As with any good business model we are always working to increase the return on our investment. Dental Marketing is no different. In today's dental market place, it is not only critical to maintain the personal referral base from current clients, but even more important to increase the volume of new appointments. Below are TEN TIPS to help you with your dental marketing.
1. Write your Dental Website content to match the tone of your dental practice. For example, if you specialize in Pediatric Dental Service, you will want to talk about the care and comfort of kids and their unique needs. Or perhaps your a Sedation Dental Practice, you then will want to talk about the added comfort that Sedation Dentistry offers. In all, be sure to discuss your location and time in the area. An example of this would be having your "Physical Location" listed in the Footer of the Home, About, and the Contact Us Page. Be sure to list a local phone number along with the address. This will help the Search Engines like Google decide relevance in your website.
2. Local Directories are a great resource for those looking for FREE dental marketing. Here is a list of free directories you may consider. It is critical that the information added to any directory be exactly the same as what you have added to your site as suggested in Tip #1.
3. Social Media like Facebook, Twitter, Digg, Reddit, Linkedin should all be in the top fold of your website where it can be found rather quickly. Social efforts are only helpful if you are actively communicating in the accounts. The Practice needs to either assign a person, schedule and topic on a regular basis or their Dental marketing team needs to have good communication with the practice and do it for them.
4. Capture your Brand. I never promote PayPer Click, but to run a campaign for your brand or company name is great for added coverage on the front page of Google, Bing and Yahoo. For example, in your Google Webmaster Account create an Add with the only keyword terms being your dental practice name, the doctors name, then limit the coverage area to the areas you serve. Because you are bidding on terms that are protected your budget should be rather low.
5.Google Places / Google Maps, are also an area that has grown with the new look of Google. This is a free listing, however quite difficult to get great placement in. For placement in maps it is real competitive and can get quite expensive to obtain then maintain. To get things started make sure the account that your listing is set up in is in the dental practice name and not that of the SEO or marketing team. This protects its access and integrity. You can add and moderate who has access to this account on a regular basis and is an asset to your practice.
6. The dental industry often brings new product and medical technology. As your practice grows and starts offering these new services and dental technology, these services need to be promoted on your website, in press, and in articles. Further, these new services and products are often offered by a larger more well known brand. Be sure to have that brand promote your practice as well.
7. Video has become a great source for branding, search engine placement and website CRO "Conversion Rate Optimization". Today's Marketplace has forced most SEO firms to now offer video for You-Tube, VIMEO, and others who offer free hosting and some great tools to help promote these dental videos. Finally make sure these videos are feeding to your own website, and shared in your social marketing..
8. Self Promotion in your local community is a great opportunity. Reach out to your local Chamber of Commerce and Better Business Bureau. Join and attend local functions. This is a great opportunity to get links to your dental website from the Chamber and BBB. Both are strong directories and are often looked at by your community and potential patients.
9. Google Updates like Panda and Freshness are looking for website updates often and relevant. A blog associated with your dental website is a great resource for adding additional and new information through text, video and images. Word Press is a great plug in and with Word Press being open source, its seo tools are often updated helping the dental webmaster stay up to date with the advances of the search engines.
10. Understand that marketing your Dental Practice takes time. Time you may not have considering all the many other tasks you have in running your business. Finding a reputable dental marketing team to develop and take action may be in your best interest. Keep in mind, just because the team you found represents hundreds of other dental practices may not mean they are a fit for you. If you like being just another number, or don't mind have the same content on your website as hundreds of others then maybe they are. But Google is cracking down on the duplicate content found on many many hundreds of dental practice websites and suggest one pay close attention to the content used on their websites. Unique and original content is always best and is within Googles Webmaster Guidelines.
Added Nugget: Stay informed. All efforts should be trackable and adjustable based on results. Your Dental Marketing team must be able to produce trackable efforts and re sults.
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