As a dentist, you’re both a medical professional and a business owner. You’re likely constantly feeling torn between managing your team of hygienists and receptionists, caring for patients, reconciling the books, and dental marketing strategies for your business to ensure you have a steady stream of patients coming in.
Digital marketing is essentially an umbrella term used to describe online marketing efforts. Digital marketing is often segmented into two categories, that have several subcategories. Organic digital marketing relies on the use of quality content to get people to share and engage with. Paid digital marketing requires the allocation of a budget to pay for each impression, click, share, or engagement with the ad. This can be an expensive method, however, it’s often useful for practices that are just starting out or are looking to boost web traffic or social media following.
What is a digital marketing strategy?
A digital marketing strategy is a well thought out approach to digital marketing that involves the integration of existing and new technologies in such a way that your personas are reached in an effective manner. This often requires a lot of trial and error and testing. Trying things like new tones and language to appeal to your audience, software that can help automate the process, and digging into analytics can all help you manage your strategy.
Understanding how to to use medical website design for your dental marketing is a crucial component of any marketing strategy. Website design, content creation, and social media all play a role in how well your website is marketed, how people respond to your website, and how successful your marketing campaigns are.
What are personas?
Personas are an essential part of digital marketing. Personas are fictional characters created to represent users who are likely to visit your website or seek out your services. As a dentist, this will more than likely be people looking for procedures you specialize in that have the traits and characteristics of your demographics.
When creating a persona you’ll want to document what an individual’s motivations are, their likes and dislikes, things they’re interested in that might somehow be able to be tied into your marketing, and any limitations.
Good marketing relies on personas to segment their marketing campaigns. Each persona has a different need, and as a result, needs to be spoken to through different language and tones. Each campaign you design for your personas is a unique opportunity to present yourself in a way that’s relatable and understandable, and ultimately gets you business.
Seven Marketing Ideas for Dentists
- Tackle your medical website design from the start. It’s important that you be an active player in the design of your website so that you get what you want and, understand if the designer suggests you not include a feature you want. Today’s website design trends include a more simple layout, clear headlines and graphics, and a responsively designed website. This is because your visitors will come from a healthy combination of mobile and desktop sources. Each device has a different screen size and resolution. Because of this, it’s important that your website is intuitive enough to display properly on whatever device or browser it’s being viewed from.
- Focus on building relationships. Authenticity in marketing is something that visitors value, particularly when it comes to visiting a website that comes from a medical professional. Your website should make contacting you easy, offer visitors an opportunity to clearly understand what your services are and how you can serve them, and give them confidence in your abilities.
- Get as many positive reviews as possible. While it’s not ethical to pay for reviews, you can offer incentives to your happy patients to post positive reviews on Google and Facebook. Both of these outlets offer maximum exposure and reach. These positive reviews can help influence how well search engines rank your website.
- Provide useful information. Your website should be chock full of useful information that answers questions people visiting it might be seeking answers to. This could include keeping a blog that is regularly updated with posts, maintaining evergreen content (content that is continually relevant), and keeping your website updated.
- Marry your offline marketing with online marketing. It’s crucial that the personality of your brand is carried throughout all of your marketing campaigns. That’s why it’s important when working on website design for dentists that the web designer and marketer all understand your brand and how it can be incorporated into a variety of communication channels. Whether you’re creating a billboard, a brochure, or are developing a Facebook advertising campaign, it’s important to maintain consistency.
- Develop a social media presence. By developing a presence online you’re giving your business and online personality that causes people to want to learn more about your business. A social media presence that’s well done has the potential to organically reach hundreds, if not thousands of people that could become your patients. And because someone might “like” you on Facebook is perceived as an endorsement, the leads that come from it are likely to be of higher quality.
- Have a portfolio. This is particularly important if you’re a cosmetic dentist or specialize in in procedures that enhance physical appearances. People will want to see your portfolio of work done. It’s important that you make this portfolio shareable and interactive. If you don’t believe a portfolio that showcases your work is best, you may want to show a portfolio that gives people an idea of what your office looks like, who your staff is, and what kind of equipment you have can all help to give visitors confidence in your abilities as a professional.
As a dentist, you’re busy enough managing staff and running a business. Marketing is likely at the back of your mind. Good marketing, however, is the best way to make sure your patients are happy and they keep coming back and sending referrals your way. By developing a digital marketing strategy to appeal to your personas you’re setting your business and staff up for a successful future.