‘Marketing isn’t always about instant gratification’: Shaz Memon discusses why initiatives with no immediate ROI can still bring long-term value.
Speak to most small business coaches, and they’ll tell you that your marketing investment should always be measurable. Sure, that’s logical. But what if we take a different perspective?
Grant Cardone once said: ‘Your success is limited by the number of people who know you.’
Coca-cola, Nike, Colgate, and other iconic brands spend billions on advertising annually. But let’s be honest – how often do you rush out to buy a drink or toothpaste directly after seeing an advert? I certainly haven’t. Most adverts serve one primary purpose: reminding us that these brands exist.
You might argue, ‘Sure, Shaz, but those are global giants. Their strategies are different from what my dental practice needs.’ That’s a fair point, but even small businesses can take a page from the playbooks of large organisations. In fact, it’s a strategy I’ve applied successfully in the dental industry.
I don’t necessarily want every dental practice in the UK to use Digimax to design their website. However, I want every dental practice in the UK to know who Digimax is. This mindset has helped Digimax become one of the UK’s most successful and popular dental marketing agencies.
The power of omnipresence
Consider this: I once spoke to Kunal Patel from Love Teeth Dental. He shared an invaluable insight – wherever patients look in his town, they see reminders of his practice. From billboards to phone boxes, leaflets, community events, and even cinema adverts, his brand is omnipresent.
But can you track ROI (return on investment) on a phone box advert? What if a patient walks into your practice a year later and says, ‘I saw your ad on a phone box last summer’?
Similarly, I’ve had clients approach Digimax years after attending one of my webinars. These are prime examples of how marketing initiatives that don’t generate an immediate return can still yield significant long-term value.
Brand visibility: a long-term investment
Investing in strategies to increase brand visibility often means embracing activities without an immediate financial reward. It’s like going to the gym—you might not see results after one session, but with consistent effort, you build a muscle that lasts.
This concept aligns with the ‘mere exposure effect’, a psychological phenomenon where people develop a preference for something simply because they have been exposed to it repeatedly. Research published in the Journal of Consumer Psychology highlights that repeated exposure can increase trust and familiarity, leading to higher brand preference over time.
Of course, it’s essential to strike a balance. A marketing budget that focuses solely on brand awareness without measurable returns could strain resources. That’s why the key is to allocate a portion of your investment to long-term visibility strategies, while still tracking ROI in other areas.
Practical steps for success
1. Be everywhere your patients look
Omnipresence builds trust and familiarity. Whether through social media, local events or offline advertising, aim to be visible in places your patients frequent.
A Nielsen study found that campaigns combining offline and online channels result in significantly higher brand recall and engagement.
2. Invest in local dental SEO
Being found online is just as important as offline visibility. Ranking higher on Google ensures you are seen when patients actively search for services.
Learn more about dental SEO at digimax.dental/dental-seo-google.
3. Create an experience worth talking about
Positive patient experiences lead to word-of-mouth referrals, which can compound over time. This is free advertising powered by trust and reputation.
For further insights, explore my book on experience marketing which you can find here.
The bottom line
Marketing isn’t always about instant gratification. Brand visibility strategies, even those with no immediate ROI, play a crucial role in building long-term success.
By showing up consistently and making your presence known, you lay the foundation for future growth.
As Cardone wisely said: ‘If nobody knows you, you don’t exist.’
This article is sponsored by Digimax.
