marketing your dental practice
DESCRIPTION
How to create and promote a memorable dental brand - equally appropriate for virtually any small professional services firm. Determine your value and position, tell your story consistently, and promote your brand using SEO, lead capture on your website and social media.TRANSCRIPT
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Marketing Your Dental PracticeHow to create and promote a memorable dental brand
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Why Should We Care About You?Determine your value and position
Promise Me AnythingYour promise is your brand. As long as you deliver consistently.
Tell Us Your StoryHow to get the word out that you’re special
Section TitleUse this area to provide an optional section subtitle or explanation
The Problem With Dentists 1
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80%Percentage of dental practices that are sole practitioners
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Your Perception
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Patient Perception
How do you stand out from the crowd?
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Why Should We Care About You?Determine your value and position
Promise Me AnythingYour promise is your brand. As long as you deliver consistently.
Tell Us Your StoryHow to get the word out that you’re special
Section TitleUse this area to provide an optional section subtitle or explanation
The Problem With Dentists 1
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Avoid Vanilla
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Explore Differences9
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Positioning Ground Rules
‣True
‣Differentiating
‣Memorable
‣Compelling
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Love the People Who Will Love You
‣ Zappos is not for bargain hunters
‣ Southwest not for first class snobs
‣ Oakley not for traditionalists
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Connect Through Emotion
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A leading visionary in dental care.
Beyond your expectations.
Care in an environment of excellence.
Meaningless Taglines
Caring for the community.
Committed to dental excellence.
Compassionate prevention, pursuit of excellence.
Protecting patients, regulating the dental team.
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We cater to cowards!
The cure for dental anxiety.
Perfect smile, perfect you.
Meaningful Taglines
A perfect smile. Guaranteed.Family dentistry with a woman’s touch.
Helping keep Portland’s kids smiling!
Cosmetic excellence. Stunning smiles.
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Why Should We Care About You?Determine your value and position
Promise Me AnythingYour promise is your brand. As long as you deliver consistently.
Tell Us Your StoryHow to get the word out that you’re special
Section TitleUse this area to provide an optional section subtitle or explanation
The Problem With Dentists 1
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How Not To Be Boring
‣ How can you change your customer’s life?
‣ What do you stand for?
‣ Who or what do you hate?
‣ Requires authenticity, consistency
Speak in a human voice
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Performance, not Product
Case study: AMEX
Case study: The Job Shopper
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Why Should We Care About You?Determine your value and position
Promise Me AnythingYour promise is your brand. As long as you deliver consistently.
Tell Us Your StoryHow to get the word out that you’re special
Section TitleUse this area to provide an optional section subtitle or explanation
The Problem With Dentists 1
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Online Promotion
Clutter is overwhelming
They’re tuning you out
Want to connect? Add value.
Design your patient experience
What would
do?
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5 Steps to Marketing Dominance
Build a Converting
WebsiteDirect MailSEO
Social Media Advertising
‣ Home page lead capture
‣ Dedicated landing pages
‣ Embed calls to action
‣ Regular SEO
‣ Local SEO
‣ Keyword tools
‣ Check competitive rankings
‣ Pick best platforms
‣ Determine content strategy
‣ Consistency and focus
‣ Engage
‣ Google Adwords Pay Per Click
‣ Facebook Advertising
‣ Retargeting
‣ Build your database
‣ Consistency
‣ Responsive design
Embed Calls to Action
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5 Steps to Marketing Dominance
Build a Converting
WebsiteDirect MailSEO
Social Media Advertising
‣ Home page lead capture
‣ Dedicated landing pages
‣ Embed calls to action
‣ Regular SEO
‣ Local SEO
‣ Keyword tools
‣ Check competitive rankings
‣ Pick best platforms
‣ Determine content strategy
‣ Consistency and focus
‣ Engage
‣ Google Adwords Pay Per Click
‣ Facebook Advertising
‣ Retargeting
‣ Build your database
‣ Consistency
‣ Responsive design
Customers are looking for you
Search Engine Optimization
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Determine Keywords
‣ Google AdWords
‣ Wordtracker
‣ SpyFu
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5 Steps to Marketing Dominance
Build a Converting
WebsiteDirect MailSEO
Social Media Advertising
‣ Home page lead capture
‣ Dedicated landing pages
‣ Embed calls to action
‣ Regular SEO
‣ Local SEO
‣ Keyword tools
‣ Check competitive rankings
‣ Pick best platforms
‣ Determine content strategy
‣ Consistency and focus
‣ Engage
‣ Google Adwords Pay Per Click
‣ Facebook Advertising
‣ Retargeting
‣ Build your database
‣ Consistency
‣ Responsive design
75% of Americans use SM
1.1 billion Facebook users
128 MM Americans visit every day
4 billion views per day
3x more time spent on
blogs & social networks
than email
Sites that blog get 55% more traffic
434% more indexed pages
Sales lead generation ↑1380%
5 leads
74 leads
Content is shared among friends
Rule #1: NO PitchingRule #2: NO PitchingRule #3: NO Pitching
Key to content success...
...it’s about them, not you
Content is an information annuity
- Jay Baer
Develop & deploy content
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What is Content?
‣ Blog posts
‣ Videos
‣ PowerPoint presentation
‣ Articles
‣ Photos
‣ Discussions
Converse
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5 Steps to Marketing Dominance
Build a Converting
WebsiteDirect MailSEO
Social Media Advertising
‣ Home page lead capture
‣ Dedicated landing pages
‣ Embed calls to action
‣ Regular SEO
‣ Local SEO
‣ Keyword tools
‣ Check competitive rankings
‣ Pick best platforms
‣ Determine content strategy
‣ Consistency and focus
‣ Engage
‣ Google Adwords Pay Per Click
‣ Facebook Advertising
‣ Retargeting
‣ Build your database
‣ Consistency
‣ Responsive design
50
5 Steps to Marketing Dominance
Build a Converting
WebsiteDirect MailSEO
Social Media Advertising
‣ Home page lead capture
‣ Dedicated landing pages
‣ Embed calls to action
‣ Regular SEO
‣ Local SEO
‣ Keyword tools
‣ Check competitive rankings
‣ Pick best platforms
‣ Determine content strategy
‣ Consistency and focus
‣ Engage
‣ Google Adwords Pay Per Click
‣ Facebook Advertising
‣ Retargeting
‣ Build your database
‣ Consistency
‣ Responsive design
Embrace your database
