Top Five Dental Marketing Mistakes and How to Avoid Them
When you invest money in marketing your dental practice, the purpose is to get that money back through quality patients. It’s just part of good business. Unfortunately, most dental marketing plans actually lose money because they make five very common mistakes. By recognizing these mistakes, you can position yourself to avoid them and implement better tactics that will results in a stronger marketing response for your business development.
Trying to Build a Website on Your Own
Your website is one of the most important components of your business’s marketing plan. Your customers expect a good website, but it has to be more than just a place on the web that stores nice pictures and your services. It is your calling card and advertising pitch to convince potential patients to come and use your services.
When you try to make it yourself, chances are good that you’ll wind up making something that sort of looks nice or that has a pretty design. It may even seem like fun. The problem, though, is that you probably won’t use the powerful web friendly copy that you should be incorporating nor will you optimize your content for the search engines or to showcase your incredible services.
Creating a Site No One Visits
When you create a site yourself, the problem is that most people aren’t going to find it. You have to make sure that they can find it. That’s why Search Engine Optimization (SEO) is so important. More than 63% of people use search engines to find local services like dentists. This means that the search engine is the main source of advertising you’ll have. You have to make sure that the content on your website is optimized to draw in those visitors through effective use of keywords and rich content. It’s vital that your site is one that they can find on the search engines as well as one that they want to visit again because of the value they find there.
Not Knowing if Your Marketing is Really Working
One of the common techniques when marketing a business is to try a number of different techniques. Dental marketing strategies follow a similar pattern. The problem, though, is that most of the time, these businesses don’t check to see whether their marketing plans are really working. To be effective, you need to know what your results are and the number of leads and revenue that your advertising is generating. Otherwise, you won’t be able to adapt or figure out where you can cut the fat or increase your focus.
Using Directory Services
Directory services seem like a great plan. After all, for a minimum fee, they’ll direct customers to you. However, in the long run, there are a number of downsides. You have to pay regardless of whether you can take the client. Another catch is that when the directory service sends out your dental office’s information, it sends out three or four other dental offices too so that the client can see which one will work best. You run the risk that another dentist will respond to the directory request and the patient will go to that service rather than yours. Instead of paying the directory services, you need to make sure that you are leveraging your website so that clients find you directly.
Not Turning Calls into Sales Effectively
Once you start getting phone calls for appointments and questions, you’ll know that your marketing techniques are starting to work, but it’s important that you don’t stop there. You have to make sure that you answer quickly and then convince the patient that your service is right for him. Just answering the phone is a good start. According to Fast Call 411, approximately 66% of businesses don’t answer their phone, and that is a great way to tell your potential patients that you have other priorities. To turn that phone call into an appointment, you have to make sure that you answer it.
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