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WEBINAR: GPG x DentaSpa – How to Successfully Market Your Dental Practice in a Post COVID World

WEBINAR: GPG x DentaSpa- How to Successfully Market Your Dental Practice in a Post COVID World

Watch the Video below and hear from GPG’s Cofounder, Pete Johnson, on “How To Successfully Market Your Dental Practice in a Post COVID World.”

If you are interested in scheduling a time to chat with someone at GPG, please click the “Schedule Time To Chat” button and pick a time that works best for you!

By PETE JOHNSON

The Importance of Marketing During a Recession

The Importance of Marketing During a Recession

By PETE JOHNSON

It’s no secret that the spread of COVID-19 has already had a grave impact on the economy.  While markets crash and consumers put away their wallets, businesses may be wondering how to react.

During a recession, a common instinct is to cut marketing spend. The notion that consumers are buying less makes way for the theory that marketing may be a futile waste of money. In reality, the opposite is true.

In fact, advertising during a recession is more critical than ever. In a precarious economy, your brand positioning and marketing moves are vital to your success for a number of reasons.

Cutting Your Marketing Budget Will Only Save You Money in The Short Term

When your profit begins to dwindle, it may feel natural to decrease spending on certain investments. Marketing is often cut because its benefits are often realized in the long term rather than the short term. Out of sight and out of mind, many businesses cut off vital marketing services and then pay for it down the line.

A reactionary decrease on ad spend may look good in the books at first, but it does not bode well for the longevity of your brand. Marketing is your lifeline to your consumer. It connects your brand to the people and without it you’re bound to fall out of relevance.

Instead of slashing your budget, a recession offers a chance to reassess your strategy and reallocate your spend. It’s a time to tap into how your consumers are absorbing information during a downturn and then appeal to that mode of communication.

It may feel like a relief to cut spending during difficult times, but that comfort is temporary. Use this time to invest in your strategy so you can experience long term success.

Gathering Data is Critical During a Recession 

On average, recessions have occurred every four years since 1900. Unfortunately, economic downturns are inevitable and therefore should be planned for.

The best way to learn is through experience, right? Therefore, it’s important to maintain your marketing budget to analyze your strategies during this time. Well-executed digital marketing campaigns are designed to be monitored and tracked. With quantifiable results, businesses can utilize this information for future use.

If this is your first time experiencing a recession as a business owner, it’s critical that you monitor and document your workflow, changes, and results. Whether you’re tracking SEO, paid search, social media, or any other form of advertising, be sure to monitor their success during this unique time.

The next time the economy takes a turn for the worse, you will have strategies and processes in place to refer to. Each economic downturn is different and calls for diverse action. Despite this, having a foundation to pull from is extremely helpful.

It Will Help You Understand Your Target Consumer’s Behavior

Consumer behavior can drastically change during a recession — but not always in an obvious way. Most businesses focus on making services and products more affordable while others still offer luxury to those who can still afford it. It’s important to assess where your target audience sits on this spectrum during this time and then market to them appropriately.

For example, if you provide a luxury service, such as high-end cosmetic dentistry, you may be considering lowering your prices at this time to adapt to less consumer spending. Before you do this, you should consider your target audience. If they are unaffected by a recession and continue to spend at the same rate, they may feel your services are no longer tailored to them. They may sense a financial struggle on your end and question your ability to maintain quality service. Consequently, they will seek out other luxury services that still align with their normal spend.

If your target audience is affected and therefore becoming more frugal with their spending, it’s important to adapt. Consider bundling services, offering discounts, and making it known that your services are affordable. Consumers will be relieved they don’t have to sacrifice essential services such as dental treatments during this time. They will feel heard and understood with these changes, resulting in a loyalty that will last way beyond economic hardship.

Marketing and analytical tracking helps determine who your target audience is and the behavior they exhibit during recessions. With this information, you can either adapt or maintain your strategy to keep them interested.

It Will Keep Loyal Consumers Happy

The most important set of people to consider during a recession is your loyal customers. At a dental practice, returning patients are your most reliable source of income. This is especially true during a recession.

Marketing allows communication with your consumers. Social media and email marketing are two of the most common ways to check in with loyal customers. This target demographic is used to hearing from you and finds comfort in your presence through these forms of communication. Cutting your budget may also cut practices like these, alienating those who are most loyal to you.

Instead of cutting marketing spend and communication, consider amping up your efforts. Especially in today’s climate, your patients want to know you’re still there for them. Therefore, provide updates on social media, send emails, and make sure your marketing collateral is up-to-date and relevant. There are a number of ways to appeal to patients  during the Coronavirus crisis. Utilize these strategies so your returning clients remain active and ready to visit your office when they can.

Less Competition Means More Room To Shine

 As previously stated, it’s common for businesses to cut marketing spend during a recession. This trend provides an opportunity to stand out and differentiate yourself from your competitors. Companies everywhere are investing less money into digital marketing, which leaves room for yours to shine. Here are a few areas where you should amp up your efforts when others aren’t.

Search Engine Optimization:

While other websites are using outdated keywords and are generally ignoring their strategies for organic search, you should be doubling down on your efforts. With a strong SEO strategy, you can climb higher in search results when others aren’t making that effort. On top of this, user behavior changes during recessions, and therefore your strategy should. If you tap into this now, you’re way more likely to find yourself as one of the top search results.

Paid Ads/PPC:

Searches may be declining for certain services during a recession, but that also means that those who provide them may be scaling back on marketing.

With less people vying for spots with paid advertising, your PPC ads may receive more visibility and clicks at this time.

Social Media:

Many companies consider social media advertising to be an accessory to their marketing campaigns or a fun add-on that may not be necessary. Therefore, when faced with challenging times, it’s one of the first marketing verticals to be cut. Less noise on popular social media channels allows room for yours to shine.

Strong Marketing Exhibits Strength

In uncertain times like these, the status of many businesses is questionable. All around us we’re seeing layoffs, budget cuts, and companies shutting their doors. It’s unsettling for consumers and businesses alike to witness a faltering economy.

If you’re able to stay afloat during tough times, it’s important to let your customers know that you’re doing okay. A strong marketing campaign displays the health of your company and employees and lets consumers know you’re still available to them. When making purchasing decisions, users are going to search for a brand that they know still functions. If you make this unclear with a lack of marketing material, there’s a chance your target audience will move on to someone who is more visibly reliable at this time.

For those who are struggling to pay employees and overhead costs, we understand a large marketing budget is not in the cards. While this is true, there are many economical ways to let the world know you’re still active and happy to provide your services. Something as simple as a social media presence will do wonders for your brand at this time. Inserting strong keywords into your copy costs nothing and will position you to remain visible within search engines. There are many steps you can take to continue marketing without sacrificing your business. If you stay active, present, and understanding of what your customer needs, you will be well-equipped to weather the storm.

If you need assistance navigating this new marketing landscape or are wondering where to reallocate your spend, Get Practice Growth is here to help. Reach out to us today and we would be happy to chat.

