Key Local Search Updates In 2022

At ProspectaMarketing, we endeavor to stay on the forefront of marketing research. This way, we can provide the most up-to-date analysis and advertising tools to the practices we represent. We believe that the Internet is still young and always changing. Due to this, it takes an active, dynamic advertising strategy to really take advantage of its web of chameleon-like opportunities.

As a dental practice, your team probably doesn’t have the expertise, time, and training to research marketing efforts and care for your patients. This is where we come in; by relying on cutting-edge materials, we use this blog and our other digital avenues to educate our clients and any practices that might be thinking about joining up. This way, you can focus on simply bringing high quality dental care to your patients, while we handle the rest!

One of our key sources of digital advertising and marketing news is BrightLocal, a hub and platform that has been an industry leader in SEO research for several years now. As recently as two days ago, they proved why so many marketing agencies trust their opinion. During the 2022 edition of Google’s “Search On” event, they compiled and shared several incoming search updates that have the potential to completely change the SEO landscape. Our team has picked the four that are most relevant to our dental practices and broken them down for you below. We’ve also included an explanation of how it affects you and your patients. Check it out!

Four Key Updates

  1. Multi-Search – Near Me: Multi-search itself is an update to Google that has been around for a while now. It allows users to capture images and video as search inputs, as opposed to simply words. But with this next update, your camera has officially become your keyboard. The option will now include ‘near me’ terminology. But, what does this mean for you? It means that your potential patients will be able to use photos and images to search for a product or service, find the option they’re looking for, and search providers nearby that offer the service or product. By confirming the rollout of this new update across the U.S., Google is fully accepting that visual media is king; and so should you! Make sure to always have clear, crisp visual media on all your digital fronts, including an updated Google products page that potential patients can match to services or products they might photograph in the wild.
  2. Google Maps – Neighborhood Vibe: Another exciting update is one to Google Maps. Popular spots on Google Maps will burst with vibrancy and life as users explore the area. This affects your practice directly, as patients that browse Google Maps will be able to see user-uploaded photos and videos of the area, to get a real ‘vibe’ of your practice. In an obvious nod to the rise of social search that is prevalent across social media, Google has given your practice a reason to maintain a curated atmosphere that is pleasant to patients: their uploaded media has become your de facto supplemental marketing strategy! Just know that, as with everything, this can work for or against you. If the uploaded patient media is focused on your practice’s negatives, this will also be the first thing users see when they check the “Neighborhood Vibe” option.
  3. Google Maps – Live View: Another new addition to the expanding Google Maps toolbox, users can now explore nearby places by using a live view. They simply have to lift their phones to search and Maps will show them a digital overlay of businesses and practices around them, along with associated details like business hours and reviews. If your practice needed another incentive to ensure the information on your website and Google listings is accurate, the folks at BrightLocal have just given you one!
  4. Google Reviews – They Don’t Tell You Everything: It seems that Google is trending farther and farther away from written reviews. While reviews are still crucial for a lot of patients, the upcoming rollouts make it clear that other sources of site authority and consumer trust will start playing a larger role in the process. These changes include AI that will discern helpful insights from other sources, such as user-uploaded images, to help a patient evaluate a practice and make a decision. What This Means: your customer feedback is bound to come in through multiple avenues. Just like we have recommended publicizing reviews – with the author’s permission, of course – we would encourage using this new, visual feedback (i.e. user-uploaded images) as another route through which you can broaden your practice’s reach and visibility. What This Doesn’t Mean: Stop responding to reviews. Absolutely do not do this. Written reviews are still a great indicator of a practice’s online health. Just because they are not playing as large a role in search engine rankings as they used to, does not mean they don’t serve the greater purposes of showcasing your practice’s success stories and mitigating any complaints against it.

Keeping up with researchers like BrightLocal is just one of the many ways ProspectaMarketing stays at the vanguard of changing online trends. If you are a dental practice looking for an experienced firm specializing in dentistry and the tools of Internet marketing, look no further! We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

3 Easy SEO Optimization Tips

ProspectaMarketing helps dental practices with online marketing and advertising efforts and we have been at it for years! This means we know a thing or two about SEO optimization. If you are a relatively new practice, however, or even if you’ve been around for a while but have never made the jump to online advertising, you might be wondering what it’s all about.

