ROADSIDE MARKETING KICK-OFF
We are so excited to start building your brand and marketing and a lasting relationship with your practice.
WELCOME TO
Hosting, performance updates, ongoing server technical maintenance, quarterly collaboration and strategy with our team, Weekly Coach email with DIY marketing tools, exclusive access to Marketing Resources App, access to Marketing Dashboard, and 1 email address (each additional email account is $5 / month).
Management software for tracking KW ranking and positioning, ongoing audits for technical improvements including checking broken links, etc., monthly reports on website traffic flow, website performance and ad performance, if applicable, voice search submissions, and maintenance of your website, including updates to themes, security, and plugins.
Monitoring and data aggregation to top 36 directory listings, monitoring and suppression of duplicate listings, ongoing NAP (Name, Address, Phone) error discovery and correction, ongoing optimization for local search visibility, optimizing location data when search and social platforms change how to display your info, and monitoring and responding to online reviews.
Note: Local Data Management for each additional location: $80/mo.
At the beginning of each Quarter, you will have the opportunity to meet with your Marketing Account Manager and strategize your quarterly game plan. We will chat about your goals, which keywords you’d like to rank for, and which services you want to promote. We’ll discuss our strategy on how to best use your available budget in order to achieve the biggest SEO movement and meet those goals.
We will also give you a focus for the Quarter and fill you in on the latest news, tips, and education from your dental marketing experts at Roadside.
Find a convenient time that works for you by scheduling on your Marketing Account Manager’s calendar!
Marketing Foundation Essentials
Your Marketing Foundation Essentials provides the SEO foundation services that are essential to establish and maintain your online presence.
- Content strategy and creation (pages, video, blogs, emails, social media, etc.) as well as promotion management
- On-Page SEO improvements including heading tag, page titles, image optimization, meta descriptions
- Keyword optimization for main KWs and research on how to introduce new KWs into your portfolio
- Competition-focused optimization which includes research on current positioning and portfolio assets of your main competition
- ADA page maintenance, if applicable
- Link building, if applicable for best ROI
- Metrics and reporting
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Why should I consider increasing my SEO + Content Growth budget?
Your website is a living and breathing machine and it NEEDS fresh, valuable content to compete online. Content marketing enables you to:
- Continue to rank on Google and search engines. When you regularly market your practice with quality and relevant content, you’re telling Google you mean business. You are establishing trust and authority that you are THE healthcare expert in your community.
- Convince patients to choose you over your competition. When you provide trust-building content, patients will want to visit and browse your website to find more answers. It creates opportunities to share your content with friends and family, and they will link back to your content.
You can either add to your monthly SEO + Content Growth budget and have our team develop a strategy or you can request an a la carte project at any time.
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How do I make updates to my website?
You can contact your Marketing Account Manager by email to discuss the updates required. We can let you know how long the update will take our team. Then, you can decide whether to pay only for the updates you request on an hourly basis or with a 5-hour or 15-hour block of updates time that never expires. We offer an hourly rate discount if you purchase a block of time.
Our team will add your update to our queue and you will receive a notification from your Marketing Account Manager within 5 business days. If your request is urgent, please let us know and we will try and accommodate you.
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What can website updates be used for?
It’s important to update your website to keep it fresh and current. Did you hire a new team member? Do you want to promote a service? We’re here to update your content, as needed – just send us your changes!
Can be used for:
- Website updates / Content editing (Update photos, team members, technology, promotions, hours, contact forms, third party services, patient forms, promote a service, etc.)
- Marketing recommendations
Pricing:
- You may purchase updates at an hourly rate, or a 5-hour or 15-hour block (at a discounted rate)
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Can I add more email accounts?
You sure can! Just contact your Marketing Account Manager to let them know the email addresses you would like to create. Each additional email account is $5 / month. If you need to reset the password of your email account, simply ask your Marketing Account Manager.
