Patient Attraction Episode 560: Are YOU Making These Common Dental Marketing Mistakes (Part 7)?
Are you a dental expert? Should patients trust you for their sedation dentistry, full mouth reconstruction, sinus lift, or dental implants instead of your competitors? Most importantly, how are your prospects supposed to know that? When we come back, I’ll tell you the dental marketing mistake dentists make that hides their expertise. Stay tuned.
– Hi, Colin here and welcome to the Patient Attraction Podcast.
– One of the most important questions in all of marketing is what makes you different and stand out?
– Today, I want to talk to the dentists who think of themselves like the character Ricky Bobby from the movie “Talladega Nights: The Legend of Ricky Bobby.”
– Ricky Bobby, a NASCAR driver, after winning a race, famously says during an interview, “I’m the best there is, plain and simple. I wake up in the morning and I piss excellence.”
– Today, I want to challenge all of you to promote yourselves like Ricky Bobby.
– The marketing mistake I see dentists make is that they think dental prospects are supposed to just KNOW they are an expert.
– This might be because the dentist has a string of letters after his name.
– Or has listed awards from local newspapers or popularity contests.
– Or hangs certifications from post-graduate training or CE.
– Or has a degree from a prestigious dental school (prestigious to other dentists, that is).
– If you think this is telling prospects you are an expert, it isn’t.
– If you are not going to tell prospects that you are an expert in whichever areas you want to dominate, who is?
– Your competition sure as heck isn’t.
– So it’s up to you.
– So how do dentists present themselves as experts to their prospects?
– One way is to write press releases.
– Write about training you have, interesting cases you have worked on, new equipment you have, and excellent staff you hire.
– Comment on topics in the news, both dental and non-dental.
– Post those press releases on your website and send them to every only and traditional media you can find.
– A second way is to blog about dentistry.
– You should be able to post to your own website or a free blogging website and then link to your website.
– When prospects search for topics and your blog comes up, or they search for you and read your blogs, they will be impressed by your knowledge in your blogs.
– Finally, I recommend that you publish.
– Publish free reports, white papers, webinars, even books.
– Oh, I’ll give you one more recommendation, but it’s not for everyone: you can hold seminars about your areas of expertise.
– But you need to be able to engage an audience for the hour or so you have them, and not everyone has that skill.
– If you are not doing these things, you are wasting an opportunity and making a mistake.
– Until tomorrow, keep moving forward.