PennWell Dental Community
You invest money in the marketing strategy of your dental office to get quality prospects to become your patients. That’s the kind of business sense that every entrepreneur have. But many dental offices will lose money because they fall victim to dental marketing pitfalls. It is good for you to be aware of these dental marketing pitfalls and come up with solutions to avoid them.
Don’t try to create a website on your own
Your website is the most important part of your marketing plan. Dental patients expect an appealing, professional website. Your website should have content with great significance to your patients not just nice-looking pictures. Your website represents your dental office, it serves as your business card to convince prospective patients to choose your professional services.
The problem with making the website on your own is that you don’t have third-person perspective to check if it looks professional or make sure its content is optimized -- that is, attracts the attention of search engines with relevant content or keywords such as tulare dentists.
Don’t build a website that no one will visit
An effective website needs more than just pictures. Many people believe they can save money by doing the content themselves. As Google and other search engines update their search algorithms, you need a professional who’s up on the latest search engine optimization strategies that goes far beyond keywords and key phrases.
With over 63 percent of prospective patients utilizing search engines to look for local services, dentists need to make sure that people will find and land on their practice site. Search engines serve as your advertising tool, so your website needs to be professionally done with content that is search engine optimized with the effective use of keywords and relevant content to connect with as many prospective patients as possible. It is important to make sure that your website can easily be found on search engines so that people can keep coming back for updates and information.
Not Monitoring if your Dental Marketing Strategy is Working
Marketing any kind of business requires developing and trying different techniques. Dental marketing is no different. The issue is that many businesses don’t do follow-up to see if the marketing strategy is working, and monitoring results is crucial to knowing whether to continue doing what you’re doing, or making changes to your strategy to make it more effective. Part of your overall marketing strategy needs to include someone on your team, if not you, tracking and analyzing data. Google Alerts and tracking offers an easy way to see how your website or blog is generating real connections - or not. The idea of tracking data can be very intimidating, but it is a necessity in the modern Information Age. If you can’t measure your marketing results, you can’t manage them.
Avoid Directory Services as much as possible
It would seem at first that directory services will do so much for your dental office. Directory services charge a nominal fee. Dental practitioners should be wary that there are downsides to it in the long run. First, you are required to pay even if you can’t take a client. Second, when the directory service sends out your information, it also sends it out to three to four others. So, even if you do actually call the potential patient, he or she may have already been contacted by your competitor. A better alternative is to make sure your website is appearing with the right keyword searches and boosting your overall online presence so that your name, practice and services will appear in front of their faces first.
Not converting calls into sales effectively
When you are getting phone calls from people to make dental appointments and ask questions about something that they saw on your site, Facebook page or blog, you know that your marketing techniques are working. But the marketing doesn’t stop with the patient calling. Whoever’s answering the phone is also part of the equation. Many businesses rely on telephone trees and complicated instructions. In fact, as much as 66 percent of businesses don’t answer their phone. This is a huge missed opportunity to turn calls into clients. When people contact your office for the first time, they want to talk to an actual person, not a machine. So make sure your phones are answered promptly.
Ignoring the power of pay per click
One of the most profitable and effective marketing strategy is Pay Per Click. For brand new websites, Pay Per Click is a recommended marketing strategy because it will generate targeted traffic in an instant. Pay per click works by you placing an ad using certain keywords. You only pay for the advertising when someone clicks on the ad. This will generate a flow of new audiences to your website. Pay per click is a really great part of overall marketing strategy because it is efficient, quick and easy to do.