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January 2016

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Social Media

How to Attract Millenials with Your Dental Marketing

Millennials consist of anyone born between the years 1976 and 2004. This generation will soon outnumber baby boomers as the most populous living generation in America. The world is changing to cater to the youngest generation, and as a result, your practice may need to start making dental marketing adjustments to reach this younger generation.

A lot of articles online about Millennials have tried to lump them all together to explain their behavior, when in fact Millennials are the most diverse generation in American history. Despite what articles may say, Millennials are real people that are not the product of a cookie-cutter. What we can look at is how they are vastly similar due to their environment and draw conclusions based on that.

The most notable similarity between all millennials is their relationship with technology. The younger generation never had to adapt to new technology because they grew up using it- digital natives. This is not to say that every Millennial is able to fix every computer problem, but they probably have a much higher chance of knowing how to effectively search Google for the solution. It’s just natural to them – they live online.

To accommodate these internet-savvy folks, your practice (and every other business) must adapt to the digital realm.

Here are top ways to adjust your dental marketing for Millennials:

1. Have an Attractive Dental Website. 75% of people judge the credibility of a dental website based on its design. A website that looks like it hasn’t been updated since the nineties will send a Millennial running faster than no free Wi-Fi. Even if your dental website is functional, if it’s just plain outdated then traffic will be deterred. Bottom line: it’s key to have a professional, up-to-date website.

2. Make Information Easily Available. Humans now have a shorter attention span than goldfish. But, they want to also do their research and shop around on their own before calling a business. Therefore your dental website must be intuitive and include the right information that prospective patients are looking for, and make it easy for them to get it. Couple great content with prominent calls to action and your contact information, and you’ll persuade your site visitors to contact you in no time.

3. Be on Social Media. To reach Millennials, you must be social. 81% of Millennials have Facebook accounts, with the median number of Facebook friends being 250. Today, people are putting their entire lives on Facebook, and expect companies to be equally as transparent. Interacting with prospective patients online is a great way to grow your network, showcase your expertise, and help you communicate your personality – all of which are important for your dental marketing strategy!

4. Get Online Reviews. Getting referrals from trusted friends and family has been a business booster since before the Internet age. Today, up to 88% of Internet users will also trust reviews from complete strangers. The more reviews, the better, and there’s no better way than just to ask! Encourage patients to write you a review on your practice’s online business listings. Be sure to respond to each review as well!

5. Optimize Your Dental Website. The age of the yellow pages is over, and its newest iteration is search engines. If a Millennial needs a dentist, they won’t be going to a newspaper, they will do a Google search or post a status on Facebook asking their friends for recommendations. The best thing to do is to make sure your practice shows up at the top of the search results. This is called search engine optimization, and we can help you with it. Find out more here!

As the owner of your dental practice, it’s important to keep up with the latest generational and dental marketing trends. As the Internet changes, your practice must keep up! ProSites created a comprehensive guide that explains best practices and pitfalls to avoid in marketing your dental practice online. Get your free copy here.

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Website Design

Template vs. Custom Dental Websites: Find the right one for you

Building a website for your dental practice is important, complex, and confusing at times, but a website provider can get you resources and experts to either do all the work for you or help you make your own choices. When considering how to develop a website that will best suit your practice, the big choice to make is whether to use a stock template, or create a custom site from scratch.

Interested in learning more about what you need to have an amazing website? Get a FREE copy of the 10 Best Practices to Designing Great Dental Wesbites here

Template Dental Websites

Template layouts are web pages that are readily available and designed to launch a website within a short timeframe. They’ll have a design already built, and depending on the flexibility of your website provider’s content management system (CMS), you may be able to add or edit text, videos, and photos on your own, and arrange your navigation. It’s like going to buy a suit or dress in a department store. There are only so many styles and colors there, and the sizes are precut at the factory. Will it fit like a glove? No, but it’ll get pretty close, It’s extremely convenient to pick one up and it’s ready to wear. Plus, it’s cheaper since these things are made for the mass market.

Custom Dental Websites

Custom layouts are created with your personal concept and optimized for the nature of the purpose of the website. There’s no restrictive blocks to put your content in; every little piece can be changed to your liking. You can weigh in on this yourself, or ask your website provider for their opinions. It’s like going directly to a tailor to have a suit or dress made specifically for your body. Every contour is exactly right, and the folds fall perfectly. However, the tailor is an expert, and these things take a long time. Their time is valuable, and you will pay a bit more for it. The finished product was literally made for you and you alone; no one else will have your look, and there won’t be an oversized shoulder or too-tight pant leg. It’s guaranteed to fit.

Templates and Custom Dental Website Design Head-to-Head

Now that you have an understanding of your options, how can you determine which sort of website you should have built for your practice? Consider the key distinctions:

– Templates are less costly upfront simply because they are meant to be bought and used by many customers. Custom websites are tailored to your practice and needs, so they will cost more in terms of hours of labor for designer decision-making, coding and testing it to make sure it works.

