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Facebook thumbs up showing a business page likeFacebook is an incredible marketing tool – in the right hands. But when you’re just getting started with Facebook for business, it’s tough to know anything that’s going on, and the interface doesn’t exactly make the learning process simple. When you add in Facebook’s lack of one-on-one support (and the endless number of confusing forum questions), taking the first steps toward promoting, advertising, and managing your business feels completely overwhelming.

But you’re not alone. Doctor Web Solution has worked through common Facebook obstacles and figured out the simplest ways to get the green light on your business’ page. Read through our guide to setting up your Facebook page and personal access below, and get in touch if you need help with Facebook ads, organic posting, business optimization, or anything else in the Facebook landscape.

 How to Manage Your Facebook Business Page

Getting started with Facebook is different depending on the current status of your business’ page. Check for existing page listings by searching for your business name in the search bar (click “Pages” to narrow down search results).

  • If you have existing, unclaimed listings – It’s possible for Facebook pages that represent your business to exist even if nobody from your practice created it. This is because when visitors use the “Check In” feature, a location listing is created if one doesn’t already exist. You want to round up and take control of these unmanaged listings to use them to your best advantage. Follow the instructions after clicking “Claim this Page” to take control. If you have multiple accounts, merge the pages via requests to Facebook.
  • If you do not have any business listings – This is actually the simplest possible situation – you get to start from scratch and don’t have to deal with claiming floating listings. Just log into your personal account and click this link: Create a Business Page.
  • If you have an old personal account that was acting as your page – Before Business Pages become more popular (or even existed), plenty of businesses used personal profiles as pages. If one of these is still lingering, you can convert it to a page to gain all the business benefits.

 How to Access Your Facebook Page – Linking Your Personal Profile

This confusing twist has perplexed newcomers trying to claim a page. The catch is that business pages aren’t actually Facebook accounts, whereas personal profiles are. Pages exist independent of any account – and continue to do so until someone links their personal page. So there’s no new login associated with your page. You’ll need to link it to your personal Facebook account to gain access.

If someone from your practice already has access to the business page, have them add you as a manager so that you’ll be able to act as the page and manage incoming messages and posts. This means navigating to the page, then clicking Settings -> Page Roles. On that page, they’ll be able to add the email address that you use to log into your personal Facebook, and you’ll be invited to manage the page. If you’re the one adding a new user, choose between these roles to grant them the appropriate level of access:

  • Admin – Can control every aspect of the page and also assign page roles. Best for whoever is managing your Facebook presence.
  • Editor – Has similar capabilities to an Admin, but can’t assign page roles. Best for whoever will be responding to messages and posting as the page.
  • Moderator – Can respond to comments and messages and create ads. Best for the majority of your staff / your front desk.
  • Advertiser – Can create ads and handle the page’s advertising. Best for ad-specific consultants or agencies.
  • Analyst – Can view page insights. Best for a consultant who will not be posting as the page but will be diagnosing potential issues/existing strengths.

Confident Facebook Posting – Whether Business-Related or Personal

The most important question of all: if your business page is linked to your personal profile, how can you be sure that photo of your dog in an adorable bow tie ends up posted to your friends, not your patients and coworkers? It’s as easy as making sure that you’re posting as a page instead of acting as your profile. Whenever you post something new, look in the upper right-hand corner of the post box. There, you can choose between “Post as (Your Personal Profile)” vs. “Post as (Your Business Page).” Just pick the business page logo and there won’t be any embarrassing mishaps.

image of Facebook post box with area showing posting identity circled in red

Remember: unless you’re on the business page when posting, the default poster will be your personal profile.

 Your Facebook for Business Questions

This is only the first step toward Facebook domination for your practice. If you’re looking to learn more about the minutiae behind social media marketing, just get in touch!

Facebook for Business Guide | Guide to Facebook for Business | Facebook for Business for Dentists

dental website leadsFeel like your leads are floating on the web and not leading to actual results? Help your front desk pin them down

When your website is performing and you’re pulling in leads, that’s exactly what you’ve been wanting to see from digital marketing. But how can you make sure that those leads lead to real patients coming into the office? It can be confusing to organize those details, especially if you’re operating off email alerts. We all know how quickly something can get buried in an inbox, especially if your leads email address is the same as your main office’s address.