After all, we mention it a lot on this blog and it is a term many online entities use when explaining their digital practices. In order to alleviate any confusion, our team has put together a primer to explain what SEO is, followed by three, easy-to-follow optimization tips that don’t require the creation of new content.

What Is SEO And Why Should You Care?

Let’s start with some basics for any newcomers out there. SEO stands for Search Engine Optimization and it’s really a catch-all term. It includes any and all strategies applied to content that increase its likelihood of ranking higher on search engines like Google. SEO optimization is an importance practice for several key reasons, including but not limited to visibility, reach, and accessibility. Properly optimized web content has been vetted for relevant key words, has text that is unique enough to not be mistaken for another page, and displays to the intended target audience, whether that be location- or demographic-based.

  • Visibility: An optimized post ensures that readers who search your relevant keywords can find your service quickly and effectively.
  • Reach: An optimized post broadens your practice’s reach by displaying your content to new audiences that might be interested.
  • Accessibility: An optimized post is easy to navigate, generating more page landings and potential patients for you and your practice.

3 Easy-To-Follow Tips

One of the first solutions suggested for improving SEO is to create content. This is a great suggestion due to the relationship between fresh content and Google index bots. The more unique the content is, the more likely Google and other such search engines are to send out “crawler bots” to index your page. When they do, your content is added to a database of unique content, helping readers find it quickly and without any hassle.

However, sometimes it can be hard to come up with new content in a consistent fashion. If you represent a dental practice, you have other responsibilities; not the least of which is your mission to help your patients. With such a huge responsibility, it is understandable that creating new pages for your site would be a small priority. And while a blog helps in this regard, you still need the time and space to write the posts. For this reason, our team has come up with 3 easy to follow tips to help you optimize your existing content without needing to write new text:

  1. Keywords vs Keyphrases: Keywords are more than simple roadmaps to your content. They can also act as a billboard or a sign that loudly signals to your readers that your page is right for them. For this reason, think not just about what your potential reader might search, but how they might search for it. Then, rework existing content to reflect this. For example, “how are dental veneers placed” is a better keyphrase to work into your content than simply “dental veneers,” which is a single keyword and will most likely match with fewer search terms than its more robust alternative.
  2. Interesting Title Tags: An important statistic is the ratio of clicks on your link via Google. This is commonly known as the click-through rate, or CTR. And one of the main factors that affect the CTR is your title tag. After all, it is the first (and hopefully not the last) thing your potential reader sees. Make sure to use enticing and exciting title tags that will draw people’s attention. Avoid sensationalizing, but don’t be afraid to make a bold claim or ask an incisive question in your title tag. After all, once the potential patient has clicked on your page, you can further explain the statement with informational, clearly worded text.
  3. Listen To Google Analytics: We have talked at length about using Google Analytics on this blog, and for good reason. You can use the Page Landings section of this online tool to measure how many readers are drawn to your different website pages. This helps to gauge not only the good, but the bad. If you notice a post is stale and abandoned, it’s time to refresh it. Don’t be afraid to go back and change old content with new keyphrases, a new title, or even a new image. This way, you don’t have to create entirely new content. You can simply rephrase and rework old content to make it sound more relevant! This tactic will also give your original content a second chance at positive search engine placement.

At ProspectaMarketing, we can help you manage your website and SEO so you focus on what you love: being a trusted dentist in your community! We are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

Readability Matters!

ProspectaMarketing endeavors to meet our clients marketing needs and extend their reach through every possible medium. Audiovisual elements are absolutely crucial in this endeavor and if you haven’t read our article on the core tenets of visual media, check it out immediately! However, another vital element we have covered on this blog – one that is at least as important as audiovisual media – is written content.

If you have read our article on the importance of engaging website copy, then you already know the core elements of creating this text-based content. However, how are you supposed to check if that content is tracking well with readers and getting the correct message across? In an arena like dental advertising, it can be even more important to transmit your goals and information effectively and objectively, as patients are often looking for health-related facts that leave little room for subjective writing. Readability checkers are, at least partially, the answer.

What Is A Readability Checker?

