The Complete Dental Digital Marketing System

Posted on by Neil Sanderson

SEO v Google Adwords

search engine optimisationIf you're not sure what the difference is between SEO (search engine optimisation) and Google Adwords I'll try to explain. I'll give you my thoughts on which works best.

Google Adwords

Google Adwords is where you pay Google to be at the top or near the top of the page when people enter a key word e.g. "dental implants". If you have set Google Adwords up correctly your website should appear at the top or close to the top of Google search.

Google reserves up to five slots for paid advertising. Whilst you may not be number one, you will usually be one of these top searches. Look at the screen shot and you can see the top four slots are taken with Google Adwords adverts not the organic listings.

search engine optimisation

 

Search Engine Optimisation

Search engine optimisation is where you influence Google to put your listing as near the top of the rankings as possible. This is often referred to as free listings, although this isn't. Usually the case as you have to (a) employ someone to do the search engine optimisation work for you or (b) do it yourself which is incredibly time consuming.

If you notice the example above, which was a search for dentist in Harley Street London. You have to go quite a way down the page before you come to the first "free" listing. This is quite deliberate by Google.

search engine optimisationThis issue with search engine optimisation gets even worse when you view it on a mobile. You may be prepared to look further down the page to find a none Google Adwords listing on a desk top. You won't on a mobile, (see image left). When you consider that 60-70% of all search is now done on a mobile. This is really bad news for free listings and search engine optimisation.

So should you invest in search engine optimisation at all? My advice would be to do both. You will never get to the top of a Google page by using search engine optimisation by its self. You can get onto page one and that is better than not being on page one.

In some areas of the country there is little Google Adwords competition and you might even get to the top of the listing but this seldom happens.

Conclusion

At the end of the day your website has to be at the top of the Google rankings. If you cover both search engine optimisation and Google Adwords, you are ensuring that whenever someone is looking for a dentist, your website will be visible.

I can manage both for you, we offer search engine optimisation on a set number of key words. We also manage Google Adwords, if you would like more information about these services.

Give me a call on 01767 626 398 or email me at neil.sanderson@dentalmarketingexpert.co.uk. Visit my website www.dentalmarketingexpert.co.uk or go to our Facebook or Twitter pages

 

 

Posted on by Neil Sanderson

5 Big Website Mistakes

 

website mistakesHere are the five biggest website mistakes that most dental practices make.

Website Mistake One

A Website with pictures or graphics at the top of your home page

I've talked a lot in the past about the 8 second rule, this is when someone lands on your website and if you don't get their attention within the first eight seconds they will leave.

Simply having a photograph or graphic and worse still those photographs that slide in and out are the worst thing you can have on your home page and just about every dental practice has them, this is my number one of website mistakes. They do not work in fact they work against you. If you have them on your site get rid of them.

Website Mistake Two

Your website is not on page one of Google

If your website isn't on page one of Google then you may as well not exist at all, this is true on desktop devices but even more so with mobile. People simply do not go beyond the first page on a mobile device.

In order to get your website onto page one of Google you have to employ search engine optimisation.

Search engine optimisation can take many forms, but you have to employ some, or ideally all of them to ensure that your site is visible to the world. Most dental practices simply have a website built, publish it and leave it. Just think about this, if you were setting up a new practice would you rather it be prominent on the high street or hidden in some back street, this is number two of the five big website mistakes.

Website Mistake Three

Lack of online video - or video that isn't right

As I said in the first section, most practices have a large photograph at the top of their home page which is top of the list in website mistakes. But one of the best things you can do is put video prominently on your home page.

This should start to play automatically, it should not be more than two minutes long and should get your message across as quickly as possible. here is an example of what good video should be like click here to view video. Having good video like this on your home page will engage with visitors and keep them on your site.

Bad video are those artistic type that move around the practice, or worse still you put a video from one of your suppliers on your site e.g. Invisalign or Inman Aligners. There is nothing wrong with these products, but if you are going to put video on your website, make sure it is one of your own.

Website Mistake Four

Non Mobile Friendly Website 

This one is huge in the list of website mistakes and one you all probably know about too. What you probably don't realise is that 60-70% of all website traffic now comes from mobile devices.

