Marketing Considerations for the Dental Industry
When a consumer is searching for a dental practice, whether for a routine cleaning, x-rays, tooth extraction or root canal, they may conduct an online local search. This is an opportunity for your dental practice to capture that lead, send them to your website and hopefully convert them into a customer.
As a dental office, what might be key considerations for your online marketing & digital strategy? We’ve got some thoughts on that below:
- Understand fully who your customer is so content is developed with them in mind; considering gender, income, geography, nationality and age. Target your message for the individual audience groups or personas for your business. For further explanation on buyer personas, check out our post here entitled “A Closer Look at Buyer Personas”.
- Have a presence where consumers search. Utilize social media and create business profile pages. Platforms such as Facebook, LinkedIn, Youtube, Pinterest and blogging will allow dental offices to highlight their mission statement, showcase your customers with photos, encourage reviews and provide content educating your customers/prospects and establishing yourself as an industry authority. The 1st Family Dental Blog I recently found is a great example of how to blog for your dental office.
- Optimize your website’s content so that key terms are used within the site. Create a site that’s fun, functional, is informative and appears friendly. Implement an integrated strategy of on-site & off-site Search Engine Optimization (SEO) to assist search engines in finding your site to be included in search results for searches applicable to your business. A responsive site is best to be useful on all devices whether smartphone, tablet or desk top.
- Test, test, test!! – Allocate a budget for paid search. (Search Engine Marketing/SEM). If implementing multiple campaigns on different search engines, track where traffic is coming from, from what search engine, what keyword, what day of week, what time of day to determine best times to show the campaign. Test ad copy to see what resonates with consumers.
- Have M & Ms!! – Measure & Monitor – If running a special or promotion, track results if possible. Also track and monitor website visits, downloads of directions or coupons and calls.
How do we know all of the above is important? We looked at information from comScore Inc., a leader in measuring the digital world. They state that 166 million people in the U.S. owned smartphones during the range of January – March 2014, up 6% since December 2013. The site also shows a chart detailing the top 15 smartphone apps, with Facebook, Google Search, YouTube, Instagram & Twitter appearing on list. That said, it’s evident consumers will reference social media and conduct online searches for information regarding products & services they need, whether using desk top search or mobile.
The main take away would be to put together a mix of initiatives to include paid search (AdWords), SEO, Social and Mobile and remember to monitor and track. Your data will supply necessary stats to help in making changes to your marketing as needed!