It should be as simple as well…answering a question. After all you’re the dental expert.
But the big question is…
Through your dental marketing…are you talking and no one’s listening?
Inquiring minds want to know…when they want to know!
It’s typical to create content that’s on-brand. You know, the “we’re a dental practice so we assume you want to know about flossing…cavities…toothaches…yada yada…”
Fact is, your website visitors want to know that.
But how you frame those questions and create content around them is the key.
For example, consider how you search the internet.
You’re out and about. You want to know where to grab a quick taco that’s not fast food…rather a higher quality…trendy brand of taco.
You reach for your smart phone. Then you type in the search bar or speak into your voice search feature – “Where can I get a good local taco?”
Answers pop up in-the-moment!
You scan the list. The first or second search result delivers…you click the location icon and off you go.
It took a moment and hopefully that moment delivered some taco flavored deliciousness.
They’re asking but are you answering?
Let’s shift to dentistry, shall we (though tacos are tempting)?
Patients have one thing that you’re either capitalizing on or ignoring.
Questions!
- “Why do my gums bleed when I brush?”
- “What does a dental implant cost?”
- “Is flossing really necessary?”
- “How does professional teeth whitening compare to DIY whitening?”
- “Are root canals painful?”
- “Should I have my teeth extracted and get dentures?”
You could fill pages with patient questions…right?
Here’s another big question?
Are you answering these questions and the countless others your patients or the dental seeking public are asking…in the moment?
There’s that word “moment” again.
Why the in-the-moment content matters now more than ever
Mobile technology has radically transformed how we access information. Lounging on our couch, lying in bed, walking down the street, riding in the backseat of an Uber…you name it…we want and get instant access to information.
Your patients and potential patients are doing the same when a dental issue occurs.
Maybe it starts with a late night toothache, a lost crown during lunch or dinner, following a news story about the latest DIY orthodontic procedure, etc.
They want an answer in the moment!
They probably won’t go to your website.
And if they do…they aren’t interested (in that moment) in flashy, cool-looking graphics, where you went to dental school, how many CE credits you’ve logged, or your latest-state of the art technology.
In the moment…they want an answer to a painful or emotionally charged dental question.
Here’s where your website delivers…or fails them…
- First, do you have a page that dominates their momentary site visit…as in your blog/article page?
- Second, and perhaps most essential to this discussion, does it answer relevant questions in a crisp, conversational, and informative way that will compel them to contact you for a solution?
Be present in their moment and they’ll perhaps give you a moment of their time!
How to be in-the-moment so your dental patients will bring their questions and problems to you
Stop talking…start listening
Marketing a service or your latest promotion makes it easy to “talk.” But before you talk it’s more important that you listen.
Communication happens as result of a two-way connection. Listening enables you to position yourself as a connected resource to your patients.
- Leverage your chair-side conversation themes into a list of topics. That is, decipher what your patients are asking, struggling with, experiencing, etc. While you’re making chart notes click open a document and log those comments and questions while they’re fresh.
- Listen with content in mind. Consider how you can turn a consistent amount of patient questions into valuable content via your blog, YouTube channel, or other social media platforms.
Position yourself as a “teacher” not merely a dentist
Teachers “boil” complicated, stuffy information down into an easy to understand, practical, and “snack-able” format.
You’ll need to step away from dental-speak. The ego boost isn’t worth the blank stares of your patients who would prefer you deliver the insight in their “language”…in the moment.
- Create content with a conversational tone. Write like you speak.
”Good writing is good thinking clearly expressed.” – Michael Masterson
- Find your “voice.” Your patients will trust you as you communicate like you’re talking to a friend not a colleague.
Increase your influence by answering real questions with useful, solution-oriented content.
Seeing yourself as a “teacher” leads to a position of influence. Your content platform keeps your influence “evergreen.”
This type of content isn’t dated, rather it’s useful today…and two or more years from now.
Dental questions can vary patient to patient. But the general theme of their questions, problems, and desired solutions rarely change.
Your content provides ongoing influence via the internet when you’re on-topic and on-task as a dental influencer.
Remember…in the moment content is easy to access, easy to understand, and equally easy to act upon.
- Create content that’s question-problem-solution focused.
- Confirm that your content is readable on-the-move. Mobile-friendly is a must. Short, crisp sentences along with scan-able, actionable, benefit-focused sub-headings and bullets increase readability.
- Compel a response with a clickable-link that redirects them to take action – “Message us here…,” “Schedule a consultation now…,” etc.
Moments come and go. It’s essential that you’re in the gap ready to answer and solve what’s on the minds of the general population and your patients.
You can’t afford (these days) to let the moment pass.
And speaking of…don’t let a moment of “evergreen” content pass. Join our “tribe” and receive useful content like this right in your inbox.
