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Marketing A New Location A cross-channel strategy is the key to driving new patients to your dental office. : BY DR. RICHARD EVANGELISTA, CEO, DENTALFORCE
a younger audience and keeping up with your competition. There is no shortcut. Your team needs a real strategy, not SEO tricks. Include simple, clear calls to action and bite-sized content on your website. Showcase your recognitions, awards and credentials as well as third-party validations. Your potential leads are on a journey. They will click on your website from an ad, mailing or directory. Then, they will check your social media accounts and your reviews. Finally, they will come back to your website and either convert or should be retargeted. They usually don’t decide on their first visit to your website. You must reach them a second, third and fourth time, so your retargeting strategy must have the proper appeal. Internet users search for health-related topics second only to food and beverage. According to a survey by the Pew Internet & American Life Project, 80% of adult Internet users in the U.S. have searched online for at least one major health topic. That’s an estimated 93 million Americans.
We live in a branding era. A business of any kind, including your dental office, must have a brand, and you have seconds to make an impact on a visitor to your website. All your marketing begins or ends right there – making the right or wrong impression in an instant. It is a quick and emotional decision in an informational world. So, your website must include genuine, eye-catching images with
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a clean and modern look. It’s your first impression. Potential patients will feel a continuity with you if your website represents you well. A holistic approach of a comprehensive digital marketing strategy begins with your website and connects the dots between your other digital channels. This huband-spoke, cross-channel strategy is the key to driving new patients to your dental office, appealing to
SEPTEMBER/OCTOBER 2021 • DENTAL GROUP PRACTICE
Search is still king There are many ways to market and build an online presence, but search is still king. Paid or organic search captures user intent and has the most impact. Your website must have the right information to be indexed in the right places for search engines. This includes knowledge about the dental services users are seeking. These users are further down the sales funnel and this gives your website a genuine, authentic and trustworthy feel. Your organic social media feeds on Facebook, Instagram, Twitter and elsewhere help connect you with
dentalgrouppractice.com
