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Home | Blog | The Ultimate Guide to Creating a Winning Direct Mail Campaign

The Ultimate Guide to Creating a Winning Direct Mail Campaign

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Direct mail campaigns are a tried-and-true way to reach potential customers and drive sales. A well-executed direct mail campaign can boost brand awareness, generate leads, and improve customer engagement. 

However, creating a winning direct mail campaign requires careful planning and execution.

In this blog post, we provide a step-by-step guide on how to create a successful direct mail campaign. These are the exact same principles our team at MVP Mailhouse follows when setting up our clients’ direct mail campaigns for success. 

Industries where direct mail yields the best results include real estate, dental, home services, and health clubs like gyms and fitness centers.

Whether you’re new to direct mail marketing or looking to refine your existing campaigns, these tips and strategies will help you create engaging and effective direct mail pieces that resonate with your target audience.

We’ll cover everything from defining your target audience, designing an effective mail piece, and tracking campaign results. By following these best practices or working with us, you can ensure that your direct mail campaigns are targeted, engaging, and highly effective.

Part 1: Defining Your Target Audience

Before designing a direct mail campaign, it’s crucial to define your target audience. 

Understanding your audience’s preferences, interests, and pain points will help you create a campaign that resonates and drives conversions.

Start by identifying your ideal customer. Here is an ideal set of questions to ask yourself to get an idea of who your target customer is:

  • Who is your target customer?
  • What motivates them?
  • What are their pain points and needs?
  • Where does your audience get their information from?
  • What do they care about most when making purchasing decisions?
  • How likely are they to purchase from you?

Once you have a better understanding of who you’re targeting, you can start to shape the message and design of your direct mail campaign. Understanding your audience will also help you decide where to send your campaign for maximum results.

There are several ways to build a targeted mailing list. You can purchase a list from a reputable list provider or build your list from sources such as web forms, surveys, and social media.

However, the best approach to finding new customers is by using your existing customer data to find more like-minded people with similar needs. This data can help you target your direct mail campaign more accurately and increase the chances of success.

Better Targeting with Map IQ

At MVP, we have this approach down to a T. Our proprietary software will help you target the right people with your direct mail campaign. Our mapping tool can identify multiple layers of geographic and demographic information, including age, gender, income level, and more.

With this data in hand, we can create a targeted list that reaches the people most likely to become customers. This is how we help you increase the ROI of your direct mail campaigns and reach more people who are likely to act on your offers.

Part 2: Designing an Effective Direct Mail Piece

Before designing a direct mail campaign, it’s crucial to define your target audience. 

Understanding your audience’s preferences, interests, and pain points will help you create a campaign that resonates and drives conversions.

Start by identifying your ideal customer. Here is an ideal set of questions to ask yourself to get an idea of who your target customer is:

  • Who is your target customer?
  • What motivates them?
  • What are their pain points and needs?
  • Where does your audience get their information from?
  • What do they care about most when making purchasing decisions?
  • How likely are they to purchase from you?

Once you have a better understanding of who you’re targeting, you can start to shape the message and design of your direct mail campaign. Understanding your audience will also help you decide where to send your campaign for maximum results.

There are several ways to build a targeted mailing list. You can purchase a list from a reputable list provider or build your list from sources such as web forms, surveys, and social media.

However, the best approach to finding new customers is by using your existing customer data to find more like-minded people with similar needs. This data can help you target your direct mail campaign more accurately and increase the chances of success.

Importance of Design and Layout:

A visually appealing design and layout can help grab the recipient’s attention and make a lasting impression. 

Use eye-catching graphics, colors, and typography to create a design that accurately represents your brand and message.

Here are the different approaches you should consider based on some of the most popular industries that leverage direct mail to get more new customers:

Real Estate

When designing direct mail pieces for real estate, it’s important to focus on the benefits of the property being offered. Use high-quality images of the property and emphasize its unique features.

Highlight the location and any nearby amenities like schools, parks, or shopping centers.

Utilize a neutral color palette with pops of vibrant colors to make the mail piece stand out. Incorporate a clean and modern design with easy-to-read fonts.

Dental

For dental direct mail pieces, focus on creating a friendly and welcoming design that puts potential patients at ease. Use images of smiling people and emphasize the benefits of good dental hygiene.

