Dental Office Marketing Tips to Smile About

A robust digital marketing strategy is essential for dental offices aiming to maintain competitiveness. Employing both organic and paid digital

For example, Google Ads utilizes a pay-per-click (PPC) advertising approach, ensuring payment only upon ad clicks. Crafting a targeted PPC ad campaign can effectively direct traffic to your dental website, leading to increased new patient appointments and the retention of current patients through retargeting efforts.

When incorporating digital advertising into your marketing strategy, it’s crucial to monitor ad performance to gauge conversion rates. This involves identifying which campaigns effectively reach potential patients and drive new patient visits. One effective method is utilizing call tracking, which assigns a unique phone number to track the number of calls and new appointments generated from clicking on a paid ad for your dental practice.

Another essential component of your digital marketing strategy should include A/B testing, also known as split or bucket testing. A/B testing involves comparing two variations of ads, landing pages, apps, etc., to determine which performs better. If you utilize Google Ads, you can conduct A/B testing by making adjustments to the following elements:

  •  ● Ad copy: headline, URL, call to action, description, images, colors, and ad extensions
  •  ● Targeting: demographics, ad groups, and devices
  •  ● Final URL (landing page): test alternative landing pages tailored to specific ad groups

To enhance your digital strategy and marketing efforts, we’ve compiled a list of search engine marketing do’s and don’ts for dental practices.

Don’t Ignore Your Target Audience

Identify and prioritize your target audience for search engine marketing campaigns. For example, two distinct demographic segments for a dental practice typically include:
  •  ● Adults aged 27-39 who prioritize appearance and have an average income exceeding $45,000 annually. This group
      comprises professionals and stay-at-home parents without full-time jobs outside the home. They are interested in both
      cosmetic procedures and maintaining good health.
  •  ● Seniors who have ample time and financial resources, with an average income of over $50,000 primarily from retirement.
      They do not have the hectic schedules of younger adults with full-time jobs and are keen on enhancing their appearance.
Understanding and targeting these demographics can significantly optimize your search engine marketing strategies for dental practices.

Do Invest Money and Time

Indeed, while the internet and social media platforms are free for use, the days of easily reaching your target audience are long gone. With intense competition dominating the online space, investing funds becomes crucial not only to increase visibility but also to refine and precisely target your audience based on optimal platforms and devices..

Investing in platforms like Google Ads and Facebook ads enables you to deliver strategically targeted messages to your audience exactly when and where they are most engaged.

In a dental office’s paid search strategy, they may target patients searching for services such as teeth whitening, emergency dental care, or pediatric dentistry, aiming to bolster their search engine marketing initiatives.

Don’t Skip Social Media

Personal recommendations carry significant weight, and leveraging social media posts is one of the most effective methods to harness word-of-mouth advertising through ratings and patient referrals. Encourage patients to connect with your practice on platforms like Facebook or Twitter, utilizing reminders in your waiting area, appointment notifications, or business cards. On Instagram, prompt patients to share their smiles and tag your practice in their photos. Regularly share video content that integrates personal stories and dental-related information to boost engagement and support your search engine marketing endeavors.

Do Create Quality Content

The key principle of social media marketing is to develop high-quality content that resonates with your followers, aligning closely with your defined objectives and overall marketing strategy. If your goal is to attract more patients, focus on showcasing what sets your practice apart from competitors, highlighting positive patient reviews and feedback from platforms like Yelp. Alternatively, if you aim to generate interest in cosmetic procedures, share content that educates both current and potential patients about your available services. Always consider your target audience and ensure your content clearly communicates how your practice can address their specific needs.

Regular blogging can establish your authority and attract new patients by showcasing your practice’s expertise in solving specific dental issues. Incorporate relevant keywords such as “dental practice,” “teeth whitening,” and “dental implants” into your posts to enhance your Google search rankings. To identify effective keywords, conduct searches related to your services using tools like Google Ads or Alternatively, seek assistance from SEO experts. Once you’ve chosen appropriate keywords, integrate them naturally into the title, text, and description of your blog posts.

Here are some examples of blog post ideas: dental care tips, reminders about end-of-year insurance benefits, important considerations for older patients, and an overview of different types of dentists and dental specialists.

Do Use a Landing Page to Capture Visitor Information

A landing page serves as the endpoint for a lead who has clicked on your digital ad. It should effectively deliver information related to the ad’s promotion, details about your business, a form for capturing lead information, and a compelling call to action (CTA). Examples of effective landing pages include:
  •  ● An appointment request form
  •  ● Contact Us form
  •  ● Promotional offers
  •  ● Blog or newsletter sign-up page on your website
  •  ● Downloadable material, such as a “Guide to Cleaning Your Braces” or “How Invisalign Works”

Don’t Overlook SEO

Developing effective marketing strategies for your dental office, including search engine optimization (SEO), is crucial to enhance your website’s visibility online. Improving your Google ranking is particularly vital, as effective SEO tactics can elevate your position in search results when potential patients seek services like yours. Research shows that over 70 percent of people use Google when searching for a new dentist, with most rarely venturing beyond the first page of results. Therefore, achieving a first-page ranking is essential to attract and retain prospective patients.   Optimizing on-page SEO is crucial for targeting a local audience. Make sure your website clearly indicates your practice’s location on the homepage, contact page, and other key sections. Incorporate relevant keywords that highlight your dental services in organic search results, such as teeth whitening, cosmetic dentistry, dental implant costs, and cost of braces. However, avoid excessive keyword use (known as “keyword stuffing”) to maintain relevance and readability. Instead, employ varied phrasing to effectively optimize for these keywords. For instance:
  •  ● Dentist in Virginia Beach
  •  ● Virginia Beach dentist
  •  ● Virginia Beach, VA., dentist
Apart from implementing effective SEO practices, make sure to thoroughly complete Local Business Claiming for all your dental offices. Attracting new dental patients requires dedicated time and effort. Ensure optimal resource allocation by developing a well-planned search engine marketing strategy that integrates both organic and paid search methods.

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Need help with your dental office marketing plan? Contact your local Clipper representative today. They’ll walk you through how you can reach thousands of local consumers with a solid dental marketing strategy.

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