We’re Now in the App Store!
Catch up on our latest Fast Thoughts podcasts, download our prospectus, and watch videos from our latest clients. Download the SWM App today.
We’re Now in the App Store!
Catch up on our latest Fast Thoughts podcasts, download our prospectus, and watch videos from our latest clients. Download the SWM App today.
Dominating Google to Crush Your Competition
Yesterday, I made my podcast about dominating Google to protect your eggs. In other words, how to spread the money youâre spending on your own line marketing around to protect yourself against the whims of Google from changes in algorithms to changes in the search result pages and today Iâm going to talk about that same philosophy but from a different perspective. Dominating Google to eliminate your competition to get more patients. Essentially, when youâre dominating Google youâre taking multiple listings on the first page. When youâve got a peg listing on the top, organic ranking, a local places page, maybe an adwords express listing over on the side, videos, press releases down below, your facebook page, youâve got 4, 5, 6, 8, weâve seen 10 listings on the front page of Google, not only are you protecting yourselves against any changes Google might make like I talked about yesterday but youâre also eliminating potential properties that your competition can occupy. If youâre taking five spots on the first page, thatâs five spots that your competition is not in which pushes them to the second page. Statistically, 80% of your searches are not going to click to that second page, theyâre going to revise their search term in the top and search again or take action on one of the search results thatâs already in front of them. So, itâs really an anit-competitive measure, of course, when you have five results on the first page if you want to talk about branding or just simply being seen a lot more often. Having five listings on the first page youâve got 500% more chances than if you had one listing on the first page for that patient to see you for them to click into your website and the other important thing to realize is that patients all people are looking for different things. We see about 60% of clicks coming in through the organic side, your local places, your videos, organic listings, press release, whatever, we about 40% of all clicks coming out of google on the paid side so if you only have one listing on Google, youâre missing close to have, at least half of all the potential patients that you could be pulling in. Take a look at where youâre ranking at, make sure you understand the different search engines that Google offers. Thereâs a lot of different opportunities out there. If you got any questions, Iâm glad to do a quick little demo on the different search engines Google offers, where you can possibly be found as well as a demographic report on your market area to show you what kind of potential exists.
Dominating Google to Protect Your Eggs
I wanted to talk a little today about insulating yourself against the whims of Google. Protecting yourself from the big gorilla in the room that we know is Google. We see a lot of marketing companies out there that only advocate doing organic search engine optimization and thereâs a lot of dental marketing companies that only push SEO and they only say do content and on page SEO and thereâs all these companies that advocate all these positions of marketing on the internet and Iâm sure some of them do that job really well, the very specific task that theyâre advocating. The problem with a single mode of online marketing is that a big change such as what we saw last year in April, May with Google they rolled out their panda and penguin updates such as what we saw in 2010 when they really started ramping up their local marketing stuff such what we saw in late 2010 when dozens and dozens over a period of 6 months we saw the number of dentists marketing on adwords in 60 to 70% of the markets here in the United States double or triple in a very short period of time. When you only have a single presence on Google you are open to the whims of not only Google changing but advertising conditions changing in your market. Letâs go back to the days of yellow pages when yellow pages was the only marketing that most dentist did and when the yellow pages started to go down hill it was kind of the frog in the pot, if you crank up the heat slowly the frog will never jump out well a lot of guys that were doing yellow pages did it very successfully for years, if they had seen overnight the changes that took place over a period of two years they would have jumped out really quick out of the yellow pages but it was a slow downhill decline and by the time they made the change they were literally flushing the money down the toilet. The point Iâm making is donât put all your eggs in one basket, donât only go after SEO, donât only go after local search, donât only put your money in adwords, get your videos up there on the first page, get your local places up and on the first page. Google is now looking at social metrics, your facebook, your google plus, your social media profiles as a sign of authority. In other words, Googleâs position is most of the scammers and spammers that try to fake google out to get on the first page donât have social media profiles. While we donât advocate social media as a means to find you new patients, youâre simply not going to get new patients off facebook, it is still necessary to get that great Google ranking to have social media and have many other tactics in place. Make sure youâre doing a holistic type marketing campaign where you have presence in all the different search engines you have your eggs spread out into many different baskets.
