How do you get patients back in your office for their next exam? More importantly, how do you show them available treatments that they might be interested in trying? Selling to your patients is a delicate business, and your staff has an in-office approach that informs and educates them. But backing that up with digital efforts is never a bad idea.
If your practice has never tried email marketing, now is the time to start. We’ve put together a beginner’s guide below – and if you’re looking for expert guidance, just get in touch to discuss your practice’s needs. There are many approaches to take when emailing your patient list – make sure yours is effective.
Never email just for the sake of emailing. Make sure that there’s a clear message you’re sharing with your email list – and that each email has something unique to offer. The last thing you want is to be written off as a spammer or damage your reputation with your patients. It’s a great idea to do a little thinking and planning before you initiate your first campaign. Identify your goals, and plan out each email so that they build interest in the service you’re promoting.
Kissmetrics has a great article on planning your email marketing mindset – check it out for more detailed guidance.
When someone receives an email, they have to be given the option to unsubscribe. Their email server also gives them the option to report the message as spam. If you get too many spam complaints, your email marketing platform could forbid you from sending to that list any longer. This screws up your campaigns and can lead to larger problems with your email marketing.
There are a few ways to make sure you’re only emailing people who are interested in receiving messages from your business. One, you can use an opt-in form. This is a form on your website or in your office that asks for the user’s information. It should have a clear message about the types of emails they will receive, and how often. This helps establish appropriate expectations from the start.
If you use an existing client list that you import into your email platform, you can follow up your first email with an extra opt-in email. This will also help ensure that your messages end up in the primary inbox, as opposed to Gmail’s Promotions tab or the spam folder.
Countless emails languish away in inboxes without ever being opened. Many recipients will delete your email without opening it, or just leave the messages and not interact with them in any way. How do you combat this? With a killer subject line.
There are so many different directions you can go with your email subject. Overall, remember that you’re trying to convince recipients to open the email. You can take any of these approaches:
…and so many more.
These campaigns increase in difficulty – if you’re looking for help implementing one, let us know.
Looking for guidance for your email campaigns? Get in touch today!
Feel like your ads are adrift in a digital sea, no lifeboat in sight? Let’s make sure they’re getting found by the people you’re hoping to target in the first place. Google AdWords is changing all the time, and offering up more and more options for small businesses looking to build detailed audiences for their ads. Between location, language, income, general interests, and so much more, there’s a way to target the leads you want, not just hope your ad comes up in front of someone likely to click through.
Below, we’ve put together a quick guide for dentists hoping to up their pay-per-click game. Whether you’re advertising on Google, Facebook, the Display Network, or somewhere else, take another look at your ads and see where improvements might be possible. Feeling a little lost in the great PPC advertising ocean? We’re here to help – reach out today to learn more about what we could offer your ad efforts.
Google AdWords and Facebook are the most popular advertising networks for healthcare professionals. We’ve broken down simple ways to adjust ad settings for each one – Google instructions are below, and check back in a couple weeks for Facebook guidance. The two interfaces work very differently – if you need help setting up your initial account, check out this AdWords guide and this Facebook guide.
From within the All Campaigns view, click the Settings tab. In this view, you can see the broader settings for all of your ad campaigns. This is useful if you’re making larger changes that will affect all campaigns. You can check this view to see how all your campaigns are currently set in terms of
If you’re trying to make changes in this view and getting confused, click through to the campaign you’d like to adjust. Some settings, like Budget, can be adjusted in this global view, but most need to be edited within the Settings tab for a particular campaign.
Once you’ve clicked through to a campaign, you can get really granular. This is where you’re able to set targeting by income and interests – explore these options when setting your location targeting. Click through each of the Locations, Ad Schedule, and Devices tabs at the top of the Settings window to access all your options. This is also where you’ll set a tracking template to add parameters to URLs and use a call tracking system or other advanced tracking options.
Negative keywords can seem a little complicated. How is it that you’re setting a group of terms that you don’t want your ads to come up for? Well, it all comes down to similar phrases that don’t actually apply to your services. For example, if you provide porcelain Lumineers, you don’t want to come up for searches for “Lumineers band,” where searchers are actually looking for the popular music group. This is also a great way to disqualify leads before they make it to your website, such as those looking for “free dental work.”
It’s easier to set negative keywords once you’ve been running ads for a month or two. You can check the keywords by clicking the Keywords tab in the main menu, and clicking Keywords again in the sub-menu (you’ll notice that Negative Keywords is right next to it – we’ll get to that in a second.
Here, you can browse the keyword phrases that have triggered your ads. By checking the number of clicks against conversions, and using some common sense, you can figure out which keywords aren’t a good match for your practice.
