Dental SEO

how to use your dental blog content
February 2, 2017 Content marketing, Dental blog, Dental blogging, Dental marketing strategies, Dental SEO, Social Media No Comments

Are You Wasting Your Dental Blog Content with a One-and-Done Approach?

What happens when you invest your time and dollars? It’s natural to desire to protect and extend the reach of your investment.

Creating dental content is like that. Get the most value from a single piece of dental blog content whether it’s general information that leads to a patient or client decision, SEO, a click to an internal page on your website, or the development of a relationship that includes all the above and more.

A blog post is a blog post is a… (or is it?)

I often hear a consistent theme from clients. In particular, from those for whom I create blog content on a weekly or bi-weekly basis.

“Why blog or…how do we get the most “mileage” from our blog content?”

Blog content isn’t an “end” in itself. Far from it.

It’s a good (and I believe essential) place to “dip your toe” into the dental content marketing waters. But you must see beyond the “build-it-and-they-will-come” mindset.

Believe me, the consistent creation of dental blog content will boost your brand. The blog page on your dental website can become a leverage point for your influence, expertise, SEO, and social media engagement.

Think leverage when you consider the impact of your dental practice or dental business blog. But think beyond it being a one-and-done content marketing strategy.

One of my blog clients gets what I’m saying here. I write an average of two posts a month for this large, two doctor, two location dental practice.

What they do post delivery has the potential to triple the impact of each blog post. Let’s unpack their simple approach and apply it your dental content marketing strategy.

How to maximize the impact of a single piece of dental blog content and leverage it into a profit producing resource.

Commit to consistently publishing blog content

This will require time and dollars. My recommendation is to outsource this to a skilled, qualified, experienced copywriter or content creator – preferably one who knows the dental industry culture.

Sound biased? I am (unapologetically).

The reason? Your time savings plus the writing perspective that’s less technical (industry-speak) and more conversational (how people skim, read, engage content).

Your content “bread-and-butter.”

  • Blog content answers basic questions.
  • Blog content provides practical solutions to problems.
  • Blog content is searchable and can potentially improve your page rankings.
  • Blog content is flexible

Let’s explore the idea of content flexibility.

Communicate with those who already trust you

There are numerous nuances to marketing. Two are common.

The most common is invasive or interruptive. Broadcast media, sales calls, direct mail, etc., fall into that category.

Another is permission based. Seth Godin rocked the marketing world a few years ago when he published his epic book, “Permission Marketing.”

People will grant you permission when they trust you as a source of valuable information. That’s putting it way more simply than Godin does but you hopefully get the point.

For example, your email list is a good, entry level example of this idea. Patients, clients, or interested individuals have given you “permission” to email them by trusting you with their email address.

Back to your blog content…

A single blog post is for public consumption. It has a url on your website, it can be searched and found based on the title or meta-data that’s keyword sensitive, and anyone can access it and share it at will – regardless of permission or trust.

Why stop there? Model what one of my client’s does.

First, publish the content on your website’s blog page.

Then…do one of two things…

Create an email with a compelling subject line and brief “teaser” lead with a clickable “Read more…” link embedded in the body of the email that directs the reader back to the original post on your website.

Or…

Create a separate email newsletter that includes the entire blog post (what my client does).

Send it to your list.

And there’s one more…

Connect with your “tribe” on social media

Others (your “tribe”) choose to follow in addition to the above or solely via your social media channel(s). For example, your dental practice or dental business Facebook Page.

Here’s the content marketing strategy flow my client follows:

Blog post to email to…social media (Facebook Page)

I write the post and create three Facebook posts that link back to that specific post and/or another post that is linked within the blog post.

They get traffic to the original post plus traffic to another post or service page on their website. And don’t underestimate the value of posting useful, relevant, solution-focused content on your social media channel(s).

The value of the social media connection is the ongoing ability to engage via comments, answer more questions, monitor feedback, etc.

And get this…every inquiry, question, feedback comment is a “seed” for future content.

Why?

It promotes social “listening” into what their questions, problems, or concerns are. Bingo!

Now you’re back at step one – blog content!

And you thought a blog post is a blog post is a blog post…!

It’s way more. But you gotta maximize your investment.

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power of noticing
December 18, 2015 Dental Business, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental SEO, Digital marketing, Marketing dental services, Marketing to dentists No Comments

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.

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more dental content
October 15, 2015 Dental B2B, Dental blog, Dental blogging, Dental Business, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental SEO, Dental web content that works, Dental website platform, Digital marketing, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Where “More” is Better When Evaluating Your Dental Website Content

more dental contentWho says, “More is better?” Perhaps the best discussion of “more” is…WHERE it’s better.

I hear this often, “We need MORE content on our dental website home page…on our services pages…” More. More. More.

Enough?

Again, the real issue is where to apply a “more-is-better” strategy. And there’s a strategic point of evaluation that’s often missed.

In a recent post I shared some insight regarding today’s new reality about SEO. Bottom-line: online searches these days return more links to articles/blog posts than they do actual websites.

So, wouldn’t it make sense for you to invest more dental marketing energy (and dollars) creating useful, informative article content than you would in higher word counts on standard toolbar pages (i.e., Home, About, Services/Procedures pages)?

That’s a good question. And it’s only provocative if you still aren’t sold on the strategy that – being useful online via your blog/article content is your MORE important than overly indulgent core web page content.

3 ways to apply a more-is-better strategy where it matters the most.

1-Deliver value through your online dental content

I’ll indulge your quest for “more” throughout your dental website on ONE condition. That you provide value!

What is valuable content?

Valuable content focuses on benefits more than it does features.

Don’t misunderstand. Features are important but not when they’re overused or without a compelling benefit attached.

Your dental service benefits connect with your patient’s or client’s emotional desires. Your dental service features appeal to your patient’s or client’s logic.

Both are necessary in your dental marketing content. But…

Remember to “sell” or “promote” first with benefits then help them rationalize their decision with an emphasis on features.

This takes some strategic thought. And I’ll go on record again by saying it must involve more than throwing “state-of-the-art” or “cutting-edge” ahead of your newest or greatest technology, etc.

2-Write dental content that’s readable.

Not all content will be read. But it’s certain that the time someone spends with your content will increase or decrease based on its readability.

Readable content ditches the tech-speak that’s only understood by industry insiders. Understand, your patients or clients are more than likely not up to speed on the jargon that so easily flows off your tongue at an industry trade show or event.

Readable content sounds and reads like you talk. Apply the bar stool-principle – would you say what you’re about to say in the form you’re about to say it if you were sitting on a bar stool, having a conversation with a friend, colleague, or family member?

Readable content assumes that the reader isn’t up to speed. Thus, it’s job-one of your content to help them understand what it is you want them to do.

Readable content is action oriented. Your content must include – at several points within – a clear, compelling call-to-action (i.e. tell them what to do…tell them again…and tell them again…)

3-Design your dental content to be searchable.

By design I recommend you invest more time, energy, and dollars into your blog/article pages. Why?

Again, this is where more online searches land these days.

  • Listen to your patient/client questions or reviews and write content that answers their questions or insights.
  • Create a content editorial calendar of topics based on what you hear your patients or clients talking about or asking about.
  • Consistently publish content that helps your patients and clients. I recommend a minimum of two times per month on your blog/article page…but weekly is MORE effective.

More IS better. But make sure it’s delivered in the most strategically effective location on your dental website.

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