Presentation from ADX14 : The approach to practice dental marketing has changed. If you want to have a successful practice, you need to understand and embrace the world of online dental marketing. The aim of this seminar is to demystify these new media, telling you what you actually need to know and giving you the tools to talk knowledgably and confidently to your staff and your marketing suppliers.

8. Step 1- Review Your Website

10. Review your website
• Typically the first point of contact online
• You have 8 -10 seconds to grab people’s
attention
• Only 28% of words are read word for word on
an average web page

11. Website Objective
• Goals – What do you want people to do on
your website?
• Leads - Are you capturing leads?
• Navigation – Is it easy to find information?

15. Website Content
• Make content easy to scan
• Make content unique
• Increased content =
increased chances of being
seen with Google.

17. Bullets Image
Bold
Call to
action
Quote box
Use of
headings

18. Website Images
• Does your website have
the same feel as your
physical office?
• People buy from people
not brands
• Stock image blindness
• A picture is worth a
thousand words

21. Website – Next Steps
1. Take a critical look at your
website
2. Think goals
3. Think images
4. Review & add more content
5. Speak to a professional

22. Step 1a – Mobile Websites

23. Does this look
familiar?

24. Mobile phone statistics
• Two thirds of Australians own a smartphone.
• 30% of Google ads are accessed by mobiles
• 67% of mobile users say that more likely to
buy a service from a mobile-friendly site
• 87% of connected devices sales by 2017 will
be tablets and smartphones.

25. Audience Vote
Mobile Website

26. Now imagine you are on a train
and looking for a dentist……

27. Website 1

28. Website 2

29. Website 1 Website 2

30. Website 1 Website 2

31. Mobile Website – Next Steps
1. Get your website mobile
friendly
2. Speak to your website designer.

32. Step 2- Claim your Google+ Place

34. The top 3 Google +
business listings get
50% of all the business

35. Next Steps
1. It is free!
2. Claim your Google + listing
3. Update your profile with all relevant info
(opening hours etc.)
4. Get your profile close to 100% complete
5. Upload relevant content wherever possible

36. Step 3 - Start blogging

37. What is a blog?

38. What is a blog?
• A blog is the part of your website where you can
add dynamic and ever changing content.

39. Blogging Statistics
• Companies that blog generate 67% more
leads than those that don’t.
• Over 40% of companies now publish a blog.
• 81% of marketers rated their blog as useful or
better.
• Google loves blogs (frequent & relevant)

40. Dental Blogging
• It shows patients that you care
• It makes you more approachable to patients
• It attracts new patients
• It educates patients about services you provide
• It reinforces to your team that what you provide
is important

41. Blog Ideas
• Offers and promos
• News – changes to your practice and your staff
• Information and education articles
• Real stories and case studies
• Quizzes
• Top Ten – e.g. Top Ten Reasons People Choose Veneers
• The Secret – e.g. The Secret to Keeping Teeth for Life

42. Next Steps
1. Brainstorm some blogging subjects
2. Find the writer in your team
3. Make a content schedule
4. Write a number of blogs at one time
5. Can’t do this? Think about outsourcing

43. Step 4 - Social Media

45. Why get social?
• People buy from people
• They want to know you / who you are
• People want to know you care
• People want to know you are human and feel
relaxed when they see you

49. Which social media platforms?
1. Facebook
– 13,000,000 active Australian users.
– Tell the story of your company, intrigue your.
– Facebook should be an integral part of your practice.
2. Google+
– Google+ matters because Google is looking at your posts
– It will increase the SEO of your website because of this activity.
3. YouTube
– YouTube is massively searched by people.
– People would much rather watch a video than read something.
– YouTube is owned by Google.

