This document discusses digital marketing strategies for targeting dental implants and other dental services. It begins by explaining the importance of thinking like a business and providing consulting services and customized products to customers. It then discusses strategies for each digital marketing channel, including search engine optimization, paid search ads, location directories, reviews, daily deals, hashtags, website content, press releases and email subject lines. The document provides tips for each channel, such as keyword research, targeting specific audiences on different social media platforms, and focusing on customer benefits rather than hard sales messaging.

1. DIGITAL MARKETING STRATEGIES
FOR IMPLANTS
& OTHER DENTAL SERVICES
Hiossen Georgia Dental Implant Study Club
Slideshare.net/jakeaull/hiossen
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing
ZenFires.com | jake@zenfires.com | @jakeaull
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 1

2. About Jake Aull
• Jake Aull, Principal of Zen Fires Digital Marketing since 2010, has 22 years
marketing, branding and digital experience. He takes a strategic digital marketing
and usability approach to web analysis and search marketing. He has a Masters
of Science degree in Marketing from Georgia State University where he did a
thesis research project on social media marketing.
•
Jake has written WordPress SEO Success for Pearson Prentice-Hall - their first
book of its kind (http://bit.ly/1fxIQzu). He has also been GSU’s first Social Media
Marketing and SEO course writer and instructor since 2010, directing students to
create new social channels driving measurable traffic to major brands. He was a
reviewer of, and wrote the instructor’s manual for, Pearson-Prentice Hall’s first
social media marketing text book.
•
• He has been Chairs of the Atlanta Interactive Marketing Association Social Media
special interest group and Search Marketing SIG, directing educational sell-out
events. And co-founder of The Change Challenge, monthly digital marketing
workshops for non-profits. Jake also holds a bachelor’s degree in graphic design
from Savannah College of Art and Design and is currently the president of the
Atlanta Alumni Chapter where he builds and promotes educational and
networking events.
•
• He was a speaker at the 2014 WordCamp Atlanta, 2015 Digital Marketing for
Business Conference Raleigh, among other search marketing and social media
speaking engagements.
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 2

3. DIGITAL MARKETING STRATEGIES
FOR IMPLANTS
& OTHER DENTAL SERVICES
Hiossen Georgia Dental Implant Study Club
Slideshare.net/jakeaull/hiossen
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing
ZenFires.com | jake@zenfires.com | @jakeaull
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 3

4. Topic Description Overview
How to target implants and other specific dental products in digital
content marketing -
and measure success!
• Thinking like a business person; you provide more than just 'dentistry'
to your customers; you provide consulting services and products -
catered to each individual customer!
• Products like implants require keyword research & targeting (even
search for
'implants' in Google & see the suggestions; including/combining with
specific locations).
• Comparing to your current website keyword results/reporting.
• Driving your social & overall content plan (including location
directories).
• Dedicated targeted pages on your site about the topic.
• Placing landing pages on the back of your site for implant-specific
ad campaigns, social media posts & emails. What is?
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 4

5. Topic Description Overview
How to target implants and other specific dental products in digital
content marketing -
and measure success!
• Thinking like a business person; you provide more than just 'dentistry'
to your customers; you provide consulting services and products -
catered to each individual customer!
• Products like implants require keyword research & targeting (even
search for
'implants' in Google & see the suggestions; including/combining with
specific locations).
• Comparing to your current website keyword results/reporting.
• Driving your social & overall content plan (including location
directories).
• Dedicated targeted pages on your site about the topic.
• Placing landing pages on the back of your site for implant-specific
ad campaigns, social media posts & emails. What is?
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 5

6. Topic Description Overview
How to target implants and other specific dental products in digital
content marketing -
and measure success!
• Thinking like a business person; you provide more than just 'dentistry'
to your customers; you provide consulting services and products -
catered to each individual customer!
• Products like implants require keyword research & targeting (even
search for
'implants' in Google & see the suggestions; including/combining with
specific locations).
• Comparing to your current website keyword results/reporting.
• Driving your social & overall content plan (including location
directories).
• Dedicated targeted pages on your site about the topic.
• Placing landing pages on the back of your site for implant-specific
ad campaigns, social media posts & emails. What is?
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 6

7. Topic Description Overview
How to target implants and other specific dental products in digital
content marketing -
and measure success!
• Thinking like a business person; you provide more than just 'dentistry'
to your customers; you provide consulting services and products -
catered to each individual customer!
• Products like implants require keyword research & targeting (even
search for
'implants' in Google & see the suggestions; including/combining with
specific locations).
• Comparing to your current website keyword results/reporting.
• Driving your social & overall content plan (including location
directories).
• Dedicated targeted pages on your site about the topic.
• Placing landing pages on the back of your site for implant-specific
ad campaigns, social media posts & emails. What is?
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 7

