When you run a dental practice, you don’t only think like a doctor of dental science, but also a businessman. Without a dental marketing strategy, bringing in new patients and retaining your old ones would be extremely hard.
With technology thriving and being accessed by mostly everyone in the 21st century, it would be a waste of opportunity not to reach all your potential customers in the place where they’re the easiest to market which is online.
There’s absolutely no one-size-fits-all strategy for marketing a dental practice. You’ve got to find what strategy brings in results, whether it be more patients or a higher ROI.
To get started on formulating your success, take a look at these six dental marketing methods to give you some insights on where to start.
1. Identify the target audience of your dental marketing plan
Who are you trying to reach? Which demographic are they? How do they look for dental services or credible dentists online? Do they usually look for clinics that take up emergency cases? This is a crucial strategy since you’re creating ads to promote your business to them.
Analyze which aspects are the most attractive to them and use those outlooks to your messages, social media, website, and many others. Just make sure you’re keeping it consistent all throughout your campaigns.
2. Improve your social media efforts
What have you got to offer your audience that would bring value into their lives?
Facebook and Instagram are the social media platforms where dentists and dental clinics usually interact with their customers.
Marketing a dental business on social media sites would be of substantial use to any digital marketing strategy. Social media sites should never be about getting the most likes and shares. Although that’s an essential part of the engagement process, the first thing you really need to do before obtaining those is creating and sharing content that brings value.
Post original visuals, such as videos and images. Make sure it brings value, defines your brand, can relay the essence of your business right away, and most of all, engaging.
3. Local SEO for your dental practice website is a must
When you need information about something, where do you usually look for information online? According to this research conducted by Google, people normally turn to search engines to seek information and make their buying decisions whenever they’re ready.
That’s where search engine optimization comes into place. The goal of SEO is to rank your web pages higher in the SERPs (Search Engine Results Page) whenever a user searches for your business. There are two branches of SEO, one is On-Page SEO, where it is the process of optimizing your website and its contents for crawlers to be able to look at its quality and relevance. Off-Page SEO is the process of improving your site’s ranking through means outside your own website.
But when your business serves the community face-to-face like a dental practice clinic, they need to implement Local SEO.
There are a lot of factors that can help you get started on ranking for local searches. You can start by verifying your business on Google My Busines. Then move on to building accurate and consistent company information sites. Once done, you can then start collecting online reviews.
4. Target your dental ads locally
Ads can contribute a great deal to your business as it can reach your target audience once you start running it on your chosen ad platform. There’s one problem though, ads can get quite expensive. Even if your targeting is on-point. But as a business owner and dental practitioner, you want to gain the most out of your money while staying true to your profession.
When you do local awareness through Facebook ads, specifying your target audience as distinct as possible is the key to reaching the people who are interested in your services and making the most out of your marketing budget.
Along with your other targeting options, don’t forget to set a location radius and demographic targeting to your ad settings. This would disable users outside your scope of business from seeing your ads and costing you more Ad spend.
When a potential patient searches for dental services in your area, you would want your listing to be the top one to show up on Google Maps. Setting up Google Maps Ads is particularly good for this kind of scenario, especially in mobile searches.
Running remarketing ads are basically re-engaging with the people who have interacted with your business before. Google Ads and Facebook offer this type of advertising campaign where you can retarget people who have visited a specific page on your website by reaching them with particular ads catered to a particular demographic or interest in your practice.
You can also make use of your collected email address from old clients and retarget them again by serving promotional ads or reminders about getting their teeth cleaned.
5. Build a good website
A business without a website in 2019 is not really considered as a credible business to a regular user. And with most people scouting the internet for information, not having a well-designed and optimized website means you’re missing out on a lot of opportunities for potential patients to find you.
Your dental clinic/practice’s website shouldn’t only just focus on the design, even with 48% of people citing that the website’s design is the deciding factor of a company’s credibility. It should also have:
- Fast loading speed
- Good content depicting your dental services
- An On-Page SEO strategy
- Accurate dental clinic information (Name, Address, Phone Number, Operating Hours)
- A review section
- Links to appropriate listings and social pages
6. Have a curated content marketing strategy
Creating content and online materials such as blogs, social media posts, and videos, does not only boost your visibility on search engines but also provide valuable information to people about their dental health.
To start off your dental marketing strategy, you can look for relevant keywords and start to plan content based on your keywords.
Create your content based on your target audience. If your audience is more on the younger side, you can cater to them through videos and social media. But if you’re catering to an older audience, you can create blog posts. An important thing to remember is to always provide information first, then insert your offers and brand promotions at the end of the post.
The most fundamental thing to take in this dental marketing guide is to create content that brings value and is worth sharing.