Digital marketing in the dental practice

 Digital marketing in the dental practice: how to create a digital campaign that works?

 Differentiation is key in any field, and the dental office is no exception. Therefore, in our second blog on digital marketing for dental practices we will explain how to create a successful and effective digital marketing campaign from scratch. We will introduce you to some concepts and formulas that will help you establish your place in an effective and practical way, because in many cases the mistake is often not to start at the beginning.

 We will also talk to you about the need to have an optimized and quality blog on your website since it can help you position yourself as a leader, a reference, and attract future patients to your dental practice. We encourage you to develop this blog because we are sure you have a lot to contribute. We'll walk you through how to get started, find ideas, and get your texts ranked high on search engines. Are you ready to start adding value to your dental practice? Let's start!

 The stages of a digital marketing plan for the dental practice

 Now that you have decided to implement a digital marketing plan in your Dental marketing companies near me, we are going to explain to you what are the steps to follow and the tools to use for it to be successful. It is essential to be methodical and orderly because it is easy to deviate from the path. To avoid this, we recommend using this 4-step structure:

 1. Situational Analysis

 In this step we will ask ourselves questions like: Where are we? Digitally speaking, do we already have marketing elements in place? Are they effective? Should we start from scratch? What are other dental offices doing? Does it work?

 2. Objectives

 In this point, we must be able to answer this question: Where do we want to go? It is important that the objectives defined by our marketing plan are quantifiable. It is also necessary to set deadlines for achieving them.

 To be remembered, your goals must be SMART:

 ·         Specific

·         Measurable

·         Achievable (attainable)

·         Relevant

·         Time-related (limited in time).

 3. Hearing

 We must now identify the target we want to reach, where these people are, what their characteristics are and how they behave. To start, we can segment audiences according to their characteristics: geographic, demographic, and behavioral and their lifestyles.

 For example, it is useless to have a large number of people interested in our services if they are more than 1000 km away. It is essential that the target audience is defined from the beginning and is designed in accordance with the services offered by your dental practice.

 4. Tactics

 The last point concerns the tactics, ie: How are we going to do it? What tools are we going to use? Implementing a marketing plan by obscuring the previous steps is like starting to build a house from the roof, in that the tactics we choose will be defined by the objectives to be achieved and the audiences to which we will direct our plan.

 We show it to you with an example:

 ·         Objective: Increase the budget per patient in the dental office by 30% in the next 3 months.

 ·         Public: Patients who made a quote in the last 6 months, did not respond and are in our database.

 ·         Tactic: Send a newsletter that reinforces habits and the importance of dental health and the following week send a second newsletter with the reduced quote.

 Digital campaigns for your dental practice

 The realization of digital campaigns for our dental practice is in the tactical phase of our marketing plan, that is to say that if we have reached this point, it is because we have already studied the current digital situation of our clinic, that we have defined our objectives and that we have set our audiences based on the services we offer. We are now ready to talk about the mix of digital channels, the content and the tools we will use for this.

 Dental practice webpage: How to generate content?

 Content is the foundation of any digital marketing campaign and it is essential that you know how to create it. Many companies attribute their success to their strategy of formal and quality content in order to be distributed through digital channels. The content you create for your dental office's website will aim to educate your audience, generate credibility and trust.

 The Content Marketing Matrix

 An effective way to determine which content to choose is to use the content marketing matrix created by Danyl Bosomworth and Dave Chaffey. It is divided into two axes:

 A horizontal axis shows us the different stages during which it is possible to meet our potential customers within the customer journey. This ranges from raising awareness of our offering to inducing the purchase or contracting of our services.

 On the vertical axis, we see how the purchase decision is classified, starting from the affective or emotional to the rational.

 The four quadrants of our Content Marketing Matrix are: Entertain, Educate, Inspire, and Convince . In other words, it is the type of content that we will generate, depending on the stage in which our client is. We will explain it to you:

 Entertain: When people get to know our clinic in a superficial way or learn about the services we offer, they do not expect us to come up with great arguments to convince them, it would be enough at this stage to generate more emotional content and to capture their interest with joyful and entertaining things.

 Educate : This is the time to develop your full potential and educate your audience, for example: on healthy lifestyle habits, explaining why good oral health is important, explaining treatments in simple terms, developing topics of interest to patients, etc. At this point, your audience wants to know everything you can contribute in order to make an informed decision about their health, going through both the emotional and the rational side.

 Inspire : Here, our audience already trusts us, they know us and love our content. This is a good time to invite them to interact with us in a more personal way.

