Any phrase involving “buzz” should be approached with caution. This term has become a catchall for content that tends to be less valuable than it’s cracked up to be. But sometimes, a little buzz can be exactly what you want. If you get site visitors talking about you, and then have the goods to back all that talk up, you’ll find yourself sitting pretty with new patients on the schedule.
How do you strike the balance between buzzworthy and truly worthwhile? With some clever social media marketing and unique practice specials. If you’re stumped as to how you should proceed, Dr Web Solution can help. Read on for a few tips.
While being a healthcare professional wasn’t always synonymous with savvy web marketing, it is today. There are so many dentists on the Web – and they’re all fighting to end up on the first page of search engine results. Everyone (at least, almost everyone) creates a site with the aid of a professional designer. Depending on the age of the site’s design, it will fall into a certain category. And within the stratum of dentists that have a comparable level of web design, you have to do more than just create a nice homepage to make yourself memorable.
It’s time to take a look at your practice and decide what makes it special. Every office is unique, but it’s harder to pinpoint exactly what those exclusive characteristics are (they can be quite subtle). Is it a certain brand that you offer? Your attention to gentle care? A soothing, spa-like office environment? An experienced, dedicated staff that works to build a patient community? No matter the practice, those special aspects are there – waiting to be emphasized.
Once you’ve identified what sets you apart, it’s time to market your practice in a new way. Your marketing doesn’t have to be dull or staid, even if you have a dental or medical practice. There’s a fun side to everything. Pairing specials and treatment packages that rely on your strengths with an entertaining, easily understood format will show patients what they stand to gain from your practice, rather than the one down the street. Communicate patients that you have the specific facilities and abilities that fit their needs.
One of the easiest ways to accomplish this (admittedly difficult) task is with social media marketing. Because social media combines dissemination of information and a visual, pleasurable format, it’s an ideal tool for dental marketing. Make your services a little more thrilling by displaying and discussing them in a new way. With the aid of Facebook, Twitter, Google+, Pinterest, and more, you’re able to quickly and easily post
Still looking for ideas? Just get in touch to start a marketing conversation!
The last time you visited a new website, what was the first thing you noticed about it? We’re betting it wasn’t the snappy text or the contact information. We’re confident in predicting that it was actually the home page’s appearance. Even if you’re visiting a site for purely practical reasons, its design makes an impact on the viewer. This extends to sites belonging to healthcare professionals. While your website deals with dentistry, we want it to be more than just a means to an end.
The thing is, design is what convinces patients to follow through and reach that end (i.e. scheduling an appointment). So while a great layout may seem like a frivolity, it should be your first concern. If your practice’s home page isn’t attractive, it’s a huge ding against you. The bounce rate will be high, and you won’t engage new patients – you’ll just lose them. Fortunately, there are a few design guidelines to follow that will help you craft a user-friendly experience. Read on for some quick tips.
Ok, we know – easier said than done. At this point in the life of the Internet, what does “modern” even mean, anyways? We’re using the term to describe the contemporary M.O. of today’s Web. You need to keep up with the design of other sites, even if they deal with a more artistic commodity or service. After all, as an aesthetic dentist, you’re dealing in a similarly visual product, even if other people don’t see it that way initially.
Because a picture is worth a thousand words, we’d rather show you modern design than tell you about it. Check out our Design Gallery to see some examples of the kind of work in which we’re invested. A few of the factors that unite our designs include:
You’re probably thinking, “Great, another vague command! Thanks for all the help.” But “active” is actually easier to define than “modern.” In this case, we mean that you should keep the site current. Continually update it with fresh images, blog posts, and content. Showcase practice specials and treatment deals. This communicates that you care about keeping up with your patients and their ever-changing needs.
Nobody likes being told what to do, and this even extends to patients that are actively trying to find a new dentist. Bombarding them with contact forms and “CALL NOW”s won’t achieve the desired result. Instead, the design should guide patients toward the information they’re seeking, which will then convince them to take the plunge and become your patient.
It’s never too late to improve your website’s design. Whether you currently have a practice site, or are looking to build one from scratch, now is the time to take action. Consider how many potential calls you could be missing each day – simply because patients can’t find you online. There’s no way to know what you stand to gain until you put that site in place.
And it doesn’t have to be difficult. If you’re interested in learning more about your site’s design possibilities, reach out for a complimentary site evaluation. We’ll help you understand where you’re at, and how to move forward. In the meantime, check out some design tips to get thinking about the changes you’d like to make.
