dental content
3 Simple and Strategic Steps That Improve Your Dental Content Marketing
“A carpenter or a wheelwright can give another his compass or T-square, but he cannot make another skillful.” Mengzi
Words are neutral. What’s not (neutral) is their use when it comes to your dental content marketing strategy.
The word “strategy” implies that there’s a necessary element for connecting with your patients or clients.
Brian Clark shares this simple definition of strategy:
”A plan of action designed to achieve a major or overall aim.”
No doubt, you’d agree that a strategy is vital to your dental marketing success.
But here’s a question…
Is everyone a content strategist?
The short answer to question is – “No!” According to Mengzi (quoted above) not everyone who holds the “compass” or “T-square” (for example) of content creation is a strategist.
- Strategy takes time.
- Strategy involves listening.
- Strategy solves problems.
- Strategy answers questions.
- Strategy compels a response.
Each indicates a planned and documented approach. Content Marketing Institute (CMI) research confirms the results of documenting your strategy:
”You’ll be far more likely to consider yourself effective at content marketing.
You’ll feel significantly less challenged by every aspect of content marketing.
You’ll generally consider yourself more effective in your use of all content marketing tactics and social media channels.
You’ll be able to justify spending a higher percentage of your marketing budget on content marketing.”
Still, you might not consider yourself a “strategist” and that’s okay.
Help’s available…because face it…you’re busy enough as it is – seeing patients, nurturing client leads, managing a practice or an organization, etc.
Simple Steps to a More Strategic Approach for Using Content in Your Dental Marketing
- Take “Time” to Get Acquainted
“Scheduling” or “selling” requires knowing who you’re attempting to connect with. We’ve talked about buyer personas before and for good reason.
According to Brian Clark,
“Your first step is to do the research that allows you to create a fictional, generalized representation of your ideal customer (patient).”
Put their problems, questions, and motivations first. It’s time well-invested getting to know WHO you’re trying to reach.
- Invest Your Energy in “Listening”
Once you know “who” you’re talking to the “what” will naturally follow. The content you share is shaped by how well you intentioned you are to listen.
- What’s concerning them?
- What’s causing them “pain” or problems?
- What’s it like to walk-in-their-shoes?
A big part of the “what” also involves influential touchpoints. 1
- Compel a Response by Solving Problems and Answering Questions
Creativity for creativity’s sake misses a ton of opportunity. It’s easy to relegate marketing to some catchy, cool-sounding slogan…but you will often fail to achieve the goal – compelling a response.
”The “what” tells you how to craft an overall narrative with a through line that ties directly into the prospect’s (patient’s/client’s) motivation for change.
“Instead of guessing blindly, you’ll deliver the perfect analogies, anecdotes, and metaphors that make your ideal prospect view you as the only reasonable choice. 2
That’s a “choice” you can bank on…right!? And it comes as the result of you choosing them first. This naturally leads to a much more authentic dental content marketing strategy.
- https://www.copyblogger.com/content-marketing-strategy/ ↩
- https://www.copyblogger.com/content-marketing-strategy/ ↩
Use a Word-of-Mouth Marketing Mindset to Give Your Dental Content an Advantage
A recent conversation with a dental professional gave me a key insight. Here it is…
There’s a big disconnect about the wording of effective dental content.
Our back-and-forth discussion via email prompted my thinking about the clinical vs. conversational tone of dental copy in general. His respectable clinical expertise was somewhat toe-to-toe with my copy and content writing expertise.
I believe there’s a win-win to be achieved. But…the ultimate “win” is for those who consume the practice’s content…or at least it should be.
It’s not about you!
Your top challenge as a dental professional (specifically with your marketing copy and content) is taking the focus off YOU! It’s easy to throw down words touting your latest…greatest…state-of-the-art…cutting edge (shall I continue) innovation or procedure. Add to that the often used technical verbiage that’s more appropriate for clinical journals and colleague conversations.
For this discussion let’s say that dental marketing copy and content has two sole purposes:
- To inform and educate. This is perhaps where my recent conversation ran off the rails. It’s a mistaken notion that informative must equate to industry jargon.