You can infer what a readability checker entails pretty easily by the name: it’s a tool used by blog specialists, website copy writers, and content creators the web over to ensure that their content is grammatically and structurally correct. However, it’s more than just a glorified spell-checker. A properly designed readability checker will also test your content for proper flow, repetition of words, transition phrases, and a host of other fluency and syntax standards. In short, it will make sure your work sounds as professionally written as possible.

There are three types of spell-checkers our blog team recommends when creating written content.

  1. Yoast Plug-in: This particular spell-checker mainly applies to WordPress users. If you’re generating content for a blog, mailing list, forum, or media gallery, using the Yoast Plug-in is a good way to check your progress. When enabled, it will show a color-coded symbol to the right of your blog posts in your blog viewing window in WordPress. The color ranges from red to green, respectively indicating low to high readability levels. Red means your post needs work, yellow means it’s almost there, and green means you’re good to go. The plug-in also enables a similar column with identical symbols for SEO optimization, which means you can use it to both check the accessibility of your text and test how high it will rank on search engines. Yoast not only lets you know that you Readability or SEO are low; it gives you suggestions to help you fix it. All the steps you can take are arranged in an easy-to-access drop down menu so you can easily get your post in the green.
  2. Microsoft Word Readability Checker: What if your written content is not being generated via WordPress? Our best tip is to either create your text entirely on a blank document on Microsoft Word (or a similar, text-based application), or at least copy paste it into a blank document before posting it to your preferred back-end web service. Why? Microsoft itself has a hidden readability checker that few people know about. Making use of it is easy and free! While you’ve got your Word document open, search the top row of toolbar options for the “Review” tab. Then, find the category titled “Spelling & Grammar.” At this stage, you’ll be able to choose spell-check options, but, depending on your version of Word, there should also be a category or option titled “Readability Statistics.” With this pop-up page, you will be able to access statistics like your text’s Fleisch Reading Ease Score. Metrics like this can be helpful in examining whether your text flows well and is understood easily by your intended target audience.
  3. Grammarly: Though focused primarily on grammar and spelling, Grammarly is also great tool for ascertaining how to improve the clarity, fluency, cohesiveness, and vocabulary of written content. It offers real-time assistance and a host of tools. The only drawback to this robust readability system is that most of the features are locked behind a paywall. The only free features are grammar and spelling!

Why Is Readability Important?

In an ever-evolving online landscape, your practice’s potential patients will have no patience for improperly written walls of text riddled with mistakes. They have the ability to quickly click away to another page and come equipped with the increased online literacy of a generation raised on the internet. These standards make readable content an absolute cornerstone to your advertising campaign.

At ProspectaMarketing, we can assign you a specialized blog writer and even help you iron out clunky marketing copy. We are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

SEO-Friendly Blog Posts: 5 Easy Steps

So, you are a dental professional who keeps up with our blog posts and you have taken our advice on the importance of blogs in marketing. You have set up a solid website with appealing design, informative text blurbs, attractive images, and you have added a WordPress blog to it in order to generate fresh content. Now, you are staring at a blank page and wondering how to go about writing your first blog post. ProspectaMarketing can help!

If you haven’t followed all these steps yet, make sure to check out our previous articles covering topics like the power of the blogengaging website copy, appealing visual media, local SEO tips, and Google indexing strategies. If you have, then you have likely already read these articles and are wondering how to go about crafting a blog post that will have a good chance of getting picked up by Google’s bots and wind up high on search engine results.

Our team has put together a list of tips to get you writing and to ensure you adhere to SEO-friendly parameters, in order to further maximize your visibility and the impact your dental practice can have.

