It’s not hard to tell when your dental practice is becoming increasingly successful. But if you’re working with a dental marketing firm and want to ensure you’re getting a strong return on investment, there are specific metrics you’ll want to monitor. These will show you how well your practice is performing as a whole—how much more revenue you’re bringing in, how many more patients you’re seeing weekly and monthly, and more. This information should give you a clear idea about whether your marketing efforts are paying off, or if it’s time to make some big changes.
Below are some of the things you should be doing to measure your success.
Evaluate Your SEO Reports
Search engine optimization is probably the most efficient technique for maximizing your presence online and ranking high in local search. SEO draws quality leads to your website and helps you get more clicks, calls, and appointments. But how do you know it’s working?
Your dental marketing partner can provide you with regular SEO reports that break down all the data and show whether your practice is seeing growth—and what is causing that growth. There are all kinds of metrics you and your team can track to measure performance, including:
- Organic traffic – Traffic to your website generated by people finding your website in Google search following a targeted search query and clicking on your webpage
- Keyword ranking – How well does your dental website rank for competitive keywords?
- Visibility on the search engine results page (SERP) – How many people are seeing your website in Google Search?
- Conversion rate – This rate shows you how well your SEO strategy is influencing your practice’s sales, and can tell you what percentage of website visitors are contacting your practice and becoming patients
Measure Monthly Revenue
Your monthly revenue is one of the most obvious indicators of success. But it isn’t just an increase in revenue that’s important; you want to make sure you’re hitting (or exceeding) your monthly goals. You should also look at what’s generating the most revenue for your practice, and work with your marketing partner to draw more attention to the high-value appointments and services responsible for this growth.
Count Your Patients and Upcoming Appointments
Is your practice getting more patients in the door since you started putting more effort into your marketing strategy? A healthy dental practice has no trouble filling its appointment book. You’ll know your practice is doing well when you’re booking up weeks in advance. This shows that people are aware of your practice, calling you to make appointments, and providing you with a continuous stream of revenue. It may also indicate that your staff is doing an awesome job of scheduling follow-up appointments for existing patients. Keep it up!
Track Your Calls
Patients are mainly onboarded at small-to-medium-sized businesses via phone call. With call tracking, you track the calls being made to the phone number listed on your website. This can show you how many calls are resulting in more business for your dental practice. In addition, call tracking can also show you which keyword and Google Ad combination triggered the phone call and how much revenue the subsequent appointment generated.
Keep an Eye on Your GMB Performance
Google My Business (GMB) enables you to track how well your practice is performing on Google Search. You can see how many times your GMB profile is being viewed, how many times people click-to-call or click to request directions, the number of clicks on your GMB website link, and more. If you’re not completely comfortable reviewing your GMB metrics, your marketing partner can help.
Look at Click-Through Rate (CTR), Quality Score, and Clicks on Your Google Ads
If you’re using Google Ads as part of your marketing (and if you’re not, you should!), you can use it to measure your traffic-based metrics such as clicks, click-through rate (CTR), your average cost per click, and quality score.
Clicks are the result of your ad campaigns driving traffic to your website. Through Google Ads, you can see which keywords are more popular, and how many times people are clicking through to your website using those keywords.
A high CTR indicates that the keywords you’re using in your ads are highly relevant to patients/potential new patients who are searching in your area. CTR is one factor that impacts your ads’ quality scores, and the cost you’ll end up paying for your clicks.
Your quality score determines how relevant your keywords, ads, and landing pages are to peoples’ search queries. The more relevant these things are, the more positive the experience for your leads, and the higher your quality score will be.
Consequently, when your CTR and quality score are higher, your cost-per-click is lower.
How Do I Review and Interpret My Numbers?
When your marketing reports start rolling in, you might be overwhelmed at all the data that’s in front of you. Fortunately, your dental marketing firm should be there to answer all your questions and give you a clear understanding of what it all means, and how it’s impacting your practice.
InTouch offers SEO 24/7 reporting to help you stay on top of your data and monitor the growth of your practice. We’re experts of all things marketing, from SEO and SEM to website development and brand building. If you’re looking for a knowledgeable and reliable marketing partner dedicated to seeing you succeed, get InTouch by calling (877) 493-9003 today.