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The (Updated) 2020 Comprehensive Guide to Dental Marketing Trends

The (Updated) 2020 Comprehensive Guide to Dental Marketing Trends

4/17/2020 12:15:41 PM   |   Comments: 0   |   Views: 30

Here is Your Guide to the Future of Dental Marketing Services
Review the Guide with Data Graphics


In this article, I will share the top trends in dental marketing. This a comprehensive guide, so you won’t see any basic advice like “Get on social media.” C’mon. Everyone knows that dental practices should have a strong social media presence. Instead, we are going to focus on some of the ground-breaking evolutions in dental marketing. 

 

This article will focus on the movers and the shakers, those big concepts and cutting-edge technologies that will change industries and transform our dental practices. 

 

Often, trends will first impact the world of large corporate business. But sooner or later, dental practices will feel the effect. As technology advances, the goal of obtaining at least 50 new patients every month may get easier...if you are ahead of the dental marketing trends.

 

Let’s dive in and show you how to take your dental marketing to the next level:

 

1.  Artificial intelligence and dental marketing

                                                       

Some people find it a terrifying concept, but let’s face it, AI is here to stay. Especially when it comes to business, there are significant advantages to using AI. Check out the poll done by https://habr.com/en/post/477294/

 

Many business owners agree that there is a clear competitive advantage with using artificial intelligence. This is particularly true in the healthcare space.

 

According to Techgrabyte, “The powerful use cases in healthcare will be to imagine diagnostics through radiology or pathology.” 

 

As this new dental technology develops, it can be implemented into your dental marketing plan.

As we will later discuss, consumers now desire personalization in marketing. AI technology will assist in tailoring your marketing efforts to specific individuals. 

 

For example, this technology could personalize your dental website experience in two ways:

 

                
  • Using hundreds of data points         about a single user and then having the ability to reveal the best offer         and content.
  •             
  • We will talk later about push         notification, but for now, know that AI may have an impact. When a         potential patient lands on your website, these push notifications deliver         individualized messages because of the AI. 

 

Via Content Marketing Institute

 

 

Although the prospect that AI will interfere with our jobs may frighten some, there are many opportunities with this new technology. Artificial intelligence is based simply on machines. Emotional intelligence and emotional connection—major aspects of patient interaction—can only come from the dental marketer and practitioner. 






2.          Chatbot

 

Since we’re talking about AI, we should also discuss chatbots and how to use them in your practice. Basically, a chatbot is an artificially intelligent computer program that is designed to communicate with a human through auditory or textual methods. 

 

For instance, you can set up an artificial-intelligence-driven message system on your website to interact with potential customers without any human interaction. It can even book an appointment based on the needs of the patient after hours when the front desk is empty. 

 

Chatbots are gaining popularity in a society that is afraid of phone calls. Most individuals would rather get instant answers to all their questions than talk to a person!

                                                             

Check out these unbelievable stats regarding chatbots:

 

·        Chatbots will power 85 percent of customer service by 2020.

·        The top benefits of chatbots are 24-hour service, instant responses to inquiries, and answers to simple questions. 

·        63 percent of the people prefer messaging an online bot to communicate with a business or brand.

·        Chatbots are expected to cut business costs by 8 billion by 2022.

·        According to Oracle, 80 percent of businesses want chatbots by this year.

 

 

In the dental industry, chatbots could have an enormous impact on the way that patients are scheduled. Let’s say there is an artificially intelligent chatbot that allows patients to schedule appointments 24/7. 

 

A chatbot asks for a unique password from the patient; the patient then states what they are looking to accomplish. From there, the bot (which is integrated into your schedule) could provide possible suggestions for appointments. 

 

Or let’s say that there is a new prospective patient that has a dental emergency. The patient is directed to your website and immediately starts describing the problem. The bot can then make appointments for the patient. 

 

By the time you walk in the door the next morning, your schedule is completely full. 

