Tags – Mistakes in Dentistry Marketing
Dentistry is a competitive field.
And digital marketing is the driving force behind being a successful dental practice.
But if you want to stay ahead of the curve, it’s important to avoid making common mistakes in your marketing strategy.
In this blog post, we will discuss some of the most common mistakes made by dentists and how to avoid them.
1. You Are Unclear On Your Ideal Patient
If you don’t know who your ideal patient is, it implies that your marketing campaign is directed at no one in particular; it’s futile and counterproductive to try to be all things to all people.
It’s much better to perfect your marketing message so it appeals to the individuals you want to attract.
To know who your ideal patient is, you need to understand them at a very high level. You’ll want to know their age, gender, income, where they live, what media they consume and the products/services they’re interested in.
Plus, it’s absolutely imperative that you understand the pain points these individuals have so your solution can address them.
It’s also worth noting here that when the practice understands exactly who their ideal patient is, the patient experience can be tailored to suit that person, and that experience gives patients a story to tell others, which can result in more word-of-mouth referrals.
2. You Have An Outdated Website
Typically, dentists have their own practice.
But the majority will not have a modern website that converts web visitors into new patients.
To create a beautiful website, some people hire a web designer who is unfamiliar with the dental industry, resulting in a website that is nothing more than busy digital art.
So what is the missing element?
A conversion strategy that distinguishes the website from the other dozen local dentists.
You may believe that highlighting your dental services would be a good idea, but consider only including the specifics your potential patients require.
In reality, a dentistry practice with lengthy descriptions of dental treatments that are so dull can drive away potential patients.
Furthermore, data gathered from thousands of visitors, websites have revealed some glaring conclusions – the pages that every dentist should have on their website, for example.
According to research, the homepage, dentist[s] bio, contact us, about us, and a services page are the five most essential pages.
Lastly, it’s also important to include your mission and answer one simple question: why choose us? If your website is similar to other dental websites, then your content may be perceived as dull and unlikely to capture new patients.
On the other hand, if you don’t have custom photography, don’t state why you’re a specialist in this field, or you don’t call visitors to take an action at the appropriate moment, again you will lose prospective patients.
So when it comes to dentist website designs that convert, consider what the visitors want to encounter, not what you want to show them.
3. You Are Not Blogging
When it comes to content marketing, blogs are powerful.
And a dental blog is an additional marketing channel, just like social media, email marketing, direct mail etc., that will help your dental practice grow.
Here are some of the main reasons why your website should include a blog section:
- Get Your Name Out There: if your blog posts are shared by your visitors, your practice will benefit from a large network of connections that may need your services gaining immediate access to a wide audience; there’s also an inherent trust because the blog is shared by people’s friends
- Engage Visitors: On-site engagement is one of Google’s primary metrics for ranking websites in their search engine. A blog that provides valuable information encourages users to stay on your website for longer by reading other related blog entries and finding more information as required
- Attract New Visitors: ultimately, your goal is to use your dental website to grow your practice and capture new leads. But doing this requires your SEO to be fine tuned and know exactly what answers people are looking for and provide content that meets their needs. And if you answer these questions through your content, it will be indexed in search engines and appear in searches over time
- Stand Out From Your Competition: your dental practice is different to the one down the road, so you need to highlight this through your blog content. Including topics about what’s going on at your practice, new technologies you’ve adopted, and anything else that demonstrates how distinct your practice is allows patients to see how unique it is from others.
4. Your Branding Is Unclear
Brands aren’t only for goods.
Branding is the act of projecting a certain image that conveys your marketing message and distinguishes your practice.
Here, it’s a good idea to develop a written brand style guide if you have a large number of contributors for your website, social media, and other public relations.
Nevertheless, the most important elements of branding include:
- Your Message: your USP, niche and overall image needs to be reflected in all marketing assets
- Logo: choose a feature that is distinct and stick with it. It’s fine to make a one-time adjustment as required, but don’t modify your logo every year or use many versions
- Colour Palette: don’t be too strict with this and stifle creativity, but keep a careful eye on your website, social media photos, advertisements, and other printed material
- Text: writing should reflect the personality of your practice, whether it’s formal, lighthearted or informal. You might also select one or a few fonts to use extensively in your materials
The Bottom Line
If you’re not sure what to do, see a professional.
It may appear more cost-effective to handle blog content, have the receptionist handle web design, and the hygienist to manage social media.
However, unless these people have the time and knowledge required for the position, the outcome is likely to be a poor marketing campaign and unprofessional appearance.
Choose individuals with the necessary skills for the job at hand, whether you outsource or employ an in-house marketing team.
One of the most valuable investments you’ll ever make is in quality marketing.
For more information, please get in touch today.
In the meantime, take a look at our digital marketing services here.
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