Systems, Systems, Systems
Good Morning. Colin Receveur here. Tuesday January 15th, 2013 and wanted to talk a little bit today about systems, systems, systems, systems, systems, systems. A lot of doctors out there and they do this with all their marketing, it’s not just limited to their website, but they only are doing one piece of the puzzle and they are not getting the results that they want and with websites since we’re exclusively a dental web marketing firm let me give you an example: we see docs that are only doing SEO. Maybe they have a website that they had company A build last year or five years ago, they hire this other firm to do SEO and they have another firm that is doing pay-per-click and they’re paying all these fees and all these different companies are doing one piece of the puzzle of what’s needed to actually get new patients. It’s not really coordinated, it’s not really put together, the pieces aren’t put together. When you do piece mail marketing you’re not putting the pieces together and you’re simply, your phone is not ringing. Having a website and successfully marketing yourself online is not about just doing SEO or just getting to the top of google or just having a website, you have to have the system that actually captures the patients, generates the lead, captures the patient, nurtures them, tracks them, and converts that into a phone call, and into an appointment, and into a paying patient. If you are missing any of the steps in there, you’ve got a big crack in your system and you’re leading your patients, they’re falling into the cracks and you’re not getting money back from your investment. So, make sure that with your marketing campaign you’ve got a complete system behind it that takes your leads from the front of google all the way through the phone call until that lead is getting handed off at your front desk and make sure that your front desk is actually converting those leads into phone calls. So, that’s my thoughts for Tuesday, January 15th. Keep moving forward.
Attracting the new patients that YOU want may sound difficult or like a gimmick. However, it is been our approach at SmartBox Web Marketing (SWM) for the last 12 years.
Patients donât want to feel like they are being sold something, whether it is when they are reading your website, interacting with your staff on the phone, or simply the way you talk to them. If when you are interacting with them, you convince them that you are more interested in doing a great job and creating âvalueâ for them, then youâll earn them as a new patient.
We help our clients create an image of âvalueâ which attracts the prospects looking for a dentist like that. When you have a persona of value and high level service, you attract those kinds of people. Thatâs what we call the âmirror effectâ. The testimonials on your website should be those same types of people….ones who talk about the great value you provided. Then you will attract more of the same types of people.
Is your web marketing generating real phone calls, or just lots of hits and clicks? People looking for a deal? Are those phone calls solid prospects you want? Thatâs where SWM (SmartBox Web Marketing) comes in. For 12 years SWM has helped dentists reach out and attract the types of new patients THEY want.
âAnyone can build a website. There are tons of providers out there selling websites and productsâ, Receveur says.
What we do is create an image and teach our clients how to attract the prospects THEY want using our âmirror effectâ and creating value for them so they feel like our dentist client is the only one they should go toâ.
SmartBox Web Marketing puts as much passion into the technical side of what they do as they do into the âvalue buildingâ and image building. Dr. Woody Oakes caught up with SWM founder & CEO Colin Receveur to learn more about how they can add new patients to any dental practice. SWM has many systems, ranging web marketing, social media, automated follow-up, on-site and green screen video production, and their new patient tracking system, Zetetics, designed exclusively for dentists from the ground up.
Their proprietary phone tracking system, automated follow-up systems and ârelationship-building videoâ puts them head and shoulders above their competition.
Visit www.SWMresults.com for case studies from practices that they have helped, then judge for yourself.
Woody: Colin, can you tell our readers whatâs new at SWM since we first met?
Receveur: Things have changed a lot. And thatâs an understatement. In 1997 or 2000, most dentists didnât even have a website. Those marketing online were ahead of the curve and taking the lionâs share of new patients. In todayâs world, nearly every dentists has a website, many having 2, 4, or even 10 websites for their practice. If you want to grab the lionâs share of new patients in your area today, simply having a website wonât do itâitâs practically the norm.
Our marketing systems are setting records for and new patients generated here in the US and abroad. On average, our clients are seeing a 40% increase in phone calls and new patients with many seeing as high as 125%-150%.
We have continued to grow and expand and meet the needs of our clients. Weâve added six new marketing systems in addition to our original web design services. Weâve assembled complete marketing packages intended to take your practice âfrom zero to heroâ.
