cheap dental marketing

Is Your Website Working in These 5 Key Performance Areas? [PART 1]

Are you looking for the quickest most cost-effective way to attract the right type of new patients in to your practice?

Perhaps you want more people to take action from your website, rather than just read it and bounce away again?

Making your website work for you is a simple way to ensure you have a marketing machine that works 24-hours a day, even whilst you are asleep and on holiday.

The 5 Key Performance Areas of a Dental Website

There are five key performance areas of a website, each of them need to be working in order to get the best result:

FINDABILITY

How easy is it for people and search engines to find your website? Is it search engine optimised adequately?

USABILITY

How easy is it for people to navigate your site, read the content, engage with the content and find what they want?

SHAREABILITY

The easier your website is to share the more people will do so and recommend it to others, this is the power of online referral marketing, are you making it easy?

EFFECTIIVENESS

How effective is your website at informing, educating and getting people to take action and come to the practice as a patient? Is it conversion optimised adequately?

LONGEVITY

A poor website allows people to bounce away, how good is your site at capturing attention and engaging over the longer term? Absolutely vital in the arena of relationship marketing.

Overt the next few blog posts I will be going through each of these areas individually, this time it is findability  that I will focus on.

how to make a website findableHow to make your website more FINDABLE

Meta data on your website

The simplest place to start is with the meta data on your website.  At the most basic level of optimisation you need to ensure that these elements include geographical locations and specific treatments e.g. teeth whitening London.

The specific meta data that needs to include these terms are:

  •  <title> –  This is the main browser title that will be shown when each individual web page opens, each page will more than likely have the same geographical location but have a different treatment.
  • <description> –  This is what Google will probably use to describe your website in the search results.
  • <h1,2,3> headers –  These are the headings and subheadings within the main content of your page.
  • <alt> image alternate tags –  These describe each image in a couple of words, they will be used on a website if the image is unable to be shown for any reason.

Main Body Text

You will also need to ensure that the main body text of each individual page includes words and phrases that patients will use to search, you should think about different geographical locations and also different ways that patients may phrase treatment.

Some examples of how patients may phrase different treatments, using orthodontics as an example.

  1. The cost of teeth braces
  2. invisible braces near me
  3. tooth braces at home
  4. cheap braces

If you are to be found for these various search phrases then you need to ensure that they are included on your website somewhere.

You can also use bullet points, numbered lists and bold text to highlight phrases that you want the search engines to pick out.  (Scanned through this blog post to see which words I have made bold  or used in bullet points or numbered lists)

 Other factors which ensure your website ranks highly

Links

We all know the importance of referrals for a dental practice. You know that if a patient refers  a friend to you then that is a good recommendation. Google also knows this, if someone talks about you online then Google views this as a referral or vote, in search engine optimisation speak we call this an ‘inbound link’.

The more votes/inbound links you have (people talking about you) the more likely your website is to rank highly as Google will view it as a good website. After all, it must be good as people are talking about it!

But as you know, not all referrals are good. You may have a patient that sends very bad friends to you that don’t pay or don’t respect your fees… Not all referrals are created equally and in the same respect not all votes are created equally.

Google recognises that different votes have different qualities, in summary, Google will look for:

  • Total number of inbound links (votes) –  You ideally want the maximum number of links from good quality sources. Just having quantity is not good enough, they must be quality also.
  • Links follow/no follow –  In the code of a link it is possible to tell Google not to follow the link to another website, as a human you will simply see a link, but behind that link is a little bit of code. If that code has rel=”nofollow”  then Google will disregard that vote. Many low quality websites use no follow links.
  • Link authority –  If the website that links to you has high  authority, such as the BBC or a recognised university then that link/vote will be worth more than if it comes from an unknown or less respected website. One link from the BBC could be worth 1000 links from poor quality websites.
  • Varied anchor text on links –  The anchor text on a link are the words that the link is constructed from.  If all of your links say “Dentist in London”  then it is clear to Google that this is not natural and that you are trying to fool the system. If people are genuinely talking about you then these anchor texts will be varied.

Referencing

As you will know, good quality articles and academic pieces will be well referenced. This demonstrates that you have researched your subject and also makes the page more informative if you have linked to other articles.

Each page on your website should be a source of information to answer people’s problems, part of answering their problems will be referencing back to your own website (perhaps to previous articles you have written on your blog) and to other external websites which provide useful resources.

Take a look back through this blog post, you will see that I have linked to external websites to provide information which backs up what I am saying. I have also provided links to other useful articles that I have written in previous blog posts and to useful resources within my main website.

More help and advice on making your website more findable

Lowe cost dental marketing logoWebsite audit

How well does your online marketing and website work and could it be improved? This comprehensive website audit will give each of the five key areas of performance a rank so that you can take action.

What’s included in the audit?

