Does Your Marketing Tell a Story?

Everybody loves a great story, and everybody loves a great storyteller. The same concept holds true in dental marketing. By creating a narrative in your messaging, you can engage your potential patients much easier than with standalone ads. In this guide, you will learn about sequential advertising and how you can implement it to benefit your practice growth.

Sequential Advertising — Telling a Story With Strategy

Have you ever driven down a highway and seen a series of billboards that grabbed your attention with a piece-by-piece message? Sequential advertising is just like that, but in digital form. As your potential patients see your ads across desktop, mobile, or tablet-view, they will follow the story that you want them to see. Your ads will appear to them in a strategic order, allowing you to craft a consistent, interesting, and effective message that brings your patients closer to scheduling their first appointment.

What are the benefits?

This method of sequential advertising allows your marketing approach to feel more organic and tailored to your ideal patients. It can:

  • Develop brand familiarity — Sequential advertising will allow you to reach your community in a more unique, authentic fashion, helping them remember the benefits of choosing you.
  • Combat ad fatigue — By themselves, ads can grow bland. Building a narrative into your advertising campaign allows you to ensure your content is interesting and engaging, which helps improve conversion rate and ROI.
  • Build credibility — When you tailor your advertising to the actual community you serve, you can build trust in your dentistry through relevancy in your messaging.
  • Utilize video for even more exposure — Video marketing is a powerful way to draw in many people who would otherwise scroll past or ignore your content.

Building Your Sequential Advertising Campaign

Whether you specialize in pediatric dentistry or are focused on larger cases like dental implants, your practice goals are unique. We will listen to your needs and help you design, craft, and leverage a sequential advertising campaign that truly speaks to your patients while bringing you an impressive return on investment. Schedule your complimentary marketing planning session with Identity Dental Marketing today.

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7 Signs of a Weak-Minded Leader

Any successful small business owner wears many hats. At times, leadership can be exciting and rewarding. At other times, it can cause exhaustion. The stress brought on by rapid business growth can cause anxiety that can seep into the atmosphere and rust the well-oiled machine you’ve worked so hard to build.
If you notice yourself committing any of the following characteristics of the weak-minded leader, it may be time for a period of reflection and recharge, allowing you to perform with your best foot forward.

1. Weak minded leaders seek revenge. When an employee quits, you may find yourself wanting to withhold a letter of recommendation. You may feel a slight urge to show a lack of support for their next endeavor, after all, you may have invested years of your time training this person. Strong leaders are confident in their business. They see setbacks as opportunities. In this example, a strong leader will view this as an opportunity to find someone who’s a better fit.

2. Weak leaders internalize critical feedback. It’s bound to happen at some point. Some business “guru” will offer you their unsolicited advice. Of course, you listen to it. Find how it may benefit you. At times however, it’s best to put it aside and keep moving forward. Strong leaders are confident in their decisions, open to criticism and do not fear disagreement. Strong leaders do not take critical feedback personally. They also do not allow it to slow them down.

3. Weak leaders avoid confrontation. A patient or employee has displayed disrespect or appears to be attempting to manipulate you. Instead of avoiding the issue, you attempt to side step, change the subject or perhaps even turn to humor to lighten the mood. Strong leaders do not fear confrontation. They realize respectful, open and honest communication will get both parties on the same page quickly. It will build trust and can restore a strained relationship. If open and honest communication does not restore the relationship, it may be a relationship worth ending–immediately.

4. Weak leaders seek validation for unqualified people. Whether you’re changing your business, structure, investments, marketing plan or even your hours, it’s important to have a trusted advisor. Make sure your trusted advisors do not include your fraternity brothers / sorority sisters from college whom you see twice a year at a reunion. Yes, these people care about you, however if they are not trained in this area, and very familiar with your practice and goals, do not solicit their advice. I can’t even begin to explain how many amazing dental brands have been destroyed by the feedback of loving mothers, who think they know best. Strong leaders consider the source, always.

5. Weak leaders avoid change and risk. These are the 2 things necessary for growth. Weak leaders wait until “everyone else is doing it” or “everyone else has it” or “everyone else is going” before they take any kind of risk. Strong leaders listen to their gut, make quick but deliberate decisions. Strong leaders evaluate risk but are not afraid to jump at the right time.

6. Weak leaders seek the “cheapest” solutions. The business owners always looking for the cheapest phones, software, CE, marketing, accounting, etc. are almost always slow growing. These types learn lessons the hard way – by their own experiences. Strong leaders learn from the mistakes of others, are not afraid to invest for the right fit solution. Strong leaders know their worth and are confident in their abilities to produce and perform at a level that will accommodate their budget. They are smart about investing, do not over commit and evaluate their return on investment. Money, however, is not their only determining factor.

