It’s no secret that social media and the internet have radically altered the dental marketing landscape. Successful dental practices can no longer rely on only the traditional means of marketing if they wish to remain relevant. Now most dentists are finding success with a more digital-driven marketing strategy, as these are often more intuitive and cost-effective.
Even after switching to digital marketing however, it’s still possible to make mistakes when establishing your dental marketing strategies – and those mistakes can be costly. Get the best return on your investment and bring in new patients to your practice by avoiding these 6 common dental marketing mistakes:
1. Don't Stay Static
There are more and more dental practices entering the field, and all of them are looking to stand out from their competition. Your practice needs every edge it can get in the ever-changing world of dental marketing – so you need to stay as up-to-date as possible. By engaging new dental marketing strategy trends and implementing the best online marketing practices for dentists, you can stay ahead of the pack.
Keep your social media active. Keep your website current. Whatever platform you use to have a voice online, you can't walk away from it or that voice will soon be drowned out.
2. Avoid Spam Marketing
While you should be actively marketing your practice, it’s important not to overdo it as well. All the patient contact info your practice has accrued is an asset, but you need to be responsible in using it for your marketing communications. Make sure you have each patient’s express permission to contact them, make sure the frequency of your communications is respectful, and use the best security practices to maintain confidentiality.
3. Don't Ignore the Blogs
If your practice does not have an informative blog in place, then you are overlooking a valuable dental marketing tool. Blogging is a great way to educate and inform your audience on any topic you choose to write about. Organic content like blogs provide a big boost to your search engine optimization and cements your reputation as an authority on all things dental.
4. Avoid Standardized Messaging
Every one of your patients has their own reason for needing dental work. A patient looking for teeth whitening isn’t going to be terribly enthused to receive an email that advertises great new rates on root canals and teeth extractions. Differentiate your messaging to appeal to the needs of specific patient groups — then you’ll notice a better response to your marketing.
5. Don't Rehash Content
There’s nothing wrong with working in a repeated tagline that’s resonated with your audience, or linking to previous content when it makes sense. But you certainly want to avoid sending out the exact same email over and over, or constantly linking to the same blog post. Keep your patients engaged by providing them with fresh content so they have a reason to open those emails and remain loyal to your practice.
6. Avoid the “Hands-Off” Approach
It’s true that there’s a lot of work and different responsibilities on your plate when managing your practice. But if you ignore your dental marketing strategies, you’ll have no idea what’s working and what isn’t. Make time in your schedule to examine and analyze your strategies and their results – and be willing to make changes when necessary.
There’s no such thing as a perfect marketing plan, and there’s always something that can be done even just a little better. It’s perfectly okay to have some growing pains as you discover what works and what doesn’t. But by avoiding the biggest and costliest marketing pitfalls, you can ensure that you get the results that you and your practice need.
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