Content marketing, inbound marketing, outbound marketing. With all the marketing terms out there, it’s easy to get confused. Which of these dental marketing strategies would be best for your practice? And what do they actually mean?
Don’t worry, we’re here to help. The first thing to understand is that not one of the three marketing types listed above are mutually exclusive. To an extent, they all rely on one another. But content marketing, which is a part of inbound marketing, is hands down the most effective form of marketing available today.
Today dentists are relying heavily on content marketing to execute their marketing strategy, reach their audience, and increase business.
What is content marketing?
Content marketing is a long-term marketing strategy that ties in with SEO, search engine optimization. Search engine optimization is the process of creating content that answers questions people are seeking answers to. As people type a search query into Google or Bing, the goal is to get your content in front of them. That is, if Google or Bing’s algorithm determine your content is worthy of being ranked.
Through content marketing, you develop regular, high-quality content that is posted on your website with the intention of getting people to click through. When marketing for dentists, it’s crucial to create content that your patients would want to read, content that speaks to them. In the online world, content is everywhere, but quality content is harder to find.
Take the time to create content that you’d be proud of and that your users would want to share with their friends and social network.
How do I do content marketing?
The key to successful content marketing is to establish yourself as an authority in your field You want people to trust what they read coming from you. As people begin to trust you, they are more likely to not only call you for an appointment but also share your content with their network.
A social share is incredibly valuable, as it shows people that their friend that shared your content trusts you. It leverages the power of peer pressure in the best way possible.
How are dentists using content marketing to grow their practices?
Medical website designs are utilizing content marketing in a variety of ways to grow their business. After all, as a dentist you’re not just providing care to patients, you’re also responsible for your business’ success and the people you employ.
The most popular method of content marketing used by dentists is blogging. Companies that blog report getting 67% more leads. But what makes a good blog?
The best place to start out with blogging is to start by answering the common questions patients ask you. If you commonly hear patients ask you about the best toothpaste for elderly people, then you can easily come up with 500 words on what you would recommend, why, and alternative options.
Blogs are the ideal place to include not just written content, but also visual content. Including high-quality images and infographics that are tagged with proper alt tags can help get your content to rank both in the web listings of search engine results pages and in images. Additionally, high-quality images make people more likely to share your content on social media and encourage people to click the content that is shared.
You might not think of video as content, however, it is the fastest growing content out and often the most shared if the video is high quality and engaging. Videos are easily embedded on social media and websites.
Including the transcript of your video in its description or on the website it is embedded in, will help signal to search engines what the content is about and can also improve accessibility to the hearing impaired or visually impaired.
eBooks are resources that can be used to attract people at the top or middle of the sales funnel. These might be people looking for additional information on a specific dental procedure. For example, if a person is interested in teeth whitening, you could create an eBook that details the benefits of teeth whitening and why it’s a great option for your persona.
To download the eBook a person needs to submit a short lead form that provides you with their email address and name. Gathering this information allows you to stay in touch with these individuals.
As you brainstorm dental marketing ideas, you might consider taking the emails of people who downloaded the eBook and emailing them with a video that shows your teeth whitening procedure and results they could expect. Finally, you can use analytics to determine who viewed the video. After a week send them an offer that they can’t refuse. This might mean they can get their first teeth whitening session for free or a steep discount on several sessions.
Each piece of content you’re creating takes the user through the sales funnel. It all started with using the eBook to attract interested persons.
A monthly newsletter that’s sent out regularly and offers useful content to recipients can make all the difference in how people interact with your dental practice. You can repurpose content by linking to blog posts you’ve created, include special offers, and provide quick, useful tips.
The key to a successful newsletter is to understand what people are engaging with, what they want, and providing it to them in a clean, attractive format. Newsletters tell you how many people opened the newsletter, how many people clicked linked, and what links were most popular.
You can take this data and use it to determine what people appreciate, as well as how you should shape your content strategy.
Frequently asked questions can be answered both in video and written format. These are the questions that people often ask you. It helps keep content fresh and offers answers to questions people are asking. One of the easiest ways to accomplish this is to put a single question at the bottom of your newsletter or as a weekly post. It creates a win-win situation for everyone.