Top 4 Marketing Strategies for Dental Startups You’ve just started your own dental practice. Your team is trained, your phones are ready, and you’re ready to start your career off right. One question remains: how do you reach and retain the ideal, new patients you hope to serve? In this article you will learn the top 4 marketing strategies for dental startups. Set yourself apart through branding — Are you sending the right message to your patients? Branding plays a role in every marketing strategy you will utilize, so finding the right themes to move forward with is imperative to your success. A strong brand, name, logo, and design will set you apart and allow patients to identify your practice and your team as being the best choice for their health, comfort, and their results. Take to social media — Use the weeks in advance of your practice’s opening to build interest and exposure. Facebook has a variety of ways you can connect and communicate with your community, including live video to introduce yourself, creating an event to showcase your grand opening event, or much more. If you aren’t sure where to start, we can help. Build a beautiful website — You need a centralized place for your patients to find you, read about your strengths, your commitment, and the services you offer — but most importantly, to schedule an appointment. As a new practice owner, you should aim for a fully-responsive website that is both visually impressive and easy to navigate across mobile, tablet, and desktop. Send an introduction letter — Have you considered a more direct way of reaching your patients? Engaging your community members through an introduction letter can be a personable and impactful way of building their trust. In addition, if you are taking over a practice and re-branding, writing to your patients can help establish their expectations, allowing them to understand what makes you the best choice as their dental partner. This allows you to set the story straight on how your new practice will operate moving forward. Whether you are purchasing a dental practice and re-branding, or building an entirely new practice from scratch, you have a unique chance to define your future success through strength in marketing. At Identity Dental Marketing, we will listen to your practice goals and help you achieve them with a marketing plan customized for your consistent growth. Schedule a complimentary marketing planning session with us today.
Negative Online Reviews? Here’s How to Respond. Has a negative online review lowered your team’s morale? Don’t give up. For every 99 positive, rewarding experiences you make with others, there is usually one encounter that is unavoidably difficult. Here you will learn how to respond to a negative review with poise while showing you value the opinions of your patients. Read the entire review — twice. Don’t skim. Take note of each pain point. Each of these are a chance for growth, so make sure you follow-up in your practice strategies to ensure these situations can be prevented in the future. Respond early. Make sure you respond to any negative review as soon as possible. These aren’t the kinds of things you want left unanswered on your public review listings, so aim to check through on a weekly basis, or delegate a team member to help with this. As an aside, you should be thanking patients for positive reviews, too! Apologize. Even if you may disagree with things that your patient has said, you should apologize for their negative experience. Ensure you don’t offer the “sorry, not sorry”-type of response that is only nominally apologetic. A true apology is the only thing that can help you rebuild patient relationships that have become strained. Empathize. As a dentist, empathy is likely innate to your entire experience of serving patients, and the same should extend to your response. Understand how, from their perspective, the experience could have been frustrating, confusing, or hurtful. Show you truly care. Make it right. Was the review left because of a payment error, or complications from treatment? Now is your chance to reach out to your patient and fix the problem. If you react quickly, and humbly, you may be able to restore the trust you have with this patient. In some cases, they might even amend or update their online review as well. We hope this advice helps you elevate the level of care and trust you provide your patients, both in the office and online. If you are interested in learning about ethical marketing strategies to boost your positive reviews and increase your online exposure, reach out to us. Schedule your complimentary marketing planning session with our team today.
