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March 2018

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Social Media

Twitter’s New Update and How It Affects Dental Marketing

You already know that the Internet is constantly changing, and as your dental marketing partners – we’re here to keep you up-to-speed.

Just last week, Twitter announced that in an effort to reduce the amount of malicious spam and bot activity on the platform they’ll no longer permit “content to be simultaneously posted from multiple accounts”. So, what does this mean for your dental practice? Below we’ve broken it down to give you the need-to-know details.

Why did Twitter make this update?

Twitter’s algorithm prioritizes “trending” content. Therefore, when different accounts post about the same topic, Twitter assumes that said topic should be given greater visibility. A great thing to show when everyone is talking about things like newsworthy events and other important media coverage. Not-so-great when spam bots use this to their advantage to spread false or malicious information. This new Twitter policy will help prevent such activity from happening.

What happens if people don’t follow this new rule?

Just with search engines, failure to adhere to new guidelines and regulations could negatively impact your practice’s visibility on the network, or get your account suspended altogether.

Because artificial engagement is also targeted by this algorithm you are longer allowed to like, comment, or retweet simultaneously from multiple Twitter accounts that you own. So, if you own accounts A, B, and C, and want to engage with account Z, then you can’t have accounts A, B, and C like a tweet from account Z at the same time. This is practice used by bots to artificially boost engagement for a specific account.

How will this impact my social media marketing strategy on Twitter?

If you only have one Twitter account, you’ll be unaffected and shouldn’t notice any difference. If an outside resource manages your social media marketing, you may want to reach out and confirm that they are not posting the same content simultaneously across multiple accounts.

If you have more than one Twitter account, you’ll need to manually like/share/retweet from each account separately.

In case you want to learn more about this new update or have any questions on how to expand your social media marketing strategy, call ProSites at (888) 932-3644. And, download our latest eBook that discusses 7 actionable strategies to win new patients on social media by filling out the form below.

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Practice Marketing

How to Choose the Right Dental Marketing Company

Choosing a dental marketing provider is one of the most difficult – but critical – decisions you’ll make as an owner of your practice. Choosing the wrong company could cost you time and money – but making the right decision could help you keep appointment books full and achieve optimum success.

The online marketing space is so competitive that you can easily encounter analysis paralysis when shopping for the right dental marketing partner for your practice. We know how big of a decision this is, and we want you to feel confident that you’re making the right choice. Below is a list of considerations to help you identify the right dental marketing company for your practice.

Is the company you are considering for dental marketing familiar with the industry?

There are a ton of website designers out there – but in your line of work – choosing a company that knows the dental industry specifically is best. They’ll be aware of various intricacies and rules within your space (e.g. if a dental practice is in Canada, the term “cosmetic dentist” cannot be used on webpages as it is not technically a specialty) and help you avoid a potential hot-water situation.

How does the company keep up with the ever-changing internet?

The Internet is constantly changing – new design trends, algorithm changes, etc. – and you don’t want to hire someone who can’t keep up with the times – or charges you a ton every time an update must be made.

Find out how the company keeps up with current trends and what they do to ensure your website stays up-to-date over time (and if there are additional fees associated with doing so).  For example, all ProSites members receive FutureNow AssuranceTM which means our clients frequently access new designs, content and website features at no extra charge.

You can also look at the company website and see if they’re providing educational materials like articles and webinars. If a company is consistently publishing educational pieces, it’s a good sign they are keeping an eye on recent changes and care about educating your practice as well.

How will the dental marketing company measure your practice’s success?

Every dental practice has unique goals. Your dental marketing company should listen to your needs to recommend the right strategy for your practice and track applicable metrics to report progress. Look for a company that provides a dashboard to help you track all of your marketing activities from the moment a potential patient requests an appointment on your website until they become an active patient.

Do they have any case studies or testimonials?

As a dentist, you already know the importance of reviews and recommendations. Ask the company if they have any case studies from other dentists to see what type of results you can get from working with them.

Selecting the perfect dental marketing company is an important decision that should be carefully considered. Remember, you’re not just looking for a vendor – you’re searching for a partner to help you achieve your marketing goals.

Questions? Reach out to a ProSites Internet Marketing Advisor at (888) 932-3644 to discuss the right online marketing options for you.

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Search Marketing

5 Dental Marketing Ideas to Attract and Convert Patients Through Search

Online search has become integral to our lives. Want to know where the nearest coffee shop is? Google it. Looking for Sunday brunch but don’t know which restaurant serves the best mimosas? Look it up on Yelp.

The same goes for prospective patients who are looking for your practice. They’re looking for the best dentist in their area by searching online. That’s why it’s important to prioritize your dental website’s online visibility.

