Barksdale Digital Growth Plan: Overview
  • Family-owned full-service dental lab in Huntsville, AL, serving dentists across the U.S. (May be beneficial to specify a region to target a smaller market then expand.)
  • 30+ years of restorative quality and service as the core differentiator.
  • Objective: turn the "Barksdale dentist" into the most successful clinician in each local market.
  • Strategy: define a clear digital customer journey, then build a tiered content engine to support it.
  • Frameworks: StoryBrand (customer as hero), Berger's STEPPS (Social Currency, Triggers, Emotion, Public, ), and a dentist-specific B2B journey.
Where We Are Now: Digital Presence
Current Assets
Website with products, resources, CE, forms, and a case scheduling calendar.
Disconnected Touchpoints
Digital touchpoints exist, portals and starter-kit / send-a-case flows, but not connected into one journey.
Social Presence
Active but inconsistent social presence (Instagram/Facebook) with limited structured series, brand and theme. Will do a full audit of linkedin, YouTube, instagram, Facebook, website, reddit and other valuable communities.
No unified narrative about who the ideal Barksdale dentist is or why they win in their market. Messaging is product/service-heavy, not dentist-story-led.
Where do we currently stand with paid traffic campaigns?
Business Challenge and Growth Goals (12–24 Months)
Market pressure:
  • Dentists are flooded with lab options and marketing.
  • Many see labs as interchangeable on price and turnaround.
  • Barksdale needs more ideal practices sending repeat cases.
Clinicians face stress around remakes, inconsistent fit/shade, and poor lab communication.
01
Goal 1
Increase the number of "ideal Barksdale dentists" sending consistent monthly cases.
02
Goal 2
Design a journey that creates loyalty and advocacy, not one-off orders and shift current case mixes toward higher-value products and more digital cases per client.
03
Goal 3
Position Barksdale as the obvious guide for serious clinicians. An elite partner lab, not a basic fulfillment vender, across target region. Working with Barksdale grants you access and status among other successful dentists to learn from and grow with.
04
Goal 4
Turn satisfied dentists into visible advocates who refer peers and speak at CE.
StoryBrand Frame: Meet the Barksdale Dentist
Hero: relationship-oriented GP/prosthodontist with 1–3 locations, growth-minded, quality-driven.
Problems
  • External problems: remakes, chairside adjustments, unpredictable/inconsistent lab performance, weak lab support, lack of social currency from their lab.
  • Internal problems: stress, self-doubt about complex cases, frustration with "transactional" labs.
  • Philosophical problem: “A lab should protect my patients and my reputation, not just process cases.”
Guide: Barksdale
Barksdale provides empathy ("We know the pressure you're under") and authority (30+ years, specialist technicians, documented case results) with a defined "Barksdale Experience."
Plan: simple 3-step plan – TBD
  • Example A: 1) Discovery call, 2) Onboarding with 3 pilot case types, 3) Quarterly results review.
  • Example B: Learn, Connect, Send a Case, Optimize
  • We will define the stakes by setting clear metrics for what success looks like with us, and what failure looks like without us.
The Digital Customer Journey: End-to-End Map
Each stage has a dentist goal and a Barksdale goal.
Each stage is supported by specific content from phases.
STEPPS elements are emphasized differently at each stage.
The website and sales team will anchor the entire journey.
Discovery
Clinician sees educational or story content (social, video, email, CE, referrals).
  • Dentist goal: notice a lab worth their attention.
  • Barksdale goal: earn first click / follow through educational and story content.
  • Content: Phase 1 Education + Phase 4 Viral hooks.
  • STEPPS: Triggers, Emotion, Public, Stories.
Consideration
They visit the site, explore products, Barksdale dentist stories, and CE resources.
  • Dentist goal: decide if Barksdale is clinically safe to try.
  • Barksdale goal: prove quality and reliability.
  • Content: Phase 1 Education + Phase 2 "Barksdale dentist" stories.
  • STEPPS: Practical Value, Social Currency, Stories.
Decision
They book a call, request a starter kit, or send a first trial case.
  • Dentist goal: reduce perceived risk of switching labs.
  • Barksdale goal: remove friction and show a clear plan.
  • Content: StoryBrand one-page, starter kit page, "What to expect" guides.
  • Phases: 1 (Education) + 3 (Barksdale narrative).
  • STEPPS: Practical Value, Emotion, Public proof (testimonials).
Onboarding
Guided first 2 - 3 cases with documented protocols and proactive technician support.
  • Dentist goal: first case feels supported and predictable.
  • Barksdale goal: deliver a smooth, memorable first experience.
  • Content: onboarding email sequence, case checklist, video walkthroughs.
  • Phases: 1 (Education) + 3 (Narrative: "The Barksdale Experience").
  • STEPPS: Practical Value, Stories, Triggers (checklists, reminders).
(Public facing) "Grow"/(Company Facing) "Loyalty"
Ongoing content (case spotlights, tips, scheduling updates) keeps Barksdale top-of-mind.