46 individual elements of a successful website will be assessed and ranked in the following key performance areas:

  • Findability
  • Usability
  • Shareability
  • Effectiveness
  • Longevity

Within each of these Key Performance Areas I will rank 46 Individual Elements, each element will be given a score.

traffic light warning

These 46 individual elements will then come together to give you an overall score for each of the key performance areas.

You can then see which area of your website needs the most attention to ensure you get the maximum return on anything you spend.

What do you do with the audit?

Once the audit has been completed you can either make the changes yourself, send them to your web designer for their opinion or contact me and I can make the changes for you as part of my Light Package – I’ll then refund your £35 audit fee.

The audit forms the basis of the overall Light service. When you ensure these five key performance areas are performing to the maximum and you have an active, engaging and effective social media stream you will find that your marketing efforts begin to work 24/7/365.

CLICK HERE TO GET STARTED FOR £35

Mark Oborn light website audit

Is your dental practice verified_

Is Your Dental Practice A Verified Local Business on Facebook?

Is your dental practice a verified local business on Facebook?  If you have a Facebook business page you ought to be ensuring that it carries the Facebook verified checkmark, this  ensures that your local patients find the right and authentic account for your practice, rather than an out of date business page or one that has been set up by accident in the past (or even maliciously by someone else).

Kirsten Bury,  A Facebook product marketing manager for pages told Marketing Land recently that verified pages will show up higher in Facebook search results.

“At scale there will inevitably be duplicates and multiple entries for the same business,” said Bury, noting that there are 45 million business Pages on Facebook. “So this is one way businesses can make it easier for people to make sure that they are finding and communicating with the right Page.”

 Verified local business page on FacebookYou can tell if your page has been verified or not as it will have a little grey tick next to the page name… No tick? Then your page is not verified which may be perceived as a non-authentic account.

At the moment it is only possible to verify a local business, in other words if you have chosen categories of your business page such as a brand, product, cause or community then you will not immediately have access to verify your account.

When creating your account you need to choose local business or place in order to have the facility to verify. Create a page on Facebook

How to verify your Facebook page

To verify your page by phone:

  1. Click Settings at the top of your Page.
  2. From General, click Page Verification.
  3. Click Verify this Page, then click Get Started.
  4. Enter a publicly listed phone number for your business, your country and language.
  5. Click Call Me Now to allow Facebook to call you with a verification code. verified by calling

To verify with documents

Sometimes practices find that their reception desks are very busy places with multiple people answering the phone, if you think verification by phone may be a little difficult then you simply click the ‘verify this page with documents instead’ link.

You will then be prompted to upload documents.

 Verify page with documentsThe verification process is actually very simple and doesn’t take too long to complete. Verification by phone can lead to almost instant verification whereas verification by documents can take a couple of weeks.

More info here on social media marketing for dentists.

Hope that helps,
Mark Oborn
Mark

 

How to track and monitor Google adwords so that you spend less!

downloadI am very often confronted by dental practices in a daze as to how much they are spending on Pay per Click (PPC) campaigns on both Google and Facebook, common questions include:

  • How can I spend less?
  • How do I know if what I’m spending is the right amount?
  • How do I know if it is worth spending anything at all?

I’m the first to admit that I am not a PPC specialist, if practices want complex campaigns then I will refer them on, however, what I am particularly interested in is monitoring and tracking everything that happens online. This is one of the reasons I love online marketing, it becomes far more trackable which means it can be far more focused.

This information about PPC is going to be spread over two blog posts, each of these posts will give you something specific to do, if you take action you will find that you can begin to spend less on this most costly of pursuits!

The Golden Rule of PPC

The golden rule of spending less on PPC is tracking. The next golden rule, after you have dealt with tracking is tracking. Once you finally have tracking in place, you can then move on to tracking even more. Get the picture?

In other words, I track… and I do that in three specific ways:

  • Source
  • Medium
  • Campaign

The first assumption I need to make is that you have a Google analytics account created on your website, this will show you where people have come from, what they have done and how long they spend on the site. Google analytics is a vital factor in tracking your PPC. If you don’t have Google analytics on your website you need to do that now.

Tracking PPC Source

Your PPC source will be Facebook, Google, Bing and the like. If you track the source of your campaign you will be able to see in Google analytics which one of these sources is working best, you will be able to see if Facebook, Google or Bing are sending traffic, what they do and how long they spend on the site.

Tracking the source is very simple, simply add ?utm_source=Facebook to the end of your web address when either Facebook or Google asks you which webpage you want to direct traffic to e.g. www.yourwebsite.com?utm_source=Facebook I will come onto where this will appear in Google analytics later.

Tracking PPC Medium

Clearly, people may visit your website from Facebook in a variety of ways, they may have just clicked on a link that someone put their, or visited your website via your Facebook page. In order to track the PPC element of a Facebook visit, you need to add ?utm_medium=PPC to the end of your website address.

