Having trouble watching this video? Click here.
Patient Attraction Episode 886
An overemphasis on dental problems and procedures can spell trouble for your content marketing. After the break, I’ll tell you why Progressive Insurance’s “Flo” campaign isn’t a good model for dentists to follow. Stay tuned.
– Thanks for tuning in to the podcast.
– I’m Colin Receveur, founder and CEO of SmartBox Web Marketing.
– Progressive Insurance’s marketing campaign featuring their spokesperson, Flo, is both brilliant and annoying.
– If that sounds like a contradiction, let me explain.
– One of our older SmartBox employees attended some years of parochial school, and he told me how amazing it was that the nuns could work religion into math class.
– But it also got really annoying after a while.
– Flo is a quirky character, but she’s obsessed about Progressive Insurance, bundling, and the company’s online tools.
– That combination of quirkiness and obsession worked originally, but as time went on, her obsession became more annoying than amusing.
– You might disagree with me if you’re a fan, but I can assure you that many former Flo fans aren’t fans any longer.
– There’s a lesson here for dentists to use in their content marketing.
– Much of your content marketing should be focused on dental problems and the solutions to those problems that your practice can provide.
– But unless your mailing list includes a high number of dentistry fanatics, you’ve got to give your audience a break once in a while.
– That means creating content that is only loosely connected to dentistry, if at all.
– People read blogs and follow Facebook and Twitter users to be entertained as much or more than they do for information.
– At some point, they’ll want to know more about the man or woman behind the dental mask so they can decide whether to trust that person.
– Dentistry is a trust-based business, and since dentists are assumed to be competent these days, trust is reserved for people, not outcomes.
– A good rule of thumb is to make 80 percent of your online content about dental issues and solutions.
– You can talk about other things with the remaining 20 percent that your audience may enjoy reading.
– Don’t be like Flo with your dental marketing, and you will continue to attract dental prospects for a long time to come.
– For more information on attracting the patients YOU want, go to smartboxdentalmarketing.com.
– Join me for our next podcast.
– Until then, keep moving forward.