 

Several companies are emerging in the dental chatbot space, but there are also affordable freelancers that can make a chatbot for your dental website.



3.          Conversational marketing

 

Conversational marketing expands on two marketing concepts we have already discussed—personalization and instant gratification. We live in a social world, and prospective patients want real interaction.

 

Conversational marketing expands upon the importance of implementing a chatbot into your dental practice website. This facilitates a one-on-one real-time connection between the dental practice and the potential patient. 

 

If a patient is able to text the dental office, it is much more likely they will engage with the future, which makes teledentistry a strong conversational marketing strategy. When people have a need, they want it to be addressed right away. Teledentistry allows for instant personal interaction. 

 

We have already discussed teledentistry extensively. Check it out. 

 

There are a few best practices according to NGDATA that dentists should keep in mind when integrating conversational marketing into your practice:

 

·        The timing is important.Instant response means instant gratification. Address issues and requests from patients as quickly as possible. Chatbots can help with this.

·        Personalize your marketing. Patients want to feel heard. 

·        Know your data. There is more information in marketing today than at any other point in history. Be certain that you are effectively using the data available to you. 

 

4.          Personalization

 

If you’re like me, you get A LOT of emails. A lot. How many do you ignore? And how many do you actually read? What makes you open some emails and not others? 

 

After years of jammed mailboxes, consumers are starting to become email blind. Patients want to get emails that are geared to them personally.

 

Some of this touches on the importance of artificial intelligence, where new technology can analyze when patients are most likely to open an email and act accordingly. Segmentation- which is grouping patients sharing one or more common characteristics- can help with your marketing efforts as well. For example, some marketing segments that you could implement into your practice include:

 

·          Families with childen

·          Patients with removable dentures

·          Patients who are stable and solely in hygiene recall

 

Here is a graphic from Single Grain that shows the importance of personalization. 

 



5.          Video marketing

 

Have you ever fallen down a YouTube rabbit hole? You search for the highlights from yesterday's big game, and somehow, half an hour later you are watching, “The Ten Best Moments in Cops History.” Yeah? Us too.

 

This is the power of video marketing.

 

Data has shown that video marketing will be one of the most important marketing trends over the next 5 to 10 years. 

 

Experts say that if your website contains video, it is 50 times more likely to drive organic search results. Yup, 50 times. Absolutely crazy. 

 

Let’s say that you make an explainer video for a procedure in your dental practice. The beautiful thing is that you can get the video transcribed and then place the text on your website. 

 

Video SEO is also becoming more and more important. Google algorithms favor websites with video. Implementing video marketing can only help your dental practice patient acquisition. 

 

                
  • 70% percent of consumers that         say they have shared a brand’s video
  •             
  • 72% percent of businesses say         video has improved their conversion rate
  •             
  • 52% consumers say that watching         product videos makes them more confident in online purchase decisions

 

This is not just YouTube… Facebook, Instagram, or LinkedIn all have a huge impact. Just look at the following that dental influencers have on platforms like Instagram.

 

 

 

 

6.          Influencer marketing

 

You don’t need to get Kendall Jenner to represent your dental practice (please don’t).

 

While obtaining national social media influencers is not really applicable, local micro-influencers are a great way to drive patients to your dental practice. Large brands have recently discovered the power of individuals with a smaller number of followers on social media (typically between 1,000 and 10,000 followers). 

 

For example, you can target local parents who have a strong presence on social media. 

 

*insert example here*

This is just not a trend. Studies show that ad spending on influencer marketing could reach an all-time high in 2021. 

 

In fact, 82% of surveyed consumers said that a micro-influencer made them likely to buy a certain product. 

 

A recent study by Makerly provides some advice when picking the right micro-influencers for your practice. 

 

                
  • Target influencers with         Instagram followings in the 1,000 to 10,000 range

 

For many dental offices, finding a local individual with 1,000 followers may be difficult. As long as you work with an individual who routinely posts on social media and has good engagement, your practice will be represented well. In exchange for a post, you could offer free cleanings, whitening, crown, etc. 

