For dental offices, digital marketing is essential to staying competitive. Using both an unpaid and a paid digital advertising strategy can be an effective way to stay in the game. “Paid digital advertising strategy” most often refers to internet ads—those ads you see in search results, either on the right margin or as the top 3 search results, also called Google’s “3-pack.”
For example, Google AdWords, a digital marketing platform, is a pay-per-click (PPC) advertising technique, which means you only pay when someone clicks on your ad. By developing a focused PPC ad campaign, you can drive targeted traffic to your website and generate more new patient appointments.
When utilizing digital advertising in your marketing strategy, it’s important to track your ad performance to understand which campaigns are converting—that is, which ads are actually getting new patients in the door. One way to do this is to use call tracking. This feature provides a dedicated phone number, making it easy to track how many calls and new appointments your practice received as a result of clicking on a paid ad.
Another part of your digital marketing strategy should be A/B testing, also called split or bucket testing. A/B testing is the comparison of two ads, landing pages, apps, etc. against each other to determine the highest performer. If you use Google AdWords you can execute A/B testing by making changes to the following factors:
DON’T: Ignore your target audience
Identify and focus on the target audience for your search engine marketing. For instance, two distinct target audiences for a dental practice are often:
Yes, the internet and social media is basically free to use, but gone are the days when it’s easy to get in front of your target audience on the World Wide Web. With all of the competition taking over the web space, investing money will help you not only get eyes on your content but will allow you to streamline and target who you are reaching, where they want to be reached.
Paid investments such as Google AdWords and Facebook advertising allow you to send a strategically-placed message to your specific target market at a time and a place where they are already spending their time.
A dental offices’ paid search strategy might involve targeting patients who are searching for teeth whitening services, emergency dental care, or pediatric dentistry to enhance their search engine marketing efforts.
DON’T: Skip social media
Engagement on social media has an influence on your Google ranking. The number of shares and the usefulness of content on social media can affect this.
People are highly influenced by a recommendation from someone they know, and social media is one of the best ways to leverage word-of-mouth advertising through ratings and referrals. Encourage patients to follow your practice on Facebook or Twitter and check-in by posting reminders in your waiting room or including it on appointment cards. On Instagram, encourage patients to “show us your smile” and tag your practice in their smile photos. Post videos on a regular basis and integrate personal content with dental-related information to increase engagement and help with search engine marketing efforts.
DO: Create quality content
The most important rule for marketing on social media is to create quality content that your followers want to see, matched to clearly defined objectives in alignment with your marketing strategy. If your objective is to find more patients, your content should reflect how your practice stands out from your competitors and utilize great reviews from past clients. On the other hand, perhaps you want to increase interest in your cosmetic procedures. In that case, provide content that makes patients aware of the services you offer. Always keep your target audience in mind your and make sure your content defines how your practice will meet their needs.
Consistent blogging can help to establish you as a thought leader and attract new patients by demonstrating that your practice has the knowledge and expertise they’re looking for to solve their particular problem. Ensure that your posts include keywords—dental practice, teeth whitening, dental impacts, for example—to improve search engine rankings. To find keywords, do a search for words or phrases related to your services. Google AdWords as well as keyword.io provides a Keyword Planner to help you find keywords. Or, you can ask for help. Once you’ve selected the words you like, you can add them to your content, working them into the title, text, and description of the post.
Examples of blog post ideas include dental tips, end-of-year reminders to use insurance benefits, issues your older patients should be aware of, and the different types of dentists and dental specialists, to name a few.
DO: Use a landing page to capture visitor information
A landing page is the destination of a lead that has clicked on your digital ad. Effective landing pages provide the lead with information promoted by the ad, info about your business, and a form where they enter information that your business wants to capture, and an effective CTA, or call to action. Examples of landing pages include:
It’s important to develop effective marketing strategies for your dental office, including search engine optimization (SEO) to increase your website’s online visibility. Improving your Google ranking is critical. Effective SEO can help you rank higher when people search the internet for your services. When searching for a new dentist, more than 70% of people begin their search on Google, but they rarely look beyond the first page of search results, so you want to make an effort to rank on the first page.
On-page SEO optimization is essential for targeting a local audience. Ensure that your website makes it clear where your practice is located. Include it on your homepage, your contact page, and other pages of your website. Identify and use keywords that will help reveal your dental practice in organic search results. In other words, you might seed your website content and metadata with words and phrases like teeth whitening, cosmetic dentistry, dental implant costs, and cost of braces. However, be careful not to overdo it. “Keyword stuffing” is not necessary
Use variations of phrasing to optimize for keywords. For example:
It takes time and effort to attract new dental patients. Ensure that you are deploying your resources in the most effective way for both organic and paid search by developing a strategic search engine marketing approach.
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For the past several years, automakers have experienced record sales growth fueled by discounts, rebates, and attractive financing terms. Consumers who have held off on buying a new vehicle during the recession—the average vehicle on American roads is 12 years old—may be motivated to help dealers continue the trend of sales growth in 2017.
Along with rollbacks in regulations, a cut in corporate taxes, and new investments in infrastructure, the auto industry could be poised to reap the benefits of an improving economy. This is not to suggest that dealerships can relax, however. Continuing the trend of sales growth will require savvy marketing to stay competitive.
