Howard Speaks: Staying On Track in 2024 by Dr. Howard Farran, DDS, MBA

Howard Speaks: Staying On Track in 2024 

by Howard Farran, DDS, MBA, publisher, Dentaltown magazine


When revenue is down, many businesses look at advertising and marketing as an unnecessary expense and drop it. That’s the kiss of death! When your revenue is down, you need to increase your efforts. I know it sounds counterintuitive, but that’s a fact.

After the stock market crash in March 2000, Michael Dell knew he was losing a lot of his existing business, so he hit the airwaves with the slogan: Dude, you’re getting a Dell. Dell doubled down on advertising, and company revenues skyrocketed during a down period in the U.S. economy.


Track the results online—and in person
You also need to be able to determine the best return on investment for your advertising dollar. Tracking is everything, because it shows what was effective and what you should do more of.

One of my friends started a blog and newsletter that reports on restaurant and culinary news in the Phoenix metro area—openings and closings, upcoming culinary events such as beerfests and limited-time promotions, and other industry news. I once asked him the best way that I as a subscriber could show support for his business. Which would be better—liking and commenting on the social posts, or clicking links in the articles themselves to give him outgoing traffic? His answer: Neither.

“Honestly, the best thing you can do is tell the place directly that you heard about it because of me,” he said. False web traffic is rampant because of all the bots, he explained, so clicks don’t provide an accurate view of a link’s efficacy. And unless a post goes viral, most businesses aren’t paying attention to how they’re tagged or written about. (Sure, it’s nice that someone clicked “Like” on one of your practice’s Facebook posts, but that didn’t bring them into your office.) But if someone takes the time to tell a business what exactly drove them to come in or call to find out more information, that is gold-star knowledge!


… And now for a look behind the scenes
Dentaltown magazine includes a reader service card in every issue, a small but mighty tool for keeping track of what resonates with you. While it might have slipped under your radar a few times, this card is a direct line to our advertisers, who want to know if their ad in our magazine inspired you to take action or consider buying their product. Take a moment to complete the postage-paid card and send it back to us. It’s not just a card—it’s one of the simplest and most effective ways a print magazine like Dentaltown can prove an ad’s effectiveness.

And when you contact a company or purchase a product after seeing an ad in Dentaltown magazine let your sales rep know about it! Sharing this information with them ensures that our advertisers get even more valuable feedback, and it helps strengthen the connection between our community and the dental industry.

By sharing your insights, you become an essential part of the Dentaltown community, helping us evolve and deliver content that resonates with you. Thank you for being a key player in making Dentaltown the best it can be!

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Sally Gross, Member Services Specialist
Phone: +1-480-445-9710
Email: sally@farranmedia.com
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