$100/month
INCLUDES:
- 2 engagement-driven Facebook posts per week (8/month, 24/quarter)
- Posts are designed for engagement and education and are NOT custom
- Posts are scheduled and posted on behalf of the office, no review or approval
- Get Instagram added for only $25/month
POST OBJECTIVES:
- Engagement (call to action to comment, like, or share)
- Fun (jokes, memes, quotes, fun facts)
- Education (tips, facts)
- Call to book (call to action to call office to book appointment)
$250/month
INCLUDES:
- Facebook Basic posts (2/week, 8/month, 24/quarter) (not customized)
PLUS:
- Custom Facebook posts (1/week, 4/month, 12/quarter)
- Survey to collaborate on specific goals and objectives each quarter
- Posts are scheduled and posted on behalf of the office
- Practice can review, approve, and edit custom posts directly in scheduling platform
- Get Instagram added for only $50/month
CUSTOM POST OBJECTIVES:
- Drive traffic to website
- Promote a specific service or special offer
- Ask for reviews
$1200 each
For social media to be successful, it needs to be SOCIAL! But starting from ground zero might be intimidating. Who should you connect with? How do you increase your reach? Let us do the initial legwork for you! This will set your practice up for success by increasing your following and providing you with everything you need to become a social star in your community.
INCLUDES:
- Initial planning, research, and setup
- PDF guide with custom recommendations for your practice
- One-on-one coaching with our experts
Ask us for more details!
$995
BrandMaker unifies your online social presence, ensuring your brand is represented professionally, consistently, and accurately. Additionally, your brand’s consistent “look and feel” builds patients’ trust, and adds credibility to your practice.
INCLUDES:
- Social setup
We set up social pages for your practice, including Google My Business, Facebook, Twitter, Instagram, and YouTube based on your needs and preferences. - Custom social branding
You’ll receive custom-branded profile and cover images for each included social site, designed to coordinate with your website brand. We’ll send them for your review, and includes up to two rounds of revisions, if needed. Once approved, we’ll upload the designs to your various social accounts for you! - Social optimization
Social optimization includes adding keywords to your descriptions, biographies, and account stories. We’ll also update your practice’s latest photos, delete older ones, ensure account links are correct, update social usernames, verify accounts, and ensure consistent business details and services. - Accurate listings
We’ll reclaim, correct, and delete renegade social accounts (including Google My Business, Facebook, Twitter, Instagram, and YouTube).
Interested in one of more about the above? Ask your Marketing Account Manager for pricing.
$650
While blogs have a proven place in your SEO strategy, your blog page can be… let’s face it. BORING!
If you’re killing it and creating content regularly on YouTube, Facebook, Instagram (maybe even a podcast!), then help your website visitors quickly and easily access the latest and greatest all in one convenient spot!
And if you’re not creating content regularly (yet), now is the time to start – and the Media Hub will give you the perfect platform for your authentic, trust-building articles, videos, and more!
BENEFITS:
- Access all your videos and blogs from one convenient hub
- Grow your overall online presence and authority
- It’s interactive and user-friendly!
- Connect YouTube to feed videos automatically
- Connect iTunes to feed podcasts automatically
- Connect Facebook, Instagram, and/or Spotify (API setup required – additional setup fees apply)
- Easily manually add single posts from YouTube, iTunes, Spotify, Facebook, and IGTV
- Add a feed on your homepage to keep your visitors up-to-date
Ask your Marketing Account Manager if you’re in time to get our special limited-time pricing!
starting from $500/month
Paid ads are the fastest way to get your website in the top five sponsored results, consistently driving traffic to your site. (Not convinced? Watch this video!) As a certified partner for both Google Ads and Google Analytics, Roadside has the expertise to help get your phone ringing.
WE OFFER:
- Google Ads
- YouTube Ads
- Bing Ads
- Facebook Ads
- Instagram Ads
No matter which Ad Campaign you choose, your package will include a robust setup strategy and ongoing maintenance. Ask your Marketing Account Manager for budget recommendations and details.
Adding blogs on specific topics is one of the most effective ways to increase traffic and visibility and grow your rankings over time. Blogs can highlight services, COVID protocols, virtual consultation benefits, or any other targeted topic you want to rank for.
Evergreen posts are older blog posts on a topic that’s never outdated. When an old evergreen post is performing well and getting traffic, there can be tremendous SEO value in updating the content, adding new visuals, and republishing it.
- Custom Blog Package $600
900-1200 words / 2-3 custom images / 1 Facebook post - SEO Blog Package $300
500-800 words / 1 stock image / 1 Facebook post - Update + Republish an Evergreen Blog Post $300
Ask us about bundle pricing!
Share your expertise – and what you offer – with custom pages about a specific dental service or location. We offer different levels of pages to fit your budget and unique needs! Just ask your Marketing Account Manager which page is right for you.