We are now tracking two elements, the source of the web visitor and the medium, so your web address that your place in your advert will now look like this www.yourwebsite.com?utm_source=Facebook&utm_medium=PPC

Tracking the campaign

We now know that someone visited your website from Facebook, via a PPC advert… But which campaign? Adding additional information in the format above helps us as follows.

Simply continue with the tracking code by adding &utm_campaign=Implants Your web address will now look like www.yourwebsite.com?utm_source=Facebook&utm_medium=PPC&utm_campaign=Implants.


In the example above we are allocating the source as Facebook, the medium as PPC and a campaign as implants.

If we were to run a similar PPC campaign for dental implants on Google we would simply alter the code as follows: 

www.yourwebsite.com?utm_source=Google&utm_medium=PPC&utm_campaign=Implants

And if we were to continue our dental implants PPC campaign onto Bing we would use the following web address for our Bing advert:

www.yourwebsite.com?utm_source=Bing&utm_medium=PPC&utm_campaign=Implants.

Some practical examples

Let’s say you wanted to run a PPC campaign on Facebook and Google for orthodontics, you give the same budget to each of the campaigns, you now want to know which one is most effective.

You would create your adverts on Facebook and Google, in the section that asks you for the web address that you wish to direct visitors to you would type the following:

  • Facebook – www.yourwebsite.com?utm_source=Facebook&utm_medium=PPC&utm_campaign=orthodontics
  • Google – www.yourwebsite.com?utm_source=Google&utm_medium=PPC&utm_campaign=orthodontics

As you can see from the tracking code added to the website, the medium and campaign have remained the same (it is a PPC project and it is falling within your orthodontics campaign), the only thing that we have changed is the source.

Tracking in Google analytics

Now we move over to your Google analytics to see what is happening. If you open your Google analytics account and look at Acquisition > Source/medium you will now see the following appear.
Screenshot 2016-03-07 16.14.11

As you can see, we can now clearly tell the source and medium of the people have visited the website. Facebook/PPC and Adwords/PPC (Google) are now clearly visible.

Tracking campaigns.

Tracking the individual source is important, but so is tracking the overall campaign. Let’s say you are offering free consultations for orthodontics, facial aesthetics and dental implants, you may want to know which of these campaigns (regardless of where they have come from) is working best.

If you visit the campaigns section in Google analytics, this will now also be visible.

Campaign management in Google analytics

All Google analytics is doing is filtering by the various tags you have ended to the end of the website address.

It makes for a very simple way of tracking these campaigns.

Other uses for tracking

You may decide that you are going to use a new piece of social media software called “BORG”, You are going to be using the software to post links to your website in various social media accountsIf and you want to know if the software is doing its job and sending people to your website.

You’re going to be posting to Twitter and Facebook using the software and running two campaigns, one on facial aesthetics and another on orthodontics.

You would set up the tracking as follows:

First campaign on Facial aesthetics

  1. ?utm_source=Facebook&utm_medium=BORG&utm_campaign=facial
  2. ?utm_source=Twitter&utm_medium=BORG&utm_campaign=facial

Second campaign on orthodontics

  1. ?utm_source=Facebook&utm_medium=BORG&utm_campaign=ortho
  2. ?utm_source=Twitter&utm_medium=BORG&utm_campaign=ortho

You can now track overall how successful the software is by looking at the medium in your analytics ~ BORG, you can track whether Facebook or Twitter are working better for each campaign and you can see which campaign works best, either facial aesthetics or orthodontics.

It does take a little bit of time to get to grips with using this, many of the PPC platforms now include easy ways of tracking, for me, using the above technique forms an easy way of simply adding a little line of code to the end of your web address and it’s all done for you.

In the next blog post we will take a deeper look at analytics and how you can work out if people from each of these sources, mediums or campaigns has actually taken action on your website, watch out for that blog post soon.

Are you using tracking? If so, which technique you prefer?

 

Create, Curate, Syndicate and Aggregate – The Rules of Online Marketing

Image courtesy of tiramisustudio at FreeDigitalPhotos.net

Image courtesy of tiramisustudio at FreeDigitalPhotos.net

It’s funny how these things turn out sometimes, I was at a dentistry shown last year having a very interesting discussion with a colleague that runs a dental consultancy. We were talking about what I specifically did for dental practices with their communications.

Out of nowhere I simply replied “Well I, Create, Curate, Syndicate and Aggregate”

And that has now become my golden rule of online marketing… It should become yours also!

Modern search engine optimisation focuses much less on keywords we want to be found for, where we rank in Google search results or how many people visited the website. These may be important metrics but the real focus is on how many people we can help. Period!

