Automated Marketing

welcome to the automatic patient podcast where we help your dental practice create a kickass recurring Revenue model here are your hosts Mr Jordan and Justin comto this podcast is powered by boomcloud create manage and grow your dental membership program schedule a demo on boomcloud tocom hey hey hey hey hey what's up Jay dog how you I'm doing great I'm pumped today for this show um I am too you know we we've been doing a lot uh over the past uh couple weeks here on marketing and

today we're going to be talking about automatic marketing one of my favorite topics to talk about and one that's much needed in dentistry from my point of view um you from a marketing marketing I'm a more of a marketing oriented uh CEO but once again I am your co-host today Jordan comto with me is my twin brother and also co-host Justin comto he's the COO of boomcloud um so just super excited to be on this episode with you today we're going to make it a value

packed episode um and hopefully not too long so if you're driving you get to listen to the whole episode you know but uh today uh like I said we're going to be talking about uh automatic marketing so Justin yeah I'm I'm excited we're we're gonna we're GNA go inside Jordan's brain today and we're going to be talking about um marketing processes and and the marketing function of of any business right specifically the dental practice um so yeah let's let's get started Jordan I'm I'm going to

ask I'm going to be asking Jordan some questions throughout the podcast today and we're going to be extracting all that information from his brain sweet so let's go well real quick real quick be before we get started you know um tell tell our audience how you're doing and what what you're right now what you're passionate about working on I think that's always fun to hear uh well I mean as of right now at boomcloud I'm I'm very passionate about working on um Automation and and workflows

that that help the teams here so I I'm design Mar teams the sales teams the teams so we we use a CRM and and we'll we'll we'll talk about you know crms today um in our interview but uh we use a CRM and I've been able to create you know automations and workflows that that send automated emails to customers or not notify uh sales teams about about leads coming in right so right now I'm hyper focused on on automation for for the team here so the

automatic operations of marketing cells and just the operations of of the company yeah I always think it's across all departments you know I always think it's fun to talk about what we're working on what we're passionate about you know um because business is universal and whatever we're doing here at boomcloud can be applied to any type of business whether you're a absolutely or a hospital or a consulting company you know it's all Universal so anyways with that said let's now get started with the automatic marketing

questions heck yeah here we go Jordan um what does a successful Marketing System look like cool yeah I love this question because uh marketing is a system just like anything else just like your Sak is a system or cut a margin is a system um it's all systems right and processes and from from what I've seen out there I'll give you kind of a 30,000 foot view of what a successful Marketing System looks like um for a dental practice right so number one is awareness you

need to get awareness for your practice and your your service offerings right most most businesses struggle with the same thing and it's just nobody knows who they are right which is sad um and we don't want you to be sad we want you to be happy so um awareness it starts with awareness and we'll go into details there so there's a lot of ways to get awareness right there's um networking you can network with uh small businesses in your local area there's networking groups like uh

one called BNI um which stands for business Network inter International I believe and there's groups like that Across the Nation in every state and every city where you can join and you can meet with other business owners and talk about what you're doing you know in your practice and they send referrals your way right so excellent way to get awareness uh if you're not part of a networking group become a part of one because referrals are king um there's also awareness strategies like on Google search

um you know through Google ads through SEO which is search engine optimization Facebook you know um a lot of the times though Facebook if you have your own practice page it's more internal marketing because most people who follow you or maybe your patients right U but that's still awareness right to get patients to come back in the next thing is so there's lots of ways to get awareness a lot um those are just a few examples and I'll later on I'll tell you kind of what's

the lwh hanging fruit from my opinion and from what I've seen in dentistry um the next thing is lead capture you want to get you want to make your practice known and and get patients to know that you you exist what um most people don't do is capture leads they just wait most people just wait for a phone call to come in and to schedule appointment right so there's a huge segment of the marketing funnel or flow that is being missed in dentistry for every every

dentist dental practice I look at you know we'll talk more about this there's some pieces missing right and would you do Dentistry if you didn't have the right handpiece in your system or the right bur to cut the the serat crown right it's the same thing with marketing it's a process and if you have pieces missing it it's not going to work well for you so lead lead capture meaning um you're capturing leads and referrals right now not everyone's going to schedule a an appointment right

