Nov 27, 2017

Why Dental Practices Should Invest in Content Marketing

Operating a dental practice can be both extremely rewarding and very stressful. Anyone on a small team knows what it’s like to wear multiple hats and this is even more true if you own or run your own business. Your job is to promote your business to the best of your ability, with the goal of generating new and return patients, while also ensuring the day-to-day operations continue to run smoothly. While marketing and advertising were not something a practice may have had to think about just a short time ago, times are rapidly changing, competition is getting fiercer, and young practices are modernizing to meet the needs of increasingly demanding patients.

There are many different approaches to marketing in the dental care profession, from banner ads to paid campaigns. It’s not an easy job and can probably feel like it requires a lot of expertise and a significant chunk of time and money to get right. One area that many dental practice owners often neglect, but that is absolutely vital today, is content marketing and publishing with geo-location and interest-based targeting on social media and search engines.

What is content marketing?

Content marketing involves the creation and sharing of online materials, like articles, videos or images that might be of interest to patients. It doesn’t always explicitly promote a company but generates interest in their products and services.  Research shows that consumers in every industry favour content marketing over traditional forms of advertising and are becoming weary of generic marketing techniques. They also use a company’s online presence to establish an opinion on their services and expertise.

So, what are the main benefits of content marketing for dental professionals?

1. Increases the visibility and recognition of your practice

According to the Global Web Index, the average person spends 2 hours a day on social media. It’s more important than ever that you have a presence there.

2. Develops a lasting relationship with your patients

The interaction with your patient doesn’t have to end when they leave your offices. Sharing content that is relevant to them year-round ensures that they stay informed and when it’s time to seek professional services again, you’re still at the forefront of their thoughts.

3. Creates loyalty, establishes trust and builds credibility with your current patients and prospects

Creating engaging content allows you to transfer the knowledge you have acquired about your profession, and pass this onto your patients or customers. Developing a sense of trust, especially with your local audience, will help establish your practice as a leader in the industry and give your business a voice.

4. Generates traffic to your website that will benefit business

If people keep returning to you for useful information, you’re going to get more patients. The more traffic you get to your website, the higher you will show up in local Google searches. In fact, a report by HubSpot found that companies who blog or write content receive 97% more links to their website.

5. Positions your business as an expert in your industry

This is especially important when it comes to the range of services you offer. If you’ve been sharing content that is relevant to specific niche topics, prospective patients will know you’re the right person with whom to make an appointment for that particular issue.

6. Opens a channel of communication through social shares and comments

The greater the presence you have online the more opportunities for someone to contact you.

7. Provides value without being invasive

Modern consumers are familiar with traditional marketing tactics and are well-versed in finding their way through ad copy. Most people will be skeptical and have their guard up when they see a traditional ad. A content marketing strategy allows you to inform your patients and prospects about the benefits of your services in a less invasive way.

The thing is, content marketing requires content creation and when you assess your daily tasks, the idea of spending extra time consistently writing unique and captivating content pieces is likely daunting and frustrating.

These are some of the things you need to keep in mind if you want your content to be effective.

You should:

  • Have a strategy with clear goals for each piece of content with a roadmap for what to produce and when
  • Know how to focus in on your target audience and understand and address their challenges effectively to produce content that they’re going to like and share
  • Know how to reach your ideal audience and target them correctly online. Otherwise, you could waste a lot of time and money targeting the wrong people.
  • Be a good communicator, capable of translating your expertise into a digestible format for your clients
  • Know where to post your content to reach your ideal client, how often and at what time of day
  • Have enough time and resources to produce the content your target is looking for
  • Measure the effectiveness of the content you produce

If you understand the importance of developing a successful content marketing strategy for your business, but don’t have the capacity to do so or don’t know where to start, consider partnering with a company that specializes in content creation and sharing on behalf of businesses.

Media Officials specializes in content creation and publishing specifically for dental professionals and practices. We understand that companies don’t always have the internal resources to create unique and engaging content on a regular basis. That’s why we have a team of dedicated content writers, experienced in your industry, to produce content for your brand and share it on popular platforms. Click here to get in touch today to discuss the right solution for your business.

Understanding how to create sufficient content for your goals is critical. In a survey carried out of small to medium-sized businesses in the United States, it was discovered that 56% of companies believed that their website was the most effective marketing tool. However, only 28% used SEO as a strategy. Managing and maintaining a website is critically important for any company, no matter how big or small. Nonetheless, if your website isn’t optimized for SEO, then all your hard work could be in vain. SEO allows your website to rank in Google’s search results. Without proper optimization, your content could be ineffective.

That’s why unique content creation is far more valuable for your brand. At Media Officials, we know how to turn the story of your business into newsworthy and digestible content, and make sure that story is heard by leveraging our strong understanding of SEO and social media advertising. We specialize in working with small and medium-sized businesses and dental practices to ensure they’re at the forefront of their industry. We operate as an outsourced “newsroom” for the dental care industry, offering the highest possible quality content available, and share it across platforms to increase engagement and help expand your business’ reach.

Get in touch today to discuss the opportunities that exist for your practice. Click here to get started.