Dental Marketing for Dentists
Getting down to it, the goal of any marketing is new patients and new revenue.
With traditional marketing strategies, you increase general awareness for your practice but you might not have direct revenue associated with the people you truly want to reach. You might be reaching the masses but you might be wasting money on people who are not actively looking for a dentistry office.
On top of this truth, the success or failure of traditional marketing is a bit difficult to gauge. Dental Marketing for Dentists allows you to track your results and make the most of every dollar you spend.
Why not spend your money on marketing plans you know will work? Don’t waste money on marketing you cannot track, you want to know where your money is being spent and how it’s doing!
A perk of advertising digitally, specifically with Google, for example, is Google Analytic demographics can help you measure meaningful variables like audience demographics, impressions, click through rates, cost per conversion and many other trends over a set of time.
This information can be helpful as you start to formulate your dental marketing plans to see what works and what does not. Traditional marketing has its perks in the early stages of your marketing efforts, but if you want strategies strongly tied to reach and revenue success, Dental Marketing for Dentists might be for you!
Paid Digital Advertising by Dental Marketing for Dentists
Dental Marketing for Dentists for dentists can be split into three PPC categories: search, social and display.
PPC stands for “pay-per-click”. PPC ads allow you to use advertising platforms to get your content in front of potential patients. Of course, you have to pay for this, but if you do it right, it can be a great way to grow your practice patient audience.
PPC ads are an incredible opportunity to get your practice name out there, particular to patients who might not have found your office before. When building a PPC campaign, you are in control of the messaging and you can track every result of your advertising campaigns. It’s a no brainer approach to online advertising because why not put your money where the results are?
Display Advertising
Display ads are the ad boxes that are on the tops or sides of a website. They can be traditional banner ads or even videos. These types of ads appear on sections reserved for paid advertising and are aimed at generating call to action.
For example, many news websites are full of video ads and clickable banner ads that are even that are much more aggressive, making you watch five seconds of a video before you can get into the content you came for.
Display advertisements are effective as they have a widespread across millions of websites reached by Google’s Display Networks. These search engines share your ads to websites and apps based on keywords targeting preferences.
Paid Search, Social, and Display: The Perfect Combination
Dental Marketing for Dentists for dentists balances search, social and display ads to maximize your digital efforts. Together, these three PPC channels will bring strong and unique elements to your strategy for a more holistic approach.
Digital Landing Pages
Landing pages are a lot like traditional newspaper ad spaces that have specific asks and visuals to draw attention to that specific task.
Landing pages are web pages that a person is taken to after clicking an ad. Landing pages are separate from your practice website and are designed to only receive ad campaign traffic.
Now, these might be confused with a website homepage, but do not make the mistake of linking a Dental Marketing for Dentists campaign to your website homepage! Your digital landing pages should be specific!
With so much riding on a first impression, make sure you are crafting relevant, direct and clear landing pages to get your desired results from potential patients.
The above example is great because it is a separate landing page outside of a website that asks for a potential clients information and asks them to schedule an appointment, in other words, a specific call to action.
Your landing pages are designed for one purpose only: results! These results can be making an appointment, getting contact info from potential patients or downloading a piece of content for future leads.
Video Ads
Visuals, particularly videos, are the key to marketing success in today’s world. In fact, 25% of Instagram’s advertisements are now in video format with a click-through rate of 1.84% (and that number is on the rise). Look around most website advertisements, many have video content!
Generally, video ads have become one of the best ways to grow a practice because people are consistently hungry for content. Videos give them engaging content that you can use to directly market to your potential patients in a concise way.
Marketing Analytics
Unfortunately, many dentists forget to put their marketing analytics to work for them. Remember, tracking is one of the biggest perks of Dental Marketing for Dentists!
You should track how ads are performing and where their traffic is coming from. This is why analytics is an important part of Dental Marketing for Dentists.
Using marketing analytics, you can examine your audience demographics, impressions, click through rates, cost per conversion and many other trends over a set of time.
Using these insights, analytics and responses allow you to work smarter, not harder. This information helps you tweak future ads and marketing efforts to be better. If something isn’t working, you can change it. If something is working, you can figure out how to continue advancing and promoting that idea—with more money and resources.
So, in comparison to sending out mailers traditionally to peoples’ front doors hoping they see your paper ad or call you, you can track your results with digital advertising.