away not everybody right so you want a system that allows you to capture the people that are interested and then warm them up have them get to know you cuz you know people do business with with people they know like and Trust so you need the lead capture um system to capture their information their their first name their last name their email their phone number so you can send them emails and text which is the next phase right which is the follow-up engine right or the

follow-up system you need to be able to follow up with these patients educate them about who you are get you know let them know who you are whether you use humor to do that or educational videos there's a lot of ways to do it there's not one wrong way or one right way there's just a lot of opportunities to get uh patients educated on who you are and what you're what you offer right so um the the last thing would be then um signups or appointments

um scheduled signups to like a membership plan um so that's the end of the funnel so awareness lead capture followup and sign up right or appointment appointment scheduled right so that's kind of how I look at it and um I think obviously each of those topics have vast uh you can talk vastly about each of those right because yeah I'm sure there's each systems right we can there's for each area there's processes and like I said like just in the awareness stage there's like 30 different

opportunities to get get your practice known right or or get patients aware um you know Direct Mail marketing is one we didn't even mention that right there's a there's a lot so online and offline ways to um get awareness right so that's that's how that's how successful Marketing System looks like from 30,000 feet and I'm sure we'll have we'll go into the details in other episodes Justin on capture yeah because it's just it's just like a chapter book right this is the the contents of it

this is you got to make sure you have these in your practice now what is it what do the details look like right and we'll go into that in more episodes because we have more questions to go through but uh that's what a a successful Marketing System looks like awesome it's kind of like a it's it's basically a marketing Journey awareness lead capture email text followups sign I always look at I always look at processes like a funnel you know um you can look at processes

or systems just like a funnel where you know you you I think most people know what a funnel is Right cooking you your funnel your funnel thing into stuff right into into a bowl to make pancakes or cookies or whatever you're funneling right so um it's the same thing for most systems are are funnels or you can also use the word pipeline right just like a pipeline um and I I have a whole episode we'll do just about pipelines and on reoccurring revenue and all that

which we I'm kind of get ahead of myself but anyways that's what a successful um Marketing System looks like awareness lead capture followup sign up or appointment scheduled awesome um next question Jordan uh what is the biggest marketing challenge in dentistry yeah so there there's a couple of them but the the biggest one that I I'm seeing out there um is and we'll go back to the the the system that I just said is the lead capture and followup or nurturing systems I don't know of

any practice and I've been in dentistry a long long time you know just you've been with me this whole time I have we've been in dentistry a long time and I've yet to see a proper Marketing System set up um they're skipping some steps most most practices focus on meetings scheduled which is great or appointment scheduled yeah which is great that's a which is great it's a segment of the market people when people are ready right ready to buy which is great what um Dentistry is

not good at is capturing these leads nurturing them um and and maximizing the marketing funnel or the marketing opportunity versus only focusing on patient appointment setups and and things like that there's ways to capture the leads um through through a lot of systems but I like using a landing page to capture the leads um that have the first name last name um phone number and email of that patient and I'm giving them something um I'm giving them a a coupon I'm giving them a an ebook

that educates why implants are better than Dentures right um I'm giving whitening kit a whitening kit I'm getting them a free whitening kit um there's a lot of ways there's a lot of ways yeah right now I've got a Leen system working right now for our customers that are on boomcloud uh we actually have a new product that we're getting ready to release called boomcloud Marketplace which I'll explain that later but but um one of the ways that patients opt in to my lead gen funnel

are basically I'm I'm searching patients that are looking for dental insurance or dental insurance Alternatives and literally how I'm getting people to opt in to this landing page to collect their contact information is um looking no insurance we can help um learn how you can save on your dental care and then I literally say find a dentist that does this that's it and they opt in and then I take them to what we call the boomcloud Marketplace which is really cool um so there's a lot

of ways to make get people to opt in um the next thing that I think I didn't I I should have ADD in what makes a successful marketing what a s what a successful Marketing System looks like is uh the last thing which covers every stage is conversion rate optimization right which which basically means make the system run better than what it is what it started out as yeah you got to have those you got to have those metrics tied into it so you can see

yeah and what that looks like is okay if I put an ad out there to or a direct mail marketing piece and I get a thousand Impressions or a thousand views of that ad what percentage it turns into a lead by like accepting my offer of like a a free whitening kit you know or a or a free consultation or or whatever it may be right um is it 10% like so out of a thousand Impressions do 10% of those turn into a lead is it

