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3 Key Pieces of Any Dental Marketing Puzzle

by | May 25, 2024 | Articles, Tips and Tricks | 0 comments

3 Key Pieces of Any Dental Marketing Puzzle

Marketing often overwhelms people. There are so many avenues to explore and they don’t know where to start. Suddenly, they hear this crazy idea from some flashy marketing firm and think that’s what’s going to get the new patients to sit in their chairs. 

However, the truth is, any good marketing effort only takes three dental marketing pillars to build a foundation. First, you need a good SEO-optimized website. Second, you need to be generating reviews for dental practices in some way, shape, or form. Third, you need to build a stable and sustainable ad campaign for dentists that you can crank up and down as needed without going in over your head on the spending.

In my mind, that’s the foundation of marketing and, if you haven’t hit all three of those, then you’re just not doing it right. That’s why, for this week’s blog post, I’m going to focus on those three pieces of your marketing puzzle.

1. An SEO-optimized website.

Organic SEO can be far more complex than setting up a Google ad campaign. When it comes to the former, the results are just way less predictable. In a nutshell, organic SEO might result from some technical stuff like hardcoding on your website, optimizing your business profile, writing blogs with keywords in them, and so on. 

That’s all good stuff, but that should be your long-term strategy. It’s not going to gain traction right away. Depending on what market you’re in, it could take months to years for organic SEO to start reaping dividends and to start seeing the fruits of that labor appear. You want to put those strategies down on the front end because they will eventually bear fruit, but it will be later on. Those strategies will actually help you to decrease your paid advertising costs and increase your returns on investment. 

However, you also need to pursue traction that can be gained in the short term—and that’s why paid advertising comes in. Most people refer to this as PPC advertising, which stands for “Pay Per Click” advertising. That’s Google ads, Bing ads, Facebook ads, and so on. You’ll notice within the first weeks of placing PPC ads that you’re already getting more phone calls, and that’s only going to ramp up. After three months, those ads will really start making a difference. So, in summary, the three parts of an SEO-optimized online presence are this: organic SEO, paid SEO, and paid social media ads. 

2. Generating reviews for dental practices.

There are so many dental practices out there. The fact is, when prospective patients are looking for dentistry, they have a lot of options to choose from. That’s one reason why marketing is so important—it enables you to differentiate yourself from the rest. Because with the right brand-building, you can appeal to potential patients in a way that makes them choose you over the practice down the street. And with the right marketing strategies, you can get in front of those patients before other dental practices do.

However, even if you do a killer job with building your brand or getting your ads in front of prospects, sometimes their choice comes down to something as simple as your reviews. You want your practice to have something called “Social Proof,” which is a term that is basically another word for credibility. If they can see that other people visited your dental practice and left happily with the same results they’re looking for, your practice will be more appealing to them.

Let’s face it: patients know when we’re marketing to them. They’re not blind to the fact that we’re selling our services and are showing things through “rose-colored’ glasses. If patients can get a more authentic perspective—i.e. the perspective of people just like them—to verify how good you are, then they’ll buy what we’re saying all the more.

In addition to building your reputation, generating reviews for dental practices is an excellent way to get to the top of the Google search results. If you can score more than 100 reviews, your chances of being the first practice they click on when googling “dentistry near me” are elevated tenfold. So, don’t be shy: ask your loyal patients to leave a review when they’re on their way out the door. Don’t be annoying about it, though; just give them a reminder every now and then and, if they say they’ve left one (whether it’s true or not), don’t ask again.

3. A financially sustainable ad campaign for dentists.

We spoke a bit about “Pay-Per-Click” (PPC) advertising, and the keyword in this approach is “pay.” These campaigns can be costly and, if they’re draining your resources, then they’re not sustainable. Instead, they can prove to become a real money pit. How sustainable your PPC campaigns are comes down to leveraging “Cost-Per-Click” (CPC) in tandem with the “supply and demand” curve.” This can get a bit tricky, so bear with me.

Within any market, there’s going to be competition—that’s a given. You’ve likely heard of the terms “supply and demand.” In the world of paid digital advertising, the “supply” is going to be the people clicking on your ads and the “demand” is going to be the other dental practices paying money for people to click on their ads. 

Imagine an auction. Let’s pretend you’re bidding on cars, up against some folks who have a bunch of money. With a competitor landscape like that, the price of the cars being auctioned are going to go for a higher price, right? The same dynamic goes when you’re bidding for people to click on your paid ads. 

You can go for the higher-end competitor landscape and show up higher on Google results with a greater cost-per-click or you can go for a lower-end competitor landscape by deliberately paying less on costs-per-click. Cost-per-click optimization in dental advertising is crucial for a sustainable ad campaign. So, if you’re surrounded by huge DSO’s and you’re located in the middle of a big city, trying to keep up with the “big dogs” might not be the best approach. However, if you’re located in rural Ohio, then there aren’t so many daunting “big dogs” you’d compete with nor are there as many customers you’d be competing for.

That’s because location greatly affects cost-per-click. If you’re in a rural area and you’re trying to market for veneers and whitening but there aren’t many practices offering those services nor people googling for those services in your area, then the supply and demand are both low. There’s less competition and not too many folks will be clicking on your ads, meaning the CPC rates aren’t going to be a huge drain. On the contrary, if you’re in a big city with lots of supply and demand, you’re bound to get more clicks and, thus, the prices to compete in that landscape will be higher. 

If your marketing campaign isn’t able to leverage the “supply and demand” curve to ensure your CPC offers an ROI, you don’t have a sustainable ad campaign for dentists in place. You’re on a downward trajectory to pouring boatloads of cash into getting few patients, and that’s no way to utilize the power of marketing.

This is just the tip of the iceberg.

There are so many components that go into any dental marketing puzzle. While these three dental marketing pillars are going to be key to your dynamic, they won’t be the entirety of the picture.

I run a community full of dental professionals who can give you some nuggets of wisdom about marketing in a dental practice. So, join the Nifty Thrifty Dentists Facebook group and reach out! People from all across the globe will be happy to let you in on their two cents.

Glenn Vo
Author: Glenn Vo

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