DentaltownUK April 2017 - 72

Online

Marketing

So why is online marketing so
effective?

What is required for an online
marketing campaign?

Pull versus Push
Push marketing is what we classically do
with our leaflets and magazine adverts, we
push our information to as many people as
possible and pray that they identify with our
service or product, some people call this
'spray and pray' marketing.
Online marketing on the other hand is
pull marketing. So long as our
product
or service is desirable and is presented in the
right way then people will find us when they
search at a time that is right for them. Some
people call this 'inbound marketing'.
Inbound marketing is more effective
because we know that every person that sees
your website has already identified the need
within themselves to solve that problem.

Effectiveness
Off-line marketing only lasts whilst
you continue to push your information out
there, if the magazine adverts or leaflets stop
then the marketing stops.
With online marketing it will sit there,
24/7/365 and work tirelessly even whilst
you sleep. Off-line marketing simply can't
compete!
So let's look a little deeper into
what is required for an online marketing
campaign.

Written by Mark Oborn MBA
(The man in the hat)
Mark spent 25 years as a dental technician working
exclusively within the high quality sector of the
private market, after 15 years of running is own
laboratory he now also has a Masters Degree in
Business Administration (MBA) majoring in
marketing, innovation and creativity. Mark is also
a Master Practitioner of Neuro Linguistic
Programming and Master Practitioner of Hypnosis which further
assists him in the skilful art of marketing communication.
He now works with a select handful dental practices developing their
online marketing, website conversions and social media marketing
helping them to attract the right patients in to their practice.
What makes Mark different? 25 years as a Dental Technician,
an MBA & Master Practitioner of NLP.
He understands dentistry, business and communication!
www.markoborn.com | mailto:info@markoborn.com | 0845 259 1232

72

APRIL 2017 // dentaltownuk.com

Successful online marketing is made up of
two specific factors, traffic optimisation
(getting more people to your website) and
conversion optimisation (getting more
people to take action once they are there),
you MUST focus on both of these.
A website which has a 100% conversion
rate but only 2 visitors per month is equally as
ineffective as a website that has 1000 visitors
per month and a 0.2% conversion rate.

The 2 types of optimisation
1. Traffic optimisation, this typically
includes:
* a. search engine optimisation
* paid advertising (PayPerClick)
* c. social media marketing
* d. e-mail marketing
via
permissionbased list building on
your own website
* 2. Conversion optimisation to get more
of those website visitors converting into
patients
, this typically includes:
* a. calls to action and wording
on the website
* b. engaging with people at a relevant
point in their decision-making
process
* c. mulitple automated e-mail
marketing campaigns
* d. social media campaigns

ONLINE


https://youtu.be/X-pQWBjwrQQ https://youtu.be/6DLI5uDF3RI https://youtu.be/_Zii-Yu2T8M https://youtu.be/YDcxA-HRZJc http://www.markoborn.com http://www.markoborn.com http://mailto:info@markoborn.com http://www.dentaltownuk.com

