As a dentist, or an owner of a dental firm, a large portion of your business comes organically through word of mouth and local communities.
For some dental practices, local competition can be pretty high, and generating new clients through paid campaigns can be difficult and costly.
In order to successfully grow your business and generate new dental clients, you need a solution that is more cost effective and yields a higher ROI for your marketing dollars.
Enter content marketing.
The Benefits of Content Marketing for Dentists
To keep it short and sweet, content marketing is the process of attracting organic traffic and nursing your leads through the marketing funnel with custom content that is relevant to their needs.
Content marketing comes at a discounted price when compared to some other online marketing strategies such as PPC, especially when it comes to improving your local search rankings in such a highly competitive industry.
In fact, content marketing for dentists generates on average 3 times more leads with just 32% of the marketing budget.
On top of that, applying the power of content marketing to your existing online marketing efforts such as PPC campaigns has been shown to convert more leads, sometimes leading to 300% more clients from the same campaigns.
So how is this possible? And how can you get started with a content marketing strategy for your dentist’s office?
Content Marketing Strategies for Dentists
As a dentist’s office, there are a few strategies that you will want to focus on in order to see the best ROI from your content marketing efforts.
1. Create High Quality Content
There is no getting around it, you have to create top of the line content for your industry in order to become one of the thought leaders in your space and generate more website traffic from your content marketing campaign.
This means that you can’t just make content because it is the thing to do. Too many firms in the professional service industry such as lawyers, real estate agents, accountants, etc… spend the time and the money to build content, but have no strategy behind it.
They produce a 600 word article a few times a month, and call it a day. Put simply, if you want result , and you don’t want to just waste your money, you are going to need to put more effort into your content strategy than this.
So how do you get there?
Well, there are a few things you want to focus on in order to make sure that your content is effective, and better than your competition.
Research Your Competition
First, you need to understand what your competition is putting out for content.
There are many ways that you can research your competition’s content marketing strategies in order to learn more about what works and what does not. These techniques are pretty in depth, and involve the use of multiple content marketing tools, so we wrote a whole guide on it here.
We also offer free competitive analysis and content marketing analysis for dentists offices.
Contact us in order to learn more about how we can help you make the best content in your industry.
Our experts will talk you through our findings and help you to create an effective content marketing strategy for your dentist’s office.
Identify Content Gaps
Once you have done the research on your competition and their content, it is time to find some gaps in the industry.
A content gap is an area of your industry that other websites seem to be lacking information on, or that they fail to capitalize on.
For instance, perhaps all of your competitors have a blog about the best ways to keep cavities away.
However, upon further research, you realize that each one of them is dull, similar, not interactive, and does not engage the user properly.
Once you have identified a few common pieces of content like this, you can easily craft a content strategy around what your competition has to offer, in order to quickly gain ground on them in the rankings for important search traffic.
Identifying content gaps is also quite the process, and there are many awesome techniques and tips you can use to help thin out the herd and really hone in on what your competition is lacking on.
Create Buyer Personas
Regardless of what industry you are in, you need to know your customer.
For dentists, your customer base can be broad if you run a general care facility, or very specific if you have a more niche practice like performing crowns or pediatric dental care.
From our experience, dental practices typically have audiences that can then be broken down even further to make specific buyer personas.
A buyer persona focuses on the specific demographics of your audience from age to income to number of children and more.
Creating buyer personas is absolutely paramount to the success of your content marketing efforts because it allows you to specifically focus blogs and pages of your website to customize them exactly for the reader.
This allows you to engage them in a more personal way, which establishes trust, and increases your chances of converting them into clients while guiding them to the next stage of the sales cycle.
For example: One of your target clients is a mother and father who now needs to get braces for their child who is around the age of 12. They need to find the right dental care and are looking for a comprehensive solution for their entire family, to switch from their old dentist.
By creating a buyer persona for this situation, you can now create content around the problems they face, the questions they have, and the ways you want to market to them.
One thing you want to try to avoid with buyer personas is making them too specific. Starting with 5 to 6 is plenty in order to get started with your content marketing strategy for your dentist’s office.