We say “may” and “could” because more than ever, consumers have access to a tremendous amount of information and knowledge. It’s essential that your car dealership marketing taps into this information flow. You need to produce relevant and useful content you need to consistently connect with consumers to increase awareness, create desire, and influence purchase decisions through convenience and offers.
Even in the age of digital marketing, direct mail remains a powerful way to influence consumers. Direct mail pieces that use rich images are more likely to attract your customer’s attention. Additionally, consumers are more likely to respond to direct mail advertising that includes information on options, financing, and leasing information, as well as special offers.
Use direct mail to send current offers to surrounding neighborhoods or target car owners of vehicles that are over 5 years old. With direct mail, you can promote special offers inside a mailer like the Valpak Blue Envelope®, on an oversized postcard, or even in a circular that displays severals models in your inventory.
Don’t underestimate the importance of online reviews. Millennials, in particular, rely on reviews from their peers when making purchase decisions. It’s important to monitor your dealership’s reviews on Facebook, Google, and other platforms, as well as to follow up with replies. Good reviews are valuable. Use them as testimonials on your website, on social media, and in your advertising materials.
Video has become a powerful marketing tool. Consumers are increasingly turning to video for information on brands and products. Develop a video marketing plan to use on your website and on social media. Your dealership marketing video doesn’t have to involve a professional videographer. Consider taking a video that tours a new automobile model from the buyer’s view, pointing out unique aspects of the vehicle.
Online car shopping is more prevalent than ever. With competitors like Carvana.com, Carmax, Autotrader, and other surfacing online sites, it’s imperative that your dealership website is constantly updated to reflect actual inventory, current prices and offers, financing options, live chat, home delivery options, and more, in order to compete with the changing terrain.
Finally, keep in mind that consumers want a smooth, easy experience when purchasing a car. Use technology to streamline and improve the finance and insurance process. Your marketing materials should emphasize your dealership’s easy car buying process and provide some specifics on how you’ve implemented new strategies to get customers in and out of the dealership quickly.
By leveraging new technologies, as well as more traditional marketing methods, dealerships can stay competitive and be well positioned to compete in a market that may experience a decline in sales following eight consecutive years of growth. Today’s car buying consumer maintains high expectations for connection, response, trust, and reliability. You can help meet that need through timely and effective marketing.
Hustle and negotiation will remain a critical element of growth, but effective marketing will enable dealerships to leverage an improving economy and the easing of regulations to continue the positive sales trends of recent years.
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It won’t be much longer before it’s the second Sunday in May and your customers are celebrating another Mother’s Day. This represents a major opportunity to increase profits—after all, there were 85 million moms in the US in 2016, and more than $21 billion was spent on the holiday in 2015. Your advertising campaign can go a long way toward tapping into that, while also strengthening your relationship with your customers.
In today’s post, we’ll discuss tips on how to approach this holiday and share five Mother’s Day marketing ideas you can use for this year’s campaign.
Not Just Flowers and Food
When it comes to buying gifts for mom, there’s the gifts that everyone expects: flowers, food, and jewelry. But the truth is, there’s a lot of room in holiday spending for a mother-load of other options. After all, while 67% of consumers bought flowers for Mother’s Day that only represented a little over $2 billion in spending. Only 35% of American consumers spend on jewelry for the holiday. The average spend per customer was $172 in 2016.
That means one of the places customers spend for Mother’s Day could be your store, no matter what kind of store that is. In fact, 27% of Americans will shop for their gifts online and another 23% plan to spend at a small or local business. Nearly 30% will shop at specialty stores, and 55% will be looking for special outings. If the holiday isn’t cornered by a particular market or kind of store that means it’s going to come down to your message and the value that you’re offering.
Be Emotionally Creative
It’s important to remember that Mother’s Day is an emotional holiday. While emails that feature “Mother’s Day” as the opening of their subject lines see 16% higher engagement rates, those that evoke emotion see 21% higher open rates in the critical weeks leading up to the holiday itself. Furthermore, 63% of American moms want gifts to include quality time with their families, while a quarter of them want a “gift of experience.”
Essentially, it won’t be enough to declare something is for moms and slap a discount on it. Moms—and the people shopping for them—are looking for something significantly more meaningful. Take the 2016 #OneToughMother campaign from Teleflora. Yes, the industry is one typical to Mother’s Day, but the approach is a powerful one that any industry can learn from. It speaks to the dedication and sacrifices mothers make, acknowledging them with the respect they deserve while stirring a sense of affection and gratitude in their children and spouses.
Marketing Ideas You Can Use
While the most common techniques used for luring in shoppers for Mother’s Day are free shipping and price cuts (55% and 44% respectively), they don’t do much to elevate your brand above the other marketing noise. Take advantage of these five Mother’s Day marketing ideas to set your brand apart and capture the attention of moms and shoppers alike.
Costs per impressions, or CPMs, are actually highest in the two weeks leading up to Mother’s Day, so it’s not too late to develop or improve your holiday campaign with our Mother’s Day marketing ideas. No matter what kind of industry you operate in or what kind of store you run, there’s going to be an effective promotion to help generate engagement and lift sales.
Develop Your Mother’s Day Marketing Strategy Today!
Need help? Valpak can help you promote your Mother’s Day offers using print, digital and direct mail in our 2017 Mother’s Day themed promos. Contact your local Valpak Marketing Coach for details.