Which leads to the second purpose…
- To compel a specific action – schedule, call, contact, click, reply, etc… This assumes that the dental-services-seeking public are interested in what eliminates their pain, improves their appearance and health, or both.
Dental content is about the reader (patient). It’s their “story” that matters.
So, who are you talking to?
This question must guide every piece of content you publish. It’s where I begin when I’m writing copy and content of any scope.
It’s essential that you create a copy/content “environment” where the reader is the focus. It’s THEIR problem that requires a solution or THEIR question that needs answering.
The result of your sensitivity to them and their problems and questions is where you make connections. And when your copy/content is the vehicle that delivers you could earn a patient or client for life.
Who’s talking?
Apparently tons of people are willing to talk about businesses that make an impression on them. Forester Research confirms that approximately 500 billion word-of-mouth impressions are created daily via social media.
Social interaction is making a difference on the economy. The big question: is it positively impacting yours?
Get this…McKinsey and Company, a management consulting firm, reveal that an estimated two-thirds of the US economy is fueled by word-of-mouth. fn
Let that sink in…
- 500 billion conversational impressions
- Two thirds of the US economy influenced by conversations
The “talk-is-cheap” mantra might best be repackaged as talk-has-extreme-value! Today’s “water-cooler” gatherings are vastly different than a decade ago…and enhancing those connections is helped by the tone of your copy and content.
How a conversational mindset can have a longterm…viral impact on your patient or client relationships
- “Talk” (write) about what matters…to your reader. It’s essential that you listen and then leverage what you hear into solution oriented content. Make sure your expertise (and the language you use about it) isn’t the focus as much as how it solves their problems and/or answers their burning question(s) of the moment.
- Use words that resonate and those that compel your reader. Again, avoid fancy, heady, intellectual, jargon-y sounding language. Find and use relevant synonyms that create culturally appropriate images in your reader’s mind.
Word-of-mouth impressions are powerful because they’re everyday and conversationally driven. Writing like you (and your patients and/or clients) talk keeps the conversation going…and that leads to longterm, healthy relationships.
What to Learn from Augmented Reality That Can Improve Your Dental Content Marketing
U2 understands the value of audience engagement. Their use of augmented reality (AR) during the opening segment of their eXPERIENCE + iNNOCENCE tour provides perspective for how you can use dental content marketing to connect with patients.
I downloaded U2’s recommended app prior to attending the tour’s opening night concert with my wife. The overall concert experience was epic as you would expect from Bono and crew.
I pointed my iPhone’s camera at the enormous screen running the length of the arena floor. The app produced a gigantic (AR based) image of Bono performing the opening song for a few moments.
The use of AR got me to thinking about how vital it is to give your patients a fresh way to engage with your content. It’s essential that you’re a trusted guide on your patient’s encounters with your content – whatever the platform.
Let’s Get Personal
Personalization will set your dental marketing apart from the crowd. Influence is achieved according to how personally you relate to your patients via each content source.
You become a recognized influencer when your content intersects your patient’s life – including how you provide solutions to their problems. Content that sounds formal, out dated, and salesy will keep them at arms length.
If you want to pull them into your story (practice/brand) you must step into theirs (story). This helps when your content could be perceived as lacking freshness or relevance to them.
That’s not uncommon. Your patients are bombarded with buy-this, read-this, click-here content daily. Make yours standout from the crowd.
A Somewhat Different Sound
U2 combined something visually stimulating with their already captivating music. Necessary? Perhaps not – given their achieved level of influence.
For you, it’s perhaps more necessary. Why? Because patients are already dulled by all-about-us content. The kind that promotes “the latest…state-of-the-art this or that…!”
You get the picture. Sadly, your patients don’t!
Adjust your tone. Create a new sound. And you’re more likely to appeal to a crowd of tone-deaf dental patients others aren’t reaching.
Warm-up Your “Crowd” by Renewing Your Content Voice
It’s about narrowing the distance between your “audience” and your content (as U2 did with AR). Creating a new brand of intimacy with your content cannot happen on a traditional stage.