Fortunately, things can be a whole lot simpler. By integrating an automation platform with your WordPress forms, you’ll see your leads neatly filling out a Google spreadsheet. Your front desk will be able to manage those leads directly within that spreadsheet, and adding columns to track whether the lead has been contacted, by whom, and the outcome of the conversation will keep everyone on the same page.

Setting it up is simple – all you need is a free Zapier account, a Gmail address, and access to your WordPress back end. We break down the steps below, but if you’re looking for additional guidance, just get in touch.

Tracking Contact Forms Submissions with Zapier

We started researching forms reporting automation for a client using AdWords and Facebook PPC, and pulling in great results. While we loved seeing all the leads flood in, the office’s front desk got a little panicked. How could they make sure that each lead was called or emailed, when all the forms notifications were in separate emails?

The system we put together took the stress off their shoulders. Now, Zapier automatically pulls new forms submissions from Gravity Forms within WordPress, taking leads reporting off the front desk’s list of responsibilities. Here’s how you can set it up for your WordPress site.

  1. Check your forms plugin – If you’re on WordPress, chances are that your forms are built with Contact Form 7 or Gravity Forms, two of the most popular form plugins. These both offer Zapier integrations, which can be turned in on your form settings.
  2. Create a free Zapier account – If you have 5 forms or fewer, you don’t have to purchase a premium plan – you can build 5 zaps (one needed for each form) for free.
  3. Create a Google Sheet – Log into Google Drive and click “New,” then “Google Sheets.” Give the spreadsheet an applicable name so that you’ll recognize it in the Zapier dashboard – “Leads Tracking” will work. Create columns that can be paired with your form’s fields – typically, Name, Email, Phone, and Comments.
  4. Add the Zapier webhook to the form in question – Click on the form you’ll be automating in Gravity Forms, and go to Settings > Zapier. Create a Zapier Feed, and open a new window to visit your Zapier dashboard – leave this one open for now.
  5. Build the zap in your Zapier dashboard – Click “Make a Zap!” to begin the process; you’ll be guided through each step. When you arrive at the screen that gives you a webhook URL, copy and paste that into the waiting field on your WordPress site. Link your Google Sheets account, and set up the columns of the spreadsheet by pairing them with form fields. You can skip the Test section and do it yourself in the step we detail below – this often malfunctions in the Zapier back end if there’s not a recent form submission.
  6. Test the form with a submission – Once your zap is ready, submit a test form to watch the new spreadsheet row populate and make sure everything’s working properly.
  7. Watch the organization take hold! – You’ll spend less time asking your staff whether a lead has been followed up with, and more time seeing new patients visit your office.

Run into any bumps along the way? Just get in touch for help.

 Website Leads Tracking for Dentists | Dental Leads Tracking | Dental Site Leads Tracking

dental keyword researchEvery dentist (and dental marketer) is hoping to get leads through their website. But how can you be sure that the lead in question was worth the effort? By fine-tuning your marketing efforts, you can be sure to draw in the kind of patients that fit your practice – and see them scheduling and following through, as opposed to flaking on a consult or exam.

The trick is to get inside your patients’ heads, and then make sure your website reflects exactly what they’re looking for. Help them along the funnel with intuitive user experience design, and they’re sure to connect with your staff and become a part of your practice’s community. Read on for some clues to drawing them in, and get in touch if you’d like some help integrating these tactics with your website.

