Does your dental practice really need content marketing?
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Content marketing is a key to visibility on search engines and converting new patients.
First, let’s cover what content marketing is. When you launch a new dental website, you may think that you’re good to go and you never need to touch it again. Sadly, that’s not the case. Your website is a living and breathing machine and it NEEDS fresh, valuable content to compete online. So, why is content important?
- Content marketing enables you to continue to rank on Google and search engines – HOW?
- Trust-building content convinces potential patients to choose you over the competition – HOW?
When you regularly market your practice with quality and relevant content, you are telling Google you mean business. You are establishing trust and authority. You are helping Google AND real people see you’re the dental expert in your community.
Some of the top ranking factors Google considers are:
- Time: How long someone stays on your website.
- Pages per session: The average number of pages viewed during a session on your website.
- Bounce rate: The percentage of people who visit your website and bounce off after visiting one page.
These stats tell us that if people are on your website and they stay on it for a long time, it tells Google you have authoritative, relevant content on your website. The longer someone stays on your website, the better.
People are always searching for answers to their questions.
When a patient finds your content AND it answers their questions:
- It builds trust with them. They will want to continue to browse your website to find more answers.
- It creates a huge opportunity to share your content with their friends and family. They will link back to your content. Links are extremely important as they show Google you’re popular in your community.
What kinds of content marketing do you need?
You must create content that focuses on how what you do benefits your users, tackles their barriers, and solves their problems.
Your content should promote your services while making it about the benefits to your patients – not just about the clinical side of the procedure.
For example, let’s say you want to increase dental implants cases. Start by making sure you website has a page about dental implants. On that page, don’t just talk about the technical details. Instead, think like a patient – #WiiFM. This page should address:
Continuing with our dental implants focus, you’ll need blog posts to support your new dental implants page. Consider using your blog to answer real questions your patients and community are asking about dental implants. Those could include:
Visuals are super important for content marketing. After all, a picture is worth a thousand words! Clear, educational, informative, and attractive visual content can play a large part in educating and building trust in patients.
What types of visuals should you include in your content marketing strategy?
Real-life results speak louder than anything else you can say. Show off your work in a Smile Gallery or portfolio, and highlight real patient before and after photos so potential patients feel inspired to choose you for their OWN smile transformation.
Case studies should focus on:
Videos are super important for content marketing… after all, they can increase chances of showing up in search results by 157%. Whether you go the professional or DIY route, the video topic possibilities are endless!
This part is important! You don’t want to just publish amazing content and then let it sit there collecting dust. You want it to be seen!
Use social media to FULL advantage to get your shiny new content in front of as many people as possible:
About 70% of Harmony Dental’s website traffic is from multiple blog posts and are the top 5 visited pages over the homepage.
The Silberman Dental Group tripled their visibility online in under a year with nearly a 1000% growth in organic traffic because of content marketing.
33% of Dr. Keller’s traffic (over 3000 views) travels to his three dental implant pages, a dental implants blog, and his actual patient photos. His homepage alone gets over 4100 visits (43% of his traffic) in one month.
How do we even know what to create? You will meet with our in-house team every quarter to chat about your goals, what services you want to promote, where your business is at, and where you want it to go. We’ve created surveys, roadmaps, and tools to help you get us what we need to grow your online presence.
From there, we’ll create a FRESH content strategy to help you meet those goals. We can use your content marketing budget for so many things, such as new pages, custom videos, blog posts, lead generation, social media, email marketing, and so much more!
Is your content strategy working? We’ll measure, adjust, and analyze the traffic coming to your website to make sure your content strategy is working. You will have a designated contact who will share the metrics with you to show you what’s working and what we’re doing to make your website even better.
Don’t be a content dud... be a dental content stud!
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