Regularly marketing your dental practice is an essential task for every dentist, no matter how established. Now more than ever, it is essential that dentists have a strong Internet presence as part of their marketing campaign.
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Your website is a representation of you and your dental practice. It reflects your philosophy on patient care and what experience your patients can expect with your office.
If you don’t have a website, now is the time to build one! There are companies that can help you do it yourself for a nominal fee, or you can hire an internet marketing company that specializes in website design.
If you choose the DIY route, here are some ideas to keep in mind:
- Choose an easy and descriptive domain name
- Use a modern and fresh design, appearance should be consistent
- Make sure that it’s easy to navigate around the site and find important information
- Present your activities and in which indications and specialties you are working
- Include frequently searched information, like hours and contact information, on the front page
- Introduce your staff and office, and include photos of both to help potential patients feel comfortable with your practice
- Have a simple to use contact form
- Should be optimized for mobile (responsive)
- Add your practice to Google Maps
70% of patients search for new dentists online. Search engine optimization, or SEO, helps potential clients find you and your website online. It is important to consider what your potential clients are looking for – is it a dentist in your particular geographical area? Or a dentist with a certain specialty or who performs a particular procedure?
So how do you improve SEO traffic for your dental practice website? Having good, keyword-rich content really helps drive people and traffic to your website and keep them on your website. Content is king and whoever is writing the most of the best content is winning right now. A small dentist in a small town can become the expert on periodontal disease if he wants to be – if he writes enough articles and text on his website or blog!
Google is one of the most important research sources, including the search for a dentist. Put yourself in pole position – with a few tips from KaVo to get started with SEO:
- Choosing the right domain: For a good search engine ranking it‘s helpful to include the most important keywords already in the domain: www.dentist-dentistname-dentistcity.com or www.dentistname-dentistcity.com
- Take search-friendly URLs e.g. www.dentistname-berlin.com/treatments/prophylaxis
- Develop fresh, quality, relevant content as often as possible
- Do not use Flash because it is not readable for search engines
- Define relevant keyword phrases and use them on your website and blog specific to your dental practice. Ask yourself, “What would potential patients type into Google?”
- It is important to place your keywords in strategic places on your website:
- Meta description tag
- The title tag
- The largest headline tags (the H1 and H2 tags)
- Domain and URLs
- At least once or twice throughout the text
- Alt tags in images and videos
- Internal links
If you aren’t sure how to do this, check with your computer support team for help.
Pay Per Click Advertising
Pay per click (PPC) advertising can be a lucrative addition to every dental practice’s marketing plan. Google AdWords allows businesses to place small ads on popular websites within their network, which if done correctly, can generate many new leads.
Here are three tips to optimize your PPC advertising:
- Include a phone number in your ad. Because you only pay when someone clicks on your ad, it is a free lead every time that someone calls the phone number instead of clicking on the ad.
- Build a unique landing page that your ads direct to. This provides your potential patients with a smooth transition to getting the correct information. Google rewards this consistency between your ads and their landing page because it gives their readers a better experience.
- Use your keywords! Use the keywords that you identified above and divide them into groups with a similar focus. Build your ads around that focus and using the keywords. Create different ads for different patient needs and use your keywords accordingly.
Social media is a great tool for new and experienced dental practices alike. It is a fantastic way to connect with both your current and potential patients. Using social media allows you to:
- Answer questions
- Respond to inquiries
- Share educational information
- Expand your network
Instead of using every available social media platform, choose one or two and using them consistently. Facebook, Twitter, and Google Pages are the most used for business promotion.
Try to post on Facebook at least a few times a week, and Twitter at least once a day.
In addition to sharing your content, look for ways to interact with other local businesses and share their content. This helps to build relationships and your network of potential patients.
Email is so much more than a simple communication tool. You should be collecting the email address of every single patient in your office and entering it into an email management service. These email services allow you to send out newsletters, special announcements, new and exciting promotions, and even birthday greetings. Email is also an effective tool to send appointment reminders. This helps you stay in touch with your patients and customers, and keeps you in their minds, in a very simple way.
Videos can help to make your practice different from others in your area. Youtube is a awesome platform for publicity, brings traffic to your dentist’s website and your dental practice. You can present your team, make interviews with you and your team or just ask your patients to say a few words after their visits. You can also describe a new technology or dental chair you are using in your dental practice.
Creating simple yet effective videos requires minimal equipment and time these days: just shoot, edit, export, upload to YouTube and embed on your website.
As a dentist, you may ask, “I’m too busy, I couldn’t do all or some of these things?” In some dental practices, it may be the office manager or a team member who owns it as a hobby. If the process is overwhelming, find an online marketing agency or freelancers to support you in all of this online stuff.