January 14, 2019
by Dr. Megan Peterson Boyle
2019 will be a good year for the dental community. The New Year should witness an influx of new patients and potential clients as more people are becoming conscious of their oral health. The Internet has dramatically contributed to spreading awareness of the wonderful benefits of cosmetic dentistry, bringing about a widespread interest in the array of procedures it involves.
Without a doubt, digital marketing will still play a vital role in the success of dental practices in the coming year. The previous years showed us how effective search engine optimization (SEO), social media marketing (SMM), and pay-per-click (PPC) are in brand promotion and establishing an online presence. And while these strategies will still be unquestionably valuable in the coming year, here are a few newer trends to step up your dental marketing game in 2019.
Create Personalized and Interactive Content
Nowadays, people consult the Internet for almost anything. That said, a large percentage of potential clients base their decision on what they see and read online. Whether it’s email, blog, or social media, content is the beating heart of your marketing campaign — everything else revolves around it.
While publishing high quality, original content is a proven and effective online marketing strategy, this 2019, personalized and interactive materials will take your campaign to new heights. Produce more content that is tailored to the patient’s needs to draw them closer to doing business with you. Create purposeful and interrelated content that will drive the buyer’s journey forward and convert them into loyal followers of your dental brand.
Consumers these days look for more engrossing methods of consuming content, and this is where interactive content comes into play. Online quizzes and assessments, surveys, and polls are just some of the more creative means of sending your message across. What’s even better is that interactive content can be customized to address different issues and deliver results based on the interaction. Boosting user experience through interactive content will convince visitors to stay longer and engage.
Try a More Visual Content Marketing Approach
Adding videos, photos, and infographics make your online marketing efforts more effective. People are more likely to remember visual contents than text alone. Using videos and infographics for promoting your services and sharing useful tidbits about dental health and hygiene will amplify your digital marketing results.
Filming Q&A sessions, office tours, and real-time footages allow viewers to know your brand genuinely. New social media applications like Facebook live and Instagram stories let you build a more personal and intimate relationship with your audiences, and move them to action.
Invest in Mobile-Friendly/ Mobile-Optimized Marketing
Just recently, Google decided to switch to mobile first indexing, which means that if your website isn’t mobile-friendly, its ranking in Google’s Search Engine Results Page will be compromised.
Since the majority of your potential and existing dental patients access information through their mobile devices, it’s incredibly important for you to have a dynamic website that is mobile-friendly, if not optimized for mobile users first.
Without a mobile-compatible website, you’ll miss out on a tremendous amount of new client opportunities and your website will most likely witness a decline in conversion rates. The perfect time to make your page mobile-user friendly is now.
Give Influencer Marketing a Try
Isn’t it mind-boggling how much influence social media influencers have on people these days? Their extensive reach and pulling power combined make them the perfect brand ambassadors. A few kind words and mentions from them on social media have the potential to draw thousands of people to your page and may even generate a pipeline of consistent referrals.
While it may take time for you and your team to find the right influencers to represent your brand and propel the campaign into motion, once the momentum picks up, it will be worth it.
Outsource, Outsource, Outsource!
With the overwhelming daily number of tasks that dental practice demands, digital marketing efforts can often get shoved to the background. However, in an age where the right patients have their phones up their noses more than half the time, online presence is paramount.
So what’s a dentist to do?
Delegating the online advertising aspects of your business to a digital marketing firm or SEO company will pay off in spades. It’s not only convenient but also practical. With your online promotional strategy in expert hands, you can put your mind to rest and take better care of the more essential aspects of your practice.
About the Author
Dr. Megan Peterson Boyle is a cosmetic dentist with Dental Studio 101 in Scottsdale, Arizona. She is focused on providing anxiety-free dental services, including veneers and dental implants. She enjoys spending time outdoors with her friends and family.