8. Topic Description Overview
How to target implants and other specific dental products in digital
content marketing -
and measure success!
• Thinking like a business person; you provide more than just 'dentistry'
to your customers; you provide consulting services and products -
catered to each individual customer!
• Products like implants require keyword research & targeting (even
search for
'implants' in Google & see the suggestions; including/combining with
specific locations).
• Comparing to your current website keyword results/reporting.
• Driving your social & overall content plan (including location
directories).
• Dedicated targeted pages on your site about the topic.
• Placing landing pages on the back of your site for implant-specific
ad campaigns, social media posts & emails. What is?
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 8

9. Topic Description Overview
How to target implants and other specific dental products in digital
content marketing -
and measure success!
• Thinking like a business person; you provide more than just 'dentistry'
to your customers; you provide consulting services and products -
catered to each individual customer!
• Products like implants require keyword research & targeting (even
search for
'implants' in Google & see the suggestions; including/combining with
specific locations).
• Comparing to your current website keyword results/reporting.
• Driving your social & overall content plan (including location
directories).
• Dedicated targeted pages on your site about the topic.
• Placing landing pages on the back of your site for implant-specific
ad campaigns, social media posts & emails.
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 9

10. STRATEGIES TO SELL
IMPLANTS
Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Design & Social Media
404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 10

11. Competitive Strategy
• When you ask yourself (& the web) these questions & do
some research, they help you determine your
opportunities to compete, but also your niche.
• Implants may be highly competitive, but perhaps not in
your specific location.
• More valuably, doing this research could help you uncover
a specialization that you can offer that’s not as
competitive (or at least not as competitive in digital/social
messaging & search results).
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 11

12. SO - YOU WANT TO SELL MORE
IMPLANTS…
• Are you saying that? How & where? Let’s go back to the Ws:
• WHO: Tightly identify your target audience. How old? What gender?
When are they ready to buy? Where are they specifically located?
• WHERE: Website, social media, ads, newsletters.
• Did you know Gen X. are the biggest users of social media?
(more than millennials)
• Did you know that Baby Boomers are heavy users of Facebook
while Millenials use Instagram and SnapChat instead?
• HOW/WHY: Customer benefit (as opposed to hard-sell).
Why should the reader care? Don’t just sell-out with 50% off Groupon.
• WHAT: Let the how/why drive your message, what you say, how you
say it.
Put yourself in your customer’s shoes & speak to them that way.
• WHEN: What’s the best frequency?
Keep in mind the ad rule of 5 impressions before awareness.
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 12

13. SO - YOU WANT TO SELL MORE
IMPLANTS…
• Are you saying that? How & where? Let’s go back to the Ws:
• WHO: Tightly identify your target audience. How old? What gender?
When are they ready to buy? Where are they specifically located?
• WHERE: Website, social media, ads, newsletters.
• Did you know Gen X. are the biggest users of social media?
(more than millennials)
• Did you know that Baby Boomers are heavy users of Facebook
while Millenials use Instagram and SnapChat instead?
• HOW/WHY: Customer benefit (as opposed to hard-sell).
Why should the reader care? Don’t just sell-out with 50% off Groupon.
• WHAT: Let the how/why drive your message, what you say, how you
say it.
Put yourself in your customer’s shoes & speak to them that way.
• WHEN: What’s the best frequency?
Keep in mind the ad rule of 5 impressions before awareness.
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 13

14. SO - YOU WANT TO SELL MORE
IMPLANTS…
• Are you saying that? How & where? Let’s go back to the Ws:
• WHO: Tightly identify your target audience. How old? What gender?
When are they ready to buy? Where are they specifically located?
• WHERE: Website, social media, ads, newsletters.
• Did you know Gen X. are the biggest users of social media?
(more than millennials)
• Did you know that Baby Boomers are heavy users of Facebook
while Millenials use Instagram and SnapChat instead?
• HOW/WHY: Customer benefit (as opposed to hard-sell).
Why should the reader care? Don’t just sell-out with 50% off Groupon.
• WHAT: Let the how/why drive your message, what you say, how you
say it.
Put yourself in your customer’s shoes & speak to them that way.
• WHEN: What’s the best frequency?
Keep in mind the ad rule of 5 impressions before awareness.
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 14

