3 Reasons Marketing Agencies Want Your Ad Spend To Pass Through Their Agency

Why do they want your money to come through the agency instead of going straight to Google Ads or Facebook?

1. They can show higher overall revenues
2. Pooling dollars together allows them to seem more accomplished
3. They can hide fees

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At Identity Dental Marketing, we have seen that real results come from a collaboration of dental marketing strategies. Each member of our team brings a unique skill set that will contribute to the success of your dental practice. We’re here for you!

Just a few of the services we offer include:

• Marketing for Dentists and Dental Experts
• SEO Strategies from our Dental SEO Experts
• Custom Websites for Dentists and Dental Experts
• Dental Office Marketing Consulting
• Custom Content and Designs for Internet and Print Marketing

Looking to take your dental marketing to the next level?

Contact us today for your complimentary marketing planning session: IdentityDental.com/Grace (847) 629-4646

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Grow Your Dental Practice with These Smart Tips

Change is constant, especially in the dental industry. Practices must constantly evaluate their business and innovate in order to stay ahead of the curve.

Here are some tips that will help you reach more patients and stay up-to-date with their evolving needs:

Onsite Amenities

Too often, dental practices make the mistake of appearing far too clinical. Consider making patients feel like they are a guest in your home. Remember, they are often anxious about their visit and they want to feel comfortable while they are in your office.

Welcome them with modern, innovative amenities like heated massage chairs in the examination room. Keep them comfortable by providing throw blankets and pillows. TVs installed on the ceilings and complimentary earphones can offer a safe distraction while you perform the procedure.

Dental Insurance Coverage

Many patients are turned off at the thought of visiting a dentist who is out-of-network. Whether you decide to be in-network with more plans or use targeted marketing for successful out-of-network care, you can open the door to many potential patients that may have gone elsewhere.

Many potential patients do not have a work-based dental benefits plan. Consider offering monthly payment plans, financing, or working with a third-party to provide affordable options in these cases.

When presented with an opportunity to receive care within their budget, the patients who lack insurance will be more likely to accept treatment.

New Technology

Upgraded equipment and modern technology can be a game-changer for many practices. Whether offering a quicker, more comfortable experience or ensuring a safe and effective treatment at a lower cost, employing the latest advances can help a dental practice expand while targeting patients who are anxious or have a tighter budget.

Bolstered Online Presence

The Internet provides nearly limitless ways to target and reach prospective patients in any area. Encourage them to learn more about the practice, schedule a visit, and ask questions through a branded website, social media channels, and other online resources.

In today’s economy, digital marketing is a must!

Don’t let a practice fall into the past – stay relevant by putting these advances to work. If you have questions, please contact Grace Rizza to schedule a complimentary marketing planning session.

We’ll discuss your specific growth goals and present a plan that considers your:

  • New Patient Goals
  • Brand / Reputation
  • Ideal New Patient
  • Capacity
  • Current Marketing and New Patient Flow
  • Budget

Please accept this opportunity to schedule a complimentary marketing planning session at your convenience by clicking here. If none of the available options are convenient for you, please email Grace@identitydental.com for more info.

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Is it Time to Write an eBook?

You are on your way to becoming a key opinion leader, have a groundbreaking take on business management, or are teaching others how to run a great practice. Is it time to write an ebook? Here are tips from the experts on how to create one that sells.

Choose a topic. First, ask yourself what you really want to communicate. The topic needs to be clear and focused, and align with the needs of your target audience.

Develop an outline. There are many ways to organize ebook chapters. Some people create the kind of Roman numerical outline you perfected in school; others create idea buckets and fit all the elements – anecdotes, statistics, visuals, and concepts – into the appropriate slots. These form the basis of your chapters.

Write on a schedule. As any author will tell you, concepting is easy; the actual writing can be difficult. Many find it helpful to set aside a specific time of the day and simply flex that writing muscle. Don’t let that harsh, invisible editor in your head stop you from putting your ideas on screen; you will edit it later.

Add calls to action. Because most ebooks are business-oriented, you are not just making a point; you are selling a point. You want the book to have a purpose: to get you more speaking engagements or consulting jobs, or subscriptions to your newsletter. Whatever your underlying message, sprinkle compelling reasons to take action throughout the book.  

Edit ruthlessly! When you edit your manuscript, do so multiple times. Show it to more than one person. Consider enlisting the help of a professional copy editor to check for spelling, grammar, and flow. You may have truly breakthrough ideas that your audience can’t live without, but a spelling mistake will detract from your credibility.

