Why does digital marketing matter for dentists?
Although digital marketing for dental practices is in early stages of adoption, more dentists are seeing the power of online and social media marketing.
As compared to other industries, dentists are in a different position. In other businesses, brands need to convince their people that what they’re selling is worth their money. On the other hand, dentists don’t need to convince people to get their teeth cleaned and checked. Everyone knows when they need a dental visit.
Most dentists need people to remember to schedule their appointments and help them overcome the anxiety of visiting dental clinics.
Ultimately, it boils down to earning the patient’s confidence and building trust.
For a dentist, digital marketing is a great way to build relationships and convince the audience to feel more comfortable even before they visit your clinic.
To let them know that they are in safe hands, showcase your authority, track record and experience. Give your practice an interesting personality so that your patient looks forward to their visit.
Here are the 3 ways digital marketing benefits dentists:
Best digital marketing strategies for dentists: 28 Ideas worth trying
#1. Building a high-converting website for your dental practice – A high-quality website is the heart of every digital marketing campaign.
When people come across your practice for the first time, they will judge you based on your website. If you are looking to create a positive first impression, invest in developing a clean, modern and unique website that best represents your practice.
There are two ways to create a striking dentist website design.
You can use a website builder to create your dental practice website. It is easy and convenient. The issue with website builders is that they don’t allow you to create a unique website. You cannot customise it to stand out from competitors.
Because the website is built based on a template, it will look like hundreds of other websites built on the same platform.
If you want a unique website for your dental practice, build a custom site. This unique website fits your businesses, helps you build brand recognition and captures more leads.
Your dental site should be easy to navigate and quick to load. Ensure that it is optimised for all devices, including mobile phones and tablets.
Hire a website design and branding agency to create an unforgettable dental brand.
#2. Boost your dental website’s ranking with SEO – Having the best website doesn’t mean that patients would find your site straight away. You will have to optimise it for search engines. This way, people searching for dental services can easily find your practice on Google.
When you know that 93% of all online experiences begin with a search engine, it only makes sense to invest in SEO for your dental website.
People use search engines to find information about products, businesses and services. If you want potential leads to find your dental office, consider integrating SEO in your dental digital marketing strategy.
Search engine optimisation involves adding relevant keywords to your website copy that reflect your specialties, location and other details. In today’s digital world, you cannot afford to miss out on SEO for your dental practice.
The SEO checklist as per Neil Patel.
Improving your online visibility in search engines involves improving the page speed, adding meta-description and getting links from other credible websites. Numerous components make up an SEO optimised website.
Optimise your dental practice to reach more patients by investing in SEO. Remember, SEO in 2020 takes time to show results. Ranking organically is worth the wait because it will boost your website traffic. You will get more patients when your website ranks higher on search engines.
#4. Local SEO – An excellent way to increase traffic to your dental office is by local SEO. It ensures that your dental office shows up in front of the audience in search engine result pages (SERPs).
Google local search results rank even above organic search results. Creating an informative profile about your dental practice and clinic on Google My Business (GMB) increases footfall to your clinic.
Last year, when Moz conducted its annual “Local ranking factors study”, Google My Business profile was the #1 ranking factor in the local SEO.
Last year, when Moz conducted its annual “Local ranking factors study”, Google My Business profile was #1 ranking factor for local SEO.
You can leverage social proof by encouraging people to post reviews about your practice.
#5. Claim your clinic’s GMB listing – As a local practice, the best digital marketing idea for your business is claiming the Google My Business listing. To find a dentist in their area, people conduct local searches on Google. You would want your practice to appear to these searchers.
Your GMB listing helps local leads discover your practice. When users search for a local business, they will see three GMB listings that fit a user’s local search query. Also called local SEO 3-pack, it is easier to rank for, as compared to traditional website SEO.
#6. Adding genuine reviews about your dental practice – Be it a good experience or a bad one, people share their opinion about your dental practice. They usually go to your GMB listing or your Facebook page and leave comments about their experience. Reviews influence people’s buying decisions. Your potential customers will read reviews before choosing your business.
Invest in reputation management. Build your brand on positive testimonials. While you cannot control what people have to say about your business, how you handle feedback is in your hands.
Thank people for positive comments and handle the issues in negative reviews. How you approach and respond to negative reviews shows that you are willing to work with them if things go wrong. When you build a better image of your dental brand, people will feel more confident in choosing your practice.
Social media marketing
● Link to new articles in your industry and relevant blog posts on your website
● Provide regular updates about your practice and ask patients for inputs
● Run promotions and contests
● Share a video of patients sharing their experience
● Run Facebook Q&A sessions
● Provide dental tips and answer customer queries
Facebook marketing by Uveneer dental practice.
For increased engagement, ask them questions regarding your patient’s oral health habits. Include a compelling call to action to encourage them to get involved.
● Share relevant content created by industry peers
● Live tweet from dental conferences
● Handle frequently asked questions and customer queries
Twitter marketing for dentists.
Your aim is to convince clients that you provide a comfortable experience. Try not to get too technical (or clinical) with your posts for social media marketing. For a personal touch, you could show the before and after photos of your patients.
Keep in mind the HIPAA guidelines while posting dental content on social media.
#9. Instagram marketing for dentists – When you give your patients a photo-ready smile, where would they show it first? On Instagram, right? Instagram marketing for dentists is an effective platform to demonstrate the visual side of your practice.