Maintaining customer service and improving the value for our clients has always been in the forefront of our minds. As weâve grown, weâve also become more intentional about giving back, which is why in January we launched our âNo Smart Dentist Left Behindâ Scholarship Program for to help recent grads and new offices get the marketing systems and advice they need to succeed. Visit our website www.NoSmartDentistLeftBehind.com to learn more.
Woody: How do your systems help dentists?
Receveur: For years, the majority of our business was simply designing websites. The technology simply didnât exist yet to do what we can do today with automation, video, and our proprietary phone tracking systems. Before this technology explosion, a dentist would have to invest huge amounts of man-hours to accomplish what we can now with simple computer software programs. We can very accurately figure ROI for a marketing campaign, stay in front of patients who donât buy (until they do), and track where we are getting the best results with our marketing efforts.
The last few years have been truly remarkable.
In the old days we would bring on a new dentist, build their website and marketing campaign, and they would see a big spike in web traffic as well as new patients. But we couldnât draw a line between them. The technology just didnât exist yet. Now we have our Zetetics Phone Tracking System, which weâve built specifically for dentists to show them exactly how many new patients ANY marketing they are doing is generating.
As I hinted at before, we currently offer six additional systems to improve all areas of your practiceâs marketing. By using tested and proven methods and then meticulously tracking absolutely everything from clicks, to calls, to new patients, the results our clients have achieved has gone through the roof.
Up until a few years ago, we only did on-site video production which, as you can imagine, can be expensive to get a 3-man crew plus equipment across the country and into a dentistâs office. Now with our new video studio, our clients can come to us. Weâre located just minutes from the Louisville International Airport and have a complimentary concierge service to make your travel to us âbrainlessâ [laughs]. Many dentists are able to fly into the studio in the morning, film 50 to 100 videos, and be back home in time for dinner.
Woody: Colin, tell us how you are different than many of the other âwebsiteâ providers out there?
Receveur: Thereâs lots of options and other companies out there. Some only do certain portions and not everything, some just offer advice and make you do the shoveling. We donât sell shovels, we do the shoveling for you. Weâre not in the business of helping our dentists produce incrementally better. We want killer results for our clients. We want to constantly be setting new goals, bigger goals than theyâve ever gotten in the past. Many of our dentists prefer we handle everything for them. They want to be very involved in the development of their message and marketing.
Weâre not afraid to tell a client âwe can take your money, but we donât think that will work.â Sometimes itâs painful, but weâre obsessed with the results and your bottom line. Our concept of âfocusing on the valueâ permeates everything we do. We have seen this concept produce results when applied to every aspect of our business.
We have found that âfocusing on the value and forgetting about the moneyâ has miraculously transformed the way we do business. The money seems to just take care of itself…and come in more than ever before.
The reality is some dentists have plateaued or need to grow but donât know how to get it done, or worse, have tried other marketing firms with little to no success. Weâre a full service dental marketing firm. We believe and can show that our concepts are working for our clients. We are not just another marketing firm. Do patients want just another dentist?
Woody: What can we expect to see from SmartBox Web Marketing in the future?
Receveur: Itâs been around 15 years or so, but just in the last 5 have we seen it revolutionize the way patients find the answers and care they need through Wikipedia, WebMD, YouTube, and Google. Our intention is to double in size in the next 18 months and grow 5-fold in the next 3-4 years. We will continue to add services and products based upon what weâre learning from our dentists and what solutions they need to succeed. Right now, believe it or not, the internet is in its infancy.
Woody: How can a doctor learn about how you can help them?
Receveur: We encourage every dentist to get our Dental Website Audit and evaluate their online marketing and itsâ effectiveness. My audit isnât a sales pitch for our services. Itâs a true blueprint to help you you decide if your website is what you really want.
It is available totally free on our websiteâyou donât even have to enter your emailâat www.AttractTheNewPatientsYOUWant.com. There, as a special bonus for all of Woodyâs group, you can also get a printed hard copy mailed to your door with 2 bonus DVDâs. The DVDâs are packed full of all of our best material. The systems and strategies discussed on them are the latest strategies have taken dentists to new heights. Weâre talking about marketing methods that consistently generate 100-200 phone calls and new patients every month. No dentist will want to miss out on this.