15. SO - YOU WANT TO SELL MORE
IMPLANTS…
• Are you saying that? How & where? Let’s go back to the Ws:
• WHO: Tightly identify your target audience. How old? What gender?
When are they ready to buy? Where are they specifically located?
• WHERE: Website, social media, ads, newsletters.
• Did you know Gen X. are the biggest users of social media?
(more than millennials)
• Did you know that Baby Boomers are heavy users of Facebook
while Millenials use Instagram and SnapChat instead?
• HOW/WHY: Customer benefit (as opposed to hard-sell).
Why should the reader care? Don’t just sell-out with 50% off Groupon.
• WHAT: Let the how/why drive your message, what you say, how you
say it.
Put yourself in your customer’s shoes & speak to them that way.
• WHEN: What’s the best frequency?
Keep in mind the ad rule of 5 impressions before awareness.
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 15

16. SO - YOU WANT TO SELL MORE
IMPLANTS…
• Are you saying that? How & where? Let’s go back to the Ws:
• WHO: Tightly identify your target audience. How old? What gender?
When are they ready to buy? Where are they specifically located?
• WHERE: Website, social media, ads, newsletters.
• Did you know Gen X. are the biggest users of social media?
(more than millennials)
• Did you know that Baby Boomers are heavy users of Facebook
while Millenials use Instagram and SnapChat instead?
• HOW/WHY: Customer benefit (as opposed to hard-sell).
Why should the reader care? Don’t just sell-out with 50% off Groupon.
• WHAT: Let the how/why drive your message, what you say, how you
say it.
• Put yourself in your customer’s shoes & speak to them that way.
• WHEN: What’s the best frequency?
Keep in mind the ad rule of 5 impressions before awareness.
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 16

17. SO - YOU WANT TO SELL MORE
IMPLANTS…
• Are you saying that? How & where? Let’s go back to the Ws:
• WHO: Tightly identify your target audience. How old? What gender?
When are they ready to buy? Where are they specifically located?
• WHERE: Website, social media, ads, newsletters.
• Did you know Gen X. are the biggest users of social media?
(more than millennials)
• Did you know that Baby Boomers are heavy users of Facebook
while Millenials use Instagram and SnapChat instead?
• HOW/WHY: Customer benefit (as opposed to hard-sell).
Why should the reader care? Don’t just sell-out with 50% off Groupon.
• WHAT: Let the how/why drive your message, what you say, how you
say it.
• Put yourself in your customer’s shoes & speak to them that way.
• WHEN: What’s the best frequency?
Keep in mind the ad rule of 5 impressions before awareness.
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 17

18. IMPLANTS: KEYWORD &
CHANNELS ANALYSIS
Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Design & Social Media
404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 18

19. IMPLANTS: WHAT’S IN A WORD?
• Breaking it down from a digital media marketing
perspective (the power of one word across digital
marketing usage – channels overview):
• SEO keyword search results (organic)
• SEM/PPC digital ad search results (paid)
• Location directories (maps)
• Reviews (e.g., searching for “implants reviews”)
• DailyDeals (Groupon)
• #Hashtags (social media)
• Web page title & URL (link)
• Online press release/article headline
• Email subject
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 19

20. THE DIGITAL MARKETING CHANNELS IN DEPTH
• Breaking down the digital media marketing channels:
• SEO (organic keyword search results; the non-ads portion of Google)
• SEM/PPC digital ads (paid search engine marketing)
• Location directories (maps & geo-local apps such as Yelp & YP)
• Reviews (e.g., searching for “implants reviews”)
• DailyDeals (Groupon; half-off digital services websites & apps)
• #Hashtags (social media keywords for posts & clickable content)
• Web page title & URL (link)
• Online press release/article headline
• Email subject line
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 20

21. THE DIGITAL
MARKETING
CHANNELS
IN DEPTH:
BROWSER
PAGE TITLE
& HEADLINE
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 21

22. THE DIGITAL
MARKETING
CHANNELS
IN DEPTH:
BROWSER
PAGE TITLE
& HEADLINE
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 22

23. THE DIGITAL
MARKETING
CHANNELS
IN DEPTH:
BROWSER
PAGE TITLE
& HEADLINE
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 23

24. Starting with KEYWORD ANALYSIS
• Testing a variety of keywords is an illustration of demand
• In other words, when we seek services (as well as
information), we go online to search
• Our results in Google or Bing include websites, blogs and
social media pages and mentions and local reviews
channels
• When companies know the terms their audience searches
for, they can fill the web with the copy to achieve top
search engine listings.
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 24

25. THE DIGITALMARKETING
CHANNELS IN DEPTH:
BING ORGANIC LISTINGS
ON SEARCH ENGINE
RESULTS PAGE (SERP;
THESEARE FROM SEO)
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 25

26. THE DIGITAL MARKETING
CHANNELS IN DEPTH:
BING LOCAL (MAPS)
&ADS
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 26