 How to Engage the Right Dental Leads

  • Optimize for long-tail keywords – Everyone wants to be in the number one search position for “dentist” in their area, and that’s something SEOs are always working toward. But while those basic terms may seem desirable, the leads that find you using those searches are less likely to convert. This is because they’re not completely sure of what they want, yet. By optimizing pages for terms like “sedation dentist,” “kid friendly dentist,” “dentist with emergency hours,” and other more specialized search queries, you catch truly thoughtful leads who are invested in their search (and completely ready to find a new provider).
  • Create specific content – Make sure your patients are interested by the content available on your website. While general pages summarizing cosmetic and restorative treatments are necessary for site structure and navigability, build more specific pages (“Whitening for Sensitive Teeth,” “Rebuilding Short Front Teeth,” “Symptoms of a Root Canal,” etc.) that will answer the questions visitors already have in mind, and show your expertise along the way.
  • Be as informative as possible – Give site visitors as much information about your practice as you possibly can. This includes regular hours, instructions for contact in case of an emergency, full list of treatments and technologies available, detailed bios for providers and other staff members, photos of the facilities, and more. Make it easy for them to get to know you, before they even visit the office.
  • Allow for online scheduling – In addition to basic contact forms and clickable phone numbers on your website, it’s never a bad idea to try an online scheduling system that allows patients to view and select available time slots all on their own.
 Dental Marketing | Web Marketing for Dentists | Dental Web Marketing

search engine rankings for dentistsWe all want to show up on the first page of search engine results (not to mention the vaunted top spot). But, as with so many Google-related endeavors, that’s unfortunately easier said than done. No matter how much stellar content you put up on your site, how many PPC ads you purchase, and how modern your UX and site design, you aren’t seeing a rise in the rankings. This is probably the most universal problem small businesses encounter in their web marketing, and it’s because we all have the same goal: that golden first place listing.

Google wants to show searchers the results that are the best for their needs. What does this mean exactly? It ranges from whatever is closest geographically to whatever precisely matches their search inquiries to what’s getting the most traffic at the time. Search engines don’t give away their secrets, but with concerted effort, we can discover them, piece by piece. Of course, as soon as we get a good handle on what’s working, an algorithm change throws everything up in the air again – but that’s a story for another time. For now, let’s talk about what Google is currently respecting, and how you can help your dental website follow suit.

 Solid Bets for Solid Rankings – This Year and Next

  • Physical location – Probably the most frustrating component of current ranking factors, the searcher’s physical location now plays a significant role. This reduces the possibility of ranking in nearby cities, and makes it tougher to get a leg up on competition. But it’s a wise choice to view physical location as an equalizer – after all, unless you have locations across your business area, nobody can trick Google into thinking they’re everywhere at once. Make sure that your Google My Business listing is accurate, with the location pinpointed perfectly, and that your hours and day-to-day information are up to date. This is where Google draws its geographical info from, and it’s paramount that it be correct. If you have duplicate Google+ pages, this can also be a kiss of death, confusing Google bots so that they end up disregarding you entirely – let us know and we’ll help you trim them down to the real listing that represents your office.
  • Popularity – It’s high school all over again. Your site needs to be popular, i.e. receiving regular traffic and creating positive experiences for users. This can lead to a tricky starting place for new offices or sites, as they need to break out of the early traffic lull to see improvements. Make sure that your site is user-oriented, with useful and practice-specific information that gives searchers the answers they’re looking for. Valuable links are also helpful, although link building is getting harder and harder to do the right way – who knows how Google will view it in the future?
  • Onsite content – Google has been making strides since the early days of search engine optimization to value quality over quantity. This applies to the links leading to your website, the website’s pages, and the media within. Gone are the days when you could build 20 links a day and publish 100-word posts heavy with keywords. Instead, you want to craft content that leaves users satisfied and builds your practice’s reputation and message. Regular blogging is a must, and it’s never a bad idea to revisit your main services pages for tweaks.
  • Reputation – With our clients, we’re a broken record: you need Google reviews. While sites like Healthgrades, Facebook, or Yelp can also build a beneficial view of your office for interested patients, only Google reviews are going to have a direct impact on your rankings. Services like our Reputation Management package will help you garner reviews from happy patients, and hear out those who are voicing negative experiences without them posting those thoughts across the web. We’ve seen excellent practices get dinged by an angry patient on a mission before, and review management helps keep those thoughts from being widely available to others considering your office.
  • Consistency of information – Directories and local listings are your friends. Your business’ needs to be consistent across the board so that search engines know exactly what to report back to searchers.
  • Meta tags – The meta title and description on your site’s pages do still matter, although Google ignores them in the SERPs (search engine results pages) as it sees fit. Make sure they’re written for humans, not robots, and that they both accurately describe the content within and provide an incentive to click.

Looking for a boost in your online presence? We offer customizable monthly SEO plans to boost visibility, generate leads, and revitalize your website. Just get in touch to learn more.