- Ultimate Page $1000
Up to 8 bands | Up to 10 photos | Around 1200 words - Personalized Page $750
Up to 7 bands | Up to 8 photos | Around 1000 words - Basic Page $500
Up to 6 bands | Up to 5 photos | Around 600 words - Library Content Page $125
Templated content to establish a starting point for a service
Ask us about our bundle pricing!
$500
Your new page will feature content explaining the ease and benefit of a virtual consultation, a form to request consult, and/or a link to your video chat service (if applicable). You will also receive a temporary update to the hero area at the top of your homepage to focus on virtual consultations.
Page example: Arch Dental
Deluxe Virtual Consultation Package
$650
The deluxe package includes everything in the basic package, but allows for higher visability – which will lead to more consultation opportunities! This package includes the addition of a Virtual Consultation band on high-traffic pages throughout your website (homepage, meet the doctor, patient resources, and contact pages).
Page examples:
Santucci Exceptional Dentistry
Orthodontic Specialists Indian Valley: New Patients | Treatment Progress Checks
$200-600
Having an up-to-date website that meets the needs of patients and the community will strengthen your brand over competitors who go radio silent during this pandemic. We’ve put together a list of suggested content updates to consider, all at discounted rates, to enable you to communicate effectively with your patients and community during this unique time.
- Basic page $200
Page example: Benjamin Turnwald Dentistry - Deluxe page $600
Page example: Harmony Dental
BOTH OPTIONS INCLUDE:
- COVID-19 website page with your practice’s unique info
- Page link added to the homepage (either a band or button, depending on website design)
To learn more about why it’s so critical to adjust your website’s messaging in response to COVID-19, please read this blog post.
$500
New page with custom content about your existing membership plan, with strategic calls to action to attract new members. Also includes a homepage band or button to advertise / link to your new page, which will link to your third-party membership plan.
Page example: Arch Dental
If you’re looking for third party recommendations, we recommend:
- Dental Menu (Ask your Account Manager to introduce you directly to our partner!)
- Kleer (schedule a demo)
To learn more about now is such a good time to implement a dental membership plan, please read this blog post.
Not only does Google love to see updates to your website regularly, but there may also come a time when you want to give your website a little upgrade.
We can refresh your homepage to improve conversions, raise CTR (click-through-rate), and make it more user-friendly. Content creation is used to make the homepage more marketable and communicate your uniqueness.
CAN INCLUDE:
- New custom content blocks
- New photos/videos
- New review/testimonial sections
- Implementation of inline forms, or attractive CTAs (calls-to-action)
- May include adding content to additional pages based on amount of time spent on homepage
Homepage refresh options available:
- Hero update only $200
- Full homepage refresh $500 and up (ask us for pricing!)
Videos are one of the top emerging trends. Videos will increase website traffic and conversions, improve your SEO, educate your patients, and help you sell more services. We offer a wide range of video creation services from adding some sparkle to your DIY videos to custom video creation.
- Custom video creation $350-1150
We can use your existing video footage and photos to create videos that can be used on Facebook, YouTube, and your website. Ask your Account Manager for more details! - Remote video creation $400-500
If the reality of getting a videographer to book interviews with your patients, schedule a video shoot, and create beautiful patient testimonial videos is unlikely for you, we’ve partnered with a video production company that uses Zoom! Create FAQ or testimonial videos easy peasy! - Editing your DIY videos
Shoot your own simple videos using a mobile device or tablet and we’ll personalize it, adding an intro screen featuring your logo, which then transitions into your video. At the end, we transition to an outro screen with your logo and contact information. Audio is faded with transitions as well.- Edit video $150
- Upload to YouTube and Basic Optimization $125
- Add video to website (inline player) $100
Need more help or tips? Talk to your Marketing Account Manager!
$1995
Work directly with our expert designers to create a personal brand and identity. We’ll listen to your needs, and present you with 3-5 concepts to create a stunning new look. This new brand includes a custom logo that will be memorable, compelling, and visually (and accurately) represent your unique practice.
$695
We’ll use your existing logo concept while enhancing and adapting it to today’s technology. With small revisions – like new fonts and colors – your updated logo can make a huge impact. Feel confident that your logo is legible and striking in every instance.
