Why Content Marketing Can Help You Attract More Clients To Your Dental Clinic
There’s always demand for dentists but if you’ve been watching rival practices grow while you stagnate, perhaps it’s time to take a new marketing approach? We explore how small businesses can elevate their online presence and get more clients with content-based, multi-channel campaigns.
As a dentist, you’re a highly-skilled medical professional and you’re expected to be good at what you do – from putting patients at ease to delivering state-of-the-art treatments – all of which you’ve had the training for. But running your own practice requires more than just clinical skills, and most dental degrees don’t come with a marketing module!
Today, we’re looking at why working with a dedicated content marketing team is the ultimate done-for-you alternative to paid ads for dental practices.
The Content Key
Content marketing can help you improve your search engine ranking with geo-targeted copy that focuses on niche service offerings. While paid ads may drive short-term gains in exposure, you’ll know all too well that they’re unaffordable for most small to medium-sized businesses over the long term. Plus, those types of ads are vulnerable to ever-changing search engine algorithms. It's content that's the key to long-term growth.
Why It Works
Published branded content continues to circulate on the web long after an initial campaign has finished. These pieces position your business as a credible authority in your field and help build trust among consumers, attracting more site visits and customers in the process.
Go Loco For Local
If you run a dental practice in, say, Minneapolis, there’s no point trying to attract clients on the other side of the country, so giving your marketing a local focus is a great way to get patients you can actually convert.
According to industry data, over 46% of all Google searches have a local focus. This translates into affirmative action, with around 50% of 'Near Me' searches leading to store visits and an average conversion rate of 28%.
To capitalize on this momentum, you can target specific locations within a designated radius of your practice. For example, content headlines should reflect likely search terms such as 'Affordable Root Canal Dentist In Downtown Minneapolis'.
We spoke to content marketing specialists Ibex Media about their process and the advantages of working with a specialist agency.
They explained how keywords and locations are agreed upon during an initial discovery call and consultation with clients, which includes an assessment of their current web presence, competitor profiles, and identification of areas for improvement.
The Ultimate Content Strategy
There's so many platforms nowadays and so many different mediums to get a message out there that businesses often wonder what they should be focusing on. In reality, the stats prove that a multi-channel approach is best, so don't get hung up on one particular promotional avenue - variety is key. Here's what Ibex suggests a winning content campaign should include:
- News articles
- Blogs
- Podcasts
- Slideshows
- Infographics
- Social media reels
- Videos
An experienced content marketing team can ensure these assets are published across hundreds of high-authority, high-traffic websites.
What Topics Should The Content Cover?
Ideally, you’ll have a blend of sector-specific news, updates on service offerings, insights from industry experts, and customer testimonials, as well as contact information and links to booking forms and relevant web pages. Great content makes it super easy for prospective patients to find their way to your site.
A spokesperson for Ibex Media says, “The beauty of this method is that people are already searching for what you have, and this is just about getting in front of them at the right time.”
How Long Does It Take To See Results?
You’ll typically start seeing noticeable results within the first seven to ten days of a campaign, but the full effect of the strategy is commonly seen after a month or more.
Top Tip
While you can run one-off campaigns, the best results come from recurring weekly or monthly releases. The more content is out there, the more your business is getting the exposure it needs.
If you want your dental clinic to stand out among the competition, why not try a content marketing campaign? The easiest and most affordable way to build your practice long-term.