Also, for more information, doctors can call us at 888-741-1413 or go to www.AttractTheNewPatientsYOUWant.com to learn more about what kind of results we can create for you.
Colin is our secret weapon that we deploy for our best members practices all over the country.
He owns a slew of certifications with Google, Microsoft, Cisco; they all come with lots of little important letters after them. More important than those letters is his intimate knowledge of what weâre up to as dentists and his ability to tie all of the pieces together on the web.
The fact that he gets it is why heâs rapidly become known as a âGoogle godâ for dental professionals.
He has online technologies allowing us to leverage our time, effort, money and energy to be in more places at once than weâve previously ever imagined in front of our patients, our prospective patients and to stay ahead of competitors.
|<== Click play to listen!|
Colin has been hailed as the “Google God” for his ability to build websites that actually work (and work insanely well!!) by Dr. James McAnally & Dr. Mike Abernathy.
He currently is helping hundreds of dentists to “Crush It” online.
|<== Click play to listen!|
Special guest Colin Receveur from SmartBox Web Marketing talks about how to unlock the mysteries of online marketing. Why are some Dr.’s offices having succes, while most others are struggling.
Has someone promised to get you on the first page of Google search and not delivered?
Take 50 mins and listen to what Colin has to say before spending another dime on marketing that is not getting you results.
|<== Click play or use this link to visit their site directly|
Want to learn more? Download our Free Dental Website Audit.
How close have you been to a Killer Whale?
No, I’m not talking about at the zoo looking through twelve inches of bullet-proof glass… I mean in the wild WILD outdoors? Yeah the postcard pictures and YouTube videos look pretty cool, but imagine this:
My (almost) state record catch
Iâve loved fishing all my life, and growing up in a big fishing family and with a three acre pond certainly nurtured that passion. But going to Alaska I quickly realized that the lures and techniques I used to catch Large Mouth Bass, Redear Sunfish (I have one on my wall ten ounces shy of Indiana state record), and Catfish back home just wasn’t cutting it for catching those big Salmon in the Alaskan Wilderness.
Thatâs why they call it âfishingâ — not âcatchingâ
After a forty-five minute fastboat ride from our camp in Angoon (a tiny fishing village) across the Inside Passage, we disembarked into canoes to continue our journey up the streams into shallower water. Along the way we stopped in a few pools to try our luck, but after three dozen casts the only thing I had caught were a pair of Dolly Varden’s weighing in at under a pound each.
Maybe I needed to have my brother spit on my lure, because he was certainly catching the big Salmon!! So the next time he reeled in I stole a look at the lure he was using: a big yellow fly with a big treble hook. I was using a red fly with a reflective spinner and a little single hook.
Without admitting he had chosen a better lure, I quickly switched mine out. First cast out Bingo! Salmon on!
With just one simple change I went from catching âbait fishâ to a 17lb Chum Salmon.
What kind of patients are you catching with your âadvertising lureâ? Are they the ones YOU really want? Or are they the ones that just âkeep you busyâ? Are you reeling in those big Invisalign, Botox, Sleep Apnea, Cosmetic, and Implant cases… or are you happy just drilling and filling all day long?
The difference between true success (helping the patients YOU most want to help and having time to spend with your family and do the things YOU love doing) and ârunning the treadmillâ could be as simple as just changing the lure that you are marketing with.
Your marketing is a mirror reflection of the type of patient you will attract. If you want to catch the larger cases and patients with money to spend, your marketing message must be targeted to the mindset of those patients (Hint: âFree whitening and x-raysâ isnât going to do itâŚ).
Your patients are exposed to 5000+ marketing messages EVERY DAY.
The reality is your âadvertising lureâ in todayâs world has to be âkiller.â The days past of just âhanging out your shingleâ and hordes of patients flock to your office are far gone. If you want to stand out in your patientâs minds and earn their business, your message must be strong and persistent. This flowchart shows the marketing systems weâve put into place with one of our Premium Package clients (we blacked out his Zeteticsâ˘ phone tracking numbers to protect their integrity).
The general dentist we developed this marketing system for has taken specialty training in Implants, IV Sedation & Sleep Apnea and is currently marketing his dental practice very successfully using a mixture of advertising mediums, including newspaper ads, directmail, newsletters, his 110pg âNo More Living with Teeth in Your Pocketâ dental implant book, webinars, automated follow-up systems, free reports, pre-qualification packets, and multiple websites.