Like many occupants of the marketing world, we were struck by a recent leaked report about the state of the New York Times. As many loyal readers were clued in to with 2011’s introduction of an online paywall, the Times has struggled to remain relevant in a landscape of immediately-available, individual-specific web content. Sites like the Huffington Post and Buzzfeed excel in this arena – but they do so with far less well-crafted content, prioritizing .gif lists and celebrity gossip that is engineered to attract clicks. In order to engage readers, your content needs to strike a fine line between the Times’ more challenging offerings, and Buzzfeed/HuffPo’s blatant pandering to the denizens of the web.
This is true for all content creators, including your own healthcare practice. Taking a measured approach to content marketing is key. Don’t just educate – entertain. Your patients, both prospective and current, will take notice, and respond positively.
Content marketing is a brainchild borne of necessity, and shaped by Google’s ever-changing SEO preferences. The choices the search engine giant makes with regard to which content and pages “matter” on the web have changed the way Internet advertising functions. Long gone are the days of pop up ads, spammy pages, and meta keyword exploitation. What matters now are well-written, appealing, and valuable pieces of content. Google appreciates creators who make the web a better place, and it boosts their websites’ rankings in response.
In short, content marketing is drawing in new clients/patients/customers with the aid of compelling content. This can mean information about your practice, newsworthy blog posts, or case studies: whatever works for you. The important part is that the content gets made, gets out there, and gets seen. We can help with all three parts of that content equation.
What patients (and search engines) really value is content that speaks to your specific practice. Getting detailed and getting personal is just more interesting than writing about vague, industry-wide topics. For this reason, it’s vital that you play a role in your website’s content creation. If you’re writing pages or blog posts yourself, pack in plenty of details about what the office is up to, recent cases, and even information about staff members. If you have a content developer, share updates on office news, specials, and unique cases. The more applicable to your practice the content, the better patients will respond.
In addition to crafting excellent content, you need to show patients that content is something they’ll benefit from consuming. These days, that means sharing on social media. This is where the “entertain” portion of content marketing often comes in. Frame the content in a way that’s going to get patients clicking on the link, and learning more about your practice. Social media is an incredible outlet for all kinds of content sharing – it doesn’t even necessarily have to be written (Facebook users often prefer educational content that’s either heavy with or contained within images).
In order to create the ideal patient experience, you’ll need to take a step back and decide exactly what it is that your patients want. It’s possible to build content that accomplishes what you want (bringing in new patients) by giving site visitors what they want (an informative but entertaining time spent on your site). Ready to unlock your practice website’s full potential? Get in touch with Doctor Web Solution for a complimentary website evaluation. We’ll help you find the best place to get started.
It can be difficult to focus on both the present and future. But if you don’t have goals in place, how can you know what to work toward? This is true in every area of life, but especially pertinent when applied to your actions on the Web. Since the Internet’s landscape is constantly evolving, you need to be aware of what’s going on today and what could come tomorrow. Your web marketing efforts need to address both of these realities.
How can you predict the future? By putting safe, smart practices in place that will pay off over time. With today’s post, we’ll address some ways to boost your website’s ROI – today and tomorrow.
Sometimes, you need to get the word out ASAP. This is especially true when you’re running a practice special or trying to promote a specific, limited-time offer. In this case, there are ways to appeal directly to patients, and to dictate the message you send. Some short-term marketing efforts include:
While of-the-moment marketing is all well and good, you absolutely must focus on caring for your long-term web presence. This means working to get your website high in the search engine rankings. The higher it is in lists of results for different keywords, the better chance you have at snagging new patients. But improving your rankings takes some solid, long-running work. It takes time for search engines to notice what your site is up to – and to respond positively.
In order to see your site through to a bright future, consider engaging in:
Curious about where to start with your marketing? Doctor Web Solution can help. Get in touch today!
You know that blogging is crucial. Creating new content on a regular basis boosts your site in the rankings, shows patients that you’re invested in maintaining an online presence, and also offers great tips and advice to your audience. But it can be tough to motivate yourself to get tapping away at the keyboard. Feeling stymied? Whether you’re struggling with writer’s block, a lack of ideas, or an uncertainty as to exactly how to write a blog post, the web is rich with blogger-friendly resources. Below, we’ve listed a few of the top places we find blogging help.
