4 Highly Effective Dental Marketing Ideas to Attract More New Patients
1. Integrating voice search in your local SEO strategyVoice searches are increasingly becoming the primary search option for users. According to comScore, 50% of all searches will be voice-based by 2020. A BrightLocal study has also pointed out that one-third of healthcare consumers are using voice searches for scheduling a medical appointment, speaking to a healthcare professional, getting map directions, etc. Optimizing your website for voice searches would mean making it answer-ready for question phrases that start with Who, What, When, Where, Why, and How. For example, “who is the best dentist nearby?”, “how far is ABC dental clinic?”, “where can I find a dentist nearby who accepts ABC insurance?”, etc. Patients searching for such terms may look for a direct answer that could be read out loud by their voice assistants. Voice assistants only read out the content that appears in Google’s answer box—that box with content that appears on the very top of Google’s search result pages. Since, most voice searches also include location-specific terms like nearby, near me, distance, far, closer, etc., it’s crucial that your website and its content is optimized for local users. There are several local dental SEO and voice search methods, but the following must be done ASAP:
Use structured data: Google loves to show well-formatted, visually-appealing content in its answer box. Examples could be content in a table, pointers or bullet list form. Using structured data or schema markup, you can tell Google to show the tabular or list-type content as it is in the answer box.
Claim your GMB listing: A well-organized listing of your practice on Google My Business (GMB) is essential especially if you want to get found for location-specific terms which are highly lucrative for a dental practice. In the listing, ensure that your name, address, and phone number are accurate and that the right business categories (dental clinic, dentist, oral surgeon, pediatric dentists, etc.) are selected based on the services you provide.
Get mobile-friendly: According to Google, of the 88% of patients who use search engines for finding a treatment center, 60% use a mobile device. This means your website’s design and its content need to be mobile-responsive.
Create blog posts that answer your patients’ questions: Create FAQ-like blog posts on different relevant topics. Identify the topics patients usually search for online. For example, “What is Invisalign?” Include it in the blog title. Then see what other things patients are asking around this topic. For example, “What is Invisalign made of?” “Is Invisalign as good as braces?” “How long does it take to get straight teeth with Invisalign?” “What is the cost of Invisalign?” etc. Try to include them in your blog under separate sub-headings. Keep the answers brief, concise, and in an active voice. You may find that this single blog may get ranked for more than one of the included question phrases.
2. Advertising to the right patients with remarketingIt takes time and consistent team effort for your website to rank on Google and get visited by prospective patients. What if, after all those hassles, most of these patients who landed your website walk away (for any reason) without taking any desired actions? In fact, it happens most of the time. So how do you keep your practice on their minds after they leave your site? That's where remarketing comes into the picture. Remarketing refers to the advertising method in which your prospective patients are followed across the web and are shown visual ads (image or video based) on many websites they may visit. A unique tracking code is used to attach a cookie on the browsers of those who visit your site, and then that cookie triggers the ads on other websites that are accessed through that browser. Here’s how remarketing works under Google’s online advertising model, i.e., PPC (Pay-Per-Click):
- A prospective patient visits your website using any browser
- Your website, which has that Google Analytics tracking code, places a cookie in the potential patient’s browser
- Google places the ad on any website on Google’s Display Network (GDN) that the prospective patients may visit