All Change At Google Adwords

Posted on by Neil Sanderson

Marketing Your Dental Practice

marketing your dental practiceMarketing your dental practice is looked upon by many practitioners as a cost they could do without! Well if your books are full and you don't need any more patients that may well be the case.

However most of the dental practices I speak to are not in that position. Most would love a new steady flow of new patients every day. Well if you'd rather have this then marketing your dental practice is essential.

If marketing your dental practice is not something you want to do yourself. You need to get a professional in who will do this for you e.g. somebody like me.

If you are good at marketing your dental practice you can quite literally turn the flow of new patients on and off at will. So how do you do this.

Google Adwords

Without doubt the best way of marketing your dental practice is via Google Adwords. I have clients who are regularly getting a 1,000% return on investment from Google Adwords. Here's how.

  1. Work our what the average value of a new patient is to you e.g. £500.00 per year.
  2. What is the margin on this e.g. £250.00
  3. How many new patients per month do you want to achieve your goal e.g. £5,000 per month. This means you need 20 new patients per month.
  4. In order to get 20 new patients per month via Google Adwords you will need to get around 400 clicks per month (with the right ads and landing pages).
  5. Assume the cost per click is £1.00. This means you will need to spend £400.00 per month to get £5,000 of new patients

Sounds easy doesn't it and if you know what you are doing it is. If you know how to set it up. Use the right key words. Have the right landing pages you can and indeed should achieve this.

However if you just go into this blind you will without doubt give Google lots of money for very little gain and marketing your dental practice will become very difficult.

If you need to know more about marketing your dental practice and Google Adwords. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website www.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 Need To Have A Mobile Search Strategy

mobile searchI've been talking about mobile search and how important it is for some time now. I recently attended a marketing seminar and it has now become the most important thing you need to concern yourself with regarding digital marketing.

For around eighteen months now Google has penalised websites that are not mobile ready when people search for them on a mobile device.

What Is Mobile Ready

If you don't already know, I'll explain just what mobile ready means. If someone comes to your website and they have to pinch or expand your site in order to read the text or look at an image, your site is not mobile ready and will suffer in the mobile search stakes.

A website should automatically change it's appearance when someone is viewing it on a mobile phone. They should be able to read all the text and view all graphics without having to make any adjustments other than move it up or down.

The menu should look like the three stripes or a hamburger as we call it in the marketing world.

So if your site isn't mobile ready, you need to do this right now (like today).

If your site is mobile ready and Google are happy to rank it in their mobile search results. You now have another issue, is it mobile optimised.

The difference between mobile ready and mobile optimised

The difference between a website that is mobile ready and mobile optimised can make quite literally make or break your dental practice.

You see the problem with people doing a mobile search and then looking at your site on a mobile phone is that they are usually doing something else. They might be in a cafe or bar, walking down a street, watching TV or cooking dinner. They can be doing hundreds of different things whilst looking at your website.

So whilst the problem for all of us is mobile phones, this is also your answer.

Most people won't fill in contact forms on a mobile phone. So whilst I would still have one, the chances of someone actually filling it in and sending it back to you are remote.

But remember they have the phone in their hands and (yes it's a phone). So you need them to call you.

Make things as easy as possible for your reader

You have to make it as easy as possible for someone to call you directly from their mobile phone. This means that your phone number should be all over your site, ideally after every section on a page.

So if someone is scrolling down your site, your phone number should be coming up every couple of centimetres, so they can simply tap on the number and call you.

The other way of offering the same feature is to have your phone number stationary at the top and bottom of the mobile screen. Whilst they scroll through the other information they want to read. When they have read this they can simply tap on the phone number at the top or bottom of the screen.

If you are serious about growing your practice and have a website you need to implement all these features into your website so that you benefit from mobile search above your competitors.

If you would like more information regarding mobile search or any other forms of marketing for your practice. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk. View my Facebook page by clicking here. See us on Twitter here.

Posted on by Neil Sanderson

How You Can Beat Corporate Dentistry

corporate dentistryThere seems to be no let up in the rise and rise of corporate dentistry in the UK. But how can you take them on and beat them when you are a single handed practice or a small partnership?