The âadvertising lureâ that heâs using to attract the types of patients and cases that he wants (all things our Premium Package helped him to accomplish…) allows him to âtouchâ his prospects six to eight times before they ever pick up the phone to call his office.
The âbig fishâ are chomping on his bait. What kind of fish are you catching?
When your patients see you in multiple mediums and your message is consistent and compelling, you will take the lionâs share of new patients. Why? Because persistence always pays off. Seen once, they probably wonât even remember your name. Seen thrice, they will know who you are. Seen a dozen times, you are now their âexpert.â
Your prospective patients are searching the web right now for answers to their problems. If you answer their questions, humanize yourself through killer video and web marketing, and position yourself as their expert solution, you will be their hero, and they will call you.
So which lure will catch the right patients — the red or yellow one?
Just like in fishing, what works for one dentist in one area might not catch the right fish for another dentist in another area. This is why meticulous tracking is paramount to success in all marketing.
We provide our world-class Zeteticsâ˘ call tracking system complimentary for every one of our clients – a system we built from the ground up specifically for dentists to allow them to SIMPLY and QUICKLY track all their leads from phone calls to consults to cases to exact dollars generated from any advertising campaign.
Once you know exactly whatâs working (and whatâs not) with your dental marketing, itâs very easy to RAMP up your RESULTS and make your marketing produce killer results for you.
Whatâs the next step?
Give the online dental marketing experts at SmartBox Web Marketing a call today at 888-741-1413 for help. We offer full-service online marketing solutions for dentists. We would be happy to help you with website design, search engine optimization, phone call tracking, video production, mobile & iPad friendly websites, and more. Let us help you present your dental practice at its very best!
What are you thinking? Leave us a comment below!!
Successful dental web marketing isn’t a fluke. It’s the result of meticulous planning and a sound marketing strategy.
There are four hurdles you must jump through to get new patients:
When your web marketing strategy does this, you will get rewarded with the Four C’s:
We develop online strategies that attract the types of patients YOU want.
Most marketing firms can not give you an exact ROI for your advertising campaigns. With our proprietary Zetetics™ Phone Tracking technology, we can tell you EXACTLY what works and what doesn’t work, tracking your results down to the penny.
And with our Zetetics™ Automation you can keep in touch with your patients by email, txt, and postcards for 2 years after they visit your website, call your office, or come in for a consult.
So, when they decide to buy you are at the “Top of Their Mind”… the first person they think of.
Did you know that no one really cares about what you (or your staff) has to say?
…unless you give them some piece of information that they feel truly applies to helping them solve their question or concern.
Effective marketing has less to do with what you as a dentist wants to say and more to do with conveying the proper message that directly applies to the problem your patient is looking for the answer to.
People don’t care about your practice, credentials, or history, they want to see how they can solve a concern they are dealing with. If you position yourself as the solution, they will see you as a dentist that truly provides value to them.
In the past four years we have seen the single largest growth of information availability in the documented history of our world.
No longer is just putting an advert up enough. Patients don’t want to just “find a dentist” – they want to find “the best dentist for them.” Your patients now have the ability to get to know you, get tons of information, read what other patients think about you, get a first impression of your staff and office — all in their underwear and without ever leaving their home.
Wikipedia, WebMD, Facebook… all these information-superhighways allow your patients to find any and all the information they want. We all have developed D-ADHD (Digital Attention Deficit Disorder)… we all want the answers to our questions RIGHT NOW.
If your website just talks about YOU and about YOUR services, YOU’RE losing new patients.
Your patients are searching for the answers to their problems. Your website should address THEIR problems and solve THEIR needs. It should educate them on what is available because educated prospects are better consumers of the dentistry you offer.
And I don’t mean clinically educate… those clinical videos and pamphlets will only scare them away! (When you go to the mechanic do you want to know how they fix your brakes, or do you just want to know that your car will stop safely?)
When you answer their questions, you will win them over.
So how do you answer their questions? Simple.
…Then you will become their hero.
And that’s our marketing philosophy.
The web marketing world is filled with lots of hype and confusion.
