Category Archives: content

Dental marketing blog posts categorised as Content

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?

 

How to Create a Dental Website That Works in 6 Steps

As an online marketing consultant for dentists I get to see many dental practice websites, none of which I have built myself as I don’t build websites… many of which work and many of which don’t.

As I work closely with these practices I’m able to see the conversion rates from the websites and have drawn up my top tips for ensuring that your website converts and actually does what it’s supposed to do.

You can either watch the video below or read the text in this blog post.

Don’t bother with that fancy scrolling image thing that so many practices do on the home page

I see so many dental practice websites with this scrolling image thing, what is it all about? From a user point of view the chances of anyone sitting there and waiting for the image to scroll is highly unlikely, and from a search engine optimisation point of view sometimes these images look to Google as though they are lots of images stacked on top of one another. Google could then question why are you trying to hide images?

My advice is to go with a small, relevant image all your practice logo and be done with it.

Ensure your contact us tab is top right

This seems to be where our eye is drawn to look for the contact details. A look at some of the bigger sites and you will notice the contact us type is always top right. Whilst standing out and doing things different is great, sometimes it’s good to stick with what people are expecting. So in this instance don’t try to be clever, just put your contact us type top right.

Make your telephone number selectable text so that you can click to call from mobile phones

I’ve recently been looking at statistics on websites and many of them have about 30% of the visitors viewing the site from a mobile device. The recent ” 2013 UK future in focus” ComScore report shows that it is mainly between the hours of 10 AM and 5 PM that we are using computers, outside of this time mobile devices dominate the share of page traffic on a workday.

ComScore Device Traffic

If you want to take advantage of the commuters on the train or bus on their mobile phone then having your website mobile compatible is a good idea.

Of course the best solution is a fully mobile site or at least one that has an adaptive design to different device formats. And if you want to really be making use of the mobile browsers then having a click to call friendly number on the homepage will be vital.

Use an engaging video to keep visitors on the site longer and engage with them

Having a video on your homepage is a great way to interact and engage with visitors, it also has a tendency to keep people on the page longer which will have an impact on your Google ranking, as it is an indicator that people like your site if they stay on the page for a while before bouncing back to Google for another search

Have a call to action with a signup box on the right-hand side of the page which is viewable without scrolling

By incorporating some form of direct call to action where the visitor feels as though they have achieved something and got something from your site will greatly increase conversions. If you offer a free consultation, then do this in exchange for an e-mail address.

You will of course need an e-mail marketing software to manage this and my recommendation is Aweber.

Click for more information on how to set up in Aweber e-mail marketing campaign

Create the content of your page around the four elements of why, what, how and what if

As a dentist or technical person within dentistry the chances are that you think very analytically and are interested in the detail. Not everyone thinks this way and if your webpage launches into the precise way that you deliver your service many people may not engage with it.

By starting off with ‘why’ they need to listen to what you have to say you will engage a wider range of people.

Finishing off with ‘what if’ allows your website visitor to ‘try on’ emotionally the results of solving their dental problem.

Of course this list is not totally exhaustive and there is a huge amount of scope for any designer to be able to create a fantastic looking and functioning website around these parameters. If you follow the basic six steps above you will find that your website converts better and that you end up with more patients, of course, assuming that the actual design of the site is great too.

 

 

Generate content in order to engage

It’s all about content.

On the internet content is king, so when you decide to market you dental practice online the same principle applies… content is king. Here’s why.

Google loves content. The more content your produce, the more you are likely to be found by optimising, it really is as simple as that. Using a variety of ways to say things means you are more likely to ‘hit’ upon a ‘phrase’ that people are typing in to Google and searching for. The more phrases you are using, the more you are likely to be found.

However, THE most important reason for generating content is to help other people with the problems that your business solves.

It’s about the percentage game; if you generate content that only 10% of people like or see, and you only do this once per month, then you only stand a 10% chance (at most) per month of people engaging with your content – because either they don’t like it, or don’t see it because they aren’t active where you have posted it.

But if you generate 10 pieces of content per month using different mediums and different topics then that same 10% will still see it, but you stand a much better chance of engaging with that final 90%.

Different people like different things and like to engage in a variety of ways, Facebook, Blogs, Twitter, emails and websites are all ways of engaging – but people won’t follow you everywhere… it’s too much.

Now I’m not saying you need to generate content to appeal to the masses, you need to focus around your niche, stay focused but find different things to talk about, then share that content in as many ways as possible to allow people the option of engaging with you in the way they prefer.

The easiest way I have found of doing this is via a change of mindset – producing great content is a mind set more than anything else. What would a great playwrite, poet  or musician do? They’d carry a note pad and always have their task in the back of their mind.

What ever I do, during any day, I always have content in the back of my mind. Is what is happening right now Tweetable, is it Facebookable, or is it bloggable – will it enhance the lives of my ‘followers’ if I share it with them? If so , share it.

The great thing about generating dental content is that as a dentist you are in front of your potential readers all day long – so tomorrow when you are seeing your patients, do the following:

 

  1. Listen. No, I mean really LISTEN. What is the the conversation about? What dental advice did you hand out?
  2. Write down the snippet of dental advice you handed out to that patient
  3. Think about the best format for sharing that advice – would it make a blog post, or could you make the point in 140 characters (Twitter) or could it be linked to a photo and shared on your Facebook group?
  4. Store this up for 1 week  – at the end of the week look back at all the great content you have generated, simply by having a process and changing your mindset

I also use content management software to find content to share making the process just that little bit easier.

So how do you find content? Or perhaps you found it hard to find content in the past, what will you do differently now?