The more people we help, the more people will talk about us. This works in real life as well as online. If more people talk about you online and share your information then more people will visit your website, Google will notice those people talking about you and give you a boost up the search results.

Let’s look at each of the Create, Curate, Syndicate and Aggregate areas individually.

Content Creation

This is where you use your experience as a dentist to create unique and individual content. It’s an opportunity to talk about what is important to you and what you value most. It’s the time where you can show what you are interested in and what you believe in and how you believe you can help people solve their dental problems.

You could consider creating content for a free download on your website (check out my free guide also), you could create blog posts (such as this one) or do micro-updates on Facebook, Twitter, LinkedIn or Google plus, all designed to hand out useful, free and relevant dental health advice.

Creating your own unique content sets you up as a person that genuinely cares in the local area, if people like what you say they will share it which results in more people visiting your website.

Content Curation.

Curating content is about understanding what problems your patients are trying to solve and then directing them to other people’s uniquely created content. You may see articles written on news websites, columns written in online magazines or other non-competing dental practice websites.

Sharing other people’s content again shows that you genuinely care about the people in the local area. It builds trust as it demonstrates that you want to help solve their problems and that making money is not your primary concern!

Yes, dare to share content that you did not create! (That means sharing with full attribution, NOT copying to your website and claiming as your own!)

Content Syndication.

SImage courtesy of Stuart Miles at FreeDigitalPhotos.net

Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Syndication means taking one piece of original digital content and syndicating it across various media. This is where online marketing really comes into its own. Consider this blog post, this blog post is going to be shared on:

  • My own dental marketing website.
  • Facebook
  • Twitter
  • Google plus
  • Linked in
  • 4 different e-mail databases
  • RSS feed readers

Syndication using modern technology such as Feed BurnerSocial Media Borg or Hootsuite allows you to rapidly reach the maximum number of people as quickly and simply as possible.

The more people you reach, the more likelihood there is of them sharing your unique content which drives more traffic to your website.

Content Aggregation.

This is the process by which we pull in multiple streams of information into one easy to read place. Take a look at the bottom of my website and you will see Facebook, Twitter and YouTube all if aggregated into one place.

Using software allows us to aggregate multiple streams into one, for example, you could take your original content that you have created, and aggregate it with your content that you have curated, placing all of it onto twitter.

Aggregating content from multiple places, particularly if you automate the process, allows you to keep a very active presence on the Internet.

People often comment that I always seem to be online on Facebook and Twitter… I do spend a lot of time online to be honest, but I use software to aggregate content from around the Internet, I then use software to syndicate that content which has been curated by others or created by me.

Taking time to create your own content, curate content from others, aggregate all of that content into a single stream and then syndicate it and round the Internet has become the hallmark of a successful Internet marketer, it’s also the hallmark of many of my dental practice clients.

Will it also be your hallmark of success?

 

Dental virtual reality

Virtual Reality for Dentists

As regular readers to my blog will know my focus in dental marketing is not to go out and out selling dental treatments… Rather, it is to gently inform and educate patients about their dental health by reducing risk and increasing trust.

When you demonstrate that you are a low risk choice and are trustworthy you become an easy option for a new patient to choose. Your marketing then becomes effortless and off the back of that your business succeeds and profits flow.

Everyone is looking for new ways to increase trust and reduce risk, one of the best ways is reviews from happy patients and a hot second is allowing the patients to actually see inside the practice and meet the team beforehand – you know, those funny sliding images that many dental practices have on the homepage!

Think about it now, how about if you replaced those sliding images on the homepage with an interactive tour of the practice! The patient would be able to see how much time and effort you have put in to creating a warm and friendly environment, you would immediately increase trust and reduce risk.

I’d like to introduce you to a good friend of mine, Luke Woods. Luke is a Google Certified photographer specialising in virtual tours and virtual reality, read what he has to say about how this can now be used in your dental practice.

================= Luke writes:=================

official text

“We search with words but respond to pictures”Google virtual tour facts

Hello everyone, thanks Mark for giving me the opportunity to reach out to the world of Dentistry. I have spent a couple of days conducting some research here in the UK and consulting my colleagues in Canada for qualified opinion and facts about how a Virtual Tour window into your practise can not only answer a lot of questions but calm and reassure any patient concerns to a hugely wider audience. I assume everyone knows what we talking about here? We all know Google Street View? the thing on top of a car that captures everything ready or not – grey sky or blue. Well, for 3 years there has been a program contracting established professional photographers like me to come into businesses and capture the very best of your business space for all the world to see.

Seeing is believing – click to see on Google

https://goo.gl/gkcH1i

These Virtual Showrooms are great for welcoming in clients from website to waiting room, here’s an example of a virtual tour at a dental practice.

