Small locally-run businesses often rely on traditional advertising methods like print ads or word of mouth to raise awareness and boost sales. However, as consumer behaviour evolves, many are now venturing into digital marketing and discovering its transformative impact.
One such business is Ballarat Dental Group, which previously had little to no digital footprint. "We've always been a business based on word of mouth, as we've been around for so long," said Erin Richards, front office co-ordinator at Ballarat Dental Group. "It's one of the oldest established dental practices and we really pride ourselves on being a word of mouth clinic."
When bookings declined during COVID-19, the business owners recognised the need to adapt. Erin and colleague Miranda Clampit worked with ACM, the publisher of this title, on a new digital marketing strategy. ACM Connect Plus, a free marketing seminar, is now open for registration in various locations.
Ballarat Dental Group utilised Google ads and some print advertising, but the majority of work focused on SEO and organic traffic booster. "ACM proposed the organic traffic booster and it has been so successful for us," said Erin. "Before we started, we didn't have our heads wrapped around the whole concept, but now we've really found a difference with new patients finding us online. It has led people to our website where they can find out more about us and then be guided to book in or give us a call."
Erin and Miranda found ACM extremely helpful in navigating the digital world. The company presented the plan in writing and explained everything clearly beforehand, including the tools and concepts and what each one achieves. "ACM has been absolutely incredible," said Erin. "Not knowing anything about it, it's important to have people like that to work with who explain what they're doing. And as ACM is local, we can work closely with them which is amazing. It just feels a lot more hands-on, like we're a team."
The move to digital marketing has removed stress for Erin and Miranda. "It has made things much easier being able to rely on such a good company to help us out and run things in the background when we are so busy," said Erin. The proof of success is the increased number of bookings via the website. "We've found our gaps fill really quickly especially with people experiencing toothaches, so people who are searching on their phone," said Erin.
Erin and Miranda recommend other businesses explore digital marketing with ACM. "Even if you're hesitant, just get a proposal to see if it can help you," said Erin. "It has really helped our business grow."
Registrations for ACM Connect Plus are closing soon. At this once-a-year event, attendees can connect with local digital media experts who can help find the right package, platform, and targeting for their ideal customer. Visit acmrsvp.com.au for more details.