 

                
  • The affordability of         micro-influencers

 

97% of micro-influencers on Instagram charge less than $500 for a post. If we think about the average cost per acquisition per new patient ($150-300), paying $500 dollars for a post that may attract 3-5 new patients is very economical. 

 

Consumers see influencer marketing as much more reliable than corporate brand marketing. In the battle of DSOs, this is a huge advantage for independent dental practices. Those of you who own your own practice are able to drive home a friendly, home-town feel for your dental practice through micro-influencers. 

 

Many DSOs are unwilling or unable to really find a strong connection with one community. By using micro-influencers, you stake your claim as the dental professional in your city. 

 

 

7.          Social media messaging

Just like with the chatbot, individuals are more likely to engage with your dental practice if there is an option for direct messaging. Take a look at the numbers of users on messaging platforms. 

 

 

As younger generations begin to make their own dental appointments, it is going to become important to utilize the most effective means of communication. 

 

What about reminding patients about appointments through Facebook messenger? Crazy right? Not at all.

 

Ten billion messages are sent between people and businesses on Facebook Messenger every month. The time will come when messaging patients through app-based services will be totally common.

 

This could be a massive trend in patient engagement, so how can dental offices capitalize?

 

When you have the patient fill out their contact information during intake, include an option to be contacted by Facebook Messenger, GroupMe, WhatsApp, and so on. Of course, be aware of HIPAA compliance when you communicate with patients through any means.

 

8.          Micro-moments

 

According to Google, a micro-moment is “an intent-rich moment when a person turns to a device to act on a need—to know, go, do, or buy.” In other words, micro-moments are small moments of engagement that can attract customers to your brand. They may have a moment of need, and that small moment is a great time to deliver relevant content.

 

Google stresses three things to make sure you can capture these mirco-moments:

 

                
  1. Be there
  2.             
  3. Be useful
  4.             
  5. Be accountable

 

I have spoken about the importance of providing exactly what a patient needs through a landing page, which highlights the power of micro-moments. You should focus on making it easy to make a purchase! 

 

9.          Social media stories

 

Instagram, Snapchat, Facebook, WhatsApp, and YouTube all offer the opportunity to post stories that only appear on the platform for a short period of time.

 

Dental offices can tap into these stories to tap into the psychological concept of limited-time offers. The best social media influencers in dentistry all utilize social media stories extremely effectively. 

 

Here are a few tips that can help you with your social media stories.

 

·        Do not film in landscape. An enormous 82.5% of mobile phone users hold their phone in a vertical position. Make sure that when you are creating you social media stories you also film in portrait mode

·        Patients remember the beginning and end. Every story should begin and end with your branding. Include your logo and business name in both the first and last parts of the story. 

·        Stories should still have quality. Companies like Canva can help dental practices make sure their stories are formatted well and appeal to your prospective patients. 

 

You don’t have to gain thousands of followers to make this marketing approach effective. Have a new dental technology? Show how it works in your social media story. You could even provide a deal for your patients. “Get free in-house whitening if you make an appointment before this story expires.” Then provide a chatbot link to directly make appointments. 

 

Remember, is estimated that 15 to 25% of followers click on the links that are provided in social media stories!

 

 

10.      Browser push notifications

 

These are notifications that can be sent to a user via browsers on both mobile phones and desktops. Often, these messages will appear in the top or bottom right-hand corner of the user’s screen.

 

Current trends indicate that 85 percent of online stores used push notifications in 2019. So should you use a newsletter sign-up form or a browser push notification?

 

·        At least twice as many people sign up for web push notifications compared to a newsletter.

·        Only 10% of the best email marketers can achieve a newsletter sign-up rate that matches the performance of a web push notification.

