If you haven’t tried marketing to your local post office, you’re missing out. The post office is the second largest employer in the United States, according to the U.S. Postal Service Website. Postal employees need dental care, and that’s where you come in.
The post office offers huge potential if you’re a dentist. This ground marketing tactic is simple to do and ingenious because no one is doing it. If you’ve done the usual marketing techniques like social media and postcards, you might be out of fresh ideas.
Reaching out to companies is a great way to earn more business. Once you realize that government agencies are run by individuals, you can begin strategizing a campaign to bring employees in for teeth cleanings.
Keep reading to find out how to launch an effective marketing campaign to your local post office to bring customers through your door.
Start with a Connection at the Post Office
The easiest way to market is through a connection you’ve already made. Do you have a customer who works at the post office? Maybe you chat with the person who delivers your mail. If you haven’t encountered a postal worker in a while, try making friends with one.
One of the easiest ways to make a connection with a postal worker is to be nice to the front counter person that helps you with your packages or stamps. If you make enough weekly trips to the post office, he or she will begin to recognize and chat with you.
If you still don’t have that special post office connection, don’t fear. Read on to find out another clever tactic you can do to get yourself through the side door of your local post office.
Phone your Local Post Office
If you don’t have any post office buddies, your next option is to pick up the phone and dial their number. You can make a small script ahead of time, but here are some guidelines:
All post offices have someone who makes decisions and it’s important that you speak to someone who will be able to give you permission to sell your services. Ask to speak to the post office manager.
Once you’re on the phone, let them know that a couple of their employees have tried your dental practice. Ask them if you could give the rest of the employees and their families free hygiene kits, coupons, or goodie bags loaded with toothbrushes and floss.
If they say yes, you’re in. You can set up a small booth in the breakroom with the free items and information. You could even do a lunch and learn where you speak to postal employees about their teeth and the services you offer.
Getting your foot in the door of your local post office is a great way to earn more potential business. Once you gain traction with one branch, it will be much easier to work on the second–especially if they have social proof that the other offices are allowing you to sell your services too.
Have you tried marketing to your local post office or any other governmental agency? If so, how did it go?
I offer coaching to dentists interested in knowing how to increase revenue by getting out into the community to bring traffic through the front door. If you want more helpful tips like these, or you want me to work one-on-one with you or a member of your staff, click here to learn more, or contact me at firstname.lastname@example.org.
If you’re a new dentist or you’ve been practicing dentistry for a while, you’re probably constantly thinking about smart ways to get clients in the door. You have a solid website, and you’re researching ways to market online, or maybe you’re doing pay-per-click ads.
Digital marketing, like social media and internet advertising, are no-brainers for most businesses, but have you considered face-to-face marketing?
Ground marketing is a way to build relationships in the community where your dental practice is located. This kind of marketing is a must if you’re a local business and you want to increase your customer base. Here’s why:
Ground Marketing Attracts Customers During Offline Times
Let’s face it: People are not online 24/7. They go to work, they go shopping, they go to school, and do other activities in their community. Why not be where they are?
You could participate in events, or even host them yourself. You could talk to kids and parents at schools, or be present at an employee health fair.
This is a great time to set up a table and offer them a free toothbrush kit, or to get to know more about them. It’s an easy way to build rapport with community members and not be invisible.
Person-to-Person Contact Creates Trust
People do business with people they know, like, and trust. Getting out into the community speeds up that process. They get to see you and your employees as friendly, honest people, and not only as an online, digital ad.
When customers see you participating and connecting with them, they will begin to think of you as the authority dentist, or the go-to person when they need dental service. Essentially, it shows people you’re real and that they can trust you with their oral health.
You Get Better Contact Information
Because you are talking face-to-face with people in the community, they’re much more likely to give you private information like their phone number, their insurance information, ongoing dental issues, and the list goes on. Try asking for that info online, and you could be met with silence.
It’s all about trust. People are much more likely to be open with you if you’re having face-to-face dialogue. Once you build that rapport, you’ll create loyalty within a customer. They may not even need services right away, but when they do, your name is on their radar.
Ground marketing is a highly effective
way for dentists to get more clients and increase profit. It doesn’t mean you need to replace your digital marketing efforts with ground marketing. It means you should do both. All brick and mortar businesses should have both online and local presence in the community.
