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.

1. 1
Marketing Your Dental Practice
How to create and promote a memorable dental brand

2. 2
Why Should We Care About You?
Determine your value and position
Promise Me Anything
Your promise is your brand. As long as you deliver consistently.
Tell Us Your Story
How to get the word out that you’re special
Section Title
Use this area to provide an optional section subtitle or
explanation
The Problem With Dentists
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5

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80%Percentage of dental
practices that are sole
practitioners

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Your Perception

5. 5
Patient Perception

6. How do you stand out from the crowd?

7. 7
Why Should We Care About You?
Determine your value and position
Promise Me Anything
Your promise is your brand. As long as you deliver consistently.
Tell Us Your Story
How to get the word out that you’re special
Section Title
Use this area to provide an optional section subtitle or
explanation
The Problem With Dentists
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3
4
5

8. 8
Avoid Vanilla

9. 9
Explore Differences
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10. 10
Positioning Ground Rules
‣ True
‣ Differentiating
‣ Memorable
‣ Compelling

11. 11
Love the People Who
Will Love You
‣ Zappos is not for bargain hunters
‣ Southwest not for first class snobs
‣ Oakley not for traditionalists

12. 12
Connect Through Emotion

13. 13
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.

15. 15
Why Should We Care About You?
Determine your value and position
Promise Me Anything
Your promise is your brand. As long as you deliver consistently.
Tell Us Your Story
How to get the word out that you’re special
Section Title
Use this area to provide an optional section subtitle or
explanation
The Problem With Dentists
1
2
3
4
5

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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

18. Speak in a human voice

19. 19
Performance, not Product

20. Case study: AMEX

21. Case study: The Job Shopper

22. 22
Why Should We Care About You?
Determine your value and position
Promise Me Anything
Your promise is your brand. As long as you deliver consistently.
Tell Us Your Story
How to get the word out that you’re special
Section Title
Use this area to provide an optional section subtitle or
explanation
The Problem With Dentists
1
2
3
4
5

23. Online Promotion

24. Clutter is overwhelming

25. They’re tuning you out

26. Want to connect? Add value.

27. Design your patient experience
What would
do?

28. 28
5 Steps to Marketing Dominance
Build a
Converting
Website
Direct 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

29. Embed Calls to Action

30. 30
5 Steps to Marketing Dominance
Build a
Converting
Website
Direct 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

31. Customers are looking for you

32. Search Engine Optimization

33. 33
Determine Keywords
‣ Google AdWords
‣ Wordtracker
‣ SpyFu

34. 34
5 Steps to Marketing Dominance
Build a
Converting
Website
Direct 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

35. 75% of Americans use SM

36. 1.1 billion Facebook users
128 MM Americans visit every day

37. 4 billion views per day

38. 3x more time spent on
logs & social networks
than email

39. Sites that blog get 55% more traffic

40. 434% more indexed pages

41. Sales lead generation 1380%↑
5 leads
74 leads

42. Content is shared among friends

43. Rule #1: NO Pitching
Rule #2: NO Pitching
Rule #3: NO Pitching

44. Key to content success...
...it’s about them, not you

45. Content is an information annuity
- Jay Baer

46. Develop & deploy content

47. 47
What is Content?
‣ Blog posts
‣ Videos
‣ PowerPoint presentation
‣ Articles
‣ Photos
‣ Discussions

48. Converse

49. 49
5 Steps to Marketing Dominance
Build a
Converting
Website
Direct 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. 50
5 Steps to Marketing Dominance
Build a
Converting
Website
Direct 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

51. Embrace your database

52. Questions
john.heaney@orange-envelopes.com
twitter: @johnheaney