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Since you read this blog, you are already more savvy than 99 percent of the dentists out there. But no matter how savvy you are, you could still be making a few mistakes in your web marketing.
In fact, you are almost certainly making at least one. You’re probably making several, in fact. Some dentists are making all of them.
This blog has covered all of them at one time or another. But we can only give you the information – we can’t make you implement it.
Here they are:
- You are not tracking your marketing.
How do you know if you are getting your money’s worth if you can’t identify which of your marketing channels is bringing in new patients and which are just eating your cash?
You’ve got to have tracking numbers and use your Google analytics.
- You assume you know what works.
This piggybacks on number one. You know what proves whether something works or not? Data.
If you’re getting new patients, you want to KNOW why, not GUESS why, so you can do more of it and less of what isn’t working.
- You throw out your message and see what sticks.
This is when you send a direct mail piece promoting a $5,000 cosmetic procedure into the neighborhoods around your practice. If you have unlimited money, you can take this shotgun approach.
But this is not going to generate a good return on investment.
Smart marketing targets the right demographics for the right message.
- You don’t provide quality content.
We’ve covered this a million times. The best SEO marketing is done when you write real copy that benefits real people. Make sure your copy identifies your prospects’ problems and then shows how you are the best option for solving them.
- You don’t stay current.
Plenty of you are doing an adequate job managing your own marketing. But as a person in this industry, I can attest to the fact that it takes no time to fall behind and lose effectiveness.
You MUST, MUST, MUST stay current on changes to Google’s search engine algorithms as well as the most updated SEO practices and marketing strategies.
- You are not marketing to current patients.
Research shows that current customers are far less expensive to market to. You already have an established relationship, and they already trust you. This is a no-brainer.
I call these horrible mistakes, and in terms of getting the most bang for your marketing buck, they certainly are that.
From the standpoint of attracting more and better patients – what you need to grow your practice over time – they’re at least as horrible.
For instance, how often can you market to the WRONG patients before they write you off for good? Even if, at some point in the future, they may NEED you services.
How many prospective patients can you afford to lose because you let your website’s search engine results slip off the first page, and those people found another dentist?
Don’t let these mistakes harm the future of your practice.