Dental virtual reality

 

In the past two years since I have been working on the Google program I have captured some truly beautiful spaces and it seems that with all industries- progress is consumer driven. People in general are becoming much more familiar with using the internet and their mobile device to not only shop but to verify and answer any doubts they may have especially before entering into a big spend. Hotels and restaurants are examples that most people have seen here in the UK but why not clinics of all kinds? A year ago it was the same in Canada and the USA and in the last 12 months a lot of practises large and small needed to show just a little more than a few flat photos or have a Hollywood Commercial – a Virtual Tour fills that gap nicely – people can view in silence at their own pace and really connect with where they will be treated – I call this the Clinical Barrier and you can be among the first to gain that valuable patient trust.
gogle-stats-number-one

For me there are several areas where I start to wonder “what it is like ?” I know if I could see the clinic I would feel a lot more at ease the first time. Knowing the layout too is a difficulty many can be helped to overcome and getting lost can be embarrassing. Right from the car park if possible to seeing the doorway on the street, knowing what the reception looks like -seeing a waiting room where we all sit waiting for that peak anxiety moment – hearing our name – all this gives us that which cannot be put into words so easily – that feeling that says – “It’s Okay”

 

Google statistics

Things are moving fast these days and I am now working with a Google team developing Virtual Reality – many Dental Surgeries have comforting features – for children, a play area or room perhaps? It’s not just the younger generations that are looking – the biggest growth group is currently 54-65 year olds and 39% of people over 55 have smart phone and can check out things for themselves quite well. For all patients there can be no better experience than to preview the very chair you will be treated in – a full 360 degree view right from the chair.

There are also Search Engine Marketing advantages that are very real not promised and rarely delivered – without going into too much detail – everyone searches on Google these days – a website is not hosted in Google – these are, helping to get you found in local and voice search fast   “As seen on TV” 🙂


I would be delighted to hear from and help all of you lovely people who have looked after my white toothey treasure all these years.

My best, Luke Woods.

=================

To find out more about having a virtual tour of your practice please contact Mark on 0845 259 1232 or email info@markoborn.comStudy on virtual tours

Buy or sell

How to Sell Your Services – REALLY?

I was recently approached by a prospective new client who said something along the lines of:

“Mark, I’m running a course for dentists in three months time… Can you help with your marketing to fill it for me?”

Now equally, this could have been any one of the many dental services on offer, or even something completely different.

I asked what they had in mind for the marketing? They responded with ‘a series of e-mails, Facebook messages, Twitter tweets and the like.’

Okay,  so essentially they want to sell their course using online marketing.

But wait.

Who do we send those e-mails to?

Who is going to see those social media messages on Facebook or Twitter?

Aha, now we get to the nitty-gritty of the problem. We either have to use an existing e-mail database or buy one, and we have to pay for messages on Facebook or Twitter as we don’t have a particularly good Facebook following.

And if we suddenly start bombarding people that have never heard of us before with marketing messages trying to sell a new course, what does that do to the amount of trust they have in us?

Marketing in this style is what gives social media and e-mail a bad name. People say they’re bombarded with messages they hate and perceive as spam… And to be honest, that’s exactly what many messages are!

An alternative way of marketing – Switching from hate to love

Hate love switch

Switching the style of marketing we use can have an enormous impact, but it’s not a quick fix and you can’t suddenly think “Hey, I want to sell a course how can we fill it?”

The secret starts months possibly years earlier than the course/service you want to ‘sell’.

Marketing isn’t something you do… It’s something you are!

Here is a simple step-by-step list of how you can go about selling a course/service with no spam and without upsetting people:

  1. Identify the problem your target audience is trying to solve. DO NOT MISS THIS OUT! What is their problem? Is it that they want more confidence? Are they looking for more time? Are they looking for more money? Are they looking for a new partner? People go about solving these problems in a huge variety of ways, from looking for a new dance class to having teeth whitening… All to solve the same problem! Once you have identified the problem that people are trying to solve you can move on.
  2. Create a social media channel focused around solving this problem.
  3. Create a free guide focused around solving this problem and put it on your website in exchange for an e-mail address.
  4. Begin handing out useful, free and relevant advice helping these people solve this unique problem. Put that advice on your social media channel and write blog posts about it.
  5. Do this consistently and continuously all of the time. It should be your raison d’être. Hand out useful, free and relevant advice which helps that person go some way to solving their problem.

Doing this increases trust and reduces risk which means that when you have a specific service to sell, such as a course, you have an engaged audience which trusts you (after all, you’ve been giving them free information for ages now) and sees you as a low risk option (after all, you been giving them free advice and asked for nothing back).

With this engaged audience, whose problems you understand and have demonstrated you are an expert in it’s a logical and simple step to suggest that they take action to solve their problem with you.