One “expert” will tell you that social media is the way of the future, while another preaches that SEO is the tried and true method, while yet another says that local search is the best thing since sliced bread.
Yet none of them can tell you which one REALLY works and which ones DON’T. So what do most dentists do?
Confusion breeds indecision: The Analysis-Paralysis Effect.
I’m a numbers guy. I like to know the bottom line before I make a decision. All too often though companies don’t let you compare “apples to apples” to see which provides the better value. They don’t tell you about the pitfalls of their own marketing agenda. So you end up:
Neither is good for your dental practice.
One bonus of our Swift Kick! package is the fifteen minute video critique of your entire web marketing campaign where we show you step by step exactly what you’re doing right (and what you’re not).
So what does a successful dental web marketing campaign look like? Here’s one example:
To find the new patients and cases that YOU want, you have to design your marketing campaign to not only dominate the entire first page of Google, but you also must provide killer content and information to your prospects, automatically follow-up with all your prospects for 12-24 months after initial contact, and you have to scrupulously track all your marketing so you know what is (and is not) performing.
Einstein also once said that insanity was doing the same thing over and over again and expecting different results…
SmartBox Web Marketing helps dentists with advanced clinical training to attract the patients THEY want, to automate their follow-up marketing, to create automated referral systems for existing patients, to create the best dental websites imaginable, and to track down-to-the-penny the results all of their marketing is bringing them.
To learn more about what goes into creating the best dental websites, click here to download our new free report The Dental Website Audit (free download, no email required).
If so, take notice of Google’s latest major update: The Penguin.
While innocent looking, watch out. If the Penguin thinks your dental website is TOO optimized, it will turn your top ranking website into sushi.
Want to learn more? Click the button below to watch a short video…
“My website, is it broke?”
I get asked that question all the time. Dentists that do have a website believe, like many people who have websites, that all they have to do is put it up and people will find it. Not true!
If you are the only dentist is a 100 mile radius I’m not talking to you, but if you have competition in the same local area your practice is located in, listen up!
I will bet you the bank that your website is not being “seen” in ways that count…
And in ways that get you more patients!
A lot of people also ask me, “Why would Google go to the time and expense of creating 50 million mini-websites for businesses, and then give them away?”
The answer is ‘money.’ How Google turns free Place Pages into revenue really doesn’t matter right now, so I won’t bore you with details. Suffice it say, they do… and they ARE betting the bank this works.
Remember Google Maps?
The little dots are those dental practices that have not taken Google up on their offer for a free Place Page. The big dots are the ones that have.
Google spent hundreds of millions of dollars developing 50 million mini-websites.
Which dentists do you think are going to get preferential treatment: The ones that claim and work their Place Pages, or the ones that don’t?
You see, for Google it’s a matter of “you scratch my back and I’ll scratch yours”, like it or not. They are going to make money off of this venture, and if you don’t play you won’t.
Those dentists that don’t play the game aren’t even in the ballpark when it comes to a shot at getting new qualified patients.
Any time you go through a checkout lane in WalMart or almost any store, notice the hundreds of items that are surrounding you as you wait to check out. Most will be small ticket items, a buck or two here and there.
They certainly don’t compare to the big ticket items found in other places in the store, but they are money makers. Even though WalMart might sell a $599 snow blower in one department and a $700 flat screen in another, based on square footage, the checkout line is the most profitable real estate in the store.
The last time I checked WalMart merchandise was selling at a rate of $5.00 per square foot on regular shelves and $28 per square foot at the checkout aisle.
It’s because that is where everyone is. A snow blower might be bypassed, and in reality they don’t sell that many compared to the number of gum packs in checkout isles. Everyone has to go through a relatively small space to get out, and while you are standing there, you are a captive audience. WalMart also knows the last minute decision in a checkout line is immediate and swift.
“Mom, can I have a pack of gum?”
How many times have you heard that and the parent, probably you included, has succumbed to the ease and immediacy of throwing a pack of gum on the conveyor belt?
Being where people are at and allowing them to satisfy their need for “immediacy” is important!
If someone is searching for a dentist, especially in today’s world of quick internet searches and the prevalent use of smart phones, YOU HAVE TO BE SEEN IN THE MOST VALUABLE PIECE OF ADVERTISING REAL ESTATE OR YOU WON’T GET THE BUSINESS!
