Even though everybody in town should come in for teeth cleanings and regular checkups, the fact is that most people would rather stay home. Despite the need for your excellent services, you’re going to have to go the extra mile and convince the people in your community that it’s in their best interests to come in for a cleaning. You can accomplish this through implementing the following five marketing strategies.
1. Have a Clean, High Converting Website
Your website has the potential to convince patients who are on the fence about setting up an appointment. Your website needs to be sleek, but more importantly, it needs to put a face on your office. Let patients see what it is that makes you so good and that you truly care about their health and wellbeing. Here are some things to include in your website to make it more personable and provide a higher patient response rate:
- Picture of your office so they know what it looks like
- Testimonials from satisfied and repeat patients
- Pictures of you and your staff smiling
- A personal biography that shares fun information about you
Search engine optimization (SEO) allows you to focus on particular keywords in your web content and rank higher in search engines. It isn’t optional anymore. It’s a must.
Your first and most important focus with your web content should be your location. Make sure you are targeting the key phrase that includes your town name, state name and the word “dentist.” Doing these methods will help you stand out in your local market and make it easier for your customers to find you when they need your services.
Your second focus needs to target keywords and phrases that hit on your particular specializations. If you are a children’s dentist, then you will want to include those key phrases so that the search engines can find your page and promote it.
Having a website is great, but getting it seen is better. You can send out your pay per click advertising campaigns. When you’re first starting out, make sure that you try a variety of phrasings and keyword combinations. You should always include your location so that you will have the highest targeted responses. To achieve a better success rate, remember the following things:
- Capitalize the first letter of every word for easier and cleaner reading
- Include a call to action like “contact us” or “set up your appointment today”
- Focus keywords in the headlines and ad copy
You don’t have to send out your online advertisements with just a broad focus. With retargeting, you can hone in on potential customers by signing up for services that reveal your ads to people whose search histories indicate they might be able to use your services. You can target these customers through a number of ways, including
- Text ads
- Image ads
- Video ads
- Banner ads
The primary distinction between retargeting and general PPC advertising is that with retargeting, you can focus a particular marketing campaign on individuals who have checked out your website or who fall into certain criteria you’ve laid out.
5. Email Follow-up Asking for Reviews
Patients’ reviews are invaluable. They can help you figure out:
- Where you are exceeding expectations
- What you could be doing better
- Where you are slipping
- What your patients want or need
Setting them up isn’t too hard, either. You can build an entire survey system, if you feel like it. Or you could use a free service like Survey Monkey. All you have to do is build the survey. Get your patients’ permission when you have them fill out the intake form. Then, after they leave, you can email the link and ask for their feedback.
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