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Patient Attraction Episode 495
What is the core mission of any dental practice? It is solving people’s problems. Everything in the practice revolves around doing so. Today through Tuesday, I want to tell you how you can use that core mission to focus your marketing as well. Stay tuned.
– Hello, and welcome to the Saturday edition of the Patient Attraction Podcast.
– I am Colin Receveur, CEO and founder of SmartBox Web Marketing.
– If you’ve gotten these podcasts for any length of time, you know that I am a firm believer that dentists will attract more and better patients by addressing patients’ problems.
– Today, I want to tell you how you can use content marketing to attract the patients you want.
– Content marketing is nothing more than providing people with information that attracts them to your business.
– So what do we mean by content?
– You website pages, for one.
– Blogs and videos on your website are content.
– So are newsletters, reports, white papers, ebooks, webinars, and articles.
– Any way you can provide patients and prospects with information to help answer their questions and solve their problems is content.
– So why should dentists use content marketing?
– Providing prospects with quality content:
- Establishes your expertise.
- Creates a feeling of reciprocity (think Robert Cialdini).
- Increases your number of touch points with a prospect.
– Remember, the National Sales Executive Association (NSEA) found that it can take up to 12 contacts or communications before a consumer does business with a particular individual or group.
– So how should a dentist plan out a content marketing campaign?
– Today, I’m going to give you 3 steps for creating a successful dental content marketing campaign.
– They are:
– First, what content do you have and what do you need?
– Second, who will compile all the content?
– Third, what are your goals for this content marketing campaign?
– Finally, what is your timeframe for what you are releasing when?
– This is the stage where you build your content.
– Use not only your expertise in dentistry, but also the expertise of your staff.
– Don’t forget that you can use the same content in multiple ways.
– Long white papers can be broken into blogs, tweets, Facebook posts, etc.
– That leads to the final step:
– Decide how you will release all this content.
– Your website and social media channels are obvious solutions.
– Don’t forget to track results so you can know what works and what doesn’t.
– Come back tomorrow and we will dive into more detail into creating a successful dental content marketing campaign.
– Until then keep moving forward.