7. Weak leaders talk poorly about others. People who talk poorly of others lack confidence in themselves. They fear someone will take their accomplishments from them. They fear people are against them. Strong leaders look to build others up. If they see something they don’t agree with, they may shed light on an issue without mentioning an offender. Strong leaders aim to educate and influence in a positive manner.

Success is a result of small efforts, repeated regularly over time. Let our team take the heavy load of marketing off your shoulders. Schedule your complimentary marketing planning session with Identity Dental Marketing today.

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What Does Your Logo Color Say About You?

Identity Dental MarketingDesigning the best possible logo for your practice isn’t just about being innovative or unique. Did you know that the colors you choose can convey vastly different emotions for your patients? Research from the Institute of Color Research has shown that within the first 90 seconds of viewing a website, branding, or product, your audience will have already formed an opinion — 62% to 90% of which is based on color alone. Learn which colors to use, and when, in our latest blog.

Red

Red — the color of excitement, movement, and strong emotion. While red can evoke feelings of compassion, it can also remind patients of blood. As a dentist, you should try to limit or eliminate the use of red in your logo and branding.

Orange

When you think of orange, what comes to mind? Orange is an energetic color that can evoke feelings of optimism, enthusiasm, or confidence. However, it can also feel like a caution sign for some patients. Orange is a bright, exciting color, but be careful with how you present it — otherwise, it can bring strain or fatigue to those viewing your branding or website.

Yellow

In a similar vein to orange, yellow can trigger warm, yet cautionary feelings. Yellow is often seen as a cheerful or happy color, and combined with the right complementary color to offset its bright nature, it can work well for your practice’s unique branding. However, be careful about which shade or hue of yellow you use, avoiding gold when possible. In dentistry, gold can remind patients of gold teeth, which can date your practice’s aesthetics and techniques.

Green

Commonly thought of as the color of nature or health, green tends to be a calming color. Green is also an easy color for eyes to process, and can evoke peaceful, trusting feelings from your logo and branding.

Blue

Blue is an incredibly diverse color. Light blues can promise comfort and trust, while darker blues can bring about feelings of stability and confidence. Picking the right shade of blue can sometimes be more difficult than picking the right color in the first place.

Purple

A color evoking wisdom and success, purple can add a creative touch to your logo and branding. However, make sure your shade of purple isn’t too deep, or it can overwhelm the rest of your color scheme. Try adding in yellow or orange to balance its richness out.

Black

Utilizing black in your branding is tricky, but very pleasing if done properly. It can add boldness or a sense of stability to your practice branding and logo — just make sure not to overdo it.

Grey

The color of practicality, grey works well when paired with a less muted color such as blue. In addition, its variant of silver can evoke a sense of high-quality care. However, using too much grey can make your practice’s branding feel dated.

White

While uninteresting on its own, white is always a safe, effective pick to pair with other colors for your logo. It works with nearly every color, similar to black or grey. Utilizing white can help patients envision a clean slate, but can also evoke feelings of clinicality.

Picking the right colors, logo, and focus for your practice’s unique branding is a complex task that requires introspection, cleverness, and a keen eye. However, once you’ve found the right colors, you’ll know it. Let our team help you define your practice branding. Schedule your complimentary marketing planning session with Identity Dental Marketing today.

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Facebook Ads Versus Google Ads — Which Should You Bet On?

Did you know that Facebook and Google command over half of the digital advertising market share? According to Statista, these two giants were worth 37.2% and 19.6% respectively during 2018. How can you determine which avenue is best for your unique practice goals? Learn the pros, cons, and strategies behind each in our latest blog.

google ads vs. facebook ads

Google Ads

Eight out of nine mobile searches are made using Google, which means that advertising on Google can send an enormous amount of traffic your way. Most Google ads are implemented on a pay-per-click (PPC) basis, featuring your practice at the top of relevant searches like “dentist near me.”

The goal behind Google advertising is simple: they solve problems quickly for patients. Think about why somebody would go to Google. They’re searching for something. When patients actively search for a dentist, your ad at the top of the page will drive them to choose (or at least consider) you.

The Pros

  • You can allow negative keywords, which will ensure your ads aren’t shown on particular searches, such as “free dentist.”
  • You only pay when people click. Plus, even when your ads aren’t being clicked on, you’re still building value through free brand recognition.
  • Google Ads are great for new practices whose SEO is still building momentum.
  • Placing ads on specialty keywords like dental implants can lead to a substantial ROI from big case conversions.
  • Google utilizes a variety of partner websites that can help you leverage your advertising even further than search results.
  • Retargeting allows you to improve your Google ad conversion rate by marketing to potential patients who have already shown interest in you.

