There are plenty of great marketing strategies you can implement for your orthodontic practice and lots of sources that can give you great ideas. But at the end of the day, your orthodontic practice and your audience are unique, and the nuances of how you carry out your marketing strategies will need to be unique to you. To get real insights into how your marketing strategies are working, and to know where you need to pivot to optimize your strategies, you will need to use marketing analytics.
What are Marketing Analytics?
Marketing analytics are collections of data and information used to gather insights into how users are interacting with your marketing collateral. While you may be noticing that your orthodontic practice is getting more patients now that you have put some marketing strategies into practice, you might not necessarily know how your leads turned into conversions or what part of your strategy is working. By tracking how your potential customers are interacting with your online marketing content, you can refine your strategies to gain more conversions.
Google Analytics Provides Free Information
Google Analytics is a gold mine of free information about your potential patients. Setting up an account for your practice is pretty straightforward and won’t take much time. Once you have your account up and running, you have access to an array of tools that provide valuable insight. One of the most helpful functions of Google Analytics is the ability to track where your web traffic is coming from. This includes links from other websites that directed readers to your website and the search terms people used to find you on all of the major search engines.
You can also generate custom reports relevant to your orthodontic practice. For instance, you can track traffic based on the different treatment sections you have on your website to give you an idea of which options are looked at the most.
Integrating Google Analytics
You can integrate your CRM software into Google Analytics to give you further insight and consolidate your data so you don’t have to jump around to different places to get all of the information you need. You can also integrate social media accounts with Google Analytics using the Social Settings tab, allowing you to add campaigns, track engagement patterns, and much more. Other helpful online tools such as CoSchedule also offer more detailed social media analytics.
Using Google AdWords, you can set up pay-per-click or banner-style advertisements for your orthodontic practice. You can get a detailed look into how these ad campaigns are performing by looking at Google Analytics. Connecting the two is a little nuanced and takes some guidance to do just right, which you can find here.
HubSpot Customer Relationship Management System
HubSpot is a great tool you can use to track your email campaigns. When you are looking through your email analytics, there are several metrics that stand out as being especially important. Your click-through rate (number of clicks divided by emails delivered) will give you an idea of how many people are actually viewing your content as a result of your emails. You can also track important insights such as your conversion rate, list growth rate, and bounce rate. All of these detailed insights will allow you to refine your email campaigns and boost your ROI.
If you have yet to use marketing analytics for your orthodontic practice, jump on board with these tools to make your marketing strategies as effective as possible.