Target the Right Audience with Buyer Personas

For any dental lab marketing to be successful, you need to know who you are speaking to - your ideal buyers.  In Inbound, Buyer Personas are used to define semi-fictional representations of your ideal customer.

These profiles are developed from market research and real data about your existing customers (through surveys, interviews, information from departments like sales, customer service etc.). They include demographics, communication preferences, background (personal and career), challenges, goals, definition of success etc.

Depending on your business, you may just have as few as one or two personas, or as many as 10 or more.

Tip: If you're new to developing personas for your business, then make sure you walk before you can run. Start with 1-3. You can always create more personas later once you get the key ones together.

Having well-researched personas, will allow you to personalize and target your marketing. Example, you can define campaigns for a specific buyer persona, segment your lead list by buyer persona and tailor your messaging according to what you know about those different personas.

Here are more detailed examples of the types of data you need to collect for your personas:

Personal Background:

• Age
• Family (single, married, children)
• Education

Company

• What industry does their company work in?
• What is the size of their company?
• What's their annual revenue?

Role

• What is their job title and what does their role encompass?
• How is their performance/success measured? 
• What is a typical day like - what tasks do they complete?
• What skills are required to do their job?
• What knowledge and tools do they use to complete important tasks?
• Who do they report to? Who reports to them?  How many?

Goals

• What are their main responsibilities?
• What does it mean to be successful in their role? How do they define success?

Challenges

• What are their biggest challenges and pain points?
• How do they overcome these challenges today?

Hangouts

• How do they learn about new information for their job?
• What publications do they regularly read?
• What blogs do they follow?
• What associations do they belong to?
• What social networks are they active on? 

Shopping Preferences

• How to they prefer to interact with vendors (email, phone, in person?)
• Do they use the internet to research vendors or products? 
• How do they search for information? 
• What types of websites do they use?

For more information about Buyer Personas contact DentalLabSupport.com or call 888-715-9099

How advanced features like call recording prove ROI

In our quest for bigger and better sources of marketing data, it’s all too easy to get stuck on the analytics treadmill and ignore the information that’s you’ve already collected. Fortunately, when you use advanced call tracking software to analyze your campaigns, the information you need to achieve superior ROI is often right at your fingertips.

And one of the DentalLabSupport's features that best demonstrates how marketing tech can empower you to work smarter, not harder, is Call Recording. With our call recording features activated for your account, you’ll be able to play back recordings of every single call that comes in to your tracking numbers.

This is a great way to get an at-a-glance view of how your phone team is performing, but the usefulness of this feature far exceeds surface-level analytics.

Don’t let a single call slip through the cracks

During our many case studies, we heard a lot about how powerful call recording can be when used in conjunction with our DLS call tagging system.

With our comprehensive tagging system, you can quickly and easily categorize calls — like new leads, repeat callers, and missed calls —  and then identify those that should be reviewed for deeper analysis.

Proper categorization of inbound calls is a powerful way to prove the value of the work your agency does for clients. For example, with a thoughtful tagging and analysis scheme for your data, combined with a careful review of the corresponding call recordings, you can demonstrate how your campaigns have resulted in a steady increase in calls that deliver qualified leads for your client. Or, perhaps your advice on efficiency has helped a client pare down the number of missed calls per month, resulting in fewer frustrated voicemails from prospects.

In both cases, this can be a powerful demonstration of the value — and the ROI boost — your work is delivering for your client. And even better, much of this tagging work can be automated when used in concert with our suite of Conversation Intelligence automation tools.

Identifying and filling skill gaps

Beyond tagging, call recordings are also a supremely useful resource by themselves. Your agency might not have considered that call coaching could be a selling point for clients, but we’ve seen plenty of testimony from DentalLabSupport users that suggests otherwise.

With call recording enabled for the client’s account, you can instantly achieve a frontline view of how your dental lab's phone team is performing. By reviewing recordings of inbound & outbound calls, you’ll be the first to know whether the client’s team is sticking to the script and performing well, or whether there are skill gaps that are causing prospects to drop out of the sales funnel.

Let’s say that your dental laboratory is getting a healthy number of inbound calls, but you’ve crunched the numbers and it seems like prospects just aren’t converting at the rate they should. This is a perfect time to dive into the call recordings and see whether your phone team is having trouble sticking to the script, or effectively conveying their product’s value to callers.

By listening to call recordings, your dental laboratory can then take a direct hand in shaping how the call team is performing. Perhaps the sales script needs some tweaking, in order to better reflect the search keywords that are driving the most calls. If many callers are searching for a specific feature before calling, but the call recording then reveals that the feature isn’t part of the sales team’s usual script, you’ve just identified a key gap that needs to be filled.

Taking a comprehensive, hands-on approach when it comes to call recording will do more than just help your dental labs's bottom line — it provides real proof that your dental lab is driving results.

Here at DentalLabSupport.com we’re constantly developing innovative new tools like Account Center, which helps your dental labs marketing team manage multiple clients with simplicity and ease.

Building client partnerships that last

A careful and considered use of marketing technology can give you a real competitive edge and set you apart from other dental laboratories, who are always looking to entice clients away from you (IE, the competition). With advanced call tracking and analytics in your arsenal, you’ll be well-equipped not just to deliver real value, but also to prove the value of your marketing efforts in a way that establishes trust, and builds relationships that last.

Interested in seeing the benefits call tracking can bring to your dental lab? request a personalized demo of DentalLabSupport.com Sales & Marketing Platform. Call 888-715-9099 or info@dentallabsupport.com