dental content marketing

November 8, 2019 Content marketing, Dental blogging, Dental content, Dental marketing strategies, problem solution content No Comments

How In-the-Moment Content Can Increase the Perceived Value of Your Dental Marketing Strategy

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.

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September 12, 2019 Content marketing, Dental blog, Dental content, Dental Industry, Dental marketing strategies, Digital marketing, problem solution content, Uncategorized No Comments

How a Dental Content Strategy Can Give You an Advantage Over the Competition

Ah, the competition. That nagging reality that you must face as a dentist and how you apply a dental content strategy to solve it.

But does the dental-practice-on-every-corner really matter to YOUR production? And what about corporate dentistry practices and their lower overhead due to their buying power?

Those and a number of competitor related questions can keep you awake at night.

Competition is overemphasized and here’s why a dental content strategy matters

Let’s start with marketing strategy. It’s a knee jerk reaction to diss the competition.

  • To point out their flaws.
  • How they’re different than you.
  • How they operate. Etc.

The problem, if that applies, is that your focus is in the wrong place relative to your competitors.

What if you’ve met the competition…and it isn’t them?

Stick with me…

What if you’ve met the competition…and it’s YOU?!

The more you focus on “them” out there…the less you’re focused on your dental patients and your influence on them.

Again, it’s natural to lay awake thinking about the newest dental center opening up a few miles away or blocks away. You’ve seen their mailers, their fancy promotion spotlighting their state-of-the-art new technology, and their new patient promotions.

But think about something for a moment. They aren’t going away and your focus on them isn’t going to change that.

What can change is your decision to embrace the competition and use it to your advantage.

What if the competition could actually help build your dental practice as you improve your dental content strategy?

Start with transparency.

The art of being transparent has huge benefits to your practice growth. Transparency should not be equated with weakness or giving-away-the-farm so to speak.

In fact, when you’re transparent – authentically so – your patients and growing base of site visitors will begin to trust you.

And that’s the first thing that transparency does…

Being transparent builds trust.

Once trust is established you can speak openly, honestly, and even glowingly (is that a word?) about your competition.

Why?

Because you’ve lightened up and stopped being concerned about your competitors impact on you. Instead, you’re recognizing that you can use their position to your advantage.

Transparency enables you to speak the truth about what anyone could find out on their own about your competition.

Remove the mystery and you’ll stop concerning yourself with every ad, promotion, and competitor move.

What does transparency look like?

Good question.

Think of it like being yourself.

  • Know your skills, expertise, and influence.
  • Focus on the unique value you deliver to your patients via your services, your team, your practice brand, your history…and your dental marketing content.
  • Be comfortable in-your-skin. In essence, be so in tune with your grasp of your patient’s and the dental seeking public’s unique questions that you’re doing them a disservice if you don’t answer them with relevant content.

Think like a teacher

“But I’m a dentist,” you say. That fact doesn’t change your role as an influencer.

You must think like a teacher…not only a dental practice owner.

Level up your role as a dental professional. And I’m not talking a CE based, colleague driven dentist.

I’m talking about your ability to influence your patient’s “buying decision” via intuitive, organic content.

By intuitive I mean the kind of dental content that isn’t focused on your latest, greatest, state of the art-ness (like your competition). Rather content that’s focused on their burning questions about a dental procedure, related costs, fears, emotions…basically anything your patients or the dental seeking public is asking about.

You differentiate yourself from your competition (and stop worrying about them) when you focus on content that solves the problems and answers the questions the dental seeking public (including your patients) are seeking and asking.

  • Ramp up your listening strategies. Tune into every available source of questions, problems, and goals that your patients and site visitors provide.
  • Create content that addresses the questions, problems, and desires of your patients and the dental seeking public.
  • Monitor and share your fresh content. This lifts you to a place of influence and expertise rather than merely a promo-of-the-month service provider (something your competition is probably focused on).

Your ability to listen and leverage information on behalf of your patients and potential patients will differentiate you from every other dental practice you fear as competition.

Practice dentistry out of abundance instead of scarcity

Make this your new reality (when you’re not obsessing over your competitors):

There’s more than enough dentistry to go around.

Focus on your influence rather than how to out-promo your competition down the street. Doing this enables you to always be in a position of strength.

Why?

No one else is doing this…and they’re not likely to start. The reasons vary but it’s always easier to follow the crowd.

