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April 2018

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Practice Marketing

Dental Online Marketing Trends Emerging in 2018

As the world and technology evolves faster than ever, it’s easy (and normal) to feel a bit behind. There’s been a handful of changes in the dental marketing industry so we’ve compiled a list of the latest emerging trends that we feel are important and impactful to your dental practice.

Optimize for Humans, Not Robots

In the early days of search engine optimization (SEO), algorithms weren’t as advanced, which means it was acceptable for businesses to have a website that was stuffed with search keywords. Even if it didn’t make much sense from a user-readability standpoint meaning, copy typically read awkward because it was focused on including all variations of a search keyword rather prioritizing grammar and flow.

Fast forward to today, algorithms have become – and continue to grow increasingly intelligent which allows them to comprehend websites in a way that much more mimics human behavior. For example, algorithms can now differentiate website copy that is well-written vs. stuffed with keywords, and favors the former. Therefore, while keyword stuffing used to be a mildly accepted strategy way-back, today it is best deliver quality content for your readers – as search engines will still be able to comprehend what the page is about.

Key takeaway: Create quality content for your readers and ensure the content has good readability scores (e.g. enlarged copy on a mobile device). Test your content readability using this free tool here.

Invest in Marketing Tools to Facilitate Tracking and ROI

A lot of dentists market their practice. A lot of dentists do not track their results.

Lacking information and knowledge of how dental marketing campaigns perform can lead you to wasting time and money down the road. On the other hand, by investing a little bit of time and budget into programs that can help you track campaigns, you will learn what works, what doesn’t, how to best spend your marketing budget, and increase ROI.

Take Full Advantage of Free Online Marketing Tools

Consider adding programs such as Google Analytics and Search Console understand how people find and arrive on your website. So, if you’re running a social media campaign and see that 100 users are coming from Facebook but only 25 from Twitter, then this is a sign that your audience on Facebook is more engaged with your content.

Dental Online Marketing is Our Specialty

Other softwares like ProSites Marketing ROI help you track the amount of patients that come into your practice from your website and how much revenue you’re generating from those patients.

Key takeaway: It’s important to understand which marketing campaigns deliver the best results for your practice. Take advantage of tools that help you understand what works and what doesn’t so you can make more informed (and profitable) decisions down the road.

Reputation Marketing: Manage Online Reviews and Mentions

Seeing that 88% of people conduct research on their own before contacting a business, online reviews are critical to setting a strong and credible first impression online.

Having a 5-star review average is the goal but not the requirement. What is becoming more and more necessary is putting a strategy in place to gain more positive patient reviews while consistently responding to any and all reviews.

A great way to start getting more reviews is to have your staff ask a patient how their appointment went before they leave your practice. If it’s positive, the staff can ask them if they’d be willing to leave a review online and direct the patient to the appropriate website. If it’s negative, this gives the office an opportunity to address the issue upfront, rather than hearing about it online.

Download this guide to learn more about gaining positive patient reviews online.

Key takeaway: People are trusting online reviews more and more. The more reviews you have, the more transparent your practice becomes, and the greater trust a prospective patient will have in your practice.

When’s the last time you updated your dental online marketing strategy? If it’s been a while, now is a great time to talk with an Internet Marketing Advisor to get ideas and tips for how you can update your efforts.

Fill out the form below to request a free dental marketing analysis.

Website Design

5 Things the Best Dental Websites Have in Common

Not all dental websites are created equal – and what makes a website truly “great” often comes down to personal preference. Some people appreciate a unique design – others prefer more traditional. Some people like a lot of content, others are more “get-to-the-point.”

Whatever your preference, here are 5 things that are common to the best dentist websites:

1. Showcase your work. Whether it’s highlighting patient testimonials, before and after photos, or better yet – both – make sure visitors on your website can easily access information that will convey your expertise and ultimately build trust. Any doctor can “claim” to be the best and do great work, but those words from actual individuals and the photos to prove it, will automatically raise the confidence a visitor on your website will have in you.

2. Make your contact information easy to find. While it seems simple, you’d be amazed at how many websites bury phone numbers, addresses, or other ways to get in touch with a business. As a dentist, you have a lot of people who are physically going to your office, so displaying your practice’s address on every page of your website is key (we recommend the header or footer). And, make sure your phone number is prominently displayed on each page too (bonus points for a click-to-call feature).