Highlight the services you offer, such as teeth whitening or orthodontics, and any special promotions or deals you have available.

Pinks, blues, and greens are colors commonly used since they represent health and cleanliness. Also make sure the design is easy on the eyes with simple and legible fonts.

Home Services

When designing direct mail pieces for home services, focus on highlighting the benefits of your services and how they can make life easier for the homeowner.

Use images of clean homes or happy families enjoying their space. Be sure to include clear and concise copy that explains your services and any special promotions or deals you have available. 

Blues, greens, and grays are popular color choices as it conveys a sense of calmness and reliability. Incorporate a clean and simple design with bold header fonts.

Health Clubs/Gyms

For health clubs or gyms, use images of fit and healthy individuals working out or engaging in physical activity. Emphasize the health benefits of exercise and how your gym or health club can help individuals achieve their fitness goals.

Include clear and concise copy that explains your services, membership options, and any special promotions or deals you have available.

Use images of fit and healthy individuals working out or engaging in physical activity.

Emphasize the services you offer, such as personal training or group fitness classes, and any special promotions or deals you have available.

Better Designs with Design Lab

We have worked with many business owners to craft the perfect direct mail piece for them. Our amazing team of design experts can create a beautiful mailer that will stand out from competitors and drive more new customers to your business.

With Design Lab, you can choose from a library of expert designs that have been tailored to fit your specific needs. Plus, our team of designers can customize any design to make sure it is perfectly suited for your business.

Designing a beautiful postcard for your business does not get any easier than this!

Crafting Powerful Copy

Your copy should be concise, persuasive, and easy to read. Communicate the benefits of your offer and create a sense of urgency to encourage the recipient to take action.

Real Estate

When writing copy for real estate direct mail campaigns, focus on the unique features and benefits of the property being offered. Use descriptive language to highlight the property’s location, size, and amenities.

Emphasize the benefits of living in the property, such as proximity to schools or shopping centers. Include a call to action that encourages recipients to schedule a viewing or contact the agent for more information.

Dental

For dental direct mail campaigns, focus on the benefits of good dental hygiene. Use language that emphasizes the importance of regular dental checkups and cleanings.

Highlight the services you offer and any special promotions or deals you have available. Use a friendly and approachable tone that puts potential patients at ease. 

Include a call to action that encourages recipients to schedule an appointment.

Home Services

When writing copy for home services direct mail campaigns, focus on the benefits of using your services.

Use language that emphasizes the time-saving or quality-of-life benefits of hiring a professional. Highlight the services you offer and any special promotions or deals you have available.

Use a clear and concise tone that explains your services and how they can make a difference in the recipient’s life. Include a call to action that encourages recipients to schedule an appointment or request a quote.

Health Clubs/Gyms

For health clubs or gyms, focus on promoting the health benefits of exercise and how your gym or health club can help individuals achieve their fitness goals. Use language that emphasizes the importance of regular exercise and the positive impact it can have on overall health and well-being.

Highlight the services you offer, such as personal training or group fitness classes, and any special promotions or deals you have available.

Use an energetic and motivational tone that inspires recipients to take action. Include a call to action that encourages recipients to sign up for a membership or schedule a tour.

Tailored Copy Is Key

Overall, when writing copy for direct mail campaigns, it’s important to tailor the language to the audience and industry. Consider the message you want to convey and how best to communicate it in a concise and impactful way.

Use clear and persuasive language, highlight the benefits of your product or service, and include a call to action that encourages recipients to take the next step.

Part 3: Printing and Mailing the Campaign

Once your direct mail piece is designed, it’s time to print and mail it to your target audience. 

Choosing the right printing services is crucial to ensure that your mail piece looks professional and high-quality. 

Quality control measures are also essential to avoid errors or mistakes in printing and mailing. 

Make sure to proofread your mail piece carefully and double-check all recipient addresses before mailing. It’s also important to meet USPS regulations to ensure that your mail piece is delivered on time and without delays.

Working with a direct mail company like MVP Mailhouse can help you navigate these regulations and ensure that your campaign runs smoothly.

Part 4: Tracking and Analyzing Campaign Results

After your direct mail campaign has been mailed, tracking and analyzing the results is important to measure its success. Setting measurable goals and selecting Key Performance Indicators (KPIs) is crucial to this process. 