There are two massive reasons your website should be mobile friendly.

  1. You'll lose 60% of your potential patients because they simply won't look at your site on a mobile device, this is because they can't navigate around it correctly. They'll just leave.
  2. Google will remove your site from search so they won't be able to find you anyway, so why have a website at all?

Of all the website mistakes in this article this is probably the most serious.

Website Mistake Five

Giving responsibility for your online marketing to a website designer

This one is quite controversial I know but I still put this in my list of website mistakes. There is nothing wrong with website designers, they are some of the nicest people you would choose to meet, but they are called website designers because they design websites!

What they don't do is market your practice, they don't get traffic to your site, they don't ensure that the site converts visitors into paying patients, this is done by marketeers (someone like me).

We develop websites that get patients into your practice, we don't try and win design awards. Having a website built is just the start of the process, you then have to ensure that your get traffic to it and convert that traffic into patients, this is what Dental Marketing Expert does for you.

If you would like to know how we can not only build you a website that works but also attract new patients to your practice and encourage the patients you have to spend more with you, call us on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk or visit the website at www.dentalmarketingexpert.co.uk or visit our Facebook or Twitter pages.

Posted on by Neil Sanderson

What is an Explainer Video

scribble videoJust what is it about an explainer video that attracts people's attention when they come to your page and keeps them there?

I think that most of you are aware that you simply have to have video on your website in order for it to be successful. Without it your site, or the pages on your site are just like everyone else which is not good.

Some dental practices put video of themselves speaking to the camera. Better still some have their patients speaking to the camera. Some have a camera roam around the practice.

These video's are excellent and if the person who is visiting the practice has sound on their computer. I would always recommend this type of video if you have nothing else.

The mobile phone issue

The big problem is that 60% of the people visiting your website will do so on a mobile phone. As you've probably noticed, most people don't have headphones on whilst looking at their phone. This means they almost certainly can't hear what is being said.

For those 15-20% of visitors who will come from a tablet, some will have the sound turned on others won't it really depends on where they are looking at your website.

It's highly likely that the remaining 20-25% of visitors who visit from a desktop or laptop computer almost certainly are at work. They will almost certainly have the sound turned off or even don't have sound at all.

So this is the problem with a video where you or your patients are speaking and this is also why an explainer video is perfect.

See below an example of an explainer or scribble video, this is one that we have produced and we can produce them for you if required.

explainer video

Click Image Above To Watch Video

 

An explainer video grabs the viewers attention whether or not they have sound. It gets your message across succinctly and simply, by using graphics and text.

What does and explainer video look like?

The video looks like someone is hand writing and drawing on a white board or sometimes a blackboard. This is the magic of an explainer video, the viewer is never quite sure what is going to come up next so continues to watch.

In recent studies, 80% of people who start to watch an explainer video will watch the whole video. This is quite astounding when you think that most will do this via a mobile phone.

If you visit my site www.dentalmarketingexpert.co.uk. You will see that I have an explainer video on every page of the site. I do actually practice what I preach.

The optimism time for an explainer video is between 30 seconds and a minute. Remember you must put your contact details at the end of the video so that your visitor can take the next step to becoming a patient.

For more information on how an explainer video can help your dental practice. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit the website at www.dentalmarketingexpert.co.uk. Or visit our Facebook page or our Twitter page.

 

 

 

 

 

Posted on by Neil Sanderson

How To Increase Your Flow Of New Patients

new patientsNew patients are the life blood of any dental practice. Just as new customers are the life blood of any other business, so how do you ensure that you get a steady supply of new patients?

Well first of all you need the obvious which is a dental practice. Ideally you will be located where people can find you easily. In an ideal environment this would be a high street, the more visible you are the better.

However many dentists don't enjoy this luxury so in this case you have to let people know that you exist.

Word of Mouth

Word of mouth from your patients is one of the best ways to attract new patients. So to maximise on this method you need to make sure your patients know that you would like them to recommend you. This can be as simple as putting posters up in the practice asking patients to recommend you.

