Know What Your Dental Competition is Doing, Then Do It Better.
Don’t think you need marketing for your dental practice? Think again. If you aren’t taking the time to market your practice, you can rest assured your competition is. Yep, that “dentist up the street” is most assuredly doing everything possible to get any patients you might want.
If you’re new to the world of marketing, chances are you’re wondering what the best route would be to begin marketing your dental website. Here’s a tip: study what your competition is doing, then do it better.
Make a Killer Website
There’s a 100% chance that your competition has a website. Visit it. Study it. Then determine how you could improve your website to surpass the features your competition has and appeal to potential patients.
One of the best places to start is with how it’s designed. Make sure your dentist website is responsive. This means it’ll literally respond to whatever device it’s being visited from, including iPads and iPhones, and every other device in between.
When a person navigates to a website that’s responsively designed every aspect of the site appear normal and functions well. This means photos shrink down, your navigation is easy to click with fingers (no fat fingering CTAs!), and the entire site functions as it should.
Use Video Marketing
Video is super hot right now and it’s no wonder why. It’s easy to digest, can be fun, and is “snackable” meaning it’s simple to take in in small portions. Dentists are seeing success in creating patient education videos, videos to introduce their practice to prospective patients, and even humorous videos that might detail certain dental care tips.
If you plan to use video, be sure to:
- Use captions – 80% of people view videos without audio. Captions will ensure more people start and finish your video.
- Repurpose – Your video could be shared on social media, posted on your blog, or even broken up into a series that you send out to your email marketing list.
- Get creative – Too often being professional is confused with being uptight. Don’t be afraid to get creative in your videos and show some of your personality.
Get on Social Media
According to a recent study, “Social media was used in 52% of dental practices, the most common being Facebook. The use of social media was most commonly for marketing purposes (91%). Dentists younger than 45 years old were more likely to use social media in their practice than dentists 45 years or older (p < 0.001).” (The Journal of Contemporary Dental Practice)
Considering the above statistics, along with the fact that about 71% of Americans use social media regularly, it’s important that you truly think about how your social media can set yourself apart. Use it to share new content, host giveaways (free teeth whitening anyone?), and most of all share who you are.
- Make people feel connected to your practice
- Create a one-on-one exchange opportunity
- Are public forums
- Are helpful with SEO because their posts and pages are indexed in SERPs (search engine results pages)
Now, how can you set yourself apart?
- Don’t be afraid to be you – Share any quirky side of your personality and what truly makes your practice unique.
- Repurpose content you’ve already created.
- Post regularly – Most practices market their social networks as places to engage with the practice. Live up to your promise and post regularly using relevant content. It will pay off.
- Be transparent – Respond to comments and reviews and honestly engage with those who take the time to post on your page.
Make Sure You’re Blogging
Blogging is an important part of not just your marketing strategy, but also your large SEO strategy. When you blog you commit to putting quality content on your website in regular intervals. Whether it’s on a weekly or monthly basis, the key is to stay consistent.
Every time you publish a blog post you have an opportunity to market yourself. Read why consistent blogging is important to your practice in this article.
This is because:
- Blog posts are indexed by search engines.
- Posts can be pushed to social media and used in viral marketing.
- Paid advertising can be linked to blog posts to offer useful information and entice people to respond to the CTA at the end of the post.
Ask For Reviews
Reviews can be the crux of what truly sets you apart from the competition. If you’re both doing the above well, the thing that makes you better will be a solid reputation management program. Why? Because reviews are the new word of mouth and because the most popular online review sites are Google and Bing, people can see whether their friends are endorsing a practice or not.
A good reputation management program will include:
- Strategies to respond to negative reviews
- Strategies to respond to positive reviews
- An overall strategy to get new reviews (hint: it starts with asking a patient to review your practice)