 

According to Airship, these messages fall into the following categories:

 

1.    Transactional

                
                              
                                            
                                                          
        1. Dental patients could                                 receive a push notification that confirms the appointment they just                                 made. 
        2.                            
                               
                         
                
            

2.                Educational

            

a.                These notifications could             provide prospective patients with some sort of educational tidbit. 

            

3.                Promotional

            

a.                “Make an appointment             before Friday and receive free whitening and initial radiographs.”

            

4.                Life cycle

            

a.                For patients who have             already visited your website, these could send the patient to new offerings or             retargeting campaigns. 

            

 

            

 

            

11.                   Content,             content, content

            

 

            

The corporate mission of search engines is to             conntect the searcher with an answer. 

            

 

            

Imagine a dental website that offers no useful             information for prospective patients. No advice on dental hygiene or dental             emergencies. Nothing. Would this catch the eye of someone searching for a             dentist? Absolutely not. 

            

 

            

Check this out from the Content Marketing Institute

            

 

            

Blogs means more traffic

            
                                        
                                                      
    • 126%. Yup, that is the                             increase of leads compared to dental practice website without blogs.                             Remember when we said that the mission statement of search engine is to                             find the correct information? Well, give information to your prospective                             patients and the clicks to your website will follow. 
    •                        
                    
                

 

                

But who has time to knock out a thousand words                 worth of content? 

                

 

                

No one. The good thing? Online services can                 connect you with talented writers all around the world who can provide high-quality                 results for your dental website.

                

 

                

The first step in crafting your unique and engaging                 content starts with research. Keyword research tools like SEMRush can give you                 insight into what topics have the highest ranking. 

                

 

                

After selecting a few keywords, you want to next                 look at the competition. Ask yourself: How am I able to make something better                 than the competition? Work at providing better value than the content that                 currently ranks. 

                

 

                

After that, it's time to work on improving your                 search engine optimization ranking. 

                


                
                

                

12.                           SEO A/B testing 

                

 

                

Test, test, and test some more. Trial and error                 has a significant place in dental marketing.

                

 

                

We discussed the importance of landing pages,                 but how can you make your landing pages the perfect tool for patient                 conversions? 

                

 

                

A/B testing, of course.

                

 

                

A/B testing compares two different versions of a                 landing page to determine what has the most patient conversions. 

                

 

                

 In recession                 economy that may favor emergency dentistry, dental practices need to start                 implementing A/B testing for their emergency dentist services landing pages. 

                

 

                

Here is an example: as the need for emergency                 dental services increases, patients will be more likely to have a short-term                 needs for dental care. Let’s say that a patient has tooth pain and they are                 looking for a dental appointment as soon as possible. Your website needs to                 have a landing page to facilitate easy information gathering and appointment                 making for your patients. This is where landing page A/B testing comes into                 play. 

                

 

                

Neil Patel gives good advice for                 the SEO to test on your landing page, including the headline, your call to                 action, any graphic you use to boost your sales efforts, and the sales                 copy. 

                

 

                

This method should not be used to specifically                 look at which landing page ranks better in search engine optimization, but rather                 to find which page leads to more patient engagement. 

                

 

                

Services like Optimizely allow dental offices to                 determine the impact of new releases before rolling out a new page to all                 potential patients. 

                

 

                

 

                

13.                           Interactive                 content 

                

 

                

Interactive content is content that                 requires the participants’ active engagement beyond simply reading or watching.                 In return for that engagement, participants receive real-time, hyper-relevant                 results they care about. 

                

 

                

For many dental practice websites, this could                 include interactive infographics, landing pages, or case studies. 

                

 

                

Check out some examples from Ceros:

                

 

                

 

                

According to the Content Marketing Institute,                 81% of marketers agree that interactive content is more effective, while 66% of                 marketers agree that it leads to increased engagement. 

                

 

                

Using available software, dental practices could                 produce interactive content that explains procedures to their patients. 