If you are interested in learning more about how to create buyer personas, check out this comprehensive guide we made.
Establish a Specific Goal for Each Piece of Content
Now that you have your buyer personas in place, and your content gaps identified, it is time to create your content.
Each piece of content should have a specific purpose, such as:
Depending on the subject matter that someone is reading about, they will be at different stages of the sales cycle. You want to have a solid understanding of this when you start producing content.
By establishing an ideal path for each buyer persona on each piece of content, you can increase your conversion rates and click through rates tremendously.
Answer Questions With Your Content
The biggest piece of advice we could give any business owner looking to get into content marketing is to answer questions that your audience has with your content.
This serves a few purposes:
While it may seem hard at times to find out what your audience is asking, there are dozens of content marketing tools you can use that make the process surprisingly easy.
We have our own question generator tool, which helps you to find out what questions your audience is asking on Google.
On top of that, we created this comprehensive guide to finding out what your customers are searching for on Google for business owners who are looking for new content ideas.
2. Use Video to Your Advantage
Video is quickly becoming the primary type of search traffic in the world.
In fact, according to Google, 72% of all internet traffic in 2017 was video related, with an estimate of 80% by the end of 2018.
On top of this, DemandMetric found that putting videos on your landing pages and service pages helps to increase conversion rates by over 50%.
BrightCove also reported that adding video to your pages and blog posts helped increase organic search traffic by 157%.
Lastly, VidYard reported that companies which used video in their content marketing efforts grew revenue 49% faster than those who did not.
Needless to say, video is now the elephant in the room. So, if you want your dentist office content marketing efforts to be as successful as possible, you need to begin implementing video into your strategy.
Where should you incorporate video?
The best place to incorporate video content for dentists is on the home page and service pages.
These pages generate the most traffic, and also are the most likely to convert, so it is important to focus on them first.
Also, fitting video content into your blog posts will make them much more shareable, and also increase their chances of driving traffic to your landing pages and service pages.
What should your video content be about?
Depending on the page it is on, your video content should vary in its subject matter.
For home pages and service pages, you want to display your brand, your mission, your success and expertise, and how you provide value to your clients.
A huge part of being efficient with video is utilizing your testimonials to your advantage, which we will talk about later in this article.
For blog posts, you want your video to summarize your blog content, and then add a bit of extra value through visual aids and expert explanations.
This will establish trust and build brand awareness for your next touch point.
For those looking for ways to use video to your advantage in your content marketing strategy, we created this guide to growth hack YouTube.
3. Focus On Improving Local Search Results
Local search makes up the meat of most dentist offices’ online search traffic.
This can make for some insanely high competition areas.
When this is the type of environment you are in, you need to be resourceful and deliberate with your content marketing strategy in order to rank higher than your competition for local searches to scoop up that important traffic.
So how do you improve your local SEO as a dentist?
Let me make this as clear as possible:
Local search results are directly influenced by reviews. In fact, they are one of the most important local SEO ranking factors.
So, each review you get has a DIRECT IMPACT on your bottom line. Period. This is not up for debate.
Go ahead and make any local based search like, “donut shops near me”. Aside from the first few paid search results, the rest of your local listings will always be assorted by their relevance to the user.
Google indexes those with high amounts of quality reviews first, because they are most likely to satisfy user intent.
As a result, you want to get online reviews from your existing and old clients on your Google My Business account.
If you do not already have one of these, they are entirely free to make.
Once you have created one, you will want to come up with some sort of incentive plan for your clients to review your business.
Local Business Directories
Local business directories help Google to verify your site’s legitimacy over time. If you are listed in multiple dentist directories, along with major review sites like Yelp and Yahoo, your site will naturally rank higher over time.
You want to make sure that you are linked to any of the major industry directories you can find, but that you do not link to ones that are poor in quality, as this can have a negative impact on your site.
Paid Advertising Campaigns
At the end of the day, content marketing works best when you combine it with paid advertising campaigns such as Google AdWords and Facebook Ads.
