Let’s face it: without a website, your company is all but invisible. However, just having a website is not going to boost your success alone. You need to have visitors – traffic coming to your website from different locations on the Internet (search engines, social networks, PPC ads, etc.). Generating that traffic is no mean feat, either. While you might think that getting a quality website up and running is all that you need to do to start benefiting from this technology, there’s much more to it than that. Online marketing is the answer.
What Is Online Marketing?
There are many different aspects of online marketing, all of which fit together to create a seamless whole, much like the pieces of a puzzle. If you’re missing any of these vital pieces, you won’t have the whole picture, or in this case, the traffic that you need for the best ROI and profitability.
Search engine optimization is one of the most important parts of online marketing, and is able to turn your website into a magnet for customers through natural search results. No matter what else you do, optimizing your site with keywords and phrases is essential.
Social media marketing, or SMM, is also a vital consideration. As more and more people begin using Twitter, Facebook, LinkedIn and other social networks, having a presence here becomes more and more important.
Blogging is another part of online marketing, and allows you to create a more relaxed, personal face for your practice. Through your blog, you can make patients and other professionals aware of things that are going on in your own practice, talk about changes in the industry, explain processes and procedures, and more.
Online video is another biggie – it’s a real powerhouse for marketing, and can generate major traffic (and vital conversions). Online video is a tremendous tool for highlighting expertise, and explaining products or techniques to prospective patients. Online video can also be embedded in your site, your social network pages and in your blog, too, boosting your return on investment.
Online Marketing Is No Silver Bullet
Many dentists are under the impression that search engine optimization, social media marketing and other marketing tools will change their traffic flow immediately. However, this is not the case. A good online marketing plan needs to comprise methods for both short-term and long-term success. PPC campaigns are good ways to boost immediate traffic, but will not offer long-term benefits. Search engine optimization is a great option for long-term success, but will not change your traffic flow and profitability overnight.