 2016 Ranking Factors | SEO in 2016 | How to Get on the First Page of Google

pay per click obstaclesPay per click advertising can feel endlessly frustrating. Shortly after getting your ads up, you find that they’re not behaving the way you want them to. But is this related to user error, to the audience that you’re targeting, to the ads themselves, to the budget, or something else entirely?  Unless you’re familiar with Google Adwords it’s going to be pretty difficult to tell. That’s why bringing in a pay-per-click marketing expert is going to make a significant change to your ads and also to your daily frustrations.

There are certain issues that tend to befall first time AdWords users – and with Google’s frequent changes to ad policies, structure, and display, what worked in the past may not be successful today.

 Solutions to Common PPC Advertising Troubles

  • Learning curve – Getting started with AdWords feels like an uphill battle, in large part because there’s so much information to take in. Check out some AdWords-specific primers for information on which metrics are valuable, and which ones you can ignore.
  • Competitive pricing – Your ads will only show when you’ve beat the keyword bids of other advertisers in your area. This can sometimes result in a bidding war, in which you’re constantly trying to one-up your competitors. Instead of going for the ultra-expensive keywords, find long-tail phrases (more detailed queries like “best cosmetic dentist”) that aren’t as competitive but will actually draw in more motivated leads, who are ready to commit.
  • Ads structure changes – Google loves changing their services to keep us all guessing. In the last two months alone, they removed sidebar ads, making it more expensive and more difficult to get an ad in the first or second position on the page. But the SEM community has your back – when you’re not sure how to react to an advertising change, go to the experts.
  • Ad not approved – Depending on your service, it can be tough to get the ad you want approved (this is especially true for branded treatments like Botox or Juvederm). When you see the dreaded “not approved” message, take a look at what Google said about the ad, and make necessary adjustments to get into their good graces. If you just can’t get a specific ad approved, no matter how many changes you make, it might be time to scrap it and try something new.
  • Overly large radius – It’s important to check on the radius that Google sets for your ads as default. For many practices, depending on location, a 20 mile radius is just too big. Experiment with a smaller search area and see if your ads end up leading to more leads, as opposed to empty clicks from users who abandon the page when they see your address.
  • Measuring conversions – AdWords provides many ways to track and measure conversions, but they’re not all immediately noticeable. From submissions of your website’s forms to clicks of your phone number to calls after the user has arrived at your website, these can all be measured to inform your advertising efforts – just ask if you need help implementing.
PPC Advertising for Dentists | Search Engine Marketing Tips | First Time PPC Tips

dental pay per click advertisingYour website looks great and is performing…fine. You’re just not getting the leads you’d like to see, and good rankings aren’t making a difference. You feel like there’s something more that could be done, but you’re not sure exactly what it might be. When is it time to turn to search engine marketing?

It feels like a big plunge to take, but PPC (Pay Per Click) ads don’t have to be stressful or overwhelming. Identify your present marketing goals and take a look at your budget to decide whether ads will be effective for your needs. They could provide just the lead boost you’re looking for – or they could end up being overly expensive and under-performing. The trick is to start with the right intents.

 Sound Familiar? It’s Time to Try Pay-Per-Click

  • Hoping to increase online leads – This seems obvious, but it’s important to note just the kind of lead influx you’re hoping for. Ads create leads – that much is certain. Simply put, you’re going to be impressing upon hundreds more searchers per day. Clicks are just one measurable metric for your ads: be ready to record the conversions you receive so that you can tell which ad sets are leading users all the way to contacting your practice.
  • Have specific practice specials – You need to be able to stand out within the ad block. Those who click on your ads are choosing you over the other ad sets visible at the time, and they’re choosing you for a reason. Whether you have a whitening special, an excellent before and after gallery, or $ off a routine cleaning, be sure to build your ads around what makes your practice the right choice.
  • Live in a highly competitive area – If you’re facing practice competition at every turn, ads can give you an extra edge. When your ad is in the top 3 positions in Google search results, interested users click the ad before they even make it to the organic listings.
  • Ready to monitor your ads – You’ll need to make sure that your ads are working well, and not let the cost run away with you. If ads aren’t bringing in conversions but are racking up worthless clicks, it’s time to make some adjustments to your strategy and save money.
  • Consider the value of your leads – Even if your advertising is bringing in leads, those leads may not be the kind that ultimately show up for their appointments, or they may just be price-shopping. Keep track of which leads actually wind up in the dental chair, and track the source of their conversion.

