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3 Dental Advertising Strategies for the Digital Age

Posted February 13, 2018

The DentalPost Team

What’s the first thing you did this morning? Did you grab your phone? If so, you’re among the 80% of smartphone users who report that they check their phones within 15 minutes of waking up. Incorporating digital into your dental advertising strategy has never been so important.

We’re tied to our phones from the time we wake up until we go to bed at night. If you want to grow your business, you’ve got to utilize the tools that your patients (new and old) use the most. If you’re not on these (mostly free!) platforms and optimizing your practice for digital, consider this your wake up call!

Here are 3 dental advertising tactics you can put into your digital strategy and should begin to implement this year.

1. Dental Advertising and Social Media

It’s extremely likely you found this article through some form of social media. It’s a great tool to communicate and share content. What makes social media so powerful is the ability to administer your marketing strategy in a more friendly and approachable way. Gone are the days of the hard sell — now you can reach patients in a more relaxed and comfortable manner.

But social media marketing isn’t just posting and sharing articles and getting immediate positive return. A great dental advertising strategy on social media requires 3 key things:

  • Consistency
  • Engagement
  • Creativity

Consistency: Make sure to update your feeds on a regular basis. Users who visit your page would like to know that you’re keeping your content relevant and up-to-date. It also adds credibility and a personality to an otherwise blank and empty page.

Beyond the content on your page, you should also make sure to update the information on your page. Did you change locations or phone numbers? The people scrolling through your page or looking you up online need to know. This applies to Facebook and Instagram, as well as your Google My Business location (which is free and important to produce if you haven’t already).

Engagement: The content on your page can become very valuable if properly produced. Shares and comments will help you grow your reach online, increase your follower base, and (potentially) draw in new patients. While you shouldn’t focus all your marketing efforts on producing content for social media, you should at least spend some time considering how your content can help stir up conversation.

Creativity: Keep your feed interesting! A good mixture of giveaways, posts about dental-related holidays (like National Tooth Fairy Day on February 28), photos of the staff or office, or other engaging material with a dental spin can help fill up your page and encourage those valuable clicks.

2. Regularly Talk to Your Audience

As dental professionals, we love going to the dentist, but (shockingly) not all patients are as excited to come to the office. You can use digital as a tool to ease anxious patient fears and answer questions that they might have. Engaging with these comments often will not only make them more likely to see your posts, but this will also position you as a thought leader in the industry – with great customer support to boot! The key thing to remember? The best dental advertising doesn’t look like advertising.

Comment On Reviews
Google and Yelp are open review platforms, so you’ll have the opportunity to respond to both good and (if the unfortunate case arises) bad reviews. Taking the time to respond to each review will help your Google My Business listing, and also shows your caring nature as a practice. Users would like to see that you are willing to address their needs in a public form. These review forums are a major player in how many new patients pick a dentist!

Respond Quickly
On your social media profiles, you can scan your feed for questions, comments, or messages. Try to be cognizant of when these messages come through and respond in a timely manner. Facebook values active business accounts with a “Response Rate” percentage; get that percentage close to 100%, and your followers will know that you’re easy to reach!

3. Make Your Website Friendly

You’ve probably heard the term “mobile-friendly.” But what does that mean? In short, a site or app that is mobile-friendly is exactly what it sounds like: it looks and functions well on a smartphone or other “non-desktop” devices that access it.

In 2017, 52.64% of global web traffic originated from mobile devices.

This means over half of all internet traffic originated from a mobile device. Even more shocking is this: this metric is projected to reach up to 79% of global use by the end of 2018. If your practice’s website isn’t mobile-friendly, that should worry you a bit. You might be missing new patients or frustrating your current ones if they can’t use your site in an efficient manner on their smart-device.

Depending on your specific practice’s needs, setting up a mobile-friendly site might require the assistance of an outside web developer or designer. But, it’s worth it.

If you’re still not convinced to go mobile yet, here’s some more reasons, courtesy of Sweor:

  • 88% of consumers who search for a business on a mobile device call or go to that business within 24 hours
  • 8 in 10 customers would stop engaging with content that doesn’t display well on their device
  • 57% of internet users say they won’t recommend a business with a mobile website that’s not responsive

When you’re building your new website, also think about including these functional elements that’ll increase your chance to grab patients:

  • Online Appointment Maker
  • Insurance FAQ
  • Quick Contact Form
  • Anything else that keeps the patient’s needs first

Building your practice takes time and effort, especially online. As much as we’d all like to believe it’s just setting up a profile, in reality it takes a lot of strategy and a little bit of luck. In general, be sure to keep your practice’s focus on maintaining your patients health and well-being, and include digital into your dental advertising in a way that doesn’t overwhelm you or your team.

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We connect and educate more than 850,000 job seekers in the U.S. and Canada to build better places to work through teams that excel.

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