1% what is it um whatever it is you can improve it right so it's if it's 1% try to get it to 2% right if it's 10% try to get it to increase it to 11% and and and day by day or week by week optimize it right there's a lot of work to do right I don't expect every practice owner to do I do expect you as a practice owner to understand what it is and the the necessity you know to your practice so you

so you can make sure it's getting handled right so um that would be the the the the last stage right is making sure you you've got your system and you're optimizing it right so the biggest issue the biggest challenge is um in the the lead capturing and then the lead nurturing emailing and educating patients weekly new patients that aren't that haven't come and employment yet they may have downloaded uh your ebook or a coupon or you know uh submitted the lead form to get access to

you know see how they can save in Dental Care without insurance right there's a lot of ways like I said to generate the lead so I would say those are the two biggest challenges but also the biggest opportunities for for a practice um to really get really good at marketing and have a really complete system right is the lead capture and email email followup or nurturing is what email text followup right is nurturing so that's kind of the biggest challenge that I am seeing right now

because there's a lot of demand out there in for dentists um you know and you just go got to get awareness and capture that opportunity into yeah a system so that's kind of my viewpoint wonderful uh so we have this massive marketing challenge in dentistry for you what is the solution tion to this challenge well yeah the solution is number one being aware right now I'm talking about a marketing funnel with with our listeners you got to be aware that there is a challenge right you

do have a challenge and your your business could be running way better than what it currently is and it starts marketing is always the the the engine uh or the the the if if we're thinking about it as like a train it's the engine of the train right and the Caboose of the train is the appointment schedule or the or the sign up to your membership plan um or the acceptance of an implant right that's the Caboose of the train so if you're engine's not working

you know you're ain't you ain't going anywhere right meaning you're probably going to see less appointments and less you know implants or whatever you may be doing right um that generate that you're good at as a dentist right maybe just crowns it maybe Dentures whatever it is right so just keep in mind that it starts with awareness you you know that's the that's one the first step step to solving the problem is um being aware that your engine needs to be worked on that's it right

yeah the second is is getting education uh on on exactly what I just said how do you get awareness how do you capture more leads and how do you nurture them so they turn into appointments or in my case membership signups right because I I'm all about practices developing and scaling Dental membership plans because I think it's a great way to get patients in even if they don't have an appointment you can sign patients up so and they can do it all from online right which

is even more powerful for your practice so um uh awareness education and action right you want to take once you're aware and you've you're educated on this process now you got to take action what do you need to do to take action so one of the questions that that Jess and I were talking about is most practices don't have an important function called a CRM which stands for customer relationship management system most practices are really good with practice Management Systems so after the patient becomes a

patient or the consumer becomes a patient right um that's great you got an operating system to manage your existing Pat patient base but um when you have a a powerful marketing engine that's driving your business you need to have a CRM right a great a great product that we use at boomcloud is called HubSpot it's a CRM uh I believe they have a free uh version of it and then you can upgrade as you need more more tools um but I would encourage every practice to

get a a CRM like HubSpot and um implement it into their website if you got a web team get them to make a popup that gives some type of offer away and you those those patients opt in you collect their name email phone number right um I think that's one of the yeah build a list in marketing and in business those who have the list have the the power have the power to create a a really successful business right yeah speaking of speaking of lists Jordan

I I was reading a book by Dan Kennedy and one of his one of his one of his techniques and a phrase that he he said um in his book is always be list building yeah absolutely be list building so what list for those that don't know what list building is it's the lead capture phase of the marketing Journey right so list building you're building an email list a contact list of potential prospects or patients right so when when Dan Dan Kennedy is is pretty much

a marketing God you got to listen to him right and he's written the Bible of marketing uh the book is called uh well he's got lots of books he's called the the magnetic marketing book and I believe he's got one that's geared towards Dennis so magnetic marketing for Dennis I believe go check that one out U but yeah always be list building because when you capture it and you own own the you own the list meaning you own the ability to send emails and text messages