KPIs help you analyze your campaign results and make the right adjustments.  

For example, if your goal was to increase sales for a specific service or property you sell, you would want to measure the response rate and determine how many sales were generated as a result of your direct mail campaign.

Better Tracking with MVP Mailhouse

MVP Mailhouse can provide you with sophisticated tracking and analysis tools to help you better understand the results of your direct mail campaigns. By leveraging our data-driven approach, we can help you make smarter decisions about how to optimize future campaigns

Here are some of the key metrics related to a direct mail campaign that we track for you:

  • Calls
  • New appointments
  • Missed opportunities
  • Best areas
  • Best designs/offers
  • Conversion rates

You also get 24/7 access to a dashboard where you can see this data!

By tracking these metrics, we can help you identify and understand which campaigns are generating the most success. This will allow you to adjust your strategy accordingly and maximize the effectiveness of your direct mail advertising efforts.

Wrapping it up

Designing and executing a successful direct mail campaign requires a strategic approach that involves understanding your target audience, crafting an effective mail piece, utilizing quality printing services, and tracking and analyzing results.

By following the steps outlined in this guide, businesses can create direct mail campaigns that are engaging, targeted, and effective.

To recap, it is crucial to define your target audience and build a mailing list based on customer data. The design and layout of your direct mail piece should be visually appealing and complemented with powerful copy and graphics.

Choosing the right printing services and mailing to the correct recipients while meeting USPS regulations are also key factors for success. Finally, tracking and analyzing campaign results with measurable goals and KPIs allows for future improvements.

In conclusion, direct mail campaigns are an important marketing tool that allows businesses to connect with customers and stand out from competitors.

By investing time and effort into creating a well-planned and executed campaign, businesses can reap the benefits of increased engagement, brand awareness, and revenue.

Home | Blog | DIRECT MAIL MARKETING VS. ONLINE MARKETING: WHICH DO CUSTOMERS PREFER?

DIRECT MAIL MARKETING VS. ONLINE MARKETING: WHICH DO CUSTOMERS PREFER?

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Digital marketing and direct mail marketing are two very distinct strategies for marketing your business and communicating to potential customers to know of your services. The fact is, both can work very well when implemented correctly for the right business with the right demographics.

 

The question we will discuss in this article is not which works best but instead which one do your customers and potential customers prefer to receive? 

 

It obviously would depend on the individual person but there are some trends that we have identified and general rules of thumb to help. Our advice is to understand the data and as the saying goes  “play to the percentages” based on your business and product. Next,  market that product or service via the method with the highest percentage of success!

 

For example, if you’re selling a product that consumers can buy quickly and easily, lower cost and little to know explanation needed then online marketing is the best option. 

 

On the other hand, if you’re selling a service or product that involves a longer decision-making process, explanation, and higher value/cost then direct mail marketing can be the best option. 

 

Check out this graph below based on consumer surveys to see exactly how your customers want to be contacted and then make effective decisions from there.

Why Do Customers Still Respond Best To Direct Mail Marketing?

Even in the digital age, direct mail marketing is still a powerful and effective marketing strategy. According to Marketreach, Direct mail had an average engagement rate of 95%, and the recipients interacted with it at least four times at home in 2021. 

 

Despite the rampant growth of digital ads, direct mail has proven to still stand out in mailboxes and get great responses. The other benefit of direct mail is that it is a proactive way to market your business where you go find these potential customers, instead of waiting for them to find you online where there is so much competition.

 

Here are the top 5 reasons why:

 

1. Tangibility: The tactile nature of direct mail marketing means you can create something that stands out and builds a personal connection with your audience.

 

2. Better Targeting:  With direct mail marketing, you can target prospects more precisely than with digital ads right down to exact homes or best neighborhoods. 

 

3. Better Designs:   Graphic designers have a more comprehensive array of creative options to work with when it comes to direct mail marketing. A postcard also had more space then a small digital ad to better introduce your business. A simple QR code can easily get them to your website if they want more information.

 

4. Better Tracking:   With MVP Mailhouse’s (LINK) help, you can measure the effectiveness of your direct mail marketing campaigns more quickly than digital ads. You also get calls and customers the day they hit homes instead of waiting. 