Design with care. Just as you might want to hire an editor, also consider a freelance graphic designer to give the visuals some professional punch. Well-placed graphs, photos, and quotes draw the eye through the copy and make reading easier.  

Think about your goals. According to WiseBread.com, only about one percent of all people who self-publish books make significant money at it, so it is important to write an ebook with the right motive: To help your target audience solve a problem. You may not get rich (although you might), but you will position yourself as a thought leader delivering an impressive message to a target audience.

If you are interested in marketing your ebook and promoting yourself as a dental KOL, contact CEO Grace Rizza directly at grace@identitydental.com for a complimentary consultation.

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How to Create an Effective Drip Email Campaign

As a dentist or dental office manager, it is difficult to keep track of patient interactions and market your services. Emails can be an effective way to accomplish all these elements. In particular, a drip email campaign communicates the right message to the right audience at the right time. It is a tool that showcases your practice as efficient, caring, and savvy.

Email Campaigns for Dentists

Drip emails are an automated sequence of emails designed to get an audience to take a certain action or feed them information. They can be personalized with each recipient’s name and relevant details. Each campaign builds on a single message or theme, with a set number of emails deployed over a specific timeframe. 

The messages, targeted to specific audiences with “drips” of information over time, increase contact and build trust. Here are three examples:

Existing patients: Drip emails can remind patients about their upcoming semiannual appointments. Each email will contain the appointment date and time with a confirmation link. However, each will also carry a slightly different message that is engaging, enlightening, and educational. 

For example, the initial email can present information about team members with a link to your About Us page; the second can link to your newsletter or request a follow on social media; the third can discuss a new piece of equipment in the office; a fourth can reinforce the safety measures you follow or introduce a promotion. The final email can be a thank-you after the appointment with a link to your Google review page.

Highlighting your services: Drip emails are a low-pressure way to increase awareness of your higher level services such as cosmetic procedures, clear aligners, sleep apnea treatments, and sedation dentistry. 

Before treatments or procedures: If a patient has been scheduled for a procedure, such as a filling, teeth bleaching, or a crown, you can create three emails: one explains the procedure and its benefits; a second could feature testimonials, if applicable; a third could highlight any special night-before instructions. After the procedure, you can follow a customary phone call with an emailed thank-you, aftercare instructions, and invitation to leave a review. 

Welcome new patients: It is important to make new patients feel comfortable and accepted into the “family” from the beginning. You could, for example, send an email thanking them for choosing you. The second touchpoint could be a friendly reminder of any follow-up appointments and a link to your About Us page. Other emails, say monthly or semimonthly, can highlight the different services you offer with links to each.

Email marketing can connect your audience to services pages, videos, review sites, and newsletters. It can easily direct patients to your social media and YouTube channels. 

What Makes a Successful Drip Email Campaign?

The keys to successful drip email marketing include a clever subject line that prompts your audience to open the email. The body needs a call to action without being overtly salesy. Images or videos embedded in the email can also spark interest. In addition, analyzing each campaign, or testing different subject lines and messages, can help you sharpen your focus and increase open rates. Sending out drip emails is automated, and therefore easy; the setup takes work. Do you have the time? Software can help you schedule emails and personalize the message, but setting the right tone for each type of email is an art. Contact Identity Dental Marketing to help you craft effective messages for each point in the marketing lifecycle, deploy your emails, and analyze your campaigns’ effectiveness.

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The Hard Truth: 5 Reasons Aspiring Dental KOLs Fail to Make a Memorable Impression

Many dentists, dental speakers, and consultants are determined to achieve personal brand recognition as key opinion leaders (KOLs). They may be charismatic figures with truly groundbreaking ideas, but don’t make the grade when it comes to building and leveraging a following on social media.

Here are a handful of reasons most aspiring dental KOLs fall short of the professional recognition they deserve.

They’re Invisible

Emerging thought leaders cannot achieve success if they are difficult to find. Without a social media presence, blog, or podcast, they lack visibility and credibility in the eyes of their intended audience.

Recognized experts leave their digital footprint everywhere. Their branding and messaging are consistent and on-point. Their channels are smoothly interconnected. For example, their social media posts feature a strong call to action that drives traffic to their site, which may also feature a prominent opt-in link to their email newsletter.

Do you have an organized process for leveraging your expertise online? There are many steps to building a robust online presence. Identity Dental Marketing can help with custom blog creation, email marketing, social media marketing, and more.