Here are five dental marketing ideas that your practice can implement to improve its online visibility and attract new patients.

1. Write blog posts. Publishing blog posts on your dental website serves two purposes:
(1) It provides fresh content that search engine crawlers evaluate to determine relevancy and authority. The more relevant you appear to people searching for a new dentist, the more likely you are to show up for searches by prospective patients. And (2) blog posts help you gain credibility and showcase your expertise on a specific topic. When people see that you care enough to talk through a procedure or answer common FAQs they will immediately feel a greater sense of trust with you because it shows that you care.

2. Collect positive patient reviews. Did you know that 80% of people would trust an online review as much as a personal recommendation? Therefore, your practice needs positive online reviews to stand out among patients who are comparing you to other dentists in your town. And, having more reviews can help you stand out and rank higher on sites like Google Maps and other major online directories.

3. Claim and verify online business listings. Confirm your practice’s identity on various directories online such as Google Maps or Yelp. It doesn’t take much time (15 minutes per directory) but can have an amazing positive impact on your practice’s visibility. Plus, verifying your listing provides you with access to a dashboard that allows you to edit your information such as your practice name, address, and phone number which are critical components in ranking within the Google snack pack.

Verifying your listing also allows you to respond to reviews, list business hours, let’s prospective patients call you directly from search results, and provides driving directions through GPS.

4. Advertise through paid search. The first three to four search engine results are paid ads. Paid ads are used by dental practices to target prospective patients at the exact moment they search for services they offer. This is much more effective than traditional advertising where you’re typically interrupting someone. And, since search ads always appear at the top of results pages, they have maximum visibility to your target audience. Because of their design, users don’t always identify an ad and may think it’s an organic result.

Paid Search Result

Organic Search Result

Paid search ads are cost-effective when managed well, can improve your dental website’s online visibility within days, and provide easy-to-track analytics to help you understand your return on investment.

5. Remarket through paid search. Remarketing refers to ads that are shown to people who have previously visited your website. Visitors are identified by placing cookies (tracking code) in their search history which then triggers your ad to appear while that visitor searches for other services online.

Remarketing is useful because allows you to engage visitors that didn’t take a desired action on your site (e.g. contacting you and filling out a form). Additionally, remarketing is more cost effective because you’re targeting people who have already interacted with your practice in some way, shape or form – instead of targeting people who have never heard of your practice yet.

Using these 5 tactics can help improve your website’s online visibility to attract and convert new patients. For more ideas on how to improve your online presence, download How to Attract New Dental Patients Through Search Marketing by filling out the form below.

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Social Media

How Dentists can Utilize Paid Social Ads for Maximum Visibility

To have an all-encompassing online marketing strategy, it’s important for dental practices to be actively present on social media. While many dentists rightfully focus on organic (free) growth, some also inquire about paid social ads.

Social advertising is becoming increasingly popular as it helps you target a specific audience and get noticed by a wider network. But, before you simply decide to run a social media ad to get everyone in your town to follow your page, you will want to identify goals and purpose of your ads. Is it to:

  • Get more followers?
  • Drive more traffic to your dental website?
  • Have potential patients call your practice?

Once you identify your call-to-action, you will want to specify your target audience. With social ads on Facebook, you are able to target on a whole new level – you can specify audiences based on their interests, job title, demographic data, relationship status, and more(!). You can also target people who have already visited your website – which is also known as “remarketing.”

After you define goals and target audience, brainstorm a concise message that will capture attention in someone’s newsfeed. Are you providing a shocking dental tip? Amazing new patient special?  Whatever it is, be sure to test your messages to see which types of offers your audience responds to most.

You’ll also want to think through the complete experience and identify what people will do once they see your ad. TIP: Don’t just send people to your dental practice’s homepage. Make it easy for visitors (patients and potential patients) to find what they’re looking for and link to a specific page that is related to the ad. Because your dental practice is paying for people to take a specific action after viewing your ads, it’s important to make the experience as seamless as possible.

Just with any other dental marketing campaign, make sure you track success and analyze your posts by understanding key performance metrics such as impressions, reach, and engagement which can be found in the social media page’s analytics dashboard.

Tip: ask your website provider how to implement pixels (code) to your dental practice’s website so a visitor’s actions are communicated to social ad platforms. By doing this, you’ll be able to see the performance of ad campaigns directly on the social network. Then, in Google Analytics, you may also learn how much traffic is going to your website from your social media profile. Between these two data sets, you can measure the impact of social media on your practice.

To learn more about managing your practice on social media, click here to download your free copy of the whitepaper Running a Practice in the Age of Social Media today or fill out the the form below.

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