Lead Tracking and Data

Article as seen in Aesthetic Dentistry Magazine June 2020

It’s a question we commonly get asked by new potential clients, why you, why should I believe that you are the right marketing company for me? I cannot really comment on the work that other companies do, but what I can say is that we are very focussed on data and results, and I believe that it’s what makes us different.

You see we measure everything that is relevant. I am not talking about those reports that you see that detail everything from website hits, bounce rates, session duration and unique page views, I’m talking about the data that actually makes a difference to your practice.

We have reviewed the data that we send to our clients now. We used to hit them with a barrage of Google Analytics stats, but do you know what? They never did anything with the information because it was not relevant to them as practice owners. We instead choose to focus and analyse where your leads come from, what percentage of them convert and what did that cost you.

We actively work with our clients to understand what they really want to see rather than baffling them with statistics that make us look good.

Now don’t get me wrong. We do not ignore other metrics, we just don’t feel the need to pass on every bit of data, that is our job to analyse not yours. In addition to the reports and benchmarking figures that we produce we also provide a monthly overview video whereby a team member breaks down the information for the practice owner in terms that are meaningful and easy to understand.

We have client data going back several years which enables us to predict Google PPC spend and projected returns, call volumes and completed online forms. As a result, any recommendations that are made to our clients are based on facts rather than just hit and hope.

Taking things to the next level

Over the last 12 months we have been working with a select few clients to develop a reporting dashboard that enables the practice to track all leads that come through but more importantly provides us with real time data on their entire lead generation and conversion process.

With a simple click we can see what value of leads are at each stage of the buying process, identify any blockages to the lead flow and see what treatments are producing new patients.

This dashboard then gives us the power to recommend immediate changes in pay per click budgets and campaigns. We can see if the composite bonding campaign is actually converting more high profit ceramic cases for example, or if we would get better value from moving the ortho budget to smile makeovers.

Are you tracking the right data?

One of the important decisions that we make for our clients during the initial lockdown period was to reduce Google PPC spend. We then observed and tracked changes in the cost per clicks for high treatment related campaigns.

This enabled us to make quick changes to our client campaigns to ensure that they were able to take advantage of the much lower spends. Without that focus on the right data we would not have been able to make these value adjustments that had such a significant positive impact on our clients when they needed it most.

Unfortunately, not all practices out there had someone to look and report on the right data, and they ended up wasting 100’s of pounds on campaigns that simply were never going to work.

So, you asked what makes us different from the rest and there is your answer. If you would like Connect to review your data and performance, why not sign up a Free Practice Analysis today

T: 0113 827 2249

E: vicki@connectmymarketing.com