How Big Buzz® Supported David Bennett Coaching in Fully Systemizing Marketing to Attract New Clients
About David Bennett Coaching
David Bennett Coaching empowers dentists to excel both clinically and in business by offering coaching and mentorship for dentists to gain the tools needed to elevate their practice, enhance patient care and achieve sustainable growth. The brand is best known for:
- High accessibility and ongoing support
- Personalized, one-on-one mentorship with an experienced, practicing dentist
- Tailored business solutions integrated with clinical expertise
The Challenge
An accomplished clinician and practice owner, Dr. David Bennett wrote the book and launched his coaching program to teach dentists how to grow the practice they have always wanted. He had operations mastered: clients could elect a one-year coaching package to build an existing practice, or a two-year program if they sought to find, buy, grow and transition a practice. Clients were seeing great results – from 50% growth to tripling annual production. However, he was over-reliant on word-of-mouth to attract new clients. He knew for long-term success he needed broader brand awareness, more expansive reach with thought leadership and social media, a growing database of leads to whom to market and sell and a lasting funnel and system for marketing. He also wanted added exposure for his highly sought-after live events. Plus, for his rapidly growing firm, Dr. Bennett needed marketing to run smoothly with very little input from him.
The Solution
Brand Development Strategy
Big Buzz conducted a voice-of-the-customer survey among current and past clients of David Bennett Coaching to gather insights into what differentiates the firm and how best to allot marketing budget to various strategies, including which events to target for lecturing in 2024–25. The survey data informed brand development efforts, including the creation of brand messaging, a mood board and overall creative direction. It also served to refine the David Bennett Coaching marketing plan, with specific emphasis on identifying high-impact events for lecturing in the 2024–25 cycle.
Database Strategy and Management
The database strategy and management work began with a 90-minute strategy session to align on the year’s direction. All contacts from David Bennett Coaching were compiled and uploaded to the HubSpot database. A database-building strategy was executed, which included providing one eBook excerpt and one print book excerpt for republication by strategic partners. Monthly LinkedIn lead mining was conducted on behalf of David Bennett Coaching to build the database, and call-to-action slides were developed to encourage strategic invitations to join the readership during lectures and webinars.
Content Marketing Strategy with Automation
The content marketing strategy with automation began with a 90-minute strategy session held with key members of the Big Buzz and client’s team to align on the direction for the year. The plan included creating three blogs per quarter, complete with writing and design, creating an editorial calendar and posting done on behalf of the client. Big Buzz conducted a programmatic survey to inform the development of a data-driven eBook, which was both written, designed and gated on the client’s website to help attract and build database contacts. For each blog, Big Buzz developed emails included writing and header design for campaigns of six emails per quarter, distributed via HubSpot. For the eBook, a campaign of three emails per quarter across two quarters was written and designed, accompanied by an automation flowchart, a landing page and form integration into the existing WordPress website, with internal testing completed by Big Buzz – all automated in HubSpot. Similarly, six emails were written and designed for the promotion of a client-provided book, along with a separate automation flowchart, landing page, form integration and internal testing, again, all executed through HubSpot.
Social Media Marketing Strategy with Automation
To launch the social media marketing strategy with automation, a 90-minute session was held to set the tone and align on annual priorities. The plan encompassed writing, design and development of an editorial calendar for 100 social media posts, distributed evenly across four quarterly pulses of twenty-five posts each. The full campaign was executed through HubSpot, ensuring consistent and strategic delivery throughout the year.
Team Alignment
To maximize the internal team’s marketing talent, Big Buzz focused on alignment and coordination with the client’s assistant. The firm shared a Standard Operating Procedure for LinkedIn lead mining to ensure consistent and effective outreach, eBook files for conversion into a presentation deck to repurpose existing content, and a sample webinar email campaign, empowering the assistant to develop a branded and cohesive David Bennett Coaching webinar email series. This approach aligned the internal team and equipped the client’s assistant with the tools needed to execute with confidence and consistency. Each quarter, key members of the Big Buzz and client team met to review and adjust the Strategic Marketing Plan for continuous, consistent outcomes.
The Results
As a direct result of engaging Big Buzz, Dr. Bennett and his team saw a 100% increase in quarterly qualified leads from the website – from zero to twenty-four quarterly – and a 683% increase in the number of qualified leads in the database. These gains effectively complemented the word-of-mouth marketing already in place. Today, marketing runs smoothly while Dr. Bennett focuses on delivering results to his clients through his thriving consultancy.
Since 2007, Big Buzz® has helped organizations seeking to move from survival to success systemize marketing to achieve growth goals. Big Buzz is a marketing services company whose strategists deliver big-picture marketing made clear. Out of the wide blue ocean of marketing, we create a focused energy people notice. Learn more at www.bigbuzzinc.com.