Marketing Your Dental Practice

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How to create and promote a memorable dental brand - equally appropriate for virtually any small professional services firm. Determine your value and position, tell your story consistently, and promote your brand using SEO, lead capture on your website and social media.

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Marketing Your Dental Practice

  1. 1. 1 Marketing Your Dental Practice How to create and promote a memorable dental brand
  2. 2. 2 Why Should We Care About You? Determine your value and position Promise Me Anything Your promise is your brand. As long as you deliver consistently. Tell Us Your Story How to get the word out that you’re special Section Title Use this area to provide an optional section subtitle or explanation The Problem With Dentists 1 2 3 4 5
  3. 3. 3 80%Percentage of dental practices that are sole practitioners
  4. 4. 4 Your Perception
  5. 5. 5 Patient Perception
  6. 6. How do you stand out from the crowd?
  7. 7. 7 Why Should We Care About You? Determine your value and position Promise Me Anything Your promise is your brand. As long as you deliver consistently. Tell Us Your Story How to get the word out that you’re special Section Title Use this area to provide an optional section subtitle or explanation The Problem With Dentists 1 2 3 4 5
  8. 8. 8 Avoid Vanilla
  9. 9. 9 Explore Differences 9
  10. 10. 10 Positioning Ground Rules ‣ True ‣ Differentiating ‣ Memorable ‣ Compelling
  11. 11. 11 Love the People Who Will Love You ‣ Zappos is not for bargain hunters ‣ Southwest not for first class snobs ‣ Oakley not for traditionalists
  12. 12. 12 Connect Through Emotion
  13. 13. 13 A leading visionary in dental care. Beyond your expectations. Care in an environment of excellence. Meaningless Taglines Caring for the community. Committed to dental excellence. Compassionate prevention, pursuit of excellence. Protecting patients, regulating the dental team.
  14. 14. 14 We cater to cowards! The cure for dental anxiety. Perfect smile, perfect you. Meaningful Taglines A perfect smile. Guaranteed. Family dentistry with a woman’s touch. Helping keep Portland’s kids smiling! Cosmetic excellence. Stunning smiles.
  15. 15. 15 Why Should We Care About You? Determine your value and position Promise Me Anything Your promise is your brand. As long as you deliver consistently. Tell Us Your Story How to get the word out that you’re special Section Title Use this area to provide an optional section subtitle or explanation The Problem With Dentists 1 2 3 4 5
  16. 16. 16
  17. 17. 17 How Not To Be Boring ‣ How can you change your customer’s life? ‣ What do you stand for? ‣ Who or what do you hate? ‣ Requires authenticity, consistency
  18. 18. Speak in a human voice
  19. 19. 19 Performance, not Product
  20. 20. Case study: AMEX
  21. 21. Case study: The Job Shopper
  22. 22. 22 Why Should We Care About You? Determine your value and position Promise Me Anything Your promise is your brand. As long as you deliver consistently. Tell Us Your Story How to get the word out that you’re special Section Title Use this area to provide an optional section subtitle or explanation The Problem With Dentists 1 2 3 4 5
  23. 23. Online Promotion
  24. 24. Clutter is overwhelming
  25. 25. They’re tuning you out
  26. 26. Want to connect? Add value.
  27. 27. Design your patient experience What would do?
  28. 28. 28 5 Steps to Marketing Dominance Build a Converting Website Direct MailSEO Social Media Advertising ‣ Home page lead capture ‣ Dedicated landing pages ‣ Embed calls to action ‣ Regular SEO ‣ Local SEO ‣ Keyword tools ‣ Check competitive rankings ‣ Pick best platforms ‣ Determine content strategy ‣ Consistency and focus ‣ Engage ‣ Google Adwords Pay Per Click ‣ Facebook Advertising ‣ Retargeting ‣ Build your database ‣ Consistency ‣ Responsive design
  29. 29. Embed Calls to Action
  30. 30. 30 5 Steps to Marketing Dominance Build a Converting Website Direct MailSEO Social Media Advertising ‣ Home page lead capture ‣ Dedicated landing pages ‣ Embed calls to action ‣ Regular SEO ‣ Local SEO ‣ Keyword tools ‣ Check competitive rankings ‣ Pick best platforms ‣ Determine content strategy ‣ Consistency and focus ‣ Engage ‣ Google Adwords Pay Per Click ‣ Facebook Advertising ‣ Retargeting ‣ Build your database ‣ Consistency ‣ Responsive design
  31. 31. Customers are looking for you
  32. 32. Search Engine Optimization
  33. 33. 33 Determine Keywords ‣ Google AdWords ‣ Wordtracker ‣ SpyFu
  34. 34. 34 5 Steps to Marketing Dominance Build a Converting Website Direct MailSEO Social Media Advertising ‣ Home page lead capture ‣ Dedicated landing pages ‣ Embed calls to action ‣ Regular SEO ‣ Local SEO ‣ Keyword tools ‣ Check competitive rankings ‣ Pick best platforms ‣ Determine content strategy ‣ Consistency and focus ‣ Engage ‣ Google Adwords Pay Per Click ‣ Facebook Advertising ‣ Retargeting ‣ Build your database ‣ Consistency ‣ Responsive design
  35. 35. 75% of Americans use SM
  36. 36. 1.1 billion Facebook users 128 MM Americans visit every day
  37. 37. 4 billion views per day
  38. 38. 3x more time spent on logs & social networks than email
  39. 39. Sites that blog get 55% more traffic
  40. 40. 434% more indexed pages
  41. 41. Sales lead generation 1380%↑ 5 leads 74 leads
  42. 42. Content is shared among friends
  43. 43. Rule #1: NO Pitching Rule #2: NO Pitching Rule #3: NO Pitching
  44. 44. Key to content success... ...it’s about them, not you
  45. 45. Content is an information annuity - Jay Baer
  46. 46. Develop & deploy content
  47. 47. 47 What is Content? ‣ Blog posts ‣ Videos ‣ PowerPoint presentation ‣ Articles ‣ Photos ‣ Discussions
  48. 48. Converse
  49. 49. 49 5 Steps to Marketing Dominance Build a Converting Website Direct MailSEO Social Media Advertising ‣ Home page lead capture ‣ Dedicated landing pages ‣ Embed calls to action ‣ Regular SEO ‣ Local SEO ‣ Keyword tools ‣ Check competitive rankings ‣ Pick best platforms ‣ Determine content strategy ‣ Consistency and focus ‣ Engage ‣ Google Adwords Pay Per Click ‣ Facebook Advertising ‣ Retargeting ‣ Build your database ‣ Consistency ‣ Responsive design
  50. 50. 50 5 Steps to Marketing Dominance Build a Converting Website Direct MailSEO Social Media Advertising ‣ Home page lead capture ‣ Dedicated landing pages ‣ Embed calls to action ‣ Regular SEO ‣ Local SEO ‣ Keyword tools ‣ Check competitive rankings ‣ Pick best platforms ‣ Determine content strategy ‣ Consistency and focus ‣ Engage ‣ Google Adwords Pay Per Click ‣ Facebook Advertising ‣ Retargeting ‣ Build your database ‣ Consistency ‣ Responsive design
  51. 51. Embrace your database
  52. 52. Questions john.heaney@orange-envelopes.com twitter: @johnheaney

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