Table of Contents for the Digital Edition of DentaltownUK April 2017

Cover
Meet the Team
Mike Gow
Industry News
Howard Speaks
International Dental Show
Through the Keyhole: Surgery—Home and Away
What's on Dentaltown
Golden Nuggets
Continuing Education
BACD: Rise of Cosmetic Dentistry
3-D Printing
Google: Leading Cause of Truth Decay
General Practice: Message Board
Time Out
Probing Report
Eating Disorders
Physiotherapy in the Treatment of Craniomandibular, Craniofacial and Craniocervical Disorders
Prosthodontics: Message Board
Plan Z
Online Marketing
Product Profile
Finance: Message Board
Lifestyle Section
Student Section
Poll
The European Society of Hypnosis
Wish List
DentaltownUK April 2017 - Cover
DentaltownUK April 2017 - Cover2
DentaltownUK April 2017 - 3
DentaltownUK April 2017 - 4
DentaltownUK April 2017 - Meet the Team
DentaltownUK April 2017 - 6
DentaltownUK April 2017 - 7
DentaltownUK April 2017 - 8
DentaltownUK April 2017 - 9
DentaltownUK April 2017 - Mike Gow
DentaltownUK April 2017 - 11
DentaltownUK April 2017 - Industry News
DentaltownUK April 2017 - 13
DentaltownUK April 2017 - 14
DentaltownUK April 2017 - 15
DentaltownUK April 2017 - Howard Speaks
DentaltownUK April 2017 - 17
DentaltownUK April 2017 - International Dental Show
DentaltownUK April 2017 - 19
DentaltownUK April 2017 - 20
DentaltownUK April 2017 - 21
DentaltownUK April 2017 - 22
DentaltownUK April 2017 - 23
DentaltownUK April 2017 - Through the Keyhole: Surgery—Home and Away
DentaltownUK April 2017 - 25
DentaltownUK April 2017 - 26
DentaltownUK April 2017 - 27
DentaltownUK April 2017 - What's on Dentaltown
DentaltownUK April 2017 - Golden Nuggets
DentaltownUK April 2017 - 30
DentaltownUK April 2017 - 31
DentaltownUK April 2017 - Continuing Education
DentaltownUK April 2017 - 33
DentaltownUK April 2017 - BACD: Rise of Cosmetic Dentistry
DentaltownUK April 2017 - 35
DentaltownUK April 2017 - 3-D Printing
DentaltownUK April 2017 - 37
DentaltownUK April 2017 - 38
DentaltownUK April 2017 - Google: Leading Cause of Truth Decay
DentaltownUK April 2017 - 40
DentaltownUK April 2017 - 41
DentaltownUK April 2017 - General Practice: Message Board
DentaltownUK April 2017 - 43
DentaltownUK April 2017 - 44
DentaltownUK April 2017 - 45
DentaltownUK April 2017 - 46
DentaltownUK April 2017 - 47
DentaltownUK April 2017 - Time Out
DentaltownUK April 2017 - 49
DentaltownUK April 2017 - Probing Report
DentaltownUK April 2017 - 51
DentaltownUK April 2017 - Eating Disorders
DentaltownUK April 2017 - 53
DentaltownUK April 2017 - 54
DentaltownUK April 2017 - 55
DentaltownUK April 2017 - Physiotherapy in the Treatment of Craniomandibular, Craniofacial and Craniocervical Disorders
DentaltownUK April 2017 - 57
DentaltownUK April 2017 - 58
DentaltownUK April 2017 - 59
DentaltownUK April 2017 - 60
DentaltownUK April 2017 - 61
DentaltownUK April 2017 - Prosthodontics: Message Board
DentaltownUK April 2017 - 63
DentaltownUK April 2017 - 64
DentaltownUK April 2017 - 65
DentaltownUK April 2017 - 66
DentaltownUK April 2017 - 67
DentaltownUK April 2017 - 68
DentaltownUK April 2017 - Plan Z
DentaltownUK April 2017 - 70
DentaltownUK April 2017 - 71
DentaltownUK April 2017 - Online Marketing
DentaltownUK April 2017 - 73
DentaltownUK April 2017 - 74
DentaltownUK April 2017 - 75
DentaltownUK April 2017 - Product Profile
DentaltownUK April 2017 - 77
DentaltownUK April 2017 - Finance: Message Board
DentaltownUK April 2017 - 79
DentaltownUK April 2017 - 80
DentaltownUK April 2017 - 81
DentaltownUK April 2017 - 82
DentaltownUK April 2017 - 83
DentaltownUK April 2017 - 84
DentaltownUK April 2017 - 85
DentaltownUK April 2017 - Lifestyle Section
DentaltownUK April 2017 - 87
DentaltownUK April 2017 - 88
DentaltownUK April 2017 - 89
DentaltownUK April 2017 - 90
DentaltownUK April 2017 - 91
DentaltownUK April 2017 - 92
DentaltownUK April 2017 - 93
DentaltownUK April 2017 - 94
DentaltownUK April 2017 - 95
DentaltownUK April 2017 - Student Section
DentaltownUK April 2017 - 97
DentaltownUK April 2017 - 98
DentaltownUK April 2017 - 99
DentaltownUK April 2017 - 100
DentaltownUK April 2017 - 101
DentaltownUK April 2017 - 102
DentaltownUK April 2017 - 103
DentaltownUK April 2017 - Poll
DentaltownUK April 2017 - The European Society of Hypnosis
DentaltownUK April 2017 - Wish List
DentaltownUK April 2017 - Cover3
DentaltownUK April 2017 - Cover4
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