And that’s how you use e-mail and social media to sell your course or service. It takes time to build and grow, but once it does it becomes an unstoppable machine which works 24/7, the best time to start is always now…

 

Should you have a mobile or responsive website?

Okay, first of let me make it clear that I’m not a website designer. I don’t design websites and I don’t create websites but I do work on websites all day that are designed and created by other people, what I do is ensure that the maximum number of people go to them and then take action once on the site.

Deciding whether to have a mobile or responsive website is a critical decision when you’re having a new one built, it also dramatically affects my ability to optimise the site to get it found on Google and also to optimise the site to increase conversions – so you need to get the decision right.

Responsive or Mobile websites?

This is the real hot one at the moment as more and more people decide that they want to have a mobile or response website, but what is the difference?

Mobile

A mobile website is a separate website to your main one. There will be a little bit of code on the website which detects the device that is being used, if that code detects a mobile device then the user will be bounced off of your main website onto a mobile friendly one.

You effectively have two separate websites, one designed for a full screen and one designed for mobile devices.

Responsive

A responsive website on the other hand is one single website. The website detects the screen width of the device being used and responds to this width. If it detects that a widescreen is being used such as a desktop then you will see the full site with all of its navigation, if it detects that a smaller screen is being used such as a tablet or phone then the site will show relevant navigation, shrink the images and show you content in a different format.

You only have one website which is responsive and modifies itself dependent upon the device it is being viewed upon.

How to test if your website is responsive

Of course, the simplest way is to look at your website on your mobile phone. But if you want to truly test if the website is responsive, you can actually test it live and see it respond as the screen resolution changes… Here’s how.

In your web browser you need to click the “Restore Down” button in the top right-hand corner of the browser.

Restore down button

Click the button in the middle

This will then enable you to change size of the screen on your desktop. You can then grab and drag the width of the screen to make it smaller. If your website is truly responsive you should see the various elements on your website resize and then move around to fit the screen.

You should also see the menu go from the traditional desktop menu to a single button click menu suitable for a mobile phone. Here’s a little video which shows this in action.

The advantages of having a response website versus a mobile one.

The advantages are quite numerous:

  1. When you add content to your website, if your website is responsive you simply need to at least once. No matter whether your visitor is on a mobile phone, tablet or desktop your new content will look good. If you have a responsive site you need to add content twice, once to the desktop version and once to the mobile version.
  2. You suddenly have two websites to optimise. You may find that one website appears better than the other in mobile search results, if you have a single response website you only have one website to worry about.
  3. Your links may not work.You may be sending people into the middle of your website from around the web. For example, you may want to run a social media campaign on Facebook and place links to your Invisalign page. If someone clicks on this link from a mobile phone they will Land on your website, it will detect that they are on a mobile device and automatically send them to the homepage of a mobile website, not the Invisalign page that you intended, suddenly your website visitor is confused. With a responsive website, you can copy the web address from the desktop and it will work exactly the same on a mobile.
  4. Your search engine optimisation and inbound marketing may not be quite as good. Google recognises if your website is important if people are talking about it around the Internet. As those people talk about your website online they may be mentioning a specific page. You may have written some excellent information about dental implants which a patient of yours shares with their friend. If they share that page from a desktop but the friend is using a mobile, that link may not work if they are redirected to a mobile website. A responsive website uses exactly the same web address for mobile or desktop.
  5. You may keep costs down with a responsive site. If you pay for someone like me to optimise a site, get more people to it and more people converting then the fee is often lower for a responsive site. That person working their magic on your website only has one website to work on if it is responsive, if you have a mobile site also then they may need to work on two websites… Potentially doubling their fee!
  6. Your ongoing web design costs could be lower. Let’s say you take on a new treatment and want to add it to your website. If your site is responsive then you add the content once, if you have a mobile site then you need to pay your designer to add it to both websites!

In my experience of working with many websites the ones that are easiest to optimise (from both a search and conversion point of view) are responsive websites. There are so many advantages to responsive that, in my opinion, this is the way you should go if you’re looking at having a new website built.

So who would I recommend for your new responsive website?

There are plenty of people to choose from that are creating and designing websites for dentists, here is my recommendation based on the fact that I’ve worked with these guys on numerous projects and never had a problem. Listed in alphabetical order.

 

How to Use the New Facebook Call to Action Button

If you log into Facebook this morning and check out your Facebook page you should notice a new call to action feature. Any marketer will know that one of the most important things you can do in any marketing communication is include a call to action, telling people what you want them to do when they engage in your marketing communication is so often missed out but is so important to include.

Facebook clearly recognise this and have now included a range of options in all Facebook pages, here is how to setup the new Facebook call to action button.

Add a call to action button to your page

When you first login to your business page this is the new little message that you will see.

Adding a Facebook call to action button to your page

 

Simply click the create button.

You will now be encouraged to ” create call to action” simply click this button.