Dental Marketing During COVID-19: TeleDentistry & Other Strategies To Implement

Dental Marketing Amidst The Coronavirus Crisis: Teledentistry & Other Strategies To Implement

By PETE JOHNSON

In the wake of COVID-19, our way of life has dramatically shifted. Businesses are shuttered, homes are filled, and human-to-human contact has decreased significantly. In unprecedented times like these, a new rule book must be made when adapting to new restrictions and consumer mindsets.

There are many steps dental practices can make to adjust to patient needs and maintain services without compromising safety. From virtual appointments to increased communication, numerous actions can combat sleepier times in the dental industry.

Here are a few to consider:

Promote TeleDentistry

Telehealth has been a buzzworthy topic for some time. Now more than ever, patients are amenable to the concept of having healthcare come to them via online services. Common forms of telehealth include live video chat, remote patient monitoring, and mobile health. Recently, teledentistry has entered the public consciousness, offering a wealth of benefits to patients virtually.

Teledentistry, the act of remotely servicing patients with their oral health, is beneficial for a number of reasons. One of its main draws is the fact that it offers a more affordable visit. Additionally, it’s much more convenient for patients and dentists alike, omitting travel time for visitors and simplifying visits for practitioners. While not all visits can be virtual, appointments like follow-ups and consultations can easily be done on video. Types of visits may include follow-ups where dentists prescribe an e-script for an antibiotic or a non-narcotic pain medication if needed. There are tooth brushing monitoring programs made possible with a QR code that aim to better your technique and prevent sepsis. Dental Second Opinions is a service where patients can consult with professionals on a certain dental treatment. Finally, for a bit of fun, Smile Survey will score your smile from 1-10. TeleDentists then provide feedback and advice on improving your score if needed. There are a number of ways to utilize TeleDentistry. Many of these forms are preventative, bettering the health of patients so they avoid expensive procedures down the line.

TeleDentistry offers even more benefits in light of COVID-19. The majority of the country is currently practicing social distancing, therefore less bodies can be found in dental chairs. Teledentistry lets patients continue to consult with their dentists without putting either party at risk. One of the best ways to utilize Teledentistry at this time is to host consultations to see if it’s necessary for someone to schedule an appointment. Many issues and complications can be scheduled for the future while some need immediate attention. A video call allows dentists to assess the urgency of a situation. If an immediate in-office appointment can be avoided, they will provide advice on treating the issue and schedule an appointment for the future. If there is an emergency, they can schedule an appointment and be prepared upon their arrival.

If Teledentistry is an option for your practice, don’t hesitate to let patients know it’s available to them. Be sure to offer it on your website, on social media, and within email campaigns. Contact patients who are overdue for a cleaning or have recently cancelled an appointment directly to inform them of their options. While Teledentristy is necessary in this current climate, many patients may use it for years to come after trialing it now.

Heighten Communication & Remain Transparent on Safety Precautions

When it comes to the art of communication, a lack of it is the most unsettling to consumers. Therefore, make sure you are as present as possible at this time. While appointments may be decreasing and traffic to the office is dwindling, your voice should remain active.

Transparency is key when communicating with your patients. It’s important to address COVID-19 with understanding and clarity and relay your response to it. Whether you’re offering Teledentristy or emergency appointments, provide adequate details on your services. On top of this, assure your patients that you are following proper guidelines in regards to sanitation and safety. Get specific with your measures, so they can rest assured a visit to your office is a safe one. Steps many offices are taking include letting patients sign in verbally, staggering appointments to decrease volume, spacing chairs out in waiting rooms, and providing hand sanitizer. Announce your precautions on your website and in social media so patients will feel comfortable before they arrive.

Adapt Your Message & Tone

The reach of Coronavirus and its prevalence in the news cycle means it’s on everyone’s mind. Therefore, not addressing it, especially in the healthcare field, may come off as tone deaf. Now is the time to change your messaging to adapt to the public consciousness.

For example, if any of your marketing materials ask patients to “come in at their earliest convenience” or to “visit your office sooner than later”, remove it from your copy for the time being. We also recommend ramping up your social media presence to offer updates, reminders, and any change to your services at this time.

Patients may be less interested in dental visits, but that doesn’t mean they don’t care about their oral health. Now is a great time to kickstart a blog on your website to provide tips and tricks for optimal health. A blog can help educate users, position dentists as experts in the field, and inspire patients to seek out treatments that may help them. During COVID-19, blog visitors will feel comforted that good dental advice is within close reach. Plus, blog posts will live on your site forever, so users can utilize the information for years to come.

Monitor Reviews 

In times of uncertainty in business, unusual reviews and feedback may rise. For example, if a patient is displeased because they can’t receive a non-essential treatment at this time, they may leave a review voicing their frustration. In scenarios like this, it’s important to follow proper guidelines for handling reviews. When responding, let them know that you understand their frustration. Then, calmly relay your reasoning for the change in your services and highlight the need for safety. Not only will this appease the reviewer but it will also inform readers of the responsible measures you’re taking to keep everyone safe.

Be a Positive Influence

There may be a lot of unfortunate news in the public stratosphere, but that doesn’t mean we can’t sprinkle in some positivity here and there. Therefore, when implementing all of these strategies, be sure to do so with an uplifting energy. While transparency and acknowledgement of the crisis is key, so is a sense of togetherness. Therefore, assure your patients that while you may not physically be there, you are still present and connected. Remain active on social media, on email, and on review sites.

In these challenging times, the team at Get Practice Growth is prepped and ready to assist with anything you may need. Please don’t hesitate to call or reach out if you have any questions or concerns.

How To Handle Positive & Negative Dental Reviews

How To Handle Positive & Negative Dental Reviews

By PETE JOHNSON

It’s no secret that positive affirmations leave us feeling giddy and accomplished. On the other hand, negative reviews can send a chill down the spine. People’s opinions are louder than ever with the advent of the Internet and social media. Instead of phone calls and word-of-mouth, reviews are posted for all to see, and can’t be deleted. Luckily, there are a number of ways you can celebrate the good and come back from the bad. In fact, both can be turned into resources to better your practice.

Here’s everything there is to know about making the most of both good and bad reviews.

Bad Reviews

We’ll start with the bad news first — negative reviews sting. While criticism can be hard, it also offers an opportunity to learn from your patients and fix any weaknesses you may have. Additionally, how you handle negative feedback says a lot about your character. Therefore, take the high road and adopt these strategies:

Say Thank You

Even if a review is negative, it’s important to take a moment to thank someone for providing feedback. There may be exceptions, for instance if someone is blatantly disrespectful and their feedback is not constructive, there’s no need to condone poor behavior. Otherwise, take the time to commend a user for their honesty. Despite your feelings, this is the first step to making amends.

Respond in a Timely Manner

Timing is extremely important when responding to negative reviews. When tensions are high, patience is thin. Therefore, make sure to acknowledge a poor review as quickly as possible.

