The cost-of-living crisis: What does it mean for your online marketing?
There’s no getting away from the uncertainty surrounding the cost-of-living crisis. Whilst people are already feeling the effects of rising prices, it’s only predicted to be even more challenging over the coming months. So what does this mean for UK dental practices?
Whilst there is no one-size-fits-all solution for weathering the cost-of-living crisis, there are some steps you can take to ensure your dental practice is well placed to do so. It might be tempting to pause all of your online marketing efforts but doing so might result in a downturn of leads. No new leads = no new patients.
Whilst patients will likely spend less, anything they do invest in will be given much more thought and consideration. People are less likely to make spur-of-the-moment purchases, meaning they’ll be researching products online and searching for the best deals. A good, online marketing strategy will ensure your dental practice is in the running when consumers are looking for services like yours.
Keeping your marketing activity running will also give you a competitive edge. Due to the current climate, It’s likely that some practices in your area may be pausing the PPC meaning you’ll have less competition online. This will result in your ad receiving more impressions when users are searching for your services. On the flip side, if you were to pause your PPC, you could be leaving the door open for competitors to pick up the lion’s share of leads.
However, there might be a point where you need to reduce your marketing costs, so rather than pause it altogether. Across the board, we’ve seen a drop in interest and an increase in competition for higher-priced dental treatments such as Invisalign and Dental Implants, whilst seeing a boost in Emergency and New Patients campaigns. Adjusting your marketing strategy and focusing your attention on what patients looking for, can help cut unnecessary spending.
Assses your current online marketing by asking yourself:
- Is this what my patients are searching for?
- Am I offering the best prices?
- If not, am I offering a better treatment quality than my competition?
- Is it easier for patients to get to me?
- Am I spending enough to compete?
- Is it easy for patients to contact me or book an appointment?
If you’d like more advice on how you can optimise your marketing spend over the coming months get in touch with one of our dental marketing experts on 01202 677277.
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