Creating a Facebook call to action

On the next screen you will be guided to choose a button, select from a range of options including:

  • Book now
  • contact us
  • use app
  • play game
  • shop now
  • signup
  • watch video

Simply select the option most suitable for you, for a dental practice probably book now would be best.

Deciding which call to action to use

When you click the book now button you will be prompted to enter your website address, remember enter the full web address of your booking page. Don’t just put in your basic web address as this will lead them to the homepage, remember, you are suggesting that they book now so use a direct link through to your booking page.

If you have a separate mobile website then also enter the booking address for this.

Enter in the destination for your new call to action

When you click next you will be presented with the destination for people using Android and Apple devices. If you have an app running on either of these systems you can direct people directly through to the booking page within your app.

If you don’t have an app then keep the destination selected as ‘website’.

If you use an app selected this as the destination

When you click next you will be prompted with the screen to say that your call to action button is ready. To edit it simply click and you will be presented with an edit option.

Your Facebook call to action but is now ready

When you click next for the last time you will see your new call to action on your Facebook page. To the right you will also notice in the insights section the number of people that have engaged with your call to action button.

Screenshot 2015-02-24 08.40.36

 

Using a call to action in all of your marketing communication is an excellent way of encouraging people to take direct action. I urge you to get onto your Facebook page this morning and setup this new feature, why not come back here and post your Facebook page into the comments so we can see what you have done…

Update Facebook’s Algorithm for Business Pages: Important Information

Many people mistakenly believe That everything they post to their dental practice Facebook business page is shown to all of the fans, they think that because they’ve got 500 fans that 500 people are going to see what they post… This simply isn’t true.

Think about the number of people that are on Facebook, it currently stands at over half the UK population, that’s more than 30 million people!

With so many people on Facebook, Facebook needs to use some form of calculation to decide which messages are important, which messages are not, which messages to show people in which messages to hide. This is where Facebook’s Edgerank Algorithm comes in, please scroll to the end of this blog post to see a very useful info graphic generated about this topic.

The algorithm has been around for some time now and people are getting used to how it works but there is a big change afoot, in fact it  happened in January of this year.

What is changing?

Facebook quite rightly say that people go on to see things they are interested in. They don’t necessarily want to see out and out promotion of products and services, the problem has been that many business pages have simply tried to sell stuff.

This has resulted in the quality of some posts from businesses being extremely low, they simply post updates telling people about their latest offers, deals and incentives and make no attempt to engage with their fans, this fundamentally goes against the engagement principle of Facebook. Facebook have been looking at ways to stop this and this has now been implemented.

As with immediate effect if you post purely promotional updates the chances of these being seen by your fans is extremely low, so what makes a promotional post? Facebook say that promotional posts are:

  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads

Read more about these updates.

It seems that Facebook are going to be looking at adding some additional functionality to their business pages, this could be an exciting new era in Facebook marketing if we are able to do more complex and fun things from a business page.

What can you do about it?

Put simply, avoid just promoting your business. Look for ways to create engagement with each post and get your edge rank higher. If you do want to do posts which promote treatments, services, products or special offers and accept the fact that you’re going to have to promote these with paid ads.

Read more about managing Facebook adverts.

With regards to each individual post you could try varying the things you post along the following lines:

  1. Create images which encourage engagement. Not necessarily dental ones but images which make people laugh, joining and feel part of the community.
  2. Use questions at the end of the post. Questions are far more likely to generate engagement than simple statements.
  3. Tell stories using your happy patients. Create a series of posts which walk potential patients through the thought process and treatment of existing patients. Create engaging stories out of the real lives of local people.
  4. Hand out useful, free and relevant dental health advice. Use the amazing information stored in your head to genuinely help local people, when you hand out useful and free relevant dental health advice you set yourself up as the local expert that can be trusted.
  5. Educate people about the risks of not looking after their teeth and the benefits of having a healthy smile. When you create engaging content like this people are more likely to interact with comments, likes and shares.

The trick is to get people engaging and interacting with your posts. If you do this Facebook will recognise that your updates are popular and ensure that they reach more people.

What is a Edge Rank?

edgerank

Image via Justin Sullivan/Getty Images

What Seems to Be Working Best to Attract New Patients at the Moment?

Female doctor consulting patientWorking with many dental practices throughout the UK helping them reach the local people is a great privilege of mine, we are finding we are able to distribute our dental health message far and wide making a considerable difference to the local communities.The payback to this is, of course, a successful dental practice with a good number of the right type of new patients each month. But what seems to be working best?

I thought it would be good to write a little summary of some of the things that practices are doing which is helping them reach more of the people that matter.

Lower priced dental health checks.