is way more powerful than renting it from like Facebook or Google right and when I say renting meaning you're paying to get uh awareness and attraction right both are important but um yeah you always want to be building a a a lead list of potential people that will become potential uh patients right so the CRM is key that's this that's the the solution right so awareness of the problem get yourself educated that's what you're doing right now and then uh take action and and um Implement

a a CRM customer relationship management system or lead management system right you can call it for practices um so that you can nurture more and more patients and attract more and more patients uh patients that aren't ready to buy but are interested in maybe potentially saving or interested in learning why it why implants are better than Dentures or why um yeah whatever it is education you know you can use education to get people to opt in through like ebooks and and white papers which are like

little reports or information and facts that educate people right so um that's that's kind of the solution of the challenge you know and and and the end of it is get yourself a CRM or a lead system like HubSpot and and start implementing these types of strategies um that give you a better engine that will pull your business forward well and and where my mind goes is you're funneling all these leads um through awareness lead capture email um signing up and then you funnel them through

through and then conversion R CRM yep and conversion rate and then you funnel them all through this CRM building a list right yeah and then with I'm imagining with any CR CRM whether it's house spot or I I know there's others out there but I know you can build you can build automations that you know nurture those leads you can build any type of automation you can one thing that that I've done here at boomcloud is with with leads that are coming through I've built a

a scoring system that alerts the cells team um how ready you know these leads are you can build automations and workflows like that within CRM um so that and this is that's this is the geeky stuff that that geeky stuff yeah but it's super necessary yeah it's it's it's getting into all the details once you've you've connected all that and or building list always be list building right yeah then you start you can start building workflows and automations that Aid you in your marketing Journey right

so that's that's exactly where my mind goes it's it's you connect a CRM and and then there's more power to your Marketing System yeah he just adds more coal to the the train engine right yeah and visibility and visibility to to uh leads coming in for your practice right yeah and then because you're always going to be you're always going to get a small percentage that you know will schedule an appointment right from like the internet or or whatever which is great take advantage of that

keep keep doing that but um just keep in mind that every every person in your local area needs dental care right it's just a matter of when right that's why I I think um lead capture and Lead nurturing is super critical because not everyone will go every every six months right but if you're constantly reaching out and capturing leads through your system um you can nurture them and when they're ready they'll they'll schedule appointment right they'll they'll sign up for your membership plan they'll do whatever

you tell them to do when they're ready right so um that that's what I love about marketing cuz it it does capture all the opportunities and like I said not everyone's ready to go to the dentist now yeah yep um one more thing to add about a CRM because I've that's I work in that's where your head's been in for a lot yeah lately um you know once you list build you know part of the CRM function is you can you can build a reporting function

that that a marketing aspect for for reporting that helps you gauge where people are at so that's I think that's another really important aspect of a CRM is is having a reporting function there need so there needs to be list there needs to be Automation and then there needs to be um you know a reporting function where you can see a dashboard of reports and numbers and metrics for your marketing yeah where your leads coming from you know you can get with a system like that

you can see where your leads coming from um you know it's all the all the geeky stuff all the geeky stuff you can set reminders to send to your front office staff to say hey call this patient because they've they downloaded a coupon from our website and seems like they're interested so call them and see if you can schedule them now right so you can do a lot of notification reminders too um with things like that but really I would just start simple and just start

and improve along the way right nothing is perfect uh when you launch it like you're going to the key is to take action and launch Now launch something like that now and then optimize it and make it better along the way right absolutely so that's kind of that's kind of my tip there cuz I know it can be overwhelming listening to me and Justin talking about these systems and all the geeky stuff that Justin gets into with the with setting up these systems which are so

necessary um but I would just start like go to hubspot.com right now and and get a free CRM and just start integrate it to your website it's really simple right and obviously if you if you need help or have questions I'm happy to look into how you're trying to do things you know um and what your goals are like no charge right it's just I want to help people out so um happy to do that email is Jordan boomcloud oncom J Rd n boom cloud.com so

if you have questions you know I can kind of point you in the right direction and be a resource for you um all right just we have one last question one more question yeah um one go ahead no you're good oh okay um what are lwh hanging fruit opportunities to get new leads and new patients yeah so what I'm seeing lately um so right now I'm my my big project um here at boomcloud and if you haven't checked out boomcloud what's wrong with you I'm teasing

