The Extraction Ep 38: Improve Dental Lead Conversion With AI and Team Training

I have spoken about this a couple of times on the pod.

On any given day, if I'm not working on team care, I am waist deep in multi-touch attribution marketing as it relates to selling apparel online through the world of Shopify and And it's really interesting to me how much more advanced attribution tracking is in that world relative to dentistry.

And when an owner wants to spend money on Google and they're really prioritizing leads, it's so easy to get lost in the sauce of like, oh, look how many leads we got.

The marketing's working.

But then at the end of the day, how many of those people are actually coming in and handing you And that's where you are focused on not only making the flywheel work, but also creating a level of transparency so that owners feel like they're getting the actual ROI that they should have out of their marketing dollars.

So I'm kind of jumping right in, but we love to kind of put ourselves in the point of view of a practice manager or an owner.

And so for those that are listening and they feel like they're banging their head against the wall when it comes to digital marketing, or they have this agency, but They're almost embarrassed to admit they're not exactly sure what they're paying them for or if it's even working.

What should an owner measure to determine whether marketing is actually failing or the internal conversion system is failing?

Yeah, that's a billion dollar question right there.

How do you measure the success and where do you look to? So there are key metrics on the lead generation side.

And there are a lot of companies that do that side really well.

There are some really big players.

that run the ads run the lead conversion side and where where we get into things is really where it crosses that barrier typically from the lead being generated to now what and so we we like to look at the how quickly leads are contacted so speed delete that's that's pretty common phrase we like to look at how many times that there is an attempt to contact the lead.

Old statistics used to say that it used to be seven times that you would have to reach out to somebody before there was a potential sale conversation.

It's way higher than that now.

There's a lot more that needs to be done to move people forward.

We're looking at 17 to 20 interactions with a person.

And that can be anything from emails to voicemails to text messages to conversations.

But it's a lot.

And so it really comes down to tracking what that progress looks like so that you can actually test against what's working, what's not working.

And so the metrics, you know, speed, how many times they're reaching out, what avenues people are coming through, whether that's Google or Facebook or Instagram.

that are actually setting appointments and meeting those appointments.

And then also, if there is a way to help filter the type of leads and patients that are coming in, a lot of companies will do that on their lead capture form or in some of their initial conversations or text messages with people.

Looking at those different questions that are being asked, we can see ones that are working really well, like in Florida, that are... terrible in California.

But just looking at your local market to see what conversations and questions and filters will help the right people to be comfortable with coming in and taking that next step towards getting treatment.