Get a Second Opinion

While you should be speedy with your response, you also shouldn’t skip over having a second pair of eyes proofread your comment. Not only will they spot any typos or errors, but they can also assess the tone and make sure it reads as cordial. If a response comes off as overly defensive, rude, or dismissive, it will make the situation even worse. Therefore, find an objective proofreader to make sure that your message is clear, concise, and civil.

Listen To Their Concerns

 When addressing a negative comment, it’s important to relay to the reviewer that you hear and understand them. This is the first step to establishing a sense of trust. Therefore, assure them that you comprehend the situation before providing your response.

Ask Questions 

In order to better your practice and get the most out of a negative review, ask follow-up questions to get to the bottom of the issue. Not only will this provide a clear picture of what needs to be done to rectify a situation, but it will also make the reviewer feel that you are taking the issue seriously. When following up, be sure not to inundate the commenter with too many questions. One or two will suffice and get the point across that you’re working towards resolution.

Ask To Speak Via Email or on The Phone

 At the end of your comment, let the reviewer know that they can contact you personally via phone or email. A long thread of back-and-forth responses doesn’t provide the best optics for your website. Additionally, by providing a direct line, you’re assuring the commenter that you’re taking their comment seriously. Some will follow up and some won’t. At the end of the day, they will feel more at ease knowing you hear them and that you’re willing to put in the work to make the situation better.

Good Reviews

We’ve saved the best for last! It’s time to talk about the always appreciated glowing review. After receiving one, make sure to take a moment to acknowledge a job well done. Afterward, there are many ways you can utilize this feedback to grow your business.

Add Quotes To Your Website

When you receive a good review, there’s no shame in showing it off! These reactions to the work you do are genuine and honest, therefore, when you display them you’re providing users with the most authentic content possible. There are many ways to work a good review into your website design. You can create a tutorial section, located near the bottom of your page. Alternatively, you can sprinkle them throughout sections of your page, and perhaps next to procedure overviews that they discussed. Before integrating them into your design, be sure to reach out to the reviewer and receive their permission. Not only will this establish trust, but they may share the site with their friends!

Turn Written Reviews into Patient Testimonials

The only thing better than a written review is one captured on camera. Therefore, reach out to those who left positive comments and see if they would be interested in being the star of a patient testimonial video. In these clips, patients discuss the treatments they have had as well as the results. It offers before-and-after visuals and captures their emotional response.

Highlight Reviews on Websites

Reviews can be left on a myriad of sites. Yelp, Facebook, and Google all are platforms where patients can tell the world how they felt about their experience at your practice. For most of these, business owners can bookmark certain reviews that they feel are helpful for people to read. When doing this, you may feel inclined to select the review that appears the loudest. While these are fantastic, it’s also important to consider those that evoke emotional responses. For example, if a patient felt cared for and comfortable throughout the experience, highlight their story as it will resonate with readers. Perhaps someone came in to get an issue fixed that they have been dealing with for years. This would be a great review to share, as it shows off your impeccable work and evokes emotion.

Share on Social Media

Sharing positive reviews on social media is simple. On Facebook, you can easily reshare positive reviews on your page. When posting on Instagram, turn short quotes into aesthetically-pleasing posts. Additionally, you could also insert a positive review into a caption. Don’t forget to tag the reviewer in the post. Not only will they appreciate this shoutout but they may also share it with their followers and spread your message.

Respond!

This is the easy part. For positive reviews, be sure to let commenters know that you appreciate their feedback. A quick thank you will go a long way and will let them know that you’re with them every step of the way — even after they leave your practice.

The Good & The Bad

There are a few things to consider for both good and bad reviews. First off, it’s important to encourage patients to leave a review no matter what. Having no reviews for your website is bad for optics. When searching for a dentist, many potential patients turn to reviews to make their decision. If there are none, they will question the legitimacy of your practice. Therefore, be sure to make it easy and simple to leave a review. You can link to Yelp and Facebook from your website and provide a cordial nudge to leave a review if they feel so inclined.

Encouraging reviews is important for dental marketing. On top of that, it’s critical to read reviews and take them to heart. For both the good and the bad, identify consistencies in the comments to identify what your strengths and weaknesses are. If reviewers often applaud your clean office and family-friendly environment, be sure to celebrate this strength in your marketing. When it comes to consistent negative feedback, be sure to thank commenters for their honesty, and begin to rectify the core of the problem so it doesn’t happen again. In certain scenarios, you can let these reviewers know you have addressed the issue and invite them back to experience improvements. They will be touched that you considered their feedback and perhaps will be swayed to become a patient once again.

Are you eager to develop a strategy for responding to online reviews? At Get Practice Growth, we’re here to help. Reach out to us today and we would be happy to loop you in on all that we can do for your practice.

Authenticity 101: How To Relate To Potential Patients

Authenticity 101: How To Relate To Potential Patients

By PETE JOHNSON

Trust is an invaluable asset when appealing to patients. In order to establish a strong connection, authenticity is key. Consumers are more discerning than ever, therefore, they can see past the smoke and mirrors many companies invest their time and resources into. The key to authenticity is simple — be yourself!

When branding your dental practice, it’s important to become clear on your values. What are your priorities? Why does your practice matter? Think emotionally and consider the big picture. Yes, your practice matters because dental health is important. On top of that, you’re also helping patients gain confidence, become more comfortable, and feel at ease with preventive treatments. You may also be using innovative techniques, paving the way for the industry. Or, you could be a family practice, that provides a necessary service to the community in a safe space. Regardless of your mission, it’s important to decipher what makes you so special and then speak on it.

Once you have reflected on your practice and its value, you can now work towards developing strategies that create transparency. Give patients a look at how you run your business, show off your personality, and let them see the results of your work. By pulling back the curtains, you’re not only attracting new patients, you’re inviting them to stay a while. Transparency not only brings people in, it also breeds longevity. It will invite new patients into your seats, and have them coming back again and again to a comforting place they trust.

Now that we’ve established the importance of trust, let’s dive into specific ways to appeal to patients in an authentic manner.

Use Authentic Imagery

Many websites, and especially dental websites, use stock photos instead of their own images. Stock photos are generic licensed images that are for sale. Marketers, businesses, and individuals often turn to stock imagery as it’s quick and convenient. These photos may be time-efficient and easy to source, but consumers can quickly tell the difference between a glossy, staged photo and an authentic image.

To stand out from the competition, it’s important to take your own photos rather than buy images from stock websites. Imagery of dentists, patients, interiors, and real results will resonate with potential patients. Users are savvy, and they know that the image of a model smiling with photoshopped teeth is inauthentic. It’s important to provide imagery they can relate to and that they will recognize when they step into your practice.

Headshots are also crucial for a dental website. We’re trained as humans to feel more comfortable when we see someone’s face. By integrating headshots into your website design, you’re providing users with a friendly face they can depend on. In an increasingly digital world, we crave human connections more than ever. Therefore, it’s important to capture the essence of who you are by showcasing the faces that make your work possible.