They Don’t Create Live Content

Some would-be experts have no problem with social media posting but they fail to create one type of content that will push them into influencer territory: Live events. What stops them? Their topic isn’t distilled, so they ramble; they try to memorize a script, which usually sounds stilted; or they suffer from performance anxiety, which stops them before they start.

Established influencers make live Facebook events a routine part of their week. They recognize that being authentic is more important than sounding perfect, and that buoys their confidence. They don’t agonize over every syllable they utter, but they do prepare and learn to modulate their tone, pitch, and pacing. They speak on subjects they know, following a bulleted outline instead of memorizing a script. They do not fear the “GO LIVE” button because they are confident in the value they bring.

If you are ready to head into the live event arena and need inspiration, check out Identity Dental Marketing’s 52-Week Video Marketing Series.

They’re Inconsistent

Many budding thought leaders come out of the gate strong, posting and tweeting madly for a few months, and then — crickets. If no one has seen you in six months, they will assume you aren’t available or reliable.

Key opinion leaders post to various platforms on a schedule and train people to tune in. They streamline their efforts, spinning a single insight into a Facebook live event, a tweet, a blog, an infographic, and a podcast.

They might post once a week, three times a week, or more, but they know success is all about consistency. They are intentional with their use of hashtags, so their posts reach an interested audience.

The key to success is publishing valuable content regularly. Identity Dental Marketing can handle your social media posting to elevate and amplify your brand.

They’re Basic

Novices are more likely to share content than create it, missing opportunities to differentiate themselves. While they might see slight benefits from a service that supplies topical posts in bulk, they fail to add their brand and fade into the background.

If you want to boldly lead, stop following what is being done by others. True authorities share information that is unique, interesting, and helpful. They post content that is custom-designed to enhance their brand while sharing new information in a way that positions them as experts.

Their Website Looks Old

Beginners tend to laser-focus on their social media presence at the expense of their website. A site that looks outdated, is difficult to navigate, and is not mobile-friendly projects an unflattering image.

A KOL recognizes that their website is a digital storefront, and that social media, SEO, and advertising are waypoints. Their site is clean and well-organized, reflecting their brand with a modern sensibility. Pages are updated regularly and align with the ever-changing demands of Google and other search engines.

Identity Dental Marketing has more than a decade of experience creating custom dental websites that grab attention and rank at the top of search results.

They Try to Go It Alone

Many aspiring trailblazers believe they can build a recognizable brand on their own. Determined to save money, they fail to realize that the wrong strategy will cost them more in the end. When their brand-building blitz cuts into business and family time, many give up or burn out.

The old saying, If you keep doing what you’re doing, you’ll keep getting what you’re getting applies here. Successful opinion leaders understand the value of a marketing team in positioning their brand .For help with launching your leadership value on a wider stage, or to engage me as a motivational speaker, email grace@identitydental.com or fill out our contact form. And join our Facebook group, Dentistry’s Growing with Grace.

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The Secret to Making Must-Watch Videos for Social Media

Video posts are the future of social media. They imprint your brand on your intended audience and generate more engagement than other types of content. 

  • Twitter reports its video posts get ten times more engagement than text alone or text and images. 
  • A recent Instagram Engagement Report shows video content on that platform gets more than twice as many comments as posts with images alone. 
  • Facebook video posts have three times the engagement of status posts and twice the engagement of linked posts. 

Why Video Works So Well with Social Media

The personal nature of videos connects with people on an emotional level. Done correctly, video marketing can position you as an authority. The emphasis here is on done correctly. If you have hesitated about creating video posts for social media because you’re afraid of coming off stilted or scripted, here are some tips to make the job easier.

Know your goals. What does your target audience need to know? What information is important to them? Answer that question and you will have the seeds of relevant video subjects. 

Create a content mix. Decide how frequently you want to post videos and then create broad subject categories. If you want your community to know about your technology, your services, and what sets you apart from the competition, create video posts around those three categories. 

Create prompts, not scripts. People rarely come off as authentic when they read from or memorize a script. We have all seen commercials or videos in which it is painfully obvious the speaker is reading from a TelePrompTer or memorized text. It is much better to prepare prompts or questions that you can answer in a natural way from experience.

Stick to what you know. Using your content mix and prompts as references, talk to the phone camera as if it were a patient in your chair (or a client seated across your desk). “As long as you are talking about your area of expertise, actual communication should be pretty easy for you,” says Identity Dental Marketing CEO Grace Rizza. “Just stay within your area of expertise.”