This is because it allows you to target people from both sides of the online marketing process – inbound and outbound.
People who are reaching your site through your content are likely searching for answers to their questions or solutions to their problems.
People who are reaching your site through paid ads are searching for higher converting phrases like “dentists near me”.
By adding content marketing to the mix, you not only begin to build your organic search traffic, but you are able to convert more on your paid traffic by sending them to additional content that is relevant to their needs, building trust and increasing their likelihood of converting into clients.
From here, you can use amazing tools like the Facebook Pixel and Google’s tracking tool in order to track the people who have visited your site, and retarget them with additional content marketing campaigns in the future.
Adding more touch points drastically increases your likelihood to convert your search traffic into clients for your dentist office, and also builds brand awareness. On top of this, retargeting ads are often very effective and cheap compared to the first time around.
4. Leverage the Power of Testimonials
As we touched on earlier, testimonials are a very powerful form of content marketing that every dentist should be putting to use in their online marketing strategies.
In fact, they are so powerful that some studies report increased conversion rates as high as 380% from using testimonials on service and landing pages.
Imagine the impact an increase in conversions like this could have on your business?
The beauty of testimonials is that they are generally pretty easy to gather, and that they always build brand awareness and trust.
The best way to leverage the power of testimonials in 2019 is by creating videos where your clients speak about your services.
Spending a few hundred dollars on a video and getting it implemented into your content strategy could potentially triple your amount of conversions, and double your search traffic.
5. Optimize Your Landing Pages
Landing pages are the last line of defense for your business – well, really they should be the first line of offense if you make them right.
What I mean by this is that you should want to fine tune your landing pages to the point where they convert on a very high percentage of the leads that are funneled there.
You want to be driving as much qualified traffic to these pages as possible, and you want to make sure that once you have finally gotten people to go to these pages, that you make the most of it.
In order to do this, there are a few content marketing tips we recommend using in order to make the best landing pages for your dentist’s office.
Use the Best Landing Page Layouts
Have you ever been to a website’s landing page and noticed that it looks almost exactly the same as about 90% of the landing pages you have ever visited?
Isn’t this curious? Well, there’s a reason for it: some layouts work best.
At the end of the day, we all read left to right. We are all attracted to visuals first. We all associate certain things with signs of quality and trustable brands.
As a result, there are some certain alignments you should look for when it comes to your landing pages.
Overall, there are dozens of things you should try to include in your landing pages, that would take a long time to explain.
That’s why we made this comprehensive guide to making the best landing pages.
Take Your User’s Path Into Account
You have to remember, other than the people who are clicking on your paid ads, most people will be arriving on your landing pages from a specific path. Perhaps they are coming from a blog post.
Some others may be arriving from a social link, while others arrive as a result of directories.
Taking your user’s path into account will help you personalize the landing page to reflect where they are at in the sales cycle.
This will improve your likelihood of converting them into clients and also lead them gently into the next step towards a sale.
Creating Unique Landing Pages for Each Buyer Persona
Much like taking your user’s path into account, creating landing pages for each buyer persona in your audience allows you to improve your chances of converting leads by providing them with custom content relevant to their situation.
This is something you should absolutely do if you are looking to maximize the results of your content marketing campaigns.
Content Marketing for Dentists – Wrapping it Up
Content marketing is essential for dentists. Local competition is often hard to master without a proper strategy.
By implementing content into your online marketing strategy, you give your business the best chance to generate more clients from your leads, and build organic search traffic over time.
This plays an important role in both branding and sales.
In order to learn more about how you can implement content marketing into your business, check out our content marketing blog for more important updates, guides, statistics, strategies, and more.
For one on one assistance from a content marketing expert, please contact us. We work with dentists to help them convert more leads into clients, and reach a larger audience with high quality content. Our experts can help you:
Give us a call today for a free one-on-one content marketing consultation.
Cody Marchant is the owner of Poofnewsales.com He’s a content creation specialist who has helped 100’s of business owners create content that increases organic traffic for their websites.