It may also bode well to incorporate photos of the interiors of your practice. Patients always feel more comfortable when they enter a space that is clean and comfortable. Sometimes, the appearance of a practice can be a deciding factor. By providing photos, users will be put at ease, and feel more comfortable booking an appointment knowing they will be entering a squeaky clean space.

Respond to Reviews

Whether they’re good or bad, it’s critical to respond to patient reviews. On your quest to establish trust, communication is key. If potential patients feel that you are a bad communicator, they are likely to look elsewhere for services. On top of that, a lack of communication may make patients feel you are inauthentic or perhaps hiding something. To maintain authenticity, you must remain present, open, and very responsive. The most unsettling response to users is silence.

When good reviews roll in, this offers a chance to celebrate! Let your patients know you appreciate their positive feedback. Not only will this highlight the review, but it will also inspire them and others to continue leaving glowing reviews.

Whether you’re responding to negative or positive comments, you’re letting the community know that you care about their opinions. Growth is important in any business, and the best way to evolve is to listen and adapt. Let these reviews exist as a check-in on your strengths and weaknesses. They can be utilized to benefit not only patients, but the quality of your practice.

Utilize Video

We talk a lot about video on this blog, and for good reason! Video is one of the most important marketing channels to utilize nowadays. One of the reasons it is so crucial is because it’s a platform that can be used to showcase authenticity. Videos offer a stage for moving, talking, and breathing humans to resonate with viewers. While words and imagery can have an impact, nothing relates a message and feeling more than a video. Therefore, it’s critical to weave it into your marketing strategy.

You don’t have to be an actor to produce a good video, and for the sake of authenticity, you shouldn’t be! Dental videos should be natural and approachable. They should convey a message in a manner that is warm and easy to understand.

It’s important to instill emotion into these videos. One of the most impactful ways to do this is through patient testimonials. In these videos, patients will discuss treatments they have had, the results, and how your practice has impacted them. Feelings of joy, relief, comfort, satisfaction, and gratitude are expressed through these clips. Not only do they showcase results, but they display the emotional aftermath. There is nothing more authentic than seeing real results, therefore, it’s important to intertwine this type of content into your strategy.

Additional videos you should incorporate include practice and treatment overviews. These videos lend the stage to dentists to explain why they do what they do, and in the case of treatment overviews, exactly what they do. In practice overviews, dentists pull back the curtain and talk about why they opened their practice and what inspires them daily. In treatment overviews, dentists walk viewers through dental processes, providing details in an easy-to-understand manner. Both of these videos offer a behind-the-scenes type of approach to marketing. Nowadays, consumers want to know motives and the intricacies of a company’s process. They want to give their money to a practice with integrity as well as one that’s transparent. Both of these videos provide the assurance users need to book an appointment.

Establish a Distinct & Approachable Voice

When writing your dental website copy, it’s important to establish a voice that’s approachable with a bit of personality. Avoid using language that is extra clinical and speak to users in a way that is educational and also understandable. Not only will readers quickly bounce away from this type of language, but oftentimes, people don’t trust what they don’t understand. Therefore, make sure you’re using language that is easy to absorb, so users can understand and trust your message.

You should also find a way to weave a little personality into the text. When people read copy that is written in a conversational manner, they will feel more open and comfortable. Sterile, generic copy may feel robotic to some. Alternatively, it’s easy to go overboard with personality and detract from your skill sets. Therefore, balance is key here. Weave personality in between sentences that showcase credibility. This distinct voice will separate you from the competition.

Celebrate Community

Small businesses drive communities. Therefore, your practice is a vital component of your town, city, or neighborhood. Many patients feel at home in a location that celebrates community. Therefore, make an effort to support those around you. Sponsor community runs, parades, events, and more. Not only does this make your practice more visible, it lets people in the area know your concerns extend beyond your own profits and into the betterment of the area. Create a strong social media presence, so those in the community can see what you’re up to and provide commentary easily. Community warms the heart, so by immersing yourself into it, you become part of that comforting feeling that many rely on. Most importantly, it lets patients know how much you care about the community you serve.

Are you ready to celebrate your authenticity? Contact Get Practice Growth today and we would be happy to answer any questions you may have.

Dental Video Marketing: 3 Scenes to Shoot for Your Website

Dental Video Marketing: 3 Scenes to Shoot for Your Website

By PETE JOHNSON

(Click the play button above to listen to an audio version of the blog)

Now more than ever, implementing video is critical for your marketing strategy. As more and more brands begin to utilize this effective form of content, it’s becoming increasingly important to cater to new user preferences. In the field of dental marketing, many practices stick to cookie cutter formats. Therefore, implementing video is an easy and effective way to stand out amongst your competitors.

Before we dive into dental video strategies, let’s discuss why video is so important:

Video Keeps Users Engaged

Moving graphics, music, dialogue, and appealing visuals work together to make video one of the most captivating forms of content. When users stumble upon a clip, they are more likely to pause to view it and watch it to completion than they are to finish a paragraph. Videos are much easier to consume than the written word. In today’s cluttered corners of the internet, it’s important to utilize attention-grabbing mediums.

Google Loves Video

Google loves websites with video content. By incorporating video, you’re likely to prolong session durations, decrease bounce rates, and increase the number of backlinks leading to your website. All of these qualities make your site more favorable in the eyes of Google.

Video Establishes Trust

Video enhances credibility and establishes trust more than any other form of content. The reason for this is simple. Videos give websites a stage to put a human face to their message. In a world that’s becoming increasingly automated, many people find comfort in a brand that provides a human experience. Additional elements like music, dialogue, and appealing imagery add emotion to the message that resonates with viewers.

Videos Can Easily Be Shared

Videos are ubiquitous not only on websites but also within social media. Did you know that 60% of Americans who watch videos do so on Facebook? Also, 40% of Instagram users create videos via the stories feature daily. Needless to say, videos are very popular on social media and are likely to be shared. YouTube can be categorized as both a search engine and a form of social media. Therefore, videos can be searched and shared on this platform. It’s important to utilize all of these mediums when implementing your video strategy. Not only will you reach new audiences, but you will give them the ability to share your content.

Now that we know why videos are so pertinent for your marketing strategy, let’s discuss types of videos to incorporate into your dental website.

Patient Video “Trustimonials”

Patient testimonials are videos where former or current patients talk about their experience at your practice. Typically, these videos show before and after results of procedures they may have had.

These clips act as the platform for weaving emotion into your dental website. By emboldening the voices of your patients, they will be able to relay their authentic experiences to users. Not only this, but testimonials may answer any questions that prospective patients may have from a reliable source.

Additionally, site visitors will be able to see the results of your work as well as the smiles that accompany it. When conducting patient testimonials, be sure to ask your patients not only about the physical benefits of your services but also how it has made them feel.

Practice Overview Videos

Practice overviews lend the stage to dentists to speak directly to their audience. Typically, these videos discuss the history of the practice, how they got into the field of dentistry, and the motivators behind what they do. These videos offer another chance to instill emotion into a website in a pure and direct format.

