Dental Industry
Are There “Gaps” in Your Dental Website That Expose You to Failure?
The recent winter weather did some damage to our property. It’s not significant but some minor repairs are in order.
Timing isn’t always on your side when the weather is involved. But the timing is always right to evaluate your current dental website and close some of the gaps that make your marketing vulnerable to failure.
A gap is precisely what I have in my fence as result of the strong winter winds that blew through my region recently. As I early mentioned, the damage isn’t significant by comparison but my suburban property feels exposed now that I lost two sections of privacy fencing.
Close the gaps
I write a significant amount of webpage copy for dental practices, dental consultants, and dental industry businesses. There’s a gap these days between those that are riding the wave of content marketing strategy (one that I do not believe will go away anytime soon) and those that are either satisfied with their online (website) presence or assume that having one up-and-done is enough.
The gap is widening. If you’re on the side of the fence that values consistent, useful content published via a blog, newsletter, podcast, online course, ebooks, email series’, etc you’re positioned to take your “world” by storm.
On the other hand, if you’re resisting or uninformed about the value of content to stimulate your dental marketing, brace yourself for a storm of frustration. You could find yourself wondering why your dental website visitors arrive but don’t stay…or more important – don’t schedule.
It’s time to close the gaps. You shouldn’t feel exposed to frustration or worse waste your valuable dental marketing dollars over the next 12 months on a website that’s basically a digital brochure.
Exposing Your Dental Website “Gaps” and the Strategic “Repairs” You Can Make to Increase Your Value to Patients or Clients
Assess the “damage”
Your patients/clients visit your website for one, primary reason – to access information about your services. Their response hinges on what they discover in the first few seconds of arriving there.
“Gap”: Thinking it’s necessary to differentiate yourself with flashy web page banners or spotlighting your brand image/logo. You can damage your online influence if you’re solely relying on “creative, visual elements” to compel your site visitor to schedule or contract with you.
Damage assessment solution: Build credibility and potential for repeat site visits by providing simple, understandable answers to the questions your patients/clients are asking.
- Fill-the-gap with blog posts/articles published a minimum of two times per month, a downloadable podcast, a consistently published Q&A-like newsletter, or an easy to access and read ebook.
- Spend your available annual marketing dollars on those strategies that provide useful, valuable information your visitors are seeking.
Clear the “debris”
No doubt, dentistry is a technical industry. Healthcare relies on skilled expertise to diagnose and treat effectively.
“Gap”: Thinking it’s essential to thoroughly explain the technical details of your dental services, treatment, and procedures so your patients/clients will want to schedule/use your services. In essence, believing that the more they know, the more likely they are to view you as an expert and schedule.
There’s a better way…
Clean-up solution: Your authority/expertise is recognized more by your ability to speak your site visitors language. Leave the industry-speak to your communication with colleagues, at conventions, or your local study-club.
- Eliminate “jargon,” “fluff-content,” over explained services/procedures, high word count descriptions, and unnecessary credential data.
- Create a compelling connection with your site visitor through every-day language via conversationally written web page copy, blog posts, articles, newsletters, etc. (to keep the language conversational and every-day it’s a good idea for someone to write it other than you…no offense).
Restore the “solution”
Clarity rules. And simplicity shouldn’t imply poor quality or design.
“Gap”: Thinking that a graphically intense, creatively unique, high word count website will build trust with your audience.
Repair solution: Creative design, more words, and indulgent graphics can make your website more difficult to navigate, to understand, and unclear about what visitors should do next. Ditch the mindset that says, “(Our) website must compete on a creative level with every other dental industry site in our area/region….”
Your patients/clients will visit, stay, return, and schedule your services for one fundamental reason – you provide clear, compelling answers to their questions or solutions to their problems. Clarity and simplicity trump creative.
- Stand out creatively through informative and consistent content. Distribute your creative-vibe via your social media channels (Facebook page, Instagram, YouTube, etc.).
- Be an authoritative resource and you’ll compel trust…and action. And speaking of action – restore your web pages to include a clear call-to-action (e.g. “Contact us to schedule…,” “Click here for more information…,” etc.).
These simple repairs will close the “gaps” in your website and your digital marketing strategy. It’s best to create good exposure for your authority and expertise than to be exposed via ineffective web page content.