 

5. Increased Recall: The physical presence of direct mail marketing pieces makes them hard to forget. People hold on to a well designed postcard if it resonates and will still call months down the road when the timing is better. 

 

Get The Best ROI with Direct Mail Marketing

 

According to 2023 The State of Direct Mail, a study by Lob and Comperemedia, 74% of marketers agree that direct mail delivers the best ROI, response rate, and conversion rates of all channels. 

 

In addition,  most firms polled used a combination of email and direct mail — by a wide margin over other channels. They utilize: 

 

Email — 72%

Paid Social — 46% 

National TV — 34% 

Newspaper & Magazine — 31% 

Podcast — 25% 

Organic Social — 21% 

Earned Social — 19%

None—it is used as a stand-alone tactic.  

 

MVP Direct Mail

 

MVP has combined a proven marketing medium in direct mail with the power and ease of modern technology. Our direct mail service saves you time, money, and resources while delivering impressive ROI.

 

MVP Mailhouse offers proprietary software and technology that has revolutionized direct mail. Our cutting-edge solutions make it turn-key and easy, requiring little time to set up and track your direct mail campaign.

 

Better Targeting with Map IQ

 

Map IQ™️, MVP’s proprietary mapping software, identifies the best homes to target with your direct mail. Map IQ uses your existing customer data and that of other offices in similar demographics to identify your hottest neighborhoods, highest new mover areas, geographical barriers of entry, etc.

 

This data-driven approach allows you to identify potential new customers and target them more accurately with your direct mail campaigns.

Better Designs with DesignLab

Our team helps you create a custom design by leveraging your office’s strengths with proven concepts. Through tracking the results of thousands of designs and offers, we know what offers and messaging work to attract new customers for you. 

 

Create a postcard that reflects your brand, showcases your top offers, and resonates with your target audience; with MVP and DesignLab.

Better Tracking with CallPro Dashboard

Call Pro, MVP’s call tracking software, records and monitors every phone call your business receives from your mailings. Those recordings are then reviewed and scored by our MVP Call Quality Analyst team within minutes for outcome and receptionist/front desk performance score. Results and recordings are available 24/7 in our MVP Dashboard. 

By understanding good and sometimes bad trends, Call Pro offers training tips and advice to help your team improve how they handle incoming calls and set more appointments. On top of that,  your staff gets instant alerts for missed calls and follow up opportunities for unscheduled appointments.

Wrapping It Up

Direct mail remains one of the most effective marketing channels available, and with MVP’s help, you can take your direct mail to the next level. 

 

Our proprietary Map IQ software, combined with our team of designers and marketers, and our advanced system for call tracking make it easy to create targeted campaigns that are designed to attract more leads and bring more revenue to your business.  

 

We hope this helps give you an understanding of the power and potential of direct mail. 

 

Try it out and see the great results you can achieve! Schedule a demo today.  Happy mailing!

Home | Blog | 6 Reasons Q1 is the Best Time to Invest in Growing Your Dental Practice!

6 Reasons Q1 is the Best Time to Invest in Growing Your Dental Practice!

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Did you know that January, February, and March are the top responding consecutive months of the entire year for new patients through direct mail? It’s true! MVP Mailhouse’s team has mailed and tracked over 100 million dental postcards across the country. 

If you’re looking for a surefire way to start the new year off with a bang of new patients, direct mail marketing should be at the top of your list!

Here's 6 reasons why direct mail marketing works so well in Q1:

1. Insurance benefits are now renewed and people are free to choose. Others may just be getting first-time insurance coverage looking for a dentist too! 

2. New Year’s resolutions are being made, and people are making healthier decisions. Ready to finally get the big work done and the smile they have always wanted!

3. Holiday chaos is packed away, and the kids are back to a schedule and in school. Proactive Mom’s are getting families scheduled!

4. With renewed benefits, people are more likely to switch from a dentist they are unhappy with or one close to home.

5. Fee for service folks have financially recovered from the holidays and have a paycheck or two under their belts.

6. Tax return dollars are coming; more and more people file online so they get their returns much earlier than April. Don’t wait or refunds might be spent by April. 🙂 

BONUS: Ready to get started? Get your Q1 plan started before Dec 31st and get up to $500 OFF Your First Mailing!

All new offices will receive a one-time, upfront discount on their first mailing with an intro order of three mailings!

