Marketing with Google can be a tough nut to crack open, even for some experienced marketers. And the fact that Google is always moving the cheese when the whole world seems to be scrambling for the last place it was located doesn't help either.
In today's dental marketing landscape, when your trusty Yellow Pages ad no longer converts like it used to, how do you reach those in your local area most likely to become a future patient?
Attract More (New) Patients with Search Retargeting
Did you know that you can place ads on Google for certain search words such as “dentist in city?” That’s Google Adwords.
Within Adwords, you can do what’s called search remarketing, which only shows search ads to people who have previously visited your website.
To help you better visualize how this might work, imagine this: a recent visitor finds your website, browses for awhile and then leaves. They go back to Google to look up and do more research on competing dental practices in the area. While they are on Google they see a different ad from your practice that says, “Thank you for recently visiting my dental practice's website. Here’s 20% off if you call us right now to book your appointment!”
That’s powerful stuff.
You could also use this method in conjunction with Facebook Advertising as well. That would be even more powerful.
Get in Front of More Local Traffic Using Pay Per Click (PPC) Advertising
PPC advertising is a great way to get the most from your marketing plan.
These purchased advertisements help develop a clientele and recruit new traffic based on paid placement on a search engine. It targets consumers based on their searches, and leaves you in a position to attract new people to your page.
Some businesses may even review what search terms competitors are coming up for and will purchase ad placement for those keywords to ensure that they're website comes up above their competitor's organically listed website. This type of placement is best when you have a targeted web page on your site that offers up relevant information.
For example, if your ad comes up when someone searches for your competitor "ABC Company", it would be best to have a page or blog article on your site that speaks to the person searching, such as "How My Awesome Company Excels in Customer Satisfaction over ABC Company".
Linking to content like this keeps the conversation consistent and doesn't interrupt someone's research process by sending them to a homepage that doesn't offer any proof of your claim.
Expand Your Organic Reach with Content Marketing and Backlinks
Every patient wants to know they’re in good hands. How can you show them that you're a true dental expert and you really do know your stuff? (Honestly, you do!)
You can establish credibility with both your patients and your peers by writing occasional articles for magazines, newspapers, other industry websites or peer-reviewed journals and then featuring them on your website and in your office.
When you show off your skills, you give your patients a sense that you’re an expert in your field, which builds confidence in your abilities.
In addition to featuring it via the methods stated above to impress your fellow humans, you should also take this opportunity to impress your (fellow?) robots by building backlinks to your amazing articles.
Backlinks are a major ranking factor for Google's organic search algorithm and can build authority and credibility for the non-human audiences as well. By taking a few minutes every day to craft a personal email to industry and consumer-facing websites that you feel would enjoy backlinking to or re-publishing your article (with a backlink of course) on their site for the benefit of their readers, you'll not only expand your status as an expert, but you may even acquire some additional patients through a mix of those sources.
Next Steps: Homework for You or Your Dental Team
So what does all of this Google speak really mean for you? Google is a powerful weapon in your marketing arsenal, but you need to have patience and be willing to test and experiment to figure out what works for you and your practice.
Try each of these of these methods to see how it performs, but remember to try them one at a time so you can accurately measure its impact on your marketing strategy. If you do them together, you will have a harder time knowing which of them is actually performing.
For additional ideas on how to expand your dental marketing strategy, request your free copy of our "25 Great Marketing Ideas for Dental Practices" ebook today: