Are you paying over $500 per month for an SEO strategy that isn’t producing new patients? As a dentist, you are a local specialty service provider. A complex and expensive SEO strategy isn’t needed to drive local new patients to your office. Even if you practice in multiple locations, local search needs to be set up, effectively, for each market. Google estimates around 73% of all, yes all, online activity are from customers looking for local businesses in their area. This is advantageous for your dental practice and should be a cornerstone of your new patient strategy. The best part… you can do this yourself. Here’s what you need to know to get new patients in your practice.
Own Your Google Business Listing
Optimize your Google Business listing. I mean really knock it out of the park. First, claim your listing. Verify it. Next, go through and thoroughly complete your Google Business Listing. This will serve two purposes:
- One, it will help patients find you.
- Google will rank you higher if your listing is complete versus one that is incomplete. *Make sure that you select specific categories for your business.
Own Targeted Local PPC
If your plans for your practice include global conquest, that’s great. Most likely though, your ads don’t need to be seen by everyone all over the world. By setting up targeting, your ads will only display in a certain location or set of locations as specified. We recommend a 5-mile radius around the practice location. However, in more rural/urban locations, the radius may fluctuate.
Own Call Tracking
Your practice needs a solution to track and measure phone calls. Setup a call tracking phone number for every new patient source like Facebook, Google, radio, etc. This will help you to see which sources are producing new patients and which are not. Thus, you can optimize your advertising budget to profitable channels and make your marketing dollars much more intentional. This call tracking number needs to be connected to your Google Business Listing so that AdWords will pull the number into ads through it’s “location extension” feature. This allows more phone calls to generate on local searches and improve your AdWords quality score.
That’s it! That’s the “secret sauce” of effective local search. Sounds easy right? Not necessarily. You can do this yourself. However, we can make it easy by providing solutions to create, implement and manage all of the above for you. All you have to do is sit back and enjoy the stream of new patients.
Is social media working for your practice? I know it can be extremely confusing to know what to post and when to post it. We can get more into that as we discuss branding later, but for now, let’s just get you in the habit of posting regularly and at the best times. Let me preface this blog with a disclaimer, this data may not be exactly accurate for your particular dental practice. Every practice is different. Every patient base is different. This blog is meant to provide some initial best practices so that you can monitor and adjust your social media plan for your specific audience as it performs. Social media is not set it and forget it.
Think of each social media platform as a different television channel. You may watch ABC, ESPN, HGTV, MTV, etc. and all for very different reasons. You get different content on different channels and in different formats. That’s social media. You will not want to engage your Facebook followers the same way you engage your Instagram audience, Twitter followers, etc. Spend some time with your team and decide on a strategy for each channel. Less is more here. Focus on becoming really good at one or two platforms versus trying to do everything. For example, you don’t need a Snapchat, Pinterest, Facebook, Instagram, Twitter and LinkedIn. Just pick a couple and do them really, really well.
Based on my experience working with dental practices across the country, these are the trends I have seen in various social media strategies. I like to encourage offices to focus on Facebook and Instagram first. If you can blog too that’s great!
Facebook is still the top dog when it comes to DAU or daily active users. The best day of the week to post is usually Thursday. Weekdays from 10am to 6pm tend to perform strongly as well. Typically, when people are on their breaks or lunch break, engagement will go up. Weekends aren’t super strong for patient engagement, but it can be a great time to work on your blog! PS: Join my Free Facebook Group here!
Instagram is a platform that a lot of dentists still don’t take advantage of. In my experience, it’s the hesitation to learn another social media platform and to find the time to hassle with the technology, but it is so worth it! Instagram is a great place to share before/after photos, photos of the office and the team, patient engagement and having fun, etc. Buy props and make a photo booth in a private corner of the office. Have a caption contest! Bottom line is to have fun and show your patients that your office has some character. This is great for your brand!
I have not really jumped on the “dental practice marketing on Pinterest” train, but don’t let that dissuade you. Some of my clients have and they enjoy it very much. As far as I am concerned, any place that you can engage with more people is good! So go for it! Saturday night is the night for Pinterest activity. Be sure to put some thought into your board layout and use smart names for your boards so they are searchable and relevant to the audience (use great keywords here). Try to save pins consistently. Pinterest is different in that as your content starts to build, more people will find you (it’s a lot like blogging). Be patient and be persistent.
In my opinion, Twitter is the most overwhelming social media platform out there. You feel like a literal needle in a haystack. Multiple haystacks at that. An ocean full of haystacks. Even so, your brand can benefit from an active Twitter handle. Twitter is great for sharing articles of curated content, photos, infographics, and links to other local businesses. Typically, Twitter activity stays pretty strong in the later hours of the day, but don’t force yourself out of family time by constantly trying to gain followers. I set three instances in my calendar every day for Twitter. Each session is 15 minutes. For that time period, I focus 100% on tweeting, re-tweeting, responding, reacting, creating and scheduling. That’s all it takes for me.
Connect with GPG by clicking on the links in the headings above. You can also get a high res copy of the Best Times to Post on Social Media infographic at the link below. Hang it up in the office and use it as a guide! I hope you find these tips helpful and that you start to use social media to document and tell your story. Build and invest in your brand and connect with people. Focus on building your tribe and watch the shift in your practice profitability. Referrals will always be your strongest new patient source. Cultivate them by engaging with your audience on social media. The juice is definitely worth the squeeze!
You Deserve More
As a dentist, you deserve more. You deserve more than overpriced services and the confusion, frustration, even fear that can come with any marketing agency’s pitch. There are a lot of fancy words floating around out there like SEO, PPC, keywords, ranking, etc. I’ve heard them all as I am sure you have, too. The truth is, SEO is important. However, it should not cost you an arm and a leg.
Common SEO Problems
Many dental practices are struggling in the same areas of SEO, so I put together a new e-book all about the 5 most common SEO mistakes that dental practices make. You can pick up a free copy here, but first, I want to talk about your brand. You see, SEO and PPC and a website that costs thousands aren’t the Pandora’s box that unlocks the riches of modern dentistry for you. It’s all important, but the fact is, your patient is buying you. Most consumers don’t care to know the details of a procedure, how expensive your tech is, how much granite you’ve had installed or the number of flat screen TVs you’ve got. Those aspects tie into an awesome patient experience no-doubt, but in the end, they are buying you. People want a dentist they like, know, and trust. Think about it, how many of you have that office in town that’s been there forever, they do little to no marketing, and they are still killing it in the production department? No matter what promo or discounts you run or what you give away, the majority of those patients will not leave. Ringing any bells?
Stop Wasting Marketing Dollars
The fact is, you can spend a ton of money on marketing. I have been in dental marketing for years and I have seen no fiscal investment outweigh a dentist who is willing to invest time in their community and social media. Referrals will always be your strongest marketing pipeline. When I say strongest, I mean those patients that stay with you for years, that make their recall appointments, that accept treatment and that pay their debts. Quality patients. That is the bread and butter of profitable dentistry.
Will quality patients walk-in off the street, too? Absolutely. But, delighting your existing patient base will work wonders for your bottom line versus trying to win over cold leads. Invest in your practice, in your team, and in your patients. Connect with the community. Start a blog. Branding is where I’ve seen dental practices really take their marketing to the next level, and I have tried it all.
In the coming months, I’m going to be sharing a lot of content that I hope you enjoy and that can help you and your colleagues see real growth. I look forward to the journey together.
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