The marketing funnel

Two campaigns are built and a third is waiting on accounts. This is how a practice owner goes from never having heard of us to being a client, and where the work sits.

Everything below explains the stages above, one at a time, in the same order.

What we are aiming for

Four new recurring clients a month.

1. They hear from us

Postcard, ready now

• Twelve jurisdictions. Virginia is first.
• 6 by 9 inches, $0.87 a card. Virginia costs $170. All twelve costs $1,527.
• Six versions of the copy, three written one way and three another, so we learn which pulls.
• Every card has its own QR code, printed with that doctor's own address on it. 195 codes are live.
• Sent through Lob. Addresses come from the national provider register.

Cold email, waiting on addresses

• Five emails over 28 days, then a slower nurture for anybody who does not reply.
• Twelve states, same list as the postcard.
• It cannot start yet. No email addresses exist for these doctors, so the list has to be built first.

Social, waiting on accounts

• Stash, our squirrel, mostly funny. Three accounts to create before anything runs.

2. They score themselves

• Every postcard QR code and every email leads to the same place: the Endodontist Owner Scorecard.
• Seven questions, about two minutes, a score out of 100 with a breakdown by area.
• It is built from published endodontic and dental specialty data, so the benchmark is real rather than an opinion.

3. They get their answers by email

• Their score and where the gaps are, in writing, so they have it after they close the page.

4. A free 30 minute call

• The Fractional CFO or the sales person walks them through their own benchmark. No charge, and nothing is sold before they have seen it.

5. They opt in and pay

• The Practice X-Ray is the personalised version, built on their own figures.
• The X-Ray is $1,500 to $3,000, paid once. This is their first transaction with us, and where somebody stops being a lead.
• What they pay for it is credited toward the one time setup fee that comes before monthly recurring services, so it is not money paid twice.
• The Fractional CFO helps them sign up, with the Interim CEO or a sales admin alongside.

6. They send us their figures

• What the team needs to build the X-Ray. Nothing can be built until this arrives.

7. The team builds it

• Their own numbers set against the benchmark.

8. X-Ray walk through

• The Fractional CFO or a sales lead walks them through their X-Ray.

9. They opt into monthly services

• They sign for recurring work rather than a one off piece.

10. We onboard them

• They become a client.

11. Recurring monthly service

• Month after month from here on. Each client pays $1,500 to $3,000 a month, which is separate from what they paid for the X-Ray.
• Whoever helped bring them in earns a share of that client's first year, paid monthly across their first twelve months.

What the role that runs this owns

• Running both built campaigns rather than designing new ones.
• Tracking the conversion rate at every step above, and improving it.
• Launching the funnel for the dental focus.

Where it can break

1. Cold email cannot start until the addresses are found, so today it is one channel and not two.
2. Social needs three accounts created before a single post goes out.
3. A postcard is 3 to 10 business days in the post, often 10 to 14, so anything timed against an email send has to allow for it.