dental industry email promotions
2 Core Content Strategies That Give You an Edge in Your Dental Marketing
Our soon-to-be six year old grandson lives every moment full of anticipation. And we love the satisfaction of being able to respond to his hopes for fun.
You’re in a unique position to be responsive in your dental marketing. And the satisfaction of your patients or clients depends on you being prepared with a core content strategy.
All our grandson had to hear was the word, “Zoo!” The mention of that word signaled what my wife and I already knew would make him happy.
It’s a grandparent thing. We know him. And we know what fills him with hours of joy.
Start with what you know.
When you know someone you’re in a position of leverage. In recent posts I shared the true value of your website platform (PC) and what leverage means to your authority (AC).
Knowledge also equips you to respond.
People expect a response these days. You send someone a text and if you get the “bubble” (indicating they’re reading it) on your screen with no reply you think – “Hey what’s the deal?”
Or you send an email or leave a voice mail. Hours…days go by and no reply. Wow!
Customer service rises and falls on quick, adequate, satisfying response.
Responsiveness rules.
Think of your patient’s or client’s digital (online) presence as a sort of third “ear.” It’s where you apply your responsive listening skills through the use of what let’s call “Responsive Content (RC).”
You’re essentially in the problem-solution “business.” People search for you and your services because they’re in pain (problem), lack knowledge about maintaining their health (problem), or perhaps lack the resources to solve either circumstance (problem).
Communicate where people are listening.
What’s the quickest way to respond these days? And where do your patients/clients access that information?
It seems appropriate to respond digitally rather than using snail-mail or direct mail. If you want to connect in real-time you can’t beat the digital response.
Two digital content strategies you must be prepared to use if you want to master a responsive reputation.
Work your email list.
The most abused and at the same time under-used responsive content (RC) tool you have is e-mail.
Why abused?
Because you could fail to understand the intrinsic value of permission. And if you have permission don’t discount what it means to treasure it as a trusted relationship.
Certainly, you know what it means to be spammed. If not, scan your email inbox and evaluate those who emailed you.
What’s their relationship to you?
Someone you requested info from?
Someone whose content you find useful?
And while we’re on the subject of “usefulness,” here’s how to get the most from your email promotions.
- Be untypical. Inform your readers via a relevant story, idea, or theme.
- Connect the story, idea, or theme to the action you’re asking them to take when reading your email content.
- Ditch the formality. Treat your email like a one-on-one conversation. Write the message in a way that sounds like a casual conversation with one person (your reader).
- Avoid salesy words and common cliches’. The quickest way to get your emails spam-filtered is to sound like your “selling” something. Think about your language.
- Invest in your subject line. The key to emails being delivered (not filtered), opened, and…drumroll…read…is your subject line.
- Share a benefit in your subject line that compels them to open it.
And #2
Connect with social media.
The key is connecting. I hesitated to use the word, “engage,” because it’s often overused and has lost its impact.
That’s sad since social media is really about engaging (there, I said it!) your patients/clients in an online conversation with you via your content.
There must be more to your social strategy than contests, promotions, and images of office parties (important, don’t get me wrong) or dental procedures. Keep your social media channels “human,” but don’t miss the advantage of having a (hopefully) growing “fan base” because of your content value.
- Link to your own relevant, useful content. This is the importance of having a consistently updated blog or article page on your website platform.
- Curate and share other valuable, helpful content that’s relevant to your dental practice, dental expertise, and dental products or services.
- Balance content with the occasional (and I emphasize, occasional) promotion. Social followers are numbed when every other post is about your latest “Like”-our-page-share-our-page contest for a free give-away.
- Avoid violating privacy issues. But don’t allow your fear to keep you from legitimately and effectively connecting with your patient/client base on social media.
- Review and respond in as much real-time as possible to comments or direct connections on your social channels. If necessary, designate, or better, hire someone to manage your social media content and communications.
Responsiveness gives you an edge in today’s digital marketing. And timing is on your side when your mindset is aligned with two of the most effective strategies.
3 Insights That Protect You from Being One-of-Those Dental Emailers
You know “that person you don’t want to receive email from…?” It’s the eye-roll inducing marketing cousin of Cecily Strong’s SNL (Saturday Night Live) sketch, “the girl you wish you hadn’t started a conversation with…” character.
A friend and colleague of mine received one of THOSE emails. And the take-aways are beneficial if you want to avoid being “the dental emailer whose list you wish you hadn’t added your name to.”