Have you thought about ground marketing for your dental business? The Dental Marketer offers coaching to dentists interested in knowing how to increase revenue by getting out into the community to bring traffic through the front door. Click here to learn more or contact The Dental Marketer at email@example.com
Marketing your business and appealing to your patients can be tough, especially from a psychological standpoint. Fortunately, words are free. The English language is filled with “power words” that, through research and the wisdom of professional speakers, have been shown to influence people more effectively than others.
These terms can instantly grab the attention of your clients because they excel at one important task—solving problems in such a way that feels easy, personal, and individualized for your audience.
Surprisingly, these words are extremely simple. In fact, we use them every single day. Don’t expect to triple your client base just by throwing these words into your emails and treatments. Power words will not be effective unless you use them properly, and with a particular goal in mind.
Little did you know that I used each of these words in the paragraphs above! I know, I know; that was sneaky, but now I will lead you through them. Let’s explore the five most persuasive words in the English language and how you can incorporate them into your everyday life.
As human beings, we enjoy being referred to. Research has shown that individuals will pay more for products and services if they feel personalized. Think about it; our names are instinctually tied to our self-perception, which can greatly influence our decisions.
It can be difficult to use individual names when marketing on the internet; however, using email lists that plug in the names of your clients can be extremely beneficial. Additionally, you can build trust with your patients by using their names while presenting treatment.
Well, yeah—everybody likes free.
Several experiments have proven that individuals will choose items or services that are labeled as “free,” even when the respective values are equal. Psychologists pinpoint loss aversion as the cause for this phenomenon. In other words, humans hate missing out on things. Free products or services can be particularly upsetting to miss.
People are more likely to trust individuals who give clear-cut reasons for their actions and desires. Fortunately, this phenomenon can be extremely useful in the medical field.
Why should people use your practice? What places your business above the competition? When marketing your practice and speaking with potential clients, justify yourself with the word “because.” Studies have shown that phrasing questions with this power word can lead to better outcomes than when the same question is phrased without it. Why? Because it works!
When you understand where the magic of this word comes from, you’ll be able to achieve the same effect with words like “immediately,” “directly,” and even “fast.”
People like immediacy. If somebody has a problem, their brains will flood with pleasure when they hear about an instant solution. When marketing your business and discussing treatment options with your patients, sprinkle in this power word.
Warning: Do not make promises you can’t keep! You might find yourself with unhappy clients and damaging trust issues.
The concept behind this word may sound contradictory, but you can make drastic improvements to your marketing strategy after sorting it out.
Research has shown that people trust familiar brands. So, how can “new” and different offers win over your audience? The secret lies in maintaining the original authenticity of your business while advertising the “newness” of changing options and procedures. In other words, people like hearing about better solutions when they’re offered by trusted sources.
Congratulations! Now you can take advantage of your reformed vocabulary and make fantastic changes to your business. Be mindful about how you speak to clients, patients, and even your family and friends. Who knows—you might notice some improvements in your personal life as well
So, I’m sure you have a patient you love and I’m sure that patient loves you (as their dentist). As a dentist you want more of these types of patients so you tend to ask them “if you have any friends or family looking for a great dentist/ or needs any dental care be sure to refer them here!” and you send them off in hopes that they bring their whole family and friend to your dental practice as soon as possible!
However, what results have you seen from this? Sometimes we get some pretty good results, and then sometimes we get absolutely nothing from this. Side note: if you continue to get nothing from this, don’t worry, be consistent in each visit and continue to ask and market.
What else can you do?
Answer: Always ask your patients where they work.
Look at it this way. When you have a happy patient, a patient you like, and you even like their benefits their job provides, then ask them where they work!
Asking your existing patient where they work is a legitimate question but don’t just leave it at that; probe!
Let your existing patient know that you would like to figure out a way that you can set up some type of lunch and learn with the company they work with.
Let me give you a quick script on how to do this:
You: Hey “patient’s name” how’s work coming along?
Patient: Good/ Bad
You: oh ok! Where is it you work at again? (of course conversate with them and lead it to this question, or they may already mention it when you conversate about “how work is coming along”)
Patient: Company Name
You: That’s right! You know I was wondering, do you think they would let us stop by and give your co-workers free hygiene kits/ free toothbrushes and maybe some exclusive services?
Patient: “Yeah!” or they may say “I’m not sure but you can contact this number or person”.
You: Awesome! Yeah I wanted to stop by this week and give everyone free goodies and see if we can set something exclusive up with your company.
