Getting more traffic to your dental practice website, blog, and/or social media channels is a want of every dentist. In the modern digital age, it’s harmful not to have a strong online presence. Sadly, there is no “silver bullet” for increasing traffic.
Your content strategy and approach need to be FSCP. Focused. Strategic. Consistent. Patient. Those are the ingredients to success. I see practices that are doing a good job initially, but after a couple of weeks they abandon their strategy because it didn’t “do anything”. You have to commit and persevere in content marketing. There is a lot of noise out there and it will take time to cut through.
In this blog, I am going to show you a quick, easy way to get more traffic without spending more money. Who doesn’t love that?
Getting More Traffic to Your Dental Practice’s Website
Let’s face it, sharing curated content is much easier than creating content. Start by thinking about how you, your friends, and family use the internet. You read and share articles, right? We all do (and we spend WAY too much time doing it).
I want to introduce you to Snip.ly.
Snip.ly is an incredible tool that allows you to use content curation to drive traffic to your website. What’s better? It’s free!
Every time you share an article, on any social network, you will share the Snip.ly link versus the original link. The Snip.ly version appears the same as the original, only it includes a call to action at the bottom of the page. This allows the reader to go straight to your website or landing page. See below:
You can always include credit to the article’s source. It is a great way to build relationships with influencers and engage their audience, but it is not required.
Get started with Snip.ly
Here is an easy, step-by-step guide to get going.
- Go to snip.ly and sign up for a free account. Yes, you just type “snip.ly” into your browser.
- You will need to create a practice account with an email.
- Setup your brand profile. You are going to want to upload your logo and decide on where you want to drive traffic.
I would advise you have a dedicated page to send traffic to. Do not just drop them on your home page. Send them to your Contact page or to a landing page for the service you are promoting (whitening, Invisalign, CEREC, etc.).
- Once your brand profile is set up, find an article you want to share.
- Copy/Paste the URL of the article into Snip.ly.
- A box will appear where you will customize your CTA. Choose what you want to readers to see as a message, customize your CTA button, and input the URL of where you want your web traffic to go.
- Click “Create” and you will see the new URL you’ve just created. It will be shorter and should start with http://snip.ly/.
That’s it! You just created your first snip! Copy the Snip.ly URL and head over to your social media accounts and start sharing using the new link.
*Additional Dental Marketing Tip – Install the Snip.ly Chrome extension. It will make snipping much easier! Any time you come across a great article, you can immediately “snip” that content in your browser.
Powerful Content Marketing
There are various levels of Snip.ly pricing. As stated, the free version allows up to 1,000 clicks per month. Paid versions give more customization options for logos, buttons, etc. It’s fully customizable! Create multiple CTA’s for various services, different seasonal drive times, different types of content, or for more than one office location.
Every Snip.ly account includes some really helpful analytics and tracking information, too. Your dashboard will give you data such as the number of snips you’ve created, clicks, average time on your pages, etc. This is powerful for your dental practice as it allows you to gauge what content worked and what did not work in generating traffic.
Tracking your marketing ROI shouldn’t just be about money. You need to spend and track your time intentionally, too. Stop wasting valuable time on things that aren’t working.
Snip.ly is powerful and awesome. It will allow you to use influencer content to drive traffic to your website. It allows you to share relevant, engaging content with your audience and continue to build those important relationships that keep your brand strong and your patients referring.
If you want to build strong relationships and get your patient referral network running like a well-oiled machine, we are here to help! Chat with us anytime at GrowPracitceGrow.com.
I would love to hear about your experience with Snip.ly and how it helps boost your website traffic! Email me with questions, thoughts, or comments at firstname.lastname@example.org.
Like what you read? Want more free marketing tips & tricks?
No spam or sales. Just helpful marketing advice for your dental practice.
Let’s talk about the Federal Americans With Disabilities Act (ADA). The ADA became law in 1990. It’s a civil rights law aimed at stopping discrimination of those with disabilities in all areas of their public life. The law requires some businesses to make certain accommodations. Yes, this includes accessibility at a physical location for service animals, wheelchairs, and the use of braille. This compliance also reaches into the digital world. ADA compliance is necessary for your dental practice website.
A Real Issue for Dentists
You may have heard about several dentists near Austin, Texas, who received official letters because their websites were not compliant. Yes, it does happen. Your dental practice is vulnerable to legal action if your website does not comply with the ADA. Talk about a stressful situation that could cost thousands and thousands of dollars!