I could make this short and sweet by saying the fix is easy. “Unsubscribe!”
You and your readers have more power than you realize. So, you should think long and hard about the content you send (more on that in a moment).
Something amazed me when I worked at a dental practice. Patients would often whine about the email we sent about this or that.
They would often invest more time voicing their dissatisfaction for whatever reason than reading, deleting, or perish the thought, unsubscribing.
As Zig Ziglar would say, “Some people are born in the objective case in the kick-a-tive mood.” Translation: they’ll whine about anything.
Yet do they have a valid point when it comes to the email you send that invades their space (permission granted, of course)? And are you giving them a reason not to boot you to the curb via a quick click of the unsubscribe link?
Consider my friend and colleague’s experience your wake up call!
Here’s the subject line of the email she received:
“Hey, [FIRSTNAME], what’s wrong with your blog?”
I’m not kidding, that’s it.
First, the subject line is an attempt at being “cute.”
It typically doesn’t work because we’re accustomed to it…like we are hype.
When hype leads the way. I’m out and so are most readers.
I avoid people who come off this way. And I certainly don’t waste my time reading emails or any marketing resources that start a conversation with such a tone.
Which brings me to my second point.
It’s an attempt at being conversational, but it misses a vital element of that process.
I could say that to my friend/colleague in a subject line to her without question. Why?
We have a relationship. And that’s my point.
Evaluate the relational quality of your list.
- Are you chummy? (Can you talk about anything relevant with them?)
- Do they enjoy hearing from you?
- Did they ask to hear from you?
- Does the information or conversation you share with them help them with something they need?
And this is HUGE…
- Can you continue the conversation via email at any time, about any subject, and they look forward to hearing what you have to say?
Before you even get a second chance, you must understand this.
The content of your email communications are irrelevant if you haven’t earned the right to be heard.
I subscribe to a number of email lists. Confession time: I don’t read all of them.
In fact, since we’re cleaning the slate here – I occasionally delete some of them without even opening them.
The point?
Timing matters.
Not all email subjects – even from trusted, valued sources – hit my hot-button on a given day. You won’t always bat a thousand when you send an email to your list.
But you increase your batting average when they find your content helpful and useful more than they find it hype-ful (how’s that for a word?).
Assure that your email communications to your dental patient, client, or house-list are helpful not hype-ful!
- Share an oral health trend instead of the latest triple-your-savings offer of the month.
- Lead with a benefit – something that improves their life, health, etc.
- Be generous with information that serves them with no-strings-attached (e.g. “Like” our Facebook page to enter our contest, Refer a friend or family member for 10% off your next treatment, etc). Email your list just-because without an “angle.”
Trust still translates via email.
Scammers, spammers, and hyped up marketers have peed-in-the-pool long enough. It’s time to take back the valuable online territory they’ve fouled up.
It should go without saying that you’re trustworthy. And your email content is simply another way your character shines.
Patients, clients, and those you do business with will actually anticipate seeing you in their inbox if you’re a source of useful, beneficial content.
And these days it’s really about the information.
Profit follows trust.
3 Dental Email Marketing Strategies to End Inbox Overwhelm
Creative Commons
“Email is where keystrokes go to die.”
Wait! Don’t send email to the bottom of your dental marketing strategies.
But before you send another email it would help to understand the value of your efforts.
James Clear wrote about Microsoft employee and productivity expert, Scott Hanselman’s jolting perspective.
“Email is where keystrokes go to die. You have a finite number of keystrokes left in your hands before you die.”
It makes sense that you should value your energy. Yet what if you evaluated each word you type?
- Would it change what you wrote in your most recent email message to your list?
- Could you use those same keystrokes to create a message or blog post that will help your readers rather than potentially repel them with another in-office special?
A simple fly-over of your own email inbox will quickly remind you of how overwhelming content can become. It’s no surprise that you wonder –
“How do I get the most return from the emails I send to my practice, house, or business list?”
That’s a good question. And there’s a one word tweak I’d offer to shift your perspective slightly.
This slight shift in perspective could be the difference in the effectiveness of your email marketing strategies. It’s all about valuing your ability to influence people for the good you want to deliver.
After all, you’re a professional. Whether you provide dental services that transform someone’s health and appearance or you provide products and services that enable dental professionals to accomplish those goals – you have something to offer.
So…here’s the shift in focus I earlier mentioned…ready?
Every marketing strategy you use (email included)
is about the “give”rather than the “get.”
