For a dentist, customer acquisition happens from referrals, traditional advertising, or online marketing. By relying on referrals from personal connections for new patients, your reach is limited. Depending only on traditional marketing strategies such as radio spots and newspapers holds back your dental brand from reaching prospective patients.
Implementing an effective dental online marketing campaign can be beneficial. Digital marketing allows dentists to gain online exposure and walk-in visitors steadily.
Currently, only a handful of dentists are marketing themselves online. Hence, utilising online dental marketing services is a lucrative opportunity for dentists to spread the word about their practice.
This article highlights online marketing strategies that dentists can use to increase their online visibility and generate more patients and bottom line revenue.
What are the benefits of online marketing for dentist practices?
Your dental marketing strategies would fall into one of the two categories – inbound or outbound marketing.
Inbound marketing is a process of engaging prospective audiences using the content you produce or by search engine visibility to lead them back to your website. Local SEO, search engine optimisation, Google My Business, website optimisation, blogging and email newsletters fall in the inbound marketing category.
Online marketing is less expensive than traditional marketing.
Consumers prefer being contacted by brands over email than direct mail.
The success rate is easy to measure.
Adjusting the campaign with real-time results.
7 Online marketing strategies for dentists to promote their practice
#1. Local Search Engine Optimisation (SEO) for dentists – Why is local SEO important for your dental practice?
Local SEO gives your clinic the advantage of increased visibility within your area.
Did you know, after searching for a local business on Google, 72% of people visit a store within five miles of their location! This means more traffic for your website and the clinic.
Due to geographical criteria, there is less competition for local SEO rankings. The primary reason why local SEO is a suitable SEO strategy for dental practices is that it shows faster results than the standard SEO.
20% of search queries are for local businesses. A staggering 40% of mobile searches are for local stores and 97% of consumers start searching for a local business online, quotes HubSpot. So when you rank on top of Google, you get a steady flow of free traffic and patients. Indeed, the best marketing investment for dentists!
To master local SEO, research the local dental keywords. Optimise your content for these keywords.
Researching keywords is not as intimidating as it sounds. It is as simple as entering keywords in Google. Google gives suggestions for related search terms. These keywords are an excellent start for your content strategy.
● Include the keywords your patients use
● Pick related keywords that are relevant to your dental practice
At the stage of researching keywords, determine the user intent by looking at the ranking content. For example, what are your patients looking for while setting up an appointment?
Keywords with search intent.
To improve your conversion, understand the intent behind the patient’s search. These are long-tail keywords that should be a part of your content. The content that already ranks is an excellent estimate to know the exact keywords you should be targeting.
The next step is to generate content for website visitors that matches the purpose. For example, don’t focus only on “dentist.” Short-tail (single word) keywords are difficult to rank. Also, you would not be able to know if the searcher is looking for general information such as a definition or information about a specific dental service.
A tip – To boost your local SEO, don’t forget adding your town’s name in the local keywords.
#2. Optimise your Google My Business (GMB) page
When you create a Google My Business listing, Google automatically puts you on the radar as a local business. Include your name, address, phone number and website to show up on Google Search and Google Maps.
How would you optimise the Google My Business page for your dental clinic?
Optimise your GMB profile for your listing to rank and appear in Google’s first 3 SEO results that show up on the top three ranking businesses in a local search, known as “local pack”
Include the following information in your listing:
● The official name of your practice
● The exact address, as that is how Google maps your location
● A local phone number
● Add 3-4 relevant categories
● In your description, incorporate all keywords for your dental services and specialities. Aim 100-200 words.
● Add pictures of your clinic along with the logo.
They should be sized between 10KB to 5 MB with a resolution of 720 px X 720 px in a well-lit background.
A tip – Encourage your patients to review your business on Google. Positive 5 Star Reviews might help you rank higher in the search ranking.
#3. Website development for dentists
A survey conducted in 2013 revealed that 72% of internet users searched online for healthcare information. No doubt, in 2020 this number has significantly increased. The website is the first impression a prospective patient will get of a dentist.
If you haven’t updated your website within the last 18 months, your website could be slow and outdated. That’s not the best first impression you would want to give out to a prospective patient.
The essential website development and optimisation tips to consider, for lead generation, are:
#4. Regular blogging for dentists
#5. Email newsletters for dental practice
#6. Run paid ads for the dental clinic
PPC ads on Google – Pay per Click (PPC) advertising allows you to reach new people who are looking for a dentist. In fact, 65% of all high-intent searches lead to the visitor clicking on an ad.
The first step for starting with PPC ads is to select keywords for the ad. Keywords help your website appear in relevant search results. To get the right leads, you would want your website to appear for the relevant search results.
You can target long-tail keywords with three or more words as they are specific and attract the right leads to your ad. Also, the Cost per Click (CPC) for the long-tail keywords is lower so that you can get more leads for your budget.
The second step after selecting your keywords is to bid for the ad placement. Set the maximum bid, that most you are willing to pay each time the searcher clicks on your ad.
With the ad placement (determined by maximum bid and quality score), you can launch your campaign.
PPC is a valuable online marketing strategy for dentists as people clicking on these ads are most likely ready to choose a dentist.
You can hire a digital marketing agency to manage the paid online advertising, to get you new patients and to grow your dental practice.