Creating a content marketing strategy for your dental practice is a cost-effective way to build your brand, expand your audience, and attract new patients.
There’s a misconception among dental practices that they don’t need to follow the same marketing strategies as other businesses because dentistry doesn’t have a “commercial appeal.” Most patients tend to view making their bi-yearly visit to the dentist more of a chore than a treat, so why would they care to consume content produced by their dentist’s office?
While this seems like a valid argument, the truth is, your dental practice has the same opportunity to develop and implement a solid content marketing strategy like any other business.
If you’re feeling like you’re in a rut in your dental marketing, we’re going to help by walking you through the steps you need to take to design and implement a compelling and successful content marketing strategy that can help boost your brand and bring in fresh, new patients on auto-pilot.
As a trusted dental marketing company with years of experience, we know exactly what it takes to navigate a successful content marketing campaign.
What is Content Marketing?
Maybe you’re reading this, and we lost you at the words “content marketing.” If so, let’s back up for a minute and discuss what content marketing is and what it means for your dental marketing.
In its simplest form, content marketing is just another way to advertise your dental practice. Instead of using traditional marketing methods like newspaper ads, commercials, yellow pages, etc., content marketing strategies work to reach your target audience through the creation of “content.” Content can mean a lot of things, but generally speaking, it’s blog posts, videos, infographics, and images.
Have you ever scrolled Facebook or Instagram and seen others sharing and promoting their latest blog post? That’s content marketing.
Where traditional marketing and content marketing diverge is the focus and intent of the strategy. In traditional marketing, the intent behind the campaign is purely to promote your business or brand and advertise your services.
With content marketing, on the other hand, the focus is on providing a potential patient with valuable information. By seeking to understand who your target market is, what specific problems they are looking to solve, and where they’re going to search for those answers, you can attract a whole wealth of new patients.
Here’s how it works:
1. You create a piece of content i.e. a blog post.
2. You promote, market, and share that piece of content.
3. A prospective patient reads that blog post which answers their questions and provides them with value.
4. That prospective patient then trusts your brand and expertise, so they convert to a patient at your practice.
The thing about content marketing is, even if you promote that blog post on Facebook, you’re going to drive that potential patient to your dental practice’s website. Once on your website, that potential patient is way more likely to start exploring your brand more and, in turn, will be more likely to utilize your services.
Increased traffic to your website equates to increase brand awareness, increased SEO, and more patients through your door.
Content marketing is all about building trust and authority within your niche. High-quality content that’s strategically engineered to provide massive value to your potential patients is one of the best ways to build brand awareness, show off your expertise, and bring in new patients consistently.
Dental Practice Marketing: Steps to Creating a Content Strategy
If you’re ready to start implementing a content strategy for your practice, follow these steps:
1. Know Your Target Audience
Before you can begin putting together a content marketing strategy, you have to know who you’re targeting and what types of information they’re out there searching for.
You can start coming up with topic ideas by taking a look at the dental topics that are trending on Google and social media. Check out what people are searching for– what questions they are asking?
When you take the time to understand the topics that your potential patients are looking to learn more about or what questions they’re looking to answer, you can tailor your content to serve your audience best.
The more you connect with your target market through high-quality, valuable content, the more likely that they’ll connect further with your brand and eventually use your services.
2. Determine What Types of Content You Want to Create
The term content is vague and can apply to a whole host of mediums. There are plenty of options when it comes to creating content for your target audience to consume, including:
- Blog posts
- Link pages
- Case studies
- Social media posts
When selecting the types of content to create for your dental practice, stick with the medium you feel most comfortable in. Every type of content requires some degree of know-how and expertise to make it successful, take some time to figure out what best suits your expertise.
Blog posts need to be well structured, contain well-written information, and engage with your audience, infographics will require you to have some design skills as well as writing skills, and so on.
Take some time to consider all the options and analyze what areas you’re strongest in. All mediums can be successful if executed properly, so be sure to choose the one that you feel most comfortable and confident in.
3. Generate Leads
Now that you’ve determined who your audience is and what type of content you want to create, it’s time to get to work generating leads. Does your dental practice specializing in a certain field or service? If so, that’s a great place to start.
Do you specialize in teeth whitening and want to see more patients looking to whiten their teeth? Then you’ll need to figure out what those prospective patients are searching for—what questions do they have? What are their pain points?
For maximum results and longevity of your content, it’s best to make your content as evergreen as possible. This means that you’re focusing on generalized topics that your audience could read today or 3 years from now and it would still be relevant. Evergreen dental topics could include topics like when to get braces, how to whiten your teeth naturally, the signs of gum disease, etc.
There are several ways to find out what potential patients are searching for, here are a few:
- Ask your patients: If you have a mailing list of your current patients, go ahead and send them a poll asking what kinds of information they’d be interested in learning more about.
- Engage with your audience: Take a look at the comments on your current blog posts, read your reviews, check out what folks are saying on your Facebook page. These all offer great insight into what people who are already familiar with your brand think of your services. You can use that information to address their pain points, questions, and concerns in the content you create.
- Take to Google: Google is such a powerful tool to find out what people are searching for. You can use your Google Analytics to see which of your pages or posts on your site are getting the most views and interaction. You can also use keyword tools to identify what your target audience is typing into Google to generate content ideas.
4. Create a Content Schedule and Get to Work
Now that you’ve done all the research and put in all the leg work to determine what topics and mediums are going to best fuel your dental marketing strategy, it’s time to get to work.
Consistency is key when it comes to content. You don’t want to show up with new content every day for a month and then fall off the face of the earth—you’ll quickly lose trust with your audience. If creating new content daily is a struggle, adjust your goal to make it realistic.
Can you produce one blog post per week? Per month? Can you add a video? Put together a realistic content calendar that’s filled with your preferred mediums and with pre-selected topics. Don’t forget to include deadlines to hold yourself accountable.
Once you have your content calendar in place, all that’s left to do is to get to work creating the content that’s going to help you to build trust and authority in your market and bring new patients in.
If You’re Feeling Overwhelmed, Hire a Dental Marketing Company
If adding a content calendar to your already packed schedule feels impossible right now, our team at Core Dental Solutions is here to help. We’ve helped dental practices create compelling content marketing strategies that have helped them to keep their schedules full.
Schedule your free consultation to find out more about what Core Dental Solutions can do for your dental practice.
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