$995
Although current technology provides many online networking platforms, tangible printed materials are still vital in networking and successful relationship building in REAL LIFE!To create unique print materials for your practice, we’ll work with your existing brand – or use your newly created logo and brand – to represent you in the physical world. From mail correspondence to appointment reminder cards, we’ve got you covered – each cohesive marketing piece will instill confidence in your current and prospective patients.
INCLUDES:
- 2-Sided Business Card
- 2-Sided Appointment Card
- Printable Envelope
- Printable Letterhead
- Fillable Letterhead for Digital Use
The sky’s the limit! From tri-fold brochures to table tents, postcards, promotional items like pens and lipgloss – we can do it! Just ask for your complimentary custom quote – no strings attached!
from $200/month
Consistently receiving new reviews is vital not only to help new patients get to know your reputation bu also to show your value to Google. A review platform integrates with your practice management software to automatically send review requests to patients via text and email after an appointment.
Our top recommendations include:
- Podium
- The only review platform officially partnered with Google
- Additional features include text, live chat, and automatic payment
- BirdEye
Talk to your Marketing Account Manager so we can send a contract to get started or introduce you directly to our partner.
from $200 each
Links (getting a link on another website that links to yours) continue to be a top-ranking factor for Google and other search engines.
BENEFITS OF INVESTING IN HIGH-QUALITY LINKS:
- Improved rankings in organic search
- Increased visibility
- Increased organic traffic
Another benefit? The value of quality backlinks only increases over time. Investing in high-DA (domain authority) links now will pay off not only within the next quarter but will continue to work in your favor for months and years to come.
With links, the Domain Authority (“DA”) of the referring domain is everything. The higher the DA, the more valuable the link (and the more it costs). Talk to your Account Manager for our team’s recommendations and bundle pricing availability.
Roadside is best known for our custom, responsive websites. If you’re interested in a design refresh talk to your Marketing Account Manager for more details.
from $50/month
Call tracking is a marketing tool that helps identify how callers find and reach your practice. In other terms, it helps you identify your Marketing ROI. Some practices also use it to monitor front desk customer service and then provide the training necessary to improve conversions.
INCLUDES:
- Dynamic Number Insertion. A unique phone number to each online source you want to track (Google Search, Google Maps, Google Ads, Bing, etc.) is assigned and then displays that phone number to visitors who arrive at your website via that source.
- Complete integration with Google Analytics & Ads, Bing Ads, Facebook, etc.
- Call recording (where permitted) and playback
- Automatic email notification
- Call forwarding
Talk to your Marketing Account Manager for more details or read this blog to answer your FAQs.
Roadside was founded by those who walked a mile in your dental shoes. That’s why we love giving back by providing marketing education and resources to help simplify marketing.
Ask for details to schedule education with your professional group!
starting from $1000/month
Choose a service from our list and budget and we’ll set up a simple but proven landing page that encourages people to fill out a form and contact your office to take advantage of a specific offer.
INCLUDES:
- Lead generation funnel and ads for your choice of service (no set-up fee)
- Leads delivered to practice in real-time via email and call tracking
- Reporting: Your choice of a weekly recap or a monthly report
Ask for budget recommendations and details!
YOUR FREE
MARKETING METRICS DASHBOARD
Our metrics dashboard shows you the data you need to see in a way that is clearly understood. You will find:
- Key stats from your Google My Business listing
- Key stats from Google Analytics
- Your budget at a glance
Your unique link to your Marketing Metrics Dashboard never changes so bookmark it and check on it when it’s convenient for you.
- Want to know what Roadside is doing with your budget?
Three to four weeks after the end of each quarter, check your Roadside Work tab for your PDF report. - Want to know what our strategy is to use your budget?
Check your Roadside Work tab 1-2 weeks before the start of each quarter. - Want to get our recommendations to boost your online presence?
Fill out the form on the Website Health tab. - Forgot the link to your other dashboards?
No problem, you can find links to them on the Home tab. You’ll also receive an email on the 3rd of every month reminding you to review your Dashboard.
LOCAL DATA MANAGEMENT DASHBOARD
Your Local Data Management Dashboard is linked to the most popular online directories (like Google, Yelp, Bing, etc.). This dashboard allows you to:
- See the information we use to market your business in online listings
- Respond to all your reviews in one convenient location
- Update your business hours for temporary closures
- Add posts to your Google My Business listing
CALL TRACKING DASHBOARD
Roadside offers call tracking as an optional monthly service. You can use call tracking data to:
- Analyze what is keeping callers from becoming patients
- Provide training for the front desk team to improve conversions
- See where calls are coming from: Google Search, Paid Ads, Maps, direct mail campaigns, etc.