The best way to approach these videos is with authenticity. If a video appears staged or if a script is obviously used, viewers will shy away from trusting the message. To create an effective video, think long and hard about your motivations. Once you have established a clear and concise message, relay it with confidence in a personable way. Speak to the camera as if you were talking to a close friend. This type of connection with your audience will separate you from the competition as it rises above the clinical voice that most dental practices employ. It appeals to emotion, which is a deciding factor for many patients nowadays.

Procedural/FAQ Videos 

While practice overviews and patient testimonials are great forms of content for connecting with users emotionally, it’s also important to establish credibility Procedural/FAQ videos detail the specifics of treatments and procedures so that patients will know what to expect. 

Oftentimes, patients will refer to these videos during the final stages of their decision-making process. Typically, they know they need or want a procedure, and are either curious about how it is performed or are seeking a knowledgeable dentist. Either way, these videos are meant to inform and instill a sense of trust with the user.

In marketing, and in the world of dentistry especially, the general public is more discerning than ever. They crave transparency and aim to be fully informed before investing their time and money into a service. With so many options and a world of information at their fingertips, it’s important not only to list your procedures but to also inform them of what to expect.

While education is key here, be sure to remain mindful of how you inform. Advanced medical terminology and clinical phrasing may deter users from staying tuned into your message. Find a balance between being informative and approachable when crafting procedural videos.

Tips For Optimizing Dental Videos

 Now that you have planned and produced strong practice views, it’s time to optimize them so they reach your targeted audience. Along with uploading videos to your site, it’s imperative that you also create a YouTube account. YouTube is the world’s second most-visited search engine. Nowadays, people are typing the same queries into this platform as they are on Google in order to seek answers in a palatable video format.

Both Google and YouTube assess the quality of videos when ranking them. Therefore, it’s important to employ certain SEO strategies. As a general rule, make sure that your video will easily be understood by the search engines by focusing on these aspects.

Optimized Video Titles

Titles should always contain the keywords for your video in order for them to rank. Put yourself in users’ shoes and predict what they would type in to find this video. Then, incorporate this into the copy in a short and sweet format.

Dental Video Tags

When it comes to deciphering the quality of a video, YouTube actually prioritizes how long users spend watching a video over the number of visits. Therefore, it’s important to use relevant tags and target people who actually want to view the video. By doing this, you will attract visitors who are interested and won’t bounce away from the content.

Dental Video Descriptions

It’s a common mistake to believe that a video speaks for itself, so there is no need to include a comprehensive description. Google and YouTube are unable to view videos themselves, therefore, they utilize these descriptions when determining a video’s value. Be sure to provide a detailed description of your video with keywords included so that spiders can determine its value.

Closed Captions/Transcript

Closed captions and transcripts may not feel necessary, but similar to descriptions, they make it easier for Google and YouTube to assess your content and serve it to appropriate users.

Video marketing shows no sign of slowing down. Therefore, now is the time to take advantage of this medium on your dental website. At Get Practice Growth, we offer a variety of production services that are optimized to enhance your website and spread your message. Contact us today and we would be happy to walk you through all of our marketing offerings.

6 Tips for Mastering Dental SEO

6 Tips for Mastering Dental SEO

By PETE JOHNSON

(Listen to an audio version of this blog by clicking the blue play button above)

Did you know that 48% of Google searches are seeking local businesses? As a dental practice, most potential patients are going to find your website through Google search. Therefore, it is critical to position yourself favorably in the eyes of Google.

The question is, how do you stand out amongst competing practices in your noisy corner of the Internet?

The answer is simple — search engine optimization. So, what exactly is SEO? It’s the process of enhancing aspects of a website to ensure that it ranks high on a list of results in a search engine. Every second of every day, Google crawls the Internet, seeking fresh content to serve to users. These crawlers identify aspects of a website and determine its purpose and value. To appeal to them, it’s important to follow a variety of guidelines and industry standards.

Choose Optimized Keywords

Keywords are terms added to your content that help your website rank for similar or identical search phrases. For example, when seeking a dentist in Chicago, a user is likely to search “dentists in Chicago”. Therefore, it would be wise to include a phrase similar to this in your site copy. This may seem simple, but it’s important to conduct keyword research to ensure the phrases you’re using are best for your website. When using obvious keywords, you may have to compete with more websites using the same term, decreasing visibility in the search results. If a keyword is more obscure, you run the risk of using an unsearchable term. Keyword research lets you see what users are searching and how your competitors are performing in order to position yourself well.

Additionally, it’s important to insert keywords into the right places on your website. The best spots for terms are within titles, headers, and in the first few sentences of copy. When crawling, Google first sees these aspects in that order. Additional locations include image names as well as image alt text.

While writing your copy, be sure to avoid stuffing too many keywords close together. Now more than ever, Google values well-written, coherent content. Both users and search engines will recognize when you’re stuffing too many terms into a small paragraph. Therefore, make an effort to weave in keywords organically for a pleasant user experience.

Enhance Your Website’s Structure

Google wants to send users to websites that offer a pleasant user experience. Even if you have optimized keywords, search engines will rank you lower if your landing page is faulty.

Seamless navigation is imperative for website design. If a user lands on your website and is immediately lost, they will click away and head to the next website on their list. When this happens, Google notes a high bounce rate and then lowers your ranking. In order to keep users on your site for longer, make sure they can get to any page on your site within three clicks. It’s also very important to make contact information as visible as possible. The ultimate goal is to book appointments, therefore, make this transaction seamless.

In a 2017 study Google determined that bounce rate increased by 32% if a website took more than three seconds to load. When a site took longer than five seconds to load, the bounce rate rose to 90%. On both mobile and desktop, users have no patience for slow websites. In order to stay on top of your speed, you can test loading times on sites like GTmetrix checker. From there, you can work with developers to compress images and videos, remove unnecessary code, and utilize Google’s accelerated mobile pages.

In 2020, it is also imperative to make sure your website is optimized for mobile. Users lead busy lives and most of the time are searching for services like dentistry on-the-go. If your website is unappealing on a phone or tablet, you run the risk of losing conversions on these devices.

Appeal to Local Searches

The vast majority of patients are those who live in the area. Therefore, it is vital for dental sites to appeal to local searches. There are specific strategies to employ when you’re targeting users within your corner of the world.

The first step is to create a Google My Business page. GMB is a free tool that helps small businesses create and manage their listings. It acts as a direct outline for what Google should index, adding an extra boost to your ranking. Along with Google My Business, you should also add your website to other local listings. These can include Yelp, Facebook, ZocDoc, and Foursquare.

Create Quality Content

Now more than ever, Google values useful and relevant content. Back in the day, websites used to get away with cheap tactics like keyword stuffing and the use of duplicate content. Google is smarter than ever and tapped into the minds of its savviest users. Therefore, it’s important to appeal to them with quality content.

To create quality content, make sure to answer users’ questions before they ask them. Anticipate their needs and speak to them with knowledge and confidence. If you provide insightful information on procedures and pertinent queries, more and more users will spend time on this page which will alert Google that you are a credible source.