Designating someone to do your videos. If you are wildly uncomfortable with the idea of appearing on camera, you can designate someone else, but choose someone who is extremely unlikely to leave your practice. “That person is going to become the face of your brand,” cautions Grace. It is best to choose an associate dentist, a spouse, or other family member who works at the practice. 

Don’t overthink video length. While some social channels have guidelines, Grace recommends making your videos as long as needed to make your point without extraneous information. Think streamlined but complete. 

Here are two points to remember: If you don’t get all your ideas across in one video, file away the unused points for the future. If your video feels too long, create a short video teaser and link to the complete version on YouTube. 

Are You Ready to Jump into Video Social Media?  

If you’re sold on the idea of videos for social media but don’t have the time to plan, Identity Dental Marketing offers the perfect solution: Our 52-Week Video Marketing Series

This package provides a full year’s worth of weekly prompts and instructions customized to your specialty. It offers flexibility for busy professionals. Post your own videos live and on your schedule or record and send them to us for scheduling and posting.

The Identity Dental Marketing team can also manage all your video marketing across channels and provide professional videographer services anywhere in the country. 
Contact us today and learn about our hassle-free, affordable video social media marketing options for dentists and consultants.

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What’s in a Dental Marketing Session?

When you are ready to grow your practice and reach more of your ideal patients, a short session with a seasoned dental marketer can make a significant difference in your success. While we can’t speak for other companies, we can tell you what to expect from a complimentary initial meeting with the Identity Dental Marketing team.

This exploratory session will help you clarify your marketing goals and how to achieve them. If you have not had such a meeting in the last three to six months, now might be the perfect opportunity to evaluate your current strategies: which ones are working, which ones are falling short, and whether your current practice growth is meeting your expectations.

Many people assume an initial strategy session is a dry, one-way sales pitch full of charts and graphs. We don’t believe that approach is a good use of your valuable time. When you sit down with me or one of my associates, we give you the floor. Our team is interested in you and your goals. We will suggest solutions and how to implement them, of course, but our focus is learning about you and your needs.

What to Expect at a Dental Marketing Planning Session

To make the most of an initial planning session, we will ask you a few simple questions:

  • How many new patients are you now seeing each month?
  • How are your patients finding out about you?
  • What is your ideal growth rate for your practice?

In addition to looking at numbers and projections, our team will ask about your competition and identify any roadblocks to success.

Insist on Ethical Marketing

It’s important that your marketing agency prioritizes a high ethical standard. At Identity Dental Marketing, we don’t hard-sell or suggest solutions you do not need. Instead, we offer transparency. If, for example, you choose to optimize your Google Ads, we insist you pay Google directly, not us. We have seen too many situations in which dental marketers are paid directly to garner a specific number of new leads; instead, they send the client reports of all contacts – not just new inquiries – and count them as leads.

What Outcome Can You Expect?

Our planning sessions generally run 25 to 40 minutes via phone or Zoom. Following that call, you’ll walk away with a clear, concise action plan specifically designed for your business. You will gain an immediate understanding of next steps toward practice growth.

The best outcome I can hope for after a session is an “Aha!” moment. I feel incredibly uplifted when someone realizes that their goals are within reach, and clearly see how to get there. There is no greater feeling for me than knowing I have made a difference.

If you have questions about your dental marketing, I invite you to schedule a complimentary session with me at https://identitydental.com/contact/grace or emailing grace@identitydental.com.

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Video Ads Can Position You as an Expert

Video has become the most popular form of social media advertising. It engages the emotions and builds trust far more effectively than two-dimensional ads. According to a recent biteable.com* survey, 74 percent of marketers say video has a better return on investment than flat ads.

Creating video ads that are engaging and effective takes some thought. You will want to put an adequate budget behind the ad, ensure it runs long enough to make an impact, and set your targeting and retargeting properly. 

A popular approach is to create three ads highlighting your most important services. Each should run 30 to 60 seconds and communicate a unique value proposition.

Structurally, effective ads follow a formula:

  • Present the problem: Do dingy teeth make you embarrassed to smile?
  • Offer a solution: Learn about our teeth whitening services.
  • Explain the benefits: We can give you a smile five shades whiter in just one hour.
  • Explain why you are the best provider: Highlight your credentials or experience with the procedure, for example. We have been whitening smiles in [TOWN] for 15 years and use state-of-the-art techniques that are extra gentle on gums.  
  • Overcome possible objections: We offer Saturday hours and guarantee our work. 
  • End with a call to action: Contact us for a free consultation at [email and phone number].  

