The Complete Dental Digital Marketing System

Posted on by Neil Sanderson

The Skill Needed For Dental Practice Marketing

dental practice marketingDental practice marketing is really no different to any other vertical industry marketing. However if you employ a marketing company that specialises in marketing dental practices at least they can talk the same language as you.

For instance Dental Marketing Expert is a dental practice marketing company exclusively. We know that when you say you want to advertise All On Four we don't have to ask you what that is. We just know.

Equally whatever type of straightening you offer, you don't have to explain to us what to do for your dental practice marketing.

Website design is one of the areas that this is most important. There are literally thousands of website design company's around the world who can build you a website. But how much time and effort do you want to devote to providing the correct content.

Dental Marketing Expert provides all the content for your website with the exception of your personal details and GDC numbers etc.

Which brings me onto another subject. Does your website developer actually know what being GDC compliant entails? Dental Marketing Expert does. All our sites are automatically GDC compliant.

Equally when providing your dental practice marketing to acquire new patients. We know which key words to use with Google Adwords and Search Engine Optimisation. Does a normal agency know which key words to use to attract new patients?

Facebook advertising is one of the most effective advertising mediums. But you need to know what ticks the boxes of the audience to attract new patients, does a traditional advertising agency know this? I would suggest not.

I have been working in and with the dental profession since 1993 and I have seen just about everything. So yes there is a difference when you are working on your dental practice marketing, look for experience.

If you are looking for help with your dental practice marketing call me on 01767 626 398. Visit my website at www.dentalmarketingexpert.co.uk. Email me at sales@dentalmarketingexpert.co.uk. Visit my Facebook and Twitter pages.

Posted on by Neil Sanderson

How To Market Your Dental Practice

market your dental practiceEssentially when you market your dental practice it is no different to marketing any other type of business. The most important thing you need to do is implement it rather than thinking about it.

There are many ways to market your dental practice, you can obviously take a TV or radio advert or a newspaper advertisement. However these are all expensive and in my opinion you would be better spending your money on other areas.

The first thing you need when you want to market your dental practice is a website. As I have mentioned previously this need to be mobile optimised see previous article.

But having a great mobile optimised website is only the start. You have to get traffic to it, so how do you do this and successfully market your dental practice?

Mobile Traffic

60% of all web traffic will come to your website via a mobile phone (not a desktop). This means that you have to be at the top of Google search. The best and quickest way to do this is to pay Google to get you there. This is called Google Adwords.

Google Adwords is a pay per click advertising medium this means that you only pay when someone clicks on your advert and comes to your website. It is the most targeted way you can market your dental practice bar none.

However Google Adwords is not the easiest piece of technology to master when you are trying to market your dental practice. You can spend a huge amount of money for no gain if you don't get this right, so be careful.

Search Engine Optimisation

I would also recommend Search Engine Optimisation, this is where you manipulate Google to move your website up the organic listings (the free ones). But I need to remind you again that most people will find you on a mobile phone. Most people don't go beyond the first page on a search on a mobile and these places are all taken by Google Adwords..

So even if you do a great job getting your website onto the first page of Google using SEO, people might still not find you. However I would still advise you to use search engine optimisation. Its better to be on page one than page two.

Social media has a large part to play when you market your dental practice too, but I will write an article next week on how you can use social media to do this for you.

If you would like to know more about how to market your dental practice. And increase your patient numbers and profits. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk. Go to our Facebook or Twitter pages.

 

 

Posted on by Neil Sanderson

Why You Should Have Seasonal Promotions

 

Seasonal promotionsHaving a seasonal promotions is what we would call a bit of a no-brainer really when you think of it isn't it? Every year we know that the various religious festivals etc. are coming and they make a huge difference to people's buying habits.

This is the ideal time to get your seasonal promotions out and they can be aimed at any group or season. Some businesses do 90% of their annual turnover in the two months running up to Christmas. Most retail outlets do a third of their annual business in the four weeks before Christmas.

