The digital marketing landscape is moving faster than ever before. Read our 9 digital marketing trends to look out for in 2020 to make sure your practice stays on top.
1. Voice Search
Right now, nearly 20% of online searches are voice searches.
While voice search is the only form of search Google doesn’t currently dominate, they’re investing heavily in voice search to change that. Part of this initiative is to reward sites that are giving valuable information in response to voice searches. This presents a great opportunity for your practice to answer questions searchers are asking through voice search.
How to optimize your dental practice website for voice search
• Start with a mobile-friendly/responsive website
• Answer questions on the website
• Claim your Google My Business profile
• Focus on reviews and online reputation, including social signals and social media
• Use schema markup
Examples of voice searches your practice’s website must be able to answer:
• Where are you located
• What time are you open
• What insurances do you accept
2. Online Reviews
Online reviews are crucial for a dental practice’s online presence. 5-star reviews provide confidence to prospective patients and show Google you’re trustworthy, helping your site’s rankings.
The more reviews you have, the higher your site will rank.
Dentists should focus on these review platforms (in order of importance):
1. Google
2. Yelp
3. Facebook
4. Healthgrades
3. Original Photography
Too many dental websites rely on the same boring stock photos. They’re not impressive to potential patients and they reduce trust in your practice. When your practice invests in high-quality original photography, the results are impressive:
• Higher conversion rates
• Better website design and user experience
4. Videography
Don’t underestimate what high-quality videos can do for your digital presence. Video content is all over the internet for a reason. It helps:
• Provide greater insights into your personality
• Better communicate unique traits of the practice
• Create great social media content with higher conversion rates
Effective videos for your dental practice’s website include:
• Short looping video for your homepage intro
• Video of a dentist introducing the practice
• Testimonials of happy patients
• 360 degree walkthroughs of waiting rooms and treatment areas
5. Social Media Storytelling
Let’s say you’re getting 5-star reviews, taking great pictures, and shooting compelling video content. What do you do with it once you have it? Start sharing on social media to show off your practice and connect with patients
Get started by telling your story…
• What makes your practice different
• Show your personality
• Stand out from boring corporate dental practices
Where to post your videos?
• Facebook
• Instagram Stories
• YouTube
6. Design for Mobile
It’s finally happened: Mobile search has passed desktop and laptop search. Mobile devices are replacing computers for most people. If your website isn’t mobile friendly, you’re losing search rankings and new patient opportunities.
7. Original Content
Some dental marketing agencies are cutting corners and ripping off their clients by offering “content libraries” as a “benefit” of their service. What they’re really doing is hurting their clients’ search rankings.
Original, fresh content display’s your brand’s personality, improves Google search rankings, and drives more new patient opportunities.
8. Patient Privacy & HIPAA
Due in part to GDPR legislation in Europe and media stories about hacking and data breaches, most people are thinking about their online security and privacy — and for good reason. Security breaches can lead to financial losses and private information getting into the wrong hands.
What can your practice do to improve security?
• Invest in HIPAA compliant submission forms from a service like FormStack or JotForm
• Use SSL to secure your practice’s website
9. Online Booking
Years ago nobody would’ve imagined the world we live in today where you can buy or schedule anything you want from your fingertips.
Now we’re seeing dental patients who want to book their appointments online from their phones. Online booking services make it easier for your patients to schedule appointments, reduce scheduling errors, and make managing appointments a lot easier.
Read more about digital marketing trends in 2020.