$225 OFF 5,000 per mailing quantity
$500 OFF 10,000 per mailing quantity

CLAIM BONUS: Request a Demo

Bottom Line: 
If people don’t know about your office they are NOT GOING TO CHOOSE YOU! Direct mail marketing is a tried-and-true way to get ahead of the competition and proactively let homes know about you before your competition does!

Book your free demo and custom proposal today to take advantage of the BEST time of the year to mail and kickstart your 2023!

Home | Blog | Budget Friendly Marketing Tips for Dentists

Budget Friendly Marketing Tips for Dentists

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Hey Dentists, it’s no secret that dental practices don’t always have the biggest budgets for marketing. In reality, there are a lot of effective marketing strategies that don’t cost much. The key is to execute them correctly and time them well.

Your marketing strategy should be about ROI (return on investment). So, how do you get the most bang for your buck when marketing your dental practice? Keep reading to find out!

Right now, it’s the 4th quarter of the year, which means many people have dental benefits expiring that they have not used. A good marketing strategy during this time of the year is to remind those people and even offer a small discount or incentive for them to become new patients at your office.

Here is the complete list of budget-friendly marketing tips that any dental practice can start implementing today:

Tip #1: Direct mail marketing 

It is the fastest way to let thousands of homes know about your dental practice and remind people with a “Use it or Lose it” message of their expiring insurance benefits. It can be an effective way to reach out to potential and existing patients to effectively communicate a message as every home gets their mail. Postage does cost money and requires an investment but remember the key to marketing is ROI. Invest in your practice and let thousands of homes know about you in just a few weeks.

Pro tip: Hire a dental direct mail company that specializes in the dental industry and can track your results to make it easier for you to continue to invest with a great ROI. 

Next Level Direct Mail Marketing with MVP Mailhouse

We take the guesswork out of direct mail marketing with our cutting-edge technology.  We can target the specific homes that are most likely to become your patients with our cutting-edge marketing platform

Get ahead of slower months by mailing August and September. Ramp up your marketing efforts now and avoid the lull in production!

MVP Mailhouse can help you design and implement a direct mail campaign that gets results. To learn more about how we can help you grow your practice, contact us today.

Better Targeting with MapIQ

With our MapIQ targeting software, we can help you identify your hottest neighborhoods of existing patients and then target their neighbors with mailings.

MapIQ targets specific neighborhoods instead of broad zip codes around your practice to make sure your marketing dollars have the highest return.

Check out this video on Better Targeting with MapIQ

Better Designs with DesignLab

We help you carefully plan your design using insights from MVP’s Design Lab. 

We’ve tracked results from thousands of designs and offers so we know what offers and messaging work to attract the right type of new patient. We do all the work! Our team of marketers and designers helps you carefully plan your custom design by leveraging your office’s strengths with proven concepts. Each data-driven design is peer-reviewed and proofread (twice) for easy approval and flawless, full-service execution. 

Better Tracking with CallPro

Our data shows that an average new patient spends well over $1,000 within 12 months. The average office only closes about 45% of its inbound leads compared to over 80% for top offices. 

MVP’s Call Pro system monitors and scores your phone calls so your staff gets instant alerts about missed opportunities. We even use Call Pro to help your staff improve how they handle calls and set more appointments.

Check out this video on Better Tracking with Call Pro

Tip #2: Create a blog 

A blog is a great way to share helpful information about your dental practice with potential patients. You can write blog posts about topics that are relevant to your target market and include links back to your website. This is a great way to attract new visitors to your site and get them interested in what you have to offer. Keep your blogs specific to the season. For example, leverage the “Use it or Lose it” insurance message right now. 

HERE ARE 5 SIMPLE STEPS YOU CAN TAKE TO CREATE A BLOG IN 1 HOUR

Step 1: Choose your blogging platform – there are many different blogging platforms available, such as WordPress, Blogger, and Tumblr. Do some research to find the one that best suits your needs.

Step 2: Choose a domain name and host – your domain name is your blog’s URL. You will need to choose a web hosting service to host your blog.

Step 3: Set up your blog – once you have chosen your platform and host, you will need to set up your blog. This usually involves choosing a theme or template, and customizing it to suit your needs.

Step 4: Write your first post – Now it’s time to start writing! Write about anything that interests you- there are no rules. Just be sure to proofread your post before you hit “publish.”