Uncomfortable blogging on your own? Doctor Web Solution’s monthly SEO plans include blogging services. Just get in touch to learn more about pairing with us for content creation.
In order to blog successfully, you need to be able to multitask. These resources speak to that: they run the gambit from keyword advice to dental news to writing tips. Check them out to see if any could be helpful for you and your dental practice’s marketing efforts.
Your blogging needs are always changing. But with this collection of resources, you’ll be able to find help with whatever you’re lacking at the time of writing. We understand the panic of a blank WordPress post and a blinking cursor – don’t give in to the frustration! Get proactive and get blogging – your practice will see the benefits.
The concept behind this post may seem pretty simple. Of course you want your website to reflect your individual practice, right? How else are patients going to see the office for what it is, and decide to give you their trust and business? While a custom site seems like a clear objective, it’s not what many practices actually end up with. The design process can become muddled, and taking the speedy route to a redesign compromises forward-thinking layout and quality content.
How can you make sure that your site stands out from the pack? Follow the steps below to see a final product that is uniquely your own. And if you’re looking for design help to get started, Doctor Web Solution is standing by.
The last time you looked at a dental practice’s website, did you feel like it was something special? It can be tough to design a dental site and make it look fresh. But your dental profession doesn’t need to limit your range. With singular design and specific content, your site will end up a making a statement.
In 2014 (and beyond), patients are finding their healthcare providers on the Internet. When they stumble across your web page, is it ready to draw them in? Or will they click away to find something more engaging? If you’re not confident in your site, contact us for a complimentary evaluation.
There are certain big-name players in the web marketing world, but this month, we saw an appearance from someone that we never expected to turn to for marketing inspiration. As a partially government-funded entity and the unpopular alternative to airplane travel, Amtrak has never been the most glamorous institution on the block. They decided to combat this by focusing on what is appealing about their services: the long-held romantic tradition of train travel.
Amtrak found its opportunity to strike by paying close attention to social media. When writer Alexander Chee mentioned in an interview that there should be an Amtrak residency for writers, fellow writer Jessica Gross tweeted at Amtrak, asking them to make it a reality. Amtrak responded in the affirmative, sending Gross on the maiden residency. Their writer’s residency program is now underway, and this wallflower company has a young, creative, tastemaking audience listening, creating, and buzzing.
There’s a lesson to be learned here. No matter how uncool a business may seem, it can always find an angle. Amtrak showed off its connections with its users, jumping on a tweet to create a new kind of camaraderie with train travelers and writers alike. Draw inspiration from this to do the same with your dental practice. While dental offices may not seem like the most exciting places, you can find a way to connect with patients and show them that your practice values them.
Another great aspect of Amtrak’s interactions is the way the institution made their marketing entertaining – and even fun. Those behind the creation of the residency and those reaping its rewards enjoy the process. Your marketing doesn’t have to be all humdrum. Find and seize opportunities to make it more lively, and your current and prospective patients will appreciate your efforts. The simplest, most effective way to do so is to follow Amtrak’s example, and embrace social media.
Social media isn’t just the life of the party – is IS the party. It’s where everyone is hanging out online. If you want to break into a new group of patients, or build connections among existing ones, social media is the right route. Sharing content on social media is simple – it doesn’t even have to be something you created yourself. Posting a fun fact, dental graphic, blog post, cartoon, or educational tidbit will give your patients a moment of humor or reflection. They’ll appreciate that you put that content in their paths, and they will remember you for your online presence. Better yet, they could share that content with others.
You’ve provided superb dentistry – your patients will be happy to return the favor. Not by doing dental work (could get a bit messy), but by giving back to your practice. This is as simple as clicking “Share” on one of your Facebook posts, or pinning one of your photos on Pinterest. When your patients respect you and appreciate what you’ve done for them, they’re likely to blatantly and inadvertently help improve your web presence. Tapping into patients’ social groups offers you an entirely new group of prospective patients, and helps your practice continue to grow.
Whether you’re marketing long-distance train travel or dental crowns and root canals, the basic principles are the same. Find a way to connect with your audience, and you could be next month’s Amtrak.
Web design is the darling of the Internet. No matter how great a site’s content is (whether it’s text, photographs, or videos), the site’s design facilitates and effects viewing. Unless they’re already invested in what that specific site has to offer, many first-time visitors will navigate away if they don’t gel with the site’s design. Design dictates a website’s appeal. Is yours convincing new patients to follow through and make a call? It may be time for an update.