The Cons

  • PPC relies on the understanding and implementation of negative keywords among other strategies. Otherwise, you may be paying for clicks that don’t result in patients who are the right fit.

Facebook Ads

Did you know that Facebook has over 2 billion active users? As the largest social media platform, Facebook is inarguably a crucial element in marketing your dental practice. However, Facebook advertising lends itself to a different philosophy than Google ads. Facebook users are less likely to be actively searching for a new dentist, and more likely to be casually browsing.

What does this mean for your practice? Facebook advertising offers more passive, but consistent exposure. Over time, you can build powerful brand recognition that will lead patients to choose your practice first through retargeting.

The Pros

  • There are a plethora of different styles to format your Facebook ad. This includes photo or video content, and they can appear on news feeds, side bars, mobile view, Instagram, and more.
  • Because of this, Facebook ads offer flexibility and innovation in your marketing, which can easily set you apart in dentistry.
  • Using Facebook Pixel, you can create custom audiences of people that have shown prior interest in your practice. This allows you to remarket to them to improve your conversion ratethrough a strategic funnel campaign.
  • Facebook utilizes a “bidding system” that allows precise budget allocation for ROI tuning — letting you choose whether you pay by the click, or pay by the display.

The Cons

  • Facebook ads need to be strong and persuasive to stand out in a medium of organic, visually interesting content.
  • The complexity of Facebook ads requires marketing expertise and insight for maximum exposure and ROI.
  • Facebook has restrictions on what ads can or cannot say or offer.

Utilizing Facebook and Google Ads Together

In truth, Facebook Ads and Google Ads are best suited for simultaneous use in marketing your practice. Facebook advertising utilizes a more passive, organic way of reaching your patients to build brand awareness and credibility in your dentistry. Google’s PPC ads allow you to be right there at the top when they go to search for a dentist.

Implementing both of these methods can bring you a substantial ROI, but there’s one catch: the marketing expertise required. Let our team help. At Identity Dental Marketing, we follow the latest research, trends, and analysis to ensure your marketing dollars are being maximized. We take the time to listen to you about your practice, your niche, your location, your services, your goals, and much more. Each of these play an important factor in determining the best strategies for helping you attract your ideal new patients.

Interested in bringing Facebook or Google advertising to your practice to reach new levels of growth? Schedule your complimentary marketing planning session with our team today.

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What are the Elements of an Effective Website?

Some websites sink. Some websites rise. How can you ensure that your practice’s website is visually stunning, fully-responsive, and functional? Learn the elements of what makes an effective website — or better yet, quiz yourself on your practice’s current website and see how you fare.

  1. Easy Navigation — Have you ever visited a website and found yourself frustrated by its layout or navigation? Try to picture yourself as a patient. Can you easily find what you need on your website? If the answer is no, then this is your number one concern. Function should build the foundation of your entire website’s design.
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  3. Visually Impressive Design — When patients visit your practice’s website, do they see typical, outdated designs, or something actually refreshing? The beauty of your website serves as a window into your own practice, so make sure those who look in are seeing what you want them to see. Our team will implement modern, clean, and visually impressive designs into your custom-built website to ensure you draw in patients with ease.
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  5. Mobile and Tablet-friendly — Does your website scale to fit mobile or tablet view without compromising its visuals and function? Building a fully-responsive website that reacts to your patients’ viewing method ensures accessibility on all fronts. Our team takes the time to test every website we develop across several viewing platforms, ensuring your patients are impressed no matter if they’re on their laptop or their phone.
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  7. SEO Strategies in Place — There are hundreds of minor but ultimately very powerful strategies throughout website development that can boost your Search Engine Optimization. We stay on top of Google’s evolving algorithm updates, ensuring your practice’s website is always achieving its true potential.
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  9. Active Blog Reel — Blogging isn’t just a way to share helpful advice, news, or information with your dental community. Did you know it actually helps boost your SEO and visibility across the web? We can help with this.
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  11. Links to Social Media — Stay connected with your patients by featuring quick links for them to follow you on Facebook, Instagram, Twitter, and more.
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  13. Call to Action — The last (but arguably most important) tip is to implement a direct, powerful, and persuasive call to action in your website’s design. Having a beautiful, navigable website is great, but what use is it if patients can’t easily schedule an appointment? Our team ensures your website has streamlined, data-driven systems in place to convert your potential patients who visit.