4 Strategies to Raise Your Dental Marketing Expectations for a Successful New Year
It wasn’t at all what he expected. And the outcome he experienced reminds me that setting your expectations accurately and appropriately can create new beginnings in your dental marketing.
Our grandson recently asked to “chase” his distasteful medicine with a “spoonful” of sugar. I agreed, casually grabbed a spoon from the drawer, dipped into the container, and delivered his request to a smiling face.
His reaction was priceless. He jumped up from the sofa, sputtering, spewing, and reported his distaste for what was served up saying, “That’s CREAMER!”
In my defense, I do not use sugar in my coffee. That said, I’m accustomed to only spooning a dash of creamer into my morning brew.
I instinctively reached for the creamer thinking it to be sugar. We laughed, as did our grandson after he cleansed his palate with the aforementioned requested sugar treat.
Meeting expectations
You should trust that you’ll receive what you expect. That’s often not the case.
Your audience comes to your dental practice or dental service business with a load of expectations. These days what’s expected has shifted a bit due to how information about your services is consumed.
And speaking of information…
Now’s a perfect time to review and hit refresh on informational content that can help you set your dental marketing expectation for the coming months. And being intentional with your expectations can improve your approach to those nagging New Year’s resolutions you feel compelled to make but fail to fulfill.
Consider this post a dental marketing reboot of some common themes from the past few months of posts.
How to Raise Your Dental Marketing Expectations and Experience a Compelling Amount of Success This Year
Renew your thinking about dental SEO
As I’ve written here before, I do not consider myself to be an SEO expert or specialist. I know enough to be “dangerous” in a sense.
And maybe that’s my point. Too much SEO thinking can blind you on your path to online success.
Here’s the deal (and this much I do know) – SEO isn’t about “gaming” or “baiting” your online presence. True SEO creates search expectations around the delivery of useful, informative, valuable content.
This is SEO, of course. But it’s not the SEO you’re perhaps conditioned to believe you must have on your website or else…
Think SEO but…think about it differently!
- Create content around solutions (answers) to the problems (questions) your online visitors are experiencing (asking).
- Make your website content savvy and the SEO will satisfy your online dental marketing expectations.
Check out more related insight here.
Revise your dental website
A website is only the beginning. It’s not a one-and-done dental marketing strategy.
Think of your website as a platform with access to multiple content channels. Those channels are where your dental “consumers” should be able to easily navigate information that (once again) provides solutions (answers) to their problems (questions).
- Lead with your blog/article page. Lose the mindset that you must have high word count, information-heavy, dental-speak fluff on your service/procedure pages (people read what informs them…not what you think they need to know about x, y, or z dental procedure – that’s your world…not theirs).
- Give your website visitors easy to access, readable, visual, audible content. Think blog, YouTube, and Podcast instead of a Wikipedia-like dental procedure glossary. Instead of a tired-does-anybody-read-it-anyway FAQ page chunk those frequently asked questions into compelling blog posts.
Check out more related insight here.
Re-purpose your content
Having a blog/article page that you consistently publish to gives you options. The more blog/article content you have the greater your ability to re-purpose the content.
Remember…
Some website visitors are readers. Some are visually oriented. Some are listeners.
- (For your “readers”) Re-purpose your written content (blog posts, articles, etc.) into e-books, a call-to-action email series, a newsletter, a tip-sheet, etc.
- (For your “viewers”) Re-purpose your written content into a YouTube video (a vlog), a Periscope, a Slide-Share, an Infographic, or other visual content like a GIF, Meme, etc you can post on your social media channels (Facebook, Instagram, Twitter).
- (For your “listeners”) Re-purpose your written content into a podcast or downloadable MP3.
Check out more related insight here.
Re-orient your marketing mindset (think content)
How?
Rinse and repeat the first three points…because content rules!
I raise my expectations that you’ll continue returning here for more dental marketing perspective weekly throughout the year. Thanks for being part of this community…it’s appreciated!
Happy New Year!
The Power of Noticing and How to Use It to Simplify Your Dental Marketing
What she saw on a billboard during a cross-country trip resonated with her. And that word (resonate) is what will separate success from failure in your dental marketing.