Refreshing your website’s design is simple and a wise investment. With the constantly evolving face of the Internet, regular updates are necessary to stay in touch with what looks current. Redesigns also help you stay abreast of Google updates and keep your site search engine-friendly. If you struggle to look objectively at your website and decide what it needs, Doctor Web Solution can help. It’s always tough to mentally separate from something you’ve spent time building. We can offer that outsider’s perspective, aided by design expertise.
A website’s design speaks to visitors the moment they land on the page. This is more than can be said for the site’s content – depending on its format and on-page location, most visitors will never see its majority. Design stands out instantly, and determines the way patients view your entire site. Is the layout user-friendly? Is it clean and appealing? Is it action-oriented, providing patients with a clear route to contacting the practice? Your design should accomplish all these tasks, and more.
Unsure whether your website is in need of some work? Consider a few of the following criteria to decide whether it’s time for an upgrade.
Submit your website for a free design and SEO evaluation to get an idea of where you’re at. We’ll comment on what should be working well, potential changes you could make, and what the redesign process would entail. There’s no obligation involved, simply some professional advice. If you’re unsure about your design or your on-site SEO, we’d love to take a look.
The catch-22 is that without practice marketing, you won’t have patients to treat. For this reason, many dentists and doctors choose to hire outside forces to take care of their marketing. Even if you have hired a marketing firm, it’s important that you be a part of the process. No one can ever hope to understand your practice the way you and your office manager do, or decide how your practice should be presented to the world. So how do you place a few toes in the web marketing waters?
This blog post acts as a promotion primer to help you consider the basic factors of dental marketing as they apply to your office. Consider the factors detailed below to get a better idea of how to proceed, and what to emphasize in your marketing efforts. If you have any questions, Doctor Web Solution could offer some pointers. Just get in touch.
These tips scratch the surface of your introduction to web marketing. Interested in learning more? Get in touch with Doctor Web Solution for dental marketing expertise.
Keeping up with good search engine optimization practices can be a dizzying endeavor. With near-constant changes to Google’s algorithm, conflicting ideas from the experts as to what marketers should be doing, and the ever-evolving face of the Internet all at play, things get complicated pretty quickly. Avoid confusion by keeping your SEO simple. It’s possible to distill your SEO efforts to just a few areas of concentration.
Those new to the SEO world likely paused at that heading. How can an internet marketing practice have an alignment? The story of good vs. evil (at least in the search engine optimization realm) began long ago, when search engines first began crawling the burgeoning Internet. Those hoping to get their sites noticed took to practices that were eventually deemed obnoxious. At the time, this wasn’t “bad,” it was just what was done, and it showed results. Today, we call those practices black hat SEO, and our site rankings are ultimately penalized if we choose to employ them.
Part of the reason search engines continue to evolve is to kick those practices to the curb. As search engines become more sophisticated, they’re able to punish webmasters/marketers that choose to keyword stuff, link farm, or hide content. Suspect sites’ PageRanks lower, and they fall in search engine listings. Those using good SEO (aka “white hat” SEO) avoid these flash-in-the-pan practices and take more substantial courses of action.
Quality content has become more and more important as search engines have become more discerning. High-octane content is recognized and handled differently by web users, and search engines pick up on these signs. Writing quality content is as simple as taking the time to put it together. Ensure that you’re writing for someone, rather than just writing for your own marketing purposes. Consider your patients and their needs to determine what they would like to gain from your website and its blog. Oh, did we mention blogging? It’s absolutely necessary. Creating new content and producing it consistently will help your site rise in the rankings.
Search engines monitor the way other websites interact with your own. When another site contains a link to your site, this improves your PageRank and authority. If that website is topically similar your own, even better – establishing relevancy with your keywords and links is a must. Gradually, carefully build these links to ensure that you’re rewarded.
This is the newest tenet of basic SEO. Social media marketing continues to boom, with each new platform changing the way users perceive and are exposed to marketing efforts. While only some social media links are “follow” (i.e. they count in building PageRank), all social media efforts help you connect with patients and prospective visitors. Your dental practice should take advantage of this – most of your patients are likely already on at least one of these platforms, and ready to engage.
That’s SEO in 2014, in a nutshell. Need a hand with your web marketing? Contact us for some ideas.