                

 

                

Patients will find the content on your website                 more useful, which will help your website rise in the Google ranks. 

                

 

                

14.                      Geo-fencing

                

 

                

 

                

Geo-fencing refers to location-based ads where a                 user’s location is recorded via the GPS in their phone, and they are then sent                 ads relevant to their current location. 

                

 

                

This could be impactful for emergency dental                 advertising. If a patient searches for “emergency dentist,” they would receive                 a text message or push notification on their phone with the dental office that                 is closest to their current location.

                

 

                

This may seem like big brother overreach to the                 max, but market research shows that this segment of marketing is expected to                 grow exponentially. 

                

 

                

According to Market Research Future, “The global geo-fencing                 market is expected to grow at approximately 2,387 million [A1] by 2023.”

                

 

                

The goal behind this comprehensive guide is to                 provide insight into the trends that can propel patient acquisition for your                 practice. Being the first mover in your city for gen-fencing dental marketing                 could give you a huge advantage. 

                

 

                

15.                       Mobile,                 mobile, mobile

                

 

                

Marketing experts believe that mobile marketing                 is not only the future, but also the present. The rapid increase of mobile                 phone users proves the fact that mobile marketing optimization is of utmost                 importance.

                

 

                

 

                

Via https://www.wordstream.com/blog/ws/2013/08/19/what-is-mobile-marketing

                

 

                

Along with the increase of mobile users, the                 time spent on the internet has seen an increase as well. Nearly 40 percent                 of time on the internet now occurs on mobile devices:

                

 

                

https://marketingland.com/report-nearly-40-percent-of-internet-time-now-on-mobile-devices-34639

                

 

                

It goes to show that mobile marketing is here to                 stay and dental practices need to jump on board. Here are a few things that                 dentists should consider for their dental marketing on mobile devices:

                

 

                
                                                
  • Emails sent to patients should                         be mobile-friendly.
  •                                             
  • Make sure that the necessary                         forms on your website are able to be filled out on a mobile device with                         ease. 
  •                                             
  • Landing pages should be                         optimized for mobile devices and any call to actions should be well-formatted. 
  •                                             
  • Analyze mobile trends in Google                         Analytics. You can often uncover gaps in your mobile marketing just by                         looking at the data.
  •                 
                


                
                

                

16.                       Blockchain                 marketing

                

 

                

The Dental Creatives are firm believers in the                 role that blockchain technology will play when it comes to marketing and                 privacy in the coming years. Various companies are already taking the lead to                 be the first mover in these industries. 

                

 

                

 

                

 

                

Brave Browser and their cryptocurrency the Basic Attention Token (BAT) have                 turned online advertising on its head. 

                

 

                

Brave Browser is seeking to “give you back power”                 by addressing some key problems:

                

 

                

1) Privacy and blocking data-grabbing ads and                 trackers

                

2) Low browser speed due to harmful ads and                 trackers

                

 

                

The browser has also introduced a rewards                 program that gives browsers monetary compensation for viewing                 privacy-respecting ads. 

                

 

                

Here is an explanation from the Brave Website:

                

 

                

“When you join Brave Rewards, your browser will                 automatically start tallying the attention you spend on the sites you visit.                 Once a month, Brave Rewards will send the corresponding amount of BAT, divided                 up based on your attention, from your local browser-based wallet to the site’s                 you have visited.” 

                

 

                

When it comes to dental advertising for your                 practice, partnering with the browser ensures a superior ad matching system.                 “Brave uses local machine learning with the browser profile to only deliver ads                 in optimal conditions, when users aren’t distracted or focused on something                 else.” 

                

 

                

This means that advertisments will be better                 matched with those that are looking for those ads. Therefore, those that are                 actually looking for dental advertising, see the advertisments. This means no                 more wasted money for clicks from consumers that are not looking for dental                 services. 