Act 1: Consistency turns to Trust
  • Dentist goal: consistent results, minimal remakes, efficient communication.
  • Barksdale goal: deepen reliance on Barksdale for key case types.
  • Content: case-planning videos, troubleshooting guides, account reviews.
  • Phases: 1 (Education) + 3 (Narrative).
Act 2: Trust turns to Loyalty and Organic Growth
  • Dentist goal: expand into implants, full-arch, and digital workflows.
  • Barksdale goal: be their strategic partner in growth.
  • Content: advanced education, CE events, co-branded patient stories.
  • Phases: 1, 2, 3.
Advocacy
Top clients appear in case studies, CE sessions, and "Barksdale dentist" profile content.
  • Dentist goal: platformed as industry leaders and share a lab they trust with peers.
  • Barksdale goal: generate referrals and public proof.
  • Content: testimonial films, case spotlights, referral incentives.
  • Phases: 2, 3, 4; STEPPS heavy on Social Currency, Public, Stories.
Tiered Content Strategy: Four Phases
Phase 1: Education
Build trust and competence.
Phase 2: Story – The Barksdale Dentist
Define the ideal client and show them.
Phase 3: Story – The Barksdale Narrative
Explain who Barksdale is and why the lab is different.
Phase 4: Viral
Bold, memorable creative that pulls new eyes into Phases 1–3.
All content assets are mapped to journey stages and reused across channels.
Phase 1: Education (Foundation of the Funnel)
Purpose: attract and qualify the right dentists by solving real daily problems.
Content types:
Short videos, carousels, articles, PDF, webinars, CE snippets, chairside checklists.
Topics:
Material selection, digital denture workflows, All-on-X protocols, impression success, remake reduction, profitability per case type.
STEPPS mapping:
  • Social Currency: "pro tips" that make dentists look sharp when they share with their teams.
  • Practical Value: downloadable guides, checklists, and calculators tied to specific procedures.
  • Stories: case walk-throughs with real photos and commentary.
Placement: top and mid-funnel (social, YouTube, email nurture, blog, CE follow-ups).
Phase 2: Story – The Barksdale Dentist
Purpose: define who the ideal Barksdale client is and let prospects see themselves in that story.
Content types:
Profile video pieces on key client dentists, written spotlights, podcast-style interviews, "day in the life" of a Barksdale dentist reels, Video testimonials, "Am I a Barksdale dentist?" self-assessment download.
Angles:
How Barksdale dentists manage complex implant cases, reduce stress, and grow production.
STEPPS mapping:
  • Stories: narrative of a real dentist facing a case problem, guided by Barksdale, ending in practice and patient success.
  • STEPPS – Emotion: relief from fewer remakes, pride in clinical results, gratitude from patients.
  • Social Currency: being a "Barksdale dentist" signals higher standards.
  • Public: visible stories and logos of leading practices.
Placement: mid and bottom-funnel (website "Why Barksdale" page, case library, email sequences).
Phase 3: Story – The Barksdale Narrative
Purpose: tell the bigger story of Barksdale as the rising leader lab in the region.
Content types:
"Barksdale Experience" explainer, Origin story video, behind-the-scenes lab tours, technician features, process breakdowns, quality checks, "Our promise"-style messaging: what dentists can always expect.
Angles:
Rigorous QC, technician-doctor collaboration, how Barksdale rescues difficult cases.
STEPPS mapping:
  • Public: visible signals like branded case boxes, lab tours, CE events, "powered by Barksdale" assets in offices.
  • Stories: Barksdale's multi-generation narrative.
  • Emotion: trust, reliability, personal connection.
  • Triggers: phrases like "Barksdale Experience" and "Barksdale Dentist" used consistently.
Placement: mid-funnel and retention (site, YouTube, CE, onboarding series, sales decks).
Phase 4: Viral – Our SuperBowl Moment
Purpose: create 1 "Super Bowl-level" concept per year that is remarkable enough to share.
Concepts: Humorous and high-stakes for failure, or Emotional "one patient, one smile" story with high production value.
STEPPS mapping:
  • Emotion: strong humor or heartfelt transformation.
  • Public: highly shareable formats; visible dentist participation.
  • Triggers: recurring lines that tie back to Barksdale's core promises.
  • Social Currency: content that makes dentists feel "in on the joke" or proud to show patients and peers.
Distribution: paid social, YouTube, trade media placements, website placements, etc… targeted to dentists in key markets.
Always tied back to a clear CTA: "See how Barksdale dentists run their practices", to content library, then discovery call.
STEPPS Matrix Across the Four Phases
Social Currency
Triggers
Recurring series names and calendar-based themes (end-of-year lab planning, new-CE releases).
Emotion
Stress vs relief, pride in clinical excellence, patient gratitude.
Public
CE events, branded cases, visible stories on websites and waiting room screens.
Practical Value
Direct clinical and practice-management utility baked into every phase.
Stories
Major content pieces framed with clear beginning (problem), middle (guidance), and end (success).