Tara Gentile shared her billboard observation in a recent podcast I listened to. Specifically, it was a billboard promoting the interstate location of a Shell gas station that captured her attention.
The headline, she admitted, cut through all the marketing noise observed on countless other billboard promotions along the roadside. This one contained two words in addition to the company logo and the corresponding roadside exit number.
Ready…? Here goes…
“Clean restrooms”
That was it! It occurred to her that what’s on the mind of a road weary traveler isn’t the mass of messages screaming for attention from billboard after billboard.
What a weary traveler wants, desires, and needs is a clean place to stop when necessary. Simple as that.
The emotional, desire oriented pathway from your marketing message to a patient or client relationship is paved with more than good intentions. These days, your approaching message matters.
Approach precedes landing
Gentile also observed the billboard messages that were “lost” on her and probably other travelers. Direct messages from churches calling readers to “Repent,” other companies demanding that you buy, try, call, purchase, don’t live without, etc their particular product or service fail miserably on “approach.”
There must be a better way.
I encourage you to listen to Tara Gentile’s podcast interview here .
I’ll share a few front-of-mind take-aways in this post (and perhaps a few more in the weeks ahead).
The Power of Noticing that Simplifies Your Dental Marketing Approach
Watch
This isn’t about trends. It IS about the specific things your patients/clients are interested in.
Service providers are accustomed to marketing according to the hammer-nail analogy. When you’re a hammer you see everything as a nail.
Practically speaking, there’s more to your connection than serving up what you assume everyone is waiting around to need.
Need typically drives want or desire. And when you’re present in the gap when need arises you’ll make a profitable connection a higher percentage of the time.
For example, online dental marketing often relies solely on positioning via keywords – the SEO Superstars! Your challenge via online dental marketing is to show up in a simple, useful, value-driven way that reveals you’ve noticed their current need(s).
- Tune into how your patients/clients see themselves. Words and comments leave clues.
- Turn their words into images. Build “stories” (word pictures) around their needs, wants, and desires illustrated through their comments in post-op consultations, post-treatment follow-up, buyer-personas, post-purchase reviews, etc.
Observe
This is a higher altitude level of “watching.” Your powers of observation provide a sharper understanding about what your patients/clients desire when you make strategic observations.
Observation gets you closer to intuition. When marketing lacks intuition it becomes “noise.”
Listen
This is where conversations occur. Listening puts you in the proximity of hearing what’s being said.
Your ability to listen and act on what you hear will separate you from the mass of other marketers who rely solely on shock-and-awe (the creative fluff or in-your-face approaches that’s typical of so much marketing these days).
To listen you must quiet yourself. It’s next to impossible to listen when you’re talking.
- Listen intuitively. Avoid making assumptions about what your patients or clients need. Get to know them through intentional surveys, deciphering their chair side questions, etc.
- Listen between-the-lines. What is not being said, but is still very real to your audience?
You lose nothing, really, by taking a more simple approach to your dental marketing message. Though you stand to gain more marketing-weary-travelers if you’ll deliver what resonates with them.
3 Dental Marketing Strategies That Increase Your Influence Without Wasting Your Budget on Cold-Contact Approaches
I recently received a cold-contact via my website. It prompted my thinking about prospecting, attaining new dental patients or clients, and what works and what doesn’t.
First, they get an “A” for effort. In fact, it confirms what should be common for anyone building a practice or business of any kind – some action is better than no action.
What about measured action?
By “measured action” I’m referring to the process of thinking strategically about your steps to patient/client attainment. Strategy matters.
But too much of a measured, strategic approach can equal no action. Over-thinking strangles progress and momentum.
Think. Strategize. Act!
It’s preferable to find a sweet-spot for your dental marketing strategy. What delivers consistent results?
That’s a tough question to answer. And it’s more difficult to answer if you’re not open to new (albiet relevant) approaches for making a dental patient/client connection.
There was a key thing missing from my earlier mentioned cold-contact’s effort. We had no current or ongoing conversation.
I do not know anything about them…their business…their track-record…their reputation…their circle of influence (this is huge to me). It begs another question: how would any of these issues have been solved?
Glad you asked.
Marketing (dental included) rises and falls on consistent, authentic “conversation.”