5 Easy-To-Follow Guidelines

  1. Use Proper Headers, Footers, and Contact Info: Guiding your reader’s eye to accessible information about the practice is a crucial part of any blog post. Before you write any text content, ensure you have a good title and that contact info is available somewhere in the post. Your best bet is the bottom, so craft a footer with large, easy-to-read text that details your practices official name, address, phone number, website and/or e-mail. Make sure to place it at the bottom of any and all blog posts, to create a sense of uniformity and professionalism in your blog.
  2. Make Use of the Official Practice Name: We recommend using the name of the practice twice in every blog post; once at the beginning and once at the end. Doing it only once – or not at all – might mean it fails to stick in your reader’s mind. However, doing it too much will stink to a reader of generic SEO fodder.
  3. Include Unique Location Names: When it comes to creating content that is attractive to Google index bots and search engines, location-specific vocabulary is key. What better way to make your writing stand out than to mention uniquely-named locations that your practice serves? Do it at least once during the actual text, and consider adding it to the title, if applicable. “Quick Toothache Solutions” is a good title; “Quick Toothache Solutions in Silverton, CO” is better.
  4. Start With A Story Or A Quote: In the end, writing is all about story; even advertising copy. Pick a good quote about teeth or smiling and place it at the top of your post. Or start with an interesting patient anecdote – make sure to omit any names or personal details! This might kickstart some ideas and help you structure the rest of the blog post.
  5. Adhere To A Structure: A blog post is like a good essay; it presents a persuasive argument, offers supporting evidence for it, and wraps up with a conclusion on the general benefit of the position being argued. Anything you can write will follow these steps. Use sub-headers to separate each of these sections. Come up with an attractive title for each one. For example, if you’re stuck on a blog post about a new teeth whitening service your practice is offering, write a header like “Tooth Whitening News for Norfolk Residents,” then write two sub-headers like “Why Choose This New Method?” and “The Name of Practice Difference.” Just like that, you have the basic structure for a blog post, complete with an introduction to the idea, supporting arguments, and a conclusion that brings it all together.

Just Start Writing

The most important tip is to start creating content. In modern philosophy, there is a concept known as the infinite monkey theorem. It presents the idea that, if a monkey hits random keys on a typewriter for an infinite amount of time, it will eventually write the complete works of William Shakespeare. Many take this to mean that there is no way to be original, as random chance could produce the same result as an artist, given time. At ProspectaMarketing, we believe that, since this feat would take an infinite amount of time, it is also proof of all the unique permutations that exist between the random text and Hamlet.

This means you are very unlikely to write something stale, repetitive, and worded exactly the same as another blog post. You would have to sit in your chair for an infinite amount of time in order to achieve the same exact thoughts, worded the same exact same way, as someone else! So, just start writing! We guarantee that, as long as you come up with the text yourself, both your potential patients and, more importantly, the Google algorithm, will view it as unique copy and respond to it organically.

If you represent a dental practice that needs help writing blog posts, ProspectaMarketing offers a wide selection of blogging services, ranging from basic to fully customized. We are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

Visual Content vs Text: Establishing the Right Balance

At ProspectaMarketing, we help dental practices succeed by providing them with a customized team of SEO specialists, bloggers, and digital experts. Once we have assigned you a team, they will help manage all aspects of your digital advertising campaign. This includes training you and your team members to use specialized analysis tools and keep track of your website activity. Another core part of our process is optimizing websites through unique copy and visual media. However, too much of either of these can mean that your website is incomplete and fails to engage your audience.

So, how to balance these two core concepts of website design? That’s what this article focuses on! Our team has put together a list of tips and tricks that you can follow to ensure your visual media and website copy text complement each other and work well on their own.

