Dentistry Online Marketing Tips
Your dental practice is online – take care of it
Every dental practice always has several locations: at least one in real life and at least one on the Internet. The latter is the most important marketing channel today and you can’t ignore it.
- In the Google search results – at best on top!
- On Yelp and other portals you will be rated!
- On Facebook, Instagram and other social networks you are discussed and criticized – sometimes positive, sometimes negative!
- Your addresses and phone numbers will be published on various city portals and in online business directories!
Of course, every company has to decide for itself if it wants to participate in this public discussion. We can only advise you: Do it! Be there, go into the dialogue and set topics yourself, instead of just being a topic.
SEO, SEA, Social Media, Content-Marketing
Yes, even that! But don’t worry, we don’t explain the individual terms for the dentist now. Actually, you don’t even have to know what the respective specialties are all about – after all, you are supposed to take care of the health of your patients. We want to show how strategically coordinated online communication works in the base and which media, channels, and content types are needed for it.
And because more and more trends and disciplines have emerged here in recent years, we summarize all this under the term of online marketing. We cannot consider search machine optimization, search machine marketing, content marketing, E-Mail marketing, Social Media Marketing and PR for the dental practice separated from each other. Everything is somehow connected and in the end, it always comes down to one thing: informing the right patients about the service topics of the practice and setting incentives for a positive action!
What does a dental practice need?
The choice of suitable measures in online marketing for the dental practice depends on various factors and questions. When writing this article, I analyzed this Round Rock family dentist. They have done a lot right and can be learned from. As is so often the case in life, building a good reputation on the Internet consists of duty and free skating. Here, our list with the probably most important elements of your operational readiness level at present on the Internet, in order to establish itself as dentist mark online.
The website of the dental practice
Here is your practice at home on the net. The channel belongs to you and you decide on which topics and information you act and communicate. If you have done everything right, then the search engines will display your address whenever you can give the right answers to questions on the net. And please remember: Your texts must be understood by all patients you want to reach.
Current information and worth knowing from the practice
Your Internet page must live, otherwise, it loses its attraction for the reader and for the search machines. With good content and up-to-date information in the news section/blog of the website, your content will also play a role in improving visibility on the net on certain topics.
The current care of the free Google My Business profile belongs for each dental practice to a modern practice marketing to it. With concrete local search inquiries Google prefers the information from your own yellow pages. Anyone who has perfectly set up and maintained their profile here will usually be prominently displayed and will end up in front of other surgeries whose Internet pages may be significantly better placed in the organic Google ranking.
Google My Business for the dental practice is a must in any case!
With strategically optimal advertising campaigns, patients can be directed to your practice. Your website offers the right content for certain search queries on the net and these are advertised via Google ads (Google ads). So you can find the patients you want to be found by. In addition, with Google ads you can already appear on the first page if your website has not yet achieved this in the (organic) search results.
Social media channels are offered to you free of charge and serve very different purposes. If you use all possibilities, then you set already once important signs in the net and increase visibility and range of your topics and messages. Facebook and Instagram belong together and form the largest and most used network worldwide. Here are good opportunities to get in direct contact with people and to draw attention to your topics. With advertisements in both systems, you can address potential patients, interested parties and staff. The same applies to your videos on YouTube, the second largest search engine after Google. And because both channels belong together, a search engine optimized YouTube channel is also good for your Google ranking!
Active rating management
Many patients are guided by the opinions and experiences of others. These do not always have to be friends and acquaintances – the recommendations of strangers on the Internet also play a major role in purchasing decisions or the choice of service providers and doctors. Whether on Yelp, Google or Facebook: Ratings are important and should be actively obtained and maintained by the practice. This also means reacting to evaluations and accepting the dialogue with the patients.
Data consistency on the Internet
Wherever your practice appears on the net with contact details, these should be up-to-date and correct. Google checks the data at regular intervals. The search engines are known to have a great interest in keeping their offer as up-to-date and correct as possible. If different addresses appear here (e.g. after a move), different telephone numbers (which cannot be assigned to the practice) or similar different information – then people and machines are irritated. This has a negative effect on your image on the net.
2 Things I Learned From Apple About Marketing
Apple founder Steve Jobs was a perfectionist – and the company breathes the spirit of this perfectionism from every cell. The products come from a single source, consistency is part of Apple’s design philosophy. This includes the most consistent user experience possible – hardware and software development are controlled by Apple. The user can enter the Apple world completely – from smartphones to full-featured professional PCs, all device classes are offered. Apple applications like iWork are often offered on all platforms – iCloud synchronizes data across devices.
Experts praise above all the user experience of the products, i.e. the feeling that users have when using Apple products. In other words, it’s fun to use Apple devices.
Usability, i.e. the simple use of a device, is usually part of a good user experience – but far from sufficient. Apple succeeds in creating the most pleasant user experience possible from harmonious design, good user guidance and the cult around its own brand – the often underestimated pleasure principle and its status character make Apple products what they are. Incidentally, Apple does without market research. Apple founder Steve Jobs was sure that consumers didn’t know what they really wanted until the product existed – and he was right.
Perfectionism does not stop at the seemingly insignificant: the packaging of Apple products also has a noble effect due to their reduction to the essential.
2 Evolution instead of revolutions
In the 1980s and 1990s, Apple was the undisputed innovation leader in its industry: The first mass-produced PC with mouse operation and graphical user interface, the innovative Quicktime video system, the first laptop with TFT screen and the first electronic appointment calendar (PDA) called Newton.
However, the Silicon Valley company rarely succeeded in transforming the idea into a product suitable for mass production, with which the group also earned money. Apple’s innovative spirit led to near bankruptcy in 1997.
After co-founder Steve Jobs returned to the company as CEO, Apple radically changed its strategy, as two innovation researchers Thierry Rayna (Imperial College London) and Ludmila Striukova (University College London) found in a May 2009 study based on four case studies. Two of the case studies came from the period of radical innovation and two from the period after Job’s return, when minor improvements to existing products replaced the radical innovation approach.
Instead of fighting for innovation leadership through risky investments, existing products were now taken up and sold through chic Apple design and good marketing: neither the iPod was the first mp3 player on the market, nor the iPhone the first smartphone. Other manufacturers also led the way in tablets but did not succeed in helping the device class to breakthrough.
Today the time of iterations comes after the product launch: Each product is improved in cycles that vary over time. Even if the media like to crave new Apple “revolutions”, as rumors around the ever next iPhone have shown – Apple is also successful with the step-by-step improvements, as the iPhone S versions demonstrate.