3. Have user-friendly navigation. If you give people too many options, they may not know where to even find what they’re looking for. Make sure your navigation is simplified, and designed with the user in mind. The best dental websites categorize pages and organize them in a way that makes most sense for anyone  looking around for information.

4. Be mobile-friendly. It’s likely that at least half of your website traffic comes from a mobile device. With quick load times, thumb-friendly buttons, and optimal viewing experiences – having a responsive and/or mobile-friendly dental website design is a must in today’s day. Plus, Google will rank mobile websites favorably when someone conducts a search from a mobile device. So, you deliver a better experience to visitors and get better visibility among potential patients – a win-win for everyone.

5. Be compliant. No doubt, you’ve heard of the recent lawsuits involving dental practice websites that are not compliant with the Americans with Disabilities Act (AwDA). To mitigate risk, and to ensure current and prospective dental patients have the best dentist website experience possible, make sure your website offers an accessible option.

Bonus Tip: All websites should make this a priority, but in medical and dental website design it’s particularly important: Don’t take yourself too seriously.

Medical and dental websites often have to overcome enormous levels of patient anxiety, so keep the tone of your website light, friendly, reassuring, and welcoming. The best websites post freebies like coloring pages for kids on their dental blog. Try to impart a real sense of belonging and security to your visitors. It will pay off in new patients and patient retention.

The best dental websites avoid being "heady" or "smart" in favor of being friendly and welcoming.

Websites which are too formal, too elegant, or too smart can actually intimidate prospective patients. The best dental websites make patients feel welcomed and at ease.

To learn about other best practices not mentioned above, download our free whitepaper – The 10 Best Practices to Creating a Great Dental Website using the form below.

Practice Marketing

Dental Facebook Posts – Ideas for Your Practice

On average, adults in the USA spend nearly two hours on social media networks per day(!). Facebook is in the lead with 2 billion users worldwide and offers a growing array of things you can do on the platform. From posting a status and sharing photos to getting news, selling items, or asking for recommendations – being on this social network has almost become a cultural requirement for both individuals and businesses.

Because people are now so transparent in sharing their lives publicly, they expect the same from businesses. Social media is a great place for your practice to showcase its personality, interact with current patients and drive more traffic (prospective patients) to your website.

But – people won’t be impressed if your dental practice’s Facebook page is bare, missing information, or simply promoting patients to come in. Instead, provide valuable and educational content to get people Liking and interacting with your page.

Need some help getting started? Here’s some ideas that you can take and use as your own the next time you hit social media writers block.

Post Idea 1

Have a toothache? Here are four ways to offer temporary relief (but in the meantime, make sure to call us to get it checked out):

  1. Rinse with warm water.
  2. Floss to remove food or debris that may be wedged between the teeth.
  3. Take an over-the-counter pain reliever.
  4. Apply an over-the-counter antiseptic containing benzocaine.

Post Idea 2

Frequent headaches? You might be grinding your teeth at night which can also hurt your sleep and damage your teeth. Find out if a mouth guard is something you should consider and ask us about it at your next appointment!

Post Idea 3

Did you know that in a lifetime, the average person spends 38 days brushing their teeth? #themoreyouknow #dentalfacts

Post Idea 4

Tooth decay is the world’s second most common disease (the common cold is #1). Take a few minutes morning and night to take care of your pearly whites!

Post Idea 5

The great debate – do you brush your teeth the moment you wake up, or wait until after breakfast? Comment below and watch out for tomorrow’s post on my viewpoints! Make sure to follow-up with a post with your views on morning brushing. Bonus: Tag people who commented on your original post so they can see your answer.

Now that you have content to post, the next step is to post frequently and consistently. Plus, Facebook has a tool that allows you to schedule posts in advance. Instead of needing to remember to post 3 times each week, you can dedicate an hour to scheduling out posts months in advance. This way you can focus your time spent weekly on social media to engaging with followers by commenting, replying, and liking their feedback and posts.

Watch the video below to learn how to schedule your content on Facebook.

Once you have a month’s worth of content on your page, it’s worth taking the time to view your Insights, or Facebook page analytics, to determine the best days and times to post, and adjust your scheduled posts accordingly.

Get 15 more ideas on what to post and download the FREE toolkit below.

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