                

 

                

You can also sign up with Brave as a content                 creator which will allow visitors to your website to “tip” you with BAT.

                

 

                

 Again,                 this is all about creating high-quality content that users find valuable. 

                

 

                

17.                      Branding

                

 

                

A dental practice brand that resonates with prospective patients                 will also produce more trust. In fact, 66 percent of consumers trust a brand                 when they feel connected to it. That’s why The Dental Creatives feel so                 strongly about brand management. Google’s EAT ranking factor, (which                 stands for expertise, authority, and trustworthiness) is the basis for all that                 Google does.

                

 

                

While brand recognition is one part of the                 puzzle for your dental practice, your own personal brand as an expert in the                 community is of great importance as well. You can provide insights to the local                 paper or appear in local media. When post content on your dental website blog,                 make sure that you have an “about the author” section that shows your expertise                 on the subject. 

                

 

                

Even if a prospective patient is in the research                 phase of dental care, they will still trust your brand/dental practice if your                 qualifications are listed. 

                

 

                

Brand marketing is filled with emotional                 intelligence, copywriting, and creativity. 

                

 

                

We have a recommendation for our favorite brand                 specialist on Fiverr.

                

 

                

 

                

18.                       Better                 analytics

                

 

                

Data analytics drive the whole process of dental                 marketing. Business intelligence provides integral data about marketing                 decisions for your dental practice. It all goes back to your return on                 investment. As dental professionals, we want to make sure that patient                 acquisition costs fall between $150 and $300 (or less). The only way to know                 that you are not losing money on each new patient is by using analytics. 

                

 

                

Google Analytics supplies a great deal of data                 for dental practices. Most of the time, this is sufficient for what dental                 practices are trying to accomplish. For example, Google Analytics can                 provide you with essential data about your marketing outcomes.

                

 

                

If you are looking at doing a deeper dive into                 your search engine optimization data, programs like SEMRush can give you great                 insight to where you are succeeding and where you can approve. 

                

 

                

There are many professionals who can help you                 with marketing analytics. If you are true DIYer, there are also numerous                 courses on Skillshare and Udemy that can help you get a grasp on your marketing                 analytics. 

                

 

                

The tools are out there; dental practices just                 need to use them. Dentists are told to look at their profit-and-loss                 statements regularly. It should be no different for data analytics. 

                

 

                

 

                

19.                      Long-form                 content 

                

 

                

A 2019 study conducted by BuzzSumo reviewed 912 million                 blog posts and found that longer blogs equal more backlinks: “Long-form content                 gets an average of 77.2% more links than short articles. Therefore, long-form                 content appears to be ideal for backlink acquisition.” 

                

 

                

That’s a huge increase! But first, let’s take a                 quick time-out and give you a quick reminder what backlinks are…

                

 

                

Backlinks are links that point to your website.                 Let’s say you make some really great content, and  other websites want to refer to your website                 and place a URL. When websites acquire backlinks, Google sees that your content                 (and therefore website) have a high quality and trust value. 

                

 

                

Therefore, the algorithm places you higher in                 the rankings. Ahrefs reported that a large majority (91%) of pages never                 get organic search traffic because they do not have any backlinks. 

                

 

                

 

                

Once again, content is king. But producing good content                 simply does not involve throwing out 500-word blog posts. Long, well-research                 blogs continually outperform shorter blogs. This high-quality long-form content                 is often called “pillar content.

