Dental marketing can be a challenge at first for those who are trying to incorporate the most modern marketing techniques into a practice, especially when most dentists do not have any marketing backgrounds.
Here are 5 tips to consider when incorporating and investing money into a dental marketing plan:
1. Do NOT do what everyone else is doing.
In my consulting meetings with dentists, I ask the team to write down 3 things that you do differently than every other practice, and it turns out that everybody is writing down the same things.
You need to be different and address areas of the market where nobody else is investing, so keep that in mind when spending on marketing.
2. Generic website and SEO companies may not always be the solution.
Many SEO and website design companies are charging and arm and a leg to get dental offices to invest in their services. And then they just use a standard template, with similar pictures as other offices, utilizing the same SEO standards as every other practice in your area.
Everyone can not be #1 on Google for the same search term, so you have to be realistic in your expectations to get traffic from the SEO companies.
3. Just because you rank #1 in certain SEO terms, it doesn’t mean that people are searching for that.
For instance, if your SEO company says that you rank #1 for the term “Seattle Dental Office,” and you check with the search results and find that less than 100 people per month are searching for that term, it might not be a good term to rank for.
The key is to rank high for terms that people are actually searching for, so make sure you check to see a print out list of which are the highest searched terms for the service that you provide.
4. Social media marketing can work, but can be costly if done improperly.
Facebook ads are great, but you need to set limits for your spending and make sure you see the return on investment.
5. Direct mail is NOT dead, despite what the SEO companies tell you.
Yes, most people are online right now, but make sure you get multiple opinions on a dental marketing plan before you dive in and invest.
You should also consider not putting all your eggs into 1 basket – if you invest in online dental marketing, also make sure you spend some money on direct mail pieces.
Things like postcards, hand-written envelopes, and special “out-of-the-ordinary” packaging works best and has a great response and return on investment!
Bonus tip: There is a certain market of people in almost every market that no one is marketing to, and may people fail to market to these people directly. And this certain group of people are looking for a dentist.