It’s a valid question to ask – “How do I get the most return…”
I’m in business just like you are. I have a finite amount of time (and keystrokes) to share my expertise with the world. So getting the job done is alright by me.
These days – and here’s the deal – it’s to your advantage to give something to get something. Patients, buyers, shoppers, clients (whoever we’re talking about) are over the whole in-your-face, hyped-up sales approaches.
Make Your Keystrokes Matter by Ending Email Marketing Overwhelm
1-Email is only as effective as your intention.
Amazing thing about your senses. Especially your sense of smell.
Isn’t it interesting how you can sniff someone’s intentions. This happens with marketing all the time.
A subject line can reveal a lot about the sender’s desired result. There’s been much debate about whether you should veil your intentions or cut to the chase.
The answer depends on your relationship with your recipient(s).
For example, if you’re accustomed to a bottom-line sales message, it won’t surprise you when a subject line introduces a can’t-miss offer. If you’ve purchased from them before and you’ve benefited from their product or service it’s no issue to you.
But if you’re not on that level yet…well…you feel the turn-off. Am I right?
Think about the email communications you’re sending.
Are they worded as if the reader is a satisfied user, patient, client, customer that you’ve established a trusted relationship with?
Or…
Are they filled with numbing, pitchy content that makes the reader feel like a list number minus any real connection with you?
Check your intentions at-the-cursor. Value the relationship you have with the reader first, and in many instances, long before you value their dollars.
2-Email is engaging when it connects emotionally first and economically last.
People put their money where their heart is. That’s not a trite take-off on a common idea.
This is one of the fundamental rules of selling –
“People buy things for emotional not rational reasons.”
These days it’s more about engaging than selling. I know…I know you’re tired of hearing about engagement.
Engagement this. Engagement that. I get it.
But don’t dismiss this trendy word before you realize its intrinsic worth to your email marketing.
If you want to connect with people, get their attention. And once you have it, respect it.
Don’t dumb-down or numb-down your connection with overkill on promotional hype.
Give your readers something that sticks with them from the first keystrokes you make.
- Tell a story in the first paragraph (the lead).
- Connect the story to their problem (the body copy).
- Reveal the solution via your service/product story to their problem (the close).
And don’t forget the all-important element…
- Compel them to open and read (engage with) your email content by crafting a short, catchy (not too cute or hypey), benefit-focused subject line.
3-Email energizes your reader when it does two things:
When it’s useful – avoid short-changing or duping your reader list. Give them something they can use every time you email them.
If you’re promoting a service or product connect that to a problem they have. Make your service/product the useful benefit to solve a common problem even if they don’t schedule an appointment or purchase the product/service.
Share links to other relevant content via colleagues’ or industry leader’s blog, YouTube channel, Podcasts, etc.
Give bonus paybacks just for reading your email – add them to an exclusive group for your next promotion (before the general public), allow them priority access to a specific treatment, service, or product feature.
When it enhances communication – remember, connect before you ask for something.
Take time (via an email or two…or three) before you invite them to do something. This reveals that you value them more than what they do for you.
Ask relevant questions to understand how you can help them via your services, products, etc.
Create new email content around answers to those questions (talk about maximizing the value of your “keystrokes”).
Ask before you tell or offer. Communication works better that way.
Make your words matter – every single keystroke.
3 Compelling Ways to Use Story in Your Dental Marketing Content
Stories have power. It’s why you enjoy a night at the movies or a compelling summer beach read.
And speaking of compelling – that’s the super-power element of effective stories. They compel you.
Your dental marketing content will succeed these days over the marketplace noise for one reason. And you should evaluate your copy and content by this emerging standard.
Story sells.
A recent post on Copyblogger compelled me to explore more deeply this whole idea of story telling content. I’ve been a fan of it for awhile.
The Copyblogger article carried me to another dimension in my future writing for clients. And it will do the same for you if you value having your dental marketing content stand out.
Sean D’Souza says your content storyline must have three core elements to compel a response.
1-The sequence – the events (points, ideas, etc) that build upon each other and create meaning.
2-The suspense – the drama of what’s happening, what’s up, or what’s approaching.
3-The roller coaster – the up and down and all around of good to bad to good, etc.
The reason story works.
A fair amount of marketing content is full of hubris. It talks about YOU, YOU, YOU.
Overused phrases like “state-of-the-art,” and “We’re proud to (announce this or that),” offer very little compelling value.
Where’s the story? And if there is one how does it benefit the reader?
Leaving out compelling benefits mutes your storyline. It’s like reading a clearance-rack biography or paying good money for a 1-star movie – boring and disappointing!