Additionally, you should consider the length of your copy. Many websites are tuned into the fact that Google appreciates long-form content. The more words, the more chances there are for Google to index content. However, Google now recognizes when a thought is drawn out or when necessary rhetoric is disguised as useful information. Therefore, the best practice is to provide comprehensive and detailed information where it makes sense on your website. If a user is not likely to be interested in the drawn out version of something, it’s better to keep it short and sweet.

Along with copy, there are various other forms of content that can be optimized. These include videos, images, podcasts, etc. Now more than ever, users love videos especially, as they provide quick and captivating information. When included on a website, be sure to include SEO-optimized forms of these types of content. Make sure images and videos are compressed without sacrificing quality. Additionally, you should name them with relevant keywords and provide appropriate alt text.

Attract Backlinks

 Backlinks is a desired currency within search engine optimization. They are links to your website from another website. When these links are inserted into credible websites, your site’s relevance is noted by Google. Consider these links as referrals. When someone of importance refers you to a job, you’re way more likely to be considered.

So, how does a dental website obtain the elusive backlink? It’s easier than you would think.

A popular strategy is guest blogging. This is when you are featured on another website. As a dentist, many lifestyle and medical sites are seeking credible voices to answer users’ queries. In these blog posts, you can insert links back to your practice, reaching a new audience and signaling to Google that your voice and business is relevant.

Another strategic location for links is in forums. Websites like Quora and health forums provide a space where users ask questions you can answer. Simply reply with insightful responses and include a link to your website.

Stay Mindful of Algorithm Changes

As consumer mindsets shift and the Internet evolves, so does its search engines. Google is constantly updating its algorithm to appeal to the masses. A recent algorithm change that sent waves was its new stance on having a secure website. In the past, it was suggested to have a secure site with a URL beginning with “https”. Recently, it became a requirement.

It’s important to remain mindful of changes like this to avoid penalization. Luckily, Google just wants what’s best for its users. Therefore, if you adapt to its requirements, you’ll be bettering your website and your brand.

Are you ready to make the most of your SEO strategy? Contact us at Get Practice Growth and we would be happy to answer any questions you may have.

How to Appeal to Emotion on Your Dental Website

How To Appeal to Emotion on Your Dental Website

By PETE JOHNSON

Emotional experiences leave a profound imprint on our short and long-term memories. What separates us from technology is the act of feeling. When users believe there’s a person, and not a machine on the other end of their interaction, they are way more likely to feel at ease. Dentistry and all other healthcare providers must tap into this as patients value trust more than anything when seeking these services.

If you establish trust, you’re way more likely to achieve a conversion, and even better, a lasting and mutually beneficial relationship. Amongst the myriad of practices for patients to instill their trust in, how can you make yours stand out? Stick to these three principles that will enhance your emotional connection.

Maintain Authenticity

When forming new relationships, one of the first characteristics we look for is authenticity. Even when searching for dental services, patients seek a service that feels genuine over something contrived. It’s important to make sure your website is reflective of your authentic nature so users can establish a connection.

Recognize Needs

We value being heard in our daily lives. When our needs are anticipated and we feel understood, a connection is established. On dental websites, it’s important to put yourself in the shoes of patients when describing your services. Tap into possible concerns, questions, and reactions when describing what you do. Not only will your content be informative, but it will also signal to your patients that you understand them.

Establish Your Voice

How you communicate with users says a lot about your relationship with them. Your tone of voice strongly determines your first impression. Typically, a warm and approachable tone bodes well with potential patients. Be sure to show sincerity and confidence without cluttering the copy with technical language.

Now, the key is to apply these concepts to different facets of your website. Different elements must work harmoniously in order to leave a lasting impact

Web Copy

Language binds us as humans. It conveys emotion, personality, conviction, and sentiment. Through words we let people know who we are, how we’re feeling, and why we do what we do. It’s these statements that establish trust between us.

When it comes to dental marketing, this still rings true.

The majority of dental copy is direct, to-the-point, and oftentimes vague. It can lack a human connection in an industry where trust is key. It may feel unnecessary to instill personality into this type of copy, but in a world where users crave authentic connections amid the noise, it’s critical to stand out with a unique voice.

The first step to crafting compelling dental copy is to simply hone in on who you are. Users love authenticity, and the only way to be authentic is to be yourself. Therefore, tap into your practice’s personality and express with passion what you do and why you do it. Let your users know of all of the good you do and what inspires you daily. Whether it be the satisfied smiles of patients, your drive for innovation, or simply your passion for dentistry, be authentic and real when defining who you are.

Additionally, it’s important to write copy that is approachable. Meaning, you want potential patients to feel comfortable and welcome when they land on your site. Conversational copy will put readers at ease. Be sure to avoid difficult medical terminology that may not resonate with those not in the dental field. If a user has to bounce away from your page to look something up, there is a chance that they may not return. Therefore, be sure to be descriptive and accommodating when detailing your services. Technical verbiage and textbook-style rundowns may be informative, but they also lack emotion. Therefore, guide your patients through the procedures with care by using approachable language.

Finally, be sure to smooth out your copy with fluid transitions. Choppy writing and run-on sentences will distract the reader from tapping into your message. A conversational flow that’s pleasurable to read will allow the reader to really absorb what you have to say. Storytelling is an art that is not just reserved for literature. Be sure to tell your story with precision and a bit of flair.

Images

Dental Practice Photo Shoot - Professional
Dental Practice Photo Shoot - Fun!

When it comes to imagery, authentic photos are much more likely to elicit emotional responses. Many dental websites resort to stock photo websites when sourcing their pictures due to convenience and their decent quality. While this solution may feel tempting, consumers are more savvy than ever and immediately recognize when a photo is sourced. Additionally, practices run the risk of using the same photos as other practices when they tap into this pool.

Real photos of real patients, real smiles, and real dentists will separate your practice from the rest. Not only this, but it will also instill a sense of trust and an emotional response.

We are hard-wired to focus our attention on human faces. Interpersonal connection is vital for our happiness, which is why portraits often stop us in our tracks. Adding headshots to your website allows users to feel a human connection to your services. It puts a face to your mission, allowing them to feel more comfortable reaching out.

The benefit of showing off dental results is that you’re guaranteed to also be displaying a smile. While written testimonials can go a long way, providing imagery of results and the satisfaction it leaves on faces is priceless. Users will not only visualize what your care can do for them, but they will also look forward to the same feeling of contentment as seen in your photos. Happiness is contagious. Therefore, spread goodwill and excitement with the authentic photos that you share with potential patients.

Video

Lights, camera, action! Video is more important than ever as it’s been proven to stop a user in its tracks more than any other form of content. It typically features enticing music, smiling faces, and an intriguing dialogue that’s hard to bounce away from. Utilizing video on your website will create an instant emotional connection with your users. There are several forms of dental video marketing, all which exude their own personality and evoke emotional responses.

