The Art and Science of Digital Marketing: Chapters 6-10

​ Our hottest blog series of the year, "The Art and Science of Digital Marketing," is in full swing! If you haven't had a chance to read it yet, you could be missing out on extremely valuable information to help your business's digital marketing strategy. Here's a brief summary of chapter six through 10 in case you only have time to read the ones y...
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Chapter 13: Avoiding Noise in Your Video Strategy

​ Among the rich media on the Internet today, video is the richest form, hands down. It's got motion, sound and the best potential to create an emotional connection through humor, realism and storytelling. However, not all video is created equally. Metrics measuring video use on social media make it clear that certain types of video work better in ...
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Chapter 12: Causing Noise By Doing Nothing

Imagine never changing the oil in your car. It'll run for a long time before finally breaking down. As you reach the point of breakdown, you'll get less and less performance out of the vehicle. Cars need maintenance, and changing the oil is necessary to keep a car running properly. When you do nothing, decay sets in and eventually breaks the machin...
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Need-to-Know Info: Google’s Latest Algorithm Update

​ Google's mission has never been more clear, as shown by the newest algorithm update this month: prevent and eliminate the rise of sites with low-quality content so that searchers can find the most relevant and high-quality content when using Google. The No. 1 search engine in the world has never been shy about its commitment to user experience, s...
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Chapter 11: Are You Adding Noise By Rushing Readiness?

​ There's an important nuance in sales and marketing that has a heavy impact on why a campaign works or fails. The idea is called Improper Placement of Values. Understanding this concept can be the difference between success and failure in a marketing campaign. Improper Placement of Values can be summed up simply like this: "Just because something ...
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Chapter 10: Removing Noise from Your Organic Search Strategy

​ You'll probably agree that, dating back to the beginning of marketing on the Internet, we've all had one idea drilled into our heads: Optimize for search. We have a business legacy of chasing whatever marketing methods will result in better results from search engines. This long and confusing relationship with SEO is where the noise creeps into t...
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The Art and Science of Digital Marketing: Chapters 1-5

​If you haven't already checked out some of the blogs in our new series, the Art and Science of Digital Marketing, you should! Digital marketing is an ever-evolving industry that requires both art and science to keep up with changes and succeed. Read it from the beginning or skip to the chapter that may help you with a challenge you are struggling ...
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Chapter 9: Understanding Value (and Misunderstanding It)

​ In this blog series about noise in your marketing, I've made plenty of references to metrics as a way of measuring and clarifying performance. The use of metric tools is vital to clearing up ambiguity and eliminating a lot of noise and confusion about your marketing activities. However, there is another aspect about using metrics that can cause j...
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Chapter 8: Using Video Properly

​ It's hard to find someone who disagrees with the belief that video is the best medium for marketing. Rich, moving images blended with audio and effects, quality video production is the most interesting way to roll out your message. The viewer can just sit back, watch and view the details. Everyone wants video; the only pushback is the cost. Profe...
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3 Key Areas of Instagram for Marketing Medical and Dental Practices

​ As of June 2018, Instagram has reached an astonishing feat: 1 billion users, compared to only 77 million users reported back in 2015. The mostly mobile social media platform is one of the most popular in the world and shows no signs of slowing down, but it's also one of the most underutilized marketing platforms by businesses, especially medical ...
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Chapter 7: How We Misplace Our Message

Every business has an important value proposition to make for its prospective customers. In the case of a fee-for-service medical or dental practice, doctors must focus on several points of validation for themselves and their practice in addition to explaining the value of procedures and services. It can get complicated, and a practice's message ca...
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Chapter 6: Sales Management to Reduce Noise

We define sales as person-to-person communication that results in a resolution. When a sale is completed successfully, it should be a win for both parties. Seems simple enough, right? Actually, it's not. Since humans are executing that person-to-person communication, this is the source of plenty of noise. Verbal communication to build value and exp...
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The Rules of (Increasing) Engagement

Are you struggling to increase engagement rates on your social media pages? Do you feel like your website just isn't performing like it should? Here's a secret: Increasing social engagement and website performance go hand in hand. So many people try to tackle these issues separately without realizing that to truly increase engagement in a meaningfu...
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Chapter 5: Ways We Create Confusion

​ When it comes to advanced or elective services for both dental and medical practices, we can all agree the market needs educating. Therefore, you approach marketing to educate the customer on the value of your services and procedures. You and your services have a highly desirable and worthwhile value, right? Well, when your message agrees with th...
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Chapter 4: Ways We Don’t Listen

Most business owners, including dentists and doctors, are familiar with the vital importance of listening to prospective customers. In the case of a medical or dental practice, these customers are both patients and prospective patients. In 7 Habits of Highly Effective People , Stephen Covey said it best: "Seek first to understand, then be understoo...
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The Makings of a Successful Modern Website

The digital landscape is changing and evolving at an increasingly rapid pace, and it can be close to impossible for business owners to keep up. If your website was created five, 10 or even two years ago, it's probably outdated. A modern-day website needs to be flexible and responsive to all modes of access, including desktop, tablet and especially ...
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Chapter 3: Why Design Matters

When I speak at dental or medical meetings, I pose the following query to the doctors: "If everything is equal, would a new patient choose you over a competitor based on your education and experience?" It's a trick question. All thing are NOT equal. You can be the very best, but if your media is not communicating, then too much noise will block you...
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Zuckerberg’s Testimony Could Mean This for the Future of Facebook

​After two five-hour sessions spent answering questions from lawmakers in Washington about the Cambridge Analytica scandal and the internet in general, we have a few takeaways from the ordeal that could give us insight into what Mark Zuckerberg envisioned for Facebook from the start and how he is trying to keep that vision relevant in light of all ...
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Chapter 2: Using Metrics as a Basis for Decision-Making

There are plenty of starting points when addressing the issue of noise in your marketing efforts. I like to start with a concept that makes the most impact on all aspects of your marketing: Metrics. Using metrics for decision-making may seem like an obvious practice, but in most cases, this one idea challenges business owners on several core habits...
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Content Marketing Is About Building Relationships and Trust

  Although content marketing is one of the most affordable and valuable forms of digital marketing, it's still one that business owners have a hard time understanding. We totally get why. As a form of marketing that doesn't have an immediate return on your investment, it can be difficult to understand how it benefits your business without seei...
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Dog Star Media is a marketing and media company based in Dallas, Texas. We specialize in social media, search engine optimization, web design, video production and marketing. Contact us and find out how we can help your business.

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