Developing an optimized, beautiful, and fully-responsive website can be a long-lasting source of continuous ROI. However, we won’t lie — website development can feel difficult to take on alone. Let us help. At Identity Dental Marketing, our team has experience in every aspect of web development, from creating visually impressive designs to writing powerful content that persuades your patients to pick up the phone. Schedule your complimentary marketing planning session with us today.

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How Can Your Practice Achieve a 5-Star Reputation?

Identity Dental MarketingDid you know that your online reviews can make or break your new patient attraction? Google and Facebook reviews are a critical resource in your marketing, but often overlooked. In this blog, we explain why a 5-star reputation is important, and how to adjust your strategies to attain one.

What is a 5-Star Reputation Worth?

According to research, 90% of people read online reviews before visiting a business. Can you see why a 5-star reputation is invaluable for your practice? When patients can learn about others who have experienced excellent dental care from you and your team, they will feel more inclined to choose you. As a dentist, you have three goals in this regard — an accessible way to leave reviews, their quality, and their quantity. In addition, we recommend that you aim for a goal, such as 100 Google reviews by the end of the year.

Quick Tips to Boost Your Reviews

  • Optimized search engine listings. If patients can’t find your practice on Google, how will they be able to review you? Optimizing your search engine listings with the correct information and links can help ensure you’re receiving reviews properly. This also has the side-effect of boosting your SEO as well.
  • Testimonials and reviews on your website. While 5-star Google reviews are one priority, having testimonials and reviews as a customized feature on your practice’s website is also important. This way, you can also utilize high-quality video or written testimonials from local patients.
  • Facebook Live. Try using Facebook Live to stream a quick video, reaching out to your patients and community for their feedback and reviews.
  • QR Code in a welcome kit. After their first appointment, offer patients a card with a QR code that they can scan to leave a Google review. We can help with setting up this process.
  • Bring in the team. You’re not alone in this! Ensure your team is on-board with your goal of a 5-star reputation. Their communication skills and patient education can play a huge role in number and positivity of your practice’s reviews.
  • Care. At the end of the day, an online review is one person’s authentic opinion about your practice. If you are committed to a high-quality patient experience, then a 5-star reputation is well within reach. Listen to your patients. Make them feel important and cared about. People may not always remember what you’ve said to them, but they will never forget how you made them feel.

If you are looking for more advice on building a 5-star reputation online and attracting your ideal, new patients, we invite you to reach out us. Schedule your complimentary marketing planning session with Identity Dental Marketing today.

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The Dos and Don’ts of SEO for Dentists

Did you know that Search Engine Optimization (SEO) is one of the most cost-effective and reliable strategies for attracting new patients? Your goal is for your website to be first when someone searches for a keyword such as ‘dentist near me.’ However, in the race to get to the top of Google, there are many tactics that can help (or even hurt) your rankings. Here, we detail the dos and don’ts of SEO to equip you with the knowledge to succeed.

Do:

  1. Aim for real, 5-star reviews. In an age where people trust online reviews as much as a personal recommendation, having both quantity and quality is key.
  2. Have one person or team managing your online presence. This helps promote brand consistency, accountability, and ensures you’re getting the visibility you need.
  3. Blog on a regular basis. Regular blogging boosts your SEO by creating more indexable pages on your website, improving your rankings for particular keywords.
  4. Have a custom-built website developed. Did you know that your website itself can be geared toward SEO? There are a myriad of behind-the-scenes strategies involved in its development process that can significantly impact your ranking potential.
  5. Build high-quality, organic backlinks. A backlink is a link that leads people from another website to your own. This includes blogs posted on other sites, optimized YouTube videos, Facebook posts, press releases, and much more.

 

Don’t:

  1. Ignore poor reviews. These can undo all of our hard work to get you ranking. Instead, ask us how you can improve your presence to attain a 5-star reputation.
  2. Pay for reviews. In a similar vein, fake or inauthentic reviews not only look obvious, but Google may also remove them.
  3. Spread your keywords too thinly. This can water down the strength of your campaign. While there comes a time when you should consider expanding your keywords to speciality cases, insurance offerings, or other aspects of your dentistry, this is typically ill-advised for the first six months of your marketing campaign.

SEO is a constantly-evolving process that, if harnessed properly, can lead to a significant boost in exposure for your dental practice and can ramp up your ROI. If you are interested in building an effective internet marketing campaign through data-driven strategies like SEO, reach out to our team at Identity Dental Marketing. Schedule your complimentary marketing planning session with us today.

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Top 5 Tips for Terrific Testimonials

Patient testimonials are an invaluable way to set yourself apart as a top dentist in your area. Once you have scheduled a few of your happiest patients to record their video testimonial, you’ll want to maximize the use of their time to create a strong, compelling video. We’ve gathered our top five tips for recording high-quality patient testimonial videos.