Doctor Web Solution offers pay-per-click management within each of our monthly marketing plans. If you’d like some help getting your ads off the ground, just get in touch – we’re ready to design, optimize, and monitor ads on Google, Facebook, or other search engines or platforms of your choice. Not sure where to advertise? We’ll identify your current top sources of traffic and go where the action is.

Pay Per Click Dental Advertising | PPC for Dentists | Online Advertising for Dental Practices

dental blogging calendarWe always have big plans for ourselves – but can the reality meet our expectations? Once you put something into practice, it’s often more time-consuming or more difficult than you thought it would be. Time passes, and you stop working on it, and the idea bites the dust. So it goes with countless abandoned blogs across the internet.

But while a personal bottlecap collecting blog may not really benefit from frequent posting, your dental practice’s blog deserves attention. Consistent, high-quality content creation is important for many reasons, some of which appeal to search engine robots, and some of which appeal to potential patients. You owe it to your business to find a way to blog regularly and update your site on an ongoing basis. These tools will help you keep that goal from falling by the wayside.

How to Have an Active Dental Blog

  • Content calendar – It’s easy to say that you will write a blog post at some point in the next month. Why not assign it a date? Setting up a regular blogging interval helps you create rules for yourself that you’re far more likely to follow than a vague intent. Spending even 30 minutes on a post helps keep your site looking active and gives search engines more valuable content to index.
  • Stay informed – Set up news alerts on your aggregator of choice for issues related to oral health, dentistry, general health, or specific technologies/procedures. When a new study or product is released, write out some of your thoughts and capitalize on the link power of that news.
  • Use what you’ve got – Have a new set of before and afters from a cosmetic patient? Put them up in a post about the procedure(s) used in their case. Just hire a new staff member? Introduce them on your website. You practice is always changing and growing, and it’s not hard to translate that to web content – just be sure to take that step.

Dental Blogging for Your Practice

Still too swamped to find time to blog? Doctor Web Solution offers practice-oriented, thoroughly researched, and completely unique content that helps your business shine. Just get in touch to speak with a copywriter.

dental marketing for the new yearIt’s 2016 – how is your business managing the post-holiday resettling? With the beginning of each year, we all have priorities that don’t necessarily match those of other months. We’re more motivated to make a change, to ring in 2016 with more effective selves – and brighter, more beautiful smiles. Patients are ready to pursue cosmetic dentistry, and your practice needs to stand out from the pack.

January is an ideal time to add some cosmetic specials, and to pull in some new patients via your web marketing. Try a few of our tips below, and just get in touch if you’re looking for professional help.

Marketing New Year’s Specials for Cosmetic Patients

  • Build new site content – It’s always a good idea to add content to your website – returning patients will appreciate seeing that you have an engaged presence, and new visitors will notice that you have recent posts. Add images that highlight cosmetic treatment or the new ads available at your practice.
  • Try PPC ads – If you’ve never tried Google AdWords, Facebook ads, or other pay-per-click (PPC) options, they’re a valuable tool to get out the word about current specials. You’ll be more competitive among other dentists in your area with lowered pricing, and those who see your ads will be more likely to click.
  • Focus your blogging on self improvement – Patients are already thinking about their resolutions for 2016 – why not capitalize on that with some thoughtful commentary on how cosmetic treatment will improve their lives? Use before and after’s from past patients to show potential leads what your staff is capable of, and build blog posts around the emotional benefits of aesthetic treatment.
  • Update your website to highlight specials – A front page banner or sidebar coupons will help show patients the special pricing right off the bat.

Looking for some web-savvy assistance? Our team of developers, designers, and SEO’s would love to have the chance to boost your web presence. Reach out today to make contact with our staff.