Today that means you have to be seen on the web.
Your website displays information about your dental practice. You can emphasize your advanced clinical training and let your prospective patients spend some time getting to know you via your website and videos… but not if you aren’t there AND NOT IF YOU CAN’T BE SEEN.
It’s a simple concept but an important one: Provide the information when and where people are looking for it, and be the best at it, or drop down to the $5 a square foot rent district.
People act quicker today than they ever have before.
Technology has spawned a global “checkout isle” mentality. Turning that into a lucrative, patient attracting practice dictates you be there.
Talk to us about how you can capture the “checkout line” mentality and make it work for you and your dental practice. You will get the lion’s share of qualified patients who are searching.
So the next time you go through the checkout line in your favorite store, remember this email.
Here is a newsflash for you! Nielsen released it marketing research and stated that at the beginning of 2012 over half of all Americans had a smart phone.
Notice they did not say “cell phone”. They didn’t even say “web-enhanced” phones where internet connections are possible. They said “Smart Phones” – the ones that act more like computers than phones – the ones that take up 20 times more bandwidth than a normal cell phone.
I don’t know if you personally own one now, but having a smart phone is like turning a kid loose in a candy store.
You can’t possibly imagine all the wonders you could do or have until you get there…
Already 62% of people looking for local goods and services, including dentists, do so with their mobile phones. And that number is projected to rise sharply by the end of this year.
Look, let’s take a hard look at what this means for you and your dental practice.
You want to attract more qualified patients. You can tell me anything, but when there’s no one else around, the truth of the matter is getting more qualified patients is your main concern right now.
Refer to our free report The Dental Website Audit. It shows how in an itty bitty town in northern Michigan – far north of freeways and the latest trends – 10,000 residents (including babies and senior citizens) conducted almost 200,000 searches for local services, including dentists.
If that is the case now, what will it be like as more and more people use the internet and mobile devices?
Radio and TV spots don’t have the punch in today’s modern world. Yellowpages listings do not get you more patients (YP will be completely extinct within 18 months). You need a way to get your website up, seen, and hooked up for mobile searches… QUICKLY!
The early adopters and fast movers will have a dominant head start on the rest of the pack…
Two weeks ago on Episode 6 of our weekly video podcast, I made a bold prediction that the Yellow Pages would be extinct within 18 months.
Remember what the YellowPages books looked like five.. three… even last year? Remember that big yellow full-size book that was 2 to 3 inches thick and chocked full of advertisers and listings?
I just got this years YP in the mail today. It’s been downsized to a meek 5 x 11 and less than 1/2 inch thick… a slim reminder what dominated local business marketing for the better half of a century.
Did the advertisers stop advertising?
Businesses are still spending money to find customers, and consumers still need to find local providers for the services they need, so what’s changed?
Ten years after mainstream adoption of the internet, businesses have realized that consumers are going to the web to find what they need, and they are transitioning their marketing dollars accordingly.
Does your dental practice “Get Found” on the web?
Confused about where and how to get started? Not sure your web marketing dollars are producing for you? Our Swift Kick! Web Marketing Package will show you everything you need to know about how to dominate your local market area…
There are two things every dentist needs to know:
The internet revolutionizes both sides of the equation.
Facebook, Twitter, LinkedIn, and other social media sites are marvels of the modern advertising world, because the cost to be seen by a large local crowd is virtually zero. When you can nurture a prospect into a patient for nothing, it doesn’t take much to give you a killer ROI, right?
On the other hand, legions of unsophisticated marketers are getting both sides of the equation wrong.
They invest a lot in hoopla, spin and hype to get strangers to notice them (once), and then, once they borrow a little attention, they put everything into a one shot transaction, which few people engage in, and those that do create little value, because the permission asset is then discarded.
Dates, not singles bars. Subscriptions, not vegomatics.
Videos now go hand in hand with good search engine optimization practices. Not only do they provide the informative content people want to see âlive,â but they can also be used to help your website rank higher in the search results, thereby getting you more patients. The research group Forrester found that videos were 53 times (5300%) more likely to receive first page organic rankings than were traditional static text-only web pages.