In this instance the crowd of dental competitors are quite content (successful or not) to throw marketing dollars at patient attraction like everyone has always done it.

The sales mindset is difficult to shake.

And the patient focused content driven strategy is perceived too risky or ineffective for most.

Stay the course and you’ll never be lacking for patients. Because every patient or potential patient will reflexively search online for answers and solutions.

When they do…you have the advantage when your website is a solutions platform rather than a digital brochure.

The competition isn’t likely to go away. Why lose sleep over it and try to game your way past them?

Instead, accept them, befriend them…but mostly stop worrying about them. There are more important things to do…like answering your patients questions and solving their problems.

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June 14, 2019 Content marketing, Copywriting, Dental blog, Dental blogging, Dental content, Dental web content that works, problem solution content, Uncategorized No Comments

How to Create a Better Path to Your Services Using Informative Dental Content

Though I can’t remember the source or a few details – the story is still practical. Especially as it relates to establishing your authority and influence via well-timed, informative dental copywriting and dental content.

Here’s the story as I remember it…

A developer built a multi-story office complex on several acres. The general structure was in place. Now came time for sidewalks and landscaping.

His contractor was quick to plot out the location of various greenbelt and water features and sidewalks throughout the pristine acreage. The location of sidewalks would follow the predictable layout leading to all points of entry from an expansive multi-story parking facility.

The developer placed a pause on the sidewalk construction. He asked the contractor to delay for a few weeks.

The perplexed contractor pushed-back asking why, knowing that sidewalks are standard for such a facility. And noted that any delays would create problems for the already beautiful landscaping being placed.

The developer held his ground while offering his somewhat outside-the-box wisdom.

Being practical, it made more sense to him that the people using the facility on a daily basis determine where the sidewalks should be placed.

He noted that people predictably walk where they have the easiest and most convenient access to the facility. In his experience, sidewalks are best placed where the highest percentage of foot traffic travels to and from the facility.

His wisdom: let the people create the path then place the sidewalk where they routinely to walk.

Are you building “sidewalks” with your dental content that no one’s using?

Traffic is everything to your online presence as a dental practice or dental service provider. Patients and/or clients arrive, stay, and then exit your dental website for a variety of reasons.

As important as navigation and trendy eye-candy graphics are to many – they matter less to your target audience than you might think.

Why?

Everyone’s doing it or done it…countless times. What was once trendy is now numbing and a distraction to what site visitors come to your site looking for.

Investing thousands in a flashy, trendy, or otherwise templated website is like placing a sidewalk where no one’s walking – simply because it’s where you think a “sidewalk” should for all practical purposes be placed.

Your dental website visitors are looking for one thing!

Dental services? Yes, but something more.

State-of-the-art technology? A nice feature if you have it…but no!

Amenities like coffee and tea in the waiting area? Again, a nice touch…but again, no!

Contests, give-aways, a chance to be your 1000th “Like” or “Follower” on Facebook or Instagram? Really…?!

I think you get the picture (and if not, you will or your website will continue to be a “sidewalk” that few use).

So, what are your website visitors looking for?

Solutions!

Why?

Because they have a particular problem they believe or at least hope you can solve.

And they’ll find your website and stay on your website to the point of making contact with you if…and only if…you provide solutions to their problems and/or answers to their questions.

Gone are the days when you can throw up a templated, looks-like-every-other-dental-website up on the web, fill it with feature-heavy, industry-speak, technical, self-aggrandizing, flashy content and wait for the phone to ring or the contact forms to pour in.

How to create a path that generates more patient or client leads (without doing what everyone else does)

Know your audience…who’s your avatar?

“A dental patient,” you say.

Right, but who are they?

  • What are their health goals?
  • How do they view dentistry?
  • When was their last examination and cleaning?
  • Why haven’t they scheduled treatment that’s been planned?

Those are all dental related questions. But go a bit deeper.

  • What embarrasses them about their smile?
  • How will they finance treatment they know they need?
  • When is their next big social event (e.g. wedding, reunion, interview, etc) that they want to look and feel confident attending?

The latter questions probe a bit deeper. You’re getting to an emotional core when you ask and seek answers to these questions.

Transform your dental website from an “online brochure” to an information platform

This might “sting” a little.

Without consistent, informative published content (e.g. a blog, articles) your dental website is nothing more than an easily discarded online “brochure.”

To step away from you crowd it’s essential that you share your expertise as it directly relates to the “pains” and “desires” of your “audience.”

