But… You understand it’s needed if you want to stay a step ahead of the competitors.
I have actually got good news for you.
The fact that you are reading this post suggests you are ahead of the curve. You realize something that lots of dental practices do not (more than you can imagine).
I am about to share with you my 3 proven dental marketing strategies that you can implement today.
Let’s dive in:
1. SHARE YOUR EXPERTISE
A great place to share your brilliant article is on the dental association blogs, and other niche dental industry leaders. These organizations are always searching for content and will be more than happy to have your article.
Another great place to start is the college you attended. Take a few minutes to check their website for submission guidelines. If you have a hard time finding the information, do not be afraid to pick up the phone and call to see what the requirements are.
Once you find out the right way to make your submissions, here are a few things you need to have prepared before you actually make your submission:
- The topic of your story and why it is unique
- The reason you should be the person to write it
- A brief (2-3 sentence) bio of yourself
- 2-3 links to other examples of what you have written
The larger websites have what is known in the SEO realm as built-in authority, as well as a large target audience. This means you will need to take into consideration when submitting your article that they are busy and often schedule their content months in advance. Therefore, if you have a great idea, send it to them immediately! When your content finally gets published they will do a great job of promoting it throughout the community. Once they publish it, you will also notice a boost in your search engine rankings.
2. GO DIRECTLY TO YOUR CLIENTS
Am I right?
In order to go directly to the client, you are going to need an email list. The best way to reach your current clients is to send them a monthly newsletter.
I highly recommend that you do not make the same mistake that most do… Do not make the mistake of trying to share everything at once… This is not the time and place for that. You’ll want to pick and choose what gets sent out via email and when.
My statistics shows that it is best to start with a monthly newsletter.
If you do not know how to setup and manage an email campaign, hold on a sec, I’ll share that tip with you later in this post.
3. THE KEY TO SOCIAL MEDIA MARKETING IS… SIMPLIFICATION
Unfortunately, it’s easy to get overwhelmed with the multiple platforms available for social media advertising. I understand. That’s why I suggest making sure your information is correct on all of them.
IF YOU DO NOTHING ELSE FOCUS ON FACEBOOK
The more places you have your business the better the chance of you being discovered by your prospects. As of the writing of this article Facebook is hands down the current king of the jungle. It is one of the first places people use for researching your business. If you Facebook page is blah, your prospective patients will think your entire practice is also blah. Keeping your page up-to-date with the correct information and regular posts will let people know your practice is alive and active.
Facebook is also a great source for generating dental leads as long as you build an irresistible offer funnel for the right audience.
What’s an irresistible offer funnel you ask?
Keep reading to find out…
HOW TIM… HOW CAN I APPLY ALL OF THIS IN MY NEXT DENTAL PRACTICE PROMOTION?
First thing first… As I promised… Here’s the lowdown on what an email newsletter is and why your practice needs one.
Note… The important part is something valuable and cool that relates to your practice.
A newsletter is definitely not the place or time to beg and plead the recipients back into the office. It’s the time to keep things as non-salesy as possible, while sharing your insightful expertise and dropping a call to action to encourage the reader to call or stop in for a visit.
Once you click “Send” (I recommend on a Monday, either the first Monday or last Monday of the month), that’s when the fun begins. After sending out (usually two or three) newsletters you’ll begin receiving calls from patients on the other end saying something like:
“It was SO weird… I was just thinking this weekend that I’m overdue to see the Doc. And, then I got your email. It reminded me to call and make my appointment.”
Here’s another point that I want to drive home… Your practice MUST HAVE a newsletter. A newsletter will do the following:
- Connect with past patients, and remind them you still exist.
- Remind them why they need to come back and see you in your office
- Thus, you’ll drive more sales for your practice.
Awesome stuff right? Wait until you see whats next…
FOLLOW MY SECRET NEWSLETTER
FORMULA FOR SUCCESS
Step 1: Craft a highly relevant, catchy subject line to get the recipient to open it. The most effective email subject lines are brief, descriptive, and include a compelling reason for the user to open. Make it just that and tease the value you’re about to dish out. For example, say you’re sending out an e-newsletter for your dental patients sometime during the fall season. The subject line could go something like. “Is Your Child About to Sneak Too Much Halloween Candy?”
Step 2: Start it off with something highly topical and timely. Play into the time of year when they’ll be receiving the e-newsletter. Continuing with the example for the e-newsletter in the fall, you can open with something such as: “Happy October! It’s officially fall…“
Step 3: Use bullet points to share tips or steps to keep kids’ teeth clean and cavity-free during this candy filled season. Break out the insightful content and make it easy to skim by using bullet points to position it as quick tips or simple steps. It’ll help the reader digest it and, most importantly, remember it. And, when they remember it, they’ll share it with their friends. Thus, the effect of word of mouth kicks in.