um go to boomcloud apps.com or boomcloud docomo helps practices create organize and scale a dental membership program so you have predictable recurring Revenue a better loyal patient base and a patient base that buys three times more than they would from you right it's a great Revenue system for your practice that's another topic Revenue systems um and uh so go check boomcloud schedule a demo I have ebooks we have lots of resources that you can download and become one of our leads right there's my secret um

no we I truly believe in educating your practice and being a resource right um so we do have lots of resources that are free on our website but go schedule a demo and learn what we're doing uh but one of the biggest things that I'm working on right now is building out uh what we call the boom Cloud Marketplace an area where dentists can be found um by patients who are uh looking for uh by uninsured patients looking for ways to go to the dentist right

that's what the boom Cloud market place is and during my research I am finding that there is great demand for dental offices uh great demand and and great demand for a lot of different areas uh implants um practices that do implants that H that can do a payment plan option these are what people are searching for right so if you're not doing like a payment plan in in your office like an in-house payment plan that allows people to accept treatment especially for implants you may be

scaring people away because people are searching for this implants uh dentists who do do implants with payment plans right um one of the biggest issues in dentistry is is the fear of cost from patient right they fear it's going to cost too much so it's really important that you make it convenient for patients to buy and have a a payment plan have a membership plan and a payment plan the difference is payment plans are when a patient gets an implant they they pay you monthly until

their balance is paid off right so obviously there's like companies like Care Credit and finance companies which are great but you know in-house payment plan could be a great option as well to get people moving faster and obviously there's there's ways to verify that patients are going to pay you know there's there's uh I know some practice may be like that's risky but it's it's really not especially if you built a relationship with your practice with your patient excuse me um so um also I'm finding

out that there's a lot of patients that don't have insurance right and they're in pain and they they don't know if they can go see a dentist because they've been programmed to believe that they only have to work with dental insurance which we all know is false right but I have found and part of what we're building up with the boom Cloud Marketplace is a way to capture these leads for you and and really become basically a marketing support organization or Organization for your for our

practices that use boomcloud and and want you know want uh to take advantage of the systems that we've talked about today right that's what boomcloud is evolving into from a a membership software plus a Marketplace to help you with your Marketing Systems right um through our proven processes but uh people are in pain and they don't have insurance and they're looking and there's not a lot of information out there for them so that's a huge opportunity and one that we're capturing on Across the Nation you

know I'm seeing leads hundreds of of of people uh to thousands of people a day searching for this just with the small um um campaigns that we're doing here at boomcloud but uninsured patience that's such a huge thing and it's going to get worse we're about to enter a recession we're in a weird time and usually what I've seen in the co sessions that patients lose their dental benefits but that doesn't mean they stop getting Dental Care needing Dental Care they need it you need to

take care of your teeth you know um and membership plans are such a great low hanging fruit Advantage for you your practice especially as you know if we do enter into a recession in 2023 um you have you have uh an Avenue to to capture those types of patients but I would say those are the low hanging fruit there is is making sure you have a payment plan because um and a way to capture those patients looking for those uh types of things and then um

if patients are uninsured they're thinking they can't go see the dentist so make sure you have a membership plan and you're attracting those online go check out the boomcloud marketplace at boomcloud marketplace.com or if you're not in and boomcloud Marketplace is only for it's only for boomcloud uh software users um I don't we don't put um just anybody on there we want to make sure that these our practices are offering a a membership plan that's attractive both to the dentist and the practice owner and to

the patient so um you know go but you can go check it out and see what we're up to at boom Cloud but I would suggest you also do a schedule a demo to learn about our our technology the boomcloud software and how it can help you uh create scale and create awareness and more leads for your membership plan with the with the marketplace addition to it so with that said go to boomcloud apps.com Go download a book I got a the million dooll membership plan

book I got fire the P books um we're going to be launching some marketing uh books as well to be able to attract uh uninsured patients to your practice so go periodically to our website uh we've got articles free articles this podcast will be posted there as well so go to boomcloud apps.com and with that said we hope you guys have a rocking day and thanks for uh hanging out with us for uh the episode today so rock on rock on