Did you know that 80% of all dental patient leads, other than referrals, are coming from search engines?
Online marketing is the best alternative to traditional marketing for increasing demand for your services. It is affordable, trackable, and it allows you to pay for performance. This is a more targeted approach than simply placing an an ad. Our experience tells us that online marketing is the only paid marketing you should do for your practice! Everyone who lands on your website will be prompted to pick up the phone and call your office or send an email.
In this article, you will learn how to drive traffic to your optimized website, generate new patients, and turn your dental website into a sales machine.
1) Increase New Patient Acquisition With Google AdWords
There are many free tools to optimize your E-marketing plans and the problem is that many of your competitors are using the same free tools. A paid ad is the most powerful and affordable way to drive traffic to your website. With a paid ad, your practice will have a prominent position on the web because paid ads are listed ahead of the #1 dentist that appears on the results page of an organic search.
Here is an example of a Google search for, “best dentist San Diego”. Each search results page typically has up to 5 ads on top of the page, and 5 at the bottom. Ads will appear in an auction-based order before the organic search (SEO), as you can see in the search below.
The auction for top listings works like this. The price is driven by the law of supply and demand, just like in any other auction. If more people are willing to pay for a search term like “best dentist San Diego” the value, or the “CPC” (Cost Per Click), for that search term goes up. As the term CPC indicates, the winning thing about using Google AdWords advertising is that you only pay when a user clicks on your website or calls your office. Even better, you will get even you will be able to track which ads referred each customer.
To learn more about Google AdWords, watch this video:
Kick-start your AdWords today! We have a limited time offer of $100 plus fee marketing credit towardyour first ad campaign, if you haven’t set up your AdWords account already.Request an AdWords management quote here.
2) Increase New Patient Acquisitions with Google & Facebook Remarketing
Remarketing is proven to be one of the most powerful and cost-effective marketing strategies to drive leads and increase customer acquisition from your pay-per-click advertising.
Google Remarketing uses a special tracking code which allows you to re-engage people who have already visited your website. Your ad will pop up on a prospective patient’s display when he/she visits your website and continues to browse the web afterwards. As in the example (below), the WordStream organization uses a Google Remarketing banner ad on YouTube to re-engage a prospect that has previously visited the WordStream website.
You will have the most screen time with a potential patient when you use remarketing. It is a proven tool works to increase the liklihood that he/she will call to schedule an appointment.
Google AdWords makes remarketing easy and efficient. When you follow these simple steps, you will begin to see some positive increases to your website traffic:
Design your remarketing ad, promoting your practice or a certain service
Select your audience (the more specific your target group, the more efficient your ad
based on a particular service page they visited, or
a certain step they were in on your new patient inquiry page, or
based on visitors who had not viewed certain a page
Set budget & time and launch your campaign
Facebook is another impressive platform for remarketing. You can reach people on Facebook who’ve visited your website and have already shown interest in your practice. The platform allows you you create both custom audiences and lookalike audiences. You can create custom audiences based on your contact lists and activity on your website. With Lookalike Audiences, you can target people who are similar to those who had visited your website. For more information, click here: Lookalike Audience
Six Month Smiles received a positive consumer response to the product and a high lead volume from Facebook—at a cost that was below all other marketing channels that we tested. Facebook will likely be one of the first options for our future online advertising.
— Perry Lowe, CEO, Six Month Smiles, LLC —
3) Take Care of Your Reputation – Ask Your Patients for Reviews on Yelp or Google
Your patients care about your reputation, and so does Google does. Google’s goal is to send users to the best businesses and continually reviews your data to determine your reputation. Your reviews compared to your competitor’s reviews determine your your ranking on the major search engines. Good reviews result in a top list ranking. Bad reviews yield a lower ranking.
Good reviews help to encourage patients who are indecisive. Bad reviews can hurt you and can cause you to lose patients. These are the ones you need to manage. Review monitoring service will track all comments and sends you a daily review to make sure you can stay on top of what people say about you.
The quantity of reviews is just as important as the quality!
How can you increase the number of reviews to show your popularity? The best way is to simply ask. Your patients understand how important reviews are to your practice and will be genuinely pleased to leave a positive review for your great dental care. Be sure to ask for a review as soon as possible after the patient’s appointment. Patients are more likely to give you feedback immediately after a positive experience with you! – For example, right after you bleached their teeth or successfully finished a complicated case. Make sure you make it easy for them such as adding a “Find us on Yelp” icon to your follow-up emails, newsletters, and website. Offering a small incentive for writing a review is a perfect way to motivate your reviewers and it will demonstrate your appreciation.
4) Add a Blog to Your Dental Website
Identify what the most common questions are in your expertise and blog around those topics in a routine manner. If you don’t have the resources, or don’t want to manage it yourself, consider hiring an outside firm or freelancer. Posts can run $50-$150 depending on how complicated the subject matter, then add SEO and create a routine. Doing this twice a month gives you a bigger site, content to use in newsletters, and educates your customer base. Done right it generates business and retains clients.