Aim to appear professional and authentic. As a dentist, you can explore the following confidence-boosting visual posts:
● Behind the scene pictures
● Showing the before and after treatment images (of course with patient permission)
● Photos of events
● Branded hashtags
● Running competitions with branded hashtags When people come to dentists, they also want to know about what they can do to protect their teeth. This means when you post on social media, give valuable tips on dental hygiene.
● Question and answer sessions
● Patient testimonials
● Oral hygiene tips
#11. Leverage live videos – Called the most exciting trend on social media, live videos are in rage right now. Leverage them to engage with your audience to expand your credibility. You can pick from Instagram stories or Facebook live to go beyond ads and create genuine conversations around your dental practice.
#12. Creating a blog with helpful information about oral care – As a dentist, you have an abundance of knowledge about oral care. Chances are, people in your audience are searching for the same information over the internet. Websites (like yours) that provide advice and tips through blogs are more likely to get repeated visitors.
Make use of this opportunity to provide valuable information on your blog that your audience is seeking. Once or twice a month, write long-form blogs relevant to your target market. You could start by writing about FAQs and home dental care tips. Over time, you will build blog readership, credibility and authority while getting a steady stream of inbound traffic and leads.
Blogging for dentists is also helpful for SEO. Blogs drive relevant leads to your page and keep them on your website for longer. This sends a positive signal to Google that your content is relevant, as a result, they will rank your website higher and increase its visibility.
The simple blogging template for dentists worth trying.
If you do not have a budget for digital marketing, you can do blogging yourself as a starting point. As you start getting new patients, you can invest in hiring a digital marketing agency to manage online campaigns for your dental practice.
13. Publish infographics – Besides blogs, infographics share information in a visual format that makes it easy for your audience to grasp.
Because most of your readers prefer consuming visual content, it is an excellent format for your dental clinic. You can share dental facts to generate the interest of potential patients. Infographics can boost your website traffic by 12%. Also, articles with infographics get 178% more traffic than their counterparts. Infographics get three times more shares on social media than other content formats. Indeed, diverse content formats are an excellent way to increase your brand exposure.
Infographic templates for dentists as shown in Visual.ly.
When you have statistical information or a process to share, infographics make it easy to understand. You can create them by using infographic maker tools such as Venngage or Visme. Alternatively, you can hire a digital marketing agency to create the infographic, publish it on your website and promote it on third-party publications.
Email marketing statistics.
With 293.6 billion emails being sent and received daily, use email marketing to stay connected with the patients. You can leverage emails to share the billing invoice and send appointment reminders. Every time you change a policy, publish a blog or organise special offers, let your email subscribers know about it. To get them to engage with your newsletter and to build brand loyalty, personalize your content for the readers. Send them information that is relevant to them. Consider integrating your CRM with email marketing to automate sending reminders, followups and occasion-related offers.
● Office tour
● Client testimonials
● Commonly asked questions about your practice and procedures When a viewer watches these videos, they will learn more about your dental practice and it will nudge them to convert into patients.
Paid advertising for dentists
#17. Local awareness ads for Facebook – While spreading the word about your dental practice, being specific about whom you want to market your service to, is essential. You don’t want to show ads for your dental business outside of a 50-mile radius. If your clinic is in Sydney and someone in Brisbane sees your ad, it doesn’t do any good.
#18. Click to call ads on Google and Facebook – For a dental practice, the main goal behind digital marketing is that patients and prospects book an appointment. They would usually pick up their phone and call the office. Facebook and Google AdWords provide click to call ads for desktop, mobile and tablet. You can either create a call-only campaign or add an extension to the existing ads.
#19. Mobile call-only ads – According to Google, one in twenty Google searches is for healthcare-related information. In today’s world that is connected by mobiles and smartphones, many advertisers want customers to call them. For those customers who want to solve a complicated customer query, order takeout or book an appointment, a phone call is a convenient option.
You can create the call-only campaigns through Google Ads that include a phone number and a visible “call” button for customers to call the business directly.
#24. Google Map Ads – An ad on Google Maps will lead a potential patient searching for a dental practice to your clinic. For example, when they enter “dentist” in the search bar, Google Map ads are visible to them. On mobile, they include directions to your clinic and a CTA.
#25. Emergency keywords – Bidding on keywords such as “emergency” and “urgent” is an easy way to appear in front of clients with immediate needs. As they are high intent keywords, the return on investment for those keywords would be great. While targeting emergency keywords, ensure that you can take up emergency cases. Add your contact number to the ad; otherwise, you may risk getting a bad review on Google.
#26. Use marketing tools to manage the digital marketing campaigns – Invest in marketing tools to manage and track dental digital marketing campaigns. When you are running campaigns on multiple channels, it is challenging to keep track of the progress on each of them. Marketing tools will help you stay organised.
For example, you can use a social media monitoring tool such as SocialPilot to know what people are saying about your brand on social media.
MailChimp allows you to automate email marketing.
Each of these tools makes it easier to manage the campaign and drive new leads to your business.
#28. Monitor your competitors – In your area itself, many dentists are competing for the same patients. Know how they are reaching new patients. It is an excellent opportunity to discover new channels to grow your business.
By observing them, you can learn to produce a more effective digital marketing campaign that drives better results for your practice.