How to Create Effective Conversations and Build Your Influence Without Wasting Your Marketing Strategy (and Dollars) on Cold-Contact Methods
1-Stop trying to make a creative splash
Author and consultant, Jim Collins, is known for his challenge to give more attention to your “stop-doing list” than to your “to-do” list. I agree.
Item one on your “stop” list is this – quit trying so hard. The default action when marketing or re-branding your services is to think creativity, color, and colossal.
There’s more to having influence than new, bright, and bold initiatives.
- Adopt a problem-solution mindset. Dive into your patient’s and client’s “pain-points.” Grasp what keeps them awake-at-night, the big-3 problems they’re currently facing, what they don’t know or understand about the benefits of your services, etc. Now…put pen to paper about how you can solve those problems!
- Adapt your content to provide answers to questions and solutions to problems. If all you deliver is promotions, deals, and sales your audience will grow numb to you. Again, create useful, valuable content around the solutions you can provide for their problems. Be an advocate more than an advertiser.
- Attach a listening “device” to everything you do and every service you provide. Simple surveys, “How’d we do…?-questions, or focus-groups of select patients/clients are simple sources of data you can use to expand your valuable influence.
2-De-trendify engagement
Good words and ideas get lost when they become trendy. This applies to the term “engagement.”
I’ve avoided using the term because it has become sooo trendy. But there’s too much to lose if you toss it aside.
The gold essence of engagement is making a connection.
Does your dental marketing suffer from too much effort and not enough engagement?
- Talk to your audience instead of promoting to them. Measure the ratio of useful content (the kind that answers questions and solve problems) to promotional pushes. Give more than you ask for.
- Engage with your dental patients/clients around the solutions they seek rather than the latest deal-of-the-month promotion. Consumers are smart. They’re on to you and they can smell a promotion from a mile away. What if you gained influence over time via trusted, consistently delivered content on your blog/article web page, a newsletter, or emails with links to your content?
3-Be yourself
Your marketing language reveals much about your character as a business. If you rely on hype or salesy promotions you set yourself up as having to conquer a prospect.
Rather, be a normal, conversational, inviting presence.
- Use the everyday language of your patients/clients. Write conversationally. Speak to your audience as you would to a friend. Keep it one-to-one in tone.
- Avoid tech-speak, insider-terms, or worn-out marketing fluff (e.g. “state-of-the-art,” “cutting-edge,” and any word that ends in “-est” – best, greatest, latest…).
Sure, any patient/client development action is better than none. Give more measurable attention to building the relationship so that when you do show up it feels less…well…”cold.”
How to Narrow Your Dental Marketing Message to One, Perfectly Clear Idea
“Let me make one thing perfectly clear…” How often is that said and the outcome couldn’t be further from the truth.
Clear and compelling communication is essential in today’s “noisy” marketing arena. Your dental marketing will benefit from a principle nestled within that often repeated, opening phrase.
Truthfully, when someone says “Let me make one thing perfectly clear…,” settle in to be “fire-hosed” with information. Why?
It’s not easy (or common) to narrow your marketing message down to one clear idea.
A current dental practice client has also secured the services of a branding agency. I initially wondered about the value of such for dental practice.
But…after a phone consultation prior to beginning my copywriting and content work with them, I soon saw the value of their branding strategy.
If there’s any value in today’s love-affair with “branding” it’s this – clarity!
Branding is in essence about “…making one thing perfectly clear…” And there in lies a principle that can significantly impact the effectiveness of your dental marketing content.
How to Narrow Your Dental Marketing Strategy to One, Perfectly Clear Idea (and Build Your Influence Around It)
Search for common themes
The client I earlier mentioned has found a common theme and they’re flavoring everything with it. Bottom-line: Get clear about who you are, what you deliver, and why your patients or clients are compelled to do business with you…repeatedly.
Being all-things-to-all-people is noble. But in business it can diminish your message and create sameness.
- Listen to what your patients and clients are telling you. Channel-surf their social media comments on your Facebook page or other social channels you’re present on. Dial into their review and survey comments.
- List emerging themes like “comfortable…,” “gentle…,” “on-time…,” “trustworthy…,” “delivered what was promised…,” etc.
- Highlight those thematic words and create “buyer personas” to create your content around. What you mirror back to them via your blog posts, newsletter articles, email promotions, etc will often return to you in loyalty and referrals.