Did you know that 48 hours of video are uploaded every minute to YouTube, resulting in nearly 8 years of content uploaded every day? It’s true… The fast-movers and early adopters (as they prove time and time again online) will take the Lionâs Share of the new patients, while the rest watch the âvideo trainâ rush by, wondering when their turn is.
Leveraging your video properly includes so much more than just putting it on your website! Integrating your video into your social and mobile marketing strategies is paramount to your success.
Here’s what YouTube says about how their video gets spread around:
What Do Patients REALLY “Click” On Facebook, Google+, LinkedIn & Twitter?
Many dental marketing firms out there make social media marketing seem like “rocket science,” and are leading their dentist clients to invest their marketing dollars in the hype of Social Media, leaving them [the "dental marketers"] as the only one with cash in their pocket when the music stopsâŚ
And Here’s Why:
Facebook is revolutionary, but in order to âFriendâ someone, you have to know them first. Even on your Facebook Business Page, for them to âLikeâ you, they have to know you. Would you âFriendâ or âLikeâ a complete stranger? Of course you wouldnât.
Facebook is a FOLLOW-UP Medium… a way to keep in touch with patients and prospects that you already know.
So Where Should You Focus Your Time?
EyeTrackShop just completed an eye tracking study of people browsing various social sites. Why does this matter? Because it definitively shows you exactly where your prospective patients are looking. And where people are looking is where you want to be…
Here’s What Really Matters to Dentists in the Social Media Arena
1. Profile pictures matter, and attracted the most attention on Facebook.
You can see clearly (right image) the main focus of where your patients are looking is on your profile picture and your most recent status update. Notice the LAST advertising position gets more eye-views than the top position. In the left image, take notice of the path their eyes follow.
2. Job title garnered more attention than profile photo on LinkedIn.
In fact, it got more attention than anything else on the page.
3. Who you know does matter.
People always look at those little thumbnails of friends that appear on many social profiles. You can see this in the data from the Facebook, Twitter, & Google+ profiles.
4. Content is still king.
The further your posts are down the page, the (exponentially) fewer number of people look at it.
Big thanks goes to our friends at EyeTrackShop for putting this eye-tracking study together.
Many dental marketing companies are leading their dentist clients to invest their marketing dollars in the hype of Facebook and the glory of Pay-Per-Click (PPC) advertising, making the cost of a connection very high and leaving them [the "dental marketers"] as the only one with cash in their pocket when the music stops…
There are ways to reach the prospects YOU want that need treatment in the niches that YOU provide.
Hint: It’s not Facebook or PPC… and here’s why:
Facebook is revolutionary, but in order to “Friend” someone, you have to know them first. Even on your Facebook Business Page, for them to “Like” you, they have to know you. Would you “Friend” or “Like” a complete stranger? Of course you wouldn’t. That’s why Facebook is a FOLLOW-UP medium, a way to keep in touch with patients and prospects that you already know.
Let’s talk about AdWords (Google’s PPC program). AdWords allows you to get your dental practice to the top of the search results by just bidding more than your competitor.
Sounds great, right?
The problem here is two fold:
With the average “conversion rate” from clicks to prospects being only 3% to 8% (which was great a few years ago when you only paid $0.50 for a click… read #2 to see why), you could be easily paying (and not realizing) $300-$800 PER PROSPECT just to generate leads.
2) PPC was, for years, one of the best kept secrets for lead generation. 5 years.. even 1 to 2 years ago the number of dentists advertising in Google AdWords was, in many local markets, a fraction of what it is now. Since AdWords is a bidding war, more bidders = higher bids = diluted results because more people want “a piece of the pie.”
There are ways to attract qualified patients in the niches that you want to specialize in.
Do you want to know more about successful web marketing? Contact us, we’re here to help.
I came across some very telling numbers in Simba’s Information Industry Forecast today…
Spending in the Yellowpages was down 16.2% in 2010, it’s 3rd consecutive double-digit decline (YP has declined every year since 2003). The 2011 outlook is similarly negative, and they are estimated to be down another 12% to $12.8 billion.
I checked in with Google to get their take on the situation, but they had no comment… I assume they were too busy growing 34% since last year and are on track to a $40 BILLION 2011.
When was the last time you opened the Yellowpages to find something?
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