Practice Overview Video

Practice overviews give dentists the chance to dive into the ethos of what they do. It lends the stage to their mission, motivation, and beliefs. A dentist may begin his practice overview explaining why they got into the field of dentistry and how their practice was formed. An inception story not only evokes nostalgia, but it also relays that the practice has a strong foundation with years of experience. Additionally, it’s important to discuss your driving motivator. If you’re known for your innovative techniques and cutting edge approaches, a video should relay that excitement with impassioned speech and inspired music. Family practices that are known for comfort and accommodating ways should add warmth to their content. Whatever your passion or motivator, be sure to authentically express this in your video to resonate with potential patients.

Patient “Trustimonials” Videos

When aiming to tug at the heartstrings, patient testimonials are your ticket to success. These videos place the spotlight on past and current patients where they can provide an overview of your services and how it has impacted them. Not only are visitors seeing the physical results of your work but they are also witnessing the resulting emotions. Happiness is infectious, especially when you see someone benefiting from a solution you’re interested in seeking.

Procedural/FAQ Videos

Procedure overviews are produced in order to provide a comprehensive and detailed explanation of what a procedure will involve. These videos are the most technical of the bunch but that doesn’t mean they’re void of emotion. Along with informing, these types of content are meant to instill credibility and establish trust. Be sure to speak with conviction and confidence. You’re the expert on the matter and if you present a calm nature, the patient will relax as well. Additionally, it’s important to avoid medical terminology a patient may not understand. Finding a nice balance between approachability and credibility is the key here.

Social Shorts

The types of video that receive the most engagement on Facebook, and other social media channels, are typically short and fun videos. While educational videos are good for showing off your expertise, and help with where Google ranks you, it’s equally as important to take off that white coat and have some fun! Oh and PS: Keep an eye on the app TikTok as a potential new advertising and content distribution channel.

At Get Practice Growth, we believe emotion is the core driver of dental marketing. We offer a range of services that establishes connections and fosters growth. Contact us today to learn more about what we do.

7 Common Mistakes To Avoid on a Dental Website

7 Common Mistakes To Avoid on a Dental Website

By PETE JOHNSON

They say the best way to learn is through our mistakes. At Get Practice Growth, we’re omitting that first step and providing you with a rundown of common errors made on dental websites.

With updated algorithms, technological advancements, and changing consumer mindsets, many strategies are now obsolete. While looking ahead, it’s important to check in on current and past strategies and assess their importance.

We’ve rounded up a few common mistakes so you can skip them.

Using Stock Imagery

Stock websites offer an easy solution when sourcing imagery. Due to their convenience, it’s not uncommon to see the same pictures on different dental websites. The easiest way to set yourself apart from other competing practices is to capture authentic images. Real patients, real smiles, and real dentists go a long way when aiming for conversions. Not only is it more visually appealing, but custom photos instill a sense of trust in users. It fosters a stronger connection that can only be established by a sense of authenticity. When it comes to dentistry, the most important asset a practice can have is trust. Therefore, don’t let generic stock images be the face of your brand. Sport the personality of your practice and you’ll be creating lasting relationships in no time.

Being Mobile-Unfriendly

Did you know that 70% of web traffic happens on a mobile device? Consumers now spend more than five hours a day on their smartphones. Therefore, if your website is not optimized for mobile, you’re missing out on a majority of online activity. Additionally, Google knows what their users want. Therefore, the search engine prioritizes mobile-friendly devices. So, if you’re not optimized, your ranking could plummet. Patients want their practice to be modern and up-to-date. This may mostly apply to services, but they will feel that same sense of relief and trust if your website is current as well.

Users should be able to view your website from any device or operating system. When working with a website designer, be sure to view it on phones and tablets to make sure it is as intuitive as possible. Most importantly, make sure your contact page is easy to find so visitors won’t be inclined to bounce away.

A Counterintuitive Dental Website

If a website is difficult to navigate, your bounce rate is guaranteed to skyrocket. Users no longer have patience for poorly designed websites with tricky navigation. Therefore, the first sign of difficulty will just direct them to the next website in their search engine results page. Therefore, make their experience as seamless as possible and outline a simple journey. We recommend a header with all of your services in their appropriate categories, as this is one of the first things your users will search for. People are also used to scrolling down to a footer to access contact information. Your footer should link to your site’s most important pages or a contact form. It’s also wise to offer multiple entry points to your contact page, so users will be reminded to reach out at multiple stages of their visit.

A Lack of Video

Video has been at the tip of every marketer’s tongue for quite some time now. It’s no secret that quality videos stop users in their tracks more than any other form of content. In the dental field, there are a plethora of types of videos to utilize. Explanations of procedures are informative and easy to absorb. Not only are they attention grabbing, but they allow dentists to position themselves as credible voices, instilling trust in users. Another type of video to utilize is a general practice video that details your history, mission, and why you love what you do. This type of video appeals to emotion, and enhances the aforementioned trust that is so critical. Finally, patient testimonials seal the deal when it comes to conversions. Real patients with real results are likely to sway decisions.

Google now prioritizes websites with quality videos. The search engine is smarter than ever and loves to give users exactly what they want. Therefore, by incorporating video you’re not only appealing to potential patients but also to the search engine’s standards.

Poor Branding

Branding is synonymous with personality. When you lack effective branding, you also lack character. A solid brand strategy improves recognition, supports marketing efforts, motivates employees, and instills emotion. When you introduce an original aesthetic and a voice that is reflective of your mission, you’re more likely to be memorable. Cookie cutter layouts and monotonous messages will only make you fall in line with other practices. By maintaining consistency in your originality, you’re bound to be remembered. A brand strategy and outline will also assist in your future marketing endeavors. When working off of a template, stylistic choices will be streamlined and easier to implement.

Utilizing Out-Of-Date Dental SEO Strategies

SEO is constantly evolving. As users become more savvy, Google and other search engines adjust their algorithms to serve the public the best results for their queries. If you’re not up-to-date on Google’s ranking factors, you run the risk of falling in search results.

Google recently released a new requirement that websites be secure. What does this mean? Essentially, Google is making a push to secure and encrypt the Internet. An SSL certificate with an address beginning with ‘https’ is now required. If your site is not yet secured, make this a priority in order to remain relevant in the eyes of Google.

Another recent SEO trend is the rise of “zero-click searches”. Due to SERP features including snippets, Google’s local packs, and knowledge graphs, users no longer have to click links to find answers to their questions. These features display answers on the results page, which means you don’t have to click a link to find the information they seek. This may sound worrisome, as the purpose of SEO is attracting clicks. Before you ring the alarm, there are strategies to curtail this development. First, it’s important to identify which keywords attract visits. Prioritize searches that lead users to your website rather than those that end on the SERPS page. Additionally, it’s important to do all you can to land that coveted spot as a featured snippet. To do this, make sure to optimize your content for relevant searches and structure your data to be compatible with the rich and featured snippets format. 

