Dental Marketing Tips, Ideas & Strategies | Marketing 360

Key Takeaways

hi everybody Scott here with Terry and today we are going to talk about dental marketing and how you can use your website and online presence to get new patients and grow your practice so let's get right into it Terry um as far as Dental marketing goes like a lot of local businesses it's going to initially centralize on the website right what are some of the fundamentals of website design for dentists orthodontists and so forth uh that you found to be effective Well you certainly want to have um a contact form above the fold that's easy to see and the phone number prominently um and uh you know of course um A nice bright smile someone with a nice bright smile but the other important thing is to focus on the service really the targeted services that you want to provide um I had a a dentist orthodontist in Miami who specialized in you know uh reconstructions and um dental implants and it's important that you know you just you choose sort of choose and decide that I want to focus on a couple of really good services in the beginning to to gather that traffic um and then later on we can Branch out and remarket to people who happen to visit your site organically as we grow as you grow and as traffic grows um but it's important to really give a good funnel for some targeted services so you might have a homepage that is a little bit more General it kind of talks about your uh Dentistry practice overall right and then you're going to have other areas of content that go into your specialization but even on that homepage you really want to make sure it's clear yeah uh if you're do you know more family oriented or pediatric obviously or it's Orthodontics or those types of things you really want reconstruction right you want to have a couple of calls to action right uh you know below the hero Banner that that take give out people and ident identify quickly that that those are your areas of your main areas of expertise um it's it's just the same as as anything else electrician or a plumber or a carpet cleaner you you you know he's going to want he's going to deliver you're going to deliver a message that said that is is exact as what you know those people are the the customer that you're identifying is looking for and that's what go for first we'd go for those specialty kind of clients and we you know there are other things for SEO purposes that you can do to sort of expand your other client base your general client base searching for you okay um what are some of the called actions that you found to be effective um well so you mentioned phone call and you have a form anything specific along those lines well I mean you know one of the hardest things to get across is that is is U people always smiling and I think that's you know whether you're selling a phone case or you're selling Plumbing or you're selling Roofing somebody smiling and in this case for Dentistry would be just it would be all the more important a smiling face giving a good human presentation not just I hi I'm Dr DDS and uh you know and I'm here in the local Houston area that you know we need you know you need to personalize it what about uh using video like on a homepage is kind of an introduction from the dentist um usually what works best is a watch our a click or watch our video button that's something that takes up a lot of room um yeah it but I you know and we got a lot of good work on you know before and after picture videos that kind of thing okay okay it's kind of different for Dennis to you know showing the grinding of the teeth or putting as opposed to a roofer but you don't want to actually show the procedure yeah I imagine not actually you want you want the results to come through the smiling the healthy teeth and so forth okay of course okay so let's talk a little bit then about how you are drawing prospective PTI patients into your website uh we deal with the world of search marketing the both paid search and then organic SEO which you mentioned um just kind of go into the differences of those a little bit and how they apply to what you were talking about before so let's let's just talk about P pay to begin with I mean you'd want to Target specific keywords to those specific um you targeted practices um and then we would also have you know General D if you had General Dentistry you have other things like that you could probably do a limited campaign driving to to those pages those landing pages as well um and then then to follow up with that you do retargeting which can be social media or B or Google Banner display ad retargeting um and that one works really well because the the social media works really well because it it can take the form of more of a uh a storyline in other words I have a you have a a dog trainer that says you know people in your area are training their dogs in 10 days or less learn more people in your area getting their teeth whitened overnight learn more people in your area are you know saving 50% on their orthodontic work learn more and and it's sort of a Dr and and you those are only targeted to people who have already visited your site okay so let's let's get a couple of things here so first of all um you might advertise with like paid search for a procedure like Teeth Whitening right or clear braces or Invisalign braces that type of thing correct you're going to have an ad that's going to show up that's a a paid search ad and that's going to go directly to a page on your website that completely relates to that ad right it's only to that ad right the the met the analogy that I give is you think about it if you go to Google and you type in orange juice and you'll see an ad for orange juice