A frequently asked question among my clients is, “How much of my particular income should go over to marketing? What is a standard marketing budget?” Accountants and other analysts out there are always analyzing what is standard and what is good. Where they get their data about what is ‘right’, I don’t know and 99.9% is incorrect. How much do you spend on marketing? How much do you spend on dental website marketing? As much as it takes to move up and get people into your business.

If that is six times what you are making now, so be it. Am I joking? I am absolutely not joking. Do you usually need that? No, not really. But then again maybe yes especially if you are making little money right now. That is what it will take.

Several times, I have been around the world and studied some business while working for other companies. One similarity I noticed among the successful companies was that none of them had a budget of a limit for their marketing.

The more you market, the more successful you are likely to be, period. It’s a little bit like when you are sick. How much of the doctor’s bill should you pay? When I started my business, how much money did I make? Zero. How much did I spend on marketing? It didn’t matter, whether I spent $400 or $4000 it was more than what I made because I made nothing.

I once had a client who owned a dental practice in Los Angeles. He was spending quite a bit on advertising when he first started his business.

Flyers, coupons, internet dental marketing, stuff like that. I met him 12 or 13 years later, when he became my client.

At that point in time he no longer did any of those types of things. I asked him, ” Why did you stop, did it not work?” He said no, it worked, it brought people in.

He said that he advertised alot when he first opened his practice, just to get people in. However, he stopped marketing because he was told by other ‘experts’ that he should not be spending so much money! Then he paid me to tell him to start marketing again, which he did.

There are, however, many different inexpensive ways of dental advertising and internet dental marketing. There are even free ways of getting other people to promote your message from you. We called this ‘Un-Advertising’.

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The social media network is somewhat new to the scene of marketing. Let’s gear it towards public relations and how to get press releases. As you probably saw on the video on my site, media is not the almighty advertising source for your dental advertising . It is true, media is powerful and getting media is something you want. . But do not put all your eggs in one basket when it comes to getting your own free press, there are many other community leaders who can give you publicity without going directly through media sources. Social networks are one of those other options . How do you make use of social media to add more to your internet dental marketing?

In the past, you used to need to seek out a reporter and try to get an article out of a local newspaper. Now, reporters are actually disappearing. I personally think that there is a chance that in our lifetime, reporters will have more or less disappeared.

No matter the case, reporters are less important now than they were in the past. Why? You can go directly to the public through online social media networks and it is as powerful as a press release printed by another paper. I am not saying that this trend of online exposure can replace the New York Times, but most likely if you are for instance, a dentist, you are not getting into the New York Times anyhow for your local community news. It is much more likely that you would be getting into smaller papers in your area that will print your story. These papers are still important even though more and more news is being “reported” on the internet. .

Social media networks are able to connect directly with the customer. How is that happening? There are many social media websites. Facebook and Twitter are just two and there are hundreds of other ones that are broadcast and are basically syndicated radio stations, only on the internet. Information that is put onto these social media sites travels by itself with no reporters needed for the information to flow. Social media sites are even where today’s reporters are going to look for information Even if the main stream media don’t pick you up, there are key players in these communities and in many fields. These key players are bloggers and you will be going on those sites, with a blog and they distribute your information through their own community of followers which could be hundreds or thousands. Also, the public at large goes there. This new way of internet public relations doesn’t mean the old way is gone but the reporters are going to those sites to look for what is “cool” right now, and that makes sense. Instead of getting a sales pitch from a public relations agent, they are using social media to see what the community is beating the drums for these days.

Whether you are a dentist and would like to use free resources for your dental marketing, or a restaurant owner wanting to get your news to more people in your local community, use social media sites ( videos, articles sites etc) to publish your news.

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