  • Visual Content Is The Hook: As far as catering to a new generation of consumer – one that uses the internet often and expects quick, easy-to-access results – visual media is king. This doesn’t mean you shouldn’t strive to strike the right balance between text and media; only that this perfect middle point between the two types of content has shifted over time. Though massive walls of information might have worked for print publications, and in spite of the practice still persisting and thriving in certain eras of the internet (think: e-mail newsletters), the balance has definitely skewed toward visual media in recent decades. We encourage you to view this as an opportunity. Employ the use of large, easy to see images to “hook” your website visitors. Place them above and behind headers to make them the centerpiece of the page. Make sure to keep the images diverse and varied, both in size, style, and content. For more information, check out our article on the core tenets of visual media.
  • Text Is What They Are Looking For: As ironic and contradictory as it sounds, those same consumers and digital travelers who flock to pretty pictures and immediately scatter at the sight of a large wall of information, are actually looking for information, not pretty pictures. However, they want that information to be short, accurate, and precise. So keep your copy short and to the point, making sure to fill the negative space on the page left by the images, but not going overboard. Focus on the accuracy of your content; is your copy relevant to your services? Finally, make sure to use precise language; the last thing you want is your message being muddled by awkward verbiage or inconsistencies in grammar. If you do all this, you have a higher chance of establishing authority in your digital community. Read our previous article to find out more about the importance of engaging website copy.
  • How Much Is Too Much?: It might seem like, based on what we have previously stated, you are better off filling every page on your website with hundreds and hundreds of images, right? Well, no. A barrage of textless images can still be overwhelming to a visitor, and it can be ultimately useless in terms of converting a lead into a patient. So, both with images and with text, the answer to this question varies. A website with 10 or 20 thumbnail images and a little flavor text might make sense for a smile gallery or a blog. However, for a landing page with important subject matter about your services, it might be more effective to limit yourself to 2-3 images and a few informative, easy-to-read paragraphs. The balance is different depending on what you want the focus of the specific page to be. It is also important to consider load speed. If your images are putting too much of a strain on it, it might mean your potential visitors leave before they see text OR images. The same applies to website copy. Make sure that the overall information on your page isn’t massive, and that your load speed stays between 1-2 seconds.
  • SEO and the Google Index: Optimizing your website for SEO is crucial. Make sure to use popular, relevant key words throughout your copy, purge any duplicate content (text or visual), and avoid generic content. These practices will ensure that your page remains unique and that the Google crawler bots find it and index it. If your page is indexed, it has a higher chance of showing up on search engines and being associated with the right keywords, whether those be location or service-based. For more information on concepts like the Google Index, read our article on advanced digital marketing strategies.

Striking the right balance between visual and text-based media has never been more important; and we can help! ProspectaMarketing manages the advertising campaigns of hundreds of dental practices the nation over. We are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

How To Guide Online Reviews

At ProspectaMarketing, we handle all aspects of our clients’ online and digital marketing. If you’re a dental practice that needs to revamp their advertising approach, and are at a loss as to how to achieve this, we can provide a specific, customized team of SEO and tech specialists that fit your needs. Together with a group effort from your team members, they can help you achieve the reach you need for your practice to flourish.

One of the main avenues by which we increase awareness of a business is the strengthening of the connection between patient and practice. And the best way to do that? Online reviews.

However, since we’ve already focused on both the importance of online reviews and the effect of a review response on your marketing efforts, today’s article will instead describe the many steps you and your team can take to ensure your satisfied patients follow up their visit with a lengthy, descriptive review.

The Reason

You might be wondering: why are reviews something I need to foster? After all, if I perform my services successfully and the patients remain satisfied, shouldn’t reviews happen organically? Yes, in a perfect situation. Organic review growth that simply springs out of the ground is definitely favorable marketing windfall. But, in most cases, it’s going to take a little work to get your patients writing.

There’s also the question of the type of review they leave. If a review is a four- or five-star review, but doesn’t fit certain requirements, it might end up at the bottom of your Google profile and be essentially useless to you as a marketing tool. For these reasons, here are five steps you can take to ensure that your incoming reviews are bountiful and rank well according to your metrics.

The Solution

  1. Team Training: Setting up a short training course for your team members is often the way to go. Though the topic of fostering reviews is covered during our client orientation meetings, we encourage the practices we represent to continually remind their team members to ask for a review during their wrap-up consult with a client. Set up a sort of “script” with your assistants, hygienists, and receptionists; one that thanks the patient for their business, asks them if there was anything that could be improved about their experience, and inquires as to whether they would leave a review on your service of choice.
  2. Mailing Lists, Text Alerts, and Digital Notifications: If you’re clients are on a mailing list or a text-based alert system, it’s a great idea to follow up with a short and easy link that leads to your preferred review service.
  3. Guided Questions To Foster Descriptive Reviews: When setting up templates for the aforementioned “script,” or for any form that you might present to a potential reviewer, consider questions like “How have your dental implants changed your life?”; or “Why would you recommend us to someone seeking a dentist to do quality work?”; or even “Why would you recommend our sedation dentistry services to someone who struggles with dental anxiety?” With guided questions, you will ensure that your reviews are not simply star-based. Since services like Google Reviews rank entries based on relevance, it is very likely that a four- or five-star review that lacks keywords and written content will sink to the bottom of the list. This will almost ensure that potential clients miss it.
  4. Focus On Your Keywords: When crafting your guided questionnaire, make sure you focus on questions that cover your strengths. The best way to do this is to analyze your most popular keywords. If you focus on cosmetics, there’s no reason to be asking patients about your viability as a sleep apnea clinic. If, however, you have a wide range of services, make sure not to overwhelm the reviewer. Too many questions will quickly make someone regret agreeing to a review, and will most likely guarantee that they don’t review you again. What’s worse, they might exit the review process altogether. Instead, pick two or three main services that are relevant to the patient and to your practice, and write questions based on them.
  5. Keep It At Five: In the same vein as our previous entry, make sure your questionnaire is breezy, easy-to-read, and over quickly. All you need is a small bit of text, written by a satisfied patient, with one or two guided key words included. So, keep it at or under five questions. If you absolutely must include more, make them very short. After the patient has successfully submitted their review, don’t badger them – even if the result wasn’t a tasty SEO morsel of keywords and relevant services, it’s a step above an empty review, and that’s always a positive. Further follow-up might just result in the patient feeling overwhelmed or annoyed, which we never want.