- Focus your time and budget on optimizing channels that drive conversions
- Watch this video to learn how to use your dashboard to track your ROI.
- You can ask your Account Manager to add a feature so that when someone calls the office they have to choose whether they are a new or existing patient. The call is then tagged automatically in your Dashboard.
- Depending on your state’s regulations, calls may or may not be recorded.
Marketing is a TEAM effort!
Play the game…
don’t just watch it.
The more you support our efforts, the higher the return on your investment will be.
YOUR FREE
WEEKLY COACH
Every Tuesday, you’ll receive an email with marketing tips to encourage your team to do more on social and keep your social media more active.
You’ll find:
- Ready-made social posts
- Ready-made tweets
- Ready-made tools for in-office campaigns (desk displays, photo signs, etc.)
- Tools, resources, and ideas
- Save all the free posts in a folder on your computer to use any time
- Customize the post descriptions for your practice
- Use the social posts as inspiration and post something that’s a little more personalized
- Decide which of your team members should receive Weekly Coach and provide us with their emails
- Each week, review it together in a huddle and schedule out who will post the provided content. Use our free Weekly Checklist to help with this!
- Sign up for 15 Days of Social Media Coaching by email
- Need more ideas of things to post about? Download our 2021 Social Calendar
MONTHLY MARKETING PRO RESOURCES
This is an exclusive page available only to Roadside clients. With a new theme every month (get it before it’s gone!), you’ll get tips to help you reach your marketing goals. Save it in your bookmarks for quick reference.
Visit the Monthly Marketing Pro Resources and find:
- Educational videos
- Free downloads
- Upcoming events
Don’t have a login? Sign up here!
Get the tour! Watch this video.
Goals are essential to marketing success. Here’s how:
- Evaluate what worked and what didn’t from the previous year. Use our Marketing Action Plan Workbook to help you! Watch this video on how to use it.
- Choose one goal for the quarter, and focus on helping your team become rockstars with it. Then by the end of the quarter, decide on your next focus.
- Start a marketing calendar for the practice – paper, digital – whatever works best for you!
- Schedule a Marketing Lunch with the whole team and bring in lunch for training to get them excited to help the practice grow.
FACEBOOK GROUP
Marketing with Smiles is a private community for dental professionals (and the Roadside Dental Marketing team) to discuss all things marketing!
- Brainstorm ideas, share wins, ask questions
- Bounce ideas off each other
- Ask for feedback from other practices and marketing experts
Get VIP lifetime access so you’re always in the know of the latest marketing news.
HOW TO
KEEP IN TOUCH
The clients who get the most from their Roadside marketing investment make time to communicate freely with their Marketing Account Manager!
- Schedule your Quarterly Marketing Meeting now!
- Check your Marketing Metrics Dashboard regularly
- Complete the SEO Growth Survey so we understand your goals
CREATE CONTENT
It’s not as hard as it sounds… and we have resources to make it easy! The fact is, the most successful practices are content creators.
- Write blogs
- Shoot DIY videos
- Post real company stuff on social
- Even… have live stream videos or podcasts!
Talk to your Marketing Account Manager for education, tips, and free resources.
INSPIRE YOUR TEAM
The most successful practices make marketing a part of their everyday routine. Here are some ways to get your entire team excited to help the practice grow:
- It all starts with a schedule and a plan (get your free resources here)
- Bring in lunch once a quarter for marketing training and brainstorming with the whole team
- Invite key team members to join your marketing calls with us
- Before the end of each Quarter to get your feedback on the Quarterly Budget Strategy
- To notify you or get your approval (with a deadline) on any new content created
- To schedule a Quarterly Review Meeting
- On the 3rd of every month (automated) to review your Marketing Metrics Dashboard
- Your Quarterly Roadside Work Report will be added by the second month of each Quarter
- Your Quarterly Budget Strategy will be added by the first month of each Quarter
YOUR ROADSIDE
Reach out to us directly if you want our help a la carte for custom content (like blogs or pages), website updates, or questions.
