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March 2017

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Website Design

ProSites Members Can Now Blog Directly from the ProSites Web Editor!

We have exciting news! As a ProSites member, you can now blog directly from your ProSites website editor, making it more convenient than ever to provide current and prospective patients with engaging content.

In addition to grabbing readers’ attention, regular blog posts ensure fresh content is being added to your website on a regular basis. Why is this important? Search engine algorithms base your website’s ranking on a number of factors, including new content, so regular blog posts have the added benefit of increasing your SEO. And, thanks to FutureNow AssuranceTM, this new feature is included at no additional charge.

Ready to blog? Read on for step-by-step instructions on how to add a blog page to your website. Already use ProSites to create your blog posts? Just sit back and relax.

How do I get started?

Log into the website editor at www.ProSites.com and click “Sign in.” Once you log in, go to Page Options and select “Add” next to Blog.

Next, you can include a paragraph introducing your blog. This is a great way to welcome visitors to your blog and give them an idea of the types of topics that will be covered.

Blog away! It’s easy – simply type directly in the free format space as you would a Word document. Tip: Be sure to include a title and article tags that describe the topic covered in your article, as this can help you get better rankings online.

When you’re ready, choose the date and time you want your blog to go live and it will automatically be posted on your website. That’s it – you’re ready to engage current and prospective patients!

For more information on blogging, download our free whitepaper, The Dentist’s Guide to Blogging. If you have specific questions, or would like help adding your blog page, reach out to Member Services at (888) 932-3644 or via email at service@prosites.com.

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Website Design

Measurement: The Other ’M’ Word – Part 2

With your goals and patient lifetime value (LTV) in-hand, you’re ready to add some meat to your strategy in the form of marketing tactics. (Not sure about your goals and wondering what LTV is? Review part 1.)

This is where the rubber meets the road as they say, and there are more possibilities than options at Starbucks. There’s search engine optimization (SEO), social media (Facebook, Twitter, and LinkedIn to name a few), pay-per-click (PPC) advertising, and of course, everything that goes into ensuring your website is designed for conversion (turning online visitors into your new patients). It can be overwhelming but don’t lose sight of the outcome you’re aiming to achieve. If you don’t know where you’re going, it’s unlikely you’ll ever get there.

Your goal will determine what you measure and which metrics make sense. For example, if your goal is to bring in X number of new patients per month, you need to first understand the activities and touchpoints that lead to a new patient and measure their effectiveness. Keep in mind that there is more than one metric for every marketing goal, so it’s important to look at the complete picture.

Your practice website is the cornerstone of your online presence, which makes it a metrics hub and a great place to start. While it is interesting to track the number of visitors your website gets, there are more telling measurements that better indicate its performance.

Additional website analytics that can help to fill in the blanks include:

• Average session duration or time on site – This is the average length of time a user spends on your site, or on a specific page. This stat can reveal a lot about how visitors are engaging with your website. For example, if the average visitor spends fifteen minutes on your website, and twelve of those minutes are on a page dedicated to hygiene tips, that’s a good indicator that your audience is interested in that topic. Use this information to your advantage by writing a blog and/or social media posts that provide additional tips and facts.

• Traffic sources – This information details where visitors are coming from and is vital to understanding how your overall marketing efforts are faring. Are visitors coming directly from your Facebook page? How about specific pay-per-click (PPC) advertisements versus direct traffic (i.e. when a visitor types your web address directly into the search bar)? Are visitors coming from review sites, such as Yelp? Knowing which sources generate the most site visitors is critical to gauging which online marketing efforts are working, and which need to be revisited.

• Bounce rate – This refers to a single-page session on your website (i.e. the number of visitors who arrive and then immediately leave a page).  Bounce rate can be one of the most revealing website statistics and is a great user experience indicator. For example, 1,500 visitors at first glance might appear to be great, but if a deeper look uncovers a 99% bounce rate chances are you have a usability issue on your hands. In today’s fast-paced culture, people don’t give poor websites a second look. So, if your bounce rate shows a high percentage of visitors are leaving after spending little or no time on a page, ensure that it’s designed to provide the best user experience possible.

Online marketing is like a game of Jenga – each piece impacts another, and it’s virtually impossible to alter one component in isolation. If it hasn’t occurred to you yet, this is also where an online dental marketing provider can be invaluable.

Reach out to a ProSites Internet Marketing Advisor today at (888) 932-3644 to see how we can help you meet your goals.

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Social Media

How Dentists Can Find Content Topic Ideas from Reddit

Are you in charge of writing posts on your dental practice’s social media? What about blog posts? If you’ve ever been tasked with creating content for your practice on a consistent basis, then you know it can become increasingly difficult to come up with topic ideas. However, did you know that you can leverage social media to help you find topics to write about?

People are increasingly asking questions on social media about their oral health. And while it’s difficult to find some of these questions on Facebook or Twitter, social media forums like Reddit make it possible to find a collection of these questions in their forums (subreddits).

Reddit users (redditors) use the platform for both entertainment and a resource to find answers to any question they can think of – including questions about oral health and dentistry. The posts have themes around procedures, pain, and advice on care after a procedure.

