In our previous article we discussed whether or not SEO was still a great resource for Dental Practices. The point of that article is that SEO can drive great traffic to your website if you’re on page one. To do that you can’t rely on these national dental marketing companies to do so. You need one person dedicated to your SEO. The drawback is that they can be expensive. Most are $2,000 or more a month but I believe the return is worth it.

What if you don’t have that kind of money, or your site is new and you know it will take some time to build an audience? Here are some great options if you want to scrap SEO and get new patients in without waiting:

PPC (Pay Per Click)- you have probably already tried this and felt like it wasn’t successful. This is one of those areas I would suggest having professional help. A good online marketing consultant or company will have tools that monitor your competitors, look at productive ads, and find ways to move you to the top. Like SEO, it’s become extremely competitive. For example, in Charlotte, NC last month there were 63 advertisers for “dentist charlotte” and only 40 searches a day. That means 23 practices a day didn’t have their ad shown. Find a professional for this one.

Bing Ads- “Doesn’t Google dominate online search? Why would I waste my money with Bing?” Look at what I just wrote above. Everyone feels like they have to be doing Adwords on Google. It’s great that the majority of dentists have this attitude. That creates a better opportunity for you. There’s still 30% of monthly searches done on Bing and the competition is much lower.

Mobile Ads- You know this is where everything is headed. There are 63% of searches being done on mobile phones these days. You need to be here. One thing most people don’t realize is that you can advertise on mobile apps. This is a great way to get your name out to people that may not be searching for a dentist but know they need to go.

Linkedin Ads- “Uhh… Why would I advertise on a professional network?” Don’t you want professionals? I’m not saying every practice wants just affluent people but it’s an extremely cost effective way to engage professional people. Forty percent of people with a LinkedIn profile engage daily. That’s a pretty consistent audience.

Facebook Ads- I love the comment “Isn’t Facebook on the way out?” Haha. No it’s actually gotten better for Dentists. Facebook isn’t cool to the media or the tech types anymore so that’s why people think it’s on the way out. In all actuality it’s really starting to engage an older demographic (35+) which are the families, moms, and professional people with money you want in your practice. Us 35+ people have made Facebook uncool so the younger generation has moved elsewhere. Facebook ads are the most cost effective in my opinion and can be targeted in numerous ways to cut out spending waste.

Twitter Ads- These too can be very cost effective. The great thing about Twitter is they take a look at your most engaging tweets and automatically promote those. The only issue is if you don’t have a large audience of followers you may need to grow that first. You can use the promoted account option to build followers. Don’t ignore Twitter. This is where a lot of your self-employed, entrepreneur types live. These are your fee-based patients you will want more of as PPO’s take over.

Yelp Ads- Look if Siri is going to direct people to Yelp you better have a strong presence. Reviews are a big deal to consumers and whether you like Yelp or not people do use it to find local services like Dentistry. It’s targeted and provides a great way to cut through the clutter you would get on other online advertising platforms. Just make sure you stay on top of it and don’t have any negative reviews. The last thing you want is to drive traffic to your profile where it’s not properly set-up or you have a bad reputation.

Retargeting- When done right this can be incredibly effective. Basically, a retargeting campaign delivers website visitors ads after they have visited your site. I have seen statistics where 95% of people visiting your site won’t engage and purchase or schedule with you. An effective retargeting campaign increases your chances by 70%. My feeling is that people may search for a dentist and then continue to put it off. Retargeting will keep reminding them. Be sure you don’t over do this. Only deliver three ads a day and stop retargeting them after 30 days. Eventually they will find it creepy or they have found someone else.

If you’re interested in starting an advertising campaign on one of these platforms you can email me to get a free consult and get a campaign started. bshaver@dentalinbound.com

Ben Shaver
Lead Strategist & Consultant

Ben Shaver is a dental marketing consultant for Dental Inbound. He works with practices of all sizes.

His main focus is to develop strategies that provide congruency between traditional media sources and new media platforms.

You can email him at bshaver@dentalinbound.com

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