Dentaltown June 2017 - 85

for potential customers because the information is so valuable. If
you're being charged hundreds of dollars to simply add Google
Analytics to your website, you're getting charged too much.
You can take this technology further by tracking conversions.
I recommend fi rst understanding the data and its basic trends:
Do you know your busiest web traffic day each week? Do you
know what time of year drives the most web traffic? You should
know the answers to these questions.

Phone tracking
If you're running AdWords, Yelp advertising or any other paid
marketing, you should be tracking and recording calls, which is
easier than ever.
Why is this important for your office? You're probably like
most busy professionals-the phone rings while you're with a
patient, and you may have a new receptionist or several different
staff members answering the phones.
You should have a lock-step process for answering phones
to get important data such as name, phone number and email
address early in the conversation. Your marketing efforts can get
the phone to ring, but handling the calls is just as critical.

Conclusion
Most important, don't let your website and online
marketing overwhelm you and your office. Take all of
this in steps:
1: Check your website. It's the foundation of your
online marketing, so make sure it's up to date and
working properly.
2: Track your marketing. Have something in place
to evaluate how your website is performing.
3: Try new promotions. Start experimenting with
different online marketing efforts (see "Signals and
Drivers" sidebar) and keep a close eye on the numbers.
And if you decide to get the help of a web professional,
get at least two or three quotes so you can fi nd the right
fit to guide your marketing to the next level.

More marketing specifics
on page 86!
To read Sam Harbison's tips about how best to use
different online marketing channels, turn the page.

Have your plug-ins
or other add-ons
been updated
to help prevent
potential security
breaches?

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dentaltown.com \\ JUNE 2017

85



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Table of Contents for the Digital Edition of Dentaltown June 2017

On dentaltown.com
Howard Speaks: Drive-Thrus and Dentistry
Professional Courtesy: Planning Ahead
Continuing Education Update
Travel and Learn: Live Ce Events
Industry News
Poll
Message Boards: Rubber Dam Frustrations? Tips and Tricks?
Message Boards: Why So Hard to Make a Good Rpd Framework
Message Boards: Antibiotics After Surgical Extraction
Message Boards: How to Know When Asymptomatic Apical Lesions Need Re-Treats?
Women in Dentistry: (Private) Practice Makes Perfect
Women in Dentistry: Forward Momentum
A Guaranteed Win in Vegas
Laser Education: Science and Safety
What's Your M.o?
Strength in Numbers
Product Profile: Premier
Product Profile: Smartbox Web Marketing
Product Profile: Dentsply Sirona Endodontics
Ad Index
Untangling Web Marketing
Ce: Understanding Survivors of Childhood Abuse
Dentally Incorrect
Dentaltown June 2017 - Intro
Dentaltown June 2017 - Cover1
Dentaltown June 2017 - Cover2
Dentaltown June 2017 - 1
Dentaltown June 2017 - 2
Dentaltown June 2017 - 3
Dentaltown June 2017 - 4
Dentaltown June 2017 - 5
Dentaltown June 2017 - 6
Dentaltown June 2017 - 7
Dentaltown June 2017 - On dentaltown.com
Dentaltown June 2017 - 9
Dentaltown June 2017 - Howard Speaks: Drive-Thrus and Dentistry
Dentaltown June 2017 - 11
Dentaltown June 2017 - 12
Dentaltown June 2017 - 13
Dentaltown June 2017 - Professional Courtesy: Planning Ahead
Dentaltown June 2017 - 15
Dentaltown June 2017 - Continuing Education Update
Dentaltown June 2017 - 17
Dentaltown June 2017 - 18
Dentaltown June 2017 - 19
Dentaltown June 2017 - Travel and Learn: Live Ce Events
Dentaltown June 2017 - 21
Dentaltown June 2017 - Industry News
Dentaltown June 2017 - 23
Dentaltown June 2017 - 24
Dentaltown June 2017 - 25
Dentaltown June 2017 - Poll
Dentaltown June 2017 - 27
Dentaltown June 2017 - Message Boards: Rubber Dam Frustrations? Tips and Tricks?
Dentaltown June 2017 - 29
Dentaltown June 2017 - 30
Dentaltown June 2017 - 31
Dentaltown June 2017 - 32
Dentaltown June 2017 - 33
Dentaltown June 2017 - Message Boards: Why So Hard to Make a Good Rpd Framework
Dentaltown June 2017 - 35
Dentaltown June 2017 - 36
Dentaltown June 2017 - 37
Dentaltown June 2017 - 38
Dentaltown June 2017 - 39
Dentaltown June 2017 - Message Boards: Antibiotics After Surgical Extraction
Dentaltown June 2017 - 41
Dentaltown June 2017 - 42
Dentaltown June 2017 - 43
Dentaltown June 2017 - 44
Dentaltown June 2017 - 45
Dentaltown June 2017 - Message Boards: How to Know When Asymptomatic Apical Lesions Need Re-Treats?
Dentaltown June 2017 - 47
Dentaltown June 2017 - 48
Dentaltown June 2017 - 49
Dentaltown June 2017 - Women in Dentistry: (Private) Practice Makes Perfect
Dentaltown June 2017 - 51
Dentaltown June 2017 - 52
Dentaltown June 2017 - 53
Dentaltown June 2017 - 54
Dentaltown June 2017 - Women in Dentistry: Forward Momentum
Dentaltown June 2017 - 56
Dentaltown June 2017 - 57
Dentaltown June 2017 - A Guaranteed Win in Vegas
Dentaltown June 2017 - 59
Dentaltown June 2017 - 60
Dentaltown June 2017 - 61
Dentaltown June 2017 - Laser Education: Science and Safety
Dentaltown June 2017 - 63
Dentaltown June 2017 - 64
Dentaltown June 2017 - 65
Dentaltown June 2017 - 66
Dentaltown June 2017 - 67
Dentaltown June 2017 - What's Your M.o?
Dentaltown June 2017 - 69
Dentaltown June 2017 - 70
Dentaltown June 2017 - 71
Dentaltown June 2017 - 72
Dentaltown June 2017 - 73
Dentaltown June 2017 - Strength in Numbers
Dentaltown June 2017 - 75
Dentaltown June 2017 - 76
Dentaltown June 2017 - Product Profile: Premier
Dentaltown June 2017 - Product Profile: Smartbox Web Marketing
Dentaltown June 2017 - 79
Dentaltown June 2017 - Product Profile: Dentsply Sirona Endodontics
Dentaltown June 2017 - Ad Index
Dentaltown June 2017 - Untangling Web Marketing
Dentaltown June 2017 - 83
Dentaltown June 2017 - 84
Dentaltown June 2017 - 85
Dentaltown June 2017 - 86
Dentaltown June 2017 - 87
Dentaltown June 2017 - Ce: Understanding Survivors of Childhood Abuse
Dentaltown June 2017 - 89
Dentaltown June 2017 - 90
Dentaltown June 2017 - 91
Dentaltown June 2017 - 92
Dentaltown June 2017 - 93
Dentaltown June 2017 - 94
Dentaltown June 2017 - 95
Dentaltown June 2017 - Dentally Incorrect
Dentaltown June 2017 - Cover3
Dentaltown June 2017 - Cover4
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