Balancing the often uncomfortable work of requesting reviews with a tactful approach to practice-patient relations is one of our specialties at ProspectaMarketing. What’s best, it’s a team effort. We make sure to guide your dentists, assistants, hygienists, and receptionists on the best ways to manage and respond to reviews. We will even do it for you, if your specific situation benefits from this approach. ProspectaMarketing are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

Content-Specific Dental Marketing

At ProspectaMarketing, we’ve spoken at-length about our unique, in-depth, all-points approach to digital dental marketing. This makes sense. For most of our practices, a marketing initiative that emphasizes a host of services is the right choice. After all, if your practice offers many general, restorative, and cosmetic dentistry options, you want to keep your patients informed of your status as an end all, be all source dental treatment.

But what if your practice requires a more content-specific approach? At ProspectaMarketing, we are versed in more than just generalized dental marketing. During our initial meeting with practices, we perform an in-depth analysis and interview the dental team in order to facilitate a mutual understanding of your areas of interest.

From there, we focus on creating treatment-specific content that highlights your practice as an authority on said treatments. This way, you can cut across the noise that most businesses make online, visual or otherwise, and set yourself apart in the eyes of your patients. For example, if you are a cosmetic dentistry practice, patients should see you as a practice that specializes in cosmetics, not a dental practice that forgot to add the rest of their dentistry landing pages!

In order to ensure the efficacy of your specialized marketing effort, we create:

  • Content-Specific Landing Pages: When it comes to your website, a singular, specific focus on a service shouldn’t translate to a singular, specific landing page. Many branches of dentistry and health services can be split up into several subject areas. If you’re a dental implant-only practice, we might consider designing a landing page like “Dental Implants.” Then, we would split that generalized page up into several other landing pages, like “Am I Eligible For A Dental Implant?”, or “Types of Dental Implants”, or even “What Are Dental Implants?” This way, we can generate a large enough amount of content from a single service.
  • Customized Copy: Though this is a service we provide for all our clients, it is even more crucial to have original copy when you’re trying to become the authority on a certain subject. At ProspectaMarketing, we can overhaul old, outdated copy and keep your website fresh for your new visitors, and reliable for your regulars.
  • Custom Blog Service: For most of our clients, we employ the use of Listpipe™, a blog service that provides our writers with fresh article ideas. Our writing team then customizes these articles for our clients. However, for a treatment- or service-specific practice, we encourage signing on to our custom blog service. This way, you can have content written from the ground, up. The content will be unique to your website and will go a long way toward keeping Google Index bots on it long enough for your pages to be archived. (You can learn more about Google Indexing by reading our previous blog post on the subject.)

ProspectaMarketing has helped advertise site-specific content for practices that focus on general, restorative, and cosmetic dentistry. But we’ve also advertised on behalf of more unique practices. To this day, we’ve worked on marketing initiatives for practices that focus on:

  • TMJ
  • Sleep Apnea
  • Orthodontics
  • Pediatric Dentistry
  • Denistry for Seniors
  • Emergency Dentistry

Whether you represent a general dentistry office, or a more content-specific practice, we are here to help! ProspectaMarketing are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

The ProspectaMarketing Difference

Here at ProspectaMarketing, we manage the marketing and advertising prospects of hundreds of dental practices. As a dentist, you might be wondering why it’s necessary to have a viable digital marketing campaign. After all, dental practices have survived for years on word-of-mouth. Right?

