to pique the interest. This is where marketing becomes far more subtle, this is where telling patient stories begins, this is where we begin to engage with a prospect, gently helping them solve whichever problem it is that they have… Missing teeth, crooked teeth, ugly teeth (In their eyes) etc.
This is using e-mail marketing on the website to collect prospects e-mail addresses in exchange for a free downloadable guide and then gently dropping them into an automated systematic e-mail marketing campaign, all very gentle and NOT SELLING!
Step 3 – DESIRE
Once we have grabbed someone’s attention and they know you exist and we have created some form of interest in solving their problem we can then work on the third stage which is creating desire.
Showing prospects before and after photographs of patients in similar situations to them can help create a desire. Talking about the problem and the solution is an important step here also.
Step 4 – ACTION
Without action the three previous steps become pointless, this is where using marketing speak and language is vital. When someone lands on your website or receives an e-mail, what do you want them to do? Call us today, phone us today, request a free consultation today are all phrases which can be used with great effect.
Incentives to take action can also work in the form of free consultations or refunds of initial assessment… Think about specific things which will prompt someone to take action… Simply having a request an appointment form on your website is NOT suggesting that someone takes an action.
The steps above are WHAT you should do, they do not in any way tell you HOW you should do them. Oompahloompahs and bhangra music may not be for you, you may choose something more subtle or even more outlandish in order to generate attention about your service/product.
What ever you choose to do remember, with out these four steps your marketing won’t work.