First of all can I state that I don't have anything against corporate dentistry, I think they have a place in the market just as a single handed practice does. This article is about giving you smaller guys some help to take on the big boys.

When a corporate moves into your area, they are backed by a lot of finance, they can buy materials cheaply simply by their size. They they also have a marketing budget, they will have a marketing team driving it. So how can you possibly take on corporate dentistry and win.

Branding

One of the things that most corporates are very keen on is their brand. Whilst this may be important to them, by and large it doesn't matter a jot to the public, simply because they have never heard of most or any of the corporates.

So don't take them on trying to push your brand because (a) you won't win and (b) it's irrelavent.

Where you can take on corporate dentistry is in your marketing. As I mentioned earlier most of them will have centralised marketing teams and they simply can't act as quickly or smartly as you can on a local level.

Don't try and out spend them with press, radio or even TV advertising because again you won't win.

Google and Facebook

The place where there is a completely even playing field is with Google Adwords and Facebook advertising. Google and Facebook don't care how big you are and you can get just as much coverage in your local area as the corporate dentistry guys can.

If you run your Google Adwords campaign correctly you can out rank just about any other practice especially corporate dentistry one's. It's highly likely that they won't have a local guy running their Google Adwords so this is where you can win and win big.

If you don't know anything about Google Adwords don't even try, call me and I'll do it for you.

The same goes with local Facebook advertising. Just as with Google you can set up your adverts which will run locally. You can change them as often as you need, knowing that the corporate dentistry guys aren't doing this on a local level.

Sell benefits

As I mentioned earlier, in dentistry branding is irrelevant, the public simply have no idea who these corporate guys are. So don't advertise your brand, you need to advertise the benefits you bring to your patients. Why patients come to you and why they stay. This is a great story and one that will win for you.

Ensure that your local website is relevant and up to date. Most of all make sure it's mobile ready.

Have headlines on it that are compelling for people to come and see the local dentist. One who lives in and is part of their community rather than a corporate based hundreds of miles away.

Put video on your site that tells your local story. Have testimonials, ideally video testimonials.

If you do all this you'll win.

But if you think you need help running your own marketing department, call me and I'll help you. You can reach me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website www.dentalmarketingexpert.co.uk. Go to my Facebook and 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

How To Turn Your Website Home Page Into A Sales Machine

 

home pageGetting your website home page right is absolutely crucial. I keep saying this and I'm going to say it again. The vast majority of people who visit your home page will do so on a mobile phone! Not on a desktop.

In some instances this can be as much as 90% of all the visitors that come to your home page. This means that you have to think mobile first and desktop second.

If you look at most dental websites they have a large image across the front of the home page that usually slides in and out with different photographs. These are effectively useless!

The reason for this is that they are designed for desktop viewers who may (a) look at your whole home page and (b) may stay a little longer. Mobile visitors are the exact opposite to this profile.

The seven second rule

There is a well known phrase in marketing circles called "The seven second rule." This means that if you don't grab your visitors attention within the first seven seconds they'll leave.

So why put sliding photographs on your home page when most people will never see beyond the first picture?

There are two things you should really concentrate on with your website home page that is (a) the headline and (b) the video. These are the two things that will catch someone's attention and hopefully retain them.

The headline needs to be about the visitor, not about you. For instance a good headline would be "We give you a five year guarantee on all our work." Guarantees work amazingly and most people don't give them. So if you make this central to your website home page, you already have an edge over your competitors.

It doesn't really matter what your headline is, so long as it is about the patient and not about you. I see all the time things like "Established in 1990" or "We offer quality dentistry", or something like that. People are simply not interested in you or where you graduated or what qualifications you have.

Your patients are only interested in what you can do for them and your home page should reflect this. We call this the W.I.I.F.M (what's in it for me).

Creating Headlines

Create a headline from what you are good at. So think of seven reasons why people should come to your practice and then make a headline for each reason.

Whenever you are thinking of using the word "I" or "We". Use You or Your. Always speak to your audience as an individual not a group. Don't say things like "our patients", say "You".