Content, Journey Stage, and Channel Map
1
Discover
Phase 1 + Phase 4 on social, YouTube, and dental groups; paid and organic.
2
Consider
Phase 1 and 2 content on website hubs, email nurture, and CE landing pages.
3
Decide
Phase 2 and 3 assets embedded into discovery calls, decks, and follow-up sequences.
4
Onboard
Phase-specific micro-content that walks new dentists through their first 3–5 cases.
5
Grow
Ongoing Phase 1 and 3 updates (new materials, process tweaks, case wins).
6
Advocacy
Phase 2 features, testimonial campaigns, and referral incentives tied to content.
Execution Roadmap & Next Steps
Phase 0 (Month 1–2)
Finalize StoryBrand Customer script and "Barksdale dentist" definition.
Identify ratio of aligned current customers.
Build starting Front and Back End of Customer Funnel and Conversion Tracking.
Phase 1 build (Month 3–5)
Education content library + updated site and tracking structure
Phase 2–3 build (Month 6–9)
Dentist profiles, narrative video, lab story assets.
Phase 4 build (Month 10–12)
Concept, script, and produce viral campaign.
Ongoing
Quarterly reporting, content releases, CE events, and journey optimization.

Next step: confirm goals, approve roadmap, and set content production cadence.
Metrics and Feedback Loops
Awareness
Reach, video views, engagement rate by content phase.
Consideration
Website visits to key pages, content consumption depth, email sign-ups.
Decision
Number of new dentists onboarded, first-case conversion rate, time from first touch to first case.
Retention
Average cases per month per dentist, case mix quality, remake rates.
Advocacy
Number of dentists featured, testimonials produced, referral volume.
Quarterly review: adjust topics, formats, and campaigns based on performance and dentist feedback.
Barksdale Digital Growth Plan Summary
Barksdale Dental Lab already delivers strong restorative quality and service; the gap is that its digital presence does not yet tell a clear, consistent story about who the ideal “Barksdale dentist” is and how Barksdale helps that dentist win. The strategy is to build a full digital customer journey, from first content touch through to long-term advocacy, using the StoryBrand framework and Jonah Berger’s STEPPS model as the backbone. Dentists become the heroes of the story, Barksdale is the expert guide with a clear plan: learn from us, connect with us, send a case, and continuously optimize results, and every content asset is placed where it moves the relationship forward.
We define the “Barksdale dentist” as a growth-minded clinician who wants predictable, esthetic results, fewer remakes, and a partner who understands the realities of both running a busy practice and growing a “should be more busy” practice. The goal is simple: attract more of the right practices, make their first experience with Barksdale outstanding, and then grow those relationships into long-term, referral-driven partnerships.
We map the digital customer journey from Discover, Consider, Decide, Onboard, Grow, Advocate. At each stage, we set a specific goal for the dentist and for Barksdale, and we assign content types that help move them forward. Early stages focus on visibility and proof that Barksdale is safe and valuable to try. The first case and onboarding experience are supported by clear checklists, videos, and communication that make the process feel guided instead of risky. Over time, content shifts toward advanced education, growth planning, and structured account reviews, so Barksdale becomes the default partner for complex work, not just a vendor for basic crowns and dentures.
The journey begins with Phase 1: Education, where Barksdale earns attention by solving real problems for dentists before they ever send a case. Short videos, checklists, guides, and CE-linked content explain material choices, digital workflows, remake reduction, and profitability in practical terms. These assets give dentists Social Currency inside their own teams and provide tangible Practical Value tied to daily work. Phase 2 then introduces “The Barksdale Dentist” series, a set of structured stories about real clients who match the target profile. Each story shows a relatable challenge, the guidance Barksdale provided, and the clinical and practice outcomes, using Emotion and narrative structure to help prospects see themselves in the same path.
Phase 3 expands the view to the full Barksdale narrative: the family legacy, technician expertise, and the “Barksdale Experience” that explains how and why the lab operates differently. This content uses Public signals (CE events, lab tours, branded assets) and recurring Triggers (named content series and regular themes) to keep Barksdale top-of-mind for existing and prospective dentists. Phase 4 focuses on one or two high-impact/highly shareable, memorable campaigns per year that use humor or emotion to grab attention. These campaigns drive new dentists back into the structured content library to start their customer journey.
Across the whole system, content is mapped to specific journey stages and channels: social and YouTube for awareness, website and email for consideration, sales conversations and follow-ups for decision, and ongoing updates for loyalty and advocacy. The result is a coherent digital engine that reflects the real Barksdale experience and drives predictable growth with the right clinicians.
Implementation follows a clear roadmap: finalize the StoryBrand script and “Barksdale dentist” definition, rebuild the Education layer and key site flows, then produce dentist story content and Barksdale narrative assets, followed by a major viral-style campaign once the foundation is in place. The outcome is a disciplined, dentist-specific digital ecosystem where every post, video, page, and campaign has a defined role in moving clinicians from first contact to loyal advocacy.