FROM LEAD MAGNET TO CONVERSION If online marketing is your vehicle for new patients, then your website is the garage. A patient’s journey with your practice starts and ends with your website. Even with this understanding, many dental practitioners can’t tell you anything regarding their web presence. They don’t know their demographic, how many leads they are getting from it, or how to use it for marketing. Which brings us to our first Gem. Hiring someone to manage your website is a great place to start if you feel intimidated by the mechanics or time investment required. From there, you can have that team member set up what we call a lead magnet. I like to start with a free giveaway, such as an e-book, brochure, checklist, or cheat sheet — some marketing material that adds value to their lives. For example, when a potential patient logs on to your website, you can have a “10 Things You Should Know Before Implant Treatments” article. From that article, you can capture that person’s email address and add them to your database. That lead magnet — the article — helps you gather the necessary information to market and place them into what’s called a funnel. If you use online ads, these funnels can be explicitly targeted to what patients are searching for on the internet. NOT JUST ANY PATIENT Blindly taking shots in the dark to try to generate leads is no way to approach your practice. Our second Gem is to use Google Ads to target your ideal patient. By setting up an AdWords account, you can develop strategies to collect leads and place them into specific marketing channels based on their search criteria. For example, if a client is searching “dental implants” on Google and your ad comes up, you’ll know that’s precisely what they are looking for. From there, you can target your marketing directly to that patient. But AdWords is more than just a way to target your services. You can also target specific demographics that fit the mold of what you are looking for in a lead. THERE’S A SYSTEM FOR THAT Slick marketing tricks are always fun to talk about, but while everyone loves to talk about unique ways to find new patients, no one wants to focus on the system needed to make these tactics successful. Just as with every Gem we present, online marketing needs an efficient system to make sure it’s successful. I recommend starting with a good CRM tool. For those on a budget, HubSpot offers a free service you can use that will help you with the basics. These Gems are just the beginning. SEO, social media, text messaging, email marketing, and newsletters are all ways you can expand the reach of your practice. Set up a call with your Gems Concierge today and see how you can start using the wide world of digital marketing.
Digital Marketing Is a Gold Mine Full of Untapped Gems
By Jeff Anzalone, Certified GG12 Coach
Online marketing isn’t a subject they teach you in dental school, but there may be no better way to grow your practice than by utilizing this Gem. Every practice has a revenue-generating machine at their fingertips, but they don’t know how to use it. I came across a practice a while back that was losing patients to another dental office over 100 miles away. When we broke down the reasons people were leaving, the rationale was maddening. Patients were going to the other practice to receive a specific treatment with the misunderstanding that the dentists I was working with didn’t offer it. Why? One practice marketed online, and the other didn’t.
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