- On this episode, it's Christmastime,
and it's the last episode of 2017.
Hey everybody, what's up and welcome
to the 8E8 Show.
This is the internet's only dental show where
we're talking about what matters most in marketing.
I am your host Joshua Scott and this is episode 82.
Sad news, last episode of 2017.
I'm here at the Studio 8E8 offices.
It's Christmastime, we're filming the last show.
It doesn't really feel like Christmas around here
cause we never had a tree in here or even decorations
which I feel like we should.
You think so?
Yeah, I know.
I feel like we should have some more Christmas
cheer in here.
I'm gonna change it up right now.
I'm gonna bring some Christmas cheer.
This is actually my daughter's, so it's a little tight
but we're gonna bring a little Christmas cheer
to the show.
J Moore, are you okay with that?
- Oh yeah.
- Yeah, a little Andy Williams.
Does that feel better?
That's amazing isn't it.
I always picture Will Ferrell, Saturday Night Live.
Have you ever seen that skit?
Where he's on the thing that turns.
Anyway, singing this song.
Yeah, so man but it's the Christmas season
ending up the year on the 8E8 show just having a good
time, and so thankful for this year.
This month's topic we're gonna talk about here
is the three best questions, is this too much?
Alright man hold on.
I've been told to shut that off.
Little Ebeneezer Scrooge over there.
Okay, so hey, December's topic: the three best questions
for 2018 and we're gonna be talking about getting your
marketing plan together for next year.
Now listen, I know, it's December, it's the holidays,
it's Christmas shopping, it's kids performances
and family meetings and company parties and all
that goes with it, and if you're anything like me, man,
right now time is like short.
And I know the things that are fitting in but I also
want to have this conversation now because the whole
conversation for this article and this episode is
this is the 80/20 of your marketing for next year.
You know the Pareto's 80/20 principle where 20%
of the input equals 80% of the output.
That's what this is, and I kinda wanna give you this
hack for 2018 on putting together your marketing plan,
and doing it in a way that's easy, okay?
I just picked up Tim Ferris's new book Tribe of Mentors.
And if you're looking for a Christmas gift, man,
if somebody likes to read I literally don't know that
you can beat this for the coming year.
It's big.
I mean it also doubles as a weapon.
If you're ever in danger at a back alley in an urban
city at night this comes in handy, but super good book.
He starts off the whole preface of this thing is he says,
"What if this was easy?
"How would I set this up?
"How would I go about it?"
And I think that that's a really great question is
what if your marketing for 2018 was easy?
And I don't think it's easy for the sake of being
lazy, I think it's easy for the sake of being elegant,
and I think that we over complicate things a lot.
I think that there's something that comes with complexity.
When something gets complicated it almost like it makes
us feel better.
It's like there's almost a little bit of a rush
from that, almost a little bit of a "I'm doing hard things"
or "look what I'm accomplishing" or maybe it justifies
the hard work or the success that we have or the money
that we're making or whatever because this is hard,
and it's complicated and man I think that there's
a different approach to it.
If we looked at 2018 and said, "What if marketing was easy?"
And so that's the whole point of this episode.
I wanna give you the three questions that I literally,
I think if you take some time to answer these, it's
gonna take the majority of the work out of it.
You're going to accomplish 80% of what needs to happen
for next year in these three questions, okay?
So, before I get to it, one more thing.
Anytime there's not a plan with marketing, I see one
of two things.
I see either apathy with it, because maybe you're growing
and it's like, "Oh, we don't need to market cause we're
"growing."
And I think there's some validity to that but I think
long term that's not a good plan.
Marketing is a function of a business that needs to be
addressed no matter what the current state of that business.
The second approach that I see to marketing is urgency.
And when there's no plan you either have apathy like,
"Oh, we don't need to market," or there's urgency,
"Oh my gosh, we need to market."
And I think the moment you say, "I need to market,"
it's too late.
That should have been dealt with months if not years
before that.
Marketing has never been about this hammer hitting a
plate of glass and shattering this one event, this
magical moment where everything changes.
It's always been about the power of a thousand little
drips over time.
It's momentum, and momentum needs energy.
It needs resources behind it and so that's what we're
gonna be talking about.
Let's get a plan together for 2018.
I promise you if you take some time to answer some
time to address these questions,
it'll solve 80% of your marketing
plan for 2018.
Let's get to some questions here.
Number one, best questions for 2018 when it comes
to your marketing plan does your website represent
your practice?