A story (your job: to find it – or hire someone who can – and tell it) has the advantage of a logical and compelling sequence of events. Add in some suspense and a roller-coaster of features and benefits to draw your reader in.
What does this have to do with dental marketing copy and content? Good question.
Enough “suspense.” Here’s the scoop.
3 Story-Intense Dental Marketing Content Tools to Compel Interest in Your Services
1-Case studies
These are story super-powers. A case study is basically a success story.
A dental case study would include a “villain” such as oral cancer, periodontal disease, bleeding gums, yellowed teeth, crooked teeth, etc. Your sequence of events would include the problem, product/treatment/service, and the solution story.
When a patient or prospective client finishes reading this brief success story they’re compelled to take action. Your offer is the action that will solve their problem and create a profitable outcome for you.
2-Blog posts
Appear regularly on your reader’s radar. Blog posts have viral capacity because they create a “what’s next?” response.
Read a compelling blog post and you’ll anticipate the next one. Blog content is evergreen and ever evolving.
Exceptional bloggers earn a spot on your newsfeed. You bookmark their content like you do a favorite passage in a novel or non-fiction book.
Your blog posts will move up the list of fave-reads when you add in story factors.
Keep your posts to between 350 and 500 words on average. Tease the next post by not giving away too much “plot.” Your readers will thank-you by returning again and again to follow your “story.”.
Blog posts build trust too. Become a trusted expert by delivering trusted content week in week out.
Eventually readers become patients, clients, or customers. They will buy/seek your services when you’ve proven yourself as a trusted source of expertise via your blog content.
3-Email
Email is a perfect (and overlooked) canvas for story based copy. Avoid jumping in with your promotion or facts that tip the reader that this is another sale-sy email.
Lead with a story. How?
Listen to culture, current trends, local events, your own experiences. Use these to craft a story that introduces your email.
Lead with a story in your email copy. The added drama will compel your reader to stay with you.
Two essentials – make a good transition from the story to the email purpose (promotion, information, etc.).
And…don’t miss this…
Write a subject line that prompts the email to be opened. Many emails fail at the inbox level because the subject line is anything but compelling.
An email subject line is like a movie trailer. It must move your reader to see the full feature.
Add some drama to your dental marketing copywriting and content. Use story to compel interest and your expertise will profit.
Which content “tool” do you most often use to promote your dental services?
Fundamental Reasons Your Dental Email Promotions Succeed
The hummingbird attracted to our patio feeder is a consistent creature. In a strange sort of way it’s habits remind me about the core value of dental email marketing content.
Our hummingbird friend counts on the ample supply of sweet, red colored sugar water we provide. Because it returns many times a day it’s vital that we not disappoint.
Email remains as a consistently trusted source of content delivery. In spite of its spam-able potential, your dental services will benefit from using it as a consistent list communication tool.
And speaking of benefits – dental email marketing success depends on your commitment to deliver useful, beneficial content.
Email copy smells like spam the moment you abuse it.
Avoid the hand-slap by remembering it’s a permission based channel – so don’t intrude on people’s in-box privacy unless invited.
- Include an opt-in request on all your business or practice forms.
- Simply ask new patients and clients for their email address at their first appointment/meeting or phone conversation.
- Word your request appropriately. Say, “Is there an email address we can use to contact you…?”
People are accustomed to digital communication. Like text messaging, email is an acceptable and normal channel in people’s digital world – so be unafraid to ask for the connection.
Their permission opens the door to casual, friendly, and consistent communication with you.
Well-crafted and well timed email content delivers useful information. Connect your dental email content to a service, new promotion, or timely need and measure the impact.
The hummingbird returns to our patio because he’s accustomed to our generosity. Patients and clients will respond to your email content as you consistently provide them a beneficial reason to do so.
Be generous with your offers and content value. Because you are, people will trust their in-box, time, and dollars to you.
Email loses it’s impact when it looks, sounds, and feels like every other sale-sy message that pings their in-box. Keep your dental email copy relevant to your reader and their needs.
Much of this sounds simplistic, I realize.
There are reasons an email is opened and there are reasons it compels a response.
For now…
- Adjust to using email more consistently to promote your dental services.
- Ask for the opportunity/permission to email your dental patients and clients every chance you get.
- Acquire trust with useful, beneficial, generous email content.
There’s an art to dental email marketing. Stay tuned here for more tips related.
What hang-ups or challenges do you have about using email to promote your dental services? Comment…