While some businesses can grow and thrive largely through word of mouth and earned media like reviews, dental advertising has always been an essential part of running a dentistry practice. Your expertise and the excellent work you do will certainly have your existing patients recommending you to their friends and family, but the conversion rate from this type of publicity is simply not anywhere near high enough to sustain a dental practice. With more than 200,000 practicing dentists in the United States, the competition is fierce. To have a truly successful practice, it is necessary to actively spread the word about yours.
Adding a further challenge to the picture is the fact that the landscape of dental advertising has completely changed within the past few years. While traditional marketing methods still factor into the equation, digital marketing has, without a doubt, become the most important aspect of dental marketing and dental advertising. Other than equipment and training, perhaps the best investment you can make to ensure your practice’s success is partnering with the right marketing professional.
While there are now a number of experienced digital marketers available, the best results will be achieved by obtaining the services of a digital marketing agency or professional who is knowledgeable about and has experience in dental marketing specifically. Digital marketing relies heavily on targeting the right clients and knowing how to appeal to them. With that said, what isonline dental advertising? Digital dental marketing calls for a multi-channel, multi-faceted approach that involves various techniques. Here are the most important.
Google Ads are arguably the most effective facet of online dental marketing. In professions such as dentistry and other highly esteemed medical fields, banner ads and other flashy types of marketing do not present the right impression at all to prospective clients who expect a higher level of professionalism. The fact that Google Ads look like other organic search results is, therefore, a definite advantage. Even more advantageous is the fact that when viewed on smartphones and other mobile devices, a one-touch click-to-call icon is added.
Google Ads use a Pay Per Click (PPC) model – that is, you pay only when someone actually clicks on your ad. This is naturally an attractive model as you are paying for actual results. At the same time, with the sea of Google Ads promoting other dentists, your digital marketing professional needs to be skilled in applying the factors that will ensure yourad is the one clicked on. These include:
- Using the right keywords
- Grouping and structuring them to get your ad to the top of searches
- Targeting the right audience
- Crafting an attractive pitch in just a few words
- Balancing a spend that will reach your entire demographic with wise budgeting
- Using analytics and testing current ads for effectiveness
- Adjusting ads to get Improved results
These are skills that come with extensive experience advertising in the dental field and will make all the difference in the success of your digital marketing campaign.
An important inclusion of a Google Ads campaign is remarketing. Remarketing is an incredibly effective tool that continues to show potential customers that have visited your website ads about your practice as they do further searches and travel to other websites.
When you consider that research has shown, less than 2% of potential customers commit to purchasing a service or product the first time they visit a site, it is easy to see how useful this tool is. Remarketing can be utilized on other websites, Facebook, social media and more. Display Ads throughout Google’s expansive member network of websites can also attract new customers. As previously mentioned, the need for professionalism requires these ads to be more subtle and less ‘sales-y’. This ties in perfectly with remarketing. The fact that web users have already been to your website means you need to include less information and flash in your ads.
In today’s marketing world, any good digital marketing plan must include a social media aspect. A business will have a very different approach to social media than an individual would – and this approach changes for a specific business such as a dental practice. A few tactics to be included would be:
Monthly Facebook and Instagram Posts: Unlike a personal account or a business like a restaurant or entertainment provider, the last thing your followers want or need are daily updates. As a rule, a monthly post reminding them of cleanings, check-ins, and other services is often sufficient. Occasional posts outlining special promotions, new team members or new services are good additions.
Paid Advertising on Facebook & Instagram: This type of paid advertising works well for dental practices – more so than for many other businesses, in fact. The occasional nature of dental visits and the fact that many people do not have a set dentist means well-targeted ads on these social media platforms can net you plenty of new customers.
Facebook Retargeting: Facebook retargeting is an effective form of online remarketing. Firstly, their targeting parameters are extremely specific so you can target precisely the demographic you desire – age, location, interests, behaviors, and even recent life events are all selectable attributes. Secondly, Facebook retargeting works using ‘pixels’ – code that analyzes what visitors to your website were most interested in. It then targets them according to that information. And thanks to Facebook’s purchase of Instagram, these are all true of the latter as well.
While websites are becoming more streamlined, the notion that they are obsolete is completely incorrect. They are certainly an important part of online dental marketing – vital information, testimonials, and images of your pristine, well-equipped practice are all instrumental in attracting new customers. A digital marketing professional will be able to develop your website, design its layout and even set up an economical hosting plan for you.
SEO stands for Search Engine Optimization. It is a cornerstone tool in a skilled digital marketer’s arsenal. Search engines use complex algorithms in order to decide what results will be shown for a particular search and in what order. An experienced marketer knows the keywords and key phrases to use, and also how they need to be packaged in order to get the best results. It may surprise you to know that these algorithms change relatively often in order to prevent people from cheating the system, as well as to improve accuracy. It is important to keep abreast of these changes in order to keep your dental website at the top of the search engine results pages.
With a loyal client base of now-thriving dentists and proven results, Madison Ave Media is an expert in online dental advertising. Using the methods outlined above alongside additional techniques we have developed through our years of experience in the field, we are able to considerably grow your client base as well as increase existing patients’ regularity of visits. If you’d like to find out more about how online dental advertising can grow your practice or discuss a customized plan that’s perfect for you, contact us today!