Night after night shows like Shark Tank and Dragons Den present hopeful entrepreneurs showcasing their grand ideas and walking away with millions. Prime-time whimsy at its best. Pitch your idea on national T.V. a panel of T.V. investors deliberate and, presto! You’re rolling in Benjamins.
Business rarely works that way. But it sure makes for fun T.V.
Business is Tough. Celebrate the Wins.
The reality is commercial success is incredibly rewarding but insanely difficult.
The facts are that most new business ventures never make it beyond their first birthday. Therefore, when a company not only survives but thrives, we gotta party.
Our client MB2 Dental, one of America’s fastest-growing Dental Partnership Organizations, had several reasons to celebrate in 2019:
- +79 new affiliated dental practices
- Four new additional states
- A record $230 million annual revenue
- Biggest transaction in company history
- A record 2500 employees
Impressive numbers! Plus, just yesterday, they celebrated 200 affiliated practices. A company milestone.
Even more impressive is they’re doing this in an industry hell-bent on maintaining the status quo. Perhaps it’s smooth sailing in your industry, but let me tell you, the dental business is a jungle. Guarded by some heavily fortified competitors who are battling to keep things the way they’ve always been.
When we stepped in as their digital marketing partner, MB2’s growth was turning in the right direction. But they were struggling in some key areas.
The first area we stepped in to help was confusion around their USP. The dental practice owners who needed to hear the MB2 investment offer weren’t receiving it.
This is a common problem.
Toe-To-Toe With Giants
Taking on an entire industry who will do anything to keep you silent is a monumental task. Especially if you’re introducing something new and innovative like a Dental Partnership Organization.
According to their year-end press release, “MB2’s DPO model is unique in that doctor owners retains a considerable amount of equity of their practice while partnering with MB2.“
Along with the financial advantages of MB2’s model, owners remain in control of their practice’s personal brand, culture, team, and have complete clinical autonomy. MB2 has also made a name for itself as having a fun, family-oriented culture among its doctor owners.”
No wonder the dominant players weren’t too happy when MB2 Dental showed up. They are carving a new, innovative business model straight through the bedrock of the entrenched Dental Service Organization landscape.
Building Unstoppable Marketing Momentum
We love facing marketing challenges like this. MB2 Dental was exactly the partner we started Atomivox for. Brazen. Ambitious. Ready to break the mold.
Rebuilding their marketing strategy in the face of such strident competition presented a daunting challenge. Despite serious headwinds, we didn’t let market conditions or incumbents stop us. Below are four strategic steps we took together to transform their inbound marketing and help deliver their biggest growth year ever. Let’s go!
1. Flip The Script
Sometimes the best way to break through the noise of a crowded market is to sing off-key. In 2019, MB2 Dental completely tore up their corporate brandscript and rewrote it. A bold move.
We encounter so many companies hindered by a dull message. They feel like they have to use the same unwritten script or lingo as their competitors to be relevant.
The opposite is true.
Customers respond overwhelmingly when a company rejects “corporate” jargon and speaks with their unique voice. Jargon is the enemy of effective marketing. Confuse customers with insider language or business buzzwords and you will lose.
However, by refusing to use industry lingo in your marketing, you’ll make it easy for customers to understand you, cut through the noise of the competition, and future-proof your digital marketing.
This one change can revolutionize your sales and marketing goals. It worked for MB2 Dental, it can work for you.
2. Update Your Digital Assets
Second, with the help of our partners, MB2 Dental launched a completely new corporate website. Not that their old website was bad, quite the opposite. It just wasn’t prepared to take MB2 Dental to the next level.
This is another common mistake. Companies often keep legacy assets around longer than they should. They’re afraid of what a drastic change might do to their business. Or worse, they fail to account for the negative impact of an out-of-date, unoptimized website.
Changing your branding or digital assets isn’t always the best strategy. However, it is vital to examine your legacy assets and measure your growth metrics. Are your digital assets doing more harm than good? MB2 Dental made the change, and with the help of our inbound marketing strategy, experienced a net-positive ROI across nearly every touchpoint.
3. Learn A New Language
The third major improvement was a more profound understanding of their dental industry audience, including the best way to reach them.
Most businesses mistakenly think that digital marketing is a one-way conversation — from the brand to the world.
The best brands in the world take the time to learn how to converse with their audiences. Emphasis on conversation. They invest in understanding how they think, what they care about, and where best to engage them.
The worst brands? We call their strategy “pay and pray.” E.g., paying for clicks, likes, and impressions and praying their efforts deliver some ROI. No measurement, no follow-up, no accountability.
Once we uncovered who we were aiming to reach, we wrote copy, designed content, posts, landing pages, and developed a search ads campaign to grab our target audience’s attention and draw them in. Then we built a robust reporting system to measure performance and track results.
4. Get A Bird’s-eye-View
Fourth and perhaps most valuable was our urgent need for a global view on everything happening across digital channels.
To be honest, we were a bit skeptical about HubSpot. MB2 Dental was already using it, so we needed to ramp up quickly to get up to speed. Quite a feat while trying to rebuild a new inbound marketing strategy…
And custom workflows…
And a growing lead flow for the teams managing inbound growth.
We had used several other tools before, but for a complex project like this, we needed something different. Nothing else had ever come close to wrangling a huge omnichannel marketing strategy like MB2 needed.
Hotspot’s integrated tools gave us the ability to track contacts and entry points with precision. We could visualize and track analytics, pinpoint funnel dynamics, and follow deal flows with beautiful, accurate reports.
Now? Consider us believers. We’re BIG fans of HubSpot now.
If you’re struggling to track your customers, leads, contacts or feel you’re flying blind with your analytics and data, consider HubSpot. The core toolset is completely free and delivers a TON of value.
Did I mention the core platform is free?
We’ve transitioned our entire Atomivox workflow to HubSpot and are making it a mainstay in our digital marketing strategies. It’s that good.
Go ahead and sign up. You won’t regret it.
What’s the Big Takeaway?
We covered a lot of ground with MB2 Dental in 2019. 2020 is shaping up to be spectacular. We’re honored to play our part in helping this first-of-its-kind dental partnership organization accomplish its mission of empowering dentists to preserve their profession.
The four different strategies and tools above can transform your sales and digital marketing. Don’t be afraid to:
- flip the script
- design a new website
- understand your communities and audiences
- onboard a new marketing tool
Your sales and marketing will improve, your leads will increase, and you’ll have your rivals running for cover.
Together with our agency partners, Atomivox achieved the monumental task of redefining MB2’s target market and building an inbound funnel to attract their tribe. Last year was exciting. With a further 20+ new practice acquisitions lined up for Q1 2020, we can’t wait to see what’s in store.
Curious to learn more? Read the full MB2 Dental Case Study here.