For some dental practices, having a marketing budget can be too limiting. Whilst business planning and close financial control are vital, dispensing with the idea of a fixed marketing budget represents a fundamental change of thinking. Firstly, it starts with seeing marketing as an investment, not a cost. That’s a mindset change.
So, what is the alternative to setting a fixed marketing budget each year?
Start by calculating the average value of an “ideal patient”. That may be a multiple implant patient or it may be a new Invisalign patient. Then it’s simply a case of working out, based on the margin you need to achieve, what you can afford to spend to acquire each new patient, by treatment type.
Smile PayPerLead is a service that enables dental owners to allocate a fixed amount of money each month that guarantees the new leads and cases they require to grow their businesses. So for example, in planning 2021, instead of setting an annual marketing budget, principals can plan how many new cases they want and this translates into how many quality leads they need each month (at a fixed price for each) and how many need to turn into fee paying patients, to achieve the target .
For alternative ways to look at marketing planning and filling surgeries with “ideal patients”, contact us.
Being launched by the end of the month, this newly devised service focuses on generating enquiries for higher value treatments such as dental implants, All-on-4, full mouth restorations and smile makeovers.
As an alternative to the traditional way businesses pay for Google Ads; that is a monthly management fee plus a daily clicks budget, Smile PPL involves dental practices simply paying for high quality leads.
They simply request how many leads they would like per week or month and pay a fixed fee for each.
Contact us http://leads.smiledentalmarketing.co.uk/ or call Trevor or Steve on 07974 748550 to find out more.
For all dental practices, it’s important to decide who are your ideal patients.
Where do they live?
What kind of service do they expect?
Are they young, older, male, female?
Are they affluent, price sensitive, looking for a dental ‘package’ e.g. a membership scheme?
Are they in certain jobs like airline stewards and stewardesses, actors & actresses, business people that do presentations or public speaking, teachers or in other professions?
Last but not least, at what life stage are they? Are they about to get married?
Have you ever considered how many people are getting married in your local area in 2016?
What if we told you that you could directly target these people with tooth whitening, other cosmetic treatments or even braces if far enough in advance?
Well you can!
There’s plenty of benefits to approaching this section of the market:
- Everyone wants a perfect smile for their big day
- Brides, grooms and bridesmaids all want to be camera ready
- It’s all about having great photos as well as the memories
- They have a wedding budget of (average in UK) £24,000*
- People will spend more on a wedding cake than the cost of teeth whitening!
If you’d like more information about creating perfect wedding day smiles for your local area call us on 01626 897 713 or email us.
Your dental website cannot contain all of the details about everything you know without losing its overall effectiveness as a key communication to patients and prospective patients.
One of the best things about a blog is that the small, focused nature of each article allows you to expand on one specific aspect of dentistry and go into detail about it.
Most blog set-ups will allow you to categorise each one so that people can find the articles on a specific topic easily.
Blogs are the ideal platform to show not just how much you know about dentistry in general, but how in-depth your knowledge is about the areas of dentistry that interest you most.
Having a store of good quality dental blogs can answer questions that your patients have and follow up from specific conversations either with them or staff at the practice.
Sharing your dental knowledge on your blog will help to ensure that patients feel they have a truly skilled and experienced dentist.
Google’s Algorithm Updates Explained
Panda, introduced Feb 2011, hits weak and duplicate content and stops them from appearing in Googles top search results. This increased the ranking of news and social networking sites as they are content heavy and regularly updated.
Panda is occasionally updated – in one instance to help small business websites do better within the Google search.
Penguin, introduced April 2012, hitting unnatural links that don’t follow Google’s quality guidelines. Whilst Panda is getting softer over time on it’s work against poor content, Penguin is getting stricter. This shows that Google is gradually lowering its tolerance of webspam. Black hat SEO tactics have been targeted e.g.:
- Keyword stuffing
- Link schemes
- Cloaking, “sneaky” redirects or “doorway” pages
- Purposeful duplicate content
Hummingbird, introduced August 2013, is about Google being able to catch users’ actual search intent and find the content that matches this intent the best. Using semantic search it works out the context of the search query, not just the individual terms.