  1. Schedule multiple videos on the same day, when the office is quiet.

Lining up multiple interviews in one day will decrease the amount of time you and your team need to invest in this project. Make it a fun event by offering snacks and refreshments to the patients who have agreed to offer a testimonial.

 

2. Choose your background wisely.

Opt for a clean, well-lit, and uncluttered space to film your patient testimonial. Posters, photos, or other features may distract the viewer. In addition, avoid filming on or around items that may make viewers anxious, such as a dental chair or tools.

 

3. Focus on the patient’s experience.

The patient’s testimonial should feel natural to the viewer. Prompt the patient with questions from directly behind the camera, so that it appears that they are talking directly into the camera when they respond.

Remember, the patient should be the only person in the video. Filming yourself side-by-side with the patient in an interview-style testimonial can make the video less authentic.

 

4. Warm up the patient with easy-to-answer questions.

Even the most outgoing, exuberant patients may feel strange when they first start speaking into the camera. Warm them up with a few easy-to-answer questions, allowing them to settle into a groove before recording the actual interview. Some of these questions might include:

  • “What is your name?”
  • “What is your favorite football team?”
  • “What is your favorite holiday?”

These are questions that the patient already knows the answer to, so there is no pressure to perform. Once the patient feels settled and camera-ready, proceed into your pre-planned interview questions.

5. Prompt the patient with open-ended questions.

Do:

  • Ask open-ended questions such as, “What do you love most about visiting our office?”
  • Ask questions that relate dental care to larger concepts such as happiness or confidence such as, “How has your life changed since receiving care from Doctor ___?”

Don’t:

  • Ask a yes or no question such as, “Do you enjoy our practice?”
  • Interject in the middle of their answer.

Remember that patient testimonials should feel authentic, natural, and not forced. Are you interested in learning how to create effective patient testimonial videos? Schedule your complimentary marketing planning session with Identity Dental Marketing today.

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8 Reasons Your Ad Was Blocked by Facebook

What determines if your Facebook Ad will be approved or denied? As the lucrative nature of advertising your practice on Facebook evolves, so do the restrictions and regulations. It can be difficult to stay up to date on what makes a strong ad, and what won’t make the cut. Here are eight reasons why your practice’s ad might be blocked on Facebook, with tips to avoid them in the future.

  1. The 20 Percent Rule. Facebook requires that text on your ad graphic should never take up more than 20 percent of the total area. The reason behind this makes sense: excessive text can overwhelm viewers. Instead, try utilizing a powerful, eye-grabbing graphic that can stand on its own for best results.
  2. Unrealistic results or claims. ‘Get rich quick’ or ‘lose 40 pounds in a week’ scenarios can lead to a rejected ad, and this concept also translates into dental marketing. If your restorations can last up to 10 years with proper care and oral hygiene, don’t imply a lifetime.
  3. Misleading URL. On your ad, you can choose which website address (URL) your patients will be linked to, and which URL is actually previewed on the ad. Make sure you aren’t showing one website, but linking patients to another. This is confusing and can also lead to a rejected ad.
  4. ‘Facebook’ mentioned incorrectly. Facebook has strict requirements for how their business name is represented in any ad content. A rule of thumb is to simply avoid using the word ‘Facebook’ in general in your ads. If you do, however, ensure that you don’t pluralize it or turn it into a verb.
  5. Non-functioning landing page. Most ads link to a landing page, which offers your audience further details, benefits, and a call-to-action. If your landing page is slow to load, contains broken menu links, or utilizes video elements that aren’t displaying correctly, then Facebook could reject your ad.
  6. Making assumptions about viewers. Per Facebook, ad content should not make any assumptions about your audience. “Are your teeth stained?” could lead to a rejected ad, whereas “Overcome stained teeth” would be considered acceptable. Ensure your verbiage does not harass or accuse your audience.
  7. Before-and-after shots. Facebook specifically prohibits any before and after images, or any other ad content that may generate negative self-perception as a means to promote your services. Instead, try to feature unique benefits of choosing you that will persuade your patients to pick up the phone and schedule an appointment.
  8. Overall quality. Facebook reviews the copy of any ad for grammar, punctuation, spelling, and overall quality. As carpenters say, measure twice and cut once. In addition, a second pair of eyes always helps to notice any errors that you may not have caught.

Writing an effective ad isn’t always the most intuitive task, and the approval process can be frustrating without having prior experience. Don’t feel alone in this. As marketing experts, our team has the creativity and insight to bring you impressive, consistent results for your practice’s Facebook advertising. Schedule a complimentary marketing planning session with Identity Dental Marketing today.

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