Realize, the dental seeking public search for your services for basically two reasons:

  • They’re in pain and want relief.
  • They have an emotional or physical motivation to repair or restore something about their smile.

Sure, there are more reasons but those are fundamentally what compels your “audience” or “avatar” to seek your services.

It’s essential that you position yourself as the “expert.”

How?

Through publishing (weekly is best, bi-weekly at a minimum) informative content that compels a person seeking dentistry (for whatever reason) to schedule.

So, you must “pour your sidewalk” where they’re walking…

  • Probe for questions and problems during every opportunity you have with a patient. Your current patients will provide clues to what the dental seeking public desire.
  • Keep a running list (spreadsheet, etc) of every seed thought, seed question, or verbatim question or problem you encounter from patients. This is a goldmine for content and copy themes.
  • Write conversational content that answers questions and solves problems. Few (really) are doing this. And you’ll grow your influence (and production) when you position yourself as a problem-solver.

Remember, sidewalks provide convenient access to a facility or they’re simply a place to go for a stroll. The easier the access the better.

The same applies to your dental website. Create an informative platform and you’ll make accessing your services easier.

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April 24, 2019 Content marketing, Dental blog, Dental blogging, Dental content, Dental Copywriting, Dental marketing strategies, Uncategorized No Comments

How to Become a “Thought-Leader” with Your Dental Content and Increase Your Influence

Recent collaboration with a dental industry client revealed something about their content. And the principle has value for how you view your dental content and copy across all your platforms.

We were importing a new template on our project management platform. Time came to label a category having to do with our editorial calendar. “Thought leadership” appeared to be the obvious tag.

That got me to thinking about the attitude you should have about the content you create to market your dental practice or dental industry services.

It’s about being a thought-leader.

Not all “thought leadership” is worthy

You might have seen a viral video a few months ago. It featured a baby bear attempting to navigate a steep, snow packed cliff to reach its mother.

Millions of people saw the video and were inspired by it. Such triumph and strength against the odds of nature.

That was one perspective…shared by millions!

A contrary opinion was formed. It separated one thought leader from the crowd of admirers.

”Science writer Ed Yong saw it differently… Writing in The Atlantic, he described it as a worrisome example of drone-mounted cameras harassing wildlife. To animal experts, several moments in the video show the mother bear reacting to the too-close drone rather than interacting with her cub.

Marketing expert and mentor, Marcia Yudkin, continues her observation of Yong’s perspective,

I appreciate Yong’s article because it provided unexpected perspective on a seemingly harmless story or idea.

And here’s the jewel…

If you can dish up those kind of ‘Yes, but…’ insights to your audience, you’ll attract thoughtful fans and experience growing influence.

Yong did this without scolding the uninformed admirers of the video, and you should do so as well.

Identify a popular or trending belief that doesn’t mesh with what you know.

Explain your deeper angle in the tone of ‘What you probably didn’t realize is…,’ ‘Unfortunately…’ or ‘The problem here is…’

This is thought leadership at its finest.” 1

How “Yes…But” Thought Leadership Turns Contrary Ideas Into Useful Content That Builds Loyalty with Your “Tribe”

Identify, clarify, and leverage your unique point-of-view (POV)

You have solutions to problems…answers to questions…and more. Therein lies the core of your dental content strategy.

Gone are the days of writing to an “empty room.” The dental seeking public is rich with questions you can answer and problems begging for a solution.

You’re the expert. And more important – you have a POV!

  • Start with the question. Thought leadership has as much or more to do with listening than it does sounding-off on dental-speak. Harvest as many questions as possible (by listening) through conversations, consultations, email, and social media.
  • Share your answers and solve problems. Thought leadership is relevant to what your patients want to know and need to know. Create content that relieves the tension and emotional needs of your audience.

Think of your content like a tribal fire. Your “tribe” will feel safe in the warmth of your expertise.

The good news…they could look no further than YOUR thought-leadership!

Take a contrarian approach and fearlessly share your POV (without judgement)

The recent Netflix root canal documentary is a good example. Sure, as a dental professional you can take offense and voice your opinion as many did. Or you can be a contrarian voice and use the albeit alleged inaccuracies as content seeds.

  • Answer the questions and doubts that emerge around dental myths, dental services, or dentistry in general. There’s plenty of related opinions. Dispel them (graciously and professionally) as a thought-leader.
  • Invite dialogue by being unafraid to take on controversial topics. But always do so not as antagonist…rather as a professional, skilled expert.