Hummingbird is more than an update, it’s a new algorithm to ensure that Google understands your entire sentence, not just the words you used.
Pigeon, introduced July 2014, aims to provide more useful, relevant and accurate local search results by connecting web search and map search in a more cohesive way.
While it hits local businesses, Pigeon is also a unique animal because it allows Google to adapt to our behaviors and uses location and distance as key part of search strategy.
For more information about SEO tactics and creating great
web content get in touch via email or phone us on 0845 287 3051.
A great way to create trust in your brand is by asking patients for testimonials.
It costs nothing and can sway potential patients to visit the practice when they see other people like them have had a good experience in the chair.
You could email your patient list, ask patients when you see them for their appointment or have testimonial cards on your reception desk and encourage patients to share their thoughts.
Here’s some examples of our recent testimonials:
Great service….we launched our practice and August 2014, Steve and the team looked after our marketing needs from flyers through to referral packs. They were efficient, competitive and the end result was of a very good quality.
Parmajit Kaur Athwal | Wightwick Dental Practice
I have worked with Smile Marketing for over 5 years as regards marketing all 6 of my practices and the results have been that each of my practices’ turnover has increased by over 10% each year. It’s nice to work with a marketing team that has a thorough understanding of dentistry.
Dr Mitesh Badiani | Devon Dental Centre of Excellence
Dental Awards Winner | Dentist of the Year
Not sure how to best to approach patients for testimonials or not sure what to do once you have them? Get in touch for a no obligation consultation.
A blog is a ‘web log’ – effectively an online diary about your business. There are some very good reasons for your practice to have a blog:
- It’s a great way to keep your patients up to date on details of your practice that are too long to tweet
- It helps your websites SEO as you’ll be updating your website every time you write a blog
- You can write detailed articles on hygiene, how to floss or anything that you feel would benefit patients
- To keep your patients up to date with the practice, staff and new treatments
If you are going to create a blog for your practice you need to do the following:
Host the blog on your own domain. (For example – www.YourBusiness.com/blog). Whoever set up your website can easily add a blog for you to use. Alternatively you can open a WordPress blog and have a link in your site navigation that directs people there.
Thinking of something interesting to say each time you blog is the tricky bit. You need to be able to write good content that will be interesting for your patients. They won’t read a long sales pitch.
Keep it up! Posting on a blog once is pointless, you may as well have just created a webpage for that post. You can write about anything related to dentistry, your practice or your local area, for example:
- Jenny our dental nurse is going on maternity leave and will be replaced by Kim
- Did you know? (you should brush for 2 mins, you need a pea size amount of toothpaste)
- A coffee morning for charity will take place on 26th May at 10am – there will be cake!
- How to floss like a pro
- Our new implantologist
If you like the idea of a blog but need more direction and assistance in the set up and management then get in touch.
From the very start of my marketing career it became apparent that direct response marketing was a crucial component of business; that is to test, measure and ensure that your marketing activities are judged in terms of ROI.
The internet has moved measurable marketing on in leaps and bounds, e-Newsletters, blogs and social media all add to the range of marketing that can be measured accurately and instantly.
Also, SEO, Pay Per Click (Google AdWords) and Blogs (like this one!) are tried and tested ways to drive traffic to your website but some techniques are even more targeted.
Re-Marketing allows you to keep communicating with the people who visit your website but leave without using your contact form. This is used extensively by property search sites and houses you have checked out follow you around the web.
By the same token, for dental practices this is an opportunity to cost effectively win high value patients, who are perhaps researching a specialist treatment they are considering, for example dental implants, lingual braces or root canal therapy. It’s a great breakthrough, highly measurable and can be tested by small and large practices alike.
To explore the marketing options for your practice, contact us for a no-obligation chat.