Dental Marketing Tips | Dental Marketing in 2016 | Web Marketing for Dentists

mobile responsive website designGoogle’s always tinkering with its search engine algorithms, but some changes pack more of a punch than others. Last April, Google released an update that did more to bring site design into 2015 than any motivation to upgrade possibly could. Now, if you’re not mobile-friendly, your rankings are lower than your more responsive competitors. And that translates to a big loss in traffic – up to 5% of organic visitors.

Not only does Google penalize a poorly-responding site, but new visitors are far less likely to put up with a difficult to use interface. If they’re visiting on a phone or tablet and struggle to find the information they’re looking for, they’re going to restart their search and avoid your practice in the future.

Instead of worrying about how additional updates could make this traffic loss even worse, take action. With device traffic continuing to outpace desktop, there’s no reason to cling to an old design or a separate mobile site (which can also harm your rankings if it’s not set up perfectly).

How to Tell if Your Site is Responsive

Google offers a quick, simple tool that immediately tells you how it’s seeing your site pages. But that’s not super in-depth – although you can check and see if different pages are more or less responsive than one other by inputting a variety of URLs into the checker.

Even more simply, you can just click and drag the edge of your browser when visiting your site – as you make it smaller, a responsive design will adjust the element size and placement to fit with the new window size.

Make Sure That Everything’s Up to Date in Your CMS

Depending on your CMS, you may be able to find fast, low-effort ways to improve responsiveness. Plugins, themes, and other modules need to be updated (especially on WordPress) to adhere to current design guidelines.

Check On Different Types of Site Content

While some pages might look great on your cell phone, others buck responsive prompts. This might have to do with the type, size, or alignment of images, videos, and other elements you’re using within site pages. Take the time to consider what types of content are displayed on your site, and which pages might be behaving strangely. If you have your site set up in Google Webmaster Tools, you can also check their guide to which pages show errors during crawls.

Get Mobile-Responsive Today

Not sure how to approach a less-than-responsive design? We can help. Request a free website evaluation to learn more about getting to that happy, responsive place!

Mobile Website Design | Mobile Websites for Dentists

local landing pages

If you’ve dabbled in SEO, you’ve probably heard of “landing pages.” These are the catchy pages set as destinations for various routes of contact and leads-generators (like PPC campaigns), and they’re designed to act as the final step, where leads submit their information and become patients. Each landing page is designed to elicit responses from a certain buyer/patient profile. So, why not take them a step further and add some geo-targeting?

Local landing pages can make a difference for single-location businesses hoping to cast a wider net. If you’re surrounded by suburbs, one of the only providers in the area, or otherwise standing to benefit from drawing neighboring locations, local landing pages are a great plan. But how do you set them up, how do you choose your targets, and what results can you expect to see? Read on to learn more, or contact Doctor Web Solution to bring us into your marketing plan.

Anatomy of a Local Landing Page

  • h1 – Your page title and URL will be the city and service that you’re promoting (i.e., “Chicago Web Design”). The h1 is one of the biggest signals to Google, and when paired with a consistent URL and more detailed variations in the content, it will rank.
  • Image: Local landing pages aren’t just for search engines. Find content that will help you appeal to the specific patient that you’re trying to bring in with this page.
  • Content: The page content should communicate well with search engines, but never sacrifice the user experience. Google’s algorithm updates are continually heightening their quality standards, and emphasizing that the content that really counts is that which is useful, appreciated, and shared. Discuss the service and why it might be appropriate for users in that business area.
  • Form: Give leads a simple way to reach you. By including a form directly within the landing page, you give your visitors a way to get in touch immediately, without even leaving the page.
  • Meta Title, Meta Description: Make sure your meta data supports the other keyword phrases you’re using across the page, and include the primary keyword phrase in both (Yoast’s SEO plugin helps make this simple). As always, your meta title should be catchy enough to bring in folks that glance it in the search engine results.

How Do Local Landing Pages Rank?

This all depends on where your office is, and the kind of competition you’re facing. Unless you’re up against a big city, the results are typically good – especially if you focus on long-tail keywords and specific suburbs or towns. By pairing common search terms (i.e. “city” and “treatment”), you provide patients seeking those out with relevant Google results.

Ready to get ranking, and build your patient base? Let’s talk local SEO.

Local Landing Pages | How to Do Local Landing Pages | Local Landing Pages SEO
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