                

 

                

According to Single Grain, this high-quality                 content does these things:

                

 

                
                                                
  • It solves a problem or answers                         a question with comprehensive, accurate information
  •                                             
  • It’s different in scope or                         detail from other content on the subject
  •                                             
  • It’s some combination of                         trustworthy, useful, or interesting
  •                 
                

 

                

Here are a few SEO metrics that Google takes                 into account that long-form content fulfills:

                

 

                
                                                
  1. Time spent on your website. Obviously, longer content will                         take longer for the user to read. When a searcher spends more time on your                         website, the Google algorithms rejoice. When the algorithms rejoice, so                         will your SEO rankings. 
  2.                                             
  3. Answer the question! By putting content into long-form, the                         possibility that your searchers find the answer they are looking for is                         more likely. The goal of answering the question is will results in a                         decrease in bounce rate. If a searcher does not find their intended                         answer, they will “bounce” back to Google. When this occurs, your ranking                         plummets. 
  4.                                             
  5. Content that lasts. When you                         place high-quality content on your website, it will remain valuable for a                         long period of time. It will gain social media shares and, of course,                         backlinks. 
  6.                 
                

 

                

Remember, longer content means better rankings!

                

 

                

 

                

20.                          Semantic                 keyword research 

                

 

                

One of the most important changes in Google SEO                 algorithms is the importance of writing for people and not for algorithms. 

                

 

                

Let’s hammer down this point: The whole business                 model of search engines like Google is to answer the questions of the                 searcher. If you provide value and answer questions on your website, a jump in                 SEO rankings will follow. 

                

 

                

We have previously discussed the concept of                 keywords in dental SEO, but if you missed our discussion on SEO basics, a                 keyword is a word or group of words that tell search engines about the content                 of your website’s page. These are what people enter into search engines to find                 what they are looking for:

                

 

                

Some keywords for a dental practice website                 content may be:

                

 

                
                                                
  • “Dentist near me” 
  •                                             
  • “Best dentist”
  •                                             
  • “New York City dentist”
  •                 
                

 

                

These keywords will be the foundation of your                 website content.

                

 

                

Previous versions of search engine algorithms                 have placed a large emphasis on the keywords, but the times have changed and                 now semantic keyword research is more important than ever. 

                

 

                

In other words, do not focus your content on                 only one word, but instead on a series of phrases, related terms, and questions                 that are important to the searcher (and therefore the search engine rankings). 

                

 

                

Here are some tips from Search Engine Journal                 about obtaining semantic keywords:

                

 

                
                                                
  1. Think like a patient. If a patient is searching for a                         dentist, they are obviously also looking for questions related to                         dentistry. These could include:
  2.                 
                

·                        “What to do for tooth                 pain?”

                

·                        “Home tooth-pain                 remedies”

                

·                        “Do I need a root                 canal?”

                

·                        “How to straighten my                 teeth?” 

                

·                        “How much do braces cost?” 

                

 

                

2.                            This would then lead to                 keywords such as: 

                

·                        “Emergency dentist”

                

·                        “Best dentist near me”

                

·                        “Dentist in (city)”

                

·                        “Best dentist in (city)”

                

 

                

You want to be available at every turn the searcher may                 take. 

                

 

                

Here’s another interesting tip courtesy of Backlinko: keep an eye out for the “People also ask” questions that you                 often see on Google search results. 

                

 

                

Google is basically giving you the answers to the test. Take                 a look at the “People also ask” results when I Googled “tooth pain”:

                

 

                

People are searching for these terms, so make sure you include                 information on these topics on your dental website. 

                

   

                


                
                
                

                

21.                      Structured                 data SEO

                

SEO experts often debate about the changing importance                 of certain aspects of their industry. Where is there no debate? The fact that                 organized data on your website will rank better than unorganized. 

                

 

                

Let me explain. When information is properly                 organized in a your website, there is a chance that Google will use your                 website information as a featured snippe. For dental offices, many times this                 could include a fact check about some of the rumors that are running rampant                 through the dental industry. 

                

 

                

Structured data on your dental website will help                 Google’s algorithms to understand the content. With properly structured data,                 the chances of obtaining a “rich snippet” in Google search terms                 increases. 

                

 

                

What is a rich snippet? 

                

 

                

Well, when you Google a term, often there is                 more than just the title and description of a website. You have probably seen                 many examples of rich snippets and not even realized it. 