27. Hashtag usage for
‘implants’ –
this is why ‘implants’
should be clarified in
digital content &
search as ‘dental
implants’
(social media content/
hashtag analysis via
tweetreach.com)
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 27

28. THE DIGITAL MARKETING CHANNELS IN DEPTH:
GOOGLE MAPS
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 28

29. Sample local channel search engines for optimization
Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding
404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 29

30. YP.com Paid vs. Organic Listings
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 30

31. Yelp location listings
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 31

32. SuperPages Location (better) vs. Organic (lower) Listings
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 32

33. CitySearch paid vs. location listings
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 33

34. More on Local Search Channels for SEO
• MerchantCircle, YP, CitySearch, Yelp, Kudzu, AngiesList
• These and many others are desired channels for listings –
they support each other.
• The more channels listed, the higher likewise in Google
the company appears, via spread of digital content and
footprint.
• Same goes for quantity of customer reviews.
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 34

35. WHATABOUT OTHER BUSINESS
OPPORTUNITIES?
• It’s not just implants, is it? List the services you want to
sell more of.
• Keep in mind that your prospects aren’t experts & may
use different words in Google. E.g.:
• Gingivitis (dentist term) =
bad breath & bleeding gums (search term).
• Orthodontics = braces.
• Bleaching = teeth whitening.
• Abscess = tooth infection.
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 35

36. THE DIGITAL MARKETING CHANNELS IN DEPTH:
GOOGLE KEYWORD SEARCH
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 36

37. Identifying Locations & Keywords of Demand over
Time: Google.com/trends
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 37

38. WHATABOUT OTHER BUSINESS
OPPORTUNITIES?
• It’s not just implants, is it? List the services you want to
sell more of.
• Search for them locally in Google (e.g. ‘implants Sandy
Springs, GA’). What do the ads, maps/local and organic
results tell you? Does it appear you could compete?
• Search & click for hashtags, such as in Facebook, Twitter
& YouTube (& channels such as hashtags.org or
TweetReach.com). How many are consumers vs.
providers vs. educators? How could you utilize similar
hashtags?
• What percent of your
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 38

39. SELF AUDITS & PLANNING
Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Design & Social Media
404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 39

40. BEING HONEST:
AUDITING & PLANNING YOUR CONTENT
• How much are you currently using keywords like “implant”?
• In Google, search: “ site://(yoursite.com) implant ”
(you can also do this for competitors)
• Want to advertise for implants? Great - combine it with location
targeting/location keywords & setup landing page on the back
of your website.
• Other content strategies: Web page content, blog post, etc.
• Share your blog posts & web pages to social media
• Identify & share other online resources about implants to your
social media channels for your readers.
• Request list of your website traffic keywords from your digital
marketing provider or web developer from Google
SearchConsole. Is ‘implants’ there? What is?
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 40

41. Your Specialized Services Digital
Marketing Content & Tactical Plan
• What services to sell?
• What keywords & hashtags to use for them?
• What location names combined with keywords?
• A table or plan that identifies what keywords you’re
targeting, in what channels or tactics, resources,
frequency & budget
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 41

42. Your Specialized Services Digital
Marketing Content & Tactical Plan
• A table or plan that identifies what keywords you’re
targeting, in what channels or tactics, resources,
frequency & budget
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 42
Focal
keyword or
hashtag
Channel/
tactic
Who to work
on?
Frequency of
work/
deadlines
Budget
‘Dental
implants
Asheville’
Location
directories
SEO (Yelp,
GoogleMaps,
YP)
outside firm 10 hours a
month/
reporting last
day of month
$750/month

43. Topic Description Overview
How to target implants and other specific dental products in digital
content marketing -
and measure success!
• Thinking like a business person; you provide more than just 'dentistry'
to your customers; you provide consulting services and products -
catered to each individual customer!
• Products like implants require keyword research & targeting (even
search for
'implants' in Google & see the suggestions; including/combining with
specific locations).
• Comparing to your current website keyword results/reporting.
• Driving your social & overall content plan (including location
directories).
• Dedicated targeted pages on your site about the topic.
• Placing landing pages on the back of your site for implant-specific
ad campaigns, social media posts & emails.
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 43

44. THANK YOU
DIGITALMARKETING STRATEGIES FOR IMPLANTS
& OTHER DENTALSERVICES
Hiossen Georgia Dental Implant Study Club
Slideshare.net/jakeaull/hiossen
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing
ZenFires.com | jake@zenfires.com | @jakeaull
Hiossen Georgia Dental Implant Study Club | Jake Aull, ZenFires Digital Marketing 44