Whilst some practices give rewards to patients who recommend new patients. Simply thanking someone for recommending you is just as good, and in many cases better. But you must ensure that if a patient recommends a friend or relative to you, you personally thank them, this is extremely important.

Recommendations for new patients are great, but you have very little control over this. So the next thing you need to consider is advertising. There are lots of different ways to advertise. I won't go into advertising to existing patients as this article is about getting new patients. Maybe we'll cover that later.

There are many ways to advertise and they are many and varied. They include TV, radio, newspapers/magazines, direct mail, leaflets, Google Adwords, Facebook advertising, blogging, social media posting etc. etc.

What media you should use

Here are my recommendations in ascending order as to how you should spend your hard earned cash on these different forms of advertising.

  1. Google Adwords, this is without doubt the most targeted and cost effective way to advertise. For a start your ads are only shown to someone who has searched for it e.g. dentist in (your location). Your ad will be displayed but you only pay Google if that person then clicks on the ad and comes to your website. Without doubt the best way to get new patients.
  2. Facebook advertising Facebook have come on in leaps and bounds. Their pay per click is cheaper than Google but not as targeted and only 50% of the population is on Facebook. You can specify who you want to see you ads by location, gender, age, interests, etc. well worth trying.
  3. Social Media Posting This is also effective but in order to reach new patients you have to get them to "like" your page on Facebook or "follow you" on Twitter. This can take a great deal of time and effort. Ideally you should not advertise when you post, this is about getting people to know you exist and who like what you post/tweet.
  4. Direct Mail is incredibly effective, but because you are sending stuff through the post is not cheap. You can buy lists of people in your area who fit the profile you want to attract e.g. people over 40 who are affluent.
  5. Leaflets Not as targeted as direct mail but much cheaper. A letter will cost you in the region of 60p each, you can have leaflets delivered for around £60.00 per thousand, again worth a try.
  6. TV and Radio very effective but seriously expensive. If you are a small business which you almost certainly are, I would leave this to the big boys.
  7. Newspapers & Magazines In my opinion this is probably the least effective of all the above media. Firstly many people don't even read newspapers any longer. If they do they have to (a) scan through the paper until they find your advert (b) be interested in what you are saying (c) take action at a later date.

Contact me

I hope this helps you decide how you are going to develop your strategy to get new patients. If you would like more information, call me on 01767 626 309. Email me at sales@dentalmarketingexpert.co.uk. Visit the website at www.dentalmarketingexpert.co.uk. View our Facebook page.

Posted on by Neil Sanderson

Increase Your Facebook Likes

Facebook likesGetting patients and potential patients you "like" your page has always been difficult. So how can you increase your Facebook likes without paying Facebook?

Well there are the obvious methods, such as having a sign or two in your practice with the Facebook logo on it and say "please like us on Facebook".

You can ask your receptionist to remind your patients that you have a Facebook page. Ask if they would "like" you the next time they are on-line. There is also another more discreet way to increase your Facebook likes. This is how you do it, it's very simple really.

Getting Likes

First of all find all the companies who sell goods and services to the public in your area. So long as these companies don't compete with you it can quite literally be anyone. For instance it could be the local cafe, florist, gym, beauty spa, local clubs like cricket clubs, football clubs etc. etc. The more people who like their pages the better for you.

They need to be in the same catchment areas as you, because you want to attract the same people, who are likely to become your patients.

Then go onto their business page as your business page (not your personal profile) and "like" their page. Ideally you want to be liking pages that have as many likes as possible, so go for the bigger ones first.

You will then start to see their posts in your timeline and this is where the magic starts.

All you need to do is comment on their posts. Always ensure that you don't ever advertise, and always be complimentary about their post. Try and make your comment as topical as possible. For instance don't just say you agree, or say that's nice etc. You need to look as though you really are empathising and have read their posts

This will increase your Facebook likes simply because whenever you put a comment about their post you are immediately being put in front of all the people who have "liked" their page too.

As well as this the company that you are being complimentary to will see this and will hopefully like you back. This gives you even more reach and stature in the local community.

Just a few minutes per day

Doing this every day will only take you a few minutes. It will increase your Facebook likes quicker than any other way, with the exception of paying Facebook to do it for you.

