Audit your dental marketing campaign to eliminate these common errors.
So you have a digital marketing campaign up-and-running for your dental practice? Perhaps most of it is ‘DIY’ on the back of advice you may have gleaned from the Internet, or perhaps picked up at a dental seminar or similar. Sometimes those types of overviews make it seem simple to do, so it can’t be too tricky can it?
Maybe you’ve seen good results in a couple of areas but not in others – and can’t really work out why some of your initiatives just don’t seem to get off the ground?
This is all too common and will invariably result in you losing time and money. Without experience of what works and what doesn’t and how to adjust and adapt when things go wrong, it’s easy to get bogged down and simply keep throwing good money after bad. In circumstances like this it’s worth biting the bullet and seeking guidance from an experienced dental marketing professional as what they will save you will easily outweigh their fees – their knowledge and experience should get you back on track quickly. With this in mind, here are six of the most common mistakes we see in home-spun digital dental marketing campaigns.
Failing to embrace “mobile-friendly”
It’s hard to understand why, but we still see dentists persevering with outdated websites which are not mobile friendly. Even with Google publicly announcing that you *need* a mobile optimised site for better search ranking as well as better user experience, some practices still persist with old technology. With over 50% of all web traffic coming from mobiles devices and users insisting on a seamless experience across all platforms, a mobile-friendly site is an absolute must. If you haven’t switched yet, then really you must.
Shouting into the wind with social media
This isn’t to say that social media is bad, it certainly isn’t and can be extremely useful if resourced correctly. But more often than not we see dentists set up several social media accounts and then only post infrequently to a near nonexistent audience. Frankly a waste of time. “Social” is important to build brand awareness and “social proof” and can also generate useful leads. However you have to put time in to get the benefit out. With Facebook pushing “pay to play”, you will also need to allocate a suitable budget to ensure that your content actually reaches your target audience. This is certainly an area where you should consider using a marketing professional, as it’s very easy to waste lots of money with DIY social media campaigns.
Annoying your email subscribers with ill-considered content
Targeted, useful emails sent to consenting subscribers are excellent for helping to maintain existing clients links and for promoting new products and services. However, it’s easy to go too far and really annoy your subscribers to the point where they simply unsubscribe. If you do this, then basically you are spamming them. So by all means set up and nurture you email marketing list but when you send your content, please ensure the following:
- the recipients have give consent
- the information you provide is informative
- you don’t send too frequently – don’t be a spammer!
- keep it relevant and without too much “selling”
“I don’t need to blog”
We hear this regularly – dentists suggesting that they don’t have the time or inclination to blog and also that they can’t understand the benefit of it. Blogging is essential to help with SEO, to build credibility amongst your patients and peers and to bring fresh and interesting content to your web presence.
Only focusing on getting new patients and neglecting the existing ones
This one is right up there in the list of common mistakes. There is often a clamour to seek out new patients, with all types of marketing techniques in place, but very little done to nurture and encourage existing ones. More often than not it’s a simple 6 monthly, impersonal recall text. Looking after your existing patients (and ethically up-selling new treatments) can be as simple as providing a regular e-newsletter, waiting room videos and promotional literature. Couple this with trained staff who proactively nurture their existing patients, and you’ll dramatically reduce your patient churn rate and hopefully increase treatment revenues too.
Failure to seek reviews
As we’ve mentioned elsewhere in this blog, patient reviews are vital. This is for SEO (particularly entries in the local/map results) and also for demonstrating your value to potential new patients. This type of “social proof” is what everyone seeks out these days, before they purchase new products or services. Fail to seek reviews at you peril! This is another area where an experienced marketer will be best placed to guide you.
For sure we all make mistakes but those mentioned above are more prevalent in DIY dental marketing than you might imagine – and quite detrimentally so. Sometimes it pays to call in the services of a marketing professional to help, perhaps with a baseline audit to check how your systems and initiatives are working. What you save on wasted spend and effort will likely far outstrip what you pay for experienced help.
If you’d like assistance with your own marketing campaigns, we’ll be delighted to help. Simply call the team at Dental Media on 01332 672548 and we’ll help you take the next step.Google+