Remember the person who is reading this is almost certainly doing so on their mobile phone. This is a very personal exchange.

You also need a strong call to action. This is literally telling them what to do e.g. "Call now to make an appointment". "Book online now".

Use these tactics and turn a normal home page into a sales machine.

For more information on how to design your home page, call me today on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk. See our Facebook or Twitter pages.

 

Posted on by Neil Sanderson

Online Video To Generate More Patients

 

online videoSo why does online video generate more patients? Quite simply it is about engagement.

You need to be acutely aware that the majority of your website visitors will now come to you via a mobile phone NOT A DESKTOP DEVICE. The average split is now 60% mobile and 40% for all the rest including tablets and desktop.

Mobile visitors are much more fickle and likely to leave your site simply because they are probably doing something else too e.g. watching TV, eating, on a bus etc. etc. You have to get their attention immediately when they arrive at your site and online video does this better than just about anything else.

Online video statistics

Here are some interesting statistics you should think about when you are building or re-building your website.

  1. Only 20% of visitors read the text on your website, whereas 80% will watch your video
  2. The retention rate (keeping them on your site) is 65% for online video, compared to only 10% for text.
  3. Visitors who watch your online video stay for two minutes longer than average and are 64% more likely to take action e.g. book an appointment.
  4. Google will increase your rankings if you have relevant video on your site.
  5. 73% of visitors to web sites say that online video explains what is on offer better than anything else.

Online video just makes sense in the new mobile world. When you land on a website via your mobile phone you want to see something immediately. That doesn't mean you want to see a sliding graphic going across the screen which seems to be the norm for most dental practice websites.

There are two things that grab and hold your attention on a site when you visit via your phone (a) the headline and (b) the video which should be just below it. I'll cover headlines in a couple of weeks.

What's the best type of online video?

So what video should you put on your dental practice website. Well the video you shouldn't have are the promotional one's you get from your suppliers. You need to tell people exactly what you can do for them and how you can help them.

People are not interested you or your suppliers. They are interested in what's in it for them and you must put this thought to the fore when you create your online video and website.

I have found that the best video is animated explainer online video or scribble video. Go to my website via this link www.dentalmarketingexpert.co.uk and see what one looks like.

The reason they work so well is that they immediately grab and then keep your attention. People are waiting to see what comes next. But best of all they work just as well without sound as they do with. This is crucial when people are viewing on a mobile as it's highly likely they won't have the sound enabled.

So if you don't have online video on your website now, ensure that you get one for each treatment you offer and one for your home page. We provide this service, so give me a call.

For more information on online video call me today on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk or see our Facebook or Twitter pages.

Posted on by Neil Sanderson

Get The Most From Your Advertising Spend

allocate your advertising spend

One of the most confusing things when it comes to marketing your dental practice is "how should I prioritise my advertising spend?"

There are quite literally dozens of ways to spend you money on marketing. Most forms of advertising will yield results, but try to think about what what will produce the best return on investment for you hard earned cash.

I have listed below some of the more popular ways to allocate your advertising spend. You will need to choose which media you go for.

Common Advertising Media

  • Television
  • Cinema
  • On the side of public transport
  • Radio
  • Press advertising
  • Direct mail
  • Leaflet drops
  • Google Adwords
  • Facebook advertising
  • Social media presence
  • In practice marketing
  • Email

I've no doubt I've missed something and am sure you can all think of something else, but these are the most popular forms of advertising media.

From the list above most dental practices simply can't afford TV advertising so let's dispense with that one straight away, which leaves eleven other ways to place your advertising spend.

