Introduction

In 2022, Specialty Dental Brands set an ambitious goal: to bring 100 dental practice websites under our management and onto our server within a single year. This undertaking required not only a strategic approach but also the formation of a dedicated in-house digital marketing agency. Leading a team of nine highly motivated professionals, I spearheaded this project, building the team from the ground up and developing the processes and procedures necessary to achieve this milestone.

Our success was driven by a united team, fueled by collaboration, innovation, and unwavering dedication.

Challenge:

The primary challenge was twofold: first, to acquire and manage 100 websites within the given timeframe, and second, to do so while simultaneously establishing a new team and building the operational framework for our in-house digital marketing agency.

Each website presented unique demands—whether it required a full redesign, a seamless migration, or replication onto our server. Additionally, the process involved collaborating with various departments to secure crucial assets like credentials, domain names, and existing content, all of which are often difficult and time-consuming to obtain.

Solution:

To tackle this challenge, we adopted a phased approach that allowed for flexibility and collaboration. Initially, we used a whiteboard with sticky notes to map out our processes, implementing an agile methodology that facilitated quick adaptations and team alignment. This method allowed us to work efficiently across departments, including IT, integrations, account representatives, and C-level staff, ensuring that all necessary resources and information were captured in a timely manner.

As the project progressed, we transitioned from the whiteboard to an online waterfall project management system. This shift provided a more structured framework for tracking progress, assigning tasks, and meeting deadlines, while still allowing the team to maintain the agility that had proven so effective in the early stages.

Execution:

The team's commitment and cohesion were integral to the project's success. By fostering an environment of collaboration and open communication, we were able to overcome the numerous challenges that arose.

Cross-departmental collaboration was particularly crucial, as it allowed us to capture the necessary credentials, assets, and domain names more efficiently than if we had operated in silos. This collaborative approach not only expedited the process but also minimized the potential for errors.

Throughout the year, the team worked tirelessly to ensure that each website was either redesigned, migrated, or replicated according to the specific needs and requests of the dental practices. Where sites lacked essential features such as call-to-action buttons or communication forms, we recommended and implemented these enhancements to improve user experience and conversion rates. Tracking systems, including thank you pages for paid ads, were put in place to monitor conversions, and monthly digital marketing budgets were effectively managed by our paid ads manager.

Outcome:

By the end of the year, we had successfully onboarded and managed 100 websites, meeting the ambitious goal set at the project's outset.

Each site was fully operational on our server, optimized for performance, and equipped with the necessary tools to track and enhance conversions.

The project not only solidified our capabilities as an in-house digital marketing agency but also demonstrated the power of teamwork and effective process management.

Team Dynamics:

The journey was not without its challenges, but the team's dedication and camaraderie were truly inspiring. We celebrated successes together, shared frustrations, and built lasting friendships that extended beyond the workplace.

The collaboration and mutual support within the team were unparalleled, making this project one of the most rewarding experiences of my professional life in online marketing.

Conclusion:

The successful onboarding and management of 100 websites in one year stands as a testament to the power of strategic planning, teamwork, and adaptability.

By building a cohesive team, developing efficient processes, and fostering cross-departmental collaboration, we were able to achieve our goal ahead of schedule and with a level of quality that exceeded expectations.

This project not only elevated our capabilities as a digital marketing agency but also laid the foundation for continued growth and success for the whole team in the years to come.