Marketing is how prospective patients find you, learn about you, and ultimately decide to use your services. Knowing which of your marketing efforts have been the most effective in drawing people to your website is important as it guides how you direct your efforts and, ultimately, your budget. Marketing reports can be an effective tool in analyzing the effectiveness of your efforts.
Understanding what to look for in your marketing reports helps you capitalize on the information they provide. However, for those who are not familiar with these reports, the information can appear as a bunch of confusing acronyms and numbers. Once you learn the type of information that the report provides, you should have a guide to use when making decisions for your practice.
Types of Marketing Reports for Your Dental Practice
Marketing reporting helps you regularly track the key performance indicators that show the success of your efforts. They also help you track your progress in meeting specific goals. There are several different types of marketing reports that you can use to track different aspects of your marketing plan, including:
- Web analytics report: This report provides information such as traffic to the site, referral traffic, and bounce rates. Bounce rates track the number of users who clicked on your site but never ventured past the first page.
- Digital marketing report: This report gives you information about the performance of your paid advertising efforts online.
- Social media engagement report: Social media is one of the most powerful forms of marketing, as consumers seek not only to learn about the services your practice provides but also to interact with you and share your information with others.
- Average session duration report: These reports tell you how long people are spending accessing information from your website.
- Keyword rankings report: This report tells you where you appear on the search results page. As users are most likely to click on a site that appears on the first page of the search results, search page rankings have a direct impact on website traffic.
The type of marketing report you use depends on the type of data you’re analyzing. The report should also provide insights and trends that will enable you to tweak your efforts to better reach your defined marketing goals.
How Often Should You Receive a Marketing Report?
The timing of the report depends on its purpose. Weekly reports can be used to help your marketing team understand whether they’re on track to meet your defined goals. These reports are generally kept in-house and used to quickly modify efforts that aren’t working or bolster those that are.
Most effective marketing reports are provided every month, as they allow you to track your key performance indicators (KPI) in a month-over-month fashion. The data set provided in a monthly report often produces enough data to drive decisions and get a good idea of trends and changes affecting your business.
Quarterly marketing reports provide an even larger amount of data to define long-term trends and help you prepare for historically busy or slow times within your practice. Regardless of the timing of your marketing reports, the process you use to gather the information should be repeatable, not only to save time in analysis but also to ensure that when you’re comparing reports, the type of information you receive is the same from one report to the next.
Key Performance Indicators That Should Appear on Your Marketing Report
KPI refers to the metrics you use in your reports to determine the success of your marketing campaigns. KPIs should answer questions about your efforts. Some of the types of KPIs that should be included in your marketing report are:
- Cost per acquisition: This data should allow you to see how many patients your practice acquired through the amount of money you spend on a marketing campaign.
- Cost per lead: This information tells you how many leads you acquire through your campaign by showing you the number of visits to your website that resulted from your advertising efforts.
- Return on investment (ROI): This data helps you to see how successful your campaign was in attracting new patients or building knowledge about your practice within a targeted population.
- Average time to conversion: This information shows you how long it took for people who saw your ad to seek services or information from you.
- Landing page conversion rate: This data reveals which of your website’s pages and content are most successful in attracting new visitors or patients.
- Engagement rate: This shows how many of your users are interacting with your content by clicking through to your website or contacting you for more information.
- Click-through rate: The click-through rate reveals how successful your marketing campaign is in drawing users to your website.
An experienced marketing team can ensure that the information you need is easily trackable and that the reports you rely on to make decisions about your practice’s marketing efforts feature useful information.
Market My Market Can Help You Track the Progress of Your Marketing Efforts
Market My Market provides specialized marketing and works closely with dentists to help them grow their practice. We understand how important it is to not only have the data you need to determine the effectiveness of marketing efforts but also to be able to understand that data. Your goals are one-of-a-kind, and your plan to reach them should be too.
Our business model relies on providing our clients with transparency, accountability, and dedication, determining what works and how to make it work even better. For more information about how Market My Market can help your practice grow, call us at (866) 270-2250 or schedule a Zoom session through our online contact form.
