Digital marketing is the way of using the media and advertising channels to be able to create highly personalized strategies aimed at the user. And the best thing is not only the ability to record and measure results, but also to interact with the public, segment and know your audience's interests very well.
In the articles ? How to create a digital campaign that works? and Social Media and eMail Marketing we teach you everything you need to carry out strategies that will help you optimize your objectives, and today, we have prepared this fourth and last Blog >Digital Marketing in the dental clinic! Where we will tell you how you can effectively measure your marketing strategy through digital tools. Don't miss the best tips below. Read on!
In the articles mentioned above, you have been able to verify that with a good marketing, research and digital campaigns plan for your dental clinic, you can achieve great impacts on your target audience. But you will also ask yourself: how do we measure everything we have done? How do I know if I'm doing it right?
The positive thing about all your actions carried out online is that they can be recorded, allowing you to collect and use all the information that is of interest to you to check results and improve. Analyzing data is very important in helping to understand how to do something better and more efficiently. Here comes the essential tool: Google Analytics.
And before starting, you have to take into account what has to be measured and how, which is why the flow of digital conversions comes into play, that is, the digital media or channels that help generate traffic. The flow can come from organic or paid traffic, for example from social networks or from an email. The user generates views and impressions on these media, even if a user clicks (click through rate) and this information is collected by the analytics tools.
When this user interacts with the web page, data (users, unique users, sessions, bounce rate) is recorded through Google Analytics. One of the most important issues in digital campaigns is conversions. These can be:
- Lead generation.
- Prospects.
- Contacts.
- Sales.
The best way to control conversions is to do it through a CRM. You don't know what it is? We'll tell you! The CRM helps to collect all the media, campaigns and data, which will make the work much more effective. With the CRM you will be able to control the information you consider and share it with the rest of the team.
How to measure the results of digital marketing in the dental clinic
When a digital campaign is created, goals and objectives of the digital marketing plan are defined. Goals can be:
- Volume goals: impressions, opens, social shares, clicks, users, unique users or sessions.
- Quality goals: percentages such as bounce, session duration or sales/leads.
- Digital media cost goals: These are the investments to optimize the website.
- Cost of acquisition goals: What has been the cost of the digital campaign?
- ROI goals: to measure the profitability of the campaign it is necessary to know the value of the sales generated by channel and the cost.
Use Google Analytics in your dental clinic!
Google Analytics is the tool par excellence to know digital activity and to know everything that is happening even in real time on the web page. It also provides you with information about links, the origin of the campaign or which is the channel that generates the most income. Next we will talk about the 4 most important data sources of Google Analytics about your campaigns.
Google Analytics audiences for the dental clinic
The Audiences will give you an overview of what is happening on the website. For example: users, sessions or the average duration of visits. But this is not all, if you are interested in knowing data such as demographics, geography or user behaviour, it's available.
Google Analytics Acquisitions for the Dental Clinic
In the Acquisition menu you will discover everything about the origin of the visits to the website, that is, where does my traffic come from?
- Organic traffic.
- Direct.
- Social.
- Paid.
- Emailing.
- Referrals.
In this menu you will find the users, new users and sessions (time that a user is on the website) and if the user is more than 30 minutes on the page without interacting, after this time his session ends.
These reports are the best way to see which are the best channels to attract traffic and achieve the desired actions. In addition, within this menu you will also observe different types of traffic.
Behavior of Google Analytics for the dental clinic
The Behavior within this tool is related to what the user does on our website itself. Here you will evaluate the performance of your content.
The Behavior menu is broken down into:
- Overview: You will see a graph that shows the amount of traffic to the website, over the period of time and the most visited pages.
- Breakdown of content: most visited pages.
- Exit Pages: The place on the web from where people leave the web.
- Site speed: loading time of the different pages of the website.
- Events: Track specific interactions on the web.
Google Analytics Conversions for the Dental Clinic
This Conversions section will help you find out what a user does, their clicks or, ultimately, whether they have met their goal. But first you must place the objectives you want to achieve and configure it here. Here the conversion rate comes into play, which is the percentage of users who have converted or completed a transaction.
Google Analytics FAQ
Now that you know a little more about Google Analytics, surely you have questions, well, we will answer them! And if you have a question that does not appear here, leave it with your comment and we will answer you with pleasure.
What is the cost of using Google Analytics?
It is totally free. Although there is a Premium version, the free one is perfect for you! It has more than enough features for your dental clinic.
How long does it take for Analytics to display data?
In less than a day you can start seeing data! And after 24 hours you will see how reports are being created. You will also see the users who are active at that moment.
How to configure Google Analytics?
The first thing you will have to do when accessing this tool is fill in 3 fields:
- Name you want to give the account.
- Name of your website.
- URL of your website.
When you have filled in these 3 fields, Google will assign you an identifier with a tracking code.
But... Where to put the Google Analytics tracking code?
Simply copy the code that will appear when it is generated in the HTML code of the web pages you want to be crawled.
Why use Google Analytics for your dental clinic?
There are many benefits of using a tool like Google Analytics:
- Collects and processes countless amounts of data.
- It shows you reports that are easy to use (audience, acquisition, behavior and conversions).
- Gives you a lot of flexibility and customization.
- Collects data from many more tools such as Apps.
- And it's also free!
We have reached the end of our series of blogs on digital marketing in the dental clinic and we are very grateful to be able to show you all the benefits of new technologies. Here you can find the complete series so you can start creating your marketing strategy that will undoubtedly help you achieve your goals.
- Part 1: Digital Marketing in the Dental Clinic! Introduction
- Part 2: Digital Marketing in the Dental Clinic: How to create a digital campaign that works?
- Part 3: Digital Marketing in the Dental Clinic: Social Media and eMail Marketing
If you have questions or comments, contact us and we will be more than happy to help you. Also, we invite you to follow us on our social networks. We are waiting for you! And do not miss our upcoming articles with interesting information, news and trends in the dental sector. See you soon!