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Patient Attraction Episode 236
Yesterday we talked about how being seen by prospects is the first step in a successful web marketing strategy. But just being found doesn’t equal new patients. Come back, and I’ll tell you about the most overlooked aspect of web marketing.
– Colin here and today I want to tell you about the second of our four pillars of a successful web marketing strategy.
– It is conversion.
– Just a reminder, the four pillars are:
– Conversion is very simple.
– It means taking someone who has found you, and getting them to set an appointment.
– That might be via your website, or that might be through a phone call.
– But what a conversion is NOT is a click.
– Having someone click a link to your website, or even a link from your website to another page within your website is not a conversion.
– I have seen dentists with hundreds and thousands of clicks, but they get zero phone calls and zero butts in chairs.
– Obviously they are doing a good job with attraction if they are getting all those page views.
– But that’s why this is one of the more overlooked aspects of web marketing.
– Many dentists think they buy visibility and magically butts appear in their chair.
– In large part that’s because many web marketing companies sell dentists on the ideas that clicks matter.
– When dealing with conversion, only one kind matters.
– Not page goals in Google Analytics or a “Like” on Facebook.
– A conversion is when somebody picks up your phone and calls your office.
– Until they pick up the phone, they are a lead.
– So how do you convert that click or lead into a patient?
– You address patients’ three needs:
- Are you going to hurt them?
- What are you going to charge?
- Are you going to do the work right?
– That last one has nothing to do with your training.
– It has to do with whether they trust you, whether you have credibility with them.
– Two of the most powerful ways to do that are:
- Have a problem/solution-oriented website.
– Most dentists have a services-based website.
– But the patient’s problem is not Invisalign; it’s that they are embarrassed to smile.
– Implants aren’t the patient’s problem; it’s that they can’t eat the foods they love.
– Orient your website to deal with patient problems to earn credibility.
- Use video.
– Video expresses things that you can’t put into words.
– Most communication is nonverbal.
– Video of you and your staff lets people get to know you.
– This goes back to Dr. Robert Cialdini’s principle of likeability.
– Video of testimonials allows patients to advocate for you.
– This goes to Dr. Cialdini’s idea of social proof.
– Use these methods and you will have two of the four pillars.
– Tomorrow we’ll talk about staying in front of your prospects until they are ready to call.
– Until then, keep moving forward.