How to outsource your lab's marketing to better results and greater ROI

Digital EstheticsDental Lab Products-2013-06-01
Issue 6

Why hiring the right vendors to help with marketing leads to better business overall.

Why hiring the right vendors to help with marketing leads to better business overall.

When it comes to implementing new business solutions, lab owners have two options-hire an expert, or take the time to figure it out on their own. For anything in the lab that requires professional expertise, whether it is tax preparation, bookkeeping, or even collections, lab owners have the option to either do it themselves or choose to outsource it. In fact, a common debate and internal dialogue for any business owner is over how much to outsource versus what can be managed in-house.

However, when it comes to marketing, outsourcing should be a no-brainer. There are so many quality vendors who have proven success within the dental industry, and as a result there is simply no need to go it alone or be anyone’s guinea pig; these companies are experts in what they do with strong track records. Whether it is search engine optimization or website design, there are plenty of vendors who will work directly with you to create custom marketing strategies.

Website design

Website design is another area lab owners are well-served by outsourcing. Certainly, there are many do-it-yourself, template design formats available. However, a website should be designed with the belief that it is a powerful tool for the lab, and that there’s quantitative research and best practices that have been established to determine what works when it comes to attracting and retaining customers online. The reality is that cookie cutter design will not provide the return on investment you need, and that customization, including the latest and greatest website features, is key in dental lab website design. The site should accurately reflect the lab’s experience and the personality-telling the dentists why the lab is better than the competition.

Custom features such as videos, a blog, SEO tactics and social media links are necessary in connecting with the online community and driving new clients to the lab.

Search Engine Optimization

Sure, lab owners can take the time to teach themselves some tricks or even become experts in Search Engine Optimization. They can read books and articles and stay updated on the latest trends, strategies and algorithms. But the reality is that as in many technology-based arenas, SEO is a constantly changing beast, and it’s a full-time job to keep up.  For lab owners who don’t have time to add another responsibility to their job description, hiring a website design and SEO company is an easy solution.

Hiring the right vendors

Red Adair, the late American businessman, once said, “If you think it’s expensive hiring a professional, wait till you hire an amateur.” There are countless, self-proclaimed “experts” ready to assist lab owners with their SEO and website design, all with varying degrees of costs and experience. So what should you look for in a vendor when you make the choice to outsource?

First, be sure the company has a history of proven success in business-to-business SEO marketing tactics. Be specific-you want not just an SEO expert, but an SEO expert who knows how to target search terms that dentists would actually search for when seeking a lab.

Second, the right vendor should offer different levels of service and pricing. And be wary of companies that require payment in full up front before any work has been completed.

Next, look for vendors who offer a range of expertise. Whether you’re looking for e-communication solutions, social media marketing, SEO or website design, you will be best served by hiring one company capable of doing it all. This leads to a long-term business relationship as the vendor’s successes enhance the lab’s growth.

Hiring one vendor to manage a variety of the online marketing tactics, for example, ensures the lab has a single point of contact rather than multiple partners to manage. Plus, in this scenario, all online marketing efforts are coordinated and work cohesively, while increasing the vendor’s accountability and investment in the lab’s success-all of which ends up saving you time and money in the long run

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