and you go to a website and you don't want to go to a website that says hi we make grape juice apple juice pineapple juice fruit juice and here and orange juice click here to read about orange juice we want to go directly to orthodontic you know work or you know phasal reconstruction or dental implants okay that's that would so the more specific it is to the uh dental health issue or the procedure probably the better off you're going to be doing with your paid search you want to line all of those things up together correct and then you know there's a whole SEO aspect of making sure that that's that page is optimized with lots of relevant keywords you're using the same keywords in in the text of the ad that's being searched for and it's also in the H1 or H2 tags on the page and in the content of the page and then we help you with writing the content of that page and optimizing it and and that's all part of the the plan as well okay and you know and then over time that's every quarter I would say you go back and you revisit okay what's our what are we looking at as far as uh what's what keywords have come up what keywords have started to appear better and stronger do we need to revise do we need to add let's talk a little bit about that about um using data of course one of the big advantages of digital marketing and one of the the the major uh aspects of marketing 360 is that you can collect all of this data on what's going on with your website and try to make improvements talk about how that process tends to work a little bit for dentist clients well uh so for dentist clients uh what particularly they're looking for is for repeat business so after six months or a year you know um you're going to want to be working with your marketing executive to to tell to explain to them how many people you're seeing back on a repeat business for to the teeth cleaning and so forth and probably working with your CRM to make sure that those people who are coming into the website are being collected and being stored properly and then 6 months down the road you're going You're making sure that you're going out and hitting them maybe with another uh display ad or another Facebook campaign another reminder even if they didn't become a per permanent client you're going to go back out and remind them to develop on a separate campaign and go back out and remind them it's time to come back so there's a lot of retention and Terry mentioned a couple of times um retargeting which is where you you visit somebody visits a website they leave they don't take action that time but it's possible because they visited the website to have an ad kind of follow them around correct on the internet corre which is a really effective way and then furthermore even with your existing clients you can kind of have that just to keep you top of mind um and keep you you know maybe even as a reminder it's time for another dental checkup which people obviously need I know I do all the time sure so I should go to the dentist and I don't and if it started appearing on my web browsing I might go more often sure and it's not just a matter of okay hey it's time to visit your dentist again it can even be just targeted as hey you know we noticed you you know you came back 6 months ago for teeth whitening it's time to think about another teeth whitening or it's time to think about getting your teeth cleaned again it's a it can be very specific to the the the you know the services that you were looking for okay and there's some process of elimination with this too as well right like you might do a campaign and think hey I I really want to try to Target U maybe a little bit more specific health issue oral health issue it may or may not work you may test it at least you'll know with this huh oh sure I mean there's always something you know in the world of you know the health there's always something new coming out and could be you know hey you know they discovered what did I read hey they discovered that you know using floss really doesn't help anymore use the use the water pick and then and then advertise you know water pick service or you know water flossing to your to your patients and as for everybody who's come in just sort of as a reminder of the kind of services you provide okay um you mentioned some about social media um are there ways like Facebook Twitter Instagram and so forth that are effective for dentist to use social media and their marketing oh sure as I said there you know with the dentist you you can certainly uh retarget the people who visited your site without and haven't didn't fill out a form or didn't become a customer um and in this case you mean by liking a Facebook page right they didn't like the Facebook page they didn't fill out the form they didn't make the phone call you can retarget them on Facebook for say um you know hey it don't forget it's important every 6 months to have your teeth cleaned and you can just run that add to them for the next six months um so in this case you're talking about a Facebook advertisement a paid search advertisement that's on appearing on Facebook right and then so yeah if you're talking about like doing posting to Facebook doing social media management yeah right oh and that's which is you know a separate you know a separate package from your normal marketing but that's certain certainly you know in in health in in doctors and dentists and so forth it can be a little touchy as to for hey we had this woman come in and we you know we've completely reconstructed her mouth or we you know somebody get had implants um we try to get them to be give more General stories about hey we really made somebody's day you know we we did 12 kids and we love doing