One of the unexpected opportunities of the COVID-19 pandemic is that it has forced us to slow down, and has in many ways given us the gift of time. Slowing or pausing your practice can be stressful. However, using this period to invest time into your business can be a great way to set yourself up for future success, while reducing anxiety in our current situation.
Something that may end up at the bottom of our to-do list is promoting our practice! These uncertain times provide a great opportunity to include digital marketing in this promotion. Using the power of the web can allow you to reach new patients for a relatively low cost, especially if you have the time and capacity to do some of the work yourself.
Below, we’re outlining some easy ways to promote your business online and get started with digital marketing for your dental practice!
Video can be an extremely effective way of sharing information about your business online. Increasingly, internet user’s attention spans are shortening and reading can feel overwhelming. Video makes it easy to quickly get your message across and begin branding your practice. There are many different places to use video, from social media like Facebook and Instagram, to Youtube and adding video to your site.
The great thing about videos is that they don’t necessarily need a full production team to be effective. A quick tour through your office with an iPhone video or posting an introduction of yourself and your team with a DSLR can go a long way!
Especially as new safety measures are being put in place at dental practices across the province, sharing a quick video of your space and any additional barriers and protective gear can be very reassuring to your patients
Start or Invest in Your Social Media
If you don’t already have a Facebook or Instagram page, now is the time to create one! When researching online, people will often go to multiple sites to confirm if a service provider is the right fit for them, and having these profiles adds legitimacy to your online presence. Having a consistent name, address, phone number and logo lets people know they are in the right location.
When posting on social media, make sure to tag your location to attract new patients that may be searching in your area. Using relevant hashtags can also help increase your exposure online. It may be worth working with a social media consultant to get you started, and provide customized graphics or templates that will help you consistently share content now and into the future.
Some ideas of what you can share include dental facts, highlights of your services, before and after photos, testimonials and happy patients, or photos of your office space and team. Posting a few times a week can make a major impact on your online presence!
Update Your Website
Your website is the best place to share information about your practice online. Has it been a while since you’ve given it an update? If you made your website years ago and have ‘set it and forget it’, then it may be worthwhile to review your copy to make sure your information is still accurate, relevant and possibly in need of new content on your site.
Having basic SEO optimizations in place will also help increase the likelihood that you will be found when people search for dentists in your area. If you’re unfamiliar with websites or are afraid of accidentally making a mistake, many SEO and web freelancers are able to offer flexible packages to give your site a quick boost and make sure your website is mobile and user friendly.
Start a Newsletter
Sharing your knowledge and providing updates on how COVID-19 is impacting your practice can be excellent content for a newsletter. To make life easier, plan out what you could say for the next 3, 6 or 12 months and prepare your emails in advance. You can share dental health tips, feature information on different procedures or new offerings, and inform your patient list of anything new or interesting happening in your practice.
You can promote your newsletter through your website, social media, in your office, or through a separate one-time email to your patient list. Email marketing services like Mailchimp allow you to get started with attractive emails quickly, easily, and for very little money!
One of the fastest ways to drive traffic to your site is through paid advertising. You can pay for Google Ads to jump to the top of the search results or create visually appealing ads for Facebook and Instagram to promote your practice. There are lots of guides online, but having a marketing professional get you set up can be a worthwhile investment to get your practice started on the right foot.
There are so many different options for promoting your business online. Depending on your budget, time, and capacity, it’s easy to create a plan that works for your dental practice! Don’t be afraid to reach out to a professional to help get you started, and set up for long-term marketing success online.