If you would like to market your dental practice but don't know how. Call me on 01767 626 398. Email me at enquiries@dentalmarketingexpert.co.uk. Visit the website at www.dentalmarketingexpert.co.uk or check out our Facebook page

 

Posted on by Neil Sanderson

Scribble Video

 

 

scribble videoFor those of you that don't actually know what a scribble video is, please follow this link to my Vimeo site and have a look at this one. Click on this link Smile Makeover don't pay too much notice to the content just how these work.

So why is scribble video so powerful as opposed for instance to a video of you or one of your patients telling people why they should use your services.

The first and most important reason is sound. Yes if someone doesn't have the sound turned up on their mobile or their desktop computer they can't hear what is being said by either you or your patients.

I first noticed this problem whilst I was with one of my customers in his surgery. We logged into my website and there was me on the home page talking about how Dental Marketing Expert can help you with your marketing.

The problem was that because this was a computer in a surgery, you couldn't hear what I was saying, so I effectively looked like a gold fish, with my mouth moving and nothing coming out.

Whilst we can narrate a scribble video and we normally have music in the background, it doesn't matter if they can't hear anything because everything is visual.

People are compelled to look at what is being written on the white board and see what we are going to draw next. Research has shown that 70% of the people who start to watch a scribble video actually watch it right to the end, simply because it catches and then keeps their attention.

But why have a scribble video, or any video on your website at all? It's all to do with engaging your website visitor. 60-70% of all web traffic is now coming from mobile devices which means that people are even more likely to be distracted than ever.

A scribble video which starts automatically will immediately grab their attention and then keep their attention, this is exactly what you want for two reasons:

  1. You want people to stay on your site for as long as possible because the longer they stay on the site the more likely they are to engage with you or book an appointment.
  2. The length of time people stay on your site, affects your Google ranking. Effectively if people come to your site and immediately leave (this is called bounce rate), Google sees this as a bad thing and lowers your rankings. If on the other hand Google sees people coming to your site and staying it will move up the rankings.

This then has a knock on effect, the higher you are up the Google rankings, the more people come to your site, the more people that come to your site, the more they see the video etc. etc.

Putting scribble video onto your website is incredibly easy and we can provide this service for you if you wish.

For more information about scribble video or any marketing for your website, call me on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk, or you can visit the website at www.dentalmarketingexpert.co.uk or you can visit our Facebook page.

Posted on by Neil Sanderson

How To Design Your Website

Whenever I ask a prospective client "does your website work for you?" they inevitably answer "well my friends and colleagues say the site looks nice". This doesn't mean that it is working for you. A site that is working for you will be generating patients on an ongoing basis, this is why you have to know how to design your website.

how to design your website

Having a sliding picture on your home page like the one on the left is probably the worst thing you can do, it achieves absolutely nothing, everyone visiting your website will ignore it and the photographs means nothing to anyone. If you have one of these on your home page (or any page actually) get rid of it.

If you have a large area at the top of your website with your logo etc., reduce it, nobody will notice your logo and nobody cares about it (other than you). The only thing that is really important to have at the top of your page is your telephone number (which should be clickable), an email address (again needs to be clickable) and if you have online booking have a button so that people can book online. These are fundamental in how to design your website.

how to design your website

The single most important item you should have on your web pages is a headline (not your practice name). But a headline that stands out and tells the visitor exactly what this page is about e.g. "How Dental Implants Can Help You" "How To Straighten Your Teeth Without Metal Braces". This is what the visitor will have searched for, so give them what they want.

The next thing you must have on your pages a video, a website without video is just not going to work. A video is the single biggest thing that will keep someone on your page decreasing your bounce rate. Bounce rate is when people come to your website and simply bounce away again without taking any action. Having a video reduces this by up to 90%. Incidentally don't put a video from one of your suppliers here, they don't work either.

If you look at the screen shot (above right) you'll see a strong headline with a video directly below it, this is what get's and keep's people's interest and is crucial in how to design your website.

The next thing to have on your page is an "autoresponder" this does what it says on the tin, if someone leaves a message on your site it will automatically respond to them and continue to send them emails over a set period of time.