To pack this much information into a short window requires tight scripting. Identity Dental Marketing provides expert script-writing and professional videography services.

One last but equally important aspect is how you read the script, known as delivery. Call up your energy but temper it with a tone that matches the subject and the emotion level of the audience. 

Carefully crafted and well-delivered video ads build a bond with patients and prospects and get your phone to ring. To learn more about video advertising and all of our dental marketing services, contact grace@identitydental.com and arrange a free consultation.



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How to Build Social Media Demand Through Facebook Live

Facebook Live is an effective tool to increase awareness of your dental practice. Going live regularly engages viewers with original content for much longer than a typical post. It presents a unique opportunity to educate patients, build brand awareness, and generate new patient leads.

The Identity Dental Marketing team has helped thousands of dental clients develop a strong social presence with tools like customized posting and a year’s worth of live video prompts, the 52 Week Video Marketing Series. Here are some of our key takeaways on doing a Facebook Live event.

How Often to Post Live on Facebook

To build a social media following through live videos, it is important to be consistent. Develop a format and post on a schedule. I suggest a live post once weekly and building up from there. Turn it into a habit: Pencil in specific times to do a live event on your calendar or practice management system. Create a theme, if you would like: Fun Facts Friday or Monday Motivations. You can always post more frequently as you become more comfortable. 

Easy Ways to Develop Engaging Facebook Live Content

The more important task is to make your live posts interesting — something people want to watch. My advice: don’t overthink it. I know that’s easy for me to say, as I go live all the time, often spontaneously. I have years of practice and no shortage of topics to share. I don’t worry about whether my makeup and wardrobe are camera-ready; however, I am sensitive to the fact that most people need time to ponder topics, look and feel their best, and sketch out what they are going to say. 

If you are wondering what to address in your live posts, consider this nearly foolproof topic that anyone can use: Frequently Asked Questions, or FAQs. As a dentist, you are probably asked the same questions again and again. Make a mental note of the most common queries and address them on camera naturally, as you would talk to a patient.

As you become more comfortable talking on camera, you can branch out to address more complex topics. Always remember that people don’t expect perfection; they want to see the genuine you answer their most pressing questions.Identity Dental Marketing can help you create and carry out a rock-solid  social media strategy that suits your needs and goals. To learn more about this and all of our dental marketing services, contact Grace Rizza directly at grace@identitydental.com and schedule a complimentary consultation.

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Turn Patients into Practice Ambassadors with Video Testimonials

In just a few clicks, your satisfied patients can become practice ambassadors and help you grow. Collecting video testimonials is a fast, easy, and affordable way. 

Seeing real people extoll your skills makes a powerful impression on prospective patients. It builds a sense of trust and conveys emotion much more effectively than words alone; but how do you go about capturing kudos on camera?

It can be as simple as recording a patient on a smartphone at an appointment and uploading it to your social media pages or website. An even easier approach is asking patients to capture testimonials themselves at home. 

I have had luck with a cloud-enabled platform called GetBravo. I have no affiliation with this company; I just find it affordable and user-friendly for capturing, managing, and publishing video reviews. It allows you to text or email your patients a link so they can create a DIY video testimonial. For those who are not tech-savvy, simply send them home with a how-to card or brochure. I also suggest sending prompts or questions to keep the comments on track: What was your last experience with us like? Why would you recommend us to a friend?  

The video does not need to be perfect. As long as the lighting and sound quality are decent and the patient has a steady hand (or a tripod), testimonials with a cinema verité quality appear that much more genuine. Delegate one person on your team to assume responsibility for handling at-home video testimonials and aim to capture three per week. It’s that easy.

Of course, if you want a more high-quality production, Identity Dental Marketing offers professional photo and videography services. We can arrange a professional shoot in your office. Simply gather your most articulate and enthusiastic patients, and we will do the rest.

When you have built a strong collection of video testimonials, you can use them to your advantage. You can embed them on your website, post and boost them on social media, or create Facebook ads or a funnel campaign. Identity Dental Marketing is well-equipped to help you create and execute video, social and SEO marketing strategies. 

To see how our proven expertise can take your dental marketing to the next level, email me directly at grace@identitydental.com.

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