Getting the word out through digital marketing is essential; it’s how you attract new patients and maintain a successful dental practice. If you are considering digital marketing options for your dental practice, there are two possible options: traditional digital marketing and Pay Per Lead (PPL). Here’s what you need to know about the differences between these two types of online marketing.
How does traditional digital marketing work?
Typically, digital marketing agencies use a combination of social media, organic SEO through text like blogs and website copy, and Pay Per Click (PPC) ads to boost website traffic and ultimately bring in more leads. Clients enter into an agreement with the agency, usually for six months to a year or more, with the end goal of increasing the number of visitors to the website and creating more leads that way.
One disadvantage to this setup is that there is simply no way of guaranteeing results. A greater number of clicks does not necessarily lead to a similar uptick in the number of new leads, especially since some of that is inevitably bot traffic. In addition, the costs associated with digital marketing can sometimes fluctuate. The long-term contracts typically involved with a marketing agency mean that you could wait a long time to start seeing results. Conversely, businesses that partner with a Pay Per Lead agency are guaranteed to see positive results.
How is Pay Per Lead different?
PPL is a type of cost-per-acquisition advertising, meaning that you pay for each person who takes action on your website or contacts your practice by phone. Rather than paying for each click or impression, you are only charged a predictable cost per lead. A lead is defined as a form submission, phone call, subscription, or sale. Much like a traditional marketing agency, a PPL agency uses SEO, PPC ads, Google My Business, social media, and chatbots to bring visitors to your site. The client then receives multi-channel marketing reports designed to help track how each component of the marketing plan is performing over time.
Pay Per Lead agencies focus on the quality of the leads rather than simply getting more eyes on your website. They will, for example, make changes to landing pages and specify certain information on opt-in forms to make sure the people who see them are more likely to express genuine interest in becoming patients. This is to ensure that you attract the greatest number of leads possible. Although it is a bold claim to make in an industry that rarely deals in absolutes, PPL guarantees results.
Because a Pay Per Lead agency only makes money when their clients achieve results, they are highly incentivized to get the agreed-upon number of leads for practices they work with. Another feature of PPL marketing is that clients can easily choose the length of their contract and decide how much they would like to pay for a set number of leads. By guaranteeing a positive return on investment, PPL gives dental practices the tools to succeed.