The dental practice is a competitive domain as the number of clinics is growing with every passing day. You cannot expect to build a loyal customer base unless you take the right approach to marketing. You may be giving better services but still not be able to pull crowds, all because of a lack of visibility. Not following the right marketing practices will get you behind in the race. At the same time, you may end up wasting your dollars on ineffective tactics that do not work these days. The best thing to do is to know how dental marketing works in the current scenario. It is equally important to be aware of the mistakes that you should steer clear of.
Here is a list of dental marketing mistakes that you should absolutely avoid.
Mistake #1: Having an outdated website
As patients prefer to search clinics online, your website matters as much as the physical clinic. A modern and well-designed website will attract new patients and build the trust factor as well. An outdated one, on the other hand, will give a poor impression about your practice and drive away from the patients. Not paying attention to the look and feel of your dental practice website is a blunder that you should avoid. Besides aesthetics and functionalities, prioritize good navigation and optimized speed as well. Also, ensure that the website is mobile responsive because a majority of patients search via mobile devices.
Mistake #2: Not having the right content on your website
While the visual appeal and ease-of-use matter for your website, it must also have valuable content for the visitors. To start with, quality content gets you on top of web searches. Secondly, it presents you as an expert and builds the trust of the current and prospective patients. You cannot miss on great content because if you do, your practice will miss on patients. Start by showcasing your services and expertise. Relevant images offer a storytelling appeal and make the visitors stick. You can also use a video for catching attention. Another good idea is to add patient testimonials because they enhance the trust factor.
Mistake #3: Not consolidating your social media presence
Having a solid presence across social media presence is as vital as having a good website. Social media is where prospective customers are. Moreover, they would definitely use social proofs to validate your claims. Being there on major platforms like Facebook, Twitter and LinkedIn is important because it makes you visible to a larger customer base. Further, it helps in leveraging the existing customer base to get more followers. If you fail to extend your reach on social, don’t expect your dental marketing strategy to work.
Mistake #4: Not paying attention to your online reputation
Another mistake that you should avoid is failing to pay attention to your online reputation. It refers to the online reviews posted by your patients. A single negative review can damage your reputation because people often access them before visiting a clinic. Do not take negative reviews frivolously because they can actually bring a significant drop in the number of patients. The worst part is that even your competitors can post them as a part of their strategy to push you behind. Keep an eye on negative reviews and have an online reputation management strategy in place to counter them.
Mistake #5: Not following the latest trends
Dental marketing is evolving and you cannot win unless you keep pace with the latest trends. An up-to-date strategy focuses on an omnichannel approach, with the right blend of online and offline tactics. Besides implementing innovative dental marketing ideas, make sure that you present yourself as a consistent brand. Not keeping pace with trends can cost you a big deal because competitors who follow them will definitely move ahead. Collaborating with a professional marketing agency would be the best thing to do.
Mistake #6: Lack of customer research
The absence of customer research is another mistake that can risk the success of your dental marketing strategy. Unless you know who your target audience is, you will not be able to reach and entice them. Start by understanding the patient demographics, which greatly depends on the kind of services you offer. For instance, the approach for a pediatric dental practice will totally differ from the one targeting adult patients. Starting with extensive research of the market and competition is crucial so that you can steer your strategy in the right direction.
Mistake #7: Ignoring local SEO
One of the biggest mistakes that a majority of dental practitioners make is ignoring the local market. Obviously, you would want to reach out to the local patients rather than international ones. How can you expect them to find your website in local searches when you are not paying attention to local SEO? Make sure that your local listing is optimized so that your website appears on top of local search results. Being there not only makes you visible but also establishes the trust of the local patients. Also, have the full address and contact details on the listing and website. Optimize the content with local keywords as well.
Mistake #8: Not personalizing your marketing strategy
If you fail to personalize your interactions with the prospective customers, don’t expect them to come. Personalization connects you with the audience and sends across trust signals. Invest in email marketing and send across contextual emails to your valued patients as well as the prospective ones. Further, be available whenever they want to contact you or need support. Having a good customer support system in place is a great idea. You can include a live chat feature on your dental website to facilitate personalized interactions.
Avoiding these mistakes will improve the results of your dental marketing strategy to a considerable extent. Make sure that you have experts to figure out things and come up with a result-oriented approach. An effective marketing strategy is something that you cannot ignore if you want your practice to thrive in the competitive landscape.