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How to Make a Good Dental Online Marketing Campaign Great Posted by Tyson Downs on 4/9/15 8:33 AM You already know you need an online marketing campaign. You may even have one. But is there room for improvement?
If you are like most dentists, then the answer is, "yes". There is always room for improvement in every online marketing campaign. As the behavior of your Internet users continue to shift, businesses must learn to adapt and tailor their campaigns to these changes. Dental practices are no different. Here are a few ways you can improve your marketing campaign right now.
Make Your Website Mobile Friendly It is estimated that 30% of all internet traffic comes from mobile devices. If there are 2 billion people on the internet at any given time (as some experts suggest), that means hundreds of millions of them are browsing the internet on a mobile device. This number is expected to get larger as mobile devices become more and more popular. If you want to capture a portion of that traffic, your website should be mobile friendly. The recommended type of 'mobile' site is a responsive site, not a completely separate mobile site for your business. "Responsive" means that the design of your website responds according to the device that is trying to access it. It will display normally on a desktop or laptop, and shrink accordingly to fit a mobile device.
Your Website Copy Should Focus on Your Audience Look at your website copy. Count how many times you say "we," "I," or "my." Quite a lot, isn't it? The truth is your website isn't for you. It's for your visitors. They're on there to see how you can help them solve their problem, whatever it might be. Your copy should focus on the solution to your visitor's problems, not how great your staff and practice is. Try to reword your copy so that you use more of the words "you," "your" and "you're." For example, instead of saying, "We have 25 years of experience," say, "You need a dentist with experience, one that you can trust. Our 25 years of experience assures you that you're in good hands."
Focus Your Social Media Campaigns Many small businesses think that they need a presence on every major social media network. This is simply not the case. You need to focus your social media campaigns on where your ideal patients are. If you notice you get more social media engagement from Facebook, then focus your social media campaign on Facebook. Don't spread your resources thin and/or spend more money than you need to. You need to market effectively, not just market. Learn Exactly What to Do to Increase Your Authority and Build a Successful Practice Using Social Media!
Improve Your Online Content - Not Just Your Dental SEO
You can do everything we've suggested so far, but if you put out poor content, your online marketing campaign won't bring back good results. People want information that is going to directly benefit them. You need to put out online content for people, not search engines. Don't be so focused on dental SEO efforts that you lose sight of your audience. Your content should be easy to read and understand. The tone should be professional, conversational and friendly. It needs to be long enough to get your point across, but not so long that the reader loses interest and goes somewhere else. SEO may get people to your site, but good content is what is going to keep them there.
Use Online Coupons Many dental practices send out postcards with offers and coupons on them to attract new patients. You can do the same thing online. Have special offers for people on social media or directly on your website. These special offers should be exclusively available online. For example, if you have a coupon for 20% off your services, and you say it's only for your FB followers, those are the only people who should be able to use it. This does four things. It encourages people to come in and see you. It's good for repeat business. It's also a great way to get referrals. It also helps you to track how effective your marketing efforts are on a certain platform. If 20 patients bring in your FB coupon, but 100 bring in the coupon from your postcard, you'll easily be able to gauge the results of those campaigns. Then you can decide which one is worth it, and whether or not you should run them again.
Market Continuously This is a mistake that most businesses make. They will slow down or stop their marketing efforts once they reach a certain financial goal. That's not a good idea. If you stop marketing, eventually your source of income is going to start drying up. Then you will panic. You'll begin marketing again, but how long will it take for you to achieve the success you had when you were marketing continuously? If it took you 2 years to reach your goals, and you lapse in marketing, expect it to take another two years to get back to where you were. If you run a TV commercial, an ad in the paper, and a radio advertisement and it brings you 500 new patients, will you stop? Probably not. Treat online marketing just like you treat traditional forms of marketing. Don't just market when you need new patients. Market continuously.
Make the Appropriate Adjustments
You should review your online marketing campaign and budget every month. You need to see a return on investment, but you should also see where your campaign is failing at. If something isn't working in your marketing, you need to stop doing it. It sounds like common sense, but a lot of business owners don't realize that something isn't working until they've wasted thousands (or more) of dollars on it. It's true that it takes a while to get results going for an online campaign, so give it several months. If after several months you notice that the campaign is obviously failing, you may want to consider pulling the plug. But before you do so, it would be wise to discuss this with your online marketing consultant first. Some campaigns just take longer than others to gain traction. What are you doing to improve the effectiveness of your online marketing campaign for your dental practice?
Topics: Online Marketing