You know that, as a dentist, prospective patients are searching for you online or will “check you out” online before they call for an appointment. Your online dental marketing can make or break you in terms of acquiring new patients online.
Here are several basic concepts you either have to master or have mastered for you by working with an outside firm:
- You need an effective website that converts well. Your desired “call to action” must be clear and easy to find…for example, do you want prospects to call for an appointment?An effective website is one that is clean, well laid out, and is not “busy.” For those prospects that want to find out more about you, make it easy for them to find.
And remember WIIFM (what’s in it for me?) They don’t necessarily care about you, but what you’re going to do for them.
- You need to establish your authority, experience, and expertise on your website. Probably one of the best ways to do this is with patient reviews. Remember the old adage, “It’s not important what you say about yourself but what others say about you.” We recommend having patient reviews on multiple pages on your website so that your existing patients’ glowing recommendations about you are always in front of your prospects.
- Can you easily be found when prospects search online for you?First, you need to be found in the Google Local Search area (the area associated with the map in the upper right hand area of the search results page). The four main factors Google uses in ranking your business are the completeness of your Google Local Business page, the number of reviews you have in Google, your citations (sites which list your business name, address, and phone number), and the organic ranking of your website.
Next, you need to have reasonable organic ranking for your website. There are several hundred factors which influence your organic ranking, but it basically boils down to your onpage and offpage factors. This discussion will not get into these details; we always recommend you work with a professional who is up to date on what’s required.
- Are you effectively using social media (including YouTube) as a tactic to expand your online presence and show your prospects you’re a “real” business. Social media sites include, in addition to YouTube (you need videos), Facebook, Twitter, LinkedIn, Pinterest, and Foursquare at a minimum.You may not be interested in or active in any of these social media channels; just remember that your prospective patients are.
To summarize, your online dental marketing is not difficult. At the same time, it should have a lot of moving pieces integrated well to make it effective for your practice.