Once you have a list ready, click through to the Negative Keywords menu and add the keywords. You can do this at the ad group level or campaign level, depending on how specific your keywords and ad groups are.
Ready to implement these tips but not sure where to begin? Get in touch for expert PPC guidance!
With 2016 reigning large as the year of indecipherable algorithm updates, it was almost refreshing to hear about its clearly delineated “intrusive interstitials” penalty. In August of 2016, Google announced that it would begin rolling this out in early 2017. The guidelines were fairly clear (at least at first glance) – mobile site designs with obnoxious pop-ups or overlays that interfered with the user experience would experience penalties.
Now that we’re past the update rollout, we’re left wondering: what happened, exactly? The uncertainty comes from the lack of penalties faced by even sites with problematic pop-ups. Webmasters are reporting little to no impact on rankings, no matter the state of their interstitials. So is it time to learn back and relax? Not quite.
As always with SEO, we want to be proactive. Learning more about what kind of design practices Google is trying to dissuade (and why they’re cracking down on pop-ups) is a perfect intermediary activity while we wait for the full effects to take hold. Read on for what this could mean for your dental website.
Pop-ups are useful for many different reasons – announcing flash sales or other eCommerce opportunities, presenting visitors with a newsletter or eBook signup, or providing live chat support. But the ways in which each website provides this content can vary wildly. There’s an unbelievable difference between a respectful pop-up that can be easily closed, and one that blocks out all navigation and refuses to budge until you’ve promised it your firstborn child.
This is doubly true on mobile. The screen you’re working with is a small one – there’s just not enough real estate there to allow for both pop-ups and navigability. This is why Google is taking this newest step in its battle to make the internet a higher-quality, user-driven experience. As the ruler of all we do (lest we make a misstep and be banished to the long-distance rankings tier), Google is working harder and harder to make websites more friendly. If the user is irritated, Google isn’t going to look fondly on that domain.
The intrusive interstitials rule doesn’t outlaw pop-ups entirely – rather, it dictates their size and their annoyingness factor. Take a look at the graphic below to see Google’s official statement on the update:
In short, as long as the pop-ups don’t detract from navigation or cover the content that the user is hoping to access, they’re ok. We’ve seen live chat providers change chat boxes from mid-screen and floating to a small ribbon at the bottom of the mobile browser.
Wondering why any healthcare professionals like yourself would be using pop-ups? In truth, live chat features are becoming more and more popular on medical websites. This is a great way to capture leads who aren’t quite ready to fill out a contact form, but are interested in learning more about your practice. Many chat providers are fairly inexpensive and will provide basic information to the user before forwarding their inquiry and information to your front desk.
More competitive practices like med spas and cosmetic dentists can also make good use of pop-ups to provide newsletter access. Lock visitors into your email campaigns, and you have a much higher chance of re-engagement (and future business) down the road.
Whether your site design currently makes use of interstitials or not, the pros and cons are plenty. Overall, pop-ups can be a useful tool for engaging site visitors at the beginning of the buyer’s journey – just make sure those pop-ups don’t annoy them along the way.
Looking for help with your site design? Worrying that your website interface isn’t pulling in leads the way it should? Reach out today for a complimentary website evaluation. We’d love to help you move forward & take your practice to the next level!
During the holiday seasons, your opportunities for online marketing explode. But you need to plan ahead to take advantage of the opportunity. It’s not too late for a boost to December business – follow our tips below to get some new patients into the office before the new year. The best part? This won’t take a ton of effort on your office’s part – just make sure to set aside a little time this week and you’ll see the results come January 1!
Looking for a little assistance fine-tuning your practice as we head into 2017? We’d love to be a part of your marketing team – just get in touch for details on how we could power up your online presence.
Holiday Dental Marketing | Dental Marketing During the Holidays | Dental Marketing Tips
Promoting your practice can be as easy as pulling out your smartphone!
How’s your practice’s social media presence? Do you post on a regular schedule, or just when you remember to, or have you lost the password to your Facebook account? No matter your current approach, there’s probably room to improve your patient engagement. Social media might seem frivolous, but it’s become a driving force for small businesses. Many patients actually ask questions and even schedule appointments via Facebook – if they can find your office’s page. But how do you make sure you’re out in front of current and prospective patients?
Don’t get overwhelmed by the social media machine. The practices with the most engaged followings are the ones posting personalized photos and other content that relates to the individuals connected to the office – both staff and patients. While an educational, eye-catching infographic or a goofy comic can go a long way, patients want to feel a connection to your practice’s community. And that means thinking about online content during the workday.
This doesn’t have to be tedious or time-consuming. By putting some steps in place, getting valuable photos, blurbs, testimonials, and other social media (and website) gold will feel second nature.
If you’re ever looking for help with your social media, we’re here to offer expert tips. Just get in touch!