On December 17, 2008 Permission TV released its survey findings on online video initiatives for 2009. 2 out of 3 respondents listed online video as a primary focus of their 2009 digital marketing campaigns – higher than every other category, including social media and search. So what does this mean for orthodontic marketing?

When using online advertising or television commercials to get the point across, there is going to be many options. Social media is a very good option. Emails are another option to consider.

Build stronger brand awareness for your company. If you have invested in other forms of offline marketing such as TV or newspaper ads, SEM can compliment them. Having a search marketing campaign will ensure that you are seen by millions of consumers who try to find you and get more information about your product or service after they have seen your ads on TV or newspaper ads.

The third section of digital marketer is WEB 2.0. Sounds fancy and technical, but it’s another name for social media marketing. You know face book, twitter, my space, etc.

Analyze your competition. Take some time to find out what your competitors are doing to generate leads. If they have an e-newsletter, be sure to sign up to receive it. This will help you find out what type of promotions they are running, any marketing alliances they have formed, and how they are positioning their product or service. Then take some time to find out which websites and / or magazines they advertising in, whether they are running PPC campaigns and if so which key words they using, etc. Most of this can be accomplished with simple web searches.

Step Three: In the next email you should provide the conclusion to the first story but leave the second story unanswered. This will give your reader a reason to want to read your following emails.

As you build your online strategy, don’t lose sight of your core business. For example, if your bakery makes the best bread in town, don’t be drawn away from the true engine of your business: your bread. Stay in touch with your values and real-world relationships. If you feel your attention creeping, outsource your digital marketing efforts so you can focus on what matters.