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Patient Attraction Episode 894
The game has changed when it comes to press releases, and following the old model can draw a penalty from Google. Dentists will do best to think of press releases as another form of content marketing. When we come back, I’ll tell you how to get the most out of your press releases.
– Colin Receveur here, and welcome to the Patient Attraction Podcast™.
– Old-school press releases used to be sent out for almost anything, or nothing.
– Dentists would flood their area newspapers with releases, hoping for free coverage.
– When the Internet took over, that trend got even worse.
– In fact, it got so bad that Google began penalizing firms that sent out “garbage” press releases as spammers.
– You do not want that to happen to your dental practice.
– Press releases were originally reserved for new developments that were noteworthy, and that’s what we’re back to.
– If you follow the same rules for press releases that you do for the rest of your content marketing, you can score big.
– Your press release content has to be relevant and responsive to the needs of the readers, be of high quality, and provide answers for readers’ concerns.
– If your proposed announcement doesn’t meet those tests, you shouldn’t send it out.
– Here are examples of newsworthy topics for your press releases.
– You’ve added new technology like an in-house CT scanner or a dental laboratory.
– That’s useful for your readers only if you explain the benefits to them.
– For the CT scanner, that’s faster and more accurate diagnosis and treatment planning; for the lab, it’s shorter wait times and better quality control.
– Other newsworthy topics include taking on a partner or associate dentist, opening a new location, expanding your services and/or hours, and receiving an award.
– With all due respect, adding a new office manager or hygienist isn’t newsworthy unless you can explain the benefit of that hire to your reader.
– When it comes to press releases, follow the same writing rules as you do for your other content.
– Start with an attention-grabbing headline, keep the writing conversational and easy to understand, and above all, make it interesting.
– Make sure you include a clear, but not pushy, call to action in your press releases.
– Follow these simple guidelines, and your press releases will work for you instead of against you.
– Tune in to our next podcast.
– Until then, keep moving forward.