Content Marketing on Steroids: 5 Things You Might be Missing Is your content marketing building momentum and exposure for your practice, or does it need a trip to the gym? Each blog or social media post you create should be done so with three main priorities in mind: brand awareness, building your SEO and exposure, and creating credibility through patient education. If your content marketing could use a boost, here are 5 strategies you might be missing. Go wide. Consider this example: Your practice just finished a fundraiser in your community, and it was an incredible experience. How do you share news about this — a blog, a social media post, an email newsletter, a video on YouTube, or a press release? The answer is all of them. By reimagining your content across multiple channels, you can maximize the exposure you receive. Be bold. Content marketing is a time-tested, widespread process. However, with so many other practices, companies, businesses, and brands publishing content as part of a marketing strategy, how can you stand out? Being bold in your messaging allows you to cut through the clutter and harbor genuine interest. A recent study showed that 59% of all links shared on social media aren’t actually clicked on before doing so. That’s the power of the perfect headline. Don’t just publish, promote! Once a blog, social media post, video, ebook, or press release is published, many forget that there is a crucial step remaining: promoting it. Facebook ads and boosting are a great place to start. This way, you can combine your organic presence with a paid one for a massive influx of viewership. Ask us about other strategies for paid promotion. Retarget. Setting up retargeting through Google or with a Facebook Pixel will allow you to show curated ads to those who show interest in your content. When somebody clicks on your blog, they will then have your marketing and advertising displayed to them across Facebook or Google in the future, improving your brand awareness. Retargeting is a powerful way to home in on your potential patients, boosting your ROI through an increase in your advertising conversion rate. Evaluate your results. Don’t go into your marketing blind. Take the time to analyze your results on at least a monthly basis. Which blog was number one in viewership? Which of your posts received the most attention? Which videos were a hit? Adjust your strategies and focus your future marketing with those answers in mind. Implementing content marketing is a surefire way to boost your exposure, credibility, and brand awareness for your dental practice. But what if your team lacks the time or experience to do so? Let us help. Schedule your complimentary marketing planning session with Identity Dental Marketing today.
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.
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.
What Does Your Logo Color Say About You? Designing 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.
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 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.
5 Ways to Leverage a Press Release in Your Dental Marketing Meet the press release — one of the most flexible, underused, and time-tested ways of boosting exposure for your practice. For some, writing, publishing, and leveraging a press release can seem daunting. When should I use one? How do I go about it? Whether you are hosting a fundraiser for charity, sharing news about a recent certification, or bringing in a new doctor or specialist, here are five ways to effectively leverage press releases in your dental marketing. Make it newsworthy — Your press release may not go far if its core story isn’t engaging. Would you click on your headline, or would you skip past it? Every press release should revolve around an interesting update or story that grabs your readers’ attention. Social media marketing — Share your press release across your social media platforms to help get the word out. You can even record a Facebook Live video about it for extra exposure. Share with your patients — Try incorporating press releases into your email marketing, or even share them with patients in-office. Keeping your community in the loop about your practice can help build relationships, strengthen credibility, and can boost patient retention. Reach out to the media — Have you tried sending your press release to local media? This can be a powerful way to reach new levels of exposure for your practice. If you are holding a charity or fundraiser, many publications will jump at the chance to help feature your efforts. Combine it with other aspects of your marketing — Did you recently rebrand, start a video marketing series, or bring on another doctor or specialist? A press release can help multiply your existing marketing efforts. Provide a link to your video series, explain your new practice mission, or feature your new team member’s commitment and experience. What Should I Feature in My Press Release? Fundraisers, charities, or volunteering — Is your office involved extracurricularly? Press releases can be a great way to help your contest or fundraiser get the attention it needs to receive a substantial turnout. Educational endeavours — Have you recently become a member of a dental association or achieved a new certification? This is the perfect time for a press release detailing your hard work and how it will help you better serve your community. New service or technology — If you have brought a new service or technology to your practice, then let your community know about it. Focus on how your new methods will help benefit your patients’ health, comfort, or their quality-of-life. Consistent, high-quality press releases can boost your search engine visibility and help you attract more of your ideal patients. Are you ready to strengthen your dental marketing with regular, strategic press releases? At Identity Dental Marketing, we utilize proven methods to bring you the exposure and return on investment you deserve as a practice owner. Schedule your complimentary marketing planning session with us today.
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. 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. 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. 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. 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. 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. Links to Social Media — Stay connected with your patients by featuring quick links for them to follow you on Facebook, Instagram, Twitter, and more. 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.
How Can Your Practice Achieve a 5-Star Reputation? Did 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.
