What does it take to create a successful dental practice in 2020? By all means, over the past few years, it has become increasingly difficult to stand out, especially in areas that are densely populated. However, one thing is for sure. Everyone needs to take care of their teeth and (nearly) everyone will use Google to find a trustworthy dentist. This is why you should create a plan to build an online brand presence for your dental practice.
In the following chapters, we will discuss the things you can do to help your business stand out from the competition and increase your revenue exponentially with the minimum required effort.
Getting started - Get accustomed to inbound marketing
I hear you - you might think that most people know who you are through word of mouth advertisement or positive feedback on a review site. Sure, that is a good start, and you should always strive to provide excellent service. However, this works mostly for people who are already familiar with your brand. What about all the rest of the people?
This is where technology becomes an important part of the equation. Customers find your clinic by searching for it online, whether that is on social media or on Google. And the method you need to understand and practice is called inbound marketing.
In short, inbound marketing is all the things you do online that offer value to the visitor of your website. Let me repeat this - inbound marketing consists of all the things you offer to your visitors that provide actual value. This includes:
Carefully written blog posts that solve a customer’s problem (e.g. why you should brush your teeth 3 times per day)
Audiovisual material that engages new visitors, like podcasts, Youtube videos and more.
Email marketing practices that aim to make your reader more accustomed to who you are and what you do.
Lead magnets, also known as e-books, checklists, list of “hacks”, “tips” or “tricks” in your industry, which is commonly formed and packed as compact value.
These 4 are the basics you need to learn about to get started. Together, they form what is known as a marketing strategy, which is further broken down into SEO strategy, email marketing strategy, and content marketing strategy.
Obviously, this article is too short for us to cover everything in detail, but you should already have enough information to start your own research. Make sure you keep notes of existing case studies and successful practices that helped your competitors reach success in a short amount of time.
Use Google listings as well
Google My Business is an essential part of every online brand presence. This is especially true for small businesses, under which dental clinics can be found. Here is how it works: Customers type in Google their area and a keyword related to your brand, e.g. dental clinic in Arizona.
What happens next is that Google shows a map with all the points where related businesses can be found. Among them should be your business as well. This is by far the most important starting point for every consumer during the awareness stage or, as is more commonly known in marketing cycles: “top-funnel” consumer.
As soon as the customer finds your listing, they will also be able to see the reviews and ratings. These are real ratings from real customers that have visited your practice. You can further invite existing customers to visit the page and leave a comment for your service to make it even more luring for new viewers.
At this point, a decision is made. The consumer will or will not visit your practice. If they do, it is important to have a good overview of your address and phone number, as well as a link to your website, where you will be listing the prices for your services.
An appointment is made digitally and, just like that, the customer visits your store for treatment.
As you can see, Google My Business has many upsides for a dental practice and takes little to no time to set up. So, when first starting out, make sure you handle this one as one of the most essential points in your strategy.
You should now have a better idea of what it takes to create an online brand presence for your store. After carefully researching all the available options presented above, you should be able to make a better decision for the direction of your strategy and start building a plan of your own.
As soon as the plan is ready, it’s time to execute. Write articles, host podcasts, and make interesting videos to make your clinic stand out. Not only will it be found easier on the web, but customers will be able to identify with you, the business owner, and feel more prompt to make an appointment. So wait no longer! Start learning more about inbound marketing and the power of Google, and let it turn into $$ for your dental practice.