But the biggest mistake that people make when thinking about how to design your website is concentrating on the desktop version rather than the mobile version. 70% of all the traffic to your website will come from mobile devices (not desktop). So don't spend hours on the different colours and photographs on your desktop site, because the vast majority of people will never see that version. Ensure that you concentrate on the mobile version above all else.

Go and have a look at this page on my site, it is exactly what your pages should look and feel like http://www.dentalmarketingexpert.co.uk/web-design/

If you would like more information on how to design your website call me on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk of visit the website www.dentalmarketingexpert.co.uk or visit our Facebook page.

Posted on by Neil Sanderson

Free Marketing For Your Dental Practice

free marketing

Neil Sanderson Dental Marketing Expert

Free marketing! Is there such a thing you might ask? Well the answer is most definitely yes, we just it referrals and if you are pro-active at getting them it can quite literally be your biggest source of new patients and it's free marketing too.

You don't need me to tell you that patients who are referred to you are without doubt the best you get, they tend to spend more money with you and they are more loyal.

Referrals aren't just about people casually mentioning to their friends and family that they use you. You have to have an active referral programme or process in place and if you do, it will pay dividends and as I said its free marketing.

If you use social media you already know how powerful this can be. But one of the most powerful ways to use social media is to get your patients to do this for you.

Lets assume that you do some good work for a patient and they are really happy about it. Why don't you simply ask them to recommend you on their Facebook or Twitter pages, it is incredibly powerful free marketing.

The average person on Facebook has between 50 and 150 friends, so let's be prudent and assume they only have 50.

If you can get just ten patients per month to refer you on Facebook, that's 500 referrals per month, the same applies to Twitter.

If only 10% of these people call you, it means that you will receive 50 new patient calls per month, and if only 10% of these calls turn into new patients it's five new patients per month all for free.

The average new patient spends around £700 in their first year, this means that those patients could be generating £3,500 of revenue and all you did was ask your patients to refer you on Facebook.

But let's be a little more generous, maybe 25% of those patients would call you, giving you 125 new patients calls and 12 new patients, its all free marketing working for you as a process.

It will only take your patients a couple of minutes to send out a post on Facebook, they can even do it on their mobile phone whilst they are still in the practice.

If you are really savvy you can offer your patients a reward for getting you a certain number of  new patients e.g. a John Lewis or M&S voucher etc. (although then I guess it isn't free marketing).

Why don't you give it a try and see how you do.

If you would like to know more about how you can get more patients into your practice call me on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk or visit our website at www.dentalmarketingexpert.co.uk or visit our Facebook page.

Posted on by Neil Sanderson

Market Your Practice

market your practice

Neil Sanderson Dental Marketing Expert

It has to be said that the majority of dental practices do little or no marketing and as a result they get by. I'm often told especially by NHS practices that we don't need extra patients and as a result we don't need practice marketing.

The problem with this argument isn't that they need more patients its normally that they need more patients who will purchase private treatment to boost profits.

Having an NHS contract is a great comforter and obviously keeps the cash flow positive, the down side is that it doesn't grow and as overheads continually increase, this puts ever more pressure on your bottom line or profits.

So this is why you need to think how you can market your practice using every tool available to you.

It's reasonable that if you have a good supply of NHS patients, the vast majority of them have absolutely no idea what you offer privately unless you or one of your colleagues tell them. Whilst you the principal may well introduce your private treatments, do your associates?

This is why EVERY practice should embrace marketing as a way of life, it is a constant investment that will give you a payback month in, month out. There are very few things that give you a return on investment but when you market your practice, this is one of them.

Knowing how to market your practice isn't just about knowing how to get an advert into the press or get a leaflet produced, just think about all those patients who visit you every day who have little or no idea as to what you can do for them, so here are some essentials you need to consider when you market your practice.