Using Minimal or Duplicate Content

When crafting copy for a website, it’s important to include ample content for Google to crawl. Many websites make the mistake of letting their images do the talking for them. Google still utilizes the written word to match its search queries to your website. With the rise of voice search, long-tail keywords have increased in relevance. Therefore, it’s important to craft your copy in a conversational way that answers questions naturally. Plugging keywords into headers may have been sufficient in the past, but nowadays, your copy has to speak to the needs of your users. While implementing this, keep in mind that Google values quality and quantity. Therefore, integrating wordy sentences with minimal substance could also be detrimental to your website.

Minimal content may be bad, but duplicate content is even worse. Duplicate content is copy that appears in more than one place on the Internet. Duplicate content can be considered plagiarism, but can also simply be content that is “appreciably similar” according to Google. While you may not be stealing copy from other websites, you could still be creating duplicate content if your writing is unoriginal. Therefore, be sure to use your distinct voice and include personality in your text. Not only will your users appreciate it, but search engines will reward you as well.

These are just a few common mistakes to avoid when developing your dental website. At Get Practice Growth, the do’s and don’ts of dental marketing is our speciality. If you would like to learn more, contact us today to arrange a consultation.

Dental Marketing 101: Tactics You’ll Need in 2020

Dental Marketing 101: Tactics You’ll Need in 2020

By PETE JOHNSON

2020 is well underway, and with it comes new consumer mindsets and marketing strategies that will appeal to them. Each year, and especially each new decade, users become smarter and savvier, meaning marketers must adjust to appeal to an increasingly discerning audience.

Luckily, we’ve rounded up a few ways to stay relevant in the new decade.

Prioritize Authenticity

Traditional advertising becomes less impactful every day. Now more than ever, consumers are savvy and turn away from blatant advertising with a “salesy” feel. In order to break through the noise and resonate with a discerning crowd, it’s important to offer authenticity.

So, how do you exude authenticity while still maintaining a goal to sell? It’s simple, really. If you’re offering a service that will better lives, then genuinely celebrate all the good you do! The best way to appear authentic is to be authentic. Your dental practice widens smiles every day. Hone in on the good you do and express it through honest and compelling storytelling.

At Get Practice Growth, one of our favorite modes of storytelling is through video. Through patient testimonials, we let customers with real smiles talk about their real experiences. We believe word-of-mouth will forever be the most effective marketing strategy due to its authentic nature. We create high-quality content where users can witness results and connect emotionally with those who have benefited from services.

Another form of video we do is practice overview videos. These clips lend the stage to dentists to talk about their practice, history, and why they’re inspired to do what they do. It offers a chance to tell a story and build an emotional connection with potential patients. Additionally, we also offer procedural/FAQ videos, which directly informs users of what treatments entail and what to expect. Hearing all of this information from a reputable and friendly face instills trust and increases the likelihood of a new patient in a seat.

Another way to instill trust is to ditch the stock photo and opt for custom imagery. Far too many dental websites use the same photos from the same websites. When searching for the perfect practice, a lack of real faces will deter users from trusting a practice.

In 2020, make it a priority to add authenticity to your practice by introducing custom video, photography, and language that celebrates all of the good that you do. The easiest way to boast authenticity is be authentic. At GPG, all we ask is that you be your fantastic selves, and we’ll do the rest.

Utilize Lifecycle Marketing

Lifecycle marketing is a form of marketing that uses a full range of communication channels to reach customers at every stage of their journey.

When introducing a marketing strategy, now more than ever, it’s critical to focus on the customer journey rather than spending all of your budget on one form of marketing. Different platforms, techniques, and strategies meld together to guide a user to their purchasing decision. There’s a beginning stage, many middle touchpoints, and an end to all transactions and it’s important to stay present throughout the entire process.

So, what does this mean for dental marketing? The first stage is attracting customers through a variety of techniques that allow you to target and then retarget. Search engine optimization helps dental practices climb higher and higher in search engine results by utilizing effective keywords and positioning strategies. After a user visits your website, you can retarget them using banner ads and other pay-per-click strategies. Throughout all of this, agencies utilize social media marketing, website refreshes, and other strategies to keep the same users intrigued and looped into their offerings. It’s also important to have a strong and visually appealing landing page and content. Authentic imagery, compelling videos, and catchy writing makes these sites memorable and more likely to receive repeat visits. Finally, it’s important to set yourself up for easy conversions. A clean contact page and form is key as users will bounce away if they have to work hard to reach out.

In summary, it’s critical for all of these aspects to work in tandem in order to reach their full potential. One channel of communication can bolster another, lead a user down a certain path, and build on each other to create leads. In today’s saturated spaces, it’s important to approach the same strong message from multiple angles. A bold lifecycle marketing approach will keep you relevant through a myriad of techniques.

Tap Into Personalization

In today’s saturated market, consumers are seeking their needs to be anticipated and met. According to this study, personalized ads receive ten times more clicks than those that are not. Meaning, an investment in personalization is most definitely worth the spend.

With so much information overload, users are bombarded with digital content. When content is relevant and speaks directly to a need, the likelihood of a conversion is much higher.

There are a variety of ways you can personalize your dental marketing. An automated strategy is to start using chatbots on a site. These automated services speak in real time with potential patients and answer all of their questions. With more and more bots popping up on websites, FAQ pages are becoming less and less relevant in the consumer mindset.

When it comes to search engine optimization, it’s important to isolate common procedures and use proper keywords to let potential patients know you offer these treatments. For example, if your practice has seen a surge in patients interested in Invisalign, incorporate common keywords associated with this topic on your site. You can also post paid ads that highlight this specific service so users in the area can immediately find your practice when seeking it out. In addition, procedural videos offer a direct and transparent answer to their queries.

 Adapt to New Types of Search

 With the advent of voice technology as well as the rise of video, there are new types of searches that are gaining in popularity.

We are all now more than familiar with Alexa, Google Home, and Siri, so much so that a lot of our queries are being spoken to them rather than being typed on a keyboard. Therefore, now is the time to start adapting your SEO strategy to appeal to these searches. When users interact with smart speakers, they do so in a conversational manner. To cater to this, it’s important to craft copy with more natural-sounding language. Long-tail keywords are more important than ever now that less users are typing in blunt search queries. Additionally, most users pose their verbal searches in question form. Add these same questions to your website and then answer them directly and concisely. This way, Google will choose your content as the appropriate response to a query.

In addition to voice search, many users are now turning to video to answer their questions. Did you know that YouTube is the second most popular search engine used today? Users far and wide seek out advice, support, and education through videos. Tutorials, how-to’s, and even emotional support videos provide easy fixes and solutions for problems and queries. When it comes to dental, many potential patients turn to YouTube to research certain treatments and see the results firsthand. Many dental practices position themselves strategically in this space by uploading informative videos. By doing this, you can enhance credibility, build a following, and increase visits to your website. Similar to web copy, it’s important to make these videos searchable and optimized for efficient performance.

Are you ready to conquer the new year with these new marketing strategies? We would be happy to help you out with that. Contact us at Get Practice Growth and we’ll arrange an appointment to answer any questions you may have.