You must augment the “reality” between their need for dentistry and the services you provide. Again, it’s not about you (your services) as much as its about them and their “story” (dental problems and related questions).
1-Lose the salesperson sound
A scripted, late-night-infomercial, like-you-walked-onto-a-used-car-lot tone doesn’t build trust between their story and your services. Effective copy and content can be full of “punch” while being delivered conversationally.
Be true to yourself by creating content that sounds like a conversation…not a sales presentation! Dial-down the salesy voice and dial-up the personal, conversational voice.
In essence, write like you talk.
2-Be enthusiastic just not overly so
Content energy isn’t about hype. It’s about your genuine excitement to solve relevant problems and answer real questions.
Listen to what you’re patients are asking and what problems they’re experiencing. Tap into those and let your energy flow into how your expertise/services can deliver life and health transforming solutions.
You’ll be 90% engaged with them if you start and end there!
3-Bridge the gap between their emotional desires and your solutions
Again, listening is key here. Know your patients intimately by investing time asking probing questions. The kind of questions you’re genuinely interested in hearing their answers about.
Understand your patient’s point-of-view about how your services will impact their life. Give them control over those outcomes as the influential guide along the way.
This is the goal of your content.
4-Think long-term about your relationship with them
Dentistry is rarely one-and-done care. The quality and lifetime value of what you provide confirms this.
It’s your task to educate and inform them along the journey to good health. Ultimately the choice is theirs but you’re in a better position to influence them if you take a long-term view through your content.
This eliminates the pressure to push too hard. If your dental marketing is held hostage to costly direct mail or broadcast media campaigns you’re more likely to feel the pressure.
Content is evergreen and thus cost-effective. Plus it relies on the one thing that gives your patients a sense of control – their permission.
And that gives you access to virtually unlimited potential for influence.
How Buyer Personas Could Increase Your Dental Marketing Success
Before you crank out your next dental marketing piece push pause. There’s something you’ll want to include, besides something catchy or creative.
Compelling today’s dental patient or dental industry client requires more than a burst of creativity. Their decisions about your services have less to do with an eye-candy mailer or luring them with a cute contest.
What’s the catch?
Truthfully, there is no catch. Get comfortable without one.
Today’s patient has one thing you must know and understand. And it becomes the focus of your dental marketing.
A Problem
It’s at the core of their buyer (patient) persona.
David Meerman Scott takes a bold step saying that a “buyer persona” is better than a focus on benefits. He shares a true story that reveals the power of the buyer persona.
”Nick Woodman wanted to sell cameras with a waterproof housing. A ‘benefits, not features’ approach would have used language like, “protect your camera while it is in the water.” Nick however did much more than reverse-engineer benefits from the features. He interviewed surfers to learn about their problems around shooting photos in the waves. Surfers told him they found it challenging to paddle into a wave with a camera, stand, get into balance and trim, and then only having a second to take a photo. It was too awkward to do with the cameras available on the market at the time. The key learnings from the interview is surfers don’t look for the benefit of “protecting my camera in the water”. Rather, they want to know ‘how can I take photos while surfing.’ And that’s how in 2004, the GoPro was born and have since sold millions of cameras.”
Problems lead to solutions. And solutions are what you provide as a dental professional.
But first, what’s the problem?
It’s easy to think about every dental patient as one in the same. Generally speaking that’s true.
And yet each patient has a unique “story” that highlights their specific problem-solution persona.
It’s time for you to become the “mentor-guide” that’s pointing the way. That’s the role of your dental services content.
According to Copyblogger’s Bryan Clark,
”……by accepting the role of mentor with your content, your business accomplishes its goals while helping the prospect do the same. Which is how business is supposed to work, right?”
Stop Marketing to Your Patients…
Instead get to know their problems. How?
Listen
Be attentive to every story they tell…problem they reveal…pain they mention…etc. As vital as your clinical expertise is to them so is your empathy.
If you want them to become part of your “story” you must join them in theirs with a sincere level of empathetic listening.