Weave emotional threads into your marketing promotions
You capture and maintain interest with emotion more than you do with what’s rational or technical. It’s why today’s social marketing language is referred to as “engagement.”
Create dental marketing promotions that tap into your audience’s emotions. It’s easy to pepper your content with technical jargon or industry speak because you think that creates professional appeal. What it does is create a communication gap.
On the other hand, emotion attracts people and compels a response.
People get that you’re a doctor or specialist. That’s a given.
Remember the Three Fundamental Rules of Selling:
1. People do not like to be sold.
2. People buy things for emotional, not rational reasons.
3. Once sold, people need to justify their emotional decisions with logic. (Source: AWAI, American Writers & Artists Inc.)
What your patients/clients want to know is do you have a solution for their problem. Monetary investment typically follows emotional investment.
Communicate transferable value
Solutions to problems provide two important things. One, it proves you’re listening. And two, it transfers value.
- Deliver value via every dental marketing channel you use. Transform your dental website into a platform for value-driven content. Do more than explain your dental services, create content that reveals Problem-Solution scenarios your reader, listener, viewer can relate to.
- Deploy value-centric surveys and data gathering strategies to determine what your audience wants from you and your services/products. This is the ultimate path to branding – listening, learning, and leveraging your discoveries for the benefit of your patients or clients.
If one thing is perfectly clear it’s that branding your dental marketing has more to do with your audience than it does your creative logo, framed mission statement, or “cute” tagline.
3 Strategies for Re-Purposing Your Dental Content That’s “Collecting Dust”
Our recent garage reorganization gave my wife and I some minimalist “air.” Ultimately, it was more of a redistribution.
There’s redistribution-value in your dental marketing content, dental website copy, online engagement, and other promotions you may have tucked away. Your archives and current content sources have life left in them…if you know where to look and how to revive their usefulness.
My wife finds it especially “cleansing” to box up items and give them away. It’s our way of re-purposing resources for the benefit of someone else.
Vintage is still cool
The lure of vintage anything – clothing, jewelry, etc. – is basically about resourcefulness. It’s a trendy attempt at redistribution or re-purposing what was once everyday.
Your dental marketing promotions are no different. Each are full of themes, big ideas, features, and benefits you can easily re-purpose for a fresh return on investment (ROI).
That’s part of the “magic” of today’s content marketing strategies. Dental website services and procedures pages, older blog posts, previous newsletter editions, articles, email marketing promotions each contain seeds for new content.
How to Re-purpose and Re-distribute Dental Content That’s “Collecting Dust”
1-Scan your online reviews, survey data, and patient/client comments for back-story content.
What your patients/clients tell you about your services reveals more than a virtual “high-five.” Look for questions, emotional-buying motives, pains, problems you solved, solutions your delivered.
- List emerging topics, themes, and ideas for how your can re-distribute the content.
- Create blog posts, newsletter articles, case studies, themed email series’, and themed landing pages.
2-Re-package blog and article content for a new or different “audience.”
Your patients/clients each consume content differently. And they access it in a variety of ways.
- Reach your “audience” according to their preferences. Implement some content experiments and track your responses. Try visual content via YouTube, Pinterest, or Instagram. Or re-purpose visual content into readable content via your blog or newsletter articles.
- Look for themes and ideas within your content channels. Your main website platform copy can be sub-divided into topics of interest. Scan your Services/Procedures pages for topics.
3-Audit your website platform for readability and call-to-action outcomes.
Many dental websites could use complete rewrite. Why?
Perhaps the content is outdated, is overly technical, isn’t mobile responsive (i.e. it isn’t easily read on a smartphone or tablet), is too wordy and full of feature oriented fluff and industry-speak.
Simple upgrades can revive a poor performing, uninformative website.
- Re-purpose service and procedure copy themes into blog posts or articles. The place to be more informative and technical (with reader in mind) is on a blog/article page instead of giving them everything on your main/internal service pages.
- Remove flashy banners, overused images, and “cute” headlines. Tell your reader something valuable. Create benefit-focused page headlines and sub-heads. Use benefit-oriented bullet-points on pages to improve readability (readers scan web pages they read blog/article content – keep this in mind).