– Templates are great for having short turnaround times when your website launch date is approaching. There is nothing wrong with using a template in the interim while you have a custom web page built for your business, and you still get something aesthetically-pleasing and functional.

– You can get inspiration for what can be done with a template by comparing it to what others have done with it, like on the ProSites gallery. Custom layouts will require more effort because they can be anything under the sun, although your website provider can help by presenting a narrower set of choices using their vast design experience.

– Template pages can be copied an unlimited amount of times and that can be an issue when competing with other businesses. Custom web pages are much more difficult to replicate and less likely to be seen anywhere else. More effort gets you more payout.

– Templates aren’t always able to check off every point on your list of desired features. Because it was designed to suit the needs of as many people as possible, your specific needs may not be met.

Get the Help You Need

There is no wrong path or decision to make because there are upsides to each option. Above all else, make sure your site is functional, of consistent quality, and contains the information necessary for potential patients to feel confident calling for an appointment. ProSites helps dental practices get beautiful, effective websites up and running, and can help yours too.

Download your free guide to dental website best practices by filling out the form below.

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Search Marketing

What’s the Difference Between Dental SEO and PPC

Running the Online Part of Your Business

In today’s world, you have to keep up with so much just to stay competitive. A business without a digital presence is at a disadvantage so, tough as it is, you must adapt to it. Otherwise, your practice is lost amongst the hundreds – if not thousands – out there that exist just in your area alone. 

It used to be that if you wanted to reach potential patients, you would have to shout your message to the masses with flyers, direct mailers, local TV and radio commercials, depending on your budget. But now, you no longer need to search for patients, because with the accessibility and convenience of the internet, people have become information seekers rather than information consumers. 

But now that everyone’s online, you need the correct tools and a strong, consistent presence to succeed. The rules are always changing, but it is just as important as running the business itself. 

What is Search Engine Optimization (SEO) for Dentists?

Consumers of anything are impatient and want everything to be easily accessible. If it isn’t, they move on pretty quickly. How does your dental practice become accessible? 

Search Engine Optimization (SEO) for dentists is the practice of affecting visibility in search results through unpaid, organic means. That means there is no advertising money involved directly in reaching potential patients. It also means that when an interested consumer is looking for a business, the results that show up on a search engine are the most relevant to the person’s interests. This is vital because it’s been shown that 85% of people do not click to the second page of results, and there are only 10 listings per page. The higher your ranking on a results page by using SEO for dentists, the better. You’re reaching potential patients and they already want to do business. 

Key points about Dental SEO:

– SEO results are unpaid.  

– Efforts are spent 100% on interested parties and not wasted on others.

– SEO delivers measurable results. 

– SEO has to do with the content on your site, and the way you send signals to Google.

– This tactic takes at least 3-to-6 months to develop, but once the ball is rolling, it snowballs.

– Rankings are organic and based on keywords that people search for.

– SEO covers various types of searches such as video, image, shopping, and news.

What is Pay-Per-Click (PPC) for Dentists?

Pay–per-click, which is a medium used to direct consumers to websites, is also instrumental in running a business online smoothly. To start, a business (your practice) provides an advertisement to Google, and an ad spend budget that can be drawn from. When an interested searcher types in certain keywords, search results will appear, but so will advertisements called “AdWords” that look just like search results.

Say for example, someone is searching for a dental practice nearby. They could type in their zip code or city with the phrase “dentist.” If you are utilizing PPC, your advertisement would show up. If the placement and messaging catches the prospective patient’s attention, they could possibly click on it to get redirected to your website, rather than clicking on one of the organic listings. Like the name implies, you only have to pay if someone actually clicks on your ad, not just if they see it. This means you are reaching only people who are interested in your service, and only paying for people who actually take the time to learn more about you.

Key points about  Dental PPC:

– PPC is paid dental advertising on search engines.

– This strategy works well with keywords and has immediate results.

– PPC provides results that are measureable and trackable.

– You have to test and change your ads frequently to get the best return on investment.

Dental SEO VS. PPC: Which Do You Use?

Using both strategies is ideal, but what are the differences between SEO and PPC? It depends on what your needs are and what your limitations are in terms of budget, time, and goals.

– SEO is a long-term strategy because it takes time to build and see results. PPC is relatively quick and has fast turnaround time in terms of getting your practice seen on page 1 by prospective patients.

– SEO does not accrue cost over time, but PPC does. Thankfully, you only pay based on the click-through rate.

– SEO takes maintenance, but PPC takes even more time to maintain. Making sure you aren’t going over budget and adjusting to business influxes can take time and research to optimize your digital strategy.

– SEO and PPC are like the differences between getting braces versus a surgery. Both will drive positive results, but like braces SEO takes a lot of upfront effort that pays off in the long run for a very long time, whereas PPC is likened to surgery: it delivers immediate results for your current situation. 

– Running strong dental PPC campaigns at the start can help you achieve SEO goals faster.

– Both SEO and PPC rely on search engines and they produce results based on keywords used. 

Get found online by prospective patients. Download your free copy of the Dentist’s Guide to Local Search to learn more about best practices to getting better rankings on search engines results.

 
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