Use aggressive listening
Have a predetermined set of strategic questions. Make sure they’re designed to probe beneath the surface of why they (really) called and scheduled.
It’s often more than a commitment to routine dental care (though you want them to value that). It could have more to do with their calendar, relationships, or life goals.
For example, create and have on-hand questions designed to gain insight into their social calendar, trips they’re planning, relationships they value, and goals they want to achieve. This helps you apply specific services to a particular chapter in their story instead of a random attempt.
Use anticipatory listening
This is where your expertise (authority) meets their problems. You know, intuitively, what they need by looking in their mouth, at their x-rays, or their treatment history.
How you use that information can help them “write” new chapters in their story. Questions that include:
- “Have you thought about…?”
- “Why would you…?”
- “How are you dealing with…?”
Next…
Leverage
Apply what you hear to your marketing content. You’re perhaps most accustomed to following a templated, standard approach to promoting your practice and services.
Leverage your content into a-ha solutions to real patient problems. This positions you as a “mentor-guide” in their health care.
Again, Bryan Clark confirms,
”When you think in terms of empowering people to solve their problem by playing the role of mentor, you’re naturally performing better than competitors who take an egocentric approach.”
Join them in their journey. Without an empathetic appeal you could miss substantial opportunities to stay engaged via ongoing mentor-status.
Your best leverage is being intuitive about about who your patient or client is (their persona). Intuition becomes accurate by listening beneath the surface of their problem.
Then you’re prepared to share the best solution to solve it!
Solving problems is what you do. It’s better (and more patient-centric) than merely touting your benefits – those that may or may not be relevant to them. The more you know (them) the better your solution-to-problem accuracy.
There’s more to be said about buyer personas. Let this ruminate for a bit…and stay tuned for more on this topic.
How to Use Your Dental Blog as a “Home Base” to Engage Your Patients or Clients
Say what you will about having a dental blog. But your dental practice or dental business has an opportunity to capitalize.
According to Heidi Cohen you’re in a “renaissance” era for blogging.
“Blogging pioneers, Copyblogger’s Brian Clark and Problogger’s Darren Rowse, are leading the blogging renaissance. It’s documented in their discussion ‘Blogging is Back.’
They want to recapture the power and human essence of blogging, especially as an owned home base.”
Speaking of “home base.”
A high percentage of my work as a dental copywriter is invested in writing and/or rewriting webpage copy for dental practices or dental industry businesses. Another increasing percentage of my work is on the dental content strategy side of things – writing blog content for those who understand (by default or instinct) this “blogging renaissance” idea.
Yes, you need an engaging, conversationally written dental website. No doubt about that, my friends.
But building that “house” (so to speak) and not inhabiting it with ongoing, credible, and useful content (via a blog) can disconnect you from your audience.
Who’s your audience?
It’s those who search for information relative to their dental needs and/or questions. As I say to clients, “People aren’t looking to bookmark dental website copy or clamoring to read it…”
That said, they ARE searching online for answers to their questions about dental treatment, dental procedures, building their dental business, growing their dental group, etc.
Your “static content” (i.e. Your standard Home, About Us, Services pages) needs the support (now more than ever) of an active, consistently fresh blog and/or article page. Thus “home base” content that YOU own and that’s posted on YOUR online property (your website).
What’s wrong with social media?
Nothing, fundamentally. The exception is that it’s becoming more difficult for your business (including dental practices) to have, for example, a Facebook page you can effectively and profitably use without having to invest your valuable marketing dollars to maximize your reach.
What this means for you…is that you need an accessible, information-rich source of content your audience can consume consistently.
How to Use Your Dental Blog as an Engaging Home Base
1-Create and publish blog content that answers the core questions your “audience” is asking.
Start with needs. Your patient or client questions are a bread-crumb path to what’s front-of-mind related to your services.
They search…but are you answering?
“I have info on my Services pages…,” you say. Good, but remember that’s static content (meaning it rarely, if ever, changes or evolves).