Step 4: Finish strong with a solid closing remark. Go out in a memorable way! Wrap everything up and consider dishing out one last useful nugget of advice (could be signs or symptoms to look for, etc.)
Step 5: Remind them how to get back to you. Consider this the call to action. It doesn’t need to be related to the content you’re offering up in any way. Just remind them how to contact you to get an appointment set up if they’re interested.
Step 6: When you’re ready to set it up in your autoresponder tool, personalize the email with a custom header and signature (which is easy to create in Canva). Be sure to include your logo and contact information in both, and in the footer, don’t hesitate to drop your most recent headshot. It doesn’t have to be anything fancy (a selfie will do!), but it gives readers a chance to see you and connect with you.
HOW TO SET UP AN IRRESISTIBLE FUNNEL TO COLLECT LEADS FROM SOCIAL MEDIA
The irresistible funnel is the root of the dental marketing plan. Traffic will be driven to this funnel via Facebook.
Why Facebook you may be asking? Because, that is where your ideal patients are spending the majority of their spare time. Ultimately, a thriving practice should be able to solve a problem for a specific group of people. To do that , you have to know where to find them.
YOU NEED TO MAKE A DECISION RIGHT HERE
Before I go on revealing my key strategy, you will need to decide if you are in this for the long term or short term?
The short term is someone trying to generate leads that come and go, and they do not care about the long term value of a client.
If short term is what you are looking for, this system can be tweaked for that, however I am not the guy to do it for you.
On the other hand, if you are looking to build a long term marketing strategy with the highest possible client stick rate… Keep reading.
When I talk to dentist about Facebook ads 9 out of 10 times they will say that they tried it and it was to expensive. They are absolutely right… The reason they were right is because they were doing it wrong.
FACT: If you are using Facebook ads correctly and targeting appropriately, your ROI will be through the roof when you consider the lifetime value of a customer.
In order for the irresistible funnel to work, you are going to need an irresistible offer. That is an offer that will make Facebook users stop in their scrolling tracks and go all gaga over your ad, compelling them to click.
Irresistible Offer Formula:
- Your offer MUST be narrowly targeted, and be compelling to the people.
- It also needs to be a product or service of perceived high value to offer for free OR at a low cost.
Let’s start with the first part of the formula. You will need to determine exactly who your target audience is. With a dental practice there are many different audiences you can appeal to.
It is crucial that you focus on only one audience at a time and build an offer that’s exclusive to them. In this case, we will focus on women who are 18 years old and up. Women who are brides-to-be, getting ready for homecoming or prom or have an anniversary coming up are often looking to get their teeth cleaned and whitened!
Next you will need to set up a simple four-part funnel, which includes:
- A well-targeted Facebook ad
- A landing page (aka opt-in page)
- A thank you page
- And, a simple follow-up email sequence and text message
5 REASONS YOU MAY WANT TO CONSIDER
HAVING US DO THIS FOR YOU
Yes… You could implement the strategies that I have shared with you today. However their are little twists and turns that you will not know how to avoid, and there is no way that I can put almost two decades of experience into this article.
The biggest mistake that I see dental practices make, not knowing how to create an ad that converts well. A home run ad is never created on your first time out the gate, it comes from split testing and split testing and more split testing.
At the end of the day you must ask yourself the following question… Do you want to become a dental practice/digital marketing agency? OR… Do you want to be the best dental practice that you can, and serve your cliental to the best of your ability?
SIDE NOTE: We cannot work with any dental practice that may want to work with us. We look for certain criteria that your practice must meet in order to be considered.
So, if you do decide that you would like to work with us, you can schedule a call to see if we are a perfect fit for one another or not.
Here are the 5 reasons why I feel that you should hire a qualified marketing agency:
- Frees up your precious time. As the owner of a successful dental practice, you already have to wear many hats. We will be able to get the job done at a much quicker rate than you would have otherwise been able to.
- Saves you a boatload of money. It is more economical to hire us rather than hire a full-time employee. Just like your dental practice, the internet is constantly changing. You do not have to worry about spending thousands of dollars on training for yourself or staff, let alone dealing with the learning curve, and constant testing.
- Having your own expert on deck. Hiring us is close as you can get to having your own marketing expert on deck. We spend well over $20,000 a year in licensing fees on software to help keep your marketing strategy running smoothly in the background. You get the benefit of leveraging our experience as well as our resources at a fraction of the cost.
- Quick Results – We have the ability to move quickly and focus our efforts on getting your marketing strategy up and running, WAY faster than you can possibly do.
- Marketing Trends – We have your back, we take the time to stay on the cutting edge of digital marketing in the dental industry. It is our duty and obligation to you to make sure that your campaign is up to speed and benefitting you and your practice.
Ok, sit back and take a deep breath… We covered a lot today! I hope you see the value in this information and take action today… If you do, you will attract new patients and enhance your practice.