- Compel your site visitors to take a specific action on each page. “Contact us…,” “Schedule your next…,” “Request…,” “Call us…,” etc are call-to-action words. Tell your reader what to do, tell them again, and…you guessed it…tell them yet again. Eliminate passive, permissive wording and replace it with a specific action to be taken.
You have more value in your existing content than you may realize. It’s time to re-distribute it.
The Power of One Word That Increases the Emotional Response to Your Dental Marketing Content
I underestimated how much a simple, handwritten note could encourage someone my grandson’s age. It’s the same power that intentional, personal content has over generic, every-person content that’s common in marketing, including dental marketing.
The note to our six year-old grandson arrived in a hand addressed envelope. It was from one of his children’s ministry leaders at our local church.
The message was simple. It affirmed his consistent presence there weekly, acknowledged his growing leadership, and offered some encouragement to his ongoing spiritual growth.
When I read the note to him, his face immediately revealed the power of personal words. His response – “Read it again, Gpa…,” something he asked me to do not once, but two more times before tucking it back into the envelope with a smile.
“You” trumps “We” (and other generic, impersonal content).
Here’s what I know from experience. Had the note been a computer generated, typewritten “Hey, <FIRSTNAME>…” form letter I don’t believe it would have made the impact it did on our grandson.
Sure, there’s a time and place for template reply mail. But I must admit, in this highly engaged, data-driven world we live (and market) in, that brand of content is received with increasing feelings of, “Oh, another form-letter…” [tossed in trashcan alongside other junk mail].
Communicating with a specific person in a way that’s impersonal, collective (just one of the crowd) fails to make the necessary, emotional connection that compels a profitable response to your content.
When your website copy, marketing promotions, email marketing series’ – you name it – speaks to more than “One” person it misses it’s intended goal.
You are hard-wired to respond emotionally when communication is aimed directly at you…personally! If you even smell that the message is mass produced, I get it, you’re out and on to something else.
How many life-changing products and services are lost on generic blasts that feel as if it’s intended for anyone who happens to pick it up? That all changes when it feels like the words are for “your-eyes-and-ears-only.”
How to Use the Power of “You” to Increase the Emotional Response to Your Dental Marketing Content Online or Offline
Make it “personal.”
Picture yourself having a conversation with one person. When you write content, speak into a microphone on a podcast, or look into a camera for a YouTube, Periscope, or Blab broadcast imagine there’s one person in front of you.
Eye-to-eye toned conversation will reach out from your words and make an emotional connection. And that’s the kind of connection that compels your reader/listener/viewer to take action as result of your content.
- Read everything about your “audience” until a clear, individual persona comes into focus.
- Believe that what you are sharing via your content will change that one person’s life in some way.
- Think like that one person and talk to yourself as if you are them, hearing what you’re communicating. How does it sound? Would you do what you are asking them to do? Etc.
Talk don’t tell.
The power of “You” focused communication is it’s conversational voice or tone. Are you motivated as much by technical, overly-hyped verbiage as you are by clear, down-to-earth, let’s have a chat themed conversation? I think not.
- Write like you talk. Simply and clearly speak to your reader, listener, or viewer as if you are one-on-one…face-to-face over a cup of coffee.
- Speak “with” not “at” or “to” your reader. They can sense if you’re not personally interested in THEM the moment you act like you’re trying to impress or “sell.”
Get intimate.
Think of intimacy as being up-close-and-personal. I’m not saying be a “close-talker” (if you’re a Seinfeld fan you’ll remember that classic episode).
I’m referring to the shift from generic, crowd-centered, mass-marketed marketing hype to assuring your reader/listener/viewer that you’re into THEM. Their needs, wants, desires, emotional-drivers, pain-points, etc.
- Find your intimate voice. This starts with using the word “You” as much as possible throughout every piece of content you create.
- Be so “You” intentional that your reader/listener/viewer considers you their new “best-friend.” Intimacy doesn’t have to be weird or touchy-feely. It’s a connection.
- Put yourself in their “shoes.” This includes admitting your understanding of their needs, wants, and desires as you admit your “weakness” when appropriate. See their battles and stand in the fray with them.
That note my grandson received… It’s prominently posted on the wall of his bedroom.
The same emotional response applies to the person consuming your content. Keep it personal.