Step 5: Promote your blog- the final step is to let people know about your new blog. Share it with your friends and family, and consider using social media to spread the word.

Tip #3: Utilize social media platforms

Social media platforms like Facebook, Twitter, and LinkedIn are great places to start promoting your dental practice. You can create a profile for your practice on these sites and start sharing content that will be of interest to your target market. Make sure to include a link back to your website on all of your social media posts so that people can easily find you online.

THESE ARE THE THINGS THAT SHOULD BE PRESENT IN YOUR SOCIAL MEDIA PLATFORMS:

FACEBOOK –  A Facebook profile serves as a great way to connect with friends and family, but it can also be used to promote your business. Make sure to include some basic information about your business on your profile, and be sure to link to your business’ website.

TWITTER – Twitter is all about sharing short, concise updates. When it comes to promoting your business on Twitter, make sure to share updates about your product or service, as well as any special offers or discounts you may be running. Be sure to use relevant hashtags so that your tweets can be easily found by potential customers.

INSTAGRAM – Instagram is a great platform for sharing visuals, and it can be used to promote your business in a number of ways. Make sure to post high-quality photos and videos that showcase your product or service, and be sure to use hashtags and geotags to make your content more discoverable.

PINTEREST – Pinterest is a great platform for sharing visuals, and it can be used to promote your business in a number of ways. Make sure to post high-quality photos and videos that showcase your product or service, and be sure to use hashtags and geotags to make your content more discoverable.

LINKEDIN – LinkedIn is a great platform for connecting with other professionals in your industry, and it can also be used to promote your business. Make sure to include some basic information about your business on your profile, and be sure to post updates about your product or service. You can also use LinkedIn to run targeted ads that reach a specific audience.

GOOGLE+ – Google+ is a great platform for sharing news and updates about your business. Make sure to include some basic information about your business on your profile, and be sure to post updates about your product or service. You can also use Google+ to run targeted ads that reach a specific audience.

YELP – Yelp is a great platform for connecting with customers and promoting your business. Make sure to claim your business page and fill out all of the relevant information. You can also post updates about your product or service, and offer special deals and discounts to customers who leave positive reviews.

Tip #4: Send out email newsletters

Email newsletters are a great way to keep in touch with past and present patients. You can use these newsletters to promote special offers, share helpful dental tips, and keep people up-to-date on what’s going on at your practice.

HERE ARE SOME OF THE BEST TOPICS TO DISCUSS IN YOUR EMAIL NEWSLETTERS:

Dental Care Tips – From flossing to brushing to choosing the right toothpaste, there are a number of things you can do to take better care of your teeth. Share some tips with your patients in your email newsletter.

New Dental Technology – Advances in dental technology can make treatments quicker, easier, and more effective. Patients will be interested in learning about new technology that can make their dental visits more comfortable.

Dental Health Articles – Keeping your patients informed about the latest developments in dental health is a great way to show you’re invested in their well-being. Sharing articles from reputable sources is a great way to do this.

Tips for Improving Oral Health – Good oral health is about more than just brushing and flossing. There are a number of lifestyle changes that can make a big difference. Share some tips with your patients on how they can improve their oral health.

Patient Success Stories – Sharing stories of patients who have had success with your dental treatments is a great way to show potential patients what you’re capable of. These stories can be an inspiration for others who are considering dental treatment.

Tip #5: Use search engine optimization 

Search engine optimization (SEO) is a great way to get your website to rank higher in search engine results pages. When people are searching for a dentist in their area, you want your practice to be one of the first ones they see. You can improve your SEO by using relevant keywords on your website and in your blog posts.

HERE’S A SIMPLE CHECKLIST FOR SEO:

  • Research your keywords and make a list
  • Use those keywords throughout your website content, including in the title, headers, and tags
  • Make sure your website is mobile friendly
  • Build backlinks by creating great content and networking with other websites
  • Monitor your progress with Google Analytics or another web analytics tool

By following these budget friendly marketing tips, you can get your dental practice in front of new patients without spending a lot of money. Investing some time and effort into marketing your practice will pay off in the long run.

If you’re looking for more marketing tips, be sure to check out our blog. We regularly share dental marketing advice that can help you attract new patients and grow your practice.

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