Provoke questions and create solutions to problems that compel action.

The sign of a good leader isn’t always how they respond but also the depth and compelling nature of the questions they ask. Always providing answers and opinions can shut down communication more than it opens it to opportunity.

I once heard Jim Collins (bestselling author of Good to Great and Built to Last) say during a lecture something to this effect. He viewed his skilled research and the questions it raised as the careful placement of a grain of sand in the minds of his readers. That solitary grain of sand was strategically designed to “irritate” their thinking.

Worth noting is that pearls begin that way. A grain of sand within an oyster elicits the healing process that layer upon layer forms a pearl.

Your questions are “grains of sand” not to necessarily irritate but to promote healing.

  • Ask questions that reveal the emotional desires of your patients or clients. Within their answers are content “pearls” that can lead to compelling outcomes for your audience.
  • Always be solving problems. Essentially that’s the business of thought-leadership.

Anyone can create content. But…being a thought-leader and influencer requires that you have a point-of-view that you fearlessly communicate.

  1. https://www.yudkin.com/markmin.htm ↩
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March 21, 2019 Content marketing, Copywriting, Dental content, Dental Copywriter, Dental Copywriting, Social Media, Uncategorized No Comments

One Thing That Will Make Your Dental Marketing Content Different (and Better) Than Most

It happens a lot when consulting with a dental practice or dental business about their webpage copy or other related content. They share a favorite site link or two with me and say, “We want our copy/content and/or website to look and “sound” like this…!”

My review often reveals what’s common with not just dental industry copy, but most:

  • Heavy feature focus (“Latest…greatest…best…”) less emphasis on benefits
  • Full of industry-speak
  • Written to a crowd instead of one person (lack of “you…”)

It takes courage

You must step away from the crowd. Connecting and then compelling your audience requires a new kind of fearless content.

Play it safe.

Sound like everyone else.

And you’ll be another face in the crowd!

Same sounding copy and content produces the same results. It will require more marketing dollars to get attention.

And why?

The online world is somewhat dominated by pay-to-play strategies. Create and fund a strategic enough funnel and you’ll “capture” more leads and potentially more patients and thus increase production.

Sound easy?

It is (in a way) if you have time and cash-flow to invest in it. And we’ve not even talked about the differentiating yourself from the competition and noise they’re creating.

Being different isn’t about being creative

There’s more to standing out from the crowd with your dental marketing than creative, indulgent eye-candy on your website or social media channels.

Being different has more to do with being yourself. Nick Usborne (whose content inspired this post by the way) says,

”You have to find a way to step out from behind the curtain and show yourself. Even when the services you offer are very similar to those of your competition, there is one point of real difference you can turn to.

And that point of difference is YOU.” 1

Filling your copy and content with features and professional sounding language isn’t enough…and frankly, it’s not even close to effective by comparison.

Rising above the dental marketing noise requires being unafraid to let your patients or clients see the real you.

And to see the real you your content has to sound like you!

  • Can they relate to you through your content?
  • Is it apparent that they can trust you through your content?
  • Are they put at ease enough to schedule with you through your content?

And a theme covered a lot on this blog…

If you’re hiding behind someone else’s style, voice, website design, and general content theme you’re missing a most valuable marketing asset – relatability.

Step away from the crowd with more compelling dental marketing copy and content

Write and share content in your own voice

This is the essence of writing like you talk. To do this you must get out of your head.

And to get out of your head requires that you get into the mindset of a patient or client.

  • What do they fear?
  • What’s their desired goal?
  • What’s their motivation?
  • What are their questions?

Your audience searches for you based on your expertise. But they will listen to you and stay with your copy/content when you share your expertise in conversational tone.

Why?

Because online communication these days (and I don’t suspect it will change soon) is everyday, somewhat chatty, and certainly brief and to the point.

Jargon alienates. Industry-speak confuses.

So why waste precious dollars and your audience’s time by numbing them with it?

  • Stop writing like a marketer!
  • Stop writing like a dental professional!
  • Stop writing like an educator!

Instead…

Write like you! Or hire a professional copywriter or content strategist who can tap into your voice and write accordingly.

The results?

Sure, it’s scary and feels like uncharted territory. But you will stand out from everyone else not because it’s easier but because it’s courageous, it works, and it potentially has a better return on your investment.

  1. https://conversationalcopywriting.com/your-own-voice/ ↩
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