So, do you see what you have done here? You created a BRAND NEW opportunity! You opened a door to a whole new possibility of attracting new potential patients!
Now, you will have to go and visit the company and person who is in charge or call them and let them know how you would like to partner up with the company and not only provide them with free goodies, but also how you would like to provide them with exclusive services for the employees of the company and for their families as well.
The point of this article is to show you to squeeze as much juice as possible from your existing patients. There shouldn’t be a reason that you received nothing from an existing patient. Especially if the patient loves you and you love them!
If you’re the dentist, it’s a good idea for you to ask these questions. However, if you have a ground marketer on staff they will be the ones asking the questions and visiting your existing patient’s workplace. The ground marketer will be the one in charge of making sure that your existing patient’s company dental concerns and needs are taken care of by you and your whole dental team.
Normally, the staff or front office already know where your existing patient works (due to figuring out their dental insurance), so make sure the rest of the team knows. Make sure each of your existing patients that you love have been asked this question, and I can assure you, you will see many… PLENTY of doors and opportunities open up for you to attract new patients and increase the quality and loyalty of your existing patients and new patients.
THE DENTAL MARKETER LINKS:
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Is email marketing still relevant? Is it even worth your time anymore? Who is reading your emails that you send out to your current patients? These are all very common and great questions. A lot of the times we feel our efforts and time can be spent on something else where we can get a ROI a lot faster. But just how effective is email marketing? Well…. If done properly then it can be highly effective!
- 48% of emails are opened on mobile devices.
- 11% of email templates are optimized for mobile.
- 69% of mobile users delete emails that are NOT optimized.
- 64% of decision makers read their emails on mobiles.
- 80% of people will simply delete an email if it doesn’t look good on mobile.
So do you see a trend here. Do you see what most of your patients are looking at their emails with? A MOBILE DEVICE. This is crucial to understand. Why? Well, when was the last time you updated your email templates or adjusted your email to be responsive to a mobile device? If you answered recently then great! If not then you NEED to update all of your newsletters, email reminders, templates, and more to be responsive onto a mobile device.
Another important thing to point out in the statistics above is that 64% of decision makers are reading your email through their mobile device. So why would you send out something that you know a decision maker will more than likely not open or not care about. Make sure the content is impeccable….every….single….time. Each email has to add value AND be responsive to mobile devices. Just think about it, would you read an email on your phone about your next eye exam or that you eye- check-up is due and the email doesn’t even look like it fits in your phone and the template looks mechanical and the exact same as last years?! Nope! There’s no value to that, no sense of urgency, no thought put into it. So make sure you add all that into your email along with it being optimized to mobile devices.
Another statistic for you:
Did you know that email marketing was the most effective for or channel used for customer loyalty and retention, surpassing and leading social network marketing by about 20% Source: emarketer.com
We get excited about all the social media platforms and social media marketing that at times we forget that our existing patients are right on the other side of us and they can boost our production and collections. They are already our customers. These existing patients can bring in more family, friends, colleagues, employees, and more! All it takes is constant communication through email and building that relationship.
Email marketing is far…. And I mean very far from dead! It is alive and living large! Email marketing is just evolving and if you feel like your email marketing is getting you know where… then honestly, you aren’t evolving with it. So make sure from this point on you do this:
- Optimize all your email templates to be mobile friendly.
- Make each template warm and personable. Let the reader/ decision maker know that you are personally writing to them and not some generic email template you send out this time of year to hundreds of your patients.
- Create content. Put video into your emails, pictures of you and a picture of them the last time they visited your office. Add value to their day through your email.
- Leave a pending email. Meaning make the email a conversation; don’t just remind them about their end of the year benefits. Leave them an email with value and a possible question or something to ponder on at the end of the email that will lead to a CTA (call to action).
- See who has opened your emails. By now you should have a software that shows you the analytics of the emails you sent out. See who has opened up your emails and send them another email to follow-up with all the steps I mentioned above.
This may seem like a funnel to target your most loyal patients and…. that’s because it is! You also want separate email templates for the patients that did not open up your email. Maybe they felt no urgency or didn’t see your email the first time, so give it another shot with a different approach and email template.
Regardless, I want you to continue to do email marketing. It not only produces results but when done properly it brings in a lot more production, re-calls, pending treatment, referrals, and collections. So follow the steps above and start evolving with email marketing and I can assure you, you will start seeing the proven results I am talking about.
THE DENTAL MARKETER LINKS:
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