Cohen highlights the 5 types of information your audience seeks,
- Product information
- Customer FAQ’s
- How to’s
- Product (or Service) styling or best-in-class practices
- Ratings and reviews
Answer questions via your blog posts that tap into those areas of interest. Use their language and speak to their emotional desires.
2-Publish dental blog posts consistently to establish presence and availability.
Consistency isn’t about being obsessive. It’s more about being present as a go-to source of useful information (content).
Know your audience and their needs. Again, this relies on your listening strategies.
Use social media listening by scanning your page feeds, comment history, etc. Open channels in your clinical and/or consultant and sales force zones – what are your assistants, consultants, etc., hearing or being asked?
Publish on theme.
For example, April is Oral Cancer Awareness month, Spring and Summer is wedding and reunion season. What are your patients thinking about during those seasons – prevention, improving their appearance, etc?
Post about the value of oral cancer screenings, preventive dentistry that decreases oral cancer risk. Publish content about teeth whitening, “professional whitening vs. DIY whitening,” porcelain veneers, dental bonding, etc.
3-Spotlight and re-purpose your dental blog content via accessible channels.
Post the content primarily on your “home base” (your dental website).
Use your email list to broadcast new and available posts. Do this when new content is published and to repurpose content that informs your patients or clients about relevant questions they’re asking (those theme seasons, etc.). Provide a blog post snippet with a clickable link to the actual, full post.
Publish an e-newsletter to your list using the full blog post as the content. Include links back to your website and use the newsletter format as another opportunity to share current promotions (do this without being salesy).
Start with these. Soon you’ll be capitalizing on the current blogging renaissance.
3 Strategies for Creating Dental Content That Prompts Action
The default approach when creating dental content could be having a negative impact on your desired response. Everyone does it, including you on occasion (or more often than you realize).
David Ogilvy nails the approach in his classic book, Ogilvy on Advertising:
“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product. When Aeschines spoke, they said, ‘How well he speaks.’ But when Demosthenes spoke, they said, ‘Let us march against Philip.’”
There’s more to creating compelling dental content than being “cute” or “creative.” It’s essential that you compel your reader, patient, or client to take action.
Sometimes that action is immediate: “I’m ready to schedule my next dental examination and teeth cleaning…”
At other times that action is a thought your reader has: “I like what I’m reading here. Think I’ll return for more…and schedule when I’m ready…”
Why do you take action?
It’s more than having a “want-to.” Action moves you in the direction of your emotion.
The same applies to your patients and/or clients.
I talk a lot on this blog about emotion. Again, this bears repeating:
“People buy things for emotional, not rational reasons.”
Here are a few approaches you can use to compel action via your dental content (without defaulting to creativity).
1-Create an image
I’m not talking about a photo or a stock image. It’s about compelling your reader emotionally by going for their jugular…I mean… their beliefs.
Your patients or clients function according to their core values. It’s their world-view, their desires, and their goals that propel them.
Tap into that with a more narrative approach. That is, give them an experience that tugs at their emotional core.
If you keep up with marketing dialogue these days you hear about “storytelling.”
Story “sells” not because it’s necessarily creative but because it creates an image of a preferable future or a problem solved.
The Wall Street Journal achieved $2 billion in subscriptions with a promotion that began as follows:
“On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, bother were personable and both – as young college graduates are – were filled with ambitious dreams for the future.
Recently, these two men returned to college for their 25th reunion.”
Got an image “burned” in your mind now? That’s what I’m talking about!
Get the rest of The Wall Street Journal promotion story here.
2-Build suspense (instead of giving away the “plot”)
If you come out “swinging” you’re likely to tire too quickly before your content or copy can gain momentum. Or your reader will be “onto-you” and bolt with a simple click off the page or on the “trashcan” icon.
Music has a crescendo.
Think: Queen’s Bohemian Rhapsody.
Speeches build to a powerful close.
Think: Martin Luther King, Jr’s “I Have a Dream” speech.
3-Assemble a “tribe”
Who doesn’t like the feeling of belonging? We love to group around shared values, experiences, and the collective watering hole where our decisions are influenced.