kids um you know sort of General stories so confidentiality issues in terms of how you sh that kind of stuff of course right but if you're if you're putting out there that you specialize in this kind of thing then what you want to be doing is putting out on Facebook and Instagram and Twitter that those are the kind of clients that you you service and telling stories about them and hey you know we came in and had these people and this kid came in and he couldn't afford it but we helped him some good stories that make you feel good that make you part of the community um and building your Instagram uh uh you know or your Pinterest account for full of Stories of the same kind of thing is also important and a lot of those Smiles like you're talking about lots of smiles a lot of healthy Healthy Smiles healthy teeth and so forth of course uh really good good stuff um so all of this of course it's is possible to Target to a local geographic area oh yeah if you're in Boulder Colorado and you obviously you need to track people from just that area you can Target all this this type of advertising just so you can hit the people you need to oh sure and with social media advertising you could Target well if you you know were say a a dental s surgical Dental place or orthodontic or or facial reconstruction you could even you could Target um you know people by how much you know Financial how much they make how much they're worth how are they homeowners are they all kinds of okay so those kinds of demographics oh yeah that you can actually hit so can get pretty Advanced good uh there's not very many ways that you're really going to be able to to Market or grow your practice if you're not doing some of it on digital obviously um of course all of this goes into Mobile too so everything that we just talked about there's a uh right you can do it with mobile specific searches and even to the point where they have now on Google um just a click to call right or just a call only campaign if you really want to focus on just getting people to call the office right just ring up the the you're right it pops up on your phone you hit the hit the link like it would normally go to the website and it it brings up the dialer and it calls uh it it calls your call center calls the nurse at the front desk whatever it is that you wherever it is that you want to point it to but so yeah so you could run something like family dentist Boulder Colorado as a keyword phrase you could have a call only campaign that's showing up where people just they're just going to go ahead and call in to set the appointment and you can run those ads so that they only show up at a time when there's somebody there to answer the phone obviously and that's being keep somebody there to answer the phone being the the key Point yeah obviously if you're going to run call only super effective right not to leave out also um reviews as part of this campaign so one thing if there's anything that I you know using Services roofers and especially dentists or or doctors that people look for it's reviews that's a great point so you've got to be able to manage your reviews um places like Yelp obviously top rated local which we work with quite a bit and what that's a really good point what are a few tips you have for getting more positive reviews and kind of maintaining a a positive profile of reviews online for a dental office well I I have never had a problem with with them getting good reviews if they're proactive about it the denst office is about the most positive tries to be the most positive place for you know here's a lollipop put a smile on your face you know give you a hug when you walk in the door even though we're going to have to pull that tooth but with the with things like the with top rated local for instance they have the prever verified link that you can uh that you could basically bookmark on an iPad and leave it at the at the check-in desk or the checkout desk and they've paid their bill you just slide the iPad over and hit the prever verified link and say would you give us a revieww they put their name and their email and for STS and you're done okay so that's a really good point you may have a lot of happy patients out there but being proactive in asking them to leave you a positive review right um is something that that really creates some valuable content for you online and that is definitely huge now it's one of the biggest things people look for oh yeah once you've gotten trust Factor right once you've gotten 35 or 36 reviews right now and that's that's Google's level right today it could be could change in the future but once you've got that many reviews and somebody comes along and says you know I I want to go to Dr Miller uh how what are Dr Miller's reviews like Dr Miller's reviews Google will bring that up to the first position on Google okay as part of a review so it'll beat out if you've got Yelp and you've got five reviews that might come up first but once you've got 35 or 36 reviews in something like top rated local it'll bring it up to the top and people will then review and I have I've had 12 15 20% um conver rate from people reading the reviews wow okay yeah I can see that as being crucial that's a really good point hey thanks everybody um check out the marketing 360 software you can peruse the site a little bit reach out to us and you can get a free demo from one of our marketing consultants there's a lot of really powerful tools that helps you keep all of this organized so you really know what you're doing with your digital marketing you can dial in what really works and uh that's where you get the real return on this and can really build out your practice thanks so much thanks Terry you bet