There are a few ways you can utilize this information for your dental practice marketing strategy:

  1. Copy the question verbatim and answer it on your social media pages
  2. Write blog posts answering a specific question OR collect a couple of questions with a common theme and write about them
  3. Comment within the forum itself, but be cognizant of the rules (usually found within a right-hand column) to avoid getting banned from the subreddit. You can contact the moderators to get a badge (flair) on your user profile that designates you as a professional.

To help you get started, below are some examples of actual questions asked by Reddit users in r/dentistry. Use these ideas for what you write or post about on social media the next time you get writer’s block!

Questions about symptoms:

  1. I get pain in cheek when eating anything remotely sweet, and I’ve had mild, dry mouth for the past 2 weeks. What can I do to resolve this?
  2. I have a gap in between my upper front teeth. What can I do to fix it?
  3. I have an unpleasant taste around the socket of an extracted tooth. Is that a sign of an infection?
  4. What are causes of bone loss at an early age, and what can I do prevent it?
  5. Is a deep cleaning really necessary?

Questions about treatments and procedures:

  1. I’m starting the process tomorrow of an implant. My issue: I have a cold (day 2). Should I reschedule? I want this to go as perfectly as I can possibly make it.
  2. Is it safe to do a temporary crown on Wednesday next week and 2 wisdom tooth extractions the day after (Thursday)?
  3. How long does it take to just fit in a temporary crown and a permanent crown?
  4. My dentist now says that I have a cavity! They also said I should have it crowned immediately. Like, within days. Is that true!?

Questions about after-procedure care:

  1. Is it normal to see gum recession after a bone graft?
  2. How long until I can eat hard food with a new crown?
  3. I’m in excruciating pain day after getting a filling. What should I do?
  4. What is the correlation between overall dental health and toothpaste used?

Note: posts have been edited for grammar and/or clarity.

Prefer to have someone do the work for you? Learn more about our social media packages here or call 888-932-3644 to speak with an Internet Marketing Advisor.

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Social Media

Today’s Top Dental Marketing Trends [Video]

Ever wonder how your practice compares to other dental practices? Watch this video to learn the top three marketing methods being used by dentists, interesting trends among your patients, and what is the best way to stand out from competition online!

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Search Marketing

How to Correctly Target Potential Dental Patients with Search Marketing

Are you looking for ways to get your dental practice listed high in search results?

Choosing keywords that support your practice’s marketing strategy is the first and most important step to targeting the right potential new patients the moment they search the Internet for services you offer.

Most of the time, dentists target keywords based on which services bring the highest revenue. While this makes sense, it’s also recommended to target keywords that you know potential new patients are looking for, as sometimes your preferred targeted keywords may not always align with what people are actually searching for in your area. For example, while you may want to target InvisalignTM, you may find that people in your area are much more prone to search for teeth whitening.

So, how can you figure out which keywords you should be targeting for your practice?

Google AdWords has a free keyword targeting tool that helps you identify keywords and search volume to see which keywords you can utilize on your website and in your pay-per-click dental advertising campaigns.

Now, let’s dive into how to target keywords based on paid and organic search.

1. To help improve your organic listings on search engines, you’ll first want to develop a content strategy that supports the keywords you want to target. An effective strategy should include common patient pain points, variations of your keywords through unique content, and ensure a natural reading experience (don’t make the keywords sound forced).

For example, you may find that “what is Invisalign” has a significant amount of search volume, along with “how much does Invisalign cost?” This research indicates that your audience may not know much about the product, but there is interest in it.

Your content strategy should then address these questions along with other related information. You may write a blog post that describes Invisalign and what it is, and a second post about how it works, if it’s covered by insurance typically, or what financing options are for it at your practice.

By targeting keywords that your audience is interested in on your website and blog, it can help you improve your rankings on Google and other search engines.

2. Targeting audiences via pay-per-click advertising is easier than targeting keywords for organic listings because you are paying for relevance, (rather than earning) to a search query. Therefore, you have more control over which keywords that you want to bid on, where you’d like your ads to appear and who you’d like to appear for (i.e. only people within 15 miles of your practice).

With pay-per-click, the key to targeting the right audience is understanding who you want to target and defining them through the options on the platform. You can also utilize the same keywords from your SEO strategy and implement them within your pay-per-click campaign.

For example, if you know that there’s an interest in InvisalignTM but it isn’t understood by your audience, your list of keywords used to inform you SEO content strategy can then double up as a list of keywords that you bid on with AdWords.

Then, you can take it a step further and target a neighborhood whose primary demographic consists of families with adolescent children within AdWords.

Finally, you should refine your targeted audience by consistently finding negative keywords (keywords that you don’t what your ads to show up for) and adding them to your campaigns. This way, you tell Google who you don’t want to attract to your practice. For example, someone searching for InvisalignTM may enter “is Invisalign a ripoff?” Therefore, you can add the word “ripoff” as a negative keyword so that your ad doesn’t appear for such searches, and waste precious budget dollars.

Want to learn more about each of these digital marketing channels? Check out our dental marketing resources section, where you can download free whitepapers on social media, pay-per-click, search engine optimization and more!

Do you prefer to speak to someone about your dental marketing needs? Contact us today or call (888) 932-3644 to learn more.

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