5 Marketing New Year’s Resolutions Your Practice Should Make
Every year around this time people think about New Year’s Resolutions. Then they wonder how long they can keep them. There’s a reason comedians tell jokes about breaking their resolutions before they’ve even been made. According to Statistic Brain, around 45% of Americans make resolutions. Only about 8% successfully achieve them (statistic brain). This year we’ve got five resolutions we think you’ll want to make and keep.
1. I will update my practice’s website. While this is an ongoing process with adding new content, photos and links, this is not what we are talking about. There is one big aspect of your website that needs an overhaul – mobility. Today, more web visitors come from mobile devices than desktop. If your website isn’t optimized for a mobile experience, you are losing a significant amount of prospective patients and potential revenue. If your site is already “mobile friendly” – awesome! Now, it’s time to optimize. Make sure your pages and content is fully-compatible across platforms. Your website should offer the best possible user experience no matter how a visitor arrives. A good experience paired with updated quality content will help you turn visitors to your site into loyal patients.
2. I will audit my SEO strategy. Search Engine Optimization (SEO) is the most cost-effective marketing avenue for bringing new patients into your practice. I have said it before and I will probably say it again. It’s that important. If the millions of daily internet searches from laptops, desktops, and the ever-growing segment of mobile devices can’t find you, you will lose potential patients. Your practice should have an SEO strategy that tests keywords, metadata and tactics based on changes in your rankings. What steps are you taking and what are you doing to keep up with changes in search engine algorithms? Auditing your SEO strategy takes a look at everything your practice is currently doing and everything it should do to reach your goals. An audit can also help you pinpoint the gaps in your strategy and avoid costly mistakes.
3. I will investigate pay-per-click (PPC) campaigns. While there is no such thing as a quick fix or magic tonic that makes patients appear at your doorstep, PPC ads might be the closest thing. It’s not that they’re magic, but they do allow you to get results very quickly. The ability to create ads, pinpoint targets and evolve the campaign as results come in is what makes PPC ads a valuable tool in your practice’s marketing toolbox. It is especially good for small businesses working with conservative budgets. A good plan coupled with sound research helps you generate immediate traffic to your website. Assuming you have updated your website for a user-friendly experience, your practice should be able to capture visitor information and help you convert them into patients.
4. I will build my brand on social media. Facebook, Instagram and Twitter are all about connecting with your community. Sometimes you will be connecting with people who are already your patients. Sometimes it will be potential patients. What matters is that you represent your brand truthfully and in an engaging way. What your community sees on Facebook is what they will expect to see in your office. Begin the New Year by reviewing what your practice has been doing on Facebook and other social media channels. See what has been working and what has not. Eliminate whatever doesn’t represent your practice the way it should. Then thin about ways to engage your community better. Ask more questions and consider the answers. Post images, memes and articles that can be easily shared with others. If you have a good photo, ask your community to supply captions and monitor the engagements well.
5. I will get more online reviews. Positive online reviews are always good for business. Local business searches are a resource for people in your area. It used to be that people would ask coworkers or friends who their dentist is. Today, people ask everyone in their social media circles. Then they conduct internet searches. Assuming you have audited your SEO, your dental practice should begin moving up in search rankings. But searchers look beyond your website to see what else they can find. Reviews are always of interest. Put a sign or poster in your office that encourages patients to write a review for your practice. Then monitor review sites for both positive and negative reviews. Responding and addressing both types of reviews helps build your brand identity and encourages loyalty in your patients.
Can you keep these resolutions? Sure you can. You are a smart and savvy dentist. However mistakes can set your marketing back, possibly erase your website from searches or even cause negative reviews to surface.
While each one of these resolutions can help you build a healthy growing dental practice, they each take significant time and effort. As a successful dentist you have to decide if you have the hours in your day to put towards internet marketing. If the answer is no, don’t worry. You can still achieve your New Year’s resolutions and growth goals for your dental practice. A quality internet marketing firm can tailor a marketing strategy to your dental practice’s expectations.
To learn how ProSites can help you boost your online presence and move your search rankings in the right direction contact us at 888-932-3644.