50. Next Steps
• Start gradually
• Make social media part of someone’s job
• 15 to 30 minutes a day
• Be consistent and keep it fresh
• Get releases from your patients for all photo and video.
• Be familiar with the latest social media guidelines from
Dental Board of Australia

51. Why get social
• Be real
• Share your passions
• Have fun
• (Increase your Google ranking while you are
doing it!)

52. Step 5- Reputation Management

53. Reputation Management
• People will be writing about you and your
practice
• You need to be aware of what is being said
about you – both good and bad

54. xxxxxx
xxxxx

56. Are you
monitoring what
is being said about
you online?

57. Reputation Management
• You can learn from these reviews
• You can sometimes respond to these review
• You cannot ask your clients for reviews (DBA
policies)

58. Google Alerts
• Set up Google Alerts for
– Your practice name
– Your staff names
– Even your competition!

59. Next Steps
1. Set-up Google Alters
2. Start watching
3. Respond where appropriate
4. Learn from any feedback
5. DBA regulations

60. Step 6 - Search Engine Management

61. Search Engine Management
• Search Engine Management (SEM)
– Search Engine Optimization (SEO)
– Pay Per Click (PPC)

64. Pay Per Click (PPC)
• For fast results PPC marketing (such as Google
Adwords)
• Can help you drive targeted visitors to your
website in a hurry.
• Good if you have a smaller budget.
• The moment you cancel the campaign, the traffic
stream stops.

67. Search Engine Optimization (SEO)
• Your rankings determined by link popularity and
content relevance etc.
• It may take over 6 months to accomplish.
• In the long run, SEO is a better value than PPC.
• SEO offers lasting benefits.
• The results outlast the efforts.

68. Search Engine Management
• With SEO = long-term visibility.
• If you need more web traffic in the meantime
implement a PPC campaign as well.
• Use pay per click in addition to search engine
optimization, not in lieu of it.

69. Next Steps
1. Talk to your website designer to get SEO
(Google Analytics) reports
2. Monitor your SEO ranks
3. Evaluate what is right for your practice – SEO,
PPC or nothing

70. Step 7 - Email Newsletters

71. Email Newsletters Benefits
• Cost effective.
• Increase the lifetime value of your
clients.
• Use to reactivate clients.
• Instant measurement.
• They enhance your reputation and
increase lead generation.
• Use with clients and referring
practitioners.

73. Email Newsletter Ideas
• The same as your blog posts!
• Offers and promos
• News
• Information and education articles
• Real stories and case studies
• Quizzes

74. Next Steps
1. Start gathering email addresses
2. Look at your client reactivation costs
3. Integrate your blog into your email marketing
service provider
4. Consider the ROI of a email marketing
campaign

75. Step 8 - Video and YouTube

76. Video Statistics
• Customers are 85% more likely to buy from website
with video
• By 2015 76% of online audiences, will be watching
videos online regularly
• Over 11 million unique Australian viewers visit
YouTube’s site every month
• Getting in first page of Google increases by 53
• Triple click through rates of e-mails with video content

77. Video ideas
• Both ‘self made’ and professional video can
be effective.
• Both have their place.
• Professional – introduction and tours.
• Self made – news more personal videos.

78. Video ideas
• Introduction - Practice introduction / office tour
• Treatment - Descriptions and education tutorials
• Slideshows - Convert photographs of your practice and
team into a video.
• Interviews - Interview your clients about their dental issues
and you can explain how you would help them.
• Recent Events
• Reviews – Make a video regarding a new product or new
technology. Explain what it does and how it works.

79. Video - Next Steps
1. See if it fits with your practice’s brand
2. Brainstorm ideas
3. Look at your budget
4. Look at skills within your staff and externally
5. Evaluate whether video is appropriate for
you practice at this time

80. Step 9- Review and Assess

81. Step 9- Review and Assess
• Continuously review your
online marketing goals.
• Assess your online presence.
• Evaluate your messaging
strategies.
• Check your online marketing
ROI.

83. Conclusion
• Set measurable & realistic
online marketing goals

84. Conclusion
• Take it one step at a time.
• Don't try and do it all at
one time.

85. Conclusion
• Review and familiarise
yourself with DBA
policies (effective from
March 2014).

86. Conclusion
• Ensure your online presence
reflects the real world
experience of
– You
– Your practice
– Your patient’s experience

87. Conclusion
• Get professional advice from people that
understand the dental industry and online
marketing.

89. Thank You
• Give your details to the Wellsites staff
– Copy of slides
– Ebook paper
• Contact me
– Carolyn Dean
– 02 9410 1507
– carolyn@wellsites.com.au
– www.wellsites.com.au
• QUESTIONS?