Unfortunately, this is no longer the case. The digital media landscape has become inexorably intertwined with our day-to-day reality in the last few decades. With the slow but inevitable crawl toward the market of meta-reality now in full effect, and the far-reaching influence of digital and social platforms felt at every aspect of daily life, the average consumer has started to prioritize easily accessible, online information about the businesses they invest in.

This applies to dental marketing as well. With this new reality comes a wealth of information that, until now, has been available only through dental literature. Patients can now access objective dental analysis online and make their own conclusions about their dental health. Far from a negative, dental practices must see this as a tool. By employing the use of our marketing tools at ProspectaMarketing, you can help your practice become an authority in this new space; an international, far-reaching digital space where consumers are craving guidance on matters of dental health.

Why Choose ProspectaMarketing? 

ProspectaMarketing can provide your practice with an in-depth, all points approach to digital marketing. While other marketing formulas might dictate a strict focus on local listings, website design, or digital optimization, we encourage the use of all of these in tandem. By taking advantage of every advertising avenue, we can ensure your brand has far-reaching influence and authority.

In simple terms: we believe every tool at your disposal should be used to get your message out there. In this spirit, we employ the use of the following:

  • A team of professional copywriters that deliver top-notch website copy.
  • A team of SEO specialists that provide visibility for your practice in an ever-expanding ocean of search engine results.
  • Local listings professionals that are ready to ensure you’re reaching your intended audience
  • Google Analytics testing to increase your website landings.
  • Weekly blog entries to keep your website fresh for the Google Index bots.

This is just the tip of the iceberg. If you’re interested in finding out about more of our marketing and advertising options, and find yourself in need a company to manage your dental marketing strategies and provide you with excellent visual media for your digital advertising effort, we are here to help! ProspectaMarketing are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

The Core Tenets of Visual Media

At ProspectaMarketing, we create and manage all sorts of visual marketing materials for the dental practices we represent. From website design to local listings, all text needs images and visual cues to lead the reader to the right material. Without it, all you’re left with is an empty digital presence and a virtual hub that doesn’t draw visitors in.

Our team has put together a list of the core tenets of visual media; that is, the 5 most important rules to follow when using any images or videos on your website, social media sites, blogs, or any other digital marketing avenues.

The Rules

  1. Strive for Creativity: An engaging picture can be an absolute game changer for a website. The marketing authority Hubspot conducted a study this year that 70% of companies invest in some form of audiovisual media marketing. This includes videos, photos, and even music! In a pool as large as that, you must strive to choose pictures and videos that are unique to your services and that are stylish. Use music and colors that draw the eye.
  2. Don’t Overdo it: Though it might seem to fly in the face of the previous point, you don’t want to overwhelm your digital visitors with a carnival of mismatching colors, loud sounds, and intense images. As with everything, balance is key. Ensure you only ever use three types of font styles in your web presence, be it your website or other digital hubs. Another good tip is to make sure your pictures match your aesthetic. Pick three or four main colors that  your dental practice uses often and try to pick images and visual media that complement them.
  3. Videos, Videos, Videos: The aforementioned study by Hubspot also pointed out that the primary form of media used in content marketing is video. With a new generation of consumers, who are all tech savvy, comes an affinity for quick, engaging, quirky videos. Even as a dental practice, you can take advantage of this! Make sure to keep videos on your website and social media sites updated and share them often!
  4. Image and Video Licenses: After a few months, image and video licenses might begin to expire. This could lead to dead links and redirect loops in your digital hubs. Don’t let this happen! We recommend keeping an updated document with all licenses and license numbers, as well as their expiration dates, and checking it often.
  5. Labels and Descriptions: It is often important to label and describe images. The benefit of an image description is two-fold. Firstly, it helps the reader identify the media, if the actual image doesn’t load. Secondly, it can clarify complex factors (like complicated dental or medical procedures) to consumers, so they immediately know what they’re seeing.