It’s about influence really.
The more your expertise gains a reputation for delivering value the more your tribe will increase.
By “tribe” I’m referring to those who find your dental content to be informative, relevant, conversational, compelling, and benefit-focused.
Picture a campfire or a circle of beach chairs within steps of the surf. Imagine the feeling of warmth and engagement that’s felt by two, six, ten, 100, or more…!
Tribes create viral responses. And viral results are the essence of influence.
Bottom-line: your dental content success is about the action your reader is compelled to take. Stir them to action and they’ll stick with you for the long-haul.
How to Win Minds and Emotions Through Creating Valuable Dental Content
Tom Brady’s Super Bowl LI comeback win was epic. And then there’s the drama surrounding his game-day jersey.
Creating valuable dental content helps you win the minds and emotions of your patients or clients. It’s vital that you protect that hard-won relationship.
The New England Patriots claimed their fifth Lombardi Trophy in Super Bowl LI. Quarterback Tom Brady overcame a points deficit that appeared impossible.
The victory was quickly overshadowed by the disappearance of his #12 game-day jersey during the post-game celebration.
“So what,” you say.
Keep in mind that a jersey Brady wore in 2014 sold for $57,000. It’s been said that his Super Bowl LI jersey could fetch up to $500,000 or more.
Value attachment
Hopefully Brady’s jersey will turn up and some lame, sticky-fingered fan will get their hand slapped.
But why the uproar?
Something has value according to its attachment.
For example, what’s the primary reason people will search, find, and read your dental content?
- Is it because you impress them with your use of technical language?
- Is it because you inform them of your latest state-of-the-art equipment purchase?
- Is it because you’ve created yet another can’t-be-missed-claim-it-while-its-available treatment offer?
Come on now, no one’s gonna sneak out of the “locker room” with any of those tucked under their arm. Where’s the value?
A core reason your patients, clients, and/or readers will search, find, and consume your content is…how valuable they perceive it to be in answering their question or solving their problem that led them to search in the first place.
How to Win the Minds and Emotions of Your Patients or Clients with Valuable Dental Content (Without Losing Your Shirt…er Jersey)
Ask
Start with the accurate assumption that people will share what they know, feel, like, and desire. The way you find out – ASK!
There’s a basic reason that marketing efforts fail. It has less to do with the specific strategy used.
It’s mostly the result of “talking” too much and not listening. The more you blast out promotion upon promotion hoping for a win the less likely you will (win).
Ask then listen.
Marketing can also fail due to inaccurate assumptions based on lack of information. And how do you obtain more accurate information?
You ask!
Ask probing questions. Get to the core of your reader’s mindset, problems, solution-desire, etc.
Ask intuitively. Listen to what your patients or clients are saying between-the-lines via conversations, phone inquiries, and reviews.
Ask directly. Think strategically about the questions you ask your patients or clients. Create questions (for available use) that deliver valuable information that you can build content around.
Remember that being asked for input gives one the feeling that you value their input. And when you follow-up with evidence that you listened (your content) their trust in you will deepen.
Answer
The most effective way to answer is NOT to sound like an “expert.”
Sound contrary?
It’s tempting to fall into technical industry-speak, corporate-speak, or “dental-ese.” You know, content that sounds like a CE course rather than the everyday, search language that your patients or clients use when seeking answers to their questions.
Reveal your expertise via conversational, compelling content that meets your reader where they live…not where you’ve been trained, schooled, or recently conferenced.
Be a resource.
Answer your patients or clients at an emotional rather than an intellectual level. They get that you’re the expert but that doesn’t mean you speak to them in terms only you and your industry colleagues understand.
Answer out of an abundance of understanding and empathy more than out of a wealth of knowledge. This will translate via content that’s conversationally written not technically challenging.
Answer your reader’s questions with compelling content that provides an immediate emotional benefit and an ultimate solution benefit. Your patients or clients will return to your “well of knowledge” when they feel that you understand them at a level deeper than their ability to pay you for your services.
That’s a value attachment you won’t mind someone walking away with.