With the average small business set to spend around $75,000 this year on digital marketing, it's vital to get the most out of every dollar. With digital marketing set to grow over the next few decades, reaching mobile devices and social media, your dental marketing strategy needs to be prepared. It's vital for you to stay flexible as you grow your own sparkling dental marketing strategy.
Here are five steps to ensure that you have a strong strategy.
1. Find Your Niche
One of the most important things to do when you're putting together a marketing strategy for your dental practice is to know your niche well. When you're competing with everyone in your region, you're going to have a hard time standing out from the pack. Not only do you need to have your niche laid out when it comes to services and specialities, but you need to know your demographic.
If you're located in a city, you need to be aware that people aren't going to want to travel all the way across the city to get to you. You're going to have a centralized service area that you should focus on first. This ensures that you're building a strong base of people who are right in your backyard.
Get to know who you like to work with the most. Some people like to work only with adults while others specialize in pediatric dental care. No matter what your speciality is, you need to have a solid understanding of who you do and you don't service.
This will ensure that you have a focused message at all times.
2. Start A Blog
When people use a search engine, they're either looking for the answer to a question or they're searching for a specific product or service. When you start your own blog, you get the chance to serve both audiences. Your blog posts get to solve their most common problems, with your products and services listed as the answer to their questions.
When people have medical issues, 63% of them run to a search engine first before they call a doctor or dentist. If you're able to help serve the audience of people online looking for help, you can make sure they get the care they need and lead them to your practice. Starting a blog might be the best thing you can do for your community.
When you start a blog, you also need to drop in hints about what you do and where you can be found. This ensures that search engines are going to list your site first when people from your region are searching for services like what you provide. Your blog needs to match with searches so do some research on your keywords and use them in phrases that make sense to you.
3. Get On Business Directories
When you search for pizza on your favourite search engine, you'll notice that you're not going to get the definition of pizza or the history of pizza first. What you usually get at the top is a map of the nearest pizzerias to you and a listing of which ones deliver to you. That's because search engines know that location matters and that most people use search engines when they have their wallets out.
While there's plenty of room for doing research online with search engines, the majority of work done on them is related to buying products and services. The same goes for medical and dental searches. When someone is looking for dental services, they're not going to get a YouTube tutorial on how to do the procedure.
Make sure you sign up for your own account on Yelp, Google My Business, and every other directory relevant to your practice. This ensures that they all have the right information.
Add consistent information to every single directory that you sign up for. This makes it so that when someone finds you, they know exactly who they've found and that there's no difference between sites. If there's already a listing for you, double check that whoever listed the information didn't make any mistakes on your behalf.
4. Build a Content Strategy
You need to have a content strategy to market in the modern era. Content strategies start with an overview of what you're trying to accomplish and which type of media is best to get that message across.
You need to be on every social media channel that matters to your audience. However, you need to have a content strategy catered to each.
Twitter is great for a special that you want to offer for a short term. Instagram is great for showing off work you've done with the consent of your patients. Facebook is essential just as a business directory or for people to find out more about you.
5. Email Still Works
While you might think that people don't still look at their email accounts, it turns out that email marketing is still a vital way to get in touch with your clients. Email marketing might not seem like the hippest way to get ahold of customers, but it's how more dental practices are contacting their patients.
Simple reminders to schedule biannual cleanings now come through email. If you are thinking of expanding your services, you can tell your clients through email. One of the best promotions to offer is a referral program where you give your customers a discount when they get someone new to work with you.
Give the new customer an incentive as well to thank them for their patronage.
A Dental Marketing Strategy Needs Constant Work
While you might think that once you've nailed down the right dental marketing strategy, you can take a break. Unfortunately, a strong dental marketing strategy needs constant tweaking. Even the best strategy is going to need to be updated every year.
Check out our tips to make sure that you're marketing while you've got your clients over the phone as well.
Loran Simon is the Founder of Somnowell, one of the world’s leading oral appliances to help to cure sleep apnea. Over the past 10 years, Somnowell’s growth has been mainly achieved using the digital marketing services of Somnowell Marketing, an agency that Loran Simon also founded and manages. The agency generates around 4,000 new patient enquiries a month for Somnowell’s network of dentists.
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