Here is my recommendation for your advertising spend

  1. Email advertising, If you have a list of email addresses, this is without doubt the most effective way to get your message across. Firstly it's almost free, it consistently delivers the best value for your advertising spend. Email is a brilliant way to increase spend from your existing patients. If you're not collecting email addresses start now.
  2. Google Advertising can't be bettered as a means of growing your patient numbers. This is because only people who enter your key words see your ads. You only pay for the ad when they click on it and come to your website. It is without doubt the most cost effective advertising spend for new patients you can deploy.
  3. Direct Mail will get you a far higher open rate than email however there is a cost, whilst email is effectively free, direct mail will cost you printing, paper/card and postage, but it is still highly effective because where email may only get you a 20% open rate, direct mail will get you a 90% open rate.
  4. Facebook advertising has become one of the best places to put your advertising spend.  By using Facebook you'll receive highly targeted advertising, which can be very effective. You can specify geographic area, age, gender, hobbies, relationship status etc. etc. It is also incredibly cheap too, sometimes as low as a couple of pence per click.
  5. In practice marketing will not generate many new patients but it can be an incredibly effective advertising spend. Many of your patients will not know about the different types of cosmetic treatments you offer, simply putting a video on the TV in your waiting room can increase sales by ten fold.
  6. Leaflet drops can be very effective, a leaflet drop can cost as little as £60.00 per 1000 items, giving you a  a very cost effective way of getting your message across.
  7. Social Media presence seldom directly creates new patients but it engages with your existing patients. It can be one of the best ways to get referrals.
  8. Radio can be very effective, but the cost can be extortionate and is normally just too expensive for a dental practice to think about for your advertising spend.
  9. Press advertising still has it's place but if you are really scrutinising your advertising spend I would stay clear of this media.
  10. Cinema advertising can be effective, but also can be very expensive.
  11. Public Transport again if you are really scrutinising your advertising spend. My advice would be to go with the top items on this list rather than this.

I strongly recommend you follow the list to maximise your advertising spend.

If you would like to know more about how I can help you get the most from your advertising spend. Call me on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk or go to our Facebook or Twitter pages.

Posted on by Neil Sanderson

Major Changes For Google Adwords

 

google adwordsIf you thought that you could bypass Google Adwords (the pay per click paid for listings at the top of the search page), think again. Google has made some major changes that are going to make search engine optimisation even more difficult.

As I've been telling you in this blog for some time now most people will come to your website via a mobile device not a desktop. Google has also recognised this and now has adopted the slogan and philosophy "mobile first".

50-60% Of All Search Is Now On Mobile Devices

Because 50-60% of all search is conducted on a mobile device Google is taking advantage of this like never before. Here are the changes and you'll quickly see why search engine optimisation is going to be even more difficult.

Google Adwords is Google's main source of revenue. They don't really want you to click on one of those free listings. To make this more difficult they've made their ads 50% bigger.

The consequence of this is that now the ads take up 50% more space on the first page of Google. In mobile terms, this effectively means that there are no "free" listings on the first page of Google's search.

Even if you have the best search engine optimisation company working on your website, it's highly likely that you won't be seen on a mobile search.

So how has Google Adwords made its adverts 50% bigger?

Before the change you used to have one line for a headline and around 40 characters for your text. Google has expanded this to two lines for the headline, and given you 85 words to write your text.

The upshot of this is that in almost all instances your click through rate (people seeing your ad and clicking on it) goes up by around 50-60%. This is great news if you are advertising with Google Adwords, not so great if you're not.

They have also let you put extra words in the URL line. This just makes the advert more attractive, encouraging even more people to click on it.

There are now no adverts down the right hand side of the screen, just the top four or five Google Adwords ads at the top and usually three or so at the bottom of the page.

This has really squeezed the free listings, so that whilst you might get three or four on a desktop search, you really don't get to see any on a mobile search.

And mobile users are much less likely to scroll down below the Google Adwords ads, they almost always click on one of these.

Google becoming an Adverts Engine

I stated around eighteen months ago that Google would effectively change from being a search engine to an adverts engine and this concept isn't new.

Just think back a few years to the Yellow Pages. To get noticed you had to pay for a larger advert, Google Adwords are no different.

If you are really serious about promoting your dental practice. Grasp the nettle and start to use Google Adwords. But be beware, if you don't know what you are doing it can cost you dearly.

Take my advice and get a marketing expert involved. In the long run it will make your ads so much more effective and potentially save you a fortune too.

If you would like to know how we can help you with your pay per click Google Adwords. Call me today on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit either our website dentalmarketingexpert.co.uk or Facebook or Twitter pages.