If you need a company to manage your dental marketing strategies and provide you with excellent visual media for your digital advertising effort, we are here to help! ProspectaMarketing are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

Advanced Digital Marketing Strategies

At ProspectaMarketing, we want the dental practices we represent to consistently increase the impact of their digital presence. In order to facilitate this, we utilize major applications, like Google Analytics, as well as advanced digital SEO tools. But, what can you do? Is there any way that you, as a dentist or dental team member, can support your online marketing campaign?

Of course there is! However, our team knows how hard it can be to participate in your marketing campaign once it has launched. When a professional marketing team plans and designs so many aspects of the practice’s image, it can often feel like your input is not necessary. This couldn’t be further from the truth!

Our team works with you to delineate marketing objectives. We prioritize your needs as a practice and tailor our services to your unique local and SEO strategies. This ensures that your message is being delivered as effectively as possible; but, most importantly, it ensures that it remains your message.

In order to help you out, our incredible team has put together a list of tips and tricks. These are all things you can do to make sure the framework Prospecta has helped you put in place yields the results you want!

How to Ensure Success In Your Marketing Strategy

  1. Effective Website Copy: We’ve written at length about this on previous articles, but we can’t stress it enough! Writing engaging, unique website copy is crucial to keeping potential patients on your website once they’ve found it. As a team, we employ a vast number of digital processes to ensure that your page landings increase, but it’s up to you to make sure that, once those patients “land,” so to speak, the website they are reading is grammatically correct, matches your service tabs, and is easy to use.
  2. Unique Visual Media: Pictures and videos are gold. In an age of immediate digital interaction and decreased attention spans, having visual media that is unique, represents your audience accurately, and stands out from the crowd is an absolute must. When designing your website, managing your advertising, or even editing a blog post, make sure to avoid blurry images, compressed files, and awkwardly sized media. Make sure that any and all image licenses are still valid; if they’re not, ensure that no images were replaced by dead links when they expired. Keep videos short but image/audio quality high. Scrub any unnecessary metadata from images (especially if they contain patient information!) Only use three font types on your website and make sure your aesthetics match on all social media, sites, or apps that represent your practice.
  3. High Review Response Rate: Something else we’ve focused on before are online reviews. It is absolutely crucial to encourage AND respond to reviews. Inform your entire dental team of this objective and make sure they are trained to follow up every interaction with a friendly: “If you enjoyed your experience, please leave us a review!” Using e-mail and text-based marketing, you can even follow up with them after visits to ensure that they don’t forget. Once your review numbers are high and consistent, respond to every review. Good experiences will be solidified in the patient’s mind, and it also offers an opportunity to clear the air about misunderstandings. When responding to a negative review, don’t be defensive. Be understanding, apologize for the inconvenience (when it’s reasonable), and ensure the patient that any interactions moving forward will be positive.
  4. Basic Understanding of Google Analytics: While we handle things like web presence, SEO, and leads, it’s always a good thing when a dental team has a basic understanding of online analytics. At Prospecta, we use Google Analytics to assess a website’s performance. It offers many metrics, but one of the most important ones is Page Landings. We encourage all our practices to familiarize themselves with this tool. At the very least, you should know how many people are viewing your site and how that number changes with each shift in your strategy.
  5. Variety of Content: Though easy for practices that offer a variety of service pages on their website, variety of content is harder when you represent a specialized clinic. However, it’s not impossible. If, for example, you only offer TMJ and Sleep Apnea treatment, you can split up your topics into “The Causes of TMJ,” The Benefits of TMJ Treatment,” “Sleep Apnea Treatment Options”, “What is Sleep Apnea?” and many more. This creates diversity of content even in the most specific content areas.
  6. Google Index Rate: The Google Index constantly sends out bots out to scour the internet for unique content. So, while this is connected to our previous point, it focuses on unique content more specifically. Make sure to avoid cookie-cutter text and that your written content is specifically tailored to your practice. Google will not index a website that doesn’t have a high percentage of unique word and phrase permutations. If you want to ensure that you show up first on search results and that your web presence is pronounced, you’ll want to focus on this point specifically.

Our team is ready to help you get your message across to your audiences. We can help you manage your advertising efforts and attract new patients.

ProspectaMarketing are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.

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