Let’s talk about how you’re able to measure and improve your marketing ROI using Surefire Local’s proprietary software!
Surefire Local was founded on the basis of helping small businesses boost their ROI by taking their digital marketing and making it easier. At Surefire Local, we give you everything you need to take your plastic surgery business to the next level with a platform that is available everywhere you need it to be. With our proprietary software, you will gain more patients and effectively increase your profits all from a single dashboard.
Measuring Your Plastic Surgery Practice’s ROI
If you want to improve your plastic surgery marketing ROI, it’s important that you thoroughly understand your digital marketing program, track it, and measure it. Automating your insights and optimizing your efforts across all facets of your practice while making sure every penny of your budget counts is the only way to get a detailed picture of the patient’s journey. It will also help you track your KPIs confidently while avoiding stress, frustration, and confusion.
As a plastic surgery practice, you need to use your resources wisely if you want to make a profit. You should also choose the best possible resources, tools, and business partnerships. These are the things that will help take your business to the next level while attracting more patients without losing money.
Understanding the Complex Patient Journey
The digital challenges a plastic surgery practice faces today have grown more complex when it comes to tracking ROI. And this is what makes the patient journey more complex, because the ways patients search has become more complex as well. This can be attributed to rising patient demand for immediate service and answers, regardless of what time of the day or night it is.
Maintaining Your Practice’s Digital Footprint
There are many effective tactics to invest in that will help you manage your digital presence. Some of the most effective avenues include:
- Digital marketing
- Website listings
- Social media
- SEO
- Digital advertising
- Reviews
- Search engine marketing
- Referrals
Effectively Tracking Your ROI
It takes skill and experience to navigate the different channels your business needs to manage, which further complicates effectively tracking your ROI. However, consistency is key, but even that is becoming more difficult due to the different avenues that need to be maintained, tracked, and adjusted based on current trends. Some of those avenues include:
- Keywords and phrases
- Phone calls
- Website and blog traffic
- Lead sources
- UTM codes
- Patient follow-ups and surveys
Complex Derivatives Make Tracking Digital Marketing ROI Difficult
There are many channels, marketing tactics, and different tracking methods available for your practice. This makes it difficult to maintain a clear picture of your digital marketing ROI. Unfortunately, this typically puts a business owner in an uncomfortable position because they have so many tools and a bunch of different vendors to manage them. Ultimately, a business owner isn’t sure if they have anyone they can rely on to learn and manage everything. Therefore, they don’t know which route to go and what course of action to take.
As a business owner, you no doubt want to implement the best possible strategy to improve your marketing campaigns and your business overall. And what is considered a “good” marketing strategy for one business’ ROI might be totally different than what is best for another business. Marketing strategies and tactics will vary across the different industries and will largely depend on each one’s business goals and budget.
However, there is a simple overall formula most businesses can use.
(return – investment) / investment
This is just a general formula. The impact of the different marketing tactics is evaluated differently. For example, the results of your local SEO will be different from the return you see on a paid campaign. Therefore, there are different formulas you must use if you want to measure your ROI accordingly. Here are some examples:
Sales increase – the cost of marketing
Time expenditure versus the money generated
(ad expense / new patients) x patient lifetime value
[((number of leads x lead to patient rate x average sales price) – the cost of marketing) / the cost of marketing] x 100
How to Simplify and Improve Your Practice’s Marketing ROI
The complexity involved with marketing can be overwhelming and difficult to manage. However, there are a variety of things you can do to simplify and improve your practice’s digital marketing ROI processes in five easy steps.
1. Develop a Set of KPIs
The metrics you use for tracking will determine whether you have reached your specific goals. So you have to start by developing a set of KPIs, then aligning those KPIs with your goals. This is what you will use to track your ROI strategy. Here are some of the KPIs you might consider tracking:
- Traffic increases
- New leads
- New sales
- Increased profit margins
- Increased patient retention rates
2. Focus Your Attention on a Specific Set of Marketing Channels
There are plenty of marketing channels you can use for reaching your revenue goals. Email is one of the most successful forms of marketing. You could also consider using your website, social media pages, business directory listings, patient reviews, and other forms of digital advertising. Any of these methods will enable you to focus on the patient journey. It will also help you discover what you think is the ideal path to conversion for your potential patients. Then, you can cater your content and patient messages accordingly. Once that is done, you can then decide what the best way is to manage your digital footprint for each of the different channels.
3. A/B Split Test Everything
The best way to get control of your results is to split test everything. The results won’t always be perfect. However, split testing will help you identify what’s working and what’s giving you the best results. You will need to test all the different aspects of each campaign—the content, titles, topics, messaging, ad copy, email copy, website copy, and even the different fonts and colors you used for each.
