Modern marketing is definitely different than the way things used to be. For a dental or medical practice word of mouth was the best tool to get patients. This is still very true. Referrals are the name of the game in getting more business to your practice. Plus, well-placed advertising in the local paper was usually enough to grow a person’s business. Now with this all-consuming internet age, marketing is a whole new ball game to tackle. It’s not so easy anymore. There are many more factors to consider when discussing your internet marketing plan for your dental practice to thrive. Talk to your marketing team about all options you have in the various search engines that are available to use on the web.
Be Found Easily On The Web
Having a prominent place on the worldwide web is key to a successful dental marketing strategy. Not only do you have to have an amazing website that draws visitors, but you also have to constantly update social media to keep your business fresh in people’s minds. The best way for your business to show up on search engines like Google, Bing, and Yahoo is through SEO (search engine optimization). Many people think of Google as the ultimate search engine that people use. That’s true to a certain extent. When you look at the number of users, Google is clearly ahead of the game, but you don’t want to discount Bing or Yahoo either. They all have plenty of people using them to go around.
In charting a month of Google users, it comes out to roughly 1.17 billion using it, while the numbers are much lower at Yahoo with 292 million, and Bing in third place at 267 million users. All three search engines are being used and that’s what you have to count on. Getting the most out of all of them is what this modern marketing game is all about.
Your Dental Marketing Goals
For a dental marketing strategy, Google Analytics will tell you exactly how the traffic is coming to your website. You can also tell the demographics of those who are visiting your site. That helps you narrow down where you want to advertise with Google Ads through PPC (pay per click). This allows you to situate your ads directly in places where your most potential clients are going to naturally gravitate.
PPC ads are located on the top left corner. They have the yellow “ad” indicators.
For example, if your dental practice is located in a nice suburb of Cleveland, Ohio. You are going to want to place your ads on the local paper’s website so that potential patients will see your ad when they are looking at their daily news items. Daily news sites, especially local ones are the perfect place to put your PPC ads because those websites get repeated visitors on a daily basis. If your ad is compelling, eye-catching, and that person is in the market for a new dentist they are probably going to click on the ad leading them to your website. Then they will make the call to schedule an appointment, hopefully becoming a regular patient for a long time to come. Victory! It’s all about growing your potential client base.
Are Bing and Yahoo The Same?
This is tricky, but in reality, Bing and Yahoo made a partnership deal in 2009 where Bing controls the Yahoo search engine. So yes, they are pretty much the same thing now. They found it best to team up to try to compete with the major success that Google has. So you can expect that Bing’s growth is going to continue since they have Yahoo behind them to bolster their chances of success. Their rankings will be almost identical even though when you type in either search engine, they come up with different things. Keep in mind that many people do access the internet on their smartphones, and some phones have deals with certain companies like Yahoo or Google. So in a way, you might be forced to use one search engine or another on your smartphone. It all depends on what system of mobile you prefer. Apple IPhone made a deal with Google in 2014 for an incredible sum of money to continue to be their default search engine on all their iOS systems. On a Samsung phone, it lets you choose when you set up the phone what search engine you prefer. So it does depend on the company of smartphone you are using.
Bing captures 15.82 % of all desktop searches. It is small compares to Google, but Bing is also less competitive and it is attractive to small businesses.
The Cost of Advertising With Each Search Engine
Since Google AdWords is the biggest name in the game, it’s still a little more expensive to use Google than to use Bing. As Bing grows in popularity this might change, but right now you can get more for your money using Bing. You still aren’t reaching as many people, so that’s a consideration to think about. The massive volume that Google reaches makes it worth the extra money to use. It’s about three times as much to use Google as it is to use Bing Ads.
If you can afford it then you probably want to target both for your dental marketing, since you are going to get the most return on your investment (ROI) by going with all avenues of advertising. Google controls 67 percent of the search marketing, and Bing/Yahoo only 29 percent. Covering 100 percent of the market seems to be the way to go if you want to be successful with your new age marketing plan.
Another factor that comes up is that you have a little more freedom with keywords on Google. It’s not like that on Bing, you have to be pretty specific with your keywords in order to get the recognition you want. Don’t be scared off by that. With the right ads in place, you are going to reap the business and potential clients you want.