This is a serious and dangerous situation for you as a business owner. It’s important to remember that the 50 million or so Americans who live with disabilities, including our great veterans, still have teeth and require (and deserve) an incredible patient experience. An accessible website ensures anyone who is deaf, blind, or suffering from other physical impairment can still engage your website in a meaningful way.
This blog will provide some guidelines for your practice so you can be more inclusive and show that you’ve made a good faith effort to comply.
*I would encourage you to speak with a disability lawyer if you have any specific legal concerns. This post is not legally binding, nor is it legal advice. Per J. Craig Busey, ADA general counsel, it is advised that dentists check with their respective state dental society for a white paper about the issue of ADA compliance.*
How to Get Started
Here is some ugly truth… Just because you hired a web designer or marketing company to create your website does not mean it is ADA compliant. Dental practices can be susceptible to lawsuits. Your practice is, unfortunately, a prime target as you typically have high collections but not the deep corporate pockets to fight your case over the long haul.
While the guidelines of ADA compliance aren’t fully set in stone, under Title III of the ADA, healthcare professionals and businesses that provide a “place of public accommodation”, need to be ADA compliant. A dental practice will, most likely, fall into these categories.
Listed below are some steps you can take toward ADA compliance for your dental website:
- Text: Text must be changeable with regard to size and contrast mode. Contrast adjustment makes it easier for those with visual impairment to see and read the content.
- Audio, Images & Videos: Add Alt tags which allow a user to hear alternative descriptors of content they may not be able to view. Include text transcripts and subtitles for video content as well.
- Text Only Version: Some users will only be able to navigate your site with a keyboard interface. Technology like screen readers needs to be able to navigate your website. Alexa and Siri, too!
- Forms: Any forms that are downloadable from your site need to meet ADA standards. They must be accessible to everyone.
- Layout: Links, Menus, and buttons should be designed so they are clearly separate from one another and easily recognizable on your site.
ADA compliance is great for SEO as well. The added steps and additional descriptors on various pieces of content make it easier for search engines to crawl, index and understand your website, pushing it up the organic search results and getting your site in front of more users.
There are many downsides to non-compliance. Aside from the risk of legal action, you are missing out on revenue. Those disabled in your community still have teeth and still deserve to be cared for. Your competitors are probably not focused on ADA compliance. That means those disabled patients nearby can’t use their website. Give those patients the opportunity to use yours.
We talk a lot about branding and building relationships at GPG. This is a fantastic way to do that while also protecting your practice from real risk. Give ALL patients the opportunity to engage and become loyal brand advocates who will refer and promote your practice. Everyone deserves an amazing patient experience.
We believe your website is more than just a static digital placeholder. Every website we create at Grow Practice Grow is ADA compliant and responsive. Nothing is canned or template. Nothing is stock.
The best way to ensure your practice is safe is to speak to our team of Dental Marketing Experts. Right now you can get a free, no-obligation digital marketing audit. This free audit is an in-depth reporting of your current Website and SEO presence, presented in an easy to read A-F scaled breakdown.
You want a beautiful, custom website that everyone can access. You want to serve all members of your community. You want to protect your business from unnecessary legal risk. Let us help you!
Consult a disability lawyer with specific questions regarding the law. Our marketing firm does not provide legal advice nor does this blog constitute as legal advice.
Have you considered using Facebook Messenger in your marketing strategy?
A retargeting strategy will go a long way in promoting your practice to site traffic and those already familiar with your brand. Using Messenger can provide even better ROI.
Facebook Messenger ads give you the ability to engage patients and potential patients without actually having to “engage”.
Here is how it works: When a prospect clicks on your ad it starts a “conversation” with your practice… No matter what kind of device your prospect is using! Cool huh?
You can use Messenger ads in a few different ways. You can:
– Promote an offer or service.
– Offer a discount on the products you sell.
– Request likes and follows on social media.
Add a warm greeting and a clickable graphic to start engaging with potential new patients in a fun, unique way! It’s a great way to get a relationship started without a phone call or the need for a visit. That means more productivity for you and your team – focusing on dentistry versus prospecting.
Messenger Ads have a lot of potential from a customer service and sales perspective… and this feature is still very much in its infant stage. By adding this to your Facebook strategy, you will be able to start telling your story, building relationships, and creating a personalized, intimate patient experience your competition won’t come close to.
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!