When a patient first visits your website they are faced with two dilemmas:

  1. How do they know you are trustworthy?
  2. How can they lower their risk by coming to you?

Good-quality dental marketing is always about increasing trust and lowering risk, This is how serviced-based marketing should work on these two factors are one of the most important things you need to address in any marketing the dental practice.

One of the ways of doing this is to offer a free consultation however I’ve noticed, certainly over the past year or so, that this technique of attracting new patients is becoming less effective. There could be many reasons for this, my guess is that patients are just worried that a free consultation will mean a hard sell!

Dollar coins going into piggy bankWhat I am finding however, is that reduced price dental health checks and working extraordinarily well. I have one practice which offers them for £15, deliberately to compete with the NHS. They get an excellent conversion rate from patients that coming and then join them on their patient plan.

Other practices offer this dental health check for around £25-£45, doing this lowers the risk for the patient but at the same time increases trust that you are only providing them with a dental health check, rather than just giving yourself the opportunity to sell extra treatments.

@The way I prefer to work this is to ask the patient to download an online voucher entitling them to this discount, this then becomes an online discount only and encourages patients to visit your website. We hand the voucher out in exchange for an e-mail address.

The e-mails are then automated to follow-up the patient at scheduled intervals, with more follow ups being gentle and educated in their nature. The software I use for this is Aweber, it’s available from around £19 per month, there is a really low cost way to begin managing your e-mail marketing.

Using e-mail automation like this means that your marketing works 24 hours a day and enables you to focus on what you’re good at, delivering great quality dental health to local people.

Facebook offer advertising.

blog_facebook_offersWhen people sign up to Facebook they tend to tell it where they live, how old they are and what gender they are. Whether we like it or not, this allows advertisers to target those individual people, and we can take advantage of this opportunity if we so wish.

I recently ran a targeted Invisalign promotion for a client. We had a budget of £200 and ran the offer over a two-week period targeting people aged between 21 and 55 living within 10 miles of the dental practice. During this time we had 332 people claim the offer and it was viewed by 51,136 local people.… Quite a result!

Now, I’m not expecting all 332 people to go ahead with treatment, but even so this is a remarkable number of people we have been able to reach.

An interesting phenomenon was that local people were commenting on the add and tagging their friends, thereby ensuring the ad went even more viral and was seen by more people than we had actually paid for!

Here is Facebook’s help centre for creating offers.

Here is Facebook’s help centre for setting up advertising.

Writing blogs.

Writing blogs for a dental practice is another great way to demonstrate you are the low risk option that patients can trust.

What I’m also finding is that blogs are an excellent way to get found on Google, many practices I’m working with are seeing more than 100% increase in web traffic after they start writing a useful blog.This is mainly due to the fact that blogs can be highly targeted and focused.

If you wanted to write a page about dental implants you need to keep it fairly generic and answer a range of questions, Google will then read this page and probably rank it for “<< dental implants >><< Local area>>”, which often is fine, however people are tending to search for much longer phrases for example:

  • How much do dental implants cost?
  • Do dental implants hurt?
  • What are the alternatives for a dental implant?
  • How do I go about replacing missing teeth?
  • What are my options for missing teeth?
  • Is a dental implant better than a dental bridge?

Trying to answer all of these questions on one single webpage can be difficult for the patient to navigate to find the exact answer they are looking for, but writing them in a blog post which focuses specifically on that particular area means that that webpage is highly optimised and relevant for that specific search.

This has a double impact:

  1. The webpage is more likely to be found when people search for that phrase because it is highly targeted.
  2. The webpage is more likely to be relevant to those people when they land on it because it is highly targeted.

We then get a snowball effect occurring. Google sends traffic to the webpage, people like it, Google knows this (By looking at the number of pages people read, the amount of time they spend on the site and whether they bounce back and do another search or not) and sends more… And so the cycle goes on.

All you need to do is make sure that your blog (which should sit on your main website) has good conversion mechanisms such as the low price dental health check which drops that person into a robust yet gentle e-mail marketing program.

Optimising their website to be found on the search engines.

We all know that if we want to find something out we Google it. Your patients are doing the same!

Being found in the search engines is absolutely vital for any online marketing strategy, writing a blog will help enormously as will engaging on social media and creating links back to your website using Facebook and Twitter etc.

You all is so need to be engaging in good old-fashioned PR, but with an online marketing spin. PR is about getting articles and blogs written about your practice, conventionally this went into print media, but the modern way of doing it is to use the online world. Google reads these PR releases about your practice, recognises that they are about you which then let’s Google know you are important and worth sending visitors to.

Read more >> Top tips to optimising your practice website.

It’s a minefield as to how you get these news releases out there, but that’s the job of an optimisation specialist and online marketing consultant such as myself!

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I hope you have found this blog post useful, I’ve included many links to additional resources (Some of them my own and some of them external resources) to enable you to continue to help the local people with their dental health, simply by being found!