 Convince : It's the end of the customer journey and it's time to offer our service. Our content must therefore be persuasive and aimed at closing the deal, in our case, offering our dental services.

  Now that we know how to create our content and personalize it at every moment of the customer journey, we are going to talk about the content itself, its different formats and forms of presentation.

 The blog of your dental practice

 A blog? Why? 86% of B2C companies that have a blog improve their sales opportunities, so why not?

 The blog is one of the main tools for creating content for our audiences. But how do you know what to write? A good way to start is to think about the questions that come up the most during the dental consultation. Surely this is a good topic, because it's the same thing people are looking for on the internet. It would also be interesting to write about new trends in dentistry or new advances that are available to patients or perhaps to debunk some well-known myths, popular beliefs. You won't run out of ideas! You will also have fun writing and you can do it from anywhere.

 A blog requires dedication, it must be optimized and offer quality content. In addition to this, it is important that you have some regularity to improve your traffic and the opportunities to sell your services.

 You are an authority figure in your industry. As you position yourself by referring, you can gradually gain the trust of your audience, thus driving traffic to your website and therefore attracting potential future patients.

 How can a blog impact your dental practice?

 It's a fact, the blog helps you optimize your content on search engines. This means that the blog attracts patients to your practice. Every time you post a new blog, that page is indexed by search engines and will appear in search results for people who need information or services related to your industry.

 For this to work, the key is optimization. This means that your articles should include keywords or keywords in the titles. You should take into account when choosing these keywords how people who are not dentists think. How would they find the information? Because:

 It's not the same to say:

 “Postoperative recommendations after complex exodontia of an impacted wisdom canal”

 What to say:

 “What to do after a wisdom tooth extraction?”

 Keywords are very important, but it is not just about words or terms only, it is also necessary to consider the relevant key phrases in the dental industry. Websites that can help you find them are:

 ·         Google Trends

·         Google Ads

·         Semrush

·         Advanced Web Rankin

·         KWFinder

 In addition to positioning yourself on search engines, blogging on your dental office's website will help you position yourself as a leader and an expert in oral health , offering solutions to your audience by expressing yourself in easy way. This way, you can start showing your clients that your dental practice will provide them with a positive experience both online and in-person.

 Your blogs can also feature a call to action , known in marketing as a CTA or call to action and it's not bad for you to include that. While you have provided valuable information to your reader, you can relate the content to the services you offer. This way you capture the natural interest of your potential client. If your CTAs are contextual, they'll be much more engaging and get more clicks than stand-alone text.

 Blogging is an essential part of your digital marketing strategy. It is very important that you have one, that it is optimized and that it offers the reader quality content. Creating blog content takes effort, but the payoff is well worth it as you will undoubtedly increase the opportunities to sell your Dental clinic website promotion services, as well as cement yourself as an industry leader.

 Factors that affect search rankings

 Besides the keywords you use in your blog and how you use them, other factors determine your website's position in the search rankings. This is important given that, for example, the first page of Google results receives over 90% of the traffic and the first search result can generate up to 40% of the traffic. Understanding how search engines like Google and others work, and how to get our website to rank at the top of the results, is called SEO.

 The most important factors to achieve good SEO positioning are:

 ·         A responsive website: which adapts to computers as well as smartphones or tablets.

·         A fast website: speed when you change pages on the site.

·         A secure website : with a certificate of authenticity (HTTPS)

·         Unique and quality content: not copied from other sites.

·         Incoming links from other websites : they are a quality value

 All of these factors and many more (over 200) contribute to the organic ranking of your website. But there is also a "non-organic" way to position your page in search engines, this is called SEM and corresponds to the sponsored advertisements that you can see in the first places of the searches you do.

 They also work with keywords or phrases that businesses bid on to get clicks on their ads. The best example of this is Google Ads, the operation of which is explained below:

 For example, if you want to appear at the top of Google results when people search for "teeth whitening", you can use Google Ads to create an ad on your offer where, for every click that users make on your ad, you will pay Google. The good thing about this is that you pay Google for each click and not for each time your ad appears (impressions) and you can also define from the start what your budget will be. Each time a user clicks on your ad, he arrives at the URL you have configured, for example to your website where you explain the teeth whitening procedure step by step and offer your service.

 Thank you very much for reading our article! In our next blog on digital marketing for dental clinics , we will explain in detail all the tools available to distribute your content and how to implement an effective digital media strategy that adds value and attracts patients to your dental clinic. . Don't forget that we are also present on social networks! Always stay tuned for our new blogs. See you soon!