Talk about, Grace, when we're formulating who we are with chat, it's a huge conversation we'd be getting into, but that inoculation of this is who I am, this is why, how do we give that brand voice to something beyond our Google page?

Yes.

Well, I started digital marketing in 2008.

So I've seen this evolution.

And one of the things that was always said in early SEO is content is king.

And it's interesting to see that from 2008 to 2026, content is still king.

And it is still the basis of your visibility.

What are two or three things that you think a dental practice should be paying attention to right now?

Talk about, Grace, when we're formulating who we are with chat, it's a huge conversation we'd be getting into, but that inoculation of this is who I am, this is why, how do we give that brand voice to something beyond our Google page?

Yes.

Well, I started digital marketing in 2008.

So I've seen this evolution.

And one of the things that was always said in early SEO is content is king.

And it's interesting to see that from 2008 to 2026, content is still king.

And it is still the basis of your visibility.

What are two or three things that you think a dental practice should be paying attention to right now?

is consistent.

It's not like at this Starbucks, I start over here and then I tell them what I want.

So sometimes Our clients will come to me and be like, well, you know, the process, you're putting me through this process.

And I'm, yes, the process is intentional, but the customization is considered in the process.

So you can have both halves.

high accountability, high process, high attention to detail, where you audit and check every single box for every service setup and every optimization process.

That is important.

And tell me a little bit about the lead follow-up that you said is automated.

And I want to know, like, what actually makes dental marketing strategy cookie cutter, and what's the Identity difference?

I love this question so very much, um, because I- when I named Identity, it was because back in 2008 and 2009, what I was seeing was this everything looks the same.

You could look at someone's website and be like, "Oh, I know what company built that." And so we were like the f- one of the very first truly custom branding-focused dental marketing agencies.

So that's really where it came from, is the ability to, to choose your identity and position your brand in the market in a way that's going to attract the right kind of patients for your practice.

But it kind of goes beyond that because I had this many, many years ago, really when I started my business, I had this moment where I said, "I want to be able to grow my business, but I never want to compromise quality or the value that I bring to a single client." So that's always been my mentality.

And my, and ev- a lot of people use this example, is Starbucks.

So I can go to Starbucks, and I can get my exact drink that I like, even though I make my own coffee at home, but I could.

And everything thereafter, whether it be-