4. Measure the Split Test Results
Split testing won’t do you any good unless you measure the results. Using the right tools will help you more easily focus on the channels and data that are attracting the most new patients while showing you which channels and data aren’t, so you can stop spending so much time on those.
5. Fully Commit to Your Digital Marketing Strategy
There is always something in your marketing strategy you can improve on. However, changing that strategy immediately with every piece of new information you receive isn’t the best use of your newfound data. You have to give your marketing strategy enough time to work so you can measure its results. So make a decision based on the current data, then stick with that decision for a predetermined amount of time. This will ensure you get meaningful data and insights you can use for your next round of testing.
Yes, we know…testing is hard and takes an enormous amount of time. That’s why you need an all-in-one marketing intelligence platform you can use to make tracking your marketing campaigns and ROI automatic and easier to compare across multiple platforms.
Your Plastic Surgery Marketing ROI Simplified
If you want to simplify your marketing, take a look at Surefire Local’s all-in-one digital marketing solution. This platform will help you measure your ROI consistently, easily, and accurately.
The Surefire Local Platform
Start with the Home tab on the platform. This is a single solution that will enable you to look up your stats in near-real-time performance metrics. You will have instant access to reviews, leads, star ratings, and even your online visibility. From the dashboard, you can also track the sources for all your new website leads and digital ads. This makes it much easier because it gives you complete and immediate control over your digital marketing budget.
The Home tab will also provide you with in-depth insights while allowing you to see how many new leads you have generated for any given timeframe. With this information, you will be able to compare your current data against your previous data so you can gauge all true growth metrics.
Additionally, you can monitor all your email campaigns from one dashboard. That means you won’t have to use separate tools. The platform will show you a variety of metrics such as clicks, open rates, and engaged contact lists.
Elevate Your Google Presence
The Surefire Local platform will help you assess how accessible your practice is on Google Search. It will also analyze how your patients find you when using Google Search. So it will tell you if your traffic was through direct, discovery, or if it was through branded methods.
With Surefire Local, you can also see what actions a patient took after looking at your Google Business Profile. This will help you spot any potential opportunities for increasing your phone calls, direction searches, and clicks.
This platform also places all your Google and Facebook ad information into the tool, so you will have all that data in one place. And having everything in one place makes it easier to track performance metrics, engagement, message reach, and your costs, so you don’t waste any money. You can also compare the visibility and lead generation data from patient to patient.
The Surefire Local platform also gives you the ability to compile metrics from your Google Analytics dashboard. This will help you see how well your digital marketing campaigns are working. It shows you the searches, click conversions, how much traffic your website is getting, as well as the Google sources, so you know where that traffic is coming from. Additionally, you can craft word clouds of frequently searched keywords. Then you can compare your practice’s reputation against your competitors’ reputations. The platform will help you manage your Google Maps results as well.
Streamline Social Media & Content Publishing
Another great feature of Surefire Local is that you can manage all your content creation workflow from a single dashboard—everything from idea conceptualization to publication, and even the analytics. The platform makes it easy to write, schedule, and publish all your blog content. And as you know, fresh content is what keeps your website relevant in the search engines and their algorithms.
In addition to managing your content workflow, with Surefire Local, you can manage your social media platforms all from one dashboard. This saves time and effort because you don’t have to jump from one platform to another just to publish a post. Using the Surefire Local platform, you can designate when you want your posts to go live. You can then have those posts streamed and posted to Facebook, Twitter, LinkedIn, and Instagram all from the Surefire Local dashboard social media management tool.
Surefire Local also enables you to create posts that you can share on Google. This will help you attract and engage new patients directly from Google Search and Maps. This function also enables you to share special offers and practice updates that might interest potential new patients as well.
Build a 5-Star Reputation
Surefire Local can also be used as a reputation management system. Every practice needs a trusted online reputation by consistently receiving new reviews. Responding to those reviews, good and bad, in a timely manner is equally as important. With Surefire Local, you will receive a newsfeed that consists of all your review platforms, including Yelp, Facebook, and Google.
Additionally, Surefire Local can be used to keep all your practice’s information updated and accurate. This helps to build trust while attracting new patients that might be interested in your services. These might include any or all of the following:
- Hours
- Location
- Practice description
- Practice areas
- Practice services
- Photo gallery
- Accepted payment methods
Take Action to Improve Your Business at Anytime From Anywhere
Surefire Local has all of the most convenient, user-friendly tools for your practice. If you want to improve plastic surgery marketing ROI anywhere, at any time, and on any device (PC, Mac, Android, iPhone, tablet), Surefire Local is the absolute best way to grow and manage your business.
What’s Next?
If you aren’t currently a client, Contact Surefire Local today. We’d love to show you how our platform can make your digital marketing and ROI tracking quick and easy. Request your demo today.