                

 

                

Trying searching for “Apple” to see an example                 of a rich snippet

                

 

                

 

                

The company descriptor on the side of the search                 results is a result of an organization rich snippet. 

                

 

                

So how can you implement this into your dental practice?

                

 

                

https://developers.google.com/search/docs/guides/intro-structured-data

                

*Warning: this does take a little bit of                 technical knowledge in website coding*

                

 

                

There are also cheap alternatives available on                 Fiverr that will do this for you. We found a freelancer who will implement this                 structured data on five pages of your website for $25!

                

 

                

 

                

But before we get too much further, another couple                 of warnings!

                

 

                
                                                
  1. Google clearly states that                         structuring your website in this manner will not necessarily result in a                         rich snippet. 
  2.                                             
  3. Structured data is NOT a                         ranking factor for your website. It will not boost your search engine                         rankings. But the positive outcome of receiving a rich snippet is a                         significant boost in clicks. 
  4.                 
                


                
                
                

                

22.                           Alternate search engines

                

Google currently has a massive market share in                 the information industry (87% according to Search Engine Journal), but other competitors                 are taking a (small) piece of the pie.

                

You may not have ever heard of the alternative                 search engines, but it is still important to be aware that there are other                 players in the game. Why are these becoming (slightly) more popular? 

                

 

                

It's all about privacy. 

                

 

                

Many people know that browsing and search habits                 are often tracked and then shared with those that can capitalize                 (advertisers). 

                

 

                

There are multiple search engines that are                 concerned about privacy, including DuckDuckGo, Swisscows, and StartPage. 

                

 

                

With all of the scandals surrounding Google, the                 possibility that these alternative search engines become more popular is                 real. 

                

 

                

Make sure you are not only thinking about                 optimizing your sites for Google, but also alternative search engines. 

                

 

                

23.                       Dental                 Neuromarketing

                

 

                

Now this one may seem Jetsons-esque...

                

 

                

For decades marketing has been based on                 psychological triggers that cause consumers to feel emotion. But many of these                 triggers are assumptions. 

                

 

                

But what if we could take this one step further?                 According to Single Grain, “Neuromarketing                 is a strategy that analyzes measurements of a person’s brain activity and                 nervous system to determine which types of content they find engaging.” 

                

 

                

This is where the medical and marketing                 industries meet. This new field of marketing uses data collected from                 functional MRIs to influence the actions of marketers. Marketing has                 always been about influencing consumers to buy, but this form of marketing                 research reveals quantitative data about how the minds of consumers work. 

                

 

                

With such a shift in marketing tactics, there                 are both proponents and opponents of the ethics behind                 this strategy. Although the full                 capabilities of neuromarketing are still being developed, companies currently                 use tactics such as color psychology.

                

 

                

 

                

This industry is just getting started, but                 there’s no denying that the future of dental marketing could be helped by                 neuromarketing.

                

 

                

Whew!

                

 

                

So there it is, the most comprehensive list of                 dental marketing trends you can find. 

                

 

                

We have always preached a learning and do-it-yourself                 mentality at The Dental Creatives. 

                

 

                

So what should you do with this                 information? 

                

 

                
                                                
  1. Consult with your dental                         marketing specialist
  2.                 
                

Already have a dental marketing company                 overseeing your practice? Great! We hope that you can take some of this                 information and have a serious discussion about your dental marketing tactics. At                 the very least, we hope that this guide provided some insight into what a                 dental marketing company should be working on for your business

                

 

                

2.                            DIY 

                

We know. Your life can be extremely busy and                 there may not be time to implement all (or half, or ten) of these dental                 marketing trends into your practice. But implementing two or three of these                 could take less than an hour and have big results. Utilize freelance services to                 boost your efficiency even further!

                

 

                

Check back soon. We will continue to update                 dental marketing trends as soon as they are developing. 

                

 

                
                
                
                
                                  
                
                
                
Category: Marketing
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