You know that you have to spend money to make money for your dental practice, but you also don’t want to overspend. It’s critical to track your return on investment (ROI) for your marketing efforts. Then you will know how much it costs to attract a new patient across each channel. You’ll discover that the ROI is much better for some marketing strategies for others, so you can put more money into those efforts while scaling back on other endeavors.
Since 43 percent of search-related conversions happen over the phone, call tracking is necessary to determine your ROI. The system tracks each call made to your practice to the source. For instance, you can determine if a call comes from your website, paid ads, social media, or specific search networks.
Call tracking can go even further than that, though, by following the caller’s entire journey. For example, assume someone sees a search ad for your practice and clicks on your site. Then the person goes to your Facebook page and back to your website, finally making the call. You can see the complete picture, so you will understand all the steps taken – and the marketing resources used – to convert the caller into a patient. When you have this type of information, it’s much easier to optimize your marketing dollars. Before long, you’ll be able to increase your ROI.