On a lesser scale the same can be said for Easter, Valentines, and any or all of the other faith seasons. Because you are a dentist doesn't mean you can't benefit from season promotions too.

Whitening

Whitening is a great gift for people to either have themselves or give to their loved ones. Christmas and Valentines are great times for this seasonal promotion. You can have a slogan that says something like "Guarantee A White Christmas This Year With Our Teeth Whitening Offer".

The reason that seasonal promotions are so successful is that they are topical. You know exactly when they are going to happen every year.

January Sales & Black Friday

The January sales are also a great time to have seasonal promotions. You should already be planning what you are going to offer this January in your practice.

The great thing about January sales is that you can make offers on just about everything you provide because people expect a deal in January.

Of course the new kid on the block (in the UK) are the Black Friday deals. These are offered for the last Friday in November, but most retailers carry this on for another week or so.

So why don't you have an irresistible seasonal promotion for Black Friday too, then have something similar in January.

The thing you have to do is to ensure that people know about it. You need a landing page on your website, you need to publish details on your social media pages.

Promoting your offers

Get your Google Adwords and Facebook advertising cranked up ready to start before these seasonal events. You will be amazed how much additional business you can generate by having a seasonal promotion in place and ready for these annual events.

Don't think that because you are a dentist this is vulgar or beneath you. The public are always looking for a deal and will welcome any of these type of seasonal promotions with open arms.

It's not even the particular offer you make, it's all about making sure that people know about them and publicising them accordingly. If no one knows about your offer it's pretty useless.

If you would like to know more about how Dental Marketing Expert can help you grow your dental practice. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit our website at www.dentalmarketingexpert.co.uk. Visit our Facebook and Twitter pages.

Posted on by Neil Sanderson

How Procrastination Damages Your Business

ProcrastinationI was asked to speak to a group of dental sales people the other day. I asked them what was the biggest obstacle they faced when dealing with the dental profession and to a man/woman they all agreed it was procrastination.

We all know that we struggle to make up our mind when it comes to making purchasing decisions either at home or for the practice. But I want to discuss how procrastination hurts when it comes to marketing.

Let give you an example. I have a client who we have just built a new website for. He is very happy with the website except for the Google map which is on it and Google have put his practice around 30 yards from where it should be.

Now let me explain, this practice is not on a busy high street it is in sleepy suburbia with no other dental practices around it. But he can't give us the go ahead until Google get it absolutely correct (which they may never do).

The reason this procrastination is hurting his practice is that his existing website is dreadful. It isn't mobile friendly, has out of date information on it. Hasn't had an update for years, but he won't give the go ahead on a brand new website because Google have got his map position slightly wrong.

Example Two

Let me quote you another example. I was working with an orthodontic practice last year. Our target market was other dental practices as they only take referrals. We decided on a postcard and email campaign. It took the two partners, nearly ten weeks of procrastination to agree on the artwork for the postcard.

In six month we managed to get out around four email's all because they couldn't agree on the wording. They wouldn't send anything out until everything was perfect. They then couldn't work out why the campaign wasn't a success, the answer is procrastination.

Good is good enough

I'm not saying for a minute that you should send out any old rubbish. What I am saying is "it doesn't have to be perfect". It's far better to get something out that is good rather than procrastinate for weeks or in some cases months trying to strive for perfection.

A good offer is a good offer irrelevant of what the artwork is like. People don't buy because of design, they buy because the offer is irresistible to them.

If you don't publish your offers or advertise what you can do for people how on earth do you expect them to buy anything from you.

Not publishing is probably the biggest reason why most dental practices are short of patients. In my experience most dental practices would rather complain about not having enough patients (and cash in the bank), than try and generate more by advertising or creating a new website or getting themselves on Google Adwords or sending to a leaflet drop etc. etc.

Procrastination will hurt your business, it may even end up destroying it.

If you need help marketing your practice call me on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit my website www.dentalmarketingexpert.co.uk or visit our Facebook page

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

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

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.