And I know this is something I've asked a few times
this year, and we've been talking about but here's
where I'm at with this.
There's so many dental practices out there that would
answer this no.
The website does not represent their practice,
and I think this is your year to address it,
to solve it, to create a plan around it.
So for me the first thing is number one, does your
website represent your practice?
Because here's where I'm at with it.
You know, marketing is about attention.
That's what it is, and so right now I personally
believe that in the dental industry, attention is on
websites.
I just think that's it.
I think it's real easy but I think we overlook that.
If you have a website, people are looking at dental
websites.
If you have a website that stands out, it gets attention.
And so I think that's number one.
I literally think you can compete and win if you're
different, and that starts with your website.
So number one, does your website represent your practice?
Okay?
Question number two is what was the ROI in 2017?
So looking back at this year what was the return on
investment of your current marketing?
So two things I wanna address here.
Number one is tracking.
It's a really deceptively thing to miss, but you'll
be surprised how many practices I walk into that
still don't track new patient sources very well.
And so as we're looking at that they either don't
track them or they have a lot of people that are under
this just like "other," or "miscellaneous" category,
and I think that tracking really becomes the foundation
of all this.
We're not gonna know what the return on investment
is until we know where these new patients are
coming from.
And so for me, tracking is every new patient, every
single time.
And so that might be the place to start with just
even with the front office is just getting that
system in place of tracking every patient
and then secondly, what did those new patients spend?
So looking back, maybe run a report from 2017 and
pull the production, I mean you can do production
presented, you could also do production accepted of
what those new patients, the revenue responsible
that they brought into the practice, because that
will give you the return.
We spent x, we sold this amount of production,
revenue collected from those new patients and that's
the return on the investment.
Those are the numbers you need to be looking at
to even think about 2018.
Once you know that, what worked?
What didn't?
What do we feel good about?
Now we have actual data, and it's not just the emotional.
So that's question number two: what was the ROI of 2017?
Question number three: what is the budget for 2018?
What's the budget gonna be?
And one of the things we quickly realize is marketing
is a function of budget.
It's a function of resources, and so as we're looking
at it as a system of a practice it should be a line
item in your budget every year.
Percentage of revenue and so what is that gonna be?
And we've talked about this before all throughout
the country that percentage falls somewhere between
3-5%.
I'm not saying you need to jump up to 5%.
But what I'm saying is you need to make a decision
cause what that budget does is let's say next year
you decide to make it 1% and you've got a million dollar
practice, so you say, "I'm gonna invest $10,000 in
marketing, I'm gonna go from 0-10,000.
So first off, good job stepping in the right direction.
But what that is going to do is as you spend that money
and as you increase that percentage over the next few
years, you're putting literally momentum behind
your marketing.
And that's what the budget does.
A predictable budget equals marketing momentum,
and so as you do that and you take advantage of that
law of business, that law of nature when it comes
to businesses you'll begin to feel, I mean like sense,
like even like the "yes, this is working," that
momentum coming behind and picking it up.
And so, guys I don't think there's anything profound
in those three questions, honestly I think they can be
actually a little deceptively simple.
But sitting down and working through those will
literally take the majority of the stress out of your
plan next year, and it will help you work through
80% of that right now, before you even hit the
end of the year.
Well, guys that wraps up episode 82.
Thanks so much for being here.
Hey.
- Thought this could use a bit of Christmas cheer?
- Oh nice!
Well I drew a tree.
- Yeah, that's cute.
- Yeah.
- Yeah, I just ...
- Okay, you got a little holly and stuff.
- Yeah, I got like some holly and some
ribbon, yeah.
- Yeah I'm just shooting an episode, but it's cool.
- It's fine.
- Alright, we're bringing in the Christmas
cheer in the Studio 8E8 offices.
Guys thanks so much for being here.
82, the article of the month down below, you'll find
that link.
Make sure you check that out.
Also, if you're looking to find the online best
places to connect with me at instagram @joshuascott,
got the holly going up.
You know what?
Hey, why don't the rest of you guys come on over here.
Let's say Merry Christmas, Happy Holidays.
We'll get the whole team shot, do a little SNL kinda
sign off here.
Come on in, come on in, come on in.
Oh get J Moore in here too, look at that.
- Yeah.
- The magic, of video happening.
Alright guys we're missing a few but on behalf of our
team we wish you the merriest Christmas, and the
happiest New Year.
We'll see you in 2018.
- Bye!
- Awkward and cheesy, that's how we like it.
- Yeah!
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