  1. Social media is a must, 50% of the British public spend 30 minutes every day on Facebook alone, that's thirty million people. This is the ideal platform for you to tell your patients and prospective patients just what you can do for them.
  2. In-practice marketing. The most under utilised area to market your practice is your waiting room. Just about every dental waiting room has a TV which inevitably is showing some daytime TV channel instead of showing a video or video's of what you can offer your patients.
  3. Your Mobile App. This is probably the most cost effective way for you to communicate with your existing patients. The dental app is the ideal tool to generate referrals, encourage loyalty and return visits, it also showcases your treatments like nothing else. The mobile app is the ultimate word of mouth tool you can deploy.
  4. Email Marketing. Email is still one of the most cost effective ways to communicate with your patients on a regular basis. You don't have to bombard them with endless special offers, but a regular update from you giving your patients updates on what you do and the services you have is invaluable.
  5. Text Messages. Whilst most dental practices have embraced text messaging for appointment reminders, hardly any use it for marketing and text messaging is a fantastic tool to do this. It's cheap and gets a very high read rate. Test messaging is a great way to market your practice.
  6. Direct Mail. Yes we all know that direct mail isn't cheap, but it's incredible effective, especially to your own patients. If you can get 20% of the emails you send out read, you are doing pretty well, whereas direct mail will get closer to a 90% read rate.

So just because you are very busy doesn't mean that you can't improve the profitability of your dental practice when you market your practice. Just think what an extra 10% profits would make to you!

We have just launched a new service that is going down a storm, it's called the Complete Dental Digital Marketing System and it handles every aspect of marketing your practice. For more information, call me on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk or visit the website www.dentalmarketingexpert.co.uk You can also find us on Facebook

Posted on by Neil Sanderson

Introducing The Complete Digital Marketing System

The digital marketing system

It would be great wouldn't it, if all you had to do was create a website for your dental practice and forget about it. New patients would flock to your door and your existing patients would tell you just how much they enjoyed the content on your site.

Unfortunately that isn't how things happen in the real world, if you don't actively promote your site it will simply be a waste of your money. This is why you need a digital marketing system. To drive traffic to your website and convert that traffic into paying patients.

Here are the consequences of not being pro-active on the web!

  1. You won't be found on Google desktop, your website will almost certainly not be on page one.
  2. Your patients won't visit your website because there is no reason for them to do so.
  3. Your mobile rankings will fall and so you won't be found on a mobile device either.
  4. Anyone who does find you won't have a reason to do anything when they arrive.

The fact of the matter is that most dental practices may as well not have a website at all, simply because people can't find it and when they do, there is no call to action!

This is what a digital marketing system does.

You need to ensure that your website is on the first page of Google and ideally Bing and Yahoo too. There are two ways you do this (a) search engine optimisation and (b) advertising with Google/Bing/Yahoo. This means you simply have to have a digital marketing system in place.

Search engine optimisation makes your site relevant and vibrant, the search engines see that your site's content changes regularly, that there are relevant links back to it and that it is mobile ready.

Google advertising pretty much automatically gets you to the top of the search engine rankings, this is particularly crucial with mobile search.

Social Media You have to be active on Social Media. Whether you like it or not, Social Media is a reality, 50% of the UK's population spend 25 minutes every day on Facebook, and that doesn't include Twitter, Instagram etc. Quite literally if you're not on Social Media you are missing out on a massive opportunity.

Email marketing is still one of the most effective ways to get your message out. When we build a website we build in an auto-responder, which will automatically start sending out a series of emails to people who have visited the site, this is crucial for high value treatments such as implants, veneers and straightening.

Video is the new phenomenon that is driving the web forward. If your site doesn't have the right type of video you are simply not in the game. A site with video is 80% more effective at generating business than one that doesn't have video, particularly in dentistry.

Remarketing This is a new technology available from Google and Facebook, it works like this. When someone comes to your website we put a cookie on their computer. When they then visit sites like The Daily Mail, Daily Mirror, Sky, Ebay, Facebook (Google has millions of partners) your advert will be shown to them, they think that you have a massive advertising budget and you are all over the web, whilst in fact your ads are only being shown to people who have visited your site. This technology is making a massive difference to the conversion levels.

So if you are really serious about building your dental practice and increasing the number of new patients that you register you need a digital marketing system, so call me today on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk you can visit our website at www.dentalmarketingexpert.co.uk or click here to go to our Facebook page.